A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the _____ method.
1.percentage-of-sales
2.arbitrary allocation
3.objective-and-task
4.competitive parity
A detergent that advertises how clean it gets clothes is appealing to the _______ consumer need
1.Functional
2.Symbolic
3.Biological
4.Utilitarian
A good copy-testing system needs to provide measurements that are ________
1.relevant to the advertising objectives
2.relevant to the advertising budget
3.relevant to the advertising media
4.relevant to the advertising script
A strength of radio advertising is _______
1.the ability to reach segmented audiences
2.the ability to reach prospective customers on a personal and intimate level
3.low cost per thousand
4.All of the above
A ______________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
1.Push strategy
2.Pull strategy
3.Blocking strategy
4.Integrated strategy
A ______________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
1.Push strategy
2.Pull strategy
3.Blocking strategy
4.Integrated strategy
A(n) ______ advertising objective is aimed at achieving communication outcomes that precede behavior.
1.precise
2.planned
3.indirect
4.direct
According to the HEM, consumer behavior is seen as ________
1.Rational
2.highly cognitive
3.Emotional
4.Systematic
Advertising is subject to _______
1.Social norms
2.Group norms
3.Company norms
4.None of these
All activities involved in selling renting, and providing goods and services to ultimate consumers for personal, family or household use are known as:
1.Marketing
2.Retailing
3.Personal Selling
4.Sales promotion
All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as ________
1.Sponsorship
2.Advertising
3.personal selling
4.sales promotion
Although the promotion mix is the company's primary communication activity, the ______________ must be coordinated for greatest communication impact.
1.Organizational culture
2.Entire marketing mix
3.Demand mix
4.Profit variables in a company
An appeal is the ______________ of an advertisement
1.Theme
2.Image
3.Color
4.Information
Another name for a company's marketing communications mix is:
1.The advertising program.
2.The sales force.
3.The image mix.
4.The promotion mix.
Any paid form of non personal communication about an organization, good, service or idea by an identified sponsor is called:
1.Publicity
2.Public relation.
3.Advertising
4.promotion
At what stage of the PLC (Product Life Cycle) can a higher price usually be charged?
1.Introduction or
2.Growth
3.Maturity
4.Decline
Attitudes toward a brand result from a combination of ______ attitude-formation processes.
1.primary and secondary
2.linear and non-linear
3.associative and non-associative
4.central- and peripheral-route
By definition, _____ simply means that consumers come in contact with the marketer's message.
1.Perception
2.Exposure
3.Attention
4.Comprehension
During the introduction stage of the PLC, sales gradually increase and
1.Competition becomes tough
2.Profits are minimal if not negative.
3.More investors needed
4.The promotion is finished.
If a company wants to build a good "corporate image," it will probably use which of the following marketing communications mix tools?
1.advertising
2.public relations
3.direct marketing
4.sales promotion
If an advertiser were to give consumers useful articles (imprinted with the advertiser's name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
1.samples
2.premiums
3.point-of-purchase promotions
4.advertising specialties
If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?
1.Informative advertising
2.Psychological advertising
3.Reminder advertising
4.Persuasive advertising
If, after buying a product, the customers is anxious about the choice she/he made, this is called:
1.Post purchase behavior
2.Cognitive dissonance
3.Comparative tension
4.Buyers’ dissatisfaction.
IMC, as presented in the text and in context with promotion, stands for:
1.International manufacturing capacity.
2.International monetary consistency.
3.Integrated marketing communications.
4.Integrated marketing corporations.
In a _________________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period.
1.flighting
2.dated
3.plotted
4.pulsing
In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the message will be:
1.Meaningful.
2.Distinctive.
3.Believable.
4.Remembered.
In general, the single-voice, or synergy principle, involves selecting a specific _______ for a brand.
1.positioning statement
2.marketing mix
3.pricing strategy
4.advertising budget
Intermediaries make the flow of products from producers to buyers possible by performing three basic functions:
1.Production, transmission and display
2.Assorting, storing and sorting
3.Transactional, logistical and facilitation
4.Buying sorting and financing
Laddering is a marketing research technique that has been developed to identify links between _____
1.attributes, consumers, and values
2.attitudes, consumers, and values
3.attributes, consequences, and variables
4.attributes, consequences, and values
Learning refers to behaviors that result from
1.Repetition of experience
2.Thinking
3.Observation
4.Repetition of experience, thinking and observation.
Margaret Stephens notices the television commercial because of the loud sounds. This is an example of ________
1.exposure
2.involuntary attention
3.nonvoluntary attention
4.voluntary attention
Marketers can enhance the consumers' ability to access knowledge structures by ________
1.using loud music
2.using colorful ads
3.employing verbal framing
4.repeating brand information
Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:
1.Setting advertising objectives.
2.Setting the advertising budget.
3.Setting procedures for an advertising culture audit.
4.Developing advertising strategy.
Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:
1.Setting advertising objectives.
2.Setting the advertising budget.
3.Setting procedures for an advertising culture audit.
4.Developing advertising strategy.
Merchandise allowance is a _____ technique
1.Consumer promotion
2.Trade promotion
3.Sales force promotion
4.Media promotion
Norms and expectations about the way people do things in a specific country are referred to as:
1.National character
2.Customs
3.Values
4.Preferences
One of the following is NOT a criteria when forming segments:
1.Potential for higher profits and ROI.
2.Similarity of needs
3.Difference in needs of buyers among segments
4.Fewer customer complaints.
Questions such as :"What ads do you remember seeing yesterday?" are an example of what type of post-test?
1.Aided recall
2.Unaided recall
3.Inquiry test
4.Attitude test.
Risk taking, transporting and grading. Professional managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact are called:
1.Vertical marketing systems
2.Horizontal marketing systems
3.Centrally coordinated systems
4.Professional coordinated marketing systems.
Selecting target markets means using criteria such as cost of reach the segment and _____
1.Size and expected growth
2.Marketing investment
3.Density of population
4.Values of customers.
Selling brand-name products at lower than regular price is:
1.Guaranteed to cause a loss not a wise business decision.
2.Off-price retailing
3.Markup
4.Shrinkage.
Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT:
1.Greater pressure to increase sales.
2.More competition and a decline in differentiation of brands.
3.A relaxing of government regulations governing sales promotion.
4.Advertising efficiency has declined.
The ads which are beyond the consciousness of the audience are______
1.Subliminal
2.Obscene
3.Misleading
4.Appealing
The advertising budget procedure used most frequently is the _____ method.
1.percentage-of-sales
2.arbitrary allocation
3.marginal cost
4.None of the above.
The communications process should start with:
1.a basic belief about the communication piece.
2.an audit of all the potential contacts target customers have with the company and its brands.
3.an evaluation of the history of advertising used by the firm.
4.Hiring communications experts to handle the communication problems of the firm.
The communications process should start with:
1.A basic belief about the communication piece.
2.An audit of all the potential contacts target customers have with the company and its brands.
3.An evaluation of the history of advertising used by the firm.
4.Hiring communications experts to handle the communication problems of the firm.
The concept of effective reach states that fewer exposures to advertisements are required ________
1.when humor is used
2.when comparative advertising is used
3.for brands with higher market shares and greater customer loyalty
4.for expensive products
The first step of the objective-and-task method is ________
1.assessing the communications functions
2.establishing specific marketing objectives that need to be accomplished
3.determining advertising's role in the total communication mix
4.establish the budget based on estimates of expenditures required to accomplish the advertising goals
The framework to relate the market segments of potential buyers to products offered or potential marketing actions by the firm is called:
1.Action grid
2.Relation grid
3.Product grid
4.Market grid.
The main reasons a firm segments its markets are:
1.To refine sales forecasts and allow for more product differentiation.
2.To create more word-of-mouth in a market.
3.To focus advertising and monitor sales
4.To respond to different needs and wants in market and increases sales and profits
The marketing objective for the maturity stage of PLC is to
1.Maintain brand loyalty
2.Stress differentiation
3.Harvest
4.Gain awareness
The measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is called:
1.Reach.
2.Frequency.
3.Impact.
4.Performance.
The most logical budget setting method is found in the list below. Which is it?
1.Affordable method
2.Percentage-of-sales method
3.Competitive-parity method
4.Objective-and-task method
The premise underlying geodemographic targeting is that people who ______ also share demographic and lifestyle similarities.
1.are in the same income category
2.reside in similar areas
3.are of the same age
4.are of the same gender
The process of translating thought into a symbolic form is known as _____
1.Encoding
2.Feedback
3.Noise
4.Decoding
The promotion tool that may include coupons, contests, premiums, and other means Of attracting consumer attention is best described as being which of the following?
1.Advertising
2.Personal selling
3.Public relations
4.sales promotion
The promotion tool that may include coupons, contests, premiums, and other means of attracting consumer attention is best described as being which of the following?
1.advertising
2.personal selling
3.public relations
4.sales promotion
The series of action to attain media objectives is _____
1.Media planning
2.Media strategy
3.Media selection
4.Media buying
The space and time for advertisement are bought from _______
1.Advertising agency
2.Media
3.Customer
4.Manufacturer
The store carries a mix of automotive, outdoor, sporting, and decoration goods as well as house wares. What term would describe its product line?
1.Complexity
2.Breadth
3.Depth
4.Richness
The word advertising is means turning of ______________ to something.
1.Desire
2.Attraction
3.Attention
4.Interest
The ______ component of attitudes focuses on behavioral tendencies
1.Affective
2.Instrumental
3.Conative
4.Cognitive
Using Price as a measure of the quality of a product and setting price high is:
1.Prestige pricing
2.Pricing Lining
3.Pricing odd-even
4.Target pricing
Using sex appeal can generally ________
1.Lure attention
2.Enhance recall
3.Evoke emotional responses
4.All of the above
When a company retains the product but reduces marketing support costs it is in what stage of the PLC
1.Decline
2.Maturity
3.Growth
4.Introduction
When Avis positioned itself against market-leading Hertz by claiming, "We're Number two, so we try harder," it was using which of the following forms of advertising?
1.Informative advertising
2.Psychological advertising
3.Reminder advertising
4.Comparative advertising
Which of the following is NOT a problem with television advertising?
1.escalating advertising costs
2.erosion of television viewing audiences
3.substantial audience fractionalization
4.inability to achieve impact
Which of the following is NOT a requirement for setting advertising objectives?
1.Objectives must specify the amount of change.
2.Objectives must be stated in terms of profits.
3.Objectives must be realistic.
4.Objectives must be internally consistent.
Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?
1.advertising
2.public relations
3.direct marketing
4.sales promotion
Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position?
1.Newspapers
2.Television
3.Magazines
4.Radio
Which one of the following is the greatest obstacle to implementing integrated marketing communications?
1.Few providers of marketing communications services have the skills to execute IMC programs.
2.There is a lack of interest in IMC by top management.
3.The cost for implementing an IMC program is difficult to justify.
4.Little can be gained by coordinating the various marketing communications elements.
Which value is derived from the need for variety and achieving an exciting life?
1.self-direction
2.hedonism
3.achievement
4.stimulation
______ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
1.The promotion mix
2.Integrated international affairs
3.Integrated marketing communications
4.Integrated demand characteristics
______ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.
1.Advertising
2.Public relations
3.Sales promotion
4.Direct marketing
_______ fragmentation has resulted in media fragmentation.
1.Market
2.Purchasing
3.Product
4.Public relations