1) _____ advertising is targeted at marketing channel members such as wholesalers,
distributors, and retailers in order to encourage them to stock more of a particular
brand.
A.National
B.Selective-demand
C.Professional
D.Trade
E.Retail
2) Which of the following is true of integrated marketing communication?
A.It does not include sales promotion.
B.It calls for a “big picture” approach to promotional activities.
C.It segregates and highlights various promotional activities.
D.It is also typically referred to as buzz marketing.
E.It personifies advertising as the dominant form of promotion.
3) According to the factors influencing advertising budgets, which of the following
stages of a product lifecycle leads to a positive effect of advertising on sales?
A.Alteration
B.Maturity
C.Introduction
D.Decline
E.Harvesting
4) Which of the following statements explains why marketers use emotional appeals?
A.The positive feelings created by advertising can have a favorable effect on
consumers’ evaluations of a brand.
B.Emotional appeals focus on the consumer’s practical, functional, or utilitarian need
for a product or service.
C.Emotional appeals tend to be informative, and help advertisers convince consumers
that their product or service satisfies their needs.
D.Emotional appeals persuade the target audience to buy the brand because it is the best
available.
E. Emotional appeals are easy to execute and cost less, even though they are less
effective than rational appeals.
5) Spring Supermarket gives its customers VIC (very important customer) cards, which
give customers additional discounts on certain products and notifications of special,
customer-only sales. In addition, customers can accrue points each time they present
their cards while making a purchase. These points can be used to purchase cookware,
dishes, and other similar hard goods. Spring Supermarket is using a:
A.bonus program.
B.frequency program.
C.customer rewards contest.
D.self-liquidating promotion.
E.subsidized program.
6) A study by Elizabeth Hirschman that examined the perceptions of individuals
involved in the creation and production of television commercials found that:
A.product managers view advertising from an aesthetic perspective.
B.account executives view advertising as a promotional tool whose primary purpose is
to communicate favorable impressions about a brand.
C.art directors and copywriters are more risk averse than brand managers.
D.brand managers prefer creative commercials that take risks.
E.art directors and copywriters evaluate advertising on the basis of how well it fulfills
predefined communications objectives.
7) Lack of long-term objectivity, flexibility, and creativity are a few of the reasons why
a company might move away from:
A.a decentralized marketing system.
B.an in-house agency.
C.the use of full-service advertising agencies.
D.a centralized marketing system.
E.the use of creative boutiques.
8) The major advantage of the laboratory method of testing for advertisement
effectiveness is the _____ it affords a researcher.
A.control
B.external validity
C.realism
D.generalization
E.lack of bias
9) Which of the following is a variable of the demographic segmentation strategy?
A.Personality
B.Marital status
C.Values
D.Lifestyle
E.Occupation
10) Advertisers who want to advertise during award-winning television shows are
looking to transfer the favorable impressions of the shows onto their products. This
transference is called a:
A.self-paced impact.
B.favorable quantitative media effect.
C.cluttered effect.
D.shaping effect.
E.positive qualitative media effect.
11) _____ and direct selling are two methods of personal selling used to generate sales.
A.Public relations
B.Sales promotion
C.Infomercials
D.Telemarketing
E.Advertising specialties
12) In 2013, which of the following companies introduced cross-platform campaign
ratings?
A.Rockbridge Associates, Inc.
B.Burke Research
C.Roy Morgan Research
D.Nielson Media Research
E.Arbitron Co.