1) Pop-ups are usually smaller than banner ads.
2) Network standards regarding acceptable advertising typically remain constant.
3) Banner ads may be used for creating awareness or recognition.
4) Advertisers who are seeking a very specific, often small, target audience find the
coverage of TV to be more cost effective as the coverage extends beyond their market.
5) One of the advantages of the continuity method of schedule is low costs.
6) Superagencies were formed when large advertising organizations disintegrated to
form separate, more specialized individual agencies.
7) One of the reasons for the rapid growth of the Internet is consumers’ increased desire
for information.
8) Direct-marketing activities are supported by the other elements of the promotional
mix.
9) Which of the following promotional tools best suit a business-to-business marketer
who sells expensive, risky, and often complex products?
A.Print advertising
B.Sales promotion
C.Public relations
D.Personal selling
E.Publicity
10) Spot advertising is:
A.mostly confined to station breaks between programs on network-originated shows.
B.used only by local advertisers.
C.subject to less clutter than network advertising.
D.easier to buy than advertising on national networks.
E.airtime sold to local firms such as retailers, restaurants, banks, and auto dealers.
11) Ads that use telephone numbers that contain the company name are hoping to
enhance:
A.selective sublimation.
B.selective bias.
C.selective determination.
D.selective retention.
E.selective understanding.
12) Which of the following is a problem associated with global marketing and
advertising?
A.Difficulties in coordination and control of marketing and promotional programs
B.Differences in consumer needs and usage patterns
C.Difficulty in obtaining economies of scale in production and distribution
D.Higher advertising production costs
E.Greater inconsistency in international branding and/or corporate imaging
13) A lawsuit charged a mortgage lender with racism because it allegedly charged
African-American borrowers higher rates than other borrowers. News of the lawsuit
was reported by the wire service, and it appeared in several newspapers. This is an
example of:
A.sales detraction.
B.negative advertising.
C.cause selling.
D.negative publicity.
E.bait-and-switch advertising.
14) Which of the following statements about commercial length is true?
A.Fifteen-second spots are the most common commercial length.
B.Increasing media costs have resulted in advertisers preferring shorter commercials.
C.Most advertisers believe shorter commercials cannot deliver a message as effectively
as longer commercials.
D.Fifteen-second spots typically sell for about the same amount as 30-second spots.
E.Most 15 second commercials are being converted to 5 second commercials that are
known as split commercials.
15) _____ are the various time periods or segments into which a broadcast day is
divided.
A.Adjacencies
B.Pulse days
C.Spots
D.Dayparts
E.Spot beams
16) One of the methodologies employed to conduct pretests is focus groups, in which:
A.the management of a company makes budgeting decisions.
B.participants freely discuss the meanings they get from ads.
C.concept testing takes place at the earliest development of ads.
D.the management of a company determines the media strategies.
E.different ads for similar products are compared.
17) The _____ stage of the response process refers to a receiver’s feelings for a
particular brand and includes stronger levels of desire, preference, or conviction.
A.cognitive
B.affective
C.behavioral
D.conative
E.learning
18) Unlike other media, the Internet is a hybrid of media.
19) All non-program material that appears in a broadcast environment including
commercials, public service announcements, and promotional messages for shows
contributes to:
A.a message comparison phenomenon.
B.comparative advertising.
C.the clutter problem.
D.media reduction.
E.the quantitative media effect.
20) The television daypart that attracts the largest viewing audience is:
A.daytime.
B.early fringe.
C.early news.
D.overnight.
E.prime time.
21) The notion that a low-credibility source may be just as effective as a
high-credibility source with the passage of time is known as the:
A.sleeper effect.
B.time/place consequence.
C.open source paradox.
D.decay effect.
E.mirage effect.
22) WristTactical, a watch manufacturer, specializes in manufacturing tactical watches
for Navy divers. The company launched an ad campaign that stressed the water resistant
and endurance characteristics of its watches. In this scenario, WristTactical is making
use of _____ segmentation.
A.benefit
B.demographic
C.geographic
D.behavioristic
E.socioeconomic
23) _____ relates to the image of a product and or brand relative to competing products
or brands.
A.Segmentation
B.Positioning
C.Neuromarketing
D.Branding
E.Merchandising
24) Tristan Inc., a manufacturer of consumer appliances, engages in social
responsibility activities. In order to solicit funds to charitable organizations, it uses
telemarketing to contact its high-income, upscale customers and requests them to make
donations. Tristan is using a combination of:
A.publicity and public relations.
B.direct marketing and public relations.
C.direct marketing and personal selling.
D.advertising and support media.
E.personal selling and publicity.
25) Pretesting of ads is effective in terms of both actual cost outlays and opportunity
costs.
26) In the objective and task method to budget setting, managers closest to the
marketing effort do not have specific strategies to achieve the objective.
FALSE
The major advantage of the objective and task method is that the budget is driven by the
objectives to be attained. The managers closest to the marketing effort will have
specific strategies and input into the budget-setting process.
27) Analysis of the communication process may involve preliminary discussions on
media-mix options and their cost implications.
TRUE
When a firm is in the stage of analyzing the communication process of the promotional
planning process, it examines how effectively it can communicate with consumers in its
target markets. Preliminary discussion of media-mix options (print, TV, radio,
newspaper, direct marketing, Internet) and their cost implications might also occur at
this stage.
28) RADAR measurements are based on information collected throughout the year by
means of diary interviews.
29) Clutter levels in television are lowest during daytime programs.
FALSE
Clutter levels are higher on many cable networks and during daytime programs. For
television, clutter is often viewed as including all the nonprogram material that appears
in the broadcast environment-commercials, promotional messages for shows, public
service announcements (PSAs), and the like.