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1) _____ is a marketing approach that assumes that the needs satisfied by a product or
service and the ways it is used are the same everywhere in the world, and therefore
utilizes a common approach in all countries.
A.Global marketing
B.Complementary marketing
C.Localized marketing
D.Nationalized marketing
E.Countertrading
2) The _____ is a self-regulatory program implemented by the Advertising
Self-Regulatory Council (ASRC) that regulates online behavioral advertising (OBA)
across the Internet.
A.Internet Advertising Review Board
B.Internet Retailing Self-Regulation Program
C.Council of Better Business Bureaus
D.Internet-Based Advertising Accountability Program
E.Information Technology Act
3) Primary-demand advertising is designed to:
A.influence the purchase of only industrial goods and services.
B.stimulate demand for a general product class or entire industry.
C.help launch a specific line extension.
D.stimulate demand for existing products that are "dying."
E.create a market share gain for the industry leader.
4) Aleve Inc., a pharmaceutical company, launches an ad that claims, "Taking one pill
from Aleve is as effective as taking three pills from any other company." This ad
campaign is using a(n) _____ appeal.
A.emotional
B.competitive advantage
C.news
D.favorable price
E.product popularity
5) The more specific the firm's advertising objectives, the:
A.easier it becomes to measure advertising effectiveness.
B.more difficult it is for competitors' advertising to be effective.
C.easier it is to measure the advertising-sales response function.
D.lesser the funding needed to meet advertising goals.
E.more difficult it is for a competitor to use competitive parity budgeting.
6) Sales promotions targeted at the ultimate users of a product, such as sampling,
coupons, contests, or sweepstakes are part of:
A.consumer-oriented sales promotion.
B.trade-oriented sales promotion.
C.buzz promotion.
D.bait-and-switch sales promotion.
E.channel-initiated sales promotion.
7) Greg is hired into the marketing services department of a full-service advertising
agency. His job profile includes gathering information relating to the client's product
and service that can be used in the development of the creative strategy. He has to
collect information from various other departments in the firm to gain a better
understanding of the client's target audience. In this scenario, Greg has been hired as
a(n):
A.art director.
B.account planner.
C.illustrator.
D.media specialist.
E.account executive.
8) An advertising execution technique used by business-to-business marketers depicting
the negative consequences of making incorrect purchase decisions is referred to as:
A.a problem-solution execution.
B.slice-of-death advertising.
C.slice-of-life advertising.
D.a response-stimuli execution.
E.informational advertising.
9) The _____ empowered the Federal Trade Commission to regulate unfair or deceptive
practices in commerce including those in advertising.
A.Lanham Amendment
B.Sherman and Clayton Antitrust Act
C.Wheeler-Lea Amendment
D.Food and Drug Administration Act
E.Consumer Protection Act
10) Which of the following is true of the arbitrary allocation method?
A.This method is not considered to be particularly weak.
B.This method keeps ad spending within reasonable limits.
C.This method uses a logical basis for determining the budgets.
D.This method of budgeting is generally stable.
E. This method has no obvious advantages.
11) In the context of the marketing communication process, which of the following
products is most likely to be promoted by targeting individuals?
A.Chocolate bars
B.Fizzy drinks
C.Real estate
D.Soap
E.Pizza
12) Space-it-out Design Inc. launches a new range of furniture. The marketing head,
Sana, wants to change the advertising strategy from persuasive to informational. Which
of the following components is she most likely to remove from the existing
advertisement?
A.Price
B.Performance
C.Comfort
D.Availability
E.Attractiveness
13) _____ are reruns of network shows that are bought by individual stations to
broadcast.
A.Off-network syndications
B.Sponsorships
C.First-run syndications
D.Network spots
E.Local syndications
14) U.S. brands have become popular in many European and Asian countries.
Marketers attribute the rising popularity of these U.S.-made products to:
A.the worldwide distribution of American music, films, and TV shows.
B.the superior quality of their products.
C.the low prices of the products.
D.the centralized organizational approach adopted by most U.S. companies.
E.the increasingly ethnocentric attitudes of consumers around the world.
15) Which of the following is true for participations?
A.In participations, advertisers have financial responsibility for production of the
program.
B.Participations involve long-term commitment on the part of advertisers.
C.Participations offer advertisers a lower reach than sponsorships.
D.In participations, advertisers have little control over the placement of ads.
E.Participations are not suitable for small advertisers with limited budgets.
16) The most common direct marketing objective that is typically expected by
companies is to:
A.seek a behavioral response.
B.reduce source derogations.
C.generate goodwill.
D.reduce post purchase dissonance.
E. sell a product at a higher price.
17) Which of the following is likely to conduct in-depth interviews and focus groups, as
well as market surveys in order to gather objective information that is valuable to the
advertiser's promotional programs?
A.Market research companies
B.Media specialist organizations
C.Media buying organizations
D.Creative boutiques
E.Sales promotion agencies
18) Which of the following is the most relevant internal psychological process
associated with the purchase decision stage of the consumer decision-making process?
A.Externalization
B.Perception
C.Culturalization
D.Integration
E.Learning
19) Which of the following is true about integrated services?
A.They help in eliminating the requirement for economies of scale.
B.They help in maintaining control of the entire promotional process.
C.They create individual branding for varied products or services.
D.They make it difficult for the client to coordinate all of its marketing efforts.
E.They reduce synergy in the promotional process.
20) Which of the following positions in a company is likely to be responsible for
determining which target markets should receive the most media emphasis?
A.Research manager
B.Account executive
C.Brand manager
D.Media planner
E.Market research analyst
