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1) An advertiser bought a 15-second spot during prime time, but realized that there was
very low recall for the advertisement. This could be due to:
A.the presence of commercial clutter.
B.the lack of demographic selectivity of television.
C.the low reach of television.
D.the inherent deficiencies of television as a communication medium.
E.message source alienation.
2) Which of the following statements is true about superagencies?
A.They were formed when large advertisement agencies were broken down into
smaller, more specialized agencies.
B.Advertisers who became disenchanted with the superagencies, moved to smaller
agencies that were flexible and more responsive.
C.They were formed so that agencies could provide clients with effective supply chain
management.
D.Advertisers who generally worked with superagencies converted them into in-house
agencies to gain greater flexibility and objectivity.
E.They were formed so that agencies could provide clients with just-in-time inventory
management systems.
3) Which of the following is the most important source of revenue for newspapers and
magazines?
A.Sales
B.Subscriptions
C.Editorials
D.Advertising
E.Donations
4) Which the following factors is generally neglected through the use of advertising?
A.Ability to reach mass markets
B.Low cost per contact
C.Ability to create brand images and symbolism
D.Immediate feedback
E.Control of message content and media placement
5) Donna gets impatient during long commercial breaks, so she often records shows and
fast-forwards through the commercials when she watches them later. Donna engages in:
A.pulsing.
B.zooming.
C.encoding.
D.zipping.
E.zapping.
6) Which of the following stages in the selling process is typically characterized by
cross selling?
A.Follow up
B.Closing the sale
C.Problem-solving
D.Objection-handling
E.Need-recognition
7) Peter owns several rental apartments. Initially, he used several appliance brands in
his apartments and was dissatisfied with their short life span. Currently, Peter purchases
appliances only from Insignia Inc., a manufacturer of home appliances, for his
apartments. His repeat purchases indicate:
A.the existence of cognitive dissonance.
B.the absence of any affect referral decisions.
C.strong brand loyalty.
D.extensive decision making and strong psychosocial consequences.
E.a lack of evaluative criteria.
8) Which of the following describes a limitation associated with the decentralized
organizational structure for advertising?
A.Brand managers are often overqualified and tend to feel superior to product
managers.
B.Brand managers are typically from non-management backgrounds.
C.Brand managers do not devote enough attention to short-term planning and
administrative tasks.
D.Brand managers often end up competing for management attention, marketing
budgets, and other resources.
E.Brand managers typically rely on intuition and often jeopardize the creative activities
of the advertising agency.
9) A direct mail piece advertising a collection of home maintenance books would have
its information:
A.externally paced.
B.self-paced.
C.virtually paced.
D.controlled by the message recipient.
E.placed in qualitative media.
10) Of all the promotional program elements, only personal selling provides the
opportunity for:
A.increased product awareness.
B.the communication of detailed information.
C.direct feedback.
D.maintaining customer loyalty.
E.low sales costs.
11) Which of the following is an example of a nonfranchise-building promotion?
A.Consumer sampling
B.Contests targeted to ultimate consumers
C.Price-off deals
D.Event sponsorship
E.Frequency programs
12) In _____ sampling, a marketer hires temporary demonstrators who set up a table or
booth within an outlet, prepare small samples of a product, and pass them out to
shoppers.
A.door-to-door
B.event
C.on-package
D.in-store
E.direct mail
