1) Because of the high frequency of exposures, outdoor advertising may lead to a quick
wearout.
2) Reinforcement occurs even when an ad encourages consumers to use a particular
product or brand to avoid unpleasant consequences.
4) The oldest, most widely used, and most effective sales promotion tool is the cents-off
coupon.
5) People who live and work in the community where a firm is located are often the
target of public relations efforts.
6) If sales is used as a direct measure of response to advertising, products characterized
as large-dollar purchases and those in the maturity or decline stages of the product
would be less likely to benefit.
7) The brand development index (BDI) uses information regarding the product category
in the numerator to understand the potential for development of the total product
category.
8) It is not possible to generate a behavioral response by relying solely on direct
marketing.
9) Scatter market is a buying period that occurs before the TV season begins.
10) The _____ is the division of the Federal Trade Commission (FTC) that is
responsible for investigating cases involving deceptive or misleading advertising.
A.Bureau of Economics
B.Bureau of Competition
C.National Advertising Review Board
D.Bureau of Consumer Protection
E.Trade Regulation Bureau
11) Which of the following is an example of a nonpersonal communication channel?
A.Magazines
B.E-mail
C.Social media
D.Telemarketing
E.Stress interviews
12) According to the creative process outlined by Graham Wallas, which of the
following stages deals with gathering background information needed to solve the
problem through research and study?
A.Dramatization
B.Verification
C.Preparation
D.Incubation
E.Illumination
13) Which of the following is an advantage of the competitive parity method?
A.It makes use of the buildup approach to establishment of promotional budgets.
B.It leads to stability in the marketplace by minimizing marketing warfare.
C.It is based on the fact that advertising and promotions are designed to accomplish
specific objectives by addressing certain problems and opportunities.
D.It gives due recognition to the contributions of creative executions and/or media
allocations.
E.Under this method, the budget is driven by the objectives to be attained.
14) Which of the following is a geographic segmentation variable?
A.Income
B.Neighborhood
C.Sex
D.Education
E.Involvement
15) As a part of its corporate strategy Helios Inc., an automaker, offers business gifts
such as key chains, planners, and T-shirts to its customers for their patronage. In this
scenario, Helios is using _____.
A.buzz marketing
B.guerrilla marketing
C.viral marketing
D.promotional products marketing
E.above-the-line media marketing
16) According to the DAGMAR model, which of the following is a characteristic of a
good objective?
A.A good objective is elaborative in nature.
B.A good objective specifies the target audience.
C.A good objective avoids specifying a time period.
D.A good objective specifies the current market share.
E. A good objective is based only on sales results.
17) _____ is a simple formula that is used to assist marketers in determining the dollar
value associated with a long-term relationship with a customer, thus evaluating his or
her worth.
A.Cost per thousand
B.Consumer worth evaluation
C.Customer Lifetime Value
D.Customer profitability estimation
E.Breakeven point
18) The _____ tests are used in order to determine whether an ad or commercial
conveys the meaning intended.
A.day-after recall
B.recognition
C.inquiry
D.comprehension
E.portfolio
19) Critics of psychoanalytic theory believe any results from motivation research are
unusable because:
A.the results are too predictable.
B.the theory is too sensitive to external environmental stimuli.
C.the research relies heavily on latter individual development.
D.the theory is too vague.
E. the research lacks flexibility.
20) The communication process begins with the process of _____.
A.encoding
B.encrypting
C.channeling
D.decoding
E.bolstering
21) Which of the following is an advantage of outdoor advertising?
A.Ability to communicate complex messages
B.Low cost
C.Elimination of waste coverage
D.Geographic flexibility
E.Limited exposure
22) Disadvantages associated with laboratory tests include:
A.lack of control of environmental variables.
B.lack of realism leading to a testing bias.
C.the expense associated with collecting feedback information.
D.a loss of specificity.
E.the elimination competitive intelligence gathering opportunities.
23) _____ is a preoccupation with accumulating possessions rather than intellectual or
spiritual concerns.
A.Idealism
B.Naturalism
C.Ethnocentrism
D.Materialism
E.Mysticism
24) When advertisers make false or misleading claims or fail to award prizes promoted
in a contest or sweepstakes, their ads are likely to be labeled as _____.
A.deceptive
B.playful
C.childish
D.intrusive
E.ineffective
25) In _____, a manufactured article is woven throughout a program or becomes the
program itself.
A.specialty advertising
B.interactive television ads
C.movie theatre advertising
D.product integrations
E.multi-level marketing
26) Which of the following statements is true of feature appeals?
A.They present attributes that can be the basis of rational purchase decisions.
B.They are used mainly for low-involvement products.
C.They can be used for advertising a product but not a service.
D.They are used primarily for non-technical products.
E.They point out the number of consumers who have switched to a particular brand.
27) Cassandra sees a 30-minute TV show on an entertainment channel which advertises
various types of kitchen appliances manufactured by Evolve, a brand of home
appliances. In the show, the host demonstrates the usage of different appliances and
describes the features and benefits of each product. This is an example of:
A.a sales promotion.
B.personal selling.
C.specialty advertising.
D.buzz advertising.
E.an infomercial.
28) _____ figures represent the number of individuals who receive a magazine
publication through either subscription or store purchase.
A.Selective binding
B.Lead time
C.Circulation
D.Readership
E.Clutter
29) A sales promotion spiral can result when several competitors use promotions
extensively.
30) A disadvantage associated with corporate image advertising is its inability to reach a
select target market.
31) The global campaign launched by the American Advertising Federation (AAF) was
targeted at members of the creative teams in ad agencies who were primarily
responsible for the message and presentation.
32) Most forms of specialty advertising remain with a potential customer for a long
time, providing a high level of retention.
33) There are approximately 900,000 television households in the San Diego County
market. During a Sunday afternoon in October, 50 percent of the households had their
television sets turned on and 200,000 were watching a football game. The approximate
share of audience for the game would be:
A. 22
B. 44
C. 50
D. 200
E. 100
35) Spamming is the sending of unsolicited multiple commercial electronic messages.
36) The program vehicles used for direct-response TV advertising are usually very
expensive. Hence, a marketer cannot afford to purchase repeat times.