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1) A dog that salivates during feeding time does so due to an innate reflex reaction.
According to the conditioning theory in relation to this scenario, food will be
considered as a(n) _____.
A.unconditioned stimulus
B.external stimulus
C.assimilated stimulus
D.programmed stimulus
E.conditioned stimulus
2) A lapse in ethical standards or judgment in advertising and promotion can be more
damaging to a company than a lapse in other disciplines. Which of the following is a
reason for this?
A.Advertising and promotional actions are highly visible and subject to scrutiny.
B.Advertising and promotion are the least expensive of all marketing efforts.
C.Customers are more aware of the activities within an organization than they are of its
marketing techniques.
D.Governments do not regulate the flow of information in the other disciplines.
E.There is a two-way interaction between marketers and audience in advertising and
promotion.
3) Business publications are important to advertisers because:
A.they are generally the only health care information providers.
B.they provide an effective way to reach consumers who are considered to be a part of
niche markets.
C.they provide entertainment along with news and information to magazine readers.
D.they provide an efficient way of reaching the specific types of individuals who
constitute their target market.
E.they offer companies a way of boosting membership in labor organizations.
4) What type of market prevails in the procreator stage of personal-selling evolution?
A.Coactive
B.Buyers'
C.Segmented
D.Participative
E.Sellers'
5) _____ are defined as "a broad range of interactive digital media that exhibit dynamic
motion, taking advantage of enhanced sensory features such as video, audio, and
animation."
A.Interstitials
B.Support media
C.Contextual ads
D.Simulations
E.Rich media
6) Topaz is a brand of wrist watches manufactured by Krypton Inc. Krypton spends
little money on its advertising, yet Topaz is a highly successful brand owing to its
attractive features, exquisite design, and performance. The success of Topaz can be
interpreted as evidence that:
A.advertising increases product costs and prices.
B.advertising is a major barrier to entry.
C.product quality is an important determinant of a brand's success.
D.advertising is not needed for a brand to be successful.
E.advertising can minimize competition based on product improvement.
7) James, an interviewer, instructs Lily to respond to his questions with the first thing
that comes to her mind. James provides Lily with several stimuli such as words,
pictures, and ads. With respect to motivation research, James is using a(n):
A.predictive test.
B.in-depth interview.
C.association test.
D.focus group.
E.projective technique.
8) Which of the following is an advantage offered by direct marketing to advertisers?
A.Personalization of messages
B.Ability to create a mood
C.Exclusive image
D.Greater content support
E.Accuracy of lists
9) Marketers can try to capitalize on source similarity by hiring:
A.beautiful models to appear in television ads.
B.well-known athletes to endorse sporting goods in commercials.
C.salespeople who have characteristics that match those of their customers.
D.individuals with liberal arts backgrounds to work as sales representatives for
technical products.
E.actors to portray themselves as ordinary consumers.
10) With respect to common television dayparts for eastern and Pacific time zones, the
slot between 11:00 P.M.-11:30 P.M. from Sunday through Saturday is called:
A.late fringe.
B.early fringe.
C.prime access.
D.prime time.
11) Which of the following client representatives ultimately approves the creative brief?
A.Art director
B.Financial manager
C.Auditor
D.Brand manager
E.Media planner
