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1) Shopping cart signage is a type of in-store media.
2) With respect to the various generational differences in shopping behaviors, which of
the following is true of Gen Y?
A.They prefer mass merchandisers and supercenters.
B.They have the highest annual spending of all groups.
C.They prefer shopping at smaller stores.
D.They tend to stay indoors more than other generations.
E.They spend more time than other groups on hair care and baby food.
3) Which of the following is a disadvantage of PR?
A.It has less credibility than advertising.
B.It is costly in both relative and absolute terms.
C.It is subject to clutter.
D.It can misfire if mismanaged.
E.It does not contribute to sales.
4) The results of readability tests indicate that a copy is best comprehended when:
A.sentences are long and descriptive.
B.impersonal references are drawn.
C.the words used have no connotations outside their dictionary definitions.
D.the receiver is unknown.
E.words are concrete and familiar.
5) Slotting allowances are also called _____.
A.off-invoice allowances
B.spiffs
C.push money
D.street money
E.rebates
6) Media often avoid certain topics or even present biased news coverage, in
compliance to advertiser demands. Which of the following terms represents this
practice?
A.Protestant ethic
B.Stereotyping
C.Economic censorship
D.Consumer socialization
E.Shock advertising
7) _____, as defined by the First Amendment to the U.S. Constitution, is the most basic
federal law governing advertising in the United States.
A.Freedom of using any media vehicle
B.Freedom to advertise
C.Freedom to stop the airing of any advertisement
D.Freedom of speech
E.Freedom of press
8) Encouraging current buyers of Spirit, an energy drink, to drink more of the beverage
would be an example of a _____ objective.
A.sales-oriented
B.repositioning
C.product development
D.public-relations
E.diversification
9) The Visionaries, an advertising agency in Boston, is testing a creative idea for a new
commercial before moving ahead with the production. To make the test more realistic,
it wants to test both the visual layout of the commercial as well as the audio of the
message. In which of the following forms should the commercial be tested?
A.Storyboard
B.Animatic
C.Snipe
D.Mnemonic
E.Heuristic
10) Like broadcast or print, the Internet:
A.can only disseminate and not assimilate information.
B.offers extensive psychographic selectivity.
C.is an advertising medium.
D.has a low reach.
E.has no problems related to user privacy.
11) The _____ was formed by three advertising associations and the Council of Better
Business Bureaus to sustain high standards of truth and accuracy in national
advertising.
A.National Advertising Board
B.National Advertising Review Council
C.American Association of Advertisers
D.Ad Council
E.Board of Advertising Ombudsmen
12) Which of the following statements describe a situation in which marketer-induced
problem recognition was used?
A.Shopaholic, a clothing and accessories brand, sends newsletters to all its customers at
the end of each summer, stating that their existing wardrobe might be out of style.
B.Ken purchases a cable to connect the DVD player to his TV after purchasing the
DVD player.
C.Casey purchased Hair Care shampoo but switched to Rejuvenate shampoo when he
found that the shampoo contained extensive chemicals.
D.Upgraded, an electronics store, recently sold goods at discounted prices to people
who registered themselves on the company's website.
E. Patrick hurt his toe while jogging and realized that his sports shoes were torn. He
went to the store to purchase a new pair of shoes.
