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1) A sellers' market is most closely associated with the _____ stage of personal-selling
evolution.
A.procreator
B.prospector
C.persuader
D.problem-solver
E.provider
2) Athletic shoes advertised specifically to be used on tennis courts, for running, or for
walking are using positioning strategy based on:
A.price/quality.
B.use or application.
C.product class.
D.demographics.
E.cultural symbols.
3) Selective binding and ink-jet imaging make it possible for magazines to offer:
A.personalized advertising messages.
B.high reach and frequency.
C.reduced advertising rates.
D.detailed advertising information.
E.higher pass-along readership.
4) John & Bauer Inc., manufacturers of health drugs, are the manufacturers of a
painkiller called JB Revive. The painkiller is unique as it contains calcium, and it is
quite unlike any other pain killer in the market. The addition of calcium led to an
increase in sales of the medicine as well. In this scenario, the addition of calcium gives
the company a:
A.market engagement.
B.cross-merchandising opportunity.
C.competitive advantage.
D.marketing assimilation.
E.competitive index.
5) Price, product, place, and promotion together form the:
A.points-of-parity.
B.promotional mix.
C.marketing mix.
D.supply chain components.
E.exchange mix.
6) Which of the following statements explain why an organization would want to use an
external advertising agency?
A.It reduces advertising and promotional costs for the client.
B.It enables the client to gain more control of the promotional activities.
C.It allows more access to the top management of the client firm.
D.It helps provide a consistent and integrated global brand image.
E. It provides the client with the services of highly skilled individuals.
7) One reason for consumers' increased sensitivity to sales promotions is:
A.that they have become less time-sensitive.
B.the increase in perceived brand loyalty.
C.the increased power of manufacturers.
D.that they save money.
E.that consumers' choices have declined.
8) Creative Crew is a direct-marketing company that sells merchandise such as T-shirts,
customized coffee mugs, calendars, key chains, bags, and the like. It uses telemarketing
to inform prospective customers about the range of products offered by the company.
Interested customers are provided with a website URL, which contains a form where
they place their purchase orders. This is an example of using:
A.sweeps marketing.
B.direct marketing in combination with support media.
C.specialty advertising.
D.the one-step approach to direct marketing.
E.the two-step approach to direct marketing.
9) Advertisers include _____ in the readers per copy figures to estimate the number of
people who read a magazine without buying it.
A.pass-along rates
B.cost per point
C.frequency estimates
D.gross ratings points
E.average frequency index
10) Advertisers have little control over the placement of their commercials within a
program when they advertise using a(n) _____ arrangement.
A.sponsorship
B.participation
C.daypart
D.exclusivity
E.run-of-station
11) Many advertising experts consider the most important part of a print ad to be the:
A.headline.
B.subhead.
C.layout.
D.body copy.
E.needledrop.
12) Advertising is defined as any:
A.paid form of nonpersonal communication about a product, service, or company.
B.form of media communication which provides an opportunity for immediate
feedback.
C.communication that moves a product from one level to another level of the
distribution channel.
D.personal communication from a company's representative to prospective buyers.
E.nonpersonal communication about a product or service that is not paid for or run
under identified sponsorship.
