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1) International advertisers can best deal with problems arising from language diversity
and differences in signs and symbols with the help of:
A.expat employees.
B.research manuals.
C.local expertise.
D.government authority.
E.language training.
2) According to the Federal Trade Commission (FTC), _____ occurs when qualifying
information necessary to prevent a practice, claim, representation, or reasonable belief
from being misleading is not disclosed.
A.misinterpretation
B.affirmative disclosure
C.coercion
D.misleading omission
E.fraud
3) The in-store sampling approach can be very effective for food products because:
A.customers get to taste the sample.
B.customers get the sample delivered to their homes.
C.it is an inexpensive sampling method.
D.it does not require a great deal of planning.
E.it does not require the cooperation of retailers.
4) Which of the following strategy factors leads to a positive effect of advertising on
sales?
A.Hidden product qualities
B.Elasticity in demand
C.Long channels of distribution
D.Emotional buying motives
E.Inelastic product demand
5) With respect to motivation research, which of the following is a technique in which a
small number of people with similar backgrounds and/or interests are brought together
to discuss a particular product, idea, or issue?
A.In-depth interview
B.Delphi technique
C.Focus groups
D.Nominal group technique
E.Association tests
6) The promotional mix element that allows for the most immediate and precise
feedback from the customer is:
A.advertising.
B.sales promotion.
C.public relations.
D.publicity.
E.personal selling.
7) The primary advertising medium in terms of both ad revenue and number of
advertisers are:
A.broadcast televisions.
B.radios.
C.magazines.
D.newspapers.
E.direct mails.
8) The communications, transportation, financial, and distribution networks of a
country are part of its:
A.political/legal environment.
B.cultural environment.
C.economic infrastructure.
D.demographic environment.
E.international interface.
9) A(n) _____ refers to the approach used in an advertisement to elicit some consumer
response or to influence the feelings of consumers toward a product, service, or cause.
A.brand dilution
B.brand parity
C.business plan
D.advertising appeal
E.advertising character
10) Which of the following is an advertising execution approach designed to illustrate
key advantages of a product by showing it in actual use?
A.Comparison
B.Demonstration
C.Scientific evidence
D.Straight-sell
E.Animation
11) An ad by the Minnesota State Tourism Department, which promotes Minnesota as a
vacation destination was published in the Life Mode magazine. The ad includes a
picture of a couple against a scenic backdrop. In this print ad, the source of the
advertising message:
A.is the Minnesota State Tourism Department.
B.is the Life Mode magazine.
C.is the couple in the scenic picture.
D.is the slogan.
E.is the reader of the magazine.
12) Which of the following is a vital component of ads that use emotional integration to
market a product?
A.Fear
B.News
C.Popularity
D.Humor
E.Price
13) According to Federal Trade Commission (FTC) policy, the basis for determining
_____ is that a trade practice causes substantial physical or economic injury to
consumers, could not reasonably be avoided by consumers, and must not be outweighed
by countervailing benefits to consumers or competition.
A.unfairness
B.deception
C.puffery
D.affirmative disclosure
E.cease-and-desist orders
14) Under the original Federal Trade Commission Act of 1914, the FTC:
A.was given the power to issue cease-and-desist orders against firms engaging in
deceptive practices.
B.was given the power to pursue corrective advertising remedies to deceptive practices.
C.could not prohibit false advertising unless there was evidence of injury to a
competitor.
D.was given the power to regulate all false and deceptive advertising practices that
might injure competition or mislead consumers.
E.could not enforce antitrust laws or protect major competitors from one another.
15) Which of the following is true of ethnocentrism?
A.It refers to the receptive and heterogeneous attitude prevalent in a host country.
B.It refers to people's tendency to view their own group as the center of the universe.
C.It is synonymous with the concept of xenocentrism.
D.It is typically considered a negligible aspect of international marketing.
E.It is synonymous with cultural relativism.
16) Many business magazines are sent free to individuals who, a publisher believes, can
influence a company's purchases for products and services advertised in the publication.
This activity is referred to as _____ basis.
A.primary circulation
B.guaranteed circulation
C.pass-along circulation
D.principal-circulation
E.controlled-circulation
17) Which of the following measures of advertising effectiveness through inquiries
examines the effectiveness of a medium rather than an ad itself?
A.Running an ad in successive issues of the same medium
B.Running different ads in the same medium
C.Running the same ad in different media
D.Running variations of an ad in the same medium
E.Running variations of an ad in different copies of the same medium
18) According to the "advertising equals information" ideology, advertising makes entry
possible for new brands because:
A.it can maintain brand loyalty for dominant brands.
B.it can provide more discretionary power to new brands.
C.it discourages product innovation.
D.it can communicate product attributes to consumers.
E.it can insulate accomplished firms from competition.
19) The argument by famous advertising man David Ogilvy that "what you say in
advertising is more important than how you say it" suggests that:
A.advertising appeal is more important than the way it is executed.
B.advertising execution is more important than the appeal.
C.advertising appeals and executions are equally important.
D.advertising execution is more important than message content.
E.a product is more important than its creative appeal.
20) Underneath the headline, "Fully Loaded," in an ad for Brett shotguns was written
"Our most comprehensive line of autoloading shotguns ever." This second statement
was printed in a typeface larger than the body copy but smaller than the headline. The
second statement in the ad is an example of a(n):
A.story line.
B.subhead.
C.jingle.
D.indirect headline.
E. noise.
