Direct Data is a service firm specializing in collecting and analyzing data about
potential customers for a variety of direct marketers. Direct Data tracks geographic,
demographic, and psychographic data, pulling together lists of potential target
customers for its clients. When creating direct mail messages, Direct Data’s clients
likely use this information to ________.
A) build in feedback
B) manage negative perceptions about direct marketing
C) personalize the message
D) tell a complete sales story
E) reach those unreachable by other media
Which of the following is a form of personal sales?
A) direct-mail marketing
B) direct-response advertising
C) catalog marketing
D) telemarketing
E) Internet advertising
Which of the following is another term for fund-raising?
A) cause marketing
B) public service marketing
C) strategic philanthropy
D) issue management
E) social responsibility
The boundaries each culture establishes for “proper” behavior are called ________.
A) references
B) values
C) norms
D) subcultures
E) core values
A(n) ________ is a tangible reward for a particular act, typically purchasing or
repurchasing a product.
A) collateral material
B) brand reminder
C) premium
D) sponsorship
E) endorsement
The Federal Trade Commission investigated a claim made in an ad for Ultra Slimfast
and determined that the ad is deceptive. What’s the first remedy that will be taken by the
FTC?
A) issue a cease-and-desist order
B) fine the advertiser $10,000 for every day the ad has run
C) require the advertiser to run corrective advertising
D) order the advertiser to refund consumers’ money
E) issue a consent decree
________ compiles trusted consumer-written reviews of local businesses.
A) Twitter
B) Craig’s List
C) Tumblr
D) Angie’s List
E) Google+
________ means people remember seeing the ad, and ________ means they remember
what the ad said.
A) Recall; recognition
B) Recognition; recall
C) Aided recognition; unaided recognition
D) Relevance; awareness
E) Awareness; relevance
Integrated marketing communications produces better communications ________.
A) consistency
B) sales
C) simplicity
D) variety
E) independence
Which corporate relations program has the overriding goal of strengthening the trust
that stakeholders have in an organization?
A) image management
B) crisis management
C) media relations
D) reputation management
E) public affairs
________ are independent companies that specialize in doing media research, planning,
and buying.
A) Media platforms
B) Account planners
C) Media agencies
D) Media buying companies
E) Media brokers
What type of publication is required by the Securities and Exchange Commission
(SEC) from each publicly held company?
A) collateral material
B) annual report
C) media kit
D) pitch letter
E) controlled message
Click-through rates are a metric most closely associated with ________.
A) consumer sales promotions
B) social media
C) banner ads
D) public relations
E) guerilla marketing
Vardaman Toyota routinely shoots television commercials in its car lot rather than in a
studio. These commercials are shot ________.
A) off script
B) on location
C) out back
D) off frame
E) off location
You and your family are part of a consumer panel, and each time you go to the grocery
store, you give the sales clerk your ID number. The research company tracks your
purchases, as well as several other households’ purchases, to determine the extent to
which its clients’ advertising works. What type of research are you participating in?
A) inquiry test
B) scanner research
C) concurrent research
D) optimization research
E) test marketing
Initially, people could remember the ads but not the brand. This is an example of
________.
A) vampire creativity
B) positioning
C) structural fault
D) copycat advertising
E) cliched thinking
Consumer promotions are most important in which of the following types of strategies?
A) push
B) pull
C) channel
D) wholesale
E) intermediate
Which of the following organizations surveys large samples of American consumers,
asking questions about consumption, possession, and use of a wide range of products,
services, and media?
A) Lexis-Nexis
B) Off-the-Shelf Publications
C) Dialog Information Services
D) Dow Jones Factiva
E) Simmons Market Research Bureau