The elderly are driving most recent expansion in social media.
Skype is classified in the _____ category of social media.
a. collaboration
b. communication
c. multimedia
d. entertainment
e. friending
Which of the following is a proactive effort to spread positive WOM information and to
encourage product usage?
a. Guerrilla marketing
b. Viral marketing
c. Diffusion marketing
d. Street marketing
e. All of these are correct.
Most successful companies are aware that _____ spending is the key factor underlying
successful advertising.
a. increased
b. decreased
c. consistent investment
d. maximum
e. minimum
The marketing manager for Carver Products, Inc. asked her research staff to identify all
of the points of contact that consumers are likely to have with Carver’s products. The
marketing manager would most likely use this information in designing a(n) _____.
a. point-of-purchase display
b. board of director’s report
c. integrated marketing communications program
d. marketing research survey
e. slice-of-life television commercial
_____ represents the total time and effort that went into the planning and execution of a
promotion.
a. Expense
b. Efficiency
c. Execution ease
d. Equity enhancement
e. Effectiveness
One of the primary purposes for brand marketers in creating customized magazines is to
reach out to existing brand users and to create a bond that will result in increased levels
of customer _____.
a. awareness
b. loyalty
c. knowledge
d. attention
e. confidence
Sarah likes to save money using coupons. On one shopping trip, she used a coupon that
allowed her to receive one dollar off of the purchase price of a 16 ounce container of
body lotion. However, she purchased a 10 ounce container of this lotion, and the cashier
did not notice the difference. This is an example of coupon _____.
a. misredemption
b. abuse
c. fraud
d. misuse
e. failure
Which of the following is NOT a factor accounting for the widespread use of direct
mail by marketers?
a. consumers have favorable attitudes
b. unparalleled targeting
c. reduced cost per thousand
d. rising cost of television advertising and audience fragmentation
e. measurable advertising results
Brian owns seven gourmet food stores. He has offered a coupon, a premium, and a
sweepstake all in one single promotional effort. Brian has implemented a(n) _____.
a. promotion mix
b. tie-in
c. cooperative program
d. integrated program
e. overlay
Brand _____ reflects a relatively superficial level of awareness, whereas brand _____
indicates a deeper form of awareness.
a. image; equity
b. equity; image
c. recognition; recall
d. recall; recognition
e. associations; image
A moving display performs the critical in-store function of bringing a brand’s name to
the consumer’s _____.
a. attention
b. awareness
c. perceptual field
d. active memory
e. notice
In the advertising industry, magazines are referred to as _____.
a. brochures
b. books
c. newsletters
d. read-throughs
e. browsers
_____ are goals that the various marcom elements aspire to individually or collectively
achieve during a scope of time such as a business quarter or fiscal year.
a. Marketing objectives
b. Communication objectives
c. Sales objectives
d. Marcom objectives
e. Market share objectives
The _____ protects owners of brand names and logos from other companies using the
identical or similar names.
a. Sherman Act
b. Magnuson Moss Act
c. Federal Trademark Dilution Act
d. Clayton Act
e. Robinson Patman Act
Which of the following is a characteristic by which completed promotion programs can
be judged?
a. expense
b. efficiency
c. execution ease
d. equity enhancement
e. All of these are correct.
Jif Peanut Butter has long used the slogan ‘Choosy mothers choose Jif.’ This campaign
does not directly challenge competitors but instead relies upon an understanding of the
consumer’s desire to be perceived as a good parent. Hence, in the sense that Jif is being
advertised as the ‘good-parent peanut butter,’ what advertising style is being used?
a. resonance
b. brand image
c. unique selling proposition
d. positioning
e. emotional
The logic of recency planning includes the idea that the cost effectiveness of a single
exposure is approximately ____ the value of subsequent exposures.
a. half
b. equal to
c. considerably less than
d. three times greater than
e. five times greater than
A limitation of magazine advertising is _____.
a. the inability to pinpoint specific audiences
b. the short-life of the magazine
c. the inability to convey a sense of authority
d. fewer geographic options than other media
e. the inability to get consumers involved in the ad
The use of two or more sales promotion techniques in combination with one another is
called an overlay.
The stock prices of companies have not been shown to be related to the use of celebrity
endorsers.
POP displays serve as the capstone for an integrated marketing communications
program.
An endorser who is perceived as an expert on a given subject is more persuasive in
changing audience opinions pertaining to his or her area of expertise than an endorser
who is not perceived as possessing the same characteristic.
There are indications that baby boomers are retaining many of their more youthful
consumption habits. Which industries would be the most influenced by this
phenomenon? Discuss how marketing strategies would be impacted.
Explain the circumstances when sampling is appropriate.
Advertising elasticity is, in fact, a measure of advertising strength.