GfK Mediamark Research Inc. _____.
a. provides cost per thousand information for magazines
b. measures effectiveness of billboard advertising
c. measures effectiveness of point-of-purchase materials
d. provides information on advertising to children
e. measures the effectiveness of music on retail shoppers
The objective for a brand’s marcom program at any point in time depends on _____.
a. how many consumers are in the market
b. how long the marketer has been offering the brand
c. where on the hierarchy most consumers are located
d. the lowest level on the hierarchy where consumers are located
e. the highest level on the hierarchy where consumers are located
Marketing-mix modeling typically employs which statistical technique to estimate the
effects that the various marcom elements have in driving sales volume?
a. cluster analysis
b. structural equation modeling
c. multivariate regression analysis
d. ANOVA
e. MANOVA
With effective database marketing a firm may be able to alter the channel of distribution
via direct marketing efforts, and hence _____.
a. cut direct costs
b. reduce marcom costs
c. increase retention rate
d. enhance average purchase volume per customer
e. increase the referral rate
According to the theory of psychological reactance, _____.
a. people react against any efforts to reduce their freedoms of choice
b. consumer behavior is seen as emotional
c. consumer behavior is seen as highly cognitive
d. people satisfy primary needs before acquired needs
e. the personal relevance that a communication has for a receiver is a critical
determinant of the extent and form of persuasion
The pinnacle of brand-name awareness that exists when your company’s brand is the
first brand that consumers recall when thinking about brands in a particular product
category is known as _____.
a. top-of-category awareness (TOCA)
b. recognition
c. tip-of-the-tongue awareness (TOTA)
d. top-of-mind awareness (TOMA)
e. top-of-class awareness (TOCA)
A new cosmetic product that matches consumers’ needs, personal values, beliefs, and
past experiences has the _____ innovation-related characteristic that increases the
likelihood of adoption.
a. relative advantage
b. compatibility
c. observability
d. complexity
e. trialability
How many types of patents exist in the United States?
a. 1
b. 3
c. 5
d. 10
e. 100
_____ refers to the organization of the elements on a package.
a. Structure
b. Design
c. Layout
d. Physique
e. Elementation
Which of the following is NOT a form of media advertising?
a. television
b. radio
c. magazines
d. sales promotions
e. newspapers
Which of the following is a true statement?
a. The greater the frequency of deals, the higher the height of the deal spike.
b. Infrequent deals on a brand tend to reduce consumer’s price expectations for that
brand.
c. There is a legal obligation for retailers to pass trade discounts onto the consumer.
d. Higher market share brands are less deal elastic.
e. Store traffic declines from brand-dealing activity.
The marcom tools most suitable for accomplishing the objective of informing the trade
and consumers about brand improvements are _____.
a. advertising and packaging
b. p-o-p displays and brand naming
c. personal selling and trade-oriented advertising
d. word-of-mouth and event sponsorship
e. cause-oriented marketing and public relations
A marketer who is using colorful ads is enhancing the consumers’ _____.
a. motivation to attend to the message
b. motivation to process brand information
c. opportunity to encode information
d. opportunity to reduce processing time
e. ability to access knowledge structures
Demographic variables include characteristics such as age, income, and _____.
a. voting preferences
b. ethnicity
c. purchasing preferences
d. place of residence
e. All of these are correct.
Creative Advertising Agency buys $100,000 of magazine advertising space for its
client. Using the historical standard media commission rate, how much will the agency
be compensated for this media buy?
a. $5,000
b. $10,000
c. $15,000
d. $20,000
e. $25,000
Evidence suggests that the use of explicit sexual illustrations in advertisements may
interfere with consumers’ processing of message _____ and reduce message _____.
a. appeals; impact
b. arguments; comprehension
c. features; success
d. cues; appropriateness
e. complexity; gestalt
_____ is a combination of demographic and lifestyle characteristics of consumers
within clusters such as ZIP-code areas.
a. Psychographics
b. Topographics
c. Geodemographics
d. Behaviorgraphics
e. Cosmographics
Instantly redeemable coupons (IRCs) are the dominant form of couponing.
The top step on the hierarchy of effects ladder is brand awareness.
Nielsen is the major company at both the national and local levels involved in
measuring radio listenership and audience demographics.
One drawback for manufacturers offering rebates is that many consumers never bother
to redeem them.
Trade selling requires limited prospecting with an emphasis placed on servicing
accounts.
Retailers do not like when manufacturers use near-pack premiums.
The name chosen for a brand affects the speed with which consumers become aware of
the brand.