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Recall tests and recognition tests are two types of ________ tests.
A) inquiry
B) persuasion
C) semiotics
D) likability
E) memory
Which of the following does NOT have governmental authority concerning some form
of advertising regulation?
A) Bureau of Alcohol, Tobacco, and Firearms
B) Federal Communications Commission
C) U.S. Postal Service
D) National Advertising Division
E) Food and Drug Administration
Dole-the fresh banana, juice, and canned fruit company-has begun testing a glossy
magazine, Dole Fresh Choices, in the banana section of a grocery store in Houston and
has plans for more widespread distribution. The magazine, targeted toward female
customers, offers articles on health and nutrition. What type of magazine is this?
A) trade
B) industrial
C) professional
D) consumer
E) vertical
John saw an ad for flowers that included the phone number 1-800-FLOWERS. Two
months later, John wanted to send his mother some flowers for Mother's Day and
remembered the phone number from the ad, so he called and ordered flowers. What
type of effect is this?
A) subliminal
B) trial
C) delayed
D) high-involvement
E) bandwagon
There are four main players in direct-response marketing communication. Which of the
following is NOT one of these four main players?
A) state and federal governments that regulate marketing communication
B) marketers who use direct response to sell products or services
C) agencies that specialize in direct response
D) media that deliver messages
E) consumers
Which of the following is a benefit statement that is both unique to the product and
important to the user?
A) substantiation
B) promise
C) reason why
D) unique selling proposition (USP)
E) appeal
Bob and Larry have taken their fly fishing equipment and accessory business,
Flies-R-Us, to the Internet because they wanted to expand their business. However, they
don't have much money to use conventional media to drive traffic to their site.
To encourage bigger purchases and to build brand loyalty, Flies-R-Us will send a
baseball cap with the brand logo on it to any customer who places an order of $150 or
more. The baseball cap is an example of ________.
A) brand entertainment
B) a premium
C) a billboarding effect
D) a point-of-purchase material
E) naming rights
Which of the following creative techniques is used to convey new patterns or
relationships?
A) using catchy phrasing
B) dramatizing the obvious
C) creating a play on words
D) using analogy and metaphor
E) twisting the obvious
An in-depth interview asks questions that are ________.
A) broad and open-ended
B) multiple choice
C) closed-ended
D) highly structured and inflexible
E) easily generalized
A layout that uses a number of visuals of matched or proportional sizes is known as
________.
A) picture window
B) nonlinear
C) dominant type
D) panel or grid
E) symmetrical
Amco, Inc. manufactures small electronic components that become integral parts of the
electronic systems in automobiles. Amco does not sell directly to auto manufacturers,
but rather through brokers that are involved in selling the components to the auto
manufacturers. Additionally, another company is employed to deliver the goods. All of
these organizations are part of the ________ in getting electronic component parts to
the automobile manufacturers.
A) distribution network
B) supply chain
C) marketing network
D) brand management
E) parity chain
