Archives: Quiz

In the VALSTM segmentation scheme, consumer segments are represented along the dimensions of primary motivations and resources. Compare and contrast the terms promotion and marketing communications, and list the primary tools of marketing communications. Answer: The ‘4P’ characterization of marketing […]

Generally speaking, good logos are those that convey essentially the same meaning to all target members. There is a single advertising-effectiveness measurement technique that is ideal and appropriate for all occasions. Answer: F In-store sampling often fails to reach sufficient […]

An advantage of radio advertising is its ability to reach prospective customers on a personal and intimate level. A firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand’s value to is various stakeholders. Answer: […]

The major determinant of whether or not emotion is emphasized in a brand’s package is the nature of the product category and the underlying consumer behavior involved. Contests and sweepstakes are used primarily to enhance a brand’s image. Answer: T […]

Discuss the advantages of pursuing a career in sales. In general, products whose benefits lack observability are generally slower in adoptability. Answer: T POP materials supplied by manufacturers rarely go unused by retailers. Answer: F Explain the VALSâ„¢ classification model. […]

The vast majority of marketing executives and marketing academics are against gauging the effect of marcom efforts in terms of the return on marketing investment, or ROMI, because it is almost impossible to measure. Arbitron is testing local people meters […]

Discuss factors that determine how much a brand placement is worth and thus how much it should cost a brand marketer to place a brand in a particular movie. Unfair advertising is also deceptive advertising. Answer: F The two broad […]

The self-direction value includes the desire for freedom, independence, choosing one’s goals, and creativity. Advertising’s primary role is at times to facilitate other marcom efforts. Answer: T Direct advertising is delivered either to homes and workplaces or at a variety […]

A push strategy is when a manufacturer directs personal selling, trade advertising, and trade-oriented sales promotion to wholesalers, retailers and consumers. Rebate fraud can be committed by manufacturers, retailers, and consumers. Answer: T Interference and distortion in the communication process […]

Magazines are a poor source for providing detailed product information. Free-with-purchase premiums are primarily designed to generate repeat purchases. Answer: F Slotting allowances are the fees that manufacturers pay retailers for access to more or better shelf space for existing […]

In addition to the content of communications, the _____ of the communication can also be used as an approach to handling objections. a. form b. channel c. receiver d. sender e. noise Gina went to a drugstore for a bottle […]

Which step of personal selling is most critical for developing a long-term relationship between the salesperson and the client? a. preapproach b. prospecting c. approach d. sales presentation e. follow up Which of the following is a point-of-purchase form of […]

Combining stimulus features with expectations of what should be present in the context in which a stimulus is perceived is known as _____. a. attribution b. habituation c. feature analysis d. active synthesis e. perceptual mapping A major concern for […]

Which type of coupons achieve the highest household penetration? a. point-of-purchase coupons b. mail-delivered coupons c. newspaper-delivered coupons d. on-pack coupons e. online coupons Research shows that users of yellow pages tend to be ____ years-old. a. 15-to-19 b. 19-to-25 […]

Why is the ultimate objective to achieve brand loyal consumers? a. It is much cheaper to retain present customers than it is to continuously prospect for new ones. b. Competitors will go out of business once consumers are loyal to […]

A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition. Sponsorship of special […]

Direct advertising enables the advertiser to convey a message to a target market that has been selected with precision. Values represent those short-term beliefs people hold regarding what is important in life. Answer: F Comparative advertising is better than noncomparative […]

Less money is spent on consumer sales promotions compared to trade sales promotions. Pushing and pulling are mutually exclusive activities. Answer: F The integrated marketing communication process starts by determining the strengths and weaknesses of the marketer. Answer: F Compare […]

Japanese buyers are known for their tendency to be risk-averse. Over 60 percent of advertising is found to be deceptive. Answer: F Presales, or communication, objectives such as increases in brand awareness are claimed to be ‘vaguely wrong,’ in contrast […]

One general objective for assessing website advertising effectiveness is to assess the exposure value or popularity of a website or Internet ad. Customer lifetime value refers to all product category purchases that an individual will make during his or her […]

A false claim is, by definition, deceptive. CPM is a measure of a media vehicle’s effectiveness. Answer: F Discuss the strengths and weaknesses of magazine advertising. Make recommendations for the types of products and situations in which magazine advertising should […]

Laddering is a marketing research technique that has been developed to identify links between attributes, consequences, and values. Discuss the benefits of brand equity from the firm’s perspective. Answer: The firm-based viewpoint of brand equity focuses on outcomes extending from […]

A regulatory disadvantage is increased prices resulting from a reduction in a seller’s ‘informational market power.’ Station format is a major consideration in the choice of radio vehicles. Answer: T In terms of profitability, investing in advertising can be justified […]

A package made of wood conveys feelings of prestige. CPM stands for cost per month. Answer: F Event sponsorship typically involves supporting causes deemed to be of interest to some facet of society. Answer: F Most advertising is undertaken by […]

It is during the qualifying stage of personal selling that the salesperson attempts to gain some type of commitment from the customer to purchase the product. Pop-ups are ads that appear between (rather than within a page) two content Web […]

Reaching new market segments is a benefit of cause-related marketing. The degree to which an innovation is perceived to fit into a person’s way of doing things is termed compatibility. Answer: T Older consumers appear to be the most responsive […]

Targeting specific audiences can be considered the starting point for all marcom decisions. Zapping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder are fast-forwarded when the […]

The objective of frequency value planning is to select the media schedule that generates the most exposure value per gross rating point. Personal selling is one-way communication, as are the other promotional tools. Answer: F The objective of marketing communications […]

Effective reach is based on the idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times during the media scheduling period. Out-of-home (OOH) advertising is also […]

Objective setting and budgeting decisions are implementation marcom decisions. One major by-product of efforts to increase a brand’s equity is that consumer brand loyalty might also increase, which in turn, could positively influence long-term growth and profitability. Answer: T Characteristics […]

Manufacturers can avoid paying slotting allowances by investing in a pull strategy to create consumer demand for their brands. Compare and contrast the concepts of ‘share of market (SOM)’ and ‘share of voice (SOV),’ and discuss the implications for advertising […]

Name and describe three tests marcom professionals can apply to deal with ethical dilemmas. In a deslotting allowance agreement, the risk of a new brand introduction is transferred from the manufacturer to the retailer. Answer: F The SPIN method is […]

Commercial rumors are widely circulated but unverified propositions about a product, brand, company, store, or other commercial target. Cause-related marketing consists of a company contributing to a cause every time the customer undertakes some action that supports the company and […]

Which of the following are the two general forms of message research? a. primary and secondary b. valid and reliable c. pretesting and posttesting d. formal and informal e. qualitative and quantitative For a package to be effective, it must […]

Marketing strategy entails _____. a. defining advertising objectives b. developing the advertising budget c. developing promotion messages d. developing media strategies e. target market identification Juan is trying to determine whether or not to enter into a brand placement agreement […]

Short-term memory is also known as _____ memory. a. relevant b. working c. perceptual d. cognitive e. referral Which of the following is true regarding the value the investment community places on celebrity endorsers? a. Stock prices can increase when […]

Lee Michaels is a national chain jewelry store found in many malls across the U.S. Laurie went in to look at the watches, but she was unfamiliar with some of the brands. The salesperson told her that they were all […]

From the perspective of the customer or consumer, _____ is the extent to which they are familiar with the brand and have stored in their memory favorable, strong, and unique brand associations. a. brand awareness b. brand image c. brand […]

Price, packaging, and user and usage imagery are all examples of _____. a. product-related attributes b. product benefits c. basic consumer needs d. product imagery e. non-product-related attributes Online sweepstakes and contests (along with online games) appeal to consumers and […]

Beverly should use _____ advertising for her client who has requested a medium that is less wasteful than other media and produces the highest percentage of responses. a. magazine b. radio c. television d. direct mail e. newspaper Marketing communicators’ […]

The board of directors are ________. A) the highest-ranked managers of a corporation B) elected by corporate officers C) representatives of the shareholders D) the top executives running a corporation E) elected by the employees of an organization Answer: C […]

The purchasing behavior of organizations is easier to understand than the purchasing behavior of consumers because it’s more clearly driven by economics and influenced less by subconscious and emotional factors. A joint venture does not result in a separate legal […]

The number of units of one currency that must be exchanged for a unit of the second currency is known as the exchange rate between the currencies. One of the most significant changes that the social communication model has brought […]

The thinking behind celebrity involvement in advertising is that people will be more inclined to use products endorsed by a celebrity because they will identify with and want to be like this person. Venture capital is an example of private […]

Product mix is a complete list of all products that a company offers for sale. Consumers make all kinds of decisions that are hard to explain by any rational means. Answer: TRUE Explanation: Consumers make all kinds of decisions that […]

A corporation is a legal entity distinct from the persons running the corporation. Government agencies require publicly traded companies to publish extensive and detailed financial reports. Answer: TRUE Explanation: To help investors make informed decisions about stocks, government agencies require […]

Self-nomination is an especially important consideration in the internal recruitment of minorities and women. Measures are methods or techniques for describing and assessing attributes of objects that are of concern to us. Answer: TRUE A broken arm or leg would […]

Compared to discharge turnover, voluntary turnover is usually more costly. Where assessment centers are concerned, research has shown that the inclusion of peer evaluations and the use of psychologists as job candidate assessors rather than managers causes validity to increase. […]

The Age Discrimination Act of 1967 prohibits all discrimination on the basis of age. Little research has been done to identify particular job-related skills. Answer: FALSE[/cpmembership] To have the power to attract and retain employees, rewards must be unique and […]

An employee’s perceived desirability of movement can depend on reasons that have little or nothing to do with the job. One guideline for increasing job satisfaction and retention is to ensure that fairness and justice exist in the workplace. Answer: […]