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1) Ads for industrial and other business-to-business products generally use straight-sell
messages in print ads.
2) Unlike advertising, personal selling does not provide the sender with the opportunity
to determine the impact of the message.
3) The growth of sales promotion in international markets can be attributed to the
liberalization of trade.
4) While trade sales promotions are designed to support the reseller, flip charts and
specialty ads are designed to assist the sales staff.
5) The innovation adoption model states that potential adopters must be moved through
a series of steps before taking some action.
6) According to the concave-downward function model, as the amount of advertising
decreases, its incremental value increases.
7) In the two-step approach to direct marketing, the first effort generates sales, and the
second effort reduces the post purchase dissonance.
8) Support media cannot be used as a sole medium for advertising.
9) The more marketers segment the market, the less precise is their understanding of it.
10) The decrease in newspaper subscriptions has led some papers to reduce their
publication schedules and begin charging or increasing rates for online subscriptions.
11) Public relations is usually controlled by a firm or its agent.
12) The Federal Trade Commission (FTC) Improvements Act empowered the FTC to
establish industrywide rules that define unfair practices before they occur.
13) Business-to-business advertising is limited to industrial goods; services such as
insurance and travel service are not included in this category.
14) Which of the following statements is true of the media mix?
A.It is not possible to use only one medium or vehicle to deliver a message.
B.The characteristics of a product help in determining the combination of media that
should be used.
C.Individual preferences have no effect on the combination of media to be used to
deliver a message.
D.Advertisers use the media mix to maintain uniformity across all advertising media.
E.By employing a media mix, advertisers can lower the versatility to their media
strategies resulting in high amount of clutter.
15) Morning, daytime, prime time and late fringe are all examples of:
A.television dayparts.
B.types of spot beaming.
C.types of network syndication.
D.run-of-station spots.
E.up-front markets.
16) Pluto Inc., a car manufacturer, makes high-end, expensive sports cars. The company
targets people who live life on the fast lane and are generally considered to have flashy
personalities. In this scenario, Pluto is using _____ segmentation.
A.psychographic
B.benefit
C.socioeconomic
D.undifferentiated
E.demographic
17) Which of the following quantitative measures can be used to evaluate the selling
expenses of salespeople?
A.Number of service calls
B.Number of displays set up
C.Average cost per sales call
D.Delivery cost per unit sold
E.Number of new accounts
18) Jimmy's, a grocery store, advertises its products by painting its name, logo, and
abstract images of its products on the sides of its delivery vehicles. This is an example
of:
A.transit advertising.
B.mobile billboard advertising.
C.buzz advertising.
D.digital advertising.
E.in-store advertising.
19) _____ measures determine electrical frequencies in the brain as the individual being
tested responds to ads he or she is viewing.
A.Electrodermal
B.Pupillometric
C.Electroencephalographic
D.Cerebellum metric
E.Cerebral response
20) National advertisers tend to avoid weekly newspapers because of:
A.their poor image.
B.their high absolute cost.
C.their duplicate circulation with daily newspapers.
D.their broad geographic focus.
E.the large number of local ads they typically contain.
21) The New Jersey Concord is a magazine that targets the members of various law
enforcement agencies in the state of New York. Purely as a medium of advertisement,
the magazine offers manufacturers of guns and bulletproof vests greater:
A.permanence.
B.flexibility.
C.demographic selectivity.
D.geographic reach.
E.reproduction.
22) Scrumptious Inc., an American food and beverages company, claims that
"Scrumptious makes the world's best chocolate fondant." This is an example of:
A.sales promotion.
B.superiority advocacy.
C.puffery.
D.comparative advertising.
E.trickery.
23) Why is corporate advertising considered controversial?
A.Consumers are highly interested in this form of advertising.
B.It places too much importance on products and services.
C.It is considered a waste of money for a company.
D.It depends on the names of a company's brands rather than the company itself.
E.It exposes the negative aspects of a firm's functioning.
24) The _____ stage of the Young's creative process model is also called the reality
stage.
A.incubation
B.illumination
C.verification
D.digestion
E.preparation
