1) Under its affirmative disclosure requirement, the Federal Trade Commission (FTC)
may require advertisers to include certain types of information in their ads so that:
A.consumers can substantiate the claims made for their product or service.
B.consumers will be aware of all the consequences and limitations associated with the
use of a product or service.
C.consumers’ choice or conduct with regard to a product or service will remain
unaffected.
D.consumers can distinguish exaggeration or inflated claims in advertising and also
recognize puffery.
E.consumers can easily understand any technical data or information provided.
2) Ads placed on the backs of envelopes that contain airplane tickets and on banners
pulled by planes that are flown over sports arenas are examples of:
A.support media.
B.direct response media.
C.indirect communications.
D.advertising accessories.
E.category ads.
3) According to the promotional budgeting approaches, which of the following is an
example of a top-down approach?
A.The razor and blades method
B.The bricks and clicks method
C.The competitive parity method
D.The objective and task method
E.The payout planning method
4) Which of the following budgeting procedures would be used if a firm wanted a
method that is simple to understand, easy to implement, financially safe, and keeps the
spending within reasonable limits?
A.Competitive parity
B.Marginal analysis
C.Percentage of sales
D.Objective and task
E.Arbitrary
5) Which of the following techniques is most suitable for scheduling seasonal products
such as Mother’s Day cards and Valentine candy?
A.Weighted ratings
B.Oscillating
C.Flighting
D.Plighting
E.Continuity
6) In a(n) _____ sampling, a multiproduct firm attaches the sample to an existing item
of the firm.
A.checkout
B.spiff
C.in-store
D.on-package
E.bounce back
7) Which of the following is true of Japan as an international market?
A.The Japanese place great emphasis on the individual.
B.Japan is a typical example of a xenocentric society.
C.The Japanese dislike ads that confront or disparage the competition.
D.Unlike American societies, Japanese societies do not lay emphasis on social
interdependence.
E. Japan is considered one of the easiest countries in which to market consumer
products.
8) Advertisements that create feelings, meanings, images, or beliefs about a product or
service that can be activated when consumers use it are known as _____ ads.
A.rational
B.transformational
C.consumer-generated
D.reminder
E.informational
9) Advertisers create emotional advertising appeals by using:
A.comparative advertisements.
B.product feature appeals.
C.transformational advertising.
D.news appeals.
E.popularity appeals.
10) _____ are messages that mention only positive product attributes or benefits.
A.One-sided messages
B.Close-ended messages
C.Refutational appeals
D.Conclusive messages
E.Slice-of-life messages
11) Which of the following is true of persuasion induced through compliance?
A.It is difficult to administer in a personal selling situation.
B.It is usually superficial.
C.It is easy to apply in nonpersonal influence situations.
D.It usually occurs as a result of a celebrity’s perceived concern.
E.It usually results in a receiver rejecting the source’s position.
12) Pupillometrics, electrodermal response, and electroencephalographic measures are
all forms of:
A.field posttests.
B.rational measures of promotional success.
C.portfolio tests used in association with single-source field tests.
D.physiological measures of advertising effectiveness.
E.focus group interaction measures.
13) According to DAGMAR, the basic function of advertising is to:
A.create sales.
B.communicate.
C.increase market share.
D.eliminate competition.
E.change consumer behavior.
14) When Joanne saw a television ad for a large retail chain of jewelry stores, she was
impressed with the money-back guarantee that the company offered on its jewelry.
However, when Madison later heard an identical audio portion of the ad on the radio,
she was unimpressed with the guarantee. This differing perception of ads as a result of
the medium in which they appear is caused by the _____ effect.
A.halo
B.primacy-recency
C.stimulus-response
D.vehicle option source
E.vehicle media context