Mail-delivered coupons are generally used for _____.
a. luxury products
b. products in the growth stage of the product life cycle
c. introducing new or improved products
d. products in the maturity stage of the product life cycle
e. services
Which of the following is NOT a strength of billboard advertising?
a. broad reach and high frequency levels
b. geographic flexibility
c. audience selectivity
d. low cost per thousand
e. prominent brand identification
Betty’s Garden was a successful restaurant until rumors spread about a bug infestation
of its food. To combat the rumors, Betty arranged a dinner and invited the food editors
of local newspapers to visit the restaurant and evaluate the cuisine and service. Later,
she volunteered several recipes for publication in the ‘Home and Gourmet Cooking’
sections of the local newspapers. We might specifically characterize these actions as
_____.
a. proactive marketing public relations
b. cause-related marketing public relations
c. image engineering
d. reactive marketing public relations
e. sponsorship
Which single factor below can explain salesperson performance?
a. tenacity
b. optimism
c. extraversion
d. reliability
e. None of these are correct.
When a proposed positioning for a brand represents a competitive advantage on a
feature or benefit and gives consumers a persuasive reason for trying the brand, this
would be considered a _____ option.
a. loser
b. winner
c. swimming-up-the-river
d. promote-competitors
e. match-competitors
_____ takes place when companies that are not official sponsors of an event undertake
marketing efforts to convey the impression that they are.
a. Reactive MPR
b. Proactive MPR
c. Guerilla marketing
d. Ambush marketing
e. Stealth marketing
Corporate issue advertising is also known as _____ advertising.
a. advocacy
b. image
c. goodwill
d. selective demand
e. pulsing
Suppose Gina, who has always purchased Johnson & Johnson Baby Shampoo in the
past, decides to switch to Paul Mitchell shampoo and conditioner (a line sold only in
hair salons). Her switch occurs because she has been convinced that gentleness is not as
important as she previously thought. In attitude-change-strategy terms, what has
happened?
a. A new attribute has been added to Gina’s cognitive structure.
b. An attribute has been removed.
c. An existing evaluation has been changed.
d. A belief has been changed.
e. A new outcome has been added.
Which type of consumer promotion offers consumers a delayed reward with the
objective of reinforcing a brand’s image?
a. contest
b. mail-in offer
c. continuity programs
d. price-offs
e. bonus packs
Effective advertising should build sales volume by enhancing brand equity, both by
_____ and by _____.
a. building brand knowledge; increasing trial
b. providing information; including a reason to buy
c. including a sales promotion offer; reminding consumers
d. increasing brand loyalty; using a credible endorser
e. increasing brand awareness; enhancing brand image
Procter & Gamble has created a website called ‘The People’s Choice’ that focuses on
entertainment and allows consumers to share their views on matters such as reality TV
programs, entertainers, musicians, etc. This is an example of a _____ site.
a. customized product
b. social networking
c. sales promotion
d. product placement
e. video advertising
When consumers are attracted to stimuli that supply relevant facts and figures, they are
interested in meeting their _____ needs.
a. heuristic
b. emotional
c. hedonic
d. informational
e. comprehensive
Attitudes are _____.
a. physical constructs
b. constantly changing
c. hypothetical constructs
d. feelings
e. All of these are correct.
In terms of profitability, investing in advertising can be justified only if the incremental
revenue generated from the advertising effort exceeds the increase in the _____.
a. production expense
b. operational expense
c. discretionary expense
d. advertising expense
e. committed expense
A good positioning statement should satisfy which of the following?
a. reflect a brand’s competitive advantage
b. motivate consumers to action
c. based on product-related attributes
d. a and b only
e. a, b, and c
Which form of device is used to interact in social media?
a. tablet
b. smartphone
c. desktop
d. laptop
e. All of these are correct.
Objective setting and budgeting are _____ marcom decisions.
a. fundamental
b. implementation
c. short-term
d. long-term
e. primary
Allen wants to know if his advertising message is going to be effective in influencing
the target audience. Allen needs to conduct _____.
a. marketing research
b. message research
c. media research
d. secondary research
e. selective research
List and describe the four major conclusions that have been derived from research about
television advertising.
The first step in frequency value planning is to define the budget.
Explain five of the selling activities which may be managed by a salesperson.
Sexual content will enhance positive reactions only if it is appropriate to the advertised
subject matter.
A storyboard is a pre-finished version of an advertisement that presents a series of key
visual frames and corresponding script of the audio.
Consumers have favorable attitudes toward cause-related marketing efforts.
Define the following terms: banner ads, pop-ups, interstitials, superstitials, and video
ads.
Informing consumers is point-of-purchase’s most basic communications function.