1) Both direct marketing and advertising could support one another.
2) The ‘suits” argue that the most important thing good advertising does is make an
emotional connection with consumers.
3)
One main advantage of marketing public relations is that media time and space are
guaranteed.
4) Advocacy advertising is concerned with propagating ideas and elucidating
controversial social issues of public importance in a manner that supports the interests
of a sponsor.
5) Viewer reaction profiles are usually used in the incubation stage of the creative
process.
6) Making outright donations to a nonprofit cause, having companies volunteer for the
cause, donating materials or supplies, running public service announcements, or even
providing event refreshments are some of the ways of _____ marketing.
A.cause-related
B.event
C.image
D.transit
E.cooperative
7) Trevor is watching a late night TV show when a low-budget commercial for a local
restaurant comes on air. He is affronted by the poor quality of the commercial and
immediately tunes out the message without processing any of the information.
According to the elaboration likelihood model (ELM), Trevor is engaging in which of
the following routes to persuasion?
A.Support arguing
B.Central processing
C.Peripheral processing
D.Source bolstering
E.Source blocking
8) One of the major goals of corporate advertising is:
A.developing consumer interest in a company’s products and services.
B.creating awareness about the new products of a firm.
C.inducing trial.
D.inviting feedback.
E.communicating an organization’s views on social issues.
9) The _____ role of salespeople primarily focuses on outlining both an account
strategy and a solutions strategy for the customer.
A.fire starting
B.guiding
C.surveying
D.information providing
E.mapmaking
10) Which of the following statements is true of pretesting that is used in measuring
advertising effectiveness?
A.Pretests occur only during the idea generation stage.
B.The methodologies employed to conduct pretests vary.
C.Only one type of pretest method can be used to measure advertising.
D.Feedback for pretests is very expensive.
E. Pretests are essentially conducted within restricted time schedules.
11) More companies buy advertising _____ than in any other medium.
A.in newspapers
B.in magazines
C.on cable television
D.on radio
E.on network television
12) Direct selling of goods and services on the Internet is known as:
A.direct response advertising.
B.consumer-to-consumer selling.
C.business-to-business selling.
D.e-commerce.
E. blogging.
13) Most viewers of the sitcom, Blonde Dream, also watch Euphony, a music-based
reality show, which is broadcast immediately after Blonde Dream. An ad for Savor
chocolates placed during both these shows would most likely result in:
A.unduplicated reach.
B.average coverage.
C.increased sweeps periods.
D.duplicated reach.
E.high cost per thousand.
14) Critics point out that relatively homogenous products have price differentiation due
to advertising. Which of the following products is likely to be in this category?
A.Aspirin
B.Wrist watches
C.Shower gel
D.Perfume
E.Computers
15) A company often uses a decentralized organizational system when:
A.it has multiple divisions and many different products.
B.it does not facilitate a manufacturing or industrial operation.
C.it wants one advertising manager to handle the promotional activities of all the
products.
D.it has a top management which is actively involved in day-today decision making.
E.it lacks the ability to handle multiple brands.
16) Which type of ad agency is most likely to offer its clients an extensive range of
marketing, communications, and promotions services, including planning, creating, and
producing the advertising; performing research; and selecting media?
A.A creative boutique
B.A full-service agency
C.A media buying service
D.A collateral agency
E.A switch marketing agency
17) In an attempt to standardize relative costing procedures, the broadcast and
newspaper media have begun to provide:
A.costs per point.
B.costs per CRPs.
C.gross rating points.
D.costs per thousand.
E.costs per circulation.
18) Which of the following is a form of direct selling?
A.Party plans
B.Home shopping
C.Out-of-home shopping
D.Ambient advertising
E.Sales promotions
19) _____ has led to dramatic changes in the World Wide Web, primarily as a result of
decentralization of communications and interactivity, with information provided by
users as contributors of content.
A.Interstitial
B.Web 1.0
C.Web 2.0
D.E-commerce
E.B2B selling