Question 1

Which one of the following statements is NOT true about online home shopping?

Accepted Answer

A)  The retailer's introduction of an online shopping option in addition to its regular stores usually hurts sales in those stores. 
B)  Online home shopping is attractive only for certain types of products and services. 
C)  Online home shopping is mainly a timesaving not a money-saving option. 
D)  Clothing retailers are unlikely to survive unless they introduce an online shopping option. 
E)  Online retailing is dominated in the U.S. by Amazon. 
A)  The retailer's introduction of an online shopping option in addition to its regular stores usually hurts sales in those stores. 
B)  Online home shopping is attractive only for certain types of products and services. 
C)  Online home shopping is mainly a timesaving not a money-saving option. 
D)  Clothing retailers are unlikely to survive unless they introduce an online shopping option. 
E)  Online retailing is dominated in the U.S. by Amazon.

Question 2

Your publicly listed company is trying to decide whether to become an official sponsor of the Olympic Games, which next time will be held in your country. Which one of the following is NOT a relevant decision factor?

Accepted Answer

A)  That the sponsorship will communicate the corporate or master brand's positioning. 
B)  That the sponsorship offers good media value in terms of reach, reach pattern implementation, and what you believe to be a reasonable cost. 
C)  That the Olympic Games as an event has a salient attribute consistent with your corporate or master brand's key benefit. 
D)  That your company brand or master brand will be widely recalled by your target audience as a sponsor of the Olympic Games. 
E)  That you will be able to measure the effect of the sponsorship in terms of its stock price. 
A)  That the sponsorship will communicate the corporate or master brand's positioning. 
B)  That the sponsorship offers good media value in terms of reach, reach pattern implementation, and what you believe to be a reasonable cost. 
C)  That the Olympic Games as an event has a salient attribute consistent with your corporate or master brand's key benefit. 
D)  That your company brand or master brand will be widely recalled by your target audience as a sponsor of the Olympic Games. 
E)  That you will be able to measure the effect of the sponsorship in terms of its stock price.

Question 3

For the high-involvement/informational brand attitude strategy, which advertising tactic is INCORRECT?

Accepted Answer

A)  don't overclaim 
B)  don't inadvertently underclaim 
C)  overclaiming is recommended but don't underclaim 
D)  use a "summary" benefit claim 
E)  consider the addition of an expert, trustworthy presenter 
A)  don't overclaim 
B)  don't inadvertently underclaim 
C)  overclaiming is recommended but don't underclaim 
D)  use a "summary" benefit claim 
E)  consider the addition of an expert, trustworthy presenter

Question 4

Long-term management of creativity for an established brand or brand item means guarding against which ONE of the following very common mistakes?

Accepted Answer

A)  developing new advertising executions which inadvertently tap into a new key benefit 
B)  not rotating the advertising executions often enough in the media plan 
C)  not changing the key benefit claim often enough 
D)  using too many different executions of the same creative idea 
E)  not refreshing the campaign at six-month intervals 
A)  developing new advertising executions which inadvertently tap into a new key benefit 
B)  not rotating the advertising executions often enough in the media plan 
C)  not changing the key benefit claim often enough 
D)  using too many different executions of the same creative idea 
E)  not refreshing the campaign at six-month intervals

Question 5

American Express Card TV commercials, six of them in fact, have been on-air for a while and are suspected of "wearing out." Diners Card, Visa, and MasterCard have also been advertising heavily. Which one of the following is most likely to be the cause of wear-out?

Accepted Answer

A)  attention loss 
B)  learning interference 
C)  overexposure 
D)  communication objectives have changed 
E)  consumer values have changed 
A)  attention loss 
B)  learning interference 
C)  overexposure 
D)  communication objectives have changed 
E)  consumer values have changed

Question 6

Direct response prospects in a database should be "migrated" forward through six classifications. Only one of the following sequences is CORRECT, which one?

Accepted Answer

A)  prospects → suspects 
B)  regular buyers → lapsed buyers 
C)  prospects → trialists 
D)  trialists → prospects 
E)  advocates → regular buyers 
A)  prospects → suspects 
B)  regular buyers → lapsed buyers 
C)  prospects → trialists 
D)  trialists → prospects 
E)  advocates → regular buyers

Question 7

There are four conditions essential for profitable database marketing. Which one of the following is NOT one of the conditions?

Accepted Answer

A)  difficult for competitors to duplicate your program 
B)  expected profit from database greater than expected profit from normal customer turnover 
C)  realistic chance of reducing switching or increasing customer activity 
D)  high enough expected profit to offer a loyalty program to reward all active customers 
E)  substantial number of prospectively loyal customers or customers whose activity rates could be increased 
A)  difficult for competitors to duplicate your program 
B)  expected profit from database greater than expected profit from normal customer turnover 
C)  realistic chance of reducing switching or increasing customer activity 
D)  high enough expected profit to offer a loyalty program to reward all active customers 
E)  substantial number of prospectively loyal customers or customers whose activity rates could be increased

Question 8

According to the theory of random creativity, the number of creative ideas to ask for depends on the ad agency's track record. When should you ask for a very large number of creative ideas?

Accepted Answer

A)  low hit rate, low variance agency 
B)  low hit rate, high variance agency 
C)  if the agency is a small agency 
D)  high hit rate, low variance agency 
E)  new campaign for an established product 
A)  low hit rate, low variance agency 
B)  low hit rate, high variance agency 
C)  if the agency is a small agency 
D)  high hit rate, low variance agency 
E)  new campaign for an established product

Question 9

Which ONE of the following statements is true regarding direct price-off promotions?

Accepted Answer

A)  They usually produce a large immediate sales effect followed by a dip when the promotion is withdrawn. 
B)  They usually produce only a small immediate sales effect followed by a return to the normal rate of sales after the promotion is withdrawn. 
C)  They usually produce a large immediate sales effect followed by a return to the normal rate of sales after the promotion is withdrawn. 
D)  They usually have no effect unless the discount is larger than 10% of the normal selling price. 
E)  They usually have no effect unless the discount is larger than 15% of the normal selling price. 
A)  They usually produce a large immediate sales effect followed by a dip when the promotion is withdrawn. 
B)  They usually produce only a small immediate sales effect followed by a return to the normal rate of sales after the promotion is withdrawn. 
C)  They usually produce a large immediate sales effect followed by a return to the normal rate of sales after the promotion is withdrawn. 
D)  They usually have no effect unless the discount is larger than 10% of the normal selling price. 
E)  They usually have no effect unless the discount is larger than 15% of the normal selling price.

Question 10

Pretesting of ads and promotion offers can best be achieved by which ONE of the following methods?

Accepted Answer

A)  commissioning at least three focus groups drawn from the target audience 
B)  commissioning successive individual depth interviews until you have a clear go/no-go answer on each ad or promotion offer 
C)  designing and using a quantitative ad test or promotion offer test and selecting a large enough sample of the target audience to enable a clear decision 
D)  using an A/B, or split-run ad test, which can easily be done with a panel sample online 
E)  designing and using a management judgment ad test 
A)  commissioning at least three focus groups drawn from the target audience 
B)  commissioning successive individual depth interviews until you have a clear go/no-go answer on each ad or promotion offer 
C)  designing and using a quantitative ad test or promotion offer test and selecting a large enough sample of the target audience to enable a clear decision 
D)  using an A/B, or split-run ad test, which can easily be done with a panel sample online 
E)  designing and using a management judgment ad test

Which one of the following statements is NOT true about online home shopping?

Your publicly listed company is trying to decide whether to become an official sponsor of the Olympic Games, which next time will be held in your country. Which one of the following is NOT a relevant decision factor?

For the high-involvement/informational brand attitude strategy, which advertising tactic is INCORRECT?

Long-term management of creativity for an established brand or brand item means guarding against which ONE of the following very common mistakes?

American Express Card TV commercials, six of them in fact, have been on-air for a while and are suspected of "wearing out." Diners Card, Visa, and MasterCard have also been advertising heavily. Which one of the following is most likely to be the cause of wear-out?

Direct response prospects in a database should be "migrated" forward through six classifications. Only one of the following sequences is CORRECT, which one?

There are four conditions essential for profitable database marketing. Which one of the following is NOT one of the conditions?

According to the theory of random creativity, the number of creative ideas to ask for depends on the ad agency's track record. When should you ask for a very large number of creative ideas?

Which ONE of the following statements is true regarding direct price-off promotions?

Pretesting of ads and promotion offers can best be achieved by which ONE of the following methods?

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

Which one of the following statements is NOT true about online home shopping?

Your publicly listed company is trying to decide whether to become an official sponsor of the Olympic Games, which next time will be held in your country. Which one of the following is NOT a relevant decision factor?

For the high-involvement/informational brand attitude strategy, which advertising tactic is INCORRECT?

Long-term management of creativity for an established brand or brand item means guarding against which ONE of the following very common mistakes?

American Express Card TV commercials, six of them in fact, have been on-air for a while and are suspected of "wearing out." Diners Card, Visa, and MasterCard have also been advertising heavily. Which one of the following is most likely to be the cause of wear-out?

Direct response prospects in a database should be "migrated" forward through six classifications. Only one of the following sequences is CORRECT, which one?

There are four conditions essential for profitable database marketing. Which one of the following is NOT one of the conditions?

According to the theory of random creativity, the number of creative ideas to ask for depends on the ad agency's track record. When should you ask for a very large number of creative ideas?

Which ONE of the following statements is true regarding direct price-off promotions?

Pretesting of ads and promotion offers can best be achieved by which ONE of the following methods?

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