Attitudes _____.
a. can be observed
b. are inherited
c. are relatively enduring
d. do not influence behavior
e. All of these are correct.
_____ refers to two or more brands from different companies promoted in a single
promotional effort.
a. Intracompany tie-in
b. Intercompany tie-in
c. Intracompany overlay
d. Intercompany overlay
e. Cooperative tie-in
Which of the following is NOT an activity performed in developing the media strategy?
a. determining the advertising budget
b. selecting the target audience
c. specifying media objectives
d. selecting media categories and vehicles
e. buying media
Slogans on packages are best used when _____.
a. the other primary marcom tool that is being used is personal selling
b. trial purchase has already been generated through sales promotion
c. the manufacturer is using a push strategy
d. the brand is in the introductory stage of the product life cycle
e. a strong association has been built between the brand and the slogan through the use
of advertising
An example of _____ is an automobile manufacturer paying the expenses of a golf
tournament.
a. cause related marketing
b. cause-oriented sponsorship
c. event sponsorship
d. public relations shaping programs
e. publicity reinforcement programs
Which type of promotion do retailers use to encourage repeat purchasing from
customers?
a. coupons
b. frequent-shopper programs
c. price deals
d. premiums
e. samples
Product design, color, and size are all examples of _____.
a. non-product-related attributes
b. product benefits
c. basic consumer needs
d. product-related attributes
e. product imagery
The fact that a brand’s advertising must compete for the consumer’s recall with the
advertising from competitive brands is a situation known as _____.
a. share of voice
b. competitive interference
c. competitive voice
d. noise
e. clutter
The _____ rate is a critical component of net present value analysis.
a. turnover
b. annual percentage
c. referral
d. discount
e. actuary
Technological advances in marketing bring with them increased ability to serve
consumers but also at the risk of _____.
a. competitive espionage
b. invading privacy
c. increased costs
d. losing competitive advantage
e. technological breakdowns
Anita’s is a local hair salon. During an established time frame, her target audience was
exposed to three of her advertisements. The three represents _____.
a. gross rating point
b. spread
c. scope
d. reach
e. frequency
Measures of _____ are used when an advertiser’s objective is to influence consumers’
attitudes toward and preference for the advertised brand.
a. awareness
b. knowledge
c. persuasion
d. loyalty
e. involvement
Point-of-purchase displays accomplish which of the following for retailers?
a. extend the amount of time spent in the store
b. deliver useful information and simplify the shopping process
c. reinforce the brand image
d. encourages consumers to switch brands
e. All of these are correct.
According to the text, WikiAnswers is a(n) _____ tool, but Wikipedia is a(n) _____
tool.
a. entertainment/multimedia; collaboration
b. collaboration; entertainment/multimedia
c. communication; collaboration
d. collaboration; communication
e. communication; entertainment/multimedia
Which VALSâ„¢ group is the most likely to buy hand tools?
a. Innovators
b. Thinkers
c. Believers
d. Makers
e. Survivors
Trina purchased a new brand of high-fiber cereal and noticed that there was a coupon
printed on the back of the package worth 2 dollars off of her next purchase of this
brand. What type of coupon is this?
a. in-pack coupon
b. on-pack coupon
c. crossruff coupon
d. bounce-back coupon
e. buy-again coupon
Which of the following is true regarding the source attribute of attractiveness?
a. Attractiveness refers only to physical attractiveness.
b. Attractiveness and credibility are basically different labels for the same concept.
c. An endorser, although physically unattractive, may be perceived as attractive if
consumers share a sense of similarity with him or her.
d. Attractiveness is a far more important attribute for a celebrity to possess than is
credibility.
e. An endorser must be considered physically attractive, well-respected, and perceived
as similar to the audience to be effective.
Most of the major U.S. advertising agencies are located in _____.
a. Detroit
b. Chicago
c. Los Angeles
d. Dallas
e. New York City
In the case of greater pupil dilation, responses to specific elements in an advertisement
are used to indicate _____.
a. negative reaction
b. positive reaction
c. thoughts generated
d. indifferent reaction
e. intense reaction
The objective of marketing communications is to enhance brand equity as a means of
_____.
a. defining the marketing mix
b. moving customers to favorable action toward the brand
c. increasing short-term sales
d. reducing the advertising budget
e. reducing the promotional budget
The advertising budget procedure used most frequently is the _____ method.
a. percentage-of-sales
b. arbitrary allocation
c. marginal cost
d. competitive parity
e. objective-and-task
PepsiCo’s commercials that encourage people to purchase Mountain Dew is an example
of creating _____ demand.
a. elastic
b. primary
c. secondary
d. derived
e. joint
The spread of negative product news via the Internet is equivalent to _____.
a. guerilla marketing
b. blogging disease
c. ambush marketing
d. reverse viral marketing
e. reactive MPR
Appeals to fears in advertising identify the negative consequences of _____.
a. not using the advertised brand
b. engaging in unsafe behavior
c. spending too much money for a product
d. a and b only
e. a, b, and c
Behaviorgraphics is the most predictive indicator of consumer choice behavior while
demographics is the least predictive indicator of behavior.
The Federal Trade Commission states that there must be a hiatus period of at least 90
days between price-off label promotions on any given brand size.
Yellow is a good attention getter.
When deals are frequently offered, the consumer’s internal reference price is lowered.
A product release may be aired on television networks.
The message itself is a symbolic expression of what the communicator intends to
accomplish.
One trait shared by the world’s strongest brands is that the company monitors sources of
brand equity through ongoing brand audits or tracking studies.