1) Superagencies were formed:
A.because advertisers were disenchanted with large agencies.
B.because advertisers wanted agencies to be more flexible and responsive than
traditional agencies.
C.to save money for clients.
D.so that agencies could provide their clients with integrated marketing
communications services worldwide.
E. to lessen the need for competitive pricing.
2) When a newspaper editor talks about “The Wall” with respect to in-house operations,
he or she is referring to:
A.the difference between veteran and cub reporters.
B.the formal separation of the newspaper’s editorial staff and sales force.
C.how difficult it is to access certain information from internal sources.
D.the separation of classified advertising from other types of advertising.
E.the lowest ad-placement rate accepted in the newspaper.
3) _____ is a state of psychological tension or post purchase doubt a consumer may
experience after making a difficult purchase decision.
A.Availability heurism
B.Self-serving bias
C.Cognitive dissonance
D.Impact bias
E.Subliminal erudition
4) The increase in the number of women in the work force has led to the increased
popularity of transit media.
5) Account planning plays an important role during creative strategy development by:
A.making sure the client knows the agency has the final say in deciding the strategy.
B.driving the process from the customers’ point of view.
C.confirming the compliance of all advertisements with local, state, and FTC
regulations.
D.determining whether the account should be accepted.
E.forecasting demand for the product category.
6) Dezine Inc. is a company that sells women’s fashionable clothing through ball-room
costume parties. It targets women who are too busy to go to stores to shop. The
company avoids using wholesalers and retailers in its selling process. Dezine is utilizing
a(n):
A.direct channel of distribution.
B.indirect channel of distribution.
C.bait-and-switch marketing channel.
D.direct-response advertising medium.
E.reseller channel.
7) The portfolio test for ads assume that:
A.ads that yield the highest recall are the most effective.
B.reliability and validity are the most important parts of the testing process.
C.a consumer will closely scrutinize all ads that he or she sees.
D.field and laboratory tests produce the same results.
E.there is no contextual difference between an animatic rough and a photomatic rough.
8) Portrayals of adult women on American television and in print advertising emphasize
_____.
A.passivity
B.credibility
C.self-dependence
D.need for power
E.intelligence
9) Finn’s Hallmark News, a weekly newspaper, specifically targets philatelists and
contains material relating to philately, postal history, and other related information. In
this scenario, Finn’s Hallmark News is a:
A.trade newspaper.
B.special-audience newspaper.
C.demographic-oriented newspaper.
D.newspaper supplement.
E.regional newspaper.
10) According to the Federal Trade Commission’s (FTC’s) definition of deception, a
representation, omission, or practice has materiality if it:
A.is seen by a substantial number of consumers leading to significant injury.
B.can be decoded to have several different meanings.
C.is likely to influence consumers’ purchase decisions.
D.uses superlatives and can be substantiated.
E.can influence the consumers€ decision-making process in a detrimental way.
11) Which of the following statements is true of marketing factors important in
determining frequency levels as recommended by Joseph Ostrow?
A.The higher the brand share, the higher the frequency level required.
B.The higher the loyalty, the higher the frequency level required.
C.Higher frequency levels are required when competitive noise is absent.
D.The ability of a target group to learn and to retain messages has a direct effect on
frequency.
E.Products used daily or more often need to be replaced quickly, so a lower level of
frequency is desired.
12) DG Loans, a mortgage lender, was charged with a racism lawsuit. It alleged that the
company was offering loans at higher rates of interest to African-American consumers.
In response to these allegations, DG Loans sent out e-mail queries to its
African-American customers to report on their experiences with the firm€s lending
offices. These reports were subsequently collected and released to the news media. This
is an example of:
A.public relations.
B.advertising.
C.publicity.
D.sales promotion.
E.cause marketing.
13) Which of the following is true of standard advertising units system?
A.It is also referred to as the agate line.
B.It uses column widths 2-1/16 inches wide.
C.It has complicated the newspaper purchase and production process.
D.It cannot be applied to regional and local newspapers.
E.It includes tabloid-size papers two columns wide.
14) In the advertising industry, terms such as new advertising, orchestration, and
seamless communication were used to describe the concept of:
A.positioning.
B.integration.
C.channel conflict.
D.relationship marketing.
E.diffusion.