1) Walk-in salespeople are typically respected and well received by customers.
2) The AIDA model was developed to represent the stages a consumer goes through in a
purchase decision.
3) Brand equity refers to the tangible assets earned through a product’s functional
purpose.
5) Most advertisers do not design their messages with the intention to mislead or
deceive consumers or run sweepstakes with no intention of awarding prizes.
6) Under the Defining Advertising Goals for Measured Advertising Results
(DAGMAR) approach, an advertising goal involves a communications task that is
specific and measurable.
7) Brands or messages that can be adapted for a visual appeal are best suited for
worldwide ad campaigns.
8) Public relations messages are subject to the clutter of ads.
9) The consumer approach positions a product by comparing it and the benefit it offers
against those offered by competitors.
10) Finding celebrities or other figures with a trustworthy image is often difficult as
many trustworthy public figures hesitate to endorse products.
11) One of the main reasons why firms are concerned about public attitudes is that these
attitudes may affect the sales of the firm’s products.
13) Information from the Internet is self-paced, whereas information from the broadcast
media of radio and television is externally paced.
14) Marginal analysis assumes that sales are a direct result of advertising and
promotional expenditures and that this effect can be measured.
15) Which of the following is true of the increase in sales promotion by brand
managers?
A.Brand managers tend to ignore sales promotion due to its primacy effect.
B.Many brand managers believe that sales promotions cannot be used to defend against
competition.
C.Typically, sales promotions are not used by brand managers while introducing new
products.
D.Sales promotions are typically used by brand managers to meet quarterly goals.
E.Sales promotions are generally a neglected part of the IMC process by most brand
managers.
16) How has the view of sales promotions changed during the past decades?
A.Sales promotions are now considered an essential part of an organization’s branding
strategies.
B.Sales promotion tactics are now developed before the branding strategy is
determined.
C.Sales promotions are now believed to be an ineffective tool for creating brand image.
D.Creatives have become more sophisticated, and this sophistication has led to a
decline in their dependence on sales promotion.
E.Sales promotion techniques are increasingly being considered as “obsolete.”
17) Which of the following media scheduling strategies would most likely be used by a
marketer of dishwashing detergent?
A.Ratings
B.Share
C.Flighting
D.Pulsing
E.Continuity
18) If an advertiser refuses to comply with rulings made by the National Advertising
Review Board (NARB), the NARB is most likely to:
A.order the advertiser to stop running the ad.
B.refer the case to an industry trade association.
C.refer the matter to an appropriate federal agency.
D.impose a fine.
E. lodge a class action suit for customers who have been in some way negatively
affected by the ad.
19) _____ is a nontraditional form of advertising that blends marketing and recreation
through television, film, music talent, and technology.
A.Flighting
B.Branded entertainment
C.Direct response promotion
D.Publicity
E.Sales promotion
20) A magazine ad for Relish Soda featured a pop-up cardboard replica of its soda cans.
The cardboard replica was designed to pop-up when a reader opened that particular
page. This scenario is an illustration of a:
A.bleed page.
B.gatefold.
C.multisensory ad.
D.printacular.
E.run-of-page ad.
21) _____ searches are those that appear because of their relevance to the search terms,
not advertisements.
A.Interstitial
B.Optimized
C.Nonorganic
D.Paid
E.Organic
22) Which of the following is considered to be a collateral services provider?
A.Public relation firms
B.Sales promotion agencies
C.Digital marketing agencies
D.Full-service interactive agencies
E.Market research firms
23) Which of the following is true of corporate advertising?
A.It portrays the image that a firm is in trouble.
B.It is typically used to generate greater sales of a particular product.
C.It generates high levels of interest among consumers.
D.It is usually used to promote a service as opposed to a product.
E.It usually brings a significant return on investment.
24) Attitudes toward the use of sex in advertising is a polarizing issue because:
A.sexual ads promote a deterioration of moral and social values.
B.the use of sex in ads is demeaning for the actors.
C.sexual ads have high stopping power and easily attract attention.
D.everyone agrees that some sexual ads are inappropriate while some aren’t.
E.different people have different values and religious orientations.
25) Advertising done for the purpose of building store traffic and encouraging
consumers to make a purchase takes the form of _____ advertising.
A.trade
B.facultative
C.professional
D.direct-action
E.B-to-B
26) In its ad, a well-known car company explains it’s “Global Earth Charter,” which has
led to the recycling of 400 million pounds of steel annually and an aggressive recycling
program that keeps 20 million pounds of other scrap metal from reaching landfills.
Which type of image advertising has been used in this ad?
A.Recruitment ads
B.Sponsorships
C.Paid positive publicity
D.General positioning ads
E.Financial support ads
27) The _____ step of Young’s creative process model deals with studying the idea to
see if it still looks good or solves the problem; then shaping the idea to practical
usefulness.
A.immersion
B.incubation
C.digestion
D.preparation
E.verification
28) For which of the following would an advertiser be most likely to use a
sales-oriented objective?
A.A direct-response ad for a record album
B.A commercial for a new type of electric-powered automobile
C.A political announcement
D.An anti-drug public announcement
E.A commercial comparing two telecommunication giants