Advertising and Sales Promotion

11. By definition, _______________ simply means that consumers come in contact with the marketer's message.

  1. Perception
  2. Exposure
  3. Attention
  4. Comprehension
  5. Interpretation
Correct answer: (B)
Exposure

12. 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.
  5. Marketing directors are essentially performing the IMC function now.
Correct answer: (A)
Few providers of marketing communications services have the skills to execute IMC programs.

13. According to the HEM, consumer behavior is seen as _______________________

  1. Rational
  2. highly cognitive
  3. Emotional
  4. Systematic
  5. Reasoned
Correct answer: (C)
Emotional

14. 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. establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives
  5. establish the budget based on estimates of expenditures required to accomplish the advertising goals
Correct answer: (B)
establishing specific marketing objectives that need to be accomplished

15. Which value is derived from the need for variety and achieving an exciting life?

  1. self-direction
  2. hedonism
  3. achievement
  4. stimulation
  5. tradition
Correct answer: (D)
stimulation

16. 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
  5. None of the above
Correct answer: (A)
relevant to the advertising objectives

17. 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
  5. for necessities
Correct answer: (C)
for brands with higher market shares and greater customer loyalty

18. 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
  5. attitudes, consequences, and values
Correct answer: (D)
attributes, consequences, and values

19. 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. clutter
  5. inability to achieve impact
Correct answer: (E)
inability to achieve impact

20. 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
  5. are of the same ethnic group
Correct answer: (B)
reside in similar areas
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