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1) The Internet can be used as an effective medium by marketers for stimulating trial of
their products or services.
2) Spot advertising is more easily acquired by national advertisers than local ones.
3) The agency evaluation is often done on a subjective, informal basis, particularly in
smaller companies where ad budgets are low.
4) The evaluation process of creative outputs is usually subjective; the advertising or
brand manager relies on qualitative considerations for evaluation.
5) Price appeal ads are often used by national advertisers during recessionary times.
6) Independent variables are the steps a receiver goes through in being persuaded.
7) Advertising not only informs customers of available goods and services but also
facilitates entry into markets for a firm or a new product or brand.
8) Newspaper ads are unlikely to have any impact beyond the day of publication, and
repeat exposure is very unlikely as well.
9) Observations made on trends, developments, and happenings in the marketplace are
part of general preplanning input.
10) The Internet allows companies to create awareness, provide information, and
influence attitudes, as well as pursue other communications objectives.
11) An advantage of sales-oriented objectives is that they provide sufficient guidance to
those responsible for planning and developing the promotional program.
12) A transformational advertisement must connect the audience with the advertisement
in such a way that the experience of the product/service is independent of the
experience generated by the advertisement.
13) While the social consumer decision journey may differ from traditional response
hierarchies, it is also similar in that it envisions going through stages in the purchase
decision.
14) There has been an evolution to micromarketing as the mass audience assembled by
network television and augmented by other mass media is fragmenting at an
accelerating rate.
15) In-depth interviews involve a structured questionnaire that includes numerous
yes-or-no questions.
16) Which of the following is true of the Internet as a medium for branding?
A.Unlike print media, the Internet is not an effective tool for branding.
B.Unlike using television as media, the Internet does not enable service branding.
C.The Internet is more effective as a media for branding because it has a one-directional
communication flow.
D.Unlike the radio, the Internet is not an effective medium for branding for large
companies.
E.The Internet is an effective medium for achieving communications objectives such as
consideration and/or evaluation.
17) Which of the following is one of the nine principles of Positioning Advertising
Copy Testing (PACT)?
A.Require agreement about how the results will be used in advance of each specific
test.
B.Adhere to the consideration that an advertising stimulus should be exposed only
once.
C.Provide controls to increase the biasing effects of an exposure context.
D.Use a convenience sample.
E. Provide a single unique measurement to adequately assess an ad€s performance.
18) According to the elaboration likelihood model (ELM), a receiver lacks the ability or
motivation to process information under the _____ route to persuasion.
A.central
B.peripheral
C.cognitive
D.high-involvement
E.affective
19) Which of the following is true of direct mail?
A.Direct mail marketing has waned due to excessive use of the Internet.
B.Traditional direct-mail business has experienced higher response rates from many
consumers with the advent of the Internet.
C.It is synonymous with personal selling.
D.Keys to the success of direct mail are the mailing list.
E.It depends extensively on the U.S. Postal Service.
20) Qualitative measures used to evaluate sales personnel include:
A.the number of new accounts.
B.the percentage of sales quota achieved.
C.territory management.
D.report preparation.
E.sales call preparation.
21) Which of the following statements is true of rebates?
A.Rebates are synonymous with refunds, and are used only for consumer durables like
automobiles and appliances.
B.Most retailers want to be involved with rebate programs.
C.Nonusers of rebates perceive the rebate redemption process as too complicated.
D.Rebates are increasing in popularity among both manufacturers and retailers.
E.Rebates are ineffective in encouraging repeat purchases.
22) J&J is an advertising agency that handles each of its clients by assigning individuals
from various departments to work together as a team on their accounts. With respect to
the organizational structures employed by a full-function advertising agency, J&J is
using a _____ organizational system.
A.departmental
B.group
C.matrix
D.creative boutique
E.media boutique
23) _____ is the series of decisions involved in delivering a promotional message to the
prospective purchasers and/or users of a product or brand.
A.Market segmentation
B.Media planning
C.Product differentiation
D.Brand positioning
E.Target diversification
24) As a tool for budget allocation, multiple regression analysis is most often employed
in budget models using:
A.computer simulations.
B.competitive parity.
C.arbitrary allocations.
D.percentage-of-sales.
E.downward curves.
25) _____ refers to the number of persons in the primary target audience whom a media
buy will reach and the number of times those persons will be reached.
A.Target ratings points
B.Gross ratings points
C.Target frequencies
D.Effective target reach
E.Total market coverage
26) _____ specialize in the development and management of sweepstakes, refund and
rebate offers, and incentive programs.
A.Sales promotion agencies
B.Direct-response agencies
C.Creative boutiques
D.Interactive agencies
E.Collateral agencies
