xxx

To be effective, marketing objectives need to be: A. realistic and attainable. B. erudite and challenging. C. philosophical and fungible. D. long-term and qualitative. E. reasonable and elaborate.

A

Unisys Corporation engaged in a multi-million dollar campaign to alter its perceptions among many of its customers that it was simply a hardware manufacturer. Unisys wants customers to see it as a services and technology provider. Unisys was: A. using a repositioning strategy. B. segmenting the market in new, more profitable ways. C. adopting a concentrated strategy. D. adopting an undifferentiated strategy. E. employing lifestyle segmentation.

A

Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac Renewal alkaline battery is reusable 25 times or more. The ad headline read, "Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline batteries: A. unique selling proposition. B. flexibility. C. inherent drama. D. tangibility. E. brand equity.

A

Volvo's strategy of emphasizing the safety of its cars in their advertising reflects a positioning strategy based on: A. benefit segmentation. B. demographic segmentation. C. psychographic segmentation. D. positioning by competitor. E. positioning by product class.

A

What is accomplished by implementing a solution incrementally? A) Decreases resistance by others to the solution B) Increases the overall or total costs C) Creates support with only a few people at a time D) Helps give people a break during implementation

A

What is exercising 20 to 30 minutes every other day and maintaining a heart rate that improves the cardiovascular system known as? A) Physiological resiliency B) Psychological resiliency C) Social resiliency D) Life balance

A

What is the natural tendency of people in resolving problems? A) Select the first reasonable solution that comes to mind B) Select the first reasonable problem that comes to mind C) Select the best solution after evaluating all the alternatives D) None of the answer choices are correct.

A

What stage of creative problem solving can training most improve? A) Preparation stage B) Incubation stage C) Illumination stage D) Verification stage E) All of the stages

A

When Calvin explained his problem to Melissa, her facial expressions and comments encouraged him to say more. She occasionally restated to make sure she understood what he was saying. Which stage of listening was Melissa exemplifying? A) Reflecting B) Probing C) Deflecting D) Advising

A

When an advertiser purchases airtime from a national network, the commercial is transmitted across the nation through the affiliate station network. This is known as _____ advertising. A. network B. scatter C. local D. spot E. up-front

A

When relevant information is available, when a clear standard exists to assess the correctness of a solution, and the problem is straightforward, which decision model should be used? A) Analytical problem solving B) Creative problem solving C) Neither the analytical nor creative problem-solving model D) Both the analytical and creative problem-solving models

A

Which best defines core self-evaluation? A) The evaluation each person has developed about himself or herself B) The evaluation of dominant personality traits that are core to a person's management skills C) The evaluation other people give to a person's most dominant personality traits D) The evaluation each person gives of himself or herself to appraise eligibility for salary increases

A

Which is the best summary of the effectiveness in time management approach? A) You accomplish what you want to accomplish with your time. B) You accomplish more by reducing wasted time. C) You accomplish more at the most productive times of the day.

A

Which is true about creative problem solving? A) It is a skill that can be taught. B) It is quick and easy to learn to become a creative problem solver. C) It is always better than analytical problem solving. D) It is something that only certain people can learn.

A

Which of the following bases for segmentation is employed when consumers are grouped according to their use of a product or service (heavy versus light)? A. Behavioristic B. Demographic C. Benefit D. Lifestyle E. Psychographic

A

Which of the following is a characteristic of advertising as a form of promotion? A. Low cost per contact B. Non-paid form of promotion C. The sponsor or advertiser is not identified D. Immediate feedback and capability to close sales E. Makes use of non-traditional media

A

Which of the following is an advantage associated with an in-house advertising agency? A. Lower advertising costs B. More highly skilled specialists C. More varied perspective on advertising problems D. Greater flexibility E. Disseminate control to outside agencies.

A

Which of the following is the amount of client money that agencies spend on media purchases and other equivalent activities? A. Billings B. Media commissions C. Retainers D. Activity fees E. Traffic compensation

A

With _____, advertising expenditures and promotional efforts are directed toward the ultimate consumer. A. promotional pull strategies B. promotional push strategies C. trade advertising D. market harvesting strategies E. non-intermediary marketing

A

_____ are messages that mention only positive product attributes or benefits. A. One-sided messages B. Two-sided messages C. Refutational appeals D. Conclusive messages E. Slice-of-life messages

A

_____ are the dimensions or attributes of a product that are used to compare different alternatives. A. Evaluative criteria B. Attribute assignments C. Dissonance motives D. Consequences E. Reinforcement criteria

A

_____ are the individuals who conceive the ideas for the ads and write the advertising message. A. Copywriters B. Art directors C. Account planners D. Account executives E. Media planners

A

_____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a communication. A. Cognitive responses B. Affective responses C. Selective impressions D. Elaborations E. Conative impressions

A

_____ are words in the leading position of a print advertisement that are likely to be read first. A. Headlines B. Body copies C. Subheads D. Layouts E. Primary copies

A

_____ assumes that learning is an associative process with an already existing relationship between a stimulus and a response. A. Classical conditioning B. Operant conditioning C. Instrumental conditioning D. Cognitive learning E. Affective modeling

A

_____ involves developing separate marketing strategies for a number of segments. A. Differentiated marketing B. Undifferentiated marketing C. Concentrated marketing D. Behavioristic segmentation E. Geographic segmentation

A

_____ is a method for allocating budgets designed to determine the investment value of the advertising appropriation. A. Payout planning B. Percent of sales method C. Competitive parity D. Arbitrary allocation E. Objective and task

A

_____ is an advertising execution technique often used for emotional appeals. It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation. A. Image advertising B. Demonstration C. Slice-of-life D. Animation E. Competitive advantage

A

_____ is an internal factor that may influence the determination of media strategy. A. The size of the media budget B. Competitive factors C. Changes in the economy D. The development of new media E. The rising costs of media

A

_____ is something unique or special a firm possesses or does that gives it an edge over its competitors. A. Brand quality B. Brand equity C. A competitive advantage D. Brand power E. A market opportunity

A

_____ refer to what the firm seeks to accomplish with its promotional program and are often stated in terms of the nature of the message to be communicated. A. Communication objectives B. Sales quotas C. Advertising platforms D. Shaping goals E. External analysis factors

A

_____ views a consumer's attitude toward a brand as possessing a number of attributes that provide the basis on which consumers form their attitudes. A. A multiattribute attitude model B. An affect referral attitude model C. Heuristics D. Stimulus-response theory E. Operant conditioning

A

______ is the part of a receiver's response that is communicated back to the sender. A. Feedback B. Noise C. Reciprocity D. Encoding E. Reception

A

A(n) ______ is a type of compensation arrangement where an agency charges a client a fixed monthly amount of money for all of its services and credits to the client any media commissions earned. A. fixed fee B. negotiated commission C. cost-plus agreement D. incentive-based compensation E. fee-commission combination

A

Better Homes & Gardens, Newsweek, and Cosmopolitan are all examples of: A. general interest consumer magazines. B. demographically-targeted magazines. C. trade publications. D. professional magazines. E. special interest business magazines.

A

Cost per thousand (CPM) is an expression of ______ for various media vehicles. A. relative cost B. absolute cost C. reach D. frequency E. mode

A

Geico's gecko, the Green Giant, and the AFLAC duck are examples of: A. visual image personalities. B. affective characters. C. selectively remembered personalities. D. high-involvement advertising appeals. E. cognitively processed characters.

A

General Foods' determination that Southerners preferred milder mustard than those in the Northeast led the company to develop a new "Southern Style Mustard." This strategy best exemplifies: A. geographic segmentation. B. lifestyle segmentation. C. concentrated marketing. D. usage segmentation. E. undifferentiated marketing.

A

Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines. A. direct B. indirect C. straight-sell D. subhead E. rational

A

If your boss said, "Managing people is like playing a game of chess," this would be an example of what? A) The creative stage of preparation B) The creative stage of incubation C) The creative stage of illumination D) The creative stage of verification

A

If your goal in life is to live a stimulating and active life, what is this an example of? A) Terminal value B) Instrumental value C) Attitudinal value D) Interpersonal need value

A

In evaluating alternatives, individuals should make sure that alternatives are judged in terms of (1) their probable effects, (2) whether individuals involved will accept the alternative, and (3) the consistency with policies of the organization. Which points are correct? A) All three points are correct. B) Points 1 and 2 are correct. C) Points 1 and 3 are correct. D) Points 2 and 3 are correct.

A

In fulfilling President Kennedy's challenge to send a man to the moon and bring him back safely by the end of the decade, which problem-solving model was probably utilized? A) Creative problem solving B) Analytical problem solving C) Neither of the above answer choices is correct.

A

In its ads, Maxwell House Coffee stresses consumers' overall emotional impression of the brand with its "Good to the last drop" slogan. Maxwell House wants consumers to purchase on the basis of this impression and not by comparing specific attributes of other brands of coffee. This is an example of a marketer using: A. the affect referral decision rule. B. intermittent stimulation. C. cognitive input/output. D. psychosocial consequences. E. non-qualitative evaluative criteria.

A

In order to get advertising time on the most popular TV shows, major television advertisers such as Coca-Cola, Ford, General Motors and State Farm must buy commercial spots during the _____ market, before the season begins. A. up-front B. continual C. scatter D. interconnected E. local

A

In terms of the alternative evaluation stage of the consumer decision-making process, how a golf cart handles, how the brakes on a bicycle work, and how well a stain remover eliminates grass stains are all examples of: A. functional consequences. B. psychosocial consequences. C. bundles of attributes. D. service assessments. E. physiological stimuli.

A

In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while creative _____ deals with how the message will be implemented or executed. A. strategy; tactics B. tactics; strategy C. mission: strategy D. tactics; vision E. vision; mission

A

Individuals who tend to prefer jobs in fields such as social work where personal interactions predominate have which cognitive style ? A) Creating cognitive style B) Knowing cognitive style C) Planning cognitive style D) None of the three cognitive styles are more likely in individuals who choose such a career.

A

Information from ads presented in the broadcast media is: A. externally paced. B. self-paced. C. internally paced. D. personally paced. E. qualitative media.

A

Inside-out planning: A. focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his or her brand, and the media form the marketer wants to use. B. is another term for zero-based communications planning. C. starts with the customer and builds backward to the brand when developing an IMC program. D. is a method of implementing DAGMAR objectives. E. is used to forecast the validity of DAGMAR objectives.

A

Instantaneous feedback on how effective a marketing communication method is will most likely be possible in: A. personal selling situations. B. radio advertising. C. television advertising. D. direct mail advertising. E. mass communication channels.

A

Jonathan is a creative director at the Peet, Williams & Greene advertising agency. He spends an hour every morning reading publications like Advertising Age, The Wall Street Journal and Brand Week to gain a better understanding of what is happening in the world of marketing and advertising. This activity can be characterized as: A. general preplanning input. B. product-specific preplanning input. C. verification research. D. brainstorming. E. problem detection research.

A

Ms. Frizzle on the "Magic School Bus" encourages her students to try, to experimentjust to see what will happen. She encourages them to be risk takers. She is trying to overcome which conceptual block? A) Noninquisitiveness B) Bias against thinking C) Compression D) Ignoring commonalities

A

National advertisers are not limited to using only network television. Advertisers can adjust their media strategies to take advantage of different geographic markets through _____ in specific market areas. A. spot advertising B. network advertising C. adjacencies D. image transfer E. interconnects

A

Negotiated commission rates for advertising agencies: A. are becoming more commonplace. B. are becoming less common. C. set a 15 percent minimum commission rate for all agency work. D. are rarely used by consumer-products advertisers. E. are designed primarily to benefit agencies.

A

Nestlé uses the slogan, "Good Food, Good Life" to stress that its products provide everything consumers need—there is no need of looking at any other brands. Nestlé uses: A. the affect referral decision rule. B. intermittent stimulation. C. cognitive input/output. D. psychosocial consequences. E. non-qualitative evaluative criteria.

A

New York Telephone uses _____ segmentation to segment consumers in terms of how much leisure telephone calling they do. It advertises on "Nick at Night" and MTV when it wishes to target the group it calls "chatterboxes." A. behavioristic B. benefit C. demographic D. geographic E. VALS

A

Offering quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices etc. are ways of: A. achieving competitive advantage. B. market segmentation. C. mass marketing. D. exploiting market opportunity. E. undifferentiated marketing.

A

One important purpose of setting specific advertising goals and objectives is to: A. provide a standard against which performance can be measured. B. put constraints on the creative department. C. have a method of determining when to delete products from the product line. D. forecast the market share level that can be attained by good advertising. E. protect all investors and debt holders.

A

One of the primary advantages of using magazines as an advertising medium is their: A. selectivity. B. low clutter level. C. limited reach and frequency. D. low absolute costs. E. long lead time.

A

One way a supermarket can make its ads seem more trustworthy is by: A. showing customers talking about the supermarket on hidden cameras. B. hiring new attractive actors and actresses who look like people wished they looked. C. using cartoon characters in humorous shopping experiences. D. using loud music or an unsettling color combination. E. advertising repetitively in short intervals.

A

Perception is an important consideration when creating attention-getting ads. Obsession and other brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived. A. the consumer's level of sensory input B. consumer personality C. the internal information search D. perception retrieval E. subliminal perception

A

Putting thoughts, ideas or information together in symbolic form is called: A. encoding. B. deciphering. C. shaping. D. flighting. E. decoding.

A

Reference groups to which one would like to belong are called _____ groups. A. aspirational B. disassociative C. evoked D. acquisitive E. integrated

A

Selective binding and ink-jet imaging make it possible for magazines to offer: A. personalized ads. B. high reach and frequency. C. reduced advertising rates. D. lower delivery costs. E. higher pass-along readership.

A

Straight-sell message executions are commonly used with _____ advertising appeals. A. informational B. emotional C. teaser D. transformational E. emotional integration

A

Stylo, a perfume manufacturing company, spends about $1,000,000 annually in order to advertise and remind its customers in the United States about its company, brand, its features, benefits, uses, and mainly to reinforce its image and attract customers to purchase its products. Which type of advertising is it making use of? A. National advertising B. Primary demand advertising C. Trade advertising D. Business-to-business advertising E. Professional advertising

A

The 80-20 rule states that: A. around 80 percent of the firm's sales comes from 20 percent of the customers. B. only 80 percent of a market can be segmented. C. market segmentation works well only 80 percent of the time. D. only about 80 percent of the people remember the firm's positioning of a product while the remaining 20 percent create their own positioning for a particular product. E. about 80 percent of corporations do not understand the actual meaning of the term "market segmentation".

A

The Blooms deodorant ad campaign that used the slogan, "Aren't you glad you use Blooms? Don't you wish everybody did?" is a good example of: A. a low fear appeal. B. an irrational appeal. C. comparative advertising. D. a refutational appeal. E. source power.

A

The Top Line is a Canadian publication targeted to high school teens. It offers Canadian advertisers _____ selectivity. A. demographic B. psychographic C. lifestyle D. affective E. behavioral

A

The _____ is a model that addresses the differences in the ways consumers respond to persuasive messages. A. elaboration likelihood model B. 5-W's model of communication C. AIDA model D. information processing model E. cognitive response model

A

The _____ is the method or medium by which communication travels from the source to the receiver. A. channel B. receiver C. feedback mechanism D. source E. decoder

A

The _____ model explains the decision-making process when a consumer buys a high-involvement product for which there is a high amount of differentiation among brands. A. standard learning B. dissonance/attribution C. low-involvement D. cognitive response E. 5-Ws

A

The _____ score indicates the percentage of the people who have heard of the endorser or the performer. A. familiarity B. attractiveness C. similarity D. one of my favorites E. Q rating

A

The ad for Tempur-Pedic's weight control mattress describes the mattress as "a perfect refuge from the cares of the day." This description indicates that the mattress maker is using _____ segmentation to define its market. A. benefit B. demographic C. geographic D. behavioristic E. SRI

A

The ad for the Bose Wave radio/CD player in Newsweek magazine has a coupon that you can use to order the radio/CD player, a toll-free number you can call to place an order, and a website to place orders. This ad is an example of _____ advertising. A. direct-response B. primary-demand C. business-to-business D. trade E. secondary demand

A

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or herself in the joys of gardening for a week and take classes with horticulturists. This is an example of _____ segmentation. A. psychographic B. demographic C. behavioristic D. usage E. geographic

A

The concave-downward function model is based on: A. the microeconomics law of diminishing returns. B. the economic law of supply and demand. C. price elasticity of demand quotients. D. the change in contribution margins as item price is changed. E. perceptual mapping results.

A

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. In case of the peripheral route to persuasion, the: A. message will be more likely received if a celebrity endorser is used. B. message should contain a lot of information. C. receiver is viewed as very actively involved in the communication process. D. quality of the message claims are more important than the spokesperson, headline, pictures, or music bed. E. sender is dealing with a high-involvement buying situation.

A

The headline reads, "Introducing new Crayola Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline. A. direct B. indirect C. straight-sell D. subhead E. rational

A

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with: A. clutter. B. limited frequency. C. long lead times. D. high costs. E. low reproduction quality.

A

The largest percentage of newspaper advertising revenue comes from: A. display advertising by advertisers. B. classified advertising. C. display advertising by national advertisers. D. freestanding inserts. E. real estate ads.

A

The model representing the stages a salesperson must take a customer through in the personal selling process is the _____ model. A. AIDA B. hierarchy of results C. diffusion rate D. innovation-adoption E. information processing

A

"Diamonds are forever," "Impossible is Nothing" and "Just do it" are all examples of: A. unique selling propositions. B. long-running advertising campaign themes. C. inherent drama appeals. D. copy platforms. E. creative blueprints.

B

"Either you do it now or never." Why is this statement useless? A) It is an inaccurate representation of reality. B) It denies any alternatives. C) It has potential for hidden agendas. D) It invalidates the other person's identity.

B

"The 4As" stands for: A. Association for Awareness of Advertising and Action. B. American Association of Advertising Agencies. C. Asian Association for Advertising Agencies. D. Advertising aimed at Americans, Africans and Asians. E. Advertising Agencies Association of America.

B

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide. The ad creator used which execution style? A. Dramatization B. Slice-of-life C. Slice-of-death D. Testimonial E. Demonstration

B

A _____ advertising organizational system has the advantages of concentrated managerial attention, rapid response to problems, and increased flexibility. A. centralized B. decentralized C. democratic D. collateral system E. functionally-incorporated

B

A _____ is a desire for something that one does not have. A. need B. want C. product D. problem E. mnemonic

B

A company that manufactures paintball equipment might prefer to advertise in specialized publications such as Paintball Sports magazine rather than general interest magazines and sports magazines such as Sports Illustrated because of: A. the broader reach of specialized publications. B. the greater audience selectivity of specialized publications. C. fewer ads and less clutter in specialized publications. D. because of the higher degree of pass-along readership. E. the creative flexibility available in specialized magazines that are not available in general-interest publications.

B

A company that wants to generate a source bolster could: A. create a rational message. B. hire a popular celebrity to serve as a spokesperson. C. use non-traditional channels. D. eliminate noise from the communication process. E. encode without consideration for the target audience's field of reference.

B

A reference group to which one does not wish to belong is a(an) _____ group. A. aspirational B. disassociative C. disconnected D. confrontational E. segregated

B

A review of a movie in Newsweek magazine or on the Good Morning America television show is an example of: A. personal selling. B. publicity/public relations. C. direct marketing. D. advertising. E. media-selling.

B

A(n) _____ doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad. A. direct source B. indirect source C. message shaper D. source mirage E. source echo

B

A(n) _____ is an individual who specializes in helping clients choose their advertising agencies. A. media specialist B. ad agency review consultant C. account representative D. brand manager E. compensation specialist

B

According to Advertising Age, experts in creative advertising don't write books or espouse theories. They see advertising as: A. an inherent drama working to offset the reality of social issues. B. an uplifting social force, as a way to inspire and entertain. C. the replacement for the 20th century salesperson. D. publicity created through unique selling propositions. E. a cultural force redefining societal needs and wants.

B

According to the _____ model, marketers may experience negative publicity if their product endorser is accused of immoral behavior. A. celebrity expertise B. meaning transfer C. celebrity popularity D. endorsement shift E. consumer-celebrity merging

B

According to the elaboration likelihood model (ELM), a receiver lacks the ability or motivation to process information under the _____ route to persuasion. A. central B. peripheral C. cognitive D. high-involvement E. affective

B

According to the low-involvement hierarchy, the consumer passes through which response sequence during the purchase decision making process? A. learn feel do B. learn do feel C. do feel learn D. feel learn do E. do learn feel

B

Ads for Oneida flatware are frequent, show a piece of Oneida flatware, the headline, "ONEIDA," and the slogan "Your table is ready" in small print. This type of ad is intended as _____ advertising. A. transformational B. reminder C. rational D. emotional integration E. favorable price

B

Ads for consumer finance companies are often aimed at people making annual salaries of $25,000 or less. Consumer finance companies are using _____ segmentation. A. geographic B. demographic C. lifestyle D. behavioristic E. personality

B

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement. A. sponsorship B. participation C. daypart D. exclusivity E. run-of-station (ROS)

B

Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose: A. radio. B. television. C. direct mail. D. magazines. E. newspapers.

B

After the professor passed back the graded test, you heard a student remark, "I didn't do well because the professor gave us tricky questions." Which locus of control does this student probably have? A) Internal locus of control B) External locus of control C) High tolerance for ambiguity D) Small locus of control

B

After the situation analysis and the development of both the marketing and creative strategy plans, it is time to develop the media plan. The first step in developing a media plan is to: A. create a media plan committee. B. set the media objectives. C. determine the reach, frequency, and coverage of all available media. D. select broad media classes. E. develop advertising campaigns.

B

Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

B

All Nippon Airways (ANA) is the largest airline in the Far East. Its ads focus on the Japanese hospitality that is offered on its planes—everything from elegant tableware to the finest Far Eastern cuisine. If comfort and fine food is important to you when you travel, then you should think of ANA next time you are booking a flight to Asia. This development of a strong, memorable identity for ANA is an example of: A. a universal selling proposition. B. image advertising. C. an animatic. D. attribute-based positioning. E. refutational appeal.

B

All nonnetwork television advertising by a national advertiser is known as _____ advertising. A. up-front B. national spot C. local D. regional E. scatter

B

Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of: A. trade advertising. B. primary-demand advertising. C. secondary-demand advertising. D. retail advertising. E. professional advertising.

B

An ad for Aricept, a prescription-only drug for patients in the early stages of Alzheimer's disease, was published in a Better Homes & Gardens magazine. Since the ad encouraged consumers to ask their doctors about this drug and whether it would help them or someone they knew, the drug company that placed the ad is using: A. trade advertising. B. a promotional pull strategy. C. a harvesting strategy. D. a consumer promotion. E. a promotional push strategy.

B

An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A. gatefold. B. bleed page. C. maximum coverage ad. D. overrun. E. total page ad.

B

An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends. Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy. A. physiological B. social C. self-actualization D. esteem E. safety

B

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as: A. a problem-solution execution. B. slice-of-death advertising. C. slice-of-life advertising. D. a response-stimuli execution. E. informational advertising.

B

An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria associated DAGMAR approach to setting objective, what is wrong with this objective? A. It is not a concrete statement of what message the airline wants to communicate. B. It does not contain a benchmark measure and statement of the degree of change sought. C. It does not specify a specific time period for accomplishing the objective. D. It does not specify a well-defined target audience. E. Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.

B

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as: A. a geographic connection. B. an interconnect. C. an adjacency. D. multiplexing. E. cable syndication.

B

An idea develops during the _____ step of the creative process. A. reality B. illumination C. verification D. originality E. immersion

B

An index number of 100 means that the: A. use of the product is proportionately greater in that segment than in one that is average. B. segment being analyzed is average. C. use of the product is proportionately fewer in that segment than in one that is average. D. probability of wasted coverage is 100 percent. E. the probability of success in this market is 100 percent.

B

As a moderating factor against the harmful effects of stress, what does social resiliency involve? A) Being able to not conform to group pressure B) Being able to develop and maintain close social relationships C) Being able to maintain control over social networks

B

As a new member of the team, you notice that team members appear to treat each other with kindness, courtesy, and honesty. They really do seem to care about each other. Members of this group will be able to cope best with which kind of stress? A) Time stress B) Encounter stress C) Situational stress D) Anticipatory stress

B

As more companies adopt the integrated marketing communications approach to their advertising and promotions, A. they are increasing their reliance on mass media advertising and paying full commissions to agencies. B. they are reducing their reliance on mass media advertising and changing their agency compensation system. C. they are likely to move totally to cost-plus compensation systems. D. incentive systems are becoming less important in compensating agencies. E. none of the above is occurring.

B

At the beginning of your team's first meeting, Betsy said, "I think it's really important that we develop a clear agenda for what we want to accomplish and then decide who is going to do what." Based on this comment, you suspect that Betsy is strongest on which dimension of cognitive style? A) Knowing B) Planning C) Creating D) Assimilating

B

Athletic shoes advertised for tennis courts, running, or for walking are using positioning based on: A. price/quality. B. use or application. C. product class. D. product user. E. cultural symbols.

B

Audience selectivity on television is possible as a result of: A. the use of brand development indexes. B. variations in program content. C. zipping and zapping. D. the use of interconnects. E. the use of network advertising.

B

Because of the perceived objectivity of the source, which of the elements of the promotional mix is usually regarded as most credible? A. Advertising B. Publicity C. Packaging D. Sales promotion E. Direct marketing

B

Bob enjoys his management professor. She hands out vague assignments and encourages him to be creative and to look at things a different way. Which best describes Bob's tolerance? A) Tolerant of familiar information B) Tolerant of distinctive or unrelated information C) Intolerant of problems that are difficult to solve D) Tolerant of contradictory information

B

Buying ad space in regional editions of national magazines: A. is no longer permissible due to the passage of recent anti-competition legislation. B. can reduce an advertiser's cost per thousand for reaching desired audiences. C. diminishes the value of pass-along readership. D. creates overlapping subscription data. E. can eradicate the problem of clutter.

B

Cal O'Hanlon, an avid skier, takes a weeklong ski vacation every winter. To help plan his vacation, O'Hanlon keeps all of the past issues of Skiing magazine he has received so he can consult them as he makes his selection of a ski resort. O'Hanlon's use of the magazines in this way demonstrates which of the following advantages of magazines as an advertising medium? A. Services B. Permanence C. Prestige D. Creative flexibility E. Geographic selectivity

B

Campbell's ads contain quick and easy recipes that can be made using Campbell's soups. This is an example of positioning by: A. product class. B. product use. C. price/quality. D. competitor. E. cultural symbol.

B

Civic organizations like Rotary Clubs, Kiwanis and Lions Clubs offer their members camaraderie and a chance to help others through donations of time and money. By being positive forces in their communities, these organizations become: A. disassociative groups. B. aspirational reference groups. C. social class referents. D. subcultural referents. E. external referents.

B

Clothing manufacturers like Calvin Klein and DKNY often employ sexy models in an attempt to attract attention to their ads. The theoretical explanation that would most support the idea that stimulating the consumer's sex drive would lead to product purchase is an application of: A. the cognitive learning theory. B. the psychoanalytic theory. C. the behavioral learning theory. D. affective modeling. E. shaping.

B

Coca-Cola's offerings of diet, cherry-flavored, vanilla-flavored, and caffeine-free versions of its product in addition to its original product reflect the company's decision to serve: A. concentrated markets. B. differentiated markets. C. a demographic segment. D. an undifferentiated market. E. geographic segmentation.

B

Commercials placed in programs that induce negative moods are: A. processed more systematically than ads placed in programs that put viewers in positive moods. B. processed less systematically than ads placed in programs that put viewers in positive moods. C. useful when the message is intended to work through a central route to persuasion. D. useful when viewers are knowledgeable and analyze an ad in detail. E. helpful in exciting the readers and viewers of the message about the product or the service.

B

Companies are willing to pay premium rates to advertise on special events such as the Olympic Games or Christmas specials because these televised events: A. attract only affluent viewers. B. create positive moods that can make viewers more responsive to commercials. C. show very few commercials. D. have low levels of advertising clutter. E. have affective appeals that are minimized by the cognitive appeal of the commercials.

B

Concentrated marketing is based around focusing marketing efforts on: A. different countries. B. one particular segment. C. mass market. D. a number of segments. E. a particular country.

B

Concerning success in life, what does research appear to suggest? A) Having a high IQ score is critical. B) Having an ability to manage emotions is critical. C) Having a competitive attitude is critical. D) Having a few strong relationships is critical.

B

Consumer behavior is defined as: A. a process of conspicuous consumption. B. the process people engage in when searching for, selecting, and using products and services they need. C. the act of physically purchasing a product. D. the act of making a final decision as to which product to purchase. E. the process product producers use to design new products.

B

Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand. A. product benefit B. personality C. product features D. unique selling proposition E. market rank

B

Counts of customer visits to a store, consumer inquiries, coupon redemption and recall of advertising are all possible forms of: A. internal communication. B. feedback. C. noise. D. message channels. E. decoding mechanisms.

B

Critics argue that printaculars: A. limit the creative flexibility of print media. B. alter the appearance and feel of a magazine and the reader's relationship to it. C. are not used enough to be considered a separate advertising category. D. result in horizontal promotional conflict among advertisers. E. hinder the evaluation of the overall benefits of a media.

B

During a brainstorming session, George remarks, "I think we are getting a little off track. Let's stay focused!" He has violated which rule? A) Evaluate the alternatives as they are being generated. B) All different types of ideas should be encouraged. C) Quality takes precedence over quantity. D) He did not violate a rule.

B

During ad breaks in TV programmes, some viewers change channels to avoid the commercials. This is known as: A. zipping. B. zapping. C. pulsing. D. time shifting. E. zooming.

B

Employees at Turner, Inc. are engaged in a debate over the merits of an individual vs. a team-based compensation program. Based on Trompenaars' dimensions of national culture, which cultural dimension does this debate most closely relate to? A) Universalism vs. particularism B) Individualism vs. collectivism C) Affective vs. neutral D) Achievement vs. ascription E) Internal vs. external

B

Florafax Wire Service allows a consumer in Alaska to go to his or her local florist and order roses to be sent to a friend in Maine. The Alaskan florist uses Florafax to order the roses from a florist in Maine who will arrange and deliver them. An ad for Florafax in a trade journal for florists offers retail florists a $4 rebate when they send 20 orders and an additional $.75 per order when they use florafax.net online sending. In its ad, Florafax is using: A. consumer-oriented sales promotion. B. trade-oriented sales promotion. C. functional inducement. D. telemarketing. E. integrated promotions.

B

Floral Management is a publication aimed at providing information to retail florists so they can manage their stores more efficiently and profitably. This is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial E. consumer-oriented

B

From the information you have, it would appear Ron exhibits which dimension of Type A behavior? A) Competitiveness B) Life imbalance C) Hostility/anger D) Impatience/urgency

B

How can the enigma of self-awareness be managed? A) Avoid information contradictory to one's self-image B) Seek information from others about one's self C) Make sure to cross the sensitive lines of others D) Challenge information inconsistent with one's self-image

B

How do gross rating points (GRPs) differ from target ratings points (TRPs)? A. TRPs are calculated using average frequency figures, and GRP is not. B. TRPs calculations do not include waste coverage, and GRPs calculations do. C. TRPs use a duplicated reach estimate, and GRPs do not. D. TRPs are used when selecting broadcast media, and GRPs are used for selecting print media. E. The two terms are synonymous.

B

If the ad is placed on two shows, the total number exposed once is ____. A. coverage B. unduplicated reach C. duplicated reach D. frequency E. program rating

B

If you assume that individuals who are experienced in launching a new product know the best marketing approach, which conceptual block are you practicing? A) Vertical thinking B) Stereotyping C) Compression D) Ignoring commonalities

B

If you believe a government policy would benefit those that are less advantaged than yourself, what view of ethics is this? A) Golden rule test B) Equal treatment test C) Cost-benefit test D) Personal gain test

B

If you believe people want to do better, to perform successfully, and to be contributors, what assumption do you make? A) Theory X assumption B) Theory Y assumption C) Theory Z assumption D) Stress-free supportive communication assumption

B

If you have missed your son's T-ball game and your daughter's soccer game the past two weeks because you have been on the road talking to clients, which behavior tendency are you most likely exhibiting? A) Competitiveness B) Life imbalance C) Hostility/anger D) Impatience/urgency

B

If your boss encourages your team to ask questions and obtain and search for data, she is trying to overcome which conceptual block? A) Bias against thinking B) Noninquisitiveness C) Separating figure from ground D) Compression

B

In a meeting, you hear Mary say, "Some things are just meant to be," and "The economic health of this country is largely beyond the control of the individual." You classify Mary as a person with an external locus of control. How would you expect her to utilize her power? A) Persuasion and expertise B) Coercive power and threats C) Her own position D) There is not enough information available to answer the question.

B

In calculating both the brand development index (BDI) and the category development index (CDI) a media planner obtains the following results: Low BDI and High CDI. What do these results imply? A. High market share; good market potential B. Low market share; good market potential C. High market share; monitor for sales decline D. Low market share; poor market potential E. High market share and not a good market to advertise

B

In terms of advertising, scheduling constant advertising without variation is referred to as: A. flighting. B. continuity. C. geographical weighting. D. circulation. E. pulsing.

B

In terms of the alternative evaluation stage of the consumer decision-making process, how you feel when you wear new shoes, how you think others like your new hair style, and how a new weight-loss plan makes you feel about yourself are all examples of: A. functional consequences. B. psychosocial consequences. C. bundles of attributes. D. service assessments. E. physiological stimuli.

B

In the _____ hierarchy, the consumer engages in passive learning and random information catching rather than active information seeking. A. standard learning B. low-involvement C. dissonance/attribution D. habit formation E. informative processing

B

In-depth interviews with consumers, focus groups, and observational studies of how consumers conduct their daily lives as consumers are all examples of: A. quantitative research techniques. B. qualitative research techniques. C. problem detection studies. D. econometric research. E. secondary internal research.

B

Interest, liking, preference, evaluation and yielding are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioral D. conative E. learning

B

Isopure positions itself as a zero-carb muscle recovery drink. Isopure is using a _____ positioning strategy. A. product class B. product attributes and benefits C. price/quality D. competitor E. cultural symbol

B

Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s. A. inherent drama B. positioning C. brand image D. unique selling proposition E. transformational advertising

B

Jackson & Morris is an advertising agency that handles each of its clients by assigning individuals from various departments to work together as a team on their accounts. The agency is using a _____ organizational system. A. departmental B. group C. matrix D. boutique E. dedicated

B

Janet reads her horoscope and calls the psychic hot line for advice every day. Which would most likely apply to Janet? A) Internal locus of control B) External locus of control C) Tolerance for ambiguity D) None of the above

B

Linn's Stamp News is a newspaper written specifically for stamp collectors and published weekly. It contains information that is interest to people who collect stamps. It is an example of a: A. trade newspaper. B. special-audience newspaper. C. demographically-oriented newspaper. D. newspaper supplement. E. regional newspaper.

B

Looking too narrowly at a problem is what type of conceptual block? A) Constancy B) Compression C) Commitment D) Complacency

B

Lower level needs such as hunger and thirst are important to marketers because these needs: A. are the hardest to satisfy. B. are an ongoing source of motivation for most consumer purchase behavior. C. provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation. D. offer marketers a basis for differentiating their products. E. are the source for most market development strategies.

B

Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU. The letters SAU stand for: A. sales and advertising units. B. standard advertising units. C. standardized aggregated utility. D. space for advertising usage. E. space for advertising unit.

B

Magazine A has a cost for a full-page ad of $10,000 and a circulation figure of 5,000,000. Of these 5,000,000 subscribers, 40 percent are tennis buffs. Magazine B has a cost for a full page of $10,000 and a circulation of 3,000,000. Of the 3,000,000 subscribers 75 percent are tennis buffs. If you sold tennis racquets and wanted to compare the cost per thousand (CPM) of these magazines, which would you choose? A. Magazine A B. Magazine B C. Magazine A would be just as effective as Magazine B D. More information is needed on audience size E. More information is needed on costs

B

Marketers of _____ often must communicate with passive, uninterested consumers who may focus more on non-message elements such as music, slogans, and jingles than on message content. A. employment services B. ketchup, mustard, margarine, and soy sauce C. personal computers D. x-ray machines, road building equipment, and walk-in refrigeration units E. business-to-business services such as advertising agencies

B

Marketers often introduce new brands into markets that are mature and saturated because of consumer's tendency towards: A. internal search. B. novelty seeking behavior. C. external search. D. brand loyalty. E. habitual choice behavior.

B

Marketers try to select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are: A. power, image, and knowledge. B. credibility, attractiveness, and power. C. knowledge, fee, and recognizability. D. consistency, credibility, and continuity. E. credibility, recognizability, and individuality.

B

Marketing goals defined in terms of sales, profits or market share increases are: A. situational response objectives. B. usually not appropriate for promotional objectives. C. integrated marketing communications objectives. D. relationship marketing objectives. E. communication objectives.

B

Marketing research firms: A. seldom conduct qualitative research for ad agencies. B. are one of the most widely used types of collateral service organizations. C. are actually classified as data warehouses because of their relations with ad agencies. D. are not typically used by ad agencies. E. can gather only subjective information.

B

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. "Freshness" is the message the ad is supposed to deliver. When Rick and Beth Minton saw the ad, Rick said to Beth, "That ad is simply showing people being rewarded for being rude and boorish. How could any company think that sort of ad would appeal to decent people?" Rick's comment about the ad source represents a: A. negative ad execution thought. B. source derogation. C. support argument. D. counter argument. E. positive execution thought.

B

Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E cable channel, which reaches a highly educated and upscale audience. This is an example of how _____ is possible through television. A. affiliation B. selectivity C. ubiquity D. creativity E. flexibility

B

More companies buy advertising _____ than in any other medium. A. in newspapers B. in magazines C. on cable television D. on radio E. on network television

B

Mountain Dew often sponsors live radio broadcasts at beaches, sporting events, and festivals in which it sets up booths for sampling and giveaways. On which advantage offered by radio is Mountain Dew capitalizing? A. Low relative costs B. Integrated marketing opportunities C. Mental imagery D. Geographic selectivity E. Flexibility

B

Ned is planning to buy a new computer. He studied the contents of an ad describing the superiority of Dell computers and scrutinized how the advertising message argued in favor of Dell's superiority. According to the Elaboration Likelihood Model (ELM), Ned is engaging in what type of message processing? A. Support arguing B. Central processing C. Peripheral processing D. Source bolstering E. Comparative analysis

B

Newspapers generally offer more _____ than any other medium except for direct mail. A. demographic selectivity B. geographic selectivity C. color advertising D. permanence E. creative options

B

Nobody seems to know what their role is and what they are supposed to do in one of your divisions. Two people have applied for the job as manager of this struggling division. They are equal in experience and knowledge; however, Robert has been classified as external and Susan has been classified as an internal. Who should you hire? A) You should hire Susan. B) You should hire Robert. C) You should continue your job search outside the division, as neither Susan nor Robert are qualified for the job. D) These classifications do not help in selecting the right candidate for this job.

B

Novell makes security systems for computer networks. Recognizing user fingerprints is of its offerings. An ad for Novell products shows a thumb with the words "Access Granted" painted on it. The blue background behind the thumb extends to the very edge of the page. This ad is an example of a(n): A. gatefold. B. bleed page. C. maximum coverage ad. D. overrun. E. total page ad.

B

One of the primary advantages inherent in the use of publicity is its: A. ability to be personalized. B. credibility. C. negligible variable costs. D. tangibility. E. ability to be closely controlled and monitored by the organization that is being publicized.

B

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an): A. comparison. B. endorsement. C. demonstration. D. straight sell. E. slice-of-life.

B

Psychographic studies are used by advertising agencies to: A. identify age, educational level, and ethnic background of the target audience. B. provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message. C. determine how to allocate the advertising budget. D. understand specific consumption problems consumers encounter with various products and services. E. determine the problems encountered by the customers while using a product.

B

Research has found managers are least likely to listen to which of the following? A) Another manager B) Family members C) Subordinates that report to managers D) People in other companies

B

Research on the elaboration likelihood model (ELM) has shown that: A. celebrities are effective peripheral cues in a high-involvement situation. B. celebrities are effective peripheral cues in a low-involvement situation. C. the quality of message arguments is likely to be very important in a low-involvement situation. D. the quality of the message claims is always less likely to be persuasive than the status of the celebrity endorser. E. peripheral cues are more important than detailed messages in high-involvement situations.

B

Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand. A. product rank B. personality C. product features D. unique selling proposition E. market rank

B

Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as: A. consumer-oriented sales promotion. B. trade-oriented sales promotion. C. functional inducement. D. direct marketing. E. integrated promotions.

B

Sales-oriented objectives are appropriate for: A. all Internet marketing. B. retail advertising promoting a sale or special event. C. products that have been introduced in a highly volatile market. D. any advertising campaign aimed at maintaining brand awareness. E. creating favorable attitudes and images for a brand or a product before purchase could occur.

B

Sam Crenshaw looked at realty ads in local newspaper and in the listings magazine he found at a local restaurant, asked his friends, and called the local Chamber of Commerce before purchasing a home site in Lincoln. These activities are examples of: A. internal information search. B. external information search. C. post purchase evaluation. D. problem clarification. E. evoked set manipulation.

B

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another. This is an example of _____ advertising. A. reminder B. teaser C. transformational D. favorable price appeal E. news appeal

B

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it: A. has such a low absolute cost. B. has the ability to reach large audiences in a relatively cost-efficient manner. C. has a high level of geographic selectivity. D. is very easy to develop creative television advertising. E. has no impact on the image of a brand.

B

Terms such as new advertising, orchestration, and seamless communication have been used to describe: A. the marketing mix. B. integrated marketing communications. C. the promotion mix. D. relationship marketing. E. the 4 A's.

B

The Florida Orange Juice Commission's advertising campaign based around the slogan, "It's not just for breakfast anymore," reflected positioning by: A. product user. B. use or application. C. product class. D. competitor. E. cultural symbol.

B

The New York Times and USA Today are examples of _____ newspapers. A. weekly B. national C. regional D. special-audience E. weekday

B

The _____ is used as the central theme of the advertising campaign and translated into attention-getting, distinctive, and memorable messages. A. animatic B. big idea C. brand name D. logo E. copy platform

B

The audio portion of a commercial is often presented through the use of a(n): A. layout. B. voice-over. C. illustration. D. headline. E. jingle.

B

The elaboration likelihood model (ELM) indicates that the willingness to process an ad is a function of two elements. They are the _____ to process the message. A. encoding and decoding abilities B. motivation and ability C. knowledge and technical skills D. attitude and linguistics skills E. verbal and nonverbal skills

B

The evaluation and follow-up stage of media planning: A. is the easiest stage for the media planner. B. is an imperative if an organization is to evaluate its performance. C. is unnecessary in most situations due to problems with comparing media vehicles. D. is typically done most efficiently with computers. E. must be difficult to administer.

B

The fact that some consumers want pure bottled water while some want flavored bottle water and still others want bottled water with added minerals provides an opportunity for _____ segmentation in the bottled water market. A. behavioristic B. benefit C. geographic D. psychographic E. demographic

B

The field of experience of the receiver most heavily influences which component of the communications process? A. Encoding B. Decoding C. Message D. Channel E. Noise

B

The marketing mix variable that deals with what a consumer must give up to purchase a product or service is: A. product. B. price. C. promotion. D. distribution. E. production.

B

The repeated use of the "Got milk" slogan by America's Dairy and Milk Processors in their ads can most readily be justified by the _____ hierarchy. A. standard learning B. low-involvement C. dissonance/attribution D. habit formation E. informative processing

B

The role of the advertising department in a company using a decentralized product management system is to: A. plan and coordinate the advertising campaign. B. provide advertising and promotion related support to the brand managers. C. conduct marketing research based on the problems identified during segmentation. D. develop sales programs that would be effective against the target market. E. check manufacturing of the products according to the demand in the market.

B

The share of a television audience indicates the: A. percentage of the defined target market that is exposed to a message at least once during the relevant time period. B. percentage of households using TV tuned to a particular program in a specified time period. C. average number of exposures to a message received by each member of the target market. D. percentage of all households using television during a specific time period. E. number of people who responded to a televised direct-response ad.

B

The sole source of network television and local audience information is: A. Arbitron Co. B. A. C. Nielsen Co. C. RADAR. D. Smart-TV. E. Burke Research.

B

The source characteristic of attractiveness encompasses: A. power, expertise, and recognizability. B. similarity, likeability, and familiarity. C. comfort, recognizability, and beauty. D. beauty, familiarity, and recognizability. E. expertise, familiarity, and comfort.

B

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used? A. Unique selling proposition B. Image advertising C. Inherent drama D. Attribute-based positioning E. Refutational appeal

B

When can a high credibility source be less effective than a moderately credible source? A. When a receiver has an unfavorable initial attitude or position on the issue. B. When a receiver has a favorable initial attitude or position on the issue. C. When the source is arguing for a position that is not in line with his or her own best interest. D. When the high credibility source is a celebrity. E. High credibility sources are always more effective than low credibility sources.

B

When developing a communications plan, the process should begin with: A. determining who will be the source of the communications. B. the identification and analysis of receivers in the target audience. C. deciding what feedback level is acceptable. D. determining what media to use. E. ascertaining the type of feedback that will be accepted.

B

When the individual voted off of The Survivor, a reality series, appears on David Letterman as a guest to discuss the series and his or her role in the series, it is an example of _____ for the CBS television show. A. advertising B. publicity C. sales promotion D. personal selling E. direct marketing

B

When trying to attain maximum coverage of the entire U.S. market, which form of advertising would be most effective? A. Transit B. Television C. Newspaper D. Outdoor E. Magazine

B

Which group has a lower level of job strain? A) People in lower-level positions B) People in higher-level positions C) Neither people in low- nor high-level positions; it depends on one's age and health status D) People without managers to evaluate their work

B

Which is the best summary of the efficiency in time management approach? A) You accomplish what you want to accomplish with your time. B) You accomplish more by reducing wasted time. C) You accomplish more at the most productive times of the day.

B

Which is the most appropriate approach to creativity when incremental changes and tightening up processes are necessary? A) Imagination B) Improvement C) Investment D) Incubation

B

Which of the following departments of the full-service agency, analyzes, selects, and contracts for space or time in the media that will be used to deliver the client's advertising message? A. Research department B. Media department C. Account management department D. Creative services department E. Art department

B

Which of the following is an example of a psychosocial consequence? A. The taste of a soft drink. B. The feeling of prestige associated with wearing a Rolex watch. C. The acceleration of an automobile. D. The processing speed of a personal computer. E. The firmness of a mattress.

B

Which of the following is not one of the problems associated with electronic communication? A) People are bombarded with an overabundance of information, often poorly presented, so they are less willing to consume all the messages aimed at them. B) Interpersonal relationships have been significantly enhanced by using electronic communication methods. C) People do not place all the rapid-fire messages in context, so much of the information lacks significance or meaning. D) Although some relationships can be created electronically, effective interpretation and use of information still depends on the relationship the recipient has with the sender.

B

Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment? A. One that emphasizes frequency rather than reach B. One that emphasizes reach rather than frequency C. One that balances reach and frequency D. One that uses a high cost per thousand approach E. One that allows continuous communication

B

Which of the following statements about commercial length is true? A. Fifteen-second spots are the most common commercial lengths. B. Increasing media costs have resulted in advertisers preferring shorter commercials. C. Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials. D. Fifteen-second spots typically sell for about the same amount as 30-second spots. E. Most 15 second commercials are being converted to 5 second commercials known as split commercials.

B

Which of the following statements about radio as an advertising medium is true? A. Almost 50 percent of all radio revenue comes from network advertising. B. Radio has evolved into primarily a local advertising medium. C. Radio advertising revenue has been steadily declining for the last 20 years. D. One of the main weaknesses of radio as an advertising medium is the high production costs. E. The high costs of radio advertising result in lower reach and frequency.

B

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true? A. The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same. B. Special-interest magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. C. Magazines generate most of their total revenue from advertising. D. Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising. E. Both newspapers and magazines are generally considered low-involvement media.

B

Which of the following statements accurately describe how mass communication differs from personal communication? A. To reach a large audience, interpersonal communication is faster. B. Interpersonal communication messages are more easily adapted to the receiver. C. Mass communication has a greater ability to attract attention. D. Cost per individual reached tends to be higher with mass communication. E. Feedback tends to be more accurate with mass communication

B

Which of the following statements concerning advertising on cable television is true? A. Cable time can only be purchased on a national level. B. Cable time can be purchased on a national, regional, or local level. C. Spot cable advertising revenues have decreased dramatically over the past five years. D. Local cable systems provide advertisers with a great deal of research information on demographics, lifestyles, and viewership patterns. E. The initial popularity of cable television has passed, and network television is once again the more popular medium.

B

Which of the following statements describes an advantage inherent in the flighting method of schedule advertising? A. With flighting, there is no danger of wearout. B. Flighting creates cost efficiency by using advertising only during purchasing periods. C. Flighting helps in continuous advertising that helps people remember the message all the time. D. Forgetting is virtually eliminated by alternating periods of high and low advertising weight. E. Flighting serves as a constant reminder to the consumer.

B

Which of the following statements is true about advertising reach? A. Reach refers to the number of times a viewer is exposed to the ad. B. Reach of a media vehicle can be defined as the "opportunities to see" an ad. C. The total number of persons exposed once to a vehicle is referred to as reach saturation. D. Overlap that results from multiple exposures is referred to as wasted reach. E. It is easy to determine what level of reach will be required to achieve various levels of awareness in a target audience.

B

Which of the following statements is true about the use of ad campaigns based on humorous commercials? A. Humorous commercials never become boring. B. Low involvement products are more suitable for humor advertising. C. Research evidence proves humor does not wear out as fast as other types of advertising appeals. D. All well-designed commercial are immune to commercial wearout. E. Humorous advertisements could be made for all kinds of products, services, and audiences.

B

Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising? A. Unlike television ads, magazine ads are intrusive and not easy to ignore. B. Because they are interested in the content and ads provide additional information relevant to the issue or topic area. C. There are not many ads in most magazines, so they do not bother consumers. D. Because more creative options are available for magazines than for television advertising, that is, magazine ads are more interesting. E. Magazine advertising does not provide the psychographic or demographic selectivity that the television does.

B

Which of the following statements supports the reason why a marketer might want to emphasize creativity in the development of an advertising campaign? A. Creative advertisements that are creative for the sake of being creative often fail to produce sales. B. Creative advertising can break through the clutter and make an impression on buyers. C. Creative advertising cannot create positive feelings that transfer to the product or service. D. Creative advertising is effective even if it is irrelevant to the target audience. E. Creative advertising helps in winning awards that leads to increase in sales.

B

Which of the following would constitute a positioning strategy focusing on the competitor? A. BMW—"The Ultimate Driving Machine" B. Red Roof Inns—"Equal Value at a Lower Price" C. Oneida flatware—"Your Table Is Ready" D. Coca-Cola—"The Real Thing" E. Broilmaster grill—"The Most Durable Grill Known to Man"

B

Which of the following would most likely result in waste coverage? A. An ad for custom-build concession food trailers appearing in Amusement Business, a trade journal. B. A business-to-business ad appearing in a general fashion magazine. C. A Mountain Dew commercial appearing on MTV. D. A Reebok commercial during the NCAA basketball playoffs. E. An ad for a solvent to clean rifles in Guns magazine.

B

Why do advertisers use the image transfer process in radio advertising? A. To take advantage of vivid musical messages to create images in the mind of radio listeners. B. To reinforce its video messages. C. To transfer the image created by a radio commercial to the point-of-purchase. D. To transfer the image of celebrities to the advertised brand. E. To create brand loyalty through the use of multisensory messages.

B

With ____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it. A. participations B. sponsorships C. adjacencies D. syndications E. countertrades

B

You added an extra $100 to your expense statement and Sara added an extra $1000 to her expense statement. If you believe both of you are equally wrong (this does violate company policy), what is your level of values maturity? A) First level of maturity B) Second level of maturity C) Third level of maturity

B

_____ is a research method whereby a group of 10 to 12 consumers from the target market are led through a discussion regarding a particular topic. A. Ethnographic research B. Focus group C. Animatic D. Quantitative research E. Perceptual mapping

B

_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior. A. Maslow's hierarchy of needs B. Psychoanalytic theory C. Integration heuristics D. Multiattribute attitude theory E. Operant conditioning

B

_____ is an external factor that may influence the determination of media strategy. A. Administrative capabilities B. Competitive factors C. Size of the media budget D. How tasks are delegated with the agency E. Organization of the agency

B

_____ is an outcome of the alternative evaluation process and represents a predisposition to buy a certain brand. A. A purchase decision B. A purchase intention C. Affective behavior D. Satisfaction E. Cognitive dissonance

B

_____ is defined as one percent of all the television households in a particular area tuned to a specific program. A. A program rating B. A ratings point C. Households using television (HUT) D. Share of audience E. Brand development index

B

_____ is the immediate, direct response of the senses to stimuli like the smell of coffee, the feel of an ocean breeze, and the taste of chocolate. A. Evocation B. Sensation C. Perception D. Attitudinal adjustment E. Perception retrieval

B

_____ is the measure of the number of different audience members exposed at least once to a media vehicle. A. Frequency B. Reach C. Viewer number D. Coverage E. Exposure

B

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations. A. Network advertising B. Spot advertising C. Regional advertising D. Syndication E. Sponsorship

B

_____ segmentation is most closely related to the "80-20 rule," which states that 80 percent of a company's business comes from 20 percent of its customers. A. Geographic B. Behavioristic C. Demographic D. Psychographic E. Benefit

B

"Not only does a fairway wood have a larger sweet spot, but it reacts better to bad hits. Thin shots don't lose as much yardage as off an iron. Toe shots don't lose ..." You are lost in the discussion of golf. What type of communication is this person using? A) Rigidity B) Indifference C) Superiority-oriented

C

A(n) ______ primary function is to provide information or entertainment to its audience. A. client's B. advertising agency's C. media's D. customer's E. advertiser's

C

According to A. Jerome Jeweler, the _____ is the strongest singular thing an advertiser can say about its product or service and should be the central point in every ad. A. unique selling plan (USP) B. mission statement C. major selling idea D. brand equity statement E. competitive advantage

C

An ad for Federal Express shows a toy manufacturer the day before announcing a new action-figure soldier. The CEO is being shown a tape of the commercial for the new figure and is not amused to see the macho soldiers wearing ballerina costumes. His assistant explains that he tried to use a cheaper carrier, and the tutus were sent instead of military uniforms. Across the bottom of the screen reads the logo, "When it absolutely has to get there, use FedEx." This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit

C

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season. This means that: A. an average of 18 million households watched Grey's Anatomy. B. 18 percent of the households watching television were tuned to Grey's Anatomy. C. an average of 18 percent of the television households in the country were tuned to Grey's Anatomy. D. an average of 18 million households watched Grey's Anatomy for at least five minutes. E. 18 percent of the households in the United States watched the entire program.

C

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics? A. Preparation B. Incubation C. Verification/revision D. Illumination E. Verdict

C

Attributes of the PMI program are that (1) the interview is regular and private, (2) each meeting should last no longer than 15 minutes, and (3) both the manager and subordinate prepare an agenda for the meeting. Which of these attributes are correct? A) All three attributes are correct. B) Only attributes 1 and 2 are correct. C) Only attributes 1 and 3 are correct. D) Only attributes 2 and 3 are correct.

C

Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes. A. television B. magazines C. newspapers D. direct mail E. radio

C

Before beginning its new advertising campaign, Landmark Bank conducted a study to determine consumers' level of awareness and knowledge of the bank and its services as well as consumers' perceptions of the bank's image. This was done to: A. communicate advertising goals. B. communicate tasks. C. establish benchmark measures. D. communicate DAGMAR objectives to the audience. E. establish marketing research goals.

C

Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city. Which of the following types of advertising did it make use of? A. National advertising B. Trade advertising C. Retail advertising D. Primary-demand advertising E. Direct response advertising

C

Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on. This was an example of _____ research. A. psychographic B. demographic C. ethnographic D. perceptual E. quantitative

C

Cost per thousand (CPM) is potentially an underestimate of cost efficiency because of: A. waste frequency. B. the daily inch rate. C. nonconsideration of the total readers per copy. D. the absence of relative cost. E. not considering percentages.

C

Gatorade sports drink has defined its target market as 18-34 year old males who are active in sports. Which two bases of segmentation is Gatorade employing? A. Benefit and demographic B. Psychographic and geographic C. Demographic and psychographic D. Geographic and benefit E. Benefit and psychographic

C

Generally, companies that develop Integrated Marketing Communications (IMC) programs which do not contain specific objectives: A. will have too many benchmark measures against which the success or failure of their programs can be assessed. B. will never be successful. C. may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign since the various groups may not understand what goal they are working towards. D. will be able to save money since they won't spend too much time worrying about what they are trying to do. E. be more successful than companies that develop IMC programs with specific objectives.

C

Honda broadcasts a commercial during Law & Order, a TV program that is seen by eight million viewers. The broadcasting of this ad takes place in a(n) _____ channel of communication. A. individualized B. direct-response C. nonpersonal D. semiotic E. personal

C

Information such as product knowledge, meanings, and beliefs is combined to evaluate alternatives through: A. motive stimulation. B. subliminal perception. C. integration processes. D. cognitive dissonance. E. affective reasoning.

C

Many publications base their rates on _____ and give refunds to advertisers if the number of delivered magazines is below that quantity. A. total circulation B. primary circulation C. guaranteed circulation D. circulation verification E. rebate circulation

C

Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years. This is an example of: A. testimonial advertising execution technique. B. demonstration advertising execution technique. C. personality symbol advertising execution technique. D. slice-of-death advertising execution technique. E. imagery advertising execution technique.

C

Package design firms, market research companies, photographers, and printers are examples of: A. sales promotion agencies. B. interactive agencies. C. companies that provide collateral services. D. marketing support agencies. E. support agencies.

C

Parade and USA Weekend are examples of: A. daily newspapers. B. national newspapers. C. syndicated Sunday newspaper supplements. D. freestanding inserts. E. special-audience newspapers.

C

Patti's company recently reorganized for the second time this year. As part of the reorganization she was promoted, which has caused a significant increase in the time she spends in the office. Yesterday, she received a speeding ticket as she was racing back to the office from the mall with her Christmas gifts. What type of stressor is Patti most likely feeling? A) Time B) Encounter C) Situational D) Anticipatory

C

Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Syngenta can use _____ to develop its creative strategy for advertising this new product. A. brand image B. illumination C. unique selling proposition D. diversified promotion E. transformational advertising

C

Price, product, place and promotion together form the: A. value. B. promotional mix. C. marketing mix. D. integrated marketing communication. E. distribution channel.

C

Radio has survived as an advertising medium by: A. competing directly with television. B. evolving into a national advertising medium. C. evolving into a primarily local advertising medium. D. charging higher rates than television. E. providing visual facilities to listeners.

C

Rational and emotional advertising appeals: A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention. B. are essentially the same. C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives. D. are used together only for low-involvement products. E. can be combined only for products and not for services.

C

Sarah is a Peace Corps volunteer headed for Colombia. She has great anticipatory stress (she's never been outside of the United States before and she doesn't know any Spanish). What should she do to reduce her stress? A) Make herself familiar with the purpose of the Peace Corps B) Comfort herself with the idea that because this is a volunteer position, she can quit at any time and the Peace Corps will fly her immediately home C) Learn to say her name and "Where is the bathroom?" in Spanish D) Prioritize her career plans just in case things don't work out with the Peace Corps

C

Seasonal products such as Mother's Day cards and Valentine candy would best make use of which scheduling alternative? A. Weighted ratings B. Market share C. Flighting D. Plighting E. Continuous

C

Symbols, rhymes, association and images that assist in the learning and memory processes are known as: A. drives. B. cues. C. mnemonics. D. trigger points. E. persuaders.

C

Television advertising is used most often to communicate with: A. niche market segments. B. industrial buying centers. C. mass audiences. D. resellers. E. purchasing agents.

C

The CEO from headquarters has just arrived. You make some opening comments and she replies, "I'm glad to be here. I look forward to talking to everyone here that has made this plant number one." Looking straight at you she continues, "My time is yours to do as you see fit." She then looks at her watch. What type of communication is this an example of? A) Congruent communication B) Supportive communication C) Incongruent communication D) Disowned communication

C

The DDB Needham advertising agency receives compensation from its clients based on their sales and market share performance. This is an example of a(n) _____ compensation system. A. fixed-fee B. mediated C. value based D. cost-plus system E. fee-commission

C

The Foote, Cone & Belding grid is based on the dimensions of _____ and high- versus low-involvement. A. dissonance versus attribution B. rational versus irrational thought C. thinking versus feeling processing D. affect versus dissonance E. selective versus passive learning

C

The Hathaway Shirt Company uses most of its media budget to advertise in publications such as Esquire and The New Yorker magazines. The company thinks these magazines are very well respected and provide a favorable environment that helps enhance the image of its products. This example demonstrates which of the following advantages of magazines as an advertising medium? A. Geographic selectivity B. Creative flexibility C. Prestige D. Permanence E. Costs

C

The National Egg Coordination Committee has for years now been promoting the benefits of eggs and their importance in one's diet through its ads, which are aired in many nations. Which type of advertising is it making use of? A. National advertising B. Professional advertising C. Primary-demand advertising D. Selective-demand advertising E. Trade advertising

C

The Nielsen Station Index (NSI) refers to local television markets as: A. areas of dominant influence. B. metropolitan rating areas (MRAs). C. designated market areas (DMAs). D. local markets. E. geodemographic areas.

C

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle. This example of _____ advertising won America's heart and stomach. A. competitive advantage B. refutational C. transformational D. transactional E. rational

C

The Potato Board ran ads recognizing the perception held by many people that potatoes are fattening but then presenting information countering this belief. This is an example of: A. conclusion drawing. B. a fear appeal. C. a refutational appeal. D. a humorous appeal. E. an affective conclusion.

C

The WB assembled a group of affiliated independent television stations to which it supplied programming and other services. The WB is an example of a: A. syndicated station. B. superstation. C. television network. D. cable station. E. television station.

C

The _____ method of budgeting is being employed when expenditure is allocated by an analysis of expenditure for all aspects of producing and marketing the product. The ad budget is determined by making sure a certain amount is not exceeded. A. arbitrary allocation B. percentage of sales C. affordable D. return on investment E. competitive parity

C

The ad for Riverside Military Academy (RMA) states, "RMA sets standards that enable young men to achieve extraordinary excellence for a lifetime of accomplishments." In other words, students attending RMA will satisfy their ______ needs as defined by Maslow's hierarchy. A. physiological B. social C. self-actualization D. esteem E. safety

C

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as: A. off-network syndication. B. first-run syndication. C. barter syndication. D. sponsorship. E. participation.

C

The buying period for television advertising time that runs throughout the television season is known as the _____ market. A. up-front B. spot C. scatter D. interconnected E. local

C

The elaboration likelihood model (ELM) states that there are two basic routes to persuasion, the central route and the peripheral route. Under the central route to persuasion, a message recipient is viewed as: A. lacking the motivation to process a message. B. having a low level of involvement and relying on imagery processing. C. a very active and involved participant in the communications process. D. having low ability to attend to and comprehend a message. E. unlikely to engage in detailed cognitive processing.

C

The fact that most magazines are published for special-interest groups gives them a high degree of: A. permanence. B. flexibility. C. selectivity. D. reach. E. clutter.

C

The second stage of the IMC planning process is the: A. development of a mission statement. B. development of marketing job descriptions. C. promotional analysis. D. development of an advertising plan. E. preparation of a marketing plan.

C

The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as: A. repetition. B. the qualitative effect. C. wearout. D. commercial reactance. E. frequency overexposure.

C

The use of the gecko lizard in the Geico Direct insurance company commercials indicates a positioning strategy based on: A. price/quality. B. use or application. C. cultural symbol. D. product class. E. distribution intensity.

C

There are five steps in the creative process as designed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. They are: A. preparation, brainstorming, growth, reality check, and verification. B. immersion, testing, illumination, creation, and verification. C. immersion, digestion, incubation, illumination, and verification. D. preparation, incubation, immersion, illumination, and reality check. E. immersion, brainstorming, incubation, creation, and reality check.

C

To relieve stress, you have been told to not bottle up your anger but to let it out. A teakettle will explode if you don't let the steam out. This advice coincides with which coping strategy? A) Enactive strategy B) Proactive strategy C) Reactive strategy D) Resistance strategy

C

To respond to media fragmentation, marketers are moving away from mass marketing and engaging in: A. mass media communication. B. television advertising. C. micromarketing. D. mass production. E. relationship management.

C

Traditionally, newspaper advertising space for national advertisers has been sold by the: A. standard advertising units (SAUs). B. column inch. C. agate line. D. cost per thousand (CPM). E. page.

C

Trevor is watching a late night TV show when a low-budget commercial for a local restaurant comes on the air. He is turned off by the poor quality of the commercial and immediately tunes out the message without processing any of the information. Trevor is engaging in what type of message processing? A. Support arguing B. Central processing C. Peripheral processing D. Source bolstering E. Source blocking

C

Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioral D. motivational E. learning

C

What behavior would a manager that experiences stress typically exhibit? A) Underestimate how fast time is passing B) Consult and listen to others C) Fixate on a single approach to a problem D) Create unique solutions to problems

C

What is an example of a thinking language that is capable of breaking down the constancy block? A) Foreign language B) Observation and evaluation C) Visual imagery D) Alternative generation

C

When Harrison saw the television ad advising him to mark on his calendar when the latest of Survivor series would start, he actually did make a mental note of the starting day because he had enjoyed the previous Survivor shows. Harrison's response to the communication was an example of a: A. negative ad execution thought. B. source derogation. C. support argument. D. counterargument. E. positive execution thought.

C

When Rolls Royce attempts to capture a large market share of the $300,000 car buying market and only that market, it is an example of: A. market aggregation. B. undifferentiated marketing. C. concentrated marketing. D. market atomization. E. demographic segmentation.

C

When an individual becomes consistent in how he/she approaches problems, he/she is practicing which conceptual block? A) Commitment B) Compression C) Constancy D) Complacency

C

When higher-level executives determine the budget amounts to be allocated for each department's advertising expenditures, a _____ approach is being used. A. bottom-up B. marginal contribution C. top-down D. Delphi E. contribution forecast

C

When many frequent travelers think of Australian-based Quantas Airlines, the first thing that comes to mind is the koala bear. Because of this strong association, Quantas is receiving the benefit of positioning by: A. product class. B. use/application. C. cultural symbol. D. product attribute. E. competitor.

C

When marketers develop an advertising message, one of their primary goals is to encode the message: A. in a way that makes their message is unique to each individual who is exposed to the ad. B. so that it can only be understood by members of the target audience. C. so that it will be understood and interpreted in a similar way by most consumers. D. using nonverbal communication so as to eliminate problems with connotations and jargon. E. so that it requires effort to decode it.

C

When the client assumes the entire promotional function, it is said to operate: A. on a client management basis. B. on a creative and functional basis. C. as an in-house agency. D. as a collateral service provider. E. as a self-sufficient agency.

C

When the coverage of the media exceeds the targeted audience, this excess is referred to as: A. plusage. B. flighting. C. waste coverage. D. geographical excess. E. oversaturation.

C

When using a probing response, which type of questions work best? A) How questions B) Why questions C) What questions D) When questions

C

Which of the following is true about retail advertising? A. It is done by large companies on a nationwide basis or in most regions of the country. B. It takes the form of direct-response advertising. C. It is done to build store traffic and sales. D. It designed to stimulate demand for the general product class or entire industry. E. It is targeted to marketing channel members such as wholesalers, distributors, and retailers.

C

Which of the following statements is true about reach and frequency? A. Evidence suggests that wearout is not a result of seeing an advertisement too often. B. The central goal of media planning should be to enhance reach rather than frequency. C. Since one exposure is usually ineffective, the central goal of productive media planning should be to enhance frequency rather than reach. D. The evidence suggests that an exposure rate of one within a purchase level is an effective level. E. Many advertisers suggest that an exposure rate between 3 to 10 is ineffective as it leads to over exposure.

C

Which of the following statements is true about syndication? A. Syndicated programs are of limited value to advertisers since they reach a limited number of viewers. B. There is basically one form of syndicated programming. C. Syndication has become a major business that generates revenue comparable to the major networks. D. National advertisers rarely use syndicated programs. E. Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.

C

Which of the following statements is true about the role of top management in the advertising and promotion decision making process? A. Top management is usually involved in the day-to-day decision-making and operations of advertising and promotion. B. Top management does not provide input in the advertising and promotion process. C. Top management is usually interested in how the advertising program represents the organization. D. Top management is only interested in the amount of money that must be allocated to advertising and promotion. E. Top management is more interested in tactical planning than strategic planning.

C

Which of the following statements is true about the use of corporate leaders as advertising spokespersons? A. Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service. B. Only major Fortune 500 type companies use corporate leaders as spokespersons. C. The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual. D. Corporate spokespersons are ineffective for consumer products. E. Corporate spokespersons improve the message source image but have no effect on its trustworthiness.

C

Which of the following statements is true about the use of teaser advertising? A. They cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. B. They do not work well because consumers really do not pay much attention to advertising. C. They can be effective but marketers must be careful not to use them too long. D. They usually offend consumers. E. They have the objective of building brand awareness by keeping the brand name in front of the customers.

C

Which statement is accurate concerning the abilities listed in the author's definition of emotional intelligence and the list provided below? 1. ability to diagnose and recognize emotions 2. ability to control emotions 3. ability to lead a team 4. ability to manage with self-confidence A) All abilities above are included in the author's definition. B) Abilities 1 and 3 are included in the author's definition. C) Abilities 1 and 2 are included in the author's definition. D) Abilities 1 and 4 are included in the author's definition. E) None of the abilities are included in the author's definition.

C

Which television daypart has the highest rates and is dominated by national advertisers? A. Morning B. Early fringe C. Prime time D. Late news E. Late fringe

C

Which type of creativity emphasizes developmental and deliberate responses to problems? A) Imagination B) Investment C) Incubation

C

Which type of creativity focuses on fast, competitive responses to problems? A) Imagination B) Improvement C) Investment D) Incubation

C

While purchasing advertising space in magazines, media planners will focus primarily on the: A. lead time for placing ads. B. absolute costs. C. cost of the advertising space relative to the size and composition of the audience reached. D. preproduction and production costs. E. circulation of the publication.

C

You are a manager of a team of 50 professionals. One particular professional persists in accusing you of having your priorities out of order. Since the planning activity you do often is not urgent, this particular professional tries to undermine the activity. What would be best for you to do? A) Meet the professional at the door each time you see him coming B) Move the professional to another team so you don't have to manage him C) Clarify your core principles and make them public D) Hold meetings with him only at the end of the day

C

You are driving down the freeway and as you change lanes, the person behind you honks and shakes her fist. She then pulls up next to you and mouths words that cause you to wonder why she is talking about a "puck." The other driver exhibits which behavioral tendencies? A) Competitiveness B) Life imbalance C) Hostility/anger D) Impatience/urgency

C

You asked your boss when you might receive a raise. He responded by telling you how interesting the travel channel is after 10:00 p.m. What should your response probably be? A) An elaboration probe B) A clarification probe C) A repetition probe D) A reflective probe E) An advising response

C

You have a problem that is both complex and very ambiguous. In looking for a creative solution, what would be best for you to do? A) Think simply about generating alternatives. B) Clearly define the problem. C) Consider multiple approaches to creativity. D) Assign one person to work alone and solve the problem.

C

You have a problem that is both complex and very ambiguous. In looking for a creative solution, who should you talk to? A) A person who has a Ph.D. in a topic that is related to the problem B) A person who has many years of experience in dealing with similar problems C) A person who has neither the knowledge nor the experience of this particular problem and who employs logic that seems unorganized D) Both the person with the Ph.D. and the person with many years of experience

C

You have a tendency to finish your brother's sentences. This annoys him but it makes you happy. You are practicing what type of communication? A) Respectful B) Problem-oriented C) Invalidating D) Evaluative E) Validating

C

You have just given a report to your boss. He says, "You have a good idea, but I'm afraid headquarters will think it is a little radical." What type of communication is this an example of? A) Supportive B) Owned C) Disowned D) Disjunctive

C

You have just practiced descriptive communication to modify some problematic behavior. Your subordinate replies, "I have an excuse ... it is not my fault." What should you do? A) Point out (without causing defensiveness) to your subordinate that it really doesn't matter if it is his/her fault; the problem still exists B) Keep trying to describe the problematic behavior until the subordinate understands C) Refocus the communication away from blame or fault toward counseling D) None of the above

C

You have noticed since your discussion with Mary about her performance in the team that she seems withdrawn and not very motivated. What should you suspect about your communication? A) It was very supportive. B) It caused some defensiveness in Mary. C) It caused some disconfirmation in Mary. D) It caused both some defensiveness and disconfirmation in Mary.

C

Your boss remarks to you that "decision making is concerned with the discovery and selection of satisfactory alternatives." What would be the best response to your boss? A) "No, I believe decision making is concerned with proper problem definition." B) "No, I believe decision making is concerned with the generation of alternatives." C) "No, I believe decision making is concerned with the discovery and selection of optimal alternatives." D) "Yes, I agree."

C

____ is a term used to describe a message receiver's feelings of favorability or unfavorability toward an advertisement. A. Brand attitude B. Purchase intent C. Attitude toward the ad D. Counterargument E. Source derogation

C

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers. A. Networks B. Interconnects C. Superstations D. Affiliates E. Cable operators

C

_____ are planned marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion etc. A. Distributive touch points B. Public relations C. Company created touch points D. Intrinsic touch points E. Extrinsic touch points

C

_____ are plans of action designed to obtain specific media objectives. A. Sweeps periods B. Programs ratings C. Media strategies D. Media vehicles E. Recency planning

C

_____ consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by consumers. A. Marketing mix B. Promotional mix C. Brand identity D. Positioning E. Product symbolism

C

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places. A. Primary readership B. Guaranteed readership C. Pass-along readership D. Total readership E. A place-based medium

C

_____ generally occurs during the first stage in the consumer decision making process. A. Internal search B. External search C. Problem recognition D. Alternative evaluation E. Post-purchase evaluation

C

_____ has been described as one of the "new-generation" marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stakeholders. A. Marketing Mix B. Promotion C. Integrated Marketing Communications D. Mass media advertising E. Mass marketing

C

_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands. A. Strategic marketing plan B. Integrated marketing communications plan C. Situation analysis D. Opportunity analysis E. Competitive plan

C

_____ is a process that involves conducting research and gathering all information about a client's product or service, brand, and members of the target audience. A. Incubation B. Germination C. Account planning D. Creative research E. Account seeding

C

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems that is reflected in new and improved solutions to those problems. A. Uniqueness B. Dramatization C. Creativity D. Proficiency E. Personification

C

_____ is a state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision. A. Post-purchase evaluation B. Self-serving bias C. Cognitive dissonance D. Conditioned anxiety E. Affective response

C

_____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. A. Advertising B. Sales promotion C. Direct marketing D. Publicity E. Public relations

C

_____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units. A. The column inch B. The flat rate system C. Standard advertising units D. The portfolio inch E. Agate lines

C

_____ is a technique to probe into the mind of a customer in which an individual is asked to respond to the first thing that comes to his mind when he or she is given a word or a picture. A. In-depth interview B. Delphi technique C. Association tests D. Focus groups E. Evoked set

C

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads. A. Advertising B. Buzz marketing C. Telemarketing D. Direct response marketing E. Door-to-door selling

C

_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified. A. Demonstration B. Testimonial C. Personality symbol D. Fantasy E. Slice-of-life

C

_____ is advertising that, either directly or indirectly, names competitors and compares the brands on one or more attributes. A. One-sided advertising B. Two-sided advertising C. Comparative advertising D. Verbal appeals E. Refutation

C

_____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad. A. Slice-of-life B. Animation C. Dramatization D. Testimonial E. Imagery

C

_____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial. A. Jingle B. Voice-over C. Needledrop D. Stock photo E. Beat music

C

_____ is any unplanned distortion or interference in the communication process. A. Semiotics B. Selective perception C. Noise D. Feedback E. Blocking

C

_____ is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. A. Source attractiveness B. Source popularity C. Source credibility D. Source power E. Source identification

C

_____ is the intangible asset of added value or goodwill that results from the favorable image, impressions, differentiation, and/or strength of a consumer's attachment to a company's name or trademark. A. Product affiliation B. Product symbolism C. Brand equity D. Brand symbolism E. Trademark recognition

C

_____ is the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. A. Marketing B. Exchange C. Consumer behavior D. Conspicuous consumption E. Learning

C

_____ is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. A. Information search B. Problem solving C. Perception D. Motivation E. Integration

C

_____ perform specialized functions that the various participants in integrated marketing communication process use in planning and executing advertising and other promotional functions. A. Media services B. Compensation services C. Collateral services D. Traffic services E. In-house agencies

C

"Commercial-free" blocks of music are a disadvantage for advertisers because: A. there is a restriction on the length of commercials. B. these programs attract a high number of listeners. C. contextual ads cannot be easily aired during music programming. D. they are followed by long segments of commercials that listeners can easily skip. E. there is greater competition for ad space during these programmes.

D

A _____ is a group of contemporaries, all born during the same period, having shared interests and attitudes. A. social class B. culture C. subculture D. generation E. reference group

D

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's: A. headline. B. subheads. C. body copy. D. layout. E. illustration.

D

A dental hygienist in an ad for toothpaste is quoted as saying, "If patients could see what I see, they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque, gingivitis, and cavities, and her statement implies other brands do a poorer job than Colgate Total at preventing dental problems, Colgate is using a(n) _____ appeal. A. comparative B. irrational C. humor D. fear E. nonverbal

D

A major argument put forth by defenders of the commission system is that a commission: A. keeps the agencies from placing advertising in expensive media. B. ties agency compensation to the inflation in media costs. C. is very complex to administer. D. is simple and keeps the emphasis in agency compensation on non-price factors. E. encourages agencies to use noncommissionable media such as direct mail.

D

A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1 million dollars of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by: A. arbitrary allocation method. B. the objective and task method. C. competitive parity method. D. an S-shaped response function. E. rapidly diminishing returns.

D

A marketing plan usually includes: A. a corporate mission statement. B. job descriptions and job specifications. C. a media schedule. D. a detailed situation analysis. E. sales and market forecasts.

D

A media selection problem whereby the coverage of the media vehicle goes beyond the scope of the target audience is known as: A. rate differentials. B. pass-along audience problems. C. excess frequency. D. waste coverage. E. weighted exposure.

D

A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal. A. one-sided B. functional C. emotional D. refutational E. slice-of-life

D

A slice-of-life commercial that shows an average head of household having great difficulty filing his federal income tax is designed to utilize which source characteristic? A. Power B. Compliance C. Expertise D. Similarity E. Attractiveness

D

According to the S-shaped response curve, A. the effects of advertising quickly begin to diminish. B. the carryover effect is especially true for low-priced, frequently purchased consumer products. C. sales decrease rapidly if the price is too high. D. initial outlays of the advertising budget have little impact on sales. E. sales are not directly related to the size of the advertising budget.

D

According to the _____ hierarchy, advertisers of products like light bulbs, ketchup, computer paper, nail clippers, and other items bought without a lot of thought need to use a heavy repetition strategy. A. individual response B. standard learning C. dissonance-attribution D. low-involvement E. high involvement

D

According to the definition of emotional intelligence adopted by the textbook authors, how many abilities are involved with emotional intelligence? A) 1 B) 2 C) 3 D) 4 E) 5

D

According to the dissonance/attribution model, the consumer passes through which of the following response sequences during the decision making process? A. learn feel do B. learn do feel C. feel learn do D. do feel learn E. do learn feel

D

According to those who believe in subliminal advertising, effective symbols, such as skulls and cross bones, phallic symbols and words such as "sex", are embedded in the ads. The use of these symbols to stimulate consumers' motives would receive support from _____ theory. A. cognitive B. reinforcement C. behavioral learning D. psychoanalytical E. operant learning

D

According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n): A. unique selling theme. B. epiphany. C. revelation. D. big idea. E. illumination.

D

Account planning has become a very important and demanding function in many agencies because: A. public relations has replaced advertising to achieve global integrated marketing communications. B. budgeting services have reduced the redundancy associated with on-task account planning. C. marketing research has expanded the creative capacity of ad agencies. D. of the increase in the number of marketing communication channels and ways of contacting consumers. E. of the reducing roles of account executives.

D

Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Through the use of IMC, Arm & Hammer is hoping to create _____ for its new product. A. a marketing plan B. competition C. mass customization D. brand identity E. market segments

D

As manager, you have decided to enforce a new policy restricting dating in the office. You are comfortable with the policy and have decided that the policy will affect you also. Which ethical test did you most likely employ? A) Personal gain test B) Equal treatment test C) Cost-benefit test D) Golden rule test

D

As you are watching television, have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create: A. selective attention. B. selective exposure. C. selective comprehension. D. selective retention. E. subliminal perception.

D

Astrid Furniture designs and sells bedroom furniture for people who are over six-feet tall which is a relatively small target market. Astrid is employing which targeting strategy? A. Differentiated marketing B. Synchro marketing C. Undifferentiated marketing D. Concentrated marketing E. Mass marketing

D

Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an example of a(n): A. action page. B. gatefold. C. multisensory ad. D. printacular. E. run-of-page ad.

D

Commercials for Planter's nuts describe the nuts as a delicious snack food for everyone. The commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts. In these commercials, the source of the advertising message is: A. Mr. Peanut, the company's visual image personality. B. the television networks on which the ads run. C. the specific television shows in which the ads are seen. D. Planter's peanuts company. E. people who talk about how humorous the commercials are.

D

Direct-response advertisers generally set objectives and measure success in terms of: A. brand awareness. B. brand attitudes. C. purchase intentions. D. sales response generated by an ad. E. brand equity.

D

Directing a company's efforts towards one or more groups of customers who share common needs is known as: A. target marketing. B. competitive advantage. C. positioning. D. market segmentation. E. branding.

D

Donna gets impatient during long commercial breaks, so she often records shows and fast-forwards through the commercials when she watches them. Donna engages in: A. pulsing. B. zooming. C. encoding. D. zipping. E. zapping.

D

For newspapers, the cost efficiency formula is based on: A. the pass-along rate. B. gross rating points (GRPs). C. column inches. D. the daily inch rate. E. the absolute reach.

D

For weeks, Bridgette had been trying to come up with a creative approach to advertise light bulbs. She decided to try not to think about it for a while to see if her subconscious could figure something out. As she was relaxing in her bath one night, a great idea for a creative light bulb advertising campaign just seemed to pop into her head. She leapt out of the tub and began to write it all down before she forgot it. In terms of the creative process, Bridgette has just experienced the _____ step. A. immersion B. verification C. revision D. illumination E. reality check

D

For which of the following products is an advertiser most likely to use a flighting schedule? A. Cake mixes B. Shampoo C. Newspaper subscriptions D. Snow tires E. Candles

D

From the information you have, it would appear Charlie exhibits which dimension of Type A behavior? A) Competitiveness B) Life imbalance C) Hostility/anger D) Impatience/urgency

D

General Mills has multiple brands of cereal that compete among themselves and with Post, Quaker, and Kellogg's brand cereals. General Mills would most likely use the _____ approach as a basis for its creative strategies. A. unique selling proposition B. brand image C. inherent drama D. positioning E. dramatization

D

In a centralized organizational arrangement, the _____ department is responsible for developing promotional plans that will be approved by management and recommending a promotions program based on the overall marketing plan, objectives, and budget. A. production B. marketing C. sales D. advertising E. product planning

D

In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. These ads are an example of the use of what type of execution? A. Comparisons B. Slice-of-life C. Humor D. Testimonial E. Demonstration

D

In order to compare the relative costs between two print media, an advertiser needs to use: A. reach. B. frequency. C. gross rating point (GRPs). D. cost per thousand (CPM). E. brand development index (BDI).

D

Initially, Crush orange drink was marketed to teenagers, but when Cadbury Beverages acquired the drink, it was already marketing Sunkist orange drink to teens. Cadbury used _____ to move Crush toward a drink for the whole family to enjoy. A. positioning by cultural symbols B. positioning by price/quality C. positioning by product attributes D. repositioning E. positioning by product category

D

Joe's Garage, in Bayview, wants to advertise a special two-day promotional offer. Which of the following methods of advertising should the garage use? A. Regional B. Trade C. Retail D. Local E. Network

D

Media planning is not an easy task. Which of the following is a reason why media planning is so difficult? A. Information overload B. Product life cycles differences C. Media objectives conflict with communication objectives D. Time pressures inhibit proper planning E. Non-standardization of the task of media planning

D

Most national advertisers: A. use only network advertising. B. use only national spot advertising. C. prefer spot advertising because of lower rates, less clutter, and more flexibility. D. use both network and spot advertising and try to effectively combine the two. E. prefer to use only network advertising and only buy spot advertising in markets where there are no network stations.

D

Most people who watch the show 'Desperate Housewives' also watch 'America's next top model'. An ad for Coca-Cola placed in both these shows would most likely result in: A. unduplicated reach. B. average coverage. C. increased sweeps periods. D. duplicated reach. E. high cost per thousand.

D

Mr. Peanut from the Planters Nut Company's ads is an example of advertising that uses _____ execution techniques. A. informational/rational B. demonstration C. fantasy D. personality symbol E. behavioral appeal

D

My product is hand-tooled leather wallets, which can be purchased at any time of the year, but which are more often purchased during the Christmas season and before Father's day. Given a limited budget, which strategy would likely be the most effective if I wanted to try to stimulate trial and/or sales? A. Ratings B. Share C. Flighting D. Pulsing E. Continuous

D

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations. This is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial E. consumer-oriented

D

Organizations that specialize in the creation of interactive media such as CD-ROMs, kiosks, and web sites are known as: A. sales promotion agencies. B. public relations firms. C. creative boutiques. D. interactive agencies. E. direct-response agencies.

D

Peugeot ran a print advertising campaign for its automobiles that presented twenty good reasons for buying a Peugeot 505. The ad was very detailed and contained a great deal of information about the performance characteristics of the car. This type of ad campaign would be consistent with: A. instrumental conditioning B. classical conditioning C. low involvement learning D. cognitive learning theory E. multiattribute learning

D

Ramen has recently come up with instant soup packets which it advertises in the colder regions of Asia and Europe. This is an example of: A. demographic segmentation. B. psychographic segmentation. C. sociocultural segmentation. D. geographic segmentation. E. undifferentiated marketing.

D

Research shows that about two-thirds of the new insurance policies Prudential sells will be to current policyholders. This information indicates a(n) ______ segmentation would be appropriate for Prudential to use along with demographic and psychographic segmentation. A. benefit B. geographic C. SRI D. behavioristic E. VALS

D

Research suggests people with an internal locus of control (1) are more satisfied with work, (2) outperform externals in stressful situations, and (3) are less accurate in processing feedback about successes and failures than externals. Which statements are correct? A) Statements 1 and 2 are correct. B) Statement 2 is incorrect. C) Statement 2 and 3 are correct. D) All of the statements are correct.

D

Research suggests that internals (1) ask fewer questions, (2) are achievement oriented, and (3) remember more information than externals. Which statements are correct? A) All three statements are correct. B) Only statements 1 and 2 are correct. C) Only statements 1 and 3 are correct. D) Only statements 2 and 3 are correct.

D

Retail/Local advertising often takes the form of: A. trade advertising. B. selective-demand advertising. C. bait and switch advertising. D. direct-action advertising. E. indirect response advertising.

D

Rosa Martinez is reading a Vanity Fair magazine where she sees an ad for DKNY jeans. In this situation, the ad is a _____, while Vanity Fair is a _____. A. source; message B. channel; message C. message; receiver D. message; channel E. channel; source

D

Superagencies were formed: A. because advertisers were disenchanted with large agencies. B. because advertisers wanted agencies to be more flexible and responsive than traditional agencies. C. to save money for clients. D. so agencies could provide their clients with integrated marketing communications services worldwide. E. to lessen the need for competitive pricing.

D

The Hierarchy of needs theory was popularized by: A. Sigmund Freud B. Sigmund Maslow C. Consumer Healthcare Products Association D. Abraham Maslow E. James Vicary

D

The _____ budgetary allocation method is designed to promote stability and minimize marketing warfare as well as take advantage of the collective wisdom of the industry. A. ROI B. arbitrary allocation C. percentage of sales D. competitive parity E. objective and task

D

The _____ department coordinates all phases of production to ensure the proper progression of the advertisement. A. research B. production C. art D. traffic E. media

D

The _____ determines the best way to get the advertiser's message to the market. A. distribution plan B. coverage C. frequency level D. media plan E. reach strategy

D

The _____ is the general category of available delivery systems, which includes broadcast media, print media, direct marketing, outdoor advertising, and other support media. A. media vehicle B. reach C. distribution channel D. medium E. needledrop

D

The _____ model, the best known of the response hierarchies, shows the process by which advertising works. The premise of this model is that advertising effects occur over a period of time. A. diffusion rate B. objective-task C. innovation-adoption D. hierarchy of effects E. adoption objective

D

The _____ score is an absolute measure of the appeal or popularity of the celebrity. A. Q rating B. familiarity C. similarity D. one of my favorites E. compliance

D

The people who develop ads and commercials are known as ____. A. innovators B. animatics C. copy makers D. creative types E. illuminators

D

The primary advertising medium in terms of both ad revenue and number of advertisers is: A. network television. B. radio. C. magazines. D. newspapers. E. direct mail.

D

The problem is that sales are low. The sales manager accepted responsibility and said it was his fault that sales were low. Thus, he proposed offering rebates next month to stimulate sales. Rebates have never been offered in the company before, and the impact rebates may have on sales in the future is unknown. Other alternatives have been offered. Should this rebate idea be implemented as-is? A) Yes B) No, it hasn't been determined whose problem this is. C) No, the idea has only come from one person. D) No, long-term consequences have not been considered.

D

The proponents of creative advertising argue that: A. the more information in the ad the more effective the ad. B. the only purpose of advertising is to sell the product. C. advertising should be designed to make consumers buy products that they do not want or need. D. advertising should be designed to create an emotional bond between consumers and the brand or company. E. advertising should break through the clutter by focusing on logos and products.

D

To more fully appreciate the value of advertising and promotion, managers should treat the communications budget as a(n): A. variable cost. B. expense. C. liability. D. investment. E. fixed cost.

D

Using the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from: A. the products they endorse. B. their popularity among consumers. C. their physical appearance. D. the roles they assume in their careers and the objects, persons, and contexts these roles bring them into contact with. E. the commercial development process and media selection.

D

Various response hierarchy variables such as awareness, knowledge, interest, attitudes, and intention are the basis for: A. marketing objectives. B. sales-oriented objectives. C. image objectives. D. communications objectives. E. the carry-over effects.

D

Wal-Mart has been very effective in positioning itself as a store that offers quality products at a very good price. Their strategy reflects positioning based on: A. benefit segmentation. B. demographic segmentation. C. psychographic segmentation. D. price/quality. E. product class.

D

What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf? A. Source/yielding B. Message/yielding C. Channel/attention D. Source/attention E. Message/retention

D

What is the person called who brings together cross-functional groups and necessary political support to implement a creative idea? A) Sponsor B) Idea champion C) Rule breaker D) Orchestrator E) Maverick

D

When an advertiser wants to present a detailed message with a large amount of information, which medium should be used? A. Radio B. Television C. Billboards D. Magazines E. Transit signs

D

Which of the following is an example of a marketing exchange? A. The waitress gave Cyrus a menu, and he placed his food order. B. Griffin helped Mandy replace the air filter in her lawn mower. C. Ken and Maggie gave their son an MP3 player for his birthday. D. In return for painting her fence, Mrs. Maloney gave Larry a box of homemade fudge. E. Jenny asked Melisa if she could borrow her pen for a while since her pen had stopped working.

D

Which of the following is an example of a trade magazine? A. Fortune B. National Law Review C. Farm Journal D. Progressive Grocer E. Architectural Digest

D

Which of the following is an example of special-audience newspaper? A. The Los Angeles Times B. The Washington Post C. The Wall Street Journal D. The newspaper published by your college E. USA Today

D

Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of the performance capabilities of a product? A. Professional golfer Arnold Palmer endorsing Pennzoil motor oil B. Former boxer George Foreman endorsing Meineke automobile repair service C. Actress Catherine Zeta-Jones endorsing a mobile phone service D. Model Cindy Crawford endorsing Revlon cosmetics E. Racecar driver Ward Burton endorsing Ferris brand lawn mowers

D

Which of the following is true about integrated marketing communication (IMC)? A. It is a tactical integration of various communication activities. B. Audience does not form an important part of the IMC process. C. Employees are not seen as an important part of the IMC process. D. IMC is viewed as on ongoing strategic business process. E. IMC simply involves bundling promotional mix elements together.

D

Which of the following is true about the functions of the advertising manager in a centralized system? A. Advertising manager is responsible for all sales and sales management activities. B. Advertising manager, usually, takes the final decision about allocating funds towards the promotional budget. C. The advertising manager may not review and approve the promotional plans which are made by the agency. D. The specific role of the advertising manager depends on the size of the firm. E. Advertising manager deals only with the advertising department in the organization.

D

Which of the following response hierarchy models depicts consumers as going through the stages of attention, comprehension, yielding, retention, and behavior? A. The AIDA model B. The hierarchy of effects model C. The innovation adoption model D. The information processing model E. The integrated information response model

D

Which of the following situations offers the advertiser the least attractive marketing opportunity? A. High brand development index (BDI) and high category development index (CDI) B. High brand development index (BDI) and low category development index (CDI) C. Low brand development index (BDI) and high category development index (CDI) D. Low brand development index (BDI) and low category development index (CDI) E. High survey of buying power index and high brand development index (BDI)

D

Which of the following statements about the level of advertising clutter in newspapers is true? A. Clutter is really not a problem in newspaper advertising since most ads are very large. B. Clutter is not a problem with newspapers even though nearly two thirds of the average daily paper is devoted to advertising. C. The term clutter only relates to broadcast media, not print media. D. Clutter is a particularly difficult problem in newspaper advertising because it is difficult to do anything unique or creative that will grab the reader's attention. E. There are no advertising techniques that will cause an ad to break though newspaper clutter.

D

Which of the following statements describes a limitation associated with the use of radio as an advertising medium? A. The production of radio advertising is expensive. B. The absence of clutter means radio advertising tends to be very uncreative. C. Buying space for radio advertising is more expensive than buying ad space on TV. D. The high number of stations in most markets means there is a great deal of audience fragmentation. E. Radio is unable to provide marketers with a variety of integrated marketing opportunities.

D

Which of the following statements is true about creative boutiques? A. They generally have media, research and account planning capabilities. B. They are large ad agencies that provide all types of advertising and promotion services. C. They often subcontract work to full service agencies. D. They tend to provide quicker creative services due to less bureaucracy. E. Large companies visit them when they are looking for a huge range of services and there are cutbacks in the advertising spending.

D

Which of the following statements is true about source credibility? A. High credibility sources are always more effective than low credibility sources. B. The use of a low credibility source is more effective when the audience has an unfavorable initial opinion or attitude on the issue. C. The persuasiveness of a low credibility source may decline over time due to the sleeper effect phenomenon. D. A low or moderately credible source can be more effective than a high credibility source when the receiver has a favorable initial attitude or opinion. E. Low credibility sources are more effective than high credibility sources when they are arguing for a position opposing their own best interest.

D

Which of the following statements is true about the use of slice-of-life executions? A. Slice-of-life executions are very inefficient in business-to-business advertising. B. To be effective, a slice-of-life execution should avoid mimicking real life because its primary purpose is to rise above the clutter. C. Slice-of-life executions work well only for advertising for consumer products with perceived homogeneous qualities. D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate. E. Slice-of-life or problem/solution execution approaches are limited to consumer-product advertising.

D

Which of the following touch points relate to unanticipated references or information about a company or brand that a customer or prospect receives from sources that are beyond the control of the organization? A. Company created touch point B. Intrinsic touch point C. Extrinsic touch point D. Unexpected touch point E. Customer initiated touch point

D

Which should you do when evaluating alternatives? A) Evaluate alternatives relative to a satisfactory standard B) Evaluate alternatives in an unstructured and creative manner C) Evaluate alternatives based on what will work D) Evaluate alternatives in terms of individual preferences and organizational goals

D

Which the following is NOT possible through the use of advertising? A. Ability to control the message B. Low cost per contact C. Ability to create brand images and symbolism D. Immediate feedback E. Control of message content and media placement

D

Which variable(s) has research results confirmed to be the most powerful in predicting profitability for an organization? A) Market share B) Capital intensity C) Sales growth rate D) Supportive communication E) The combination of market share, capital intensity, firm size, and sales growth rate

D

While purchasing time on television, it often becomes difficult to determine the print equivalent cost. As a result, some television rate cards now express costs in terms of _____ to provide a comparable base. A. reach B. frequency C. gross rating points (GRPs) D. cost per thousand (CPM) E. absolute cost

D

Why would General Motors switch to an incentive-based compensation system with several of its agencies? A. To encourage its agencies to use more mass media advertising. B. To encourage its agencies to stop using network TV advertising. C. To reduce control. D. To demand more accountability and pay the agencies based on their performance. E. To accomplish all of the above objectives.

D

You are working in the advertising department of a large consumer products company. You have suggested that the company use the DAGMAR approach for setting advertising goals. Which of the following is an example of an argument that you are likely to hear against the use of the DAGMAR approach to setting advertising goals? A. Communication should be the measure of advertising effectiveness rather than sales - oriented goals. B. DAGMAR approach is too creative and hence, leads to difficulty in understanding. C. DAGMAR can be quite expensive due to research costs and is therefore suitable only for large companies. D. DAGMAR is too quantitative for most managers to understand. E. DAGMAR is appropriate only in case of direct - response advertising.

D

You have been worrying about your presentation to the class for weeks. However, today, it doesn't seem like it will be that bad. What is there to be worried about, they're just my friends, you say to yourself. Which defense mechanism are you most likely employing? A) Alarm B) Withdrawal C) Fixation D) Repression

D

You having been studying for finals all day. A friend suggests that the two of you take a break. Is this a good idea? A) No, your friend is crazy. You need all the time you can get to study. B) No, stay focused and you'll do better. C) Depends on your small wins strategy D) Yes, time off should help you think better.

D

_____ advertising is done by local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. A. Trade B. Professional C. Direct response D. Retail E. National

D

_____ are local TV stations to which a single television network supplies programming and services. A. Syndicates B. Adjacencies C. Full-run spots D. Affiliates E. Zappers

D

_____ is a filtering or screening of exposure, attention, comprehension, and retention of stimuli. A. Subliminal perception B. Information discrimination C. Sensation D. Selective perception E. Information retrieval

D

_____ is a preference for a particular brand that results in its repeated purchase. A. A purchase intention B. Brand affectation C. Cognitive dissonance D. Brand loyalty E. A heuristic

D

_____ is about building and maintaining a favorable identity and image of the company and/or its products or services in the mind of the consumer. A. Positioning B. Repositioning C. Segmentation D. Branding E. Targeting

D

_____ is an approach to integrated marketing communications planning that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them. A. The objective/task pyramid B. DAGMAR C. C.Inside out planning D. Zero-based communications planning E. Refutation planning

D

_____ is often difficult to accomplish due to previously entrenched attitudes toward the product or brand. A. Positioning by cultural symbols B. Positioning by price/quality C. Positioning by product attributes D. Repositioning E. Positioning by product user

D

_____ is the employment of periods of advertising along with periods of non-advertising. A. Weighting B. Continuity C. Pulsing D. Flighting E. Circulation

D

_____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time. A. Effective reach B. Unduplicated reach C. Average reach D. Average frequency E. Effective frequency

D

______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. A. Publicity B. Advertising C. Organizational communication D. Promotion E. Marketing

D

A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce. A. externally paced impact B. positive quantitative media effect C. cluttered effect D. shaping effect E. positive qualitative media effect

E

A marketer may want to use a message that draws an explicit conclusion for a target audience if the audience is: A. highly involved with the topic. B. highly educated. C. low in complexity. D. exposed to the message frequently. E. less educated.

E

According to Robert Smith, the two ways in which relevance could be achieved are: A. ad-to-brand relevance and brand-to-ad relevance. B. ad-to-producer relevance and brand-to producer relevance. C. ad-to-producer relevance and brand-to-consumer relevance. D. ad-to-consumer relevance and brand-to-producer relevance. E. ad-to-consumer relevance and brand-to-consumer relevance.

E

Beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude are known as: A. affective beliefs. B. cognitive beliefs. C. heuristics. D. evaluative beliefs. E. salient beliefs.

E

For which of the following products would a marketer find the use of a physically attractive model to be most effective? A. Cattle feed B. Bricks C. Azalea bushes D. Biscuit mix E. Lipstick

E

If viewers of the commercial perceived Barnes as being sincerely interested in whether every citizen filled out a census form, then Barnes, as a message source, is said to have: A. perceived control. B. control persuasion. C. perceived scrutiny. D. expertise. E. perceived concern.

E

In 2006, Nielsen Media Research introduced a new media rating system, A2/M2, or: A. All Ads Make Meaning. B. Average Audience Marketing Management. C. Actual Audience Measured Meaning. D. Audience Access Monitoring Mentality. E. Anytime Anywhere Media Measurement.

E

L'Oreal, the giant cosmetics manufacturer, targets the luxury market with Helena Rubinstein and Lancôme brands. Its less expensive brands like Elseve and L'Oreal are sold by discount retailers. L'Oreal uses: A. concentrated marketing. B. undifferentiated marketing. C. market atomization. D. synchro marketing. E. differentiating marketing.

E

Recreation vehicles (RVs) advertise throughout the year but typically advertise more heavily in June and September. Which of the following scheduling methods does this pattern represent? A. Flighting B. Geographical weighting C. Continuity D. Oscillating E. Pulsing

E

Rick likes to watch Tremors: The Series on the Sci-Fi channel and police car chase videos on his local Fox affiliate. Both shows are on at the same time on Friday night. As soon as commercials begin on one of the shows, he switches to the other. Rick is engaged in: A. time shifting. B. zooming. C. zap-proofing. D. zipping. E. zapping.

E

Ronell missed an ad for Smythe Catering in the newspaper today because his attention was attracted by an ad for an estate sale that was on the same page. With reference to the communication process, the ad for the estate sale kept Ronell from seeing the ad for the caterer and acted as: A. an encoding hazard. B. a decoding block. C. negative feedback. D. a receptor block. E. noise.

E

Starbucks has developed apps for the iPhone which allow customers to share drink recipes, find the nearest Starbucks, look up nutritional information, and manage their Starbucks gift cards. This is an example of _____ marketing. A. trade B. direct C. direct action D. professional E. interactive

E

The _____ step of the creative process deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work. A. problem detection B. illumination C. immersion D. reality E. incubation

E

The _____ step of the creative process deals with refining and polishing the idea and seeing if it is an appropriate solution. A. immersion B. incubation C. digestion D. preparation E. verification

E

The agency person who is the focal point of the agency-client relationship is the: A. media buyer. B. account planner. C. copywriter. D. brand manager. E. account executive.

E

The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy and identifying marks is known as: A. the narrative style. B. visualization. C. copy writing. D. art direction. E. a layout.

E

The promotional mix element that allows for the most immediate and precise feedback from the customer is: A. advertising. B. sales promotion. C. public relations. D. publicity. E. personal selling.

E

The ratings periods during which viewing audiences in every television market are measured by Nielsen are known as: A. program ratings. B. designated market periods. C. audience measurement intervals. D. audience shares. E. sweeps.

E

The receiver's set of reactions after seeing, hearing, or reading the message is known as a _____. A. noise B. code C. source D. feedback E. response

E

Which of the following statements is true according to the Hirschman study about the creative people involved in advertising? A. They view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. B. They are more risk averse than the brand managers. C. They prefer making conservative commercials. D. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communicative objectives. E. They want to maximize the impact of the message.

E

With which of the following media would you find cost per rating point (CPRP) used to compare cost figures? A. Magazine B. Transit C. Newspaper D. Billboard E. Television

E

_____ is a summary measure that combines reach and frequency. A. Brand development index (BDI) B. Program rating C. Category development index (CDI) D. Target ratings points (TRPs) E. Gross ratings points (GRPs)

E

_____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured. A. The carryover effect B. The hierarchy of effects model C. Zero based communications planning D. Inside-out communications planning E. DAGMAR

E

_____ is defined as affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics. A. Expertise B. Power C. Compliance D. Familiarity E. Likeability

E

A _____ audit of an agency focuses on factors such as costs, expenses and payments to outside suppliers while a _____ audit focuses on factors such as the agency's efforts in planning, development and implementing the advertising program. A. financial; qualitative B. qualitative; financial C. financial; creative D. qualitative; quantitative E. fixed costs; variable costs

A

A _____ is an agency organizational structure in which each functional area is set up as a separate department. The parts of this structure are called on as needed to perform their particular specialty and serve all of the agency's clients. A. departmental system B. group system C. creative boutique D. matrix system E. media buying service system

A

A _____ is the influence the medium has on a message. A. qualitative media effect B. quantitative media effect C. media mix effect D. promotional mix influence E. self-paced effect

A

A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ step of the creative process. A. preparation B. verification C. revision D. reality check E. incubation

A

A clothing store retailer would use an island ad to: A. break through the clutter typically found in newspapers. B. create high reproduction quality ads. C. act as a means of making the newspaper accountable for the sales generated by the ad. D. reduce overall costs of newspaper advertising. E. identify potential target markets.

A

A commercial that begins, "Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's is stating its strongest point first to gain reader attention on a subject that most people would rather not consider. The rest of the ad describes a new prescription medicine used to treat mild and moderate cases of Alzheimer's. The advertising is using a _____ to arouse interest. A. primacy effect B. recency effect C. sleeper effect D. credibility effect E. compliance hierarchy

A

A commercial that places the strongest points at the end of the message assumes a ____, whereby the last arguments presented are the most persuasive. A. recency effect B. primacy effect C. sleeper effect D. credibility effect E. compliance hierarchy

A

A consortium of nine major advertisers recently joined Television Production Partners, a new venture that develops movies, specials, and limited-run series for television. The members will choose the programs they want to be involved with and take a portion of the commercial spots during these shows. The nine advertisers are using a(n) _____ type of advertising arrangement. A. sponsorship B. spot C. adjacency D. syndication E. countertrade

A

A disadvantage associated with the use of syndicated shows for advertising is: A. that syndicates do not supply as much research information as the networks do. B. more zipping. C. their popularity among Gen Xers. D. the absence of programming at undesirable times. E. their lack of popularity when compared to network shows in certain dayparts, such as daytime, early prime time, and late fringe.

A

A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. In response to allegations that it charged African-Americans higher mortgage rates than others, the mortgage lender created a mystery shopper program in which it sent out African-American customers to report on their experience with the firm's lending offices. Their reports were released to the news media. This is an example of: A. public relations. B. advertising. C. media-selling. D. sales promotion. E. cause marketing.

A

A magazine such as Farm Journal is an example of a _____ while a publication such as National Hog Farmer is a ____. A. general interest farm publication; specialized farm publication B. specialized farm publication; trade magazine C. specialized farm publication; general interest farm publication D. general interest farm publication; special interest consumer magazine E. general interest business magazine; general interest farm publication

A

A major threat to conventional broadcast radio is: A. the emergence of satellite radio. B. low-powered local radio broadcasting. C. the creation of communications cartels. D. the fact consumers prefer to pay a subscription fee for their radio. E. the ability to zip and zap radio commercials.

A

A manager of a shipping department was concerned about an order that a customer reported as several weeks late. To define the problem, the manager asked an employee in the shipping department why the order had not arrived. The employee said, "Someone probably made a mistake on the address. That would be my guess." Thus, the manager asked the employee to reship the order. What characteristic of good problem definition is most violated by this manager? A) The problem factual information should be differentiated from opinion or speculation. B) The problem should be stated explicitly. C) The problem definition should be different than a disguised solution. D) The problem definition should be written down.

A

A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of: A. expertise. B. trustworthiness. C. attractiveness. D. attention. E. yielding.

A

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

A

A retailer wants to advertise its "Back-to-School" sale in a city that has two daily newspapers. There are 450,000 subscribers to Newspaper A and 520,000 subscribers to Newspaper B. The two-page ad in Newspaper A costs $20,000, and the same ad will cost $22,000 in Newspaper B. What else would the retailer need to know to compare the CPM effectiveness of these two newspapers? A. The newspaper that has readers who have school-aged children B. The brand development index of each of the newspapers C. The CPP for both D. The daily inch rate E. The socioeconomic status of subscribers to each newspaper

A

A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n): A. direct source. B. indirect source. C. message shaper. D. source mirage. E. source echo.

A

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his/her perceived: A. expertise. B. attractiveness. C. trustworthiness. D. similarity. E. likability.

A

A(n) _____ is a document that evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies. A. strategic marketing plan B. integrated marketing communications plan C. situation analysis D. opportunity analysis E. competitive plan

A

A(n) _____ is a series of advertising messages in a variety of media that center on a single theme or idea. A. advertising campaign B. copy platform C. unique proposition D. creative blueprint E. creative work plan

A

A(n) _____ is an agency that specializes in and provides only creative services. A. creative boutique B. full-service agency C. in-house advertising agency D. decentralized organizational system E. media boutique

A

A(n) _____ is the type of firm an organization would hire to develop and implement programs to manage the organization's publicity and affairs with consumers and other relevant publics. A. public relations agency B. advertising agency C. media mix organization D. creative boutique E. direct-response agency

A

A(n) _____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication. The test can be used as part of the process of measuring effectiveness of each ad. A. split run B. overrun C. gatefold D. bleed page E. day-after-recall

A

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is ______ needs. A. physiological B. social C. self actualization D. esteem E. safety

A

According to Abraham Maslow's hierarchy of needs, the basic level of needs is: A. physiological needs. B. social needs. C. self actualization needs. D. esteem needs. E. safety needs.

A

According to DAGMAR, advertising objectives should be written in measurable terms that specify: A. a communications task, a target market, a benchmark starting point, a time period, and degree of change sought. B. a budget, a message strategy, a media plan, and the degree of carryover effect desired. C. the reach, frequency, and point of wearout for advertising messages. D. the purchase motives, demographic composition, and buying habits of the target market. E. sales potentials, market share, return on investment, and budget forecasts.

A

According to Robert Smith, _____ ads contain elements that are rare, surprising, or move away from the obvious and commonplace. A. originality B. illuminative C. artistic value D. synthesis E. animatic

A

According to Standard Rate and Data Service (SRDS), magazines can be classified as: A. consumer, health care, and business publications. B. regional, national, and international publications. C. agrarian, industrial, and specialized publications. D. general, specialized, and niche publications. E. affective, behavioral, and cognitive publications.

A

According to the _____, the consumer is an active participant in the communication process and gathers information through active learning. A. standard learning hierarchy B. low-involvement hierarchy C. dissonance/attribution model D. peripheral processing model E. maximum likelihood model

A

According to the concave-downward model, A. the effects of advertising quickly begin to diminish. B. the carryover effect is especially true for low-priced, frequently purchased consumer products. C. sales decrease rapidly if the price is too high. D. initial outlays of the advertising budget have little impact on sales. E. sales are not directly related to the size of the advertising budget.

A

According to the standard learning model, the consumer passes through which of the following response sequences during the decision making process? A. learn feel do B. learn do feel C. feel learn do D. do feel learn E. do learn feel

A

According to the work of sociologist Graham Wallace, the four-step approach to the creative process includes: A. preparation, incubation, illumination, and verification. B. immersion, brainstorming, creation, and reality check. C. preparation, illumination, creation, and verification. D. preparation, immersion, creation, and verification. E. immersion, incubation, illumination, and creation.

A

Ace Computer has an objective of increasing its share of the home personal computer market by 5 percent during the upcoming year. This is an example of a(n) _____ objective. A. marketing B. organizational C. advertising D. functional E. communication

A

Advertisements for Planter's nuts describe the nuts as a delicious snack food for everyone. The television commercials show animals that eat nuts as part of their usual diet trying to convince humans to share their Planter's nuts. Which of the following can be identified as a channel for this ad? A. Television B. Computer-generated animals C. Increase in the sales of Planter's nuts D. The can of Planter's nuts shown in the ad E. The people in the ad

A

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals. A. feature B. news C. price D. product popularity E. generic

A

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in: A. magazines like Chicago and Nashville. B. special-interest farm publications. C. trade publications. D. international editions of magazines only. E. general-interest farm magazines.

A

Advertising and promotional costs can be categorized in two ways. They are: A. relative cost and absolute cost. B. net cost and gross cost. C. fixed and variable costs. D. message cost and media cost. E. full costing and partial costing.

A

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals. A. informational B. emotional C. price D. inherent drama E. image

A

Advertising is defined as any: A. paid forms of nonpersonal communication about a good, service, or company. B. any communication about a good, service, or company. C. any communication that moves a product from one level to another level of the distribution channel. D. personal communication from a company's representative to prospective buyers. E. nonpersonal communication about a good or service that is not paid for or run under identified sponsorship.

A

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. What do these results imply? A. High market share and good market potential B. Low market share and good market potential C. High market share and monitor for sales decline D. Low market share and poor market potential E. High market share and not a good market to advertise

A

An ad by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for their vacation destination was published in Southern Living magazine. The ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this print ad, the source of the advertising message is: A. the Tennessee Department of Tourist Development. B. Southern Living magazine. C. the people in the scenic pictures. D. the slogan. E. readers of the magazine.

A

An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates that it is using a(n) _____ appeal. A. rational B. product popularity C. emotional D. fear E. refutational

A

An ad for Ford Focus shows four college-aged students hunting for a parking place in a large, nearly full parking garage. When they finally find a spot and put the car in place, they discover that it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n): A. dramatization with a humorous appeal. B. animation with the intent of creating a personality brand. C. slice-of-life with a fear appeal. D. demonstration with an emotional appeal. E. straight sell with a humorous appeal.

A

An ad for Gaylord shorts found in Runner's World magazine shows how the shorts do not bind and are made of a light fabric that helps keep the wearer dry and cool. Gaylord is using positioning by: A. product user. B. product demographics. C. cultural symbol. D. product class. E. distribution intensity.

A

An ad for Lowe's Home Improvement Warehouses shows a U.S. flag made out of flowers and has the headline, "Hooray for the red, white, and bloom." The ad associates Lowe's with the beauty of flowers as well as patriotism—both of which evoke positive responses in consumers and by association should evoke positive responses for Lowe's. This is an example of: A. the application of classical conditioning theory. B. the wheel of retailing hypothesis. C. cognitive planning. D. using functional consequences to make a positioning statement. E. perception retrieval.

A

An ad for The Peabody Hotel in Memphis, Tennessee, has a number that people can call on if they are interested in reserving rooms at the hotel or knowing more about the hotel. One way to determine the effectiveness of this ad is to count the number of phone calls it receives in response to its ad. This response count is an example of: A. feedback. B. encoding. C. noise filtering. D. noise blocking. E. decoding.

A

An ad in Floral Management, a publication for retail florists, promotes Redwood Grove tulips as a product that will enhance any spring bouquet that the florists sell to ultimate consumers. The ad for Redwood Grove tulips is an example of: A. trade advertising. B. a promotional pull strategy. C. a harvesting strategy. D. a consumer promotion. E. a promotional inertia strategy.

A

An ad picturing a young boy using a toilet has the headline, "Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not. In this ad, the: A. visual element reinforces the copy. B. advertiser is using a poster appeal. C. visual element is superfluous. D. source relied on a recency effect. E. mass marketing strategy is clearly defined.

A

An ad purchased by the Tennessee Department of Tourist Development encouraging people to choose the state of Tennessee for that vacation destination was published in Southern Living magazine. The ad shows various scenic pictures of Tennessee and includes the slogan, "Tennessee sounds good to me." In this example, Southern Living magazine would be an example of a _____, a part of the communication process. A. channel B. receiver C. feedback mechanism D. source E. decoder

A

An advertiser bought a 15-second spot during prime time, but realized that there was very low recall for the advertisement. This could be due to: A. the presence of clutter. B. the lack of demographic selectivity of television. C. the low reach of television. D. the inherent deficiencies of television as a communication medium. E. message source alienation.

A

An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to: A. gain consumers' attention. B. confuse consumers. C. distract consumers. D. get consumers to engage in more simplistic processing. E. distract consumers from the negative aspects of the product.

A

An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as: A. clutter. B. media flooding. C. media bombardment. D. flighting. E. information overload.

A

An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of _____ segmentation. A. benefit B. demographic C. geographic D. VALS E. SRI

A

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n): A. straight-sell or factual message. B. demonstration. C. testimonial. D. dramatization. E. animation of key benefits approach.

A

Anyone who has ever attended a state fair understands how complicated the ticketing system can be. Attendees buy a number of tickets and then turn them in to various ride operators. One ride may require three tickets, another five, and another two. The system was complicated for workers and for consumers. A company named Funtastic has developed a SmartCard that is purchased at the ticket booth for any amount customers want to spend. Each ride requires one swipe of the card, and the amount of the ride is deducted electronically from the card's total. Funtastic has recognized a: A. market opportunity. B. market segment. C. competitive advantage. D. market strength. E. market threat.

A

As a result of ____, large advertisers can maintain advertising expenditure shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly. A. economies of scale B. differential advertising advantages C. competitive parity D. a concave-downward response E. multiple advertising channels

A

As a tool for budget allocation, multiple regression analysis is most often employed in budget models using: A. computer simulation B. competitive parity C. arbitrary allocation D. percentage of sales E. a top-down approach

A

Attention, awareness, and knowledge are all examples of the _____ stage of the response process and appear in all of the models describing the consumer response process. A. cognitive B. affective C. behavioral D. subliminal E. conative

A

BMW's positioning of its convertible as "the ultimate tanning machine" would reflect a positioning strategy based on: A. product attributes and benefits. B. cultural symbols. C. product user. D. price/quality. E. competitors.

A

Barter syndication is also called: A. advertiser-supported syndication. B. station-sponsored syndication. C. participation syndication. D. first-run programming. E. presold programming

A

Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact? A. Product and brand managers B. Art directors C. Copywriters D. Creative directors E. Product consumers

A

Before setting objectives for advertising and promotion, an organization should: A. conduct a situation analysis to identify marketing and promotional issues facing the firm. B. develop its media plan and allocate the budget to each media. C. evaluate the effectiveness of the advertising and promotional strategies. D. conduct test marketing to check the effectiveness of the marketing strategies developed for the current products and services. E. set its advertising and promotional budgets.

A

Boxing champion Evander Holyfield is a popular role model for young African-American children, especially in his home state Georgia. An anti-litter ad campaign that features Holyfield attempts to convince children to "Keep Georgia Peachy Clean" just like Evander does. This ad campaign hopes children will want to emulate Holyfield and convince others to emulate the fighter. Thus, a(n) _____ reference group will be created. A. aspirational B. disassociative C. evoked D. acquisitive E. integrated

A

Business-to-business advertisers often assume their ads must contain a lot of information so potential customers can use this information to solve their problems. The basis for this type of advertising would be the application of: A. cognitive learning theory. B. psychoanalytic theory. C. behavioral learning theory. D. affective modeling. E. shaping.

A

Cable networks such as CNN that can transmit multiple channels from one network engage in: A. multiplexing. B. interconnects. C. single sourcing. D. multiple sourcing. E. adjacencies.

A

Chicken of the Sea includes coupons in their magazine advertisements. This is an example of: A. consumer-oriented sales promotion. B. direct-response advertising campaign. C. primary-demand advertising campaign. D. trade-oriented sales promotion. E. service-oriented sales promotion.

A

China is the world's second-largest beer market after the U.S. It is also one of the fastest growing with annual growth of 10 percent. Anheuser-Busch responded to this _____ in China when it established Budweiser Wulhan International Brewing in central China. There it brews Budweiser and Budweiser Ice which are sold to the local market. A. market opportunity B. market aggregation C. competitive advantage D. market strength E. market threat

A

Circulation verification figures are important to media planners because: A. the figures provide them with reliable information about the size and distribution of a magazine's circulation. B. the figures show how many of the magazines were actually read. C. the figures provide information on the lifestyle characteristics of the individuals who read various magazines. D. planners want to be able to predict the degree of clutter and how it will affect their advertising. E. planners receive advertising funding from various trade associations based on the number of magazines that were distributed.

A

Clave, a large soap manufacturing firm, has come up with a new soap known as 'Honeydew' for the masses across various countries. It wants to promote the soap to mass audiences across various countries in a persuasive and cost effective manner and at the same time enhance the overall company image. It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for promotion of 'Honeydew'? A. Advertising B. Direct marketing C. Personal selling D. Sales promotion E. Publicity

A

Clients and creative boutiques that have developed their own media strategies may employ _____ to execute them. A. media specialist companies B. full-service agencies C. in-house agencies D. media departments E. product managers

A

Coldwater Creek is a retailer that uses its website to promote and sell new merchandise. Coldwater Creek views the Internet as a(n) _____ medium. A. interactive B. indirect C. primary-demand D. print E. traditional

A

Communication has been studied by numerous people. What are the results of their efforts? A) The transmission of accurate messages has improved. B) The interpersonal aspects of communication have improved. C) Both accuracy and interpersonal aspects of communication have improved. D) Neither accuracy nor interpersonal aspects of communication have improved.

A

Companies prefer sponsorship arrangements for buying advertising time because it: A. allows companies to capitalize on the image of a high-quality program. B. gives the advertiser less control over the placement and the length of its commercials. C. is relatively inexpensive. D. means the advertiser can run more commercials per hour since time regulations do not apply. E. broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots.

A

Company A has hired company B to take care of its advertising needs. All company A has to do is provide its products and funds to company B to execute its advertising requirements. Company A is known as a(n): A. client. B. creative boutique. C. full service agency. D. advertising agency. E. media organization.

A

Consumers are generally receptive to advertising in magazines because: A. the ads are relevant to them and can be of value in making a purchase decision. B. ads in magazines are intrusive and cannot be ignored. C. magazines are a low-involvement medium. D. most magazines do not contain many ads, and thus, clutter is not a problem. E. of its very short lead time.

A

CoverGirl cosmetics have hired Drew Barrymore to appear in its advertisements in order to help them capture the attention and interest of the consumers. Through this, the ad illustrates the application of: A. ad-to-consumer relevance. B. brand-to-consumer relevance. C. positioning strategy. D. inherent drama. E. an animatic.

A

Creative boutiques are agencies that: A. limit their client service to creative planning and execution. B. have resulted from advertisers wanting to save money in buying media space. C. perform the same functions as full-service agencies for their clients, but charge more. D. are used only when advertising is not important to the marketing success of the company that hired them. E. that wants its employees to develop expertise in servicing a variety of accounts.

A

Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it: A. inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign. B. requires that speculative presentations be created and used to set benchmark measures. C. is only successful if it produces the desired sales results. D. does not provide any type of communication guidelines. E. is too concerned with qualitative assessments of the finished campaign.

A

Crossings is the name of a book club designed to appeal to conservative Christians. It sells inspirational fiction and nonfiction books that express moral values consistent with the views of these Christians. Crossings uses _____ segmentation. A. psychographic B. demographic C. behavioristic D. usage E. geographic

A

DAGMAR MOD II was developed to alleviate problems with: A. the response hierarchy used in the original DAGMAR model. B. the costs of using DAGMAR. C. the fact that DAGMAR ignores sales results. D. setting benchmark measures. E. creating measurable communications objectives.

A

DAGMAR is: A. a philosophy of advertising goal setting. B. a model of consumer behavior. C. a method of setting sales objectives. D. the most often used method of setting objectives. E. an attitude measurement device.

A

Determining a target market's present level of awareness, knowledge and liking towards a product often requires _____ measures. A. benchmark B. sales interval C. qualitative awareness D. quantitative awareness E. reach and frequency

A

Digital cameras, computers, and high-quality printers are allowing people to take and process their photographs. An owner of a film-processing store could advertise the benefits of professional photograph finishing when compared to printer copies, which will fade over time. The film-processing store could use positioning by: A. product class. B. product demographics. C. product user. D. competitor. E. cultural symbol.

A

Division of the market based on age, sex, family size, income, and other measurable characteristics is known as: A. demographic segmentation. B. psychographic segmentation. C. quantified aggregation. D. lifestyle aggregation. E. undifferentiated marketing.

A

Doncaster is a company that sells fashionable women's clothing through wardrobe parties. It targets women who are too busy to go to stores to shop. Doncaster is utilizing a(n): A. direct channel of distribution. B. indirect channel of distribution. C. marketing intermediary. D. direct-response advertising medium. E. reseller channel.

A

Dr Pepper ran its commercial featuring Garth Brooks during American Idol and during The Bachelor. Since many people watched both television shows, _____ occurred. A. duplicated reach B. facsimile promotion C. advertising replication D. duplicated frequency E. flighting

A

Dramatization is particularly well suited for which type of medium? A. Television B. Newspapers C. Radio D. Magazines E. Direct mail

A

During a meeting, Bruce turns to you and comments, "We really shouldn't be making a decision until we have got a better handle on the facts and data. New ideas are fine, but if we can't back them up with credible and precise analysis, we shouldn't be taking the risk." Based on this comment, you recognize that Bruce is probably strongest on which dimension of cognitive style? A) Knowing B) Planning C) Creating D) Accommodating

A

During a merger or acquisition of the agency by some other larger agency, the main reason for the discontinuation of the agency-client relationship is: A. conflict of interest. B. poor performance. C. poor communication. D. changes in client's corporate strategy. E. declining sales.

A

During the 1992 riots in Los Angeles where many individuals took merchandise, some argued that looters took only what they needed, like food and diapers, whereas others argued looters took only what they had been denied by the system, like TVs and stereos. If these looters were focusing on their own needs, what was their level of values maturity? A) First level of maturity B) Second level of maturity C) Third level of maturity

A

During the 1999 Super Bowl, many people saw and remembered the ad that showed former Superman star and then wheelchair-bound Christopher Reeves walking to a podium to receive an award. Few people remember the product being advertised because the: A. creative execution overwhelmed the ad message. B. creative approach was intended to support a market aggregation strategy. C. creative message was absent from the ad. D. informational appeal of the ad was missing. E. ad did not show the product.

A

During the first months of a new product introduction, a useful budgeting technique to determine a ballpark figure for setting feasible objectives is the _____ method. A. payout planning B. percent of sales C. competitive parity D. 401k E. marginal analysis

A

Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced. This strategy is focused on reaching consumers at the _____ stage of the consumer decision making process. A. problem recognition B. internal search C. external search D. alternative evaluation E. purchase

A

Financially oriented managers who view marketing communications as an expense rather than an investment are likely to prefer _____ objectives for advertising and other promotional areas. A. sales-oriented B. communication C. positioning D. image E. functional

A

For advertisers, the _____ is one disadvantage of cable television as compared to network television. A. lack of penetration B. lack of flexibility C. lack of selectivity D. cost-ineffectiveness E. limitations on the length of commercials

A

For which of the following media is the processing of information in advertisements likely to be externally paced? A. Television and radio B. Magazines, billboards, and radio C. Magazines and newspapers D. Transit advertising, billboards, and all forms of outdoor advertising E. Magazines, newspapers, and direct mail

A

For which of the following products would an advertiser be more likely to use the low-involvement hierarchy to explain the consumer decision-making process? A. Bar of soap B. Digital camera C. Refrigerator-freezer combination D. Yard landscaping E. Wedding dress

A

For which of the following would an advertiser be most likely to use a sales-oriented objective? A. A direct response ad for a record album B. A commercial for a new type of electric-powered automobile C. A political announcement D. An anti-drug public service announcement E. A commercial comparing Verizon to AT&T

A

From the information you have, it would appear that Mick exhibits which dimension of Type a behavior? A) Competitiveness B) Life imbalance C) Hostility/anger D) Impatience/urgency

A

George works full time in a warehouse and works hard. Although he likes his boss, who is from Japan, he finds they have different views on the work to be accomplished by the end of the shift. The work comes in spurts, and George feels he must finish all of it before the end of his shift. Lately, George has not been able to finish the work by the end of his shift. He is experiencing which type of stress? A) Time stress B) Encounter stress C) Situational stress D) Anticipatory stress

A

Given an advertising objective of achieving maximum awareness in an undifferentiated target market, the strategy should be to maximize: A. reach. B. frequency. C. gross rating points (GRPs). D. cost per thousand (CPM). E. cost per rating point (CPRP).

A

Greater frequency levels of exposure would be necessary if: A. the purchase and usage cycle is short. B. the message is unique. C. a product, rather than an image, is being sold. D. the vehicle is relatively uncluttered. E. any or all of the above conditions exist.

A

How can you build psychological resiliency? A) Deep-relaxation strategies B) Small goals C) Work redesign

A

Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face. This statement represents the gum's: A. unique selling proposition. B. illumination strategy. C. inherent drama. D. competitive weakness. E. brand equity.

A

If I am the person who generates the innovative solution, which role would I most likely play on a creative problem-solving team? A) Idea champion B) Sponsor C) Orchestrator D) Rule breaker

A

If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out, then Barnes, as a message source, is said to have: A. perceived control. B. control persuasion. C. perceived scrutiny. D. expertise. E. perceived concern.

A

If you are replacing the copier in the office, which problem-solving style would be most appropriate? A) Analytical problem solving B) Creative problem solving C) Neither analytical nor creative problem solving

A

If you feel anxiety or fear, or perhaps sorrow or confusion, you are likely in which stage of stress reaction? A) Alarm stage B) Resistance stage C) Exhaustion stage D) You are not feeling stress.

A

If you were a manager wanting to assign people to a problem-solving team, who would you assign to maximize generation of innovative ideas? Bobsalesman with 10 years' experience in the company Janesecretary with 25 years' experience in the company Josesalesman with 8 years' experience in the company, also a minority Johnmanager of sales teams with 14 years' experience in the company Alexproduct developer with 1 year of experience in the company A) Jane, Jose, John, Alex B) Bob, Jane, John, Alex C) Bob, Jose, John, Alex D) Bob, Jane, Jose, John E) Bob, Jane, Jose, Alex

A

Imagine you have inherited a small motel chain in the New England area. You know you need to buy advertising, but you have a limited budget. Which of the following will hold true? A. Local radio is the best advertising option as it reaches travelers in their cars and is low-cost. B. Radio commercials are expensive to produce and hence radio advertising is inadvisable. C. Advertising on network television can selectively tap the target audience. D. Though radio commercials are cheap to produce, buying time on radio is expensive. E. Television advertising is a flexible medium that has short lead times and is the best option.

A

In a decentralized system of advertising organization, the responsibility of planning, implementing, and controlling the marketing program for an individual brand belongs to the: A. product manager. B. creative director. C. account executive. D. layout editor. E. communications team.

A

In studying for a test, Harry always highlights passages in his textbooks and reviews the highlighted sections. Recently, in his Management class, Harry did not receive a good grade on his first exam. Sally suggested that Harry try studying a different way by writing down the highlighted passages on paper. Harry refused, saying, "It has always worked before, why change?" Which conceptual block is Harry experiencing? A) Constancy B) Artificial constraint C) Compression D) Complacency

A

In-depth interviews, projective techniques and association tests in which consumers are encouraged to bring out associations related to products and brands are methodologies used primarily by: A. motivation researchers. B. attitude researchers. C. learning theorists. D. demographic researchers. E. social influence researchers.

A

Individuals who have the responsibility of coordinating efforts of various product or brand managers for a particular product class are known as: A. category managers. B. superordinate managers. C. account executives. D. account supervisors. E. media planners.

A

Inez and Troy were just strolling through the mall when they saw a mattress with adjustable levels of firmness in a store window. Once they became aware that such a product existed, they were eager to talk to a salesperson and learn more about the mattresses. After talking to the salesperson for thirty minutes, Inez and Troy realized that they wanted to own one. They used their credit cards to order a mattress and to pay for its delivery. In terms of the models of response process, Inez and Troy have just gone through the stages in the _____ model. A. AIDA B. hierarchy of effects C. innovation-adoption D. adoption response E. diffusion rate

A

It is obvious that Talia values her privacy as she rarely talks about her husband and children in conversations with her co-workers. Based on Trompenaars' dimensions of national culture, which cultural dimension does Talia's behavior in the workplace most closely relate to? A) Specific vs. diffuse B) Achievement vs. ascription C) Universalism vs. particularism D) Individualism vs. collectivism E) Affective vs. neutral

A

Kenya was asked to look at a television ad for a movie that was going to be released in December. Her reactions were noted—Did it make her want to see the movie? Did the title seem appropriate? Did she feel that she understood the subject of the movie? As a result of using _____, it was determined that the communication created the appropriate reactions. A. cognitive responses B. affective responses C. selective impressions D. elaborations E. conative impressions

A

Lana was sitting somberly in her office. Her face had an angry expression and she had a tear in her eye. One of her co-workers asked her how she was doing. Lana responded, "I am fine." Concerned, the co-worker asked, "Are you sure?" Lana again responded, "Yes, there is nothing wrong, I am fine." Which emotional intelligence ability does Lana most likely need to develop? A) Ability to diagnose and recognize your own emotions B) Ability to control your emotions C) Ability to recognize and diagnose emotions displayed by others D) Ability to respond appropriately to others' emotional cues

A

Learning occurs most rapidly under a(n) _____ reinforcement schedule, but the behavior is likely to cease when the reinforcement stops. A. continuous B. partial C. intermittent D. modeled E. flexible

A

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. These activities are part of which step of the creative process? A. preparation B. incubation C. illumination D. verification E. revision

A

Managers pass along advice and information and help employees improve their skills by setting standards. When managers do this, what is it called? A) Coaching B) Counseling C) Validating D) Delegation

A

Many advertising experts consider the most important part of a print ad to be the: A. headline. B. subheads. C. layout. D. body copy. E. disclosures.

A

Many marketing managers prefer sales-oriented objectives for advertising because they believe: A. the reason a company spends money on advertising and promotion is to sell its products or service. B. the objective of advertising and other promotional mix elements is usually to communicate information or a selling message about a product or service. C. the primary role of an integrated marketing communications program is to communicate. D. the objectives should be based on the achievement of communication objectives. E. they must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.

A

Marketers can achieve geographic selectivity in magazine advertising by using: A. magazines edited for and targeted toward particular regions, cities, or areas. B. national editions of major magazines that cover the entire country. C. general-interest business publications. D. magazines targeted to adults. E. magazines targeted specifically to men and women.

A

Marketers trying to sell _____ will find the use of a catchy jingle or ad slogan to be most effective. A. products characterized by a low-involvement response hierarchy B. products characterized by high-involvement response hierarchy C. consumer durables that require detailed information D. services where differentiation is important E. products in the business-to-business market

A

Marketing _____ are the set of interdependent organizations involved in the process of making a product or service available for consumption. A. channels B. hierarchies C. facilitators D. consumers E. programs

A

Martha took part in a marketing research experiment in which she was given two pictures of two distinctly different kitchens and asked to write a description of the person who owned each one. What kind of motivation research was Martha participating in? A. Projective techniques B. An association test C. A focus interview D. A mall intercept E. Subliminal test

A

Micah and Jeremy both watched the Sugar Bowl on television. Micah was especially interested in the ads for Ford and GMC trucks because he is planning on buying a new truck. Jeremy did not notice the truck, but because he is a theater major, he did notice the ads for a new movie based on an Alfred Hitchcock classic. _____ accounts for why the two watched the same television show and saw different commercials. A. Selective attention B. Selective exposure C. Subliminal perception D. Selective retention E. Selective comprehension

A

Modern Maturity, Playboy, and Seventeen are all magazines that offer advertisers _____ selectivity. A. demographic B. geographic C. lifestyle D. affective E. behavioral

A

Morning, daytime, prime time and late fringe are all examples of: A. television dayparts. B. designated market periods. C. types of syndication. D. run-of-station spots. E. up-front markets.

A

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by: A. routine response behavior. B. limited problem solving. C. extended problem solving. D. high involvement. E. cognitive learning.

A

Nearly two-thirds of all advertising dollars spent in magazines, are spent in _____ magazines. A. consumer B. international C. business D. regional E. national

A

Negative thoughts about a spokesperson in an ad are called: A. source derogations. B. counterarguments. C. source bolsters. D. source blockages. E. message blockages.

A

Nike conducts a marketing research study and finds the majority of consumers recall the company's "Just do it" ad slogan. Nike can safely assume that: A. consumers are aware of Nike's advertising. B. consumers have favorable attitudes toward Nike. C. consumers understand the advertising message Nike is trying to communicate. D. consumers will buy Nike athletic shoes. E. most of the consumers have bought Nike shoes during the past.

A

One of the major tools of direct marketing is ______ advertising, where a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. A. direct-response B. primary-demand C. business-to-business D. trade E. selective-demand

A

Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Unlike other unique selling propositions such as new packaging, this USP creates a(n): A. sustainable competitive advantage. B. need for a repositioning drama. C. opportunity for an flexibility ad appeal in the consumer market. D. potential weakness for Syngenta's competition. E. opportunity for ethnographic research.

A

Presenting the strongest arguments at the beginning of the commercial message assumes that a _____ is operating. A. primacy effect B. recency effect C. sleeper effect D. credibility effect E. compliance hierarchy

A

Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by: A. advertising. B. sales promotion. C. public relations. D. publicity. E. direct marketing.

A

Probably the most effective way for an agency to acquire new business is through: A. its image and reputation. B. its public relations effort. C. solicitations. D. referrals. E. its pricing strategy.

A

Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals. A. rational B. emotional C. price D. inherent drama E. refutational

A

Radio offers high levels of audience selectivity because of: A. the wide variety of program formats offered by different stations. B. the broadcast overlap of local radio stations. C. the transmission capability of the various stations. D. its low cost. E. image transfer capabilities.

A

Ramon participated in a study done by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Ramon specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. Since the ad agency doing the research is the one that will develop the creative strategy for the airline's new ad campaign, you know Ramon most likely provided the agency with: A. product/service specific preplanning inputs. B. general product inputs to be stored and used later. C. secondary internal data. D. secondary external data. E. quantitative data which will be used by the client to determine market development strategies.

A

Research indicates that business managers A) place higher emphasis on personal values rather than social values. B) place higher emphasis on social values rather than personal values. C) place higher emphasis on instrumental values rather than terminal values. D) differ in the emphasis placed on social values according to gender.

A

Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as: A. consumer-oriented sales promotion. B. trade-oriented sales promotion. C. direct marketing incentives. D. public relations. E. strategic promotions

A

Sharing personal data and engaging quickly in sensitive topics is more likely to occur in which culture? A) A culture with affectivity orientation B) A culture with particularistic orientation C) A culture with achievement orientation D) A culture with neutral orientation

A

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through: A. image advertising. B. television infomercials. C. CEO spokesperson press releases. D. banner advertising. E. rational advertising.

A

Some marketers avoid the use of humor in their advertising because: A. humor can draw attention away from the product. B. humor has no shock value and does not draw consumers' attention to the ad. C. effective humor is no challenge for creatives to produce. D. humor can put the consumer in a good mood and increase liking of the ad. E. humor compels the receiver to engage in counterargument.

A

Sometimes when celebrities are convicted in drug-related cases, part of the sentencing is to perform community service by speaking to students about the evils of drug usage. Some people have questioned the value of this form of community service because it could glamorize the use of drugs. The ill feelings some people have towards celebrities in these types of programs can create: A. source derogation. B. counterargument. C. source bolster. D. source blockage. E. message blockage.

A

Spalding ran an advertisement promoting its Top Flight golf balls as the brand that is the most durable and goes the farthest. This ad campaign attempted to influence consumers' attitudes by: A. increasing or changing the strength or belief rating of the brand on an important attribute. B. changing consumers' perceptions of the importance or value of an attribute. C. adding a new attribute to the attitude formation process. D. ignoring the competition. E. avoiding any direct effect on consumers' attitudes.

A

The AIDA model is often used to represent what ideally happens during: A. personal-selling. B. the decoding of direct marketing advertising pieces. C. mass marketing. D. sales promotions. E. the introduction of innovative new consumer products.

A

The S-shaped response function implies that: A. initial advertising expenditures will have little impact on sales. B. advertising expenditures will have major impact on sales. C. sales effects will follow the microeconomic law of diminishing returns. D. sales will immediately increase then decrease. E. sales will immediately decrease then increase.

A

The _____ is another approach to explain the curvilinear nature of fear appeals. The model suggests both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion. A. protection motivation model B. non-monotonic model C. cognitive response model D. response-stimuli hierarchy E. persuasive delimiter model

A

The _____ is responsible for understanding the advertiser's marketing and promotional needs and interpreting them to agency personnel. A. account executive B. database manager C. media specialist D. copywriter E. account planner

A

The ad for TDA meritrade investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today" and continues with a lot of information about investment and its benefits. This indicates that the ad is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

A

The advertiser needs to know _____ to determine how many readers an advertiser gets for every dollar spent in print media. A. the pass-along readership B. cost per point C. frequency estimates D. gross ratings points E. average frequency

A

The agency that developed the 'Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby creating a(n): A. advertising appeal. B. creative plan. C. marketing plan. D. sales approach. E. sales presentation.

A

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests that: A. advertising appeal is more important than the way it is executed. B. advertising execution is more important than the appeal. C. advertising appeals and executions are equally important. D. advertising execution is more important than message content. E. the product is more important than the creative appeal.

A

The basic function of all of the elements of the integrated communications program is to: A. communicate with a firm's target audience. B. convince customers to make a purchase immediately. C. convince customers to pay a higher price for a good or service. D. educate customers about the features of a good or service. E. persuade customers to try a product category.

A

The category development index is similar to the Brand Development Index (BDI) except that it: A. uses information about the product category. B. is more specific. C. is concerned with companies and not with products. D. is tied to an economic index. E. is less reliable.

A

The communication process begins with the process of _____, which leads to the development of a _____ that contains the information or meaning a source hopes to convey. A. encoding; message B. encrypting; transmission C. encoding; response D. decoding; message E. decoding; transmission

A

The concept of advertising expenditures producing long term rather than immediate results is known as: A. the carry-over effect. B. the communication effect. C. the low-involvement effect. D. the halo effect. E. DAGMAR.

A

The development of the advertising message that the marketer wants to convey to its target audience is called _____, and the determination of which communications channels to use to deliver the message is _____. A. creative strategy; media strategy B. media strategy; message strategy C. the marketing program; the communications program D. the Five Cs; the 4 Ms E. message strategy; channel strategy

A

The encoding process leads to the development of: A. a message. B. noise. C. a channel. D. feedback. E. a receiver.

A

The goal of an integrated marketing communications program is to: A. have all of a company's marketing and promotional activities project a consistent unified image to its customers. B. control all facets of a product's distribution. C. communicate with customers primarily through advertising. D. have complete control over all the channel partners in the distribution channel. E. create a brand image so strong that it destroys all of its competition.

A

The individual most likely to be entrepreneurial in his/her actions is someone with a(n) A) high tolerance of ambiguity. B) low tolerance of ambiguity. C) external locus of control. D) lateral locus of control.

A

The major problem associated with the _____ budgeting method is that it reverses the cause and effect relationship between advertising and sales. A. percent of sales B. objective and task method C. competitive parity D. S-shaped response E. rapidly diminishing returns

A

The major problem with the use of readers per copy figures is: A. determining pass-along rates. B. determining time spent reading the magazine. C. calculating cost estimates efficiently. D. determining an efficient way to estimate the effects of sweep periods. E. calculating costs per ratings point (CPRP).

A

The market for snack food is saturated, but manufacturers continue to develop new offerings. Which of the following best explains why the makers of Honey Maid graham crackers found it necessary to develop and market Honey Maid graham sticks? A. Consumer's novelty-seeking behavior B. To satisfy a physiological need C. To broaden the marketer consideration set D. Consumer cocooning E. To balance any product deletion

A

The more specific the firm's advertising objectives, the: A. easier it becomes to measure advertising effectiveness. B. more difficult it is for competitor's advertising to be effective. C. easier it is to measure the advertising-sales response function. D. smaller the funding needed to meet advertising goals. E. more difficult it is for a competitor to use competitive parity budgeting.

A

The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the: A. sleeper effect. B. time/place consequence. C. identification outcome. D. decay effect. E. mirage effect.

A

The owner of Shane Corporation, a jewelry retail chain, is the voiceover on all of his stores' commercials. He explains how his company differs from other chain stores and gives advice on buying jewelry. Because he is recognized as a professional jewelry expert, his appearance in his company's ads can enhance the ads' source: A. credibility. B. attractiveness. C. power. D. recognizability. E. likability.

A

The percentage of homes in a given area that are watching television during a specific time period is referred to as: A. households using television. B. ratings point. C. program rating. D. share of audience. E. total audience.

A

The perpetual debate over the most effective role for advertising is between: A. rationalists and poets. B. environmentalists and pragmatics. C. liberals and conservatives. D. functionalists and operationalists. E. supporters of centralization and supporters of decentralization.

A

The primary objective of _____ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible. A. media planning B. market segmentation C. target marketing D. organizational planning E. a communication hierarchy

A

The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman. Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n): A. advertising campaign. B. copy platform. C. animatic. D. campaign illumination. E. interrelated marketing campaign (IMC).

A

The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, "Your kids need a carefree Colorado vacation as much as you do." This is an example of the: A. dramatization technique. B. testimonial technique. C. fear technique. D. personality symbol technique. E. scientific evidence technique.

A

The survey of buying power index is particularly useful for providing _____ information. A. geographic B. demographic C. lifestyle D. consumer behavior E. psychographic

A

The television time period available to local stations right before or after network programming is called: A. adjacencies. B. dayparts. C. access time. D. scatter advertising. E. sweeps.

A

The term client, in the ad agency industry, refers to the: A. advertiser or organization that has the product, service or cause that needs to be marketed. B. media, which plays a crucial role in the process of marketing communication. C. purchaser of the consumer product advertised. D. market for business or consumer products. E. advertising agency that specializes in the creation, production, and/or placement of the communications message.

A

The times during the year when television audiences are measured in order to set advertising rates are called: A. sweeps periods. B. GRP flighting periods. C. frequency estimates. D. availabilities. E. upgraded media scheduling.

A

The top of the ad in a magazine targeted to women reads, "Synvise can be a great approach to osteoarthritis knee pain, says LPGA golfer Nancy Lopez and Synvise user." The rest of the ad copy explains how the prescription medication works and describes possible side-effects. The ad's source is hoping its message benefits from the: A. primacy effect. B. recency effect. C. sleeper effect. D. credibility effect. E. compliance hierarchy.

A

The traditional method of compensating ad agencies is through: A. a commission system. B. hourly billings. C. a fee system. D. a straight salary method. E. an objective-and-task compensation system.

A

The two models that are commonly used to explain the relationship between advertising and sales are the: A. concave-downward function and the S-shaped response function. B. S-shaped response function and the concave-upward function. C. marginal utility function and the S-shaped demand function. D. S-shaped demand function and the convex-downward function. E. concave-upward function and the S-shaped demand function.

A

Tia saw a television commercial that said a specific brand of pain reliever was much more effective than the brand she had used and trusted for the last twenty years. As a result of this commercial, Tia is likely to engage in: A. a counterargument. B. a support argument. C. source bolstering. D. negative dissonance. E. source blockage.

A

Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society. This information is part of: A. general preplanning input. B. product-specific preplanning input. C. problem detection studies. D. illumination studies. E. brainstorming process.

A

Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a Utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a(n) _____ execution style to get the audience to envision themselves in Timber Land. A. imagery B. demonstration C. slice-of-life D. animation E. competitive advantage

A

To calculate gross ratings points (GRPs), you will need to: A. multiply reach times frequency. B. divide reach times frequency by costs. C. multiply cost per thousand (CPM) times average frequency. D. divide average frequency by costs. E. add reach and frequency and divide by cost per thousand (CPM).

A

To encourage more people to use mass transit, ads from metropolitan transportation services compare the ease and comfort of riding mass transit with the difficulties of congested traffic and parking headaches. These urban bus and subway services are using positioning by: A. product class. B. product user. C. price/quality. D. product attributes. E. cultural symbols.

A

To make a creative layout of a commercial more realistic, a(an) _____ may be produced by making a videotape of the _____ along with an audio soundtrack. A. animatic; storyboard B. storyboard; animatic C. animatic; copy platform D. copy platform; storyboard E. campaign; storyboard

A

To set an advertising budget, the marketer of filing cabinets examines advertising to sales ratios published in trade magazines, and then allocates a percentage of sales dollars to the advertising effort. Which two budgeting methods are being employed? A. Competitive parity and percent of sales method. B. Competitive parity and payout planning method. C. Payout planning and percent of sales method. D. Percent of sales and objective and task method. E. Payout planning and arbitrary allocation method.

A

Under a centralized organizational arrangement, which of the following is the advertising manager responsible for? A. Budgeting and planning media schedule B. Coordinating the creation and production of ads and sales C. Compensation management D. Administering the firm's sales and sales promotion programs E. Sales and sales management

A

Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients? A. Commission system B. Fee arrangement system C. Cost-plus system D. Incentive-based compensation system E. Objective-and-task compensation system

A

What is the next stage in the IMC planning process, once marketing and communication objectives have been set? A. Budget determination B. Implementation of those objectives C. Media selection scheduling D. Recruitment of marketing and promotion personnel E. Development of the IMC program

A

What type of message structure should a marketer use if immediate behavior is not an objective of the advertiser and repeated exposure will give the target audience opportunity to draw their own conclusions? A. An open-ended message B. A close-ended message C. A primacy message D. A refutational appeal E. A fear appeal

A

When Bart heard an ad state that Kraft's Pasta Anytime microwave meals could be prepared in three minutes, he thought that he would find the meals in his supermarket's frozen food aisle with other microwave meals. When he could not find the Kraft meals, he purchased another brand. He did not understand that Kraft meals were not frozen, the reason why they cooked so quickly. He should have looked on the supermarket aisle that contains pasta. Bart experienced a problem with: A. decoding. B. hearing. C. channeling. D. responding. E. transmitting.

A

When Dodi watches old episodes of Friends and Everybody Loves Raymond on her local TV station while she eats her evening meal, she is watching: A. off-network syndications. B. sponsorships. C. first-run syndications. D. network spots. E. sweeps.

A

When Johann saw the television ad advising him to mark on his calendar when the latest of Survivor series would start, he was appalled that the network would provide such trite and derivative programming. Johann's response to the ad for the reality show would be an example of: A. a counterargument. B. a support argument. C. source bolstering. D. negative dissonance. E. source blockage.

A

When a source is able to administer rewards and punishments to the receiver, influence occurs through a process known as: A. compliance. B. identification. C. internalization. D. retention. E. perceived concern.

A

When a target audience already holds a favorable opinion on a topic or issue, a(n) _____ is most effective. A. one-sided message B. two-sided message C. nonverbal appeal D. open-ended message E. fear appeal

A

When an advertiser has something important or new to announce to a target audience. A(n) _____ headline will be used. A. direct B. indirect C. subhead D. visual E. affective

A

When deciding on the visual portion of a print ad, an advertiser must determine: A. the identification marks that need to be included. B. whether to use needledrop or not. C. the focus of the visual portion of the ad. D. the length of the ad copy. E. whether to present the ad in color or black and white.

A

When part of the message is not understood (it's clear, just part is not understood), which probe is best? A) Elaboration probe B) Clarification probe C) Repetition probe D) Reflective probe E) A probe is not best. Use a deflective response.

A

When using the competitive parity budgeting method, the firm: A. matches its share of total industry advertising expenditures to its market share. B. spends as much as it can. C. allocates some portion of planned sales for the period to advertising. D. spends the same total amount as its major competitors spend. E. bases its advertising and promotion expenditures on sales.

A

Which of following is a likely problem for a manager who uses sales as a measure of advertising effectiveness? A. Sales results offer little guidance or direction to those responsible for planning and developing the advertising program. B. There is a short, often immeasurable, time period between when advertising is run and when sales actually occur. C. Sales results are affected by no marketing mix variable other than price and promotion. D. No internal environmental variables have any significant influence on sales results. E. With the correctly selected promotion variables, no external environmental variables have any significant influence on sales results.

A

Which of the following best describes selective-demand advertising? A. Advertisement of 'Complan' that compares its benefits against its competitor 'Bournvita'. B. Beef council stimulating the demand for beef through an ad. C. Advertisement of Coca-Cola placed in progressive grocer, a trade magazine to promote Coca-Cola to food store managers. D. Lufthansa ad that appears in the newspapers all across the country. E. Ad for a 3 day discount in a restaurant located in San Diego which appears in the local newspaper.

A

Which of the following can be stated a responsibility of a brand manager in a decentralized marketing system? A. Planning of the marketing program B. Manufacturing the products C. Compensating all the employees D. Distributing products E. Developing departments in the organization

A

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true? A. Advertisers attach greater value to primary in-home readers. B. Advertisers attach greater value to pass-along readers. C. Pass-along readers should be totally discounted in evaluating magazine readership. D. Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers. E. Advertisers generally attach greatest value to out-of-home readers.

A

Which of the following does Standard Rate and Data Service (SRDS) classify as a general business magazine? A. Forbes B. Drug Store News C. Restaurant News D. Architectural Digest E. Floral Management

A

Which of the following has contributed to the problem of advertising clutter on television? A. The increased use of shorter commercials. B. The use of zipping and zapping techniques by some advertisers. C. The mandate of the National Association of Broadcasters to increase the amount of time available for commercials. D. Decisions by the major networks to decrease the number of minutes they make available for commercials. E. The use of remote controls leading to zipping and zapping by customers.

A

Which of the following indices reflects a company with low market share of a brand in a given market? A. Low brand development index (BDI) B. High brand development index (BDI) C. Low category development index (CDI) D. High category development index (CDI) E. High survey of buying power index (BPI)

A

Which of the following is NOT an element of the traditional promotional mix? A. Packaging B. Advertising C. Personal selling D. Sales promotion E. Public relations

A

Which of the following is a disadvantage of syndication? A. The audience for syndicated shows is often older and more rural. B. Syndicated shows offer no advantages to national advertisers. C. Syndicated shows are often more expensive than network shows. D. Syndicated shows reach a limited audience and generate limited ad revenue. E. Syndicated shows do not benefit local television stations.

A

Which of the following is an advantage of an in-house agency? A. Increased coordination and cost savings B. Different brand images and large number of marketing partners C. Increased coordination and greater cost savings D. More overall control and freshness in ideas and work E. Greater flexibility and more objectivity

A

Which of the following is an example of a common criticism of DAGMAR? A. It ignores communications objectives. B. It is difficult to implement. C. It is useful only for small companies that have a small advertising budget. D. It offers little guidance to those responsible for planning and developing the promotional program. E. It concentrates only on creativity and does not pay much attention to other objectives.

A

Which of the following is an example of a personal channel of communication? A. Salesperson B. Newspaper C. Radio D. Magazines E. Television

A

Which of the following is an example of special services offered by newspapers? A. Merchandising programs to help make the trade aware of a company's products B. Complete in-house advertising agency competitive with many of the finest agencies in the U.S. C. High reproduction quality D. Circulation verification E. Reduction in clutter

A

Which of the following is likely to conduct in depth interviews, market surveys, and focus groups etc. in order to gather objective information that is valuable to the advertiser's promotional programs? A. Market research companies B. Media specialist organizations C. Media buying organizations D. Creative boutiques E. Interactive agencies

A

Which of the following is true? A. Networks provide programming and services to affiliates. B. Affiliates have no say in the sale of advertising time on their stations. C. Affiliates do not receive any advertising revenue from networks. D. Networks provide programming to affiliates, but affiliates provide the advertising. E. Affiliates are not obliged to carry national advertising provided by networks.

A

Which of the following statements about changes in the way advertising agencies are being compensated is true? A. Most clients do not pay full commissions to their agencies because they prefer to use some type of fee or incentive-based system as they seem more equitable than the commission system. B. With the move toward integrated marketing services, it is likely that there will be a return to the commission system of compensation. C. From the viewpoints of both the client and the agency, the traditional commission system is much superior to negotiated commissions. D. Since most clients want their agencies to be in total charge of the integrated marketing communications process, they are willing to compensate them based on media commissions. E. In a negotiated commission system, commission is usually greater than 15 percent.

A

Which of the following statements about off-network syndication is true? A. Off-network syndicated shows are an important source of quality programming for local stations. B. Off-network syndicated shows an insignificant source of revenue to the studios that produce them. C. Off-network syndicated shows are usually low-budget, low-quality programs. D. The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M. E. Off-network syndication refers to shows produced specifically for the syndication market.

A

Which of the following statements are true? 1. Your cognitive style is the same as your personality type. 2. Your cognitive style is innate and cannot be changed. 3. The three cognitive styles are knowing, planning, and creating. A) Statement 3 is true, and statements 1 and 2 are false. B) Statements 2 and 3 are true, and statement 1 is false. C) None of the statements are true. D) All of the statements are true.

A

Which of the following statements describe a situation in which marketer-induced problem recognition was used? A. Shoppers Stop, a clothing and accessories brand, sends a newsletter to all its customers every three months that gives them details on what is in fashion and the new arrivals at the store. B. Ken purchases a cable to connect the DVD player to his TV after purchasing the DVD player. C. Casey purchased 'Sun Silk,' an anti-dandruff shampoo, but switched to 'Head & Shoulders' when it was not effective. D. Tony had purchased a laptop 2 years ago and since some of its features are not working properly, he realizes that the laptop needs to be upgraded. E. Patrick hurt his toe while jogging and realized that his sports shoes were torn. He went to Nike to purchase a new pair of shoes.

A

Which of the following statements describes a disadvantage associated with the flighting method of schedule advertising? A. Consumers have a lack of awareness, interest, and retention of promotional messages during nonscheduled times. B. Flighting allows the marketers to cover the entire buying cycle. C. Flighting may result in high costs and overexposure. D. Flighting eliminates concerns about wearout. E. There are no disadvantages associated with flighting.

A

Which of the following statements is true about agency commissions? A. Some leading agencies now receive average commissions of 8 to 10 percent. B. Nearly all of the leading agencies still earn a 15 percent commission. C. Most agencies are earning more of their income from fixed commissions as clients expand their IMC programs to include other forms of promotion. D. Most agencies are unwilling to negotiate their commission rates. E. Leading agencies often get 20 percent commissions.

A

Which of the following statements is true about direct marketing? A. Traditionally, it has not been considered an element of the promotional mix. B. It is synonymous with direct mail. C. Indirect-response advertising is considered as one of its major tools. D. It is seldom, if ever, used by companies that have an external sales force. E. It does not exist beyond direct mail and mail-order catalogs.

A

Which of the following statements is true about feature appeals? A. They tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision. B. They are never used for technical and high-involvement products. C. They can be used for advertising a product but not a service. D. They never focus on attributes or benefits that are important to consumers. E. They stress upon the popularity of a product or service by pointing out the number of consumers who use the brand and the number who have switched to it.

A

Which of the following statements is true about focus groups? A. Focus group is a qualitative research technique. B. Focus group is a quantitative research technique. C. Focus groups involve observing consumers in their natural environment. D. Focus groups are not very useful in evaluating the viability of different creative approaches under consideration. E. Focus groups involve observing the natural habits of a particular group of consumers without their knowledge.

A

Which of the following statements is true about spot advertising? A. Spot advertising is mostly confined to station breaks between programs on network-originated shows. B. Only local advertisers use spot advertising. C. Spot advertising is subject to less clutter than network advertising. D. Spot advertising is easier to buy than advertising on national networks. E. Spot advertising does not allow advertisers to adjust to local market conditions.

A

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product? A. Its advertising budget should be twice the desired market share. B. Its advertising budget should be equal to that of the largest market shareholder in the product category. C. Its advertising budget should be as much as the firm can afford. D. Its advertising budget should be ten percent greater than the average budget planned for the entire payout period. E. Its advertising budget should be less than that needed to maintain the desired market share.

A

Which of the following statements provides a reason for why marketers use emotional appeals? A. The favorable feeling created by the appeal may transfer to the brand. B. Emotional appeals focus on the consumer's practical, functional, or utilitarian need for the product or service. C. Emotional appeals tend to be informative, and advertisers using them generally attempt to convince consumers that their product or service has a particular attribute(s) or provides a specific benefit that satisfies their needs. D. Emotional appeals persuade the target audience to buy the brand because it is the best available or does a better job of meeting consumers' needs. E. Emotional appeals are easy to execute and cost less than rational appeals due to lack of creativity.

A

Which promotional mix would a firm use if it wanted to reach a large consumer audience while keeping cost per contact low and create a symbolic image or appeal for a new brand? A. Advertising B. Personal selling C. Sales promotion D. Coupons E. Door-to-door selling

A

Which top-down budgeting method is being employed when expenditure is allocated by assigning a budget based on gut feelings? A. arbitrary allocation B. percentage of sales C. affordable method D. payout planning E. competitive parity

A

Which type of creativity focuses on new, revolutionary solutions to problems? A) Imagination B) Improvement C) Investment D) Incubation

A

Which type of specialized service would have most likely coordinated a program to allow consumers to mail in UPC codes from three Reynolds products to receive a free Blockbuster movie rental? A. Sales promotion agency B. Public relations firm C. Creative boutique D. Interactive agency E. Direct-response agency

A

Why are farm publications not classified with business publications? A. Because historically farms were not perceived as businesses. B. Because adding up farm magazines with business magazines would make the category too large. C. Because farm magazines are a hybrid of consumer and business magazines. D. Because the service that did the initial classification of magazines was owned by a farm publication. E. Because federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

A

Why does a company like Hallmark choose to sponsor the television adaptation of classic books such as Sara: Plain and Tall? A. Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program. B. No other advertiser could afford the sponsorship costs. C. The shows are never shown during a sweeps period, and therefore, sponsorship is more affordable. D. The network would not allow the shows to appear on television unless they had a sponsorship from an approved company. E. Sponsoring an entire show is very cheap and many of Hallmarks competitors also sponsor various other shows.

A

Years ago United Parcel Service (UPS) ran an ad campaign based around the slogan, "moving at the speed of business." Later, UPS introduced a new slogan, "What can brown do for you?" The new ads are designed to make customers aware of the different services besides fast delivery that UPS offers. By moving away from promoting itself as simply a delivery company, UPS has: A. used a repositioning strategy. B. segmented the market in new, more profitable ways. C. adopted a concentrated strategy. D. adopted an undifferentiated strategy. E. employed lifestyle segmentation.

A

"Encouraging current drinkers of Coca-Cola to drink more of the beverage," would be an example of a(n) _____ objective. A. sales-oriented B. market-oriented C. product development D. communications E. product penetration

A

You are a manager of a team of 50 professionals. One particular professional persists in accusing you of having your priorities out of order. Since the planning activity you do often is not urgent, this particular professional tries to undermine the activity. Which research-based principle should the manager remember? A) People who experience the most time stress are those who allow others to generate their personal principles statement for them through their demands for time. B) People who steal time from you should be removed from your work environment in order to avoid situational stress. C) Relationship conflicts should be handled at the end of the day so that the important things can be given your best energy in the morning hours. D) People who steal time from you can be dealt with by talking to them while standing.

A

You know the _____ method of budgeting is being employed after hearing an experienced marketing department manager respond to a new employee's question, "How was the ad budget established last year?" by saying, "The same way it's always been done. I just have an instinct for how much should be budgeted where." A. arbitrary allocation B. percentage of sales C. ROI D. return on investment E. competitive parity

A

You need a little extra money, so you added an extra $100 to your expense reimbursement statement before handing the receipts over to accounting. Your co-worker Sara added over $1000 to her statement. If you believe Sara's actions are worse than yours, what is your level of values maturity? A) First level of maturity B) Second level of maturity C) Third level of maturity

A

You need to turn in your expense account. This is your first one. Mary, your co-worker, has turned in over 50 in the last two years. As you explain a problem related to turning in your expense account to her, which response type would be most appropriate for Mary to use? A) Advising response B) Deflecting response C) Probing response D) Reflecting response

A

You notice that since hiring Barbara, she is always working early and stays late; she appears to be working very hard. Co-workers have commented on how much they enjoy working with Barbara. Yesterday, in a conversation with her, she remarked how she was unhappy with her performance but was determined to try harder. This surprised you since you find her very capable, competent, and hard working. What kind of problem is Barbara most likely facing? A) A problem that needs counseling B) A problem that needs coaching C) A problem that needs person-oriented communication D) A problem that needs global communication

A

You overhear a conversation where one person says, "You really believe that? I think if you look at the facts again, I'm sure you would draw a different conclusion." What would this communication be an example of? A) Practicing person-oriented communication B) Practicing problem-oriented communication C) Practicing communication that validates the individual D) Practicing communication that is disowned

A

You tell your boss that disjunctive communication can occur in three ways. They are (1) controlling airtime, (2) extended pauses, and (3) topic control. Is what you said to your boss true or false? A) All three statements are true. B) Statements 1 and 3 are true, but statement 2 is false. C) Statements 2 and 3 are true, but statement 1 is false. D) Statements 1 and 2 are true, but statement 3 is false. E) All three statements are false.

A

Your boss states, "Morale here is like the loser's locker room after a big game." He has used which technique to improve creative problem solving? A) Make the strange familiar B) Reverse the definition C) Elaborate on the definition D) Direct analogy

A

_____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text. A. Display B. Classified C. Preprinted insert D. Supplement E. Index

A

_____ are based on the total audience the media schedule may reach using a duplicated reach estimate. A. Gross rating points (GRPs) B. Target rating points (TRPs) C. Total Target rating points (TTRPs) D. Sweeps periods E. Coverage

A

_____ are defined as external areas where there are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively. A. Market opportunities B. Market segments C. Competitive advantages D. Market strengths E. Market plans

A

_____ are factors that compel or drive a consumer to take a particular action. A. Motives B. Impulses C. Wants D. Evaluative criterion E. Attributes

A

_____ are interactions that occur with a company or brand during the process of buying or using the product or service. A. Intrinsic touch points B. Company created touch points C. Sales promotions D. Extrinsic touch points E. Seamless communications

A

_____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information that they provide. A. Newspapers and magazines B. Newspapers and television C. Magazines and radio D. Radio and television E. Radio and newspapers

A

_____ are reruns of network shows that are bought by individual stations to broadcast. A. Off-network syndications B. Sponsorships C. First-run syndications D. Network spots E. Local syndications

A

_____ are the concrete outcomes of product or service usage that are tangible and directly experienced by consumers. A. Functional consequences B. Psychosocial consequences C. Bundles of attributes D. Service assessments E. Physiological stimuli

A

_____ classifies magazines into three major categories and is the primary reference source for media planners. A. Standard Rate and Data Service B. Simmons Market Research Bureau C. Audit Bureau of Circulations D. Media Mark Research, Inc. E. A. C. Nielsen Co.

A

_____ is defined as any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media communication. A. Advertising B. Personal selling C. The promotional mix D. Publicity E. Sales promotion

A

_____ is likely to occur when a point-of-purchase display for a new type of dental adhesive is teamed with a life-size portrait of Clint Eastwood, a man many people who are over 50 admire and want to emulate. A. Classical conditioning B. Psychological conditioning C. Affective modeling D. Reversal design E. Cognitive conditioning

A

_____ is the difference between total revenue generated by a brand and its total variable costs. A. Contribution margin B. Aggregated cost C. Promotional result D. Net worth E. Return on investment

A

_____ is the number of magazine copies distributed to original subscribers or purchasers. A. Primary circulation B. Total circulation C. Primary readership D. Guaranteed circulation E. Basic readership

A

_____ is the number of persons in the primary target audience who the media buy will reach and the number of times those persons will be reached. A. Target ratings points B. Gross ratings points C. Coverage D. Effective reach E. Total market coverage

A

_____ is the process of interpreting a sender's message into thought. A. Decoding B. Encoding C. Channeling D. Responding E. Transmitting

A

_____ is the reinforcement of successive acts that lead to a desired behavioral pattern or response. A. Shaping B. Continuous reinforcement C. Partial reinforcement D. Stimulus generalization E. Internal processing

A

_____ is viewed as "something that moves people, speaks to their wants or needs, and excites their interest." A. Advertising appeal B. Execution style C. Creativity D. Big idea E. Needledrop

A

_____ provides local audience measurement for television. A. Nielsen Station Index B. RADAR C. Arbitron D. ADI E. Burke Research

A

_____ refers to the extent to which an ad contains elements that are novel, different, or unusual. A. Divergence B. Relevance C. Illumination D. Animatic E. Positioning

A

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs. A. Zipping B. Zapping C. Pulsing D. Time shifting E. Zooming

A

_____ segmentation is the grouping of customers on the basis of attributes sought in a product. A. Benefit B. Geographic C. VALS D. Demographic E. Lifestyle

A

_____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each element of the promotional mix. A. Communication objectives B. Sales objectives C. Marketing objectives D. Promotional objectives E. Production objectives

A

_____ specialize in the development and management of sweepstakes, refund and rebate offers and incentive programs. A. Sales promotion agencies B. Direct response agencies C. Creative boutiques D. Interactive agencies E. Public relations firms

A

_____ verifies the circulation of consumer magazines and farm publications in the United States. A. The Audit Bureau of Circulations B. Business Publications Audit C. Standard Rate and Data Service D. Simmons Market Research Bureau E. Mediamark Research, Inc.

A

A company with a limited promotional budget and few funds for advertising and promotion is likely to use: A. a promotional pull strategy. B. a promotional push strategy. C. a brand equity strategy. D. a gravity-oriented strategy. E. any of the above.

B

A company with a substantial advertising budget with little or no awareness in the target market should: A. maximize frequency and sacrifice reach. B. maximize reach. C. maximize coverage. D. use maximum continuity. E. use a pulsing push strategy.

B

A direct mail piece, advertising a collection of home maintenance books, would have its information: A. externally paced. B. self-paced. C. virtually paced. D. controlled by the message recipient. E. placed in qualitative media.

B

A major reason why some companies choose to use an in-house agency is to: A. maintain creative freshness. B. reduce advertising and promotions costs. C. compete with external advertising agencies. D. win advertising awards that will enhance the image of their brands. E. disseminate control to outside agencies.

B

A manager maintains little eye contact, interrupts subordinates, and criticizes them for feeling a certain way. He or she is displaying which type of communication? A) Rigid and evaluative communication B) Indifferent and impervious communication C) Indifferent and superior communications D) Indifferent communication

B

A marketer should present the strong points at the beginning of an advertisement only when: A. the target audience supports and can connect well with the communicators' position and the message. B. the target audience is not interested in the topic. C. the target audience is interested in the topic. D. the target audience has used the product and has favorable image of the product. E. immediate action is an objective.

B

A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n): A. direct headline. B. indirect headline. C. subhead. D. jingle. E. needledrop.

B

A print ad for the Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n): A. direct headline. B. indirect headline. C. subhead. D. jingle. E. needledrop.

B

A product manager for a new brand of laundry detergent must: A. increase problem recognition for detergent purchases. B. interrupt consumers' routine choice behavior and get them to consider a new brand. C. maintain a lower price than competitors. D. provide detailed information to consumers. E. create pioneering advertising.

B

A product that may be consumed throughout the year, but has seasonal periods where consumption is higher would most logically employ a(n) _____ scheduling method. A. continuous B. pulsing C. flighting D. oscillating E. weighted ratings

B

A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found: A. product managers view advertising from an aesthetic perspective. B. product managers and account executives both view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand. C. art directors and copywriters view advertising primarily as a promotional tool whose primary function is to communicate information. D. brand managers prefer creative commercials that take risks. E. art directors and copywriters evaluate advertising on the basis of how well it fulfills predefined communications objectives.

B

A temporary stress-reduction technique utilized in child birthing has the woman focus on a pleasant experience from her past during the early stages of labor. What is this known as? A) Reframing B) Imagery and fantasy C) Rehearsal D) Social resiliency

B

A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as: A. endorsement. B. slice-of-life. C. theater style. D. a testimonial. E. a demonstration.

B

According to DAGMAR, the basic function of advertising is to: A. create sales. B. communicate. C. increase market share. D. generate action. E. change behavior.

B

According to Robert Smith, _____ ads combine, connect, or blend normally unrelated objects or ideas. A. originality B. synthesis C. flexibility D. animatic E. elaboration

B

According to SDRS's classification of magazines, _____ magazines are bought by the general public for information and/or entertainment. A. niche B. consumer C. business D. national E. farm

B

According to the Foote Cone & Belding (FCB) planning model, the _____ strategy is for highly involving products where rational thinking and economic considerations prevail. A. habitual B. informative C. affective D. satisfaction E. dissonance reduction

B

According to the marketing and promotions process model, the marketing process begins with the: A. development of the marketing mix. B. development of a marketing strategy and analysis. C. development of the promotional mix. D. determination of the target market. E. establishment of marketing objectives.

B

Account planning plays an important role during creative strategy development by: A. making sure the client knows the agency has the final say on which strategy will be used. B. driving the process from the customers' point of view. C. making sure all advertising complies with local, state, and FTC regulations. D. determining whether the account should be accepted. E. forecasting demand for the product category.

B

AdonDemand, a new advertising agency in San Diego, is offering its clients various services such as marketing, sales promotion, research, promotion, package designing, direct marketing, publicity along with planning, creating, and producing the advertising. Company A is a(n): A. creative boutique. B. full-service agency. C. media buying organization. D. in-house agency. E. media specialist company.

B

Ads for cruises, vacation time shares, and resort areas often show a couple enjoying quiet time together. Many of these ads contain two men or two women rather than a man and a woman in order to appeal to the lucrative gay market. This type of ad campaign with same sex couples is an example of how _____ affect marketing. A. demographic groups B. subcultures C. cultures D. social classes E. reference groups

B

Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads. A. rational B. transformational C. nostalgic D. affective E. informational

B

Advertisers can prevent consumers from zapping commercials by: A. introducing "commercial-free" programming. B. producing commercials that are meaningful and that attract and hold attention. C. devising shorter commercial formats. D. using product placements. E. advertising more on cable television.

B

Advertising campaign themes: A. are always tactical in nature and design. B. set the tone or direction for all of the individual ads that make up the campaign. C. are typically designed by the client and implemented by the agency. D. are usually used for ads that run in only one type of media vehicle. E. are usually developed with the intention of being used for a short period of time.

B

Amber had been struggling to come up with a creative idea for her marketing proposal for weeks. Frustrated, she decided to leave her office and go for a hike in the mountains to clear her mind. She enjoyed taking in her natural surroundings and thought little about her work. When she arrived back at the office, she suddenly had a promising new idea occur to her. In what phase of creative decision making was Amber during her hike in the mountains? A) Preparation B) Incubation C) Illumination D) Verification

B

An ad for Nivea Visage Wrinkle Control states that the cream allows women to "give their skin back its own wrinkle control." It shows a woman in her forties using the product. This ad is using _____ segmentation. A. behavioristic and benefit B. benefit and demographic C. psychographic and behavioristic D. geographic and benefit E. demographic and psychographic

B

An ad for Novell solutions targeted to businesspeople was headlined, "ERP: Sound made by CIO when people see data they shouldn't." The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad? A. A problem-solution execution B. Slice-of-death advertising C. Slice-of-life advertising D. A response-stimuli execution E. Informational advertising

B

An ad for Shangri-La Travel Agency offers trips especially designed for grandparents and their grandchildren to enjoy together. This example illustrates the use of _____ segmentation. A. geographic B. demographic C. lifestyle D. behavioristic E. personality

B

An ad for Snorestop Extinguisher, a nose spray to eliminate snoring, has the headline, "Wife shoots husband and rests in peace." This ad uses _____ to attract attention and convey a key selling point. A. a two-sided message approach B. a humor appeal C. comparative advertising D. a refutational appeal E. a primacy appeal

B

An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can get out of the vehicle. Which ad execution technique is being used in this ad? A. Comparison B. Demonstration C. Scientific evidence D. Straight-sell E. Testimonial

B

An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Then under that statement it reads, "Translation: guilt-free golf." The ad creator used which execution style with this ad? A. Endorsement B. Slice-of-life C. Slice-of-death D. Testimonial E. Demonstration

B

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle. A. lack of geographic selectivity B. lack of demographic selectivity C. noise as defined by the communications process D. pass-along readership E. lack of reader involvement

B

An advertising agency that wants its employees to develop expertise in servicing a variety of accounts should use a(n) _____ structure. A. group system B. departmental system C. creative boutique D. in-house E. decentralized

B

For a deflecting response to work, which principle of communication should one follow? A) Owned communication B) Conjunctive communication C) Descriptive communication D) Global communication

B

For which of the following products is the consumer most likely to experience cognitive dissonance? A. Chewing gum B. Diamond ring C. Office supplies D. Pencil E. Nail polish

B

Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking. The store is lit by crystal chandeliers, and there are deep red carpets underfoot. The staff all wear tail-coats. Its ads want customers to associate the store with the royal treatment they will receive when they shop there. This development of a strong, memorable identity is an example of: A. a universal selling proposition. B. image advertising. C. inherent drama. D. attribute-based positioning. E. refutational appeal.

B

General Foods wishes to determine the percentage of Maxwell House coffee sold in a geographic area as compared with the percentage of the total population in this market. The most appropriate index to use would be: A. survey of buying power index. B. brand development index. C. category development index. D. Simmons Market Research Bureau (SMRB). E. Mediamark Research Inc.

B

Geographic segmentation is about dividing: A. consumers based on lifestyle. B. markets based on location. C. consumers based on usage. D. consumers based on income. E. markets based on benefit the product has to offer.

B

George has returned from his two-week trip to India. He believes his trip has provided an introspection that increased his self-knowledge. When you begin to question him about his experiences, he becomes defensive and states, "I don't want to talk about it with you!" Based on the review of self-awareness in the text, what would be the most accurate conclusion? A) Yes, it probably has increased his self-knowledge. Now he is protective of that knowledge. B) No, it probably has not increased his self-knowledge. C) Maybe, maybe not, depends upon what rituals he practiced. D) Yes, because he has become more self-assertive and aware of what he wants to talk about.

B

George made the following comment to Sarah, one of his co-workers: "Gene's recommendation to cut costs by eliminating travel to training seminars just shows he really isn't aware of how important training is. His lack of insight is due to the fact he doesn't have a college degree." What is George's comment an example of? A) Focusing on a difference B) Creating a distinction C) Focusing on an artificial social barrier D) Creating a false value for a college degree

B

Graduate schools that offer MBA courses are typically rated annually by business publications. When an MBA program rates high on a list, the information is publicized. If the purpose of the communication is to make sure current students know they have made the right choice and are attending a prestigious institution, then the _____ model would be correct. A. standard learning B. dissonance/attribution C. low-involvement D. cognitive response E. 5-Ws

B

Greg is hired into the marketing services department of a full-service advertising agency. His job profile includes gathering information relating to the client's product and service that can be used in the development of the creative strategy. He has to collect information from various other departments in the firm to gain a better understanding of the client's target audience. Which position has Greg been hired for? A. Research department personnel B. Account planner C. Creative team member D. Media specialist E. Account executive

B

Heinz developed a sales promotion program called "All About Family." It offered a coupon of a free Halloween candy when one purchased any of five different participating Heinz brands. Cents-off coupons for the participating brands were placed in newspaper inserts. The campaign also featured a contest called the "Ultimate Family Night" sweepstakes. Heinz management most likely used _____ objectives to measure the effectiveness of this sales promotion. A. communication persuasiveness B. short-term sales C. long-term sales D. brand inquiry E. information parameters

B

Hershey's advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____ advertising. A. transformational B. reminder C. rational D. emotional integration E. teaser

B

How both Velcro and Post-it Notes came to be produced is an excellent example of which problem-solving model? A) Analytical problem solving B) Creative problem solving

B

Hunter ceiling fans are sold to retailers who then sell them to ultimate consumer. The manufacturer of Hunter ceiling fans is using a(n): A. direct channel of distribution. B. indirect channel of distribution. C. multiple-level channel. D. direct-response advertising medium. E. reseller channel.

B

If a job requires someone to be able to focus on only one element of information in order to not become distracted, which of the following would best match those requirements? A) High tolerance of ambiguity B) Low tolerance of ambiguity C) High instrumental values D) Low cognitive style

B

If citizens of Georgia filled out the census form because they thought that Barnes (the message source) had the power to negatively impact their quality of life. In this case, Barnes would have influence through: A. internalization. B. compliance. C. identification. D. attractiveness. E. referent power.

B

In its ads, Listerine claims effectiveness but admits to less than perfect taste. This is an example of a(n): A. one-sided message. B. two-sided message. C. confrontational appeal. D. conclusive message. E. slice-of-life commercial.

B

In media planning, [(Cost of ad space/circulation) x 1000] is the formula used to calculate: A. index number. B. cost per thousand. C. absolute cost. D. category development index. E. brand development index.

B

Kyle wrote a book for new dads to help them take care of the babies when the wives are away. It is highly recommended that Kyle employ _____ to divide the market. A. geographic segmentation B. demographic segmentation C. psychographic segmentation D. socio economic segmentation E. cultural segmentation

B

Lack of long-term objectivity, flexibility, and creativity are a few of the reasons why a company might move away from: A. a decentralized marketing system. B. an in-house agency. C. the use of full-service advertising agencies. D. a centralized marketing system. E. the use of creative boutiques.

B

Lifestyle research, attitude studies, and perceptual mapping would be examples of: A. general preplanning inputs. B. product/service-specific preplanning inputs. C. verification studies. D. revision studies. E. demographic studies for business-to-business clients.

B

Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called: A. gatefolds. B. bleed pages. C. maximum coverage ads. D. overruns. E. total page ads.

B

Managers help employees by addressing problems involving employee attitudes. When managers do this, what is it called? A) Coaching B) Counseling C) Empowerment D) Discipline

B

Managers who use the communications effects pyramid to set objectives believe that: A. lower-level objectives such as purchase and reuse form the foundation of the communications program. B. the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension. C. advertising and promotion should first accomplish lower-level objectives such as trial and purchase. D. advertising and promotion should first accomplish higher-order objectives such as trial and purchase and then create awareness and brand knowledge. E. advertising and promotion cannot accomplish lower-order objectives.

B

Many marketing managers approach promotion from a(n) _____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers. A. informational B. communications C. sales-oriented D. segmentation E. product development

B

Mary is suffering work stress as a result of her interactions with her new boss, who recently transferred from Finland. He has reorganized the work based on teams. In Mary's team, there is no agreement on who should do what or on the purpose of the team. Her stress is from which stressor? A) Time stress B) Encounter stress C) Situational stress D) Anticipatory stress

B

Media buyers might choose to live with a relatively high degree of waste coverage because: A. it best supports a flighting media schedule. B. it may still be the most cost affordable buy on a per exposure basis. C. it allows for more specific targeting. D. repetition is the most effective method for pioneering advertising. E. it supports a market aggregation strategy.

B

Most network television advertising time is sold as: A. sponsorships. B. participations. C. adjacencies. D. spot announcements. E. affiliated offerings.

B

Most of an advertising agency's expenses are in the area of: A. media costs. B. salaries and benefits for employees. C. personal selling. D. production facilities. E. commissions.

B

Nielsen Media Research's A2/M2 system measures ____, the focused mental and emotional connection between a consumer, a media vehicle, and a brand's message. A. adjacency B. engagement C. cume D. syndication E. affiliation

B

On a trip to Spokane, Joy experienced car trouble. She knew she needed to find a good mechanic, so she asked the advice of the people running the motel where she was staying. She also called the local Better Business Bureau to help and looked in the local Yellow Pages. Finally, she called a friend who used to live in Spokane for his recommendation. Joy was engaged in the _____ stage of the consumer decision making process. A. problem recognition B. information search C. postpurchase evaluation D. subliminal problem avoidance E. purchase decision

B

Once the basic script for a television commercial has been conceived, the writer and the art director get together to produce a ____, a series of drawings used to present the visual plan or layout of the commercial. A. transparency board B. storyboard C. visual layout D. layout synopsis E. thumbnail sketch

B

One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances. The ____ or central message of the advertising campaign was "Maytag Dependability." A. animatic B. campaign theme C. repositioning strategy D. copy platform E. product specific preplanning input

B

Primary-demand advertising is designed to: A. draw particular attention to a particular branded item. B. stimulate demand for a general product class or industry. C. help launch a specific line extension. D. compare two or more competitors in a real world situation. E. create a market share gain for the industry leader.

B

PrimeTime is a multi-product firm that follows an advertising organizational system where the manager has the responsibility for the marketing program, including the identification of target markets as well as the development of integrated marketing communications programs that will differentiate the brands and ensures that each brand receives concentrated managerial attention. However, each brand may compete against other brands in the same company. Which advertising organizational system is PrimeTime following? A. Centralized system B. Decentralized system C. Creative boutique D. Collateral system E. Democratic system

B

Product, price, promotion, and _____ are the 4Ps of the marketing mix. A. people B. place C. package D. print E. privilege

B

Researchers Daniel Miller and Don Slater monitored websites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act. The users they observed consider the Internet to be a tool to augment traditional forms of communication. Miller and Slater conducted _____ research. A. e-marketing B. ethnographic C. demographic D. quantitative E. e-commerce

B

Sachin Tendulkar, India's top cricketer, was paid $4.14 million over three years to promote motorbikes made by TVS, an Indian manufacturer. TVS hoped to use _____ to build brand credibility for its motorbikes. A. celebrity expertise B. meaning transfer C. celebrity knowledge D. endorsement shift E. consumer-celebrity merging

B

Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which of the following advertising medium? A. Place-based media B. Magazines C. Local radio D. Billboards E. Local newspapers

B

Shows such as Judge Judy and Entertainment Tonight are produced specifically for the syndication market. This is referred to as: A. off-network syndication. B. first-run syndication. C. special-purpose syndication. D. network-supported syndication. E. reruns.

B

Simplified decision rules such as "Always buy the largest size of the cheapest priced detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are: A. the result of integration processes. B. called heuristics. C. formalized group norms. D. problem-solving consequences. E. stimulus-response benefits.

B

Some of the more successful advertising agencies, like TBWA and Wieden & Kennedy, attribute their excellent creative work to the fact that: A. they have clients who are risk averse. B. they have clients who are willing to take creative risks. C. they have clients who never become involved with or interfere in the creation process. D. their clients keep them in check and don't let them try creative approaches that are excessively different. E. their relationship with the client is significantly more important than any creative work.

B

Source attractiveness leads to persuasion through a process of: A. internalization. B. identification. C. compliance. D. repositioning. E. comprehension.

B

Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce, which they contend is just as good as or even better than that produced in France. The French call the sparkling wine they produce in a specified region, champagne, and this is what most people choose when they are celebrating. Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate? A. Testimonials B. Image advertising C. Brand-to-consumer relevance advertising D. Benefit-based positioning E. Refutational appeal

B

The "We try harder" and Wendy's "Where's the beef?" advertising campaign themes are examples of: A. universal selling propositions (USPs). B. big ideas that have been the basis for effective advertising campaigns. C. inherent drama approaches to developing big ideas. D. big ideas for ad campaigns that did not last very long. E. creative platforms that support products in the pioneering stage of their product life cycles.

B

The Boston designated market area (DMA) has approximately 2 million television households. Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching the Boston Celtics in a playoff game. The program rating for the Celtic game in the Boston DMA is _____ while the share of audience is ____. A. 25; 15 B. 15; 25 C. 33; 20 D. 15; 60 E. 20; 30

B

The DAGMAR approach to setting objectives: A. has little effect on the advertising planning process. B. has focused advertisers' attention on the value of using communications objectives rather than sales objectives. C. has never been criticized because it focuses on the hierarchy of effects model. D. has increased the degree of subjectivity used in the selection of objectives toward which planners' efforts should be directed. E. has been successful because it is easy to implement.

B

The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader that Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

B

The National Newspaper Network: A. reproduces national ads in a pass-along system throughout the country. B. facilitates Web-based advertising options in newspapers across the country. C. provides advertising auditing services to local marketing firms. D. limits the misuse of advertising in selective run binding networks. E. offers controlled-circulation flat rates for preferred position marketers.

B

The New York Times Sunday Magazine is an example of a: A. special audience newspaper B. newspaper supplement published by a major newspaper C. syndicated newspaper supplement D. national newspaper E. consumer magazine

B

The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot. To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message. The commercial should be tested in which of the following forms? A. Storyboard B. Animatic C. Reaction profile D. Print copy E. Rough layout

B

The S-shaped response curve suggests that: A. advertising effectiveness will not be related to spending. B. very low advertising budgets will not work. C. advertising effectiveness will vary inversely with the spending levels. D. the carryover effect is especially true for low-priced, frequently purchased consumer products. E. sales and spending on advertising are not directly related.

B

The _____ is a market outside of a city whose residents regularly do business within the city. A. city zone B. retail trading zone C. area of dominant influence D. MSA E. designated market area

B

The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process. A. dissonance/attribution model B. persuasion matrix C. AIDA model D. response model E. elaboration likelihood model (ELM)

B

The _____ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand. A. promotional plan B. marketing plan C. communications plan D. marketing audit E. situation analysis

B

The _____ is the manner in which an advertising idea is turned into a message and presented to consumers. A. advertising appeal B. creative execution style C. rational appeal D. emotional appeal E. big idea

B

The _____ method of budgeting is being employed when expenditures are allocated by assigning a part of the cost of the product to be allocated to advertising. The total budget is based on units sold. A. arbitrary allocation B. percentage of sales C. objective and task D. return on investment E. competitive parity

B

The _____ model involves selective learning, whereby the consumer seeks information that supports the purchase choices made and avoids information that would raise doubts about the decision. A. standard learning B. dissonance/attribution C. low-involvement D. cognitive response E. 5-Ws

B

The _____ model is a response model that was developed for setting and measuring advertising objectives. A basic premise of this model is that advertising effects occur over a period of time. A. AIDA B. hierarchy of effects C. innovation-adoption D. adoption response E. diffusion rate

B

The _____ of communication is the person or organization that has information to share with another person or group of people. A. essence B. source C. message D. decoder E. channel

B

The ad for 'TDAmeritrade' investment bank states that the company is "Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor." The ad is using a(n) _____ appeal. A. emotional B. competitive advantage C. feature D. favorable price E. transformational

B

The audio portion of a television commercial is often implanted into the radio spot for the same product. This is known as: A. positioning. B. image transfer. C. visualization. D. flexibility. E. narrowcasting.

B

The basis for subliminal advertising can be found in: A. cognitive theory. B. psychoanalytic theory. C. behavioral learning theory. D. affective theory. E. multiattribute motivational model.

B

The best way to reach a narrowly defined group of customers or a market niche is through: A. television advertising and billboards. B. personal selling and targeted direct mail. C. targeted direct mail and radio advertising. D. any form of broadcast media. E. transit advertising, billboards, and ads with pithy headlines.

B

The commercial for Burpee gardening supplies begins with a discussion of how beautiful and enjoyable gardens can be. It ends with the directive to visit the company at Burpee. com and let Burpee's experience get you off to a good start. By placing the strongest point at the end of the ad, Burpee is hoping to benefit from the: A. primacy effect. B. recency effect. C. sleeper effect. D. credibility effect. E. compliance hierarchy.

B

The commercial to convince people to stop smoking uses three teens bungee jumping off a bridge. When they reach the ground, each grabs a can, opens it, and takes a drink. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end, the ad's source is hoping its message benefits from the: A. primacy effect. B. recency effect. C. sleeper effect. D. credibility effect. E. compliance hierarchy.

B

The content of advertising with _____ emphasizes facts, learning and the logic of persuasion. A. emotional appeals B. informational appeals C. transformational appeals D. subliminal appeals E. irrational appeals

B

The experiences, perceptions, attitudes and values a consumer brings to a communication situation is referred to as his or her: A. semiotic experiences. B. field of experience. C. common ground. D. source characteristics. E. selective perceptions.

B

The goal of the National Newspaper Network, which was created by the Newspaper Association of America in 1993, is to: A. make newspaper advertising rates the same for everyone. B. attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process. C. make sure national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users. D. attract more newspaper advertising from local companies. E. enhance the reproduction quality of the newspapers.

B

The headline for the Dodge Caravan ad reads, "What idiot coined the phrase 'stay-at-home-mom'?" The only other information in the ad is directions on where to call to find the nearest Dodge dealer. This ad is: A. an example of a fear appeal. B. designed to let the target audience draw its own conclusions. C. an example of a refutational appeal. D. designed to express a two-sided message. E. effective no matter what the context of the ad medium.

B

The headline on the ad for Broilmaster Grill read, "The Most Durable Grill Known to Man." Broilmaster is using a positioning strategy based on: A. product class. B. product attributes and benefits. C. price/quality. D. competitor. E. cultural symbol.

B

The major reason for the decline in the viewing audiences of the three major networks is: A. the widespread use of videocassette recorders. B. the growth of cable television. C. poor programming. D. the exponential growth of clutter. E. changes in cultural values, which are reducing television viewing time.

B

The manner in which individuals gather and process information is a part of what? A) Personal values B) Cognitive style C) Adaptability D) Creativity

B

The market segmentation process: A. divides a market into distinct groups that have heterogeneous needs. B. divides a market into distinct groups that will respond similarly to marketing actions. C. offers one version of the product to all markets. D. identifies markets with unfulfilled needs. E. positions products in the minds of prospects and customers.

B

The media plan is a guide for: A. development of specific creative objectives. B. media selection. C. sales and marketing forecasts and potentials. D. marketing research activities. E. observation studies.

B

The number of households in a market area that own a television set is referred to as: A. households using television. B. the universe estimate. C. a program rating. D. designated market area. E. audience size.

B

The pervasiveness and intrusive nature of ____, as an advertising medium, contributes to the high level of distrust consumers have for the ads that appear in it. A. radio B. television C. newspapers D. direct response E. magazines

B

The presence of a prize in every box of Cracker Jack snacks is an example of: A. classical reinforcement. B. continuous reinforcement. C. partial reinforcement. D. cognitive learning. E. intermittent reinforcement.

B

The print ad for Chevy Ventura vans contains about ten times more copy than other ads in a recent issue of Better Homes & Gardens magazine. Which of the following theories states that this is an appropriate way to shape consumer behavior? A. Psychoanalytical theory B. Cognitive learning theory C. Reinforcement theory D. Affective modeling E. Operant conditioning

B

The print ad for Thomasville furniture's Louis Phillipe design shows a rumbled bed with pillows flung on the floor and two empty glasses of wine on a nearby table. The door to the balcony is open and looks as if the lovers have just stepped out to look at the moon. The use of sexual innuendoes in this ad to attract attention would be an application of: A. the cognitive learning theory. B. the psychoanalytic theory. C. the behavioral learning theory. D. affective modeling. E. shaping.

B

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules. A. absolute cost B. reach and frequency C. inherent drama D. audience selectivity E. spectaculars

B

The visual portion of an advertisement may reduce its persuasiveness because: A. the picture may attract too much attention to the product. B. the processing stimulated by the picture may be less controlled and less favorable than the processing stimulated by words. C. pictures are always low in imagery value. D. pictures may have a negative effect on recall. E. verbal communication is always more effective than nonverbal communications.

B

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S. watched American Idol last week even though only half of the households were actually watching television during this time period. The program rating for the show is approximately: A. 18. B. 21. C. 29. D. 42. E. 30.

B

There are approximately 900,000 television households in the San Diego County market. During a Sunday afternoon in October, 50 percent of the households had their television sets turned on and 200,000 were watching the San Diego Chargers versus Pittsburgh Steelers NFL football game on Channel 7. The approximate share of audience for the game would be: A. 22. B. 44. C. 50. D. 200. E. 100.

B

There is a problem with George. You don't doubt his knowledge or ability to do the job. However, lately he has developed a problem concerning his co-workers. He doesn't need or want their input to the project. He says that his work is above standards and remarks, "Can I help it if I work with idiots?" What kind of problem is George most likely exhibiting? A) A problem that needs coaching B) A problem that needs counseling C) A problem that needs person-oriented communication D) A problem that needs global communication

B

This course, with its emphasis on developing managerial skills and related emotional intelligence skills, should assist you (on completion of all chapters) in eliminating which stress? A) Time stress B) Encounter stress C) Situational stress D) Anticipatory stress

B

This problem-solving style occurs less frequently but often separates career successes from career failures. What does this problem-solving style focus on? A) Analytical problem solving B) Creative problem solving C) Managerial problem solving D) Strategic thinking

B

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships. This is an example of which type of advertising execution? A. Slice-of-life B. Testimonial C. Demonstration D. Scientific evidence E. Dramatization

B

To become a better manager, what is one of the first things one should do? A) Improve one's communication skills B) Seek knowledge of oneself C) Manage one's time better D) Empower one's employees

B

To determine the potential for sales of coffee (as opposed to a specific brand) in a particular market area, a company should use: A. brand development index. B. category development index. C. survey of buying power index. D. Simmons Market Research Bureau (SMRB). E. Mediamark Research Inc.

B

To maintain dietary control, one should do the following: (1) avoid fats, (2) avoid caffeine, and (3) take Vitamin E only. Which are correct? A) All three points are correct. B) Points 1 and 2 are correct. C) Points 1 and 3 are correct. D) Points 2 and 3 are correct.

B

Today, the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level through the use of an electronic device that measures what is being watched and by whom. This device is called a(n): A. audiometer. B. people meter. C. electronic diary. D. market survey. E. focus group.

B

Top-down budgeting methods are commonly used because of: A. their effectiveness. B. upper management's desire for control. C. the growing availability of computer simulations. D. the ease with which a manager can assess the impact of sales on ROI. E. their quantitative nature.

B

Traditionally, _____ has been the cornerstone of brand-building efforts. A. interactive media B. mass-media advertising C. public relations D. product placement E. personal selling

B

Transformational advertising can differentiate a product or service by: A. convincing a consumer of the superior performance of a brand. B. making the consumption experience more meaningful, exciting and enjoyable. C. making a consumption experience last longer. D. showing performance superiority of one brand over another. E. proving brand superiority.

B

Under a centralized organizational system, the responsibility for planning and controlling the advertising and promotional function lies with the: A. brand manager. B. advertising manager. C. product manager. D. in-house agency. E. vice president of marketing.

B

Under which of the following compensation arrangement is the agency compensation tied to their performance? A. Fixed-fee system B. Incentive based system C. Cost plus system D. Negotiated commission system E. Fee-commission combination system

B

Underneath the headline, "Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The second statement was printed in a typeface larger than the body copy but smaller than the headline. The second statement in the ad is an example of a: A. story line. B. subhead. C. demonstrative appeal. D. physiological appeal. E. psychological appeal.

B

Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are. This is an example of a(n): A. inherent drama appeal. B. long-running advertising campaign. C. conflict between the agency and the client producing an inability to create a new campaign theme. D. copy platform. E. creative blueprint.

B

Visual image personalities: A. are typically used with complex products that require high-involvement. B. appear in ads for low-involvement products. C. require central route processing to be effective. D. typically shorten the cognitive stage of the consumer decision-making process. E. are used when consumers must go through all stages of AIDA before making a purchase.

B

Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising. A. teaser B. reminder C. repetitive D. popularity E. brandstanding

B

What does a person who is "hardy" have? A) An external locus of control B) An internal locus of control C) A supportive network of friends D) A low tolerance for ambiguity

B

What does creativity in Eastern cultures focus on? A) Analytical problem solving B) Uncovering enlightenment related to problems C) Creating solutions to novel problems D) Practical ways to solve problems

B

What does research on interpersonal communication among various cultures and nationalities confirm about the eight attributes of supportive communication? A) The attributes have varying degrees of applicability in solving interpersonal problems. B) The attributes have almost universal applicability in solving interpersonal problems. C) The attributes have varying degrees of applicability in solving interpersonal problems in affective and particularistic oriented cultures. D) The attributes have varying degrees of applicability in solving interpersonal problems in neutral and achievement-oriented cultures.

B

What is neuroticism? A) The extent to which people see themselves as capable and successful B) The tendency to have a negative outlook and pessimistic approach to life C) The belief that one can control his or her experiences D) The generalized sense of one's ability to perform capably across a variety of circumstances

B

What is the statement "I have decided to turn down your request" an example of? A) Conjunctive, not disjunctive communication B) Owned, not disowned communication C) Problem oriented, not person oriented communication D) Specific, not global communication

B

What stage of creative problem solving occurs when an insight is recognized and a creative solution is articulated? A) Preparation stage B) Illumination stage C) Incubation stage D) Verification stage

B

When Coca-Cola only had one product in its line and was targeting everyone, the company was employing: A. concentrated marketing. B. undifferentiated marketing. C. market atomization. D. niche marketing. E. benefit segmentation.

B

When MetaboLife first came on the market, its only product was a weight-loss pill that was guaranteed to energize the user by causing a greater level of physical activity, which would help in burning calories. This was its only product, and it was marketed to anyone who wanted to lose weight or have more energy. This means, that its target market was virtually anyone breathing because very few people like their current weight, and everyone could use a little more energy. MetaboLife used: A. concentrated marketing. B. undifferentiated marketing. C. market atomization. D. niche marketing. E. demographic segmentation.

B

When Sunkist introduced Almond Accents, a topping for everything from salads to casseroles, the promotional program for the introduction process included a 75-cents-off coupon on one 6 ounce bag and a $1.25-cents off coupon for two 6-ounce bags. In addition, consumers were asked to enter an original recipe using Almond Accents in a contest in which the first prize was a trip for two to the Culinary Institute of America. The use of these promotional tools is a good example of the application of: A. reinforcement theory. B. shaping procedures. C. cognitive learning theory. D. intermittent reinforcement. E. attitude modification theory.

B

When using descriptive communication to help modify someone's behavior, what should a person do? A) First describe reactions to the behavior, describe the behavior, and then suggest an alternative behavior. B) First describe the behavior, describe reactions to the behavior, then suggest an alternative behavior. C) First discuss the problem, then the alternatives, then decide on a solution. D) Describe the behavior, describe why it's a bad behavior, then describe what will happen (the consequences) if the person keeps doing the behavior.

B

Which media vehicle is described as having few valid measurement techniques, a flexible message platform, and limited creative capabilities? A. Television B. Interactive media C. Radio D. Outdoor E. Newspapers

B

Which of the following communication processes will be most influenced by the experiences, perceptions, attitudes and values of the message recipient? A. Encoding B. Decoding C. Noise D. Feedback E. Transmission

B

Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media? A. Beer B. Tobacco C. Lingerie D. Toiletries E. Pharmaceuticals

B

Which of the following is a reason to use comparative advertising? A. It prevents a new market entrant from positioning itself against established brands. B. It is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider. C. It may be perceived as more ethical than non-comparative ads. D. It does not work for market leaders and, therefore, gives competitive advantage to new entrants. E. It is generally permitted by the Federal Trade Commission.

B

Which of the following is an advantage of the competitive parity method? A. It makes use of the buildup approach to establishment of promotional budgets. B. It leads to stability in the marketplace by minimizing marketing warfare. C. It is based on the fact that advertising and promotions are designed to accomplish specific objectives by addressing certain problems and opportunities. D. It gives due recognition to the contributions of creative executions and/or media allocations. E. Under this method, the budget is driven by the objectives to be attained.

B

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A. Comparison B. Demonstration C. Scientific evidence D. Straight-sell E. Animation

B

Which of the following is an example of a media vehicle? A. Television B. America's Next Top Model Show C. Radio Jockey D. Newspaper E. Outdoor advertising

B

Which of the following is true about integrated services? A. Companies prefer separate agencies for sales promotion, direct marketing, interactive marketing etc. as they are easier to coordinate. B. An agency with integrated marketing capabilities can create a single image for the product or service. C. Not many advertisers and agencies feel that integrated marketing is important to their organizations' success. D. Most advertisers want their ad agencies to set strategy for and coordinate the integrated marketing communications program for them. E. Most of the large marketers feel that the agency executives are capable of handling the various elements of an integrated campaign.

B

Which of the following processes makes it possible to personalize an advertising message? A. Cross-market transaction B. Ink-jet imaging C. Cross media binding D. Controlled circulation E. Desk top publishing

B

Which of the following statements about account planning is true? A. Account planners do not conduct any quantitative research. B. Account planners work with the client as well as other agency personnel. C. Account planners only work with the client to avoid agency bias. D. With account planning, the agency takes a permanent leadership role in the development of creative strategy. E. The knowledge gained during account planning can only be used during the planning period because it is proprietary information.

B

Which of the following statements about newspapers and magazines as advertising media is true? A. Most magazines and newspapers could survive without advertising revenue. B. Newspapers are a primary source of shopping information for many consumers. C. The number of daily newspapers in most cities has been increasing due to a dramatic increase in the amount of readily available advertising revenue. D. Magazines are not really dependent on advertising revenue since they can charge higher prices for their publications. E. In order for newspapers and magazines to be read by a large audience, the print media should include lots of advertisements.

B

Which of the following statements about newspapers and magazines as advertising media vehicles is true? A. Newspapers are exclusively a local advertising medium. B. Newspapers are primarily a local advertising medium but are also used by national advertisers. C. Magazines are primarily a local advertising medium. D. Magazines are the primary advertising media in terms of ad revenue and number of advertisers. E. Because of the difference in media format, there is no competition between broadcast and print media.

B

Which of the following statements about the U.S. advertising agency business is true? A. Most U.S. ad agencies are large businesses with billings exceeding $100 million per year. B. Most U.S. ad agencies are individually owned small businesses employing fewer than five people. C. Nearly all of the U.S. domestic billings are handled by the top 100 agencies. D. Most of the top U.S. ad agencies are headquartered in Chicago. E. There are approximately 1,000 agencies listed in the Standard Directory of Advertising Agencies.

B

Which of the following statements about the reach and frequency of consumer magazines is true? A. Popular consumer magazines have broad reach and frequency. B. For a broad-reach strategy, magazines should be used in conjunction with other media. C. Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication. D. Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications. E. Advertisers who are seeking broad reach and frequency in their media schedules must use monthly magazines in order to obtain desired frequency.

B

Which of the following statements describe a potential problem associated with the use of indirect headlines in a print ad? A. They generate too much interest or curiosity among the readers which leads to lack of remembrance of the message. B. They may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message. C. They must always be accompanied by an engaging visual appeal in order to be effective. D. They only work when readers are already interested in the category of the good or service being advertised. E. They are often less effective at attracting readers' attention and interest because they are unable to provoke curiosity and lure readers into the body copy.

B

Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service? A. Celebrities cannot draw attention to advertising messages in a cluttered media environment. B. The respect, popularity or admiration a celebrity enjoys may carry over to the product she or he endorses. C. Celebrities may be unable to enhance the target audience's perceptions of the products' image or performance. D. Consumers may focus attention on the celebrity and not attend to the product and advertising message. E. The celebrity may be overexposed that would help achieve the recognition that is desired.

B

Which of the following statements is true about advertising agencies? A. Most large, national advertisers use in-house agencies. B. Agencies are often used because of the skill, expertise, and experience they can offer in the advertising area. C. Most large agencies offer only creative services to their clients. D. Agencies must be used since companies do not have the capabilities of developing their own advertising. E. Most large advertisers are totally content with the current commission system of compensation.

B

Which of the following statements is true about effective communication? A. Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages. B. For effective communication, marketers must understand the meanings that consumers attach to words and symbols and how these words and symbols are interpreted. C. Effective integrated marketing communications is usually nonpersonal in nature. D. Effective communication is unaffected by the reception environment. E. Whether an ad is in black-and-white or in full-color has no impact on how effectively the message is communicated.

B

Which of the following statements is true about image advertising? A. It is used most often when there are significant functional or performance differences among brands. B. It is often used when competing brands are difficult to differentiate on a functional or performance basis. C. Advertisers often use it when their products or services offer a unique attribute or benefit to consumers. D. It is most commonly used for business-to-business products. E. It concentrates on those functional features of its product that are unique and cannot be imitated by the competitors.

B

Which of the following statements is true about speculative presentations? A. Speculative presentations require little time and effort on the part of agencies. B. Many agencies do not like to participate in speculative presentations because there is no guarantee they will win the account, and they require time and money. C. Speculative presentations are rarely used in the advertising industry. D. Most agencies do not participate in speculative presentations to acquire new business. E. They are also known as storyboards.

B

Which of the following statements is true about superagencies? A. They were formed when large advertisement agencies were broken down into smaller, more specialized agencies. B. Advertisers who became disenchanted with the superagencies moved to form smaller agencies that were flexible and more responsive. C. They were formed so that agencies could provide clients with effective supply chain management. D. Advertisers who became disenchanted with the superagencies moved to form larger agencies that were inflexible and less responsive. E. They were formed so that agencies could provide clients with just-in-time inventory management system.

B

Which of the following statements is true about the communications objectives? A. It is easy to translate sales goals into communications objectives. B. It can be difficult to determine the relationship between communications objectives and sales performance. C. Communications objectives cannot serve as operational guidelines to the planning, execution, and evaluation of the promotional programs. D. Marketing managers do not recognize the value of setting communications objectives. E. Precise formulas are to be followed when translating sales goals into specific communications objectives.

B

Which of the following statements is true about the media mix? A. It is not possible to use only one medium or vehicle to deliver the message. B. The characteristics of the product or service helps in determining the combination of media that should be used. C. Individual preferences have no effect on the combination of media to be used to deliver a message. D. Radio would be the most effective medium for a product that requires visual demonstration. E. By employing a media mix, advertisers could lower the versatility to their media strategies resulting in high amount of clutter.

B

Which of the following statements is true regarding the relationship between advertising and promotion, and sales performance? A. In mature markets where other marketing mix variables are stable, it is impossible to determine the relationship between advertising and/or sales promotion and sales. B. The repositioning of brands is often done with a goal of improving sales or market share. C. When sales expectations are not being met, experienced managers are not very likely to consider changes in their advertising and sales promotion programs. D. Marketing and brand managers are often under pressure to show sales results and thus may take long-term perspective in evaluating advertising and promotion programs. E. Managers prefer sales-oriented objectives because they provide operational guidelines for those involved in planning, developing, and executing the advertising and promotional program.

B

Which of the following supervisor statements is an example of coaching? A) "I'd really like to see you try to approach this problem more optimistically." B) Let's sit down and work through the audit process together this time so that you see what I'm looking for." C) "You need to work on your attitude." D) "Your teammates are expressing concern that you don't handle conflict well."

B

Which of the following would be an example of a channel in the communication process? A. The number of customers that redeemed a cents-off coupon B. A billboard beside an interstate highway C. The creative people who designed the new Wendy's ad D. An ad's spokesperson E. Jennifer Aniston, who appears in the ad for L'Oreal.

B

Which source characteristic is likely to suffer when a celebrity endorses too many products and is seen too often by consumers? A. Expertise B. Trustworthiness C. Physical attractiveness D. Compliance E. Internalization

B

Which type of ad agency is most likely to assist the client in areas such as marketing strategy and research, campaign planning and execution, and media planning and buying? A. A creative boutique B. A full-service agency C. A media buying service D. A collateral agency E. A full time agency

B

Why are models of the creative process valuable to those working in the creative area of advertising? A. The models let the client see what he or she is paying for. B. The models provide an organized approach to a creative problem. C. The models let creatives approach the creative process in whichever manner feels most comfortable to them. D. The models were developed by people who were successful advertisers themselves. E. The models create heuristics needed to determine whether an ad will accomplish its goals.

B

Why are principles of operant conditioning useful in the development of promotional strategies? A. They explain the cognitive processes that mediate a consumer's response to advertising. B. They show that experiences with products provide reinforcements that affect future purchase behaviors. C. They explain why coupons and samples are unlikely to have any desirable effect on consumer behavior. D. They explain consumer behavior in both high and low involvement situations. E. They explain how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.

B

You are a manager who would like to enhance the creative problem-solving abilities of your employees. What should you do? A) Increase their formal education B) Improve their thinking skills C) Improve their interpersonal skills D) Improve their exposure to information

B

You discover a bug in your DOS program. In debugging the program, which problem style would be most appropriate? A) Creative problem solving B) Analytical problem solving

B

You have developed a "need-to-do" list and have promised yourself to say "no" more often. You even bought a planner. Which approach to time management are you practicing? A) Effectiveness approach B) Efficiency approach C) Delegation approach D) Priority approach

B

Your boss remarks, "The best way to foster innovation is to hold people accountable." What should you most likely remark? A) "I disagree; holding people accountable will reduce the risk factor and therefore innovation will not come about." B) "I agree."

B

Your boss states, "Conceptual blocks are easy to overcome. Also, everyone develops some conceptual blocks over time and we need some to cope with everyday life." Should you agree or disagree? A) Agree B) Disagree

B

Your boss tells you, "If you continue to be late, you will lose your job." Did your boss practice supportive communication? A) No, this is an evaluative comment. B) Yes, even though the comment is evaluative in nature, it is linked to a probable outcome. C) Yes, this is a validating comment. D) No, the comment is person oriented.

B

Your boss was arrested for embezzlement at the office. As he walks past you handcuffed, he states, "You know, you and I possess the same values, we just differ by degrees." Which is the boss an example of? A) Terminal values B) Poor ethical decision making C) Poor information gathering D) Conformity level of values maturity

B

Your group has agreed to do a skit as part of its presentation to the class. Bob believes a "Baywatch" skit with everyone wearing swimsuits would liven up the presentation. Someone in the group remarked, "What a stupid idea!" What step in the analytical problem-solving method is violated by this response? A) Define the problem B) Generate alternative solutions C) Evaluate and select an alternative D) Implement and follow up

B

Your personal cognitive style is based on which of the following two dimensions? A) The manner in which you gather information and whether you think it is true B) The manner in which you gather information and the way in which you act on that information C) Horizontal and vertical D) The manner in which others gather information about you and the way you react to their behaviors

B

Your presentation didn't go as well as you had hoped. Sam stopped by and remarked, "Everything will be fine. My first presentation didn't go half as well as yours." Sam offered which type of response? A) Advising response B) Deflecting response C) Probing response D) Reflecting response

B

Your team has experienced an increase in absenteeism in the past six weeks. In the meeting to define the problem, George recommends that personal leave days be abolished. The group ignores that suggestion but instead decides to fire all employees who are absent starting Monday. What went wrong in the decision-making process? A) The first acceptable solution was accepted. B) The problem was stated as part of the solution. C) The problem was stated too explicitly. D) The information about the problem was based on speculation.

B

_____ advertising focuses on creating demand for a specific company's brand. A. Primary-demand B. Selective-demand C. Trade D. Secondary-demand E. Industrial

B

_____ advertising is sometimes used to create curiosity and build interest and excitement in a new product or brand by talking about it but not showing it. A. Reminder B. Teaser C. Rational D. Comparative E. Feature appeal

B

_____ are groups or segments in a society that possess similar beliefs, values, norms and patterns of behavior that set them apart from the larger mainstream. A. Demographic groups B. Subcultures C. Neighborhoods D. Social classes E. Reference groups

B

_____ are the abstract outcomes of product or service usage that are intangible, subjective and personal. A. Functional consequences B. Psychosocial consequences C. Bundles of attributes D. Service assessments E. Psychological stimuli

B

_____ are the major participants in the integrated marketing communications process. A. Advertising agencies and new product development firms B. Advertisers and media organizations C. Media organizations and marketing information systems D. Travel agencies and public relations firms E. New-product development firms and public relation firms

B

_____ are the print ad components used to break up large amounts of copy and highlight key selling points. A. Headlines B. Subheads C. Illustrations D. Layouts E. Voice-overs

B

_____ divides a market on the basis of lifestyles. A. Leisure marketing B. Psychographic segmentation C. Benefit segmentation D. Demographic segmentation E. Behavioristic segmentation

B

_____ involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers. A. Marketing mix B. Integrated marketing communications C. Relationship marketing D. Sales promotion E. Mass media advertising

B

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine. A. Split runs B. Selective binding C. Cross media binding D. Controlled circulation E. Desk top publishing

B

_____ is designed to give a company or brand a unique association or personality and is often transformational in nature. A. Rational advertising B. Image advertising C. Feature appeals D. Transactional advertising E. Brand immorality

B

_____ is the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences. A. Integrated advertising marketing B. Integrated marketing communications management C. Market auditing D. Situation analysis E. Communications process accounting

B

_____ is the process of building a brand whereas _____ is about putting the brand in the mind of the customer. A. Positioning; branding B. Branding; positioning C. Marketing; positioning D. Targeting; branding E. Segmenting; positioning

B

_____ is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. A. Creative strategies B. Media Planning C. Distribution strategy D. Media vehicles E. Program rating

B

_____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives. A. Problem recognition B. Internal information search C. External information search D. Alternative evaluation E. Post purchase evaluation

B

_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it. A. Touch point B. Brand identity C. Marketing mix D. Customization E. Interactive marketing

B

_____ newspapers originate in small towns or suburbs and usually focus on news, sports and events relevant to a local area or community. A. Daily B. Weekly C. Local D. Regional E. Special-audience

B

_____ objectives are types of objectives that are usually stated in terms of specific, measurable outcomes such as sales volume, market share, or return on investment. A. Sales B. Marketing C. Communication D. Advertising E. Organizational

B

_____ occurs when Mae reads only the book section of the New York Times Sunday newspaper and not look at the other sections of the paper. A. Selective retrieval B. Selective exposure C. Selective comprehension D. Selective retention E. Subliminal perception

B

_____ occurs when consumer's expectations are either met or exceeded. A. Cognitive Dissonance B. Satisfaction C. Dissatisfaction D. Shaping E. Post purchase evaluation

B

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal. A. Cross media organizations B. Magazine networks C. Publication verification networks D. Magazine blocks E. News networks

B

_____ refer to what is to be accomplished by the overall marketing program and is stated in terms of sales, market share, and profitability. A. Communication objectives B. Marketing objectives C. Advertising platforms D. Segmentation approaches E. External analysis factors

B

"Thirteen percent of all American males are shorter than 5'6". A retail store that sells exclusively to men of this size is using: A. market aggregation. B. undifferentiated marketing. C. concentrated marketing. D. market atomization. E. demographic segmentation.

C

"Try new OHM by Olay Body Wash. It's better for your skin than Bath & Body Works, Origins, Aveda, or Clinique." This headline from an Olay Body Wash ad in Ladies Home Journal is an example of: A. confrontational advertising. B. two-sided advertising. C. comparative advertising. D. a recency appeal. E. refutational advertising.

C

A _____ appeal is used when the advertiser makes either a direct or an indirect comparison to another brand and usually claims superiority on one or more attributes. A. feature B. popularity C. competitive advantage D. technical E. news

C

A _____ is a group whose presumed perspective or values are used by an individual as the basis for his or her judgments, opinions, and actions. A. subculture B. social class C. reference group D. demographic group E. cultural mix

C

A brand's market position refers to its: A. relative market share. B. location on store shelves. C. image in the mind of the customers. D. distribution intensity. E. stage in the product life cycle.

C

A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use? A. Dramatization B. Testimonial C. Animation D. Straight-sell E. Slice-of-death

C

A commercial for a floor-cleaner shows a young mother having to clean her kitchen floor after feeding her toddler. This _____ commercial is effective in part because it utilizes high source similarity. A. comparative B. reputational C. slice-of-life D. spokesperson-oriented E. power-based

C

A company that uses an in-house agency might turn its advertising and promotion tasks over to an outside agency to: A. get more control over the advertising process. B. save money. C. get an objective. D. make coordination of the advertising and promotional process easier. E. save media commissions.

C

A disadvantage associated with the _____ method is its assumption that because firms have similar promotional expenditures their programs will be equally effective. A. return on investment B. affordable C. competitive parity D. objective and task E. payout planning

C

A magazine ad picturing a young boy using a toilet has the headline, "Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Windex is a disinfectant and Clorox is a disinfectant as well as a cleanser. This ad is an example of: A. confrontational advertising. B. two-sided advertising. C. comparative advertising. D. a verbal appeal. E. refutational advertising.

C

A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000. A. certified audience B. calculated market C. total audience D. circumscribed market E. market aggregate

C

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may: A. reduce the level of counterargument. B. increase retention of the message. C. lead to a high level of counterargument. D. increase the level of interest in the message. E. deter recipients from drawing their own conclusions.

C

A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising. The extremely attractive and talented English-born actress is used because she is more likely to attract the potential consumers of mobile phones. In terms of the response stages of the persuasion matrix, the mobile phone company is trying to influence: A. reception. B. channel. C. attention. D. presentation. E. behavior.

C

A network supplies programming and services to a series of local TV stations, or ____, which contract to preempt time during specified hours for programming provided by the networks and carry national advertising within their programming. A. satellite networks B. local nets C. affiliates D. station reps E. regional networks

C

A personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices. The computer manufacturer will probably use _____ appeal to announce the breakthrough. A. favorable price B. emotional C. news D. popularity E. transformational

C

A potential problem of using advertising with a strong fear appeal message to try to discourage drug abuse by teenagers is that: A. there is no appropriate medium. B. fear appeals never work with teenagers. C. a message with a high level of fear may have inhibiting effects and be tuned out by teenagers. D. the high fear message may not work among teenagers who are low in self-confidence and want to avoid the issue. E. parents may be offended if the message is perceived as too frightening.

C

A retailer wants to run an ad announcing that the new Harry Potter book will be available at the store next Saturday. There are two newspapers in the community in which the retailer operates. An ad in Newspaper A will cost $500, and an ad in Newspaper B will cost $375. Newspaper A has a circulation of 10,000, and Newspaper B has a circulation of 8,000. After calculating the cost per thousand (CPM), you know that: A. Newspaper A is the more cost-effective buy. B. both newspapers are equally cost-effective. C. Newspaper B is the more cost-effective buy. D. neither newspaper is cost-effective. E. the cost per program rating for newspaper B is $50.

C

A stereo speaker manufacturer developed advertising objectives, which stated that the goal of the company's new ad campaign is "To communicate our ability to create an environment of total audio ambience in the home." This statement could serve as an example of a: A. target audience delineation. B. benchmark measure. C. communications task. D. sales objective. E. short-term promotional objective.

C

A used bookstore that runs an ad which announces a "12-hour, everything must go" sale is using: A. homogeneous marketing. B. direct-response advertising. C. a direct-action promotion. D. an indirect-response advertising. E. bait and switch advertising.

C

A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene. A. animatic B. rough layout C. storyboard D. creative map E. copy platform

C

A(n) _____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign. A. animatic B. working document C. copy platform D. selling idea E. unique selling proposition

C

A(n) _____ is an advertising agency that is set up, owned, and operated by the advertiser. A. creative boutique B. full service agency C. in-house agency D. self sufficient agency E. collateral agency

C

According to Duncan's zero-based marketing communications planning approach, A. advertising should always be the main tool for accomplishing marketing communications objectives B. sales promotion is usually the best tool for accomplishing marketing communications objectives C. big ideas for a promotional campaign can be based on public relations, advertising, sales promotion or media advertising D. integrated marketing communications programs should lead with the promotional function that least effectively addresses a company's communication problem or opportunity E. managers should focus on what the customer wants and work backward to the brand

C

According to McCann-Erickson's concept of emotional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the: A. emotional ties he or she has with the product and/or brand. B. brand personality. C. product benefits. D. self-actualization motives for purchasing. E. self-esteem motives that will be affected by the purchase.

C

According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A. product benefits. B. brand personality. C. feelings or emotional attachments to the brand. D. rational motives. E. competitive advantage over similar products in the market.

C

According to Robert Smith, _____ ads contain different ideas or switch from one perspective to another. A. originality B. synthesis C. flexibility D. relevant E. animatic

C

According to Robert Smith, _____ ads contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated. A. originality B. flexibility C. elaboration D. animatic E. synthesis

C

According to Young's model of the creative process, the _____ step deals with gathering raw material and information through background research and immersing yourself in the problem. A. problem detection B. illumination C. immersion D. reality E. incubation

C

According to ____, a media buyer for a manufacturer of paintball guns would be better satisfied with the ad's performance if he or she purchased an ad in Paintball Sports magazine rather than Sports Illustrated, even though the cost per thousand of Paintball sports is much higher than Sports Illustrated. A. the theory of absolute cost B. the concept of effective reach C. target cost per thousand (TCPM) D. the gross rating points (GRPs) measurement E. the theory of duplicated reach

C

According to research, which would creative problem solvers use? A) The left hemisphere of the brain B) The right hemisphere of the brain C) Both the left and right hemispheres of the brain D) Thinking and behavior

C

According to the FCB planning model, a package goods company might want to send out free samples to generate trial and follow this with discount coupons to encourage repeat purchase when using a(n) _____ strategy. A. informative B. affective C. habit formation D. self-satisfaction E. counter arguing

C

According to the _____ model, the major impact of the mass media occurs after the purchase is made. A. low-involvement B. standard learning C. dissonance/attribution D. cognitive response E. elaboration likelihood

C

According to the criteria outlined in DAGMAR, which of the following is the best statement of a quantitative communications objective? A. "Increase product users to 40 percent of the total market." B. "Win new customers and increase sales volume by 15 percent in 6 months." C. "Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent in one year." D. "Increase awareness of the brand in one year." E. "Increase sales revenue by 10 percent."

C

According to the persuasion matrix, which of the following is a dependable variable of the communications model? A. Source B. Message C. Comprehension D. Channel E. Type of message appeal

C

According to the persuasion matrix, which of the following is an independent variable or stage in the response process? A. Attention B. Comprehension C. Destination D. Yielding E. Retention

C

According to the planning model, the most involved and detailed step of the promotional planning process is: A. reviewing the marketing plan and situation analysis. B. determining the promotional budget. C. developing the integrated marketing communications (IMC) program. D. monitoring, evaluating, and controlling the promotional program. E. determining the media strategy.

C

According to the sleeper effect phenomenon, A. the impact of persuasive messages diminishes over time. B. people retain advertising messages when they see them right before going to bed and rehearse them in their sleep. C. the impact of persuasive messages from low-credibility sources can increase over time, since the message content becomes disassociated from the source. D. the impact of persuasive messages from low-credibility sources decreases over time, since people forget the content of the message. E. people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message.

C

According to the textbook authors, what is the most important skill for building and strengthening positive relationships? A) Creativity B) Innovation C) Communication D) Intellectual capacity

C

According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency, a creative advertising message is built around: A. an unique selling plan (USP). B. a strong brand image. C. a power idea or a creative core. D. the slice-of-life concept. E. dramatization.

C

Ad campaigns centered around the theme, "Pork, the Other White Meat" is designed to show consumers that pork is not all fat as some people think. These ads are using _____ to convince consumers that pork is as lean as chicken. A. conclusion drawing B. fear appeal C. refutational appeal D. humorous appeal E. affective conclusion

C

Ads are often called _____. A. animatics B. copy platforms C. creative D. work plans E. storyboards

C

Ads for Wagner Brake Products, Champion spark plugs, MOOG chassis parts, and Keystone wheels in Tire Review, a journal written and published especially for owners/operators of auto shops, are examples of _____ advertising. A. retail B. direct-response C. business-to-business D. direct - mail E. primary-demand

C

Ads in magazines that utilize pop-ups, heavy inserts, talking ads or other techniques to attract readers' attention are sometimes referred to as: A. multisensory ads. B. enhanced advertising pages. C. printaculars. D. fine-tuned sensory interceptors (FSIs). E. distracters.

C

Advertisers create emotional advertising appeals by using: A. comparative advertisements. B. feature appeals. C. transformational advertising. D. news appeals. E. popularity appeals.

C

Advertisers who are seeking broad reach and frequency in their media schedules: A. find magazines very effective since individual publications reach a very broad target audience. B. can use monthly magazines to easily obtain desired frequency. C. must purchase space in a number of magazines since most publications have thin penetration of households. D. need to advertise repeatedly in the same magazine. E. will find broad reach and frequency an easy goal to accomplish with magazines.

C

Advertising creative personnel tend to: A. be more concrete and formalized than intuitive when solving a problem. B. have majored in marketing in college. C. rely on intuition more than logic. D. be highly structured and organized individuals. E. be no different from people with business executive backgrounds.

C

Advertising on television to specialized audiences is known as _____ and has been made possible by ____. A. narrowcasting; network television B. broadcasting; cable television C. narrowcasting; cable television D. multiplexing; cable television E. broadcasting; zapping

C

Advocates of communication-based objectives for advertising propose using _____ as a basis for setting these objectives. A. sales. B. market share. C. stages of a hierarchical response model. D. carry-over effects. E. market behavior.

C

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and Low CDI. What do these results imply? A. High market share and good market potential B. Low market share and good market potential C. High market share and monitor for sales decline D. Low market share and poor market potential E. High market share and not a good market to advertise

C

After graduation you have decided to stay in Bedford Falls, the only place you have ever known. Which area of self-awareness probably affected your decision? A) Cognitive style B) Interpersonal needs C) Attitudes toward change D) Instrumental values

C

Agency compensation under the commission system is based on: A. total number of hours worked. B. a percentage of a client's marketing budget. C. a specified percentage of the cost of any advertising time or space the agency purchases for its client. D. a percentage of advertising production costs. E. the client's position in the distribution channel.

C

All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotions for upcoming programs contribute to the _____ problem. A. message comparison phenomenon B. comparative advertising C. clutter D. media reduction E. quantitative media effect

C

An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal. A. news B. favorable price C. feature D. popularity E. emotional

C

An ad for Lipton tea states that according to laboratory research, "a serving of tea has more antioxidants than a serving of carrots or broccoli." Which type of ad execution is being used in this example? A. Dramatization B. Testimonial C. Scientific/technical evidence D. Slice-of-life E. Comparison

C

An ad for Tums antacid shows a patron at a diner asking for Tums to alleviate his heartburn. The waitress points to a bowl that is filled with a jumble of Maalox, Rolaids, Tums and other antacids. The waitress says that all antacids are the same, and the patron then explains her to that Tums is the only antacid that has calcium. Tums is using: A. one-sided advertising. B. two-sided advertising. C. comparative advertising. D. verbal appeals. E. refutation.

C

An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson's birthday celebration. The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication. This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit

C

An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit

C

Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her parents in North Dakota and was entranced with an ad for John Deere garden tractors, which featured toddlers dressed in overalls and straw hats. When she got home to Alabama and looked for the same ad in her April issue of Farm Journal, she found the ad for John Deere Garden tractors. This ad listed 25 reasons for buying a John Deere brand tractor and had no illustration. What is the explanation for finding two completely different ads in the same issue of a magazine? A. The magazine is a regional publication. B. The magazine uses demographics such as educational levels to target its reading audience. C. John Deere purchased a split run. D. John Deere could only afford a printacular ad in a portion of the market reached by the magazine. E. John Deere was taking part in a Gallup Robinson impact test.

C

Arden's task is to determine what was accomplished by his company's advertising and promotional program for a vinyl siding cleanser. You can tell him that: A. his task is impossible. B. all he needs is the sales results to determine what the program accomplished. C. his task could be made easier by setting specific communication objectives. D. he just requires the post-promotional consumer awareness levels to determine what the program accomplished. E. this is the easiest task his company has ever asked him to perform.

C

Areas of self-awareness are listed in 1 through 4. Which is true concerning the four areas of self-awareness? 1. personal values 2. creativity 3. emotional intelligence 4. core self-evaluation A) All four areas listed are correct. B) Only areas 1 and 4 are correct. C) Only area 2 is incorrect. D) None of the four areas listed are correct.

C

Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. Which marketing strategy was Arm & Hammer implementing? A. Mass customization B. Exchange C. Integrated marketing communications D. Buzz marketing E. Relationship marketing

C

As a result of economies of scale, smaller advertisers: A. are likely to enjoy more favorable advertising time and space than large advertisers. B. have declining average costs of production. C. get higher advertising rates than large advertisers. D. can maintain advertising expenditure shares that are smaller than their market shares. E. can accrue the advantages of advertising several products jointly.

C

Bradford Exchange is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information of new issues and encouraging you to place your order for additional plates. Given this information, which promotional element does Bradford Exchange depend upon? A. Advertising B. Sale promotion C. Direct marketing D. Publicity E. Pricing

C

British Airways employed _____ when it used product placement to make sure that viewers of the movie Die Another Day knew that James Bond flies first class on British Airways. The airline ran advertising campaign based around the slogan, "Save your Pennys, fly like Bond," referring to the secretary that Bond flirts with in each film. British Airways also paid for the rights to screen the film on its flights before the movie was available at video stores. A. the marketing mix B. sales promotion activities C. integrated marketing communications D. the 4As E. relationship marketing

C

Campbell's uses coupons, premiums and sweepstakes to promote its soup. This reflects an application of: A. cognitive theory. B. psychoanalytic theory. C. operant conditioning. D. affective theory. E. the multiattribute motivational model.

C

Clutter is viewed as less of a problem for magazines than radio or television because: A. consumers tend to be less receptive to print advertising than they are to broadcast advertising. B. consumers have been trained to expect more ad messages than they can decode. C. exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad. D. print ads are always more creative and interesting than television ads. E. print ads come in different sizes and colors, which can mask the feeling of clutter.

C

Company A is a major participant in the advertising and promotion process. It attracts various others companies who buy space and time with them which they can provide at discounted rates. Company A helps these companies reach the target market effectively with the message. Company A is a(n): A. advertiser. B. advertising agency. C. media organization. D. full service agency. E. consultancy.

C

Company A used to rely on outside advertising agencies for its advertising needs but since it is a global company, it is now worried that using external agencies may lead to non-consistency of its brand image. The years on experience with outside agencies has made it realize that it results in wastage of both time and money. It also wants to maintain tighter control over its advertising and promotion activities. Which of the following advertising agencies should it adopt? A. Collateral service agency B. Full service agency C. In-house agency D. Democratic agency E. Creative boutique

C

Company X is a non-profit organization, that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Company X defines its market segment as people who believe in helping others and feel good about it. It uses _____ segmentation. A. demographic B. geographic C. psychographic D. benefit E. socio economic

C

Cost per thousand is a measure of the ______ of a particular media vehicle. A. reach B. absolute cost C. relative cost effectiveness D. frequency E. continuity

C

David Pruitt owns several rental apartments. He has used many appliance brands in his apartments and has been dissatisfied with their short life span. David now purchases only Maytag brand appliances to go into his apartments. His repeat purchases indicate: A. the existence of cognitive dissonance. B. the absence of any affect referral decision rule. C. strong brand loyalty. D. extensive decision making and strong psychosocial consequences. E. a lack of evaluative criteria.

C

Dividing the market on the basis of personality and/or lifestyles is referred to as _____. A. geographic segmentation B. demographic segmentation C. psychographic segmentation D. socio economic segmentation E. behavioural segmentation

C

DocStock, a company that manufactures stethoscopes, has placed an ad in DocsMag, a magazine targeted at doctors. This is an example of: A. business-to-business advertising. B. trade advertising. C. professional advertising. D. primary-demand advertising. E. direct action advertising.

C

During which stage of commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur? A. Preproduction B. Production C. Postproduction D. Preparation E. Incubation

C

Expertise and trustworthiness are very important when focusing on source ____, one of the categories of source attributes. A. power B. attractiveness C. credibility D. identification E. image

C

For which of the following products is an advertiser most likely to use continuity scheduling? A. Swimming pool chemicals B. Flea collars C. Cake mixes D. Wood burning stoves E. Tickets to professional basketball games

C

From the information you have, it would appear Keith exhibits which dimension of Type A behavior? A) Competitiveness B) Life imbalance C) Hostility/anger D) Impatience/urgency

C

From the perspective of a product manager, a commercial is likely to be judged as creative if it: A. is novel and innovative. B. has a high level of artistic or aesthetic value. C. communicates the message clearly and leaves a favorable impression on the target audience. D. wins creative awards. E. is unlike anything currently in the marketplace.

C

From the perspective of a promotional planner, the primary purpose of most media is to: A. provide information or entertainment to their subscribers, viewers, or readers. B. assume major responsibility for developing the marketing program. C. provide an environment for the firm's marketing communications message. D. help the company understand the marketplace. E. provide the funds that pay for advertising and promotions.

C

Gillette believes commercials for deodorants are processed primarily through a peripheral processing route. Which of the following advertising strategies should Gillette use? A. Very detailed ads with a great deal of information about the causes of body odor. B. Detailed ads with strong message arguments about Gillette brands. C. Ads that use celebrity endorsers such as basketball star Lebron James. D. Ads that pay more attention to information in the copy than executional elements such as visual imagery. E. Ads that are free of any distractions like pictures or jingles.

C

How does one overcome the approach of a winner-takes-all? A) Exercise B) Diet control C) Deep-relaxation strategies

C

How does subdivision improve problem solving? A) Decreases the number of alternatives generated by a group B) Increases the level of participation of brainstorming participants C) Increases the speed with which alternatives can be generated and selected D) Increases the speed of decision making

C

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion? A. IMC puts more emphasis on advertising and less on sales promotion. B. IMC puts more emphasis on sales promotion and less on advertising. C. IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences. D. IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately. E. IMC predominately makes use of mass media communications in order to attract and retain customers.

C

How should managers know and accept others? A) Be an enigma to themselves B) Work toward self-denial and unselfishness C) Work toward self-awareness and self-acceptance D) Work toward self-reverence and reflection

C

Humor is more commonly used and is typically more effective with _____ products. A. low-involvement, thinking B. high-involvement, thinking C. low-involvement, feeling D. high-involvement, feeling E. high-involvement, analyzing

C

If a child refuses to eat a cookie so later in the day he can have something he likes more, what ability related to emotional intelligence is he exhibiting? A) Controlling or keeping in check negative emotions B) Recognizing or understanding his own feelings C) Delaying immediate gratification to achieve a goal D) Controlling or keeping in check positive emotions

C

If you are utilizing the effectiveness approach to time management, you do what? A) Focus on urgent matters first B) Focus on minimizing wasted time C) Focus on important matters first; ignore urgent tasks unless they produce the desired results D) Focus on urgent matters first but don't feel guilty when you must say "no"

C

If you defer judgment, expand current alternatives, and combine unrelated attributes during creative problem solving, what are you doing? A) Improving the problem definition B) Elaborating on the problem definition C) Generating more alternatives

C

If you have trouble determining the difference between important and unimportant data, you are experiencing which conceptual block? A) Artificial constraints B) Ignoring commonalities C) Separating figure from ground D) Noninquisitiveness

C

If you stole something to save a stranger's life (you received no compensation), what would be your level of moral judgment? A) First level of maturity B) Second level of maturity C) Third level of maturity

C

Ilon loves his car and does everything necessary to keep the vehicle in top running condition. When he heard a strange popping noise under the hood, he knew the car needed the services of a mechanic. The noise triggered the _____ stage of the consumer decision-making process. A. internal search B. external search C. problem recognition D. alternative evaluation E. post-purchase evaluation

C

In 2004, Delta Airlines was the first major airline to charge passengers for snacks and meals. The _____ model would have been most relevant for communicating this change. A. hierarchy of effects B. AIDA C. innovation-adoption D. cognitive response E. information processing

C

In 2007, Cingular acquired AT&T but renamed itself as AT&T itself. The choice of the name reflected consumers' awareness and recognition of an established brand. To determine how successful it was in making consumers aware of its name change and its new positioning strategy, the firm could have used: A. zero-based communications planning. B. a benchmark orientation. C. DAGMAR. D. the carryover effect. E. the recency effect.

C

In January 2003, Philip-Morris Companies, Inc., and Kraft Foods became the Altria Group. The change in name reflected the fact the company has changed itself structurally, behaviorally, and culturally. The new name was designed to focus attention on the company's superior performance, financial strength, and its commitment to integrity and corporate responsibility. Which of the following statements about the communications objectives the company would have most likely used as part of this repositioning strategy is true? A. The communications objectives established with this strategy would need to be abstract. B. It would be impossible for the company to have any benchmark measures for determining whether it reached its communications objectives. C. A communications objective concerning the repositioning of the Altria Group would take longer to accomplish than an objective designed to create brand awareness. D. The target audience could not be specifically defined in the communications objective. E. Quantitative benchmarks would be impossible due to the fact the Altria Group markets new products.

C

In Trompenaars' dimensions of national culture, which value dimensions refer to how individuals relate to others? 1. Universalism vs. Particularism 2. Individualism vs. Collectivism 3. Affective vs. Neutral 4. Specific vs. Diffuse 5. Achievement vs. Ascription 6. Past and Present vs. Future 7. Internal vs. External A) All of the dimensions B) Only dimensions 1, 2, and 4 C) The first five dimensions D) Only dimension 2

C

In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ execution. A. dramatization B. slice-of-life C. technical evidence D. testimonial E. animation

C

In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100. A. cost per media (CPM) B. quantitative advantage C. index number D. average frequency E. relative reach

C

In describing a new problem you are having with your computer, your boss interrupts and states, "I had the same problem last week. It's something to do with the network." Which conceptual block could be inhibiting your boss's creative problem-solving approach? A) Vertical thinking B) Artificial constraints C) Stereotyping D) Ignoring commonalities

C

In redesigning the job to reduce stress, what should you focus on? A) Providing more job security B) Resolving and keeping interpersonal conflicts to a minimum C) Providing more involvement in decision making D) Providing clear direction and focus

C

In the _____ method of budget determination advertising is considered an investment, similar to plant and equipment. A. payout planning B. objective and task C. ROI budgeting D. competitive parity E. percentage of sales

C

In the case of marginal analysis approach, profits are shown to be a result of: A. advertising expenditure minus sales. B. sales minus advertising expenditures. C. gross margin minus advertising expenditures. D. gross margin minus sales. E. net worth minus sales.

C

In the early days of television, the production and content of most television programs was the responsibility of: A. the networks. B. the local affiliate. C. corporations that sponsored the shows. D. independent production companies. E. the syndicates.

C

In the family decision-making process, the person in the family who is responsible for problem recognition is the: A. purchasing agent. B. consumer. C. initiator. D. information provider. E. influencer.

C

In the post purchase evaluation stage, when performance of a product or service is below expectations, it would result in: A. development of an evoked set. B. satisfaction of the marketer. C. dissatisfaction of consumer. D. evaluation of alternatives. E. internal harmony of the purchaser.

C

In trying to eliminate the long lines in student registration, Susan diagrammed a student's action indicating who she talked to, when, and how long. What would this be an example of? A) Personal analogy B) Direct analogy C) Symbolic analogy D) Fantasy analogy

C

Individual and group audiences, niche markets, market segments, and mass markets are all examples of: A. different stages of the response process. B. hierarchies of effects. C. levels of audience aggregation. D. communication elements. E. nonpersonal channels of target audiences.

C

Inna has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people. She has gathered together all the relevant environmental information and has studied the product as closely as possible. She needs to work on another project and put the genealogical project completely out of her conscious mind. Her subconscious needs time to work on a solution. Now it is time for the _____ step of the creative process. A. preparation B. revision C. incubation D. illumination E. verification

C

Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n): A. alternative approach for each media method. B. support system for production differentiation. C. total marketing communications strategy. D. reduced emphasis on information advertising and increased emphasis on persuasive marketing. E. different marketing mix for the same product in different countries.

C

Intuit, a computer software company, runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred brand of financial software. This is an example of a(n): A. emotional appeal. B. teaser appeal. C. product popularity appeal. D. transformational appeal. E. favorable price appeal.

C

Isabel felt overwhelmed by the pressure of her pending deadline. She decided to "check out" for a few minutes and think about her upcoming ski trip to take her mind of her stress. Which type of stress-management strategy was Isabel pursuing? A) Enactive B) Proactive C) Reactive D) Distractive

C

JCPenney's department store distributed a four-color catalog in newspapers in major metropolitan areas advertising its President's Day Sale. This is an example of ____. A. display advertising B. classified advertising C. preprinted insert D. printacular E. gatefold advertising

C

Janome manufactures sewing machines. In an issue of Home Companion, Janome purchases the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models of sewing machines at Janome authorized dealers. Janome is using _____ to attract reader's attention. A. gatefold B. bleed page C. creative space buys D. overrun E. total page ad

C

Kerry is asked to evaluate the strengths and weaknesses of each IMC tool being used by the agency and make recommendations to plan and execute communications with target audiences. Kerry is engaged in: A. survey research strategies. B. account-client articulation agreements. C. integrated marketing communications management. D. derived demand analysis. E. efficient synergy management.

C

Kroger supermarkets buy an insert to go into Thursday's Atlanta Journal-Constitution. The newspaper is read by over 100,000 people. The newspaper is an example of a(n) _____ channel of communication. A. individualized B. direct-response C. nonpersonal D. semiotic E. verbal

C

Leeanne is going to buy canned vegetables for her family's meals. Her evoked set would best be described as: A. all brands of canned vegetables. B. all brands of canned vegetables that are not store brands. C. Del Monte and Stokely's canned vegetables because they are the only two brands she is aware of. D. any vegetable—fresh, frozen, or canned. E. whatever is stocked on her supermarket's shelves.

C

Lisle Ju, the creative director for JTT ad agency, is observing a focus group for four-wheel drive SUVs. She is gathering _____ before she begins to develop creative strategy for an SUV manufacturer. A. general preplanning input B. market detection research C. product specific preplanning input D. illumination research E. secondary internal data

C

Many baby boomers, especially males, can easily recognize the aqua blue color that was used on many 1950s automobiles. Seeing that color on a restaurant wall or as the color used on restaurant booths will elicit a response to that restaurant that is: A. similar to that used for evaluating a product with both functional and psychological consequences. B. exemplary of cognitive planning. C. consistent with classical conditioning principles. D. related to current trends in advertising. E. reflective of the wheel of retailing hypothesis.

C

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because: A. they believe strongly in competitive parity. B. they realize marketing success is unrelated to their creative advertising effort. C. they know that good creative strategy and execution are often critical to the success of a product or service. D. they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service. E. the development of good creative strategy is a science and is explained by marketing research.

C

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company's advertising and promotional program is to: A. position the company and its brands. B. create a positive corporate image. C. generate sales. D. create memorable advertising. E. create awareness of the company.

C

Marketers can try to capitalize on source similarity by hiring: A. a beautiful model to appear in an ad. B. a well known athlete to endorse a cosmetic in a commercial. C. salespeople who have characteristics that match those of their customers. D. individuals with liberal arts backgrounds to work as sales representatives for technical products. E. actors to pretend that they are ordinary consumers.

C

Marketers should draw definite conclusions in their advertising messages when: A. the audience is highly educated. B. the product or service is highly personal or emotionally involving so that the audience does not have the time to draw a conclusion. C. immediate action is an objective, and the audience does not have the time or opportunity to draw a conclusion. D. the marketer wants to increase the audiences' involvement in the message. E. the message is simple and likely to be easily understood by the audience.

C

Marketing Evaluations Inc.'s Q rating measures: A. the popularity of television shows. B. the size of television viewing audiences that prefer to buy a product solely based on the celebrity who endorsed it. C. the percentage of people who recognize a celebrity and rate him or her as one of their favorite performers. D. the percentage of people who see celebrities as trendsetters. E. the feedback from advertisements.

C

McCracken developed a model relating to the use of celebrity endorsers. Which of the following statements represents a major implication of that model? A. Companies should choose celebrities with stopping power as endorsers. B. Companies should use physically attractive celebrities to endorse their products. C. Companies should use as endorsers celebrities who project the image or meaning they want for their products. D. The image of a celebrity comes primarily from the products she or he endorses. E. Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.

C

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. "Freshness" is the message the ad is supposed to deliver, but if Rick and Beth Minton think the ad is simply showing people being rude and boorish, then in terms of the communication process, the Mintons have _____ the message improperly. A. encoded B. interpreted C. decoded D. transmitted E. channeled

C

Message sidedness, order of presentation, and refutation are all related to which communication variable? A. channel B. source C. message structure D. receiver E. emotional appeals

C

Morgan has a problem. Her date has been late the last three times to pick her up and this upsets her. Tonight her date is late again. What should she say? A) "I can't believe you are late for the fourth time. This really upsets me! Why are you always so late?" B) Nothing, but when he asks, "What's wrong?" reply as coldly as possible "Nothing." C) "This is the fourth time you have been late. I want you to know how much this hurts me. Maybe the next time you should call from the car phone and let me know you are running late." D) "This is the fourth time you have been late. I want you to know how much this hurts me. I wonder if your mother knows how you disrespect me?"

C

Most advertisers attempt to hire spokespeople their target audience likes so as to generate _____ for the message. A. source derogation B. counterargument C. source bolster D. source blockage E. message synergy

C

Most advertisers refuse to use two-sided messages because they: A. are concerned about the impact of a two-sided message on source credibility. B. are concerned over presenting only the negative attributes of their brands. C. are concerned over the negative effects of acknowledging a weakness in their brand. D. have been proven ineffective by a number of different advertising research studies. E. cause consumers to expect more than any product can offer.

C

National advertisers tend to avoid weekly newspapers because of: A. their poor image. B. their high absolute cost. C. difficulties associated with contracting for and placing ads in them. D. an overly broad geographic focus. E. the large number of local ads they typically contain.

C

New Balance running shoes would probably wish to pursue a _____ scheduling strategy, while Rossignol snow skis would more than likely use a _____ schedule. A. continuous, pulsing B. flighting; pulsing C. pulsing; flighting D. pulsing; continuous E. continuous; continuous

C

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient, an ingredient that its manufacturer holds the patent on. This is the product's unique selling proposition (USP). Which of the following statements about this USP is true? A. This USP can be easily imitated. B. This USP does not benefit a large enough target market. C. This USP creates a sustainable competitive advantage. D. This USP will cause the copy platform to be more cognitive than affective. E. This USP allows for the creation of a strong brand personality.

C

No matter which model of the creative process you use, the last step in the creative process is: A. resolution. B. illumination. C. verification. D. market evaluation. E. confirmation.

C

On the Locus of Control Scale, Morgan scored a 6 and George scored a 15. How could these results be interpreted? A) Both Morgan and George have an internal locus of control. B) Both Morgan and George have an external locus of control. C) Morgan has an internal locus of control and George has an external locus of control. D) Morgan has an external locus of control and George has an internal locus of control.

C

One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer. A. divergence B. synthesis C. relevance D. illumination E. elaboration

C

One tactic that can be used by TV networks to hold viewers' attention and inhibit zapping is to: A. increase the number of commercials during a break. B. increase the use of clutter in commercials. C. create "hybrid" pod commercial breaks that are part promotion and part ads. D. convince advertisers to be the sole sponsor of a show. E. change the standard commercial format to 10 seconds.

C

Opponents of the agency commission system argue this system is not effective because: A. a commission keeps the emphasis on creative skills not the bottom-line. B. a commission is simple to administer. C. the agency time spent on an account may not be proportional to the compensation received for it. D. a commission encourages agencies to limit their client's advertising expenditures. E. a commission does not tie agency compensation to media costs.

C

Outside-in planning: A. focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his brand, and the media form the marketer wants to use. B. is another term for zero-based communications planning. C. starts with the customer and builds backward to the brand when developing an IMC program. D. is a method of implementing DAGMAR objectives. E. is used to forecast the validity of DAGMAR objectives.

C

Pace Foods has a goal of expanding its business beyond its traditional Texas market base. This goal is an example of a _____ objective while the goal of establishing a position of authenticity and making Mexican food seem fun is an example of a(n) _____ objective. A. communication; marketing B. communication; positioning C. marketing; communication D. positioning; organizational E. advertising; functional

C

Problems associated with a(n) _____ include difficulty of the advertising department to understand the overall marketing strategy for the brand. A. decentralized marketing system B. in-house agency C. centralized marketing system D. brand management system E. creative boutique

C

Progresso soup positioned itself as better tasting and more appropriate to the adult palate to gain a competitive advantage over Campbell's soup. Progresso used positioning by: A. product attributes. B. cultural symbols. C. competitor. D. product user. E. product class.

C

Refutational appeals, where an communicator presents both sides of an issue then refutes the opposing viewpoint, may be effective because they: A. present only arguments favoring the advertiser's position. B. put the strongest arguments at the middle of the message. C. inoculate the target audience against a competitor's counterclaim. D. increase the level of counterargument. E. are easily understood.

C

Research suggests individuals with low tolerance for ambiguity and low cognitive complexity are A) better transmitters of information. B) able to interpret more cues. C) less behaviorally adaptive. D) unable to understand abstract ideas.

C

Research suggests that (1) individuals differ in their level of values development, (2) individuals hold different sets of instrumental values at different stages of development, and (3) peoples' value priorities do not change once they become adults. Which statements are correct? A) All three statements are correct. B) Only statements 1 and 3 are correct. C) Only statements 1 and 2 are correct. D) Only statements 2 and 3 are correct.

C

Responding to a remark from a peer that a report looks like it was slapped together at the last minute (you had spent most of last week working on it), the sensitive line was crossed. What will the most likely response be? A) "I think you are right, thanks for the feedback." B) "You don't know what you are talking about! Call my boss if you don't believe me!" C) "Well, maybe I did or maybe I didn't, what do you care?" D) "Could you tell me how I might improve the report?"

C

Some research suggests that one's communication style may indicate a person's mental health. What did this research find? A) Individuals are mentally healthy if they avoid taking responsibility for their statements and behavior. B) Individuals are not mentally healthy if they take responsibility for their statements and behavior. C) Individuals are mentally healthy if they take responsibility for their statements and behavior.

C

Some rules for instituting small wins are (1) keep track of the changes you are making, (2) forget the small gains you have made and focus on what is next, and (3) find other small things to change and change them. Which are correct? A) All three rules are correct. B) Rules 1 and 2 are correct. C) Rules 1 and 3 are correct. D) Rules 2 and 3 are correct.

C

The _____ is a document that the agency's creative department uses to guide the development of advertising ideas and concepts. A. tagline brief B. creative boutique C. creative brief D. copywriter article E. marketing plan

C

The _____ is considered the heart of a print ad but is often difficult to get readers to attend to. A. headline B. subhead C. body copy D. visual E. logo

C

The _____ method of budgeting uses advertising/sales ratio data. A. objective and task B. affordable C. percent of sales D. ROI E. arbitrary allocation

C

The ad for Jergens lotion indicated that it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin. Someone who knew something about these additives work might respond to the ad by thinking, "If it has both those ingredients, it must be really good for my skin. I'm going to buy a bottle." The individual's response to the ad's copy would be an example of a: A. negative ad execution thought. B. source derogation. C. support argument. D. counterargument. E. positive execution thought.

C

The ad in the parenting magazine stated that Lysol Basin Tub & Tile Cleaner cleans soap scum better than either Scrubbing Bubbles marketed by SC Johnson & Son, Inc. or Tilex marketed by the Clorox Company. Therefore, this ad is an example of: A. confrontational advertising. B. two-sided advertising. C. comparative advertising. D. a recency appeal. E. refutational advertising.

C

The advertising manager for a fashionable, upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine. She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand. This reflects concern over which of the following aspect of magazine advertising? A. Permanence B. Creative options C. Prestige of the publication D. Reproduction quality E. Costs

C

The central theme of the concept of _____ is that all of an organization's marketing and promotional elements and activities communicate consistently and in a unified manner with its customers. A. the marketing mix B. exchange C. integrated marketing communications D. the promotional mix E. relationship marketing

C

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired method. A. average frequency B. average reach C. effective reach D. GRPs E. effective frequency

C

The element of the communications process that closes the loop in the communications flow and allows the sender to monitor how a message is being received and interpreted is known as: A. encoding. B. decoding. C. feedback. D. reception. E. response.

C

The first step in the IMC planning process is: A. the situation analysis. B. budget determination. C. a review of the marketing plan. D. specification of communications objectives. E. development of the promotional mix strategies.

C

The first task in the objective and task method of budgeting is to: A. conduct a system analysis. B. create an organizational budget. C. isolate advertising objectives. D. determine what tasks need to be accomplished. E. reevaluate objectives from previous years.

C

The gecko lizard in the Geico Direct insurance ads, the golden arches of McDonald's, and the Mr. Peanut character used by Planters' Peanuts are all examples of: A. drives. B. cues. C. mnemonics. D. trigger points. E. persuaders.

C

The growth in spot cable advertising has been facilitated by the use of: A. LANs. B. multiplexing. C. interconnects. D. interstitials. E. clutter minimizers.

C

The inside cover of the Business 2.0 magazine opens up to reveal a large advertising spread on the Cadillac Escalade. This ad is an example of a(n): A. bleed page. B. printacular. C. gatefold. D. page manipulator. E. overrun.

C

The magazine The Georgia Peace Officer is targeted to everyone in law enforcement in the State of Georgia. As a medium, this magazine offers a manufacturer of bullet-proof vests a high degree of: A. permanence. B. flexibility. C. selectivity. D. reach. E. clutter.

C

The most commonly utilized method of budget determination by large firms is: A. competitive parity method. B. objective and task method. C. percentage of sales method. D. arbitrary allocation method. E. the affordable method.

C

The overlap that occurs due to people seeing the ad twice is referred as: A. coverage. B. unduplicated reach. C. duplicated reach. D. frequency. E. program rating.

C

The pass-along rate refers to the: A. newspaper advertising rate charged to manufacturers by retailers placing ads for them. B. television advertising rate charged to national advertisers. C. number of persons to whom a magazine copy has been given and who have read it. D. magazine advertising rate for throw-away publications. E. percentage of people who skip over an ad while reading a publication.

C

The perception process whereby consumers interpret information based on their own attitudes, beliefs, motives and experiences is known as: A. selective attention. B. selective exposure. C. selective comprehension. D. selective retention. E. subliminal perception.

C

The perceptual process has often been referred to as the consumer's _____ process. A. shaping B. information retrieval C. filtering D. situation-defining E. modeling

C

The price for commercial time charged by a television network is largely a function of a program's: A. average frequency. B. production costs. C. audience size and composition. D. duplicated reach. E. overlap.

C

The process by which a source with high power can influence behavior is known as: A. internalization. B. identification. C. compliance. D. retention. E. scrutiny.

C

The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and, therefore, pay a(n) _____ rate. A. flat B. run-of-paper C. preferred position D. agate E. bleed page

C

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as: A. focus group research. B. transformational research. C. emotional bonding. D. psychographics. E. ethnographics.

C

The rate of product usage in a geographical area may be calculated through the use of: A. gross ratings points (GRP). B. reach and frequency. C. brand development index (BDI). D. benchmark designated index (BDI). E. category development index (CDI).

C

The use of a third page that folds out to create an extra large advertising spread in a magazine is called a(n): A. bleed page. B. printacular. C. gatefold. D. page manipulator. E. overrun.

C

The use of actor James Garner's voice reading poetry in a series of automobile commercials is an example of a: A. needledrop. B. talking jingle. C. voice-over. D. tagline. E. subtextual message.

C

The use of comparative advertising has become more and more common. Which of the following positioning strategies does this reflect? A. Positioning by product user B. Positioning by product class C. Positioning by competitor D. Positioning by price/quality E. Positioning by cultural symbol

C

The use of hot sauce is most common from Louisiana, west to New Mexico and north to the Arkansas-Oklahoma border. A producer of hot sauce would use this information to schedule by using: A. flighting. B. continuity. C. geographical weighting. D. intermittent frequency. E. pulsing.

C

There are many different types of medicines for relieving allergy symptoms, and there are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be easily swallowed without water. The maker of Alavert hopes the fact that it dissolves and enters the system more quickly than other brands will create a: A. market aggregation. B. market segment. C. competitive advantage. D. market strength. E. market threat.

C

To announce sales, special offers, or everyday low prices, retailers often use a _____ appeal. A. functional B. popularity C. favorable price D. transformational E. productive

C

To know one's self, what is most prescribed? A) Self-examination and meditation B) Do not cross the sensitive line C) Involve others D) Be highly selective about who to get information from

C

To reduce the situational stress his workers felt, Tom decided to hire a customer relations group. Tom believed this new group could deal firsthand with customer inquiries and therefore reduce the burden his employees currently had of responding to customers. Is this a good idea or a bad idea? Why? A) This is a good idea, it will eliminate stress. B) This is a bad idea, it increases the number of feedback channels. C) This is a bad idea, it promotes filtered communication. D) This is a good idea, it promotes one contact for the customer.

C

Today many people take an aspirin at their doctor's recommendation as preventive medicine. The maker of Bayer aspirin has added calcium to its aspirin. The calcium is also often recommended by doctors to help maintain bone density. There are many types of aspirin on the market, but only one brand that contains calcium. For Bayer, this calcium additive is an example of: A. brand quality. B. brand equity. C. a competitive advantage. D. brand power. E. a market opportunity.

C

USA Today, Sports Illustrated, and Tonight Show with Jay Leno are all examples of: A. media strategies. B. media that have sweeps periods. C. media vehicles. D. communications decoders. E. physical distribution channels.

C

Under a _____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming as well as some advertising time to sell to local or spot advertisers. A. sponsorship B. participation C. barter syndication D. local syndication E. national syndication

C

Under the DAGMAR model, a(n) _____ can be performed by, and attributed to advertising rather than a combination of marketing factors. A. advertising hierarchical plan B. functional communication change C. communications task D. marketing task E. advertising benchmark

C

WSIX in Nashville, WDEF in Chattanooga, and WGNX in Atlanta all show CBS programming. These local television stations that are associated with national television networks are known as: A. satellite networks. B. local nets. C. affiliates. D. station reps. E. regional networks.

C

What are two major problems that result when principles of supportive communication are not followed while coaching or counseling subordinates? A) The person shows anger, aggression, competitiveness, and avoidance, and the person dislikes the one sending the message. B) The person feels put down, ineffectual, or insignificant, and the person is not trustworthy. C) The person feels put down, ineffectual, or insignificant, and the person shows anger, aggression, competitiveness, and avoidance. D) The person is not trustworthy, and the person dislikes the one sending the message.

C

What does the internal-external locus of control measure? A) The ways in which a person goes about gathering and evaluating information B) A person's value system C) The extent to which a person feels able to affect his or her life D) A person's tolerance of ambiguity

C

What is an important goal of counseling? To help the individual A) get along better with co-workers. B) understand clearly what the problem is and how to overcome it. C) recognize that a problem exists and identify ways to address the problem. D) identify ways in which the problem may be addressed.

C

What is the main text portion of a print ad called? A. the headline B. subheads C. body copy D. the visual E. the layout

C

What is the outcome of each meeting that is held under the personal management interview program? A) Problems have been discussed. B) Information has been shared. C) Action items have been formulated. D) Feedback has been given.

C

What is the outcome of supportive communication? A) Other people like you even if they don't understand you. B) You are judged to be a nice person and others listen to you. C) The message is delivered accurately and relationships are enhanced. D) You are socially accepted but not viewed as an excellent manager.

C

What is your boss trying to do in terms of creative problem solving if he asks the following questions: Is there anything else? Is the reverse true? and What past experience is this like? A) Reverse the definition B) Generate more alternatives C) Elaborate on the definition D) Use a fantasy analogy

C

What method do the textbook authors propose to correct the problem of multiple definitions of emotional intelligence? A) Use definitions proposed by the original developers of emotional intelligence theories B) Use definitions that distinguish among personality traits and cognitive traits C) Use definitions that distinguish among emotional intelligence and emotional competence D) Use definitions that were developed within the last year

C

What should you do when practicing congruent communication? A) Blow off steam immediately on getting upset B) Never suppress your feelings of anger or disappointment C) Match the communication, verbally and nonverbally, to what you are thinking and feeling D) Match the communication, verbally and nonverbally, to what others are ready to hear

C

When America Online's customers were unhappy with their ability to access the Internet quickly, CompuServe, its major competitor, quickly ran ads taking advantage of AOL's problems. Which of the following characteristics of a newspaper made this possible for CompuServe? A. Extensive penetration B. Selectivity C. Flexibility D. Permanence E. Reader involvement

C

When Bruce Teilhaber opened his men's shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who appreciate the variety and quality of shoes Tielhaber carries and often order a dozen new pairs in a single visit. The shoe store uses positioning by: A. product demographics. B. cultural symbols. C. product user. D. competition. E. product class.

C

When Bruce Teilhaber opened his men's shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who appreciate the variety and quality of shoes Tielhaber carries and often order a dozen new pairs in a single visit. This shoe store uses: A. market aggregation. B. undifferentiated marketing. C. concentrated marketing. D. market atomization. E. demographic segmentation.

C

When FX cable network promotes its television show The Shield, it shows bloody and provocative excerpts from upcoming episodes. Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial? A. Source/attention B. Source/comprehension C. Message/yielding D. Channel/behavior E. Receiver/attention

C

When Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising. A. reminder B. transformational C. teaser D. emotional E. cognitive

C

When a _____ is used, most of a company's advertising and promotional activities will be the responsibility of the advertising manager. A. brand manager system B. decentralized marketing system C. centralized system D. media buying service E. creative boutique

C

When an actress from the television show Desperate Housewives appears in a commercial endorsing Garnier Lumia hair products, the message source is: A. the television network showing the commercial. B. the television program that the advertising provides financial support for. C. the actress. D. consumers who view the commercial. E. Desperate Housewives.

C

When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. scientific evidence D. testimonial E. animation

C

Which best describes core self-evaluation? A) The extent to which people accurately evaluate how others think about them B) The extent to which people are able to diagnose their own emotions C) The extent to which people value themselves and feel proficient as individuals D) The extent to which people want affection

C

Which can best eliminate anticipatory stress? A) Redesigning the work B) Time management C) Prioritizing and short-term planning D) Improving your emotional intelligence

C

Which components contribute to the latent attribute of core self-evaluation? 1. self-esteem 2. self-efficacy 3. locus of control 4. extraversion A) Components 1 and 2 contribute. B) Components 1 and 4 contribute. C) Components 1, 2, and 3 contribute D) Components 1, 2, and 4 contribute.

C

Which is best when generating alternatives? A) Evaluate the alternatives as they are proposed; this saves time. B) Focus on the short term; bad decisions in the short term means there is no long term to worry about. C) Evaluate the alternatives after all alternatives have been proposed. D) Separate alternatives from one another.

C

Which is not one of the most researched big five personality attributes? A) Extraversion B) Agreeableness C) Ego D) Neuroticism E) Conscientiousness

C

Which is the best description of a person who is a "hot reactor"? A) Becomes "hot"; that is, he or she responds well to stress B) Reacts poorly to "repressors" C) Reacts poorly to stress D) Reacts negatively to certain defense mechanisms used by others

C

Which medium offers the most target selectivity? A. Radio B. Outdoor C. Direct mail D. Newspapers E. Magazine

C

Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand and financially safe? A. competitive parity B. marginal analysis C. percentage of sales D. objective and task E. arbitrary method

C

Which of the following criteria should be met by a magazine in order to be eligible for verification audits by Audit Bureau of Circulations? A. It must be published on a controlled-circulation basis. B. It must be a business publication. C. The publication should have 70 percent or more paid circulation. D. The publication must be a member of the Magazine Publishers of America trade association. E. The first 70 percent that have the lowest amount of clutter.

C

Which of the following factors contribute the most to the "clutter" problem in television advertising? A. The use of celebrities in ads B. The use of emotional appeals C. The trend toward shorter commercials D. The increase in zapping or channel changing via remote control E. The use of fear appeals

C

Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix? A. Television programs do not reach their target markets. B. Small ad agencies generally do not know how to produce TV commercials. C. The high costs of producing and airing television commercials. D. The limited creative options available through television. E. The lack of captivity and attention that TV advertising provides.

C

Which of the following is a factor that influences the setting of the advertising budget? A. The use of communications or sales objectives. B. The corporate structure. C. The basis for product differentiation. D. The extent of selective retention. E. The recruitment plans.

C

Which of the following is a geographic variable for segmentation of the market? A. Family size B. Occasions C. Cities D. Age E. Gender

C

Which of the following is an example of a budgeting allocation method that uses a build-up approach? A. ROI B. competitive parity C. objective and task D. arbitrary allocation E. percentage of sales

C

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels? A. Message uniqueness B. Clutter C. Purchase and usage cycles D. Media scheduling E. Message complexity

C

Which of the following is an example of trade advertising? A. Advertisement of a health drink i.e. 'Complan' that specifies the benefits of drinking it. B. The Silk Federation of Asia advertising the importance of silk and the various purposes that it could be used for. C. Advertisement of Coca-Cola placed in Progressive grocer, a magazine to promote Coca-Cola to food store managers. D. SouthWest Airlines ads that appears in the newspapers all across the country. E. Ad for a 3 day discount in a restaurant located in a remote area in San Diego which appears in the local newspaper.

C

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium? A. Low receptivity to advertising by readers B. Low demographic selectivity C. Thin penetration of most individual magazines D. Long reading life and permanence of publication E. Difficulty associated with the processing of complex messages in magazines

C

Which of the following is true about advertising? A. It attempts to create a personal relationship with the customers. B. The nature and purpose of advertising is usually the same across various industries. C. It is a valuable tool for building company and brand image. D. Advertising is used only for the promotion of mass consumer products. E. One disadvantage of advertising is that it gets too personal with consumers.

C

Which of the following is true about public relations? A. It is another name for publicity. B. It is narrower in perspective than publicity. C. Publicity is a tool used for public relations. D. It uses a variety of tools such as sponsorship, publicity, special events etc. except advertising. E. It is a tool for publicity.

C

Which of the following is true about the Internet media? A. It is considered as traditional media. B. It essentially allows for one-way communication. C. It enables marketers to gather valuable personal information from customers and prospects. D. The effect of using Internet media can be closely and precisely measured by advertising and other forms of promotion. E. One major disadvantage of Internet media is that it cannot be integrated with other media programs.

C

Which of the following provides the sender of an advertising message with a way of monitoring the effectiveness of the message? A. Encoding mechanisms B. Decoding mechanisms C. Feedback D. Noise filters E. The channel

C

Which of the following questions should be used as a criterion when evaluating creative output? A. Does the creative approach create a segmentation base? B. Is the creative approach consistent with that used by the competition? C. Is the ad truthful and tasteful? D. Does the creative approach support a market aggregation strategy? E. Does the creative approach use a dramatic execution style?

C

Which of the following response hierarchy models depicts consumers going through the stages of awareness, interest, evaluation, trial, and adoption? A. The AIDA model B. The hierarchy of effects model C. The innovation adoption model D. The information processing model E. The integrated information response model

C

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market? A. Simmons Market Research Bureau (SMRB) B. Mediamark Research Inc. C. Survey of buying power index D. BAR/LNA E. Standard Rates and Data

C

Which of the following statements about network advertising is true? A. Using network advertising significantly complicates the purchase of television media time for national advertisers. B. Network advertising is cheaper and more selective than local advertising. C. The high cost of network time can be a drawback to advertisers with limited media budgets. D. National advertisers have to negotiate with both the network and local affiliates when they want to make a media buy. E. Network advertising is less effective than spot advertising for mass consumption products.

C

Which of the following statements about publicity and public relations is true? A. Publicity generally has a broader purpose and objective than public relations. B. Publicity is the only tool used in a firm's public relations efforts. C. Publicity is one of the most important communication techniques used in public relations. D. Publicity has more of a long term, on-going purpose than public relations. E. Publicity and public relations are synonyms for each other.

C

Which of the following statements about syndication is true? A. The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks. B. Syndicated programs never draw larger viewing audiences than network shows. C. Many national advertisers use syndicated shows to target certain audiences. D. Syndicated programs have less commercial time and thus less clutter than network shows. E. Syndicated programs benefit only local advertisers, not national ones.

C

Which of the following statements about the length of television commercials is true? A. Commercials have become longer as the demand for broadcast time dwindles. B. Commercial length is increasing and 60-second spots will become dominant by the end of the decade. C. Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs. D. Commercial length is increasing as the cost of ad space decreases. E. The number of 60-second commercials has declined due to the networks' desire to sell more ads and restrict clutter.

C

Which of the following statements about the role of ad agency media departments is true? A. Large advertisers do not use media departments to purchase media time and space. B. Media departments do not have the ability or the authority to negotiate prices. C. It reviews information on demographics, and consumers' television viewing habits. D. Consolidating media buying is not cost effective and may reduce media efficiency. E. The media buyer implements the media plan by selling the actual time and space.

C

Which of the following statements best describes the relationship between marketing and communications objectives? A. Marketing objectives and communications objectives are synonymous. B. Marketing objectives evolve from communication objectives. C. Communications objectives are derived from marketing objectives. D. Communications objectives can be developed before or after the development of marketing objectives. E. There is no relationship between the two.

C

Which of the following statements describe a disadvantage of publicity? A. Publicity is expensive to implement. B. Publicity has relatively low credibility. C. Publicity is not always under the control of the organization that reaps the negative and positive benefits from it. D. Publicity is not useful with a market segmentation strategy. E. Publicity makes a market aggregation strategy ineffective.

C

Which of the following statements describe the difference between publicity and advertising? A. Advertising is done by manufacturers, and publicity is done by retailers. B. Advertising is personal, and publicity is nonpersonal in nature. C. Advertising is paid for by the sponsoring organization, and publicity is not. D. Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character. E. Advertising typically utilizes mass media, and publicity does not.

C

Which of the following statements describes a major advantage inherent in the use of multiattribute models to study consumer behavior? A. Multiattribute models offer very simple ways to assess attitudes. B. Multiattribute models focus only on the overall feelings a consumer has towards a brand. C. Multiattribute models help marketers better understand and diagnose the underlying structure or basis of consumers' attitudes. D. Multiattribute models view consumer attitude formation and decision making as non - compensatory in nature. E. Multiattribute models help in predicting attitudes even when the importance that the consumers attach to the important product attributes are unknown.

C

Which of the following statements is most consistent with coaching (as opposed to counseling)? A) "I'd like to see you work on your attitude. You are often too pessimistic." B) "Would you like to talk with me about the interpersonal conflict you are having with your supervisor?" C) "Let's plan some time tomorrow for me to walk you through the audit process. I think I can help you see where you are making mistakes." D) "I'm concerned that you seem to be growing less committed to the mission of our organization. Why don't you spend a little more time with our customers so that you can reignite your passion?"

C

Which of the following statements is true about celebrity endorsers? A. Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers. B. The teenage market is generally not receptive to celebrity endorsers. C. An individual who has strong feelings about a product will be less likely to be influenced by a celebrity endorser than someone who has a neutral attitude about the same product. D. Recent studies suggest celebrity endorsements are becoming increasingly more important in purchase decisions. E. Marketers do not have to worry about the personal images of the celebrities while choosing one to endorse a product or a service.

C

Which of the following statements is true about clutter in magazine advertising? A. Clutter is not really a problem at all in magazine advertising. B. Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem. C. The clutter problem for a magazine increases as they become more successful since they attract more ad pages. D. Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve. E. Clutter is a more serious issue for magazines than it is for either television or radio.

C

Which of the following statements is true about creative strategy and execution? A. A good creative strategy and execution guarantees a brand will exceed its sales objectives. B. A good creative strategy almost never helps generate sales for a brand. C. Ads that are very creative may not increase sales of a brand. D. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. E. Good creative strategy cannot help a struggling brand regain its former prominence.

C

Which of the following statements is true about informational/rational advertising appeals? A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories. B. These types of appeals work well for products but not for services. C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment. D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment. E. Informational/rational ads create feelings, images, beliefs, and meanings about the product or service.

C

Which of the following statements is true about marketing? A. Most marketers are seeking a one-time exchange or transaction with their customers. B. The focus of production-driven companies is on developing and sustaining relationships with their customers. C. Successful companies recognize that creating and delivering value to their customers is extremely important. D. Though marketing plays an important role in developing relationships with customers, it cannot do much to maintain them. E. By definition, a marketing transaction has to involve the exchange of money.

C

Which of the following statements is true about newspaper supplements? A. Most national advertisers avoid them because of high clutter. B. Newspaper supplements carry no national advertising. C. Some of these publications are similar to national magazines and carry national and regional ads in four-color. D. They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads. E. Newspaper supplements are a category of newspapers just like daily, weekly, and national newspapers are.

C

Which of the following statements is true about program ratings and share of audience measures? A. Program ratings are always higher than share of audience. B. Program ratings and share of audience are usually the same. C. Share of audience is always higher than the program rating unless all of the households in a market have their set in use. D. Unlike share of audience measures, program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use. E. Share of audience is always higher than the program rating when all of the households in a market have their set in use.

C

Which of the following statements is true about the use of color in magazine advertising? A. The more color used in the ad, the lower the cost. B. Advertisers prefer using black and white because of the greater visual impact it makes. C. Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention. D. Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages. E. Black and white ads are generally considered superior to color in terms of recall, awareness, and retention.

C

You are channel surfing while watching TV, and you come across a rather rotund individual sitting by himself talking politics in a rather rushed manner. In the few minutes you watch, you notice that he has an answer for everything, that his answer is always right, and that he appears to reduce complex issues to very simplistic definitions. You think to yourself, "I'm glad no one listens to this person." The TV person is practicing which form of communication? A) Indifference B) Superiority-oriented C) Rigidity D) Imperviousness E) None of the answer choices are correct.

C

You just watched your employee handle a customer poorly. How should you respond? A) "What were you thinking? That's not how we do it here!" B) "I don't like the way you handled the situation." C) "All employees are expected to follow procedures outlined in the employee manual when dealing with a customer. I am disappointed with the way you handled that situation. Can we review that policy together?" D) "Let me show you how to do it. I can't believe you are unable to do something so simple."

C

You notice that your manager frequently interrupts you; when you ask him a question, you have to repeat it two or three times before he acknowledges you. Your manager is practicing which form of communication? A) Superiority-oriented B) Rigidity C) Indifference D) None of the answer choices are correct.

C

You started your new job at Tasty Burger. The boss told you this is an easy job, but you should still do your best. He commented that he will keep an eye on you and will tell you if he sees you doing anything wrong. Which stress would you most likely feel as you begin your work? A) Situational stress due to a lack of task significance B) Anticipatory stress due to increased decision-making authority C) Situational stress due to not knowing what is expected D) Situational stress due to a poor relationship with the boss

C

You think you would like to join the Peace Corps and see the world, live in another culture, and experience new situations. Which subscale from the Tolerance of Ambiguity Scale would indicate whether you would enjoy the Peace Corps experience? A) Insolubility B) Complexity C) Novelty D) None of the above

C

You won't find Armani advertising its new line of men's toiletries in just any men's magazine. The company is striving to position its new line of toiletries as a product for the man with discerning tastes who only buys the finest products. While selecting a print medium to run an ad for this new product, Armani would be most concerned with the publication's: A. permanence. B. pass-along-readership. C. prestige. D. reproduction quality. E. cost.

C

Your boss has just left your office. You heard what she said but feel there was a hidden message in her statements. What type of communication did your boss most likely practice? A) Supportive communication B) Nonsupportive communication (it was person-oriented communication) C) Nonsupportive communication (it was incongruent communication) D) Nonsupportive communication (it was evaluative communication) E) Nonsupportive communication (it was problem-oriented communication)

C

Your co-worker Sandy plans her vacations 12 months in advance and is the first to volunteer to create agendas for team meetings. Which cognitive style does Sandy's behavior exhibit? A) Creating cognitive style B) Obsessive cognitive style C) Planning cognitive style D) None of the above

C

_____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting. A. Informational B. Competitive advantage C. Transformational D. Image E. Rational

C

_____ are agencies that specialize in offering services, such as database management, and the ability to create, produce, and disseminate direct mail and other types of communications that go straight to target customers. A. Full function ad agencies B. Sales promotion agencies C. Direct-response agencies D. Public relations firms E. Creative boutiques

C

_____ are drawings that show what the print ad will look like and from which the final artwork will be produced. A. Creative briefs B. Copywriters C. Layouts D. Designs E. Logos

C

_____ is defined as an attraction for a source based on a resemblance between the source and receiver. A. Likability B. Familiarity C. Similarity D. Expertise E. Power

C

_____ is defined as the amount of advertising in a medium. A. Qualitative media effect B. Wearout C. Clutter D. Familiarity score E. Refutation

C

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship. A. Advertising B. Sales promotion C. Publicity D. Public relations E. Personal selling

C

_____ is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior. A. Information search B. Cognitive dissonance C. Consumer learning D. Selective comprehension E. Alternative evaluation

C

_____ is the process where the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate. A. Identification B. Compliance C. Internalization D. Conformity E. Yielding

C

_____ is used when the firm selects one segment and attempts to capture a large share of this market. A. Positioning B. Undifferentiated marketing C. Concentrated marketing D. Differentiated marketing E. Branding

C

_____ of the medium or vehicle is the actual total cost required to place the message. A. Net contribution margin B. Net cost C. Absolute cost D. Relative cost E. Cost per media (CPM)

C

_____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped. A. Generation B. Hispanics C. Social class D. Culture E. Reference group

C

_____ thoughts include reactions to ad factors such as the creativity of the ad, the quality of the visual effects, colors, and voice tones. A. Product/message B. Source-oriented C. Ad execution-related D. Brand attitudes E. Purchase intention

C

A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. News of the lawsuit was reported by the wire service, and it appeared in several newspapers. This is an example of: A. sales detraction. B. negative advertising. C. cause selling. D. negative publicity. E. neutral publicity.

D

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million. A. 2.5 B. 4.5 C. 5.5 D. 7.5 E. 8.3

D

A typical direct-response agency is divided into three main departments. They are: A. customer relations, production, and traffic. B. media, customer relations, and sales. C. sales, account management, and production. D. account management, creative, and media. E. creative, traffic, and financial.

D

A written version of a television commercial that provides a detailed description of its video and audio content is known as a: A. layout. B. jingle. C. voice-over. D. script. E. storyboard.

D

A(n) _____ is an outside firm that specializes in the creation, production and/or placement of the communications message and that may provide other marketing and promotions related services. A. media organization B. sales promotion firm C. research organization D. advertising agency E. creative boutique

D

A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the ____. A. advertising appeal; advertising campaign B. creative execution style; advertising appeal C. creative execution style; advertising campaign D. advertising appeal; creative execution style E. brand image; positioning

D

AIO stands for: A. activities, innovation and opinions. B. activities, interests and opportunities. C. activities, innovations and opportunities. D. activities, interests and opinions. E. actions, interests and opinions.

D

According to D'Arcy Masius Benton & Bowles's agency, _____ is the vehicle that transforms the strategy into a dynamic, creative communications concept. A. the Positioning Idea B. the Illumination Idea C. the Divergence Idea D. the Power Idea E. the Imagery Idea

D

According to James Webb Young, a former creative vice president at the J. Walter Thompson agency, the production of creative advertising ideas: A. is a random process that cannot be taught. B. does not follow a definitive plan. C. cannot be learned and controlled. D. is a definitive process that can be learned and controlled. E. has as many different routes as there are different forms of creativity.

D

According to Robert Smith, _____ ads contain attractive shapes and colors. A. synthesis B. animatic C. originality D. artistic value E. illumination

D

According to Robert Steiner, which of the following terms is synonymous with contribution margin? A. Total revenue generated by a product B. Net worth C. Financial optimization D. Marginal analysis E. Total profit generated by a product

D

According to the IMC planning model, A. promotional mix elements share a set of objectives and a strategy for meeting these objectives. B. objectives and strategies for each promotional mix element are based on advertising goals. C. budgeting is done only for advertising. D. it is important to monitor, evaluate, and control the promotional program to determine how well it is meeting communications objectives. E. the internal and external situation analysis is done after the budget is determined.

D

Ads reminding people to use the FEDEX by dialing 1-800-GOFEDEX are based on: A. a subliminal technique. B. classical conditioning. C. reinforcement theory. D. a mnemonic. E. shaping.

D

Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeals. A. comparative B. irrational C. humor D. fear E. nonverbal

D

Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on: A. informational integration. B. rational integration. C. mood transfer. D. emotional integration. E. outcome integration.

D

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals. A. informational B. rational C. irrational D. emotional E. feature

D

Advertising done by Target, Kohl's, and Macy's for the purpose of building store traffic and encouraging consumers to make a purchase now is known as _____ advertising. A. trade B. facultative C. cooperative D. direct-action E. direct-response

D

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the country is known as _____ advertising. A. primary demand B. trade C. consumer D. national E. retail

D

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and Low CDI. What do these results imply? A. High market share and good market potential B. Low market share and good market potential C. High market share and monitor for sales decline D. Low market share and poor market potential E. High market share and not a good market to advertise

D

An ad agency that offers its clients a complete range of marketing, communication, and promotion services is known as a(n): A. creative boutique. B. media buying service. C. in-house agency. D. full-service agency. E. integrated marketing organization.

D

An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a drink. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." This ad is using a(n) _____ appeal. A. comparative B. irrational C. leveling D. fear E. nonverbal

D

An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal. A. informational integration B. rational integration C. mood transfer D. emotional integration E. outcome integration

D

An advertiser has a limited budget and wants to reach a well-defined target audience in a local market area. Which of the following would you recommend as the best alternative? A. Network television B. Syndication C. Superstations D. Local radio E. National advertising

D

An advertising agency works with its clients under a traditional commission system compensation arrangement. The agency places a 30-second spot for one of its clients on an episode of Friends, which costs $500,000. A reasonable estimate of the agency's commission on this space buy is: A. $15,000. B. $30,000. C. $45,000. D. $75,000. E. $80,000.

D

An art gallery in a small town near Chattanooga, Tennessee, is hosting an "outsider artist" sale and wants to invite people from the area to attend and buy the pieces made by Tennessee artists. However, the television station also reaches viewers in northwest Georgia and northeast Alabama, resulting in a lack of: A. clutter control. B. noise filters. C. audience measures. D. geographic selectivity. E. zipping capabilities.

D

Approximately 70 percent of a manager's time is spent in meetings. What should a manager do to make efficient and effective use of this time? A) Be flexible in agenda setting; sometimes new things just come up during the meeting and discussing it now would reduce "gearing up" time later B) Don't keep minutes; they waste time and no one likes to take them C) Be flexible with the ending time of the meeting so that the tasks can be accomplished D) Insist on subordinates' suggestions to problems so that the manager may choose among alternatives, then generate his/her own

D

At her graduation party, Morgan's grandmother told her she was worried about Morgan having enough to live on in her retirement and suggested Morgan invest in plastics now. "Retirement? Granny, I am only 22," said Morgan. Morgan's grandmother demonstrated which stressor? A) Time B) Encounter C) Situational D) Anticipatory

D

At what stage of the creative process are various ideas evaluated and refined before actually being used? A. Preparation B. Incubation C. Illumination D. Verification/revision E. Verdict

D

Aurora Foods Inc. markets Log Cabin, Mrs. Butterworth's, and Aunt Jemima brands of pancake syrup. Aurora is most likely to use a _____ approach to developing creative strategy for each brand. A. inherent drama B. brand image C. unique selling proposition D. positioning E. repositioning

D

Avia makes athletic shoes. Its marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States. These individuals would be willing to pay over $200 for a good pair of running shoes. To reach this market, the best media option would probably be: A. regional editions of general interest magazines such as Time or Newsweek. B. the sports section of national newspapers such as USA Today. C. regional editions of general sports magazines such as a Sports Illustrated. D. regional editions of specialty magazines such as Runner's World. E. local television.

D

Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates. A. preferred position B. open C. flat D. run-of-paper E. combination

D

Bob Wilkes shoes horses for a living. He has a large list of customers who often ask him for unusual features such as "Is there any sort of shock absorbers available for horses?" To answer these questions, he subscribes to American Farriers Journal and stores all of his previous issues so he can use them as reference material. The way Wilkes uses this publication demonstrates which of the following advantages of magazines? A. Geographic selectivity B. Creative flexibility C. Prestige D. Permanence E. Services

D

Bob has decided to stop smoking. Also, he has decided to tell no one because he is tired of the jokes and the lack of support from his friends. Based on what you have learned about anticipatory stressors, what is an appropriate evaluation of this idea? A) It is a good idea because there is a desired goal. B) It is a good idea because Bob has identified the activities and behaviors necessary to accomplish the goal. C) It is a bad idea because the desired goal is beyond his control. D) It is a bad idea because he hasn't established reporting mechanisms or accountability.

D

Bubba's Frozen Barbecue Sandwiches contain pork drenched with a vinegar-based barbecue sauce. It would not be popular in Texas where barbecue lovers want goat meat, or in the Carolinas where a mustard-based sauce is preferred. Given this information, Bubba's should use _____ segmentation. A. demographic B. buying condition C. personality D. geographic E. behavioristic

D

Business publications are important to advertisers because: A. they provide information on various industries to readers. B. they provide an effective way to reach consumers who work in specific businesses. C. they provide entertainment to business readers. D. they provide an efficient way of reaching the specific types of individuals who constitute their target market. E. they are a way of boosting membership in labor organizations.

D

Business-to-business marketers who sell expensive, risky, and often complex products rely most heavily on which of the following promotional tools? A. Print advertising B. Coupons C. Direct mail D. Personal selling E. Pricing

D

Consider the following media buy: 70 percent of the audience is reached 1 time. 20 percent of the audience is reached 4 times. 10 percent of the audience is reached 6 times. Based on this information, what does the media buyer know? A. The media buyer can use this information to calculate GRP and should not be concerned that 70 percent of the audience will only see the ad once. B. The media buyer will need to use this in making a final decision because effective frequency cannot be determined. C. The media buyer will not be able to maximize reach even if he or she has established a minimum frequency goal. D. The media buyer can only calculate average frequency from these figures because average frequency is often misleading. E. The media buy will be cost-effective.

D

Crest has come up with three types of toothpastes for different segments - whitening toothpaste for individuals who buy for aesthetic reasons, strawberry-flavored toothpaste for those concerned with the taste, and germi-check toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market? A. Demographic B. Geographic C. Socio economic D. Benefit E. Socio cultural

D

Critics argue the use of _____ can encourage agencies to ignore cost accounting systems and avoid media such as direct mail and sales promotions. A. percentage charges B. fixed fee arrangements C. cost-plus agreements D. the commission system E. the objective-and-task compensation system

D

Critics of psychoanalytic theory believe any results from motivation research are unusable because: A. results are too predictable. B. the theory is too responsive to external environmental stimuli. C. the research requires the use of very large samples. D. the theory is too vague. E. the research is too structured.

D

Direct-marketing agencies, sales promotion agencies and public relations firms are examples of: A. different types of advertising agencies. B. media organizations. C. collateral services. D. specialized marketing communication services. E. in-house agencies.

D

Direct-response agencies: A. manage premium and incentive offers. B. specialize in the development of Web sites. C. engage in crisis management. D. manage clients' databases. E. respond directly to the client's customers.

D

Douglas was asked to fill out a survey on 'dill' pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate dill pickles, and to list and rate all brands of dill pickles he could recall. He was also asked about packaging as well as degree of sourness in the different brands of pickles. Since the survey was conducted by an ad agency prior to developing a creative strategy for its client, a pickle manufacturer, and there were several people surveyed besides Douglas, you can assume he was participating in a _____ study. A. consumer brainstorming B. general preplanning input C. perceptual mapping D. problem detection E. market profiling

D

During which stage of the consumer decision making process are both functional and psychosocial consequences important? A. Problem recognition B. Information search C. Postpurchase evaluation D. Alternative evaluation E. Purchase decision

D

During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant? A. Problem recognition B. Information search C. Postpurchase evaluation D. Alternative evaluation E. Purchase decision

D

Effective reach refers to the: A. number of people in the target audience exposed to the ad. B. number of people seeing the ad that took some action as a result of the ad. C. number of people who can recall the ad. D. percentage of a media vehicle's audience reached with the addition of one more showing of an ad. E. number of times an ad appears in primetime television.

D

Eliminating or minimizing stress by changing jobs would relate most to which type of strategy for coping with stress? A) Inactive strategy B) Proactive strategy C) Reactive strategy D) Enactive strategy

D

Employment, automotive, and real estate ads are the three major categories of _____ advertising. A. display B. supplement C. special insert D. classified E. retail

D

Examples of conjunctive communication include (1) "Relating to what you just said, I'd like to discuss this." (2) "... so, that's how I see it. So what is your opinion?" (3) "Let's talk about horned frogs ... No, I don't want to talk about birds ... I want to talk about horned frogs in particular and lizards in general." A) Only statement 1 is an example. B) Only statement 2 is an example. C) Only statement 3 is an example. D) Statements 1 and 2 are both examples. E) Statements 2 and 3 are both examples.

D

Florence is watching television and sees a commercial in which Sarah Jessica Parker is endorsing a hair care product. Florence thinks to herself, "That girl was on that scandalous show, Sex in the City. I wouldn't buy anything she promotes." This is an example of a: A. counterargument. B. support argument. C. source bolster. D. source derogation. E. message blockage.

D

Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing: A. the cost efficiency of magazines. B. the geographic flexibility of magazines. C. the selectivity of magazines. D. the creativity of magazine ads and their ability to attract readers' attention. E. decreasing ad clutter in magazines.

D

Hardy individuals have a high level of commitment. What does this mean? A) They are committed only to their own activities. B) They are committed to a larger community and its activities. C) They are committed to change as a means to an end. D) They are committed to both their activities and the larger community and its activities.

D

How does strong brand equity benefit the seller? A. Product quality becomes completely irrelevant. B. It allows the seller to use undifferentiated marketing. C. It enables the seller to hide product success from its competition. D. It allows the seller to achieve higher sales volume and/or profit. E. It allows the seller to stop all promotional activities and redirect its funds to other areas of operation.

D

How many attributes of supportive communication are described in the text? A) 1 B) 3 C) 6 D) 8 E) None of the above

D

Humorous messages may be effective because they enhance _____ and reduce ____. A. counterargument; support arguing B. counterargument; attention C. attention; support arguing D. attention; counterargument E. counterargument; distraction

D

If I own my communication, what does that mean? A) I can sell it to the highest bidder. B) I can imply to receivers of my message that I am superior to them. C) I can imply to receivers of my message that I want to keep my distance between them and me. D) I can imply to receivers of my message that I am willing to invest in this relationship.

D

If one subscribes to the theory that "sex sells," which of the following theories would best support this position? A. Cognitive theory B. Operant conditioning C. Classical conditioning D. Psychoanalytical theory E. Postmodernist theory of consumer behavior

D

If someone believes that the possible alternatives to a problem must conform with her perception of the boss's expectations, which conceptual block is she a victim of? A) Perceptual stereotyping B) Not separating figure from ground C) Ignoring commonalities D) Artificial constraints

D

If, in a counseling situation, you are willing to accept that other alternatives besides yours exist, what type of communication are you practicing? A) Indifferent communication B) Superior communication C) Person-oriented communication D) Flexible communication

D

In 2007, Cingular acquired AT&T but renamed itself using AT&T. The choice of the name reflected consumers' awareness and recognition of an established brand. Advertising to make consumers aware of new combined firm would more than likely have _____ objectives. A. sales-oriented B. market-oriented C. product development D. communications E. product penetration

D

In her student evaluations, Morgan notes the following comments: (1) "The course is boring," (2) "The room is always cold," (3) You are a great teacher," and (4) "You are easy to understand; you provide real-life examples to clarify your point." A) All the comments are global communication. B) All the comments are specific communication and are useful. C) Comments 3 and 4 are specific communication and are useful. D) Only comment 4 is specific communication that is useful.

D

In the _____ method to budgeting, sales are projected for the coming year based on the marketing manager's estimates. A. competitive parity B. objective and task method C. unit cost production D. straight-projected sales E. arbitrary method

D

In the family decision-making process, the person who is responsible for gathering information to be used in making the decision is known as: A. purchasing agent. B. consumer. C. initiator. D. information provider. E. influencer.

D

In the workplace, people are most likely to interact with which co-workers? A) Creative co-workers B) Co-workers with diverse social values C) Co-workers with different self-awareness traits D) Co-workers similar to them

D

Independent companies that specialize in the purchase of radio and television time are known as: A. creative boutiques. B. mid-sized agencies. C. full-service agencies. D. media specialist companies. E. media boutiques.

D

Javier was getting a drink from the water cooler when Hartman approached excitedly and exclaimed, "Guess what, Javier? I got the deal ... I got the big contract ... we finally closed the sale with that giant computer company. I am so excited." Javier responded in a soft voice, "That's nice." Which emotional intelligence ability does Javier most likely need to develop? A) Ability to diagnose and recognize your own emotions B) Ability to control your emotions C) Ability to recognize and diagnose emotions displayed by others D) Ability to respond appropriately to others' emotional cues

D

Kasey hears a radio commercial for a weight loss program involving hypnosis that claims an individual can lose weight through its program. Kasey thinks to himself, "Yep, it sure does work. I wouldn't have been able to lose thirty pounds without it." This thought would be an example of a: A. source derogation. B. source bolster. C. counterargument. D. support argument. E. ad executive thought.

D

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are: A. consistency and image. B. image and trustworthiness. C. recognizability and expertise. D. expertise and trustworthiness. E. image and expertise.

D

McDonald's Big &Tasty burger was advertised as a juicy quarter-pounder with lettuce, tomatoes, and all the trimmings that can be purchased for $1 from McDonald's Dollar Menu. The Big & Tasty burger and other items on the Dollar Menu are positioning by: A. competitor. B. demographics. C. product user. D. price/quality. E. product class.

D

Mentos mint candy uses an advertising campaign that shows people solving problems by thinking outside of the box—by taking a fresh look at a common problem. The advertisers think the message the ad delivers is freshness. However, Rick and Beth Minton think the ad is simply showing people being rude and boorish. One of the possible explanations for these highly different perceptions of the ads is due to an absence of: A. interpretative links. B. feedback mechanisms. C. response hierarchies. D. a common ground. E. fields of experience.

D

Michael told Terry and Bill, Terry told Melissa, and Melissa told Ty, Andrew, and Beryl that the new Mexican restaurant in town had authentically prepared Mexican dishes. This word-of-mouth took place via a(n) _____ channel of communication. A. individualized B. direct-response C. nonpersonal D. personal E. customized

D

Nonpersonal channels of communication include: A. newspapers, magazines, billboards, and salespeople. B. salespeople, friends, relatives, and spokespeople. C. reference groups, sales clerks, and telemarketers. D. television, radio, newspapers, and magazines. E. television, salespeople, and radio.

D

Operant conditioning is sometimes referred to as _____ conditioning. A. stimulus-response B. psychoanalytical C. subliminal D. instrumental E. valence-oriented

D

Procter & Gamble markets Tide, Cheer, Gain, Dash, Bold 3 and Ivory Snow detergents to a variety of different target markets. P&G advertises these different brands using what type of creative strategy? A. Inherent drama B. Brand image C. Unique selling proposition D. Positioning E. Repositioning

D

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy. A. brand image B. universal selling proposal (USP) C. inherent drama D. positioning E. divestment

D

Product positioning is about: A. the perception of a product from the view of competitors. B. the position of the product on the shelf of a retail store. C. the way the product is packed. D. developing a perception about a product or service in the mind of the consumers. E. shelf life of a product.

D

Promotional expenditures on advertising, sales promotion, and personal selling: A. are not relevant when determining a pricing structure. B. are incomes that must be covered in a firm's pricing structure. C. contribute to a product's cost and price and thus make it harder to sell. D. are expenses that must be covered but can also help reduce costs by creating demand for a product. E. are examples of fixed costs on an organization's income statement.

D

The ad for Jergens lotion indicated that it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin. Someone who knew something about these additives work might respond to the ad by thinking, "Those fancy-sounding ingredients won't help my skin. It's too dry for some over-the-counter lotion to soften it." The individual's response to the ad's copy would be an example of a: A. negative ad execution thought. B. source derogation. C. support argument. D. counterargument. E. positive execution thought.

D

The advertising agency of Sony Electronics has prepared two print ads for the company's new DVD. Ad 'A' uses a straightforward informational appeal, which discusses the DVD player's features, while ad 'B' is an image ad that promotes the overall quality of the player. The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products. To get idea about which ad might work best and should be used in the national campaign, Sony can: A. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in Time. B. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in a major newspaper. C. make a cross media buy that includes both newspapers and magazines. D. conduct a split run test, where both ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries. E. use bleed pages for the two ads and publish them in various magazines.

D

The basic elements that are used to accomplish an organization's marketing communication objectives are referred to as: A. the marketing mix. B. marketing strategy tools. C. persuasive marketing mix. D. the promotional mix. E. public relations.

D

The best-known and most widely discussed form of promotion is: A. personal selling. B. sales promotion. C. direct marketing. D. advertising. E. publicity/public relations.

D

The carryover effect: A. has no impact on sales objectives. B. has no effect on the relationship between advertising and sales. C. encourages the use of nonspecific objectives. D. is particularly apparent with mature, low-priced, and frequently purchased products. E. helps in determining the precise relationship between advertising and sales.

D

The cost of advertising space in magazines is primarily a function of: A. the price of the product being advertised. B. the type of the product being advertised. C. the frequency of ad insertions. D. the circulation of the publication. E. whether color is used in the ad.

D

The difference between saying "You are stubborn" and "This is the second time we are unable to reach agreement" is the difference between what two types of communication? A) Congruent and incongruent communication B) Owned and disowned communication C) Superior and egalitarian communication D) Person- and problem-oriented communication

D

The elaboration likelihood model (ELM) was developed to explain the process by which persuasive communications influence: A. dissonance formation. B. attributions. C. beliefs. D. attitudes. E. group norms.

D

The fact that marketing and advertising people have backgrounds and interests that are often quite different from consumers who comprise mass markets for many products and services makes it difficult to establish: A. decoding. B. feedback mechanisms. C. response hierarchies. D. a common ground. E. fields of experience.

D

The first step in the target marketing process is to: Refer: Figure 2-2 A. develop positioning strategies. B. request government approval. C. determine whether to use a market segmentation strategy or a mass marketing strategy. D. identify markets with unfulfilled needs. E. develop new products.

D

The manufacturer of Mercedes-Benz autos stressed that the car had side door air bags in an attempt to attract new buyers. Its focus on safety illustrated a strategy of positioning by: A. cultural symbols. B. demographics. C. price-value. D. product attribute and benefit. E. competitor.

D

The meaning a consumer attributes to a product or brand and what he or she experiences in purchasing it is known as: A. functional utility. B. product quality. C. brand extension. D. product symbolism. E. product utility.

D

The objective and task method is most difficult to use when: A. the product to be promoted is intangible and in the maturity stage of its product life cycle. B. the product to be promoted is in the decline stage of its product life cycle. C. the product to be promoted is a cash cow. D. the product to be promoted is new to the market. E. a service is being promoted.

D

The slogan of Bata, an Indian shoe brand, is 'The World at your feet.' Bata is focusing on satisfying which of the following need of the consumers? A. Physiological B. Social C. Safety D. Esteem E. Self Actualization

D

The source or sender of an advertising communication: A. is typically a salesperson. B. is never a nonpersonal entity. C. is typically identified as the owner of the medium in which the communication appeared. D. can be an individual who appears in the ad or a nonpersonal entity. E. is never involved in the encoding process.

D

The task and objective method of budgeting as well as the payout plan are both examples of the _____ approach. A. trading up B. top-down C. bottom-up D. build-up E. trickle up

D

The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process. A. expertise; yielding B. expertise; identification C. power; identification D. attractiveness; identification E. attractiveness; internalization

D

The various brands identified as purchase options to be considered during the alternative evaluation process are known as: A. decision criteria. B. a brand attribution list. C. the working model. D. the evoked set. E. subliminal choices.

D

Three elements characterize an individual who can resist stress well. They are (1) viewing change as a threat to security and comfort, (2) having an external locus of control, and (3) a person believing he/she is only responsible for himself/herself. Which are correct? A) All three elements are correct. B) Elements 1 and 2 are correct. C) Elements 1 and 3 are correct. D) None of the elements is correct.

D

Through the use of mnemonics, advertisers hope consumers will engage in _____ when they see the advertisements. A. selective attention B. selective exposure C. selective comprehension D. selective retention E. subliminal perception

D

To implement BMW's new branding campaign, the decision was made to use short digital films and to create a Web site where consumers could view the films. Which specialized service would have most likely been involved in this campaign? A. Sales promotion agencies B. Public relations firms C. Creative boutiques D. Interactive agencies E. Direct-response agencies

D

Todd buys a cold drink every afternoon. He either buys a Coca-Cola, or a Minute Maid lemonade. He will not consider any other brand or type of soft drink because the two drinks make up his: A. decision criteria. B. brand attribution list. C. working model. D. evoked set. E. subliminal choices.

D

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years. This is an example of a _____ appeal. A. feature B. favorable price C. news D. product popularity E. generic

D

Under a decentralized system, the advertising department is generally a part of _____ department. A. production B. sales C. product management D. marketing E. research and development

D

Unduplicated reach indicates ____, while duplicated reach provides an estimate of ____. A. repeat exposures; frequency B. frequency; repeat exposure C. new exposures; coverage D. new exposures; frequency E. coverage; frequency

D

United Parcel Service (UPS) built its advertising campaign around the slogan, "moving at the speed of business." This slogan was an example of a positioning strategy based on: A. cultural symbols. B. demographics. C. price-value. D. product attribute and benefit. E. competitor.

D

What does it mean when the text describes newspapers and magazines as high-involvement media? A. They have to be acquired outside the home. B. Unlike network television, they must be actively sought. C. They are not purchased using routine purchase decision-making techniques. D. They generally require consumers to expend some time and energy to process the information they provide. E. They provide connotative meanings to life.

D

What does person-oriented communication focus on? A) The problem and its solution B) Validating the other individual C) Achieving congruent communication D) The traits of individuals

D

What does reframing as a reactive strategy for managing stress involve? A) Rehearsing what one is going to say or do before it actually happens B) Taking several successive and slow deep breaths C) Changing the focus of one's thoughts to something pleasant D) Trying to redefine a situation as manageable

D

What factor dominates all other factors in determining promotability? A) Technical knowledge B) Effective writing skills C) Being able to say "no" D) Face-to-face communication skills

D

What is self-efficacy? A) The extent to which people see themselves as capable and successful B) The tendency to have a negative outlook C) The belief that one can control his or her experiences D) The generalized sense of one's ability to perform capably across a variety of circumstances

D

What is the statement "You interrupted me three times during the meeting!" an example of? A) Conjunctive, not disjunctive communication B) Owned, not disowned communication C) Problem oriented, not person oriented communication D) Specific, not global communication

D

When a communicator presents information on both sides of an issue and offers arguments to counter an opposing viewpoint, a(n) _____ message appeal is being used. A. confrontational B. recency C. nonverbal D. refutational E. one-sided

D

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure. A. preferred position; flat rate B. preferred position; open-rate C. open-rate; flat rate D. flat rate; open rate E. flat rate; preferred position

D

When an organization systematically plans and distributes information in an attempt to control and manage the nature of the publicity it receives and its image, it is engaging in a function known as: A. image management. B. advertising. C. integrated marketing. D. public relations. E. sales promotion.

D

When developing a _____, costs, competition, demand factors, and perceived value must be taken into consideration. A. target market B. channel of distribution C. promotional mix D. pricing strategy E. segmentation strategy

D

When it comes to generating innovative ideas in teams, where have many of the most creative ideas come from? A) Employees B) Managers C) Professors D) Customers

D

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using: A. guaranteed circulation. B. circulation verification. C. pass-along circulation rates. D. a circulation rate base system. E. a rebate system.

D

When marketers want to build attitudes that are resistant to attacks or criticism of their product by a competitor, they can use a(n): A. one-sided message. B. nonverbal message. C. emotional appeal. D. refutational appeal. E. slice-of-life appeal.

D

Which attributes should be included in effective implementation of a solution and follow up on the implementation? A) Setting up an optimal standard for evaluation of alternatives B) Creating alternatives that are consistent with organizational goals C) Evaluating alternatives systematically D) Providing a process that includes opportunities for feedback

D

Which is the most appropriate approach to creativity when collective effort and involvement of others is important? A) Imagination B) Improvement C) Investment D) Incubation

D

Which is true concerning people who have higher core self-evaluation scores? A) They tend to be selfish. B) They tend to possess an overabundance of positive self-regard. C) They tend to avoid diagnosing others' emotions. D) They tend to choose complex and more challenging work.

D

Which of the following describes a limitation associated with the decentralized organizational structure for advertising? A. Brand managers are often overqualified and want too much input into advertising. B. Brand managers are typically highly experienced in advertising and understand exactly what advertising can do for a brand. C. Brand managers do not devote enough attention to short-term planning and administrative tasks. D. Brand managers often end up competing for management attention, marketing budgets, and other resources. E. With their reliance on intuition, brand managers often jeopardize the creative activities of the advertising agency.

D

Which of the following hierarchical response models views the receiver of a persuasive communication as a problem solver? A. The AIDA model B. The hierarchy of effects models C. The innovation-adoption model D. The information processing model E. The 5-Ws model

D

Which of the following is a disadvantage associated with advertising in magazines? A. Lack of permanence B. Lack of prestige C. Lack of consumer receptivity to ads D. Limited reach and frequency E. No creative flexibility

D

Which of the following is a disadvantage inherent in advertising in magazines? A. Lack of geographic selectivity B. Lack of demographic selectivity C. Poor reproduction quality D. Long lead times E. Low publication prestige

D

Which of the following is an example of a functional consequence? A. The need to order champagne to celebrate a birthday. B. The desire to eat a pound of chocolate. C. The feeling of success that comes with the purchase of a Mercedes. D. The taste of buttered popcorn in a movie theater. E. The joy of finding the perfect gift for a friend.

D

Which of the following is true about zapping? A. Older adults engage in commercial zapping more often than teens. B. Women are more likely to zap commercials than men. C. Young adult females zap more than young adult males. D. Young adult males are the most likely to zap commercials than older adults. E. Older women are more likely to zap commercials than younger women.

D

Which of the following is true for participations? A. Participating advertisers have financial responsibility for production of the program. B. Participations involve long-term commitment on the part of advertisers. C. Participations offer advertisers a lower reach than sponsorships. D. In participations, advertisers have little control over the placement of ads. E. Participations are not suitable for small advertisers with limited budgets.

D

Which of the following methods of determining a budget requires a marketing department manager to use input from a clipping service? A. ROI method B. Arbitrary allocation method C. Percentage of sales method D. Competitive parity method E. Objective and task method

D

Which of the following situations would be most conducive for the use of a comparative advertising message? A. A company is a market leader with high market share. B. A company is a market leader and is concerned about a new, small company entering the market. C. A market leader wants to promote its brand to loyal users of a major competitor. D. A company with a new brand wants to position that brand against established brands and, thus, enter the customers' evoked set. E. A company wants its audience to know the different competitors that it is competing with.

D

Which of the following statements about creative boutiques is true? A. Creative boutiques are more successful today than ever before. B. The demand for IMC services has had little influence on how creative boutiques do business. C. Creative boutiques use an aggregated business model instead of niche marketing. D. Creative boutiques today are having trouble because clients often want a range of services. E. Consolidation has led to the demise of creative boutiques.

D

Which of the following statements about the geographic selectivity offered by newspapers is true? A. Newspapers offer less geographic selectivity than most other media. B. Newspapers in large cities provide very little geographic selectivity to advertisers. C. Newspapers provide little geographic selectivity to national advertisers. D. Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers. E. Newspaper offer more geographic selectivity when compared to direct mail.

D

Which of the following statements describes a problem encountered by national advertisers when using spot advertising? A. Spot advertising does not allow national advertisers to adjust to local market conditions. B. Spot advertising cannot be used as part of their cooperative advertising programs. C. Spot advertising is easy to acquire since time is purchased from a number of local stations. D. There are more variations in the pricing policies of local stations than networks. E. Spot advertising provides advertisers with limited coverage in geographic markets in which they do business.

D

Which of the following statements is true about communications objectives? A. When setting objectives using the communications effect pyramid, the last step reached is trial. B. Sales goal cannot be translated into communications objectives. C. Marketing and advertising managers do not rely on experience and intuition when setting communications goals. D. Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals. E. Communication objectives are used particularly where the advertiser seeks an immediate response.

D

Which of the following statements is true about source power? A. It can never be used in nonpersonal selling situations. B. It is most effective in nonpersonal selling situations. C. Persuasion induced through compliance is always long-term. D. Perceived scrutiny is an important factor of source power. E. Power as a source characteristic is very easy to apply in a nonpersonal influence situations.

D

Which of the following statements is true about the relevance of ads? A. Ad-to-consumer relevance refers to situations where the advertised brand of a product or service is of personal interest to consumers. B. Brand-to-consumer relevance refers to situations where the ad contains execution elements that are meaningful to consumers. C. Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify. D. Relevance can be viewed in terms of the degree to which an advertisement provides information or an image that is pertinent to the brand. E. The use of visual images and other execution techniques that capture their interest and attention of the consumers help in increasing brand-to-consumer relevance.

D

Which of the following statements is true about the use of creativity in an advertising campaign? A. Because most advertising is creative, creativity is not enough to break through the clutter. B. Creative advertising always has a positive impact on sales. C. Creative advertising that is not relevant to the target audience may have a greater impact than advertising that is relevant. D. The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking. E. Users of creative advertising can avoid using big ideas and unique selling propositions in their advertising campaigns.

D

Which of the following statements is true regarding awards for advertising creativity? A. Ads that win creative awards almost always have a positive impact on sales. B. Most advertising and marketing people are supportive of advertising awards because they feel creative people are more concerned with creating advertising that sells their client's products than with winning awards. C. As a rule, all advertising people believe awards are an inappropriate way of recognizing advertising creativity that often helps sell a client's products. D. Not all advertising campaigns that have won creative awards have successfully generated sales for their clients' products. E. An award winning ad leads to higher sales as it is greatly liked and accepted by creative people.

D

Which of the following statements is true? A. The diary system of measuring viewership is more accurate than people meters. B. It is impossible to track viewership for commercials. C. People meters only record what is being watched, not who is watching. D. Audimeters only record what is being watched, while people meters can also record who is watching. E. People meters are being replaced by audimeters.

D

Which specialized service would be responsible for promoting and managing the concert a client wants to hold to benefit Habit for Humanity? A. The traffic department B. A marketing research firm C. An interactive agency D. A public relations firm E. A sales promotion agency

D

With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that: A. offsets the weaknesses associated with storyboard ad design. B. provides opportunities for effective government oversight. C. centralizes American consumer values in a global marketplace. D. engages consumers and enters into a dialogue with them. E. minimizes the risk of offending technology-savvy consumers.

D

You know that your performance has recently declined. You tie this decline to the new software. Even though you fully understand how to use the new software, you think the software is garbage. In fact, you campaigned against the software but lost the political battle. Your boss has called you into her office. What would be the most correct response for the boss to use? A) "You need to either shape up or ship out. The software stays!" B) "Don't worry ... everything will work out. Just give it time." C) "I can help you do this better." D) "You do recognize there is a problem, don't you?"

D

You read an email from a local politician asking for donations. What would be best for you to make efficient use of your time? A) File it now so that later you can decide B) Decide to give money and write a check C) Decide not to give money and toss it away D) Have someone else scan your email before you see it

D

You want to utilize supportive communication. You plan to employ validation in your communication with your subordinate. In particular, you want to practice areas of mutual agreement. What will you do? A) List the subordinate's disadvantages before his/her advantages to finish on a strong positive note. B) List the subordinate's past mistakes to establish a foundation so that new positive steps can be utilized. C) List areas of disagreements first followed by areas of agreement. D) List compliments before criticisms.

D

Your boss always asks you questions and gives you "air time" to offer your ideas. She is practicing what type of communication? A) Problem-oriented B) Congruent C) Descriptive D) Validating E) Specific

D

Your co-worker remarks to you, "You are always late to meetings, how come?" Your co-worker is practicing what type of communication? A) Specific B) Invalidation C) Descriptive D) Global E) Incongruent

D

Your flight has just been canceled. Tom is arguing with airline officials, Mary is crying, and you have decided to grab a bite to eat. Which defense mechanism is each person using? A) Tomfixation; Marywithdrawal; yourepression B) Tomfixation; Maryrepression; youwithdrawal C) Tomaggression; Maryaggression; youfixation D) Tomaggression; Maryregression; youwithdrawal

D

Your group has a presentation to the class in two weeks. Moe believes that the presentation should be similar to a presentation he gave in his Marketing class last semester. Curly wants it to be similar to his Finance presentation that his group gave earlier this month. Larry believes that the presentation should be like the first group, after all they received an A. You think, what a bunch of stooges. Which guideline did your group violate in regard to the analytical problem-solving model? A) Problems should not be defined in terms of solutions. B) Limited information should be given about each alternative. C) The first acceptable alternative should not be accepted right away. D) Alternatives should not be based on what was successful in the past.

D

Your project's due date is coming fast! However, you notice that you forgot to mow the lawn (you hate mowing) and yesterday you forgot to attend a staff meeting. Also, you find that you daydream often. Which defense mechanism are you most likely employing to resist stress? A) Aggression B) Regression C) Repression D) Withdrawal

D

____, also known as overexposure, occurs when the media coverage exceeds the target audience. A. Recency effect B. Reach disorder C. Frequency imbalance D. Waste coverage E. Geographical weighting

D

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products. A. Professional B. Primary demand C. Retail D. Business-to-Business E. Direct-response

D

_____ advertising is targeted to marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand. A. National B. Selective-demand C. Professional D. Trade E. Retail

D

_____ are catchy songs about a product or service that usually carry the advertising theme and a simple message. A. Headlines B. Taglines C. Voice-overs D. Jingles E. Needledrops

D

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers. A. Station managers B. Affiliates C. Negotiators D. Station reps E. Sponsors

D

_____ are the various time periods or segments into which a broadcast day is divided. A. Adjacencies B. Participations C. Spots D. Dayparts E. Hours

D

_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums. A. Direct marketing B. Advertising C. Public relations D. Sales promotion E. Brand equity

D

_____ is a bundle of benefits or values that satisfies the needs of consumers. A. Product use positioning B. Market C. Value D. Product E. Channel

D

_____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact. A. Marketing mix B. Buzz marketing C. Exchange D. Integrated marketing communications E. Promotional planning

D

_____ is a construct that represents an individual's overall feelings or evaluation of an object and is viewed as a learned predisposition to respond toward it. A. A motive B. A need C. Perception D. An attitude E. A decision rule

D

_____ is the ability to perceive a stimulus that is below the level of conscious awareness. A. Selective perception B. Selective attention C. Selective comprehension D. Subliminal perception E. Selective retention

D

_____ is the approach to finding a major selling idea can be done on the basis of product attributes, price/quality, usage or application, product users, or product class. A. Brand image B. Inherent drama C. Unique selling proposition D. Positioning E. Emotional appeals

D

_____ is the customer's perception of all the benefits of a product or service weighed against all the costs of acquiring and consuming it. A. Cost efficiency B. Information C. Range D. Value E. Exposure

D

_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance. A. Direct marketing B. Publicity C. Corporate affairs D. Public relations E. Sales promotion

D

_____ is the number of times a receiver is exposed to a message in a given time period. A. Potency B. Reach C. Coverage D. Frequency E. Mediatronics

D

_____ is used to compare media vehicles. A. Net contribution margin B. Net cost C. Absolute cost D. Relative cost E. Cost per media (CPM)

D

_____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space. A. Association B. Repetition C. Frequency D. Contiguity E. Generalization

D

_____ refer to specific events or outcomes consumers experience when a product or service is purchased and/or consumed. A. Evoked sets B. Attribute assignments C. Dissonance motives D. Evaluative Criteria and Consequences E. Reinforcement criteria

D

_____ refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it. A. Marketing mix B. Promotion C. Moment of truth D. Touch point E. Brand equity

D

_____ refers to shows produced specifically for the syndication market. A. Off-network syndication B. Spot advertising C. Special-purpose syndication D. First-run syndication E. Rerun syndication

D

_____ refers to situations where the ad contains execution elements that are meaningful to consumers. A. Animatic B. Brand-to-consumer relevance C. Storyboard D. Ad-to-consumer relevance E. Elaboration ad

D

_____ refers to situations where the advertised brand of a product or service is of personal interest to consumers. A. Animatic B. Brand-to-consumer relevance C. Storyboard D. Ad-to-consumer relevance E. Elaboration ad

D

_____ refers to the information and/or meaning contained in the message. A. Source B. Encoding C. Decoding D. Content E. Noise

D

_____ refers to the potential audience that might receive the message through a vehicle. A. Frequency B. Reach C. Viewer number D. Coverage E. Exposure

D

_____ refers to the relationship between the price paid for advertising space or time and the size of the audience delivered. A. Net contribution margin B. Net cost C. Absolute cost D. Relative cost E. Cost per media (CPM)

D

_____ refers to the way the message is put together in order to deliver the information or intended meaning. A. Source B. Encoding C. Decoding D. Content E. Design

D

_____ segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product. A. Benefit B. Geographic C. Demographic D. Behavioristic E. Psychographic

D

______ are programs designed to persuade the retailer to promote a manufacturer's products. A. Promotional pull strategies B. Spot television campaigns C. Spot radio campaigns D. Promotional push strategies E. Progressive adherence policies

D

______ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service. A. Consumer brainstorming B. General preplanning input C. Perceptual mapping D. Problem detection E. Market profiling

D

A measure of potential reach in the broadcast industry is the TV or ____. A. Radio sweeps periods B. Radio frequency C. Radio index numbers D. Radio duplicated reach E. Radio program rating

E

A study by the Corporate Executive Board's Advertising and Marketing Roundtable found: A. consumers are more interested in integrated marketing communications. B. clients prefer full service agencies over brokered advertising services. C. situational factors are creating a promotional overlay effectively synthesizing. D. integrated marketing communications in most organizations. E. marketers are using numerous partners to access the special talents and expertise as needed.

E

According to the DAGMAR model, which of the following is a characteristic of a good objective? A. A good objective is elaborative in nature. B. A good objective specifies the target audience. C. A good objective includes both positive and negative points. D. A good objective specifies the current market share. E. A good objective is based on sales results.

E

According to the FCB planning model, for which of the following products would an affective strategy be most appropriate? A. Storm windows B. Bag of cat litter C. Can of Planter's peanuts D. A liquid dishwasher E. Cosmetics

E

Advertisers who want to advertise on Emmy-winning television shows are looking to have the positive impressions of the show transfer to their products. This transference is called a: A. self-paced impact B. positive quantitative media effect C. cluttered effect D. shaping effect E. positive qualitative media effect

E

Advocates of integrated marketing communications argue that: A. firms should communicate with its customers primarily through media advertising. B. nonpersonal communications is more effective than personal communications. C. package design is the most important way of communicating with customers. D. firms should communicate with its customers primarily through one-on-one communication techniques. E. firms should develop a total marketing communications strategy.

E

An ad in a publication aimed at veterinarians explaining why they should recommend Eukanuba cat food to the owners of all the cats they treat is an example of: A. consumer advertising. B. a promotional pull strategy. C. a harvesting strategy. D. a consumer promotion. E. a promotional push strategy.

E

An advertising execution technique that is particularly popular for creating commercials targeted at children is: A. slice-of-life. B. demonstration. C. testimonial. D. scientific evidence. E. animation.

E

An article in Financial Times announced that Puma had developed the Thrift shoe, based on its award-winning design. The Thrift shoe was to be made in a limited edition of 510 pairs of fabric from second-hands clothes and would not be available in the U.S. According to the article, each pair would come complete with a numbered certificate of authenticity and a private password for the dedicated Web page so all proud owners could "swap their soles." The article created interest in the shoes and is an example of: A. sales promotion. B. advertising. C. personal selling. D. sponsorship. E. publicity.

E

As a result of economies of scale, large advertisers: A. are likely to enjoy more favorable advertising time and space than smaller advertisers. B. get higher advertising rates than smaller advertisers. C. accrue the disadvantages of advertising several products jointly. D. have higher average costs of production. E. can spend more money on advertising and realize a better return.

E

Assume the Greyhound Bus Company runs a six-month advertising campaign promoting its convenient bus routes and excellent on-time service without conducting any sort of marketing research. At the end of the six-month period, Greyhound conducts a study and finds 80 percent of its frequent travelers agree the bus company has convenient bus routes and excellent on-time service. Greyhound can conclude that: A. the campaign was successful in changing perceptions regarding its fares. B. the campaign was successful in changing perceptions regarding its service. C. the campaign was not successful since it should have nearly 90 percent of riders agreeing that it offers convenient bus routes and excellent on-time service. D. its advertising is working. E. without benchmark measures, it will never know if the campaign was a success or a failure.

E

Behavioral learning theories have been criticized for: A. focusing on providing information through subliminal learning processes. B. using suggestive illustrations to make consumers respond to internal stimuli. C. employing the use of violence in altering mind-body awareness. D. being useless in explaining consumers' decision-making processes. E. assuming a mechanistic view of the consumer placing too much emphasis on external stimulus factors.

E

Compared to television, radio has: A. fewer segmentation opportunities. B. longer buyer lead times for preparing and placing ads. C. greater reach and lower frequency opportunities with individual stations. D. more national network advertising. E. more of a local flavor.

E

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of the necessary strategies and activities are steps in the _____ method of budgeting. A. competitive parity B. payout planning C. ROI D. return on investment E. objective and task

E

Degree of usage as a basis of segmentation is best reflected by: A. demographic segmentation variables. B. the iceberg principle. C. the benefit rule. D. the rule of equity. E. the 80-20 rule.

E

Disneyworld advertises itself as a vacation spot throughout the year, but it advertises more heavily during the summer months and during the Christmas season when more people are vacationing. This is an example of _____ scheduling. A. flighting B. geographical weighting C. continuity D. oscillating E. pulsing

E

Dividing the market into units such as nation, states, town, counties etc. is known as: A. demographic segmentation. B. psychographic segmentation. C. quantified aggregation. D. lifestyle aggregation. E. geographic segmentation.

E

Factors such as time of day, store environments, or occasion for which a product will be used are examples of: A. group norms. B. cultural factors. C. subcultural influences. D. family influences. E. situational determinants.

E

For which of the following advertising communication tasks should the specified time period be the longest? A. Creating brand awareness B. Increasing brand awareness levels C. Creating knowledge regarding a brand attribute D. Increasing knowledge levels about a brand attribute E. Repositioning a brand

E

For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving? A. The purchase of laundry detergent B. The purchase of a new pair of running shoes by a consumer who runs regularly C. The purchase of a new set of skis by an avid skier D. The selection of a restaurant for lunch with friends E. The first time purchase of a personal computer by someone with no prior knowledge of PCs

E

If an advertiser wants a very detailed accounting of how its advertising and promotional monies are being spent and what it is being charged by its ad agency, it is likely to use a(n) _____ compensation system. A. fee arrangement B. media commission C. incentive-based D. fee-combination E. cost-plus

E

Joy calls a Samsung store in order to find out about the new Samsung Wave S8500. The customer service department personnel of Samsung emails him the entire product details in a very organized manner along with the price of the product and other special specifications as requested by Joy. Which type or category of touch point has been discussed here? A. Company created touch point B. Intrinsic touch point C. Extrinsic touch point D. Unexpected touch point E. Customer-initiated touch point

E

Leslie is working for a local agency as an intern. Her company has been hired to develop an advertising campaign for chain of coffee shops. She has been given the task of coming up with the big idea. You can tell her big ideas: A. are very easy to come by. B. really only matter in advertising for consumer products and not for retail establishments. C. are typically not the basis for effective advertising campaigns. D. are only effective in business-to-business advertising. E. could become the basis of very creative and successful advertising campaigns.

E

Many business magazines are sent free to individuals who, a publisher believes, are appropriate members of a target audience and can influence purchases for products and services advertised in the publication. This is known as _____ basis. A. primary circulation B. guaranteed circulation C. free circulation D. circulation verification E. controlled circulation

E

NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region, which it needed to protect following the breakup of AT&T. To protect itself from competitors, NYNEX ran a series of ads. One was a picture of a blue rabbit and headlined, "Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line, "If it's out there, it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal. A. fear B. two-sided C. refutational D. comparative E. humorous

E

National Fruit Company makes "WhiteHouse" apple juice. Market research determined that the company needed to mold its bottle so as to make it easier to grasp. Its market research would have been conducted by a(n) _____, and its packaging changes would have been done by a(n) _____. A. specialized service; interactive agency B. interactive agency; collateral service C. collateral service; specialized service D. interactive service; creative boutique E. collateral service; collateral service

E

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers. A. its pass-along readership B. the lack of reader interest and involvement C. consumer distrust of newspapers as a credible source D. its lack of geographic selectivity E. its poor reproduction quality

E

Only the _____ model has a retention stage, which is important for consumers who are considering purchase decisions and who are not ready to make a purchase. A. hierarchy of effects model B. AIDA model C. innovation-adoption model D. cognitive response model E. information processing model

E

Research has shown that the first thing people look at in a print ad is the: A. illustrations. B. visuals. C. body copy. D. subheads. E. headline.

E

The _____ function model is based on the microeconomics law of diminishing returns. A. concave-upward B. S-shaped demand C. S-shaped response D. marginal utility E. concave-downward

E

The _____ is a specific carrier within a medium category. A. retailer B. wholesaler C. distribution channel D. media E. media vehicle

E

The _____ is responsible for creating the visual portion of an ad such as layouts and the commercial storyboards. A. account executive B. copywriter C. product management department D. research department E. art department

E

The _____ method of budgeting is being employed when expenditures are allocated based on information about industry averages for advertising. The budget is set to maintain a level consistent with industry spending. A. arbitrary allocation B. percentage of sales C. objective and task D. return on investment E. competitive parity

E

The attractive editorial and advertising environment created by a publication such as Architectural Digest has a(n) _____ on advertising messages contained within its slick pages. A. externally paced impact B. positive quantitative media effect C. cluttered effect D. shaping effect E. positive qualitative media effect

E

The buying period that takes place prior to the upcoming television season and where networks sell much of their commercial time is referred to as: A. the network market. B. the regional market. C. pre-screenings. D. previews. E. the up-front market.

E

The copy platform: A. is typically developed by agency personnel with no input from the client. B. is developed by the client before ever meeting with the agency. C. often involves individuals from both the client side and agency personnel. D. has a predetermined format that makes it easier to compare platforms from two disparate products. E. typically contains both the advertising and the communications objectives.

E

The final stage of the IMC planning model is: A. budget determination. B. the development of the media strategy. C. analysis of communication process. D. integrating creative strategies. E. monitoring, evaluation, and control.

E

The following statements relate to the rules governing brainstorming: (1) No evaluations of alternatives are generated, (2) Wildest possible ideas are encouraged, (3) Quality takes precedence over quantity, and (4) Do not build on the ideas of others. Which statements are correct? A) All the statements are correct. B) Only statements 1 and 3 are correct. C) Only statements 2 and 3 are correct. D) Only statement 3 is correct. E) Only statements 1 and 2 are correct.

E

The function of gathering, analyzing and interpreting information that is useful in developing advertising is the responsibility of the agency's _____ department. A. production B. traffic C. media D. account management E. research

E

The headline for the National Flood Insurance program ad reads, "There's a chance of flooding in your area. Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ need as defined by Maslow's hierarchy. A. physiological B. social C. self actualization D. esteem E. safety

E

The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is: A. the source. B. the message. C. behavior. D. retention. E. destination.

E

The market potential in a given metropolitan area, as compared to the United States as a whole, can be determined by using: A. the Nielsen Rating Index. B. BAR/LNA. C. Simmons Market Research Bureau (SMRB). D. Mediamark Research Inc. (MRI). E. the survey of buying power index.

E

The television daypart that attracts the largest viewing audience is: A. daytime. B. early fringe. C. late news. D. morning. E. prime time.

E

To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme Jell-O in wild berry, green apple, and watermelon flavors. The ads describe the gelatin flavors as "Jell-O with an attitude" because these fruit flavors "will bite you back." Jell-O has defined tweens as: A. part of an undifferentiated market. B. aggregated market. C. a response-stimulus market. D. the mass market for gelatin. E. a market segment. From the situation analysis,

E

Under the _____ system of compensation, the client agrees to pay the agency a fee based on the costs of its work plus some agreed-on profit margin. A. fixed fee B. negotiated commission C. fee-commission combination D. incentive based E. cost plus

E

Unduplicated reach is: A. average reach multiplied by average frequency. B. duplicated reach plus total reach. C. total market coverage less duplicated reach. D. reach multiplied by frequency. E. total reach less duplicated reach.

E

What is the major advantage of personal selling over advertising as a communication method? A. Personal selling generates more sales per dollar invested. B. Personal selling improves the image of the firm. C. Personal selling activates the receiver's selective processes, and advertising does not. D. Personal selling results in sales responses that are more difficult to measure than those of advertising. E. Personal selling is more persuasive because the communicator can judge the sales prospect and modify his or her message accordingly.

E

What should you do if you want to be more creative in your problem solving? A) Reserve your best time for thinking B) Talk to others about your ideas C) Read a lot, especially outside your field of expertise D) A and C, but not B E) Engage in all the activities described above

E

When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. animation D. demonstration E. testimonial

E

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n) ______ schedule is being employed. A. intermittent B. continuity C. flighting D. weighting E. pulsing

E

When retail buyers told the people who sold Duck Tape brand duct tape that tweens and teens were significant purchasers of the tape and used it to repair skateboards and other extreme sports equipment, the makers of Duck Tape introduced duct tape in wild neon colors specifically for this market because research showed this market liked fun colors. By targeting tweens and teens that skateboard and engage in other extreme sports, the maker of Duck Tape used _____ segmentation. A. geographic B. sociocultural C. behavioristic D. socioeconomic E. demographic

E

Which department within an advertising agency supervises the casting of people to appear in the ad and the setting for the scenes? A. Media department B. Art department C. Copywriters D. Traffic department E. Production department

E

Which is not included in social support systems? A) Personal friendships B) Family relationships C) Mentor relationships D) Work teams E) Autocratic supervisors

E

Which media scheduling strategy would be most likely to be used by a marketer of dishwashing detergent? A. Ratings B. Share C. Flighting D. Pulsing E. Continuous

E

Which of the following forms of advertising would be most effective when the objective is to attain maximum coverage of a local market at low cost? A. Outdoor B. Television C. Internet D. Magazine E. Newspaper

E

Which of the following is a basic component of a print advertisement? A. Deadline B. Testimonial C. Trademarks and service marks D. Animatic E. Layout

E

Which of the following is an advantage of the arbitrary allocation method? A. By using the arbitrary allocation method, the company can be sure of not getting into any financial problems. B. It keeps the ad spending within reasonable limits. C. It uses a logical basis for determining the budgets. D. This method of budgeting is generally stable. E. The arbitrary allocation approach has no obvious advantages.

E

Which of the following is an example of retail advertising? A. Advertisement of a health drink 'Complan' that compares its benefits against its competitor 'Bournvita'. B. Beef council stimulating the demand for beef through an ad. C. Advertisement of Coca-Cola placed in Progressive grocer, a trade magazine to promote Coca-Cola to food store managers. D. Lufthansa ad that appears in the newspapers all across the country. E. A newspaper ad for a 3 day discount in a restaurant located in the outskirts of San DiegO

E

Which of the following is at the top of the communication effects pyramid? A. awareness B. knowledge C. liking D. preference E. purchase/repurchase

E

Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A. Unique selling proposition B. Brand image C. Inherent drama D. Transformational advertising E. Positioning

E

Which of the following statements about spot advertising is true? A. Spot advertising is subject to less commercial clutter than network advertising. B. Obtaining spot advertising for a number of different areas is quicker and easier than acquiring network advertising. C. Spot advertising is generally more expensive than network advertising. D. Only local advertisers use spot advertising. E. Spot advertising offers the national advertiser flexibility in adjusting to local market conditions.

E

Which of the following statements about the interaction of pricing with advertising and promotion is true? A. The positive relationship between high relative advertising and price levels is weakest for products in the introductory stage of the product life cycle. B. The positive relationship between high relative advertising and price levels is weakest for products that are market leaders. C. Companies with high-quality products are damaged the least, in terms of return on investment, by inconsistent advertising and pricing strategies. D. Brands with low relative advertising budgets are able to charge premium prices. E. High relative ad expenditures should accompany premium prices, and low relative ad expenditures should be tailored to low prices.

E

Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget? A. It is unsuitable as a basis for budgeting in case of direct response advertising. B. Only environmental factors that are considered by the model will affect the effectiveness of the promotional program. C. Budgetary amount is often set by fiat. D. The budget is determined by management solely on the basis of what is felt to be necessary. E. It is very illogical and virtually no theoretical base is used to determine the budgets.

E

Which of the following statements explain why an organization would want to use an external advertising agency? A. It saves money for the client. B. It helps the client gain more control of the promotional activities. C. It allows more access to the top management of the client firm. D. It helps provide a consistent brand image worldwide and reduces the number of marketing partners for the client firm. E. It provides the client with the services of highly skilled individuals.

E

Which of the following statements is true about account services? A. It is an in-house service for the agency which is independent of its clients' obligations. B. It provides the creative team with more insight on how to use advertising and other IMC tools to communicate with customers. C. It provides the creative team with more insight into consumers. D. It is an advertisement agency service which is not link to its client. E. It is the link between the ad agency and its clients.

E

Which of the following statements is true about ageism in advertising? A. Mature people are more likely to be shown in television than print ads. B. Some people believe too many people of age 60 and over are used in advertising today. C. Because the mean age of the population is increasing, you can expect to see more youth-oriented advertising. D. There have been no successful ad campaigns showing people 60 and over performing age appropriately. E. The difference between the senders and receivers age can create problems in establishing a common ground.

E

Winston is watching an interesting TV program with a group of friends. During the commercial break, he is unable to concentrate on a Pepsi commercial that he is interested in watching because all his friends are discussing the events in the show. Winston's inability to receive the Pepsi message illustrates which factor in the communications process? A. Encoding B. Decoding C. Feedback D. Common ground E. Noise

E

You have called an employee into your office to discuss his poor performance. How might you start the conversation? A) "Nice day, don't you think?" B) "Have you given any thought to doing some quality work here?" C) "We have a problem here, don't we?" D) "Your performance is below average. What do you plan to do about it?" E) "Your output is the lowest in the department. I'm concerned."

E

_____ = Cost of commercial time/program rating. A. Cost per thousand B. Brand index number C. Category development index D. Gross rating point E. Cost per point

E

_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad. A. Direct headlines B. Indirect headlines C. Body copy D. Voice-overs E. Subheads

E

_____ are shows that are sold or distributed on a station-by-station, market-by-market basis. A. Spot broadcasts B. Televised advertorials C. Affiliate programs D. Participation programs E. Syndicated programs

E

_____ involves altering or changing a product's or brand's position. A. Market segmentation B. Market targeting C. Positioning. D. Target marketing E. Repositioning

E

_____ involves ignoring segment differences and offering just one product or service for the entire market. A. Marketing mix B. Positioning C. Concentrated marketing D. Synchro marketing E. Undifferentiated marketing

E

_____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence. A. Split run B. Over run C. Gatefold D. Printacular E. Selective binding

E

_____ is a form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea. A. Advertising B. Sales promotion C. Direct marketing D. Interactive marketing E. Personal selling

E

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. A. Advertising B. Direct mail C. Public relations D. Sales promotion E. Personal selling

E

_____ is defined as the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition. A. Target marketing B. Benefit segmentation C. Undifferentiated marketing D. Demographic segmentation E. Positioning

E

_____ is defined as the passing of information, the exchange of ideas or process of establishing a commonness of thought between a sender and receiver. A. Advertising B. Sales promotion C. Encoding D. Decoding E. Communication

E

_____ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. A. A unique selling plan (USP) B. Promotional uniqueness C. Problem detection D. Positioning E. Advertising creativity

E

_____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation. A. Niche B. General interest consumer C. International D. Cultural E. Special-interest consumer

E

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments. A. Psychographic B. Internalization C. Demographic D. Sociocultural E. Ethnographic

E

______ is an attempt to provide some standardization of relative costing procedures for making media selections. A. Daily inch rate B. Cost per repetition (CPR) C. Cost per ratings point (CPRP) D. Absolute cost E. Cost per thousand (CPM)

E