A salesperson is hired because he is the same age as most of the shoppers and is
considered handsome. What tool of influence is being used?
a. reciprocation
b. commitment and consistency
c. social proof
d. scarcity
e. liking
Presales objectives are commonly referred to as _____.
a. marcom standards
b. communication objectives
c. benchmarks
d. short-term goals
e. focused strategies
One part of the media strategy entails _____.
a. selecting the target product
b. specifying media OTS
c. selecting media categories and vehicles
d. selling media
e. selecting the marketing mix
High-performing salespeople exhibit sensitivity, also known as _____, through which
they are able to place themselves in the client’s position.
a. adaptability
b. knowledge depth
c. empathy
d. objectivism
e. optimism
Which of the following factors can increase the reach that is achieved with a particular
media schedule?
a. use multiple media
b. diversify vehicles within each medium
c. vary the dayparts in the case of radio and TV advertising
d. a and b only
e. a, b, and c
A key characteristic of IMC is the building of relationships with customers. Which of
the following is NOT a benefit of building relationships?
a. repeat purchases
b. loyalty toward a brand
c. enduring links between a brand and its customers
d. greater profitability
e. huge acquisition costs
The Wave Runner is a marina which retails recreational water gear. The Wave Runner
recently started promoting an O’Brien trick ski that has an innovative design. This same
ski is offered at a lower price under a less prestigious brand name, but consumers
perceive the O’Brien ski to be a higher quality product. In this case, the O’Brien ski is
favored because of the product’s perceived _____.
a. observability
b. trialability
c. relative advantage
d. complexity
e. compatibility
Audrey went into Dayton’s to buy a moisturizer manufactured by Clinique. She ended
up buying a moisturizer manufactured by Lancome instead. This is an example of a(n)
_____ purchase.
a. specifically planned
b. generally planned
c. unplanned
d. substitute
e. discipline
Which tool of influence is being used when a car salesperson gets a consumer to agree
to a price and then says they have to get their sales manager’s approval?
a. reciprocation
b. commitment and consistency
c. social proof
d. authority
e. scarcity
Google enables Internet advertisers to run ads on websites other than Google’s own site,
which is known as _____.
a. keyword-matching advertising
b. hot-zoned advertising
c. content-targeted advertising
d. podcasting
e. blogging
What is the difference between the ‘old’ and ‘new’ accounting procedures with respect to
promotion?
a. Promotion expenditures are now treated in exactly the same fashion as advertising
expenditures, namely, as current expenses that are deducted from top-line revenue.
b. Promotion allowances received by retailers are now considered taxable income.
c. Many promotion allowances are no longer considered legal.
d. Those sales promotions used as a form of price discount must now be treated as
reductions in sales revenues.
e. The ‘new’ accounting system actually inflates manufacturers’ actual revenue.
In promotion situations it is possible for brand managers to formally evaluate
promotions, provided that the procedure for evaluating each criterion is ____.
a. clearly articulated
b. systematically implemented
c. consistently applied to all promotions that are appraised
d. a and b only
e. a, b, and c
Selecting the media schedule that generates the most exposure value per gross rating
point is a basic premise of _____.
a. the three-exposure hypothesis
b. the shelf-space model
c. frequency value planning
d. the elaboration likelihood model
e. the hierarchy of needs model
Entertainment and multimedia sites include all of the following types except _____.
a. media platforms
b. virtual worlds
c. livecasting
d. music
e. social bookmarking
Let’s say that you are watching a TV advertisement. During the ad, a spokesperson talks
about the attributes of the product. At the same time you are shown a picture of the
product in use, the warranty information is flashed across the screen. Your ability to
process the warranty detail is limited because _____ cannot handle the information
overload.
a. perceptual field
b. sensory store
c. short-term memory
d. long-term memory
e. knowledge structures
Mapes & Ross provides recall testing of ____.
a. banner ads
b. television commercials
c. radio commercials
d. sales promotion
e. print ads
A color that is often associated with food is _____.
a. green
b. red
c. white
d. orange
e. yellow
Which of the selling activities includes planning the sales presentation, making the
presentation, overcoming objections, and trying to close the sale?
a. selling function
b. working with others
c. information management
d. servicing the account
e. training and recruiting
Kellogg’s, a cereal manufacturer, and Disney and Pixar have partnered in brands of
cereal targeted to children that are named after their movies, such as Finding Nemo and
The Incredibles. What is this alliance known as?
a. cross-branding
b. ingredient branding
c. family-branding
d. co-branding
e. multi-branding
When a viewer switches to another channel while commercials are aired, _____ has
occurred.
a. clutter
b. zapping
c. zipping
d. zupping
e. trapping
Public relations efforts can be aimed at _____.
a. employees
b. stockholders
c. governments
d. labor groups
e. All of these are correct.
A study in 2009 of Twitter tweets concluded that most tweets were _____.
a. pointless babble
b. conversational
c. pass-along news
d. self-promotion
e. spam
Luxury items, such as Rolex watches, generally score high on which brand-related
personality dimension?
a. Sincerity
b. Excitement
c. Competence
d. Sophistication
e. Ruggedness
Karen is attempting to put into words the key idea that encapsulates what her company’s
brand is intended to stand for in its target market’s mind. Karen is writing a _____.
a. relationship statement
b. creative brief
c. positioning statement
d. contact brief
e. touch point
The ability of a package to evoke desire is an example of _____.
a. visibility
b. information
c. emotional appeal
d. workability
e. gestalt
The highest percentage of sales devoted to advertising is found in the food products
industry.
Healthy Indulgers are in good health but are psychologically withdrawn from society.
Consumers are more likely to adopt an attitude or undertake an action when a likable
person promotes that action.
Sales promotion can permanently stop an established brand’s declining sales trend.
One reason firms have not practiced IMC is because different units within organizations
have specialized in separate aspects of marketing communications.
List the steps in the media strategy process, and briefly describe the first two.
The ratio of a brand’s advertising expenditures to total category advertising
expenditures is that brand’s share of voice (SOV).
The best medium for demonstrating product features is television.