Chapter 2: Enhancing Brand Equity and Accountability
Available Study Resources on Quizplus for this Chatper
103 Verified Questions
103 Flashcards
Source URL: https://quizplus.com/quiz/41355
Sample Questions
Q1) When two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability,_____ has occurred.
A) cross-branding
B) co-branding
C) multi-branding
D) family-branding
E) house-branding
Answer: B
Q2) Brand associations can be shaped and equity enhanced through marketing communications that associate the brand with people,places,and "things" that are available to consumers.This approach is known as the _____.
A) speak-for-itself approach
B) message-driven approach
C) leveraging approach
D) culturally constituted approach
E) meaning transfer approach
Answer: C
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 13: Digital Media: Online, Mobile and App Advertising
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/41366
Sample Questions
Q1) Now mobile phones are common audio-visual devices for receiving information,entertainment,and advertisements and are being dubbed as the _____.
A) hot spot
B) first screen
C) second screen
D) third screen
E) next wave
Q2) Which of the following types of online ads is NOT considered rich media?
A) banner ads
B) pop-up ads
C) interstitials
D) superstitials
E) video ads
Q3) Click-through rates (CTRs)to banner ads are very high,averaging more than 30 percent.
A)True
B)False
Q4) With interstitials,users have to wait until the entire ad has been shown.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 16: Media Planning and Analysis
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/41369
Sample Questions
Q1) Target market identification and marketing mix selection form the overall
A) advertising objective
B) advertising budget
C) marketing strategy
D) media strategies
E) target market
Q2) According to the shelf-space-model,achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency.
A)True
B)False
Q3) Target rating points (TRPs)adjust vehicle ratings to reflect just those individuals who actually were exposed to the advertisement.
A)True
B)False
Q4) For media planners,the choice of media and vehicles is,in many respects,the most straightforward of all marketing communications activities.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 17: Measuring Ad Message Effectiveness
Available Study Resources on Quizplus for this Chatper
107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/41370
Sample Questions
Q1) Measuring message effectiveness is not a difficult or expensive task.
A)True
B)False
Q2) Nielsen Catalina Solutions (NCS)'s AdVantics on Demand is a technology used to measure emotional reactions.
A)True
B)False
Q3) Animatics and photomatics would be used at what stage of ad message research?
A) copy development stage
B) final production stage
C) copy testing stage
D) after the ad has been run
E) "rough" stage
Q4) Which form of message research is concerned with measuring the effects an advertisement may have or has had?
A) secondary
B) qualitative
C) quantitative
D) valid
E) reliable
Page 19
To view all questions and flashcards with answers, click on the resource link above.
Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
Available Study Resources on Quizplus for this Chatper
149 Verified Questions
149 Flashcards
Source URL: https://quizplus.com/quiz/41371
Sample Questions
Q1) Which of the following is a factor accounting for the shift from consumer advertising to promotion?
A) manufacturers have more power over retailers
B) increased brand parity and price sensitivity
C) increased brand loyalty
D) increased effectiveness of mass media
E) long-term corporate orientation
Q2) Retailers are able to charge slotting allowances and get away with it because ____.
A) channel power has shifted toward retailers
B) manufactures are introducing thousands of new products each year and some are trivial variants of existing brands
C) many manufacturers compete for limited retail shelf space
D) retailers use slotting allowances to augment thin retail margins
E) All of these are correct.
Q3) Slotting allowances could be considered a form of bribery because the retailer demands an up-front fee in order for the manufacturer to receive space for a new brand.
A)True
B)False
Page 20
To view all questions and flashcards with answers, click on the resource link above.
Chapter 19: Consumer Sales Promotion: Sampling and Couponing
Available Study Resources on Quizplus for this Chatper
116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/41372
Sample Questions
Q1) Only a small amount of couponing occurs in France because ____.
A) the government limits the face value of coupons to 1 percent of the product's value
B) the few chains that control the retail grocery market generally oppose couponing
C) the people are generally opposed to the idea of couponing
D) everyday low pricing is very widespread
E) prices are already reduced due to fierce competition
Q2) The overarching objective of consumer-oriented promotions is to promote increased sales.
A)True
B)False
Q3) Surveys indicate that _____ American consumers use coupons at least on occasion.
A) very few
B) virtually all
C) approximately half of
D) less than 25 percent of
E) over 75 percent of
Q4) Name and describe the types of rewards consumers receive when using sales promotions.
21
To view all questions and flashcards with answers, click on the resource link above.
Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/41373
Sample Questions
Q1) Compared with many other sales-promotion techniques,sweepstakes are _____.
A) relatively inexpensive
B) simple to execute
C) able to reinforce a brand's image
D) able to reach specific groups
E) All of these are correct.
Q2) Compared with many other sales-promotion techniques,sweepstakes are relatively expensive.
A)True
B)False
Q3) Games provide consumers with a(n)_____ reward and,for marketers,serve primarily to _____.
A) delayed; encourage trial by nonusers
B) delayed; encourage repeat purchasing
C) delayed; reinforce a brand's image
D) immediate; encourage trial by nonusers
E) immediate; encourage repeat purchasing
Q4) Price-off promotions are also called cents-off.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 21: Public Relations, Content Marketing, Viral Marketing,
and Sponsorships
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/41374
Sample Questions
Q1) A(n)_____ is a detailed description of products or other newsworthy programs that are written by a public relations firm for immediate publication or by airing by print or broadcast media or distribution via appropriate Internet sites.
A) news release
B) press conference
C) executive-statement release
D) product release
E) feature article
Q2) Sponsorship marketing involves investments in events or causes for the purpose of achieving various corporate objectives.
A)True
B)False
Q3) Explain what ambush marketing is,and discuss the ethical implications of this practice.
Q4) Brands are increasingly customizing their own events because it can be more effective and less costly than a preexisting event.
A)True
B)False
Page 23
To view all questions and flashcards with answers, click on the resource link above.
Chapter 22: Packaging, Pop Communications, and Signage
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/41375
Sample Questions
Q1) High cost per thousand is a disadvantage of outdoor advertising.
A)True
B)False
Q2) Out-of-home (OOH)advertising is regarded as a supplementary advertising medium.
A)True
B)False
Q3) _____ are located on or near retail stores and are considered the most cost-effective and efficient form of communication available to retail businesses.
A) Billboards
B) Off-premise signs
C) On-premise signs
D) Point-of-purchase displays
E) Changeable message signs
Q4) Which of the following is considered a component of the packaging structure?
A) color
B) design
C) physical materials
D) size
E) All of these are correct.
Q5) Name and describe the two major forms of billboard advertising.
To view all questions and flashcards with answers, click on the resource link above. Page 24