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 purchase decision is not a major one for the buyer.
D.channel intermediaries need product and service training.
E.selling price or quality provides an inadequate margin.
2) According to Tom Duncan€s basic categories of contact or touch points, which of the
following best describes interactions that occur with a company or brand during the
process of buying or using the product or service?
A.Intrinsic touch points
B.Company created touch points
C.Unexpected touch points
D.Customer-initiated touch points
E.Distributive touch points
3) Consumers in an “active” shopping mode:
A.typically receive information in an unsolicited manner.
B.do not pass through the “evaluate” and “awareness” stages.
C.are more likely to purposefully seek information and/or assistance.
D.are generally averse to purchasing new products.
E.are not influenced by marketer-dominated touch points.
4) Advertising campaign themes:
A.create a foundation for the incubation process of creative ad development.
B.set the direction of all of the individual ads that make up the campaign.
C.are typically designed by the client and implemented by the agency.
D.are usually used for ads that run in only one type of media vehicle.
E. are usually developed with the intention of being used for a short period of time.
5) According to Young€s and Graham Wallas’ versions of the stages in the creative
process, which of the following is considered the first step?
A.Verification/reality
B.Incubation
C.Illumination
D.Preparation/immersion
E.Digestion
6) Under the DAGMAR model, a _____ can be performed by, and attributed to,
advertising rather than to a combination of marketing factors.
A.human resources task
B.financial task
C.communications task
D.marketing task
E.product production task
7) A _____ is a promotion where consumers compete for prizes and/or money on the
basis of skills or ability.
A.sweepstake
B.contest
C.refund
D.rebate
E.sample
8) Reference groups to which one would like to belong are called _____ groups.
A.aspirational
B.heuristic
C.evoked
D.mnemonic
E.alpha
9) Which of the following is true of the concept of unique selling proposition (USP)?
A.USP usually mirrors the concept of bait-and-switch advertising.
B.The concept states that a product’s attribute claim must be excluded from advertising.
C.The concept of USP is applicable only for B2B advertising.
D.USP must be emphasized through repetitive advertising.
E.The concept of USP must be used only for C2C advertising.
10) Jonathan visits iJaunty.com, a travel website, for information on the top ten tourist
destinations in the United States. When he exits the website, an ad for Emblazon cell
phones appears on his computer screen, inviting him to purchase the cell phone at a
discounted price. This ad is an example of:
A.content sponsorship.
B.a pop-up.
C.regular sponsorship.
D.functional sponsorship.
E.a pop-under.