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1) Symbols, rhymes, associations, and images that assist in the learning and memory
processes are known as:
A.drives.
B.cues.
C.mnemonics.
D.trigger points.
E.memes.
2) The best way to reach a narrowly defined group of customers or a market niche is
through:
A.television advertising and billboards.
B.personal-selling and targeted direct mail.
C.advertising and radio advertising.
D.any form of broadcast media.
E.transit advertising, billboards, and publicity.
3) In an ad for Pluto's superior sun protection moisturizer, a dermatologist's report
states, "A year of incidental sun equals baking for a week at the beach!" This is an
example of a(n) _____ style of execution.
A.dramatization
B.slice-of-life
C.technical evidence
D.testimonial
E.animation
4) Mars Inc. aired a radio ad for its pizza with a catchy jingle that garnered huge
appreciation. After two weeks, it ran a magazine ad for the pizza but failed in its appeal.
Which of the following reasons can be accounted for the reduction in persuasiveness of
the magazine ad for Mars's pizza?
A.The magazine ad is part of a huge clutter which has negatively affected the attitude of
the target audience toward Mars's Pizza.
B.The processing stimulated by the magazine ad is less controlled and less favorable
than the processing stimulated by the radio ad.
C.In order to view a magazine ad, people have to buy the magazine which features the
ad, resulting in reduced appeal.
D.The magazine ad does not create a primacy effect unlike the radio ad.
E.The radio ad creates a stimulation based on the recency effect, unlike the magazine
ad.
5) Which of the following groups would most likely be the target of public relations
efforts designed to increase communications with external audiences?
A.Potential investors and the media
B.Current customers and employees of the firm
C.Supply chain members and current customers
D.Suppliers and employees of the firm
E.Stockholders and the public at large
6) Radical Inc., an international exporter, has adopted an advertising organizational
structure in which each regional or local manager has the authority to make decisions
regarding advertising and promotion. In this scenario, Radical is using a _____
organizational structure.
A.centralized
B.decentralized
C.matrix
D.pattern
E.globalized
7) With respect to the types of organizational structures, many advertising agencies
prefer the group system because:
A.it completely avoids the usage of the incentive-based compensation system.
B.it leads to continuity in client servicing.
C.it avoids the involvement of the top management in the decision making processes.
D.it converts a full-service agency into a media specialist agency.
E.it keeps the departments within an organization independent of each other.
8) Package design firms, market research companies, photographers, and printers are
examples of:
A.sales promotion agencies.
B.interactive agencies.
C.collateral service providers.
D.companies that assist in media buying.
E.creative boutiques.
9) Typically, most commercials on the television music channel Boom are created to be
readily understood by twelfth graders. In order to measure the actual level of
understanding of these commercials by twelfth graders, marketers can use:
A.recall and recognition tests.
B.association measures.
C.comprehension and reaction tests.
D.tracking studies.
E.physiological measures.
10) _____ are often referred to as high-involvement media because they generally
require some attention and effort on the part of the consumer to process the information
that they provide.
A.Newspapers and magazines
B.Newspapers and television
C.Magazines and radio
D.Radio and television
E.Radio and newspapers
11) Regular sponsorship occurs when:
A.a sponsor participates in providing the content.
B.a sponsor approves the content of a site.
C.a company pays to sponsor a section of a site.
D.a sponsor contributes all or part of the content.
E.advertisers pay only when a consumer clicks on their ad from a search engine page.
12) Which of the following statements is true of communications objectives?
A.When setting objectives using the communications effect pyramid, the last step to
reach is trial.
B.Sales goals cannot be translated into communications objectives.
C.Marketing and advertising managers don't usually rely on experience and intuition
when setting communications goals.
D.Communications objectives are the criteria used in the DAGMAR approach to setting
advertising goals.
E.Communication objectives are used particularly when the advertiser seeks an
immediate response.
13) Within the creative services department of a full-service agency, once the copy,
layout, illustrations, and mechanical specifications of the ad have been completed and
approved, the ad is turned over to the _____ department.
A.traffic
B.account planning
C.production
D.research
E.art
14) A company gathering demographic data relating to a foreign market can use it to
ascertain:
A.cultural values.
B.norms and beliefs.
C.market potential.
D.economic prowess.
E.legal stipulations.
15) With respect to the creative services department of a full-service agency, the layout
for TV commercials is known as a(n):
A.storyboard.
B.logo.
C.art infusion.
D.packshot.
E.creative brief.
16) The coarse paper stock used in printing most newspapers leads to:
A.their limited pass-along readership.
B.a lack of reader interest and involvement.
C.the presence of extensive clutter.
D.a lack of geographic selectivity.
E.poor reproduction quality.
17) Personal selling differs from other forms of promotional communication in that:
A.it involves no direct contact with the customer.
B.it provides opportunity for immediate feedback.
C.it does not serve as a link to resellers.
D.it uses only standardized messages in communication.
E.it relies on advertising and other promotional tools.
18) Which of the following sampling methods, featuring media tie-ins, is the
fastest-growing and the most popular?
A.Event sampling
B.Bounce back sampling
C.On-package sampling
D.In-store sampling
E.Door-to-door sampling
19) The fact that marketing and advertising people have backgrounds and interests that
are often quite different from consumers who comprise mass markets for many products
and services, makes it difficult to establish:
A.an encoding process.
B.conditioned perceptions.
C.response hierarchies.
D.a common ground.
E.fields of experience.
20) _____ are short featured films made by advertisers in which companies create their
own content to advertise their products.
A.Online commercials
B.Video on demand
C.Blogs
D.Webisodes
E.Interstitials
