1) A way to gather consumers’ opinions of concepts is _____, where consumers in
shopping centers are approached and asked to evaluate rough ads via questionnaires,
rating scales, and/or rankings.
A.laboratory testing
B.Delphi groups
C.focus groups
D.mall intercepts
E.consumer juries
2) Public relations activity in international markets is growing due to the proliferation
of media.
3) Under a decentralized system, the advertising department is generally a part of
_____.
A.finance
B.sales
C.product development
D.marketing services
E.research and development
4) Which of the following is true of undifferentiated marketing?
A.It involves selecting one segment and attempting to capture a large market share.
B.It involves offering just one product or service to the entire market.
C.It involves creating a niche for a special product line.
D.It involves customizing products for various target segments.
E.It involves developing and offering a product for a specific market segment.
5) Star Furniture designs and sells bedroom furniture for people who are over six-feet
tall, which is a relatively small target market. Which of the following strategies is the
company employing in this scenario?
A.Differentiated marketing
B.Bait-and-switch marketing
C.Undifferentiated marketing
D.Concentrated marketing
E.Mass marketing
6) From a promotional planning perspective, it is important that marketers:
A.create a divisional marketing communications program.
B.avoid using broadcast and print media strategies.
C.determine which type of response process is most likely to occur.
D.avoid using an integrated marketing communications program.
E.eliminate the need for the trial stage in the response process.
7) The Federal Trade Commission (FTC) takes the position that:
A.consumers cannot distinguish between factual information and puffery.
B.puffery has detrimental effect on consumers’ purchase decisions.
C.consumers recognize puffery and don’t believe it.
D.puffery is illegal under the Wheeler-Lea Act.
E.consumers believe in puffery.
8) One of the main types of on-package coupons is the _____ coupon, which is attached
to the outside of the package so the consumer can rip it off and redeem it at the time of
the purchase.
A.bounce back
B.cross-ruff
C.instant
D.cross sell
E.premium
9) Which of the following is a political/legal factor that can affect various aspects of a
company’s international advertising program?
A.Education and employment rates of the population
B.A country’s financial and distribution networks
C.The use of advertising material prepared outside a country
D.The connotations of signs and symbols used in the company’s messages
E.Tastes, traditions, and customs of the population
10) Which of the following is a geographic variable for segmentation of the market?
A.Family size
B.Occasions
C.Counties
D.Age
E.Gender
11) Ellen heads the sales force of Track Inc. Track provides services that link buyers
and suppliers. However, at present the sales team’s responsibilities involve seeking out
only selected buyers who are perceived to have the resources and the authority to buy
the services. Ellen is the head of a team that is in the _____ stage of personal-selling
evolution.
A.persuader
B.procreator
C.problem-solver
D.provider
E.prospector
12) An ad for a medication that helps people undergoing chemotherapy feel more
energetic shows a grandfather sorrowfully wishing he could participate in his
grandson’s birthday party. Subsequently, the scene switches to the birthday party and
shows the grandfather feeling energetic and vibrant after taking the medication. This ad
is an example of _____.
A.bait-and-switch advertising
B.a snob appeal
C.the inherent drama approach
D.the WOM approach
E.a buzz appeal
13) We know that the _____ method of budgeting is being employed when an
experienced marketing manager responds to a new employee’s question, “How was the
ad budget established last year?” by saying, “The same way it’s always been done; I just
have an instinct about how much should be budgeted where.”
A.arbitrary allocation
B.percentage of sales
C.contribution margin
D.return on investment
E.competitive parity
14) The term _____ is commonly associated with Web applications that facilitate
interactive information sharing, interoperability, user-centered design, and collaboration
on the World Wide Web.
A.Web 1.0
B.Web 2.0
C.paid search
D.rich media
E.e-commerce
15) Esme Inc., a manufacturer of cosmetics, ran an ad campaign in which it claimed
that Esme’s “Vivid” range of water-proof mascara is the best mascara in the world. It
also claimed that the mascara gives 10 times more volume to the eyelashes and
provides more definition to the eyes than any other mascara brand. This scenario is an
illustration of:
A.deception.
B.superlative advertising.
C.unfairness.
D.puffery.
E.unethical advertising.
16) In which of the following cases would centralization of the advertising function be
a disadvantage?
A.When an advertiser wants to maintain a consistent brand image across markets
B.When an advertiser wants to keep control of its brand message and image
C.When a product is categorized as a “high-technology product” with universal appeal
D.When conditions in the various markets differ widely
E.When a company wants to cut costs
17) Which of the following statements is true about the role of top management in the
advertising and promotion decision making process?
A.The top management’s day-to-day responsibilities usually include decision making
and operations of advertising and promotion.
B.The top management does not provide input in the advertising and promotion
process.
C.The top management is usually interested in how the advertising program represents
the organization.
D.The top management is only interested in the amount of money that must be allocated
to advertising and promotion.
E.The top management is more interested in tactical planning rather than strategic
planning.