1) While walking on the street, Carlos sees an animated electronic billboard in Spanish
for Amado home appliances on top of a taxicab. This is an example of a(n):
A.terminal transit poster.
B.inside card.
C.outside poster.
D.interactive billboard.
E.aerial ad.
2) The buying period for television advertising time that runs throughout the television
season is known as the _____ market.
A.up-front
B.spot
C.scatter
D.interconnected
E.local
3) Which of the following statements about network advertising is true?
A.Using network advertising significantly complicates the purchase of television media
time for national advertisers.
B.Network advertising is cheaper and more selective than local advertising.
C.The high cost of network time can be a drawback to advertisers with limited media
budgets.
D.National advertisers have to negotiate with both the network and local affiliates when
they want to make a media buy.
E.Network advertising is less effective than spot advertising for mass consumption
products.
4) Direct marketing is synonymous to direct-response media.
5) Sometimes participants rate an ad good on all characteristics because they like a few
and overlook specific weaknesses. This tendency, called the _____ effect, distorts the
ratings and defeats the ability to control for specific components.
A.halo
B.recency
C.stimulus-response
D.visual option source
E.contextual
6) Which of the following statements is true of communications objectives?
A.It is difficult to translate sales goals into communications objectives.
B.It is always easy to determine the relationship between communications objectives
and sales performance.
C.Communications objectives cannot serve as operational guidelines to the planning,
execution, and evaluation of promotional programs.
D.All marketing and advertising managers accept communications objectives.
E.Precise formulas are to be followed when translating sales goals into specific
communications objectives.
7) The _____ is the federal agency that has authority over the labeling, packaging,
branding, ingredient listing, and advertising of packaged foods and drug products, as
well as cosmetics.
A.Federal Food and Drugs Commission
B.Federal Commission for Substance Abuse Control
C.U.S. Commission for Food, Drugs, and Cosmetics
D.Bureau of Alcohol, Tobacco, and Firearms
E.Food and Drug Administration
8) When reductions from the regular price of a product are offered at the
point-of-purchase through specially marked packages, a marketer is using a:
A.bonus price pack.
B.rebate.
C.refund offer.
D.bounce-back price coupon.
E.price-off deal.
9) Personal selling often results in conflict between sales force and management. Which
of the following is a reason for these conflicts?
A.The marketing team may be responsive to the field assessment of customer needs.
B.The sales force may not use the material provided by the marketing team.
C.Most organizations do not distinguish between sales and marketing departments.
D.Sales people are forced to deliver messages to customers as defined by marketers.
E.Personal selling does not allow for two-way interaction with customers.
10) Pluto Inc., a dairy products manufacturer, recognizes that many customers are
passive learners and are generally averse to active information seeking. In order to
reach out to these customers, the company incorporated jingles and slogans in its ads. In
this scenario, Pluto is assuming that customers make purchases based on the _____
hierarchy.
A.standard learning
B.low-involvement
C.dissonance/attribution
D.habit formation
E.informative processing
11) Marketers use _____ when they want to have as much control as possible over
publicity.
A.press conferences
B.advertorials
C.press releases
D.video news releases
E.sponsorships
12) A copywriter can determine how much space she has to work with and how much
copy to write after seeing a print advertisement’s:
A.trademarks.
B.artwork.
C.body copy.
D.layout.
E.illustration.
13) Which of the following is true about packaging?
A.The package cannot be used as a branding tool.
B.The package lacks in offering benefits like economy and storage.
C.The package is what the consumer must give up to purchase a product.
D.The package is often the consumer’s first exposure to the product.
E.The package must not divulge information relating to its contents.
14) Many of the purchase decisions made by consumers for low-priced frequently
purchased products are characterized by:
A.routine response behavior.
B.cognitive dissonance.
C.ambivalence.
D.high involvement.
E.cognitive learning.
15) With respect to the market coverage alternatives, _____ involves developing
separate marketing strategies for a number of segments.
A.differentiated marketing
B.undifferentiated marketing
C.concentrated marketing
D.buzz marketing
E.B to B marketing
16) When a source is able to administer rewards and punishments to a receiver, the
influence occurs through a process known as:
A.compliance.
B.identification.
C.internalization.
D.retention.
E.perceived concern.
17) One major disadvantage of laboratory tests is the lack of realism, and perhaps the
greatest effect of this lack of realism is _____.
A.high costs
B.a testing bias
C.limited control
D.distraction due to noise
E.perceptual propensity
18) Cause-related marketing refers to:
A.all advertising designed to cause sales.
B.all advertising designed to cause attitude change.
C.linking companies with nonprofit organizations.
D.changing the current image of an organization.
E.responding to any negative publicity faced by a firm.
19) Which of the following agencies is responsible for tax collection for the liquor
industry?
A.The Federal Commission for Substance Abuse Control
B.The Food and Drug Administration
C.The Bureau of Alcohol, Tobacco, Firearms and Explosives
D.The Federal Trade Commission
E.The National Association of Attorneys General