One characteristic of an automobile is gas mileage. This single characteristic or fundamental feature of an automobile is referred to as a(n):
a. index.
b. scale.
c. attribute.
d. construct.
Question 2A brand lift index of 18.14 for cookies and crackers means that:
a. sales for cookies and crackers are 18.14 times greater when P-O-P materials are used.
b. shoppers are 18.14 times more likely to make in-store purchase decisions for products advertised with displays then when there are no displays.
c. 18.14 of consumers who go into the supermarket plan to buy something in this category.
d. 18.14 of purchases in this category are unplanned.
Question 3Considering the marketing mix for promotion, which of the following products would have a greater focus on personal selling?
a. Toothpaste -- to consumers
b. Beer -- to a foreign population
c. Truck tires -- to General Motors
d. Convenience goods in general
Question 4Income measured in absolute dollars is an example of which type of measure?
a. continuous
b. discrete
c. nominal
d. psychographic
Question 5The brand lift index refers to the average:
a. number of days a brand needs to be on the market before consumers are likely to name it in a blind study.
b. number of times a consumer will look at a brand before they decide to make a purchase.
c. increase of in-store purchase decisions when P-O-P is present and when it is not.
d. increase in product turns when a brand is given additional shelf space.
Question 6Sani-TAZER's advertisement claims that its disinfectant cleaner is The Most Effective in cleaning and disinfecting bathrooms and toilets. This is an instance of:
a. deceptive marketing.
b. puffery in advertisement.
c. violation of FTC regulations.
d. manipulation of information.
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