The VALSâ„¢ segmentation scheme places American adult consumers into one of
_____ segments based on their responses to a 40-item questionnaire.
a. four
b. five
c. six
d. seven
e. eight
For which type of premium do consumers receive a free item from the sponsoring
manufacturer in return for submitting a required number of proofs of purchase?
a. free-with-purchase premium
b. mail-in offer
c. in-pack premium
d. near-pack premium
e. self-liquidating offer
While aptitude is a manner of native ability, _____ refers to an individual’s learned
proficiency at performing necessary selling tasks.
a. attitude
b. skill level
c. knowledge
d. referential ability
e. performance
_____ of a promotion represents the cost-per-unit moved.
a. Expense
b. Efficiency
c. Execution ease
d. Equity enhancement
e. Effectiveness
Which of the following is a benefit of cause-related marketing?
a. Enhancing the corporate or brand image
b. Thwarting negative publicity
c. Generating incremental sales
d. Increasing brand awareness
e. All of these are correct.
Marketers can enhance consumers’ motivation to attend to a message by _____.
a. increasing curiosity about the brand
b. repeating the ad on multiple occasions
c. employing verbal framing
d. appealing to hedonistic needs
e. using concretizations
Rebecca’s position at an advertising agency has her involved in tactical decision making
and day-to-day contact with brand managers and other client personnel. Rebecca is a(n)
_____.
a. line manager
b. product manager
c. assistant supervisor
d. management supervisor
e. account executive
Which of the following is a disadvantage of social media?
a. flexibility
b. privacy
c. consumer engagement
d. integration
e. cost effectiveness
The decision regarding how to allocate resources between the marcom elements has
been described as an ‘ill-structured’ problem. What does this mean?
a. There is no solution to the problem.
b. It is difficult to define the problem.
c. There is no way of determining the mathematical optimum allocation among marcom
elements.
d. There are solutions, but they are not acceptable.
e. There is no way to measure whether the solution chosen was the correct one.
A key feature of IMC is that the process should _____.
a. use an ‘inside-out’ approach
b. be restricted to only one or a select number of communication media
c. use the same media to reach all target audiences to improve efficiency
d. start with the customer or prospect and then work back to the brand communicator in
determining the most appropriate messages and media
e. utilize the same communication media over time
Websites are different from other online ad formats because users seek out websites in
a(n) _____ fashion.
a. goal-oriented
b. leaning backward
c. haphazard
d. multi-dimensional
e. interactive
Which type of salesperson would most likely work in the consumer packaged-goods
(CPG) industry?
a. trade salesperson
b. missionary salesperson
c. retail salesperson
d. technical salesperson
e. inside salesperson
Which type of data is relatively easy to obtain but is the least predictive of consumer
choice behavior?
a. demographic
b. behavioral
c. psychographic
d. geodemographic
e. holographic
For which type of promotion are winners determined purely on the basis of chance?
a. games
b. contests
c. sweepstakes
d. games and contests
e. games, contests, and sweepstakes
Which of the following statement regarding the watchability of a commercial is
FALSE?
a. Ads that are funny are much more likely to be watchable.
b. Watchable ads include continuous voiceovers over 80 percent of the time.
c. Music is featured prominently in slightly over 50 percent of commercials that are
classified as watchable.
d. Watchable ads use celebrities considerably more often than do ordinary ads.
e. Commercials that include children or animals tend to be more watchable.
_____ allows marketing communicators to deliver messages more precisely and to
prevent wasted coverage to people falling outside the intended audience.
a. Targeting
b. Positioning
c. Budgeting
d. Setting objectives
e. Momentum
Single-source systems of advertising measurement address the critical issue of whether
an advertising campaign has actually driven increases in _____ and augmented the
brand’s market share.
a. brand sales
b. consumer awareness
c. audience attention
d. consumer loyalty
e. target market knowledge
Successful direct mailing necessitates the availability of computer databases and the
addressability inherent in the databases.
Online video ads are also referred to as streaming video.
Reactive marketing public relations describes the conduct of public relations in
response to internal influences.
Describe how audiences are measured for magazines, radio, and television. For each
medium, be sure the name the company that provides the audience measurement.
Once created, social media cannot be altered.
Marcom objectives should be qualitative and measurable.