1) In order to be successful, marketers need to know the specific needs customers are
attempting to satisfy and how they translate into purchase criteria.
2) Behavioral targeting can be done by:
A.compiling clickstream data and Internet protocol information.
B.providing regular and content sponsorship in a section of a website.
C.including animation and flash in websites.
D.placing a website higher on a search engine page.
E. employing pay-per-click advertising.
3) Marlboro used a cowboy to advertise its cigarettes for a number of years. “The
Marlboro Man” became a central character through which the company delivered its
advertising message. This is an example of:
A.testimonial advertising execution technique.
B.demonstration advertising execution technique.
C.use of personality symbols in the execution of ads.
D.use of testimonials in the execution of ads.
E.use of ambassadors in the execution of ads.
4) Which of the following statements about the use of puffery in advertising is true?
A.Puffery is a sales presentation that praises the item to be sold based on objective
opinions.
B.Puffery was banned in a 1996 revision of the Uniform Commercial Code.
C.According to the Federal Trade Commission, consumers believe in puffery.
D.Superlatives such as greatest, best, and finest are puffs that are often used in
advertising.
E.Puffery is illegal only if it eliminates a competitive advantage.
5) Which of the following allocation methods makes use of a buildup approach to
setting budgets?
A.Percentage-of-sales
B.Arbitrary allocation
C.Competitive parity
D.Objective and task
E.Affordable
6) Which of the following is used to measure the effectiveness of corporate advertising?
A.Regression analysis
B.Focus group research
C.Boolean analysis
D.BCG matrix
E.Cumulative frequency analysis
7) Which of the following is true of test marketing?
A.It is used to test advertising effects in specific target areas.
B.The disadvantage of test marketing of ads is its unrealism.
C.A high degree of control cannot be obtained through test marketing.
D.The effectiveness is measured while the ads are being run.
E.It favors unemotional appeals because respondents are asked to verbalize the
message.
8) Typically, advertisers design ads in which the visual portion is incongruent with or
contradicts the verbal information in order to:
A.gain the attention of consumers.
B.enable consumers to draw their own conclusions.
C.reinforce the primacy effect.
D.get consumers to engage in more simplistic processing.
E.distract consumers from the negative aspects of the product.
9) The website of WEmpower.com, an online women’s magazine, has a book section
sponsored by Spellbound.com, an e-commerce website. Spellbound.com has a similar
arrangement with Valdivia.com and a few other sites. In this scenario, Spellbound.com
is using a(n):
A.button sponsorship.
B.banner sponsorship.
C.regular sponsorship.
D.interstitial sponsorship.
E.content sponsorship.
10) People who work at desk-jobs in the sales office and receive orders by phone, mail,
or the Internet are called _____.
A.field order takers
B.virtual order takers
C.virtual order getters
D.inside order takers
E.inside order getters
11) The Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) is an agency
within the _____ that enforces laws, develops regulations, and is responsible for tax
collection for the liquor industry.
A.Department of Internal Affairs
B.Better Business Bureau
C.Department of Commerce
D.Food and Drug Administration
E.Treasury Department
12) The Federal Trade Commission (FTC) and U.S. Postal Service have rules that
govern the use of _____ plans whereby a company proposes to send merchandise to
consumers and expects payment unless a consumer sends a notice of rejection or
cancellation.
A.unsolicited order
B.negative option
C.contradictory option
D.false substitution
E.unsubstantiated order
13) Which of the following factors reduces the effectiveness of a media plan?
A.Information overload
B.Product life cycle differences
C.Market segmentation
D.Time pressures
E.Audience diversity
14) Sophia watches a TV commercial for Missy 21, a women’s magazine. The
commercial asks viewers to call a toll-free number to place an order for a one-year
subscription to the magazine. It also announces that the first 200 callers to place an
order will receive an additional subscription of three months at no extra charge. This is
an example of using the _____ approach of direct marketing.
A.two-step
B.outbound
C.buzz
D.one-step
E.bulls-eye
15) Which of the following is the reason why companies are increasingly choosing to
opt for an incentive-based system?
A.To encourage its agencies to use more mass media advertising
B.To encourage its agencies to stop using network TV advertising
C.To avoid the involvement of its top management in the decision making process
D.To demand more accountability and pay the agencies based on their performance
E.To encourage its agencies to keep detailed records of the costs it incurs while working
with the client
16) As a result of economies of scale, smaller advertisers:
A.are likely to enjoy more favorable advertising time and space than large advertisers.
B.have declining average costs of production.
C.get higher advertising rates than large advertisers.
D.can maintain advertising expenditure shares that are smaller than their market shares.
E.can accrue the advantages of advertising several products jointly.
17) Which of the following perception processes is the immediate, direct response to
the taste, smell, touch, and hearing of stimuli?
A.Selection
B.Sensation
C.Assimilation
D.Disintegration
E.Interpretation
18) A television commercial for Prime mouthwash shows a young man at a night club
approaching a group of women. As he opens his mouth to introduce himself, the women
get up from their seats and leave. The ad’s caption reads, “Do you suffer from bad
breath?” This is an example of:
A.a fear appeal.
B.an irrational appeal.
C.comparative advertising.
D.a refutational appeal.
E.non-cognitive advertising.
19) Milky Way Inc., a manufacturer of dairy products, has come up with new global ads
that promote the benefits of drinking milk as well as demonstrate the various uses of
milk. This is an example of:
A.trade advertising.
B.primary-demand advertising.
C.secondary-demand advertising.
D.retail advertising.
E.professional advertising.
20) Robert, the CEO of a software company in Houston, has fulfilled his career goals.
Therefore, he decides to retire and help eliminate societal problems. In order to achieve
this, he starts a charitable organization that helps in educating underprivileged children.
With respect to Maslow’s hierarchy of needs theory, Robert is looking to fulfill his
_____ need.
A.physiological
B.social
C.self-actualization
D.esteem
E.safety