1) A television commercial for an apparel brand urges viewers to call its toll-free
number to place an order, immediately. The commercial announces a free gift hamper to
consumers who place an order before midnight. The apparel brand is making use of:
A.ambient advertising.
B.publicity.
C.direct-response advertising.
D.sales promotion.
E.support advertising.
2) A balance of trade deficit exists when:
A.the monetary value of imports exceeds that of exports.
B.economies of scale are not achievable.
C.supply of imports exceeds the demand for them.
D.the monetary value added by an exporting nation exceeds that added by an importing
nation.
E.the monetary values of exports and imports are equal.
3) As a result of advertising, the products or services of large advertisers are perceived
as unique or better than competitors’ products. This is referred to as _____.
A.diversification
B.scalability
C.economies of scale
D.innovation
E.differentiation
4) _____ include consumers’ reactions to ad factors such as the creativity of an ad, the
quality of the visual effects, colors, and voice tones.
A.Source bolsters
B.Source derogations
C.Ad execution-related thoughts
D.Counterarguments
E.Ad dissonance thoughts
5) _____ are words in the leading position of a print advertisement that are likely to be
read first.
A.Headlines
B.Body copies
C.Subheads
D.Layouts
E.Primary copies
6) In a centralized organizational structure, the _____ department is responsible for
developing promotional plans that will be approved by management and recommending
a promotions program based on the overall marketing plan, objectives, and budget.
A.production
B.finance
C.auditing
D.advertising
E.product planning
7) Which of the following support media provides advertisers with wide coverage of
local markets and high levels of frequency?
A.Outdoor advertising
B.Specialty advertising
C.Print media
D.In-store advertising
E.In-flight advertising
8) The creation of video and/or music content by an advertiser in an attempt to engage
viewers while advertising its product is known as:
A.video on demand.
B.digital advertising.
C.product integration.
D.buzz marketing.
E.advertainment.
9) An ad for Calloway Resorts stresses the different recreational activities available to
visitors. It also explains the various facilities that guests can use while staying at the
resort. This is an example of a(n) _____ appeal.
A.news
B.favorable price
C.feature
D.popularity
E.emotional
10) Publicity is considered much more important than advertising, sales promotion, or
other forms of public relations because of the:
A.control it has over the message.
B.timing of the message.
C.credibility it offers to the message.
D.accuracy of the message.
E. lack of clutter in the message.
11) Counts of customer visits to a store, consumer inquiries, coupon redemptions, and
reply cards are all possible forms of gathering:
A.encoding systems.
B.feedback.
C.noise.
D.message channels.
E.decoding mechanisms.
12) An international denim brand asks its advertising agency to create a campaign to
instill an emotional connect to the brand in young people all over the world. The agency
is asked to focus on the adventure-seeking nature of the youth. In the given scenario,
the brand is trying to come up with a(n) _____.
A.advertising appeal
B.primacy appeal
C.brand identity
D.brand parity
E.business plan