1) _____ refers to the practice of fast-forwarding through commercials on prerecorded
programs.
A.Zipping
B.Zapping
C.Multiplexing
D.Narrowcasting
E.Zooming
2) Jim, an employee of CL Inc., is responsible for planning, marketing, budgeting,
sales, and profit performance of a specific brand. He has two assistants who help in
planning, implementing, and controlling the marketing program. In this scenario, Jim is
an example of a(n) _____.
A.product manager
B.art director
C.account executive
D.copywriter
E.account director
3) Through the use of mnemonics, advertisers hope consumers will not engage in _____
when they see the advertisements.
A.selective rehearsal
B.selective bias
C.selective comprehension
D.selective retention
E.selective attention
4) To determine the potential for sales of coffee, as opposed to a specific brand, in a
particular market area, a company should use:
A.brand development index.
B.category development index.
C.survey of buying power index.
D.Dow Jones sustainability index.
E.consumer price index.
5) A(n) _____ is responsible for understanding the advertiser’s marketing and
promotional needs and interpreting them to agency personnel.
A.account executive
B.database manager
C.media specialist
D.copywriter
E.art director
6) Advertisers spend billions of dollars each year to reach children because:
A.they are not vulnerable to advertising.
B.their direct purchases are influenced by television.
C.they can easily interpret the selling intent of a message.
D.they do not have much influence on their family’s spending.
E.products made for children are more saleable.
7) Research shows that consumers perceive McNight beer as strong, bold, and
adventurous. This is an example of how consumers assign a _____ to a brand.
A.product rank
B.personality
C.product feature
D.unique selling proposition
E.market rank
8) The objective and task method is most difficult to use when:
A.the product to be promoted is intangible and in the maturity stage of its product life
cycle.
B.the product to be promoted is in the decline stage of its product life cycle.
C.the product to be promoted is a cash cow.
D.the product to be promoted is new to the market.
E.the product is typically tied to after-sales service.
9) Which of the following products’ advertisements is least likely be criticized for
encouraging materialism?
A.Lower-end cars
B.Diamond jewelry
C.Wind turbines
D.Specialty foods
E.Furniture
10) Under a centralized organizational system, the responsibility for planning and
controlling the advertising and promotional functions lies with the:
A.brand manager.
B.marketing communications manager.
C.product manager.
D.art director.
E.account planning supervisor.
11) Advertisers are often supportive of voluntary self-regulation because:
A.self-regulation is viewed as a way of limiting government interference in advertising.
B.all clients and agencies are affected by voluntary self-regulation.
C.self-regulation does not require interaction between an agency and a client.
D.self-regulation results in even more stringent regulations than what state and federal
agencies want.
E.it is simple and less time consuming.
12) _____ refers to the tendency of individuals to view their own group or society as
the center of the universe.
A.Monocentrism
B.Nepotism
C.Polycentrism
D.Ethnocentrism
E.Xenocentrism
13) Which of the following statements about corporate advertising is true?
A.It is a cheap form of advertising.
B.It attracts the interest of consumers.
C.Corporate image ads are highly tangible.
D.Corporate ads are not easy to write.
E. It concentrates on the promotion of one specific product or service.
14) ScH. Corp., a pharmaceutical company, launches a new painkiller. It claims that the
product provides relief within two minutes due to its unique ingredients. Tests reveal
that ScH’s painkiller contains the same ingredients as those of its competitors and that
relief is not guaranteed in all cases. Critics of advertising would classify this as a(n)
_____ advertisement.
A.ethical
B.odious
C.deceptive
D.offensive
E.asocial
15) Some critics state that advertising hampers consumer choice. Which of the
following is the most reasonable justification for this argument?
A.Advertisers often provide informational rather than persuasive messages.
B.Advertising discourages gender and social stereotyping.
C.Advertisements can be used to create economies of scale.
D.Advertising creates the perception that the advertised product is unique.
E. Advertising minimizes the effect of economic censorship.
16) Which of the following is true of advertising for condoms?
A.The State prohibits advertising for condoms unless it is part of a health campaign.
B.Ads for condoms are permitted on cable television but not on the major networks.
C.Ads for condoms are considered offensive and are legally prohibited from appearing
in print media.
D.Health-oriented ads are not as well received by conservatives as are entertaining ads.
E.Condom ads were shown only in late-night time slots until recently.
17) Which of the following is true of local display advertising?
A.It is primarily used by supermarkets and departmental stores.
B.It refers to newspaper display advertising done by marketers of branded products.
C.It is primarily used by airlines, major retail chains, and automakers.
D.It is used to market products but not services.
E.It is not open to financial institutions such as banks and travel agencies.
18) The _____ budgetary allocation method is designed to promote stability and
minimize marketing warfare as well as take advantage of the collective wisdom of the
industry.
A.ROI
B.affordable
C.percentage of sales
D.competitive parity
E.objective and task