A _____ rumor involves supposed company policies or practices that are threatening or ideologically undesirable to consumers.
a. contamination
b. competitive
c. jagged
d. conspiracy
e. planted
Question 2Harriett purchased a very expensive watch. The _____ of wearing the watch is the status that Harriett is seeking.
a. attributes
b. power
c. specifics
d. values
e. consequences
Question 3What are the two basic types of commercial rumors?
a. primary and secondary
b. conspiracy and contamination
c. positive and negative
d. strategic and tactical
e. low level and high level
Question 4The _____ are what consumers hope to receive or avoid when consuming products.
a. consequences
b. values
c. specifics
d. attributes
e. sections
Question 5_____ is (are) widely circulated but unverified propositions about a product, brand, company, store, or other commercial target.
a. Urban legends
b. Product releases
c. Commercial rumors
d. Buzz
e. Viral buzz
Question 6Features or aspects of advertised brands are known as _____.
a. consequences
b. values
c. specifics
d. perspectives
e. attributes
Question 7If a company contributes to a worthy cause without tying that contribution to consumers' buying a brand or other financial or nonfinancial objectives, that company is participating in ______.
a. cause-related marketing
b. buzz creation
c. ambush marketing
d. corporate philanthropy
e. reactive MPR
Question 8A(n) _____ represents the linkages among brand attributes, the consequences obtained from using the brand, and the personal values that the consequences reinforce.
a. means-end chain
b. ladder
c. mecca
d. interconnect
e. value connect
Question 9A(n) _____ immediately following negative publicity can lessen the damage that will result, such as diminished public confidence in a company and its brands, or a major loss in sales and profits.
a. corporate denial
b. internal investigation
c. stockholder meeting
d. call to the corporate lawyer
e. corporate response
Question 10Most personal computers purchased by households are acquired primarily to assist children in their school work. In referring to its brand of PC, one computer company came up with the clever advertising line The teacher's aid.. This line is the only notable aspect of the company's advertising. What creative style is the company employing?
a. preemptive
b. unique selling proposition
c. resonance
d. brand image
e. emotional
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