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1) A television ad for Savory Sandwich instructs its viewers to look in their mailbox for
coupon offers that will save them money on their next sandwich order. This is an
example of:
A.ambient promotion.
B.support advertising.
C.a one-step direct marketing approach.
D.add-on marketing.
E.sweeps marketing.
2) According to Don Schultz, in which type of communications planning process do the
promotional planners study the various media customers and prospects use, when the
marketer's messages might be most relevant to customers, and when customers are
likely to be most receptive to the message?
A.Zero-based communications planning
B.Inside-out planning
C.Outside-planning
D.The carryover process
E.The recency process
3) Which of the following is true of advertising as a form of promotion?
A.Low cost per contact
B.Non-paid form of promotion
C.Sponsor or advertiser not identified
D.Immediate feedback and capability to close sales
E.Makes use of non-traditional media
4) Local Better Business Bureaus (BBBs):
A.receive and investigate complaints from consumers regarding advertising in their
area.
B.are located in small cities throughout the United States with population less than
200,000.
C.are government-aided agencies.
D.follow a standard operating procedure for handling complaints as implemented by the
Federal Trade Commission.
E.are funded by the Council of Better Business Bureaus.
5) Which of the following is an example of a psychosocial consequence?
A.The taste of a soft drink.
B.The feeling of prestige associated with wearing a luxury watch.
C.The acceleration of an automobile.
D.The processing speed of a computer.
E.The firmness of a mattress.
6) Critics argue that printaculars:
A.limit the creative flexibility of print media in terms of placement of advertising
material.
B.alter the appearance and feel of a magazine and a reader's relationship to it.
C.are not used enough to be considered a separate advertising category.
D.result in horizontal promotional conflict among advertisers.
E.hinder the evaluation of the overall benefits of an advertising media.
7) Outlander Inc. is a manufacturer of laptop computers. It plans on manufacturing
computers that are targeted to users interested in video games. The computers are
optimized for high-definition gaming and hence are expensive. Which of the following
types of marketing strategies has Outlander adopted?
A.Bait-and-switch marketing
B.Undifferentiated marketing
C.Concentrated marketing
D.Buzz marketing
E.Differentiated marketing
8) Which of the following statements best explains a difference between target ratings
points (TRPs) and gross rating points (GRPs)?
A.TRPs calculations use average frequency figures, whereas GRPs calculations do not.
B.TRPs calculations do not include waste coverage, whereas GRPs calculations do.
C.TRPs calculations use a duplicated reach estimate, whereas GRPs calculations do not.
D.TRPs are used when selecting broadcast media, and GRPs are used for selecting print
media.
E.TRPs are used to indicate the total market coverage ratio, whereas GRPs are used to
indicate primary market coverage ratio.
9) Before setting objectives for advertising and promotion, an organization should:
A.conduct a situation analysis to identify marketing and promotional issues facing the
firm.
B.develop its media plan and allocate the budget to each media.
C.evaluate the effectiveness of the advertising and promotional strategies.
D.conduct test marketing to check the effectiveness of the marketing strategies
developed for the current products and services.
E.set its advertising and promotional budgets.
10) _____ is an exhibition or forum where manufacturers can display their products to
current and prospective buyers.
A.A planogram
B.A trade layout
C.Cooperative advertising
D.A trade show
E.Event marketing
11) A company that divides its target markets based on their perceived level of loyalty is
using:
A.benefit segmentation.
B.geographic segmentation.
C.socioeconomic segmentation.
D.behavioristic segmentation.
E.outlet segmentation.
12) Which of the following is one of the five major factors identified by Robert Smith
that refers to ads that contain unexpected details or finish and extend basic ideas so they
become more intricate, complicated, or sophisticated?
A.Originality
B.Flexibility
C.Elaboration
D.Artistic value
E.Synthesis
13) A _____ is a group of contemporaries, all born during the same period, having
shared interests and attitudes.
A.social class
B.neo-social group
C.subculture
D.generation
E.reference group
14) The two models that are commonly used to explain the relationship between
advertising and sales are the:
A.concave-downward function and the S-shaped response function.
B.S-shaped response function and the concave-upward function.
C.marginal utility function and the S-shaped demand function.
D.S-shaped demand function and the contribution margin function.
E.concave-upward function and the S-shaped demand function.
15) Before purchasing a car, John sought advice from his friends and researched for
auto reviews on the Internet. He also visited car dealers and requested for a test-drive.
In which of the following stages of the consumer decision-making process is John
engaged?
A.Internal information search
B.External information search
C.Post purchase evaluation
D.Problem recognition
E.Evoked set manipulation
16) Which of the following parameters does the formula for the computation of cost per
ratings point (CPRP) take into account?
A.Circulation
B.Cost per repetition
C.Cost per thousand
D.Cost of ad space
E.Cost of commercial time
17) Ads in magazines that utilize pop-ups, heavy inserts, talking ads, or other
distractions to attract readers' attention are sometimes referred to as:
A.multisensory ads.
B.enhanced advertising pages.
C.printaculars.
D.fine-tuned sensory interceptors (FSIs).
E.distracters.
18) Which of the following statements about creative strategy and its execution is true?
A.A good creative strategy and execution guarantees a brand will exceed its sales
objectives.
B.A good creative strategy never fails in reviving a declining brand.
C.Ads that are highly creative may not increase sales of a brand.
D.Companies have no trouble coming up with creative advertising that differentiates
their brands from the competition.
E.Good creative strategy cannot help a struggling brand regain its former prominence.
