Question 1

LikeNew Car Repairs Company specializes in smash repairs for motor vehicles, advertising on radio throughout the year. Which reach pattern would be the best to use?

Accepted Answer

A)  shifting reach 
B)  awareness reach 
C)  seasonal priming 
D)  wedge 
E)  reverse-wedge/PI 
A)  shifting reach 
B)  awareness reach 
C)  seasonal priming 
D)  wedge 
E)  reverse-wedge/PI A

Question 2

The total marcoms budget allocation for the year is best decided by which ONE of the following methods?

Accepted Answer

A)  Looking at the budget for the previous year and adding about 10% if your objective is an overall sales increase but keeping it the same if you expect overall sales to proceed at the same rate as last year. 
B)  Estimate the expected cost of media advertising then add to it the anticipated cost of producing the ads, the anticipated cost of producing any promotional materials in support of the advertising, and an amount to cover the cost of anticipated research projects that might be needed during the year. 
C)  Go by the total marcoms-to-sales ratio employed by the two or three leading companies in the industry, then adjust your budget upwards if you are seeking to increase your market share. 
D)  Use the task method in a global manner to estimate the budget needed for your total marcoms for the year. 
E)  Use econometric analysis to project the required budget from last year's sales or, if you are new to the industry, conducted an econometric analysis of the leading competitor's sales to project the budget required. 
A)  Looking at the budget for the previous year and adding about 10% if your objective is an overall sales increase but keeping it the same if you expect overall sales to proceed at the same rate as last year. 
B)  Estimate the expected cost of media advertising then add to it the anticipated cost of producing the ads, the anticipated cost of producing any promotional materials in support of the advertising, and an amount to cover the cost of anticipated research projects that might be needed during the year. 
C)  Go by the total marcoms-to-sales ratio employed by the two or three leading companies in the industry, then adjust your budget upwards if you are seeking to increase your market share. 
D)  Use the task method in a global manner to estimate the budget needed for your total marcoms for the year. 
E)  Use econometric analysis to project the required budget from last year's sales or, if you are new to the industry, conducted an econometric analysis of the leading competitor's sales to project the budget required. B

Question 3

You are planning an ad campaign for M&M's candies using its well-known theme "Melts in your mouth, not in your hand." Given the likely target audience of people who eat chocolate candy, which brand attitude strategy best fits this campaign?

Accepted Answer

A)  low-involvement/informational 
B)  low-involvement/transformational 
C)  low-involvement/comparative 
D)  high-involvement/informational 
E)  high-involvement/transformational 
A)  low-involvement/informational 
B)  low-involvement/transformational 
C)  low-involvement/comparative 
D)  high-involvement/informational 
E)  high-involvement/transformational B

Question 4

There are a number of advertising tactics for the low-involvement/informational brand attitude strategy. Which is the INCORRECT advertising tactic?

Accepted Answer

A)  Use a simple problem-solution format. 
B)  Include only one or two benefits or a single group of benefits. 
C)  The benefits should be easily learned in one or two exposures. 
D)  The target audience must like the ad. 
E)  Benefit claims should be stated extremely. 
A)  Use a simple problem-solution format. 
B)  Include only one or two benefits or a single group of benefits. 
C)  The benefits should be easily learned in one or two exposures. 
D)  The target audience must like the ad. 
E)  Benefit claims should be stated extremely.

Question 5

Attention is the single biggest barrier facing advertising right now. Which of the following is NOT a reason for this?

Accepted Answer

A)  The attention value of TV commercials is falling rapidly. 
B)  TV commercials are too often being run as videos on the Internet. 
C)  The attention value of radio commercials is falling rapidly. 
D)  Newspapers are increasingly being read online. 
E)  Today's agency creatives continue to ignore basic attention-getting tactics when designing ads. 
A)  The attention value of TV commercials is falling rapidly. 
B)  TV commercials are too often being run as videos on the Internet. 
C)  The attention value of radio commercials is falling rapidly. 
D)  Newspapers are increasingly being read online. 
E)  Today's agency creatives continue to ignore basic attention-getting tactics when designing ads.

Question 6

For brand attitude, which one of the following is NOT a possible objective?

Accepted Answer

A)  change 
B)  maintain 
C)  redirect 
D)  modify 
E)  create 
A)  change 
B)  maintain 
C)  redirect 
D)  modify 
E)  create

Question 7

You are the worldwide CEO of a major motor vehicle company and looks very likely that you will be sued in most countries by buyers of your vehicles who have found out that, contrary to your claim, the vehicles do not meet the national standard for nitrous oxide fuel emissions. Which of the following crisis management strategies is MOST likely to work in this case?

Accepted Answer

A)  denial by truthfully blaming the problem onto a supplier 
B)  ignoring the problem until you've been able to measure how widespread the problem is 
C)  arguing that this was a one-off mistake that will not be allowed to happen again 
D)  announcing a country by country dealership recall to fix the problem, with a fixed cash payment to customers as compensation 
E)  outflanking the problem by publicizing all the good things that the company does 
A)  denial by truthfully blaming the problem onto a supplier 
B)  ignoring the problem until you've been able to measure how widespread the problem is 
C)  arguing that this was a one-off mistake that will not be allowed to happen again 
D)  announcing a country by country dealership recall to fix the problem, with a fixed cash payment to customers as compensation 
E)  outflanking the problem by publicizing all the good things that the company does

Question 8

A direct-response campaign on radio for a local retailer should aim for which ONE of the following MEF/c levels?

Accepted Answer

A)  2 
B)  3 
C)  4 
D)  5 
E)  6 
A)  2 
B)  3 
C)  4 
D)  5 
E)  6

Question 9

According to the T-C-B model, under which ONE condition below should a brand adopt differentiated positioning?

Accepted Answer

A)  market pioneer 
B)  market leader 
C)  a follower brand that cannot adopt central me-too 
D)  a brand using mixed approach-avoidance motivation 
E)  a brand using problem-solution motivation 
A)  market pioneer 
B)  market leader 
C)  a follower brand that cannot adopt central me-too 
D)  a brand using mixed approach-avoidance motivation 
E)  a brand using problem-solution motivation

Question 10

In selecting a presenter for Uniqlo men's clothing advertising, which presenter characteristic must DEFINITELY be strong?

Accepted Answer

A)  expertise 
B)  trustworthiness 
C)  likability 
D)  similarity to ideal self 
E)  power 
A)  expertise 
B)  trustworthiness 
C)  likability 
D)  similarity to ideal self 
E)  power

Question 11

In terms of brand equity, which is the best combination for a brand item to have?

Accepted Answer

A)  low downside elasticity, high upside elasticity 
B)  high downside elasticity, low upside elasticity 
C)  high downside elasticity, high upside elasticity 
D)  low downside elasticity, low upside elasticity 
E)  high value, low uniqueness 
A)  low downside elasticity, high upside elasticity 
B)  high downside elasticity, low upside elasticity 
C)  high downside elasticity, high upside elasticity 
D)  low downside elasticity, low upside elasticity 
E)  high value, low uniqueness

Question 12

The Australian Tourist Commission is using a brand recall, high-involvement/informational strategy to advertise to prospective visitors from the U.S. For the primary advertising medium, which would be the best selection?

Accepted Answer

A)  free-to-air television 
B)  passing-viewed outdoor 
C)  consumer magazines 
D)  internet video infomercials 
E)  pay or cable television 
A)  free-to-air television 
B)  passing-viewed outdoor 
C)  consumer magazines 
D)  internet video infomercials 
E)  pay or cable television

Question 13

Imagine that you are the new manager of Qantas, the Australian airline. You are getting ready to prepare an advertising campaign. What would be your FIRST step in the planning sequence?

Accepted Answer

A)  select an advertising agency with a good track record for creative strategy 
B)  develop the brand's communication objectives 
C)  decide where sales are going to come from, that is, identify the target audience 
D)  set the marketing objectives for the brand 
E)  determine the brand's current and desired positioning in the various markets you are aiming for 
A)  select an advertising agency with a good track record for creative strategy 
B)  develop the brand's communication objectives 
C)  decide where sales are going to come from, that is, identify the target audience 
D)  set the marketing objectives for the brand 
E)  determine the brand's current and desired positioning in the various markets you are aiming for

Question 14

Retailers' promotions are most likely to be effective for gaining additional sales with which ONE of the following potential target audiences?

Accepted Answer

A)  other-store loyals 
B)  other-store switchers 
C)  favorable store switchers 
D)  store loyals 
E)  new users of that category of store 
A)  other-store loyals 
B)  other-store switchers 
C)  favorable store switchers 
D)  store loyals 
E)  new users of that category of store

Question 15

Corporate image advertising usually has a particular brand awareness objective. Which one is it?

Accepted Answer

A)  to make stakeholders more aware of what the company does 
B)  to make stakeholders more aware of the company relative to its competitors 
C)  brand recognition 
D)  brand recall-boosted recognition 
E)  category-cued brand recall 
A)  to make stakeholders more aware of what the company does 
B)  to make stakeholders more aware of the company relative to its competitors 
C)  brand recognition 
D)  brand recall-boosted recognition 
E)  category-cued brand recall

Question 16

Which ONE of the following descriptions of the key benefit claim, or KBC, is the most accurate?

Accepted Answer

A)  The KBC must be unique, persuasively sufficient, and stated in three to five words. 
B)  The KBC must be unique, persuasively sufficient, and stated in no more than three words. 
C)  The KBC must be unique, persuasively sufficient, and stated in one to four words. 
D)  The KBC must be unique, persuasively sufficient, and stated in two to four words. 
E)  The KBC must be unique, persuasively sufficient, and stated in two or three words. 
A)  The KBC must be unique, persuasively sufficient, and stated in three to five words. 
B)  The KBC must be unique, persuasively sufficient, and stated in no more than three words. 
C)  The KBC must be unique, persuasively sufficient, and stated in one to four words. 
D)  The KBC must be unique, persuasively sufficient, and stated in two to four words. 
E)  The KBC must be unique, persuasively sufficient, and stated in two or three words.

Question 17

Which communication effect is related to a buyer's overall evaluation of the brand with respect to its perceived ability to meet a currently relevant motivation?

Accepted Answer

A)  category need 
B)  brand awareness 
C)  brand attitude 
D)  brand purchase intention 
E)  purchase facilitation 
A)  category need 
B)  brand awareness 
C)  brand attitude 
D)  brand purchase intention 
E)  purchase facilitation

Question 18

Which one of the following personal attributes is NOT a valid consideration for a telemarketing company when seeking to hire new telemarketers?

Accepted Answer

A)  relatively rapid speech 
B)  ability to empathize with the customer 
C)  externalizing attributional style 
D)  ability to speak with an accent equal or higher in social status than that of the person called 
E)  likable-sounding voice on the phone 
A)  relatively rapid speech 
B)  ability to empathize with the customer 
C)  externalizing attributional style 
D)  ability to speak with an accent equal or higher in social status than that of the person called 
E)  likable-sounding voice on the phone

Question 19

In B2B marketing communications, which of the following is the most important decision role to target?

Accepted Answer

A)  positive decider 
B)  negative decider 
C)  gatekeeper 
D)  CEO 
E)  consultant 
A)  positive decider 
B)  negative decider 
C)  gatekeeper 
D)  CEO 
E)  consultant

Question 20

Which one of the following is NOT suitable as a manufacturer's trial promotion to consumers?

Accepted Answer

A)  sampling 
B)  rebate offers 
C)  multi-purchase sweepstakes or contests 
D)  warranties 
E)  self-liquidating premiums 
A)  sampling 
B)  rebate offers 
C)  multi-purchase sweepstakes or contests 
D)  warranties 
E)  self-liquidating premiums

LikeNew Car Repairs Company specializes in smash repairs for motor vehicles, advertising on radio throughout the year. Which reach pattern would be the best to use?

The total marcoms budget allocation for the year is best decided by which ONE of the following methods?

You are planning an ad campaign for M&M's candies using its well-known theme "Melts in your mouth, not in your hand." Given the likely target audience of people who eat chocolate candy, which brand attitude strategy best fits this campaign?

There are a number of advertising tactics for the low-involvement/informational brand attitude strategy. Which is the INCORRECT advertising tactic?

Attention is the single biggest barrier facing advertising right now. Which of the following is NOT a reason for this?

For brand attitude, which one of the following is NOT a possible objective?

A direct-response campaign on radio for a local retailer should aim for which ONE of the following MEF/c levels?

According to the T-C-B model, under which ONE condition below should a brand adopt differentiated positioning?

In selecting a presenter for Uniqlo men's clothing advertising, which presenter characteristic must DEFINITELY be strong?

In terms of brand equity, which is the best combination for a brand item to have?

The Australian Tourist Commission is using a brand recall, high-involvement/informational strategy to advertise to prospective visitors from the U.S. For the primary advertising medium, which would be the best selection?

Imagine that you are the new manager of Qantas, the Australian airline. You are getting ready to prepare an advertising campaign. What would be your FIRST step in the planning sequence?

Retailers' promotions are most likely to be effective for gaining additional sales with which ONE of the following potential target audiences?

Corporate image advertising usually has a particular brand awareness objective. Which one is it?

Which ONE of the following descriptions of the key benefit claim, or KBC, is the most accurate?

Which communication effect is related to a buyer's overall evaluation of the brand with respect to its perceived ability to meet a currently relevant motivation?

Which one of the following personal attributes is NOT a valid consideration for a telemarketing company when seeking to hire new telemarketers?

In B2B marketing communications, which of the following is the most important decision role to target?

Which one of the following is NOT suitable as a manufacturer's trial promotion to consumers?

Marketing Communications and Campaign Planning

Branding and Brand Positioning

Campaign Target Audience Selection and Action Objectives

Campaign Communication Objectives

Key Benefit Claim and the Creative Idea

Brand Awareness and Brand Attitude Grid Tactics

Attention Tactics and Pretesting

Manufacturer and Retailer Promotions

Media-Type Selection and the Reach Pattern

Effective Frequency and Strategic Scheduling Rules

Setting the Campaign Budget

Campaign Tracking

Corporate Image Advertising, Sponsorships, and PR

Personal Selling and Customer Database Marketing

Social Marketing and Ethics

Filters

Exam 16: Advertising and Promotion

LikeNew Car Repairs Company specializes in smash repairs for motor vehicles, advertising on radio throughout the year. Which reach pattern would be the best to use?

The total marcoms budget allocation for the year is best decided by which ONE of the following methods?

You are planning an ad campaign for M&M's candies using its well-known theme "Melts in your mouth, not in your hand." Given the likely target audience of people who eat chocolate candy, which brand attitude strategy best fits this campaign?

There are a number of advertising tactics for the low-involvement/informational brand attitude strategy. Which is the INCORRECT advertising tactic?

Attention is the single biggest barrier facing advertising right now. Which of the following is NOT a reason for this?

For brand attitude, which one of the following is NOT a possible objective?

A direct-response campaign on radio for a local retailer should aim for which ONE of the following MEF/c levels?

According to the T-C-B model, under which ONE condition below should a brand adopt differentiated positioning?

In selecting a presenter for Uniqlo men's clothing advertising, which presenter characteristic must DEFINITELY be strong?

In terms of brand equity, which is the best combination for a brand item to have?

The Australian Tourist Commission is using a brand recall, high-involvement/informational strategy to advertise to prospective visitors from the U.S. For the primary advertising medium, which would be the best selection?

Imagine that you are the new manager of Qantas, the Australian airline. You are getting ready to prepare an advertising campaign. What would be your FIRST step in the planning sequence?

Retailers' promotions are most likely to be effective for gaining additional sales with which ONE of the following potential target audiences?

Corporate image advertising usually has a particular brand awareness objective. Which one is it?

Which ONE of the following descriptions of the key benefit claim, or KBC, is the most accurate?

Which communication effect is related to a buyer's overall evaluation of the brand with respect to its perceived ability to meet a currently relevant motivation?

Which one of the following personal attributes is NOT a valid consideration for a telemarketing company when seeking to hire new telemarketers?

In B2B marketing communications, which of the following is the most important decision role to target?

Which one of the following is NOT suitable as a manufacturer's trial promotion to consumers?

Marketing Communications and Campaign Planning

Branding and Brand Positioning

Campaign Target Audience Selection and Action Objectives

Campaign Communication Objectives

Key Benefit Claim and the Creative Idea

Brand Awareness and Brand Attitude Grid Tactics

Attention Tactics and Pretesting

Manufacturer and Retailer Promotions

Media-Type Selection and the Reach Pattern

Effective Frequency and Strategic Scheduling Rules

Setting the Campaign Budget

Campaign Tracking

Corporate Image Advertising, Sponsorships, and PR

Personal Selling and Customer Database Marketing

Social Marketing and Ethics

Filters