Triumph Cycles launched their new series of BMX cycles in July. Point-of-sales promotions, fliers, TV ads, radio announcements, contests, online advertising, and biker-testimonials on billboards were the various methods used to promote the new bikes. Triumph has been running these ads regularly and plan to continue with the promotion till December this year. This is called a(n):
a. special promotion.
b. reminder advertising.
c. advertising campaign.
d. advertisement series.
Question 2Which of the following represents the process of identifying scale devices that correspond to properties of a concept involved in a research project?
a. conceptualization
b. operationalization
c. measurement
d. correspondence analysis
Question 3The signage characteristics that make a sign like the McDonalds arches stand out from its surroundings, namely its size, clarity, conciseness, legibility, and distinguishableness from competing signage, is called its:
a. cost.
b. GRP.
c. conspicuity.
d. attractiveness measure.
Question 4Which statement is not considered to be an advantage of celebrity testimonials?
a. Using a celebrity in an advertisement is a way to break through the clutter and capture the consumer's attention.
b. Celebrities provide a great marketing bridge to capture the attention of consumers of other cultures either domestically or internationally.
c. The more visibility a celebrity receives through product endorsements, the more valuable he or she is to marketers.
d. Consumers look at the product in a new way because the endorsement of the celebrity is seen as credible in their eyes.
Question 5A generalized idea that represents something is called a(n):
a. concept.
b. scale.
c. index.
d. definition.
Question 6A product category that used to advertise heavily on billboards but no longer does is:
a. beer.
b. restaurants.
c. tobacco.
d. gasoline.
Question 7Sam's Cereals claims that their cereal breakfast has 30 percent lesser cholesterol content than their nearest competitor's product. This is an instance of ________ advertising.
a. cooperative
b. comparative
c. advocacy
d. institutional
Question 8The test-retest method of determining reliability involves administering the same scale or measure to the same respondents at two separate times to test for stability.
Indicate whether the statement is true or false
Question 9If a billboard advertising bottled water achieves a daily exposure of 40,000 people in a community of 200,000, the GRP (Gross Rating Point) of the ad would be:
a. 40.
b. 20.
c. 60.
d. 80.
Question 10The type of advertising that seeks to develop initial demand for a newly introduced good, service, organization, person, place, idea, or cause is known as ________ advertising.
a. reminder
b. informative
c. comparative
d. advocacy
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