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1) Controversy over the Federal Trade Commission's (FTC's) authority to regulate
unfair advertising practices began in 1978, when the agency relied on this mandate to
formulate its controversial _____ rule restricting advertising to children.
A."cease-and-desist"
B."kid vid"
C.affirmative disclosures
D.Wheeler-Lea
E.Magnuson-Moss
2) Account planning has become a very important and demanding function in many
agencies because:
A.it facilitates organizations in reducing the number of effective communication
channels.
B.it enables organizations with a centralized management to reduce costs.
C.it provides greater value to the final consumer.
D.it provides the creative team with more insight into consumers.
E.it has replaced brand management as the primary marketing function.
3) _____ are thoughts that occur to a consumer when reading, viewing, and/or hearing a
communication of advertising messages.
A.Cognitive responses
B.Affective responses
C.Selective impressions
D.Behavioral responses
E.Conative impressions
4) Which of the following is true of the low-involvement hierarchy?
A.It usually occurs during the purchase of expensive products.
B.It occurs when differences among brands are minimal.
C.It is also known as the dissonance/attribute model.
D.It does not advocate the use of broadcast media.
E.It follows a feel learn do sequence.
5) Critics state that advertising to children is inherently unfair and deceptive and should
be banned or severely restricted. Which of the following statements support this
argument?
A.Most advertisements shown in traditional media contain nudity.
B.Children have a limited ability to interpret the selling intent of a message.
C.Most advertisements shown in traditional media contain violence.
D.Children do not have spending power though they can identify products.
E.The consumer socialization process is slower in children than in adults.
6) The _____ stage in Russell Colley's hierarchical model of the communication
process deals with getting the consumer to purchase the product.
A.action
B.conviction
C.screening
D.comprehension
E.awareness
7) A _____ is a web-based publication consisting primarily of periodic articles
normally, presented in reverse chronological order.
A.widget
B.button
C.link
D.blog
E.podcast
8) _____ helps in systematically and objectively identifying the characteristics of
messages that are broadcasted and analyzing the content to determine trends and
perceptions relevant to a product or brand.
A.Regression analysis
B.Focus group discussion
C.Marketing-mix modeling
D.Survey research
E.Media content analysis
9) Which of the following is true of a promotional pull strategy?
A.It involves spending very little money on advertising.
B.Its goal is to create demand among consumers.
C.It is synonymous to trade advertising.
D.Its promotional efforts are directed toward retailers.
E.Its promotional efforts are directed toward wholesalers.
10) Which of the following is a disadvantage associated with the consumer jury method
used to evaluate the probable success of an ad?
A.It is influenced by the primacy effect.
B.There is a lack of control over independent variables.
C.The number of ads that can be evaluated is limited.
D.It is an expensive methodology.
E.It is highly prone to consumers€ subjectivity.
11) _____ is a sampling method in which the product is delivered directly to the
prospect's residence.
A.In-house sampling
B.In-store sampling
C.Event sampling
D.Door-to-door sampling
E.Bounce back sampling
12) Firms that spend more on corporate advertising also tend to have:
A.ineffective IMC programs.
B.unidimensional marketing strategies.
C.greater return on investments.
D.higher-priced stocks.
E.better positioning strategies.
13) The ad for F.N. Inc., an investment bank, states that the company is "Ranked 1 by
the Trading World Magazine." In this scenario, the ad is using a(n) _____ appeal.
A.emotional
B.competitive advantage
C.product feature
D.favorable price
E.product popularity
14) Lower-level needs such as hunger and thirst are important to marketers because
these needs:
A.are the hardest to satisfy.
B.are an ongoing source of motivation for most consumer purchase behavior.
C.require marketers to invest heavily on promotional activities.
D.offer marketers a basis for differentiating their products.
E.are the source for most market development and assimilation strategies.
15) A magazine ad for pet health insurance contains both a toll-free number and a
website URL in order to enable readers to obtain further information. This ad is an
example of combining direct marketing with:
A.trade promotions.
B.public relations.
C.advertising.
D.personal selling.
E.consumer promotions.
16) PlayNet Inc., a toy manufacturer, believes that it is important to communicate
directly with children rather than their parents. Which of the following considerations
should PlayNet keep in mind while advertising to avoid ethical issues?
A.Ads should be such that children's cognitive defenses are required to screen
messages.
B.Fantasy characters must be used to sell products that children may not desire as
much.
C.The same tools used to reach adults must be used for children for an effective reach.
D.The advertisement must be sensitive to the naiveta of children as consumers.
E.Communication that creates a strong need for the product must be designed.
17) Advertising on television to specialized audiences that has been made possible by
cable advertising is known as _____.
A.zipping
B.zapping
C.narrowcasting
D.multiplexing
E.gladvertising
18) _____ is an aspect of the media environment and is defined as the amount of
advertising in a medium.
A.Qualitative media effect
B.Wearout
C.Clutter
D.Familiarity score
E.Refutation
19) Bradley is watching an interesting TV program with a group of friends. During the
commercial break, he is unable to concentrate on a commercial for a soda drink because
all his friends are discussing the events of the show. In this scenario, Bradley is
encountering:
A.poor encoding.
B.selective sourcing.
C.inappropriate advertiser binding.
D.limited response hierarchies.
E.disturbances known as noise.
