1) Creative strategy development for international advertising is different in process and
procedure from that for domestic advertising.
2) Repositioning of a product usually occurs because of declining or stagnant sales.
3) Event sampling is where a package is attached to another item.
4) The major disadvantage of laboratory tests is the lack of control of independent
variables.
5) Advertisement campaign plans are long term in nature.
6) Companies are consolidating their global advertising in an effort to increase cost
efficiencies and gain greater leverage over their agencies.
7) Most consumers in generation Y are very receptive to traditional advertising.
8) There is strong, consistent evidence that cutting back on advertising does not hurt
sales during and after a recession.
9) Sales people who travel to customers just to get their orders are called _____.
A.external order takers
B.field order takers
C.direct order getters
D.internal order takers
E.external order getters
10) According to the American Marketing Association’s definition of marketing, which
of the following statements is true?
A.Most marketers are seeking a one-time exchange or transaction with their customers.
B.The focus of production-driven companies is on developing and sustaining
relationships with their customers.
C.Successful companies recognize that creating and delivering value to their customers
is extremely important.
D.Though marketing plays an important role in developing relationships with
customers, it does not help in maintaining them.
E.By definition, a marketing transaction has to involve the exchange of money.
11) When trying to attain mass coverage of the entire U.S. market, which of the
following forms of advertising would be most effective?
A.Transit
B.Television
C.Newspaper
D.Outdoor
E.Magazine
12) A marketer of supercomputers will recruit individuals with backgrounds in
computer science and engineering to work as salespeople in order to ensure its sales
force has high levels of:
A.expertise.
B.trustworthiness.
C.attractiveness.
D.attention.
E.yielding.
13) John Inc., a manufacturing firm, failed to purchase airtime before the season
premiere of a popular national television show. However, the company was able to
purchase 15 second spots at a higher than average price. In this scenario, John Inc. is
likely to have purchase airtime in the:
A.up-front market.
B.scatter market.
C.spot market.
D.local market.
E.rep market.
14) Which of the following is a traditional method of measuring the effectiveness of the
Internet?
A.Unique visitors
B.Post-click conversion
C.View-through rate
D.Webpage eye tracking
E.Recall and retention
15) The key elements in the Federal Trade Commission’s (FTC’s) definition of
deception are that the representation, omission, or practice must be likely to mislead the
reasonable consumer and that it must have:
A.materiality.
B.selective exposure.
C.selective retention.
D.puffery.
E.peripheral importance.
16) According to the persuasion matrix, which of the following is an independent
variable in the consumer’s response process?
A.Attention
B.Comprehension
C.Destination
D.Yielding
E.Retention
17) Yellow Pages advertising is referred to as a directional medium. This means that
Yellow Pages ads:
A.direct buyers to where a product can be purchased.
B.direct buyers to other ads in the IMC program.
C.direct consumers through the response hierarchy.
D.are used to geographically segment buyers.
E.are a form of direct-response advertising.
18) Of all out-of-home media, _____ advertising enjoys the highest outdoor billings.
A.transit
B.blimp
C.airport
D.billboard
E.in-store
19) The ultimate responsibility for determining whether an ad deceives or offends the
target audience lies with the client.
21) Combination discounts are not available when the advertiser buys space in multiple
newspapers, even if they are affiliated in a syndicate.
FALSE
Combination discounts are available when the advertiser buys space in several
newspapers owned by the publisher in a number of markets or in multiple newspapers
affiliated in a syndicate or newspaper group.
22) According to the elaboration likelihood model (ELM), if the involvement level of
the target audience is high, peripheral cues may be more important than detailed
message arguments.
23) One of the greatest disadvantages of the Internet is the lack of reliability of the
research numbers generated.
24) According to marketing executives, the biggest obstacle to implementing integrated
marketing communications (IMC) is the lack of people with the broad perspective and
skills to make it work.
25) Trade advertising focuses on sales promotion efforts directed toward the ultimate
consumer.