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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 product in their business operations is
referred to as trade advertising.
3) As marketers embraced the concept of integrated marketing communications, they
began to rely primarily on media advertising.
4) Keys to the success of direct mail are the mailing lists.
5) The American Advertising Federation requires that members of the team creating ads
should be given permission to express internally their ethical concerns.
6) One of the main reasons cited for measuring the effectiveness of a promotional
program is that it is easy to isolate the effects of promotional elements.
7) A market can rarely be viewed as one large, homogeneous group of customers;
rather, it consists of many heterogeneous groups, or segments.
9) Velocity Inc., a manufacturer of sports shoes, conducted a marketing research study
and found that a vast majority of consumers recall the company's "Accelerate further"
slogan. In this scenario, it can be concluded that:
A.consumers are aware of Velocity's advertising.
B.consumers have favorable attitudes toward Velocity.
C.Velocity is using a concentrated marketing program.
D.consumers have evaluated Velocity's products.
E.Velocity has adopted a niche marketing strategy.
10) With respect to psychographic segmentation of markets, AIO stands for:
A.activities, innovation, and opinions.
B.activities, interests, and opportunities.
C.activities, innovations, and opportunities.
D.activities, interests, and opinions.
E.actions, interests, and opinions.
11) Douglas took a survey on dill pickles. He was asked questions about what he liked
and disliked about dill pickles, when and where he usually ate the pickles, and to list
and rate all the brands of dill pickles that he could recall. He was asked his opinion on
packaging and on the characteristic taste of the pickles, and what he disliked about all
these aspects. The survey was conducted by an ad agency to help develop a creative
strategy for dill pickles. If there were several people surveyed besides Douglas, we can
assume he was participating in a(n) _____ study.
A.incomplete comparison
B.general preplanning input
C.perceptual mapping
D.problem detection
E.market profiling
12) Which of the following statements is true of the Electronic Retailing
Self-Regulation Program (ERSP)?
A.The mission of the ERSP is to discourage advertising and marketing in the electronic
retailing industry that contains comparative advertising.
B.The majority of claims reviewed under the ERSP program are for online advertising,
including search media optimization and social media marketing.
C.ERSP works under the scope of the Electronic Retailing Association (ERA) to create
a predisposed self-regulatory system.
D.Spam e-mails along with Internet pop-up ads that lead to further e-commerce are in
the ERSP's purview as well as advertising on TV shopping channels.
E.ERSP is an initiative of the Federal Trade Commission (FTC) to work toward the
self-regulation of electronic retailing.
13) In the context of advertising for consumer markets, _____ advertising focuses on
creating demand for a specific company's brand.
A.primary-demand
B.selective-demand
C.trade
D.professional
E.industrial
14) Which of the following elements of the integrated marketing communications
program is designed to provide an extra incentive to consumers to purchase a brand?
A.Magazine advertising
B.Direct mail
C.Public relations
D.Publicity
E.Sales promotion
15) Britney visits a mall and notices an advertisement for Auburn Beauty shampoo on a
large LCD screen. This is an example of a(n):
A.digital billboard.
B.advertising specialty.
C.aerial advertisement.
D.mnemonic.
E.mobile billboard.
16) Better Business Bureaus (BBBs) provide effective control over advertising practices
at the _____ level.
A.local
B.national
C.global
D.industry-wide
E.international
17) Which of the following is true of allocation of the promotional budget when a brand
enters the introductory stage?
A.In this stage, promotional dollars will not be allocated for activities such as sampling
and couponing.
B.In this stage, a large portion of the budget will be allocated to sales promotion
techniques.
C.In this stage, promotional dollars must be used to eliminate brand differences.
D.In this stage, all the promotional support for the brand will be removed.
E.In this stage, promotional dollars will be used only for word-of-mouth marketing.
18) In the social consumer decision journey, which of the following objectives is
designed to take the consumer to long-term behavioral changes?
A.Respond
B.Amplify
C.Monitor
D.Lead
E.Benchmark
19) Buyers consider knowledgeable salespeople to be most helpful. In order to have this
trait, salespeople should be:
A.punctual in their appointments with buyers.
B.flexible in making choices with buyers.
C.personally accountable for handling customer requests.
D.aware of every detail of the products and policies.
E.empathetic and willing to listen to buyers.
20) According to the American Association of Advertising Agencies, _____ is a concept
of marketing communications planning that recognizes the added value of a
comprehensive plan that evaluates the strategic role of a variety of communication
disciplines and combines them to provide clarity, consistency, and maximum impact.
A.experiential marketing
B.buzz marketing
C.double-loop marketing communications
D.integrated marketing communications
E.bait marketing
21) According to an integrated marketing communications planning model, which of
the following activities is best associated with the integrating and implement marketing
communication strategies step?
A.Purchasing media time and space
B.Analyzing source, message, and channel factors
C.Allocating tentative budgets
D.Identifying niche market segments
E.Establishing communication goals and objectives
22) _____ are the major participants in the integrated marketing communications
process who pay for advertising campaigns and promotions.
A.Collateral service providers
B.Clients
C.Advertising agencies
D.Media organizations
E.Special service organizations
23) An ad campaign to convince people to stop smoking features three teenagers
bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens
it, and takes a sip. As the third person takes a drink, the can explodes and kills him. The
final screen reads, "No other product than tobacco kills every third consumer." This ad
is using a(n) _____ appeal.
A.comparative
B.irrational
C.leveling
D.fear
E.nonverbal
24) Amanda, a florist, is the owner of Flush Inc. She receives a mail from Pluto Corp., a
manufacturer of foam products, offering a water-soluble foam brick frequently used for
arranging fresh flowers. According to the offer, if Amanda places an order with Pluto,
she would be automatically registered to win $10,000 in a customer appreciation
contest. This is an example of combining direct marketing with:
A.sales promotion.
B.public relations.
C.advertising.
D.personal selling.
E.support media.
25) Which of the following is best defined as a group whose presumed perspectives or
values are used by an individual as the basis for his or her judgments, opinions, and
actions?
A.Alpha-consumer group
B.Focus group
C.Reference group
D.Demographic group
E.Cultural sect
26) A television ad for VenusCell Inc. shows a famous celebrity describing the features
of the latest smartphone launched by the company. The celebrity talks about the features
of the new smartphone such as 4G technology, AMOLED touchscreen, SVGA, tri-band,
and WAP. According to the persuasion matrix, it is likely that a less educated audience
will face problems associated with _____ due to the use of mobile jargons in the ad.
A.attention
B.yielding
C.presentation
D.comprehension
E.retention
27) Which of the following statements is true of a direct mail?
A.Direct mail is often called "treasure mail"-the solicited mail one receives.
B.Direct mail has been rendered ineffective with the advent of the Internet.
C.Direct mail is useful only for low-cost products.
D.Direct mail is not restricted to small companies seeking business.
E.Direct mail is ineffective in targeting high-income, upscale consumers.
28) Sales promotion activities are required to deal with local governments, media, and
trade associations.
29) When a sales person is evaluated on the criterion of program implementation, the
number of shelf or counter displays he or she uses can be used as a measure for
evaluation.
TRUE
The number of promotional programs implemented, the number of shelf and/or counter
displays used, and the implementation and assessment of cooperative advertising
programs can be used as measures when salespeople are being evaluated on the
criterion of program implementation.
31) While psychologists study consumer responses to advertising and other forms of
communication in controlled settings, sociologists and anthropologists study behavior
in context.
