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1) Straight-sell message executions are commonly used with _____ advertising appeals.
A.informational
B.emotional
C.transformational
D.teaser
E.humor
2) The management of a multinational firm sends copies of an article to several
different European newspapers announcing its decision to start operations in Spain.
Which public relations tool is being employed by the company?
A.Community involvement
B.Press conference
C.Exclusives
D.Marketing public relations (MPR)
E.Press release
3) At what stage of the creative process are various ideas evaluated and refined before
actually being used?
A.Preparation
B.Incubation
C.Illumination
D.Verification
E.Verdict
4) DigiData Inc. launched a new smartphone in the market with new features.
Moreover, the company plans to launch tablets and other groundbreaking digital
devices as well. In this scenario, the _____ model would be most relevant for
communicating information about the new product to consumers.
A.hierarchy of effects
B.AIDA
C.innovation adoption
D.cognitive response
E.information processing
5) Which of the following statements is true of couponing?
A.Coupons always assist in providing an immediate response.
B.Coupons are often used by consumers who are already loyal to the brand.
C.Coupons are useless when it comes to promoting established products.
D.Coupons are more effective than sampling for inducing initial product trial in a short
period.
E.Coupons have an extremely high redemption rate.
6) In a market analysis, the _____ is considered a good indicator of the potential of the
market. It is derived by dividing the percentage of users in a demographic segment by
the percentage of population in the same segment and the multiplying the quotient by
100.
A.cost per media (CPM)
B.quantitative advantage
C.index number
D.average frequency
E.relative reach
7) Which of the following is one of the five major factors identified by Robert Smith
that refers to ads that contain different ideas or switch from one perspective to another?
A.Elaboration
B.Synthesis
C.Flexibility
D.Relevance
E.Artistic value
8) Which of the following response hierarchy models depicts consumers going through
the stages of attention, presentation, comprehension, yielding, retention, and behavior?
A.The AIDA model
B.The hierarchy of effects model
C.The innovation adoption model
D.The information processing model
E.The integrated information response model
9) The major advantage of using a tracking study to measure ad effectiveness is:
A.its high level of efficiency.
B.the ease of quantifying other measures.
C.its ability to be tailored to each specific campaign.
D.its timeliness and cost-effectiveness.
E.the speed with which results can be gathered and tabulated.
10) Which of the following is true of consumer franchise building (CFB) promotions?
A.CFB promotions are designed to promote short-term brand preference.
B.CFB promotions cannot make consumers loyal to a brand that is of little value.
C.CFB promotions can make consumers loyal to a brand that does not provide a
specific benefit.
D.CFB promotions typically do not contribute to the development of a favorable brand
image.
E. CFB promotions are not suitable for brand extension strategies.
11) Which of the following sentences is true of readability tests?
A.The communications efficiency of a copy in a print ad can only be tested with reader
interviews.
B.This method uses the Delphi group formula.
C.An advantage of the readability test is that the copies are not mechanical.
D.To be effective, readability tests should be used only in conjunction with other
pretesting methods.
E.Readability tests are successful in consistently providing direct inputs from receivers.
12) The total audience, or readership, of a magazine can be calculated by:
A.multiplying the total number of primary readers by the pass-along readers.
B.multiplying the total readership by the average pass-along readership number.
C.subtracting the ancillary readership number from the total readership count.
D.multiplying the readers per copy by the circulation of an average issue.
E. subtracting the pass-along readership number from the total readership count.
13) Which of the following factors leads to an underestimation of actual reach?
A.Changes in daily inch rates
B.Cost per page variations
C.Pass-along rates
D.Ineffective CPP estimations
E.Variations in the TCPM
14) According to the "advertising equals information" ideology, advertising causes
consumers to:
A.value product attributes differently.
B.become brand loyal.
C.become more price-sensitive.
D.perceive fewer substitutes for advertised brands.
E.give up comparison of competitive offerings.
15) In the ad agency industry, clients refer to:
A.an advertiser or organization that has the product, service, or cause that needs to be
marketed.
B.any media, which plays a crucial role in the process of marketing communication.
C.a purchaser of the consumer product advertised.
D.a market for business or consumer products.
E.an advertising agency that specializes in the creation of the communications message.
16) Appeal Automobiles introduced a new car into the market. The company stressed
that the new car had side door air bags in an attempt to attract new buyers. Its focus on
safety illustrates a strategy of positioning by:
A.cultural or national symbols.
B.demographics.
C.price-value.
D.product attributes and benefits.
E.competitor.
17) A(n) _____ is a method for allocating budgets that is designed to determine the
investment value of the advertising appropriation.
A.payout plan
B.instant rebate
C.profit chart
D.beat-sheet
E.incentive program
18) Which of the following is true of concentrated marketing strategies?
A.They are used to promote multiple products in varied markets.
B.They are used as a precursor to undifferentiated marketing.
C.They usually involve only a single segment.
D.They attempt to catch a minority share in the market.
E.They are synonymous with undifferentiated marketing strategies.
19) Ourea Inc., a financial consulting company, distributes free stationery items like
ball pens, notepads, and file covers with the company logo to its customers. These items
are known as:
A.advertising specialties.
B.product placements.
C.premiums.
D.heuristics.
E.mnemonics.
