Which strategy directs marketing efforts at the consumer?
A) push
B) exchange
C) pull
D) coverage
E) cooperative
Traditional measured media such as print and broadcast are also referred to as
________ media channels.
A) owned
B) earned
C) interactive
D) legacy
E) addressable
The objectives for planning at the ________ planning level tend to focus on
maximizing profit and return on investment.
A) advertising
B) IMC
C) marketing
D) tactical
E) corporate
Which of the following refers specifically to creating the intangible elements of a brand
that make it memorable and meaningful to a consumer?
A) advertising
B) branding
C) exchanging
D) marketing
E) integrating
Which of the following is NOT a type of consumer promotion?
A) price deals
B) sampling
C) trade deals
D) sweepstakes
E) premiums
Using ________, researchers go into authentic consumer environments to record the
behavior of consumers without actually participating in the lives of the consumers.
A) focus groups
B) experimental research
C) friendship groups
D) observational research
E) survey research
Which of the following is NOT an objective of a marketing database?
A) to record names of customers, expires, and prospects
B) to store and analyze responses
C) to store and analyze purchasing performance
D) to continue direct communication with customers
E) to record and analyze marketing communications
Consumers, competitors, distributors, and suppliers are all stakeholder audiences at the
________ level.
A) corporate
B) marketing
C) branding
D) internal
E) marcom
Which of the following is considered the most important element in radio advertising?
A) human voice
B) instrumental music
C) sound effects
D) motion
E) copy
Which of the following is the landmark corrective advertising case?
A) Valentine v. Chrestensen
B) Warner-Lambert v. FTC
C) 44 Liquormart, Inc. v FTC
D) Nike v. FTC
E) Cincinnati v. Discovery Network
The trust on which goodwill is based comes from ________.
A) popular products
B) offering many products
C) what a company says about what it does
D) corporate integrity
E) what the government says about what a company does
Which media scheduling decision relates to factors such as seasonality, holidays, and
days of the week?
A) duration
B) continuity
C) timing
D) carryover
E) reach
You are having dinner with your former college roommate, who is a neurosurgeon. You
are an account planner at an advertising agency, and you do a lot of ad testing. You’re
trying to get him to help you with some neurological tests to determine the effectiveness
of some of your clients’ ads, especially those that attempt to evoke strong emotional
responses. He asks you, “If advertising is done to sell a product, why don’t you just
measure sales to determine the effectiveness of an ad?” You try to explain to him that it
is not that simple, and you tell him about all the types of research you conduct at
various stages of a campaign.
You tell your friend about the research you do before an ad even appears in any
medium. This research assists in the go/no-go decision about finished or nearly finished
ads. This type of testing that assesses the strengths of the finished message and predicts
how well it will perform is known as ________.
A) message strategy testing
B) surrogate testing
C) tracking studies
D) pretesting
E) test marketing
Which of the following tasks of an account planner has been described as “peering into
nooks and crannies without losing sight of the big picture in order to identify a key
insight that can transform a client’s business”?
A) big idea generating
B) critical thinking
C) creative thinking
D) insight mining
E) insight communicating
The marketing mix is also known as the ________.
A) four Cs
B) four Ms
C) competitive advantage
D) marketing channel
E) four Ps
Which of the following is most likely to tell media planners exactly what programs and
ads consumers watched?
A) panels
B) diaries
C) story elicitations
D) focus groups
E) purpose-driven games
Which of the following has been referred to as ‘stealth advertising” by the Writers Guild
of America?
A) branded advertainment
B) branded apps
C) mobile marketing
D) product placement
E) consumer-generated content
Which type of network connects people within an organization?
A) Internet
B) intranet
C) extranet
D) social network
E) internal Web
Which of the following is a FALSE statement about the use of mobile devices?
A) There are nearly as many mobile subscriptions as there are people on Earth.
B) Half of all global Internet users access the Internet using their mobile devices.
C) There are more mobile subscriptions in the United States than citizens in the United
States.
D) More money is spent on mobile advertising than on television advertising.
E) All major U.S. wireless carriers expect to have high-speed broadband networks by
2014.