1) Critics of advertising argue that barriers to entry are likely to:
A.decrease market concentration.
B.assist new brands in gaining a market share.
C.make larger brands give up market dominance.
D.increase consumer awareness of smaller, more efficient brands.
E.cause entrants to spend more on advertising.
2) National advertisers in the automotive, tobacco, and pharmaceutical fields are liable
to:
A.retail advertising rates.
B.general advertising rates.
C.local advertising rates.
D.flat rates.
E.NNN rates.
3) A to Z, a supermarket in New Jersey, placed a weekly advertisement in the local
newspapers. The advertisement stated that A to Z would provide its customers all
vegetables at a flat rate of $5 from Monday to Wednesday between 1 p.m. and 3 p.m. at
select locations in the city. A to Z most likely used _____.
A.national advertising
B.trade advertising
C.retail advertising
D.primary-demand advertising
E.direct response advertising
4) Advertisers use shock advertising primarily to:
A.increase the brand association of certain products.
B.get consumers’ attention amid the clutter.
C.create an ethical model of shock advertising for others to follow.
D.avoid controversy and scrutiny and deliver a direct message.
E. reach conservative or older audiences.
5) For its international advertising, Lambert & Rios Corp., a global clothing company,
uses an organizational approach in which the president of its global marketing division
supervises the company’s marketing program in all the host countries but still provides
autonomy to local and regional marketing directors. This is an example of a:
A.centralized approach.
B.combination of pattern advertising and regional advertising.
C.decentralized approach.
D.combination of the centralized and decentralized approaches.
E.matrix network.
6) Newspapers and magazines are often referred to as high-involvement media because:
A.they have a high impact on the overall integrated marketing communication program.
B.they attract high advertising revenues to support their operations.
C.they are the primary sources of entertainment apart from news and information.
D.they require consumers to expend some effort to process the information they
provide.
E. it is easy to monetize online editions of newspapers and magazines.
7) Under the Children’s Television Act, _____.
A.advertising aimed at children is prohibited
B.advertising during children’s programming is limited to 12 minutes an hour on
weekdays
C.broadcasters are required to provide time for opposing viewpoints on important
issues
D.advertisers do not have restrictions on the amount of advertising aimed at children
E.the Federal Communications Commission (FCC) possesses the right to fine
advertisers who exceed advertising limits as defined by the act
8) _____ is a detailed assessment of the current marketing conditions facing the
company, its product lines, or its individual brands.
A.Matrix analysis
B.Micro analysis
C.Situation analysis
D.Opportunity analysis
E.Competitive analysis
9) A chocolate manufacturer advertises heavily during Christmas with an ad that shows
only a picture of red, green, and silver wrapped chocolates. The advertiser’s aim is to
create top-of mind awareness among consumers. In this scenario, the chocolate
manufacturer is using _____ advertising.
A.transformational
B.reminder
C.rational
D.consumer-generated
E.teaser
10) Policies and procedures for self-regulation of the advertising industry are
established by the _____.
A.National Association of Broadcasters
B.Vision Council of America
C.National Advertising Review Council
D.Independent Business Alliance
E.Association of American Publishers
11) Advertising implemented by retailers and paid for, at least in part, by a
manufacturer is called:
A.joint sales promotions.
B.horizontal cooperative advertising.
C.vertical cooperative advertising.
D.ingredient-sponsored cooperative advertising.
E.reseller advertising.
12) Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and
creative development in the early 1970s.
A.inherent drama
B.positioning
C.neuromarketing
D.buzz marketing
E.creative brief
13) Which of the following is the most affordable form of communication available to
smaller companies?
A.Public relations
B.Image advertising
C.Corporate advertising
D.Public administration
E.Public offering
14) For which of the following situations is a consumer’s purchase behavior most likely
to be characterized by extended problem solving?
A.Purchase of laundry detergent
B.Selection of frozen meat
C.Purchase of a new set of skis by an avid skier
D.Selection of a restaurant for lunch with friends
E.Purchase of a “brilliant cut” diamond wedding ring
15) According to an integrated marketing communications planning model, which of
the following activities is best associated with the review of marketing plan step?
A.Integrating promotional-mix strategies
B.Analyzing source, message, and channel factors
C.Assessing environmental influences
D.Setting direct-marketing objectives
E.Purchasing media time and space
16) The elaboration likelihood model (ELM) states that there are two basic routes to
persuasion, the central route and the peripheral route. Under the central route to
persuasion, a message recipient is viewed as:
A.a pioneer of word-of-mouth advertising campaigns.
B.a passive participant who heavily relies on imagery processing.
C.a very involved participant in the communications process.
D.having low ability to attend to and comprehend a message.
E. likely to engage in only minor cognitive processing.
17) _____ refers to the generation of news about a person, product, or service that
appears in broadcast or print media.
A.Indirect advertising
B.Direct response advertising
C.Sales promotions
D.Publicity
E.Advertainment
18) Gizmo World, a gadgets magazine, pays for name association on a section of
TechAtlas.com, an e-commerce site that sells cell phones and accessories. Gizmo World
features its own articles on Tech Atlas. This is an example of a(n):
A.interstitial.
B.regular sponsorship.
C.push technology
D.pop-unders.
E.content sponsorship.
19) Which of the following is true of the role of an account executive?
A.It is primarily considered as a research function.
B.It is used only by centralized organizations.
C.It is generally considered as a subsidiary function.
D.It includes an extensive creative aspect.
E.It is the focal point of agency-client relationships.