1) Electronically dispensed checkout coupons:
A.generate impulse buying and product trial.
B.have no redemption deadline.
C.are available on a company’s website and must be printed out to be used.
D.are cost-effective and can be targeted to specific categories of consumers.
E.are attached to the outside of the package so they can be ripped off and redeemed
immediately.
2) Sales promotion activities that communicate distinctive brand attributes and
contribute to the development and reinforcement of brand identity are known as:
A.nonfranchise-building promotions.
B.consumer franchise-building promotions.
C.high-involvement sales promotions.
D.sales promotion traps.
E.event marketing.
3) Salespeople should not behave like gabbers during sales presentations. Gabbers are
people who:
A.provide very little information.
B.are very passive.
C.are extremely unreliable.
D.are compulsive talkers.
E.do not have the ability to solve problems.
4) One of the flaws associated with the consumer jury method of pretesting an ad is:
A.the high cost of making the required changes.
B.the potential for ad erosion.
C.the potential for the halo effect.
D.the groupthink phenomenon.
E.the lack of control by researchers.
5) According to the _____, a consumer is an active participant in a communication
process who gathers information through active studying.
A.standard learning hierarchy
B.low-involvement hierarchy
C.dissonance/attribution model
D.peripheral processing model
E.maximum likelihood model
6) The rationalists of creative advertisements are also called “_____.”
A.operators
B.suits
C.mnemonics
D.heuristics
E.poets
7) Dyadic communication in personal selling is likely to result in:
A.a customized message that addresses the receiver’s needs.
B.confusion caused by third parties or intermediaries.
C.impersonal communications between receiver and sender.
D.the sales force having to rely on advertising to address customer needs.
E.a time lag between the message and feedback.
8) Which of the following is true of non-repetitive selling?
A.It is not considered useful for selling products such as encyclopedias.
B.It is considered to be an indirect sales technique.
C.It does not involve selling products at a customer’s home, unlike repetitive
person-to-person selling.
D.It involves selling products at a customer’s workplace.
E. It is synonymous with ambient selling.
9) Which of the following statements about focus groups is true?
A.Focus groups are a qualitative research technique.
B.Focus groups avoid discussions on types of ad appeals to be used.
C.Focus groups involve observing consumers in their natural environment.
D.Focus groups are ineffective in evaluating the viability of different creative
approaches.
E.Focus groups involve observing the natural habits of a particular group of consumers
without their knowledge.
10) Which of the following statements is true about clutter in magazine advertising?
A.Clutter makes it easy for an advertiser to gain readers’ attention and draw them into
an ad.
B.Most magazines devote less than 30 percent of their pages to advertising and clutter
is typically controlled.
C.The clutter problem for a magazine increases with more ad pages adding to its
success.
D.Most magazines are not concerned about the clutter problem since there is usually no
other way for advertisers to reach the market they serve.
E. Magazine publishers do not attempt to control the clutter problem by maintaining a
reasonable balance of editorial pages to advertising.