1) Track Inc., a bike manufacturer, decides to launch a new model. If Track decides to
use a persuasive rather than informational strategy, which of the following components
is likely to be the focus of the advertisement?
A.Price
B.Performance
C.Durability
D.Specifications
E.Attractiveness
2) A _____ is the general category of available delivery systems, which includes
broadcast media, print media, direct marketing, outdoor advertising, and other support
media.
A.transit
B.reach
C.conduit
D.medium
E.niche
3) According to the meaning transfer model of the celebrity endorsement process,
celebrities draw their meanings from:
A.their association with the companies whose products they endorse.
B.their popularity among consumers and their perceived level of attractiveness.
C.the image the media portrays about them through various channels such as television,
magazines, and the Internet.
D.the roles they assume in their careers and the objects, persons, and contexts these
roles bring them in contact with.
E.their family and cultural background that influence their decisions about the types of
products they want to endorse.
4) Which of the following features of direct-response advertising differentiates it from
other forms of advertising?
A.It provides for immediate feedback from the message recipient.
B.It makes use of only magazines as a primary medium of advertising.
C.It is a form of nonpersonal mass media communication medium.
D.It is most widely used because of its pervasiveness.
E.It is a paid form of mass media communication medium.
5) According to the definition of integrated marketing communications (IMC) given by
Don Schultz, which of the following is true of IMC?
A.It is a tactical integration of various communication activities.
B.It does not view the audience as an important part of the IMC process.
C.It does not view the employees as an important part of the IMC process.
D.It is viewed as an ongoing strategic business process.
E.It simply involves bundling promotional mix elements together.
6) Which of the following is a criticism commonly applied to corporate advertising?
A.Poor vehicle for repositioning a company or a brand
B.Failure to take advantage of the benefits derived from public relations
C.Not effective at reaching the target market
D.Questionable effectiveness
E.Lack of control over public opinion
7) Yummy Oats cereal included tubes of ToothFairy Junior toothpaste inside each of its
boxes. This is an example of a:
A.free premium.
B.self-liquidating premium.
C.rebate.
D.bonus pack.
E.non-subsidized premium.
8) The Suave Teen is a Canadian publication that primarily targets high school
teenagers. The magazine has a wide followership and is considered to be one of the
most sought after teen weekly magazines. In this scenario, the magazine would offer
marketers greater _____ selectivity.
A.demographic
B.psychographic
C.lifestyle
D.affective
E.behavioral
9) Samples would be an appropriate promotional strategy:
A.to support an everyday low price (EDLP) strategy.
B.to facilitate a push promotional strategy.
C.to introduce a new product into the marketplace.
D.in the decline stage of a product’s life cycle.
E. to build long term relationships with customers.
10) Which of the following is a primary advantage of magazines?
A.High selectivity
B.Low clutter level
C.Low lead time
D.High reach
E.Large frequency