Advertising and Sales Promotion 11. By definition, _______________ simply means that consumers come in contact with the marketer's message.
Perception Exposure Attention Comprehension Interpretation View answer Correct answer: (B)
12. Which one of the following is the greatest obstacle to implementing integrated marketing communications?
Few providers of marketing communications services have the skills to execute IMC programs. There is a lack of interest in IMC by top management. The cost for implementing an IMC program is difficult to justify. Little can be gained by coordinating the various marketing communications elements. Marketing directors are essentially performing the IMC function now. View answer Correct answer: (A)
13. According to the HEM, consumer behavior is seen as _______________________
Rational highly cognitive Emotional Systematic Reasoned View answer Correct answer: (C)
14. The first step of the objective-and-task method is ____________________
assessing the communications functions establishing specific marketing objectives that need to be accomplished determining advertising's role in the total communication mix establishing specific advertising goals in terms of the levels of measurable communication response required to achieve marketing objectives establish the budget based on estimates of expenditures required to accomplish the advertising goals View answer Correct answer: (B)
15. Which value is derived from the need for variety and achieving an exciting life?
self-direction hedonism achievement stimulation tradition View answer Correct answer: (D)
16. A good copy-testing system needs to provide measurements that are _______________________
relevant to the advertising objectives relevant to the advertising budget relevant to the advertising media relevant to the advertising script None of the above View answer Correct answer: (A)
17. The concept of effective reach states that fewer exposures to advertisements are required _________________________
when humor is used when comparative advertising is used for brands with higher market shares and greater customer loyalty for expensive products for necessities View answer Correct answer: (C)
18. Laddering is a marketing research technique that has been developed to identify links between ___________________________
attributes, consumers, and values attitudes, consumers, and values attributes, consequences, and variables attributes, consequences, and values attitudes, consequences, and values View answer Correct answer: (D)
19. Which of the following is NOT a problem with television advertising?
escalating advertising costs erosion of television viewing audiences substantial audience fractionalization clutter inability to achieve impact View answer Correct answer: (E)
20. The premise underlying geodemographic targeting is that people who _____________________ also share demographic and lifestyle similarities.
are in the same income category reside in similar areas are of the same age are of the same gender are of the same ethnic group View answer Correct answer: (B)