1) Puffery is as an illegal, deceptive practice.
2) Salespeople serve as personal channels of communication when they deliver a selling
message or presentation to a buyer or potential customer.
3) The Joint Policy Committee on Broadcast Relations has proposed a new
compensation system that will base the pay for commercial actors on gross ratings
points.
4) One exposure of an ad to a target group within a purchase cycle has little or no effect
in most circumstances.
5) One way to achieve geographic selectivity is by using a magazine that is targeted
toward a particular area of interest.
6) Ads can use longer and more detailed copy in magazines owing to the factor of
permanence that magazines offer.
7) Nontraditional media account for the majority of companies’ marketing
communications expenditures.
8) When a network assembles a series of affiliated local TV stations, the networks share
the advertising revenue they receive during these time periods with the affiliates.
9) The average quarter-hour rating (AQH RTG) expresses the estimated number of
listeners as a percentage of the survey area population.
10) Inorganic search results are those that appear because of their relevance to the
search terms, not advertisements.
11) Many creative people follow proven formulas when creating ads because they are
safe.
12) When an advertiser cites technical information, such as the results of laboratory
studies, in an advertisement, a(n) _____ style of execution is being used.
A.dramatization
B.slice-of-life
C.scientific evidence
D.testimonial
E.animation
13) For which of the following advertising communication tasks should the specified
time period be the longest?
A.Creating brand awareness
B.Increasing brand awareness levels
C.Creating knowledge of a brand attribute
D.Increasing knowledge levels of a brand attribute
E.Repositioning a brand
14) The _____ approach works well in small or unique markets where headquarters’
involvement is not worthwhile or advertising must be tailored to the local market.
A.centralized
B.decentralized
C.pattern
D.globalized
E.matrix
15) _____ is advertising sponsored in common by a group of retailers or other
organizations providing products or services to the market.
A.Horizontal cooperative advertising
B.Vertical cooperative advertising
C.Integrated dyadic advertising
D.Retail-syndication advertising
E.Syndicated advertising
16) In the traditional perspective, public relations is a _____ function whose primary
responsibility is to maintain mutually beneficial relationships between an organization
and its publics.
A.financial
B.human resources
C.nonmanagement
D.nonmarketing
E.sales
17) The type of advertising appeals that have received the most criticism for being in
poor taste are:
A.ads targeted at children.
B.fear appeals used to sell beauty products.
C.ill-humored ads that make fun of the socially inept.
D.ads that use sex or nudity.
E.unfair comparative ads used by competing brands.
18) Which of the following is an example of direct-response media?
A.Billboards
B.Place-based media
C.The Internet
D.Product placement
E.Guerrilla media
19) Cease-and-desist orders:
A.are used to regulate public service announcements.
B.require an advertiser to run comparative advertisements.
C.are issued by the Federal Trade Commission.
D.are made legally binding by the Robinson-Patman Act.
E.do not impose punishments upon violation.
20) Which of the following statements about the role of magazines and newspapers as
advertising media vehicles is true?
A.Newspapers and magazines share similar characteristics in terms of benefits and
limitations.
B.Magazines and newspapers allow the presentation of detailed information that can be
processed at a reader€s own pace.
C.Magazines and newspapers are more intrusive than the broadcast media like radio
and television.
D.Newspapers are a more specialized form of advertising medium than magazines.
E.Both newspapers and magazines are generally considered low-involvement media.
21) To encourage more people to use mass transit, ads from providers of mass
transportation compare the ease and comfort of riding mass transit with the difficulties
of driving in congested traffic and parking headaches. With respect to the positioning
strategies, these mass transportation providers are making use of positioning by:
A.product class.
B.product user.
C.price/quality.
D.applications.
E.cultural symbols.
22) With respect to the various generational differences in shopping behaviors, which of
the following is true of the greatest generation?
A.They like to shop at smaller stores.
B.They are comfortable with e-mail and online shopping.
C.They are most likely to make impulse purchases.
D.They tend to stay indoors more than other generations.
E.They have the highest annual spending of all groups.
23) _____ is a promotional mix element that allows for direct contact between a buyer
and seller and allows a message to be modified according to the needs or reactions of
the customer.
A.Advertising
B.Sales promotion
C.Public relations
D.Publicity
E.Personal selling
24) The last step in the creative process models developed by James Webb Young and
Graham Wallas is:
A.resolution.
B.illumination.
C.verification.
D.market evaluation.
E.confirmation.
25) Richard participated in a study conducted by an advertising agency. During his
interview, he was asked to gauge the services provided by a regional airline on the basis
of his experiences and what others had told him. The interviewer asked Richard specific
questions about the food, the seating arrangements, the ease with which he entered and
exited the plane, and the service provided by the flight attendants. The advertising
agency used the research data to develop the creative strategy. In this scenario, Richard
provided the agency with:
A.product-specific preplanning inputs.
B.switch marketing inputs.
C.secondary internal data.
D.secondary external data.
E.buzz marketing research.
26) _____ tests are complex methods of measuring advertising effectiveness through
inquiries in which variations of an ad appear in different copies of the same newspaper
or magazine.
A.Recall
B.Recognition
C.Split-run
D.Portfolio
E.Comprehension