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Compared with other media, _____ is much less wasteful and will usually produce the
highest percentage of responses.
a. radio
b. television
c. direct mail
d. outdoor advertising
e. newspaper
There are proportionately _____ young adults (ages 20 to 34) than there were in prior
generations.
a. the same number of
b. more
c. fewer
d. dramatically more
e. fewer middle-agers than
Research has identified _____ dimensions that seem to capture the personalities of a
variety of consumer brands.
a. four
b. five
c. six
d. seven
e. eight
Which of the following is NOT a criticism of recall as a measure of advertising
effectiveness?
a. Recall simply measures whether an ad is received but not whether the message is
accepted.
b. Measures of recall are biased in favor of younger consumers.
c. Day-after recall (DAR) testing significantly overstates the memorability of
commercials that employ emotional or feeling-oriented themes.
d. Recall scores generated by advertisements are not predictive of sales performance.
e. All of the above are criticisms.
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 type of question used during the sales presentation phase asks about facts or
explores the prospect's present situation?
a. situation questions
b. problem questions
c. implication questions
d. need-payoff questions
e. financing questions
Encoding _____.
a. is interference and distortion
b. is the process of translating thought into symbolic form
c. involves activities undertaken by receivers to interpret marketing messages
d. is the path through which the message moves from source to receiver
e. None of these are correct.
On a cost per thousand basis, direct mail is less expensive than other media.
Over the past two decades, the trend has moved toward greater expenditures on _____.
a. advertising
b. public relations
c. personal selling
d. promotions
e. point-of-purchase displays
Patents that protect the appearance of shape, rather than the utilitarian function of an
invention, is of the _____ type.
a. utility
b. design
c. plant
d. copyright
e. trademark
_____ advertising associates the experience of using an advertised brand with a unique
set of psychological characteristics that typically would not be associated with the
brand experience to the same degree without exposure to the advertisement.
a. Informational
b. Resonance
c. Preemptive
d. Suggestive
e. Transformational
Using a present customer's name as a reference is most likely a technique salespeople
will use during the _____ phase of personal selling.
a. prospecting and qualifying
b. preapproach
c. approach
d. sales presentation
e. follow up
A marketer distributes samples of a new product to consumers in the hope that they will
form positive _____ about the product's performance, which will then lead to further
purchases.
a. feedback
b. interpretations
c. awareness
d. beliefs
e. price perceptions
Which VALSâ„¢ group is the most likely to camp, hike, or enjoy other types of outdoor
recreation?
a. Innovators
b. Strivers
c. Survivors
d. Experiencers
e. Believers
According to the MECCAS model, the value orientation of an advertising style, or the
end-level to be focused on in the advertising, is its _____.
a. leverage point
b. driving force
c. message content
d. media mix
e. objectives
Which communication function do many advertising practitioners and scholars think
music performs?
a. attracting attention
b. putting consumers in a positive mood
c. making consumers more receptive to message arguments
d. communicating meanings about advertised products
e. All of these are correct.
The appropriate influence strategy depends both on _____.
a. brand characteristics and positioning
b. chosen media and messag4e appeal
c. consumer benefits sought and client requirements
d. information requirements and consumer involvement level
e. consumer characteristics and brand strengths
The heretical view states that advertising objectives should always be stated in terms of
_____.
a. awareness levels
b. attitude change
c. purchase intention
d. sales or market share gains
e. creating brand loyalty
For how many years does a patent grant the holder exclusive rights to use an invention?
a. 5 years
b. 15 years
c. 20 years
d. 75 years
e. forever
Which of the following is a distribution method used to deliver samples?
a. direct mail
b. newspapers and magazines
c. in-store
d. high-traffic locations and events
e. All of these are correct.
Brand associations including signs, marks, colors, smells, and sounds are part of a
brand's _____.
a. trademark
b. copyright
c. trade dress
d. slogan
e. packaging
_____ are a form of billboard that are silk-screened or lithographed and then pasted in
sheets to the billboard.
a. painted bulletins
b. poster panels
c. broad sheets
d. painted sheets
e. painted panels
The Next*TV method tests television commercials in consumers' homes.
Advertisers avoid subjective judgments when deciding whether a prospective endorser
matches well with the brand image and its intended target market.
Single-source data consists of (1) household demographic information, (2) household
purchase behavior, (3) household exposure to (or, more technically, the opportunity to
see) new television commercials that are tested under real-world test conditions.
Explain your cognitive, affective, and conative components for a food category such as
oranges or pork. Explain how marketers could change the components.
Increasing advertising expenditures is guaranteed to have a substantial impact on
augmenting a brand's sales volume.
Humor offers an advantage over nonhumor at increasing persuasion.
Vehicles are the general communication methods that carry advertising messages, and
media are the specific broadcast or print choices in which advertisements are placed.
