1) Which of the following statements is true of the recall method used in testing print
ads?
A.Recall tests are not affected by interviewer bias.
B.Brand-associated scores are valuable measures of recall tests.
C.Recall tests are useful when measuring an ad’s impact on memory.
D.Recall tests are significantly different from pretests used in broadcast ads.
E.Recall tests and recognition tests are synonymous.
2) A public awareness advertisement that aims to convince people to give up smoking
features three teens 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 sip, the can
explodes and kills him. The final screen reads, “No other product but tobacco kills
every third consumer.” By placing the strongest point in the ad at the end, the ad’s
source is hoping its message benefits from the:
A.primacy effect.
B.recency effect.
C.sleeper effect.
D.credibility effect.
E.compliance hierarchy.
3) The elaboration likelihood model (ELM) states that there are two basic routes to
persuasion, the central route and the peripheral route. In case of the peripheral route to
persuasion:
A.the message will more likely create favorable attitudes if the endorser in the ad is
attractive and likeable.
B.the message should contain a lot of detailed information.
C.the receiver is actively involved in the communication process.
D.the quality of the message claims are more important than a spokesperson, headline,
pictures, or music.
E.the message deals with high-involvement buying situations.
4) Which of the following is best defined as areas where there are favorable demand
trends, customer needs and wants are not being satisfied, and where a company thinks it
can compete effectively?
A.Market opportunities
B.Market segmentations
C.Marketing channels
D.Marketing-stubs
E.Market economics
5) Tyche Inc., an electronics manufacturer, wants to assess future revenues and profit
streams from each of its customers. It is focusing on the satisfaction and retention of its
more profitable customers instead of spending its marketing efforts on attracting
uninterested customers. Tyche is using _____ as a measure of effectiveness.
A.Customer Profitability Estimation
B.consumer worth evaluation
C.Customer Lifetime Value
D.breakeven point
E.cost per order
6) How does the integrated marketing communications (IMC) plan approach differ
from traditional approaches to promotion?
A.IMC puts more emphasis on advertising and less on sales promotion.
B.IMC puts more emphasis on sales promotion and less on public relations and
publicity.
C.IMC recognizes that marketers must be able to use a wide range of marketing and
promotional tools to present a consistent image to target audiences.
D.IMC places barriers around the various marketing and promotional functions and
requires that they be planned and managed separately.
E.IMC predominately makes use of mass media communications in order to attract and
retain customers.
7) The S-shaped response curve suggests that:
A.advertising effectiveness will not be related to spending.
B.extremely low advertising budgets will not work.
C.advertising effectiveness will vary inversely with the spending levels.
D.the carryover effect is especially true for low-priced, frequently purchased consumer
products.
E.sales and spending on advertising are not directly related.
8) Work plan is another name given to the _____.
A.campaign theme
B.creative brief
C.advertising message
D.creative channel
E.account planning process
9) Presenting the strongest arguments at the beginning of an advertising message
assumes that a _____ is operating.
A.primacy effect
B.recency effect
C.sleeper effect
D.credibility effect
E.compliance hierarchy
10) At Little Corp., Rick works as an order taker while Dev works as a missionary sales
rep. Sasha is the only creative seller in the firm. Which of the following is most likely
to happen when Rick encounters a situation that involves a major purchase decision if
they follow a typical personal-selling procedure?
A.Rick may attempt to close the sale himself only for this one time.
B.Rick may route the sale to Sasha.
C.Rick may route the sale to Dev.
D.Rick will make the decision himself as part of his responsibilities.
E.Rick may take the decision after consulting with Dev.
11) Which of the following pieces of federal legislation resulted in the ban of interstate
billboard advertising?
A.Fair Packaging and Labeling Act (1966)
B.Wheeler-Lea Act (1938)
C.Highway Beautification Act of 1965
D.National Environmental Policy Act (1969)
E.Consumer Product Safety Act (1972)
12) _____ include(s) smaller signs that appear in restrooms, stairs, personal vehicles,
and on specialty items.
A.Mobile billboards
B.Ambient advertising
C.Transit advertising
D.Aerial advertising
E.Digital billboards
13) Which of the following statements is true of the use of broadcast media by the
direct-marketing industry?
A.Direct marketing in the broadcast industry does not use support advertising.
B.The majority of direct-marketing broadcast advertising occurs through radio as
opposed to TV.
C.The use of broadcast media by the direct-marketing industry has witnessed a decline
in the recent years.
D.The two-step approach to direct marketing is common on radio particularly with local
companies.
E.When a toll-free number is included in a direct-response ad, it is called support
advertising.
14) Which of the following is true of buzz marketing?
A.It is an important part of company-generated marketing.
B.It uses print media as a primary communication channel, especially for high-end
luxury goods.
C.It is considered synonymous with bait-and-switch marketing.
D.It is a systemized process that encourages people to speak favorably about a product.
E.It includes radio and television marketing.