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1) The costs of mobile billboards depend on the area and the mobile board company's
fees.
2) The layout of a print ad is known as a storyboard.
3) In the arbitrary allocation approach, no systematic thinking occurs and no objectives
are budgeted for.
4) Inquiry tests are used only in business-to-business market testing to measure
advertising effectiveness.
5) Supplementing personal selling efforts with phone calls compels the sales force to
spend less time selling.
6) The _____ method of budgeting is being employed when expenditure is allocated by
an analysis of expenditure in areas such as production and operations, and the amount
left over is considered to be the advertising budget.
A.arbitrary allocation
B.percentage of sales
C.affordable
D.return on investment
E.competitive parity
7) An advertisement that places the strongest points at the end of a message assumes a
_____, whereby the last arguments presented are the most persuasive.
A.recency effect
B.primacy effect
C.sleeper effect
D.credibility effect
E.compliance hierarchy
8) Once a script for a television commercial has been conceived, a writer and an art
director collaborate to produce a _____, a series of drawings used to present the visual
plan or layout of the commercial.
A.transparency board
B.storyboard
C.visual layout
D.layout synopsis
E.thumbnail sketch
9) Which of the following is an advantage of public relations?
A.Effectiveness at completing the communications process
B.High absolute cost but low relative cost
C.Ability to complete the communications process
D.Effective lead generation
E.Strong connection between the receiver and the source
10) Swish Turbo Inc., an automaker, conducted a sweepstakes in which people could
enter to win the car that Adam Gosling, a popular golfer, uses during tournaments. To
enter the sweepstakes, consumers had to visit Swish Turbo's website. Which of the
following promotional mix elements did the automaker use on the Internet?
A.Direct marketing
B.Personal selling
C.Publicity
D.Public relations
E.Sales promotions
11) Motor Corp., an automobile manufacturer, launched an ad campaign that stated,
"We are yet to reach the industry leader's position, so we try harder." In this scenario,
the company is positioning itself based on:
A.price/quality.
B.use or application.
C.competition.
D.product class.
E.distribution intensity.
12) Which of the following is the first stage of the personal-selling evolution?
A.Prospector
B.Provider
C.Preparer
D.Persuader
E.Presenter
13) Personal selling is considered more effective than other marketing communication
techniques for some products. Which of the following is a reason for this?
A.Distortion of marketing messages does not occur in personal selling.
B.Salespeople can be involved in the decision-making process.
C.Marketing messages tend to be consistent in personal selling.
D.Personal selling is an inexpensive form of communication.
E.Personal selling is associated with better reach compared to other methods.
14) Federal regulation of advertising originated in 1914 with the passage of the _____
Act.
A.Information Technology
B.Advertising Self-Regulatory
C.Federal Consumer Protection
D.Federal Trade Commission
E.Central Hudson
15) Public relations activities are:
A.not effective for dealing with local or regional governments.
B.not applicable on a global scale.
C.used to communicate with the general community.
D.usually expensive.
E. a popular form of advertising.
16) Television is a popular advertising medium among companies selling products and
services that are consumed by mass markets because it:
A.has a low absolute cost.
B.has the ability to reach large audiences in a relatively cost-efficient manner.
C.has a high level of geographic selectivity.
D.is very easy to develop creative television advertising.
E.has the power to eliminate the problem of commercial advertising clutter.
17) In a decentralized system, a(n) _____ is responsible for the total management of the
brand, including planning, budgeting, sales, and profit performance.
A.brand manager
B.media manager
C.collateral services provider
D.account executive
E.sales manager
18) Which of the following factors is part of the economic environment of a foreign
country that companies must consider while engaging in international marketing?
A.Moral standards
B.Values and ethics
C.Currency stability
D.Laws and regulations
E.Employment rate
19) _____ is a research technique whereby consumers are asked to generate an
exhaustive list of things that bother them or difficulties they encounter when using a
product or service.
A.Bait-and-switch modeling
B.Market positioning
C.Perceptual mapping
D.Problem detection
E.Market profiling
20) Which of the following is part of the demographic environment of a country?
A.Age distribution
B.Distribution of wealth
C.Lifestyles
D.Norms and customs
E.Exchange rates
