1) Multiattribute models help marketers understand and diagnose the underlying basis
of consumers’ attitudes.
2) When the marketing objective is to establish a relationship, advertising is a more
appropriate tool than personal selling.
3) The terminology used to refer to the early evolution of the World Wide Web, in
which users could view webpages and interface with them but could not contribute to
the content of the web page, is known as _____.
A.WEB 2.0
B.WEB network
C.WEB 1.0
D.WEB 1.8
E.WEB HTML
4) A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed
in programs that induce negative moods are:
A.prone to extensive critical scrutiny of the companies’ products or services by the
audience.
B.processed less systematically than ads placed in programs that put viewers in positive
moods.
C.useful when the message is intended to work through a central route to persuasion.
D.useful when viewers are knowledgeable and can analyze an ad in detail.
E.helpful in exciting the readers and viewers of the message about the product or the
service.
5) In the _____ approach of direct marketing, a medium is used directly to obtain an
order.
A.three
B.one-to-many
C.indirect
D.one-step
E.two-step
6) Unduplicated reach indicates:
A.buying intentions.
B.the extent of consumer awareness.
C.the amount of waste coverage.
D.an estimate of frequency.
E.potential new exposures.
7) Whizz Soda, a soft drink manufacturer, created a music video as part of its marketing
campaign. The video featured several popular artists from the music industry. When the
video was screened on satellite television, viewers could see the Whizz Soda logo
prominently visible in the top left corner of the television screen. This video is an
example of:
A.guerilla advertising.
B.advertainment.
C.specialty advertising.
D.ambient advertising.
E.publicity.
8) For which of the following products is an advertiser most likely to use continuity
scheduling?
A.Swimming pool chemicals
B.Flea collars
C.Cake mixes
D.Wood burning stoves
E.Tickets to professional basketball games
9) Which of the following is a criterion for evaluating personal selling that considers
aspects such as the use and dissemination of promotional brochures and providing
feedback on the effectiveness of promotional programs?
A.Provision of promotional intelligence
B.Attainment of communications objectives
C.Provision of marketing intelligence
D.Program implementations
E.Follow-up activities
10) Which of the following statements describes the media’s role in the self-regulation
of advertising?
A.The media must accept all the advertising campaigns they receive because of the
First Amendment that guarantees the freedom of speech.
B.The media cannot refuse to accept advertising for an entire product class such as hard
liquor.
C.The media can refuse to accept individual ads they find offensive or objectionable.
D.The media is expected to reject ads that are targeted toward children and older adults.
E.The broadcast is required by law to reject political ads.
11) Which of the following is true of a psychosocial consequence?
A.They are concrete outcomes of products.
B.They are intangible in nature.
C.They are directly experienced by consumers.
D.They lack subjectivity.
E.They are highly impersonal.
12) Under which of the following compensation systems is the agency compensation
tied to performance?
A.Fixed-fee system
B.Incentive-based system
C.Cost-plus system
D.Negotiated commission system
E.Straight-fee system