Instead of featuring any functional benefits of the product or brand in ads for the iPod,
this product was introduced by showing a silhouette of a person dancing with the white
earbuds and holding a white iPod MP3 player. Which type of advertising appeal does
this illustrate?
A. one-sided message
B. two-sided message
C. testimony
D. value-expressive appeal
E. utilitarian appeal
What are the three major concerns regarding legal and ethical behavior with respect to
marketing communications?
A. the accuracy of the information provided, the adequacy of the information provided,
and the cumulative impact of marketing information on society’s values
B. the accuracy of the information provided, the tastefulness of the ad, and the
creativity of the ad
C. the media used, the prevalence of advertising, and the tastefulness of the ad
D. the amount of information provided, the tastefulness of the ad, and the cumulative
impact of marketing information on society’s values
E. the media used, the accuracy of the information provided, and the manner in which
the information is provided
Which type of nominal decision is characterized by a consumer believing that all brands
within a given product category are about the same and not attaching much importance
to the product category or purchase?
A. routine decision
B. repeat purchase decision
C. secondary decision
D. inconsequential decision
E. indifferent decision
Mexican Americans tend to live in which region of the United States?
A. New York and New Jersey
B. Southwest and California
C. California, New York, and Florida
D. Midwest
E. South
Karen is going to the mall to purchase new shoes. Based on her prior experience with
Nine West and her positive attitude toward them, she plans on looking at the Nine West
store first. Her decision to visit the Nine West store is based on which source of
information?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
Which of the following is most closely related to verbal communications?
A. time
B. space
C. language
D. colors
E. shapes
Whether or not a new idea, practice, or product is an innovation is determined by:
A. statements made by a celebrity spokesperson
B. product demonstration in an infomercial
C. the perception of the potential market
D. an objective measure of technological change
E. packaging that states “new and improved”
Appeal characteristics represent _____ a message is communicated.
A. by whom
B. when
C. where
D. how
E. the timing by which
Henry was born in the United States, but his parents were born in China. He was
brought up to be subordinate to his father and his elders, and, when he marries, he will
expect his wife to be subordinate to him. Henry is influenced by _____.
A. traditionalism
B. Judaism
C. Protestant Ethics
D. Confucianism
E. Islam
The more consistent an individual is on all status dimensions, the greater the degree of
_____ for the individual.
A. status maturity
B. status permanence
C. status inflexibility
D. status crystallization
E. status flexibility
Theresa is a 40 year old single parent living in the city. She is confident and positive,
and enjoys wearing the latest fashions. Which segment of the African American market
identified by Yankelovich best describes Theresa?
A. Black Onliners
B. Black is Better
C. Digital Networkers
D. Boomer Blacks
E. Faith Fulfills
Amanda is in junior high and begged her mother to buy her a certain brand of athletic
shoe that all the “cool” kids in school were wearing. She thought that if she had those
shoes, she would be accepted as one of them. To Amanda, these other students in school
that she wants to be associated with represent a(n) _____.
A. primary reference group
B. secondary reference group
C. dissociative reference group
D. aspiration reference group
E. attractive reference group
Which of the following is true regarding the size and distribution of the population of
the United States?
A. The population of the United States is approximately 250 million today.
B. The population has grown steadily since 1960 due birth rates that have always been
on the increase.
C. The growth has not been even throughout the United States.
D. Midwest states, such as Michigan and Illinois, are expected to grow dramatically in
the next ten years.
E. The population of the United States has continued to decrease since 1960.
_____ meaning is the conventional meaning assigned to a word such as found in the
dictionary.
A. Semantic
B. Psychological
C. Cognitive
D. Affective
E. Seminal
The memory of a sequence of events in which a person participated is called _____.
A. episodic memory
B. primary memory
C. accessible memory
D. semantic memory
E. conditioned memory
_____ are the arbitrary meanings a culture assigns actions, events, and things other than
words.
A. Nonverbal communication systems
B. Values
C. Sub-cultures
D. Semiotics
E. Perspectives
What percentage of American adults exercise regularly?
A. less than 50%
B. 50%
C. 60%
D. 75%
E. more than 75%
Amy purchased a new 32″ LCD high-definition television and paid $400 for it. This
amount of money Amy had to pay to obtain this product is known as the _____.
A. total cost
B. value
C. value proposition
D. price
E. consumer cost
The Martins’ household income is $123,000 per year. However, this family estimates
that they have $45,000 available to spend on nonessentials such as vacations and
entertainment. The $45,000 represents the Martins’ _____.
A. objective discretionary income (ODI)
B. adjusted gross income (AGI)
C. adjusted discretionary income (ADI)
D. subjective discretionary income (SDI)
E. subjective gross income (SGI)