1) Marketing objectives that may be aided by _____ activities include raising
awareness, informing and educating, gaining understanding, building trust, giving
consumers a reason to buy, and motivating consumer acceptance.
A.sales promotion
B.public relations
C.advertising
D.human resources
E.outdoor marketing
2) Which of the following is a similarity between focus group studies and ethnographic
research?
A.Both are qualitative research techniques.
B.Both are research techniques conducted without the consumer’s knowledge.
C.Both involve observing consumers in their natural environment.
D.Both are very easy to administer.
E.Both techniques cost a negligible amount of money.
3) _____ are used to measure an advertising campaign’s effectiveness at regular
intervals.
A.In-depth interviews
B.Tracking studies
C.Recognition tests
D.Recall tests
E.Consumer juries
4) Cumulus Corp. wants to generate goodwill among its customers. It aims at gaining a
favorable impression that can positively impact its sales and revenues. Which of the
following forms of support media can help Cumulus attain its desired outcome?
A.Multi-level marketing
B.Movie theater advertising
C.Promotional products marketing
D.Aerial advertising
E.Guerrilla marketing
5) Chef’s Delight is a television show hosted by Kevin Bacon. If the show is a specific
carrier of messages within the television medium, it is referred to as a:
A.media frequency.
B.media segment.
C.media vehicle.
D.media strategy.
E.media symbol.
6) Which of the following statements is true about direct marketing?
A.Direct marketing is suitable only for consumer-to-consumer advertising.
B.Direct marketing involves marketing research, segmentation, and evaluation.
C.Direct marketing has the same objectives as that of other promotional-mix tools.
D.Direct marketing as a promotional media is suitable only for small retailers.
E.Rapid increase in dual income families in America has led to a reduction in the use of
direct marketing as a promotional media.
7) A sequence of frames or panels that depict a TV commercial in still form is called
a(n) _____.
A.screenplay
B.creative brief
C.storyboard
D.placard
E.art infusion
8) The DAGMAR approach to setting objectives has:
A.a negligible effect on the advertising planning process.
B.focused advertisers’ attention on the value of using communications objectives rather
than sales objectives.
C.never been criticized because it focuses on the hierarchy of effects model.
D.increased the degree of subjectivity used in the selection of objectives toward which
planners’ efforts should be directed.
E.been successful because it is easy to implement.
9) Treat Corp., a manufacturer of packaged soups, launched an ad campaign that
provided quick and easy recipes using Treat’s products on the back of the soup sachets.
This is an example of positioning by:
A.product class.
B.product use.
C.price/quality.
D.competitor.
E.cultural symbol.
10) During which stage of commercial production process do activities such as editing,
recording of sound effects, audio/video mixing, and agency approval occur?
A.Preproduction
B.Production
C.Postproduction
D.Preparation
E.Incubation