1) Segmenting the market based on consumers’ product or brand usage and the degree
of use is an example of behavioristic segmentation.
3) An attractive model facilitates recognition of the ad but does not enhance copy
readership or message recall.
4) Critics of communications-oriented objectives argue that it is too difficult to translate
a sales goal into a specific communications objective.
5) The objective of an ad with a rational appeal is to persuade the target audience to buy
the brand because it is the best available or does a better job of meeting consumers’
needs.
6) Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular
medium among companies selling mass-consumption products.
7) It is extremely easy to develop an effective universal approach to marketing and
advertising a single product across the world.
8) Like other media, which are essentially unidirectional, the Internet also provides only
a one-way flow of information.
9) Ratings points can be used by advertisers as measures for audience size and
commercial rates.
10) Henry’s Supermarkets have been very effective in positioning itself as stores that
offer superior products at a discounted rate. With respect to the positioning strategies,
its strategy reflects positioning based on:
A.benefit.
B.applications.
C.use.
D.price/quality.
E.product class.
11) Interactive agencies are also called _____.
A.digital agencies
B.public relation firms
C.creative boutiques
D.sales promotion agencies
E.collateral agencies
12) Which of the following is a disadvantage of personal selling?
A.Lack of personalization
B.Conflict between sales force and management
C.Lack of direct feedback
D.Inability to tailor messages
E.Lack of customer involvement in the decision-making process
13) Which of the following is an example of a personal communication channel?
A.Radio
B.Billboards
C.Newspapers
D.E-mail
E.Magazines
14) What is the major advantage of personal selling over advertising as a
communication method?
A.Personal selling involves the usage of mass media, whereas advertising does not.
B.Personal selling improves the image of the firm, whereas advertising does not.
C.Personal selling activates the receiver’s selective processes, whereas advertising does
not.
D.Personal selling results in sales responses that are difficult to measure, whereas
advertising results in immediate feedback.
E.Personal selling involves direct contact between the buyer and seller, whereas
advertising deals with indirect contact.
15) Critics of humorous commercials argue that funny ads:
A.distract consumers from a brand and its attributes.
B.have no shock value.
C.often put people in a gloomy mood.
D.do not draw consumers’ attention to the ads.
E.compel consumers to engage in counterarguments.
16) Which of the following statements supports the “advertising equals information”
ideology?
A.Advertising affects consumer preferences and tastes.
B.Consumers become brand loyal and less price sensitive due to advertising.
C.Advertising makes entry possible for new brands.
D.Advertisements help firms establish strong brand loyalty.
E.Advertising makes customers highly inelastic.
17) _____ are ads that appear underneath a webpage and become visible only when a
user leaves the site.
A.Links
B.Interstitials
C.Banner ads
D.Pop-unders
E.Blogs
18) Yummy soups, a vegetable soup manufacturing company, uses coupons and
sweepstakes to promote its soup. This reflects an application of:
A.belief-bias effect.
B.bait-and-switch promotions.
C.operant conditioning.
D.classical conditioning.
E.cognitive appraisal theory of emotion.
19) With respect to consumer markets, advertising done by manufacturers of
well-known brands on a countrywide basis or in most regions of the country is known
as _____ advertising.
A.professional
B.trade
C.business-to-business
D.national
E.direct-response
20) Which of the following statements is true about the use of color in magazine
advertising?
A.The more the color used in an ad, the lower the advertising cost.
B.Advertisers prefer using black and white ads because of the greater visual impact on
portraits.
C.Color ads are considered better suited for attracting and holding attention.
D.Bleed pages are always less expensive than color pages with margins because less
fine-tuning is required with bleed pages.
E.Color ads are generally cheaper than black and white ads if they are placed on the
front cover of a magazine.
21) The oldest, most widely used, and most effective sales promotion tool is:
A.cents-off coupons.
B.sampling.
C.rebates.
D.event sponsorship.
E.bonus packs.
22) Advertisements for CL brake products, True spark plugs, AM chassis parts, and
Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are
examples of _____ advertising.
A.retail
B.direct-response
C.business-to-business
D.direct-mail
E.primary-demand
23) Under the _____, the Federal Communications Commission (FCC) required
stations to run commercials about the harmful effects of smoking.
A.Substantial Omission Doctrine
B.Misinterpretation Doctrine
C.Affirmative Disclosure Doctrine
D.Fairness Doctrine
E.Substantiation Doctrine
24) Which of the following statements is true of the use of creativity in an advertising
campaign?
A.Because most advertising is unique, creativity is not enough to break through the
clutter.
B.Creative advertising always has a positive impact on sales.
C.Creative advertising that lacks flexibility and artistic value may have a greater impact
on the target audience than advertising that is flexibile and artistic.
D.The nature of advertising requires that everyone involved in the promotional
planning process understand the creative strategy.
E.The users of creative advertising must avoid using big ideas and unique selling
propositions in their advertising campaigns.
25) The proprietary research technique developed by McCann-Erickson Worldwide that
helps evaluate how consumers feel about brands and the nature of their relationship
with them is known as:
A.focus group research.
B.transformational research.
C.emotional bonding.
D.psychographic bonding.
E.ethnographic techniques.
26) _____ is a method for pretesting finished broadcast ads in which participants are
invited to view pilots of proposed TV programs.
A.Delphi marketing
B.Portfolio testing
C.Theater testing
D.Flesch formula testing
E.Field testing
27) During her visit to a beauty salon, Lily browsed through Inner Beauty, a magazine
dedicated to working women, while she was waiting at the reception. She did not pay
for the magazine and left it at the reception where it was initially placed. This scenario
is an illustration of:
A.primary readership.
B.guaranteed readership.
C.pass-along readership.
D.total readership.
E.principal readership.
28) Which of the following statements about newspapers as an advertising media
vehicle is true?
A.Newspapers are the primary advertising medium in terms of ad revenue but not in
terms of number of advertisers.
B.Newspapers are primarily a local advertising medium for retail businesses but are
also used by large national advertisers.
C.A primary feature of newspapers is that they can survive without any advertising
revenue.
D.Consumers view newspapers as their primary source of entertainment.
E.The popularity of newspapers as an important media vehicle to advertisers has
drastically declined because of the competition from the broadcast media.
29) Which of the following is one of the disadvantages associated with the use of
magazines as an advertising medium?
A.Low receptivity to advertising by readers
B.Low demographic selectivity
C.Thin penetration of households
D.Reduced permanence and prestige
E.Inability to offer specialized services