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1) Phone conversations account for the vast majority of word-of-mouth
communications about a brand.
2) Divergence refers to the extent to which the various elements of an ad are
meaningful, useful, or valuable to the consumer.
3) Consumer-oriented promotional tools such as sampling and high-value coupons are
effective for introducing new products into the market.
4) The responsibility to encode a message in a way that can be well-understood lies
with the receiver.
5) Newspapers do not offer advertisers any flexibility.
6) The integrated marketing communications (IMC) approach to marketing
communications planning and strategy is popular among business-to-business
marketers.
7) Ads can act as visual aids by adding impact to the presentation and reinforcing the
selling points.
8) To be used by the press, information must be of interest to the medium as well as to
its audience.
9) Nelson receives a pen and a calendar free of charge from a store where he makes
regular purchases. The calendar and the pen could be classified as advertising
specialties.
10) Publicity is a subset of the public relations effort.
11) Promotional planners need to know how decisions about each independent variable
influence the stages of the response hierarchy so that they don't enhance one stage at the
expense of another.
12) Rick likes to watch two television programs that air at the same time on different
channels. He simultaneously watches both programs by switching during commercial
breaks. In this scenario, Rick is engaging in:
A.narrowcasting.
B.zooming.
C.multiplexing.
D.zipping.
E.zapping.
13) Dividing the market into units such as nation, states, town, counties, or even
neighborhoods is known as:
A.demographic segmentation.
B.psychographic segmentation.
C.quantified aggregation.
D.lifestyle aggregation.
E.geographic segmentation.
14) Which of the following statements is true of image advertising?
A.It is used most often when there are significant functional or performance differences
among brands.
B.It is often used when competing brands are difficult to differentiate on a functional or
performance basis.
C.Advertisers often use it when their products or services offer a unique attribute or
benefit to consumers.
D.It is most commonly used for business-to-business products.
E.It concentrates on those functional features of a product that are unique and cannot be
imitated by competitors.
15) Which of the following statements supports the reason why a marketer might want
to emphasize creativity in the development of an advertising campaign?
A.Creative advertisements can avoid novelty in terms of divergence.
B.Creative advertising can break through the clutter and make an impression on buyers.
C.Creative advertisements always favor divergence over relevance.
D.Creative advertising is effective even if it is irrelevant to the target audience.
E. Creative advertising helps in winning awards, which always leads to increase in
sales.
16) Which of the following statements best compares the cost per thousand (CPM) for
movie theater advertising with that of other media?
A.The CPM for movie theater advertising is lower than that for magazines.
B.Movie ads have a lower CPM than radio ads, but higher than newspaper ads.
C.When compared to other advertising media, the CPM is quite high for movie ads.
D.Unlike print media, the CPM is quite low for movie ads.
E.The CPM for movie theater advertising is equal to that of other forms of advertising
media.
17) Stylo, a perfume manufacturing company, spends about $1,000,000 annually on
advertising. The company seeks to remind its customers in the United States about the
brand and its features, benefits, and uses. It primarily strives to reinforce its image and
initiate product purchase. In the context of the types of advertising to consumer
markets, Stylo is using _____.
A.national advertising
B.primary demand advertising
C.trade advertising
D.business-to-business advertising
E.professional advertising
18) The strategy behind place-based media is to:
A.bring an advertising medium to a consumer.
B.use the place element of the marketing mix to impact advertising.
C.use mobile billboards.
D.create a media vehicle that leads in its ability to attract and retain consumer attention.
E.provide places that are free of clutter.
19) One way a supermarket can make its ads seem more trustworthy is by:
A.showing customers talking about the supermarket on hidden cameras.
B.increasing its advertising clutter in its print ads.
C.using cartoon characters in humorous shopping experiences.
D.using loud music or an unsettling color combination.
E.advertising repetitively in short intervals.
20) Which of the following is a disadvantage of personal selling?
A.Lack of two-way interaction
B.Lack of personalization
C.Indirect communication
D.Increased customer distraction
E.Inconsistent marketing messages
21) A(n) _____ is an offer of an item of merchandise or services, either free or at a
reduced price, that is used to provide an extra incentive to purchase.
A.mnemonic
B.heuristic
C.premium
D.prommercial
E.exhibition
22) Which of the following statements is true of the Internet?
A.The Internet is an interactive medium that allows for a two-way flow of information.
B.The Internet is a communications medium rather than a direct-response medium.
C.Rapid industrialization is the main factor that has led to the rapid growth of the
Internet.
D.The Internet is a unidirectional medium like all other media.
E.The Internet does not allow consumers to control the messages and content they are
exposed to.
23) A cab service company uses a global positioning satellite (GPS) system to
customize the advertising messages shown on top of its taxicabs. This is an example of
technology-driven _____ advertising.
A.specialty
B.transit
C.aerial
D.network
E.broadcast
24) The goal of the _____ approach of direct marketing is to generate an immediate sale
when an ad is shown.
A.two-step
B.one-step
C.RFM scoring
D.indirect
E.all-in-one
25) In the context of PR, the timing of a press release is left entirely to the:
A.suppliers in a firm.
B.financial groups in a community.
C.educators in a community.
D.civic organizations in a community.
E.media.
26) The content in an advertisement that emphasizes facts, learning, and the logic of
persuasion makes use of a(n) _____ appeal.
A.emotional
B.informational
C.transformational
D.subliminal
E.irrational
27) A(n) _____ is a special type of two-sided message in which a communicator
presents both sides of an issue and then disproves an opposing viewpoint.
A.contradictory appeal
B.nonverbal message
C.emotional appeal
D.refutational appeal
E.slice-of-life appeal
28) Unsolicited junk fax ads and telemarketing calls to consumers who do not want to
be called are banned under the:
A.Direct Marketing Reform Act.
B.Telephone Consumer Protection Act.
C.Direct Selling Association Act.
D.Lanham Act.
E.Federal Telemarketing Reform Act.
29) Which of the following best assist an organization in the preparation, incubation,
and illumination stages of the creative process?
A.Portfolio tests
B.Message communication studies
C.Product-specific preplanning inputs
D.Viewer reaction profiles
E.Bait-and-switch techniques
