1) Public relations efforts are often targeted to more than one group of individuals.
2) Critics argue that advertising plays a major role in influencing and transmitting social
values.
3) An index number over 100 means that the use of the product is proportionately
greater in that segment than in one that is average.
4) Advertising has been guilty of stereotyping women and ethnic groups in the past and,
in some cases, still does so.
5) Since the Internet takes away business from channel members, most marketing
managers find the Internet to be more of a disadvantage to their efforts than an
advantage.
6) An objective for consumer-oriented promotions is to enhance or support the
integrated marketing communications effort for a brand or company.
7) Till recently, magazines focused on increasing their circulation under the assumption
that higher circulation meant higher advertising rates.
8) The U.S. Postal Service has regulations that affect advertising.
9) The ability of a sales representative to take care of company property is a
quantitative measure used to evaluate sales forces.
10) Some products or services sought by consumers are not essential but are
nonetheless desired.
11) A master recording of a music track is not as expensive as the rights to use the
musical composition of the track.
12) One of the more widely used collateral service organizations is the marketing
research firm.
13) Publicity is always positive and is always under the control of, or paid for by, an
organization.
14) Federal law requires that advertisers possess substantiation for their advertising
claims before the claims are published.
15) Ads on small hoardings that are mounted on trailers and driven around or parked in
the geographic areas being targeted are known as:
A.aerial ads.
B.mobile billboards.
C.advertising specialties.
D.ambient ads.
E.pop-ups.
16) According to Duncan’s zero-based marketing communications planning approach:
A.advertising should always be the main tool for accomplishing marketing
communications objectives.
B.sales promotion is usually the best tool for accomplishing marketing communications
objectives.
C.big ideas for a promotional campaign are typically based on public relations,
advertising, sales promotion, or media advertising.
D.integrated marketing communications programs should lead with the promotional
function that least effectively addresses a company’s communication problem or
opportunity.
E.managers should focus on what the customer wants and work backward to the brand.
17) Timber Co. sells all-weather gear. For its advertising campaign, the company
develops an imaginary place called Timber City, which is a Utopian setting of
extraordinary landscapes and crystal-clear lakes. Which of the following execution
styles is illustrated in Timber’s ads?
A.Imagery
B.Demonstration
C.Slice-of-life
D.Animation
E.Comparison
18) Which of the following products is likely to be the most expensive in terms of sales
call costs?
A.Cosmetics
B.Personal care products
C.Computers
D.Cigarettes
E.Liquor
19) When a new product is being introduced and the seller needs to reach as many
people in the target market as quickly and as cost effectively as possible, personal
selling combined with _____ is likely to be most effective.
A.public-relations efforts
B.advertising
C.direct marketing
D.missionary selling
E.word-of-mouth communication
20) The Florence County Museum called a press conference to inform the public of the
need for major repairs to prevent water damage to the museum’s collection of primitive
paintings. During the conference, the museum representative announced that each
family in Florence County and neighboring counties could expect to receive a donation
envelope in the mail within the next few days. This is an example of combining direct
marketing with:
A.trade promotions.
B.public relations.
C.advertising.
D.personal selling.
E.consumer promotion.
21) Direct marketing:
A.is synonymous to word-of-mouth marketing.
B.seeks the same objectives as personal selling strategies in an IMC plan.
C.is one of the slowest growing forms of promotion in terms of dollar expenditures.
D.is a valuable tool in the integrated communications program.
E.cannot be combined with other forms of promotional media.
22) Which of the following is true of the way organizations send communication
messages?
A.They communicate using press releases, websites, and package designs.
B.They are legally not allowed to use graphic systems and visual images.
C.They use promotions for B2B communications solely.
D.They typically use brand names to create recognition but not for communication.
E.They do not use logos as a means of communication.
23) The _____ is a document that the agency’s creative department uses to guide the
development of advertising ideas and concepts.
A.tagline brief
B.product data sheet
C.creative brief
D.copywriter collateral
E.marketing plan
24) The Children’s Advertising Review Unit (CARU) guidelines urge that care should
be taken to incorporate minority and other groups in advertisements:
A.to encourage racial and ethnic stereotypes.
B.in order to project a nonracial image of the United States.
C.as a means of controlling the number of advertisements that are shown on TV
channels.
D.in order to present positive and pro-social roles and role models wherever possible.
E. as a means to promote appeals to prejudice toward gender roles.
25) A spokesperson who delivers an advertising message and endorses a product or
service is known as a(n):
A.direct source.
B.indirect source.
C.message shaper.
D.source mirage.
E. source echo.
26) When the most effective media exposes people who are not sought, waste coverage
is still justified because:
A.it best supports a flighting media schedule.
B.the cost of the waste coverage is exceeded by the value gained from their use.
C.it allows for more specific targeting of a market segment.
D.the media enables repetition which is an effective method for pioneering advertising.
E.it supports a market aggregation strategy.
27) Bubble Inc., a chewing gum manufacturer, specifically targets children in its
advertisements. In its latest advertisement, the company indicates that Bubble is the
only chewing gum that lets you blow “massive” bubbles that won’t stick to your face.
This statement represents the brand’s:
A.unique selling proposition.
B.surrogate advertising strategy.
C.unique selling language.
D.intent scale translation.
E.incomplete comparison.
28) Which of the following is true of humor appeals?
A.They usually generate more counterarguments among consumers.
B.They enhance effectiveness by putting consumers in a positive mood.
C.The television medium does not lend itself to humor appeals.
D.The print medium is not feasible for humor appeals.
E.They cannot be presented through radio.