1) Many papers include magazine-type supplements, primarily in their Sunday editions.
2) A centralized approach to organizing for international advertising is not suitable
when market and media conditions are similar from one country to another.
3) Products that are steeped in the cultural heritage of a country are best suited to
worldwide appeals.
4) Aerial advertising is very expensive in terms of absolute costs, especially when
employed to reach specific target markets.
5) In the personal-selling process, the prospecting step involves looking for leads and
checking them.
6) Which of the following is an example of a trade-oriented sales promotion activity?
A.Samples
B.Coupons
C.Refunds/rebates
D.Dealer contests
E.Bonus packs
7) One of the primary advantages inherent in the use of publicity is its:
A.ability to be personalized.
B.credibility.
C.negligible variable costs.
D.tangibility.
E.ability to be closely controlled.
8) Dynamic Inc., an advertising agency in Manhattan, receives compensation from its
clients based on Dynamic’s sales and market share performance. This is an example of
a(n) _____ compensation system.
A.fixed-fee
B.straight-fee
C.value-based
D.cost-plus
E.objective-and-task
9) Personal selling is a more appropriate tool than advertising when the objective is to:
A.ask for a sale.
B.minimize the cost per lead.
C.provide information.
D.create awareness.
E.create brand appeal.
10) Which of the following factors can be primarily attributed to the growth of guerrilla
marketing?
A.Technology
B.Changing social attitude
C.Reduced government regulations
D.Inflation
E.Deflation
11) Source attractiveness leads to persuasion through a process of _____, whereby a
receiver is motivated to seek some type of relationship with the source and thus adopts
similar beliefs, attitudes, preferences, or behavior.
A.internalization
B.identification
C.compliance
D.repositioning
E.comprehension
12) Under the Reagan administration, the controversial _____, which required
broadcasters to provide time for opposing viewpoints on important issues, was repealed
on the grounds that it was counterproductive.
A.Deception Doctrine
B.Misinterpretation Dogma
C.Affirmative Disclosure Doctrine
D.Fairness Doctrine
E.Substantiation Dogma
13) Which of the following is a major benefit of advertising?
A.It limits the earning potential of larger companies and maximizes the potential of
smaller companies.
B.It leads to economies of scale in production.
C.It encourages materialistic values in society.
D.It helps in altering the collective values of society.
E.It helps nations discourage individualistic values in citizens.
14) According to James Webb Young, the production of creative advertising ideas:
A.is a random process that cannot be taught.
B.must avoid bolting a brand to a consumer’s clinching benefit.
C.must be primarily consumer-generated.
D.is a definitive process that can be learned and controlled.
E.has as many different routes as there are different forms of creativity.
15) The announcer on a television commercial said, “Get your credit card and call now
to order an autographed copy of the Summer Dreams DVD.” This is an example of
using the _____ approach of direct marketing.
A.two-step
B.group
C.one-to-one
D.one-step
E.three-step
16) Companies are consolidating their global advertising in an effort to:
A.create a dynamic global image.
B.gain greater leverage over their agencies.
C.reduce economies of scale.
D.market products that are steeped in the cultural heritage of a country.
E.counter resistance from the local population.
17) Which of the following is a posttest method for measuring advertising effectiveness
conducted in a field setting?
A.Readability tests
B.Consumer juries
C.Portfolio tests
D.Recognition tests
E.Physiological measures
18) Positioning ads and sponsorships are examples of _____.
A.transit advertising
B.cause-related advertising
C.image advertising
D.advocacy advertising
E.WOM advertising
19) Health care publications targeted at specific streams such as dental, medical and
surgical, nursing, biotechnological sciences, and hospital administration are classified
as:
A.business publications.
B.special-interest consumer magazines.
C.trade magazines.
D.general-interest consumer magazines.
E.independent publications.
20) The sales promotion tool that critics contend is most guilty of detracting from brand
equity and at the same time being detrimental to a brand franchise is:
A.sweepstakes.
B.contests.
C.frequent patronage programs.
D.trade promotions.
E.event sponsorships.
21) A professional race car driver appears in an ad advocating a particular motor oil
brand. This is an example of a(n):
A.comparison.
B.endorsement.
C.demonstration.
D.straight sell.
E.slice-of-life.
22) _____ are specialized content programs offered through cable TV networks that are
developed by advertisers and provided to the cable operators for free.
A.Videos on demand
B.Digital ads
C.Advertising specialties
D.Mnemonics
E.Advertainments
23) Which of the following is an advantage associated with direct mail advertising?
A.Low selectivity
B.High repetition
C.Low cost per exposure
D.Low level of clutter
E.Opportunities for repeat exposures