1) Focus group interviews bring creative people and others involved in creative strategy
development into contact with customers.
3) Image executions rely heavily on visual elements such as photography, color,
tonality, and design.
4) Generally, creative people are not open to research or information that could help
them understand the client’s target market better.
5) Personal selling plays a dominant role in businesses that produce low-priced
consumer durable goods.
6) Experts note that buzz marketing techniques are very susceptible to manipulation.
7) Although TV accounts for the largest dollar amount of advertising expenditures
among national advertisers, more companies advertise in magazines than in any other
medium.
8) Slice-of-life advertisements usually use real-life people, not actors, to make the ads
more credible to the audience.
9) The settings in which personal selling is used are typically more distracting than
those in which nonpersonal mass media are used.
10) The rates paid by general advertisers are, on average, 75 percent higher than those
paid by local advertisers.
11) When a consumer interprets information in a manner that supports her own
position, she is said to be engaging in selective retention.
12) The use of comparative advertising is not limited to new brands or those with a
small market share.
13) Product, price, promotion, and _____ are the 4Ps of the marketing mix.
A.people
B.place
C.package
D.print
E.privilege
14) To respond to media fragmentation, marketers are increasing their spending on:
A.mass media communication.
B.television advertising.
C.micromarketing.
D.mass production.
E.product packaging.
15) Under the _____ system of compensation, the client agrees to pay the agency a fee
based on the price of its work along with some agreed-on profit margin.
A.fixed fee
B.negotiated commission
C.straight fee
D.incentive-based
E.cost-plus
16) Which of the following is identified as the American advertising industry’s primary
trade organization?
A.American Advertising Federation
B.Advertising Research Foundation
C.Association of National Advertisers
D.National Advertising Review Council
E.Outdoor Advertising Association of America
17) Tia works in the sales team of Blitz Inc. Her role involves receiving orders by
phone or email. If she faces a situation that involves a major purchase decision, she
forwards the email or call to Dan, a creative seller in the team. Tia is most likely to a be
a(n) _____ for Blitz.
A.inside order getter
B.missionary salesperson
C.outside order getter
D.inside order taker
E.field order taker
18) _____ occur when a company pays to sponsor a section of a site.
A.Paid searches
B.Interstitials
C.Regular sponsorships
D.Content sponsorships
E.Irregular sponsorships
19) Which of the following statements describes a limitation associated with the use of
radio as an advertising medium?
A.The production of radio advertising is expensive.
B.The absence of clutter means radio advertising tends to be very uncreative.
C.Buying space for radio advertising is more expensive than buying advertising space
on television.
D.The high number of stations in most markets means there is a great deal of audience
fragmentation.
E.Radio is unable to provide marketers with a variety of integrated marketing
opportunities.
20) Which of the following statements about newspapers as an advertising medium is
true?
A.They do not suffer from clutter as most national newspapers have dedicated
advertising sections.
B.They do not facilitate the use of unconventional sizes and formats such as stairsteps,
bookends, U-shapes, island ads, spadea ads, and half-page spreads.
C.Unlike magazines, they are generally easier to reproduce.
D.Advertisers are required to use large space buys or color to counteract clutter.
E.Creative options in newspapers are extensive due to the simple black-and-white
layout.
21) Humberto’s, a pizzeria, claimed in its print and television ads that its pizza was
made from the best ingredients and tasted better than Pacifix Crust’s pizza. Pacifix
Crust can launch a civil suit against Humberto’s for false and misleading advertising
under the _____ Act.
A.Federal Trade Commission
B.Wheeler-Lea
C.Lanham
D.Robinson-Patman
E.Clayton Antitrust
22) The _____ is a technique used to evaluate the probable success of an ad by groups
of individuals. The individuals are asked to rate a selection of layouts or copy versions
presented in paste-ups on separate sheets.
A.tracking study
B.day-after recall method
C.comprehension and recognition test
D.consumer jury
E.split-run test