1) An airline company set the following objective for its new advertising campaign: “To
increase the percentage of consumers who know our fares are lower than the
competitors’ to 75 percent over the next six months.” Using the criteria outlined by the
DAGMAR approach to setting objectives, identify what is wrong with this objective.
A.It is not a concrete statement of what message the airline wants to communicate.
B.It does not contain a benchmark starting point and the degree of change sought.
C.It does not specify a specific time period for accomplishing the objective.
D.It does not specify a well-defined target audience.
E. It fails to utilize the IMC process.
2) Which of the following is a major reason for the American Advertising Federation
(AAF) to develop an integrated marketing communications (IMC) campaign?
A.To provide proof for the advertising industry’s capabilities
B.To redefine advertising in the eyes of corporate executives
C.To encourage the development of new advertising agencies
D.To help advertisers improve product differentiation
E.To encourage purchase of more time and space in traditional media
3) In the post purchase evaluation stage, when performance of a product or service is
below expectations, it would result in:
A.the development of consideration threat.
B.the creation of an evoked set.
C.dissatisfaction.
D.the evaluation of attribute bundles.
E.cognitive resonance.
4) Which of the following would most likely result in waste coverage?
A.An ad for custom-build concession food trailers appearing in a trade journal
B.A B2B ad appearing in a general fashion magazine
C.A commercial for a soda drink appearing in a music channel
D.A sports shoes commercial aired during live telecast of a basketball match
E.An ad for an organic fertilizer in a farm publication magazine
5) There is a consensus among all groups that advertising:
A.does not create false needs in consumers.
B.attempts to discourage materialism in society.
C.has a more positive social influence than a negative one.
D.is an important social influence agent.
E.minimizes stereotypes about people and groups.
6) A network supplies programming and services to a series of local TV stations, or
_____, which contract to preempt time during specified hours for programming
provided by the networks and carry national advertising within their programming.
A.satellite networks
B.interconnects
C.affiliates
D.station reps
E.regional networks
7) Which of the following is true about zapping?
A.Zapping occurs only with radio stations.
B.Zapping occurs when viewers fast-forward through commercials as they play back a
previously recorded program.
C.Zapping has reduced due to the introduction of remote controls for television sets.
D.Zapping has also been fueled by the 24-hour continuous-format programming on
cable channels.
E.Zapping is synonymous with zipping.
8) Which of the following statements is true of the Internet?
A.It can target very specific groups of individuals.
B.It leads to a lot of waste coverage.
C.It does not resemble a combination trade magazine and trade show.
D.It does not carry one-to-one marketing messages.
E.There is a lack of creative opportunity associated with its use.
9) _____ offer companies the potential for new sources of funding and so must be kept
abreast of new developments in the organization.
A.Suppliers
B.Financial groups
C.Educators
D.Civic organizations
E.Employees
10) Domestic markets offer limited opportunities for expansion because of:
A.rapid population growth.
B.unsaturated market conditions.
C.intense competition from other companies.
D.saturated markets in host countries.
E.unfavorable marketing environments in foreign markets.
11) The carryover effect:
A.has no impact on sales objectives.
B.has no effect on the relationship between advertising and sales.
C.encourages the use of nonspecific objectives.
D.is particularly apparent with mature, low-priced, and frequently purchased products.
E.helps in determining the precise relationship between advertising and sales.
12) A country’s _____ indicate its present and future potential for consuming, since
products and services can be sold only to countries where there is enough income to
buy them.
A.psychographic data
B.economic conditions
C.legal systems
D.cultural systems
E.government policies