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Which Amendment to the U.S. Constitution states that Congress shall make no law
"abridging the freedom of speech or of the press"?
A) First
B) Second
C) Third
D) Fourth
E) Fifth
________ is the multitude of messages all competing to get consumers' attention.
A) The medium
B) Feedback
C) Clutter
D) The channel
E) Internal noise
In which of the following does a company with an established brand "rent" that brand to
other companies, allowing them to use its logo on their products and in their advertising
and promotional events?
A) co-branding
B) sponsorship
C) tie-ins
D) co-marketing
E) licensing
Direct-response programs are typically designed to ________.
A) build brand awareness
B) inspire brand loyalty
C) create brand relationships
D) generate transactions
E) provide comparative information
Walmart sends a trained observer to watch and interact with a select group of customers
as they shop in a Walmart store. This is an example of ________.
A) secondary research
B) survey research
C) ethnographic research
D) experimental research
E) projective research
In traditional advertising, the message is conveyed through different kinds of ________
media using mostly ________ messages.
A) interactive; personal
B) interactive; nonpersonal
C) word-of-mouth; personal
D) mass; nonpersonal
E) mass; personal
The following statement appeared in an organization's business plan: "Quick and Dirty
Auto Repair aims to offer high-quality auto repair services and a full range of auto
parts, focusing on personalized, convenient, and rapid service." Which part of a
business plan does this represent?
A) business objectives
B) business mission
C) marketing objectives
D) corporate tactics
E) business strategy
Dove wanted to do more than just sell its beauty care products. The company was on a
quest to discover "real beauty" and help women be happy just the way they are. As a
result, the Dove Campaign for Real Beauty was successfully launched in 2004. Dove
was practicing which type of marketing?
A) mission
B) channel
C) value
D) public communication
E) social
To maximize the toothpaste market in China, Crest needs to convince more of the
Chinese population to brush their teeth three times a day. Crest is most likely to use a
standardized approach for its marketing in China.
A car insurance company has a successful and popular television commercial. The
company would like to expand its advertising to radio, building on the momentum of its
television campaign. What is the company most likely trying to accomplish?
A) keep the ad personal
B) speak to listeners' interests
C) make the ad memorable
D) create image transfer
E) deliver a call to action
Which of the following statements regarding cease-and-desist orders issued by the
Federal Trade Commission is FALSE?
A) A cease-and-desist order requires that the deceptive or unfair practice by a business
be stopped.
B) An advertiser accused of using deceptive advertising is entitled to legal
representation in front of the presiding judge.
C) An advertiser can appeal the order to a full five-member commission.
D) A cease-and-desist order is the first step in the regulation process after the FTC
determines that an ad is deceptive.
E) The process leading to the issuance of a cease-and-desist order is similar to a court
trial.
Which of the following includes geotargeting capabilities?
A) tagging
B) branded entertainment
C) guerilla marketing
D) product placement
E) mobile marketing
________ specialize in identifying trendy fads that appeal to young people.
A) Cool hunters
B) Buzz marketers
C) Seekers
D) Innovators
E) Early adopters
A ________ involves moving from the safety of predictable business language in a
strategy statement to an original idea.
A) creative leap
B) creative gap
C) brainstorming process
D) creative brief
E) free association
A new form of word-of-mouth marketing in which an online influencer is encouraged to
spread information over the Internet is known as ________.
A) cause marketing
B) maven marketing
C) direct marketing
D) impression marketing
E) social networking
When Budweiser beer started using the Budweiser frogs in commercials, people raved
about how creative the advertising was. However, someone who has worked in the
advertising industry for many years pointed out that he had used that creative idea
several years before. This is an example of ________ advertising.
A) duplicate
B) revised
C) copycat
D) clich©d
E) vampire
