Once brand-specific beliefs and attitudes are formed as the outcome from firsthand
product usage experience, subsequent marketing communications _____.
a. are not necessary
b. should increase in intensity
c. should decrease in intensity
d. serve to guarantee brand loyalty
e. serve to reinforce the consumers’ beliefs and attitudes
Lucille’s position at an advertising agency has her involved in getting new business for
the agency and working with clients at a strategic level. Lucille is a(n) _____.
a. line manager
b. senior vice-president
c. assistant supervisor
d. management supervisor
e. account executive
Advertisements for athletic shoes often focus on technological features such as special
shock-absorbing sole construction. What creative advertising style is being used when
the advertising for a brand of athletic shoes focuses on a particular technological
feature?
a. resonance
b. preemptive
c. unique selling proposition
d. positioning
e. brand image
A sign relation is established in marketing communications when _____.
a. a brand and a referent belong to the same cultural context
b. a brand is characterized with a logo
c. a brand is personified
d. a metaphor is used
e. a simile is used
Which of the following is the most important step in the selling process for a
salesperson taking a modern approach?
a. qualifying prospects
b. presenting to prospects
c. making the sale
d. after-sale follow up
e. None of these are correct.
Which of the following is an example of a push strategy?
a. a cereal manufacturer advertising during cartoon programs to reach children
b. a bank sending a mailing to the senior citizens
c. a soft drink manufacturer sending point-of-purchase displays to grocery stores
d. a children’s clothing store sending gift certificates to families
e. a bicycle store advertising in the university newspaper to attract the attention of
college students
A manufacturer’s customized loyalty program using a retailer’s shopper database is an
example of _____.
a. diverting
b. forwarding
c. vendor support programs
d. account-specific marketing
e. every day low pricing
The combined effects of advertising and display interact _____ in regards to a dealt
brand’s retail sales.
a. negatively
b. positively
c. minimally
d. inelastically
e. elastically
Which of the following is NOT considered an ethical issue in advertising?
a. creates and perpetuates stereotypes
b. waste of economic resources
c. manipulative
d. offensive and in bad taste
e. plays on people’s fears and insecurities
A satisfactory mixture of advertising and promotion expenditures can be formulated by
considering the different purposes of each. A key strategic consideration is whether
_____.
a. short- or long-term goals are more important
b. the budget would allow for the relatively larger expense of advertising
c. the organization has the expertise in its current staff to develop successful promotions
d. the majority of the target market is price sensitive
e. use of sales promotion is necessary given current economic conditions
Traditional media requires more specialized skills to utilize than do social media.
_____ advertising appeals to consumers’ needs for tangible, physical, concrete benefits.
a. Symbolically-oriented
b. Experientially-oriented
c. Functionally-oriented
d. Transformational
e. Factually-oriented
Which type of Internet advertising format has the appeal of communicating directly
with prospective customers, who in turn can become active communicators through
their own posted comments?
a. banner ads
b. pop-ups
c. blogs
d. superstitials
e. podcasts
The best predictor of one’s future behavior is his or her _____.
a. age
b. ethnicity
c. income
d. place of residence
e. past behavior
A form of brand promotion that ties a brand to a meaningful athletic, entertainment,
cultural, social, or other type of high-interest public activity is known as _____.
a. cause-related marketing
b. event sponsorship
c. promotion
d. event promotion
e. activity-based marketing
A good brand name should be similar to its major competitor’s brand name.
The first step in facilitating adoption is to make the consumer aware of a new product’s
existence.
The concept of media is relevant to all marcom tools.
Identify and explain the six tools of influence that were identified by Robert Cialdini.
An opinion leader is a person who frequently influences other individuals’ attitudes or
overt behavior.
Compare and contrast the concepts of individualization and interactivity.
Humor is more successfully used with new rather than established products.
A positioning statement is the key idea that encapsulates what a brand is intended to
stand for in its target market’s mind.
Give three examples of how noise can enter the communication process. Discuss the
effects each of these would have on the advertiser’s message.