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1) _____ refers to commercials on local television stations for which the advertisers
negotiate directly with the individual stations.
A.Network advertising
B.Spot advertising
C.Regional advertising
D.Syndicated advertising
E.Rep advertising
2) There has been a renewed interest in transit advertising over the last few years due
to:
A.the increased number of women in the work force.
B.the development of Internet advertising.
C.the ban on billboard advertisements for cigarettes.
D.an increase in the number of consumers who are over 60.
E.a change in entertainment venues.
3) Pluto Inc., a high-end car manufacturer, makes only 12 cars per year. The company
caters only to the 'super-rich" and manufacturers only on order. In this scenario, Pluto is
using a _____ marketing strategy.
A.differentiated
B.undifferentiated
C.concentrated
D.mass
E.loyalty
4) Farm publications are not classified with business publications because:
A.historically farms were not perceived as businesses.
B.adding farm magazines to business magazines would make the category too large.
C.farm magazines are a hybrid of consumer and business magazines.
D.farming is considered as a community service occupation.
E.businesses do not have agricultural interests.
5) A magazine ad features a picture of a woman walking along a beach on a bright,
sunny day with the headline, "Arianne sun screen lotion provides better UV protection
than Gisele sun screen." This ad is an example of:
A.confrontational advertising.
B.two-sided advertising.
C.comparative advertising.
D.a verbal appeal.
E.refutational advertising.
6) Which of the following is true of magazine advertising?
A.It offers lower consumer receptivity and engagement.
B.It offers relatively lower competition.
C.It offers relatively lower reach and frequency than other media.
D.It is generally considered to have a lower lead time.
E. It does not offer selective binding opportunities.
7) Which of the following support media should be employed if a consumer has already
been provided with information about services offered by a company and now requires
a directional medium?
A.Mobile billboards
B.Product placements
C.Advertising specialties
D.In-flight advertising
E.Yellow Pages
8) Instantaneous feedback on the effectiveness of a marketing communication method
is most likely possible in:
A.personal-selling situations.
B.radio advertising.
C.television advertising.
D.direct mail advertising.
E.mass communication channels.
9) Robert usually performs sales calls on time. A day before a preplanned sales call, he
calls up the prospect and informs her that he will be late for the call. Here, Robert is
displaying _____.
A.punctuality
B.presumptuousness
C.aggression
D.poor follow-through
E.undependability
10) NMen, a men's weekly magazine, provides information on a variety of subjects
such as men's heath, travel tips, sports, and so on. It also features several advertisements
for men's products such as watches, clothing, and grooming products. NMen is likely to
be an example of a:
A.consumer magazine.
B.trade magazine.
C.farm publication.
D.business publication.
E.niche publication.
11) Which of the following statements is true of advertising trends targeted to the gay
community?
A.Gay-themed ads are generally limited to spot TV.
B.Most gay themes in mainstream commercials openly show the intent.
C.The number of advertisers turning to gay themes in mainstream commercials is
decreasing.
D.Most advertisers run gay-themed ads on network television.
E.Unambiguous gay themes are more common than unclear themes.
12) Learning occurs most rapidly under a(n) _____ reinforcement schedule, but the
behavior is likely to cease when the reinforcement stops.
A.continuous
B.partial
C.intermittent
D.disintegrated
E.flexible
13) According to James O. Peckham, which of the following statements provides a
good rule of thumb for a company setting the advertising budget for a new product?
A.Its advertising budget should be twice the desired market share.
B.Its advertising budget should be equal to that of the largest market shareholder in the
product category.
C.Its advertising budget should be as much as the firm can afford.
D.Its advertising budget should be ten percent greater than the average budget planned
for the entire payout period.
E.Its advertising budget should be less than that needed to maintain the desired market
share.
14) Which of the following technological processes makes it possible to personalize an
advertising message?
A.Cross-boarding
B.Ink-jet imaging
C.Cross-media binding
D.Digital imaging
E.Desk top publishing
15) Advertisers who target their advertising based on the information provided on
webpages are using:
A.behavioral targeting.
B.advertising allowance analysis.
C.rich media marketing.
D.database marketing.
E.contextual advertising.
16) When the range of a media exceeds the targeted audience, the excess is referred to
as:
A.frequency surplus.
B.flighting.
C.waste coverage.
D.geographical excess.
E.oversaturation.
17) With the growth of integrated marketing communications, advertisers are being
challenged to think beyond traditional mass media and develop creative advertising
that:
A.offsets the weaknesses associated with storyboard ad design.
B.provides opportunities for effective government oversight.
C.centralizes American consumer values in a global marketplace.
D.engages consumers and enters into a dialogue with them.
E.minimizes the risk of offending technology-savvy consumers.
