1) Which of the following is true of theater testing?
A.Theater testing is a popular field method of pretesting finished commercials.
B.Theater testing is used to test animatic and photomatic roughs.
C.The methods of theater testing operations vary, though all measure brand preference
changes.
D.One of the disadvantages of theater testing is that it fails to identify strong or weak
commercials.
E.Theater testing is typically considered to be ‘self-indulgence” by most critics.
2) A news channel runs a two-minute story on phishing scams. The report features the
testimonies of a phishing victim and a computer security expert from a software
company. The story narrates how a security product from the company acts as “a first
line of defense” against phishing scams. If the report is actually funded by the company,
the given scenario would then be an example of:
A.image advertising.
B.advocacy and news advertising.
C.cause-related news advertising.
D.video news release.
E. direct response advertising.
3) Which promotional mix element would best suit a firm that wants to reach a large
consumer audience while keeping the cost per contact low and creating a symbolic
image or appeal for a new brand?
A.Advertising
B.Personal selling
C.Sampling
D.Couponing
E.Door-to-door selling
4) Products such as Swiss watches, Japanese automobiles, and French wine are
automatically assumed to be superior to similar products from other countries because:
A.of the halo effect.
B.they are perceived as high-quality products owing to their high prices.
C.of the country-of-origin effect.
D.they lend themselves to visual and image advertising.
E.they appeal to a market segment with universally similar tastes, interests, needs, and
values.
5) Which of the following is true of consumer magazines?
A.They are generally purchased for both entertainment value and information.
B.They are typically known as niche magazines.
C.They are primarily annual publications.
D.They are only sold through sole distribution.
E.They cannot be sold through circulation.
6) Atkins Auto, a dealer of automobiles, sends direct-mail pieces to its prospective
customers, inviting them to visit its auto showroom to test-drive new cars. Customers
who respond to the direct mail by visiting the showroom are provided with thorough
information about the cars. Salespersons of the company receive extensive training and
assume responsibility for the selling efforts in the showroom. This is an example of
combining direct marketing with:
A.advertising.
B.personal selling.
C.public relations.
D.sales promotions.
E.support media.
7) A popular cartoon channel on television ran a holiday feature on the best and worst
high-tech gifts for children. In the feature, a technology expert recommended games
that were developed by selected companies. If this holiday feature was jointly funded
by the selected companies, it is an example of a(n):
A.cause-related ad.
B.mnemonic.
C.image ad.
D.video news release.
E. event sponsorship.
8) According to the creative process outlined by Graham Wallas, which of the following
stages deals with seeing the light or solution?
A.Verification
B.Incubation
C.Dramatization
D.Preparation
E.Illumination
9) Which of the following is at the top of the GfK International purchase funnel that is
used as a diagnostic model of consumer decision making?
A.Awareness
B.Imagery
C.Consideration
D.Shopping
E.Model intention
10) By servicing accounts, and by cooperating and empathizing with clients,
salespeople are engaging in _____ activities on behalf of their firm.
A.promotional
B.advertising
C.public relational
D.direct marketing
E.telemarketing
11) Cultural variables marketers must consider include language, customs, tastes, and:
A.governmental regulations.
B.laws.
C.gender.
D.age.
E. values.
12) Larger companies often end up charging higher prices and achieve a more dominant
position in the market than smaller firms that cannot compete against them and their
large advertising budgets. When this occurs, advertising:
A.helps quality products from smaller brands reach the target audience.
B.increases the choice of alternatives for consumers.
C.becomes a substitute for competition based on price.
D.encourages competition based on product improvement.
E.discourages large brands from becoming market leaders.
13) Venus Airlines sends out mailers and e-mails to its customers announcing
promotional airfares. Which of the following combinations of promotional media is
Venus using?
A.Advertising and sales promotion
B.Advertising and direct marketing
C.Sales promotion and direct marketing
D.Sales promotion and public relations
E.Direct marketing and personal selling
14) GrayScale Corp. is an insurance provider. If the type of market it operates in is
segmented, and the competition is differentiated and growing, GrayScale is most likely
to be in the _____ stage of personal-selling evolution.
A.persuader
B.procreator
C.problem-solver
D.provider
E.prospector
15) Brand equity is also known as:
A.customer loyalty.
B.customer franchise.
C.brand extension.
D.brand logo.
E.trademark.
16) Which of the following programs is likely to be the most controversial of all the
Federal Trade Commission’s (FTC’s) programs?
A.Ad substantiation
B.Implied uniqueness
C.Puffery legitimization
D.Advertising deregulation
E.Corrective advertising
17) Which of the following is the first step in the selective perception process?
A.Selective attention
B.Selective comprehension
C.Selective integration
D.Selective exposure
E.Selective retention