ch 15

________ seeks to determine whether an ad is communicating effectively. A) Copy testing B) Flighting C) Pulsing D) Frequency capping E) Square inch analysis

A) Copy testing

Which of the following is TRUE for the retail industry? A) Retailers are experimenting with "pop-up" stores that let them create buzz. B) Upscale retailers see a decline in sales as middle-market retailers thrive. C) Fast fashion is offering more choice and longer-lived products. D) Technology use by stores is driving up the cost of inventory. E) Discount stores are not doing as well as middle-market retailers.

A) Retailers are experimenting with "pop-up" stores that let them create buzz.

________ is a form of online word of mouth, or "word of mouse," that encourages consumers to pass along company-developed products and services or audio, video or written information to others online. A) Viral marketing B) Guerrilla marketing C) Microsite marketing D) Interstitial marketing E) Public relations

A) Viral marketing

For which of the following product categories are consumers LEAST likely to engage with on social networks? A) laundry detergent B) news media C) charities D) fashionable clothing E) entertainment media

A) laundry detergent

Dollar Shave Club attracted attention and comments by posting an irreverent online video on YouTube. This is an example of using ________. A) social media B) an interstitial C) a microsite D) a pay-per-click ad E) a mobile ad

A) social media

Which of the following is a reason why marketers see appeal in using mobile devices as a communication tool? A) Users frequently share the devices. B) Marketers can personalize messages. C) Users turn them on only when they want to engage with brands. D) They do not distract consumers by offering a payment system. E) They are used only in limited locations.

B) Marketers can personalize messages.

Online customer reviews are the second-most trusted source of brand information. What is the most trusted source? A) print advertising B) recommendations from friends and family C) salesperson recommendation D) celebrity endorsements E) Facebook recommendations

B) recommendations from friends and family

Which of the following is an advantage of online communications for marketers? A) Consumers cannot effectively screen out your messages. B) Companies can accurately track how effective their ads are because software filters out all bogus hits. C) Companies can offer tailored information or messages that engage consumers. D) Advertisers maintain complete control over the message. E) Advertisers do not need to worry as much about context.

C) Companies can offer tailored information or messages that engage consumers.

Which of the following best characterizes average consumers' current media consumption patterns? A) Consumers spend more time listening to the radio than on their mobile phones, but less time on magazines and newspapers. B) Consumers spend more time reading magazines and newspapers than on their mobile phones, but less time listening to the radio. C) Consumers spend more time on mobile devices than on radio, magazines, and newspapers combined. D) Consumers spend an average of two hours and 52 minutes on radio, magazines, and newspapers combined. E) Consumers spend an average of one hour and 46 minutes on mobile devices.

C) Consumers spend more time on mobile devices than on radio, magazines, and newspapers combined.

Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers. The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem? A) Customers felt that the cause was not in sync with the company's brand image. B) Consumers did not value the cause Cadbury was promoting. C) Customers saw the firm as self-serving and exploitive. D) Consumers resented being sold an inferior product on the back of a cause-marketing program. E) Consumers felt that the campaign did not try hard enough to change the audience's behavior.

C) Customers saw the firm as self-serving and exploitive.

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience. A) Media scheduling B) Content analysis C) Media selection D) Communication design E) Copy testing

C) Media selection

Rather than merely counting media exposures, a better measure of marketing public relations effectiveness is the ________. A) number of promotional tools required B) effect it has on its market capitalization C) change in product awareness, comprehension, or attitude D) changes observed in media behavior E) impact it has on the company's market share

C) change in product awareness, comprehension, or attitude

Pepe Homes manufactures a range of bathroom accessories and fittings that include bath tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes? A) outdoor media B) radio C) magazines D) television E) newspapers

C) magazines

Which of the following elements of the marketing communications mix consists of a collection of incentive tools, mostly short-term, designed to stimulate quicker or greater purchase of particular products or services by consumers, or the trade? A) advertising B) public relations C) sales promotion D) events and experiences E) personal selling

C) sales promotion

PepsiCo created a Mission Control Center-set up like a broadcast television control room-in the middle of the marketing department in its Chicago headquarters. What was the purpose of this effort? A) to monitor the performance of Coca-Cola B) to create a blog to promote its Gatorade brand C) to monitor the Gatorade brand on social networks around the clock D) to measure sales of its Gatorade brand on a minute-to-minute basis E) to get involved in consumers' conversations about their daily lives

C) to monitor the Gatorade brand on social networks around the clock

Share of ________ represents the proportion of company advertising of a product to all advertising of that product. A) wallet B) mind C) voice D) market E) cost

C) voice

________ marketing by nonprofit or government organizations furthers a cause. A) Corporate societal B) Brand C) Causal D) Social E) Place

D) Social

Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for the ads of a department store chain to target the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads? A) continuity B) flighting C) pulsing D) concentration E) frequency capping

D) concentration

Premiums, as a consumer promotion tool, are defined as ________. A) offers to consumers of savings off the regular price of a product, flagged on the label or package B) certificates entitling the bearer to a stated saving on the purchase of a specific product C) programs providing rewards related to the consumer's frequency and intensity in purchasing the company's products or services D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular product E) values in cash or in other forms that are proportional to patronage of a certain vendor or group of vendors

D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular product

Individual Web pages or clusters of pages that function as supplements to a primary site are ________. A) search engine optimization B) pay-per-click ads C) delighters D) microsites E) touch points

D) microsites

Luke is considering the various options available to him to promote an energy drink, Turbozade, that has decreasing sales volumes after having peaked some time back. Which of the following marketing communications tools should Luke focus marketing efforts on to keep the sales volume up? A) advertising B) direct marketing C) events and experiences D) sales promotions E) publicity

D) sales promotions

Discount stores that try to keep prices as low as possible are more likely to function using ________ operations. A) limited service B) self-selection C) full-service D) self-service E) limited-selection

D) self-service