1) Behavior tracking on the Internet helps in tailoring the message to appeal to specific
needs and wants of the target audience.
2) Sales promotion activities cannot be targeted to different parties in the marketing
channel.
3) Wearout may occur if consumers no longer pay attention to a commercial after
several exposures.
4) While many people both inside and outside the organization have some input into the
advertising and promotion process, direct responsibility for administering the program
must be assumed by someone within the firm.
5) Proponents of the commission system argue that the system is more flexible than it
appears as agencies often perform other services for large clients at no extra charge.
7) When the cost per sales call for a firm continues to climb, the firm may find mass
communications a more cost-effective alternative.
8) Sales promotions are typically not considered a part of the IMC planning process.
9) Adding a promotional product to a direct mailer increases response rates.
10) Studies conducted by Forrester Research reveal that consumers ignore most ads
because:
A.the number and intrusiveness of the ads is too high.
B.they lack time to pay attention to ads.
C.most ads contain violent and offensive information.
D.they are broadcast through traditional media.
E.the ads are too specific to be of help.
11) Which of the following is associated with the day-after-recall test?
A.Eye tracking test
B.Burke test
C.Flesch test
D.Galvanic skin response test
E.Bingo cards
12) The fact that some consumers want flavored bottled water and others want it with
added minerals provides an opportunity for _____ segmentation.
A.socioeconomic
B.benefit
C.geographic
D.psychographic
E.demographic
13) _____ coupons are in/on-pack coupons that are redeemable on the purchase of a
different product, usually one made by the same company, but occasionally through a
tie-in with another manufacturer.
A.Bounce back
B.Cross-ruff
C.Instant
D.Cross-sell
E.In-store
14) Which of the following is true of creative tactics in relation to advertising
messages?
A.It deals with avoiding the creation of animatics for testing a commercial.
B.It involves determining how much the advertising campaign will cost.
C.It involves determining how the message strategy will be executed.
D.It deals with avoiding the factors which lead to divergence in advertising creativity.
E.It involves determining what the advertising message will say or communicate.
15) The National Egg Association has been promoting the benefits of eggs for many
years. It aims to educate customers about the nutritional values of eggs through ads
which are aired in several states. It is making use of _____.
A.direct-response advertising
B.professional advertising
C.primary-demand advertising
D.selective-demand advertising
E.trade advertising
16) During a routine market study conducted by CL Foods, it was noted that Chinese
and Indian food products were in high demand in American society. In order to take
advantage of such a demand, CL Foods manufactured and sold these food items locally.
In this scenario, the company is taking advantage of a _____.
A.market opportunity
B.market aggregation
C.market assimilation
D.marketing buzz
E.market threat
17) The verification and revision stage of the creative process evaluates ideas generated
during the _____ stage and gives them final expression.
A.preparation
B.dramatization
C.illumination
D.incubation
E.digestion
18) One of the main disadvantages of publicity is the:
A.lack of control over the information conveyed.
B.low credibility it offers.
C.lack of support that is often shown by the media.
D.the lack of confidence people have in such information.
E.the minimal frequency of exposure that it generates.
19) Consumer advocates argue that:
A.advertising should create brand loyalty rather than provide mere information.
B.advertising is useful to consumers as it creates an equal and content society.
C.advertising makes consumers aware of their needs, rather than creating needs.
D.advertising reduces the market power of large companies.
E.advertising costs are expenses that make the price higher for consumers.
20) _____ theory is an approach that deals with the structure and development of
personality and focuses on the underlying motivations for human behavior.
A.Maslow’s hierarchy
B.Psychoanalytic
C.Lamarckian
D.World-systems
E.Structuration
21) The Great Brands campaign, developed by the American Advertising Federation,
promoted the economic power of advertising by:
A.providing financial incentives to smaller firms in the industry.
B.featuring companies synonymous with quality advertising.
C.protesting against restrictions enforced by the Children’s Advertising Review Unit.
D.voting against offensive and obnoxious advertising.
E.enforcing restrictions on unethical and immoral advertising.
22) The independent variable in the persuasion matrix that takes into account the
passage of information from one person to another is:
A.the source.
B.the message.
C.the behavior.
D.the retention.
E.the destination.
23) Personal selling refers to selling:
A.personalized products to individuals and organizations.
B.homemade products through online stores.
C.through a person-to-person communications process.
D.personalized products to only individuals and not organizations or groups.
E.low value products to only individuals and not organizations or groups.
24) The ad for an investment company opens with the statement, “You can’t plan for
tomorrow if you don’t know where your money is today,” and continues with relevant
information about investment and its benefits. This ad is an example of _____
advertising.
A.straight-sell
B.transformational
C.testimonial
D.teaser
E.comparative
25) Skywriting is a form of:
A.billboard advertising.
B.transit advertising.
C.digital advertising.
D.blimp advertising.
E.aerial advertising.
26) New brands or products need a very high level of reach:
A.in order to minimize the waste coverage.
B.to make all potential buyers aware of the new entry.
C.because they have an associated problem of overexposure.
D.since they have low brand and category development indices.
E.to facilitate continuity scheduling.
27) Which of the following developments has resulted in a transfer of power from
manufacturers to retailers?
A.The advent of optical scanners and computers has given manufacturers access to
sales information.
B.An increase in brand loyalty among consumers has led to an increase in sales
promotion activities.
C.Consolidation in the grocery industry has resulted in larger chains with greater
buying power and clout.
D.A significant decrease in promotional sensitivity and time-sensitivity among
consumers has occurred since the early 2000s.
E.Increasingly, manufacturers are introducing more private-label brands into the
market.
28) Venus Inc., a manufacturer of canned meat, tried to market its canned beef products
in India. Since cows are considered sacred in many parts of the country, beef
consumption is limited. Since the company failed to consider this factor, its marketing
strategy was a failure. This indicates that Venus Inc. did not understand the _____
environment in India.
A.demographic
B.economic
C.cultural
D.political
E.legal