Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
A contemporary style of layout that can be read starting at any point in the image is
known as ________.
A) circus
B) panel or grid
C) jumbled
D) picture window
E) nonlinear
Which of the following is prepared by the account planner to summarize the basic
marketing and advertising strategy?
A) creative brief
B) positioning statement
C) message objective
D) unique selling proposition
E) perceptual map
Which of the following refers to an organization evaluating and choosing the best
market segments with which to communicate?
A) targeting
B) seeking
C) zoning
D) segmenting
E) profiling
Which of the following is a psychological influence on consumer decision making?
A) state of mind
B) innovation
C) family
D) culture
E) brand relationship
Josh is a broker who sells retirement investments to individuals. He uses direct
marketing, but he uses it primarily to get customers to inquire for more information and
set up an appointment to discuss investment options with him. Which type of offer is
this?
A) one-step
B) two-step
C) primary
D) secondary
E) indirect
Everyone knows McDonald's, the worldwide fast food chain. McDonald's has used
consumer promotions for years. Restaurants offer a kids' Happy Meal that always
includes a toy, and oftentimes the package itself is a promotion, such as pumpkin
buckets at Halloween. McDonald's has also used a promotion patterned after the
popular Monopoly game, in which everyone wins something small, like a soft drink or
french fries, but one participant could win $1 million dollars. The Monopoly promotion
usually lasts several months. McDonald's also participates in promotions with movies,
such as Star Wars and several Disney movies. Another promotion McDonald's is
considering is a program that will give consumers one free Happy Meal for every 10
they purchase.
What type of partnership program does McDonald's enter into when its promotions are
related to movies?
A) co-marketing
B) co-branding
C) specialty
D) cross promotion
E) loyalty program
Share of media voice is an indication of ________.
A) profit margins
B) advertising expenditures
C) the sales-expenses ratio
D) share of wallet
E) product positioning
Trade journals and professional magazines are examples of ________.
A) mass media
B) specialized media
C) direct media
D) personal selling
E) trade markets
Which of the following is NOT a national, over-the-air television network in the United
States?
A) Entertainment and Sports Programming Network (ESPN)
B) American Broadcasting Company (ABC)
C) Columbia Broadcasting System (CBS)
D) National Broadcasting Company (NBC)
E) Fox Broadcasting
Which of the following involves matching online ads to interests indicated by
consumers' online activities?
A) data mining
B) behavioral targeting
C) geofencing
D) niche marketing
E) mass marketing
