A company’s ________ is the online face it presents to the public.
A) website
B) intranet
C) extranet
D) portal
E) interface
Which of the following gave the FTC the authority to provide consumers methods for
seeking redress or restitution for deceptive marketing practices?
A) Federal Trade Commission Act
B) Telemarketing and Consumer Fraud Act and Abuse Protection Act
C) Magnuson-Moss Warranty/FTC Improvement Act
D) Wheeler-Lea Amendment
E) 1980 Supreme Court ruling on Central Hudson Gas and Electric v. Public Service
Commission of New York
Which of the following is a type of place-based media channel?
A) radio
B) magazine
C) newspaper
D) kiosk
E) directory
Which of the following is LEAST likely included in a communication brief?
A) proposition or selling idea
B) problem
C) target audience
D) brand imperatives
E) sales force objectives
In an advertisement for a local carpet retailer, a well-known radio personality explains
how the company solved his problem of replacing his old carpet. Toward what part of
the consumer decision process was this ad aimed?
A) evaluation of alternatives
B) purchase decision
C) need recognition
D) brand loyalty
E) postpurchase evaluation
What purpose do brand icons such as the Burger King’s Burger King and Geico’s Gecko
most likely fulfill?
A) the relevant use of humor
B) the visible demonstration of product benefits
C) the establishment of credibility
D) the association of personality with a brand
E) the arousal of curiosity
Which of the following refers to the mental impression that consumers construct for a
product?
A) brand personality
B) brand image
C) brand promise
D) brand loyalty
E) brand preference
Advertising in magazines is generally ________.
A) broadly targeted
B) highly targeted
C) interactive
D) local
E) reminder
Members of which of the following generational groups grew up with newspapers,
magazines, and radio, but not television, cell phones, computers, or the Internet?
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
Which of the following word-of-mouth marketing strategies aims to create buzz and
connect with influential, high-quality contacts who will spread the brand’s story?
A) brand advocacy
B) guerilla marketing
C) microblogging
D) crowdsourcing
E) mobile marketing
Cracker Barrel is a chain of restaurants that serves “honest-to-goodness homestyle
meals” such as fried chicken tenderloins and biscuits and gravy. Each store features
traditional outdoor and home d©cor such as porch swings and wooden rockers as well
as nostalgic games, foods, and craft items sold in the Old Country Store at the front of
the restaurant. The traditional furniture at Cracker Barrel is best described as ________.
A) environmental design
B) signage
C) branded entertainment
D) reminder advertising
E) a premium
Which arm of the National Advertising Review Council is made up of people from the
field of advertising who evaluate complaints submitted by consumers, consumer
groups, industrial organizations, and advertising firms?
A) National Advertising Division (NAD)
B) National Advertising Review Board (NARB)
C) American Association of Advertising Agencies (AAAA)
D) Federal Trade Commission (FTC)
E) American Advertising Federation (AAF)
The database management process begins with a(n) ________ that could include
completing a warranty card, entering a contest or sweepstakes, or opting in on a
website.
A) behavioral target
B) house list
C) information collection point
D) merged list
E) response list