Which of the following are the two general forms of message research?
a. primary and secondary
b. valid and reliable
c. pretesting and posttesting
d. formal and informal
e. qualitative and quantitative
For a package to be effective, it must perform well on all the VIEW criteria.
To prevent retailers from forward buying, a manufacturer can _____.
a. divert goods
b. use a bridge-buying program
c. avoid national deals
d. use a bill and hold program
e. threaten legal action against retailers who practice it
According to the theory of psychological reactance, _____.
a. people react against any efforts to reduce their freedoms of choice
b. consumer behavior is seen as emotional
c. consumer behavior is seen as highly cognitive
d. people satisfy primary needs before acquired needs
e. the personal relevance that a communication has for a receiver is a critical
determinant of the extent and form of persuasion
Which of the following is an advertising creative style?
a. unique selling proposition
b. brand image
c. resonance
d. generic
e. All of these are correct.
According to the text, users spend an average of _____ hours on Facebook each month.
a. 7
b. 10
c. 20
d. 5
e. 35
A distinguishing feature of yellow page advertising is that there are _____.
a. clear-cut limits on possible creative executions
b. limitless possible creative executions
c. only full color ads
d. only black on yellow ads
e. flexible purchasing plans
John was going to his favorite sports web ite when an ad for home equity loans
appeared in a separate window that materialized on the screen seemingly out of
nowhere. He wasn’t interested, so he closed the window. What type of Internet ad is
this?
a. website
b. banner ad
c. interstitial
d. superstitial
e. pop-up
The goal of _____ is to discover hidden facts contained in databases.
a. data mining
b. data warehousing
c. data definition
d. data discovery
e. data manufacturing
The Buy X, Get 1 Free form of premium represents an immediate reward to consumers,
and, for manufacturers, this type of premium serves the primary purpose of _____.
a. reinforcing brand image
b. creating long-term relationships with customers
c. enhancing advertising efficiency
d. rewarding a brand’s loyal customers or encouraging trial
e. reinforcing other marketing communications messages
When a marketing communicator connects a consumer good with a representation of
the culturally constituted world, s/he is engaging in _____.
a. lifestyle marketing
b. sales promotion
c. socialization
d. point-of-purchase advertising
e. meaning transfer
The compensatory heuristic consists of the consumer establishing cutoffs or minima on
all pertinent choice criteria.
Cash discounts given to consumers who submit proofs of purchase are known as _____.
a. coupons
b. premiums
c. rebates
d. price-offs
e. bonus packs
Often called a ‘hand-in-glove’ relationship, advertising _____ considerations are
inextricably related.
a. target market and brand appeal
b. research and consumer response
c. awareness and knowledge generation
d. reach and rating points
e. message and media
Brand managers should turn to alternative means of marcom as the option of first
choice rather than automatically defaulting to _____.
a. sales promotion
b. personal selling
c. point-of-purchase advertising
d. event marketing
e. mass media advertising
One criticism of advertising that contends that it tends to portray certain groups in very
narrow and predictable fashion, or it _____.
a. targets economically disadvantaged consumers
b. creates and perpetuates stereotypes
c. is untruthful and deceptive
d. is manipulative
e. plays on people’s fears and insecurities
Which type of billboard is 12 feet, 3 inches high by 24 feet, 6 inches wide?
a. 5-sheet poster
b. 8-sheet poster
c. 20-sheet poster
d. 30-sheet poster
e. 50-sheet poster
The IMC approach uses the ‘inside-out’ approach in identifying communication
vehicles.
The cognitive component of an attitude represents one’s behavioral tendency.
Higher market share brands are more deal elastic.
The three general categories of promotion objectives directed at influencing consumer
behavior are generating trial purchases, encouraging repeat purchases, and reinforcing
brand images.
The teen shift from Facebook to Twitter and other social networks may indicate that
Facebook has become passé.
The two general forms of advertising research that are practiced are message research
and focused research.
The target audience’s perception of a spokesperson’s expertise is more important than
whether or not he or she actually is an expert.
Sales representatives should act as if they work for themselves in order to fulfill the
modern selling practice.
Two distinct forms of corporate advertising are image and issue advertising.