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Over half of world-wide ad spending takes place in which country?
a. United States
b. Canada
c. China
d. Germany
e. Japan
Which of the following is NOT an approach by which brand equity is enhanced?
a. brand awareness approach
b. speak-for-itself approach
c. message-driven approach
d. leveraging approach
e. All of these are approaches.
Advertising messages a target audience comprehends as is intended by the advertiser
that are remembered, and that change the audience's brand-related opinions or behavior
are referred to as _____ ads.
a. slice-of-life
b. generic
c. sticky
d. novel
e. advocacy
The essence of a message and the reward to the consumer for investing his or her time
attending an advertisement is known as a(n) _____.
a. value proposition
b. creative brief
c. appropriateness summary
d. uniqueness proposition
e. message summary
It is estimated that online sampling costs are _____ sampling in stores or at special
events.
a. three times greater than
b. two times greater than
c. three times less than
d. two times less than
e. the same as
Supershop, a 450-store supermarket chain, just ordered 90,000 cases of a new product
from Smyrl Company, a relatively unknown regional manufacturer. The regular selling
price per case is $24, but Supershop received a 15 percent discount off the regular case
price. This discount is called a(n) _____.
a. slotting allowance
b. off-invoice allowance
c. vendor support allowance
d. trade incentive
e. bill-back allowance
A performer's _____ is that person's popularity percentage divided by the familiarity
percentage.
a. Q score
b. popularity index
c. credibility rating
d. attractiveness rating
e. celebrity score
The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis
competitive brands is known as a _____.
a. positioning statement
b. summary statement
c. constructive process
d. sign
e. symbol
Assume that the media schedule for a brand yields 200 GRPs. If the frequency is 5, the
reach would be _____.
a. 25
b. 40
c. 195
d. 205
e. 1000
Some companies have responded to environmental concerns by introducing
environmentally oriented products and undertaking marcom programs to promote them.
These actions are referred to as ____.
a. green marketing
b. environmental initiatives
c. cause marketing
d. clean-world initiatives
e. environmental ethics
Which of the following is a strength of magazine advertising?
a. some magazines reach very large audiences
b. ability to pinpoint specific audiences
c. long life
d. high level of reproduction quality
e. All of these are correct.
The Golden Rule ethical test states that _____.
a. you should take only actions that would be viewed as proper by an objective panel of
your professional colleagues
b. you would, regardless of the circumstances, always view certain acts or decisions as
unethical and others as ethical
c. you should act in a way you would want others to act toward you
d. you would examine the expected outcome of an act, and if it creates more good than
bad, then the act is ethical
e. an act is ethical if you would feel comfortable explaining it on television
Anthony picked up a package of paper plates and noticed that there was a coupon stuck
onto the package that stated, 'Save 50 cents now!' When he went to the checkout, the
cashier removed the coupon and gave him the 50 cent discount. Which type of coupon
did Anthony receive?
a. on-pack coupon
b. in-pack coupon
c. online coupon
d. shelf-delivered coupon
e. instantly redeemable coupon
All of the following are types of questions asked during sales presentations except
_____.
a. situation questions
b. problem questions
c. implication questions
d. need-payoff questions
e. financing questions
Leslie was born in 1957. To which generation does she belong?
a. Generation X
b. Generation Y
c. Baby Boom
d. Yup & Comers
e. Traditionalists
Humorous ads are more effective than nonhumorous ads only when consumers'
evaluations of the advertised brand are already positive.
Mediamark has developed a service to measure videogame audiences.
Costs of regulation include cost of complying, enforcement costs, and costs resulting
from unintended side effects.
With interstitials, users have to wait until the entire ad has been shown.
In legal terms, brand names and logos are referred to as trademarks.
In a flighting advertising schedule, some advertising is used during every period of the
campaign, but the amount of advertising varies considerably from period to period.
'Noticeability' refers to the ability of a sign to capture attention.
With the affect referral strategy, the individual simply calls from memory his or her
attitude toward relevant alternatives and picks that alternative for which the affect is
most positive.
