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1) Top-down budgeting methods are commonly used because of:
A.their effectiveness.
B.the upper management's desire for control.
C.the growing availability of computer simulations.
D.the ease with which a manager can assess the impact of sales on ROI.
E.their quantitative nature.
2) Which of the following statements concerning advertising on cable television is true?
A.Cable time can only be purchased on a national level.
B.Cable time can be purchased on a national, regional, or local level.
C.Spot cable advertising revenues have decreased dramatically over the past five years.
D.Local cable systems provide advertisers with extensive research information on
demographics, lifestyles, and viewership patterns.
E.Cable networks discourage the purpose of marketers to reach large number of viewers
across the country with a single media buy.
3) With respect to the various generational differences in shopping behaviors, what is
the name given to the generation born during the period 1965-1976?
A.Baby boomers
B.Gen X
C.Gen Y
D.Millennials
E.Greatest generation
4) Which of the following is a primary variable considered in benefit segmentation?
A.Attributes sought
B.Income
C.Lifestyle
D.Birth era
E.Marital status
5) Galvanic skin response is also known as:
A.electrodermal response.
B.pupillometrics.
C.dermal resolution.
D.beta activity.
E.alpha activity.
6) MusC, a whey protein supplement, is positioned as a zero-carb muscle recovery
drink. MusC is using a _____ positioning strategy.
A.product class
B.product attributes and benefits
C.price/quality
D.competitor
E.cultural or national symbol
7) With respect to common television dayparts for eastern and Pacific time zones, the
slot between 11:30 P.M.-2:00 A.M. from Monday through Friday is called:
A.late fringe.
B.early fringe.
C.late news.
D.early news.
E.prime access.
8) Which of the following is a common criticism of TV commercials?
A.The creative execution tends to overshadow the advertiser's message.
B.They usually have a horizontal layout.
C.They are highly unpredictable and difficult to interpret.
D.They fail to effectively include needledrops and jingles.
E.They overemphasize the brand name and product selling points.
9) Which of the following statements is true about program ratings and share of
audience measures?
A.Program ratings are always higher than share of audience.
B.Program rating is synonymous with share of audience.
C.Share of audience is always higher than the program rating unless all of the
households in a market have their set in use.
D.Unlike share of audience measures, program ratings consider variations in the
number of sets in use since they are based only on those households that have their sets
in use.
E. Program ratings are always equal to share of audience if less than 40 percent of the
households are tuned in.
10) According to the dissonance/attribution model, during the decision making process,
through which of the following response sequences does a consumer pass?
A.Learn feel do
B.Learn do feel
C.Feel learn do
D.Do feel learn
E.Do learn feel
11) CL Inc. runs a series of product ads in a popular magazine. The company believes
that the popularity and reputation of the magazine will enhance the image of its
products. Which of the following distinct positive features of magazines is the company
trying to utilize in this scenario?
A.Geographic selectivity
B.Creative flexibility
C.Prestige
D.Permanence
E.Costs
12) A media plan is a guide for:
A.development of creative objectives.
B.media selection.
C.sales forecasting.
D.marketing research activities.
E.media studies.
13) One of the reasons for the recent, rapid growth of direct marketing in American
society is the:
A.fact that the U.S. has moved from an industrialized nation to a service nation.
B.increase in the number of hours individuals spend on watching television.
C.non-proliferation of cellular phones.
D.increased use of consumer credit cards.
E.development of four-color printing presses.
14) For weeks, Amy had been trying to come up with a creative approach to advertise
light bulbs. One morning, a great idea for a creative light bulb advertising campaign
just seemed to pop into her head. She picked up a note pad and wrote down her
thoughts. In terms of the creative process outlined by Graham Wallas, Amy experienced
the _____ step.
A.immersion
B.verification
C.revision
D.illumination
E.incubation
15) For which of the following products would an advertiser be more likely to use the
low involvement hierarchy to explain the consumer decision-making process?
A.Bar of soap
B.Digital camera
C.Refrigerator
D.Yard landscaping
E.Wedding dress
16) _____ is the process by which individuals acquire the purchase and consumption
knowledge and experience they apply to future related behavior.
A.Consumer lending
B.Cognitive dissonance
C.Consumer learning
D.Cognitive distortion
E.Cognitive extension
17) Division of the market based on age, sex, family size, income, and other measurable
characteristics is known as:
A.demographic segmentation.
B.psychographic segmentation.
C.socioeconomic segmentation.
D.geographic segmentation.
E.undifferentiated segmentation.
