1) An automobile dealer gives away promotional calendars to customers. The calendars
show scantily clad female models posing in suggestive poses alongside expensive cars.
Critics of advertising would argue that such calendars are:
A.untruthful.
B.misleading.
C.deceptive.
D.in poor taste.
E.antisocial.
2) A print ad for flood insurance lists twenty reasons why every homeowner should
have flood insurance. This is an example of _____ advertising.
A.straight-sell
B.transformational
C.testimonial
D.teaser
E.comparative
3) Which of the following serves as a reason for the increase in sales promotion?
A.Growing power of retailers
B.Increasing brand loyalty of customers
C.Lack of short-term focus among marketers
D.Decreased promotional sensitivity
E.Decreased competition
4) Various brands of perfume use scented strips in their ads to influence _____ and to
increase the probability that the ad will be perceived.
A.the consumer’s level of sensory input
B.consumer personality
C.the internal information search
D.the consumer’s cognitive dissonance
E.echoic memory
5) Which of the following is defined as the television time period available to local
stations right before or after network programming?
A.Adjacencies
B.Participations
C.Sponsorships
D.Affiliates
E.Sweeps
6) Since public relations communications are typically perceived as _____, they are not
subject to the problems of clutter that are associated with other forms of promotional
communication.
A.corporate-sponsored advertisements
B.public-sponsored advertisements
C.image builders
D.news items
E.exclusives
7) The designated market area (DMA) of Manhattan has approximately 2 million
television households. Audience research shows that 60 percent of these households had
their sets turned on during a particular Saturday evening and 300,000 households were
watching an baseball playoff game. The program rating for the playoff game in the
Manhattan DMA is _____.
A.25
B.15
C.30
D.35
E.20
8) Account-specific marketing is also known as:
A.a planogram program.
B.comarketing.
C.dual sponsorship.
D.piggyback marketing.
E.guerilla marketing.
9) Major accomplishments, major breakthroughs, emergencies, or catastrophes typically
warrant a(n) _____.
A.community involvement program
B.national press conference
C.exclusive interview
D.focus group survey
E.internal accounting process
10) An ad for a brand of tea states that according to laboratory research, “A serving of
tea has more antioxidants than a serving of carrots or broccoli.” Which type of ad
execution is being used in this example?
A.Dramatization
B.Testimonial
C.Scientific evidence
D.Slice-of-life
E.Comparison
11) Which of the following is a disadvantage associated with advertising in magazines?
A.Lack of permanence
B.Lack of prestige
C.Absence of consumer receptivity to ads
D.Limited reach and frequency
E.Creative inflexibility
12) Which of the following statements is true of personal selling?
A.Personal selling involves inexpensive forms of communication.
B.For personal selling to be effective, the sales and promotions department should
operate independently.
C.Integrated marketing communication (IMC) tools are used in conjunction with
personal selling to make it effective.
D.In an integrated marketing communications (IMC) program, personal selling is a
substitute for other promotional-mix elements.
E.Personal selling is typically controlled by the advertising and promotions department.
13) Large advertisers usually sell more of a product or service, which means they may
have lower production costs and can allocate more monies to advertising, so they can
afford the costly but more efficient media like network television. Which of the
following phenomena describes this effect?
A.Economies of scale
B.Economic censorship
C.Diversification
D.Protestant ethic
E.Differentiation
14) _____ is a tool of direct marketing that is used to call customers directly and
attempt to sell the products and services, or qualify them as sales leads.
A.Bait advertising
B.Buzz marketing
C.Telemarketing
D.Switch marketing
E.B-to-B marketing
15) The first step in the IMC planning process is:
A.the analysis of the communication process.
B.the determination of a budget.
C.the review of the marketing plan.
D.the development of an advertising message.
E. the distribution of sales promotion materials.
16) Which of the following best describes selective-demand advertising?
A.It focuses on creating demand for a specific company’s brands.
B.It is done by retailers or local merchants to encourage consumers to shop at a specific
store, use a local service, or patronize a particular establishment.
C.It focuses on creating demand for an entire industry.
D.It focuses on targeting individuals who buy or influence the purchase of industrial
goods or services for their companies.
17) The Internet, though very effective in disseminating information to specific target
groups, costs much more when compared to other media.
18) _____ is a rough commercial test in which a succession of drawings and/or cartoons
is shown to a receiver.
A.Animatic rough testing
B.Photomatic rough testing
C.Live-action rough testing
D.Finished commercial testing
E.Single-source testing
19) A _____ audit focuses on the agency’s efforts in planning, developing, and
implementing the client’s advertising programs and considers the results achieved.
A.quantitative
B.social
C.financial
D.qualitative
E.contract-grant