In which scenario is advertising most likely to thrive in a society?
A) when demand exceeds supply
B) when there is little price competition
C) when public speech is tightly controlled by the government
D) when consumers do not have disposable income
E) when supply is greater than demand
A(n) ________ is an internal force that stimulates a person to behave in a particular
manner and is produced by the tension caused by an unfulfilled want or need.
A) attitude
B) desire
C) value
D) motive
E) norm
Which are the most common types of trade deals?
A) point-of-purchase displays
B) push money and pull money
C) spiffs and self-liquidators
D) contests and games
E) buying allowances and advertising allowances
When did Facebook first come online?
A) 1991
B) 1996
C) 2000
D) 2004
E) 2006
Saul is taking a sample layout of a new print advertisement to a meeting with the client
for approval. This layout is most likely in the ________ stage.
A) thumbnail
B) panel
C) semicomps
D) high-resolution film
E) rough
A media ________ is a specific television program, newspaper, magazine, or radio
station or program.
A) niche
B) touch point
C) platform
D) channel
E) vehicle
In preparation for the filming of a television ad for a new line of organic coffee, Tara
has analyzed the auditions of 10 actors and actresses who hope to play one of the two
characters in the commercial. Tara is in the process of ________.
A) framing
B) casting
C) storyboarding
D) photoboarding
E) scripting
An E score is a rating system that measures the appeal of ________.
A) slogans
B) taglines
C) brands
D) celebrities
E) logos
Ian works in the public relations function in his company. When he wants exposure for
some aspect of his company, he contacts people he knows, such as Lisa, a reporter for
the local newspaper, or Anthony, Melissa, and Stephanie at the local television stations.
Ian has worked hard to develop these media contacts. In public relations, this
relationship management is known as ________.
A) external relations
B) media relations
C) public affairs
D) corporate relations
E) reputation management
Total communication over the life of a brand is referred to as ________.
A) lifetime customer value
B) lifetime customer communication
C) the marketing mix
D) 360-degree communication
E) the integrated marketing campaign
Which of the following promotions would a marketer be most likely to use to build
relationships with customers and to remind customers about the brand?
A) cents-off deals
B) sampling
C) rebates
D) specialty items
E) refunds
Based on the Facets Model of Effects, which of the following is the LEAST likely
reason to use visuals in advertising?
A) to anchor associations
B) to cement belief
C) to communicate quickly
D) to replace copy
E) to tell interesting stories
A(n) ________ is a state of certainty about a brand.
A) attitude
B) preference
C) conviction
D) association
E) cognition
Maria was participating in a research study in which she was asked to take pictures with
her camera phone while she was shopping. After recording her trip with pictures, she
was asked to explain what she was thinking or doing at the time a given photo was
taken. Which qualitative research method is this?
A) metaphors
B) story elicitation
C) photo elicitation
D) photo sorts
E) meaning creation
Which of the following is the best example of the type of advertising self-regulation
referred to as self-discipline?
A) AT&T adopting a code of marketing ethics
B) an individual making choices based on her moral guidelines
C) the Distilled Spirits Council’s Code of Responsible Practices designed for producers
and marketers of distilled spirits
D) a company making special efforts to hire a multicultural staff
E) Duracell consenting to add a disclaimer to one of its ads
Point-of-purchase displays are provided by ________ and used by ________.
A) retailers; manufacturers
B) retailers; consumers
C) retailers; direct marketers
D) manufacturers; direct marketers
E) manufacturers; retailers