In the past, billboards advertising tobacco and alcohol were disproportionately more
likely to appear in _____.
a. Southern states
b. rural areas
c. California
d. inner-city areas
e. suburban areas
_____ are involved in getting new business for the agency and working with clients at a
strategic level.
a. Management supervisors
b. Account executives
c. Project managers
d. Advertising managers
e. Account planners
Publicity is the major tool of _____ marketing public relations.
a. advertising
b. sales promotion
c. proactive
d. personal selling
e. strategic
Which form of message research is concerned with measuring the effects an
advertisement may have or has had?
a. secondary
b. qualitative
c. quantitative
d. valid
e. reliable
Bob and Sue are a young, newly married couple without any children. They have a
positive, upwardly mobile perspective and expect to benefit from their own skills and
abilities. They are environmentalists and enjoy outdoor activities in their free time. In
terms of MindBase segments, which best describes Bob and Sue?
a. Up & Comers
b. Aspiring Achievers
c. Realists
d. New Traditionalists
e. Individualists
Select a major employer in your area. Describe a cause-related marketing project for
this firm.
Which form of advertising focuses not on specific brands but on a corporation’s overall
image or on economic or social issues relevant to the corporation’s interests?
a. advocacy advertising
b. corporate advertising
c. non-profit advertising
d. primary advertising
e. secondary advertising
Collaboration sites include all of the following types except _____.
a. content management
b. business
c. social navigation
d. wikis
e. livecasting
In advertising terminology, newspaper is the _____ and the Wall Street Journal is the
_____.
a. script; sponsor
b. vehicle; medium
c. medium; vehicle
d. vehicle; sponsor
e. medium; sponsor
Barry was looking for golfers’ scores at the recent PGA championship on the PGA’s
Web page when an animated ad for Calloway golf clubs appeared on top of the PGA’s
Web page. What type of Internet advertisement is this?
a. banner ad
b. blog
c. interstitial
d. superstitial
e. podcast
Alex analyzed several media schedules and came up with the following Index of
Exposure Efficiency for each. Based on the following indexes, which schedule is the
best?
a. 0.005
b. 0.017
c. 0.199
d. 0.230
e. not enough information to determine
Social networking sites such as Facebook have become particularly effective venues for
reaching and influencing the consumer behavior of _____.
a. children
b. tweens
c. parents
d. older individuals
e. teens and young adults
Coca-Cola paid $250 million to be the official soft drink of the national Football
League (NFL) for a five-year period. After sponsoring the NFL for several years, a
general survey asked football fans to name brands that sponsor the NFL. Thirty-four
percent named Pepsi-Cola as a sponsor. This is an example of _____.
a. target-audience misfit
b. sponsor misidentification
c. incompatibility with other marcom tools
d. clutter causing noise in the communication process
e. image mis-match
All of the following are aspects of adaptive selling except _____.
a. recognizing that different selling approaches are needed in different situations
b. having confidence in one’s ability to use a variety of sales approaches
c. calling upon both male and female traits
d. using different approaches in different situations
e. being able to alter a sales approach during a sales encounter
Which of the following is NOT a reason for the difficulty in measuring marcom
effectiveness?
a. lack of ability by marcom practitioners
b. obstacles in identifying an appropriate measure, or metric, of effectiveness
c. complications with getting people throughout the organization to agree that a
particular measure is the most appropriate
d. snags with gathering accurate data to assess effectiveness
e. problems with determining the exact effect that specific marcom elements have on
the measure that has been selected to indicate effectiveness
Online advertising formats that use motion, sights, and sounds are referred to as _____.
a. banner ads
b. third screen media
c. CTRs
d. rich media
e. webblogs
The most frequently used budgeting method is _____.
a. top-down (TD)
b. bottom-up (BU)
c. top-down/bottom-up/top-down (TDBUTD)
d. bottom-up/top-down (BUTD)
e. top-down/bottom-up (TDBU)
_____ is the design of a strategy that shows how investments in advertising time and
space will contribute to the achievement of marketing objectives.
a. Media planning
b. Marketing planning
c. Communications planning
d. Continuity planning
e. Cost planning
There are indications that baby boomers are retaining many of their more youthful
consumption patterns.
Compared with many other sales-promotion techniques, sweepstakes are relatively
expensive.
Consumer privacy is an ethical issue that transcends all marcom activities.
Sampling is effective because it provides consumers with an opportunity to personally
experience a new brand.
Depending on the targeted audience, the effectiveness of a fear appeal is often related to
its level of intensity.