Question 1

In the MEF/c formula, which ONE of the following correction factors requires the highest frequency?

Accepted Answer

A)  informational brand attitude 
B)  new category users 
C)  brand recognition 
D)  high average contact personal influence 
E)  high attention media vehicles

Question 2

The Remote Conveyor Model of the creative idea requires that the conveyor have a number of properties. Identify the ONE INCORRECT property from the list below.

Accepted Answer

A)  attention-getting 
B)  strong contrasting attribute associations 
C)  correctly labeled by the target audience 
D)  high association of the target attribute when prompted 
E)  low probability of co-occurrence with the advertised product

Question 3

Brand awareness is best described by which ONE of the following definitions?

Accepted Answer

A)  when you can recognize the brand 
B)  when you can recall the brand unaided 
C)  when you can recall the brand name in response to the category cue 
D)  when you can recall the brand's advertising 
E)  brand recognition or category-cued brand recall or brand recall-boosted recognition

Question 4

You are the manager of Pepsi Cola and you are using Schroer's regional budget-setting method against the leading competitor, Coca-Cola. In which ONE set of regional conditions should Pepsi MATCH Coke's advertising spending?

Accepted Answer

A)  Pepsi is the leader brand, and Coke's SOV/SOM ratio is below 1.0. 
B)  Pepsi is the follower brand, and Coke's SOV/SOM ratio is below 1.0. 
C)  Pepsi is the leader brand, and Coke's SOV/SOM ratio is 1.0 or higher. 
D)  Pepsi is the leader brand, and Coke's SOV/SOM ratio is below 1.0 
E)  Coke is the leader brand, and Pepsi's SOV/SOM ratio is below 1.0.

Question 5

In the face-to-face personal selling encounter for high-involvement products or services, there is typically a sequence of stages to be negotiated if the sale is to be successful. Which one of the following is the best description of these?

Accepted Answer

A)  approach, benefit presentation, de-resistance, closing the sale, follow-up 
B)  prospecting, benefit presentation, de-resistance, closing the sale, follow-up 
C)  prospecting, approach, benefit presentation, closing the sale, follow-up 
D)  approach, de-resistance, benefit presentation, closing the sale, follow-up 
E)  prospecting, approach, benefit presentation, de-resistance, closing the sale, follow-up

Question 6

The action objective of trial (or re-trial) applies to all but one target audience listed below. Identify which one target audience does NOT have trial as an action objective.

Accepted Answer

A)  negative new category users 
B)  neutral other-brand loyals 
C)  routinized other-brand switchers 
D)  routinized favorable brand switchers 
E)  unfavorable other-brand loyals

Question 7

"Why the buyer wants it" is the colloquial definition of which one of the following terms?

Accepted Answer

A)  benefit 
B)  attribute 
C)  emotion 
D)  motive 
E)  reinforcement

Question 8

Which ONE of the following is the appropriate media strategy for implementing the reach rule?

Accepted Answer

A)  buy many competing vehicles and place one or only a small number of ads in each vehicle 
B)  buy repeated insertions in a few strip vehicles 
C)  buy many noncompeting vehicles and place one or only a small number of ads in each vehicle 
D)  buy multiple insertions in a moderate number of reasonably big vehicles, especially strip vehicles, that are competing 
E)  buy repeated insertions in a moderate number of reasonably big vehicles, especially strip vehicles, that are non-competing

Question 9

The Bank of China wants to find out if its home loan advertising is "cutting through the clutter" of financial services advertising. Which would be the most appropriate measure?

Accepted Answer

A)  masked ad recognition 
B)  category-prompted ad recall 
C)  brand-prompted ad recall 
D)  ad recognition frequency 
E)  category-prompted brand recall

Question 10

In the I-D-U model, which one of the following is NOT a multiattribute strategy?

Accepted Answer

A)  introduce a new attribute to the category 
B)  change to a new user target 
C)  increase perceived delivery 
D)  increase importance 
E)  decrease main competitor's perceived delivery

Question 11

The selection of a target audience is based on leverage. Which statement is NOT correct for leverage?

Accepted Answer

A)  Target audience leverage varies according to the product life cycle. 
B)  Leverage refers to marginal sales in relation to marginal cost. 
C)  New category users have increasing leverage as the product category grows in the market. 
D)  Brand switchers have overall high leverage. 
E)  Other-brand loyals have low leverage as a group.

Question 12

Campaign budget-setting is best achieved by using which ONE of the following methods?

Accepted Answer

A)  A/S ratio method 
B)  direct matching method 
C)  econometric projection method 
D)  SOV matching method 
E)  objective-and-task method

Question 13

In which one of the following advertising situations would the textbook say it is NOT ethical to lie by exaggeration?

Accepted Answer

A)  when making a key benefit claim 
B)  when making a subjective benefit claim 
C)  when making an objective benefit claim 
D)  when making an obviously humorous benefit claim 
E)  when making an obviously ironic benefit claim

Question 14

You have estimated the probability of exposure to your next advertising campaign as .2, the probability of ad processing as .3, and the probability of achieving the communication objectives as .5. What is the probability that the campaign will be capable of influencing target audience action?

Accepted Answer

A)  1.0 
B)  .5 
C)  .06 
D)  .03 
E)  .02

Question 15

Every media month the advertiser places two ads in the same set of competing vehicles. What reach pattern is implied by this placement?

Accepted Answer

A)  impact schedule 
B)  shifting reach 
C)  blitz 
D)  awareness reach 
E)  seasonal priming

Question 16

In social marketing communications planning, which one of the following statements is INCORRECT?

Accepted Answer

A)  Offenders must be targeted unless personal counseling is in place. 
B)  Further segmentation may be necessary by gender, ethnicity, or literacy. 
C)  Vacillators are usually the most leverageable target audience. 
D)  Social norms are usually important. 
E)  Chronically anxious individuals respond best to positive reinforcement campaigns.

Question 17

There are a number of advertising tactics for brand recall. Which tactic is INCORRECT?

Accepted Answer

A)  use a simple problem-solution format 
B)  try to encourage a personal connection with the brand 
C)  repeat the association of the brand name and category need 
D)  use high advertising frequency, relative to the competition 
E)  consider using a special presenter

Question 18

Dell Computer Company's research indicates that this brand is too rarely included in prospective B2C customers' "possibles" list when they are considering what brand of desktop computer to buy. Which decision role should be targeted in Dell's advertising?

Accepted Answer

A)  initiator 
B)  influencer 
C)  decider 
D)  purchaser 
E)  user

Question 19

In the category of fast-food restaurants, which category positioning strategy has McDonald's adopted?

Accepted Answer

A)  central me-too 
B)  central 
C)  differentiated me-too 
D)  differentiated 
E)  product-as-hero

Question 20

In which ONE of the following situations is necessary to generate brand purchase intention?

Accepted Answer

A)  when a promotion offer is included in the ad for the brand item 
B)  when the target audience is unaware of the brand item 
C)  when the target audience is aware of the brand item but has never bought it before 
D)  when the target audience is aware of the brand item but does not have a favorable attitude toward it 
E)  when the target audience does not know where to buy the brand item

Exam 16: Advertising and Promotion