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Which tool of influence is being used when a salesperson gives someone a gift with the
hope that they will purchase something?
a. reciprocation
b. commitment and consistency
c. social proof
d. authority
e. scarcity
Which of the following is a factor accounting for the growth of sponsorships?
a. Avoid the clutter inherent in advertising media
b. Helps companies respond to consumers' changing media habits
c. Helps gain the approval of various constituencies
d. Enables targeting efforts to specific geographic regions and/or to specific
demographic and lifestyle groups
e. All of these are correct.
Kraft is introducing a new line of salad dressings that are made with hearty-health
omega-3 oils and wants to get the highest reach possible for the advertising of this
product. What can Kraft to do increase reach?
a. advertise in multiple media, such as television and magazines
b. maximize the number of times consumers have an opportunity to see the ads for
these products
c. use media vehicles with the lowest CPMs
d. use media vehicles with the highest CPMs
e. advertising only during prime time television programs because that's when most
consumers watch television
Which budgeting method sets the budget by examining what competitors are doing?
a. percentage-of-sales method
b. objective-and-task method
c. competitive parity method
d. affordability method
e. comparative method
Which of the following is one of the MindBase segments?
a. Realists
b. Experiencers
c. Thinkers
d. Survivors
e. Makers
Jacki presents the prospect with two product versions and asks which one the prospect
prefers. Jacki is in the _____ phase of personal selling.
a. qualifying
b. approach
c. preapproach
d. close
e. follow up
Media-planning software is used by advertisers to _____.
a. write ad copy that optimizes the ad's impact given budget constraints
b. evaluate a copy for specific influences
c. select media to optimize a specific objective within given constraints
d. place ads in a large number of media
e. determine competitors' media plans
Which of the following activities is part of those included when salespeople service the
product?
a. handling shipment problems
b. handling objections
c. entertaining clients
d. teaching safety features of the product
e. attending conferences
The first step in personal selling is _____.
a. preapproach
b. prospecting
c. approach
d. sales presentation
e. close
Which group has the highest incomes and most prestigious jobs of any segment of
American society?
a. Whites
b. African Americans
c. Hispanic Americans
d. Muslim Americans
e. Asian Americans
The top social network in Korea is _____.
a. Twitter
b. CyWorld
c. Bebo
d. Drupal
e. Ustream
_____ attention requires very little effort on the part of the receiver.
a. Involuntary
b. Voluntary
c. Selective
d. All of these are correct.
e. None of these are correct.
An advantage of using a full-service advertising agency is the ability to obtain
negotiating leverage with the media.
Judy tells a POPAI interviewer that she intends to purchase DelMonte spinach, and in
fact she does purchase this item. This case would be classified in the Consumer Buying
Habits Study as a(n) _____.
a. specifically planned purchase
b. generally planned purchase
c. substitute purchase
d. unplanned purchase
e. rational purchase
_____ signifies the ability of a package to attract attention at the point of purchase.
a. Visibility
b. Information
c. Emotional appeal
d. Workability
e. Gestalt
Which is NOT a relative advantage of television advertising?
a. one-on-one reach
b. low absolute cost
c. ability to demonstrate a product in use
d. ability to generate excitement
e. intrusion value
Jake and thousands of others like him purchased a product advertised on TV that
claimed instant hair growth with one application. Jake is representative of the many
purchasers of this product in that he is highly sensitive about his recent balding.
Because the advertised product is ineffective, the FTC would likely consider this a case
of _____ advertising.
a. unfair
b. deceptive
c. unreasonable
d. unrepresentative
e. unethical
Which of the following is NOT an Internet advertising format?
a. banner ads
b. websites
c. telephony
d. search engine advertising
e. superstitials
A model such as could be used to evaluate a completed promotional
program. In this model the 'Eij' represents the ____.
a. effectiveness of the program
b. execution proficiency
c. expense
d. evaluative criteria
e. equity enhancement
Explain the significance of the theory of psychological reactance.
Interactive advertising is defined as encompassing all media that enable the user (who
no longer is a 'receiver' in the traditional, passive model of communication) to control
the amount or rate of information that she or he wishes to acquire from a commercial
message.
Futures Company MindBase psychographic segmentation scheme consists of 66
general segments.
Four aspects of packaging that involve ethical issues include label information,
packaging graphics, packaging safety, and environmental implications of packaging.
It is optional that marcom objectives be established prior to making decisions regarding
message selection and media determination.
Marketers can enhance consumers' motivation to process brand information by using
celebrities in the advertising.
