1) Tiffany is the creative director of an ad agency. The agency has just been hired to
develop a promotional campaign for a company that produces exercise videos for
women. As part of her preparation for developing a creative strategy, Tiffany reviews
some studies conducted on the overall fitness and exercise market, as well as a report
on the changing roles of women in society. This information is part of:
A.general preplanning input.
B.focus group studies.
C.problem detection studies.
D.illumination studies.
E.ethnographic research input.
2) Which of the following statements is true of advertising and promotion?
A.They are the most visible of all business activities.
B.They are less common in a free-market economy.
C.They are not subject to governmental regulation.
D.The methods they use are less prone to scrutiny.
E.They are the least prevalent of all marketing tools.
3) The cost of mobile billboards depends on:
A.the number of clicks.
B.the number of recalls.
C.sales of the product advertised.
D.the geographic area advertised in.
E.the speed of the billboard.
4) Which of the following statements is true of public relations?
A.This medium of promotion lacks credibility.
B.The relative cost of public relations is very low.
C.The absolute cost of public relations is very high.
D.Public relations messages are subject to a lot of clutter.
E.Public relations is ineffective in generating sales leads.
5) The _____ is a government regulation that is increasingly being used by companies
for filing lawsuits against competitors they believe are making false claims.
A.Federal Trade Commission Act
B.Wheeler-Lea Amendment
C.Lanham Act
D.Robinson-Patman Act
E.Clayton Antitrust Act
6) A fatal accident at the production facility of GA Inc., a mobile manufacturer, has
killed 58 factory workers. The company is now perceived negatively among customers.
In an attempt to revive its reputation, the company has hired Adam Murphy, a popular
golfer, as its spokesperson. Murphy is a distinguished personality and is well-known for
his philanthropic activities. Murphy, being a credible source, can help GA restore its
tainted reputation by:
A.acting as a positive source derogation.
B.inhibiting counterarguments about the company and its products.
C.eliminating advertising clutter.
D.attempting to change consumer buying patterns.
E.stimulating consumers to purchase the company’s products.
7) Yoana is an online women’s magazine that features an animated ad for Carmen’s
Cosmetics on its website. If a visitor clicks on the ad, it will take the visitor directly to
Carmen’s website. This ad is an example of a(n):
A.interstitial.
B.banner.
C.pop-up.
D.sponsorship.
E.paid search.
8) Jessica was asked to view a television ad for a movie that was due to be released at a
later date. After viewing the ad, she was required to fill a questionnaire which included
questions, such as “Did it make her want to see the movie?” “Did the movie title seem
appropriate?” and “Did she understand the theme of the movie?” In this scenario,
Jessica’s _____ responses are being noted.
A.cognitive
B.kinesthetic
C.selective
D.behavioral
E.creative
9) CL Inc., a new firm, used mass media to gain traction among customers. The
company used sales promotions and public relations to achieve the long-term targets
and goals identified by the top management. It also opted for direct marketing on a
project-to-project basis. The assimilation of these various promotional tools is
commonly referred to as:
A.bait-and-switch marketing.
B.sales promotion activities.
C.integrated marketing communications.
D.double loop marketing.
E.segmented marketing communications.
10) Which of the following is a creative factor that is used in determining frequency
levels?
A.Message variation
B.Target group
C.Clutter
D.Attentiveness
E.Scheduling