advertising practice questions

The largest social media site with over 800 million users worldwide is: A) mySpace B) Twitter C) Google D) Facebook

D) Facebook

the largest source of display ads on social media networks is with: A) YouTube B) micro-sites C) niche social network sites D) Facebook

D) Facebook

Of the following age groups, which one is most receptive to product placements and branded entertainment? A) 15-34 B) 35-49 C) 50-64 D) 65+

A) 15-34

Geodemographics: A) combines census data with psychographic data B) segments populations by generations C) is a form of global marketing D) groups consumers by region

A) Combines census data with psychographic data

Which organization is most likely to investigate comparative advertising? A) Federal Trade Commission B) World Trade Organization C) Congress D) U.S. Postal Service

A) Federal Trade Commission

GIMC stands for: A) Globally Integrated Marketing Communications B) Global and Institutional Marketing Concepts C) Generic and Institutionalized Marketing Creations D) Generating Ideas for Marketing Control

A) Globally Integrated Marketing Communications

Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans? A) Vanessa truly likes Guess jeans and tells others about how nice they are. B) Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand. C) Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad. D) Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are.

A) Vanessa truly likes Guess jeans and tells others about how nice they are.

In terms of communication, encoding is: A) a sales pitch recited by a salesperson B) the database manager finding a statistical oddity C) a chat room on the Internet D) a purchase decision by a consumer

A) a sales pitch recited by a salesperson

Business-to-business e-commerce requires an effective website and: A) a strong brand name B) financial incentives C) bonus merchandise D) cyberbait

A) a strong brand name

The key go-between for the advertising agency and a client company is usually the: A) account executive B) creative C) account planner D) traffic manager

A) account executive

If Brayden is swayed by an ad that incites fear of his home being burglarized, he is being influenced by which component of an attitude? A) affective B) cognitive C) conative D) value

A) affective

If an advertisement by Pampers is designed to appeal to a person's emotions first, the ad addresses which component of an attitude? A) affective B) cognitive C) conative D) value

A) affective

Which component of an attitude contains the feelings or emotions a person has about a product? A) affective B) cognitive C) conative D) rational

A) affective

The first step in the IMC planning process is: A) analysis of the company's context B) defining the firm's target market C) an analysis of the product positioning D) developing communications objective

A) analysis of the company's context

Consumers often think comparative ads: A) are less believable B) are more believable C) contain accurate information D) develop more favorable attitudes toward the brand

A) are less believable

Retailers want point-of-purchase displays that will: A) boost sales for the store or draw customers into the store B) boost sales for a particular brand C) generate additional prospects D) increase profit for the manufacturer

A) boost sales for the store or draw customers into the store

The duration of an advertising campaign is affected by: A) both the reach and frequency of the campaign B) the reach of the campaign, but not the frequency C) the frequency of the campaign, but not the reach D) neither the reach or frequency of the campaign

A) both the reach and frequency of the campaign

The perception that a brand is different and better is called: A) brand equity B) brand parity C) flanker branding D) the private label advantage

A) brand equity

Which involves using an established brand name on goods or services that are not related to the core brand? A) brand extension B) private brand C) flanker brand D) complementary brand

A) brand extension

Music can be intrusive, which means it will: A) capture the attention of someone who previously was not listening or watching a program B) be the most important aspect of an advertisement C) be effective if the listener recognizes the tune D) lead to a greater level of brand recall and create positive emotions in listeners

A) capture the attention of someone who previously was not listening or watching a program

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to: A) change purchasing habits more permanently B) create brand awareness C) substitute payment plans D) find new buyers

A) change purchasing habits more permanently

To be effective, point-of-purchase displays must: A) clearly communicate the product's attributes B) offer a reduced price C) match the store's advertising theme D) utilize digital or LED displays

A) clearly communicate the product's attributes

Geodemographics: A) combines census data with psychographic data B) segments populations by generations C) is a form of global marketing D) groups consumers by region

A) combines census data with psychographic data

In terms of buzz marketing, the ideal situation occurs when: A) consumers who truly like a brand tell others B) consumers who like a brand and are sponsored by a company to tell others C) a company creates a blog about a brand and invites consumers to participate D) company or agency employees posing as customers of the company, telling others about the brand

A) consumers who truly like a brand tell others

The method of consumer segmentation that is based on population characteristics is: A) demographics B) psychographics C) geographic D) polygraphic

A) demographics

Using gender, age, ethnicity, and income as market segmentation variables is the application of which approach? A) demographics B) psychographics C) geographic D) polygraphic

A) demographics

Interactive marketing is: A) developing marketing messages that create two-way communication with customers B) providing interactive games for customers to play C) the ability of a website to visually display a product, such as clothes on a person D) when customers give permission for marketers to send e-mails and other types of correspondence to them

A) developing marketing messages that create two-way communication with customers

The first step in guerilla marketing is to: A) discover "touch points" with consumers B) develop an alternative media campaign C) choose the right people to head the guerilla marketing campaign D) engage consumers in a dialogue about the best methods of reaching them

A) discover "touch points" with consumers

Buzz marketing: A) emphasizes consumers passing along information about a product to other consumers B) is designed to obtain instant results while using limited resources C) is the planned insertion of a brand or product into a movie, television show, or some other media D) is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium

A) emphasizes consumers passing along information about a product to other consumers

In terms of the communication process, a creative preparing an ad is most likely going to be involved in: A) encoding B) transmission C) decoding D) noise or clutter

A) encoding

Experiential marketing seeks to: A) engage individuals with the brand rather than just provide free samples B) generate buzz about a brand through stealth techniques C) engage individuals in generating social media buzz D) provide companies with a unique venue to reach consumers where they go for entertainment

A) engage individuals with the brand rather than just provide free samples

When brand equity is measured using estimates of the future cash flows of a brand based on its unique strength and characteristics, which will then be discounted to determine a net present value, the method is: A) financial value B) market value C) revenue premium D) consumer value

A) financial value

The marketing director of the Houston Astros baseball team has developed an advertising campaign targeted at females. This is an example of the demographic segmentation variable of: A) gender B) age C) income D) ethnicity

A) gender

Emotional appeals: A) have been used more frequently in business-to-business ads in the past decade B) are designed to evoke cognitive responses C) primarily describe product attributes D) are difficult to create on television

A) have been used more frequently in business-to-business ads in the past decade

The appeal that has proven to be one of the most effective at cutting through clutter is: A) humor B) music C) sex D) fear

A) humor

Emotional appeals are based on each of the following ideas, except: A) humor and sex appeals are being overused and therefore not as effective as in the past B) consumers ignore most advertisements C) rational appeals go unnoticed unless the consumer is in the market for the particular product at the time it is advertised D) emotional advertising can capture a person's attention and foster an attachment between the

A) humor and sex appeals are being overused and therefore not as effective as in the past

The biggest surge in the popularity of product placements occurred: A) in 1982 when Reese's Pieces were used to lure E.T. out of hiding B) in the 1930s when Buick had a 10-picture deal with Warner Brothers for placement of cars in each of the movies C) in 2007 when Tyson Foods sponsored ABC's Extreme Makeover D) when Colgate sponsored the Colgate Comedy Hour in the 1950s

A) in 1982 when Reese's Pieces were used to lure E.T. out of hiding

Product placements and branded entertainment work because the primary goal is to: A) increase brand awareness and liking B) stimulate sales C) build brand power D) spur viewers to some type of action

A) increase brand awareness and liking

Over the past few years, each of the following are changes that have occurred in the area of private branding, except: A) increase in prices to equal national brands B) improved quality C) increased advertising of private brands D) increased quality of in-store displays of private brands

A) increase in prices to equal national brands

The best, most effective point-of-purchase displays utilize the following techniques, except: A) integrate the brand's image with the retailer's branding theme B) integrate the display with current advertising and promotions C) customize the display to fit the retailer's store D) make the display easy to stock

A) integrate the brand's image with the retailer's branding theme

For a creative brief, constraints include all of the following, except: A) left-brained appeals B) disclaimers C) copyright registrations D) trademarks

A) left-brained appeals

When a new music store distributes literature and free key chains at a rock concert, the group is engaging in: A) lifestyle marketing B) an illegal act C) a sponsorship program D) public relations' activities

A) lifestyle marketing

Rational appeals: A) match the traditional steps of the hierarchy of effects model B) often include some other type of appeal to gain attention C) are focused on brand image rather than product benefits D) are used more in consumer advertising than in business-to-business advertising

A) match the traditional steps of the hierarchy of effects model

The key idea or ideas contained in an advertisement are referred to as a(n): A) message theme B) appeal C) executional framework D) leverage point

A) message theme

In business-to-business situations, being top-of-mind or top-choice is most important in: A) modified rebuy situations B) straight rebuy situations C) new task purchases D) contract review situations

A) modified rebuy situations

Buzz marketing can be compared to a virus. During the inoculation stage: A) only a few companies have been successful B) companies must rely on customers generating positive word-of-mouth communications C) companies who use buzz marketing tend to be highly successful D) companies must support the buzz marketing effort with a high volume of advertising

A) only a few companies have been successful

Brand parity is the: A) perception that there are no real differences between major brands B) feeling that most advertising is false C) belief that all advertisers say essentially the same thing D) idea that brands are distinct and easy to identify

A) perception that there are no real differences between major brands

The product positioning strategy based on a product trait or characteristic is the positioning approach of: A) product attributes B) competitors C) use or application D) price-quality relationship

A) product attributes

When a product positioning strategy is based on the type of consumer that buys an item, the positioning approach being used is: A) product user B) product class C) use or application D) cultural symbol

A) product user

It is typical for dual-channel marketing to begin with: A) sales to businesses and later to consumers B) manufacturer demand for better component parts C) retailer demand for new products D) consumer demand for more purchasing options

A) sales to businesses and later to consumers

Leah does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern? A) security concerns B) seller opportunism concerns C) cognitive dissonance D) information privacy issues

A) security concerns

Intrusion value is: A) the ability of an ad to capture a viewer's attention without his or her voluntary attention B) the degree to which an ad is involuntarily recalled C) the perception that an ad was effective D) using separate attention process

A) the ability of an ad to capture a viewer's attention without his or her voluntary attention

When seeking to identify the desired corporate image, company leaders first assess: A) the company's current image B) the external environment C) tangible competitor advantages D) intangible competitor advantages

A) the company's current image

In terms of an external search for information in a purchasing decision, involvement is: A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values B) a personality characteristic an individual displays when he or she engages in and enjoys mental activities C) the mental position a person takes on a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors D) a simulation of the knowledge structure embedded in an individual's brain

A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values

The future use of product placements and branded entertainment will depend on: ?? A) the level of clutter in the placements B) the costs C) viewer acceptance D) the measured impact on sales

A) the level of clutter in the placements

A customer who reports that Lexus is the first car he thinks of in the "luxury automobile" category is describing a: A) top-of-mind brand B) top-choice brand C) quality choice brand D) top-of-industry brand

A) top-of-mind brand

A brand that is both top-of-mind and top-choice reflects: A) a high degree of brand parity B) a high level of brand equity C) brand availability D) distinct private branding

B) a high level of brand equity

In measuring brand equity companies can use a method called revenue premium, which compares a branded product's revenue to: A) the industry's average B) a private label brand C) a firm's primary competitors D) the industry leader

B) a private label brand

Buzz marketing is attractive to marketers because: A) it reaches consumers where they live and where they like to go B) a recommendation by another person carries a higher level of credibility than does advertising C) it reaches consumers in places that are not expected D) it does not look like advertising

B) a recommendation by another person carries a higher level of credibility than does advertising

Visual esperanto is: A) an application of the hierarchy of effects model B) a universal language for global advertising C) a technique for Spanish-speaking advertisers and consumers D) the application of a rational leverage point

B) a universal language for global advertising

In terms of a company generating buzz about its product, research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires: A) the use of alternative marketing programs B) advertising through traditional channels C) guerilla marketing efforts D) a high level of brand equity

B) advertising through traditional channels

The marketing leaders of the New Orleans Saints football team developed an advertising campaign targeted at teenagers. This is an example of the demographic segmentation variable of: A) gender B) age C) income D) ethnicity

B) age

The design of an advertisement that attracts attention or presents information is called the: A) message theme B) appeal C) executional framework D) leverage point

B) appeal

Buying center members with higher levels of cognitive involvement will: A) use the purchasing process to further personal power goals B) ask more questions during the purchasing process C) have no opinion about purchase risk D) be most inclined to base a purchase decision on nepotism

B) ask more questions during the purchasing process

The mental position a person takes about a topic, person, or event is called a(n): A) value B) attitude C) level of involvement D) cognition

B) attitude

In the creative brief, the message theme is the: A) rationale behind a unique selling point B) benefit or promise the advertiser wants to convey C) written or verbal component of the ad D) information provided in the ad to support the key idea

B) benefit or promise the advertiser wants to convey

During a search for purchase information, what factor will increase the probability that a brand will be considered? A) brand parity B) brand equity C) product viability D) brand ambiguity

B) brand equity

When a customer believes Black and Decker makes the best and most reliable tools, this is an example of: A) brand parity B) brand equity C) brand cooperation D) brand decision

B) brand equity

Nike creating a line of clothing to go along with their main products (shoes) is an example of a: A) flanker brand B) brand extension C) cooperative brand D) complementary brand

B) brand extension

Charles sees only minor differences among the various brands of high definition televisions. This is an example of: A) brand equity B) brand parity C) flanker branding D) the private label problem

B) brand parity

The perception that all brands are essentially the same is called: A) brand equity B) brand parity C) flanker branding D) the private label problem

B) brand parity

Kylie believes St. Francis North Hospital has the best imaging technology in the region and will, therefore, offer excellent care for her son. This reflects which part of an attitude? A) affective B) cognitive C) conative

B) cognitive

The following are types of appeals that can be used in designing ads, except: A) music B) cognitive C) rationality D) emotion

B) cognitive

Which component of an attitude refers to a person's mental images, understanding, and interpretation of a product? A) affective B) cognitive C) conative D) rational

B) cognitive

In developing comparative ads, which of the following tends to work the best? A) comparing a low-market share brand to another low-market share brand B) comparing a low-market share brand to a market leader C) comparing a market leader to a low-market share brand D) comparing a market leader to another market leader

B) comparing a low-market share brand to a market leader

The product positioning strategy of using another brand to establish the position is the positioning approach of: A) product attributes B) competitors C) use or application D) price-quality relationship

B) competitors

Strong brands achieve the following, except: A) allow a company to charge more for products B) create brand parity C) provide customers assurance of quality D) transfer to other products or brands the company sells

B) create brand parity

According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities, except: A) identify the one word that describes the brand B) develop an SEO strategy C) choose the best communication channels D) cultivate an attitude of giving

B) develop an SEO strategy

The priceless campaign of MasterCard is based on a(n): A) humor appeal B) emotional appeal C) rational appeal D) fear appeal

B) emotional appeal

Business-to-business ads have tended to use the rational advertising appeals almost exclusively. In recent years, there has been a move to use more: A) sex appeals B) emotional appeals C) fear appeals D) scarcity appeals

B) emotional appeals

Targeting Northern states in the United States for sales of snow skis is an example of which type of segmentation? A) demographic B) geographic C) benefit D) geodemographic

B) geographic

Experiential marketing combines the following, except: A) direct marketing B) guerilla marketing C) field marketing D) sales promotions

B) guerilla marketing

From the perspective of the corporation, a strong brand image is related to each of the following, except: A) ability to attract quality employees B) higher level of brand parity C) positive word-of-mouth recommendations by customers D) higher level of channel power

B) higher level of brand parity

The appeal that often wins awards and tends to be favorites among judges is: A) fear B) humor C) sex D) emotions

B) humor

Which is an intangible element of a corporate image? A) the corporate name and logo B) ideals and beliefs of corporate personnel C) the employees D) the package and label

B) ideals and beliefs of corporate personnel

A commercial showing the luxury and quality of a Lexus is based on: A) geographic segmentation B) income segmentation C) ethnic segmentation D) geodemographic segmentation

B) income segmentation

Buzz marketing can be compared to a virus. The incubation stage: A) involves the product being adopted by the early majority B) involves the product being used by a few innovators or trendsetters C) corresponds to the product being introduced D) involves widespread use of the product

B) involves the product being used by a few innovators or trendsetters

Which statement below is true about Web 4.0? A) it failed to offer a multichannel communication system that would allow businesses and customers to speak to each other B) it included interactive company and brand websites, social media, blogs, and other communication formats C) it created online communities that connected buyers and sellers in new ways D) it allowed customers to visit bricks and mortar stores over the Internet in real time

B) it included interactive company and brand websites, social media, blogs, and other communication formats

Which is not true concerning brand equity? A) it allows the company to charge a higher price B) it reduces name retention C) it is helpful in business-to-business markets D) it is helpful in international markets

B) it reduces name retention

The leverage point is the: A) key idea or ideas that an advertisement is to convey B) key element in an advertisement that taps into or activates a consumer's personal value system C) design of the advertisement that attracts attention or presents information D) theme that explains how the message will be delivered

B) key element in an advertisement that taps into or activates a consumer's personal value system

Advertisers believe that product placements: A) increase the brand's equity and top choice scores B) lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases C) lead to increased awareness and more positive attitude toward the brand with a corresponding increase in sales of the brand D) work only if the product is related in some way to the theme of the television show or movie

B) lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases

Contacting consumers at places such as farmer's markets, bluegrass festivals, city-wide garage sales, flea markets, craft shows, stock car races is: A) alternative media venues B) lifestyle marketing C) branded entertainment D) guerilla marketing

B) lifestyle marketing

Setting up a booth at a minor league baseball game or July 4th street celebration to sell a related product is an example of: A) traditional advertising B) lifestyle marketing C) advocate programs D) billboards

B) lifestyle marketing

The following are types of demographic segmentation variables, except: A) gender B) lifestyles C) age D) income

B) lifestyles

When brand equity is measured using stock valuation with an estimate of the portion of the value allocated to brand equity and not physical assets, the method is: A) financial value B) market value C) revenue premium D) consumer value

B) market value

Michelle is watching a television commercial for a new car but a stereo is playing in the room next door making it difficult to concentrate, which is an example of: A) feedback disruption B) noise C) encoding design D) a contact point

B) noise

Forms of alternative media programs include the following, except: A) buzz marketing B) online marketing C) product placement D) guerilla marketing

B) online marketing

Product positioning is the: A) level of brand equity faced by a company or brand B) perception consumers have of a company or brand relative to competitors C) number and level of products offered by a company D) perception consumers have of a company or brand relative to other brands being offered by the company

B) perception consumers have of a company or brand relative to competitors

Morning Star has developed an entire line of non-meat breakfast foods and markets them as a substitute for breakfast meats. This is an example of product positioning by: A) product user B) product class C) use or application D) cultural symbol

B) product class

The product positioning strategy based on a category or type of product is the positioning approach of: A) product user B) product class C) use or application

B) product class

The planned insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers is: A) branded entertainment B) product placement C) lifestyle marketing D) guerilla marketing

B) product placement

To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow the following steps, except: A) choose a clear, concise market segment to target B) provide consumers an opportunity to generate buzz with other individuals C) identify the right time and place to involve consumers with the brand D) make sure the experience reveals clearly the brand's promise b

B) provide consumers an opportunity to generate buzz with other individuals

From a consumer's perspective, a strong corporate image provides each of the following functions, except: A) provides assurance regarding purchase decisions in unfamiliar settings B) provides purchase alternatives C) reduces search time D) provides social acceptance of purchases

B) provides purchase alternatives

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach? A) geographic B) psychographic C) generational D) product use

B) psychographic

Marketing to individuals who are successful, sophisticated, receptive to new technologies, enjoy sports, and are liberal in their political views is an example of which type of segmentation? A) demographic B) psychographic C) generations D) geodemographic

B) psychographic

The VALS typology is based on which type of segmentation? A) demographic B) psychographic C) generations D) geodemographic

B) psychographic

The cognitive component of an attitude: A) contains the feelings or emotions a person has about an object, person, or idea B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea C) is an individual's intentions, actions, or behavior D) is the mental picture a person has of an object, person, or idea

B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea

Using sensuality as a type of sex appeal in advertising: A) requires both visual and verbal cues B) requires viewer imagination C) is based on subliminal cues D) works only with female viewers since they are more romantic than men

B) requires viewer imagination

A food producer that distinguishes between individually owned grocery stores and major retailers such as Target, the segmentation approach being used is: A) industry B) size C) geographic D) usage

B) size

In recent years, more business-to-business advertisements have incorporated: A) stronger verbal elements to persuade business buyers B) stronger visual elements to heighten the emotional aspect of making a purchase C) leverage points to move business buyers from knowledge to purchases D) more rational appeals to create stronger affinities for particular brands

B) stronger visual elements to heighten the emotional aspect of making a purchase

A top-of-mind brand is: A) the company's chief competitor, as identified by a competitive analysis B) the brand that comes to mind in a product category when asked to name the first brands a person can think of C) the most expensive good or service in a product category D) a purchasing alternative when the primary product is not available

B) the brand that comes to mind in a product category when asked to name the first brands a person can think of

The following are reasons to use guerilla marketing, except: A) to create buzz B) to reach consumers that cannot be reached with traditional advertising C) to interact with consumers D) to build relationships with consumers

B) to reach consumers that cannot be reached with traditional advertising

Which individual works closely with the account executive to schedule the various aspects of the agency's work to ensure the work is completed by the target deadline? A) account planner B) traffic manager C) media buyer D) media planner

B) traffic manager

Using a popular song in an advertisement: A) does not have as much of an effect as writing a new tune B) transfers the emotional affinity for the song to the product C) creates brand parity D) interferes with brand recall ability

B) transfers the emotional affinity for the song to the product

Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called: A) SEOs B) widgets C) automated exchange systems D) personalized URLs

B) widgets

Although sexually-oriented advertisements attract attention, which is lower for ads using a sex appeal than for ads using some other type of appeal? A) the interest level B) the level of physiological response C) brand recall D) the level of sexual arousal

C) brand recall

Julie is explaining an integrated marketing communications program to Michael. In this situation: A) Julie is a sender and Michael is an encoder B) Julie is a receiver and Michael is using a transmission device C) Julie is a sender and Michael is a receiver D) Julie is a transmission device and Michael is a decoder

C) Julie is a sender and Michael is a receiver

The stage of Web development that pushed communication channels to real-time was: A) Web 1.0 B) Web 2.0 C) Web 3.0 D) Web 4.0

C) Web 3.0

When an individual considers all the ideas that come to mind when the name of a product is mentioned, which best explains the thinking? A) maps of attitudes B) value models C) a cognitive map D) affect referral

C) a cognitive map

Targeting people who buy vitamins to improve their health is an example of which type of segmentation? A) demographic B) geographic C) benefit D) geodemographic

C) benefit

Targeting people who wish to improve their sex lives using herbs and supplements is an example of which type of segmentation? A) demographic B) geographic C) benefit D) geodemographic

C) benefit

A market segmentation approach that focuses on the benefits of the product rather than on the type of customers is called: A) demographic segmentation B) psychographic segmentation C) benefit segmentation D) usage segmentation

C) benefit segmentation

Although almost any type of appeal can be used to create an advertisement, it is the key responsibility of the marketer to make sure, to whatever degree possible, that the appeal is the right choice for the: A) advertising agency and creative that will be working on the ad B) product, media planner, and media buyer C) brand and the target audience D) account executive and creative

C) brand and the target audience

The role and importance of a strong brand name is dramatically important in today's global market because of: A) the emphasis on accountability B) importance of consumer E-commerce C) brand parity in the business-to-business sector D) database mining capabilities of business firms C) brand parity in the business-to-businesssector

C) brand parity in the business-to-business sector

Word-of-mouth marketing is also known as: A) guerilla marketing B) lifestyle marketing C) buzz marketing D) branded entertainment

C) buzz marketing

Which is not a privacy or security issue for e-commerce? A) fears of identity theft B) worries a company will sell personal information C) charging higher prices for some customers but not others D) being defrauded

C) charging higher prices for some customers but not others

Buzz, or word-of-mouth, marketing can be generated in the following ways, except: A) consumers who truly like a brand and tell others B) consumers who like a brand and are sponsored by a company to tell others C) companies developing user-generated ads or blogs D) company or agency employees posing as customers of the company, telling others about the brand

C) companies developing user-generated ads or blogs

A low price, low involvement purchase is likely to begin with which component of an attitude? A) affective B) cognitive C) conative D) value

C) conative

An impulse buy probably means that the consumer acted on which component of an attitude? A) affective B) cognitive C) conative D) value

C) conative

Which component of an attitude displays the individual's intentions, actions, or behavior? A) affective B) cognitive C) conative D) rational

C) conative

Buzz marketing can be compared to a virus. The inoculation stage: A) involves the product being adopted by the early majority B) involves the product being used by a few innovators or trendsetters C) corresponds to the product being introduced D) involves widespread use of the product

C) corresponds to the product being introduced

According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities, except: A) identify the one word that describes the brand B) gain customer trust C) create a social media site D) cultivate an attitude of giving

C) create a social media site

An auto parts supplier divides repair shops into those with the lowest, medium, and highest potential levels of sales and profits, which means the segmentation approach being used is: A) industry B) geographic C) customer value D) usage

C) customer value

From the company's perspective, a quality corporate image enhances the introduction of a new product because: A) the company can charge a lower price for the new product B) a new distribution channel can be established C) customers normally transfer their trust in and beliefs about the corporation to a new product D) the competition does not know how to respond

C) customers normally transfer their trust in and beliefs about the corporation to a new product

Analysis of buying patterns by gender is an example of segmentation by: A) psychographics B) generations C) demographics D) usage

C) demographics

Level of education is an example of segmentation by: A) psychographics B) generations C) demographics D) geodemographics

C) demographics

Companies normally select brand ambassadors for the buzz marketing programs based on: A) the age, income, and gender matching the brand's target market B) the level of acceptance of new products and new technologies C) devotion to the brand and the size of their social circles, families, reference groups, and work associates D) their knowledge and experience with the brand

C) devotion to the brand and the size of their social circles, families, reference groups, and work associates

187) While e-commerce can increase international orders, many are turned away primarily because the company: A) does not understand the culture B) is focused on domestic business C) does not have a process in place to fill the order D) does not have an established global brand name

C) does not have a process in place to fill the order

Selling virtually the same goods or services to consumers and businesses is called: A) relationship marketing B) double vending C) dual-channel marketing D) marketing extension

C) dual-channel marketing

The corporate image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford might be based on the following, except: A) evaluations of vehicles B) whether the company is foreign or domestic C) economic conditions D) customer views of company advertising and the local dealership

C) economic conditions

The device used to deliver a message in an advertisement is the: A) message theme B) appeal C) executional framework D) leverage point

C) executional framework

According to Shama Kabani of Marketing Zen, business-to-consumer firms who want to use social media and attract visitors to the social media page must offer: A) coupons and premiums B) valuable information C) free stuff D) expertise

C) free stuff

In terms of international e-commerce, large merchandise is normally shipped by: A) the company selling the merchandise B) shipping companies such as DHL, FedEx, or UPS C) freight forwarders D) the company purchasing the merchandise

C) freight forwarders

Applied Microbiology used which method to segment the business market by combining geographic area data for dairy farmers with demographic and psychographic information? A) product usage B) NAICS/SIC code C) geodemographics D) size of business

C) geodemographics

If a company sends direct mail to only the zip codes of communities that match the firm's best customer profiles, it is using which type of segmentation? A) demographic B) psychographic C) geographic D) geodemographic

C) geographic

When Skechers targets California with a special advertising and promotional campaign, which type of segmentation is being used? A) psychographics B) demographics C) geographic area D) geodemographics

C) geographic area

"We are Chicago's friendliest car dealer!" is an example of which type of cognitive message? A) preemptive B) unique selling proposition C) hyperbole D) comparative

C) hyperbole

An untestable claim about a product's benefits or attributes is which form of cognitive message? A) preemptive B) unique selling proposition C) hyperbole D) comparative

C) hyperbole

Point-of-purchase displays are highly effective means for: A) pull-demand strategies B) brand parity situations C) increasing sales D) reciprocation tactics

C) increasing sales

The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost is: A) the marketing plan B) the marketing mix C) integrated marketing communications D) marketing strategy

C) integrated marketing communications

The traditional three-exposure hypothesis is based on: A) selective attention exposure B) effective reach and effective frequency C) intrusion value D) media multiplier effect

C) intrusion value

The conative component of an attitude: A) contains the feelings or emotions a person has about an object, person, or idea B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea C) is an individual's intentions, actions, or behavior D) is the mental picture a person has of an object, person, or idea

C) is an individual's intentions, actions, or behavior

In most instances, the impact on sales of a product placement: A) is immediate and large B) is immediate, but small C) is not immediate D) seldom occurs at all

C) is not immediate

Product placement: A) emphasizes consumers passing along information about a product to other consumers B) is designed to obtain instant results while using limited resources C) is the planned insertion of a brand or product into a movie, television show, or some other media D) is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium

C) is the planned insertion of a brand or product into a movie, television show, or some other media

A furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of: ?? A) generating leads B) developing a unique market niche C) lifestyle marketing D) creating a clearly defined product

C) lifestyle marketing

The planned insertion of a brand or product into a movie, television show, or some other media program with the purpose of influencing viewers is: A) branded entertainment B) product placement C) lifestyle marketing D) guerilla marketing

C) lifestyle marketing

For a creative brief, the target audience information should contain: A) only basic demographic information, such as gender and age B) information about the users of a particular product C) not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience D) past purchase behavior of every company or consumer that has purchased the product in addition to the demographic information

C) not only demographic information, but also psychographic information and any other information that will help the creative better understand the target audience

The first step in preparing a creative brief is to identify the: A) target audience B) support C) objective D) message theme

C) objective

According to Shama Kabani of Marketing Zen, the biggest misconception about social media is that it: A) creates a strong brand image B) creates static communication C) offers a magic bullet that solves marketing problems D) reaches large segments of the population

C) offers a magic bullet that solves marketing problems

The best, most effective point-of-purchase displays utilize the following techniques, except: A) integrate the brand's image into the display B) integrate the display with current advertising and promotions C) offers some type of price discount or promotional incentive D) make the display dramatic to get attention

C) offers some type of price discount or promotional incentive

An effective way of measuring the impact of point-of-purchase displays is to use: A) day-after redemption rates B) Internet focus groups C) point-of-sale (POS) cash register data D) behavioral observation studies

C) point-of-sale (POS) cash register data

The account executive normally performs all of the following functions, except: A) actively seeks new accounts B) serves as a liaison between the client and the agency C) prepares ad copy D) helps define the theme of the overall IMC campaign

C) prepares ad copy

When brand parity exists, consumers base purchases on: A) advertising effectiveness B) retail store location C) price, availability, promotions or other criteria D) information found on the Internet

C) price, availability, promotions or other criteria

Which is the best outlet for a rational appeal? A) broadcast media B) television and direct mail C) print media and the Internet D) non-traditional media

C) print media and the Internet

Geodemographic segmentation combines all of the following, except: A) census demographic information B) geographic information C) product usage information D) psychographic information

C) product usage information

In the marketing mix, where does integrated marketing communications belong? A) pricing decisions B) product design C) promotion D) distribution

C) promotion

Attitudes, interests, and opinions are reflected in: A) demographic market segments B) geographic market segments C) psychographic market segments D) product differentiation programs

C) psychographic market segments

Which type of appeal closely follows the steps in the hierarchy of effects model? A) sexual B) emotional C) rational D) scarcity

C) rational

In the mind of the consumer, a strong corporate image is linked to: A) perceptions of economic conditions B) ratings by financial advisors C) reduction of search time in purchase decisions D) finding substitute goods when making purchases

C) reduction of search time in purchase decisions

When brand equity is measured using a comparison of a branded product to the same product without a brand name, such as a private label, the method is: A) financial value B) market value C) revenue premium D) consumer value

C) revenue premium

Budgets for product placements and branded entertainment have increased for the following reasons, except: ?? All seem to be reasons pg. 280 ?? A) a brand's appeal is stronger when it is shown in a nonadvertising context B) the perception of what others think of a brand is important to consumers C) seeing brands used in movies and television shows intensifies the desire to purchase the brand D) seeing the brand used by other people provides postpurchase reassurance for individuals who have already purchased the brand

C) seeing brands used in movies and television shows intensifies the desire to purchase the brand

In determining the level of sex appeal to use in an advertisement, it is important to consider: A) the amount of sexually-oriented advertising that is being used by competitors B) how decorative models are being used C) society's view and level of acceptance at the time the ad is to run D) the target audiences view of sexuality

C) society's view and level of acceptance at the time the ad is to run

Individuals with high levels of cognitive involvement will display all of the following characteristics, except: A) want more information prior to making a decision B) ask more questions during the purchase process C) spend less time deliberating prior to making a decision D) want clear message arguments

C) spend less time deliberating prior to making a decision

) Which does not apply to a Web 4.0 type website? A) real time communication B) customer engagement C) static content D) cloud technology

C) static content

In terms of using a sex appeal, many advertisers are shifting to: A) subliminal advertising techniques B) nudity and partial nudity C) subtle sexual cues, suggestions, and innuendos D) overt sexual themes

C) subtle sexual cues, suggestions, and innuendos

In terms of the creative brief, an endorsement by 8 out of 10 doctors recommending a product is a form of: A) disclaimer B) message theme C) support D) constraint

C) support

The key phrase that summarizes an advertisement's message is the: A) leverage point B) product benefit C) tagline D) personal value

C) tagline

The best medium for using an emotional appeal is probably: A) magazines B) radio C) television D) newspapers

C) television

The primary disadvantage of video game advertising or product placement is: A) the difficulty of convincing game makers to put in the ads and product placements B) the low response rate of game players C) the ad or product placement becomes static and is no longer noticed D) the high cost of developing ads for games

C) the ad or product placement becomes static and is no longer noticed

Preconditions of buzz marketing include the following, except: A) the product must be unique, new, or perform better than current brands B) the brand must stand out over current brands on the market C) the brand must be well known and accepted by the majority of consumers D) the brand must have distinct advantages over current brands on the market

C) the brand must be well known and accepted by the majority of consumers

A message theme is: A) a form of leverage point B) the media choices a company makes C) the key idea(s) an advertisement conveys D) the type of appeal that is used in an advertisement

C) the key idea(s) an advertisement conveys

176) Rational appeals work best when: A) there is low involvement and the product is simple B) there is high involvement, but no emotion C) there is high involvement and the viewer is willing to pay attention to the ad D) they are related more to the product than the amount of involvement

C) there is high involvement and the viewer is willing to pay attention to the ad

Who is in charge of maintaining project history, creating schedules, managing resources, setting up team meetings, prioritizing projects, training new employees about agency processes, setting up new clients, routing proofs, proofreading material, and whatever else needs to be done to ensure deadlines are met? A) account executive B) creative C) traffic manager D) account planner

C) traffic manager

The key to allaying fears about privacy and security in e-commerce is: A) empathy B) convenience C) trust D) financial incentives

C) trust

The product positioning strategy based on how a product is used is the positioning approach of: A) product attributes B) competitors C) use or application D) price-quality relationship

C) use or application

The key to creating a successful visual esperanto is creating something that transcends cultures, through a(n): A) effective verbal message B) brand name C) visual image D) leverage point

C) visual image

In a fear appeal, showing the potential for a devastating injury when seat belts are not used is an example of: A) cognition B) severity C) vulnerability D) self-efficacy

C) vulnerability

Interactive marketing emphasizes two primary activities. First, it allows marketers to target individuals with personalized messages. Second, it: A) permits direct marketing that has been customized B) allows a company to personalize its website C) engages the consumer with the company and product in some way D) allows for modifying the product to fit the needs of the consumer

C)engages the consumer with the company and product in some way

In terms of market segmentation, the usage segmentation approach offers each of the following advantages, except: A) a meaningful classification scheme based on the actual behavior of customers B) ability to reduce a large volume of customer data to a few, concise clusters C) ability to measure the growth of each cluster and the migration of customers from one cluster to another D) ability to compare a firm's customers with customers from competing firms

D) ability to compare a firm's customers with customers from competing firms

In terms of globally integrated marketing communications, adaptation is: A) not used in international environments B) a form of e-commerce C) advertising in unusual media D) adjusting a message to local conditions

D) adjusting a message to local conditions

Noise is: A) anything which carries a message from a sender to a receiver B) changing a message to match the specific needs of a target audience C) a verbal or nonverbal cue delivered by the sender D) anything that distorts or disrupts a message

D) anything that distorts or disrupts a message

Michael buys electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of: A) a poor quality IMC program B) standardization C) marketing integration D) brand parity

D) brand parity

The alternative marketing program that emphasizes consumers passing along information about a product to other consumers is: A) guerilla marketing B) lifestyle marketing C) product placement D) buzz marketing

D) buzz marketing

The following are possible product positioning strategies, except: A) attributes B) competitors C) use or application D) by-products

D) by-products

n terms of attitude formation, the most common sequence is: A) affective → conative → cognitive B) conative → cognitive → affective C) conative → affective → cognitive D) cognitive → affective → conative

D) cognitive → affective → conative

A local video rental store looking to increase customer traffic in the summer would be an example of a: A) target market analysis B) product positioning C) communications analysis D) communications objective

D) communications objective

In terms of buzz marketing, the most risky strategy is to use: A) consumers who truly like a brand and tell others B) consumers who like a brand and are sponsored by a company to tell others C) company employees to create a blog on the company's website about a brand and then invite consumers to participate D) company or agency employees posing as customers of the company telling others about the brand

D) company or agency employees posing as customers of the company telling others about the brand

The cognitive message strategy approach that is most likely to require substantiation of claims to prevent potential lawsuits made would be: A) hyperbole B) preemptive C) unique selling proposition D) comparative

D) comparative

The following items are tangible components of a corporate image, except: A) goods and services sold B) retail outlets where the product is sold C) advertising, promotions, and other forms of communication D) competing businesses

D) competing businesses

Integrated marketing communications affects all of the following except: A) business-to-business market B) marketing channel C) internally directed communications D) competitors' advertising

D) competitors' advertising

When brand equity is measured using the value of a brand based on input from consumers, such as familiarity, purchase considerations, customer satisfaction, and willingness to seek out the brand, the method is: A) financial value B) market value C) revenue premium D) consumer value

D) consumer value

The key factors that influence the effectiveness of product placement and branded entertainment include the following, except: A) media used B) supporting promotional activities C) consumer attitudes toward placements D) costs

D) costs

According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to: A) identify the one word that describes the brand B) gain customer trust C) define your ultimate vision D) cultivate an attitude of giving

D) cultivate an attitude of giving

When a company sorts prospects into those with the lowest, medium, and highest profit potential, the segmentation approach being used is: A) industry B) size C) usage D) customer value

D) customer value

Companies use interactive marketing to accomplish all of the following objectives, except: A) generate sales B) enhance brand loyalty C) build an e-mail list D) develop sponsorship programs

D) develop sponsorship programs

Which combines all of the elements of e-commerce, Internet marketing, and mobile marketing? A) e-mail B) Web 2.0 C) Web analytics D) digital marketing

D) digital marketing

Experiential marketing typically involves: A) providing samples to individuals through direct response tactics B) a combination of guerrilla and buzz marketing tactics C) generating buzz about a unique marketing event D) direct marketing through interactive means, such as special events and free samples

D) direct marketing through interactive means, such as special events and free samples

Selling personal computers to both retail stores and other businesses is an example of: A) multi-outlet marketing B) merchant distribution C) quantity enhancement marketing D) dual-channel marketing

D) dual-channel marketing

Companies use interactive marketing to accomplish all of the following objectives, except: A) generate leads B) collect personal data C) award prizes D) estimate target market size

D) estimate target market size

All of the following are examples of communication noise except: A) driving while listening to the radio B) scanning the newspaper for articles to read C) scrolling past Internet ads without looking at them D) examining an advertisement in a magazine

D) examining an advertisement in a magazine

Which is not part of a corporate image? A) tangible elements B) intangible elements C) what the company stands for as well as how it is known in the marketplace D) governmental regulations that affect the company

D) governmental regulations that affect the company

The following are types of executional frameworks, except: A) fantasy B) informative C) animation D) hyperbole

D) hyperbole

In-game brand placement in video games has all of the advantages of product placement and branded entertainment. In addition, it has the added benefit of: A) being online B) reaching females C) reaching young males D) interactivity

D) interactivity

Lifestyle marketing: A) emphasizes consumers passing along information about a product to other consumers B) is designed to obtain instant results while using limited resources C) is the planned insertion of a brand or product into a movie, television show, or some other media D) involves identifying marketing methods associated with the hobbies and entertainment venues of a target market

D) involves identifying marketing methods associated with the hobbies and entertainment venues of a target market

Buzz marketing can be compared to a virus. The infection stage: A) involves the product being adopted by the early majority B) involves the product being used by a few innovators or trendsetters C) corresponds to the product being introduced D) involves widespread use of the product

D) involves widespread use of the product

Co-branding works the best when: A) the two brands are unrelated B) a well-known brand is attached to a lesser-known brand C) a private label is co-branded with a manufacturer's brand D) it builds the brand equity of both brands

D) it builds the brand equity of both brands

In terms of the external information search process, the extent to which a stimulus or task is relevant to a consumer's existing need determines the: A) ability to search B) need for cognition C) search methods D) level of involvement

D) level of involvement

The element of an advertisement that taps into or activates a person's value system is a(n): A) message theme B) appeal C) executional framework D) leverage point

D) leverage point

The e-commerce component most directly affected by security concerns is: A) interstitial advertising B) the catalog C) the shopping cart D) payment programs

D) payment programs

All of the following are problems faced in International e-commerce, except: A) cultural differences B) global shipping and infrastructure deficiencies C) varying degree of Internet capabilities D) population shifts within other countries

D) population shifts within other countries

After all other activities have been completed, including selecting the agency, the final step of an advertising management program is to: A) review the company's activities in light of advertising management B) select an in-house or external advertising agency C) develop an advertising campaign management strategy D) prepare a creative brief

D) prepare a creative brief

The product positioning strategy based on value or prestige is the positioning approach of: A) product attributes B) competitors C) use or application D) price-quality relationship

D) price-quality relationship

Aubrey does not like to purchase anything online because she does not want cookies tracking her Web activity and then using it to market products to her. This is an example of which e-commerce concern? A) seller opportunism B) security issues C) changing purchasing habits D) privacy issues

D) privacy issues

Celestial Seasonings focuses on the healthy aspect of its green tea. This is an example of product positioning by: A) product user B) product class C) use or application D) product attribute

D) product attribute

Marketing to companies that use the same good or service, but in different ways is segmentation based on: A) the NAICS code B) demographics C) geographic location D) product usage

D) product usage

Private brands are: A) new brands sold in the same category B) the joint venture of two or more brands in a new good or service C) the use of established brand names on goods and services not related to the company's core brand D) proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlet

D) proprietary brands marketed by an organization and normally distributed exclusively within the organization's outlet

Byron has an interest in purchasing a motorcycle and is now looking at the different models, gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs? A) sex appeal B) emotional appeal C) humor appeal D) rational appeal

D) rational appeal

To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it: A) is developing additional products B) has found new customers to buy products C) has new locations D) sells superior products

D) sells superior products

The desired corporate image is one that: A) coincides with the majority of companies within the industry B) highlights the quality of products being sold by the company C) is consistent with the views of management of each company D) sends a clear message about the unique nature of an organization and its products

D) sends a clear message about the unique nature of an organization and its products

A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is: A) guerrilla marketing B) lifestyle marketing C) experiential marketing D) stealth marketing

D) stealth marketing

The ideal medium for interactive marketing is: A) television B) e-mail C) print media D) the Internet

D) the Internet

Product placements have been a part of motion pictures since: A) the turn of the 21st century B) about 1990 C) the rise of the popularity of television in the 1950s D) the beginning of motion pictures in the 1890s

D) the beginning of motion pictures in the 1890s

The advertising support component of the creative brief includes: A) media selection and media buys B) the creative brief's constraint component C) the nature of the advertising appeal D) the facts which substantiate a unique selling point

D) the facts which substantiate a unique selling point

A person's level of power in the buying process depends on each of the following, except: A) his or her role in the buying center B) his or her official position in the company C) the impact of the purchase decision on a his or her job D) the level of cognitive involvement

D) the level of cognitive involvement

The most difficult task for a creative in developing an advertisement with visual esperanto is finding: A) the right tagline to use B) the right words C) the right colors D) the right image

D) the right image

The executional framework is the: A) key idea or ideas that an advertisement is to convey B) key element in an advertisement that taps into or activates a consumer's personal value system C) design of the advertisement that attracts attention or presents information D) theme that explains how the message will be delivered in an advertisement

D) theme that explains how the message will be delivered in an advertisement

Starbucks would be an example of a company involved in dual-channel marketing because the company sells coffee: A) in retail stores only B) to businesses such as United Airlines, Holland America cruise line, and Chicago's Wrigley Field C) using integrated channels D) to both consumers and businesses

D) to both consumers and businesses

The primary disadvantage of product placements within online video games is it will become static and the players will no longer notice it. To combat this problem, a company called Massive developed technology: A) that allows players to choose the ad they want to see B) that allows players to interact with the ad during the game C) that allows players to use sponsored downloads, such as a particular brand of car in a racing game D) to change ads in the online game in real time as individuals play or each time they play

D) to change ads in the online game in real time as individuals play or each time they play

Buzz marketing works because consumers: A) receive information that is not paid for by the company B) receive information when it is not expected C) can choose if they want to listen or not to the recommendation D) trust the opinions of other people and people like to give their opinions

D) trust the opinions of other people and people like to give their opinions

When Reynolds Protection Agency sells the same service to three different types of organizations, the segmentation approach being used is: A) industry B) size C) geographic D) usage

D) usage

A firm that has a database containing consumer purchasing histories and uses the information to create market segments is using: A) demographic segmentation B) psychographic segmentation C) benefit segmentation D) usage segmentation

D) usage segmentation

The best, most effective point-of-purchase displays utilize the following techniques, except: A) keep the color of the display down so the product and signage stand out B) make the display versatile so it can be easily adapted by retailers C) make the display reusable and easy to assemble D) use corrugated cardboard for the display

D) use corrugated cardboard for the display

A brand extension is: A) a group of related core products sold under one name B) the creation of a logo which further explains the brand C) the design of a public relations campaign to support a brand D) using an established brand name on goods or services not related to the core brand

D) using an established brand name on goods or services not related to the core brand

When a message is being heard or seen by a consumer, what is taking place? A) encoding B) transmission C) decoding D) feedback

c) decoding