marketing test 3

Compared to other age groups, _____ year-olds are the most likely to notice brand placements in movies and to consider trying the brands seen in films.

16 to 24

Which of the following measures magazine readership?

GFK media mark research inc

Appeals to guilt are ineffective if advertisements containing guilt appeals ____

a and b only

What can marketing communicators do to enhance consumers' motivation to process brand information?

a and b only

One research study found that cataloging is highly effective because _

a, b, and c

Which of the following is a complicating factor that makes subscription counting an inadequate way of determining a magazine's readership?

all are correct

Which of the following is a problem with magazine audience measurement?

all except for cost

Which of the following factors accounts for the widespread use of direct mail by marketers?

all of the above

Which of the following is a function direct mail can accomplish?

all of the above

Which of the following types of information can be gleaned from social media

all of the above

Which of the following is an Internet advertising format?

all the above

Marketers can enhance consumers' motivation to attend to a message by _____.

appealing to hedonistic needs

Banner advertising, along with other communications elements in an IMC program, can serve to facilitate increasing levels of brand _____ and thus enhance brand _____.

awareness equity

_____ ads are typically small, static ads placed in frequently visited websites.

banner

Carla was on a web site to see what the weather was going to be during her vacation to Orlando. She noticed there were small, static ads placed for hotels, restaurants, and rental cars in the weather site she was consulting. Which type of ads are these?

banner ads

The most popular form of Internet advertising is _____

banner ads

When only those consumers known to be interested in a particular product or service receive an advertisement, _____ is being used.

behavioral targeting

Research has found that click-through rates (CTRs) are a function of _____.

brand familiarity

Which of the following is NOT a limitation of using magazines as an advertising medium?

buying difficulty

_____ occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.

click fraud

The traditional media and the Internet represent a disorderly state for individual advertisers inasmuch as their attempts to capture the viewer's or listener's attention is offset by the efforts of hundreds of other advertisers attempting to accomplish the same goal. This is referred to as _____.

clutter

The appropriate influence strategy depends both on _____.

consumer characteristics and brand strengths

Google enables Internet advertisers to run ads on websites other than Google's own site, which is known as _____.

content targeted advertising

Which of the following is NOT a function direct mail can accomplish?

create job opportunities

Marketers can enhance the consumers' opportunity to reduce processing time by _____.

creating gestalt processing

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands, issues related to their brands, and the interests of brand purchasers. These are called _____.

customized magazines

With effective database marketing a firm may be able to alter the channel of distribution via direct marketing efforts, and hence _____.

cut direct costs

The goal of _____ is to discover hidden facts contained in databases.

data mining

The most effective level of fear _____.

depends on how much relevance a topic has for an audience

_____ advertising is delivered to individuals' homes or workplaces typically via postal mail in the form of printed materials or in a digital/electronic form.

direct

Yellow pages, video games, and brand placement are examples of _____.

direct advertising

Charles wants to use an advertising medium that offers the capability to target a precisely defined group of people, the ability to determine exactly how effective the advertising effort is so that he can justify budget allocations to this medium, and offers the flexibility to meet changing circumstances. Charles should use _____.

direct mail

Which advertising medium simplifies the task of justifying the results of communications efforts?

direct mail

letters, postcards, programs, calendars, folders, and catalogs are all examples of _____.

direct mail advertising

A celebrity endorser will not be perceived as attractive unless he or she simultaneously possesses the attributes of physical attractiveness, respect, and similarity.

false

Ads with physically attractive endorsers have not been shown to produce more favorable evaluations of advertised brands than ads with less attractive communicators.

false

Arbitron is testing local people meters (LPMs) to measure television viewing behavior in local markets.

false

Athletes are considered to possess attractiveness because they project knowledge and expertise when endorsing a product.

false

National advertising is clearly the mainspring of newspapers.

false

Social media turns communication into one-way dialogue.

false

Source attractiveness consists of three interrelated components: similarity, friendliness, and liking.

false

The best medium, or combination of media, is determined by counting advantages and limitations.

false

Zapping takes place when ads that have been recorded along with program material using a video cassette recorder or a digital video recorder are fast-forwarded when the viewer watches the prerecorded material.

false

he cost of network television advertising has increased five-fold in the past two decades.

false

A limitation of magazine advertising is _____.

fewer geographic options than other media

Websites are different from other online ad formats because users seek out websites in a(n) _____ fashion.

goal oriented

Which is the leading search engine?

google

As a stimulus becomes more familiar, people become desensitized to it, which is referred to as

habituation

Direct, yellow-pages, and video-game advertising can perform an invaluable role when used

in a supplementary in an IMC program

Interactivity, which is intertwined with _____, allows for users to select the information they perceive relevant and for brand managers to build relationships with customers via two-way communication.

individualization

When consumers are attracted to stimuli that supply relevant facts and figures, they are interested in meeting their _____ needs.

informational

____ advertising enables the user to control the amount or rate of information that he or she wishes to acquire from a commercial message.

interactive

____ refers to the fact that the Internet user has control over the flow of information.

interactivity

_____ attention requires very little effort on the part of the receiver.

involuntary

Margaret notices a television commercial because of the loud sounds. This is an example of

involuntary attention

The two forms of search engine advertising available to online advertisers are _____.

keyword matching and content targeted

Search engine advertising relies heavily on understanding consumer searches by _____.

keywords

Search engine advertising rests on the concept of _____, which are specific words and short phrases that describe the nature, attributes, and benefits of a marketer's offering.

keywords

Alan is the advertising director for an electronics company. He wants to advertise in a medium where detailed product information can be portrayed with a sense of authority. Alan should use _____ advertising.

magazine

Experian Simmons specializes in measuring _____.

magazine readership

A major negative of social media is that consumers can _____.

make negative comments

Social media sites can provide all of the following types of marketing information except _____.

market share

All of the following are advantages of social media except _____

meaning comments

A marketer who is using colorful ads is enhancing the consumers'

motivation to attend to the message

Online advertising formats include all of the following except _____

online reviews

According to the theory of psychological reactance, _____.

people react against any efforts to reduce their freedom of choice

A large percentage of the tweets prior to 2009 were categorized by Twitter as _____

pointless babble

A Which of the following social networks are among the top two most prominent venues?

privacy

Which of the following is a disadvantage of social media?

privacy

Which theory helps explain why scarcity works?

psychological reactance

Jack owns a chain of bookstores. He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience. Jack should use _____ advertising.

radio

Traditional media still outscores social media on _____.

reach

Which of the following is NOT a factor accounting for the widespread use of direct mail by marketers?

reduce cost per thousand

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 _____.

repeat the ad on multiple occasions

Marketers can enhance the consumers' opportunity to encode information by _____

repeating brand information

The secret to facilitating encoding is _____.

repetition

Which of the following terms refers to a method of placing online advertisements on Web pages that show results from search engine queries?

search engine advertising

Several years ago a widely circulated report appeared in various media about the weight-loss benefits of drinking at least 24 ounces of milk daily along with undertaking a regular exercise regimen. The trade association responsible for promoting milk could have taken advantage of this publicity by placing ads on various health-oriented websites and linking the ads to media reports describing milk's weight-loss benefits. If they had done this they would have been using _____ advertising.

social networking

Rebecca has been receiving a large amount of unwanted e-mail from a company that sells furniture online, alerting her to special deals and new products. This is a case of _____ e- mailing.

spam

Which of the following is NOT an Internet advertising format

telephony

Juan is trying to determine whether or not to enter into a brand placement agreement with the producers of an upcoming James Bond film. Which factors must he consider to determine the worth of a placement and how much it should cost him to place a brand in this particular movie?

the time, use mention and integration of the brand with the movie

An endorser who is perceived as an expert on a given subject is more persuasive in changing audience opinions pertaining to his or her area of expertise than an endorser who is not perceived as possessing the same characteristic.

true

Consumers are more likely to adopt an attitude or undertake an action when a likable person promotes that action.

true

Facebook has more members than any other social network in existence.

true

Infomercials account for nearly one-fourth of the programming time for most cable stations.

true

Messages on Twitter are called tweets.

true

More than any other medium, television is able to use humor as an effective advertising strategy.

true

Newspapers historically had been the leading advertising medium, but television surpassed newspapers as the medium that receives the greatest amount of advertising expenditures.

true

No one specific advertising medium is always best.

true

Social media integrates technology and social interactions to create value for users.

true

The best medium for demonstrating product features is television.

true

The elderly are driving most recent expansion in social media.

true

The teen shift from Facebook to Twitter and other social networks may indicate that Facebook has become passé.

true

There are fewer than twenty social media brands in the social media landscape fighting for users.

true

When a consumer finds something in an endorser that they consider attractive, persuasion occurs through an identification process.

true

Which of the following social networks are among the top two most prominent venues

twitter

Which of the following is an advantage of social media?

two way dialogue

In general, novel messages are _____.

usual, distinctive and unpredictable

When a person willfully notices a stimulus, _____ has occurred.

voluntary attention

A(n) _____ is an invaluable advertising medium for conveying much information about the brand, its character, and its promotional offerings.

website