_____ refers to a number of different author or company creations for which a set of
exclusive rights are recognized under law.
a. Legal tender
b. Intellectual property
c. Tangible property
d. Assets
e. Recoverable assets
_____ act as liaisons so that the client does not need to interact directly with several
different service departments and specialists in a full-service advertising agency.
a. Account managers
b. Account planners
c. Media managers
d. Account directors
e. Client managers
Sales representatives for pharmaceutical manufacturers are sometimes called _____
because they explain the advantages of the manufacturer’s brands compared to the
competitive offerings to physicians.
a. detailers
b. technical salespeople
c. inside salespeople
d. sales engineers
e. bird-doggers
Jack is developing a package that should convey lightness and cleanliness. It would be
best to use a _____ package.
a. metal
b. plastic
c. paper
d. velvet
e. foil
Cost per thousand information for each magazine is available from _____.
a. Information Resources
b. Burke Marketing Research
c. Market Facts
d. Market Research Corporation of America
e. GfK Mediamark Research
The Chicago Cubs have extremely loyal fans (consumers) even though they have not
won a national championship for over 100 years. This is because they connect with
consumers by creating a strong emotional bond. The ‘Cubs’ brand is an example of a(n)
_____.
a. lovemark
b. logo
c. loyalty-brand
d. insignia
e. badge
Self-liquidating premiums are paid for by the _____.
a. manufacturer
b. wholesaler
c. retailer
d. consumer
e. sales force
A potential role of sex in advertising is to _____.
a. attract and hold attention
b. enhance recall
c. evoke emotional responses
d. a and b only
e. a, b, and c
Which of the following factors is important when selecting celebrity endorsers?
a. the ease/difficulty of working with the celebrity
b. the match between the celebrity and the audience
c. the cost of the celebrity
d. the likelihood of the celebrity getting into trouble
e. All of these are correct.
Many advertisements that portray typical-person users often include multiple people
rather than a single individual. The reason for this practice is _____.
a. because typical-person users are less expensive
b. to provide multiple points of view
c. to generate higher levels of message involvement
d. to guard against the possibility that one endorser will be ineffective
e. to increase the consumers’ perception of trustworthiness of the endorsers
The most popular people followed on Twitter fall in to the classification of _____.
a. journalist
b. celebrity
c. friend
d. colleague
e. bully
Account executives report to _____.
a. regional managers
b. senior vice-presidents
c. the chief executive officer
d. the board of directors
e. account managers
Which of the following would be the closest to a finished commercial?
a. animatic
b. liveamatic
c. storyboard
d. photomatic
e. ripamatic
Which conditions and/or restrictions must be met for a consumer to be entitled to the
coupon discount?
a. consumer must buy the merchandise specified on the coupon in the size, brand, and
quantity directed
b. only one coupon redeemed per item
c. cash may not be given for the coupon
d. coupons must be redeemed before the expiration date
e. All of these are correct.
In a sales presentation, Jerry asks the prospect, ‘How does this problem affect your
firm’s return on investment (ROI)’? Jerry is using a _____ question in the SPIN method.
a. situation questions
b. problem questions
c. implication questions
d. need-payoff questions
e. financing questions
According to the _____ test, you should take only actions that would be viewed as
proper by an objective panel of your colleagues.
a. Golden Rule
b. professional ethics
c. TV
d. moral idealism
e. relativity
The word _____ refers to an object’s force or speed of movement.
a. drive
b. push
c. momentum
d. force
e. pull
A targeting approach that embodies the ‘aim-where-the-ducks-are-flying’ axiom is
_____.
a. demographics
b. behaviorgraphics
c. psychographics
d. geodemographics
e. physiographics
In a _____ advertising schedule, the advertiser varies expenditures throughout the
campaign and allocates zero expenditures in some months.
a. continuous
b. pulsing
c. plotted
d. flighting
e. dated
A tool that can be used to assess whether an investment in a sampling program is cost
justified is _____.
a. breakeven analysis
b. converter assessment
c. sampling assessment
d. return on investment
e. sampling profit analysis
Which of the following is NOT a marcom implementation decision?
a. budgeting
b. choice of messages
c. media
d. mixture of marcom elements
e. achievement of momentum
Executive-statement releases are published in the _____ section of a publication.
a. news
b. business
c. product
d. editorial
e. sports
_____ which are currently available in 10 major markets in the U.S., provide media
buyers with daily feedback about audience size and composition for particular
programs.
a. Paper diaries
b. Tracking systems
c. Focus groups
d. Recall tests
e. Local people meters
_____ reach is based on the idea that an advertising schedule is effective only if it does
not reach members of the target audience too few or too many times.
a. Effective
b. Practical
c. Balanced
d. Exact
e. Exposed
Cause-oriented marketing is practiced when companies sponsor or support worthy
causes.
It is possible to quantify the five adoption determining factors in terms of their
importance and evaluation of effectiveness to arrive at a total score that indicates the
likelihood that a new product will succeed.
The largest form of online advertising is banner advertising, and it commands about 40
percent of all Internet advertising.
Discuss the changes in marketing communication practices that have been particularly
prominent.
Pinterest broke the record of being the fastest site to ever reach 10 million unique users.
Phone cards are a type of premium offer.
Promotions are used because they accomplish goals that advertising by itself cannot.
Relative advantage is positively correlated with an innovation’s adoption rate.
Effective reach planning generally leads to using one medium.
Seller-oriented selling puts the buyer’s needs before all else.