1) Audience share is always higher than the program rating unless all the households
have their sets turned on.
2) According to Young’s model of the creative process, the stage of digestion involves
the process of gathering material and information through research.
3) The initial stages, at the base of the communications effects pyramid, are harder to
accomplish than those toward the top, such as trial and repurchase.
4) Radio advertisements have better flexibility than magazine advertisements.
6) In the integrated marketing communications (IMC) model, the flow between the
communications analysis and budget determination is a two-way interaction.
7) The Federal Trade Commission (FTC) Act was originally intended to help enforce
antitrust laws such as the Sherman and Clayton Acts.
8) One of the reasons for a high-credibility source to become as ineffective as a
low-credibility source is the sleeper effect.
9) Zero-TV households are homes that have stopped paying for cable and satellite TV
service and do not even use an antenna to get free signals over the airways.
10) Public relations is designed to provide only positive information about a firm.
11) One of the most important uses of sales promotion techniques is to encourage
consumers to try a new product or service.
12) One of the reasons why corporate advertising is considered controversial is because
it is a costly form of self-indulgence.
13) Which of the following supports the view that advertising encourages materialism?
A.Most advertisements are shown during prime time.
B.Ads seek to create needs rather than show how a product fulfills needs.
C.Advertising seeks to promote intellectual rather than materialistic growth.
D.Many ads are broadcast through non-traditional media.
E.Advertisements promote violence rather than showing images of the good life.
14) Got Game, a sports store, ran a promotion campaign in which it offered a box of
fifteen Pyramid golf balls at the price of twelve. This is an example of a:
A.price-off deal.
B.premium.
C.bonus pack.
D.rebate.
E. trade allowance.
15) Which of the following is considered an internal audience for a public relations
activity?
A.Customers
B.Media
C.Government
D.Public
E.Civic groups
16) Which of the following media has lower cost and convenience that has raised
concerns among traditional direct-mail marketers but at the same time created better
opportunities?
A.Television
B.Radio
C.Internet
D.Outdoor advertising
E.Transit advertising
17) An ad headline for Fantasia ice cream in a local newspaper reads, “How can you
relive your childhood this summer?” The only other information in the ad is a list of
locations of Fantasia ice cream parlors in the city. This ad is:
A.an example of a rational appeal.
B.designed to let the target audience draw their own conclusions.
C.an example of an appeal based on refutation.
D.designed to express a two-sided message.
E. effective irrespective of the context of the advertising medium.
18) The market segmentation process:
A.divides a market into distinct groups that have heterogeneous needs.
B.divides a market into distinct groups that will respond similarly to marketing actions.
C.offers one version of the product to all markets.
D.creates products for several markets that have independent needs.
E.positions products in the minds of prospects and customers.
19) Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its
advertisements. The company hoped that using a celebrity would capture the attention
and interest of consumers. In this scenario, the ad illustrates the application of:
A.ad-to-consumer relevance.
B.brand-to-consumer relevance.
C.brand-to-producer relevance.
D.inherent drama strategy.
E.bait-and-switch advertising strategy.
20) Which of the following statements about spot advertising is true?
A.It is subject to less commercial clutter than network advertising.
B.It is used only by national advertisers.
C.It is generally more expensive than network advertising.
D.It is used only by local advertisers.
E.It offers the national advertiser flexibility in adjusting to local market conditions.
21) Jim’s Inc., a travel agency in Texas, offers trips that are designed specifically for
couples. In this scenario, the company is using _____ segmentation.
A.geographic
B.demographic
C.lifestyle
D.behavioristic
E.personality
22) Jake argues that ads with sex appeals are offensive and ineffective. Dan disagrees
and feels that creativity must be respected in all art forms. Which of the following
statements is likely to strengthen Jake’s argument?
A.Ads with sex appeal have high stopping power.
B.Ads with sex appeal are enjoyed by men and women equally.
C.Ads with sex appeal reach only a focused audience.
D.Ads with sex appeal objectify women and demean them.
E.Ads with sex appeal increase the strength of brand identity.
23) Leslie, creative director for Visionary Ad Agency, is observing a focus group for
four-wheel drive SUVs. Before developing the creative brief, Leslie also conducts
attitude studies, positioning studies, and lifestyle research studies. In this scenario,
Leslie is gathering _____.
A.general preplanning input
B.vendor lock-in data
C.product specific preplanning input
D.channel stuffing reports
E.secondary internal data
24) Which of the following is a component of the political/legal environment of a
country?
A.Attitudes toward multinational companies
B.Ethics and moral standards
C.Stage of economic development
D.Norms, customs, and taboos
E.Employment rate and occupation distribution
25) Which of the following budgeting methods requires a marketing manager to use
input from a clipping service?
A.ROI method
B.Arbitrary allocation method
C.Percentage-of-sales method
D.Competitive parity method
E.Objective and task method
26) Which of the following factors has led to a dramatic increase in home shopping?
A.The development of satellite connectivity
B.The nationalization of telephone networks
C.The development of high-definition television
D.The shift in social preferences among consumers
E.The widespread use of credit cards