Kindles, iPhones, and iPads are all examples of ________.
A) broadcast media
B) outdoor media
C) personal media
D) user-generated content
E) traditional media
According to creative professionals, which type of audience member responds best to
humor in advertising copy?
A) younger male
B) younger female
C) middle-aged male
D) middle-aged female
E) retired adults
A(n) ________ states the logic behind the sales offer.
A) attribute
B) appeal
C) feature
D) point of differentiation
E) selling premise
According to the principles of integrated marketing communication, it is critical for
________.
A) agencies to use consumer-generated content
B) all messages about a brand to present the same basic strategy
C) advertising to be developed in-house in order to maintain brand image control
D) advertising messages to create buzz
E) brand messages to be delivered through digital media rather than traditional media
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend
magazine advising consumers to request their body shops use Glasis paint is an
example of how a company uses ________.
A) word-of-mouth influence
B) public relations
C) buzz marketing
D) a push strategy
E) a pull strategy
Planners for the new IMC campaign for Mean Jeans need to design a plan that meets
the objective of stimulating customer involvement with and excitement about the brand.
Which of the following IMC tools would the planners be LEAST likely to include in
their plan for Mean Jeans?
A) sponsorship
B) guerilla marketing
C) consumer sales promotion
D) direct marketing
E) events
Which of the following companies is typically among the top advertisers in the United
States?
A) Apple
B) P&G
C) the Gap
D) McDonald’s
E) Marriott
Mike works in the marketing department of a consumer package goods manufacturer.
His primary responsibility is the marketing of a new brand of cereal that is targeted to
women. The cereal includes extra calcium and soy to help women avoid osteoporosis, a
disease that weakens bones later in life and primarily affects women. Much research
was conducted before this product was developed, but more is necessary to develop a
marketing communication campaign. Mike is working with an advertising agency to
develop the marketing communication campaign.
The initial research Mike conducted was used to identify women who are in the market
for cereals with these benefits in terms of their characteristics, attitudes, interests, and
motivation. What type of research did Mike conduct?
A) brand experience research
B) consumer insight research
C) marketing communication research
D) message development research
E) evaluation research
Which of the following is an example of external noise that could hinder the consumer’s
reception of the message?
A) advertising clutter
B) the receiver’s needs
C) the receiver’s language skills
D) the receiver’s interest level
E) all of the above
Which of the following is a service that measures audiences for print media?
A) RADAR
B) Ameritest
C) Mediamark
D) Millward Brown
E) A.C. Nielsen
Which of the following techniques involves describing everything that comes into your
mind when you imagine a given word?
A) free association
B) conceptual thinking
C) problem solving
D) dramatization
E) visualization
Which type of direct-marketing list consists of the marketer’s own customers or
members?
A) data list
B) house list
C) converted list
D) response list
E) compiled list
What is the rationale for the higher cost of direct marketing?
A) The effectiveness of direct-response marketing is not easy to evaluate.
B) Consumers are more accepting of it than of other forms of brand communication.
C) Response rates have increased dramatically in the past 10 years.
D) Consumers feel more confident in marketers’ concerns for their privacy.
E) The messages are tightly targeted to reach prime prospects.
What do companies provide to the media that contains all the important background
information, either before members of the press arrive or when they arrive at a press
conference?
A) media kit
B) collateral material
C) video news release
D) pitch letter
E) feature story
Subliminal advertising is primarily a(n) ________ issue.
A) perceptual
B) social
C) technological
D) behavioral
E) association
In order for survey research to accurately reflect the population, the participants must
________.
A) be likely to buy the product referred to in the survey
B) be contacted online
C) have a positive perception of the company conducting the survey
D) be selected randomly from the population
E) have unique opinions