1) An advertising test that measures dilation or constriction of the eyes in response to
stimuli is called:
A.the Burke’s reflection test.
B.Flesch testing.
C.the reactive test.
D.galvanic eye responses.
E.pupillometrics.
2) Which of the following is a similarity between advertising on broadcast TV and
cable advertising?
A.Both offer fewer segmentation opportunities.
B.Both create longer buyer lead times for preparing and placing ads.
C.Both offer greater reach and lower frequency opportunities with individual stations.
D.Both do not enable advertisers to reach large number of viewers with a single media
buy.
E.Both can be purchased on a national, regional, or local (spot) level.
3) In 1996, President Clinton signed an executive order declaring that nicotine was an
addictive drug and gave the _____ board jurisdiction to regulate the advertising of
cigarettes and smokeless tobacco.
A.U.S. Commission for Food and Drugs
B.Federal Trade Commission
C.Bureau of Alcohol, Tobacco, and Firearms
D.Food and Drug Administration
E.Tobacco Institute
4) When a target audience already holds a favorable opinion of a topic, a(n) _____ is
most effective.
A.one-sided message
B.two-sided message
C.nonverbal appeal
D.open-ended message
E.fear appeal
5) Which of the following is true of social media?
A.It is typically not used by firms as a marketing medium.
B.It cannot be accessed using smartphones.
C.It can be accessed only using specific Internet protocols.
D.It is a type of content aggregator.
E.It is built on the ideological foundations of Web 2.0.
6) Which of the following is true of allocation of the promotional budget when a brand
enters the decline stage?
A.In this stage, promotional dollars will be used only for distributing coupons to
customers.
B.In this stage, promotional dollars will be used only for distributing samples.
C.In this stage, price-offs and bonus packs must be used intermittently to maintain
consumer loyalty.
D.In this stage, all the promotional support for the brand will be removed.
E.In this stage, advertising is primarily a reminder to keep consumers aware of the
brand.
7) The _____ model addresses the differences in the way consumers process and
respond to persuasive advertising messages.
A.elaboration likelihood
B.Five Ws
C.AIDA
D.information processing
E.cognitive response
8) If a participant is required to give up something of value in order to participate in a
game or sweepstakes, then _____ is present, and the promotion is considered a lottery.
A.misrepresentation
B.consideration
C.deception
D.enticement
E.remuneration
9) Marketers who try to select spokespeople whose traits will maximize their message
influence are concerned about their credibility. The two important dimensions
associated with credibility are:
A.consistency and image.
B.image and trustworthiness.
C.differentiability and expertise.
D.expertise and trustworthiness.
E.image and expertise.
10) The primary goal of an integrated marketing communications program is to:
A.have a company’s entire marketing and promotional activities project a consistent,
unified image to its customers.
B.control all facets of a product’s distribution.
C.communicate with customers primarily through mass-media advertising.
D.have complete control over all the channel partners in the distribution channel and to
slow down the rate of diffusion of a new product among the customers.
E.create a strong distribution network, via marketing, which is capable of destabilizing
any competition.
11) WriteOn Stationery is new in the market. They have hired a specialized agency to
promote their products in the market. Which type of specialized service would help
them coordinate a program to allow consumers to mail in Universal Product Codes
from three WriteOn products to receive a free Blockbuster movie rental?
A.Sales promotion agency
B.Collateral agency
C.Creative boutique
D.Interactive agency
E.Direct-response agency
12) Dividing the market on the basis of personality and/or lifestyles is referred to as
_____.
A.geographic segmentation
B.demographic segmentation
C.psychographic segmentation
D.socio economic segmentation
E.behavioral segmentation
13) In the context of evaluating media strategies to measure advertising effectiveness,
owing to the increasing costs of media time, it is important to evaluate:
A.the duration of association between a company and its spokesperson.
B.the means by which an advertising message is communicated.
C.the frequency and reach of a media vehicle.
D.flighting versus pulsing or continuous schedules.
E.media class and subclass used for advertising.
14) Lifestyle research, attitude studies, and perceptual mapping are examples of:
A.general preplanning inputs.
B.product/service-specific preplanning inputs.
C.verification studies.
D.revision studies.
E.demographic studies for B2B clients.
15) With respect to the roles in the family decision-making process, the individual who
performs the physical act of buying the product is called the:
A.influencer.
B.purchasing agent.
C.decision maker.
D.gatekeeper.
E.consumer.
16) Cats Purr is a non-profit organization that provides shelter and care for abandoned
cats and kittens. Cats Purr uses its website to display information about the cats that are
available for adoption, how they are cared for at the shelter, and to spotlight various
volunteer efforts. This is an example of how the Internet can be used as a(n) _____ tool.
A.sales promotion
B.personal selling
C.direct marketing
D.public relations
E.advertising