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The _____ marketing public relations strategy is offensively oriented and opportunity
seeking.
a. proactive
b. reactive
c. defensive
d. accommodation
e. tactical
Which of the following statements is true concerning comparative advertising?
a. Comparative advertising generates fewer purchases than noncomparative ads.
b. Noncomparative advertising is better than comparative ads in promoting recall of
message arguments.
c. Comparative advertising generates stronger intentions to purchase the sponsored
brand.
d. Comparative advertising is particularly effective for promoting brands that do not
possess distinct advantages relative to competitive brands.
e. Comparative advertising is no better than noncomparative advertising in enhancing
brand name recall.
The _____ phase of personal selling is critical because it is the phase within which the
salesperson makes a first impression.
a. prospecting
b. qualifying
c. approach
d. preapproach
e. sales presentation
The objective of marketing communications is to _____ as a means of moving
customers to favorable action toward the brand.
a. increase brand awareness
b. cut costs
c. increase product usage
d. enhance brand equity
e. increase the rate of purchase
The regulation of the brewing and liquor industries is done by the _____.
a. Federal Trade Commission
b. Food and Drug Administration
c. Bureau of Alcohol, Tobacco, and Firearms
d. National Advertising Division
e. National Advertising Review Board
A single sales promotion offer contained cents-off coupons for Bryan hot dogs, Heinz
ketchup, French's mustard, and Sara Lee hot dog buns. This is an example of a(n)
_____.
a. promotion mix
b. tie-in
c. integrated promotion
d. overlay
e. combo
Which of the following is perhaps most important when it comes to social media
campaigns and success?
a. deals
b. opinions
c. sales
d. brand storytelling
e. None of these are correct.
Measuring respondents' pupil dilation as they view a television commercial or focus on
a printed advertisement is done using a _____.
a. galvanometer
b. pupillometer
c. tachistoscope
d. dilameter
e. stethoscope
The ultimate objective of IMC is to _____.
a. start with the customer or prospect
b. move people to action
c. carefully select those tools that are most appropriate for the communications
objective at hand
d. use as many communications outlets as possible to reach the target audience
e. speak with a single voice
The practice in which advertisers directly or indirectly compare their products against
competitive offerings, typically claiming that the promoted item is superior in one or
several important purchase considerations, is called _____.
a. competitive advertising
b. head-to-head advertising
c. comparative advertising
d. frontal-attack advertising
e. attack advertising
Consumer promotions are capable of achieving which of the following
sales-influencing objective?
a. gaining trade support for inventorying increased quantities of a brand
b. entering new markets with established brands
c. promoting trial among consumers
d. enhancing a brand's image
e. All of these are correct.
Deals offered periodically to the trade that permit retailers to deduct a fixed amount
from the invoice are called _____.
a. pay-for-performance
b. exit fees
c. off-invoice allowances
d. slotting allowances
e. bill-back allowances
VOSS water has an unusual shape. It may hold a _____ patent.
a. utility
b. design
c. plant
d. copyright
e. trademark
Mauve is 60 years old and financially successful after a career in banking. She is still
vitally connected to her community by participating in several civic activities. She is a
life-long learner and actively participates in several senior activities that expand her
personal horizons. In terms of the MindBase segments, _____ best describes Mauve.
a. Up & Comers
b. Maintainers
c. Aspiring Achievers
d. New Traditionalists
e. Renaissance Masters
A brand's _____ represents the key feature, benefit, or image that it stands for in the
target audience's collective mind.
a. equity
b. image
c. position
d. name
e. trademark
One reason that cable advertising is attractive to national advertisers is because cable
networks focus on specialized areas of viewing interest. This is called _____.
a. fractionalization
b. focused advertising
c. spot advertising
d. narrowcasting
e. audience tracking
Recent changes in accounting standards now require that promotions expenditures be
treated in exactly the same fashion as advertising expenditures, namely, as current
expenses that are deducted from top-line revenue.
Everyday low pricing (M) is a form of pricing whereby a manufacturer lowers the price
at the end of every month.
Painted bulletins are hand painted directly on the billboard by artists hired by the
billboard owner.
The total population of human beings on the earth is estimated to be approximately 25
billion people.
National advertisers place the majority of yellow-pages ads.
Subscription counting is an inadequate way of determining a magazine's readership.
Blogs represent a major advertising opportunity on the Internet.
According to a recent study, integrated marketing communications is seldom employed
by business-to-business marketers.
Asian-Americans are better educated than any other segment of American society.
