BUS 41500 (Advertising & IMC) - Test Bank
_________________ results in the creation of products and marketing messages designed for and adapted to individual countries A. Adaptation B. Uniformity C. Diversity D. Rigidity E. Standardization
A. Adaptation
The increasing emphasis on advertising accountability and measurable results has been driven by all of the following EXCEPT _________________________ A. Advertising agencies B. Chief financial officers C. Business owners D. Chief executive officers E. Chief marketing officers
A. Advertising agencies
___________________ are used most commonly as spokespersons in advertisements. A. Celebrities B. CEOs C. Typical persons D. Dead persons E. Experts
A. Celebrities
Comfort marketing is a new form of _____________, encouraging consumers to purchase branded products rather than generic versions, reassuring consumers looking for value in brands that have stood the test of time. A. Comparative advertising B. Conative message strategy C. Hyperbole D. Affective message strategy E. Generic messages
D. Affective message strategy
_________________________ involves transmitting, receiving, and processing information. A. Listening B. Service C. Hearing D. Communication E. Speaking
D. Communication
Development of a successful e-commerce website includes ________________ A. Reduced drill-down features B. Strong retail presence C. The ability for buyers to click many times to find what they want D. Customer-centric design E. Intricate product specifications and terminology
D. Customer-centric design
What affects derived demand for product purchases by businesses? A. An IRS audit B. A hiring freeze C. Low inventory D. The possibility for a better buy E. A recession
E. A recession
Chapter 8
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Financial incentives, convenience incentives, and value-added incentives are all examples of ____________ A. Cyberbait B. Channel integration C. Retailer engagement D. E-commerce E. Increased assortment
A. Cyberbait
Niche social networking sites include all of the following EXCEPT: A. Dating B. Social bookmarking C. Shopping D. Business E. Family and lifestyle
B. Social bookmarking
The traditional view of promotion has expanded to include ______________ and _________________ A. Digital marketing; social media B. Social media; sales promotions C. Social media; personal selling D. Database marketing; sales promotions E. Digital marketing; personal selling
A. Digital marketing; social media
Defining primary marketing objectives establishes all of the following targets EXCEPT _______________________ A. Employee attrition B. An increase in market share C. Desired customer actions D. Higher sales E. A new competitive position
A. Employee attrition
What event can force bids for a purchase? A. End of a contractual agreement B. Inventory that is running out C. A new vendor offering a better buy D. New employees hired by a vendor E. The beginning of a new year
A. End of a contractual agreement
The creation of location-based mobile advertising campaigns is called _____________________ A. Geo-targeting B. Marketing C. Behavioral targeting D. Content marketing E. Interactive marketing
A. Geo-targeting
The placement of Intel microprocessors in Dell computers is an example of: A. Ingredient branding B. Family branding C. Cooperative branding D. Complementary branding E. Flanker branding
A. Ingredient branding
Using adaptive design helps adjusting website primarily to facilitate a _______________________ A. Mobile-optimized design B. Brand engagement C. Customer-centric design D. Channel integration E. Search-optimized design
A. Mobile-optimized design
_____________________ generate valuable information to alter campaigns before they are commercially introduced and after they have already run A. Post-campaign evaluations B. Internet polls C. Business simulations D. Control variables E. Market forces
A. Post-campaign evaluations
All of the following statements describe the benefits of using standardization strategy EXCEPT: A. Products are viewed as a local brand B. It helps in using one message globally for advertisement C. The consumer's self-concept of being sophisticated is enhanced D. It allows the transfer of best practices from one country to another E. It is very cost effective and has a higher perceived quality
A. Products are viewed as a local brand
Building a successful e-commerce site includes _______________ A. Real-time communication and engagement with customers B. Extra steps as additional items are added to the assortment C. Server capacity to manage a finite number of consumers D. Free shipping with the cost built into each product's price E. A focus on the professional and technical language
A. Real-time communication and engagement with customers
A small percentage of users (between 5-20 percent) post the majority of content about a brand online. We refer to this posting as ___________________ A. Social buzz B. Chatroom content C. Customer feedback D. Guerrilla marketing E. Internet marketing
A. Social buzz
Which of the following statements is not true? A. Social networks have helped narrow the worldwide marketplace while changing the landscape of shopping and purchasing patterns B. Various social networks have been involved in social movements and political revolutions. C. Social norms create a significant test for marketers D. Marketing professionals understand that the social network environment creates additional complexities E. Language differences, social norms, and technological issues represent three of the greatest challenges to individual companies
A. Social networks have helped narrow the worldwide marketplace while changing the landscape of shopping and purchasing patterns
The marketing mix of price, product, distribution, and promotions provides the _________ point for the IMC framework. A. Starting B. Breaking C. Mid D. End E. Break-even
A. Starting
Which of the following best represents the Disney brand image in the consumer's mind? A. The Disney brand image represents excitement and fun that appeals to people of all ages. B. The Disney brand image symbolizes that its technology far exceeds that of any other business. C. Consumers perceive the Disney brand image as entertainment at a reasonable price. D. Consumers' perceptions of the Disney brand image are that it's expensive kid-centered fun. E. The Disney brand image embodies healthy food options for busy families.
A. The Disney brand image represents excitement and fun that appeals to people of all ages.
Paid search ads include small text boxes that pop up when a particular word is typed in. Which of the following statements about paid search is true? A. The paid search can influence purchase intentions B. Paid search ads work immediately to increase awareness and sales C. Paid search ads generate little increase in unaided awareness D. Paid search ads don't work on smart phones or tablets E. Paid search ads have little influence on brand perception
A. The paid search can influence purchase intentions
There are a number of reasons marketers develop social media campaigns. Which of the following is a reason for developing a social media campaign? A. To increase brand exposure B. To support a price increase C. To increase a brand's distribution D. To increase the number of brands carried E. TO increase product assortments
A. To increase brand exposure
Customer reviews help consumers decide which goods or services to purchase or not to purchase. Which of the following sites are focused on consumer-generated reviews of products? A. TripAdvisor B. Instagram C. Facebook D. Twitter E. Tumblr
A. TripAdvisor
Multiscreen advertising refers to advertising in which of the following media? A. Web, mobile, and tablets B. The web and tablets C. Mobile, television, and tablets E. E-books, television, and tablets E. Web, television, and mobile
A. Web, mobile, and tablets
The reasons why consumers follow brands in social media include all of the following except __________________ A. Word-of-mouth endorsements B. To make purchases C. To complain D. Sweepstakes or promotions E. To provide feedback
A. Word-of-mouth endorsements
Blogs allow a customer to comment on a product, positively or negatively. Which of the following is most likely to provide content perceived to be honest and representing what consumers really think about a product? A. A chat room B. A blog created by individuals to talk about a brand C. A blog sponsored by the company D. A blog sponsored by a competitive brand E. A blog created by the company
B. A blog created by individuals to talk about a brand
Which of the following is a characteristic of an effective logo? A. An effective logo needs to ensure correct spelling is used B. An effective logo should be visual so that it can be quickly recognized C. An effective logo should have conditioned codability. D. An effective logo should be made specifically for each type of media used. E. An effective logo needs to contain the actual brand name.
B. An effective logo should be visual so that it can be quickly recognized
When examining social interactions, brand advocates often exhibit three characteristics which can be described as __________________ A. Behavioral commitment, emotional connection, and brand loyalty B. Behavioral commitment, emotional connection, and quality communication skills C. Behavioral commitment, quality communication skills, and enthusiasm D. Enthusiasm, emotional connection, and quality communication skills E. Emotional connection, quality communication skills, and brand loyalty
B. Behavioral commitment, emotional connection, and quality communication skills
Which two types of ethical issues are found with brand management? A. Brand infringement and insider trading B. Brand infringement and cyber squatting C. Cyber squatting and executive pay D. Insider trading and executive pay E. Brand infringement and executive pay
B. Brand infringement and cyber squatting
Advertisements and other marketing communicators can first appeal to the emotions or feelings held by consumers in order to move them to "like" a product and make the purchase. This is what component of attitude formation? A. Cognitive B. Conative C. Socialization D. Fair trade E. Affective
B. Conative
Developing useful information and product-use solutions to potential customers is called _______________ A. Marketing details B. Content marketing C. Online marketing D. Web content E. Brand information
B. Content marketing
______________________ provides incentives for consumers to share information about a brand. A. Viral marketing B. Content seeding C. Real-time marketing D. Influencer marketing E. An interactive blog
B. Content seeding
Digital marketing includes _______________ A. Mobile marketing, internet marketing, and HD radio B. E-Commerce, internet marketing, and mobile marketing C. Internet marketing, newspapers, and mobile marketing D. Internet marketing, magazines, and digital billboards E. E-commerce, mobile marketing, and digital bus signs
B. E-Commerce, internet marketing, and mobile marketing
Even when a firm uses the adaptation strategy, marketers from various countries ____________________ A. Claim proprietary rights B. Learn from each other C. Seek to increase marketing costs D. Do not enrich their knowledge E. Engage in protectionism
B. Learn from each other
A strategic marketing plan coordinates every component of the ________________ in order to achieve harmony in the message and promotions relayed to customers and others A. Business B. Marketing mix C. SWOT D. Situational Analysis E. Focus group
B. Marketing mix
For real-time marketing to be effective, strategic planning must occur prior to assembling a war room and prior to any live event. Which of the following would be included in that planning? A. Competitive intelligence B. Process and procedures in place C. Messages created in response to events as they unfold D. New company advertising tone and direction E. A small, nimble team consisting of creatives
B. Process and procedures in place
Search engine optimization is the process of increasing the probability of a particular company's website emerging from a search. Which of the following statements about search engine optimization is true? A. Search engine optimization has no real impact on page-views B. The goal of search engine optimization is to make you use a specific search engine. C. 80 percent of all web traffic begins at a search engine D. Search engine optimization doesn't really help improve the number of hits on a home page E. Search engine optimization guarantees increases in sales
C. 80 percent of all web traffic begins at a search engine
The ____________________ concept suggests that consumers choose brands they like the best or the ones with which they have emotional connections. A. Inept set B. Multiattribute C. Affect referral D. Inert Set E. Evoked set
C. Affect referral
When is a cultural assimilator needed? A. As a liaison for an international corporation B. As a decider for a business buying center C. As a member of an international marketing project D. As a consumer advocate in the international arena E. As an interpreter for CEOs of international corporations
C. As a member of an international marketing project
Advertising theories form the __________________ used to design advertisements A. Alternatives B. Appeal C. Background D. Opposition E. Justification
C. Background
Blogs, feedback applications, and customer reviews are ways that an e-commerce site can build: A. Retailer engagement B. Channel integration C. Brand engagement D. Increased assortment E. Customer support
C. Brand engagement
Digital marketing is distinguished from traditional marketing by its emphasis on ______________________- A. Purchases made with no emotional attachment B. Creating better television advertising C. Creating experiences with a brand D. Personal selling techniques E. Advertising agencies that produce glossy ads
C. Creating experiences with a brand
__________________________ occur(s) when the message reaches one or more of the receiver's senses. A. Noise B. Transmission devices C. Decoding D. Encoding E. Understanding
C. Decoding
Instead of IMC, international programs are called _______________ A. GAO B. NATO C. GIMC D. WTO E. GMAC
C. GIMC
___________________________ marketing involves an individual endorsing a brand on social media sites. A. Viral B. Real-time C. Influencer D. Video E. Incentive
C. Influencer
__________________________ is the coordination and integration of all marketing communications tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders. A. Distribution B. Promotion C. Integrated Marketing Communications D. The marketing mix E. The profit motive
C. Integrated marketing communications
What are psychographics? A. Measures that emerge from patterns of responses that reveal a person's age, income, and opinions. B. Measures that emerge from patterns of responses that reveal a person's activities, insecurity, and opinions. C. Measures that emerge from patterns of responses that reveal a person's activities, interests, and opinions. D. Measures that emerge from patterns of responses that reveal a person's activities, intelligence, and opinions. A. Measures that emerge from patterns of responses that reveal a person's activities, independence, and opinions.
C. Measures that emerge from patterns of responses that reveal a person's activities, interests, and opinions.
What is the difference between overt names and conceptual brand name categories? A. Overt names are conceptual in nature, and conceptual names are based on the obvious. B. Overt names are visionary in nature, and conceptual names are based on the implied type of business. C. Overt names are based on the actual type of business, whereas conceptual names are based on a visionary meaning. D. Overt names are based on the implied type of business, whereas conceptual names are based on the actual type of business. E. Overt names are iconoclastic in nature, and conceptual names are based on ideas and concepts.
C. Overt names are based on the actual type of business, whereas conceptual names are based on a visionary meaning.
___________________ is the bulletin-board style social site on which individuals can post photos and image-based articles. A. Facebook B. YouTube C. Pinterest D. Twitter E. Tumblr
C. Pinterest
The Super Bowl message from Mondelez that it is okay to dunk an Oreo cookie "in the dark" is an example of ____________________ A. Content seeding B. Information sharing C. Real-time marketing D. Creative marketing E. Consumer buzz
C. Real-time marketing
Integration is very important when developing a multi-channel strategy. Which of the following is an example of integrated channels? A. Large online product assortment B. Chat capabilities to help with ordering C. Retail stores with a kiosk to order items not in stock from the store's website D. Free shipping on any order E. Development of a new stand-alone catalog
C. Retail stores with a kiosk to order items not in stock from the store's website
In addition to personality, roles, motivation, level of power, and levels of cognitive involvement, what are the two additional factors that affect each member of the business buying center? A. Intuitiveness and communication skills B. Perfectionism and obsessiveness C. Risk and personal objectives D. Age and income E. Religion and nationality
C. Risk and personal objectives
2. In the communications model, a(n) _______________________ will try to capture the customer's attention. A. Executive team B. Receiver C. Sender D. Production unit E. Consumer
C. Sender
____________________ is the fundamental basis for social media. A. Increased distribution B. Increased profits C. Social interaction D. Creative release E. Increased sales
C. Social interaction
How can you know if marketing communication objectives are being met? A. If the. marketing communications has been improved upon and customers have no complaints, then the marketing objectives are being met. B. Measure the results of the marketing campaign, take a benchmark measurement, and then run a marketing campaign. C. Take a benchmark measurement, run a campaign, and then measure again. D. If projected sales are met or exceeded, the marketing communication objectives are being met. E. Run a marketing campaign, measure the results, and then take a benchmark measurement.
C. Take a benchmark measurement, run a campaign, and then measure again.
Which of the following statements about social marketing outside the United States is correct? A. Technology is less important in the social media platforms used B. Governments play no part in social media usage C. Use of visuals can reduce confusion from country to country D. Language is less important when developing a message intended to be read in different countries E. Social media marketing messages can be used consistently from country to country
C. Use of visuals can reduce confusion from country to country
What are spin-off sales? A. When one product's label recommends the purchase of another product B. When a consumer is referred to a specific product by a friend or relative C. When a consumer's work purchases lead to personal sales D. When a product offers a new and improved feature E. When a consumer buys another product from a vendor that is different than the previous product bought from the same vendor
C. When a consumer's work purchases lead to personal sales
Consumers are most likely to use _____________ for product "how-tos" or specific product information A. Wikipedia B. Amazon.com C. YouTube D. Company websites E. Ask.com
C. YouTube
Since the 1990s, the transition from Web 1.0 to Web 4.0 has provided increased opportunities for marketers to communicate with their buyers. Which of the following is a key characteristic of Web 4.0? A. Static web content B. Integration with social media C. Online metrics D. Cloud operating systems E. Increased real-time communications
D. Cloud operating systems
There are a number of social media sites. Identify the one from the list below that is not a social media site. A. Tumblr B. Facebook C. Twitter D. Firefox E. Pinterest
D. Firefox
____________________ principles can and should be used with either adaptation or standardization in international marketing A. WHO B. FDA C. CDC D. GIMC E. WTO
D. GIMC
What is a difference between content marketing and native marketing? A. Native marketing increases brand awareness B. Native marketing increases social engagement C. Native marketing uses a third-party site D. Native marketing uses a third-party's audience E. Native marketing is the same as content marketing
D. Native marketing uses a third-party's audience
The concept of brand spiraling combines ________________ A. Offline content with brand messaging B. Online content with website content C. Offline content with traditional media D. Online advertising with offline branding tactics E. Broadcast media with offline content
D. Online advertising with offline branding tactics
What are the primary marketing research approaches? A. Project-specific, goal-oriented, and consumer-oriented B. Marketer-oriented, project-specific, and target market C. Marketer-oriented, product-specific, and target market D. Product-specific, consumer-oriented, and target-market E. Goal-oriented, product specific, and target market
D. Product-specific, consumer-oriented, and target-market
In order to have the greatest impact, the marketing team may often use ____________________ tactics to give sponsorship programs a boost A. Consumer promotions B. Personal selling C. Database and direct response marketing D. Public relations E. Trade promotions
D. Public relations
Trade promotions do not include ______________________ A. Discounts B. Cooperative advertising C. Trade incentives D. Public relations E. Slotting fees
D. Public relations
What are brand metrics? A. They measure the brand's performance between competing firms. B. They analyze the brand loyalty and the brand equity of a brand. C. They are used to measure the efficiency of the brand D. They are a way to measure the return on branding investments E. They compare the cost and profit made of a particular brand
D. They are a way to measure the return on branding investments
Obstacles to selling across national boundaries include all of the following EXCEPT: A. There is a lack of organizational structure in global shipping B. Software compatibility results in unresolved technical issues C. Developing a website that appeals to the international audience is difficult D. Internet companies must follow local exporting and importing laws E. Air transport companies and freight forwarders lack logistics software
E. Air transport companies and freight forwarders lack logistics software
How is a communications budget set using the percentage-of-sales budget method? A. The communications budget will be adjusted to meet the budget of the competition. B. The communications budget w ill be adjusted to be cost of goods sold plus some additional percentage. C. Computer simulations model the relationship between advertising and sales and profits. D. The communications budget is set after all other budgets have been established. E. Allocations are derived from either sales from the previous year or anticipated sales for the next year.
E. Allocations are derived from either sales from the previous year or anticipated sales for the next year.
Developing a strong brand must begin with the process of ______________________ A. Extending the brand B. Co-branding C. Rejuvenating the brand image D. Creating a good logo E. Assessing the brand
E. Assessing the brand
Banner ads are a popular form of online advertising. Which is an option or benefit advertisers might use with banner ads? A. Banner ads can replace traditional advertising B. Banner ads are a way of avoiding malware C. Banner ad technology has peaked, with little new innovation available D. Banner ads can be used independently of other advertising E. Banner ads can target specific company links
E. Banner ads can target specific company links
_____________________ results when consumers believe that various brands provide the same set of attributes A. Generic branding B. Brand identification C. Brand loyalty D. Dissociation E. Brand parity
E. Brand parity
Successful rejuvenation of a brand's image involves all of the following EXCEPT: A. Staying true to the original image but making it fashionable. B. Offering timeless consumer value. C. Helping former customers rediscover the brand D. Building a community of loyalists E. Completely changing the old brand's image
E. Completely changing the old brand's image
Encoding is forming verbal and nonverbal ___________________ A. Advertising B. Emotions C. Opinions D. Messages E. Cues
E. Cues
The location-based advertising most often used is ___________________ A. By city or zip code B. Audience data targeting C. Geo-fencing D. Geo-aware advertising E. Designated marketing areas (DMAs)
E. Designated marketing areas (DMAs)
____________________ is currently the largest social media site with over one billion users. A. MySpace B. Tumblr C. Twitter D. YouTube E. Facebook
E. Facebook
QR codes, watermarks, and 2D barcodes are helpful in ____________________ A. Brand engagement B. Channel integration C. Shopping cart abandonment D. Offline marketing E. Mobile marketing
E. Mobile marketing
Talking on the phone during a television commercial is considered __________________ in communication. A. Transmission device B. Encoding C. Decoding D. Feedback E. Noise
E. Noise
There are several forms of search engine optimization (SEO). Which of the following is a form of search engine optimization? A. Blogs and newsletters B. YouTube video link C. Improving product assortment D. Using a new browser E. Organic emergence
E. Organic emergence
Who are "gatekeepers" in buying centers? A. People who authorize the purchase decisions B. People who provide purchasing criteria C. People who are given the formal responsibility of making the purchase D. Members of the organization who actually use the good or service E. People who control the flow of information to members of the buying center
E. People who control the flow of information to members of the buying center
________________________ selling involves contact with retail customers and other businesses A. Indirect B. Impersonal C. Cold D. Outsourced E. Personal
E. Personal
_______________________ means a company features a uniform product and message across countries A. Flexibility B. Adaptation C. Rigidity D. Globalization E. Standardization
E. Standardization
Some of the most successful company Facebook pages are _________________ A. Microsoft, HP, and Apple B. Starbucks, Microsoft, and P&G C. Coca-Cola, Best Buy, and Dell D. Disney, Mondelez, and Ford E. Starbucks, Coca-Cola, and Best Buy
E. Starbucks, Coca-Cola, and Best Buy
A key marketing communications objective related to an internal search is to ensure ____________________________. A. That a consumer is marketed to as the consumer is performing an internal search B. That viral marketing has been done to increase brand awareness C. To follow up with a consumer after the consumer has performed an internal search D. That friends and relatives of the consumer have positive feelings regarding specific brands E. That a company's brand becomes part of the consumer's set of potential purchase alternatives
E. That a company's brand becomes part of the consumer's set of potential purchase alternatives
Which of the following statements is not true regarding Instagram? A. Instagram contributes to the success of many small businesses B. Instagram enthusiasts tend to be young, wealthy, and female C. Victoria's Secret has the largest number of Instagram followers D. It is a mobile photo and video sharing network E. The images used in Instagram are photo shopped
E. The images used in Instagram are photo shopped
___________________ is a social media site that allows users to send messages. Users are thought to be more racially diverse than other social media sites, with more than 40 percent of a minority race. A. Tumblr B. YouTube C. Facebook D. Instagram E. Twitter
E. Twitter
Which of the following statements is not true representation of Twitter? A. Twitter helps marketers identify and reach customers B. By using Twitter marketers can monitor what customers say about a brand C. Twitter's users are more racially diverse than then internet as a whole D. Company officials can respond to the information received by Twitter E. Twitter's primary strength is among Hispanics
E. Twitter's primary strength is among Hispanics
The blend of media outlets is called the _________________ A. Media group B. Media assortment C. Media mix D. Media selection E. Media bias
C. Media mix
The majority of ____________ users are located outside the United States. A. Instagram B. YouTube C. Twitter D. Facebook E. Pinterest
D. Facebook
Characteristics used to evaluate experts are _____________ A. Credibility, attractiveness, likeability, and trustworthiness B. Attractiveness, the ability to sell, credibility, and likeability C. Credibility, attractiveness, price, and trustworthiness D. Similarity, credibility, likeability, and attractiveness E. Trustworthiness, credibility, location, and budget
A. Credibility, attractiveness, likeability, and trustworthiness
Which of the following is not an advantage of television advertising? A. High level of clutter B. Segmentation through cable C. High reach D. High intrusion value E. Low cost per contact
A. High level of clutter
In recall tests, consumers most often mention advertisements which have _____________ appeals A. Humor B. Sex C. Music D. Fear E. Rational
A. Humor
Which of the following is true about media strategies? A. Network prime-time ratings are declining B. Most consumers listen, watch, and read all media possible C. Most television viewers watch 10 or more stations via cable or satellite D. The average consumers reads one or two magazines E. Costs for each advertising medium have remained steady over the past 15-20 years
A. Network prime-time ratings are declining
Choose the statement about the means-end theory that is false. A. The means-end chain states that there is no linkage between a product's attributes and the benefits a consumer can realize B. The means-end chain should start a process in which viewing the advertising message will help the viewer believe that using the product will help achieve personal value C. In a business environment, members of a buying center may be influenced by personal values, organizational values, and corporate goals D. The means-end conceptualization of components for advertising can be used for both consumer and business markets E. The means-end theory suggests that an advertisement should contain a message that leads the consumer to the desired state.
A. The means-end chain states that there is no linkage between a product's attributes and the benefits a consumer can realize
Which of the following is an example of a viral marketing? A. YouTube videos showing the "world's fastest nudist." B. Microsoft's content seeding contest entitled "School Pride." C. Television advertisements by JD Bank D. Blogs created by DuPage Medical Group E. McDonald's real-time marketing messages
A. YouTube videos showing the "world's fastest nudist."
_____________ is a preferred media resource for the business-to-business market. A. The internet B. A trade journal C. Television D. Daytime television E. Radio
B. A trade journal
The roles of advertising personnel include ______________________ A. Account executives, sales managers, traffic managers, and account planners B. Account executives, creatives, traffic managers, and account planners C. Sales executives, creatives, traffic managers, and account planners D. Account executives, creatives, publishers, and account planners E. Creatives, sales managers, traffic managers, and account planners
B. Account executives, creatives, traffic managers, and account planners
Comparative advertisements ________________ A. Have no effect on attitude toward a product B. Can be negative C. Do not affect the believability of the brand D. Can use any brand for comparison E. Do not have nay effect on ad recall
B. Can be negative
Slice-of-life framework executions focus on __________________ A. Presenting information about the brand in a straightforward manner B. Common experiences and problems people encounter C. Demonstrating how a product works D. The brand's superiority E. Relating a positive experience with the brand
B. Common experiences and problems people encounter
When a company has narrowed the choices down to two or three agencies, a(n) ________________ is often requested A. Theme song B. Creative pitch C. Conference call D. Storyboard E. New campaign
B. Creative pitch
In order for a market segment to be viable, it should be distinct from other segments and from the general population, but those within the segment should be __________________ A. In a low-income bracket B. Homogenous C. Unreachable through all types of media D. Heterogeneous E. Ethnically diverse
B. Homogenous
Online retailers find a high percentage of online shoppers abandon shopping carts prior to checkout. Retailers may make changes to their websites in order to reduce abandonment. Which of the following is a reason offered to reduce abandonment? A. Embed shipping costs into the price of the item, so consumers don't see them. B. Show all costs up front C. Require all users to create an account before allowing them to check out D. Offer multiple pages between the list of products and the checkout pages E. Reduce prices for online shoppers
B. Show all costs up front
Posting pictures on Facebook from a laptop and then texting friends to go check them out is an example of ________________ A. Investigative spider-webbing B. Social spider-webbing C. Quantum journey D. Channel power E. Content grazing
B. Social spider-webbing
Facebook generates more than $10 billion per year in advertising dollars. Which of the following statements about Facebook is not true? A. Approximately 15 percent of users comment on photos once or more a day B. The number of teen users continues to grow C. Many believe Facebook has peaked in terms of number of users and frequency of use D. Facebook sells video advertising to capture more advertising dollars E. The number of older users over 55 years has increased
B. The number of teen users continues to grow
Marketers often use music in their advertisements. Which one of the following is not a consideration in the use of music by advertisers? A. What is the role of music in the ad? B. Who is the marketer's favorite musical artist? C. Will a familiar song be used or will something original be created? D. What emotional pitch should the music reach? E. How does the music fit with the message of the ad?
B. Who is the marketer's favorite musical artist?
How have emerging technologies changed the way consumers communicate about brands? A. iWatches and other personal technologies allow consumers to talk to each other B. Word-of-mouth communication has a much bigger impact C. Consumers can use tools such as Skype to talk instead of making phone calls D. Auction sites such as eBay dominate consumer communication E. Consumers can socialize more often and talk about brands they like
B. Word-of-mouth communication has a much bigger impact
Interactive marketing emphasizes two primary activities. Which of the following describes those activities? A. It provides consumers with online activities and finds products in local stores. B. It assists in targeting individuals and locates stores where they can shop. C It assists in targeting individuals and engages the consumer with the company and the product D. It engages the consumer with the company and the product, and provides consumers with online activities E. It assists with targeting companies selling products and finding businesses interested in those products
C It assists in targeting individuals and engages the consumer with the company and the product
Which of the following are the three types of continuity patterns? A. Continuous, pulsating, and random B. Pulsating, discontinuous, and intermittent C. Continuous, pulsating, and discontinuous D. Continuous, random, and discontinuous E. Continuous, intermittent, and discontinuous
C. Continuous, pulsating, and discontinuous
_______________ occur at the point when the advertising campaign has become old or boring. A. High sales B. Diminishing returns C. Wear-out effects D. Threshold effects E. Carryover effects
C. Wear-out effects
What can manufacturers do to combat the use of private labels? A. Manufacturers need to concentrate their efforts on their existing brands rather than expand their product offerings. B. Manufacturers should focus on in-store displays instead of using social networking to increase their sales C. Manufacturers should avoid heavily advertising their core brands and spread the advertising dollars to lesser-known brands D. A manufacturer can focus on a few core brands rather than all of their brands E. Manufacturers can use social media to intimidate their competitors
D. A manufacturer can focus on a few core brands rather than all of their brands
Print media is ________________ A. More effective among readers with low income B. Focused on national advertising C. A primary choice in media buying D. Also available in digital form E. Not effective at influencing readers to take action
D. Also available in digital form
________________ are online musings that cover a wide variety of topics A. Online books B. Facebook messenger postings C. Videos D. Blogs E. Newsletters
D. Blogs
Which of the following are the three categories of message strategies? A. Cognitive, affective, and rhetorical B. Interrogatory, affective, and conative C. Selling, affective, and conative D. Cognitive, affective, and conative E. Cognitive, effective, and conative
D. Cognitive, affective, and conative
According to a Forrestor Research study of teenagers in Europe, which of the following is true? A. More than 50 percent of European teens use social networks at least once per week. B. Print media has little impact on the teens in this market. C. European teens reads the newspaper regularly. D. European teens spend more time watching television than any other medium. E. European teens under 18 use the internet more than older users.
D. European teens spend more time watching television than any other medium.
In-house advertising has several advantages. Which of the following is not one of the advantages? A. The marketing team's better understanding of the use and benefits of the product B. Lower cost C. Alignment with top management on the message D. Higher turnover in the creative team E. Better control of the message
D. Higher turnover in the creative team
In advertising, the word "frequency" refers to ______________ A. How many businesses sell the product B. How many different media the advertising runs C. How often the advertisement is sold D. How often the advertisement is run E. How often the product is sold
D. How often the advertisement is run
Advertising repetition helps build brand _______________ A. Recognition B. Continuity C. Ratings D. Recall E. Reach
D. Recall
Testimonial framework executions focus on _____________________ A. Common experiences and problems people encounter B. Presenting information about the brand in a straightforward manner C. The brand's superiority D. Relating a positive experience with the brand E. Demonstrating how a product works
D. Relating a positive experience with the brand
________________________ engages individuals who have visited a site but did not make purchases. A. Geo-fencing B. Geo-targeting C. Location-based advertising D. Remarketing E. Behavioral targeting
D. Remarketing
Customer intelligence or _______________ provides enlightening information to marketing professionals A. Public discussion B. A chat room C. Collective intelligence D. Social listening E. Chatter
D. Social listening
Company leaders expect advertising agencies to produce _________________ outcomes A. Immeasurable B. Unrealistic C. Intangible D. Tangible E. Unreasonable
D. Tangible
Which of the following statements about preparing advertising campaigns in other countries is true? A. There are the same tools and systems for marketing research in each country B. Marketing teams are organized and run the same way in each country around the world C. Culture is not an important consideration for the development of an advertising campaign D. The availability of qualified agencies varies from region to regions E. The processes used to prepare advertising campaigns vary from country to country
D. The availability of qualified agencies varies from region to regions
__________________ occur at the point at which the advertising program begins to have a significant impact on consumer responses. A. Carryover effects B. Diminishing returns C. High sales D. Threshold effects E. Wear-out effects
D. Threshold effects
What is the primary goal of business-to-business market segmentation? A. To group the "difficult" business customers together. B. To group businesses by how many employees they have C. To group those customers together who bring in the most profit D. To group similar organizations into meaningful clusters in order to provide better service E. To group everyone together to be able to communicate more effectively
D. To group similar organizations into meaningful clusters in order to provide better service
Most major forms of advertising contain both _________ and _________ elements A. Consumer; business B. Television; radio C. Written; musical D. Visual; Verbal E. Research; planning
D. Visual; Verbal
Advertising media types for business-to-business markets have changed. Which of the following is true? A. Use of business publications for business-to-business advertising is increasing B. Trade journals no longer reach the intended business-to-business targets C. Business-to-business advertising budgets are focused more on business publications than on non-business types of media, such as television or newspapers D. Business-to-business marketers do not see any value in consumer-based business magazines E. Approximately 25 percent of business-to-business advertising is in traditional business journals
E. Approximately 25 percent of business-to-business advertising is in traditional business journals
According to the scarcity appeal, ________________________. A. price is not impacted by scarcity B. Quantity available has no impact on scarcity C. Time is not a factor D. Location is not important is determining scarcity E. Consumers are encouraged to buy because of some type of limitation
E. Consumers are encouraged to buy because of some type of limitation
In the development of a media plan, which of the following is true? A. The time of day is not relevant to media choice B. Information about listening and viewing patterns is not relevant C. Media plans are relatively consistent from product to product D. Consumers' media choices remain consistent all day long E. Demographics do not explain the media habits of consumers
E. Demographics do not explain the media habits of consumers
The goal of a globally integration marketing communications (GIMC) program should include all of the following EXCEPT: A. Developing solid communication objectives B. Using communication segmentation C. Developing local partnerships D. Creating a borderless marketing plan E. Developing a unique program for each country
E. Developing a unique program for each country
What is the marketing communication schedule that spends only during peak times? A. Variable interval B. Continuous C. Fixed interval D. Pulsating E. Flighting
E. Flighting
What is application positioning? A. Positioning that involves contrasting a product against its competitors. B. Positioning that involves relating a product with a cultural symbol C. Positioning that involves basing a product by class. D. Positioning that involves pairing a product with one or more attributes. E. Positioning that involves creating a memorable set of uses for a product.
E. Positioning that involves creating a memorable set of uses for a product.
Disclaimers about marketing offers specifically apply to ______________________ A. The notification provided to consumers about potential hazards B. Conditions under which warranties will be honored C. The legal protection for trademarks and logos D. The exact nature of the statement made in the advertisement E. The terms of financing agreements and when discounts apply
E. The terms of financing agreements and when discounts apply
What is typically the best technique for positioning strategies? A. Use the approach that the most successful competitor uses. B. Use a variety of approaches that extend the previous approaches. C. Use multiple approaches at first and then penetrate the market with a single approach. D. Use multiple approaches to overwhelm the competition. E. Use one approach.
E. Use one approach.
