1) Source derogations could lead to an increase in message acceptance.
2) The retail trading zone is a market area composed of the city where the paper is
published and contiguous areas similar in character to the city.
3) It is the sole objective of direct marketing to obtain a direct behavioral response.
4) Self-regulation and control of advertising emanate from individual advertisers and
their agencies.
5) Repositioning of a product requires lesser time than creating or increasing the
awareness levels for a brand.
7) A major reason for the increase in spending on sales promotion is that the promotion
industry has matured over the past several decades.
8) Critics of advertising argue that consumers ignore ads for products and services they
do not really need or that fail to interest them.
10) The Internet offers consumers the opportunity to provide their own content, offer
their own goods and services for sale, and provide feedback on the same as provided by
others.
11) Public relations is limited to business management.
12) Instead of using minimum frequency, marketers should maximize reach based on
average frequency to purchase GRPs.
13) While watching TV, James notices a series of truck ads as he wished to buy a new
truck. However, he failed to notice several other ads including those promoting
cosmetics, snack foods, and sodas. In this scenario, James is exhibiting _____.
A.selective attention
B.selective retention
C.selective exposure
D.selective assimilation
E.selective comprehension
14) Banner ads:
A.are rarely used for advertising on the web.
B.are typically used in transit advertising.
C.are synonymous with interstitials.
D.cannot be used for fulfilling direct-marketing objectives.
E.can be static, animated, or in flash.
15) Which of the following is employing a one-step approach to direct marketing?
A.An infomercial for a workout equipment urging viewers to phone a toll-free number
to place an order immediately.
B.A magazine subscription service that sends an announcement of an upcoming
sweepstakes.
C.An ad advising television viewers to watch their mailboxes for a way to earn free
calling cards.
D.A company asking if a homeowner is interested in an estimate for a vinyl siding.
E.An advertisement for an adhesive bandage announcing free gifts on purchase of
bandages worth $50 and above.
16) Flair, a women’s magazine, features an ad for Elvira watches. Flair, being a specific
carrier within a medium category is known as a:
A.conduit.
B.mobile channel.
C.distribution channel.
D.transit channel.
E.media vehicle.
17) According to Mark Weiner, which of the following is a common method used for
measuring the effectiveness of public relations activities?
A.Number of customer complaints
B.Public opinion and surveys
C.Sales measures
D.Computer simulations
E.Trend analyses
18) Merry Inc. is a non-profit organization that employs a large number of
underprivileged people. It sells art and handicrafts made by these individuals at
reasonable prices. Merry’s target market consists of people who believe in helping
others. It uses _____ segmentation.
A.demographic
B.geographic
C.psychographic
D.benefit
E.socio economic
19) During a college football match, a giant blimp with the slogan, “Entreat
Sandwiches-A treat for your taste buds” is on display for the spectators. This is an
example of:
A.transit advertising.
B.mobile advertising.
C.digital advertising.
D.aerial advertising.
E.specialty advertising.
20) Typically, when consumers are in a “passive” shopping mode:
A.they are purposefully seeking assistance in order to make informed purchase
decisions.
B.the information and advice they need to make a purchase comes to them unsolicited.
C.they tend to visit the website of a company or brand for product information.
D.they are perpetually in an information processing role.
E. they seek help from search engines in selecting brands of their choice.
21) _____ is the process by which a source perceived by a receiver as having high
power can influence the receiver’s behavior.
A.Internalization
B.Identification
C.Compliance
D.Retention
E.Scrutiny
22) In media planning, the cost of ad space divided by circulation and multiplied by
1,000 is the formula used to calculate:
A.index number.
B.cost per thousand.
C.absolute cost.
D.category development index.
E.brand development index.
23) To purchase cookware, music CDs, and exercise videos advertised on television,
consumers are asked to call a toll-free telephone number. Viewers are instructed to have
their credit cards handy when they call to place an order. This form of direct marketing
is referred to as:
A.outbound telemarketing.
B.video texting.
C.the one-step approach.
D.the two-step approach.
E.support marketing.