1) In the geographic segmentation approach, markets are divided into units based on
consumers’ occupations and lifestyles.
2) An individual’s perceptual processes usually focus on elements of the environment
that are relevant to his or her needs and tune out irrelevant stimuli.
3) Media support for a sales promotion program is typically considered optional.
4) The layout of a print ad determines the content of the message required to convince
the target audience.
6) A strategy for increasing sales of an established brand is to use promotions that
attract nonusers of the product category or users of a competing brand.
7) The relative cost of public relations is very high.
8) Blogs are the most expensive way to reach large audiences.
9) Advertising practices considered unfair include claims that might exploit such
vulnerable groups as children and older adults.
10) Critics argue that a major contributor to materialism is advertising that shows no
direct link between the ownership of a product and social acceptance.
11) The interaction of sight and sound in TV commercials offers creative flexibility.
12) Managers generally believe that promotional spending represents an investment of a
firm’s resources that requires an economic justification.
13) For which of the following product ads would a marketer find a physically
attractive model to be most effective?
A.Cattle feed
B.Bricks
C.Fertilizer
D.Cookies
E.Lipstick
14) According to the Starch Ad Readership Report, the primary advantage offered by
the recognition method of posttesting ads is:
A.the reliability of its recognition scores.
B.true claims of recognition by participants in a test.
C.the ability to judge specific aspects of an ad.
D.lack of interviewer bias.
E.the validity of the recognition scores.
15) When Platinum Motors Inc. was preparing to introduce a new model, ads were run
for several weeks that talked about the new car but never showed it. This is an example
of _____ advertising.
A.reminder
B.transformational
C.teaser
D.emotional
E.consumer-generated
16) Which of the following is considered an internal factor that may influence the
determination of media strategy?
A.The size of the media budget
B.Competitive factors
C.Changes in technology
D.The development of new media
E.The rising costs of media
17) _____ is a category of advertising that is found throughout a newspaper and
generally uses illustrations, headlines, white space, and other visual devices in addition
to the copy text.
A.Display advertising
B.Classified
C.Preprinted insert
D.Bleed ads
E.Special advertising
18) Which of the following is a distinctive advantage offered by magazine ads?
A.Low lead time
B.Greater frequency
C.Higher reach
D.Long life span
E.Low costs
19) Which of the following is an example of a major macro-external environmental
factor that a company must consider when analyzing the international marketing
environment?
A.Economic factors
B.Product factors
C.Promotional factors
D.Pricing factors
E.Advertising factors
20) Basic rates quoted by a newspaper that call for an ad to be placed on any page or in
any position desired by the paper are known as _____ rates.
A.preferred position
B.open
C.flat
D.run of paper
E.combination
21) To announce sales, special offers, or discount rates, retailers often use a(n) _____
appeal.
A.feature
B.product popularity
C.favorable price
D.competitive advantage
E.emotional
22) Visual image personalities:
A.are typically used with complex products that require high-involvement.
B.generally appear in ads for low-involvement products.
C.require central route processing to be effective.
D.typically abbreviate the cognitive stage of a consumer decision-making process.
E.are used when consumers must go through all stages of AIDA before making a
purchase.
23) Newspapers targeted at various religious groups compose a large class of:
A.gatefold papers.
B.special-interest papers.
C.syndicated newspaper supplements.
D.national newspapers.
E.consumer publications.
24) According to the AIDA model, a customer expressing interest and desire is in the:
A.affective stage.
B.cognitive stage.
C.behavioral stage.
D.action stage.
E. adoption stage.
25) _____ newspapers are daily publications that appeal to large regional advertisers
that use specific geographic editions of these publications.
A.Weekly
B.National
C.Sunday
D.Special-audience
E.Bimonthly
26) With respect to common television dayparts for eastern and Pacific time zones, the
slot between 3:00 P.M.-5:00 P.M. from Monday through Friday is called:
A.prime access.
B.early fringe.
C.prime time.
D.early news.
E.late news.
27) The _____ closed a loophole in the Lanham Act and facilitated the ease with which
a company could sue a competitor for making false advertising claims about the first
company’s products.
A.Wheeler-Lea Amendment
B.Federal Trade Commission Improvements Act
C.Robinson-Patman Act
D.TradeMark Law Revision Act
E.Competitor Trademark Act
28) _____ segmentation divides consumers into groups according to their usage,
loyalties, or buying responses to a product.
A.Benefit
B.Geographic
C.Demographic
D.Behavioristic
E.Psychographic
29) The primary function of most media is to:
A.assist the market research organization by conducting market surveys.
B.coordinate their activities with direct-marketing agencies.
C.provide information and entertainment to their audience.
D.prepare the budget for the advertising and promotion process.
E.compensate ad agencies through a commission system.
30) The first step in developing a media plan is to:
A.create a media plan committee.
B.set the media objectives.
C.determine the reach, frequency, and coverage of all available media.
D.select broad media classes.
E.develop advertising campaigns.