1) After watching a detergent ad that claimed to remove stains with “Just a few drops,”
Jim stated “I doubt any detergent can remove stains with only a few drops.” This
scenario is an example of a _____.
A.counterargument
B.support argument
C.source bolster
D.cognitive dissonance
E.source blockage
2) Which of the following is classified as a pretest field method for conducting research
to measure advertising effectiveness?
A.Single-source systems
B.Association measures
C.On-air tests
D.Comprehension and reaction tests
E.Theater tests
3) _____ are programs designed to persuade the retailer to promote a manufacturer’s
products.
A.Promotional pull strategies
B.Bait marketing strategies
C.Buzz marketing strategies
D.Promotional push strategies
E.Switch marketing strategies
4) Prior to the development of integrated marketing communications, the promotional
function in most companies was dominated by:
A.mass-media advertising.
B.sales promotion.
C.public relations.
D.publicity.
E.direct marketing.
5) The price for commercial time charged by a television network is largely a function
of a program’s:
A.average frequency.
B.commercial clutter competence.
C.audience size and composition.
D.zipping and zapping effect.
E.comprehensive layout.
6) Which of the following statements about magazines as an advertising medium is
true?
A.Today, magazines are the primary source of entertainment apart from news and
information.
B.Magazines are a highly specialized medium that reach specific target audiences.
C.There has been a decline in magazine readership because magazines offer general
information.
D.Magazines are not dependent on advertising revenues since they can charge higher
prices for their publications.
E.Magazines are the primary advertising medium in terms of advertising revenues.
7) The high ratio of advertising to editorial content in most magazines causes
magazines to experience the problem of:
A.clutter.
B.limited frequency.
C.longer lead times.
D.lower selectivity.
E.low reproduction quality.
8) _____ is a process that involves conducting research and gathering all relevant
information about a client’s product or service, brand, and consumers in the target
audience.
A.Media planning
B.Copywriting
C.Account planning
D.Storyboarding
E.Production scheduling
9) Which of the following is true of TCPM?
A.It calculates CPMs based on the target audience.
B.It calculates longevity of magazine circulations.
C.It calculates BDIs based on overall audience.
D.It calculates CPMs based on the overall audience.
E. It calculates the cost of using one unit of time.
10) The social consumer decision journey framework recognizes that:
A.consumers make purchase decisions regarding low-involvement products based on
their social status and purchasing power.
B.consumers follow a linear sequence of awareness, interest, evaluation, and trial
before ultimately adopting a product.
C.consumers are always active participants in a communication process and they gather
information through active learning.
D.promotional campaigns should be designed to motivate consumers to take immediate
action.
E.consumers connect with large numbers of brands through digital channels that are
often beyond marketers’ control.
11) Research has shown that the first thing people look at in a print ad is the:
A.illustration.
B.visual.
C.body copy.
D.subhead.
E.headline.
12) Which of the following statements is true of teaser advertisements?
A.They depend on emotional bonding to generate publicity.
B.They do not work well when used for a short period of time.
C.Marketers should avoid rational appeals while creating them.
D.They focus on the transformational appeal of a product.
E.Marketers must be careful not to use them too long.
13) A widely used advertising execution style for packaged products, which attempts to
portray situations consumers might face while using them in their daily activities, is
known as _____ execution.
A.endorsement
B.slice-of-life
C.emotional
D.dramatization
E.demonstration
14) A marketing firm decides to purchase some media time in an attempt to sell its new
product. After purchasing approximately $1 million worth of time, it notices no impact
on the sales of the product. However, when it increases the media time to the value of
$3 million, a substantial increase in sales is observed. This change is best explained by:
A.the concave-downward function.
B.the objective and task method.
C.the competitive parity method.
D.the S-shaped response function.
E.the DAGMAR model.
15) The first step in the target marketing process is to:
A.develop positioning strategies.
B.request government approval.
C.determine whether to use a market segmentation strategy or a mass marketing
strategy.
D.identify markets with unfulfilled needs.
E.develop new products.