MKTG 444 quiz review

What percentage of every hour of prime-time television broadcast time is devoted to non-program content? a. 75% b. 33% c. 50% d. 25%

25%

If Google ran ads for products that people don't typically search for, like bread and milk, on a Web site geared toward health and fitness, this would be an example of a. AdWords. b. blogging. c. AdSense. d. e-zining.

AdSense

If your company was planning a radio campaign aimed at 12-16 year old girls in a particular demographic region, and needed to know what radio stations this age group listened to most often during the after school timeframe from 3:30 - 4:30, you would employ which measurement service? a. Arbitron RADAR b. Nielsen People Meter c. Simmons MRI Reports d. Nielsen Diary Panels

Arbitron RADAR

Office Depot wants to start a new advertising campaign for back to school supplies for college students and they need to know what magazines college students are most likely to read. Which of the following services would be helpful in determining the appropriate magazine vehicle? a. Nielsen Diary Panels b. Arbitron RADAR c. Nielsen People Meter d. Simmons and MRI

Simmons and MRI

What type of brand could benefit from using the unique selling proposition (USP) style? a. a brand that has unique attributes that set it apart from its competitors. b. a brand that has been around a long time and has remained the same through the years. c. a brand that is just getting started and hasn't quite established a niche yet. d. a brand that has a lot of similar competition.

a brand that has unique attributes that set it apart from its competitors

A small business selling personalized license plates for cars buys advertising space from Google on a blog site that covers high-end cars and their care and maintenance. The advertising company will be charged when a. a reader clicks through their ad. b. their ad is viewed. c. they buy ad space from Google. d. someone makes a purchase on their website.

a reader clicks through their ad

The Calloway golf club ad, which reads "Put a DFX Putter in your hands and teach this game a lesson," appeals to which of the following consumer values? a. self-direction b. hedonism c. achievement d. security

achievement

As a marketing manager responsible for the introduction of a brand new product, what Marcom tool would be the most effective for quickly creating brand awareness? a. advertising b. customer loyalty programs c. deep rebate programs d. sales promotions

advertising

Which of the following budget methods spends on advertising only those funds that are left after budgeting for everything else? a. objective and task method b. the competitive parity method c. percentage of sales method d. affordability method

affordability method

What are comprised of an affective component, a cognitive component, and a conative component? a. emotions b. attitudes c. behaviors d. beliefs

attitudes

A means-end chain represents the linkages among brand a. attributes, consequences, and values. b. values, means, and perspectives. c. attributes, price, and value. d. attributes, perspectives, and competition.

attributes, consequences, and values

The two elements of the hierarchy of Marcom effects that are linked by a double-headed arrow in the Hierarchy of Marcom Effects model because they are mutually reinforcing are a. expectations and beliefs. b. brand loyalty and trial. c. awareness and expectations. d. beliefs and attitudes.

beliefs and attitudes

When a product consistently meets its consumers' needs better than the competition, it can reach the top step of the ladder of the Marcom hierarchy-of-effects, known as a. attitude reinforcement. b. brand loyalty. c. trial purchase. d. belief reinforcement.

brand loyalty

In the television show Survivor, the two teams compete in the hot sun to see which team will win the chance to take an ice-cold six-pack of Coca Cola back to camp. The marketing team at Coca Cola are taking advantage of which technique? a. 30-second spots b. infomercial c. brand placement d. audience fractionalization

brand placement

This device has been dubbed "the third screen," meaning that people receive information, entertainment, and ads here as well as other places. a. television b. car dashboard c. cellular phone d. computer

cellular phone

If an employee of a manufacturer of a brand of ink cartridge that is only sold on the Internet engaged in the unethical practice of clicking repeatedly on his or her competitor's sponsor's link until their daily threshold of advertisement clicks was exceeded in order to prevent a stream of new customers from coming to them, this practice would be called a. click fraud. b. click repeats. c. ad redundancy. d. click intent.

click fraud

Banner ads are ubiquitous on the Internet. However, their effectiveness is most hampered by low a. understanding of what the ads are about. b. click through rates (CTR). c. technology utilization. d. bandwidth.

click through rates (CTR)

Which of the following brands is most likely to use the "brand image" creative style to advertise its product? a. Iron Kids bread b. Coca Cola c. Ab roller d. Swiffer dust mops

coca cola

An advertisement for BP America that talks only about conservation efforts and everything the company is doing to preserve the Earth's forests would be an example of a. corporate image advertising. b. preemptive advertising. c. issue advertising. d. hedonistic advertising.

corporate image advertising

A merchant who specializes in superhero costumes for kids agrees to pay 20 cents every time someone enters the key word "superhero costumes" and clicks on his Web site as a result of the search. This technique is known as the a. Cost per click (CPC). b. AdBuy from Google. c. click per code. d. Cost per command (CPC).

cost per click (CPC)

A document that represents the agreement between a client and its advertising agency about what an ad is supposed to accomplish is called a a. MARCOM brief. b. creative brief. c. laddering brief. d. functional brief.

creative brief

Which of the following is not a factor for determining an individual's elaboration likelihood for a particular message? a. opportunity b. motivation c. desire d. ability

desire

The mental activity in response to a message such as an advertisement is a. emotion creation. b. elaboration. c. cognitive decisions. d. bias formation.

elaboration

Which is not a factor that is fundamental in the persuasion process? a. Receiver Involvement b. Communication Modality c. Emotional Appeal d. Initial Position

emotional appeal

The DeBeers ads that feature a man getting down on one knee and proclaiming his love for a woman he is about to propose to in a voice so loud that everyone in the square can hear him is using what type of advertising? a. emotional creative style b. resonant creative style c. preemptive creative style d. generic creative style

emotional creative style

A psychological theory that contends that people's memory for information is enhanced when multiple pathways are created between the object to be remembered and information about the object to be remembered is called the a. many pathways theorem. b. competitive interference theory. c. clutter hypothesis. d. encoding variability hypothesis.

encoding variability hypothesis

_______ represent the value, or importance, that consumers attach to consumption outcomes (for example, getting into shape, improving race times, avoiding foot injury). a. Associations b. Relations c. Evaluations d. Affiliations

evaluations

A situation where an ad agency comes up with a good, creative execution that is memorable to the people who watch it, but which has no convincing value proposition, can be categorized as an agency mistake. a. True b. False

false

Advertising has the undesirable effect of making people more price sensitive and less brand loyal. a. True b. False

false

In the percentage-of-sales budgeting method, a company sets a brand's advertising budget based on its understanding of what the competition is doing. a. True b. False

false

Newspaper readers, on average, tend to be more economically downscale than television viewers. a. True b. False

false

The Theory of Reasoned Action (TORA) proposes that all forms of planned and reasoned behavior have two primary determinants: beliefs and outcomes. a. True b. False

false

The four components of any overt behavior, or "TACT", are: the target of the behavior, the specific action, the content of the behavior, and the time when it occurs. a. True b. False

false

The interviewing technique used to identify linkages between attributes, consequences, and values is called the climbing technique. a. True b. False

false

The percentage of sales revenue that companies devote to advertising stays consistent across the board. a. True b. False

false

Vitality Corporation has a line of vitamins that it would like to market to college-age students who are looking for more energy and concentration abilities. The newspaper would be the best venue for Vitality Corp. to use to reach this 18-22 year old market. a. True b. False

false

A strength of newspaper advertising is its a. high selectivity. b. cluttered appearance. c. flexibility. d. high reproduction quality.

flexibility

Advertising that appeals to a consumer's need for tangible, physical, and concrete benefits is a. demographically oriented. b. symbolically or experientially oriented. c. functionally oriented. d. psychosocially oriented.

functionally oriented

Under low elaboration likelihood (EL), consumers can be attracted to those stimuli that serve their a. informational needs. b. functional needs. c. symbolic needs. d. hedonic needs.

hedonic needs

The ultimate goal of any marketing communication should be to a. increase sales and profits. b. increase awareness. c. be creative in its appeal. d. challenge the competition.

increase sales and profits

Under high elaboration likelihood (EL), consumers can be attracted to those stimuli that serve their a. symbolic needs. b. functional needs. c. informational needs. d. hedonic needs.

informational needs

PowerBar wants to place an ad for its product on a Web site that has a lot of information about workout and exercise equipment. The ad it has designed appears in a separate window that materializes on the screen while another Web page is loading. This type of ad is called a(n) a. interstitial. b. superstitial. c. blog. d. pop-up.

interstitial

AARP, an organization for Americans 50 or older, ran an ad entitled "A Dose of Reality For Us All" that encouraged readers to talk with their doctors about drug prices, generic replacements, and possible side effects. This type of ad is a. issue advertising. b. transformational advertising. c. generic advertising. d. corporate image advertising.

issue advertising

The traditional view on whether or not Marcom objectives should be stated in terms of sales asserts that a. marketing objectives should always be stated in terms of sales. b. it is misguided to use sales as the goal for a particular Marcom effort because Marcom's exact impact on sales cannot be measured. c. marketing objectives for the year should rely solely on sales goals, which can be stated very concretely. d. there is no correlation between Marcom efforts and sales figures at all.

it is misguided to use sales as the goal for a particular Marcom effort because Marcom's exact impact on sales cannot be measured

A research technique that involves asking the interviewee a series of questions to get at the root of why that person buys certain products or brands is called a. advocating. b. root investigating. c. systematic inquiry. d. laddering.

laddering

Which of the following would not be a reason to choose cable television over regular network television? a. finely targeted audiences b. larger audience c. more upscale audience d. younger target population

larger audience

Vitality Corporation is looking to advertise its new cutting-edge vitamins to a highly-segmented audience that is health-conscious, wealthy, and interested in natural and herbal medicines. The best advertising medium that can help it meet its goals is a. newspapers. b. magazines. c. television. d. radio.

magazines

Adherents to the vaguely right versus precisely wrong theory argue that a. Marcom is not doing its job unless sales and market share are increasing. b. marketing's sole objective should be to create higher brand awareness. c. Marcom objectives cannot include sales because there is no direct correlation. d. marketing's effect on sales and market share cannot be assessed.

marcom is not doing its job unless sales and market share are increasing

Goals that the various Marcom elements aspire to individually or collectively achieve during a scope of time, such as a business quarter or fiscal year, are known as a. Marcom objectives. b. point-of purchase objectives. c. sales leads. d. budget constraints.

marcom objectives

The acronym MECCAS stands for a. means end conceptualization of components for advertising strategy. b. means end consideration of corresponding assimilation strategies. c. means end connections of components for advertising strategy. d. means end consequences of competition of advertising scenarios.

means end conceptualization of components for advertising strategy

The makers of DynaBrite toothpaste are hoping to expand their customer base to include younger consumers in the 18-24 age group. They are hoping to advertise in magazines read by this age group, so in order to determine which magazines best meet their desired profile, they should acquire _________ for several magazines. a. media kits b. rate cards c. sales histories d. copies

media kit

Enhancing both the relevance of the brand to the consumer and enhancing the curiosity of the brand by marketers both serve to increase the _______ of consumers. a. desire b. amount c. motivation d. interest

motivation

If Brooks Brothers wanted to reach a large, upscale, mostly college-educated audience with the news that it was opening a new store, the best advertising medium would be a. magazines. b. newspapers. c. radio. d. television.

newspapers

The Vitality Corporation is planning an ad campaign for its new VitaBilt line of natural vitamins. In its planning meeting, the marketing group is discussing SAUs. The Standardized Advertising Unit (SAU) system is utilized in what advertising medium? a. newspapers b. radio c. magazines d. television

newspapers

According to the text, creative ads generally share three agreed-upon attributes. Two of them are a. humor and sensibility. b. humor and sensitivity. c. novelty and appropriateness. d. humor and originality.

novelty and appropriateness

Which of the following budget methods is generally regarded as the most sensible and dependable advertising budget method? a. objective and task method b. affordability method c. percentage of sales method d. competitive parity method

objective and task method

The budgeting method used by over 60% of consumer goods companies and 70% of B2B companies is a. the percentage of sales method. b. the affordability method. c. the objective-and-task method. d. the competitive parity method.

objective-and-task method

A visitor to Eddie Bauer's Web site is asked whether or not she would be interested in receiving future e-mails about Eddie Bauer products and specials. When she clicks "yes," and types in her e-mail address, she will be receiving what type of e-mail from the company? a. phishing b. spam c. unsolicited d. opt-in

opt-in

Which of the following budgeting methods sets a brand's advertising budget by simply establishing the budget as a fixed percentage of past or anticipated sales volume? a. Objective and task method b. Affordability method c. Percentage of sales method d. Competitive parity method

percentage of sales method

While it can be unethical, the practice of ______ can be either noble or deplorable depending on how it is utilized. a. misleading b. deception c. persuasion d. lying

persuasion

A phony Web site set up to look like Comcast's site targets subscribers and sends them information asking for their credit card information and social security numbers. This practice is referred to as a. e-zining. b. opt-in e-mailing. c. phishing. d. spamming.

phishing

If users subscribe to a feed and receive self-produced radio program files over the Internet, they are probably getting a. blogs. b. e-mail advertising. c. online video ads. d. podcasts.

podcasts

If you are asked to carry a device about the size of a pager that captures inaudible codes in radio and television programs and transmits all the programs to which you are exposed to a computer chip, you are probably carrying a Nielsen/Arbitron a. electronic diary. b. tiny transmitter. c. big brother radio. d. portable people meter.

portable people meter

The theory that suggests that people react against any efforts to reduce thefreedom of choice is called the theory of a. psychological resistance. b. freedom reactance. c. psychological reactance. d. resistance instinct.

psychological reactance

People pay closer attention to the _______ of message arguments when processing written rather than broadcast messages. a. believability b. quality c. emotion d. attractiveness

quality

The ________ of message arguments is often the major determinant of whether and to what extent persuasion occurs. a. quality b. attractiveness c. emotion d. believability

quality

A business placing an ad for a hair salon is considering metropolitan statistical areas (MSAs) and areas of dominant influence (ADIs). The business is looking at what type of advertising? a. radio b. magazine c. television d. billboard

radio

A mom-and-pop store that wants to make a personal and intimate connection with its potential neighborhood clientele would be best suited to advertise in what medium? a. magazine b. newspaper c. television d. radio

radio

A relatively small company with a small budget is hoping to maximize its advertising dollars in the community it serves. The cheapest medium to use would be a. magazines. b. television. c. radio. d. newspapers.

radio

Unilever's Dove brand of soap's advertising campaign called "Real Beauty" that showed women of all shapes, sizes, ages, and appearances and proclaimed them beautiful is a good example of what type of advertising? a. resonant advertising b. generic style c. emotional creative style d. transformational advertising

resonant advertising

The relationship between money invested in advertising and the response, or output, of the investment in terms of revenue generated is called the a. objective-to-sales-function. b. accountability perspective. c. sales-to-advertising-response function. d. objective-and-task-function.

sales-to-advertising-response function

The argument can be made that for increasing the chance of encountering a consumer who is most ready to receive an advertising ad, this venue has a great advantage. a. e-zines b. text messaging c. search engine advertising d. blogging

search engine advertising

Scholars agree that persuasion results not from external communication per se but from a. religious beliefs. b. appeals to emotions. c. self-generated thoughts. d. body language

self-generated thoughts

The ratio of one brand's revenue to total category revenue is that brand's a. share of competition (SOC). b. share of market (SOM). c. share of voice (SOV). d. brand encoding.

share of market (SOM)

The ratio of a brand's advertising expenses to total category advertising expenditures is known as its a. share of market (SOM). b. share of voice (SOV). c. brand encoding. d. share of competition (SOC).

share of voice (SOV)

Which is not a strategy that marketing communicators employ when attempting to change consumer attitudes? a. changing beliefs b. altering outcome evaluations c. introducing a new outcome into the evaluation process d. shifting attention to a new product

shifting attention to a new product

The Nestle candy company is rolling out a new low-carb candy bar called Lo-Crunch and they want to test it market-by-market before it achieves national distribution. The best form of television advertising for Nestle to use in this situation would be a. network television advertising. b. cable advertising. c. spot television advertising. d. syndicated advertising.

spot television advertising

Consumers consider the most cluttered of all ad media to be a. magazines. b. radio. c. newspapers. d. television.

television

If Lowes were to study what Home Depot was doing for their annual projected advertising and base their advertising budget on the quantity and quality of ads that Home Depot was using, their method would be called a. the percentage of sales method. b. the objective and task method. c. the affordability method. d. the competitive parity method.

the competitive parity method

This metaphor implies that for marketing communication to be successful, consumers must advance through a series of psychological stages, much the way a person advances on a ladder. a. management consensus b. ladder of success c. hierarchy-of-standards d. the hierarchy-of-effects

the hierarchy-of-effects

The device used by Nielsen Media Research to monitor what television programs people are watching and how often is called a. the System for Measuring and Reporting Television. b. the television tracker. c. the people meter. d. the Nielsen tracker.

the people meter

In their ads, Hanes Smooth Illusions pantyhose claim that they can give the wearer "liposuction without surgery." This type of advertising style is called a. the preemptive creative style. b. the resonance creative style. c. the generic creative style. d. the emotional creative style.

the preemptive creative style

The pairing of Marlboro cigarettes and cowboys in consumer's' minds is a powerful example of what type of brand image advertising phenomenon? a. homogenous advertising b. subject-link advertising c. transformational advertising d. sponsorship advertising

transformational advertising

A general and somewhat enduring positive or negative feeling toward, or evaluative judgement of, some person, object, or issue is known as an attitude. a. True b. False

true

A strength of magazine advertising is that it is noted for its long life, since people tend to keep magazines around for reference. a. True b. False

true

An advertiser employing a generic style makes no attempt to differentiate its brand from other competitors or to offer any claims of superiority. a. True b. False

true

Consumers are much more likely to be persuaded by convincing and believable messages, especially under a message of high involvement. a. True b. False

true

Free samples and coupons are particularly effective devices for getting consumers to try new brands of packaged goods. a. True b. False

true

If a GoPro advertisement is using attractive scenery along with exciting music next to their products, they are utilizing peripheral cues to draw attention to their ad. a. True b. False

true

Network TV audiences have declined 40% while cable television audiences have trended upward. a. True b. False

true

Newspaper readership has been on the decline for a number of years. a. True b. False

true

Sales promotions can reduce brand loyalty by "training" consumers to be price sensitive and thus inclined to switch among brands to get available price discounts. a. True b. False

true

The Visine claim that their eye drops "get the red out" is an example of the preemptive creative style of advertising. a. True b. False

true

Free samples and coupons are particularly effective devices for getting consumers to a. try new brands of packaged goods. b. change beliefs about a product. c. spend more for a higher quality item. d. achieve brand loyalty.

try new brands of packaged goods

When a product is new, marketers must find a way to introduce it to consumers and capture their attention. At this point, they are starting at the bottom step (or lowest level) of the hierarchy of Marcom effects, called a. expectations. b. attitude. c. unawareness. d. beliefs.

unawareness

Domino's pizza commercials advertise that you can have your pizza, fresh, hot, and delivered in 30 minutes or less. What creative style of advertising are they using? a. unique selling proposition (USP) style b. brand image style c. emotional style d. preemptive style

unique selling proposition (USP) style

According to the MECCAS Model Conceptualization of Advertising Strategy, what is the end level of advertising that serves as the driving force for the advertising execution? a. Brand Attributes b. Value Orientation c. Brand Consequences d. Creative Strategy and Leverage Point

value orientation

In advertising, this is the essence of a message and the reward to the consumer for investing his or her time attending to an advertisement: a. message proposition b. account proposition c. value proposition d. selling proposition

value proposition

An attempt to change preferences and behavior by having an individual observe the actions of others and the consequences of those behaviors is called a. vicarious learning. b. inferred modeling. c. change modeling. d. psychological adapting.

vicarious learning

The process by which consumers fast-forward through commercials when they watch materials that have been prerecorded on DVRs, PVRs, or TiVo is called a. tivoing. b. zapping. c. zipping. d. remoting.

zipping