1) When a right to a public relations effort is offered to one particular medium since the
medium reaches a substantial number of people in the target audience, it is known as
a(n) _____.
A.social network
B.mnemonic
C.press release
D.exclusive
E.press conference
2) Which of the following statements describes a potential problem associated with
indirect headlines in print ads?
A.They generate curiosity in readers, which takes attention away from the message.
B.They may not be provocative enough to direct a reader’s attention to the rest of the
message.
C.They avoid the use of questions or provocations.
D.They avoid the use of how-to statements.
E.They are often treated as subheads.
3) Kevin saw a television ad for the season finale of Expedition of Triumph reality
series. As he was impressed with the ad, he made a mental note of the day and time the
finale was set to be aired. In this scenario, Kevin’s response is an example of a(n):
A.noncognitive response.
B.source derogation.
C.support argument.
D.counterargument.
E.emotional argument.
4) Which of the following groups in the United States has been critical of advertisers
for the way they portray women in advertisements for clothing, cosmetics, and other
products?
A.Advertising Research Foundation
B.American Advertising Federation
C.American Association of Advertising Agencies
D.American Women’s Association
E.National Organization for Women
5) Some retailers have demanded payment for new products that do not reach a
minimum sales target. These payments are called:
A.failure fees.
B.slotting fees.
C.push monies.
D.off-invoice allowances.
E.street monies.
6) Ether Inc., an electronics manufacturer, offers free T-shirts with the company’s logo
on them free of charge to its customers. Ether believes that this will help promote the
company’s products and attract more customers. This is an example of:
A.in-store advertising.
B.specialty advertising.
C.public relations enhancement.
D.guerrilla marketing.
E.product placement.
7) Which of the following is a disadvantage of promotional products marketing?
A.Low level of frequency
B.Lack of audience selectivity
C.Lack of feedback channels
D.Lack of flexibility
E.Possibility of market saturation
8) In the _____ stage of personal-selling evolution, selling involves convincing market
members to buy the supplier’s offerings.
A.persuader
B.prospector
C.problem-solver
D.provider
E.procreator
9) Which of the following factors creates a positive relationship between advertising
and sales?
A.The market share of the company
B.The corporate structure
C.The basis for product differentiation
D.The extent of selective retention
E.The recruitment plans
10) The _____ moved against a number of national advertisers as a result of inactivity
by the Federal Trade Commission (FTC) during the Reagan administration.
A.Better Business Bureau
B.National Advertising Review Council
C.National Advertising Review Board
D.National Association of Attorneys General
E.Federal Communications Commission