1) Which of the following is one of the critical components of the creative brief?
A.Formulation of the training program for the creative team
B.Calculation of the advertising budget
C.Management of the media buying operations
D.Development of the major selling idea
E.Management of one or more client groups
2) According to research, which of the following products have the reputation of
producing the most irritating commercials?
A.Soft drinks
B.Industrial machinery
C.Alcoholic beverages
D.Hemorrhoid treatments
E.Insurance services
3) _____ is a preference for a particular brand that results in its repeated purchase.
A.Brand extension
B.Brand stretching
C.Brand spin-off
D.Brand loyalty
E.Brand equity
4) Which of the following qualitative measures is used to evaluate the selling skills of
the sales force?
A.Customer knowledge
B.Personal characteristics
C.Marketing intelligence
D.Customer relations
E.Follow-ups
5) Which of the following statements about event sponsorships and event marketing is
true?
A.The amount of money spent on event sponsorships has been declining in recent years.
B.Event sponsorships are not typically integrated into a company’s marketing
communications strategy.
C.Event marketing and event sponsorship are synonymous.
D.Event sponsorship objectives are often part of an organization’s public relations
activities.
E.Event marketing, unlike other forms of promotion, is ineffective in connecting with
consumers in an environment where they are comfortable with receiving a promotional
message.
6) AB Corp. hires Natasha Cooper, a popular movie actress, to be the brand ambassador
for the company. The company hopes that endorsements of its products by the actress
will increase the popularity of the brand and also attract a large number of customers.
Receivers who respond favorably to the Natasha’s endorsements will express:
A.source derogations.
B.counterarguments.
C.source bolsters.
D.source blockages.
E.message synergy.
7) Breeze Corp., a manufacturer of ceiling fans, sells its products to retailers who in
turn sell them to the final consumers. In the given scenario, the manufacturer of Breeze
ceiling fans is using a(n):
A.geographic market segmentation.
B.indirect channel of distribution.
C.single channel medium.
D.direct-response advertising medium.
E.demographic market segmentation.
8) A magazine decides to run an article on the ill effects of certain types of cosmetics
and the harm they cause to skin in the long run. The article includes facts given by
environmentalists who are opposed to animal testing. However, in compliance with one
of its lead sponsors, the magazine drops the facts on animal testing and writes only
about skin-related issues. This is an example of _____.
A.shock advertising
B.the Protestant ethic
C.media stereotyping
D.consumer socialization
E.economic censorship
9) _____ offer differentiated editorial content and are published for labor unions,
professional organizations, industries, or hobbyists.
A.Trade newspapers
B.Newspaper supplements
C.Regional newspapers
D.Special-audience newspapers
E.Demographic-oriented newspapers
10) The primary metric used in on-air testing method of pretesting finished broadcast
ads is:
A.focus group results.
B.portfolio analysis.
C.recall.
D.reaction.
E.jury results.
11) An automobile manufacturer runs an advertisement proclaiming that one of its
luxury cars has been the best-selling model in the United States for two straight years.
This is an example of an ad using a(n) _____ appeal.
A.feature
B.favorable price
C.news
D.product popularity
E.emotional
12) When companies follow a _____, the creative team must determine what type of
selling idea, ad appeal, and execution style will work in each market.
A.global marketing strategy
B.pattern marketing strategy
C.global public relations strategy
D.localized advertising strategy
E.centralized marketing strategy
13) White Inc. places an ad in a dental trade magazine, Albus Review, for a new
product. It asks for those interested in the product to request an informational pamphlet
by email. The names and addresses of those dentists that request information are then
given to the sales force at White Inc. This is an example of how _____ activities can be
combined with personal selling.
A.sales promotion
B.operational
C.public relations
D.direct marketing
E.holistic marketing
14) _____ calculates the cost per thousand based on the target audience rather than the
overall audience.
A.BDI
B.CDI
C.Target CPM
D.Target market segmentation
E.Target buying power index
15) The Federal Trade Commission (FTC) defines _____ as an express or implied
statement contrary to fact.
A.selective exposure
B.affirmative disclosure
C.selective retention
D.misrepresentation
E.comparative disclosure
16) While watching a basketball game on television, Ryan leaves the room during
commercial breaks and returns only when the live broadcast returns. If he deliberately
avoids viewing commercials, Ryan is likely exhibiting _____.
A.selective attention
B.selective exposure
C.selective comprehension
D.selective retention
E.selective recall
17) The _____ stage in Russell Colley’s hierarchical model of the communication
process deals with informing consumers of the existence of the brand or company.
A.conviction
B.screening
C.comprehension
D.action
E.awareness