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1) Which of the following is a similarity between publicity and advertising?
A.Both are non-paid forms of communication.
B.Both are run by an unidentified sponsor.
C.Both involve nonpersonal communication to a mass audience.
D.Both are not directly paid for by the company.
E.Both frequently provide an opportunity for immediate feedback.
2) Products from countries with national reputations for quality and/or a distinctive
image that can be used as the basis for global advertising capitalize on the:
A.cross-selling perception.
B.country-of-origin effect.
C.halo effect.
D.placebo effect.
E.Central Hudson test effect.
3) When higher-level executives determine the budget amounts to be allocated for each
department's advertising expenditures, a _____ approach is being used.
A.nominal group
B.marginal contribution
C.top-down
D.Delphi
E.focus group
4) Which of the following is an advantage of using MPR?
A.It helps in extending a company's control over the media.
B.It is a cost-effective way to reach a target market.
C.It enables marketers to easily use slogans and other advertising devices.
D.It provides a guarantee for media time and space.
E. It offers several standard effectiveness measures.
5) Which of the following is an advantage associated with newspaper advertising?
A.Longer life
B.Short lead time for placing ads
C.High reproduction quality
D.Wide reader exposure
E.Lack of clutter
6) Many marketing managers prefer sales-oriented objectives for advertising because
they believe that:
A.the reason a company spends money on advertising and promotion is to sell its
products or service.
B.the objective of advertising and other promotional mix elements is usually to
communicate information or a selling message about a product or service.
C.the primary role of an IMC program is to communicate.
D.objectives should be based on the achievement of communication objectives.
E.they must provide relevant information and create favorable predispositions toward
the brand before purchase behavior will occur.
7) Which of the following statements is true of the use of humor in ad campaigns and
commercials?
A.Humorous commercials are always perceived as entertaining.
B.Humorous commercials distract a receiver from counterarguing against an
advertiser's message.
C.Research evidence proves humor does not wear out as fast as other types of
advertising appeals.
D.Humor is not used in print ads but is only presented through radio and TV
commercials as these media forms lend themselves to the execution of humorous
messages.
E.High-involvement products are better suited for advertising humor than low
involvement products.
8) _____ is generally considered the most effective method for generating trial of a new
product.
A.Couponing
B.Sampling
C.Rebating
D.Sweepstakes promotion
E.A contest
9) Which of the following is a major advantage of personal selling?
A.Consistency of messages
B.Reduced salesforce/management conflicts
C.Lack of distraction
D.Reduced sales cost
E.Wide reach
10) According to the AIDA model, a prospective consumer first passes through the
_____ stage.
A.attention
B.comprehension
C.interest
D.desire
E.action
11) The _____ model is the basis for the classic purchase funnel metaphor that is often
used to depict the decision process consumers go through.
A.diffusion rate
B.objective-task
C.innovation adoption
D.hierarchy of effects
E.adoption objective
12) A disadvantage associated with the use of syndicated shows for advertising is:
A.that syndicates do not supply as much research information as the networks do.
B.their negative effect on zipping and zapping.
C.their popularity is limited to Gen Xers.
D.that syndicates are not popular in rural areas and among the older generation.
E.their lack of popularity when compared to network shows in certain dayparts, such as
daytime, early prime time, and late fringe.
13) Which of the following is the final stage in the integrated marketing
communications (IMC) planning process?
A.Reviewing the marketing plan and situation analysis
B.Determining the promotional budget
C.Monitoring, evaluating, and controlling the promotional program
D.Developing the integrated marketing communications program
E.Determining the media strategy
14) Which of the following is an example of a marketing exchange?
A.The waitress gave Cyrus a menu and he placed his food order.
B.Griffin helped Mandy replace the air filter in her lawn mower.
C.Ken and Maggie gave their son an MP3 player for his birthday.
D.Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence.
15) When using the competitive parity method to budgeting, the firm:
A.matches its percentage-of-sales expenditures with those of others in the
market/industry.
B.spends as much as it can.
C.allocates some portion of planned sales for the period to advertising.
D.spends the same total amount as its major competitors spend.
E.bases its advertising and promotion expenditures on sales.
16) Advertisers employ search engine optimization (SEO) to:
A.more specifically target customers who may be interested in their offerings.
B.attract customers to their products and services through the non-organic search
process.
C.monitor Internet traffic.
D.include attractive multimedia content in their webpages.
E.sponsor a section of a website.
17) Personal selling has many advantages over other communications methods.
However, most companies do not use this extensively. Which of the following is a
reason for this?
A.Personal selling lacks the ability to deliver customized solutions.
B.It is not effective when you want to reach a niche target audience.
C.Personal selling techniques have limited persuasion capability.
D.It does not have opportunities for immediate response and feedback.
E.Personal selling is expensive compared to other forms of communication.
18) FunZone Inc. identified and developed a SmartCard that can be used at fair grounds
to make the ticketing process easier. The company found that the existing system was
complicated and highly time-consuming. The SmartCard was easy to operate and each
swipe would deduct the cost of a ride automatically. According to the given scenario,
FunZone has recognized a:
A.market opportunity.
B.marketing buzz.
C.marketing engagement.
D.marketing channel.
E.market threat.
