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Combining stimulus features with expectations of what should be present in the context
in which a stimulus is perceived is known as _____.
a. attribution
b. habituation
c. feature analysis
d. active synthesis
e. perceptual mapping
A major concern for users of Facebook is the issue of _____.
a. keeping the service free
b. privacy
c. shopping online
d. incorporating email
e. keeping Instagram alive
Charles wants to use an advertising medium that offers the capability to target a
precisely defined group of people, the ability to determine exactly how effective the
advertising effort is so that he can justify budget allocations to this medium, and offers
the flexibility to meet changing circumstances. Charles should use _____.
a. television
b. outdoor billboards
c. magazines
d. direct mail
e. brand placement
Which of the following is an example of a communication outcome?
a. increase sales to grocery stores by 10 percent
b. increase total sales by 15 percent
c. maintain existing sales levels in Japan
d. increase brand awareness by 15 percent
e. increase sales in Mexico by 15 percent
The degree to which the product user or other people can notice the positive effects of
new product usage is referred to as _____.
a. complexity
b. compatibility
c. relative advantage
d. observability
e. trialability
Features or aspects of advertised brands are known as _____.
a. consequences
b. values
c. specifics
d. perspectives
e. attributes
Which of the following is an allegorical character?
a. Mr. Goodwrench
b. The Pillsbury dough boy
c. Mr. Clean
d. Geico gecko
e. All of these are correct.
The government in _____ limits the face value of coupons to 1 percent of the product's
value.
a. China
b. Finland
c. Egypt
d. France
e. Germany
According to the heretical view, presales, or communication, objectives such as increase
in brand awareness are claimed to be _____.
a. precisely right
b. precisely wrong
c. vaguely right
d. vaguely wrong
e. just plain wrong
One reason that sales response is claimed to represent an unsuitable marcom objective
is that advertising during any given period does not necessarily influence sales in the
current period but may influence sales during later periods. This is referred to as the
_____ effect.
a. economic
b. consumer response
c. heretical
d. advertising response
e. lagged
Customers are known to be more responsive to retailers' price deals when retailers
_____.
a. use rebate offers
b. advertise those deals
c. offer coupons
d. provide additional incentives
e. include in-package premiums
The word _____ is used in reference to unsolicited and unwanted commercial e-mail
messages.
a. spit
b. salami
c. bile
d. trash
e. spam
The key issue in the research on the predictive ability of ComScore ARS' Share of
Choice scores was whether these scores accurately predict the magnitude of _____ gain
(or loss) following advertising.
a. share-of-voice
b. market-share
c. return on investment
d. audience
e. consumer awareness
A package coupon has _____ because an initial purchase may stimulate another
purchase.
a. repeat value
b. dual value
c. bounce-back value
d. cross value
e. come-back value
An advertiser of designer jewelry would want to use _____ advertising if she wants to
convey elegance, quality, and snob appeal.
a. television
b. billboard
c. newspaper
d. radio
e. magazine
Which of the following is an advantage of employing the services of a full-service
agency?
a. obtaining negotiating leverage with the media
b. ability to contract for services only when they are needed
c. greater control over the advertising function
d. greater control over competitive information
e. more effective advertising
In-store radio and TV advertising, shopping cart advertisements, shelf talkers, floor
graphics, and coupon dispensers are all examples of _____.
a. POP displays
b. miscellaneous media
c. in-store media
d. on-premise advertising
e. impulse media
The first step involved in using media-planning software is to select the criterion for
schedule optimization.
Purchasing patterns often are influenced more by our lifestyles than our demographic
backgrounds.
Athletes are considered to possess attractiveness because they project knowledge and
expertise when endorsing a product.
The notions of trial and repeat purchase are particularly apt for inexpensive consumer
packaged goods.
The more similar a spokesperson's ethnicity is to the intended audience's ethnicity, the
more trustworthiness is likely to be enhanced.
Compatibility refers to an innovation's degree of perceived difficulty.
Rebates are typically redeemed at the retail checkout.
