Question 1 

1. Trust represents a customer’s      belief in the efficacy and reliability of a brand.

True 

False 

2 points   

Question 2 

1. Pleasure cruises and exotic      vacations take advantage of which consumer behavior trend?

  

Health emphasis

 

Cocooning

 

Experience pursuits

 

Active, busy lifestyles

2 points   

Question 3 

1. Which method of developing a      marketing communications budget uses computer simulations to model the      relationship between advertising and marketing communications and sales,      profits, and other factors?

  

Payout planning

 

Objective and task

 

Quantitative models

 

Meet the competition

2 points   

Question 4 

1. Individuals perform only one role      in the buying center, but there can be more than one individual involved      in any particular role.

True 

False 

2 points   

Question 5 

1. The marketing leaders of the New      Orleans Saints football team developed an advertising campaign targeted at      teenagers. This is an example of the demographic segmentation variable of:

  

age.

 

gender.

 

ethnicity.

 

income.

2 points   

Question 6 

1. Coca-Cola runs the same      advertisement in all French-speaking countries. This is an example of:

  

standardization.

 

integration.

 

customization.

 

diversified IMC theme.

2 points   

Question 7 

1. Individuals within the buying      center who shape the purchasing decision by providing information or      criteria that should be used in evaluating alternatives are called      deciders.

True 

False 

2 points   

Question 8 

1. When Domino’s Pizza sought to      increase sales and return customers, one key tactic was to:

  

change the brand.

 

buy the largest competing pizza   chain.

 

raise prices.

 

enter new markets.

2 points   

Question 9 

1. The process of creating television      commercials, print ads, and retail coupons are examples of encoding.

True 

False 

2 points   

Question 10 

1. The competitive environment is now      more:

  

local.

 

global.

 

regionalized.

 

concentrated.

2 points   

Question 11 

1. In the communication process,      encoding is:

  

a purchase decision by a consumer.

 

a social media network.

 

a sales pitch recited by a   salesperson.

 

the database manager finding a   statistical oddity.

2 points   

Question 12 

1. Packaging and labeling products      are part of the brand’s digital marketing program.

True 

False 

2 points   

Question 13 

1. When the Edgewater Beach &      Golf Resort developed a marketing campaign aimed to attract business      customers, institutions, and organizations that needed a location to hold      2- to 4-day conferences, the type of segmentation approach being used was:

  

demographics.

 

customer value.

 

type of business.

 

product usage.

2 points   

Question 14 

1. Brand logos:

  

help with recall of advertisements   and brands.

 

are unrelated to image but are   related to positioning.

 

increase search time in product   purchase decisions.

 

usually are inexpensive to develop.

2 points   

Question 15 

1. PRIZM is a company that      specializes in which type of segmentation?

  

Geographic

 

Product differentiation

 

Psychographic

 

Geodemographic

2 points   

Question 16 

1. If a company’s marketing team      believes that offering a new product under the current brand name may      adversely affect the current brand, the best approach would be to introduce      the product as a:

  

co-brand.

 

brand extension.

 

flanker brand.

 

ingredient brand.

2 points   

Question 17 

1. An individual’s age and social      status largely determine the motivation to search for purchase      alternatives.

True 

False 

2 points   

Question 18 

1. Advertising researchers want to      understand reasons individuals select specific fashion trends. Which      approach would be the best consumer-oriented research method to use?

  

Product-specific research

 

Anthropological

 

Sociological

 

Psychological

2 points   

Question 19 

1. The higher the perceived benefit a      consumer receives from an external search for information; the less likely      he or she will be to spend time searching for information.

True 

False 

2 points   

Question 20 

1. Each of the following is an      example of a customer contact point except:

  

a sales clerk at a retail store.

 

a brand’s website.

 

a brand’s Instagram page.

 

a friend who recommends a brand.

2 points   

Question 21 

1. A restaurant that advertises      “the best food and best service in town” uses which form of      positioning?

  

Product attributes

 

Competitors

 

Use or application

 

Price-quality relationship

2 points   

Question 22 

1. When developing a communications      budget, the percentage of sales method is similar to the objective and      task approach.

True 

False 

2 points   

Question 23 

1. To establish a strong brand image,      a brand name must be prominently promoted in repetitious ads or it should      be associated with one of the product’s benefits.

True 

False 

2 points   

Question 24 

1. Adaptation in a global advertising      campaign means rewriting an advertisement to fit the nuances of a given      language and culture.

True 

False 

2 points   

Question 25 

1. Many people respond to stress and      hectic lifestyles through exciting adventures and personal pleasure      pursuits.

True 

False 

2 points   

Question 26 

1. What a firm’s employees believe      about a brand’s image is more important than what consumers think.

True 

False 

2 points   

Question 27 

1. The marketing director of the      Houston Astros baseball team has developed an advertising campaign      targeted at females. This is an example of the demographic segmentation      variable of:

  

gender.

 

age.

 

income.

 

ethnicity.

2 points   

Question 28 

1. Product positioning is the:

  

level of brand equity faced by a   company or brand.

 

perception consumers have of a   company or brand relative to other brands being offered by the company.

 

number and level of products offered   by a company.

 

perception consumers have of a   company or brand relative to competitors.

2 points   

Question 29 

1. When business travelers began to      view Holiday Inn as outdated with old decor, the management team remodeled      many properties and terminated contracts with proprietors that did not      meet the new standards. This is an example of:

  

reinforcing the current image.

 

developing a new image.

 

rejuvenating an image.

 

changing an image.

2 points   

Question 30 

1. Brand parity is the:

  

perception that there are no real   differences between major brands.

 

belief that all advertisers say   essentially the same thing.

 

idea that brands are distinct and   easy to identify.

 

feeling that most advertising is   false.