1) Low-involvement purchase decisions are areas where a standard hierarchy response
process is likely.
2) Strong symbolic features and social and psychological meaning may be more
important than functional utility for many products.
3) Those who relate psychoanalytic theory to consumer behavior believe that
consumers know why they want the products they wish to buy.
4) Those who belong to the Greatest Generation, influenced by the Great Depression,
are infrequent shoppers.
5) The information processing model of advertising effects assumes that the receiver
does not have the capacity to solve problems.
6) Which of the following is a component most likely to be present in a persuasive
advertisement?
A.Price
B.Performance
C.Social status
D.Availability
E.Specifications
7) In a communication process, a receiver’s set of reactions after seeing, hearing, or
reading a message is known as a _____.
A.noise
B.perception
C.source
D.channeling
E.response
8) Which of the following is the most relevant internal psychological process associated
with the post purchase evaluation stage of the consumer decision-making process?
A.Motivation
B.Perception
C.Assimilation
D.Learning
E.Disintegration
9) Which of the following elements are important constituents of a marketing program
for firms competing in the global marketplace?
A.Servicescape and visual merchandising
B.Publicity and public relations
C.Advertising and promotion
D.Direct marketing and personal selling
E.Direct selling and personal selling
10) Which of the following statements is true about the use of corporate leaders as
advertising spokespersons?
A.Many companies believe the use of a company president or CEO is an ineffective
way of expressing the company’s commitment to quality and customer service.
B.Only Fortune 500 companies use corporate leaders as spokespersons.
C.If a firm’s image is too closely tied to its leader, it will face problems if and when the
leader leaves the company.
D.Corporate spokespersons are ineffective for consumer products.
E.Corporate spokespersons improve the message source image but have no effect on its
trustworthiness.
11) _____ refers to relatively homogeneous divisions in a society into which people
sharing similar lifestyles, values, norms, interests, and behaviors can be grouped.
A.Neo-culture
B.Sub-culture
C.Social class
D.Dissociative group
E.Reference group
12) Which of the following groups in the United States argues that advertising that
portrays women as sex objects contributes to violence against women?
A.The Advertising Research Foundation
B.The American Advertising Federation
C.The American Women’s Association
D.The American Psychological Association
E.The National Organization for Women
13) From an economic perspective, advertising can lower prices of a product by:
A.creating barriers to entry for smaller firms.
B.focusing more on persuasion than on quality.
C.making a market more competitive.
D.reducing the economies of scale.
E. creating brand loyalties.
14) An ad for The Tributary Hotel in Chicago has a number that people can call on if
they are interested in reserving rooms at the hotel or for further information about the
hotel. One way to determine the effectiveness of this ad is to count the number of phone
calls it receives in response to the ad. This response count is an example of:
A.feedback.
B.encoding.
C.noise filtering.
D.noise blocking.
E.decoding.
15) A major threat to conventional broadcast radio is:
A.the emergence of satellite radio.
B.low-powered local radio broadcasting.
C.the ability of TV ads to increase commercial clutter.
D.the fact consumers prefer to pay a subscription fee for their radio.
E.the ability to zip and zap radio commercials.
16) Managers who use the communications effects pyramid to set objectives believe
that:
A.lower-level objectives such as purchase and reuse form the foundation of the
communications program.
B.the foundation of the communications program is set by accomplishing lower-level
objectives such as awareness, knowledge, and comprehension.
C.advertising and promotion should first accomplish lower-level objectives such as trial
and purchase.
D.advertising and promotion should first accomplish higher-order objectives, such as
trial and purchase, and then create awareness and brand knowledge.
E. advertising and promotion cannot accomplish lower-order objectives.
17) According to the marketing and promotions process model, in which of the
following stages does the company decide the product or service areas and particular
markets where it wants to compete?
A.Development of a marketing strategy and analysis
B.Development of the target marketing process
C.Allocation of advertising budget
D.Development of the marketing planning program
E.Creation of a positioning strategy
18) _____ are local TV stations to which a single television network supplies
programming and services.
A.Syndicates
B.Adjacencies
C.Full-run spots
D.Affiliates
E.Zappers
19) The process of assimilating mass-media advertisements with other promotional
elements such as direct marketing, public relations, and sales promotion is known as:
A.switch marketing.
B.micro-marketing.
C.integrated marketing communications.
D.buzz marketing.
E.bait-and-switch marketing.
20) Developed countries have the _____ infrastructure in terms of the communications,
transportation, and distribution networks needed to conduct business effectively in these
markets.
A.demographic
B.economic
C.cultural
D.political
E.legal
21) As defined in Wikipedia, _____ have been defined as “a group of Internet-based
applications that build on the ideological and technological foundations of Web 2.0 and
that allow the creation and exchange of user-generated content.”
A.pre-rolls
B.social media
C.native ads
D.rich media
E.interstitials
22) Woodlot Inc. is a furniture manufacturing company that has recently started its
operations. It employs promotional strategies to create brand awareness and stimulate
demand for its products. Since the company is still in its inception, it also wants to use a
support medium that can point consumers in the direction in which they can purchase
furniture for their household. Which of the following support media is best suited to
Woodlot’s purpose?
A.Specialty advertising
B.Yellow Pages advertising
C.Aerial advertising
D.Movie theater advertising
E.Transit advertising
23) _____ is conducted very early in a campaign development process in order to
explore the targeted consumer’s response to a potential ad or campaign or have a
consumer evaluate advertising alternatives.
A.Posttesting
B.Concept testing
C.Recognition testing
D.Copy testing
E.Recall testing
24) Which of the following is true of refutational appeals?
A.They are not as effective as one-sided messages.
B.They do not feature negative connotations of the products advertised.
C.They tend to “inoculate” the target audience against a competitor’s counterclaims.
D.They are used typically when the target audience is less educated.
E.They are a special type of one-side message.