1) The Federal Trade Commission (FTC) requires advertising for any product that is
sweetened with saccharin to contain a warning that it may be hazardous to one’s health.
This requirement falls under the FTC’s _____ requirement.
A.misleading omission
B.advertising substantiation
C.elimination of puffery
D.cease-and-desist
E.materiality
2) Ultra-Long deodorant’s tagline says “Timely strength for the match of life.” Ads for
the product feature a baseball star saying, “You need extra muscle when your day goes
into extra time,” appear regularly on television and in print media. At the same time,
Ultra-Long runs a sweepstakes contest for its customers. To enter the contest, customers
have to fill out a $1-off coupon. Through the use of IMC, Ultra-Long is hoping to
primarily create _____ for its new product.
A.brand evangelism
B.brand dilution
C.brand language
D.brand identity
E.brand repositioning
3) Which of the following is true of brand equity?
A.It is a tangible asset that adds value to a service.
B.It allows the seller to use undifferentiated marketing.
C.It enables the seller to hide product successes from its competition.
D.It is goodwill that results from a favorable impression.
E.It allows the seller to stop all promotional activities and redirect its funds to other
areas of operation.
4) Business publications directed to wholesalers, dealers, distributors, and retailers are
known as:
A.special-interest consumer magazines.
B.craft magazines.
C.general business magazines.
D.trade magazines.
E.networking magazines.
5) When using the Internet as a medium, traditional marketers have experienced
difficulties in:
A.creating awareness.
B.generating interest.
C.disseminating information.
D.creating brand images.
E.creating strong brands.
6) _____ are plans of action designed to obtain specific media objectives.
A.Media goals
B.Media services
C.Media strategies
D.Media vehicles
E.Media designs
7) Which of the following differentiates a centralized organization from a decentralized
organization?
A.In a centralized organization, the advertising manager is responsible for all
promotions activities including sales, whereas in a decentralized organization, the
advertising manager is responsible for all promotions activities except sales.
B.A centralized organizational structure is used in large companies with more than 1000
employees, whereas a decentralized organization system is used only in smaller
companies which have not more than 500 employees.
C.In a centralized organization, an advertising manager controls the entire promotions
operation for all the products of a company, whereas in a decentralized organization,
each product is assigned to a different brand manager.
D.A centralized organizational structure includes a category management system,
whereas a decentralized organizational structure does not include one.
E. In a centralized organization, the efforts of all the brand managers are coordinated by
the category managers, whereas in a decentralized organization, the efforts of all the
brand managers are coordinated by the advertising managers.
8) _____ are the concrete outcomes of product or service usage that are tangible and
directly experienced by consumers.
A.Functional consequences
B.Psychosocial consequences
C.Attribute bundles
D.Subjective consequences
E.Personal stimuli
9) According to the factors influencing advertising budgets, which of the following
stages of a product lifecycle negatively influences the advertising budget?
A.Introduction
B.Maturity
C.Growth
D.Reinvestment
E.Research
10) Which of the following comparisons between primary in-home readers, pass-along
readers, and out-of-home readers is true?
A.Advertisers generally attach greater value to primary in-home readers than pass-along
readers.
B.Pass-along readers and out-of-home readers are more likely to read a magazine than
principal readers.
C.Pass-along readers should be totally discounted in evaluating magazine readership.
D.Pass-along readers generally spend more time with a magazine and pick it up more
often than primary in-home readers.
E.Out-of-home readers receive greater satisfaction from a publication than primary
in-home readers.
11) The set of principles adopted by large advertising agencies to improve preparation
and testing of ads is referred to as:
A.Positioning Advertising Copy Testing (PACT)
B.Post-Advertising Commercial Testing (PACT)
C.Promotional Advertising Content Testing (PACT)
D.Pre-Advertising Commercial Testing (PACT)
E.Principles of Advertising Consumer Testing (PACT)
12) Acacia Corp., a manufacturer of consumer electronics, encountered problems when
it attempted to market instant cameras in Spain. Acacia found that Spanish consumers
preferred having their film developed in the traditional format. Moreover, the company
had failed to conduct a market research study about consumer customs, tastes, and
attitudes in Spain. In this scenario, Acacia failed to study Spain’s _____ environment.
A.demographic
B.economic
C.cultural
D.political
E.legal
13) Which of the following statements is true of the flighting scheduling method?
A.It results in a lack of awareness of promotional messages during nonscheduled times.
B.It prohibits inclusion of more than one medium or media vehicle for advertising.
C.It usually results in high costs and overexposure.
D.It has a decreased likelihood of wearout.
E.It follows a continuous pattern of advertising without gaps or nonadvertising periods.
14) _____ is a medium of advertising, sales promotion, and motivational
communication employing imprinted, useful, or decorative products that are distributed
free.
A.Buzz marketing
B.Specialty advertising
C.Synchro marketing
D.Guerrilla marketing
E.Direct response advertising
15) The headline in an advertisement reads, “Introducing Pluto’s Washable Crayons for
the youngest artist in your gallery.” This is an example of a(n) _____ headline.
A.direct
B.indirect
C.tertiary
D.secondary
E.rational
16) Most print media try to maintain “The Wall” within the organization in order to
ensure independence and credibility. However, it is becoming increasingly difficult to
maintain “The Wall.” Which of the following is the primary reason for this?
A.Changes in the type of information in print media
B.Changes in advertising patterns
C.Increased competition from other media
D.Change in the attitude of advertisers
E.Increased customer awareness and price sensitivity
17) _____ can be defined as the process and activities people engage in when searching
for, selecting, purchasing, using, evaluating, and disposing of products and services so
as to satisfy their needs and desires.
A.Consumer socialization
B.Consumer culture
C.Consumer behavior
D.Consumer retention
E.Consumer assimilation
18) A(n) _____ is a configuration of products that occupy a shelf section in a store,
offered to retailers by manufacturers.
A.slotting plan
B.planogram
C.promotional layout
D.retail format
E.gatefold
19) Which of the following alternatives run counter to most Americans’ desire for
freedom of the press?
A.Non-profit media campaigns
B.Pay-per-view television systems
C.Government-sponsored media
D.Private news channels
E.Self-financing media initiatives
20) A magazine ad for Spotless Fabric Care detergent states that it cleans stains better
than either Fauna detergent or Neon Laundry detergent. Therefore, this ad is an example
of:
A.confrontational advertising.
B.two-sided advertising.
C.comparative advertising.
D.a recency appeal.
E.refutational advertising.