Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
1) _____ are individuals who act as salespersons for a number of local stations and
represent them in their dealings with national advertisers.
A.Station managers
B.Affiliates
C.Negotiators
D.Station reps
E.Sponsors
2) Which of the following statements is true of infomercials?
A.Infomercials are only useful for marketing trends.
B.Typically infomercials only use the two-step approach to direct marketing.
C.The lower costs on cable and satellite channels have led to the growth of
infomercials.
D.According to broadcast standards, infomercials cannot exceed 30 minutes.
E.Infomercials typically move consumers into the conviction stage of the hierarchy of
effects model.
3) While shopping at a local retail store, Jenna sees an ad for Aileen sunscreen lotion on
the back of her shopping cart. This is an example of:
A.aerial advertising.
B.transit advertising.
C.a mobile billboard.
D.in-store media.
E.interactive media.
4) According to the Federal Trade Commission (FTC), _____ exists if there is a
misrepresentation, omission, or practice that is likely to mislead the consumer acting
reasonably in the circumstances to the consumer's detriment.
A.puffery
B.affirmative disclosure
C.selective retention
D.deception
E.selective disclosure
5) Marketers who are being held accountable for strategy implementation often need
concrete methods to show the effectiveness of their decision-making. Which of the
following would best support a marketer in producing quick and easily measurable
jump in sales?
A.Mass-media advertising
B.A strategy that enhances the advertising carryover effect
C.Sales promotions such as coupons and price discounts
D.Bait-and-switch marketing techniques
E.Out-of-home advertising media
6) Advertising plays a positive role in a free-market system by:
A.making consumers aware of products and services.
B.creating needs that did not exist before.
C.encouraging materialistic values in society.
D.creating barriers to entry for smaller brands.
E.making products highly differentiated.
7) Helios Inc. has a low market share for its Achilles range of running shoes in the
South Atlantic region. Which of the following indices reflects the information provided
in the scenario?
A.Low brand development index (BDI)
B.High brand development index (BDI)
C.Low category development index (CDI)
D.High category development index (CDI)
E.High survey of buying power index (BPI)
8) Which of the following is an advantage of outdoor advertising?
A.No waste coverage
B.Ease of measurement of audience size
C.Wide coverage of local markets
D.Low costs
E.Slow wearout
9) Which of the following statements is true of advertising by members of professional
associations?
A.Both government regulatory agencies and consumer groups are against advertising by
members of professional associations.
B.Professional associations have always authorized advertising by their members on the
basis that such promotional activities heighten members' professional status.
C.Research has shown that consumers generally disfavor the use of professional
advertising.
D.The Supreme Court has ruled that professionals, such as dentists and physicians, have
the right to advertise.
E. Professional advertising is typically considered unethical and fraudulent.
10) A(n) _____ test is a service offered by magazines where two or more versions of an
ad are run in alternate copies of a particular issue of a publication. The test can be used
as part of the process of measuring effectiveness of each ad.
A.split-run
B.overrun
C.gatefold
D.bleed page
E.day-after-recall
11) _____ is an occupational term in the advertising and music industries that refers to
prefabricated, multipurpose music that is often used as the background audio portion of
a commercial.
A.Jingle
B.Voice-over
C.Needledrop
D.Stock photo
E.Beat music
12) While moving from the base to the tip of the communication effects pyramid, which
of the following comes just before repurchase of a product?
A.Awareness
B.Comprehension
C.Trial
D.Liking
E.Knowledge
13) Which of the following is an area of focus of internal analysis?
A.Product/service offering
B.Positioning strategies
C.Competitors
D.Market segments
E.Consumer buying patterns
