Marketing strategy entails _____.
a. defining advertising objectives
b. developing the advertising budget
c. developing promotion messages
d. developing media strategies
e. target market identification
Juan is trying to determine whether or not to enter into a brand placement agreement
with the producers of an upcoming James Bond film. Which factors must he consider to
determine the worth of a placement and how much it should cost him to place a brand
in this particular movie?
a. amount of time the brand gets on screen
b. use or mention of the brand by characters in the movie
c. integration with the plot of the movie
d. who is the star of the movie
e. the time, use/mention, and integration of the brand with the movie.
Jack Joseph challenges the message claim made in an automobile commercial. This is
an example of _____.
a. planned arguments
b. policy arguments
c. antiarguments
d. counterarguments
e. supportive arguments
Recent studies show that TV advertising is declining in _____.
a. use by packaged-goods firms
b. cost per thousand
c. segmentation potential
d. effectiveness
e. geographic reach
Dayton’s Department Stores featured a manufacturer’s brand in their advertisements.
Dayton’s would have received a(n) _____ from the manufacturer.
a. off-invoice allowance
b. bill-back allowance
c. spiff
d. exit fee
e. slotting allowance
What distinctive feature separates cause-related marketing from event marketing?
a. Targeting of specific groups
b. The amount of money involved
c. The goodwill aspect
d. Contribution to a designated cause is linked to consumers performing a behavior that
benefits the firm
e. None of these are correct.
Meaningful and profitable marcom targeting efforts typically require that audience
members share a combination of _____.
a. attitudes, opinions, and purchase behavior
b. demographic, lifestyle, and possibly geographic characteristics
c. marketing, message, and media preferences
d. product, place, and price expectations
e. shopping behaviors, discretionary income, and household type
Addilson is responsible for developing the overall media strategy for his agency’s
clients. Addilson is a(n) ____.
a. media planner
b. media buyer
c. creative director
d. account executive
e. account planner
With respect to couponing, _____ act(s) on behalf of retail clients by consolidating
coupons before forwarding them and maintaining controls by ensuring that their clients
sold products legitimately in the amounts they submitted for redemption.
a. clearinghouses
b. redemption centers
c. the Coupon Information Center (CIC)
d. the Federal Trade Commission (FTC)
e. the Securities and Exchange Commission (SEC)
PACT is an acronym for _____.
a. product advertising and consumer testing
b. positioning advertising copytesting
c. product advertising in compact markets
d. promotional advertising and consumer testing
e. placement of action copytests
_____ represent(s) the percentage of people who are exposed to an Internet-delivered
ad that actually clicked their mouse on it.
a. Click-through rates (CTR)
b. Cost per thousand (CPM)
c. Cost per action (CPA)
d. Opportunity to see (OTS)
e. Search engine assessment (SEA)
A _____ rumor deals with undesirable or harmful product or store features.
a. planted
b. conspiracy
c. jagged
d. competitive
e. contamination
In Nielsen Claritas’ PRIZMNE system of geodemographic profiling, PRIZM stands for
____.
a. Personal Rating Information by Zip Markets
b. Potential Rank Index by Zip Markets
c. Personal Rank Index by Zip Markets
d. Personal Rating Index by Zip Markets
e. Potential Rating Index by Zip Markets
One limitation of outdoor advertising is _____.
a. lack of geographic flexibility
b. high cost per thousand
c. narrow reach and frequency levels
d. inability to pinpoint specific market segments
e. audience fragmentation
Your company markets a molded-plastic product that is shaped like a baseball and is
used as an inventorying device for storing baseball cards. You will advertise this
product as a gift item to be purchased by parents of young children. Your advertising
will feature the nostalgia of collecting baseball cards. What creative style are you
using?
a. preemptive
b. unique selling proposition
c. resonance
d. generic
e. brand image
A _____ rumor involves supposed company policies or practices that are threatening or
ideologically undesirable to consumers.
a. contamination
b. competitive
c. jagged
d. conspiracy
e. planted
The percentage of all distributed coupons that are taken to stores for price discounts is
known as the _____.
a. redemption rate
b. conversion rate
c. turnover rate
d. discount rate
e. return on investment
_____ is based on demographic characteristics of consumers who reside within
geographic clusters such as zip code areas and neighborhoods.
a. Behaviorgraphics
b. Psychographics
c. Demographics
d. Geodemographics
e. Cosmographics
High-performing salespeople have which of the following characteristics?
a. self-esteem
b. enthusiasm
c. sensitivity
d. creativity
e. All of these are correct.
The extent to which an innovation can be used on a limited basis prior to making a
full-blown commitment is referred to as compatibility.
Cause-oriented sponsorships typically involve supporting athletic events.
Suggestive brand names provide consumers with the freedom to interpret benefit claims
that best meet their needs.
Lack of flexibility is a limitation of newspaper advertising.
Advertising purchased on all network programs aired simultaneously so that all
consumers viewing TV at this time will be exposed to the brand’s advertising is called a
roadblock.
Compare and contrast network, spot, syndicated, cable, and local advertising on
television.
Brands perform a critical strategic role by providing a key means for differentiating one
company’s offering from competitive brands.
Marcom objectives should specify the target audience, indicate the specific goal to be
accomplished and indicate the relevant time frame.