The decision to use any part of a news release at all is based on an editor’s judgment of
its news value, and this is based on the information’s ________.
A) timeliness
B) proximity
C) impact
D) human interest
E) all of the above
Which of the following describes people with low levels of brand loyalty who may be
willing to try a new brand?
A) switchers
B) light users
C) early adopters
D) innovators
E) laggards
Which of the following describes the delayed response of remembering an advertising
message you had previously heard and then buying the product advertised in that
message?
A) subliminal effects
B) cognitive effects
C) indirect action
D) direct action
E) social learning
Tiffany’s website declares “Since 1837, Tiffany & Co. has been the world’s premier
jeweler and America’s house of design.” Which type of brand positioning does this most
clearly indicate?
A) superiority position
B) value position
C) benefit position
D) usage position
E) societal position
________ are people who search, share, and initiate marketing communication and
brand relationships.
A) Cool hunters
B) Buzz marketers
C) Seekers
D) Innovators
E) Early adopters
Which of the following measures the financial value the brand contributes to a
company?
A) trademark
B) copyright
C) brand image
D) brand identity
E) brand equity
The zero moment of truth refers to the first time a consumer ________.
A) purchases a brand from an online vendor
B) sees a brand on a store shelf
C) searches online for information on a brand
D) recommends a brand to a friend
E) decides to repurchase a brand
What is the benefit to companies of using blogs as marketing communication tools?
A) Blogs provide companies with additional revenue.
B) Blog content is easy to filter, monitor, and control.
C) Lifetime customer value can be evaluated through blogs.
D) Demographic information about customers can be easily tracked.
E) Blogs are an inexpensive yet credible way to reach a fragmented audience.
The principle in repositioning is to move ahead while at the same time maintaining the
same ________.
A) brand image
B) brand position
C) value position
D) usage
E) brand essence
Which of the following exists in consumers’ hearts and minds?
A) brand equity
B) brand parity
C) brand concept
D) brand trademark
E) brand license
Which of the following advertising situations would LEAST likely be considered
“puffery”?
A) Mr. Clean coming to a housewife’s rescue
B) instantly toned thighs and legs as a result of using the Thigh Master for only 15
minutes
C) children immediately growing into attractive adults as a result of drinking milk
D) a retired couple drinking a vitamin and protein shake and then going bicycling
E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out
her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and
a rainbow on the horizon