question

The only two factors needed for learning to be transferred back to the job are peer support and supervisor support.

answer

False

question

True or False: Integrated marketing communications covers all of a firm's business-to-business, market channel, customer-focused, and externally-directed communications.

answer

True

question

Which of the following marketing and advertising methods has helped Chipotle become a successful fast food operation? Check all that apply.

answer

humor online presence word-of-mouth

question

All of the following are examples of senders in marketing communications except:

answer

Satellite dish receiver

question

What determines a consumer's motivation to conduct an external search? Check all that apply.

answer

Need for cognition Level of involvement Level of shopping enthusiasm

question

Which item is not a step in the consumer decision-making process?

answer

Information processing

question

True or False: Feedback from customers can take many forms including complaints, purchases, and inquiries.

answer

True

question

Which of the following elements is part of the marketing mix?

answer

All of the above

question

True or False: According to Clow and Baack (2016), "integrated marketing communications (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders."

answer

True

question

Which of the following items show the communications process in the correct order?

answer

sender, encoding, transmission device, decoding, receiver

question

Which of the following is not a trend affecting marketing communications?

answer

Decrease in global competition

question

Which of the following examples can disrupt advertising messages? Select all that apply.

answer

All of the above

question

The ________ consists of groups of individuals making a purchasing decision for a business.

answer

Buying center

question

Which item accurately describes the affective component of attitude?

answer

Feelings or emotions a person has about the objective, topic, or idea

question

True or false: Brand parity means that quality becomes more of a concern because consumers perceive major differences between brands.

answer

False

question

Which of the following is not a trend in the consumer buying environment?

answer

Similar lifestyles

question

In the communication process, ________takes the form of the receiver's response to the sender.

answer

Feedback

question

Chic-fil-A has used Facebook to communicate with its customers except:

answer

Allowing fans to approve future advertising campaigns

question

True or False: Problem recognition and evaluation of alternatives are the most important steps in the consumer decision-making process, particularly important to integrated marketing communications.

answer

False

question

True or False: Clutter is the most common form of noise affecting the communication process.

answer

True

question

Which item is not a category of brand names?

answer

Perpetual names

question

Which of the following is a type of ingredient branding?

answer

All of the above

question

Organizations spend millions of dollars developing, selecting, and promoting brand names and logos.

answer

True

question

What type of brand uses an established brand name on products or services not related to the core brand?

answer

Brand extension

question

Which of the following is a type of brand that offers two or more brands in a single offering.

answer

Co-branding

question

The value of a brand is dependent on ________ and ________, two important concepts that go hand-in-hand.

answer

Brand equity and brand loyalty

question

True or False: A brand logo is the visual representation of a brand

answer

True

question

A brand that provides benefits, high quality, and good value is considered ________ to consumers.

answer

Salient

question

Which of the following is not a tangible element of a brand image?

answer

Environment policies

question

Which automobile manufacturer's corporate image suffered a tremendous loss in 2015 due to an emissions testing scandal?

answer

Volkswagen

question

What is the approximate percentage of all unit sales of private brands in the United States?

answer

23%

question

Keeping a consistent image while incorporating new elements is an example of what?

answer

Rejuvenating an image

question

What are the three forms of co-branding?

answer

Ingredient branding, cooperative branding, and complementary branding

question

When a logo is successful it elicits ________, or shared meanings across a culture or subculture.

answer

stimulus codability

question

Which of the following is a method for measuring brand equity? Check all that apply.

answer

Financial value Stock market value Revenue premium

question

True or False: Branding begins with awareness by the consumer, which may be achieved by featuring the brand name prominently in repeated advertisements. Selected: True

answer

True

question

True or False: Brand parity occurs when consumers do not believe that there are few tangible distinctions between competing brands.

answer

True

question

In international markets, brand equity opens doors to all of the following except:

answer

Foreign governments

question

In a behaviorist approach, the learner's motivation is ____________.

answer

more externally focused

question

Learning contracts work very well in the workplace because they can be tied to incentives and rewards; they are less effective in the university setting because no compensation is connected to the contract.

answer

False

question

You are a Training & Development professional in a small business. The company employees are primarily engineers. Which one of the following might you do when designing a training program based on a new corporate strategic direction?

answer

the first and second options

question

Negative reinforcement and punishment theory are the same thing and provide the same results.

answer

False

question

A theory is not created by one scholar.

answer

True

question

Individual characteristics are related to trainees' motivation, ability to learn, and resistance to learn. Which one of the following should not be considered by trainers when designing a training program?

answer

all should be considered

question

Which one of the following is not true about the theory of adult learning?

answer

None of the above; they all apply to andragogy.

question

Individuals with _______________ are preoccupied with concerns about failure.

answer

low self-efficacy

question

Choose the theory that best applies if you are designing training for a community senior activity center.

answer

andragogy theory

question

Which one of the following statements is not true?

answer

The person doing the reinforcing always needs to be present for the technique to be effective.

question

In a learning environment, adults often feel as though they are at risk. It is up to the trainer to create an environment where they feel safe.

answer

True

question

You are a Training & Development professional in a large corporation reporting to a business unit. The manager stops you in the elevator and suggests that you put together a classroom lecture on a soon-to-be released regulation that he will deliver to the Risk and Compliance staff members. What would you do?

answer

Tell him that you will do some quick research, put together some ideas/options for relating the information most effectively, and get back with him tomorrow.

question

A hypothesis and a theory are the same thing.

answer

False

question

A unique selling proposition message strategy differs from a preemptive or generic approach in that that unique selling proposition is:

answer

testable

question

The following are types of appeals that can be used in designing ads, except:

answer

Fantasy

question

Which strategy is often used to promote a stronger brand name?

answer

affective

question

True or False: Only one type of appeal can be featured in an advertisement.

answer

false

question

According to the hierarchy of effects model, before Sandra will develop a preference for K-Swiss shoes, she must first:

answer

Be aware of the K-Swiss brand and develop a conviction about the brand.

question

Which of the following items is not an advantage of newspaper advertising?

answer

Short life span

question

A ________ involves analyzing and choosing media for an advertising and marketing campaign.

answer

Media strategy

question

Which factor in the relationship between advertising expenditure and advertising effectiveness claims that an advertising campaign becomes old or boring and causes consumers to ignore the advertisement or tune it out?

answer

Wear-out effects

question

Which of the following is not identified as a criterion for selecting an ad agency?

answer

Media selection

question

All of the following are advantages of newspaper advertising except:

answer

Short life span

question

In terms of a fear approach, one reason teenagers who smoke do not quit is because they are afraid they will lose their friends. The social aspect of their lives is more important than the health aspect. In their minds, losing their friends is which component of the behavioral response model?

answer

Response cost

question

In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the rest of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?

answer

The actual purchase

question

Which of the following items is not an advantage of magazine advertising?

answer

High cost

question

The Pillsbury Doughboy character used by Pillsbury is an example of which type of executional framework?

answer

Animation

question

Business-to-business advertising has changed a great deal. It used to be very easy to spot the difference between consumer and business-to-business advertising. All of the following are examples of business-to-business expenditures except:

answer

all of the above

question

What does the hierarchy of effects module do?

answer

Clarifies the advertising approach to use by showing what to emphasize during each stage of the model.

question

The ________ of an advertisement represents the ability of an advertisement to capture the attention of a viewer without their voluntary involvement.

answer

Intrusion value

question

Decorative models serve no other purpose in an advertising campaign than to attract attention.

answer

true

question

An international company seeking to expand into additional companies should adapt and adjust the ________, appeal, and execution in order to create advertisement.

answer

Message Strategy

question

What reason are point-of-purchase displays highly effective?

answer

Increasing sales

question

Companies can enhance a brand community spirit in the following ways, except:

answer

Offer memberships to individuals who have not purchased the particular brand

question

Which of the following is not a digital marketing strategy?

answer

Alternative marketing

question

The newest online technology for banner advertising is:

answer

Automated exchange systems that provides precise targeting of ads to specific consumers

question

Using a lure or attraction that brings people to a website is called what?

answer

Cyberbait

question

Which item is not a step in developing an interactive marketing strategy?

answer

Build an e-mail list

question

Companies use interactive marketing to accomplish all of the following objectives, except:

answer

Develop a lifestyle marketing campaign

question

Using a fantasy football league to attract individuals to a Web site is an example of what?

answer

Cyberbait

question

What is one key advantage of brand placement?

answer

Low cost-per-viewer

question

Which stage of the internet is characterized by customer engagement?

answer

Web 4.0

question

________ combines all of the components of e-commerce, internet marketing, and mobile marketing.

answer

Digital Marketing

question

Brand spiraling is using:

answer

Traditional media to promote and attract customers to a website

question

Digital media within a retail store offers retailers what opportunity?

answer

Customize messages to fit the particular retail store and even the aisle where the display is located

question

Which of the following would not be used in brand spiraling?

answer

Website

question

True or False: A social network is a social structure of individuals and/or organizations that are not tied together.

answer

false

question

Which of the following companies use Twitter to advertise?

answer

all of the above

question

Social media metrics include a buzz score, reach, likes on a site, reposts, and ________.

answer

Re-tweets

question

True or False: Interactive blogs permit visitors to send comments or posts, making them another component of social media.

answer

true

question

How is social media defined?

answer

Any digital tool or venue that allows individuals to socialize on the web

question

According to JD Power and Associates, what percentage of customers said their online interactions with a brand were a positive one and impacted their perceptions of the brand?

answer

87 percent (87%)

question

Which of the following can be used as an incentive for consumers when content seeding is the social media marketing strategy used?

answer

All of the above

question

Which of the following is not a social media strategy?

answer

Customer purchasing decision

question

True or False: Twitter users are more racially diverse than the Internet or Facebook as a whole.

answer

True

question

YouTube is a very popular site used by consumers because fans are doing what?

answer

All of the above

question

True or False: According to social media marketing platforms, EngageSciences, 18% of a brand's fans generate nearly all of the social media buzz about a product.

answer

False

question

True or False: Increasing sales should be viewed as a goal of social media marketing.

answer

False

question

True or False: Facebook is the most well-known general social networking site.

answer

True

question

True or False: A growing trend in advertising or marketing includes the posting of video reviews by consumers about products they like or feel strongly about.

answer

True

question

Which of the following items is not a reason for social media marketing?

answer

Decrease traffic

question

True or False: Giveaways through social media are a great way to garner additional interest in a brand or product.

answer

True

question

A company with customer purchase data in its database can track actual________.

answer

Purchase behaviors

question

Coca-Cola conducted a recent study about online buzz and concluded that talk on social media has little impact on sales. This finding shocked many outsiders because Coca-cola has more than ________ followers on Facebook alone.

answer

61 million

question

True or False: General social networking sites are designed to appeal to specific demographics, particularly where race, gender, and age are concerned.

answer

False

question

What is the most common method of direct marketing?

answer

Direct mail

question

What is the share of the customer in a CRM program?

answer

Percentage of expenditures a customer makes with one particular firm compared to total expenditures in the product category

question

The type of consumer that responds best to coupons and premiums is:

answer

Promotion-prone consumers

question

Which of the following is an example of data mining?

answer

American Eagle studying how consumers respond to price markdowns

question

What distinguishes trade promotions from other marketing and IMC tools?

answer

Are used to entice other members of the marketing channel to make purchases

question

What is the primary reason for building a database, coding the information, and mining the data?

answer

Establish one-on-one communications with each customer

question

What factor determines a consumer's decision to enter into a contest or sweepstakes?

answer

Perceived value

question

Which of the following is not a potential problem associated with trade promotion programs?

answer

Inability to tie a trade promotion to a consumer promotion

question

When planning promotions, what item is not a category to divide consumers?

answer

Repeat purchasers

question

True or False: The best premiums reinforce a firm's image.

answer

True

question

True or False: A response list consists of customers who have made purchases or who have refused direct mail offers in the past.

answer

False

question

Adding geographic codes to customer records to plot them on a map is called ________:

answer

Geocoding

question

By using cookies to record a customer's visit to a Web site, company's marketing team can _________:

answer

Personalize a greeting the next time the customer goes to the site and customize the content to match the person's past browsing behaviors

question

When a manufacturer offers a special promotion to other companies for their use and not for resale, what is this called?

answer

Consumer promotion

question

When a company advertises, develops consumer promotions, such as a contest, and develops other marketing communications as a tie-in with an event marketing program, it is called a(n):

answer

cross-promotion

question

Cause-related marketing is based on the idea that:

answer

consumers are more likely to make purchases from companies that support a good cause

question

A Hispanic fiesta held in Houston, Texas, funded by a food company is an example of:

answer

event marketing

question

Sponsorships and event-marketing have increased in popularity during the past decade due to their potential to:

answer

reach consumers on a one-to-one basis

question

Of the internal stakeholders, the group that is the most critical to the success of a firm would be:

answer

employees

question

In terms of goals for public relations, a hit is:

answer

mention of the company's name in a news story

question

When tires on new Ford vehicles were blowing out prematurely, Ford CEO Jacques Nasser blamed Bridgestone/Firestone for the problem. He stated it was not Ford's fault. Nasser was using which strategy?

answer

expression of innocence

question

In choosing a sponsorship, it is important for a company to:

answer

match the audience profile with the company's target market

question

While consumers favor green marketing and environmentally-safe products, most consumers are not willing to:

answer

sacrifice price, quality, convenience, availability, or performance

question

Some individuals would like to create which type of department to oversee both the public relations activities and the marketing programs?

answer

communications

question

If a firm suggests or hints it is associated with a major sporting event, such as the Olympics, when it is not, it is:

answer

indirect ambush marketing

question

Although giving or receiving bribes in business-to-business interactions is illegal in the United States, in some countries, such as France and Germany, bribes are:

answer

accepted and may even be deducted as business expenses on their taxes

question

The Wheeler-Lea Amendment to the FTC Act:

answer

prohibits deceptive and misleading advertising

question

Of the following taglines or slogans, which would most likely trigger an investigation by the Federal Trade Commission or National Advertising Division?

answer

For better looking skin, use Avon.

question

A form of law based on local customs, traditions, and precedents is:

answer

Common Law

question

A form of law present in many Islamic countries is:

answer

theocratic law

question

In terms of analyzing advertising or IMC campaigns, which would be an example of measuring affective responses?

answer

liking the company

question

Of the following methods of evaluating advertising and ad campaigns, the one that has the most promise for the future is:

answer

cognitive neuroscience

question

When a firm intentionally designs advertisements or marketing campaigns to capitalize on a major sporting event, such as the Olympics, it is:

answer

direct ambush marketing

question

An examination of visible customer actions, including making store visits and purchases, is called:

answer

respondent behavior evaluation

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