1) In companies which follow a centralized organizational system, who among the
following is likely to be given the title “marketing communications manager”?
A.Art director
B.Brand manager
C.Advertising manager
D.Product manager
E.Copywriter
2) While considered a form of advocacy advertising, _____ may have no affiliation
with a corporate or trade sponsor but may be sponsored by an organization to bring
attention to what they consider to be an important cause.
A.direct-response ads
B.image ads
C.positioning ads
D.issue ads
E.transit ads
3) Velocity Inc. makes shoes for athletes. Its market research has shown that there are a
large number of competitive long-distance runners in the Pacific Northwest region of
the United States. These individuals would be willing to pay over $200 for a good pair
of running shoes. In order to reach this market, Velocity should use:
A.regional editions of general-interest magazines.
B.the sports section of national newspapers.
C.regional editions of general sports magazines.
D.regional editions of specialty magazines.
E.local television.
4) During ad breaks in TV programs, some viewers change channels to avoid
commercials. This practice is known as:
A.multiplexing.
B.zapping.
C.narrowcasting.
D.time shifting.
E.zipping.
5) Jack, a student, has applied for a job in one of the top private banks in the U.S. Jack
feels securing a job with a private bank would fulfill his desire for steady employment.
With respect to Maslow’s hierarchy of needs theory, by securing a career in private
banking, Jack is most likely to fulfill his _____ needs.
A.physiological
B.esteem
C.social
D.safety
E.self-actualization
6) The buying period that takes place before the TV season begins and where networks
sell much of their commercial time is referred to as the:
A.scatter market.
B.regional market.
C.off-network market.
D.spot market.
E.up-front market.
7) With respect to the consumer decision-making process, which of the following stages
can be considered as an immediate outcome of the alternative evaluation stage?
A.Information search
B.Problem recognition
C.Purchase decision
D.Post purchase evaluation
E.Elaborative rehearsal
8) A particular research concluded that approximately two-thirds of all consumers’
purchase decisions are made while shopping. Given this fact, which of the following
media should be most effective in influencing consumer decisions?
A.Nationally televised ads
B.In-store media
C.Local newspaper coupon supplements
D.Parking meter advertisements
E.Billboards
9) Initially, Flash Parcel Service (FPS) built its advertising campaign around the slogan,
“Our business quality speaks the language of speed.” Back then, the company was
trying to make the customers aware of the speed with which it delivers the service.
Later, FPS modified its slogan and designed new ads to make customers aware of the
different aspects of its delivery such as reliability, cost-efficiency, and punctuality. By
moving away from promoting itself as simply a parcel delivery company, FPS has:
A.used a repositioning strategy.
B.employed product class positioning.
C.engaged in positioning with cultural symbols.
D.adopted an undifferentiated strategy.
E.employed geographic segmentation.
10) Personal selling may lead to ethical problems. Which of the following is a reason
for this?
A.Most personal sale situations demand unethical practices.
B.Many salespeople are compulsive talkers and they do not listen to customers.
C.Personal selling does not encourage feedback from customers.
D.Personal selling does not have opportunities for two-way interaction.
E.Managers do not have complete control over the message conveyed by salespeople.
11) Jack Trout and Al Ries originally described _____ as the image consumers had of
the brand in relation to competing brands in the product or service category.
A.brandjacking
B.gladvertising
C.channel stuffing
D.pricing
E.positioning
12) With respect to the various generational differences in shopping behaviors, which of
the following is true of the Gen Z?
A.They tend to stay indoors more than other generations.
B.They have the highest annual spending of other groups.
C.They were born prior to 1946.
D.They are more likely to make impulse purchases.
E.They like to shop at smaller stores.
13) Britney sees an infomercial for a home fitness machine. The infomercial provides a
website address that one can access for further product information. Additionally, the
website contains an order form where customers can fill in their mailing address. This is
an example of combining:
A.support media with public relations.
B.sales promotion with support media.
C.personal selling with direct marketing.
D.advertising with personal selling.
E.direct marketing with advertising.
14) _____ marketing is an increasingly popular method of image building, in which
companies link with charities or nonprofit organizations as contributing sponsors.
A.Cause-related
B.Event
C.Image
D.Transit
E.Cooperative
15) Pluto Inc. places a 50 cent-off coupon for another brand, Krispies maple syrup, on
the outside of boxes of its Pluto Rice Cereal. This is an example of a(n) _____ coupon.
A.bounce-back
B.cross-ruff
C.instant
D.premium
E.cross-sell
16) A print ad for Apple Cider Vinegar Diet used the headline, “Maybe Eve was on to
something.” This is an example of a(n):
A.direct headline.
B.indirect headline.
C.subhead.
D.jingle.
E. noise.
17) Which of the following is a disadvantage of syndication?
A.Syndicated shows are often aired during an undesirable time period.
B.Syndicated shows offer no advantages to national advertisers.
C.Syndicated shows are often more expensive than network shows.
D.Syndicated shows reach a limited audience and generate limited ad revenue.
E. Syndicated shows do not benefit local television stations.
18) Which of the following is a primary variable defined in psychographic
segmentation?
A.Lifecycles
B.Income
C.Education
D.Life stage
E.Gender