1) _____ is the extent to which a recipient sees a source as having relevant knowledge,
skill, or experience and trusts the source to give unbiased, objective information.
A.Source attractiveness
B.Source popularity
C.Source credibility
D.Source power
E.Source identification
2) The encoding process leads to the development of:
A.a message.
B.noise.
C.a channel.
D.feedback.
E.a response.
3) Which of the following communications methods is potentially the most powerful in
terms of its ability to make or break a product or a company?
A.Sales promotions
B.Advertorials
C.Online advertising
D.Publicity
E.Celebrity branding
4) There are several medicines that relieve allergy-related symptoms but only Sensitine
comes in a quick dissolving form that can be easily swallowed without water. The
manufacturer of Sensitine hopes the fact that it dissolves and enters the system quicker
than other brands will create a:
A.market aggregation.
B.marketing assimilation.
C.competitive advantage.
D.cross-merchandising strategy.
E.market dis-intermediation.
5) In case of _____, a salesperson offers products or services to groups of people
through home or office gatherings and demonstrations.
A.repetitive person-to-person selling
B.non-repetitive person-to-person selling
C.party plans
D.home shopping
E.telemarketing
6) Which of the following is the best example of a celebrity endorser enhancing
consumers’ perceptions of a product’s performance capabilities?
A.A professional golfer endorsing electronics home appliances
B.A boxer endorsing an automobile repair service
C.An actress endorsing a cellphone service
D.A model endorsing a brand of cosmetics
E.A race car driver endorsing lawn mowers
7) _____ allows for more specific tailoring of the message and more personal
interaction than other communications media.
A.Informative advertising
B.Mobile marketing
C.Online promotion
D.Dyadic communication
E.Classified advertising
8) Which of the following is considered to be the greatest obstacle in implementing
integrated marketing communication (IMC)?
A.IMC often results in greater economies of scale.
B.Since each communication discipline has the same cost structure, the concept of IMC
itself becomes invalid.
C.IMC is only compatible with smaller organizations and surveys have witnessed
compatibility issues when the process is scaled up.
D.The implementation of IMC is most likely to result in interdepartmental budget
allocations problems.
E.Lack of people with the requisite broad perspective and skills to make it work.
9) Which of the following communication processes will be most influenced by the
experiences, perceptions, attitudes, and values of a message recipient?
A.Channel transmission
B.Decoding
C.Noise
D.Feedback
E.Transmission
10) _____ are the individuals in the creative services department of an ad agency who
conceive the ideas for the ads and compose the advertising message.
A.Copywriters
B.Art directors
C.Account planners
D.Account executives
E.Media planners
11) The _____ approach recognizes similar desires, goals, needs, and uses for products
and services but tailors advertising to the local cultures and conditions in each market.
A.”concentrated marketing”
B.”think globally, act locally”
C.localized
D.domestic
E.decentralized marketing
12) Which of the following statements best defines an infomercial?
A.It is a tool used by marketers as a part of the publicity campaign.
B.It is a form of direct mail which consists of consumer mailing lists.
C.It is a strategy used in public relations to inform the public of a company’s policies.
D.It is a print advertisement which provides detailed information about a product.
E.It is a long commercial that is designed to fit into a 30-minute or 1-hour time slot.
13) In _____, a product or service is offered and a sales response is solicited, through
either the one- or two-step approach to direct marketing.
A.direct-response advertising
B.direct support advertising
C.direct ambient advertising
D.personal selling
E.sales promotion
14) Which of the following is the best example of the use of puffery in advertising?
A.A bank advertises free checking with a minimum balance of $1,000.
B.A tire manufacturer advertises a 50,000-mile guarantee for its tires.
C.A manufacturer of premium chocolates claims that it makes the finest chocolates in
the world.
D.A popular shampoo brand advertises that it has been proven to be effective in
preventing dandruff.
E.A provider of courier services advertises guaranteed overnight delivery service.
15) The S-shaped response function implies that:
A.initial advertising expenditures will have little impact on sales.
B.initial advertising expenditures will have major impact on sales.
C.sales effects will follow the microeconomic law of diminishing returns.
D.small advertising budgets have a high impact on sales when word of mouth is the
only promotional tool used.
E.small advertising budgets have a high impact on sales when public relations is the
only promotional tool used.
16) Which of the following is the first stage of the consumer decision-making process?
A.Problem recognition
B.Internal search
C.External search
D.Selective exposure
E.Selective retention
17) To successfully implement direct-marketing programs, a company must:
A.concentrate on market diversification to expand its customer base.
B.conduct a competitor analysis to assess the strengths and weaknesses of its
competitors.
C.determine which markets to target through the use of a list or marketing database.
D.use unconventional techniques such as guerrilla marketing to attract customers.
E.engage in extensive bait-and-switch marketing.
18) Which of the following is a weakness associated with a focus group research?
A.The results are not directly observable.
B.The results are difficult to obtain.
C.Consumers become instant “experts.”
D.Consumers are hesitant to participate.
E. Focus groups require quantitative analysis.
19) Due to clutter and relatively high costs, the use of _____ by direct marketers does
not result in returns as high as those for other forms of direct marketing media.
A.magazines and newspapers
B.television and radio
C.direct mail and catalogs
D.telemarketing and home shopping
E.TV spots and infomercials