1) For which of the following product categories is the advertising most likely to be
criticized as promoting materialistic values?
A.Consumer goods
B.Industrial machinery
C.Health products
D.Transportation services
E.Alcoholic beverages
2) The _____ is considered the heart of a print ad but is often difficult to get readers to
attend to.
A.headline
B.subhead
C.body copy
D.visual
E.logo
3) An ad in Blossom, a publication for retail florists, promotes Burgundy Lace tulips as
a product that will enhance any spring bouquet that florists sell to consumers. The ad
for Burgundy Lace tulips is an example of:
A.trade advertising.
B.a promotional pull strategy.
C.digital advertising.
D.national advertising.
E.bait-and-switch advertising.
4) Raiment Inc. manufactures sewing machines. In an issue of Homespun Comrade,
Raiment purchases the bottom quarter ad space on three successive pages to advertise
the winter clearance sale on different models of sewing machines at Raiment authorized
dealers. Raiment is using _____ to attract readers’ attention.
A.gatefolds
B.bleed pages
C.creative space buys
D.overruns
E.total page ads
5) What type of advertising is being used when a large corporation sponsors a college
bowl game?
A.Advocacy advertising
B.Image advertising
C.Issue advertising
D.Cause-related advertising
E.Advertorial marketing
6) A review of a movie in a local magazine or on a popular daily television show is an
example of:
A.personal selling.
B.publicity.
C.direct marketing.
D.public relations.
E.sales promotion.
7) Unlike other forms of promotion, _____ is not usually perceived as being sponsored
by the company, especially in negative instances.
A.direct marketing
B.outdoor advertising
C.publicity
D.transit advertising
E.trade promotion
8) When a firm’s customer needs are mutually defined and matched with a tailored
offering, the firm is most likely to be in the _____ stage of personal-selling evolution.
A.procreator
B.provider
C.prospector
D.persuader
E.problem-solver
9) Which of the following is true of behavioral learning theories?
A.These theories are based on stimulus-response orientation.
B.These theories put too much emphasis on internal psychological processes.
C.They are also known associative process theories.
D.These theories disagree to the fact that the external stimulus environment will elicit
fairly predictable consumer responses.
E.These theories disprove the classical conditioning theory.
10) Which of the following is true of the “50 percent rule”?
A.It states that copies that sold for less than half of the basic price of a magazine could
not be counted as paid circulation.
B.It states that magazines that have a higher than 50-50 ratio between ads and content
are not eligible to be counted as a paid circulation.
C.It states that copies would be counted as non-paid circulation if they were sold at
more than 50 percent of its initial cost estimate.
D.It states that copies sold at greater than 50 percent of the value of its production cost
cannot be counted as paid circulation.
E.It states that magazines are considered as print ads only if they sell more than 50
percent of the total production number.
11) How does the use of the Internet differ from the use of other traditional media for
disseminating PR information?
A.The Internet often fails to offer updated PR information due to several constraints.
B.The Internet is confined by time and space limitations that do not inhibit other media.
C.The Internet enables companies to archive press releases.
D.The Internet cannot be used by organizations to defend themselves against negative
publicity.
E.The Internet is rarely used as a public relations source.
12) The rationalists of creative advertising argue that:
A.all award-winning creative campaigns definitely lead to sales.
B.the only purpose of advertising is to make an emotional connection with customers.
C.advertising must sell the product or service.
D.all commercials must contain an element of inherent drama.
E.advertising should break through the clutter by focusing on logos and products.
13) The relatively low cost of radio advertising time makes it an effective medium
through which advertisers can build more _____ into their media schedules.
A.absolute cost
B.reach and frequency
C.inherent drama
D.audience selectivity
E.spectaculars