1) The written version of a television commercial that provides a detailed description of
its video and audio content is known as a:
A.layout.
B.jingle.
C.voice-over.
D.script.
E.storyboard.
2) Which of the following is a cultural factor affecting international marketing?
A.Standards of living
B.Lifestyles
C.Distribution of wealth
D.Nationalism
E.Education levels
3) Creative Networks is a major participant in the advertising and promotion process. It
attracts various companies to buy space and time with them by providing the same at
discounted rates. Creative Networks helps these companies reach their target market
effectively by communicating their message. In this scenario, Creative Networks is
a(n):
A.advertiser.
B.collateral service provider.
C.media organization.
D.creative boutique.
E. sales promotion agency.
4) Purchase motives such as convenience, comfort, economy, and performance are used
as a basis for generating _____ appeals through advertising.
A.creative
B.emotional
C.imaginary
D.rational
E.traditional
5) _____ measures are designed to evaluate the awareness, familiarity, and preferences
engendered by sponsorship based on surveys.
A.Association
B.Physiological
C.Tracking
D.Single-source
E.Portfolio
6) A magazine advertisement reads, “Is it just forgetfulness or Alzheimer’s disease?”
and then lists the warning signs of Alzheimer’s, stating its strongest point first to gain
reader attention on a subject that most people would rather not consider. The rest of the
ad describes a new prescription medicine to treat mild and moderate cases of
Alzheimer’s. The advertisement uses a _____ to arouse interest.
A.primacy effect
B.recency effect
C.sleeper effect
D.credibility effect
E.compliance hierarchy
7) _____ refers to the relationship between the price paid for advertising time or space
and the size of the audience delivered.
A.Net contribution margin
B.Net cost
C.Absolute cost
D.Relative cost
E.Cost per media (CPM)
8) Duplicated reach:
A.indicates potential new exposures.
B.reduces waste coverage.
C.reinforces immediate purchasing behavior.
D.provides an estimate of frequency.
E.lowers consumer awareness.
9) A study conducted by Scott Hawkins and Stephen Hoch found that under _____
conditions, repetition of simple product claims increased consumers’ memory of and
belief in those claims, and other items bought without much consideration use a heavy
repetition strategy.
A.individual response
B.standard learning
C.dissonance/attribution
D.low-involvement
E.customary learning
10) _____ is a measure of effectiveness used to determine whether or not a customer
should be acquired, as well as to optimize service levels to existing customers.
A.Customer profitability estimation
B.Consumer worth evaluation
C.Customer Lifetime Value
D.Breakeven point
E.Cost per order
11) Packages of Vinnie’s Cornmeal have coupons that can be cut out and redeemed at
the time of purchase. These are called _____ coupons.
A.bounce-back
B.cross-ruff
C.instant
D.premium
E.cross-sell
12) An in/on package coupon that is redeemable for a future purchase of the same brand
is known as a(n) _____ coupon.
A.cross-ruff
B.bounce-back
C.instant
D.cross-sell
E.checkout
13) Management schools that offer MBA courses are typically rated annually by
business publications. When an MBA program rates high on a list, the information is
publicized. The purpose of the communication is to help prospective students choose
between two equally viable but complex MBA courses. In this scenario, the _____
model is applicable.
A.standard learning
B.dissonance/attribution
C.low-involvement
D.cognitive response
E.5-Ws
14) The meaning a consumer attributes to a product or brand and what he or she
experiences in purchasing it is known as:
A.functional utility.
B.product quality.
C.brand extension.
D.product symbolism.
E.product utility.
15) An ad for Novell solutions targeting businesspeople used the headline, “ERP: Sound
made by CIO when people see data they shouldn’t.” The actor playing the executive in
the ad has a distressed, almost fearful look on his face. Which of the following
execution techniques has been used in this ad?
A.Problem-solution execution
B.Slice-of-death advertising
C.Slice-of-life advertising
D.Reminder execution
E.Informational advertising