Marketing Midterm
The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. Despite the cost, commercials for products such as Coca-Cola, Doritos, and Bud Light run during the Super Bowl every year. In advertising terms, the Super Bowl is the ________. A) media vehicle B) agent C) message D) supplier E) client
Answer: A
Cameron loves to know about and purchase the most up-to-date technological gadgets. Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong? A) innovator B) loyal user C) early majority D) late majority E) laggards
Answer: A adopted by only a small portion of the population
Bayer Aspirin claims that it relieves headache pain three times faster than does Tylenol. What type of advertising is this? A) comparative B) testimonial C) endorsement D) indirect E) substantiated
Answer: A benefits of a product that let it out perform another product
Sam wants to understand consumers' perceptions of his company's products, so he conducts a survey to assess their attitudes toward his brands as well as their intention to purchase them. What type of research does this represent? A) quantitative B) qualitative C) secondary D) ethnographic E) in-depth research
Answer: A research that uses statistics to describe customers ex) survey
A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. A) sales promotion B) personal selling C) public relations D) indirect marketing E) advertising
Answer: B
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. The medium of this ad is ________. A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals
Answer: B
HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________. A) messaging B) encoding C) sending D) decoding E) responding
Answer: B
Mercy University's initial ads for the school's new MBA program are most likely intended to create ________. A) liking B) awareness C) preference D) loyalty E) conviction
Answer: B
Kraft wanted to understand how consumers decide which brand of cheese to purchase while they are shopping at a grocery store, so the company hired a research firm that observed consumers as they made their selection in the store. Which type of research does this represent? A) quantitative B) qualitative C) secondary D) ethnographic E) survey
Answer: B research that seeks to understand how people behave and why
Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone. A) variety B) feedback C) consistency D) creativity E) convenience
Answer: C
If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the upcoming years. A) university enrollment B) beer and wine C) health care D) the apparel industry E) the automobile industry
Answer: C
In an advertisement for a local carpet retailer, a well-known radio personality explained how the company solved his problem of replacing his old carpet. Toward what part of the consumer decision process was this ad aimed? A) increase the chances consumers will pay attention to the commercial B) presenting the information in such a manner so that consumers will not distort it C) need recognition D) meeting the social needs of the target market E) appeal to the athletic segment
Answer: C
John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months later, John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad, so he called and ordered flowers. What type of effect is this? A) subliminal B) trial C) delayed D) high-involvement E) bandwagon
Answer: C
Max is trying to get into a fraternity in college. Because he wants to be accepted by this group, he notices the brand of clothes they all seem to wear and the type of beer they drink at parties, and he does the same. Actually, he doesn't even like beer, but that seems to be what is expected of people in this fraternity. What influence does this fraternity represent with respect to Max's consumption behavior? A) culture B) social class C) reference group D) family E) trend spotting
Answer: C
Brad is a music industry major in college, and he wants to work in the advertising industry writing and performing jingles for radio commercials. If Brad gets a contract with an agency to write a jingle for a commercial, then Brad would be a(n) ________. A) advertiser B) agency C) media D) supplier E) vehicle
Answer: D
During the 2003 World Cup, which was held in Japan and South Korea, Puma got a well-known sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities around the world. Puma also discretely announced the sponsorship in its company-branded chopsticks, sake cups, and napkins. At the same time, Puma partnered with the Terence Conran design shop to sell an exclusive version of its World Cup soccer boot, holding weekend sushi-making events at the home furnishings store. Which marketing mix element does this strategy illustrate? A) product B) price C) place D) promotion E) branding
Answer: D
For the Truth® campaign, Porter + Bogusky and Arnold was the ________ that was hired by the American Legacy Foundation to plan and implement the advertising effort. A) advertiser B) media buying company C) client D) advertising agency E) advertising department
Answer: D
In the mass communication process, an actual HP printer/fax machine advertisement is called ________. A) feedback B) the channel C) noise D) the message E) the medium
Answer: D
Turning the page in the newspaper or a magazine, hitting the mute button on the television, tossing unopened mail that looks like an ad, and deleting spam without looking at it are all examples of consumers ________ the message. A) decoding B) encoding C) perceiving D) filtering E) accepting
Answer: D
Which of the following product offerings is intangible? A) fish for an aquarium B) refillable ink cartridges for a computer printer C) a mink coat D) a meal at a fast-food restaurant E) a limousine ride
Answer: E
Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring products. This is an application of which the following? A) social learning B) subliminal perception C) cognitive learning D) rehearsal E) conditioned learning
Answer: E learning through association by connecting a stimulus to a reward
The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. From the advertiser's perspective, what is the most important benefit of placing an advertisement during the Super Bowl? A) the ability to reach a mass audience B) the best media for introducing products C) the ability to make personal connections with consumers D) the likelihood that consumers will make an immediate purchase decision E) the persuasive nature of television commercials
A
When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Which basic role of advertising was most likely the focus of the campaign for this new product? A) providing information B) providing product identification C) providing entertainment D) providing social value E) providing comparisons
A
A federal agency ordered KFC to stop running ads with false claims that its fried chicken is compatible with certain weight loss programs. Which agency had the authority to issue this order? A) the Federal Trade Commission B) the Food and Drug Administration C) the Consumer Product Safety Commission D) the Environmental Protection Agency E) the American Association of Advertising Agencies
Answer: A
A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of its sales over the next two months will be donated to local after-school programs for underprivileged youth. This is an example of ________ marketing. A) cause B) mission C) sustainable D) green E) integrated
Answer: A
An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________. A) sales promotion B) publicity C) public relations D) word of mouth E) mass media
Answer: A
In which case did the Supreme Court signal the LEAST protection for commercial speech under the First Amendment? A) Valentine v. Chrestensen (1942) B) Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council (1976) C) Central Hudson Gas & Electric Corporation v. Public Service Commission of New York (1980) D) Cincinnati v. Discovery Network (1993) E) 44 Liquormart, Inc. v. Rhode Island (1995)
Answer: A
Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following? A) The use of multiple marketing communications channels is advantageous. B) The use of a single marketing communications channel is advantageous. C) Long-term relationships with customers are best nurtured through sales promotion. D) Long-term relationships with customers are best nurtured through public relations. E) Short-term relationships with customers are more profitable than long-term relationships with customers.
Answer: A
Of the following, which method of adding value to a product is mostly psychological? A) branding B) quality C) features D) convenience E) service
Answer: A
Procter & Gamble has sales of almost $50 billion and spends more than $4 billion on advertising every year. The company's corporate brand value is estimated to be more than $107 billion. In terms of key players in marketing, which one does Procter & Gamble represent? A) marketer B) supplier or vendor C) distributor D) agency E) media
Answer: A
When Kraft foods made a claim that their processed cheese slices contained as much calcium as contained in 5 ounces of milk, the Federal Trade Commission pursued it as a deceptive claim. Although Kraft admitted that a cheese slice did not actually contain as much calcium as claimed due to processing, the company claimed that its ad was not deceptive because consumer research indicated that calcium content was not important to consumers when deciding among brands of cheese. Basically, Kraft's defense was based on its belief that the misleading claim ________. A) did not lead to material injury to consumers, and thus it was not deceptive B) did not claim anything different from other cheese manufacturers C) was not technically misleading if consumers didn't think it was D) was not reasonable from the consumers' point of view E) was not deceptive because the claim was merely false but did not omit any important information
Answer: A
Which of the following survey contact methods is generally the LEAST flexible? A) mail B) telephone C) Internet surveys D) online panels E) personal
Answer: A
While many advertisers use celebrity endorsements, Old Navy's "SuperModelquins" campaign used mannequins as a(n) ________, playing with the idea that model mannequins can set fashion and appearance standards. A) reference group B) social class C) ethnic group D) subculture E) family segment
Answer: A
Carol is conducting research and asking respondents to name the brands that first come to mind for certain product categories. When she asks Bob this question for computers, he mentions IBM, Dell, Gateway, and Hewlett-Packard. These brands represent Bob's ________. A) evoked set B) considerate set C) purchase set D) reference group E) normative group
Answer: A a group of relevant brands that a prospective consumer is favorably familiar with
Amco, Inc. manufactures small electronic components that become integral parts of the electronic systems in automobiles. Amco does not sell directly to auto manufacturers, but rather through brokers that are involved in selling the components to the auto manufacturers. Additionally, another company is employed to deliver the goods. All of these organizations are part of the ________ in getting electronic component parts to the automobile manufacturers. A) distribution network B) supply chain C) marketing network D) brand management E) parity chain
Answer: B
An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? A) co-branding B) brand extension C) ingredient branding D) brand licensing E) rebranding
Answer: B
For an advertisement to be considered effective, what is the first thing it must do? A) hold consumers' interest B) gain consumers' attention C) convince consumers to change their purchasing behavior D) convince consumers to continue buying the brand E) remind consumers of the brand and their positive feelings about it
Answer: B
Laurie owns a 2002 Honda Accord, which is the third Honda vehicle that she and her husband have owned. They describe themselves as a "Honda" family and intend to purchase another Honda automobile when their daughter gets her driver's license. They know and trust Hondas. Which key concept of marketing does this illustrate? A) exchange B) branding meaning C) brand personality D) marketing concept E) product concept
Answer: B
Old Navy's "SuperModelquins" campaign features mock supermodels with celebrity-worthy stories that are featured on TV and the Web. They've been featured in a flyer patterned after a celebrity magazine, have attended high-profile events, and have a presence on Twitter. What type of influence on consumer decision making is this campaign attempting? A) psychological B) cultural C) values D) benefits E) demographic
Answer: B
Peter purchased an inexpensive necklace from a department store to give to his sweetheart, Julie, on Valentine's Day. He didn't want her to know that he did not spend very much for the jewelry, so he put it in a box he had from an upscale jewelry store that sells only expensive items. When Julie unwrapped her gift, she was excited to see that it came from this store and absolutely loved the necklace Peter gave her. Which key concept of marketing does this illustrate? A) exchange B) branding C) situation analysis D) marketing concept E) distribution
Answer: B
Procter & Gamble encourages a few teenagers to discuss its new products in chat rooms and to send product-related messages to friends via instant messenger and e-mail. P&G has found this to be an effective means of getting the message about a new product out among this age group. P&G is using ________. A) mass communication B) buzz marketing C) internal marketing D) one-way communication E) permission marketing
Answer: B
The Canned Food Association of America wanted consumers to appreciate the benefits of canned foods. The group's magazine ad depicted a rather shapely robotic-looking woman who was very shiny and contrasted with the dark background in the ad. One had to look closely to learn that the ad was touting the benefits of food in cans, but research indicated that consumers did that because the unusual nature of the ad got them to look closer to determine what it was about. Which component of perception was this unusual ad attempting to accomplish? A) wants and desires B) selection and attention C) resonance D) recognition E) relevance
Answer: B
With an expected increase in ethnic diversity within the American population, marketers are most likely to place a greater emphasis on which of the following? A) geographic segmentation B) differing advertising messages C) mass marketing D) "us and them" paradigms E) tiered markets
Answer: B
You have decided to use only open-end questions on your survey. Which of the following questions would NOT be found on your survey? A) Why is voting important to you? B) How many cars does your family own? C) What is your best childhood memory? D) Where did you spend your last vacation? E) What are the most important qualities in a friend?
Answer: B
An ad for CLR bathroom cleaner shows soap scum and grime on a shower wall. The ad demonstrates how one spray is all it takes for CLR to restore everything to a shiny, clean luster. Which component of persuasion is most clearly demonstrated in this ad? A) attitude B) argument C) involvement D) loyalty E) trial
Answer: B a cognitive strategy that uses logic, reason, and proof to build convictions
The advertising that launched General Motors' OnStar GPS system used a Batman theme. Looking at the commercial in terms of signs and symbols, it is possible to discover the obvious and hidden meanings of the message. For instance, the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had. This is an example of ________. A) consumer insight research B) semiotic analysis C) aided recognition D) quantitative research E) unaided recognition
Answer: B a qualitative research method designed layers and types of meaning ex) signs and symbols
V-8, a brand of vegetable juice, wanted to determine if viewers understood the health benefit message the company was trying to convey in television commercials. V-8 conducted research in which consumers were brought to a research center to view a pilot television show in which the V-8 ad appeared. Several other ads appeared during the 30-minute television program, and after viewing the show, participants were given a survey regarding their attitudes toward all of the ads they had seen. Five different groups saw the same program and ads, except the V-8 ad was different for each group. What type of research is this? A) secondary B) concept testing C) semiotic research D) association testing E) panel
Answer: B simple statement of an idea is tried out on target audience
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback? A) the number of subscribers to Ladies' Home Journal B) the number of people who make up the target market C) the number of people who redeem the coupon D) the number of people who were exposed to the ad E) the number of people to whom Melina Kanakaredes is an appealing spokesperson
Answer: C
An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________. A) personal selling B) direct marketing C) a push strategy D) a pull strategy E) public relations
Answer: C
An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision? A) product evaluation B) situational analysis C) need recognition D) problem screening E) information search
Answer: C
Charley's Fish Fry restaurant claims it has the "best seafood in town." What type of claim does the Federal Trade Commission consider this to be? A) deceptive B) comparative C) puffery D) endorsement E) indirect
Answer: C
Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________. A) buzz marketing B) public relations C) integrated marketing communication D) word of mouth marketing E) mass communication
Answer: C
Lovely Locks, a maker of shampoos, is considering entering the cosmetics market. The company has a line of mascara and eyeliner it wants to introduce. However, first Lovely Locks must obtain approval from the ________. A) Environmental Protection Agency B) Interstate Commerce Commission C) Food and Drug Administration D) Federal Trade Commission E) Federal Communications Commission
Answer: C
Malaysia has banned many forms of tobacco advertising. However, the name Salema major cigarette manufacturercan be found in advertisements for a line of clothing sponsored by the company. Salem is using which of the following to work around the tobaccoadvertising bans? A) stealth advertising B) deceptive advertising C) indirect advertising D) unfair advertising E) imperialistic advertising
Answer: C
Puma sells its edgy designs to trendy retailers but also sells its more mainstream products in stores such as Foot Locker. Which marketing mix element does this strategy illustrate? A) product B) price C) place D) promotion E) branding
Answer: C
Some claim advertising has created a society that is obsessed with personal hygiene because consumers are bombarded with ads for products that remove our body odors, make our teeth white, make our hair shine, allow us to fit in with our peers, and make our family love us more. Which side of the social debate on advertising do believers of this statement most likely take? A) advertising mirrors social values B) advertising mimics social values C) advertising shapes social values D) advertising manipulates social values E) advertising is offensive
Answer: C
Some critics claim that advertising has a strong impact on how young women view themselves, often resulting in negative self-images. Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models. Which of the four functions of advertising does this best illustrate? A) marketing role B) economic role C) societal role D) public service role E) institutional role
Answer: C
The truth® campaign is a series of advertisements run by the American Legacy Foundation. The campaign tries to reach teenagers with antismoking messages. Which of the following is most likely the objective of this campaign? A) to encourage teens to buy products B) to change smoking legislation C) to reduce the percentage of teens who begin smoking D) to create a public service announcement E) to encourage teens to become politically active
Answer: C
There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years. A) needs B) demographics C) lifestyle D) segmenting E) life cycle
Answer: C
Which of the following is an advantage offered by co-branding? A) Manufacturers do not have to invest in creating their own brand names. B) Retailers have exclusive products that cannot be purchased from competitors. C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. D) Advertising, sales, promotion, and marketing must be carefully coordinated. E) Brand equity is stabilized.
Answer: C
Which of the following is an example of consumer-generated advertising? A) Toyota's presence in online social networks B) Nike's Nike Plus running Web site C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight
Answer: C
Which of the following is the best example of a company using green marketing? A) a company adopting a code of marketing ethics B) a company contributing a portion of revenues to a specific nonprofit organization C) a company making its products out of recycled materials D) a company making special efforts to hire a multiculturally diverse staff E) a company using the social marketing concept
Answer: C
You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use ________ to collect your data. A) ethnographic research B) observational research C) survey research D) experimental research E) projective techniques
Answer: C
Every few years, the Association of National Advertisers conducts a study on how national advertisers compensate advertising agencies that plan, develop, and execute their advertising campaigns. A national advertiser uses this data to determine how it should compensate its advertising agency. From the perspective of the national advertiser, what type of research is this? A) primary B) qualitative C) secondary D) organizational E) marketing communication
Answer: C can be obtained more quickly and at a lower cost data used to determine how a company should d compensate its ad agency
Juana looked at her September issue of O magazine and did not see anything of interest. However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The fact that the boring issue became quite interesting is most directly due to a change in Juana's ________. A) exposure B) values C) attention D) personality E) comprehension
Answer: C concentrating the mind on a though
Maria was participating in a research study in which she was asked to take pictures with her camera phone while she was shopping. After recording her trip with pictures, she was asked to explain what she was thinking or doing at the time a given photo was taken. Which qualitative research method is this? A) metaphors B) story elicitation C) photo elicitation D) photo sorts E) meaning creation
Answer: C recording with pictures qualitative research
You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research? A) exploratory B) qualitative C) experimental D) focus group E) ethnographic
Answer: C scientific research ex) price
Wal-Mart sends a trained observer to watch and interact with customers as they shop in a Wal-Mart store. This is an example of ________. A) secondary research B) survey research C) ethnographic research D) experimental research E) projective research
Answer: C studies the way people live their lives ex)observing people
A company that practices green marketing would likely be LEAST concerned about which of the following? A) recycling programs B) environmentally sustainable strategies C) social responsibility D) URL copyrights E) biodegradability
Answer: D
Barbara doesn't like to make major purchase decisions, such as choosing which car to buy. However, she had to replace the old car she owned because it was no longer reliable, so she purchased a new Honda Accord. Although her entire family assisted in the purchase transaction and the salesperson was a close family friend and practically sold the car to her at cost, she is still concerned whether she made the right decision. Barbara is suffering from ________. A) mass desire B) selective dissonance C) selective distortion D) cognitive dissonance E) selective exposure
Answer: D
Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure. However, Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads; rather, the agency hires outside experts to produce those elements of the campaign. Which type of "key player" is Bolls and Associates advertising agency using to produce the advertisements for their client? A) advertiser B) agency C) media D) supplier E) vehicle
Answer: D
Jacob has voted Republican his entire life. No matter how many times he sees a television commercial for the Democratic candidate, he is not going to process the message and be influenced by it. What is hindering Jacob's reception of the message? A) external noise B) feedback C) buzz D) internal noise E) encoding
Answer: D
John works for an advertising agency whose client wants to reach Hispanic consumers living in Florida and Texas. He decides that one ad execution is sufficient because he believes that all Hispanics are the same. John is using a(n) ________ to make his decision. A) heuristic B) shortcut C) unethical basis D) stereotype E) substantiation
Answer: D
Juan was born in Mexico but moved to the United States when he was five years old. His family is still close to relatives living in Mexico, and he lives in a neighborhood where most people speak Spanish, eat traditional Mexican dishes, wear traditional Mexican clothing, and listen to Mexican music. He remembers fondly his grandfather telling him stories of his home country's customs and heroes. All of these factors form the ________ that will influence Juan's consumer behavior. A) social class B) family C) niche D) culture E) psychographics
Answer: D
Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following is it most important for Malaya to do before administering this questionnaire to a sample of the market? A) make sure that the survey includes both open-end and closed-end questions B) decide whether to focus on primary or secondary data C) determine which type of research instrument to use D) examine the questionnaire for cultural distortions and insensitivities E) determine whether to focus on qualitative or experimental objectives
Answer: D
Nike's longtime symbol on its products and in its ads is the Nike "Swoosh," which looks like a curved checkmark. If another athletic shoemaker used that symbol on its products or in its ads, that company would most likely be guilty of ________. A) comparative advertising B) competitive infringement C) misleading advertising D) trademark infringement E) deceptive advertising
Answer: D
Scott works in the marketing department of a national insurance company. He conducted a focus group interview in which 10 consumers discussed their attitudes toward purchasing long-term disability insurance. Based on this research, Scott concluded that most people think this insurance is not necessary because they feel that they will always be able to work and would be wasting their money on such expensive insurance. Which of the following statements is true regarding this situation? A) Scott can feel confident that what he learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for this product. B) Scott should really conduct one more focus group interview with a different group of consumers before making any generalizations about the general public. C) Scott should have conducted survey research before he conducted the focus group interview. D) Scott should conduct quantitative research that further investigates insights uncovered during the focus group interview. E) Focus groups are the only type of qualitative research from which reliable conclusions can be drawn.
Answer: D
Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) experimental research D) secondary E) ethnographic research
Answer: D
Which of the following advertising situations would LEAST likely be considered "puffery"? A) Mr. Clean coming to a housewife's rescue B) instantly toned thighs and legs as a result of using the Thigh Master for only 15 minutes C) children immediately growing into attractive adults as a result of drinking milk D) a retired couple drinking a vitamin and protein shake and then going bicycling E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon
Answer: D
Which of the following would most likely be created pro bono by an advertising agency? A) an online direct-response advertisement for school supplies B) a trade advertisement for a computer components manufacturer C) an institutional advertisement designed to improve a company's image after a corporate ethics scandal D) a public service announcement designed to encourage families to regularly exercise together E) a nonprofit advertisement for a Methodist church encouraging new membership
Answer: D
Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go. Print, television, and Internet ads feature college-aged students enjoying Wholesome Soups in between classes and during study breaks. Wholesome Soups' new marketing campaign is most likely aimed at which of the following? A) Baby Boomers B) the Me Generation C) Gen Xers D) Echo Boomers E) Generation Jones
Answer: D My age group
Lauren is very particular about her coffee in the morning, using bottled water because the tap water in her community smells like chlorine and makes her coffee taste funny. She saw an ad for a coffeemaker that filters out impurities from the water used to make the coffee. The ad had the headline, "Come on, this is your coffee we're talking about!" When Lauren saw that, she exclaimed, "Yes!" because she could identify with it on a personal level. This is an example of which type of emotional driver? A) bandwagon appeal B) motivation C) comprehension D) resonance E) need
Answer: D a message that rings true because the consumer can connect with it on a personal level
Sam is a brand manager for a manufacturer of consumer package goods. Part of his job entails launching new products into the marketplace. Before he launches a new product, however, Sam's department conducts extensive research to identify the needs and wants of the customer, rather than finding ways to sell products that may or may not meet customers' needs. Which key concept of marketing is Sam implementing? A) exchange B) branding C) added value D) marketing concept E) product concept
Answer: D before launching new product must conduct extensive research to identify needs and wants of consumer
Mary will not purchase the Disney movie Lion King for her children because she heard that the word sex was airbrushed in the dust rising from an animal stampede, and she doesn't want her children to be influenced by this. While some claim to have seen it, the word cannot be seen, and if it is there at all, it is below the threshold of perception. What type of effect is this? A) selective attention B) synergistic C) subversive D) subliminal E) cognitive
Answer: D refers to messages below the threshold of normal perception so that the receiver is not consciously aware of seeing it
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________. A) word of mouth influence B) public relations C) buzz marketing D) a push strategy E) a pull strategy
Answer: E
John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two months later, John wanted to send his mother some flowers for Mother's Day and remembered the phone number from the ad. Which component of cognition is this? A) cognitive learning B) confusion C) conditioned learning D) differentiation E) recall
Answer: E
Lexus works to keep customers happy after each sale, aiming to delight the customer in order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision process? A) need recognition B) information search C) evaluation of alternatives D) purchase decision E) post-purchase evaluation
Answer: E
Recently, a class-action lawsuit was brought against McDonald's, charging that its food has contributed to the nationwide obesity epidemic. The suit was eventually dismissed, but many critics continue to point out the health dangers of typical "fast food" menu items. These critics are concerned that the fast food industry has used ________. A) high-pressure selling B) deceptive promotions C) deceptive pricing D) deceptive packaging E) harmful products
Answer: E
Recently, an adventurous millionaire successfully made a dangerous climb in the Himalayas. This gentleman really has all of his basic needs satisfied, and he claims to do the things he does for self-fulfillment and enrichment. According to Maslow's Hierarchy of Needs, which need is this man satisfying? A) physiological B) safety C) belongingness D) ego E) self-actualization
Answer: E
The Federal Trade Commission investigated a claim made in an ad for Ultra Slimfast and determined that the ad is deceptive. What's the first remedy that will be taken by the FTC? A) issue a cease-and-desist order B) fine the advertiser $10,000 for every day the ad has run C) require the advertiser to run corrective advertising D) order the advertiser to refund consumers' money E) issue a consent decree
Answer: E
Timberland employees get 40 hours paid leave each year to pursue volunteer projects. The company runs a service day that hosts projects in 25 countries, and it supports a nonprofit that brings young people into public service for a year. CEO Jeffrey Swartz sees such service as a powerful differentiator for Timberland with its current and potential customers. Timberland could be most accurately described as practicing ________. A) consumerism B) green marketing C) social marketing D) traditional marketing E) mission marketing
Answer: E
When Tylenol brand of pain relief capsules were tampered with, resulting in the death of several consumers, the manufacturer pulled all of its products from store shelves, redesigned packaging to resist tampering, and reintroduced noncapsule forms of the product. This was very expensive for Tylenol to do, but the company knew that the reputation, meaning, and value that its brand name had acquired over time held financial value. Today, Tylenol brand medications have the reputation of being high-quality products. The reputation, meaning, and value that the Tylenol brand name has acquired over time is known as ________. A) brand personality B) trademark C) brand framework D) brand relationship E) brand equity
Answer: E
While standing in line at the supermarket, Janet saw the display of candy bars. She did not think before she put a candy bar in her basket. What is the affective response driver most likely to be involved in such impulse purchases? A) resonance B) liking C) feelings D) needs E) wants
Answer: E
characteristics to report the TV-viewing habits of consumers EXCEPT which one? A) age B) size of household C) age of children D) type of TV program E) religion
Answer: E
Intel manufactures computer chips that are part of several personal computer manufacturers' finished products. Intel and the computer manufacturers realized that customers valued Intel computer chips due to their superior quality and reliability and began asking whether or not the computer they were considering purchasing contained an Intel computer chip. As a result, Intel and computer manufacturers started communicating through advertising and other promotional tools that there's "Intel Inside." This is an example of ________. A) primary branding B) secondary branding C) supply chain branding D) component branding E) ingredient branding
Answer: E acknowleding a suppliers brand as an important factor
A research study about Coca-Cola used ________, asking respondents to make a collage of images that capture their feelings about the brand. A) theater techniques B) metaphors C) secondary demographic research D) purpose-driven games E) artifact creation
Answer: E collage of images that capture feeling about the brand
6SecondABS, an abdominal workout device, runs an infomercial that lasts 30 minutes and demonstrates the benefits of the product. The infomercial claims that users of the product can reduce their waist and lose one size in a week when following the 6secondabs workout plan. Viewers can call the 1-800 number on the infomercial to purchase the product directly. To stimulate a sale immediately, the infomercial offers several incentives, such as a lower price and additional products, if consumers call in the "next 30 minutes." Which type of advertising is this? A) retail B) local C) public service D) direct response E) institutiona
D
