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 traffic and sales.
D.It is designed to stimulate demand for the general product class or an entire industry.
E.It is targeted at marketing channel members such as wholesalers, distributors, and
suppliers.
2) According to Tom Duncan’s basic categories of contact or touch points, which of the
following best describes planned marketing communication messages created by an
organization such as advertisements, websites, news/press releases, packaging,
brochures, and sales promotion?
A.Channel-created touch points
B.Unexpected touch points
C.Company created touch points
D.Intrinsic touch points
E.Customer-initiated touch points
3) Which of the following is a disadvantage of using MPR?
A.It does not contribute to a company’s ROI.
B.It lacks credibility.
C.It fails to support advertising programs.
D.It rarely influences opinion leaders and trendsetters.
E.It does not guarantee media time and space.
4) _____ are based on the total audience a media schedule may reach using a duplicated
reach estimate.
A.Gross rating points (GRPs)
B.Target rating points (TRPs)
C.Total target rating points (TTRPs)
D.Sweeps periods
E.Coverage frequencies
5) According to Thomas. L. Harris, public relations activities that are designed to
support marketing objectives are known as:
A.service marketing communications.
B.public administration functions.
C.marketing public relations functions.
D.public activity networking.
E.marketing system functions.
6) HRTech is a company that provides human resource management (HRM) services
for small- and medium-sized businesses. HRTech visits LW Corp. for a sales
presentation. At the end of the presentation, the sales person of HRTech asks, “Do you
think you would like us to set up a personalized HR system for you?” This question is
an example of a(n) _____.
A.close
B.lead screening process
C.objection handling
D.need-determination
E.pre-approach
7) A(n) _____ is an individual who specializes in helping clients choose their
advertising agencies.
A.social media consultant
B.ad agency review consultant
C.ad agency account representative
D.brand manager
E.ad agency compensation specialist
8) Dramatization is particularly well suited for _____ advertising.
A.television
B.newspaper
C.radio
D.magazine
E.direct mail
9) _____ refers to shows produced specifically for the syndication market.
A.Off-network syndication
B.Up-front syndication
C.Special-purpose syndication
D.First-run syndication
E.Rerun syndication
10) Another name for alternative media is:
A.functional communications.
B.nontraditional media.
C.measured media.
D.above-the-line media.
E.nonstructured communications.
11) Which of the following is an Internet-specific measure that is used by companies?
A.Recall tests
B.Retention tests
C.Sales
D.Return on investment (ROI)
E.Cost per conversion
12) When an advertiser uses an ad that emphasizes psychological associations and
attempts to wrap the consumer’s perceptions into a tight concept or symbol, what type
of advertising approach is being used?
A.Bait-and-switch advertising
B.Image advertising
C.Guerilla advertising
D.Visual merchandizing
E.Refutational appeal
13) According to the creative process outlined by Graham Wallas, which of the
following stages deals with getting away from the problem and letting ideas develop?
A.Incubation
B.Illumination
C.Verification
D.Preparation
E.Dramatization
14) The potential for deception is high in digital/interactive media.
15) Which of the following is a major determinant of creativity which reflects the
degree to which various elements of an ad are meaningful, useful, or valuable to the
consumer?
A.Divergence
B.Delusion
C.Relevance
D.Illumination
E.Risk aversion
16) One of the most critical external publics is the _____, which determines what a
person will read in newspapers or will see on TV, and how this news will be presented.
A.supplier
B.customer
C.government
D.media
E.investor