Archives: Quiz

When igniting explosive self-generating demand, the group that will have the greatest influence over other consumers is known as the _____. a. vanguard b. influencers c. persuaders d. buzz creators e. buzz perpetuators A retailer can exercise its power in […]

_____ involves marketing communication investments in events or causes for the purpose of achieving various corporate objectives. a. Event-related PR b. Public relations c. Sponsorship d. Cause-related marketing e. Philanthropy Humorous advertisements in the United States generally involve the use […]

Which of the following can impact the sale-to-advertising response function? a. creativity of advertising execution b. state of the economy c. intensity of competitive advertising efforts d. overall quality of the brand’s mix e. All of these are correct. By […]

The marcom imperative is to move brands from a state of unawareness, to recognition, on to recall, and ultimately to top-of-mind awareness (TOMA). Which of the following is NOT a type of green advertising appeal? a. ads that address a […]

John is the marcom manager at a major consumer packaged goods manufacturer. He feels that marcom objectives should be stated in terms of sales or market share gains and that failure to do so is a cop-out. Which view is […]

_____ in television occurs when an independent company, such as Buena Vista Television Advertising Sales and Sony Pictures Television, markets a TV show to as many network-affiliated or cable television stations as possible. a. Unwired network b. Syndicated programming c. […]

Which of the following is NOT a reason why POP materials go unused by retailers? a. does not satisfy the retailer’s needs b. too difficult to set up c. too small d. only serves to transfer sales from one brand […]

The _____ marketing public relations strategy is offensively oriented and opportunity seeking. a. proactive b. reactive c. defensive d. accommodation e. tactical Which of the following statements is true concerning comparative advertising? a. Comparative advertising generates fewer purchases than noncomparative […]

The degree to which an innovation is perceived to fit into a person’s way of doing things is termed _____. a. observability b. complexity c. trialability d. compatibility e. relative advantage _____ involves in-depth, one-on-one interviews that typically last between […]

A brand has a target audience consisting of 80 million households. Television commercials for the brand are aired 40 times during a four-week period, which produces 600 gross rating points. The net coverage, or unduplicated audience, is 60 million households. […]

Targeting implies precision and _____. a. efficiency of effort b. efficiency of placement c. efficiency of promotion d. efficiency of advertising e. efficiency of pricing What can marketing communicators do to enhance consumers’ motivation to process brand information? a. enhance […]

GfK Mediamark Research Inc. _____. a. provides cost per thousand information for magazines b. measures effectiveness of billboard advertising c. measures effectiveness of point-of-purchase materials d. provides information on advertising to children e. measures the effectiveness of music on retail […]

In a _____ advertising schedule, an equal or relatively equal amount of advertising dollars are invested throughout the campaign. a. continuous b. pulsing c. plotted d. dated e. flighting It is claimed that video advertising is _____ than comparable print […]

This characteristic of a completed promotion program can best be assessed by determining the total units of the promoted item that were sold during the promotion period. a. expense b. efficiency c. execution ease d. equity enhancement e. effectiveness It […]

The _____ marketing public relations strategy describes the conduct of public relations in response to outside influences. a. proactive b. reactive c. offensive d. accommodation e. tactical Companies’ databases of customers often contain R-F-M data. The F stands for _____. […]

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 […]

As promotion manager for a candy bar manufacturer, your objective is to create a sales promotion that will provide consumers with an immediate reward while achieving a repeat purchase objective for your company. Which of the following would effectively serve […]

Ellen owns a restaurant. There were rumors that she uses horse meat in her hamburgers. This is a _____ rumor. a. contamination b. competitive c. jagged d. conspiracy e. planted Which of the following is a key mechanism for tapping […]

_____ attention requires very little effort on the part of the receiver. a. Involuntary b. Voluntary c. Selective d. Processing e. Nonvoluntary The _____ creative style is employed when an advertiser makes no attempt to differentiate its brand from competitive […]

Trade promotions represent approximately _____ percent of total marketing communications expenditures. a. 20 b. 30 c. 40 d. 50 e. 60 The practice of forward buying is also known as _____. a. diverting b. loading c. street money d. load […]

The ABC Company usually sells a package of ten razor blades for $9.00. When the company offers a package of twelve razor blades for $9.00, they are offering a _____. a. self-liquidating offer b. bonus pack c. price-off promotion d. […]

Which tool of influence is being used when a salesperson gives someone a gift with the hope that they will purchase something? a. reciprocation b. commitment and consistency c. social proof d. authority e. scarcity Which of the following is […]

The first step for calculating the return on investment for a sampling is _____. a. defining objectives b. determining the total cost for the sampling c. calculating the number of converters needed for the sampling program to break even d. […]

Pavlov’s experiment utilized operant conditioning. Creating better, more creative, and stronger advertising than competitors can lead to increased market shares. Answer: T Decoding is the process of translating thought into symbolic form. Answer: F Advertising via behavioral targeting implies that […]

In general, we can consider four combinations of advertising and price elasticities. Discuss the implications of each of these situations. The initial marcom imperative for new or unestablished brands is to create awareness. Answer: T Answer: Situation 1 (maintain the […]

Marketing communicators draw meaning from the culturally constituted world and transfer that meaning to consumer goods. Geographic information generally provides the most meaningful basis for segmenting target audiences. Answer: F Explain the concepts of attributes, consequences, and values, and discuss […]

An ad price elasticity coefficient of 0.15 indicates that a one percent increase in ad expenditures increases volume by 15 percent. Due to privacy laws, marketers are not able to obtain detailed consumer online behavior. Answer: F Orange is often […]

The dual-coding theory holds that pictures are represented in the memory in verbal as well as visual form, whereas words are less likely to have visual representations. Temporary retail price reductions substantially increase sales, both in the short- and long-term. […]

Conceding to parts of the objection is one way of handling objections and reducing sales resistance. While manufacturers incur increased costs due to forward buying, their margins are increased to off-set the price discounts. Answer: F Of the product categories […]

Marketers can enhance the consumers’ ability to access knowledge structures by employing verbal framing. Habituation occurs when a stimulus becomes more familiar to people. Answer: T Sponsorship marketing involves investments in events or causes for the purpose of achieving various […]

Laddering involves short, one-on-one interviews that typically last between 5 to 10 minutes. POP displays benefit all participants in the marketing process. Answer: T The fundament decisions in the marcom decision process are conceptual and strategic, and the implementation decisions […]

In certain respects, slotting allowances are a legitimate cost of doing business. The effects of humor can differ due to differences in audience characteristics. Answer: T The generic creative style is most appropriate for a company that dominates a product […]

Explain how to calculate the return on investment for a sampling investment. Pay-for-performance programs and the efficient consumer response (ECR) initiative have similar outcome objectives. Answer: T Compare and contrast proactive and reactive marketing public relations, and give an example […]

Compare and contrast the FTC’s deceptive advertising and unfair advertising policies, and give an example of each type of advertisement. Answer: The FTC’s policy regarding deceptive advertising includes three elements: 1) Misleading. There must be a representation, omission, or a […]

Marcom implementation decisions include the choice of messages, media, mixture of marcom elements, and the achievement of a continuous message presence, or momentum. Lack of verified data regarding audience characteristics has retarded the growth of the out-of-home industry and has […]

A field of experience is the sum total of a person’s experiences during his or her lifetime. Off-invoice allowances often induce retailers to stockpile products in order to take advantage of the temporary price reductions. Answer: T Define what a […]

How might a Japanese sales representative handle a customer experiencing a problem with the company’s product? Podcasting is a visual version of blogging. Answer: F Name and describe the three ways by which brand equity is enhanced. Answer: The three […]

No one specific advertising medium is always best. By trying and using brands, consumers learn how good (or bad) they are and what benefits they are (in)capable of delivering, which is known as the leveraging approach to enhancing brand equity. […]

A brand lift index of 48 percent for a specific product category means that sales of that product category are 48 percent greater when a display is used. Discuss the strengths and limitations of television advertising. Answer: Television advertising’s strengths […]

There are fewer than twenty social media brands in the social media landscape fighting for users. The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades. Answer: F An advertiser employs a generic creative […]

Executive-statement releases are typically published in the business section of a publication. The quality and safety of a product could be jeopardized as a result of diverting. Answer: T Define the concept of customer lifetime value, and describe five ways […]

There are eight column widths in newspapers. Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action. Answer: T One reason why some POP materials go unused would be […]

Everyone benefits from forward buying because a substantial portion of retailers’ savings are passed on to consumers. A rebate is the practice where manufacturers give cash discounts or reimbursements to consumers who submit proofs of purchase. Answer: T The yellow […]

The notion underlying good packaging is gestalt, which means that people react to the unified whole, not to the individual parts. One reason firms have not practiced IMC is because outside suppliers, such as advertising, public relations, and promotion agencies, […]

Concretizing is rarely used in advertising because it does not facilitate consumer learning and retrieval of brand information. Brands scoring high on the sincerity dimension are considered reliable, intelligent, and successful. Answer: F Short lead times is an advantage of […]

Implication questions, part of the SPIN method, assess the value or usefulness of a proposed solution. Opinion leaders are found in every social class. Answer: T From the perspective of the customer, brand preference is the basic dimension of brand […]

Brand placements have occurred in songs. The yellow pages represent a huge advertising medium with annual revenues exceeding $140 billion. Answer: F Account executives are involved in tactical decision making and day-to-day contact with brand managers and other client personnel. […]

Persuasion is the essence of marketing communications. Brand managers are increasingly distributing samples online. Answer: T Discuss three things sales promotion can accomplish and three things sales promotion cannot accomplish. Answer: What promotions can accomplish (students can discuss any 3): […]

List and describe the five functions of advertising. From the consumers’ perspective, shopping by catalog saves time because people do not have to find parking spaces and deal with in-store crowds. Answer: T Name and describe the VIEW model for […]

Network television advertising, although expensive in terms of per-unit cost, can be a cost-efficient means to reach mass audiences. For subconscious priming to be effective, the primed topic must be compatible with the individual’s current need states. Answer: T The […]