1) Which of the following is true of magazine advertising?
A.It offers limited geographic selectivity.
B.It is typically considered to lack permanence.
C.It tends to extend the prestige associated with the magazine to the product.
D.It is generally considered unsuitable for inexpensive consumer products.
E.It is typically used only for B2B marketing.
2) Which of the following is a federal agency that controls advertising?
A.The National Advertising Review Board
B.The Better Business Bureau
C.The National Advertising Review Council
D.The Food and Drug Administration
E.The National Association of Attorneys General
3) In an advertising agency, who among the following is usually responsible for
preparing the creative brief?
A.The account manager
B.The media buying director
C.The art director
D.The illustrator
E.The media planner
4) A clothing retailer would use an island ad to:
A.break through the clutter typically found in newspapers.
B.create high reproduction quality ads.
C.make a newspaper accountable for the sales generated by the ad.
D.reduce overall costs of newspaper advertising.
E.identify potential target markets.
5) _____ is targeted at the millions of people who are exposed to commercial
transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and
subways.
A.Aerial advertising
B.Transit advertising
C.In-store advertising
D.Specialty advertising
E.Promotional products marketing
6) Which of the following best describes the consumer socialization process?
A.It refers to how marketers influence consumers to move from need recognition to
final purchase.
B.It explains why consumers will never completely abandon department store shopping
for online shopping.
C.It explains how marketers engage consumers in relationship marketing.
D.It refers to consumers acquiring the skills needed to function in the marketplace.
7) In a communication process, _____ refers to the information and/or meaning
contained in a message.
A.source
B.encoding
C.decoding
D.content
E.noise
8) _____ are windows or animated creatures that appear on a user’s screen in an attempt
to get his or her attention when the user is accessing the Internet.
A.Pop-ups
B.Interstitials
C.Links
D.Banner ads
E.Blogs
9) Marketers of products such as mustard, soya sauce, and batteries:
A.must avoid using mass-media advertising strategies.
B.must use slogans, symbols, and visual image personalities to promote their products.
C.must use personal-selling strategies in order to create a sustainable marketing
program.
D.must opt for high-involvement advertising strategies.
E.must avoid sales promotions and publicity.
10) _____ is the stage of the consumer decision-making process whereby the individual
scans information stored in memory to recall past experience and/or knowledge
regarding various purchase alternatives.
A.Problem recognition
B.Internal information search
C.External information search
D.Alternative evaluation
E.Post purchase evaluation
11) Commercials for Vinnie’s marshmallows describe its marshmallows as a delicious
snack for all ages. The commercials show toddlers eating marshmallows as part of their
usual diet as well as adults roasting marshmallows over a fire. In these commercials,
Vinnie’s is the:
A.channel messenger.
B.encoder.
C.decoder.
D.source.
E. receiver.
12) Which of the following has had a profound impact in reducing sexism and
stereotyping in advertising?
A.Decrease in the purchasing power of American women
B.Increase in portrayal of women as submissive
C.Increase in the number of working women
D.Decrease in portrayal of women as independent
E.Increase in the number of economically dependent women
13) Trial, purchase, adoption, and rejection are all examples of the _____ stage of the
response process.
A.cognitive
B.affective
C.behavioral
D.motivational
E.learning
14) An article published in a national newspaper states that a new drug to treat lung
cancer, being manufactured by a well-known company, is not as effective as the
company claims it to be. The article also describes how the drug has been linked to
several deaths and cases of serious side effects. This is an example of:
A.an advertorial.
B.negative publicity.
C.controlled public relations.
D.image advertising.
E.negative lobbying.
15) Lisa works as a sales manager at Zoroh Inc. She evaluates the members of the
salesforce based on the number of accounts to which presentations were made and the
number of trial offers accepted. Which of the following criteria is Lisa using to evaluate
the salespeople?
A.Provision of promotional intelligence
B.Attainment of communications objectives
C.Provision of marketing intelligence
D.Program implementations
E.Follow-up activities
16) _____ refers to an organization’s effort to develop a long-term, cost-effective link
with individual customers for mutual benefits.
A.Relationship marketing
B.Missionary selling
C.Transactional relationship
D.Transformational exchange
E.Joint venture
17) Based on the findings of the study conducted by Elizabeth Hirschman, which of the
following individuals is most likely to be risk averse and prefer commercials that focus
on the product rather than creative impact?
A.Brand managers
B.Art directors
C.Copywriters
D.Commercial directors
E.Illustrators
18) From the perspective of a promotional planner, the primary purpose of media is to:
A.represent the company’s senior management in negotiations with an ad agency.
B.provide the company with strategic recommendations and analysis.
C.provide an environment for the firm’s marketing communications message.
D.help conduct a SWOT analysis.
E.provide appropriate funding for all marketing activities.