Johnson and Johnson manufactures more than 100 brands in nearly 50 product categories. The total ...

Johnson and Johnson manufactures more than 100 brands in nearly 50 product categories. The total number of products they manufacture is called the product:
 a. line extension.
 b. cluster map.
 c. mix length.
 d. life cycle expectancy.

Question 2

Advertising in communities outside of the test-market may contaminate the test-market.
 
 Indicate whether the statement is true or false

Question 3

The McCann Worldgroup has developed an approach for counseling its clients in selecting the appropriate Marcom tools that requires that the brand marketer first identify their goals and then identify the best way to allocate their budget. This approach is called:
 a. synergy.
 b. a media-neutral approach.
 c. The McCann Perspective.
 d. a media-focused approach.

Question 4

The number of product lines a firm offers is referred to as:
 a. depth.
 b. width.
 c. clusters.
 d. length.

Question 5

It is usually necessary to use three or four cities when test-marketing in the United States.
 
 Indicate whether the statement is true or false

Question 6

Which of the following is not one of the reasons why television advertising is less effective and cost-efficient as it once was?
 a. Audience fragmentation.
 b. The availability of many alternative entertainment options.
 c. More TV viewing due to Americans' inactive lifestyle.
 d. Other communication tools are often superior.