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1) The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, "The
Ultimate Durable Grill" Baker Grill is using a positioning strategy based on:
A.product class.
B.product attributes and benefits.
C.price/quality.
D.competitor.
E.cultural symbol.
2) Which of the following situations would be most conducive to the use of a
comparative advertising message?
A.When a company is a market leader with high market share
B.When a company is a market leader and is concerned about a new, smaller company
entering the market
C.When a market leader wants to promote its brand to customers of smaller companies
in the same industry
D.When a company with a new brand wants to position that brand against established
brands
E.When a company wants its audience to know the different companies that it is
competing with
3) Purchase, intent, and frequency-of-purchase criteria are a part of _____ used in
posttesting of broadcast commercials.
A.tracking studies
B.persuasive measures
C.alpha activity
D.beta activity
E.portfolio analysis
4) _____ is used when the firm selects one segment and attempts to capture a large
share of the market.
A.Mass marketing
B.Undifferentiated marketing
C.Concentrated marketing
D.Differentiated marketing
E.Bait-and-switch marketing
5) _____ is an example of a cultural factor that affects international marketing.
A.Nationalism
B.Occupation
C.Income level
D.Language
E.Employment rate
6) Under the Wheeler-Lea Amendment, the Federal Trade Commission (FTC) is
empowered to stop an advertiser from making a specified claim within 30 days and
prohibit the advertiser from engaging in the objectionable practice until after a hearing
is held. This is known as:
A.a consent order.
B.injunctive power.
C.a cease-and-desist order.
D.corrective advertising.
E.advertising substantiation.
7) Which of the following statements is true about creative boutiques?
A.They generally have media, research, and account planning capabilities.
B.They are large ad agencies that provide all types of advertising and promotion
services.
C.They often subcontract work to full service agencies.
D.They tend to provide quicker innovative services due to less bureaucracy.
E.They are generally characterized by extensive internal politics.
8) _____ is defined as research "that is undertaken when a decision is to be made about
whether advertising should run in the marketplace."
A.Concept testing
B.Copy testing
C.Observational research
D.Market testing
E.Posttesting
9) An idea develops during the _____ step of Young's creative process model.
A.reality
B.illumination
C.verification
D.originality
E.immersion
10) The audio portion of a television commercial is often implanted into the radio spot
for the same product. This is known as:
A.positioning.
B.image transfer.
C.cross-beaming.
D.zapping.
E.zipping.
11) If consumers perceive MC-Cola as a drink that spreads happiness and cheer, they
have assigned a _____ to the brand.
A.product benefit
B.personality
C.product feature
D.unique selling proposition
E.market rank
12) Keys to the success of direct mail are the _____, which constitutes a database from
which names are generated, and the ability to segment markets and, of course an offer.
A.mailing list
B.infomercials
C.TV spots
D.web pages
E.mail shopping network
13) _____ is the ability to perceive a stimulus that is below the level of conscious
awareness.
A.Selective conditioning perception
B.Observer bias
C.Lightness constancy
D.Subliminal perception
E.Stimuli interception
14) Programs involving cash payments directly to the sales force to reward them for
selling the manufacturer's products involve the use of:
A.slotting fees.
B.fixed trade spending.
C.push money.
D.promotional pricing.
E.a bonus pack.
15) The primary objective of _____ is to time promotional efforts of a company so that
they will coincide with the highest potential buying times.
A.sweeps period
B.scheduling
C.waste coverage
D.frequency estimation
E.sales forecasting
16) A major reason for the continued success of outdoor advertising is:
A.its ability to communicate complex messages.
B.its low cost.
C.its ability to eliminate waste coverage.
D.its ability to remain innovative through technology.
E.its ability to provide extremely accurate measures of the medium's reach.
