Media advertising and POP communications must be _____ so that in-store reminder
cues can capitalize on the back-ground work media advertising accomplishes.
a. heavily used
b. unique
c. tightly integrated
d. awareness generating
e. informative
The FTC’s policy on deception is that the act or practice must be considered from the
perspective of a _____.
a. reasonable consumer
b. probable consumer
c. competitor
d. government
e. child
Which criterion cannot be measured objectively but involves a subjective assessment of
whether a promotion has enhanced a brand’s image or possibly detracted from it?
a. expense
b. efficiency
c. execution ease
d. equity enhancement
e. effectiveness enhancement
Marketers can enhance the consumers’ opportunity to encode information by _____.
a. using loud music
b. using colorful ads
c. repeating brand information
d. employing verbal framing
e. increasing curiosity about the brand
Which of the following is NOT a universal value?
a. stimulation
b. security
c. feminism
d. conformity
e. benevolence
Which of the following statements is true regarding the adoption of IMC?
a. Novice managers are more likely than experienced managers to practice IMC.
b. Firms involved in marketing services rather than products are more likely to have
adopted IMC.
c. Business-to-business firms are more likely to adopt IMC than business-to-consumer
firms.
d. Less sophisticated firms are likely adherents to IMC.
e. All of these are correct.
Edna went to the store to buy beer, but she had no specific brand in mind. This is an
example of a(n) ____ purchase.
a. specifically planned
b. generally planned
c. substitute
d. unplanned
e. disciplined
Advertising research enables management to increase advertising’s contribution toward
achieving _____ and yielding a reasonable return on investment.
a. media objectives
b. scientific understanding
c. marketing goals
d. consumer response
e. a positive brand image
Which of the following considerations is relevant to consider when qualifying
prospective buyers during the selling process?
a. need for the product
b. willingness to buy
c. ability to buy
d. authority to buy
e. All of these are correct.
Frail Recluses are _____.
a. in good health, relatively wealthy, and are socially active
b. in good health but psychologically withdrawn from society
c. withdrawn from society and in poor health
d. in poor health but socially active
e. the best market for leisure/travel entertainment
All promotion techniques provide consumers with _____ that encourage(s) certain
forms of behavior.
a. rewards
b. monetary savings
c. a need for stimulation
d. reinforcement of hedonistic attitudes
e. reinforcement of utilitarian attitudes
Which of the following is NOT a requirement for setting marcom objectives?
a. Objectives must specify the amount of change.
b. Objectives must be stated in terms of profits.
c. Objectives must be realistic.
d. Objectives must be internally consistent.
e. Objectives must be clear and in writing.
_____ testing provides a valid prediction of actual marketplace performance and is
relatively inexpensive compared to other copytesting methods.
a. Sample
b. ARI
c. Bruzzone
d. rsc
e. ISI
In Pavlov’s experiment, the _____ was the unconditioned stimulus.
a. dog salivating
b. bell
c. meat powder
d. trainer
e. None of these are correct.
A marketer who is using colorful ads is enhancing the consumers’ _____.
a. motivation to attend to the message
b. motivation to process brand information
c. opportunity to encode information
d. opportunity to reduce processing time
e. ability to access knowledge structures
The practice of _____ consists of retailers purchasing enough products on one deal to
carry them over until the manufacturer’s next regularly scheduled deal.
a. pay-for-performance
b. forward buying
c. diverting
d. co-marketing
e. slotting
Focusing on and considering a message to which one has been exposed is known as
_____.
a. perception
b. exposure
c. attention
d. comprehension
e. interpretation
For which type of promotion must participants act according to the specific rules and
may or may not be required to submit proofs of purchase?
a. tie-in promotions
b. sweepstakes
c. cooperative promotions
d. contest
e. self-liquidating promotion
Message research comes in two general forms: qualitative and quantitative.
Purchase intentions are not valid communication measures.
Quantitative research is concerned with generating insights into and interpretations of
those advertising elements that influence people’s responses to advertisements, and
focus groups represent a major form of quantitative ad research.
Frequency refers to the number of people who purchased a product as a result of an
advertisement.
Assume that you are the public relations director for a large multinational corporation.
There are rumors that the chief executive officer has bribed foreign officials. How
would you handle the situation?
In a continuous advertising schedule, an equal or relatively equal amount of ad dollars
are invested throughout the campaign.
Discuss the differences between the African American population and the general
population that makes this segment attractive for many companies. How would these
factors influence the development of promotional campaigns targeted to African
Americans?
Freestanding inserts account for the majority of all coupons distributed in the United
States.
Trade promotions are appropriately timed when they are tied in with a seasonal event
during a time of growing sales.