Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Which of the following is NOT a form of media advertising?
a. | television | b. | radio | c. | magazines | d. | sales promotions | e. | newspapers |
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2.
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Which term is preferred by most marketing practitioners to refer to the
collection of advertising, sales promotions, public relations, event marketing, and other
communication devices?
a. | marketing promotion | b. | promotion | c. | sales
promotion | d. | marketing communications | e. | integrated marketing
communications |
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3.
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Which of the following terms serves as a summary means for describing all
forms of marketing focus?
a. | product | b. | brand | c. | communication | d. | promotion | e. | integration |
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4.
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Which of the following terms is used to mean any message medium capable of
reaching target customers and presenting the brand in a favorable light?
a. | touch point | b. | contact | c. | intersection | d. | touch point and contact | e. | touch point,
contact, and intersection |
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5.
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Karen is attempting to put into words the key idea that encapsulates what her
company’s brand is intended to stand for in its target market’s mind. Karen is writing a
____.
a. | relationship statement | b. | creative brief | c. | positioning
statement | d. | contact brief | e. | touch point |
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6.
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The fact that it costs five to 10 times more to land a new customer than to keep
a current customer has been compared to a(n) ____.
a. | clogged drain | b. | leaky bucket | c. | sand
castle | d. | ice sculpture | e. | bee hive |
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7.
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The ultimate objective of IMC is to ____.
a. | start with the customer or prospect | b. | move people to action | c. | carefully select
those tools that are most appropriate for the communications objective at hand | d. | use as many
communications outlets as possible to reach the target audience | e. | speak with a single
voice |
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8.
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Which of the following is NOT a change in marketing communication
practices?
a. | increased reliance on outside suppliers, or specialized services | b. | reduced dependence
on mass media advertising | c. | increased reliance on highly targeted
communication methods | d. | heightened demands on
suppliers | e. | increased efforts to assess communications’ return on
investment |
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9.
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When counseling its clients in selecting appropriate marcom tools, McCann
Worldgroup uses an approach that requires that the brand marketer first identify the goal(s) a marcom
program is designed to accomplish and then identify the best way to allocate the marketer’s
budget. What is this approach known as?
a. | inside-out | b. | bottom-up | c. | media-neutral | d. | media-centric | e. | goal
oriented |
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10.
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Joan Kaufman is a senior manager of a large conglomerate. She decides how much
money is allocated to each subunit. This is an example of ____ budgeting.
a. | top-down | b. | bottom-up | c. | bottom-up/top-down | d. | top-down/bottom-up | e. | hierarchy |
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11.
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The most frequently used budgeting method is ____.
a. | top-down (TD) | b. | bottom-up (BU) | c. | top-down/bottom-up/top-down (TDBUTD) | d. | bottom-up/top-down (BUTD) | e. | top-down/bottom-up
(TDBU) |
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12.
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Allison is trying to determine how much to allocate for advertising and how much
to allocate for promotions during the next year. Which implementation decision is Allison
making?
a. | mixing elements | b. | creating messages | c. | selecting
media | d. | establishing momentum | e. | targeting |
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13.
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Harvey is a brand manager for a national brand of soft drinks. He is making the
implementation decisions in the marcom decision process, and he wants a marcom tool that is most
capable of directly affecting consumer behavior. Which tool should he use?
a. | advertising | b. | sales promotion | c. | publicity | d. | events | e. | point-of-purchase
display |
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14.
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Program evaluation is accomplished by ____.
a. | developing a budget that is based on marcom objectives and includes an optimum
balance of advertising and promotion | b. | measuring the results of marcom efforts against
the objectives that were established | c. | collecting data on consumers’
demographics and lifestyles | d. | constructing a database of information on the
target market, economic conditions, and competitors’ marcom strategies | e. | comparing budgeted
marcom expenditures against share-of-voice |
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15.
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A ____ is everything that one company’s particular offering stands for in
comparison to competitors’ offerings.
a. | trademark | b. | logo | c. | symbol | d. | brand | e. | sign |
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16.
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Tide laundry detergent is a well known brand that sells for approximately $8.00
for a 64 ounce bottle, and Procter & Gamble usually sells 2 million of these sizes each year. An
average private label store brand costs $6.00 for the same size, and typically 1 million are sold
each year. What is Tide’s revenue premium?
a. | $2.00 | b. | $1 million | c. | $6
million | d. | $10 million | e. | $16 million |
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17.
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____ refers to the extent to which a brand name comes to mind when consumers
think about a particular product category and the ease with which the name is evoked.
a. | Brand image | b. | Brand awareness | c. | Brand
loyalty | d. | Brand preference | e. | Brand knowledge |
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18.
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The basic dimension of brand equity is ____.
a. | brand image | b. | brand preference | c. | brand
tolerance | d. | brand insistence | e. | brand awareness |
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19.
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Bill is given a list of brands of shaving products by a researcher and is asked
to mark all those that he is aware of. Which level of awareness is this assessing?
a. | recall | b. | recognition | c. | aided
recall | d. | unaided recall | e. | positive
awareness |
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20.
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Which of the following is NOT an approach by which brand equity is
enhanced?
a. | brand awareness approach | b. | speak-for-itself approach | c. | message-driven
approach | d. | leveraging approach | e. | all of the above are approaches by which brand
equity is enhanced |
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21.
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In which approach to enhancing brand equity do marcom practitioners attempt to
build advantageous associations through creative, attention getting, and believable messages?
a. | speak-for-itself approach | b. | message-driven approach | c. | leveraging
approach | d. | shotgun approach | e. | cast-a-wide-net
approach |
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22.
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Which marcom tool is an especially important instrument of meaning
transfer?
a. | sales promotion | b. | personal selling | c. | advertising | d. | public relations | e. | frequency
programs |
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23.
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Which of the following is a source by which brand meaning can be
leveraged?
a. | other brands | b. | places | c. | things | d. | people | e. | all of the
above |
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24.
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Which of the following is a motivation underlying the increased focus on
measuring marketing performance?
a. | greater demands for accountability on the marketing function from the CEO, the Board,
and other executives | b. | the imperative for the CMO to get better at
what they do | c. | required by the IRS to report the gains from marketing investment | d. | a and
b | e. | a, b, and c |
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25.
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Specific measures that are used to judge marcom effectiveness are also called
____.
a. | variables | b. | metrics | c. | coefficients | d. | models | e. | variances |
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26.
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Why is it difficult to gain agreement on a suitable system for measuring marcom
performance?
a. | People are uncooperative. | b. | People in other disciplines do not understand
marketing and marketing communications | c. | Individuals from different backgrounds and with
varied organizational interests often see the “world” differently or operate with varying
ideas of what best indicates suitable performance. | d. | There is so little difference among the
measures that it is difficult for individuals outside of marketing to understand
them. | e. | If it isn’t in terms of dollars, others in the organization don’t even
want to look at it. |
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27.
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Which of the following statements is FALSE regarding marketing-mix
modeling?
a. | In order to employ marketing-mix modeling, a relatively long series of longitudinal
data (i.e., for a two-year period) is required. | b. | Marketing-mix modeling employs well known
statistical techniques (e.g., multivariate regression analysis) to estimate the effects that the
various marcom elements have in driving sales volume. | c. | Parameter estimates indicate the individual
effects the various marcom elements have on sales. | d. | Managers learn from such analysis which
elements are outperforming others and can use this information to shift budgets from program element
to element. | e. | Once the model is estimated, results can be generalized to other
situations. |
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28.
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A variable that influences the awareness class would include ____.
a. | free samples | b. | price discounts | c. | demographics | d. | product satisfaction | e. | all of the
above |
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29.
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Aerobics was initially considered a woman’s sport, but societal attitudes
toward aerobics have changed and many health clubs are now offering co-ed aerobics classes. The
change in societal attitudes toward men engaging in aerobics represents an increased ____ for this
activity.
a. | relative advantage | b. | trialability | c. | compatibility | d. | observability | e. | complexity |
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30.
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In quantifying the Adoption-Influencing Characteristics, two factors are
rated. These are ____.
a. | relative advantage and trialability | b. | perceived value and risk | c. | importance and
evaluation | d. | risk and reward | e. | costs and
benefits |
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31.
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A warm color that has a cheerful effect on consumers is ____.
a. | red | b. | orange | c. | yellow | d. | white | e. | blue |
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32.
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Michelle is the vice-president of marketing for a cosmetics company. If she
wants the package for a new brand of after shave to evoke feelings of strength and confidence, she
should include ____.
a. | pictures of birds | b. | triangles | c. | horizontal
lines | d. | vertical lines | e. | slanted lines |
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33.
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A foil package conveys ____.
a. | cheapness | b. | masculinity | c. | prestige | d. | durability | e. | femininity |
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34.
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The four features of the VIEW model that can be used to evaluate a particular
package are ____.
a. | visibility, innovation, emotional appeal, and workability | b. | visibility,
information, emotional appeal, and workability | c. | visibility, information, effectiveness, and
workability | d. | visibility, information, emotional appeal, and warehousing | e. | visibility,
innovation, effectiveness, and workability |
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35.
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The extent to which a package is environmentally friendly is an example of
____.
a. | visibility | b. | information | c. | emotional
appeal | d. | workability | e. | gestalt |
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36.
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Which of the following is NOT one of the stages of the package design
process?
a. | determine communication priorities | b. | specify brand-positioning
objectives | c. | conduct a product category analysis | d. | develop a hypothesis | e. | perform a
competitive analysis |
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37.
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Bob and Sue are a young, newly married couple without any children. They have a
positive, upwardly mobile perspective and expect to benefit from their own skills and abilities. They
are environmentalists and enjoy outdoor activities in their free time. In terms of
Yankelovich’s MindBase segments, which best describes Bob and Sue?
a. | Up & Comers | b. | Aspiring Achievers | c. | Realists | d. | New Traditionalists | e. | Individualists |
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38.
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James is driven by technology and success at work. He is single and finds little
time for social interests and prefers to focus on climbing the career ladder. Which of
Yankelovich’s MindBase segments best describes James?
a. | Up & Comers | b. | Aspiring Achievers | c. | Individualists | d. | New Traditionalists | e. | Renaissance
Masters |
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39.
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Which of the following is NOT a primary motivations dimension of the VALS
psychographics classification model?
a. | pursuit of ideals | b. | resources | c. | need for
achievement | d. | drive to self-express | e. | all of the above are primary motivation
dimensions in the model |
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40.
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Alan is 26 years old. He exhibits high energy levels, which he devotes to
physical fitness and social activities. In terms of the VALS framework, Alan is a(n) ____.
a. | Innovator | b. | Believer | c. | Achiever | d. | Striver | e. | Experiencer |
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41.
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Which VALS group is the most likely to structure their social lives around their
family, place of worship, and work?
a. | Innovators | b. | Thinkers | c. | Achievers | d. | Strivers | e. | Makers |
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42.
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Terron is a young professional that always attends the latest movie, frequents
the newest nightclubs, and has the most up-to-date electronic equipment. To which PRIZMNE
cluster would Terron most likely belong?
a. | Innovators | b. | Bohemian Mix | c. | White Picket
Fences | d. | Upper Crust | e. | Big Fish, Small
Pond |
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43.
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Which PRIZMNE cluster represents a stereotypical American household
of previous generations?
a. | Bohemian Mix | b. | White Picket Fences | c. | Suburban
Pioneers | d. | Up & Comers | e. | Traditionalists |
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44.
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Which country has the greatest population?
a. | United States | b. | India | c. | Russia | d. | China | e. | Germany |
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45.
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Which is the largest ancestral group of U.S. residents?
a. | Irish | b. | Swedish | c. | Italian | d. | African American | e. | German |
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46.
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Social networking sites such as MySpace and Facebook have become particularly
effective venues for reaching and influencing the consumer behavior of ____.
a. | children | b. | tweens | c. | parents | d. | older individuals | e. | teens and young
adults |
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47.
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Marian is uneducated, frustrated with her life, and seeks security and status.
Marian would fit into the Generation X category known as ____.
a. | Showers | b. | Bystanders | c. | Yup &
Comers | d. | Playboys | e. | Drifters |
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48.
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Since the 1950s, households in the U.S. have ____ in number, ____ in size, and
____ in character.
a. | increased/grown/changed | b. | stayed about the same/increased/stayed the
same | c. | decreased/increased/remained similar | d. | grown/shrunk/changed | e. | increased/increased/changed |
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49.
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Which is the largest minority group in the United States?
a. | African Americans | b. | Asian Americans | c. | Jews | d. | Hispanics | e. | Muslim
Americans |
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50.
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Which group has the highest incomes and most prestigious jobs of any segment of
American society?
a. | Whites | b. | African Americans | c. | Hispanic
Americans | d. | Muslim Americans | e. | Asian Americans |
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51.
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Exposure occurs when ____.
a. | consumers come in contact with the marketer’s message | b. | consumers become
aware of the message | c. | consumers are impacted by the
message | d. | consumers store information in long-term memory | e. | consumers agree with
the message |
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52.
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The mere fact of being repeatedly exposed to a message increases the likelihood
that the receiver will judge that message to be true is known as the ____.
a. | mere repetition effect | b. | mere exposure effect | c. | exposure
paradox | d. | truth effect | e. | repeat effect |
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53.
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A brand’s ____ represents the key feature, benefit, or image that it
stands for in the target audience’s collective mind.
a. | logo | b. | name | c. | positioning | d. | placement | e. | semiotics |
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54.
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Fundamental to the concept and practice of positioning is the idea of
____.
a. | meaning | b. | target marketing | c. | signs | d. | symbols | e. | referents |
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55.
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When positioning their brands, marketing communicators draw meaning ____ and
transfer that meaning to their brands.
a. | from the dictionary | b. | objectively | c. | subjectively | d. | from consumers | e. | from the culturally
constituted world |
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56.
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A good positioning statement should satisfy which of the following?
a. | reflect a brand’s competitive advantage | b. | motivate consumers
to action | c. | based on product-related attributes | d. | a and b | e. | a, b, and
c |
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57.
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A positioning statement that reflects a brand’s competitive advantage but
does not motivate consumers to action ____.
a. | is a winner | b. | is a loser | c. | promotes
competitors | d. | is “swimming up the river” | e. | is adequate |
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58.
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A positioning statement that motivates consumers to action but does not reflect
a competitive advantage for the brand ____.
a. | is a winner | b. | promotes competitors | c. | is a
loser | d. | is “swimming up the river” | e. | is effective |
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59.
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A brand’s image consists of types, favorability, strength, and uniqueness
of ____.
a. | benefits | b. | attributes | c. | associations | d. | perceptions | e. | features |
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60.
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A brand positioned in terms of ____ needs attempts to provide solutions to
consumers’ current consumption-related problems or potential problems by communicating that the
brand possesses specific benefits capable of solving those problems.
a. | experiential | b. | symbolic | c. | functional | d. | rational | e. | emotional |
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61.
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Sun Microsystems recently introduced a new desktop computer. The headline of
their two-page advertisement in Business Week reads, “The World’s Most Powerful
Desktop for the Price of a PC.” This statement is an appeal to a consumer’s ____.
a. | emotional needs | b. | symbolic needs | c. | qualitative
needs | d. | functional needs | e. | experiential
needs |
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62.
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Which of the following is not an appeal to functional needs?
a. | A European automobile is promoted as being safer than other
models. | b. | A Japanese automobile is promoted as providing the consumer with a special
feeling. | c. | A dishwasher is advertised as having a five-year warranty. | d. | A direct marketer of
apparel items claims his polo shirts are made of the finest Egyptian cotton. | e. | A software program
promotes the fact that consumers will be protected from computer
viruses. |
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63.
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Marketers of ____ frequently appeal to symbolic needs.
a. | beauty products | b. | jewelry | c. | alcoholic
beverages | d. | cigarettes | e. | all of the
above |
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64.
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An ad for a hair-coloring brand features a famous actress telling potential
customers that they should use the relatively costly brand “because you’re worth
it.” This brand’s concept is aimed at consumers' ____ needs.
a. | functional | b. | symbolic | c. | experiential | d. | hedonic | e. | ego |
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65.
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Product design, color, and size are all examples of ____.
a. | non-product-related attributes | b. | product benefits | c. | basic consumer
needs | d. | product-related attributes | e. | product imagery |
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66.
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Revising a brand’s positioning is known as ____.
a. | refocusing | b. | realigning | c. | repositioning | d. | shifting | e. | innovating |
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67.
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According to the HEM, consumer behavior is seen as ____.
a. | rational | b. | highly cognitive | c. | emotional | d. | systematic | e. | reasoned |
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68.
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Which of the following is a stage in the Consumer Processing Model (CPM)?
a. | exposure | b. | attention | c. | comprehension | d. | agreement | e. | all of the
above |
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69.
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What is the first step in the Consumer Processing Model (CPM)?
a. | exposure | b. | attention | c. | comprehension | d. | agreement | e. | retention |
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70.
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Cognitive psychologists consider which type of memory to be a virtual storehouse
of unlimited information?
a. | sensory stores | b. | short-term memory | c. | working
memory | d. | long-term memory | e. | accessible
memory |
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71.
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Changes in the context or organization of information in consumers’
long-term memories is known as ____.
a. | perception | b. | comprehension | c. | learning | d. | exposure | e. | attention |
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72.
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Which approach emphasizes nonverbal content or emotionally provocative words and
is intended to generate images, fantasies, and positive emotions and feelings?
a. | Consumer Processing Model (CPM) | b. | Elaboration Likelihood Model
(ELM) | c. | Hedonic, Experiential Model (HEM) | d. | Dual-coding Model (DCM) | e. | Feel-Do-Think Model
(FDT) |
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73.
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Objective setting and budgeting are ____ marcom decisions.
a. | fundamental | b. | implementation | c. | short-term | d. | long-term | e. | primary |
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74.
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Which of the following is NOT a marcom implementation decision?
a. | budgeting | b. | choice of messages | c. | media | d. | mixture of marcom elements | e. | achievement of
momentum |
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75.
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The hierarchy-of-effects metaphor implies that for marketing communications to
be successful, the various marcom elements must ____.
a. | encourage consumers to discuss the advertisement | b. | create brand loyalty
for the product | c. | advance consumers through a series of psychological stages | d. | have the objective
of creating brand awareness | e. | encourage consumers to purchase the
product |
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76.
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Which is the top rung on the hierarchy of marcom effects?
a. | awareness | b. | beliefs | c. | attitudes | d. | expectations | e. | brand
loyalty |
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77.
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Which marcom tool is best at encouraging trial purchases?
a. | advertising | b. | personal selling | c. | public
relations | d. | sales promotion | e. | point-of-purchase
displays |
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78.
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Which of the following is a requirement for setting marcom objectives?
a. | Objectives must include a precise statement of who, what, and
when. | b. | Objectives must be qualitative. | c. | Objectives must be broad in
scope. | d. | Objectives must be long-term. | e. | Objectives must be
short-term. |
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79.
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A certain brand of hand lotion commands 7 percent of the market for this product
category. To increase the brand’s market share, a new advertising campaign is formulated with
the following objective: “Within the next six months, our objective is to increase the
brand’s market share from 7 percent to 40 percent.” This objective suffers from being
____.
a. | imprecise | b. | nonmeasurable | c. | general | d. | unrealistic | e. | qualitative |
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80.
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A manufacturer of consumer goods has stated the advertising and sales promotion
objective is to increase retail distribution by 25 percent while at the same time has reduced the
sales force size by 20 percent. This objective suffers from ____.
a. | not being quantitative and measurable | b. | not being internally
consistent | c. | being too specific | d. | expecting too small of a
change | e. | not being clear |
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81.
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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 John espousing?
a. | traditional view | b. | common view | c. | heretical
view | d. | revolutionary view | e. | controversial
view |
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82.
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In terms of profitability, investing in advertising can be justified only if the
incremental revenue generated from the advertising effort exceeds the increase in the ____.
a. | production expense | b. | operational expense | c. | discretionary
expense | d. | advertising expense | e. | committed
expense |
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83.
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The ____ function refers to the relationship between money invested in
advertising and the response, or output, of that investment in terms of revenue generated.
a. | sales response | b. | advertising response | c. | sales-to-advertising
response | d. | advertising-to-sales response | e. | marcom response |
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84.
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Which of the following is NOT a marcom budgeting method?
a. | percentage-of sales method | b. | objective-and-task method | c. | competitive parity
method | d. | affordability method | e. | communication-based
method |
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85.
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The criticism that the percentage-of-sales budgeting technique is not logical is
based on the idea that ____.
a. | sales volume cannot be estimated accurately | b. | it results in
excessive amounts of funding being invested in advertising | c. | it confuses
objectives with goals | d. | it reverses the true functional relationship
between advertising and sales | e. | advertising effectiveness cannot be
measured |
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86.
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Which is generally regarded as the most sensible and defendable advertising
budgeting method?
a. | percentage-of-sales method | b. | objective-and-task method | c. | competitive parity
method | d. | affordability method | e. | comparative
method |
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87.
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The advertising budget procedure used most frequently is the ____ method.
a. | percentage-of-sales | b. | arbitrary allocation | c. | marginal
cost | d. | competitive parity | e. | objective-and-task |
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88.
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Which budgeting method sets the budget by examining what competitors are
doing?
a. | percentage-of-sales method | b. | objective-and-task method | c. | competitive parity
method | d. | affordability method | e. | comparative
method |
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89.
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When a product has a relatively high share of market and the competitor has a
high share of voice, it is best to ____.
a. | increase advertising expenditures | b. | decrease advertising
expenditures | c. | cut prices | d. | aggressively attack the
competitor | e. | increase prices |
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90.
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The encoding variability hypothesis contends that people's memories for
information are enhanced when ____.
a. | humor is used in the advertisements | b. | the brand is advertised with varied messages or
in multiple media | c. | there is comparative
advertising | d. | price is stressed in the advertisements | e. | fear appeals are
used |
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91.
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In the ____ method, only the funds that remain after budgeting for everything
else are spent on advertising.
a. | competitive parity | b. | affordability | c. | objective-and-task | d. | arbitrary allocation | e. | percentage-of-sales |
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92.
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____ is a paid, mediated form of communication from an identifiable source,
designed to persuade the receiver to take some action, now or in the future.
a. | Public relations | b. | Advertising | c. | Communications | d. | Marketing | e. | Marcom |
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93.
|
Over half of world-wide ad spending takes place in which country?
a. | United States | b. | Canada | c. | China | d. | Germany | e. | Japan |
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94.
|
Which product category has the highest average advertising-to-sales
ratio?
a. | automobiles | b. | computers and software | c. | food | d. | personal care items | e. | drugs |
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95.
|
Which is NOT a function performed by advertising?
a. | persuading | b. | reminding | c. | adding
value | d. | assisting production | e. | informing |
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96.
|
____ is the process of creating ad messages, selecting media in which to place
the ads, and measuring the effects of the advertising efforts.
a. | Marketing management | b. | Advertising management | c. | Marcom
management | d. | Promotion management | e. | Advertising |
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97.
|
Rick’s job at a major consumer goods manufacturer is to oversee the
process of setting advertising objectives, devising budgets, message creation, and determining media
strategy. Rick is involved in ____.
a. | formulating advertising strategy | b. | implementing advertising
strategy | c. | account management | d. | marketing management | e. | implementing
marketing strategy |
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98.
|
____ deals with the tactical, day-to-day activities that must be performed to
carry out an advertising campaign.
a. | Marketing management | b. | Advertising management | c. | Advertising strategy
formulation | d. | Advertising strategy implementation | e. | Measuring
effectiveness |
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99.
|
Gwen works at a consumer-goods manufacturer and deals with the tactical,
day-to-day activities that must be performed to carry out an advertising campaign. Gwen is involved
in ____.
a. | formulating advertising strategy | b. | implementing advertising
strategy | c. | account management | d. | marketing management | e. | formulating
marketing strategy |
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100.
|
The ____ are involved in tactical decision making and day-to-day contact with
brand managers and other client personnel.
a. | account executives | b. | management supervisors | c. | assistant
supervisors | d. | product managers | e. | line managers |
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101.
|
Message strategies and decisions are most often the joint enterprise of the
companies that advertise and their ____.
a. | advertising agencies | b. | marketing departments | c. | advertising
departments | d. | promotion departments | e. | communication
consultants |
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102.
|
One option for an organization wishing to advertise is to recruit the services
of a variety of firms with particular specialties in distinct aspects of advertising. These
firms are called ____.
a. | specialty firms | b. | boutiques | c. | cafeteria
agencies | d. | full-service agencies | e. | buffet agencies |
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103.
|
A full-service advertising agency ____.
a. | necessitates employing an advertising staff and absorbing the overhead required to
maintain the staff's operations | b. | is unprofitable unless a company does a large
and continuous amount of advertising | c. | has the advantage of complete control over the
advertising function | d. | perform all the basic functions of advertising
for a client | e. | does not perform other marcom functions, such as sales promotion and
publicity |
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104.
|
Which of the following is a basic function performed by full-service advertising
agencies?
a. | creative services | b. | media services | c. | research
services | d. | account management | e. | all of the
above |
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105.
|
Which of the following is a form of advertising agency compensation?
a. | commissions from media | b. | labor-based fee system | c. | outcome-based
programs | d. | a and b | e. | a, b, and c |
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106.
|
When firms choose to reduce advertising expenditures if a brand is performing
well or during periods of economic recession, this is referred to as ____.
a. | disinvesting | b. | disintermediation | c. | divesting | d. | discharging | e. | harvesting |
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107.
|
In a situation where demand is more advertising elastic than price elastic it is
advisable to ____.
a. | maintain the status quo | b. | build image via increased
advertising | c. | grow volume via price discounting | d. | increase advertising and/or discount
prices | e. | decrease advertising and discount prices |
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108.
|
Which of the following is a feature of creative ads?
a. | novelty | b. | appropriateness | c. | intensity | d. | a and b | e. | a, b, and
c |
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109.
|
One facet of ad creativity, appropriateness, means ____.
a. | that an advertisement does not offend the target audience | b. | that an
advertisement wins creativity awards from advertising trade associations | c. | that an
advertisement offers a useful solution to a marketing problem | d. | the methods,
techniques, and copy are novel for the product category | e. | that it is typical
of advertisements for that product category |
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110.
|
Advertisers can get people to care about their brands by appealing to ____ that
are relevant to the product category in which the advertised brand competes.
a. | benefits | b. | emotions | c. | motivations | d. | rational thoughts | e. | behaviors |
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111.
|
The generic and preemptive creative strategies are ____ strategies.
a. | functionally-oriented | b. | symbolically-oriented | c. | experientially-oriented | d. | category-dominance | e. | category-oriented |
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112.
|
In which creative strategy does an advertiser make a superiority claim based on
a unique product attribute that represents a meaningful, distinctive consumer benefit?
a. | unique selling proposition | b. | brand image | c. | resonance | d. | emotional | e. | generic |
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113.
|
Which creative strategy does not focus on product claims or brand images but
rather seeks to present circumstances or situations that find counterparts in the real or imagine
experiences of the target audience, attempting to match “patterns” in an advertisement
with the target audience’s stored experiences?
a. | unique selling proposition | b. | resonance | c. | generic | d. | emotional | e. | preemptive |
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114.
|
The generic creative strategy is most appropriate for a company that
____.
a. | has a lower price than their major competitor | b. | has a higher price
than their major competitor | c. | dominates a product
category | d. | has a major competitive advantage over their major competitors | e. | sells a high
percentage of their products to foreign markets |
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115.
|
The ____ creative strategy is employed when an advertiser makes a generic-type
claim but does so with an assertion of superiority.
a. | preemptive | b. | unique selling proposition | c. | positioning | d. | resonance | e. | emotional |
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116.
|
Which of the following is NOT a universal value?
a. | stimulation | b. | security | c. | feminism | d. | conformity | e. | benevolence |
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117.
|
A TV commercial for a sports car marketed to young people emphasizes pleasure
and freedom as end levels. The advertised car is shown delivering these end levels when the car is
transformed into a magic chariot and its young driver is carried away into a fantasyland. In terms of
the MECCAS model, the magic chariot technique represents the commercial’s ____.
a. | driving force | b. | leverage point | c. | message
elements | d. | consequences | e. | terminal values |
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118.
|
Which form of advertising focuses not on specific brands but on a
corporation’s overall image or on economic or social issues relevant to the corporation’s
interests?
a. | advocacy advertising | b. | corporate advertising | c. | non-profit
advertising | d. | primary advertising | e. | secondary
advertising |
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119.
|
The appropriate influence strategy depends both on ____.
a. | brand characteristics and positioning | b. | chosen media and messag4e
appeal | c. | consumer benefits sought and client requirements | d. | information
requirements and consumer involvement level | e. | consumer characteristics and brand
strengths |
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120.
|
What can marketing communicators do to enhance consumers’ motivation to
process brand information?
a. | enhance the relevance of the brand to the self | b. | enhance curiosity
about the brand | c. | repeat brand information | d. | a and b | e. | a, b, and
c |
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121.
|
Evelyn is the advertising director of a chain of health clubs. She is putting
together an advertisement, and she wants to enhance the consumers' opportunity to encode
information. The best way to accomplish this objective would be to ____.
a. | repeat the ad on multiple occasions | b. | use loud music | c. | use
celebrities | d. | use colorful ads | e. | employ verbal
framing |
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122.
|
Marketers can enhance the consumers' opportunity to reduce processing time
by ____.
a. | appealing to hedonistic needs | b. | heightening ad complexity | c. | repeating brand
information | d. | creating gestalt processing | e. | employing verbal
framing |
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123.
|
Typical-person endorsements are more effective when ____.
a. | the commercial is longer | b. | more than one person is
portrayed | c. | older people are portrayed | d. | the commercial is aired during the
news | e. | there is humor in the advertisements |
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124.
|
The act of portraying more than one typical-person in an advertisement increases
the likelihood of ____.
a. | generating higher levels of message involvement | b. | generating greater
message-related thoughts | c. | favorably influencing
attitudes | d. | a and b | e. | a, b, and c |
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125.
|
Extensive research has demonstrated that the two basic attributes contributing
to an endorser's effectiveness are ____.
a. | intelligence and credibility | b. | attractiveness and
intelligence | c. | attractiveness and credibility | d. | personality and
intelligence | e. | personality and attractiveness |
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126.
|
Which of the following is true regarding the source attribute of
credibility?
a. | Credibility and attractiveness are basically different labels for the same
concept. | b. | A credible source influences receivers’ attitudes through a process of
identification. | c. | There are two important properties of endorser credibility - expertise and
attractiveness. | d. | There are two important properties of endorser credibility - expertise and
trustworthiness. | e. | There are three important subcomponents of credibility - attractiveness, respect, and
similarity. |
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127.
|
Laurie was influenced to purchase a set of children’s books and tapes from
an infomercial that used Angela Lansbury, an actress that played a murder mystery writer in a
television series called Murder She Wrote, as the endorser. Actually, Ms. Lansbury presented
the entire sales pitch and discussed the merits of the product. Laurie perceived Ms. Lansbury to be
honest and believable. Which attribute of endorser credibility does this represent?
a. | trustworthiness | b. | expertise | c. | similarity | d. | familiarity | e. | liking |
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128.
|
____ represents the degree to which an endorser matches an audience in terms of
characteristics pertinent to the endorsement relationship - age, gender, ethnicity, etc.
a. | Expertise | b. | Trustworthiness | c. | Respect | d. | Similarity | e. | Liking |
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129.
|
Which of the following factors is important when selecting celebrity
endorsers?
a. | the ease/difficulty of working with the celebrity | b. | the match between
the celebrity and the audience | c. | the cost of the celebrity | d. | the likelihood of
the celebrity getting into trouble | e. | all of the
above |
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130.
|
Appeals to fears in advertising identify the negative consequences of
____.
a. | not using the advertised brand | b. | engaging in unsafe behavior | c. | spending too much
money for a product | d. | a and b | e. | a, b, and
c |
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131.
|
According to the theory of psychological reactance, ____.
a. | people react against any efforts to reduce their freedoms of
choice | b. | consumer behavior is seen as emotional | c. | consumer behavior is seen as highly
cognitive | d. | people satisfy primary needs before acquired needs | e. | the personal
relevance that a communication has for a receiver is a critical determinant of the extent and form of
persuasion |
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132.
|
Appeals to guilt are ineffective if advertisements containing guilt appeals
____.
a. | lack credibility | b. | are perceived as having manipulative
intentions | c. | are based on emotion | d. | a and b | e. | a, b, and
c |
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133.
|
The manager of the Fifth String, a music shop, notices that young male customers
often loiter in front of sexy posters of female vocalists. What role does sex appeal play in this
instance?
a. | enhances recall | b. | attracts and holds
attention | c. | elicits emotional identification | d. | acts as subliminal cue | e. | encourages larger
purchases |
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134.
|
Music has been shown to be effective ____.
a. | more often when a fast-pace is used, rather than a slow-pace | b. | in influencing
product preferences | c. | in establishing trust | d. | more often when a
slow-pace is used, rather than a fast-pace | e. | in influencing actual
sales |
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135.
|
Which communication function do many advertising practitioners and scholars
think music performs?
a. | attracting attention | b. | putting consumers in a positive
mood | c. | making consumers more receptive to message arguments | d. | communicating
meanings about advertised products | e. | all of the
above |
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136.
|
The practice in which advertisers directly or indirectly compare their products
against competitive offerings, typically claiming that the promoted item is superior in one or
several important purchase considerations, is called ____.
a. | competitive advertising | b. | head-to-head advertising | c. | comparative
advertising | d. | frontal-attack advertising | e. | attack
advertising |
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137.
|
The demand for ____ that is prevalent throughout business necessitates that ads
be tested before they are placed in media, and then again during or after the period in which they
have been printed or broadcast.
a. | creativity | b. | novelty | c. | credibility | d. | accountability | e. | accuracy |
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138.
|
A good copytesting system needs to provide measurements that are ____.
a. | relevant to the advertising objectives | b. | relevant to the advertising
budget | c. | relevant to the advertising media | d. | relevant to the advertising
script | e. | relevant to the competitive environment |
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139.
|
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 |
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140.
|
A print ad for a new brand of body lotion refers to it as a “peach.”
In this regard, “peach” is a(n) ____.
a. | metaphor | b. | allegory | c. | simile | d. | representation | e. | elicitation |
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141.
|
Which of the following is a category of message research?
a. | recognition and recall | b. | physiological arousal | c. | persuasion | d. | sales responses | e. | all of the
above |
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142.
|
Starch Readership, Bruzzone tests, and Burke day-after recall tests are
techniques for measuring ____.
a. | recognition and emotions | b. | recognition and recall | c. | emotions and
recall | d. | emotions and responses | e. | persuasion |
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143.
|
Bruzzone Research Company provides information on consumer recognition of
____.
a. | radio commercials | b. | magazine advertisements | c. | newspaper
advertisements | d. | outdoor advertisements | e. | television
commercials |
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144.
|
Using self-report measurement, a researcher uses cartoon-like characters to
represent different emotions and emotional states, and asks respondents to select the cartoon
character depicting the emotional state that best reflects their emotional reaction to an
advertisement. This is an example of ____ self-reports.
a. | verbal | b. | projective | c. | audio | d. | visual | e. | psychological |
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145.
|
In the case of greater pupil dilation, responses to specific elements in an
advertisement are used to indicate ____.
a. | negative reaction | b. | positive reaction | c. | thoughts
generated | d. | indifferent reaction | e. | intense
reaction |
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146.
|
The ____ method tests television commercials in consumers’ homes.
a. | Next*TV | b. | TiVo | c. | Behavioral | d. | Sensory | e. | Visual |
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147.
|
Which of the following is NOT an advantage of the in-home videotape methodology
used in the Next*TV method?
a. | In-home exposure makes it possible to measure advertising effectiveness in a natural
environment. | b. | By embedding test advertisements in actual programming content along with other
advertisements, it is possible to assess the ability of TV commercials to break through the clutter,
gain the viewer’s attention, and influence message recallability and
persuadability. | c. | Be measuring recall one day after exposure, it can be determined how well tested
commercials are remembered after this delay period. | d. | The videotape technology allows the use of
representative national sampling. | e. | By providing a standardized measure of
persuasion, national norms can be determined. |
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148.
|
The key issue in the research on the predictive ability of ARS persuasion scores
was whether these scores accurately predict the magnitude of ____ gain (or loss) following
advertising.
a. | share-of-voice | b. | market-share | c. | return on
investment | d. | audience | e. | consumer
awareness |
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149.
|
IRI’s BehaviorScan procedure enables which types of testing of television
commercial effectiveness?
a. | pretests and posttests | b. | weight tests and copy tests | c. | recall tests and
recognition tests | d. | awareness tests and persuasion
tests | e. | persuasion tests and purchase tests |
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150.
|
A conclusion drawn from ARS’ testing of various commercials for a
Campbell’s Soup Company brand (i.e., V8 vegetable juice) about the functioning and
effectiveness of advertising states that ____.
a. | ad weight is positively related to sales regardless of the advertising
content | b. | ad copy does not have to be distinctive | c. | the selling power of
advertising wears out over time | d. | rational appeals are more effective than
emotional appeals | e. | television ads are more effective than radio
ads |
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