1) As a part of their creative strategy, advertisers of Vittle’s Nuts use “Snippy-The
Bunny” as the brand’s symbol in its ad campaigns. Through this strategy, the company
aims to enhance brand identification and recognition. In this scenario, Snippy is an
example of a(n):
A.visual image personality.
B.affective character.
C.selectively remembered personality.
D.high-involvement advertising appeal.
E.pseudo celebrity.
2) Marketers encourage _____ by introducing new brands into markets that are already
saturated and by using advertising and sales promotion techniques such as free samples,
introductory price offers, and coupons.
A.brand switching
B.brand extension
C.brand dilution
D.brand loyalty
E.brand retention
3) Values that are centered on _____ stress on loyalty and interpersonal relationships.
A.ethnocentrism
B.Confucianism
C.the country-of-origin effect
D.the halo effect
E.xenocentrism
4) Hot sauce usage in the United States is generally concentrated in the region spanning
West from Louisiana to New Mexico and North to the Arkansas-Missouri border. A
producer of hot sauce would use this information to schedule by using:
A.flighting.
B.continuity.
C.geographical weighting.
D.intermittent frequency.
E.pulsing.
5) The BBB is the largest and best known self-regulatory mechanism in the United
States for controlling advertising practices that has been established by the business
community. BBB stands for:
A.Board for Business Broadcasting.
B.Board of the Best Businessmen.
C.Board for Betterment of Broadcasting.
D.Better Business Bureau.
E.Best Business Bureau.
6) DocStock Inc., a company that manufactures stethoscopes, has placed an ad in
MediMag, a magazine primarily read by doctors. The company is trying to improve
sales by directly reaching out to its primary market segment. This is an example of:
A.business-to-business advertising.
B.trade advertising.
C.professional advertising.
D.primary-demand advertising.
E.direct-action advertising.
7) Zoe Inc. is a jewelry store that gets its logo designed by Quirky Inc., a graphic design
firm. After a successful launch of the new logo, the marketing head of Quirky visits
Zoe’s office and offers to redesign their website to reflect the changes in Zoe’s logo.
Quirky Ink is attempting to engage in _____.
A.lead hunting
B.cross selling
C.order giving
D.missionary selling
E.inside order taking
8) Which of the following statements best defines value?
A.The coordination of all seller-initiated efforts to set up channels of information and
persuasion in order to sell goods and services or promote an idea
B.The combination of factors like name, logo, design, and packaging that comes to
mind when consumers think about a brand
C.The desire and ability of two or more parties to exchange something of importance
with one another
D.The customer’s perception of all of the benefits of a product or service weighed
against all the costs of acquiring and consuming it
E.The amount of funds invested by the shareholders of a company in promoting its
product portfolio
9) Global marketers are consolidating their advertising into one agency:
A.in order to implement the philosophies of Theodore Levitt.
B.in order to eliminate economies of scale.
C.because the importance of cultural barriers has declined significantly.
D.because agencies now have the ability to communicate globally.
E.in order to easily distribute advertising costs among the various participating
countries.
10) Which of the following is an argument against measuring advertising effectiveness?
A.Costs in terms of time and money
B.Lack of flexibility
C.Need for autonomy to those who control advertising
D.Lack of accountability
E.Decrease in advertising efficiency
11) Mars Inc., a manufacturer of cat food in Texas, places an ad in a publication aimed
at veterinarians. The ad explains why they should recommend Mars’s cat food to the
owners of the cats they treat. This scenario is an illustration of:
A.demographic segmentation.
B.a promotional pull strategy.
C.a loyalty marketing strategy.
D.a bait marketing strategy.
E.a promotional push strategy.
12) The physical arrangement of the various parts of an ad, including headlines,
subheads, illustrations, body copy, and identifying marks, is known as a(n):
A.narration.
B.visual.
C.body copy.
D.artwork.
E.layout.
13) Typically, most network television advertising time is sold as:
A.sponsorships.
B.participations.
C.adjacencies.
D.spot announcements.
E.affiliated offerings.
14) In case of _____, a salesperson visits a buyer’s home, job site, or other location to
sell infrequently purchased products or services.
A.repetitive person-to-person selling
B.non-repetitive person-to-person selling
C.party plans
D.home shopping
E.telemarketing
15) American television and print advertising have portrayed men as _____.
A.passive
B.deferent
C.achieving
D.lacking intelligence
E.dependent
16) Concentrated marketing involves focusing marketing efforts on:
A.different countries.
B.one particular segment.
C.mass markets.
D.various segments.
E.different counties.
17) In developing creative strategies specifically adapted to the medium, marketers
have found it most difficult to:
A.disseminate information through the Internet.
B.provide current price lists on the Internet.
C.create viable links to suppliers using the Internet.
D.overcome online buying center barriers.
E.create a brand image on the Internet.
18) As an outcome of the alternative evaluation stage, the consumer develops:
A.a heuristic tendency toward a particular brand.
B.a predisposition to buy a certain brand.
C.brand heuristics.
D.individual brand recognition.
E.a post purchase evaluation set.
19) Communications activities designed to promote a firm’s overall image, without
reference to a specific product, are called:
A.corporate advertising.
B.event branding.
C.advertorials.
D.lobbying.
E.cause-related advertising.
20) Which of the following statements best describes the relationship between
marketing and communications objectives?
A.Marketing objectives and communications objectives are synonymous.
B.Marketing objectives evolve from communications objectives.
C.Communications objectives are derived from marketing objectives.
D.Communications objectives can be developed before the development of marketing
objectives.
E.Both communications and marketing objectives are defined only in terms of the reach
of a promotional strategy.