1.One of the advantages of television is that it combines sight, sound, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ________. (Points : 5)
use of the “remote control” to zap through commercials
2.When two or more brands or companies team up on coupons, refunds, and contests to increase pulling power, it is called ________. (Points : 5)
3.In measuring the effectiveness of a firm’s communications investment, ultimately ________ measures capture the real payoff. (Points : 5)
none of the above
4.An effectively trained company sales force can make four important contributions: enthusiasm building, missionary selling, key account management, and ________. (Points : 5)
direct sales contacts
increased stock position
5.If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of ________ is said to exits. (Points : 5)
6.Customers typically pose objections during the presentation or when asked for the order. ________ resistance includes resistance to interference or a reluctance to give up something. (Points : 5)
7.The marketing communications mix consists of eight major modes of communications. Which of the following is NOT one of these modes? (Points : 5)
8.The ________ method of measuring event effectiveness identifies the effect sponsorship had on consumers’ brand knowledge. (Points : 5)
9.One implication of the concept of brand equity is that the manner in which brand associations are formed does not matter. In other words, if a consumer has an equally strong, favorable, and unique brand association between two media, then the impact in terms of brand equity should be ________. (Points : 5)
10.In which step is the salesperson “telling the story” of his product or service? (Points : 5)
11.In deciding to use a particular incentive, marketers have several factors to consider. One of these factors is ________. (Points : 5)
all of the above
12.Communication option are often more effective when used in tandem. ________ relates to the extent to which different associations and linkages are emphasized across communication options. (Points : 5)
13.When setting the advertising budget, marketers must consider the ________. (Points : 5)
cost of television time
cost of new product development
stage in the product life cycle
buyer’s reaction to the campaign
14.________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online. (Points : 5)
15.In choosing the proper media to carry the message, advertisers must decide on ________. (Points : 5)
strategy, users, and media
target markets, users, and heavy users
markets, target markets, and consumers
reach, impact, and television stations
reach, frequency, and impact
16.The higher the ________ associated with a brand, product category, or message, the higher the warranted level of repetition. (Points : 5)
total number of exposures
target audience media habits
17.Readers of Vogue may pay more attention to ads than do readers of Newsweek. In this example, Vogue has greater ________ than Newsweek. (Points : 5)
18.Other media for direct-response marketing includes television. Television is used by direct marketers in conducting or producing “infomercials,” and ________. (Points : 5)
at-home shopping channels
19.Of the seven Cs of effective Web design, ________ refers to the degree that the site is linked to other sites. (Points : 5)
20.The four common methods that companies use to decide on a promotion budget include the affordable method, the percentage-of-sales method, ________, and the objective-and-task method. (Points : 5)
incremental growth method
zero-based budgeting method
last year’s budget method
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