_____ are extra quantities of a product that a company gives to consumers at the regular
price.
a. Price-offs
b. Premiums
c. Bonus packs
d. Add-ons
e. Rebates
Advertising’s long-term role has been described as ‘Strong advertising represents a
deposit in the brand equity bank.’ By ‘strong’ is meant the advertising _____.
a. is repeated at least three times
b. provides sufficient product information as well as an emotional appeal
c. includes convincing arguments for purchase
d. is different, unique, clever, and memorable
e. is credible, informative, and humorous
Who can engage in unethical behavior with respect to sales promotions?
a. manufacturers
b. retailers
c. consumers
d. a and b only
e. a, b, and c
Communication sites include all of the following types except _____.
a. blogs
b. media platforms
c. microblogs
d. advertising
e. aggregators
The brand lift index _____.
a. gauges the average increase of in-store purchase decisions when point-of-purchase is
present
b. gauges the average increase of in-store decision purchases when the package is
changed
c. measures a brand’s sales against that of the major competitor
d. measures a brand’s sales by the type of store that sells the product
e. All of these are correct.
Which of the following questions should a manager ask when evaluating a new
promotion idea?
a. Is the promotion presented clearly so that the intended market will notice,
comprehend, and respond positively to it?
b. Is the idea a good one?
c. Is the idea unique, or is the competition doing something similar?
d. Will the promotion idea appeal to the target market?
e. All of these are correct.
Which of the following is a requirement for setting marcom objectives?
a. Objectives must include a precise statement of who, what, and when.
b. Objectives must be qualitative.
c. Objectives must be broad in scope.
d. Objectives must be long-term.
e. Objectives must be short-term.
Which of the following statements is FALSE concerning in- and on-pack coupons?
a. There are virtually no distribution costs.
b. They have the lowest redemption rates of all the coupon-distribution methods.
c. They offer delayed value to consumers.
d. They do not reach nonusers of the carrying brand.
e. Trade interest is relatively low due to the delayed nature of the offer.
Which product category has the highest average advertising-to-sales ratio?
a. automobiles
b. computers and software
c. food
d. personal care items
e. drugs
Kenner, Inc. manufactures paper products and has decided to offer coupons in free
standing inserts. What company could distribute these coupons for this manufacturer?
a. Simmons Market Research Bureau
b. Arbitron
c. Statistical Research, Inc.
d. Valassis Inserts
e. Val-Pak Inserts
Hispanic Americans represent the largest minority group in America.
Retailers redeem coupons by sending them to _____.
a. a clearing house
b. the manufacturers
c. the Food and Drug Administration
d. the Federal Trade Commission
e. Information Resources Inc.
The _____ has issued a regular series of reports, titled Marketing Violent Entertainment
to Children, that criticizes the entertainment industry for targeting children with
advertisements for violent films, video games, and music.
a. FDA
b. NAD
c. CARU
d. FTC
e. NARC
Catalog marketing has reached the _____ life-cycle stage.
a. innovation
b. introduction
c. growth
d. maturity
e. decline
A foil package conveys _____.
a. cheapness
b. masculinity
c. prestige
d. durability
e. femininity
Which of the following statements regarding slotting allowances is FALSE?
a. Such allowances are charged by manufacturers to retailers as a requirement for
permitting the retailer to stock the manufacturer’s new product.
b. They have been criticized as representing a form of bribery.
c. In certain respects, slotting allowances are a legitimate cost of doing business
inasmuch as a retailer incurs extra expenses when stocking a new product.
d. Large, powerful manufacturers are less likely to pay slotting allowances than are
small, regional manufacturers.
e. Actual charges are highly variable.
Those performing the ‘creative’ function in the advertising-development process must
know the audience for the advertisements they are to create. This ‘audience’ is also
referred to as the _____.
a. client
b. focus group
c. target market
d. trade
e. prospects
A major negative of social media is that consumers can _____.
a. interact with brands
b. make negative comments
c. share brand information with friends
d. like their favorite brands
e. learn about brand deals
The postmeasure percentage of respondents who were exposed to an advertisement for
the target brand preferring the target brand minus the premeasure percentage who prefer
that brand is known as the _____.
a. ComScore ARS’ Share of Choice score
b. Q-score
c. target score
d. advertising elasticity
e. delta
Which of the following is NOT one of the stages of the package design process?
a. determine communication priorities
b. specify brand-positioning objectives
c. conduct a product category analysis
d. develop a hypothesis
e. perform a competitive analysis
NAD is the investigative arm of the _____.
a. FTC
b. CARU
c. FDA
d. NARB
e. NAAG
Gross rating points (GRPs) are a function of the percentage paying attention to an ad
(whether on social media or traditional media) and the frequency of times the audience
pays attention.
Product releases cover forecasts of future sales and views on the economy.
The Bureau of the Census divides people 55 and older into four distinct segments.
Name and describe theses segments, and discuss why these groups of consumers are
significant for marketers.
What are the major differences between direct advertising and indirect advertising?
Describe situations where direct advertising would be appropriate and situations where
indirect advertising would be appropriate.
A brand’s positioning represents the key feature, benefit, or image that it stands for in
the target audience’s collective mind.
Diverting occurs when a manufacturer makes a deal available nationally.