1) Which of the following is the most relevant internal psychological process associated
with the alternative evaluation stage of the consumer decision-making process?
A.Motivation
B.Attitude formation
C.Assimilation
D.Integration
E.Differentiation
2) Advertisements often seek to create needs rather than merely show how a product or
service fulfills them. Many critics claim that this aspect of advertising has an adverse
effect on consumers’ values. Which of the following is the main reason for this claim?
A.Creating needs is likely to discontinue social stereotyping.
B.Consumers are always aware of the difference between needs and wants.
C.Creating needs encourages materialism in people.
D.Advertising leads to easily-content individuals.
E.Marketers who create needs are likely to gain a greater market share.
3) In the _____ hierarchy, a consumer engages in passive learning and random
information catching rather than active information seeking.
A.standard learning
B.low-involvement
C.dissonance/attribution
D.habit formation
E.informative processing
4) _____ involves the process for planning, executing, evaluating, and controlling the
use of the various promotional-mix elements to effectively reach out target audiences.
A.Marketing information system management
B.Integrated marketing communications management
C.Customer relationship management
D.Differential communications management
E.Communications process accounting
5) Bensons Inc., a retail store in Houston, launches an ad campaign featuring the
interiors of its stores. The stores are shown to be lit by crystal chandeliers and feature
several salespeople wearing tail-coats. The ads also contain the slogan “Be treated like
royalty, while you shop in comfort.” The development of a strong, memorable “royal”
identity by Bensons is an example of:
A.guerilla advertising.
B.image advertising.
C.drama advertising.
D.bait-and-switch advertising.
E.refutational appeal.
6) The press, educators, civic and business groups, governments, and financial
communities are all:
A.internal audiences.
B.secondary audiences.
C.mediated audiences.
D.external audiences.
E.tertiary audiences.
7) Which of the following is true of nonpersonal channels of communication?
A.It includes direct mail and billboards.
B.It includes methods such as e-mails and social media.
C.The Internet cannot be considered as a nonpersonal channel.
D.It does not include print media.
E.It does not include broadcast media.
8) During which stage of the consumer decision-making process are evoked sets and
evaluative criteria relevant?
A.Problem recognition
B.Information search
C.Post purchase evaluation
D.Alternative evaluation
E.Purchase decision
9) If an ad is placed on two TV shows, the total number of people exposed only once is
referred to as _____.
A.coverage
B.unduplicated reach
C.duplicated reach
D.frequency
E.program rating
10) Computation of cost breakdowns on the basis of cost per thousand people reached
is typically seen in the _____ industry.
A.interactive media
B.radio
C.magazine
D.television
E.newspaper
11) When Alstone Mobile refers to itself as “The good tire people,” it is engaging in:
A.positioning advertising.
B.recruitment advertising.
C.advocacy advertising.
D.sales promotions.
E.direct marketing.
12) Which of the following statements is true about outside advertising agencies?
A.Typically, external ad agencies do not use media analysts and researchers.
B.External agencies are often preferred for their greater skill and expertise levels.
C.Generally, most external ad agencies do not offer creative services.
D.External ad agencies are generally cheaper than in-house agencies.
E.Unlike in-house agencies, outside agencies can be used to portray a singular global
image.
13) Jade Inc. serves as an intermediary between Stone Corp., a gem supplier, and
Purple, a jewelry store. If Jade limits its selling activity to accepting orders from Purple
and conveying them to Stone Corp., Jade is most likely in the _____ stage of
personal-selling evolution.
A.persuader
B.prospector
C.problem-solver
D.provider
E.procreator
14) Advertising on television and radio was initially regulated through codes developed
by the _____ until the courts found that portions of its regulations were in restraint of
trade.
A.National Advertising Review Board
B.Federal Trade Commission
C.Federal Communications Commission
D.National Association of Broadcasters
E.Standards and Practices Division
15) An advertising execution technique that is particularly popular for creating
commercials targeted at children is:
A.slice-of-life.
B.demonstration.
C.testimonial.
D.scientific evidence.
E. animation.