1) _____ advertising is targeted at individuals who influence the purchase of goods and
services used to make other products.
A.Professional
B.Primary demand
C.Retail
D.Business-to-business
E.Direct-response
2) _____ is primarily determined by the ability of the sales force to feed back
information regarding competitive programs and customer reactions.
A.Attainment of communications objectives
B.Program implementation
C.Follow-up activity
D.Provision of marketing intelligence
E.Personalization of communication
3) Which of the following is a limitation of ethnographic research?
A.These studies are generally considered inapplicable to everyday situations.
B.In these studies, strong personalities can often wield undue influence.
C.In these studies, participants never recognize their behavior patterns and motivations.
D.These studies cost more to conduct than focus group studies.
E.These studies avoid observing consumers in their natural environment.
4) _____ marketing is a type of marketing in which a manufacturer collaborates with an
individual retailer to create a customized promotion that accomplishes mutual
objectives.
A.Evangelism
B.Close range
C.Account-specific
D.Call to action
E.Affinity
5) Venus Corp. is an agency that specializes in providing media services, direct mail,
database management, and research services. It also offers creative and production
services to its clients. In this scenario, Venus is an example of a _____ agency.
A.creative boutique
B.public relations
C.digital-interactive
D.direct-marketing
E.sales promotion
6) Which of the following departments in a full-service agency is responsible for the
development and execution of advertisements?
A.Traffic department
B.Account services department
C.Media planning department
D.Creative services department
E.Production department
7) _____ are the dimensions or attributes of a product that are used to compare different
alternatives.
A.Evaluative criteria
B.Salient beliefs
C.Dissonance motives
D.Attribute bundles
E.Reinforcement criteria
8) Which of the following factors demands different creative and media strategies as
well as changes in other elements of the advertising and promotional program for
foreign markets?
A.Unlimited media options in various countries
B.Language variations from country to country
C.Similar buying behaviors of consumers around the world
D.Increase in the overall world literacy rate
E.Women’s empowerment throughout the world
9) Which of the following statements is true of advocacy advertising?
A.Advocacy advertising is typically suitable only for small firms.
B.Advocacy ads may be sponsored by a firm or by a trade association.
C.Advocacy ads can be used only in conjunction with cause-related marketing.
D.Advocacy ads are mainly used for attracting sponsorships for events.
E.Advocacy ads use direct advertising to promote an organization.
10) In _____ tests, people are brought to a particular location where they are shown ads
and/or commercials and testers either ask questions about them or measure participants’
responses by other methods-for example, pupil dilation, eye tracking, or galvanic skin
response.
A.field
B.ground
C.laboratory
D.closed
E.recognition
11) At the _____ stage of the creative process, the creative team attempts to find the
best creative approach or execution style before moving ahead with the campaign
themes and going into actual production of the ad.
A.incubation
B.dramatization
C.verification
D.preparation
E.digestion
12) Kiddo Inc., a toy manufacturer, teamed with Game On, a retailer, to create
direct-mail booklets offering discounts on Kiddo toys only at Game On stores. This is
an example of:
A.guerilla marketing.
B.brand stretching.
C.evangelism marketing.
D.account-specific marketing.
E.brand extension.
13) Companies help _____ by making financial contributions, offering sponsorships,
and delivering speeches at functions to create goodwill.
A.suppliers
B.financial groups
C.educators
D.civic organizations
E.the media
14) The elaboration likelihood model (ELM) was developed to explain the process by
which persuasive communications lead to persuasion by influencing:
A.dissonance formation.
B.attributions.
C.source bolsters.
D.attitudes.
E.group norms.
15) Which of the following statements is true of Web 2.0?
A.For the most part, Web 2.0 consists of static sites resulting in a one-way flow of
communication.
B.Web 2.0 has led to dramatic changes in the World Wide Web due to decentralization
of communications and interactivity.
C.Web 2.0 ended with the bursting of the dot-com bubble, leading to the development
of Web 3.0.
D.Web 2.0 is the terminology used to refer to the early evolution of the World Wide
Web in which users could only view the web pages.
E.Web 2.0 does not allow users to contribute to the content of a webpage.
16) During the opening ceremony of a national skateboarding league at Harmon Beach,
California, a hot air balloon with an advertisement for Fizzy soda is spotted by the
spectators. This is an example of:
A.aerial advertising.
B.transit advertising.
C.mobile advertising.
D.digital advertising.
E.specialty advertising.
17) Stall 5 Inc. claims to be a marketing services provider. It posts online ads that offer
freebies to viewers who are willing to sign up for its newsletter. It tricks viewers into
providing personal information and delivers no freebies or services in return. Critics of
advertising are likely to call this a(n) _____.
A.offensive ad
B.distasteful ad
C.boring ad
D.ethical ad
E.deceptive ad