1) All the television commercials and print ads that urge customers to pick up their
phone and call a toll free number to place an order immediately make use of the _____
approach of direct marketing.
A.one-step
B.two-step
C.one-to-one
D.indirect
E.telemarketing
2) Many companies are attracted to event sponsorships because:
A.they help build equity and gain affinity with target audiences.
B.they help in segmenting the target market.
C.they are less expensive than traditional forms of advertising.
D.they help in elucidating controversial issues of public importance.
E. they explain management’s position on social issues.
3) Which of the following is true of national spot advertising?
A.It deals only with airtime sold to banks and commercial institutions.
B.It is a type of nonnetwork advertising.
C.It deals only with airtime sold to auto dealers.
D.It is highly inflexible.
E. It is synonymous with local advertising.
4) In the social consumer decision journey, which of the following objectives involves
the marketer being aware of what is being said online about the product or brand to gain
insights into how it is being perceived in the marketplace, and then respond
accordingly?
A.Monitor
B.Benchmark
C.Lead
D.Respond
E.Amplify
5) _____ advertising is criticized for fostering discontent among consumers and
encouraging them to purchase products and services as a way of dealing with deeper
problems.
A.Educative
B.Social-awareness
C.Persuasive
D.Informational
E.Knowledge-based
6) Which of the following is true of total audience?
A.It is the total number of homes viewing any five-minute part of a telecast.
B.It is the percentage of households using TV in a specified time period that are tuned
to a specific program.
C.It represents 1 percent of all the television households in a particular area tuned to a
specific program.
D.It is an electronic measuring device that incorporates the technology of the old-style
audimeter.
E.It is the percentage of homes in a given area where TV is being watched during a
specific time period.
7) Which of the following is true of cross-disciplinary research?
A.It has been criticized for ignoring various behavioral stimuli such as motivation and
culture.
B.It fails to provide room for experimentation and remains a theorized ideology.
C.It provides a greater understanding of consumer behavioral through neo-violence and
neo-social theories.
D.It fails to provide a better understanding of the role of cultural significance in
advertising.
E.It is better suited for the study of consumers because it takes into account their
complexity and multidimensionality.
8) Traditionally, newspaper advertising space for national advertisers has been sold
according to the:
A.standard advertising units.
B.column inch.
C.agate line.
D.cost per thousand system.
E.page rate system.
9) _____ media include billboards, street furniture, alternative media, transit, as well as
specific forms of radio.
A.Radio advertising
B.Aerial advertising
C.Buzz advertising
D.Multi-level advertising
E.Out-of-home advertising
10) Which of the following is true of the final stage of the integrated marketing
communications (IMC) planning process?
A.It involves deciding the role of each promotional-mix element.
B.It involves determining the importance of each promotional-mix element.
C.It involves finding out the coordination between all the promotional-mix elements.
D.It involves monitoring, evaluating, and controlling the promotional program.
E.It involves performing activities to implement the promotional programs.
11) The step of the perception process where consumers interpret information based on
their own attitudes, beliefs, motives, and experiences is known as:
A.selective attention.
B.selective exposure.
C.selective comprehension.
D.selective retention.
E.selective conditioning.
12) _____ has been defined as “the art and science of fitting the product or service to
one or more segments of the broad market in such a way as to set it meaningfully apart
from competition.”
A.Branding
B.Proximity mapping
C.Drip marketing
D.Segmentation
E.Positioning
13) Determining a target market’s present level of awareness and knowledge of, and
liking for, a product often requires _____ measures.
A.benchmark
B.sales interval
C.secondary
D.frequency
E.reach
14) Marketing research firms:
A.seldom conduct qualitative research for ad agencies.
B.are one of the most widely used types of collateral service organizations.
C.typically do not provide quantitative market research services.
D.are not typically used by ad agencies.
E.can gather only subjective information.
15) _____ is a system that was created in 1984 to make newspaper advertising rates
comparable to other media that sell space and time in systemized units.
A.The column inch
B.The flat rate system
C.Standard advertising units
D.The portfolio inch
E.Agate line
16) The element of the communication process that closes the loop in the
communications flow and allows a sender to monitor how a message is being received
and interpreted is known as:
A.encoding.
B.decoding.
C.feedback.
D.noise.
E. filters.