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In what industry is technical selling not found?
a. electronics
b. machinery
c. retail
d. computer science
e. financial services
When the receiver challenges a message claim, _____ arise.
a. planned arguments
b. policy arguments
c. antiarguments
d. supportive arguments
e. counterarguments
When ads that have been recorded along with program material are fast-forwarded,
_____ has occurred.
a. trapping
b. zupping
c. zipping
d. zapping
e. escaping
Sponsors desiring to associate their brands with relatively uncluttered events must
either select smaller, lesser-known events to sponsor or _____.
a. develop an ambush program
b. use extensive sales promotion
c. use heavy advertising to promote the sponsorship
d. pay huge fees to obtain exclusive sponsorship rights
e. focus marketing communication efforts on sales promotion and public relations
The employee's intention to donate or not donate to a charity is best described as the
_____ attitude component.
a. cognitive
b. conative
c. instrumental
d. effective
e. planned
Which of the following social networks are among the top two most prominent venues?
a. YouTube
b. Bebo
c. Twitter
d. Snapchat
e. Instagram
In Nielsen Claritas' PRIZMNE system of geodemographic profiling, NE represents the
____ of Nielsen Claritas's original segmentation system.
a. new evolution
b. new edition
c. next evolution
d. neo-edition
e. need edition
Why do manufacturers offer different-sized containers?
a. to gain more shelf space in retail outlets
b. to satisfy the unique needs of various market segments
c. to represent different usage situations
d. a and b only
e. a, b, and c
Carla was on a web site to see what the weather was going to be during her vacation to
Orlando. She noticed there were small, static ads placed for hotels, restaurants, and
rental cars in the weather site she was consulting. Which type of ads are these?
a. pop-ups
b. banner ads
c. interstitial ads
d. superstitial ads
e. blogs
POP's most basic communications function is _____.
a. informing consumers
b. reminding consumers
c. encouraging consumers
d. merchandising products
e. encouraging brand switching among consumers
Which type of billboard is hand painted directly on the billboard by artists hired by the
billboard owner?
a. poster panels
b. painted bulletins
c. painted billboards
d. poster billboards
e. painted panels
Many grocery retailers find it easy to rationalize slotting allowances on the grounds that
their net profit margins in selling groceries are minuscule (typically _____ percent) and
that slotting allowances enable them to earn returns comparable to those earned by
manufacturers.
a. less than one
b. 1.0'“1.5
c. 2.0'“2.5
d. 3.0'“3.5
e. 4.0'“4.5
Which agency compensation method is closely aligned with the advertiser's sales?
a. Media-commission system
b. Labor-based fee system
c. Outcome-based programs
d. Investment-based programs
e. Equity-based programs
Evelyn Rivers is the advertising director of a chain of health clubs. She is putting
together an advertisement. She wants to enhance the consumers' opportunity to encode
information. The best way to accomplish this objective would be to _____.
a. repeat the ad on multiple occasions
b. use loud music
c. use celebrities
d. use colorful ads
e. employ verbal framing
Dial Corporation had to pay a fee to a retail chain for having an unsuccessful product
removed from their distribution centers. This fee is known as _____.
a. a slotting fee
b. an exit fee
c. street money
d. push money
e. pull money
Starch measures the primary objective of a television advertisement.
Discuss the costs and benefits of regulation and who pays for or receives each,
respectively. When is regulation justified?
The first step in calculating the return on investment for a sampling investment is to
calculate the total cost of sampling.
Research has identified ten personality dimensions that describe most brands.
The four variables that influence the awareness class include free samples, coupons,
advertising, and price.
Traditional media are more centralized while social media are more decentralized in
production in usage.
Innovations that are compatible with a person's existing situation require more effort to
incorporate into one's consumption lifestyle.
Manufacturers use consumer-oriented sales promotions also to leverage trade support.
List and explain the steps of the brand naming process. Describe how a brand manager
for a new brand of detergent would go through the process.
According to the hierarchy-of-effects model, brand-loyal consumers are the ultimate
goal.
