IMPORTANCE OF ACCOUNTABILITY AND PRODUCING MEASURABLE RESULTS, COMPANIES HAVE BECOME LESS RELIANT ON TELEVISION ADVERTISING AND HAVE SHIFTED DOLLARS

13 Jun IMPORTANCE OF ACCOUNTABILITY AND PRODUCING MEASURABLE RESULTS, COMPANIES HAVE BECOME LESS RELIANT ON TELEVISION ADVERTISING AND HAVE SHIFTED DOLLARS

(Enter your answers on the enclosed answer sheet)

1. Because of the rise in the importance of accountability and producing measurable results, companies have become less reliant on television advertising and have shifted dollars to
.

a. pull marketing strategies
b. alternative communication venues and methods
c. their own marketing departments instead of advertising agencies
d. integrated marketing communication firms

2. The individual in charge of Tide, Bold and Cheer laundry detergents at Procter & Gamble would be the .

a. media planner
b. brand manager
c. agency account executive
d. media buyer

3. To combat brand parity, the marketing team at a company such as Johnson & Johnson might claim it .

a. has new locations
b. has found new customers to buy products
c. is developing additional products
d. sells superior products

4. GIMC stands for .

a. Global and Institutional Marketing Concepts
b. Generating Ideas for Marketing Control
c. Generic and Institutionalized Marketing Creations
d. Globally Integrated Marketing Communications

5. Members of a typical marketing channel include producers, wholesalers, retailers and
.

a. consumers
b. business merchants
c. competitors
d. business agents

6. Kodak’s marketing team identifies a group of people who are most likely to use the company’s new digital photo technology and creates advertisements specifically for them. In a communication model, these individuals are .

a. senders
b. subjects
c. decoders
d. receivers

7. Integrated marketing communications affects all of the following EXCEPT .

a. business-to-business market
b. competitors’ advertising
c. internally directed communications
d. marketing channel

8. In the global cell phone market, the industry leader with 40 percent of the market share is
.

a. Nokia
b. LG
c. Motorola
d. Samsung

9. The following are examples of a customer contact points EXCEPT a .

a. receptionist at a business
b. sales clerk at a retail store
c. commercial web site
d. friend who recommends a brand

10. Many marketing experts feel the advancement of the Internet and information technology has caused a shift in channel power .

a. away from manufacturers
b. from retailers to wholesalers
c. from producers to wholesalers
d. to consumers

11. When Sean shops for an automobile, which are the senders in the communication process?

a. NBC and CSPAN
b. The New York Times and the Chicago Sun Times
c. Honda and Toyota
d. The Internet and the Web

12. Logos help with in-store shopping because .

a. they are a form of clutter
b. consumers have made up their minds prior to arrival
c. they are more readily recognized by shoppers
d. they move traffic past goods which are not being purchased

13. Complementary branding is .

a. placing one brand within another brand
b. the joint venture of two or more brands in one product
c. marketing two brands together to encourage co-consumption
d. using a private label to complement the main brand

14. Manufacturers are using all of the following methods to respond to inroads made by private labels EXCEPT .

a. focusing on a few core brands
b. reducing prices to meet private label pricing
c. introducing new products and new versions of current products
d. increasing advertising expenditures

15. Names assigned to individual goods or services or to groups of products in a line are
.

a. logos
b. metrics
c. brands
d. designs

16. When a customer believes Black and Decker makes the best and most reliable tools, this is an example of brand .

a. cooperation
b. decision
c. equity
d. parity

17. Feeling good after making a purchase from a company with a strong and positive image is an example of .

a. psychological reinforcement
b. cognitive dissonance
c. brand metrics
d. an impulse buy

18. Which type of corporate name contains recognizable words or word parts that imply what the company is about?

a. overt
b. iconoclastic
c. conceptual
d. implied

19. The perception that all brands are essentially the same is called .

a. brand equity
b. brand parity
c. the private label problem
d. flanker branding

20. The joint venture of two or more brands into a new good or service is branding.

a. flanker
b. cooperative
c. complementary
d. ingredient

21. Changing an image is most necessary .

a. when target markets shrink or disappear or a firm’s image no longer matches industry trends and consumer expectations
b. when sales begin to decline
c. every few years to meet changing consumers
d. when a competitor enters the market with a product that is viewed as being superior

22. The marketing of two or more brands together to encourage co-consumption or co-purchases is branding.

a. flanker
b. complementary
c. ingredient
d. cooperative

23. An external search for purchase information occurs when .

a. the internal search has been successful
b. the consumer is uncertain about which brand to purchase
c. the evaluation of alternatives has been completed
d. a purchase has been finalized and the buyer is looking for reassurance

24. Which component of an attitude contains the feelings or emotions a person has about a product?

a. affective
b. cognitive
c. rational
d. conative

25. Short-term memory can only retain pieces of information.

a. two to three
b. four to six
c. five to nine
d. ten to fifteen

26. The brands a person considers in a purchase situation is called the buyer’s set.

a. feasible
b. inert
c. evoked
d. inept

27. All of the following are reasons consumers use the affect referral method to evaluate alternatives EXCEPT .

a. the consumer has developed an emotional bond with the particular brand
b. the affect referral method saves time and mental energy
c. consumers have already eliminated the evoked set from consideration
d. the consumer may have already used the multiattribute approach in a previous purchase situation

28. In a buying center, the person who would be the most likely to say, “We need to limit our choices to local vendors.”

a. a buyer
b. the gatekeeper
c. a user
d. an influencer

29. Analysis of buying patterns by gender is an example of segmentation by .

a. usage
b. psychographics
c. demographics
d. generations

30. The VALS typology is based on which type of segmentation?

a. demographic
b. generations
c. psychographic
d. geodemographic

31. PRIZM is a company that specializes in which type of segmentation?

a. geographic
b. psychographic
c. geodemographic
d. product differentiation

32. If Microsoft’s marketing team wanted to use a different communications approach when designing mailings for various business industries, they could utilize the segmenting system of .

a. demographics
b. the NAICS code
c. opportunity analysis
d. competitive analysis

33. A local video rental store looking to increase customer traffic in the summer would be an example of a .

a. target market analysis
b. communications objective
c. product positioning
d. communications analysis

34. In terms of the relationship between expenditures on advertising communications and subsequent sales revenues, too many marketing managers assume that there is
relationship.

a. inverted U-shaped
b. an inverse
c. a direct
d. an indirect

35. The element of an advertisement that taps into or activates a person’s value system is a(n)
.

a. appeal
b. leverage point
c. executional framework
d. message theme

36. Who is in charge of maintaining project history, creating schedules, managing resources, setting up team meetings, prioritizing projects, training new employees about agency processes, setting up new clients, routing proofs, proofreading material and whatever else needs to be done to ensure deadlines are met?

a. traffic manager
b. account executive
c. account planner
d. creative

37. The two primary approaches used in advertising research include research.

a. competitive and industry
b. consumer and business
c. product-specific and consumer-oriented
d. consumer-oriented and market-based

38. When conducting qualitative research during advertising research, each of the following perspectives are typically used EXCEPT .

a. statistics
b. anthropology
c. psychology
d. sociology

39. A customer who reports that Lexus is the first car he thinks of in the “luxury automobile” category is describing a brand.

a. top-of-mind
b. top-of-industry
c. quality choice
d. top-choice

40. A Campbell’s Soup advertisement is designed to support the launch of a new type of soup and to tell consumers about a special sweepstakes that is tied into the launch. The advertising goal of this advertisement is most likely to .

a. support other marketing efforts
b. persuade
c. encourage action
d. inform

41. The means-ends chain approach suggests that an advertisement should contain a message or means that .

a. changes a consumer’s attitude
b. leads the consumer to a desired end state
c. stimulates some type of behavior
d. modifies a consumer’s beliefs

42. The concept that moves a consumer from understanding a product’s benefits to linking those benefits with personal values is .

a. preference
b. liking
c. awareness
d. a leverage point

43. Each of the following statements about the visual element in ads is true EXCEPT
.

a. visual elements are stored in the brain as both pictures and words
b. visual elements tend to be more easily remembered than verbal copy
c. visual images often lead to more favorable attitudes toward both the advertisement and the brand
d. visual elements are stored only in the left side of the brain

44. In recent years, more business-to-business advertisements have incorporated .

a. leverage points to move business buyers from knowledge to purchases
b. stronger verbal elements to persuade business buyers
c. stronger visual elements to heighten the emotional aspect of making a purchase
d. more rational appeals to create stronger affinities for particular brands

45. The following are types of appeals that can be used in designing ads EXCEPT .

a. rationality
b. cognitive
c. music
d. emotion

46. To be successful, the humor in a humor appeal should be .

a. directed to the audience’s value system
b. of a low level since humor that is too heavy tends to interfere with message recall
c. connected directly to the product’s benefits
d. directed at the target audience of the ad

47. Cognitive message strategies include each of the following EXCEPT .

a. preemptive
b. unique selling proposition
c. comparative
d. action-inducing

48. An advertisement for Nintendo using a cognitive message strategy would probably feature which type of message strategy because Nintendo holds 47 percent of the market share in the handheld game market?

a. comparative
b. preemptive
c. unique selling proposition
d. generic

49. An untestable claim about a product’s benefits or attributes is which form of cognitive message?

a. unique selling proposition
b. hyperbole
c. preemptive
d. comparative

50. Showing greasy potato chips versus Pringles is an example of a .

a. generic demonstration of product quality
b. positive comparison ad
c. negative comparison ad
d. preemptive claim of superiority

51. Which message strategy is most linked to emotions?

a. hyperbole
b. conative
c. cognitive
d. affective

52. Which message strategy is designed to trigger impulse buys?

a. conative
b. affective
c. resonance
d. unique selling proposition

53. In terms of measuring reach and frequency, the typical time period is .

a. one week
b. four weeks
c. eight weeks
d. one year

54. Multiplying a vehicle’s rating times the number of insertions for an advertisement calculates the .

a. reach and frequency
b. opportunities to see (OTS)
c. cost per thousand (CPM)
d. gross rating points (GRP)

55. If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on .

a. the characteristics of the target market
b. both a high level of frequency and a high level of reach
c. a high level of reach
d. a high level of frequency

56. In terms of television ratings, a new approach that has been growing in use is .

a. gross impressions and OTS
b. net rating points rather than gross rating points
c. Nielsen’s national rating points
d. to provide a rating for the actual commercial spot

57. The primary advantage radio has that is not available in the other mass media outlets is
.

a. long exposure duration
b. highly targeted market segmentation
c. intimacy
d. low cost per contact

58. Advertising in newspapers has the following disadvantages EXCEPT .

a. low credibility
b. short life span
c. poor national buying procedures

d. poor quality reproduction
59. All of the following statements are true about blogs EXCEPT .

a. blogs have been created on a wide range of topics
b. blogs are often tied in with viral marketing campaigns
c. blogs are a powerful means of spreading word-of-mouth communications about a product
d. some blogs permit visitors to post comments, others do not

60. The ideal medium for interactive marketing is .

a. the Internet
b. e-mail
c. television
d. print media

61. All of the following are components of an e-commerce site EXCEPT .

a. payment method
b. shopping cart
c. frequently asked questions (FAQ)
d. catalog

62. About 80 percent of all Web traffic begins at .

a. a company’s front page
b. a search engine
c. a neutral site
d. an individuals e-mail site

63. In terms of international e-commerce, large merchandise is normally shipped by
.

a. the company selling the merchandise
b. shipping companies like DHL, FedEx or UPS
c. the company purchasing the merchandise
d. freight forwarders

64. In terms of online metrics, dwell time measures the amount of time individuals spend
.

a. searching for a particular product using a search engine
b. clicking or mousing over a link
c. with an advertisement
d. on a website

65. Brand ambassadors or customer evangelists are typically individuals .

a. that work for the brand’s company
b. that have never used the product, but want to try it
c. who are heavy users of a product
d. who already like a brand and are asked by the company to be a sponsor

66. With stealth marketing, brand ambassadors show and talk about a product to others
.

a. after revealing their relationship with the brand
b. without disclosing their true relationship with the brand
c. and only disclose their relationship with the brand when asked
d. only when they are asked by other individuals

67. The concept of guerilla marketing was created by .

a. Jay Conrad Levinson
b. the Marlboro company and Philip Morris
c. Conrad Hilton
d. Jay Livingstone

68. A paintball “cat shoot” (at a painting of a cat) designed to raise funds for the local humane society while attracting attention and customers is an example of .

a. lifestyle marketing
b. poor marketing judgment due to alienating customers
c. guerilla marketing
d. brand recognition development

69. A furniture store setting up a special display of massage chairs at a children’s soccer tournament is an example of .

a. developing a unique market niche
b. generating leads
c. creating a clearly defined product
d. lifestyle marketing

70. One key advantage of brand placement is .

a. the endorsement of the brand by the actors in the show or movie
b. the low cost-per-viewer
c. the instant acceptance of the brand by viewers

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d. the acceptance of the brand by the actors in the show or movie
71. With a permission marketing program, customer permission is normally obtained
.

a. by providing an incentive such as a free gift, a coupon or entry into a sweepstakes
b. by using cookies obtained from the individual’s visit to the website
c. through third-party marketing research firms
d. when customers make an online purchase

72. The key reason many CRM programs failed was .

a. a focus on technology rather than people
b. a focus on sales rather than enhancing relationships with customers
c. failure to differentiate customer profiles
d. firms did not understand customers

73. The second most frequently used form of direct response marketing is .

a. television
b. magazines
c. e-mail
d. direct mail

74. In terms of generating leads for personal selling, the best referrals are from .

a. channel members
b. current customers
c. other salespeople
d. vendors

75. During the knowledge acquisition stage of the selling process, a salesperson should gather all the following information EXCEPT .

a. know and understand the prospect’s customers
b. identify the prospect’s needs
c. identify the current price that the prospect is paying
d. understand the prospect’s business

76. The need-satisfaction sales approach .

a. uses specific statements (stimuli) to elicit specific responses from customers
b. requires employees from the selling organization to analyze the buyer’s business
c. strives to discover a customer’s needs during the first part of the sales call then provide solutions to those needs
d. requires the two organizations to develop a common mission
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77. A coupon placed on a package to be used during the purchase is called a(n) coupon.

a. bounce-back
b. free-standing
c. instant-redemption
d. rebate

78. In which of the following promotions will participants register to win a prize without making a purchase?

a. contest
b. premium
c. sweepstakes
d. price-off program

79. The delivery of a product to consumers for their use or consumption for free is a .

a. sampling program
b. premium
c. bonus pack
d. coupon program

80. When time-share properties offer to let you stay for a night or weekend on the condition you listen to a sales pitch, they are using which consumer promotion technique?

a. sampling
b. coupon
c. a premium
d. price-off

81. The following are reasons to use a bonus pack EXCEPT .

a. attract new users
b. enhance brand parity
c. encourage brand switching
d. develop customer loyalty

82. In a trade show, a buyer who is trying to solve a specific problem with a product choice is a(n) seeker.

a. reinforcement
b. information
c. education

d. solution

83. Of the internal stakeholders, the group that is the most critical to the success of a firm would be .

a. shareholders
b. customers
c. employees
d. the labor union

84. Assessment of a corporation’s reputation begins .

a. by counting hits a company has received in the public press
b. with hiring a public relations firm to conduct a public relations audit of the firm’s publicity
c. by developing a corporate image-building campaign
d. when company leaders take the time to conduct surveys and interviews to learn what people think of the organization, both internal and external to the company

85. In terms of the public relations aspect of cause-related marketing, for companies to benefit the company should .

a. not publicize causes because the public will think any effort to do so is shameless self-aggrandizement
b. make sure the public is always aware of any cause-related marketing they support
c. spend some money to publicize causes, but the amount should not be significant
d. spend approximately 25 percent of whatever is given to a cause on publicizing the cause

86. Which statement is true about green marketing?

a. it reaches every purchasing group equally
b. it is not always advertised or promoted by companies involved
c. it almost always is effective
d. it will work even when product quality is lower

87. A company that stops using Styrofoam containers because they hurt the environment and starts using recycled paper is an example of .

a. cause-related marketing
b. green marketing
c. event marketing
d. altruistic effort

88. Believing that Wheaties may help make you a champion since so many successful athletes have endorsed the cereal is the result of using which proactive prevention strategy for damage control?

a. acclimation
b. entitlings
c. impression management
d. reinforcement

89. An advertisement or communication is deemed to be deceptive or misleading when
.

a. a substantial number of people or the “typical person” is left with a false impression or misrepresentation that relates to the product
b. a substantial number of people make a purchase
c. the misrepresentation induces anyone to make a purchase
d. a competing firm makes the same claim

90. Words such as “best,” “greatest” and “finest” used in advertising are examples of
.

a. misleading advertising
b. standard industry practices
c. puffery
d. deceptive advertising

91. Of the following taglines or slogans, which would most likely trigger an investigation by the Federal Trade Commission or National Advertising Division?

a. “For the finest Asian food, come to China Garden.”
b. “Tree Top apple juice is twice as good.”
c. “For better looking skin, use Avon.”
d. “Eat at Wendy’s, the best hamburgers in town.”

92. The funeral industry was sanctioned by the Federal Trade Commission (FTC) in 1984 and 1994 for practices common in the industry. To correct these misleading practices, the FTC would issue a .

a. consent order
b. corrective advertising order
c. cease and-desist order
d. trade regulation ruling

93. If Megan wants to know if people have complained about a particular health club being unsafe or unclean, she should contact the .

a. Council of Better Business Bureau (BBB)
b. National Advertising Review Board (NARB)
c. National Advertising Division (NAD)
d. Federal Trade Commission (FTC)

94. Although giving or receiving bribes in business-to-business interactions is illegal in the United States, in some countrie, such as France and Germany, bribes are .

a. accepted if it involves a contract with the government, but not allowed for companies doing business with each other
b. accepted and companies may even be deducted as business expenses on their taxes
c. permitted for French or Germany owned companies
d. permitted for international firms doing business in France or Germany

95. An examination of visible customer actions including making store visits and purchases is called .

a. message synthesis
b. pre-testing
c. respondent behavior evaluation
d. message evaluation

96. In terms of evaluation categories, which techniques utilize actual numbers and measures the actual results of the marketing program?

a. recognition evaluation
b. message evaluation
c. respondent behavior evaluation
d. online me

97. In evaluating advertising or IMC campaigns, examples of long-term measures would include all of the following EXCEPT .

a. sales
b. brand loyalty
c. brand awareness
d. brand equity

98. A message evaluation can take place .

a. when an ad is completed
b. at any stage of the development of an ad
c. when the campaign is complete
d. when an ad has been shown to the public

99. With ad tracking research, after being shown a segment or stills of an ad, respondents are asked to identify the brand being advertised. This measures .

a. memorability
b. unaided brand awareness
c. aided brand awareness
d. brand and ad recognition

100. In addition to quantitative measures supplied through copytesting by firms such as Millward Brown, ad research agencies can provide all of the following through their copytesting EXCEPT .

a. potential responses of respondents
b. verbatim comments of respondents
c. emotional reaction tests
d. comparisons to competitors’ ads