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1) Venus Corp. is a company that sells collectible plates. If you order one plate from the
company, you will receive multiple mails each month providing you with information
relating to new products and offers. Which promotional element is Venus Corp. using in
this scenario?
A.Advertising
B.Sale promotion
C.Direct marketing
D.Publicity
E.Pricing
2) Which of the following statements about the geographic selectivity offered by
newspapers is true?
A.Newspapers offer less geographic selectivity than most other media.
B.Newspapers in large cities provide very little geographic selectivity to advertisers.
C.Newspapers provide little geographic selectivity to local advertisers because of their
inability to adapt ad campaigns to local market conditions.
D.Newspapers provide geographic selectivity by creating strong sales potential in a
particular area for national advertisers.
E.Newspapers offer advertisers more geographic selectivity than direct mail.
3) Pluto Inc., a new ad agency, primarily obtains clients through cold calls, promotional
letters, and following up on known leads. The company maintains a separate
department which is responsible for bringing in new accounts. In this scenario, the
company is obtaining clients through _____.
A.referrals
B.solicitation
C.public relations
D.publicity
E.reputation management
4) As a result of economies of scale, large advertisers:
A.are likely to enjoy more favorable advertising time and space than smaller
advertisers.
B.get lower advertising rates than smaller advertisers.
C.accrue the disadvantages of advertising several products jointly.
D.have higher average costs of production.
E.must spend more money on advertising to realize a better return.
5) _____ divides a market on the basis of lifecycles.
A.Geographic segmentation
B.Psychographic segmentation
C.Benefit segmentation
D.Demographic segmentation
E.Socioeconomic segmentation
6) The process of putting thoughts, ideas, or information together in symbolic form is
called:
A.encoding.
B.deciphering.
C.sourcing.
D.seeding.
E.decoding.
7) The category development index is similar to the brand development index (BDI)
except that it:
A.uses information about a product category.
B.categorizes consumers according to their demographic characteristics.
C.is concerned with companies and not with products.
D.is tied to an economic index.
E.categorizes consumers according to their psychographic characteristics.
8) Rafael visits an agent from whom he has purchased auto insurance to clarify some
queries. Once the agent clarifies his queries, he asks Rafael if he has renters' insurance.
After a briefing by the agent, Rafael is convinced that he needs renters' insurance and
signs up for it. The agent's act of striking a second deal is an example of _____.
A.missionary selling
B.cross selling
C.field-order taking
D.lead hunting
E.order giving
9) One of the reasons for not engaging in measuring effectiveness of promotional
programs is a lack of time, however, this can be overcome:
A.by identifying source factors.
B.with the help of Q-scores.
C.by creating familiarity sheets.
D.by eliminating market segmentation elements.
E.with the use of proper planning.
10) According to the creative process outlined by Graham Wallas, which of the
following stages deals with refining and polishing the idea and seeing if it is an
appropriate solution?
A.Dramatization
B.Illumination
C.Verification
D.Incubation
E.Preparation
11) Which department within an advertising agency supervises the casting of people to
appear in the ad and the setting for the scenes?
A.Account services department
B.Art department
C.Traffic department
D.Media department
E.Production department
12) Which of the following statements describes an advantage inherent in the flighting
method of scheduling?
A.With flighting, there is no danger of wearout.
B.Flighting creates cost efficiency by using advertising only during purchasing periods.
C.Flighting helps in continuous advertising which in turn creates refutational appeal.
D.Flighting enables retention of promotional messages by alternating periods of high
and low advertising weight.
E.Flighting serves as a constant reminder to consumers.
13) Whizz soda aired its TV commercial during the season premiere of Detective
Drake. Subsequently, it also aired the commercial during the following program, which
was a reality show. A certain percentage of people viewed both programs and were
exposed to the ad twice. This overlap is referred to as:
A.duplicated reach.
B.facsimile promotion.
C.advertising replication.
D.duplicated frequency.
E.flighting.
14) _____ are ads that appear on a user's computer screen while he or she is waiting
while downloading content from a site.
A.Pop-unders
B.Pay-per clicks
C.Interstitials
D.Plug-ins
E.Floating ads
15) The Internet:
A.enables only one-way information flow.
B.is unidirectional.
C.is a direct-response medium.
D.doesn't allow feedback from consumers.
E.is independent of other media.
16) A measure of potential reach in the broadcast industry that is expressed as a
percentage is the TV, or radio, _____.
A.sweeps periods
B.frequency
C.index numbers
D.duplicated reach
E.program rating
17) A package of Confident razor blades contains a 75 cent-off coupon for Confident
Foamy shaving cream. This is an example of a(n) _____ coupon.
A.cross-ruff
B.bounce-back
C.checkout
D.instant
E.rebate
18) A two-sided message with a refutational appeal is more effective than a one-sided
message because it:
A.presents only arguments favoring an advertiser's position.
B.puts the strongest arguments in the middle of an advertising message.
C.inoculates the target audience against a competitor's counterclaim.
D.increases the level of counterargument.
E.is easily understood and accepted by the target audience.
19) Why have frequency programs become so popular with marketers?
A.Frequency programs support the goal of customer retention.
B.Frequency programs are especially effective when used for new product
introductions.
C.Frequency programs are a type of sweepstakes that generate a great deal of consumer
interest.
D.Frequency programs allow marketers to set cookies so they can track consumers'
activities.
E.Frequency programs are a promotional form of brand extension strategy.
