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1) There is a general agreement that advertising questions existing stereotypes and creates greater social awareness. 2) The major advantage of day-after recall tests is realism. Answer: TRUE The major advantage of day-after recall tests is that they are field […]

1) Which of the following statements is true of self-regulation of advertising? A.Self-regulation of advertising is typically restricted to liquor and tobacco advertisements. B.Self-regulation was initially introduced to eliminate the problem of puffery. C.Self-regulation of advertising has led to the […]

1) Which of the following media utilize cost per ratings point to compare cost figures? A.Magazine B.Transit C.Newspaper D.Billboard E.Television 2) To make a creative layout of a commercial more realistic, a(n) _____ may be produced by making a videotape […]

1) With respect to the roles in the family decision-making process, all the members of a family who use a car are referred to as the: A.purchasing agents. B.consumers. C.influencers. D.information providers. E.initiators. 2) According to Young’s version of the […]

1) When the final price is to be negotiated between the buyer and the seller, personal selling is effective. 2) The Wheeler-Lea Amendment gave the Federal Trade Commission (FTC) the power to issue cease-and-desist orders and levy fines on violators. […]

1) Advertising appeals that relate to consumers’ social and/or psychological needs for purchasing a product or service are known as _____ appeals. A.informational B.rational C.product popularity D.emotional E.product feature 2) Robert performs sales activities such as prospecting, assessing the situation […]

1) “Pamper yourself with Silk Sheen body lotion. It’s better for your skin than Inflame, Genesis, or Dusk body lotions.” This headline from a Silk Sheen ad in Belle Manage Magazine is an example of: A.confrontational advertising. B.two-sided advertising. C.comparative […]

1) Which of the following is true of retail advertising? A.It is done by large companies on a nationwide basis or in most regions of the country. B.It takes the form of direct-response advertising. C.It is done to build store […]

1) Public relations is typically a short-term strategy, while publicity is a concerted program extending over a period of time. 2) Advertising targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company’s […]

1) A sales force is a major part of an organization’s integrated marketing communications mix (IMC) when: A.the channel system is very long and indirect to the end users. B.product trial by customers is unnecessary to make purchase decisions. C.the […]

1) Which of the following is one of the critical components of the creative brief? A.Formulation of the training program for the creative team B.Calculation of the advertising budget C.Management of the media buying operations D.Development of the major selling […]

1) The _____ effect explains the different impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another. A.halo B.primacy-recency C.stimulus-response D.vehicle option source E.vehicle media context 2) […]

1) Which of the following statements is true of the recall method used in testing print ads? A.Recall tests are not affected by interviewer bias. B.Brand-associated scores are valuable measures of recall tests. C.Recall tests are useful when measuring an […]

1) In the geographic segmentation approach, markets are divided into units based on consumers’ occupations and lifestyles. 2) An individual’s perceptual processes usually focus on elements of the environment that are relevant to his or her needs and tune out […]

1) International advertisers can best deal with problems arising from language diversity and differences in signs and symbols with the help of: A.expat employees. B.research manuals. C.local expertise. D.government authority. E.language training. 2) According to the Federal Trade Commission (FTC), […]

1) Creative strategy development for international advertising is different in process and procedure from that for domestic advertising. 2) Repositioning of a product usually occurs because of declining or stagnant sales. Answer: TRUE Repositioning a product usually occurs because of […]

1) Ruminate Inc., an architectural design firm, pays for name association on a section of placeproperty.com, a real estate website. Ruminate also sponsors a section on assetplus.com, another real estate website. Ruminate is using: A.guerrilla sponsorship. B.paid search. C.regular sponsorship. […]

1) A disadvantage of transit advertising is its inability to provide exposure to a large number of people. 2) In network advertising, the advertiser has to deal with only one party or media representative to air a commercial nationwide. Answer: […]

1) Electronically dispensed checkout coupons: A.generate impulse buying and product trial. B.have no redemption deadline. C.are available on a company’s website and must be printed out to be used. D.are cost-effective and can be targeted to specific categories of consumers. […]

1) The Federal Trade Commission (FTC) requires advertising for any product that is sweetened with saccharin to contain a warning that it may be hazardous to one’s health. This requirement falls under the FTC’s _____ requirement. A.misleading omission B.advertising substantiation […]

1) Which of the following is true of theater testing? A.Theater testing is a popular field method of pretesting finished commercials. B.Theater testing is used to test animatic and photomatic roughs. C.The methods of theater testing operations vary, though all […]

1) _____ occur after an ad or commercial has been in the field. A.Dummy advertising vehicles B.Posttests C.Consumer juries D.Portfolio tests E.Physiological measures 2) Which of the following is true of newspaper advertisements? A.They do not require the use of […]

1) _____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products. A.Professional B.Primary demand C.Retail D.Business-to-business E.Direct-response 2) _____ is primarily determined by the ability of the sales force to feed […]

1) _____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers. A.Station managers B.Affiliates C.Negotiators D.Station reps E.Sponsors 2) Which of the following statements is true of infomercials? […]

1) Which of the following is a similarity between publicity and advertising? A.Both are non-paid forms of communication. B.Both are run by an unidentified sponsor. C.Both involve nonpersonal communication to a mass audience. D.Both are not directly paid for by […]

1) Top-down budgeting methods are commonly used because of: A.their effectiveness. B.the upper management’s desire for control. C.the growing availability of computer simulations. D.the ease with which a manager can assess the impact of sales on ROI. E.their quantitative nature. […]

1) A hotel advertiser who places an ad on a travel booking website is making use of contextual advertising. 2) A decentralized approach to organizing for international advertising should be adopted when a company can use standardized advertising. Answer: FALSE […]

1) Multiattribute models help marketers understand and diagnose the underlying basis of consumers’ attitudes. 2) When the marketing objective is to establish a relationship, advertising is a more appropriate tool than personal selling. Answer: FALSE When the objective is to […]

1) _____ is an advertising execution technique often used for emotional appeals. It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation. A.Image advertising B.Demonstration C.Slice-of-life D.Animation E.Comparative advertising 2) A print […]

1) Because of the high frequency of exposures, outdoor advertising may lead to a quick wearout. 2) Reinforcement occurs even when an ad encourages consumers to use a particular product or brand to avoid unpleasant consequences. Answer: TRUE Many ads […]

1) _____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations. A.Network advertising B.Spot advertising C.Regional advertising D.Syndicated advertising E.Rep advertising 2) There has been a renewed interest in transit advertising over […]

1) An airline company set the following objective for its new advertising campaign: “To increase the percentage of consumers who know our fares are lower than the competitors’ to 75 percent over the next six months.” Using the criteria outlined […]

1) When a right to a public relations effort is offered to one particular medium since the medium reaches a substantial number of people in the target audience, it is known as a(n) _____. A.social network B.mnemonic C.press release D.exclusive […]

1) _____ is the extent to which a recipient sees a source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. A.Source attractiveness B.Source popularity C.Source credibility D.Source power E.Source identification 2) The […]

1) Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, […]

1) Which of the following is at the base of the GfK International purchase funnel that is used as a diagnostic model of consumer decision making? A.Awareness B.Purchase C.Familiarity D.Consideration E.Imagery 2) Which type of sales personnel would most likely […]

1) A sellers’ market is most closely associated with the _____ stage of personal-selling evolution. A.procreator B.prospector C.persuader D.problem-solver E.provider 2) Athletic shoes advertised specifically to be used on tennis courts, for running, or for walking are using positioning strategy […]

1) A television commercial for an apparel brand urges viewers to call its toll-free number to place an order, immediately. The commercial announces a free gift hamper to consumers who place an order before midnight. The apparel brand is making […]

2) A cost-plus system requires that the agency keep detailed records of the costs it incurs in working on a client’s account. Answer: TRUE The cost-plus system requires that the agency keep detailed records of the costs it incurs in […]

1) A company can use direct marketing to build a favorable image. 2) Classified advertisements primarily include newspaper display advertising done by marketers of branded products or services that are sold on a national level. Answer: FALSE Classified advertisements are […]

1) Puffery is as an illegal, deceptive practice. 2) Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer. Answer: TRUE Salespeople serve as personal channels of communication when […]

1) Symbols, rhymes, associations, and images that assist in the learning and memory processes are known as: A.drives. B.cues. C.mnemonics. D.trigger points. E.memes. 2) The best way to reach a narrowly defined group of customers or a market niche is […]

1) Controversy over the Federal Trade Commission’s (FTC’s) authority to regulate unfair advertising practices began in 1978, when the agency relied on this mandate to formulate its controversial _____ rule restricting advertising to children. A.”cease-and-desist” B.”kid vid” C.affirmative disclosures D.Wheeler-Lea […]

1) Which of the following criteria should be met by a magazine in order to be eligible for verification audits by Alliance for Audited Media (AAM)? A.It must be published on a controlled-circulation basis. B.It must be a business publication. […]

1) When a consumer’s internal psychological process is attitude formation, she is likely to be in the stage of purchase decision in the decision-making process. 2) When a market is segmented based on how aware and informed the consumers are, […]

1) Which of the following is true of the Internet as an advertising medium? A.Blogs and discussion boards are considered particularly useful for providing information to evaluate products and brands. B.Typically, the Internet does not enable marketers to stimulate trial […]

1) _____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand. A.National B.Selective-demand C.Professional D.Trade E.Retail 2) Which of the following is true of […]

1) An advertising test that measures dilation or constriction of the eyes in response to stimuli is called: A.the Burke’s reflection test. B.Flesch testing. C.the reactive test. D.galvanic eye responses. E.pupillometrics. 2) Which of the following is a similarity between […]

1) A way to gather consumers’ opinions of concepts is _____, where consumers in shopping centers are approached and asked to evaluate rough ads via questionnaires, rating scales, and/or rankings. A.laboratory testing B.Delphi groups C.focus groups D.mall intercepts E.consumer juries […]

1) Ads for industrial and other business-to-business products generally use straight-sell messages in print ads. 2) Unlike advertising, personal selling does not provide the sender with the opportunity to determine the impact of the message. Answer: FALSE Personal selling involves […]

1) A dog that salivates during feeding time does so due to an innate reflex reaction. According to the conditioning theory in relation to this scenario, food will be considered as a(n) _____. A.unconditioned stimulus B.external stimulus C.assimilated stimulus D.programmed […]

1) Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision-making process? A.Motivation B.Attitude formation C.Assimilation D.Integration E.Differentiation 2) Advertisements often seek to create needs rather than merely show […]

1) Which of the following is true of magazine advertising? A.It offers limited geographic selectivity. B.It is typically considered to lack permanence. C.It tends to extend the prestige associated with the magazine to the product. D.It is generally considered unsuitable […]

1) Source derogations could lead to an increase in message acceptance. 2) The retail trading zone is a market area composed of the city where the paper is published and contiguous areas similar in character to the city. Answer: FALSE […]

1) In a communication process, _____ is the part of a receiver’s response that is communicated back to the sender. A.feedback B.noise C.sourcing D.encoding E.decoding 2) With respect to common television dayparts for eastern and Pacific time zones, the slot […]

1) _____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart. A.A shill B.An interconnect C.Station rep D.Cume E.An […]

1) Sales-oriented objectives are appropriate for: A.all online-marketing strategies. B.retail advertising promoting special events. C.products that have been introduced in highly volatile markets. D.any advertising campaign aimed at maintaining brand awareness. E.bait-and-switch marketing campaigns. 2) The _____ of a communication […]

1) In 1971, the Federal Trade Commission’s (FTC’s) _____ program required advertisers to have supporting documentation for their claims and to prove the claims are truthful. A.Central Hudson B.Lanham C.cease-and-desist D.advertising substantiation E.affirmative disclosure 2) DigiCell Inc. sells computer equipment […]

1) In the psychographic approach to segmentation, determination of lifestyles is usually based on an analysis of the activities, interests, and opinions (AIOs) of consumers. 2) The front cover of a magazine is considered editorial space and off limits to […]

1) Focus group interviews bring creative people and others involved in creative strategy development into contact with customers. 3) Image executions rely heavily on visual elements such as photography, color, tonality, and design. Answer: TRUE Image executions rely heavily on […]

1) The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase. 3) The cost-effectiveness of advertisements in newspapers is measured based on the cost per ratings point. Answer: FALSE For newspapers, cost-effectiveness […]

1) Which of the following is at the top of the communication effects pyramid? A.Awareness B.Knowledge C.Liking D.Preference E.Repurchase 2) Which television daypart has the highest rates and is dominated by national advertisers? A.Daytime B.Early fringe C.Prime time D.Late news […]

1) Marketing objectives that may be aided by _____ activities include raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy, and motivating consumer acceptance. A.sales promotion B.public relations C.advertising D.human resources E.outdoor marketing 2) […]

1) _____ refers to the practice of fast-forwarding through commercials on prerecorded programs. A.Zipping B.Zapping C.Multiplexing D.Narrowcasting E.Zooming 2) Jim, an employee of CL Inc., is responsible for planning, marketing, budgeting, sales, and profit performance of a specific brand. He […]

1) Direct marketing lets an advertiser: A.build a credible image about a company’s product by using direct mails. B.reach a large number of people and reduce or eliminate waste coverage. C.make accurate mailing lists consistently for targeting potential customers. D.create […]

1) The U.S. government has passed laws regulating the use of e-mail marketing because: A.it results in high volumes of spam and many consumers consider it a nuisance. B.of the huge costs involved in monitoring Internet traffic. C.it violates the […]

1) Both direct marketing and advertising could support one another. 2) The ‘suits” argue that the most important thing good advertising does is make an emotional connection with consumers. Answer: FALSE The ‘suits” or “rationalists” argue that advertising must sell […]

1) Track Inc., a bike manufacturer, decides to launch a new model. If Track decides to use a persuasive rather than informational strategy, which of the following components is likely to be the focus of the advertisement? A.Price B.Performance C.Durability […]

1) The Internet can be used as an effective medium by marketers for stimulating trial of their products or services. 2) Spot advertising is more easily acquired by national advertisers than local ones. Answer: FALSE A major problem for national […]

1) Behavior tracking on the Internet helps in tailoring the message to appeal to specific needs and wants of the target audience. 2) Sales promotion activities cannot be targeted to different parties in the marketing channel. Answer: FALSE An important […]

1) As a part of their creative strategy, advertisers of Vittle’s Nuts use “Snippy-The Bunny” as the brand’s symbol in its ad campaigns. Through this strategy, the company aims to enhance brand identification and recognition. In this scenario, Snippy is […]

1) After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. Which of the following is likely to be true of the product class […]

1) Pop-ups are usually smaller than banner ads. 2) Network standards regarding acceptable advertising typically remain constant. Answer: FALSE Network standards regarding acceptable advertising change constantly. 3) Banner ads may be used for creating awareness or recognition. Answer: TRUE The […]

1) The designated market area (DMA) of Boston has approximately 3 million television households. Audience research shows that 45 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching Sports Stories, […]

1) Which of the following is true of in-store couponing? A.It is a highly expensive method of couponing. B.It is typically distributed through checkout counters. C.It is typically a long-term strategy used during the maturity stage. D.It is also known […]

1) Low-involvement purchase decisions are areas where a standard hierarchy response process is likely. 2) Strong symbolic features and social and psychological meaning may be more important than functional utility for many products. Answer: TRUE For many products, strong symbolic […]

1) Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus […]

1) Many papers include magazine-type supplements, primarily in their Sunday editions. 2) A centralized approach to organizing for international advertising is not suitable when market and media conditions are similar from one country to another. Answer: FALSE Complete centralization is […]

1) A magazine titled Utopia: A Holiday Digest would have a strong _____ on an ad for destination resorts. A.externally paced impact B.favorable quantitative media effect C.cluttered media effect D.shaping effect E.positive qualitative media effect 2) Energon Inc., a beer […]

1) Segmenting the market based on consumers’ product or brand usage and the degree of use is an example of behavioristic segmentation. 3) An attractive model facilitates recognition of the ad but does not enhance copy readership or message recall. […]

1) Loyalty to a single agency is becoming more common as marketers seek new ways of connecting with consumers. 2) Differentiated marketing is used when the firm selects one segment and attempts to capture a large share of this market. […]

1) The written version of a television commercial that provides a detailed description of its video and audio content is known as a: A.layout. B.jingle. C.voice-over. D.script. E.storyboard. 2) Which of the following is a cultural factor affecting international marketing? […]

1) Superagencies were formed: A.because advertisers were disenchanted with large agencies. B.because advertisers wanted agencies to be more flexible and responsive than traditional agencies. C.to save money for clients. D.so that agencies could provide their clients with integrated marketing communications […]

1) The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, “The Ultimate Durable Grill” Baker Grill is using a positioning strategy based on: A.product class. B.product attributes and benefits. C.price/quality. D.competitor. E.cultural symbol. 2) Which […]

1) All the television commercials and print ads that urge customers to pick up their phone and call a toll free number to place an order immediately make use of the _____ approach of direct marketing. A.one-step B.two-step C.one-to-one D.indirect […]

1) Critics of advertising argue that barriers to entry are likely to: A.decrease market concentration. B.assist new brands in gaining a market share. C.make larger brands give up market dominance. D.increase consumer awareness of smaller, more efficient brands. E.cause entrants […]

1) An advertiser bought a 15-second spot during prime time, but realized that there was very low recall for the advertisement. This could be due to: A.the presence of commercial clutter. B.the lack of demographic selectivity of television. C.the low […]

1) An automobile dealer gives away promotional calendars to customers. The calendars show scantily clad female models posing in suggestive poses alongside expensive cars. Critics of advertising would argue that such calendars are: A.untruthful. B.misleading. C.deceptive. D.in poor taste. E.antisocial. […]

1) Public relations efforts are often targeted to more than one group of individuals. 2) Critics argue that advertising plays a major role in influencing and transmitting social values. Answer: TRUE While a number of factors influence the cultural values, […]

1) Straight-sell message executions are commonly used with _____ advertising appeals. A.informational B.emotional C.transformational D.teaser E.humor 2) The management of a multinational firm sends copies of an article to several different European newspapers announcing its decision to start operations in […]

1) Walk-in salespeople are typically respected and well received by customers. 2) The AIDA model was developed to represent the stages a consumer goes through in a purchase decision. Answer: FALSE The AIDA model was developed to represent the stages […]

1) Which of the following is true of saliency of beliefs? A.It provides insight into ways markets can stimulate consumer attitudes. B.It helps consumers diagnose the underlying basis of marketers€attitudes. C.It tends to vary across different consumption situations. D.It does […]

1) For which of the following product categories is the advertising most likely to be criticized as promoting materialistic values? A.Consumer goods B.Industrial machinery C.Health products D.Transportation services E.Alcoholic beverages 2) The _____ is considered the heart of a print […]

1) Negotiated commission rates for advertising agencies: A.average between 8 to 10 percent. B.are usually set between 15 to 25 percent. C.are typically not based on a sliding scale. D.are rarely used by consumer-products advertisers. E.are designed primarily to benefit […]

1) The costs of mobile billboards depend on the area and the mobile board company’s fees. 2) The layout of a print ad is known as a storyboard. Answer: FALSE For print ads, the art director and graphic designers prepare […]

1) In order to be successful, marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria. 2) Behavioral targeting can be done by: A.compiling clickstream data and Internet protocol information. B.providing […]

1) Premium Sports Apparels came up with an ad for shorts which is specially designed for athletes. The ad which was featured in a sports magazine shows how these shorts do not shrink over time and are made of a […]

1) Under its affirmative disclosure requirement, the Federal Trade Commission (FTC) may require advertisers to include certain types of information in their ads so that: A.consumers can substantiate the claims made for their product or service. B.consumers will be aware […]

1) In companies which follow a centralized organizational system, who among the following is likely to be given the title “marketing communications manager”? A.Art director B.Brand manager C.Advertising manager D.Product manager E.Copywriter 2) While considered a form of advocacy advertising, […]

1) Phone conversations account for the vast majority of word-of-mouth communications about a brand. 2) Divergence refers to the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer. Answer: FALSE Divergence refers […]

1) Shopping cart signage is a type of in-store media. 2) With respect to the various generational differences in shopping behaviors, which of the following is true of Gen Y? A.They prefer mass merchandisers and supercenters. B.They have the highest […]

1) A television ad for Savory Sandwich instructs its viewers to look in their mailbox for coupon offers that will save them money on their next sandwich order. This is an example of: A.ambient promotion. B.support advertising. C.a one-step direct […]

1) Web 1.0 ended with the “bursting of the dot-com bubble.” 2) According to the social consumer decision journey, consumers are likely to advocate a brand after they have experienced it. Answer: TRUE The decision journey has four basic stages: […]

1) Yevon Inc., a manufacturer of fruit based beverages, runs its ad on a particular news station. It packages the drinks in boxes and plastic bottles. A recent study done by a local doctor reveals that there is a direct […]

1) Measuring the effects of advertising helps a firm maximize its investment. 2) One disadvantage associated with direct marketing is that it results in waste coverage. Answer: FALSE Direct marketing lets an advertiser reach a large number of people and […]

1) An international football player invites the media to hear his decision to retire from professional football. In front of a live audience, he announces his decision and explains his future plans as well. Which of the following public relations […]

1) _____ is a marketing approach that assumes that the needs satisfied by a product or service and the ways it is used are the same everywhere in the world, and therefore utilizes a common approach in all countries. A.Global […]

1) After watching a detergent ad that claimed to remove stains with “Just a few drops,” Jim stated “I doubt any detergent can remove stains with only a few drops.” This scenario is an example of a _____. A.counterargument B.support […]

1) Audience share is always higher than the program rating unless all the households have their sets turned on. 2) According to Young’s model of the creative process, the stage of digestion involves the process of gathering material and information […]

1) Who among the following contributed to the classical conditioning theory by conducting studies on animals and providing well-known examples for the theory? A.Maslow B.Pavlov C.Vroom D.McClelland E.Freud 2) Which of the following types of salespeople are most likely to […]

1) While walking on the street, Carlos sees an animated electronic billboard in Spanish for Amado home appliances on top of a taxicab. This is an example of a(n): A.terminal transit poster. B.inside card. C.outside poster. D.interactive billboard. E.aerial ad. […]

1) Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization. 2) Trade-oriented promotions are not subject to regulations by various agencies. Answer: […]

1) The _____ model proposed by Michael Ray involves selective learning, whereby a consumer seeks information that supports a purchase choice made and avoids information that would raise doubts about the decision. A.standard learning B.dissonance/attribution C.low-involvement D.cognitive response E.5-Ws 2) […]

1) Many decision makers are offended by salespeople asking for competitors’ quotes. Which of the following traits is most closely associated with this attitude? A.Aggression B.Undependability C.Presumptuousness D.Unpreparedness E.Promptness 2) _____ are moral principles and values that govern the actions […]

1) Projective techniques are often the only way to get around stereotypical or socially desirable responses. 2) Although problem recognition is caused by a difference between the consumer’s ideal state and actual state, the problem does not always imply a […]

1) Which of the following is a limitation of using in-store sampling? A.It can be used only for food products. B.It requires the cooperation of retailers. C.It is a highly ineffective method. D.It must always be used in combination with […]

1) Which of the following is true of e-commerce? A.It is typically considered an ancillary sales medium. B.It cannot be used as a business-to-business medium. C.It is a direct sales strategy. D.It is synonymous with “brick-and-mortar” stores. E.It is a […]

1) Digital/interactive agencies and public relations firms are examples of organizations that provide specialized marketing communication services. 2) An objective is said to be measurable if it specifies a method and criteria for determining how well a program is working. […]

1) Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source’s level of persuasiveness. 2) Large advertisers usually sell more of a product or service and have lower […]

1) The _____ of the Council of Better Business Bureaus focuses on areas that include product performance claims, superiority claims against competitive products, and all kinds of scientific and technical claims made in countrywide advertising. A.National Advertising Division B.National Review […]

1) A common criticism of inappropriate sexual appeals in advertisements is that they: A.are deceptive in nature. B.mislead consumers. C.are conservative and boring. D.make false claims. E.demean women. 2) To be effective, marketing objectives need to be: A.realistic and attainable. […]

1) Which of the following is the methodology that a manufacturer of computer game software could use to test the concepts applied to create an ad to appeal to preteens? A.A split-run test B.A storyboard C.The Delphi technique D.Computer simulation […]

1) While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult. 2) Promotion programs cannot be developed to coincide with peak sales periods for certain products and services. […]

1) To encourage customers to open a mail offering them a subscription to Home Companion, a home furnishings magazine, the front of the envelope suggested that there was a gift inside. The envelope contained an attractively laminated bookmark. This is […]

1) PR information about technological innovations, medical breakthroughs, and the like results almost immediately in a multitude of inquiries that result in: A.high marketing costs. B.loss of credibility. C.high clutter. D.quality sales leads. E.loss of market share. 2) The _____ […]

1) The proponents of creative advertising argue that: A.the more information in the ad, the more effective the ad is. B.the only purpose of advertising is to sell the product. C.advertising should be designed to make consumers buy products that […]

1) The _____ has been running a campaign for several years to convince consumers around the world of the economic value of advertising. A.Advertising Research Foundation B.Consumers International C.American Psychological Association D.Outdoor Advertising Association of America E.International Advertising Association 2) […]

1) The use of an actor’s voice for reading poetry in a series of automobile commercials is an example of a: A.needledrop. B.talking jingle. C.voiceover. D.tagline. E. subtextual message. 2) _____ is an approach to integrated marketing communications planning that […]

1) Leslie works for a local ad agency as an intern. The agency is hired to develop an advertising campaign for a chain of coffee shops and she is given the task of coming up with a “big idea.” With […]

1) Zing candy bar launches an ad that shows people being revitalized after eating its candy bar. The ad attempts to deliver the message of “Instant energy.” Janice Cooper, a viewer of the ad, thinks that the ad reflects people […]

1) Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? A.Samples and coupons B.Premiums C.Contests and sweepstakes D.Event sponsorships E.Bonus packs 2) […]

1) Radio commercials are expensive to produce. 2) The status gained from owning a particular brand is an example of a functional benefit. Answer: FALSE Value is the customer’s perception of all of the benefits of a product or service […]

1) Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes developed by Herbert Kelman. A.power B.attractiveness C.credibility D.identification E.image 2) In _____, marketers use nudity, sexual suggestiveness, or other startling images […]

1) Which of the following is at the base of the communication effects pyramid? A.Awareness B.Preference C.Trial D.Purchase E.Repurchase 2) Which of the following is true of a company that consolidates with an agency for its advertising? A.Consolidation helps the […]

1) Which of the following statements describes a disadvantage of publicity? A.Publicity is expensive to implement as it is directly paid for and run under identified sponsorship. B.Publicity has relatively low credibility. C.Publicity is not always under the control of […]

1) Patron’s Paradise, an amusement park, advertises itself as a vacation spot throughout the year, but it advertises heavily during the summer months and during the Christmas season when more people are likely to take a vacation. This is an […]

1) The main point of an ad with a product/service popularity appeal is the price gain a consumer can benefit from by using the brand. 2) Media buying services have been experiencing strong growth in recent years as clients seek […]

1) _____ is a figure used by advertisers that represents the medial number of times the target audience reached by a media schedule is exposed to a media vehicle over a specified period. A.Effective reach B.Unduplicated reach C.Average reach D.Average […]

1) Which of the following is true of baby boomers? A.They are also referred to as Gen Y. B.They typically prefer mass merchandisers and supercenters. C.They are comfortable with online shopping and e-mail. D.They are those who were born before […]

1) According to the elaboration likelihood model, the _____ to process a message depends on such factors as involvement, personal relevance, and individuals’ needs and arousal levels. A.dissonance B.motivation C.ability D.attitude E.competency 2) The manufacturer of “Allay” pain reliever offered […]

1) Which of the following is true of QR codes? A.They are primarily WEB 1.0 applications. B.They are considered a part of augmented reality. C.They are used to reflect the writings of a business or a corporation. D.They are web-based […]

1) Media buyers are not too concerned about the auditing of circulation figures; they treat audited and unaudited publications equally. 2) Ronnie is most likely to come across an interstitial while he is waiting for a download link of a […]

1) Positioning is not preferred by a firm that has multiple brands competing in the same market. 2) An agency with integrated marketing capabilities can create a single image for the product or service and address everyone, from wholesalers to […]

1) Which of the following is an advantage of promotional products marketing? A.Shorter lead time as compared to other media B.Wider audience reach C.Elimination of market saturation D.Consistent portrayal of strong company image E.High recall of advertiser’s name and message […]

1) Magazines are the most selective of all media except direct mail. 2) Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan. Answer: TRUE Specific details […]

1) Planet Beverage’s heavy financial involvement with freestyle skiing competitions and support of beach volleyball tournaments are examples of: A.premiums. B.field marketing. C.exhibitions. D.event marketing. E.contests. 2) Which of the following statements about product placement advertising is true? A.The product […]

1) A(n) _____ doesn’t actually deliver a message but draws attention to and enhances the appearance of an ad. A.direct source B.indirect source C.message shaper D.source mirage E.source echo 2) Which of the following is the best example of place-based […]

1) Magazine advertisements that extend to the end of a page rather than leaving a margin around the ad are called: A.gatefolds. B.bleed pages. C.overscans. D.overruns. E.total page ads. 2) A(n) _____ refers to each and every opportunity the customer […]