1) A hotel advertiser who places an ad on a travel booking website is making use of
contextual advertising.
2) A decentralized approach to organizing for international advertising should be
adopted when a company can use standardized advertising.
3) Publicity is usually perceived as being sponsored by a company.
4) Agency gatekeepers usually decide how much client information is to be shared with
creative staff.
5) Direct marketing is a form of advertising.
6) Creativity is not the exclusive domain of those who work in the creative department
of ad agencies.
7) Self-regulation of advertising has been ineffective in the development of stringent
practices and standards.
8) Teasers are especially popular among automotive advertisers for introducing a new
model or announcing significant changes in a vehicle.
9) When the number and dispersion of customers does not allow for acceptable
advertising economies, the sales force is likely to be a major part of the integrated
marketing communications (IMC) mix.
10) Which of the following steps of selling is performed right before demonstrating the
capabilities of the firm and its products?
A.Handling the indirect objections of customers
B.Determining customers’ needs and wants
C.Recommending ways to satisfy customers’ needs and wants
D.Attempting to close the sale
E.Servicing the account
11) In many countries, sales promotion faces problems with distribution and retailers’
resistance to processing coupons, posting promotional displays, and dealing with
premiums. These are sales promotion difficulties associated with:
A.the countries’ stages of economic development.
B.the countries’ market maturity.
C.the countries’ consumer perceptions.
D.the countries’ trade structures.
E.the countries’ legal regulations.
12) The use of comparative advertising has become increasingly more common. Which
of the following positioning strategies does this reflect?
A.Positioning by product user
B.Positioning by product class
C.Positioning by competitor
D.Positioning by price/quality
E.Positioning by cultural symbol
13) Which of the following support media should be employed if the objective is to
achieve high levels of retention and make the communication a frequent reminder of a
company’s name and message?
A.Mobile billboards
B.Product placements
C.Advertising specialties
D.In-flight advertising
E.Yellow Pages
14) Which of the following is true of public relations?
A.It is synonymous with sales promotions.
B.It is narrower in perspective than publicity.
C.It includes fund-raising, sponsorship of special events, and special publications.
D.It avoids using advertising as a tool to enhance an organization’s image.
E. It refers to personal communications regarding an organization and its products.
15) The U.S. Supreme Court established the _____, a four-part test, to determine
restrictions on commercial speech.
A.Virginia Consumer Council Test
B.Free Speech Matrix
C.First Amendment Analysis
D.California Test of Affirmation
E.Central Hudson Test
16) Which of the following statements is true about syndication?
A.Syndicated programs are of limited value to advertisers since they reach a limited
number of viewers.
B.First-run syndication is the only form of syndicated programming.
C.Syndication has become a major business that generates revenue comparable to the
major networks.
D.National advertisers rarely use syndicated programs.
E.Syndicated programs are attractive to national advertisers since they contain a lower
level of advertising clutter.
17) Unlike advertising, which can be conducted on a global basis, sales promotion:
A.must refrain from including sales contests in global markets.
B.is unaffected by the rise of global brands.
C.must be adapted to local markets.
D.must adopt consolidation.
E.is restricted to developed countries.
18) Unlike traditional marketing, the typical goal of direct marketing is to:
A.create brand image.
B.generate an immediate behavioral response.
C.utilize telephone communication exclusively.
D.create awareness.
E.convey detailed information.
19) Which of the following media is described as having few valid measurement
techniques, a flexible message platform, and a direct selling potential?
A.Television
B.Interactive media
C.Radio
D.Direct mail
E.Newspapers
20) _____ are used in the execution of ads that involve creating a central character that
can deliver the advertising message and with whom the product or service can be
identified.
A.Demonstrations
B.Testimonials
C.Personality symbols
D.Fantasies
E.Slices-of-life situations
21) An advertising execution technique that relies on a straightforward presentation of
information about a product or service is called a(n):
A.factual message.
B.demonstration.
C.testimonial.
D.dramatization.
E.animation of key benefits approach.
22) Which of the following statements is true about newspaper supplements?
A.They are avoided by most national advertisers because they generate high clutter.
B.They are generally considered unsuitable for national advertising due to their high
cost.
C.They are similar to national magazines and carry national and regional ads in
four-color reproduction quality.
D.They appeal to advertisers who are not concerned about reproduction quality and
who prefer to use black and white ads.
E.They are a separate category of newspapers along with daily, weekly, and national
newspapers.
23) Which of the following statements supports the ideology that advertising equals
market power?
A.Advertising does not change the way customers value various product attributes.
B.Industry prices of products in the market decrease as a result of advertising.
C.Advertising encourages new brands to enter the market.
D.Only the relationship between price and quality affects elasticity for a product.
E.Firms are insulated from market competition and they can be more discretionary.