A hair product company wishing to reach teenage males made a deal with tuxedo rental
shops to distribute gift packages of product samples to each male who picked up a
rental for the prom. The hair product company was using _____.
a. targeted sampling
b. exclusive sampling
c. creative distribution methods
d. mass distribution
e. demand sampling
Which of the following is NOT a reason that accounts for why many retailers resist
manufacturers’ EDLP pricing initiatives?
a. EDLP pricing takes some of the excitement out of retailing.
b. Some retailers that established distribution infrastructures necessary to practice
forward buying have resisted EDLP.
c. There is some evidence that EDLP pricing benefits the manufacturers that price their
products in this fashion more than it does the retailers that pay EDLP rather than
high-low prices.
d. a and b only
e. a, b, and c
The highest percentage of sales devoted to advertising is for the _____ industry.
a. watches and clocks
b. food products
c. miscellaneous publishing
d. agricultural chemicals
e. cleaners and polish preparations
Banner advertising, along with other communications elements in an IMC program, can
serve to facilitate increasing levels of brand _____ and thus enhance brand _____.
a. information; knowledge
b. credibility; information
c. focus; attention
d. awareness; equity
e. relative advantage; awareness
Which of the following activities should NOT be included in an anti-rumor campaign?
a. Deciding the specific points in the rumor that need to be refuted
b. Emphasizing that the rumor is untrue and unfair
c. Circulating a rumor about a competitor to direct attention away from the company
d. Picking appropriate media and vehicles for delivering the anti-rumor message
e. Selecting a credible spokesperson to deliver the message on the company’s behalf
Aspects of consumers’ psychological makeup and lifestyles’”including their attitudes,
values, and motivation’”comprise _____.
a. demographic characteristics
b. purchasing characteristics
c. behavioral characteristics
d. psychographic characteristics
e. physical characteristics
Marketers of which of the following product categories would be most interested in the
VALSâ„¢ ‘Achievers’ grouping?
a. supermarkets
b. discount stores
c. compact automobiles
d. high-end clothing manufacturers
e. American-made products
Newspapers are a form of online media.
Which of the following is NOT an advantage of the in-home videotape methodology
used in the Next*TV method?
a. In-home exposure makes it possible to measure advertising effectiveness in a natural
environment.
b. By embedding test advertisements in actual programming content along with other
advertisements, it is possible to assess the ability of TV commercials to break through
the clutter, gain the viewer’s attention, and influence message recallability and
persuadability.
c. Be measuring recall one day after exposure, it can be determined how well tested
commercials are remembered after this delay period.
d. The videotape technology allows the use of representative national sampling.
e. By providing a standardized measure of persuasion, national norms can be
determined.
What does the phrase, ‘speak with a single voice,’ mean?
a. Carefully select those tools that are most appropriate for the communications
objective at hand.
b. Reach the target audience efficiently and effectively using whatever touch points are
most appropriate.
c. Successful marketing communications requires building relationships between brands
and their consumers/customers.
d. All marketing communication elements should use the same endorser so that
consumers do not get confused.
e. Coordination of messages and media is absolutely critical to achieving a strong and
unified brand image and moving consumers to action.
Researchers have determined that loading consumers, by offering deal-oriented
promotions, does increase consumers’ product usage, especially when _____.
a. usage-related thoughts about a product are vivid in a consumer’s memory
b. the sales promotion has been used for a considerable amount of time
c. competitive products are not on deal
d. the promotion is for a durable good
e. the promotion includes a contest
According to the ELM theory, people experience _____ attitude changes when
persuaded via the peripheral route.
a. temporary
b. permanent
c. semi-permanent
d. exceptional
e. None of these are correct.
Which is the leading search engine?
a. Google
b. Yahoo!
c. Bing
d. MSN
e. YouTube
Which of the following is NOT a personality dimension that describes most brands?
a. sincerity
b. excitement
c. competence
d. innocence
e. ruggedness
Which of the following is an example of a marcom goal from which marcom objectives
can be derived?
a. Facilitate the successful introduction of new brands.
b. Create brand awareness.
c. Increase customer loyalty.
d. Generate sales leads.
e. All of these are correct.
Which of the following factors accounts for the widespread use of direct mail by
marketers?
a. rising cost of television advertising and increasing audience fragmentation
b. unparalleled targeting
c. measurable advertising results
d. consumers have favorable attitudes
e. All of these are correct.
Conor needs to purchase a new refrigerator. He wants to purchase a General Electric
refrigerator, but he doesn’t know which retail stores carry the brand and model he is
interested in purchasing. Which medium should he turn to find a retailer that sells this
brand of refrigerator?
a. television
b. yellow pages
c. radio
d. brand placement
e. magazines
An advertisement that was designed to keep a company’s brand fresh in the consumer’s
memory performs the advertising function of _____.
a. informing
b. persuading
c. adding value
d. reminding
e. assisting other company efforts
Qualifying prospects means to arrange a meeting with prospective customers.
People who are highly involved in a topic can be motivated by a relatively small
amount of fear.
Compare and contrast the terms media and vehicles, and give three examples of each.
Appeals to guilt in advertisements have been found to be ineffective even if
advertisements containing guilt appeals are perceived as credible.
The conative component of attitude represents one’s predisposition to act toward an
object.
High cost per thousand is a disadvantage of outdoor advertising.
An advantage of radio advertising is short lead times.
Encoding is the process of translating thought into symbolic form.
POP materials stimulate impulse purchasing.