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1) Web 1.0 ended with the "bursting of the dot-com bubble."
2) According to the social consumer decision journey, consumers are likely to advocate
a brand after they have experienced it.
3) The common techniques used to write direct headlines include using questions,
provocations, how-to statements, and challenges.
5) Endorsers promote a company or its products or services based only on their
personal experiences with the product.
6) The more advertisers assess situational influences, the more likely they are to
succeed in communicating with their target audiences.
7) Erika sees an infomercial for Luster skin care products. During the infomercial, a
toll-free number flashes on her television screen. She immediately picks her phone and
dials the number to place an order for a body lotion and hair shampoo. This is an
example of:
A.party plan approach to direct marketing.
B.two-step approach to direct marketing.
C.one-step approach to direct marketing.
D.repetitive person-to-person selling.
E.nonrepetitive person-to-person selling.
8) Which of the following statements is true about the growth of direct marketing?
A.Direct marketing is being used as a promotional media tool only after the invention
of the Internet.
B.Typically, most purchases being made with the use of credit cards are as a result of
direct marketing.
C.The fast-paced and changing values and lifestyles of consumers are decreasing the
effectiveness of direct marketing in urban areas.
D.The rapid decrease in dual-income families has led to growth in direct marketing.
E.The Internet has made it easier for consumers to shop and for marketers to be
successful in reaching the desired target markets.
9) The _____ in the U.S. provides local audience measurement for television.
A.Nielsen Station Index
B.RADAR
C.Arbitron
D.Roy Morgan Research
E.Burke Research
10) Which of the following is true of event sponsorships?
A.They are highly useful public relations tools.
B.They are typically inexpensive.
C.They are unsuitable for gaining affinity with target audiences.
D.They are highly useful for completing the IMC process.
E.They are not suitable platforms for building equity.
11) _____ advertising is considered a directional medium because it points consumers
toward where their purchases can be made rather than creating awareness or demand for
products or services.
A.Specialty
B.Yellow Pages
C.Ambient
D.Transit
E.Aerial
12) A(n) _____ audit of an agency is designed to verify costs, expenses, and payments
to outside suppliers.
A.financial
B.operational
C.departmental
D.qualitative
E.grant and contract
13) What does it mean when salespeople are described as having a poor reach?
A.They engage in too much talk that distracts the buyer.
B.They lack the product knowledge needed to convince the buyer.
C.They are unable to contact everyone in the target market.
D.They lack the confidence to close the sale.
E. They lack the skill required to influence buying decisions.
14) Which of the following is the most relevant internal psychological process
associated with the information search stage of the consumer decision-making process?
A.Differentiation
B.Perception
C.Valuation
D.Amalgamation
E.Disassociation
15) If media coverage reaches people who are not sought as buyers and are not potential
users, then it is referred to as:
A.rate differentials.
B.pass-along audience problems.
C.excess frequency.
D.waste coverage.
E.weighted exposure.
16) Which of the following statements about account planning is true?
A.Account planners conduct only quantitative research.
B.Account planners work with the client as well as other agency personnel.
C.Account planners conduct only qualitative research.
D.With account planning, the agency takes a permanent leadership role in the
development of creative strategy.
E.The knowledge gained during account planning can only be used during the planning
period because of its proprietary nature.
17) Persuasive advertising is criticized for:
A.ignoring the psychological needs of consumers.
B.fostering discontent among consumers.
C.encouraging people to focus on intellectual growth.
D.providing too much information in advertisements.
E.ignoring consumers' emotions and anxieties.
18) Which of the following statements supports defenders of persuasive advertising in
terms of Maslow's hierarchy of needs theory?
A.It is natural for individuals to move to higher-order needs such as self-esteem.
B.The basic needs of all individuals are not met in society.
C.Advertising determines how well people can satisfy their basic needs.
D.Consumers lack the ability to defend themselves against persuasive advertisements.
E.Consumers do not have the freedom to make their own purchase decisions.
19) Which of the following justifications did marketing and advertising trade groups
use to defend themselves against the American Psychological Association's (APA's)
restrictions on advertising?
A.Parents of younger children, rather than the children themselves, make purchase
decisions.
B.Products for children are also commercial merchandise that requires advertising.
C.Products for children require more awareness than other commercial products.
D.Children are less aware of their needs compared to adults.
E.Viewing such advertisements is a part of the consumer socialization process in
children.
20) With reference to advertising media, _____ create(s) the strongest source
association.
A.product placement
B.in-flight advertising
C.promotional products marketing
D.transit advertising
E.spectaculars
