Archives: Quiz

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 9 Social Media 1) Social media is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) a social structure of individuals and/or organizations […]

210) The best and most effective search engine optimization method is: A) paid search insertions on search engines. B) paid banner ads on other companies’ websites. C) identification through the natural, or organic, emergence of a site on a search […]

182) What is interactive marketing and what are the primary interactive marketing programs? Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 8-5 183) What is content marketing and what are the keys to its success? Answer: Content marketing […]

130) American Eagle’s marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer’s website. The best position for American Eagle’s video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or […]

88) Effective mobile marketing involves understanding the social and shopping nature of mobile phone users. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 8-4 89) Two keys to text message mobile advertising include careful timing of the message […]

41) To be successful in using financially-based incentives to encourage online purchases, the incentives: A) must match the target market of the website. B) should offer something free. C) apply to all customers, not just first time purchasers. D) should […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 8 Digital Marketing 1) Digital marketing combines all of the following except: A) e-commerce. B) mobile marketing. C) internet marketing. D) indirect response marketing. Question Tag: Definition (Concept) AACSB Category: Application […]

174) Out-of-home advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 7-5 175) For local companies, billboards are […]

135) In terms of social media and television, research by Nielsen’s Social Guide Service found that the heaviest Twitter activity occurred: A) just prior to a particular TV show. B) during commercial breaks. C) during the TV show. D) immediately […]

92) Many advertisers doubt the validity of the three-exposure hypothesis primarily because of: A) the number of media now available to advertisers has increased substantially. B) ad clutter. C) the power of the internet. D) the synergistic effect of using […]

45) Multiplying a vehicle’s rating times opportunities to see for an advertisement calculates the: A) cost per thousand. B) gross rating points. C) cost per rating point. D) frequency. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 7-3 […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 7 Traditional Media Channels 1) A media strategy is the process of: A) investigating the media usage of a product’s target market. B) analyzing and choosing media for an advertising and […]

255) Identification is the ability of the audience to identify with the spokesperson in an ad and is derived from: A) expertise. B) attractiveness. C) likeability. D) similarity. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-4 256) […]

221) Showing someone enjoying an exotic experience–such as a beach in Florida–would be which type of executional framework? A) Testimonial B) Dramatization C) Slice-of-life D) Fantasy Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 6-3 222) The fantasy executional […]

180) Rational appeals are most effective when consumers have low levels of involvement, but are willing to pay attention to the ad. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-2 181) Print media and television offer the […]

129) Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. The ________ appeal would be the most effective in developing or changing Byron’s attitude and in establishing specific […]

90) All of the following are types of appeals that can be used in designing ads except: A) music. B) cognitive. C) rationality. D) emotion. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-2 91) Although almost any […]

37) Which message strategy is used to support promotions, such as coupons, premiums, and sweepstakes? A) Cognitive B) Emotional C) Affective D) Conative Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 6-1 38) Conative message strategies utilize an […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 6 Advertising Design 1) According to a survey by Adweek Media and Harris Interactive, 55 percent of consumers said ads were: A) somewhat or very interesting. B) not interesting. C) very […]

207) Maintaining consistent product positioning throughout a brand’s life makes it more likely that a consumer will place the brand in his or her cognitive map. Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 5-6 208) In terms of […]

174) A customer who reports that Lexus is the first car he thinks of in the “luxury automobile” category is describing a ________ brand. A) top-of-mind B) top-choice C) quality choice D) top-of-industry Question Tag: Application AACSB Category: Application of […]

129) All of the following are evaluation criteria that should be considered in selecting an advertising agency except: A) creative reputation and capabilities. B) industry regulations. C) production capabilities. D) media purchasing capabilities. Question Tag: Definition (Concept) AACSB Category: Application […]

87) When a company introduces a new product under a strongly established brand name, the length of time to reach the threshold point where advertising becomes effective is normally longer. Question Tag: Definition (Concept) AACSB Category: Reflective thinking Objective: 5-2 […]

41) Liking follows awareness and knowledge in the hierarchy of effects model. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 5-1 42) Liking a brand follows awareness, knowledge, and preference in the hierarchy of effects model. Answer: FALSE […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 5 Advertising Management 1) Automobile manufacturer ads comprise about 15 percent of all magazine advertising revenue. One reason auto manufacturers spend so much on advertising is that consumers do not purchase […]

160) In allocating its marketing communications budget, a ski resort in Colorado would tend to use the ________ schedule. A) flighting B) continuous C) payout D) pulsating Question Tag: Application Objective: 4-6 161) In allocating its marketing communications budget, a […]

130) The starting point that is studied in relation to the degree of change following a promotional campaign is called a: A) post-hoc analysis. B) marginal analysis. C) benchmark measure. D) standardized measure. Question Tag: Definition (Concept) AACSB Category: Application […]

89) A food producer that distinguishes between individually owned grocery stores and major retailers such as Target, the segmentation approach being used is: A) industry. B) business size. C) geographic location. D) usage. Question Tag: Application AACSB Category: Reflective thinking […]

44) Attitudes, interests, and opinions are reflected in ________ segments. A) demographic market B) geographic market C) psychographic market D) product differentiation Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 4-2 45) Males who buy items because they […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 4 The IMC Planning Process 1) The first step in the IMC planning process is: A) communications research. B) defining the firm’s target market. C) an analysis of the product positioning. […]

168) In the business-to-business buying process, the first step is: A) identification of a need. B) establishment of specifications. C) identification of alternatives. D) appointing a committee. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 3-6 169) Derived […]

127) In terms of personality, an introvert is likely to display each of the following characteristics within the buying center except: A) spend less time talking within the buying center. B) become more involved in the buying process. C) will […]

85) The evoked set in a purchase decision consists of brands that have been purchased previously. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 3-2 86) An evoked set consists of the inept set and the inert set. […]

40) During the initial search for purchasing alternative products or services, a consumer considers all of the brands that he or she has used in the past. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 3-1 41) If […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 3 Buyer Behaviors 1) The first step in the consumer decision-making process is: A) evaluation of alternatives. B) information search. C) problem recognition. D) internal search. Question Tag: Definition (Concept) AACSB […]

171) A proprietary brand marketed by an organization and distributed within the organization’s outlets is a(n): A) private label. B) flanker brand. C) co-brand. D) complementary brand. Question Tag: Definition (Concept) Objective: 2-7 172) Private brands are: A) new brands […]

133) When customers purchase only one brand and consider no other brand, regardless of price differences, which exists? A) brand involvement. B) brand specialty. C) brand loyalty. D) brand parity. Question Tag: Definition (Concept) Objective: 2-6 134) The perception that […]

90) When Black & Decker introduced a new form of wrench with the name “Black & Decker Adjustable Wrench,” which was being used? A) family brand B) cooperative brand C) flanker brand D) complementary brand Question Tag: Application AACSB Category: […]

44) While rejuvenating an image will help a firm sell more products, it will seldom attract new customers. Question Tag: Definition (Concept) AACSB Category: Application of knowledge Objective: 2-2 45) Creating a strong advertising campaign is normally sufficient to rejuvenate […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 2 Corporate Image and Brand Management 1) When Applebee’s Neighborhood Bar and Grill faced declining sales in 2008, efforts were made to: A) sell IHOP to raise capital. B) raise prices […]

74) In terms of integration of media platforms, social spider-webbing occurs when consumers share content or information across multiple devices. Question Tag: Definition (Concept) AACSB Category: Information technology Objective: 1-3 75) Retailers strive to maintain channel power by controlling shelf […]

45) An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of: A) marketing myopia. B) standardization. C) adaptation. D) accountability. Question Tag: Application AACSB Category: […]

Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow) Chapter 1 Integrated Marketing Communications 1) In terms of a communications model, the sender is: A) the company seeking to sell a product. B) a television set. C) the consumer viewing an […]

CHAPTER 16 – ENVIRONMENTAL ETHICS General Overview In this final chapter our obligations to the larger non-human community and the rights that that community may have are explored, especially practices involving animals whether it be for food, sport, amusement, etc. […]

Copyright © 2012 Pearson Education, Inc., Upper Saddle River, NJ 07458. All rights reserved 96 CHAPTER 15 – BUSINESS AND MEDIA ETHICS General Overview As with the last chapter rights and obligations are explored but this time in relation to […]

CHAPTER 14 – BIOETHICS – ETHICAL ISSUES IN MEDICINE General Overview This chapter engages a range of issues that revolve around the rights and obligations of those involved in health care either as patient, a member of the patient’s family, […]

CHAPTER 13 – MORALITY, MARRIAGE, AND HUMAN SEXUALITY General Overview The topics in this chapter link up with a host of other ethical issues since sexuality is behind a good deal of lying, cheating, etc., as well as abortion and […]

Copyright © 2012 Pearson Education, Inc., Upper Saddle River, NJ 07458. All rights reserved 76 CHAPTER 12 – LYING, CHEATING, BREAKING PROMISES, AND STEALING General Overview The issues that make up the content of this chapter constitute the basic fabric […]

Copyright © 2012 Pearson Education, Inc., Upper Saddle River, NJ 07458. All rights reserved 71 CHAPTER 11 – ABORTION General Overview In the last chapter issues of when life ends were controversial but have tended to settle medically at least […]

CHAPTER 10 – ALLOWING SOMEONE TO DIE, MERCY DEATH, AND MERCY KILLING General Overview In this chapter the issue of euthanasia is examined. The author uses slightly different terminology. The standard terminology isn’t settled but instructors will have to make […]