IBM 3072 PROMOTIONAL STRATEGIES STUDY GUIDE FOR EXAM 2
1 Which of the following is NOT an example of a biometric research technique? Eye-tracking Galvanized skin response River interviews fMRI
2 Which of the following is an example of a primary research finding? Results of experiments on two groups Collection of government reports Census Bureau statistics Nielsen ratings report
3 Which of the following is a likely reason for companies to direct advertising efforts on sponsorships? Sponsorships are cheaper Decreasing trend in the cost of mass media advertising Increasing trend in the cost of mass media advertising Loose regulations on advertising
4 Target grocery store creates a new interior design that is light, stylish and relaxed for its customers. This is an example of _______ . Sales promotion Ambient marketing native advertising sponsorship
5 When a brand creates a kiosk with an interactive displays that shows brand’s advertisements and even allows for sale. Ambient marketing Public relations Point of sale Direct marketing
6 On KitchenAid recipe blog, a post paid by Silk Coconut Milk shows the milk box and the recipe calls for the specific brand. This is an example of ___________. Packaging Ambient marketing Native advertising on-demand promotion
7 Which of the following is a secondary research type? Experimental data ethnography Survey data Panel data
8 Trade conferences are exhibitions are an example of _______. Advertising promotions content marketing Guerilla marketing non-advertising promotions
9 Which of the following is not a disadvantage of trade conferences and exhibitions? Generating massive actual and potential customers cost time and effort rivals in the same hallway
10 Which of the following is not among main the difficulties of global advertising? Miscommunication of intend Currency conversions and increased cost Packaging Competition tracking
11 Dove conducted a series of qualititave studies for CfRB advertising campaign. Which of the following was among their findings? Traditional cosmetic advertising helped increase self-esteem in female category Some women resented conventional cosmetic advertisements because they did not represent women “like them” Presented research in the advertisements covered all sizes advertising creatives that played on female insecurities were not profitable.
12 Advertising strategy that adapts promotional materials to fit in foreign market is classified as: Joint advertising product adaptations Glocal Hybrid advertisement
13 Dolce Gabbana advertisement that featured an Asian woman struggling to canoli with chopsticks was heavily critised and company had to apologize. What was the main criticism towards the ad? Racial stereotyping Deceiving advertisement Inappropriate obscenity Inapproriate language
14 In _________ test, subjects are presented with the publications and after a while they are given a set of logo decks to choose the logos of the branded advertisements they saw in the publications. psycho-galvonometer A/B copy test promted recall test nueropsychological MRI test
15 which of the following is a problem when running a global advertisement campaign? Time differences Finding an advertising objective Findign a creative team finding basic information about countries
16 Which of the following companies failed global advertising campaign strategies repeatedly and forced out of USA market eventually? (discussed in class) Samsung Benetton Dolce Gabbana Wendy’s
17 Sue wanted to research parental attitudes to toy advertising and she invited six mothers to get together, watch some carefully selected adverts and then discuss them. She asked them some questions but mainly just encouraged them to talk. Which research technique was she using? Survey Case study In depth interviews Survey
18 A global brand is unlikely to have a completely standardized advertising campain but it will have the same brand _______ all over the world and this will be expressed through a brand identity that is standardised as far as possible. Marketing mix personality market share equity
19 ____________ is a 1×1 pixel that is embedded to the websites to allow tracking http calls. Web beacon cookie unique sign in transient cookie
20 When advertising in a foreign country, a company should utilize standardized international advertising if __________ Homogeneous customer neeeds & similar competitors across market Heterogenous customer needs & similar competitors across market Heteregenous customer needs & differing local competitors Heteregenous customer needs & Similar set of competitors across markets
21 When advertising in a foreign country, a company should utilize localized international advertising if __________ Homogeneous customer neeeds & similar competitors across market Heterogenous customer needs & similar competitors across market Heteregenous customer needs & differing local competitors Heteregenous customer needs & Similar set of competitors across markets
22 Which of the following is not an advisable strategy for cross-cultural communication? Research about the local culture Use non verbal communication Address human condition and basic needs Rely on racial stereotypes
23 Which of the following is not an example of digital tracking methodologies that advertisers use? Repeat visits to website circulation reports conversion rate revenue per customer
24 ____________ is a small piece of data sent from a website and stored on the user’s computer by the user’s web browser while the user is browsing Web beacon CRM CPM Cookie
25 Product placementis a method of non advertising promotion that are limited to TV series and movies.
26 ______________ is the appearance of being true or real Native Serendipitous verisilimiltude Natural
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