Which of the following is true of rituals? They
a. perpetuate a culture's connection to its core values
b. seem perfectly natural to members of a culture
c. involve many consumer behaviors
d. all of these statements about rituals are true
Question 2What does the phrase, speak with a single voice, mean?
a. Carefully select those tools that are most appropriate for the communications objective at hand.
b. Reach the target audience efficiently and effectively using whatever touch points are most appropriate.
c. Successful marketing communications requires building relationships between brands and their consumers/customers.
d. All marketing communication elements should use the same endorser so that consumers do not get confused.
e. Coordination of messages and media is absolutely critical to achieving a strong and unified brand image and moving consumers to action.
Question 3Exploratory studies typically
a. consume most of the research budget.
b. are large-scale and highly structured.
c. are small-scale and flexible.
d. Both a and c
e. None of the above are correct.
Question 4High per capita income and high GDP define:
a. the G-8 countries c. highly industrialized countries
b. less-developed countries d. newly industrialized countries
Question 5The idea that context matters, and that not all touch points are equally effective, has been termed ____ by marcom practitioners.
a. synergy
b. media mix
c. awareness generation
d. engagement
e. contact
Question 6A hypothesis
a. is a broad, vague problem statement.
b. cannot be discovered during research.
c. is only found in causal research.
d. is an educated guess about how two or more variables are related.
e. does not have clear implications for testing the relationship between variables.
Question 7There are numerous commercial research firms that can provide advertising relevant data on how consumers around the world
a. vote.
b. petition their governments.
c. display different product use characteristics and preferences.
d. perceive the United States.
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