1) In a communication process, _____ is the part of a receiver’s response that is
communicated back to the sender.
A.feedback
B.noise
C.sourcing
D.encoding
E.decoding
2) With respect to common television dayparts for eastern and Pacific time zones, the
slot between 5:00 P.M.-7:00 P.M. from Monday through Saturday is called:
A.early fringe.
B.late fringe.
C.early news.
D.prime access.
E.prime time.
3) According to Abraham Maslow’s hierarchy of needs theory, the highest level of needs
is _____ need.
A.physiological
B.safety
C.self-actualization
D.esteem
E.social
4) One of the major tools of straight-to-consumer marketing is _____ advertising,
where a product is promoted through an ad that encourages the consumer to purchase
straight from the manufacturer.
A.direct-response
B.primary-demand
C.business-to-business
D.trade
E.selective-demand
5) If a marketer for an established company believes that potential entrants to the
marketplace must overcome established brand loyalty and spend relatively more on
advertising, then he or she is likely to believe that advertising equals _____.
A.market power
B.ethics
C.information
D.empowerment
E.equality
6) International companies moving toward global marketing and striving for a
consistent corporate or brand image around the world should use a(n):
A.decentralized approach to advertising.
B.international agency.
C.pattern approach to advertising.
D.matrix approach.
E.”international boutique” system.
7) A _____ is a publicity piece produced by publicists so that stations can air it as a
news story.
A.video news release
B.celebrity branding
C.spilt-run test
D.news mnemonic
E.dramatization ad
8) Which of the following is an advantage of sampling through the mail?
A.It offers a greater markup for the retailer than other sampling techniques.
B.It can take place in stores as well as at a variety of other venues such as concerts.
C.The marketer has control over where and when the product will be distributed.
D.The distribution system is unaffected by postal restrictions and increasing postal
rates.
E.This sampling method is always used in combination with another sampling method.
9) _____ is a research method whereby around 10 to 12 consumers from the target
market are led through a discussion regarding a particular topic.
A.Regression analysis
B.Focus group
C.Guided search
D.Market mapping
E.Out-group study
10) _____ is the ability to generate fresh, unique, and appropriate ideas that can be used
as solutions to communication problems.
A.Brand stretching
B.Brand parity
C.Visual merchandising
D.Product differentiation
E.Advertising creativity
11) Which of the following is true of consumer franchise-building promotions?
A.They are designed to increase long-term brand preference.
B.They are designed to help consumers avoid full-price purchases in the long-term.
C.They do not always depend on a promotional offer.
D.They are a subset of public relations.
E.They are synonymous with publicity.
12) Leon is the creative director for an agency that has just been hired by a
manufacturer of golfing equipment to create a new advertising campaign for the
company’s titanium clubs. Before developing any creative ideas, Leon reads some
golfing magazines and spends time talking to friends and co-workers who play golf.
These activities are part of the _____ step of the creative process outlined by Graham
Wallas.
A.preparation
B.incubation
C.illumination
D.verification
E.revision
13) Which of the following provides the sender of an advertising message with an
appropriate way of monitoring the effectiveness of an intended message?
A.Encoding mechanisms
B.Decoding mechanisms
C.Feedback
D.Noise filters
E.Channel
14) Advertising creative personnel tend to be:
A.more concrete and formalized than intuitive when solving a problem.
B.highly conventional in their approach.
C.more intuitive than logical.
D.highly structured and organized individuals.
E.no different from people with business executive backgrounds.