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.
3) The goal of integrated marketing communications (IMC) is to generate both
short-term financial returns and build long-term brand and shareholder value.
4) A corporate ad is not as easy to write as an ad designed to position a product.
5) Presenting the strongest arguments at the beginning of a message assumes a recency
effect, whereby information presented first is the most effective.
6) Emma has been hired to promote a membership-only genealogical website, which
provides demographic information on over one billion people. She has gathered all the
relevant environmental information and has studied the project closely. Meanwhile, she
is also assigned another project. She decides to work on the new project and put the
genealogical project completely out of her conscious mind, so that ideas can materialize
in the meanwhile. Emma is in the _____ step of the creative process outlined by
Graham Wallas.
A.preparation
B.revision
C.incubation
D.illumination
E.verification
7) Because advertisers have no say over how often and when their products will be
shown, the lack of control is cited as a disadvantage of:
A.guerrilla marketing.
B.specialty advertising.
C.product placements.
D.product linings.
E.transit advertising.
8) _____ tests are tests of an ad or commercial under natural viewing situations,
complete with the realism of noise, distractions, and the comforts of home.
A.Concept
B.Readability
C.Rough
D.Field
E.Portfolio
9) Which of the following divisions of the Federal Trade Commission (FTC) deals with
antitrust and consumer protection investigations?
A.The Bureau of Economics
B.The Bureau of Compliance
C.The National Advertising Review Board
D.The Bureau of Reconstruction
E.The Trade Regulation Bureau
10) An international soda manufacturer runs an ad campaign in which it addresses the
problem of global warming. The campaign aims to educate people on the issue in depth
and provides an alternative perspective on lifestyle choices. This ad is an example of:
A.advocacy advertising.
B.event marketing.
C.specialty advertising.
D.corporate repositioning.
E.image sponsorship.
11) A print ad of Accelerant Corp., a courier delivery service provider, read “Call
1-800-ACCEL (toll free) to send gifts this Christmas to your loved ones anywhere in
the world.” Which of the following promotional media is combined with direct
marketing in the print ad?
A.Advertising
B.Sales promotion
C.Publicity
D.Public relations
E.Personal selling
12) Which of the following is true of the Internet as a marketing medium?
A.It is considered to be a traditional medium.
B.It does not facilitate two-way communication.
C.It enables marketers to gather valuable personal information from customers.
D.It does not enable real time adjustment of offers.
E.It cannot be integrated with other media programs such as direct mail and
telemarketing.
13) The day-after recall test would be the most appropriate measure of effectiveness for:
A.the back outside cover position of the May issue of a women’s magazine.
B.a full-page ad in a trade journal aimed at the supermarket industry.
C.a 30-second commercial promoting a baseball league on a cable channel.
D.a direct mail containing details of products offered by a furniture manufacturer.
E.an aerial ad by a leading fast-food chain.
14) Jason receives a call from a sales representative of Bell Chime Inc., a manufacturer
of inflatable sofabeds. When Jason shows an interest in purchasing a 5-in-1 inflatable
sofabed, the sales representative urges Jason to come over to the company’s retail outlet.
Bell Chime is utilizing:
A.a buzz approach to personal selling.
B.a repetitive person-to-person selling.
C.specialty advertising.
D.the one-step approach to direct marketing.
E.the two-step approach to direct marketing.
15) Flash Parcel Service (FPS) built its advertising campaign around the slogan, “Our
business quality speaks the language of speed.” The company positioned its services
based on the speed with which it delivers the service. With respect to the positioning
strategies, this positioning strategy of FPS is based on:
A.cultural symbols.
B.demographics.
C.product class.
D.product attributes.
E.socioeconomics.
16) Which of the following best defines branding?
A.It involves creating new product lines within a company in order to expand and
develop the company’s product portfolio.
B.It includes making use of more than one marketing channel to reach a huge number
of customers and to cover a large geographical area.
C.It primarily involves marketing through a mobile device which assists the customers
with personalized information.
D.It features building and maintaining a favorable identity and image of the company
and/or its products or services in the mind of the consumer.
E.It involves taking the help of commercial market research agents to conduct a
thorough market research before entering a market with unique products.
17) Which of the following stages in selling focuses on retaining existing customers
rather than attracting new ones?
A.Problem-solving
B.Objection-handling
C.Closing the sale
D.Following up
E.Trial closing
18) The three major divisions of the Federal Trade Commission (FTC) are the bureaus
of:
A.employment, national security, and trade.
B.governance, compliance, and cooperation.
C.regulation, restriction, and economic reconstruction.
D.economics, consumer protection, and competition.
E.distribution, distillation, and consumer diversity.
19) Joy receives print ads from Beryl Inc., a manufacturer of computer printers,
marketing its ink cartridges to him as he is a regular buyer of Beryl ink cartridges.
Which of the following combinations of promotional media is Beryl using?
A.Advertising and sales promotion
B.Direct marketing and advertising
C.Sales promotion and public relations
D.Direct marketing and sales promotion
E.Public relations and support media
20) _____ is the process of improving the volume of traffic driven to one’s site by a
browser or web portal through unpaid (organic) results as opposed to paid inclusions.
A.Search engine optimization
B.Linking
C.Rich media marketing
D.Behavioral targeting
E.Contextual targeting