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1) Measuring the effects of advertising helps a firm maximize its investment.
2) One disadvantage associated with direct marketing is that it results in waste
coverage.
3) The use of newspapers and magazines as couponing vehicles has increased
dramatically since the introduction of FSIs.
4) The primary focus of international media has traditionally been television and radio.
5) One of the perceived disadvantages of the Internet is that it cannot measure
commercial effectiveness, due in part to its inability to measure activity in real time.
6) One drawback of online magazines is that they do not provide advertisers with the
opportunity for sponsorships.
7) Companies or brands that are new to the market or those for whom perceptions are
negative should focus on the benefits or attributes of the specific product or service, and
not on their image.
8) The competitive parity method takes advantage of the collective wisdom of the
industry.
9) Which of the following is true of market niches?
A.They are usually large mass market segments.
B.They are well-defined market segments.
C.They are typically reached using mass communication such as advertising and
publicity.
D.They are not suitable for specialized goods.
E.They include broader classes of buyers who have similar needs.
10) Which of the following have the highest redemption levels of all types of coupons?
A.Bounce-back coupons
B.Cross-ruff coupons
C.Instant coupons
D.Cross-sell coupons
E.Premium coupons
11) According to the basic model of communication, _____ refers to the way a message
is put together in order to deliver an information or intended meaning.
A.source
B.encoding
C.decoding
D.design
E.content
12) Which of the following source characteristics is likely to suffer when a celebrity
endorses too many products and is seen too often by consumers?
A.Expertise
B.Trustworthiness
C.Physical attractiveness
D.Compliance
E.Internalization
13) _____ is an approach to setting advertising goals and objectives which states that
communication effects are the logical basis for advertising goals and objectives against
which success or failure should be measured.
A.SOSTAC
B.The hierarchy of effects model
C.The BCG matrix
D.The Ansoff matrix
E.DAGMAR
14) Catharine introduces new products, new promotions, and new programs to
customers, while the actual order is taken by Salim, the company's order taker.
Catherine is likely to be a(n) _____.
A.order-getter
B.provider
C.distributer
D.missionary salesperson
E.persuader
15) In the provider stage, salespeople accept orders and deliver to buyers. Identify the
type of market that exists in this stage.
A.Sellers' market
B.Buyers' market
C.Segmented market
D.Participative market
E.Coactive market
16) For advertisers, the _____ is one disadvantage of cable television as compared to
network television.
A.lack of penetration
B.lack of flexibility
C.lack of selectivity
D.lack of cost-effectiveness
E.limitations on the length of commercials
17) What is the main portion of text in a print ad called?
A.Story line
B.Subhead
C.Body copy
D.Illustration
E.Story board
18) Which of the following statements about making creative decisions for international
advertising is true?
A.The creative approach used in a company's primary market typically transfers well to
foreign markets.
B.Creative strategy development for international advertising is basically similar in
process and procedure to that for domestic advertising.
C.Emotional appeals such as humor work well in virtually any country, irrespective of
differences in cultural backgrounds and consumer perceptions.
D.A product must be positioned similarly in each market, transcending dissimilarities in
consumers' usage patterns and habits.
E.Localized advertising plays no role in making creative decisions for international
advertising.
19) Recency planning focuses on:
A.continuous scheduling over a one week period.
B.frequency rather than reach.
C.short interval reach at maximum frequency levels.
D.more targeting to gain exposure to reach as many potential consumers as possible.
E. a four-week planning period for reach.
20) A manufacturer of skis and skiing accessories provides sales personnel in ski shops
with instruction classes, detailed manuals, and other tools to help them better
understand how to sell the company's ski boots. This is an example of:
A.cooperative advertising.
B.sales force automation.
C.a sales training program.
D.event marketing.
E.a sales incentive program.
21) Self-regulation begins with the interaction of client and agency when:
A.a consent order is signed.
B.a company is charged with a lawsuit for deceptive advertising.
C.there has been an omission of advertising substantiation.
D.creative ideas are generated and submitted for consideration.
E.ads are aired in foreign nations.
22) Well-known brands and market leaders often run ads that do not use any specific
types of appeals, but focus primarily on keeping their brand name visible to consumers.
This type of advertising is known as _____ advertising.
A.teaser
B.reminder
C.rational
D.transformational
E.consumer-generated
23) Which of the following is a primary variable of demographic segmentation?
A.Lifestyle
B.Personality
C.Occupation
D.Education
E.Social class
