Neal Murphy sells his company’s unique gift items on television programs and entire
channels dedicated to selling goods and services. Neal is using ________.
A) direct-response television advertising
B) Internet-based infomercials
C) online marketing
D) telemarketing
E) data mining
A(n) ________ strategy directs marketing efforts at resellers, and success depends on
the ability of these intermediaries to market the product, which they often do with
advertising.
A) push
B) pull
C) coverage
D) direct
E) exchange
________ includes press releases, press conferences, and media tours.
A) Internal media
B) External media
C) Controlled media
D) Uncontrolled media
E) Semi-controlled media
Which of the following statements about direct-marketing customers is most likely
true?
A) The more recently customers have bought from a company, the less likely they are to
buy again.
B) The less money customers have recently spent buying from a company, the more
likely they are to buy again.
C) The less frequently customers have bought from a company, the more likely they are
to buy again.
D) The more money customers have recently spent with a company, the less likely they
are to buy again.
E) The more frequently customers have bought from a company, the more likely they
are to buy again.
Which of the following is a general rule for how promotions should be designed?
A) to appeal to consumers only
B) to appeal to channel members only
C) to replace costly advertising
D) to work independently of other brand communications
E) to work within a mix of brand communications
Which of the following refers to the rate at which new ideas are spread?
A) word-of-mouth
B) innovation
C) usage
D) diffusion
E) adoption
As Janice developed a media plan for a client, she gathered ________ from Claritas
PRIZM system as part of her research.
A) media usage profiles
B) client information
C) competitive advertising expenditures
D) media coverage reports
E) consumer behavior reports
Who in an advertising agency is most accurately described as ‘speaking for the
consumer” or ‘speaking with the voice of the consumer”?
A) account manager
B) account planner
C) media director
D) creative director
E) research director
A print advertisement for Hyatt is dominated by the image of a woman sitting on a
pristine beach, gazing out at a calm ocean. Text below the image reads “Hyatt. You’re
more than welcome.” The ad also includes a Hyatt website address. Which type of
layout does this ad use?
A) picture window
B) circus
C) panel
D) nonlinear
E) dominant type
What is the purpose of the closing paragraph in body copy?
A) to give readers interesting information so that they go back and read the full body
copy
B) to provide specific information such as price and warranty
C) to highlight the required disclaimers
D) to draw the reader’s attention to the selling premise
E) to refer back to the creative concept and wrap up the Big Idea
Some claim advertising has actively created a society that is overly concerned with
personal hygiene. Advertising has bombarded consumers with so many ads for products
that remove our body odors, make our teeth white, or make our hair shine that we have
become obsessed with outer appearances. Which side of the social debate on
advertising do believers of this statement most likely take?
A) advertising mirrors social values
B) advertising mimics social values
C) advertising shapes social values
D) advertising is deceptive
E) advertising is offensive
Which of the following is a standard research display format that allows multiple
variables of related data to be grouped together?
A) CrossTab
B) CrossRelate
C) Multivariate
D) Univariate
E) CrossIndex
________ refers to the quantity of a purchase.
A) Adoption rate
B) Brand relationship
C) Diffusion
D) Trend rate
E) Usage rate
Of the following, it is most important for marketers to develop ________ for their
brands.
A) preemptive positions
B) unique market positions
C) cross-functional organizations
D) marketing ROI data
E) value positions
A recent article in the Wall Street Journal described how the next “Pepsi Generation”
likely will be drinking diet cola. Pepsi recently learned that one-third of teens were diet
soda drinkers and that teens start drinking diet soft drinks at a very early age. However,
Pepsi also acknowledged that a substantial portion of young people don’t consider diet
sodas cool, particularly men. The chief marketing officer for Pepsi-Cola North America
was quoted as saying, “We are treating Diet Pepsi as the flagship brand. . . . It’s a big
step for us.” Indeed, this is a major break with the traditional soft-drink market, where
the sugar-sweetened version of Pepsi still dominates in market share. However, with
concerns of rising obesity and schools cutting back on sugar-sweetened drinks in
vending machines, soft-drink manufacturers, like Pepsi, are responding with increased
marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will
be marketed as a hip, cool brand for everyone, including teenagers and baby boomers.
Meanwhile, the article stated that Pepsi is narrowing its sales pitch for regular
Pepsi-Cola to ‘soda drinkers younger than 25, Latinos, African-Americans, and sports
fans.”
By treating the diet soda market as relatively homogeneous, what marketing strategy is
Pepsi using?
Internal marketing targets ________ to get their support or buy-in for marketing
communication programs.
A) regulatory bodies
B) retailers
C) suppliers
D) media
E) employees
Which message strategy approach is most likely to emphasize tangible product features
and benefits?
A) resonance sell
B) affective sell
C) hard sell
D) soft sell
E) brand sell
A(n) ________ is a personal publishing site created by an individual to write about
things that interest him or her.
A) intranet
B) chat room
C) blog
D) extranet
E) chat net