1) Direct marketing lets an advertiser:
A.build a credible image about a company’s product by using direct mails.
B.reach a large number of people and reduce or eliminate waste coverage.
C.make accurate mailing lists consistently for targeting potential customers.
D.create a desirable mood in consumers.
E.market its products in a cost-efficient manner.
2) After purchasing a fancy cut diamond ring for his wife, Jason feels dissatisfied with
his purchase as he feels that the ring was overpriced and poorly cut. Moreover, feels
that he should have selected the round brilliant cut diamond rather than the fancy cut
diamond. In this scenario, Jason is experiencing:
A.impact bias.
B.cognitive dissonance.
C.psychosocial heurism.
D.belief-bias effect.
E.over regularization.
3) Saturn Inc., an American international fast-food chain, is setting up businesses across
South-East Asia. However, the company is facing problems associated with language
diversity and differences in signs and symbols in these countries. In order to solve these
problems effectively, Saturn Inc. should:
A.hire American managers.
B.employ home country managers.
C.hire local expertise.
D.hire expatriate managers.
E.employ a centralized HR system.
4) _____ is any unplanned distortion or interference in the communication process.
A.Semiotics
B.Selectivity
C.Noise
D.Dissonance
E.Blocking
5) Which of the following statements is true of the effects of reach and frequency of a
media vehicle?
A.Fewer than eight exposures is considered insufficient reach.
B.More than 10 exposures are considered to be effective reach in most circumstances.
C.The central goal of productive media planning should be to enhance frequency rather
than reach.
D.Evidence suggests that an exposure rate of one within a purchase cycle is an effective
level.
E.Frequency response principles or generalizations vary by medium.
6) _____ are beliefs and goals shared by members of a society regarding ideal end
states of life and modes of conduct.
A.Heuristics
B.Work-life balance principles
C.Corporate ethics
D.Cultural values
E.Demographic ideals
7) With respect to the alternative evaluation stage of the consumer decision-making
process, how a golf cart handles, how the brakes on a bicycle work, and how well a
stain remover eliminates dirt stains are all examples of:
A.functional consequences.
B.psychosocial consequences.
C.schedules of reinforcement.
D.subjective bundles.
E.physiological stimuli.
8) _____ are drawings that show what the print ad will look like and from which the
final artwork will be produced.
A.Creative briefs
B.Packshots
C.Layouts
D.Art infusions
E.Product sheets
9) Which of the following is true of exposure methods?
A.They are specifically designed to evaluate purchase intentions in specific markets.
B.They are synonymous with recognition tests.
C.They are used to evaluate preferences engendered by sponsorship.
D.They are commonly employed by organizations.
E.They are designed to evaluate awareness.
10) Mr. Peanut from the Planters Nut Company’s ads is an example of advertising that
uses a _____ in its execution technique.
A.testimonial
B.demonstration
C.fantasy
D.personality symbol
E.behavioral appeal
11) Arbitron’s RADAR:
A.cannot be used to estimate the audience for commercials on various programs.
B.is sponsored by nine of the largest advertisers in the nation.
C.primarily measures TV viewership for local TV stations.
D.are based on information collected by means of diary interviews.
E.collects information and issues a new report every month.
12) Federal Trade Commission’s (FTC’s) advertising substantiation program now
requires advertisers to substantiate their claims:
A.within one month of the appearance of an ad.
B.if an ad does not provide sufficient information to consumers so as to make an
informed decision.
C.if an ad uses puffery.
D.before an ad appears.
E.if an ad runs for more than six months.