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1) A magazine titled Utopia: A Holiday Digest would have a strong _____ on an ad for
destination resorts.
A.externally paced impact
B.favorable quantitative media effect
C.cluttered media effect
D.shaping effect
E.positive qualitative media effect
2) Energon Inc., a beer manufacturer, distributes free water bottles in areas where there
is water scarcity. Moreover, the company sponsors several local events such as concerts,
theatre productions, and sporting events. In this scenario, Energon Inc. is engaging in
_____.
A.community involvement
B.integrated public relations activities
C.exclusives
D.press conferences
E.press releases
3) _____ is an interactive system of marketing which uses one or more advertising
media to effect a measurable response and/or transaction at any location.
A.Trade advertising
B.Publicity
C.Public relations
D.Direct marketing
E.Synchro marketing
4) Which of the following factors has led to a rapid adoption of the Internet?
A.Decreased Internet traffic
B.Decreased government regulations
C.The increasing availability of leisure time
D.The ability to conduct e-commerce through one's personal computer
E.Reduction of clutter in terms of broadcast and print media
5) Those who stress on individual effort and hard work and believe that material
possessions are evidence of success are likely to accept materialism as a part of _____.
A.the socialist culture
B.the Protestant ethic
C.the communist ideal
D.the spiritualist way of life
E.the feminist movement
6) An ad for Kool Kids, a kidswear company, is featured in the August issue of a teen
magazine, Teen 360. The ad shows children between the ages of 3 and 12 on a ramp. In
terms of the response stages of the persuasion matrix, the ad is ineffective in reaching
the intended target audience, the parents, because:
A.its portrayal is offensive.
B.it contains jargons that are incomprehensible to the target audience.
C.the media channel used is inappropriate.
D.of the extensive clutter.
E.it is not endorsed by a celebrity parent.
7) In case of _____, a salesperson visits a buyer's home, job site, or other location to
sell frequently 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
8) Posttesting is designed to:
A.eliminate the problems associated with the primacy and recency effects.
B.check the impact of positioning statements.
C.serve as input into the next period's situation analysis.
D.determine what psychological factors will influence ad perception.
E.avoid problems associated with selective perception.
9) Which of the following statements about the stages in the evolution of selling is true?
A.Problem-solver selling is typically found in buyers' markets.
B.The intensity of competition is greatest for salespeople at the provider stage.
C.Customer needs are matched with tailored offering in the procreator stage.
D.The persuader stage is typically found in sellers' markets.
E.Competition is nonexistent in the procreator stage.
10) Which of the following source characteristics is utilized by a slice-of-life
commercial that shows an average head of household facing difficulty in filing his
federal income tax?
A.Power
B.Compliance
C.Expertise
D.Similarity
E.Attractiveness
11) James regularly borrows a magazine from Lily, who subscribes to it. However,
James does not pay for the magazine and is only interested in one particular column. In
this scenario, Lily is considered to be a(n):
A.ancillary reader.
B.pass-along subscriber.
C.primary reader.
D.secondary subscriber.
E.total reader.
12) Which of the following is considered to be an objective evaluative criterion while
purchasing an automobile?
A.Image
B.Price
C.Styling
D.Performance
E.Color
13) _____ is a form of one-on-one communication in which a seller attempts to assist
and/or persuade prospective buyers to purchase the company's product or service or to
act on an idea.
A.Advertising
B.Sales promotion
C.Publicity
D.Interactive marketing
E.Personal selling
