1) Which of the following is true of the Internet as an advertising medium?
A.Blogs and discussion boards are considered particularly useful for providing
information to evaluate products and brands.
B.Typically, the Internet does not enable marketers to stimulate trial of products or
services.
C.Most marketers believe that the Internet is not an effective medium for achieving
communications objectives such as consideration and/or evaluation.
D.The Internet cannot be used to create a “buzz” for a product or service.
E. While it can be used to complement traditional advertising, the Internet cannot be
used as an independent medium.
2) The goal of affirmative disclosure is to:
A.avoid ads that might be offensive or misleading to consumers.
B.give consumers sufficient information to make an informed decision.
C.protect advertisers from suits involving accuracy of advertising claims.
D.restrict the content of attorney ads and necessitate a disclaimer.
E.enhance consumer confidence in advertisements.
3) Advertisers can protect themselves against overexposure:
A.by hiring more than one celebrity for endorsing a particular brand.
B.with an exclusivity clause limiting the number of products a celebrity can endorse.
C.by attempting to match the characteristics of the target market with the personality of
a celebrity.
D.by creating celebrity advertisements that generate counterarguments.
E.by hiring common consumers instead of celebrities to feature in their commercials.
4) Which of the following is true of encoding?
A.It is also known as channel managing.
B.It involves identifying and interpreting a message.
C.It involves putting ideas into a symbolic form.
D.It involves the creation of “noise.”
E. It involves the development of the message.
5) Salespeople should educate themselves about their customers’ businesses and
regularly assess these businesses and their customers to achieve a position of
knowledgeable authority. These responsibilities are most closely associated with the
_____ role of salespeople.
A.mapmaking
B.guiding
C.fire starting
D.surveying
E.influencing
6) The new role of public relations is characterized primarily by:
A.a less communication-oriented role.
B.a less finance-oriented role.
C.a more sales-oriented role.
D.a less technical role.
E. a more marketing-oriented role.
7) Which of the following is true of reminder advertising?
A.It generally uses a transformational approach to advertising.
B.It is used to create top-of mind awareness among consumers.
C.It is not applicable for generic consumer products.
D.It is also known as emotional advertising.
E.It attempts to assign a personality to the brand.
8) Which of the following statements is true of the use of direct mail on the Internet
(e-mail) in the direct-marketing industry?
A.It is less targeted than traditional direct mail.
B.It does not make use of mailing lists because such lists lead to spam messages.
C.It attempts to reach consumers with specific needs through targeted messages.
D.It is used only by business-to-business marketers.
E.It has higher cost and lower effectiveness than traditional direct mail.
9) Jim, a participant in a research study, rated an ad as “good” since he liked the
celebrity featured in the ad. However, the ad was criticized by experts for being
senseless and lacking realism. In this scenario, Jim experiencing the:
A.halo effect.
B.recency effect.
C.stimulus-response effect.
D.visual option source effect.
E.similarity effect.
10) Direct-response advertisers generally set objectives and measure success in terms
of:
A.brand awareness.
B.brand attitudes.
C.purchase intentions of the target audience.
D.sales response generated by an ad.
E.brand equity.
11) The rating periods during which Nielsen measures viewing audiences in every
television market are known as:
A.interconnects.
B.designated market periods.
C.adjacencies.
D.audience shares.
E.sweeps.
12) Which of the following statements is true of advertising targeted to
African-American and Hispanic consumers?
A.For many years, advertisers ignored African-Americans and Hispanics as identifiable
subcultures and viable markets.
B.Over the past two decades, marketing and advertising programs targeted at
African-American consumers have decreased.
C.Hispanics or African-Americans have always appeared more in TV advertisements
than white people.
D.The use of Hispanic people as spokespersons has been prevalent since the conception
of print ads.
E.Hispanics and African-Americans together constitute the largest consumer group in
the United States.