Archives: Quiz

Before information can be recalled, it must ________. A) be associated with another thought or emotion B) have resonance C) be perceived D) be differentiated E) create conviction Brokers, distributors, wholesalers, dealers, franchisees, and retailers are referred to as ________. […]

The focus of the ________ consumer response from the Facets Model of Effects is cueing a brand image. A) see/hear B) feel C) think/understand D) connect E) believe Haley and Lauren, who recently graduated with MBAs, are opening a new […]

Which of the following is NOT an element of the FDA’s 1996 restrictions on tobacco advertising? A) a ban on all in-store advertising located within 1,000 feet of a school B) a ban on outdoor ads within 1,000 feet of […]

Which of the following is the first step in the classic creative process? A) ideation B) brainfag C) incubation D) immersion E) illumination Strategic planning is a four-tiered process that begins with the ________. A) marketing plan B) initial investment […]

High-involvement products are also known as ________ purchases. A) trial B) conviction C) direct D) considered E) indirect A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper […]

What concept refers to the production time needed to get the advertisement in to the medium? A) continuity B) lead time C) duration D) flow E) just-in-time Because users can create their own paths through a website, designers have to […]

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 […]

________ are simply rules learned through social interaction that specify or prohibit certain behaviors. A) Norms B) References C) Values D) Attitudes E) Motivations Which of the following describes the effect of a grocery shelf filled with packages that prominently […]

In most marketing communication, the power to get attention lies primarily with the ________. A) visual B) audio C) script D) copy E) sound effects Companies within the same industry gather to present, demonstrate, and sell their merchandise at ________. […]

Which of the following is most closely associated with the B2C2C concept? A) crowdsourcing B) customer referral C) implied third-party endorsement D) push marketing E) opt-in mobile marketing ________ advertising focuses on establishing a corporate identity or winning the public […]

28th Avenue Wine & Spirits decided to start advertising its business, but it does not have a large budget to devote to it. However, the company’s sales are seasonal, with the highest sales occurring between Thanksgiving and New Year’s. If […]

The typical radio programming day is divided into five segments called ________. A) listener groups B) drive times C) coverages D) ratings E) dayparts Which type of thinking is logical, orderly, and linear? A) right-brain B) left-brain C) top-brain D) […]

In the 1980s and 1990s, teenagers congregated in suburban malls to socialize. Which of the following websites fulfills a similar purpose for teenagers today? A) LinkedIn B) Facebook C) Wikipedia D) eBay E) Angie’s List Just For Me is a […]

WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators; they are known as ________. A) cable networks B) superstations C) broadcast networks D) affiliates E) syndicated networks Advertising creatives use […]

Which of the following refers to brand visibility, presence, and importance to the target market? A) ROI B) the 3 Ps C) brand personality D) brand salience E) brand position Brand advertising is also known as ________ advertising. A) trade […]

Which of the following groups is made up of those who know about their connection to an organization regarding some particular problem but who do not communicate about it? A) active public B) inactive public C) latent public D) aware […]

During the Great Recession, how did some major brands, including Kraft and Walmart, change their type in ad messages in order to create a softer and less stiff appearance? A) They capitalized the letters. B) They made the font nonlinear. […]

Which calculation of efficiency is an estimate of the cost of getting 1,000 impressions? A) cost per point B) cost per thousand C) cost per impression D) brand development index E) category development index New product campaigns and brand reminder […]

The focus of the ________ consumer response from the Facets Model of Effects is cueing brand position or leadership. A) see/hear B) feel C) think/understand D) connect E) believe Which measure would be most helpful for determining how well a […]

________ are small ads on other Web pages that lure visitors to move to the advertised site. A) Superstitials B) Blogs C) Minisites D) Banner ads E) Pop-ups Which type of database provided by an outside firm contains information useful […]

A consumer’s brand ________ is motivated by conviction. A) position B) image C) personality D) preference E) credibility All of the variables that are intended to satisfy the needs of the consumer are considered part of the ________ in direct […]

* Target population: 100,000 ** those who did not read either of the other two magazines 70% of Magazine A’s readers are part of the target market for a certain advertiser. This percentage represents Magazine A’s ________ for this advertiser. […]

A company’s ________ is the online face it presents to the public. A) website B) intranet C) extranet D) portal E) interface Which of the following gave the FTC the authority to provide consumers methods for seeking redress or restitution […]

Which strategy directs marketing efforts at the consumer? A) push B) exchange C) pull D) coverage E) cooperative Traditional measured media such as print and broadcast are also referred to as ________ media channels. A) owned B) earned C) interactive […]

In which layout stage of a print ad are the elements assembled in their final position for reproduction? A) thumbnail sketches B) comprehensives C) mechanicals D) rough layouts E) semicomps ________ describes an approach to marketing that uses advertising driven […]

Promotions add tangible value to the good or service and can contribute greatly to the profitability of the brand. You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct […]

The use of black in an advertisement conveys a natural, no-nonsense feel. An appeal typically states the logic behind the sales offer. Answer: FALSE A perfume maker wants to create an advertisement that gives consumers the chance to experience a […]

The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people. In comparison to the United States, Thailand and Hungary have stronger restrictions against tobacco advertising. Answer: TRUE Public radio stations are […]

Banner ads are designed more like outdoor boards than like conventional print ads. The tighter the focus on a target market, the harder it is to find appropriate media to deliver a relevant message. Answer: FALSE Similar to television programs, […]

One potential benefit to shockvertising is that the controversy attracts attention and buzz. A direct-mail piece is a print advertising message for a product or service that is delivered by mail. Answer: TRUE Using inbound telemarketing, the call center staff […]

With respect to prescription drugs, the Food and Drug Administration’s primary job is to determine whether the drugs are marketed in a responsible way. Ads that open with questions or dubious or ambiguous statements are designed to create curiosity. Answer: […]

Advertising begins with the agency. Vertical coordination is required for a coherent international IMC campaign, but horizontal coordination is not. Answer: FALSE The key drivers of association are symbolism, conditioned learning, and transformation. Answer: TRUE An advertising objective associated with […]

The four major steps in the production of a national television commercial are message design, preproduction, the shoot, and postproduction. Relevance results when an advertisement initially makes an impression. Answer: FALSE The marketing mix strategy includes decisions about the target […]

A form of action response, inquiry tests measure the number of responses to an advertisement and are the primary measurement tool for direct-response communication. The majority of companies with international IMC campaigns adopt a localization strategy. Answer: FALSE The “Stop. […]

A key to an effective outdoor board is eye-stopping graphics. The cost per point (CPP) is calculated by multiplying the cost of the ad by 1,000 and dividing that number by the readers in the target audience. Answer: FALSE In […]

Exposure does not necessarily lead to readership or viewership. Sora is a teenager who loves to shop for clothes. She has a points card from Trend Town, her favorite shop. Sora’s card is scanned each time she makes a purchase […]

A recall test is more rigorous than a recognition test. In strategic planning, the idea is to leverage the strengths and opportunities and to avoid the weaknesses and threats. Answer: FALSE Factors that drive a behavioral response include trial, buying, […]

A researcher investigating the amount of food waste in the typical four-person family plans to sift through the garbage of a small sample of representative families. This method is an example of a survey. Advertising has both instantaneous effects and […]

A product’s package can deliver brand information and customer benefits. A major change in consumer media use is the increase in media-driven lives. Answer: TRUE Advertising messages can appear on Twitter. Answer: TRUE The home offices of the Longaberger Company, […]

Media buyers negotiate rates, preferred positions, and extra support offers on behalf of their clients. Qualitative research should be used to draw conclusions about the larger population. Answer: FALSE The term stakeholders refers to customers of a product as well […]

Media flow charts are used to plot out what media will run when and for how long. Word-of-mouth communication about a product is persuasive because people tend to have more faith in comments from friends and family members than in […]

Public relations is primarily used to generate sales. The idea behind the concept of effective frequency is that you add frequency to reach until you get to the level where people respond. Answer: TRUE To be considered deceptive under FTC […]

Diffusers are people with low brand loyalty who may be willing to try a new product. Active publics are composed of people who are aware of their connection to an organization regarding some particular problem and who communicate and organize […]

A business plan often begins with a vision statement or mission statement. The goal of brand communication is to create immediate sales to people who are shopping for a product. Answer: FALSE Advertising is particularly effective in accomplishing exposure, awareness, […]

Integrated marketing communication (IMC) means that ads can now be customized to individual consumers. Insight research may uncover why a consumer wants to buy a product or why a consumer does not want to buy a product. Answer: TRUE Nelly […]

Competitors are included in the marketing level of stakeholder audiences. A press conference is useful because a company can control who is present as well as the questions that will be asked. Answer: FALSE Touch points are contact points that […]

“I am Devoted” and “I Measure Twice” are two general consumer groups identified by MONITOR’s MindBase. The Harley-Davidson slogan, “Steak for your ears” presents an unexpected juxtaposition. Answer: TRUE Retailers and wholesalers who have created their own brands-such as Walmart’s […]

Sales promotion is primarily designed to motivate people to act by offering incentives. The key players in the marketing industry include the marketer, suppliers and vendors, distributors and retailers, and marketing partners, such as agencies. Answer: TRUE Commercials shot outside […]

The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics. The key drivers of the affective response are needs, emotions, liking, and resonance. […]

One way to measure memory is to show the advertisement to people and ask them whether they remember having seen it before; this is known as a recall test. Secondary research is less important than primary research. Answer: FALSE Studies […]