June 4, 2009

Test 3 Questions

Chapter 7

1. Which of the following is NOT a characteristic of credibility?
a. Attractiveness
b. Trustworthiness
c. Informative
d. Likeability

Chapter 8

1. The process of allocating advertising budgets for media time and space in the most efficient and effective manner is known as media __________.
a. Strategy
b. Planning
c. Choices
d. Buying

2. Gross rating points are used to measure the __________________.
a. Cost of a media plan
b. Impact of a media plan
c. Rating of a TV show
d. Creativity of a media plan

Chapter 9

1. Members of upper management that attend trade shows are known as ___________
a. Education Seekers
b. Reinforcement Seekers
c. Solution Seekers
d. Buying Teams
e. Power Buyers

2. The funds charged by retailers to stock products are known as __________.
a. Off-invoice allowances
b. Drop-ship allowances
c. Slotting Fees
d. Exit Fees

Chapter 10

1. Which type of coupon you would most commonly find in the aisles or on a product?
a. Instant Redemption
b. Bounce Back
c. Cross-ruffing
d. Response offer

2. __________are prizes or gifts that a consumer receive when making a purchase.
a. Bonus Packs
b. Contest
c. Premiums
d. Refunds

Chapter 11

1. The first step in the consumer buying process is _________ _____________.
a. Purchase decision
b. Evaluation of alternatives
c. Information search
d. Problem recognition