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1) Which of the following criteria should be met by a magazine in order to be eligible
for verification audits by Alliance for Audited Media (AAM)?
A.It must be published on a controlled-circulation basis.
B.It must be a business publication.
C.The publication must have 70 percent or more paid circulation.
D.The publication must be a member of the Magazine Publishers of America Trade
Association.
E.The publication must have a digital replica edition of magazines.
2) Maya argues that advertising to children is unethical. If Talia disagrees with her,
which of the following arguments offered by Talia is the most plausible?
A.Young children can differentiate between advertisements and programs.
B.Children can differentiate between reality and fantasy.
C.Children can use their cognitive defenses against misleading ads.
D.Existing restrictions are enough to control children's advertising.
E.Market knowledge and experience allow teens to evaluate ads effectively.
3) Which of the following are critics of advertising likely to state as a reason for
marketers to engage in deceptive advertising?
A.Most products in the market are not of good quality.
B.Advertisers usually present only information that is favorable to their position.
C.The National Advertising Review Council does not regulate deceptive
advertisements.
D.Studies have found that deceptive advertisements increase sales drastically.
E.Unlike other unethical practices, deceptive advertising has no legal implications.
4) Aino, a leading automaker, broadcasts a commercial during the airing of Moral
Decree, a TV program that is viewed by eight million viewers. Which of the following
types of communication is witnessed in this scenario?
A.Individualized
B.Direct-response
C.Nonpersonal
D.Semiotic
E.Personal
5) Attention, awareness, and knowledge are all examples of the _____ stage of the
response process and appear in all of the models describing the consumer response
process.
A.cognitive
B.affective
C.behavioral
D.conative
E.comprehension
6) The two methods of personal selling used to generate sales are:
A.advertising and infomercials.
B.sales promotion and publicity.
C.telemarketing and direct selling.
D.public relations and support media.
E.home shopping and cross selling.
7) The source or sender of an advertising communication:
A.is typically the owner and shareholder of a company.
B.cannot be a nonpersonal entity.
C.is typically identified as the owner of the medium in which the communication
appeared.
D.can be an individual who promotes the product in an ad, such as a celebrity.
E.is never involved in the encoding process.
8) The _____ is a promotional planning tool that can be used by marketers to consider
how each controllable element of the communications model interacts with the
consumer's response process.
A.dissonance/attribution matrix
B.persuasion matrix
C.AIDA model
D.response model
E.elaboration likelihood model
9) NapTime Inc., a manufacturer of mattresses, gave away a Sheep plush toy to any
customer who purchased a mattress from a NapTime dealer. The toy was only available
for a limited period. The plush toy is an example of a:
A.coupon.
B.sample.
C.free premium.
D.rebate.
E. self-liquidating premium.
10) Employment, automotive, and real estate ads are the three major categories of
_____ advertising.
A.local display
B.special
C.insert
D.classified
E.retail
11) An ad for Sylio, a prescription medicine for people with scoliosis, uses a visual
representation of the drug's action and effect on the human body. The ad states that the
drug is made with natural active ingredients, and that side-effects, if any, are all minor
and long-term. The ad is an example of a(n):
A.primacy appeal.
B.recency appeal.
C.emotional appeal.
D.rational appeal.
E.fear appeal.
12) Barter syndication is also called:
A.advertiser-supported syndication.
B.station-sponsored syndication.
C.up-market syndication.
D.first-run programming.
E.presold programming.
13) Raiment Sportswear, a clothing manufacturer specializing in sportswear, has
developed a "Super Bowl Sweepstakes" that it plans to promote during the football
post-season. To avoid having this promotion classified as a lottery, Raiment should:
A.not make premium offers to special audiences such as children.
B.offer only merchandise and no cash as part of the sweepstakes prizes.
C.not require that consumers make a purchase of one of their products as a condition
for entering the sweepstakes.
D.run the promotion only in the state where the Super Bowl is being held.
E.avoid comparative advertising.
14) An art gallery in a small town is hosting an "outsider artist" sale and wishes to
invite people from the area to attend and buy the pieces made by artists based in the
nearby locality. However, the television station also reaches viewers in northwest
Georgia and northeast Alabama, resulting in a lack of:
A.clutter control.
B.noise filters.
C.audience measures.
D.geographic selectivity.
E.zipping capabilities.
