2) A cost-plus system requires that the agency keep detailed records of the costs it
incurs in working on a client’s account.
3) Cross-cuff coupons are redeemable on the purchase of a different product, usually
one made by the same company but occasionally through a tie-in with another
manufacturer.
4) The average CPM of outdoor ads is greater than that of radio and magazines ads.
5) Nielsen’s current C3 ratings track individual ads and specific time slots.
7) According to customers, a salesperson is considered energetic when he has a positive
attitude, enthusiasm, affability, consistency, and flexibility.
8) Media objectives are the goals for the media program and should be limited to those
that can be accomplished through media strategies.
9) A reason for publicity’s power is its news value and the frequency of exposure it
generates.
10) One of the major factors contributing to the success of direct marketing is that so
many Americans are now “money-rich and time-poor.”
11) Testing bias occurs when people scrutinize ads much more closely than they would
in normal situations.
12) Testing of ads is required even after an ad and/or a campaign has been
implemented.
13) Which of the following statements accurately describes how advertising differs
from personal selling?
A.Unlike advertising, personal selling does not result in direct sales.
B.Unlike personal selling, advertising messages are not easily adapted to the receiver.
C.Unlike personal selling, advertising cannot attract mass attention.
D.Unlike advertising, personal selling tends to have a lower cost per individual.
E.Unlike advertising, personal selling does not provide accurate feedback.
14) Which of the following statements is true of mailing lists?
A.They lead to a lot of waste coverage.
B.They have the ability to segment markets on the basis of lifestyles.
C.They are used in combination with infomercials.
D.They constitute a payroll database of a company’s employees.
E.They are typically considered to be an unethical strategy.
15) For companies wishing to enter a new market, a country’s economic conditions
indicate its _____, since products and services can be sold only to countries where there
is enough income to buy them.
A.population size and density
B.consumer attitudes towards multinational companies
C.cultural norms and values
D.present and future potential for consuming
E.population’s occupation distribution
16) DigiSafe Inc. makes security systems for computer networks. It offers a fingerprint
recognition program to its users. A magazine ad for DigiSafe products shows a lock
with the words “Protected Zone” painted on it. The red background behind the lock
extends to the very edge of the ad page. This ad is an example of a(n):
A.gatefold.
B.bleed page.
C.maximum coverage ad.
D.overrun.
E.sticker.
17) The _____ is an approach to explain the curvilinear nature of fear appeals that
suggests that both the cognitive appraisal of information in a fear appeal message and
the emotional response mediate persuasion.
A.protection motivation model
B.non-monotonic model
C.cognitive response model
D.response-stimuli hierarchy
E.persuasive delimiter model
18) A(n) _____ is a communication variable that includes order of presentation,
conclusion drawing, and refutation.
A.channel
B.source
C.message structure
D.receiver
E.emotional appeal
19) Vendre Inc., a clothing company, spends over $2 billion annually on advertising for
its various products. It gains market leadership even though other, smaller brands
produce products of higher quality and offer better prices. This is an example of how a
large advertiser can help achieve a competitive advantage based on _____.
A.differentiation
B.economies of scale
C.economic censorship
D.diversification
E.the Protestant ethic
20) The two-step approach to direct marketing:
A.urges customers to make an immediate purchase.
B.uses the first effort to screen potential buyers.
C.is commonly found in direct sales.
D.is typically followed by a sweepstakes contest.
E.is similar to missionary selling.
21) The fact that people in a market research lab setting may scrutinize ads much more
closely than they would at home is an example of a(n):
A.vision myopic perception.
B.testing bias.
C.environmental proclivity.
D.perceptual propensity.
E.myopic bias.
22) Bianca saw a magazine ad for Savvy Sheen hair shampoo that claimed to contain
only natural herbal extracts and milk proteins. The ad also stated that Savvy’s products
were devoid of sodium laureth sulfate. Bianca instantly remarked, “I’m going to try this
shampoo. I think I will like it.” Bianca’s response to the ad is an example of a:
A.negative source bolster.
B.source derogation.
C.support argument.
D.counterargument.
E.positive source bolster.