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Beverly should use _____ advertising for her client who has requested a medium that is
less wasteful than other media and produces the highest percentage of responses.
a. magazine
b. radio
c. television
d. direct mail
e. newspaper
Marketing communicators' decisions on what information to provide to consumers,
require knowledge of how consumers process, interpret, and _____ that information in
making choices.
a. integrate
b. decide on
c. retain
d. agree on
e. All of these are correct.
A clothing salesperson is using the _____ tool of influence when she tells a customer
that there are only a few scarves left and they are selling fast.
a. liking
b. scarcity
c. commitment and consistency
d. social proof
e. reciprocation
Brand managers may hire specialized _____ to perform sales promotion functions.
a. advertising agencies
b. boutique communication firms
c. public relations firms
d. promotion agencies
e. research firms
Sampling to college students at the beginning of a new school year or to new parents in
hospital maternity wards are examples of _____ sampling.
a. high-traffic location
b. brand-image
c. life-cycle
d. change-point
e. hedonic
Which of the following types of Internet ads is NOT considered rich media?
a. banner ads
b. pop-ups
c. interstitials
d. superstitials
e. video ads
Laurie received a free Hawaiian shirt from Tropicana Orange Juice by sending in ten
proofs of purchases. What type of premium is this?
a. free-with-purchase premium
b. in-pack premium
c. on-pack premium
d. wearable premium
e. mail-in offer
Beyond thoughts and feelings, the creative brief focuses on the specific _____ the
advertising campaign is designed to motivate in the target audience.
a. memories
b. cognitive connections
c. schemata
d. attitudes
e. action
A(n) _____ involves information that is important to consumers and that is likely to
influence their choice or conduct regarding a product.
a. reasonable representation
b. material representation
c. factual representation
d. objective representation
e. unfair representation
Research has demonstrated that the first advertising exposure for brands generated the
highest proportion of _____, and that additional exposures added very little to the first.
a. awareness
b. brand knowledge
c. sales
d. intention to buy
e. memorability
Assuming 1 rating point represents 1 million households, determine the GRP for a TV
schedule that advertises during ER, which had a rating of 15, Will & Grace, which had a
rating of 12, and CSI, which had a rating of 14 during a one week period last year.
a. 12
b. 13.67
c. 15
d. 41
e. 41,000,000
Which of the following is true regarding the source attribute of credibility?
a. Credibility and attractiveness are basically different labels for the same concept.
b. A credible source influences receivers' attitudes through a process of identification.
c. There are two important properties of endorser credibility-expertise and
attractiveness.
d. There are two important properties of endorser credibility-expertise and
trustworthiness.
e. There are three important subcomponents of credibility-attractiveness, respect, and
similarity.
Georgetown's advertising agency performed a copy test to evaluate a Georgetown
magazine. They learned that three out of five hospital purchasing agents who saw the ad
actually purchased the product. This favorable sales response illustrates _____.
a. effective decoding
b. absence of noise
c. effective channeling
d. positive feedback
e. negative feedback
In practical terms, exposing consumers to a brand's message is a function of _____.
a. establishing a sufficient marcom budget
b. selecting appropriate media and vehicles in which to present a brand message
c. having a creative message
d. a and b only
e. a, b, and c
Which of the following could be a brand?
a. product
b. service
c. retail outlet
d. person
e. All of these are correct.
_____ strategies do not necessarily use any particular type of appeal to consumers but
are designed to achieve an advantage over competitors in the same product category.
a. Symbolically-oriented
b. Functionally-oriented
c. Experientially-oriented
d. Category-dominance
e. Functionally-dominant
Bruzzone testing provides a valid prediction of actual marketplace performance along
with being relatively inexpensive compared with other copytesting methods.
Approximately half of Hispanic-Americans speak only or mostly Spanish at home.
Communication can be thought of as the process of establishing a commonness, or
oneness, of thought between a message sender, such as an advertiser, and a receiver,
such as consumer.
The term brand is a convenient (and appropriate) label for describing any object of
concerted marketing efforts.
Expertise refers to the knowledge, experience, or skills possessed by an endorser as
they relate to the communications topic.
One reason for the growth of direct mail is the rising cost of television advertising and
increasing audience fragmentation.
Account management provides the mechanism to link the agency with the client.
Weblogs are a form of advertising that involves producing short films that feature the
advertised brand and are available on the Internet for free viewing.
Proactive marketing public relations is undertaken as a result of external pressures.
For media planners, the choice of media and vehicles is, in many respects, the most
straightforward of all marketing communications activities.
