The consumer’s ability to separate one brand from another in a product category is
called ________.
A) comprehension
B) conviction
C) differentiation
D) association
E) preference
If a website’s ________ is cluttered or unclear, website visitors will likely give up and
move on to some other site.
A) banner ad
B) URL
C) navigation
D) pop-up
E) click-through rate
The Internet has created large numbers of ________ where customers who are
connected by a favorite brand join together to discuss brand problems, solutions, and
new uses among themselves.
A) virtual communities
B) social rooms
C) social games
D) corporate sites
E) mini-blogs
Peter purchased an inexpensive necklace from a department store to give to his
sweetheart, Julie, on Valentine’s Day. He didn’t want her to know that he did not spend
very much for the jewelry, so he put it in a box he had from an upscale jewelry store
that sells only expensive items. When Julie unwrapped her gift, she was excited to see
that it came from this store and absolutely loved the necklace Peter gave her. Which key
concept of marketing does this illustrate?
A) push strategy
B) branding
C) integration
D) pull strategy
E) distribution
Susan is working on the advertising plan for her company’s shampoo named Silkience.
She has conducted a SWOT analysis and learned that her company enjoys a strong
financial position and has good working relations with the resellers of its brands. The
primary target customers for this brand are women between the ages of 35 and 50, and
demographic analysis indicates that this age demographic will grow in double digits
over the next 10 years. Silkience targets women who may be having concerns about
graying hair. It is a gentle shampoo that will not wash out color, especially
semi-permanent color that women of this age tend to use. However, Susan also learned
that the target customers do not perceive her company’s brand of shampoo as a brand
for them but rather for a younger consumer because previous ads tended to use
younger-looking models. There was also nothing in the previous advertising campaigns
that really explained the benefits of the brand, such as suggesting that it was gentler for
semi-permanent-colored hair.
Silkience really is different from other shampoos because it is so gentle that it does not
fade semi-permanent hair color, allowing a woman to go for a longer period of time
before having to color her hair again. What does this product attribute represent?
A) opportunity
B) product differentiation
C) brand position
D) brand target
E) brand imperative
Which of the following metrics is designed to estimate the impact of an integrated
campaign that includes both digital and measured media?
A) frequency distribution
B) gross rating points (GRPs)
C) targeted rating points (TRPs)
D) share of voice
E) total audience impressions
Traditionally, outdoor boards have been purchased and measured in terms of ________,
which are estimates of the percentages of the population who had the opportunity to see
the sign.
A) coverage
B) exposure
C) showings
D) ratings
E) gross impressions
Programs that communicate information to employees are called ________.
A) media relations
B) public affairs
C) cause marketing
D) employee marketing
E) employee relations
A company with a corporate mission that reflects its desire to do good has a ________
marketing philosophy.
A) competitive
B) societal
C) business
D) situational
E) value
The ________ of a specific media vehicle is the percentage of that vehicle’s audience
that matches the brand’s target market.
A) frequency distribution
B) targeted reach
C) effective frequency
D) targeted frequency
E) reach distribution
In a SWOT analysis, Acme’s new patent is an example of a(n) ________.
A) trend
B) opportunity
C) strength
D) threat
E) obligation
________ results when an external message drives people to feel a need or want to buy
a product.
A) Demand creation
B) Direct marketing
C) Social marketing
D) Cause marketing
E) Mission marketing
Through the use of ________, online ads are placed near search engine results.
A) mobile marketing
B) viral communication
C) social networking
D) guerilla marketing
E) search marketing
Which of the following statements is FALSE regarding copywriting in a global
environment?
A) English is more economical than many other languages.
B) Standardizing the copy content by translating the appeal into the language of the
foreign market involves many possible communication blunders.
C) Most international campaigns are not literally translated.
D) A back translation of the ad copy from the foreign language into the domestic one is
rarely a good idea because it cannot convey a complete cultural interpretation.
E) The most reasonable solution to the language problem is to use bilingual copywriters
who understand the full meaning of the English text and can capture the essence of the
message in the second language.
A researcher asks a consumer who watched a particular television program whether she
remembers any commercials for a certain type of product, without using a brand name.
What type of question is this?
A) unaided recall
B) aided recall
C) recognition
D) prompted recall
E) open-ended
Solumbria, a company that sells medically recommended sun protective clothing, has
ads in several different magazines that give consumers information about their products.
The headline of the ad says “Serious Sun Protection” over a man and a woman dressed
head to toe in the protective clothing. The body copy then goes on to tout the benefits of
sun protection, the comfort of the company’s clothing, and how dermatologists have
recommended Solumbria for their patients. The last paragraph of the copy says “For a
FREE catalog of Solumbria hats, shirts, pants and accessories for men, women and
children, call Sun Precautions: 1-800-882-7860.” The ad also provides a Web address.
Which of the direct-marketing objectives does this scenario illustrate?
A) generating leads
B) strengthening customer relationships
C) testing offers
D) following up
E) enhancing attitudes
After budgeting for the things that he has to pay for, such as his mortgage, car
payments, insurance, food, and so forth, Bob figures they have $1,000 left each month
to use for whatever they want. This $1,000 represents the Smith’s ________ income.
A) net
B) gross
C) spendable
D) discretionary
E) left-over
In Persuasive Advertising, Armstrong identifies each of the following as a category
driving advertising strategy EXCEPT which one?
A) information
B) influence
C) emotion
D) status
E) exposure
Which of the following is NOT a type of trade promotion?
A) point-of-purchase displays
B) retailer kits
C) contests
D) trade shows and exhibits
E) coupons