1) _____ occur after an ad or commercial has been in the field.
A.Dummy advertising vehicles
B.Posttests
C.Consumer juries
D.Portfolio tests
E.Physiological measures
2) Which of the following is true of newspaper advertisements?
A.They do not require the use of creative options.
B.They are highly expensive to create.
C.They can be reproduced quickly.
D.They are considered inflexible during production.
E.They typically offer limited selectivity.
3) Which of the following is a disadvantage of a decentralized organizational system?
A.Inability to handle multiple product lines
B.Ineffective decision making
C.Longer response time
D.Lack of flexibility
E.Lack of managerial attention
4) Companies are willing to pay premium rates to advertise on popular programs such
as the Olympic Games and Christmas specials because these televised events:
A.attract only affluent viewers.
B.create positive moods that can make viewers more responsive to commercials.
C.show very few commercials.
D.have low levels of advertising clutter.
E.have effective appeals that are minimized by the cognitive appeal of the commercials.
5) A disadvantage of the _____ method is its assumption that the programs of firms
with similar promotional expenditures will be equally effective.
A.return on investment
B.affordable
C.competitive parity
D.objective and task
E.payout planning
6) Which of the following is a pretest method for measuring advertising effectiveness
that is conducted in a laboratory setting?
A.Recognition tests
B.Single-source systems
C.Association measures
D.Physiological measures
E.Inquiry tests
7) Critics of the Federal Trade Commission’s (FTC’s) ad substantiation program argue
that:
A.ad substantiation has been proven unnecessary as long as the advertising industry is
self-regulated.
B.ad substantiation is not needed because most advertisements make legitimate claims.
C.ad substantiation is too expensive to document.
D.the burden of proof for advertising claims lies with the consumer.
E.the burden of proof for advertising claims lies with the Federal Trade Commission.
8) Management should determine the specific responsibilities of personal selling and
the role it will assume relative to the other promotional mix elements. Which of the
following questions would best guide the management in determining these roles?
A.What is the workflow followed in the advertising department?
B.What is the total sales revenue of the industry in which the company operates?
C.How many people work in each department of the organization?
D.What is the market capitalization of the company?
E.What specific information must be exchanged with potential customers?
9) Foodie Inc. includes monthly coupons in its magazine advertisements. This is an
example of:
A.consumer-oriented sales promotion.
B.industrial sales promotion.
C.business-oriented sales promotion.
D.trade-oriented sales promotion.
E.service-oriented sales promotion.
10) _____ is defined as an affection for a source as a result of the source’s physical
appearance, behavior, or other physical characteristics.
A.Expertise
B.Power
C.Compliance
D.Familiarity
E.Likability