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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 and
determining the needs to be met, presenting the capabilities for satisfying these needs,
and closing the sale. Robert is primarily performing the role of a(n) _____.
A.order-getter
B.missionary sales rep
C.distributer
D.provider
E.order-taker
3) Commercials and print ads undergo posttesting in order to:
A.gain relatively inexpensive feedback.
B.avoid the use of surveys.
C.determine if a campaign is accomplishing the objectives sought.
D.determine if an organization's mission statement needs to be modified.
E.locate new product ideas.
4) A departmental store ad about a consumer tax problem would constitute _____
advertising.
A.image
B.event
C.direct-response
D.trade
E.issue
5) Pluto Inc. is planning to run an ad in a weekly newspaper. Which of the following
disadvantages of newspapers as an advertising medium should Pluto Inc. consider?
A.Lack of geographic selectivity
B.Lack of demographic selectivity
C.High cost of reproduction
D.Limitations in pass-along readership
E.Lack of reader involvement
6) A television commercial for Vesta hair styling appliance features a toll-free number,
which customers can call for additional product information. This commercial is an
example of the combining direct marketing with:
A.public relations.
B.advertising.
C.personal selling.
D.sales promotion.
E.support media.
7) Media strategies refer to the available delivery systems, which include broadcast and
print media, outdoor advertising, and other support media.
8) Which of the following types of segmentation is employed when consumers are
grouped according to their usage and buying responses to a product or service?
A.Behavioristic
B.Demographic
C.Benefit
D.Socioeconomic
E.Psychographic
9) Venus Finance aired a series of ads that targeted people born after 1980, also known
as Generation Y. In this scenario, the company is using a _____ segmentation strategy.
A.geographic
B.demographic
C.socioeconomic
D.behavioristic
E.personality
10) Mars Inc., a car manufacturer, offers cheap coupes, medium-priced sedans, as well
as expensive sports cars. The company identifies and develops various products for
several segments. This scenario is an illustration of:
A.concentrated marketing.
B.loyalty marketing.
C.buzz marketing.
D.bait-and-switch marketing.
E.differentiated marketing.
11) VB Inc., a shoe manufacturer, sponsors a campaign that advertises the availability
of its running shoes at Shoe Rack, a retail chain. This is an example of _____
advertising.
A.horizontal cooperative
B.vertical cooperative
C.parody
D.ingredient-producer cooperative
E.comparative
