1) Unexpected touch points are unanticipated references or information about a
company or brand that a customer or prospect receives that is beyond the control of the
organization.
2) Trade-oriented promotions are not subject to regulations by various agencies.
3) Companies can make use of both “brick-and-mortar” stores as well as the Internet for
generating sales.
4) Product standardization is becoming increasingly important as a result of longer
product life cycles.
5) An advantage of radio as a medium for advertising is its low level of audience
fragmentation; the percentage of the market tuned to any particular station is usually
high.
6) The stage of perceptual process in the consumer decision-making process is
generalized and is primarily determined by external factors.
7) The purpose of the dramatization technique is to present scientific/technical
information or laboratory studies to support the advertising claim.
8) Male and older consumers tend to exert more influence on their target recipients than
their female counterparts.
9) When central processing of an advertising message occurs, the consumer pays close
attention to message content and scrutinizes the message arguments.
10) The more the number of readers per copy of a magazine, the higher the pass-along
rate.
11) Enliven, a sports drink manufacturer, has identified its preferred target market as
men between the ages of 18 to 22 who are currently in high school or college and active
in sports. Which of the following types of segmentation is Enliven using in this
scenario?
A.Benefit and demographic
B.Psychographic and geographic
C.Demographic and socioeconomic
D.Geographic and psychographic
E.Socioeconomic and psychographic
12) Which of the following is true of public relations?
A.It is typically considered to be a cheaper alternative to advertising.
B.It is often used to deal with local media and governments.
C.It typically creates a negative perception about the company among consumers.
D.It is also known as publicity.
E.It is synonymous with sales promotions.
13) Whereas behavioral advertising tracks surfing behaviors, contextual ads are
determined by:
A.the context in which ads are made.
B.the content on a webpage.
C.content sponsorships.
D.pay-per-click advertising.
E.advertising concepts.
14) _____ is defined as one percent of all the television households in a particular area
tuned to a specific program.
A.Category development index
B.A ratings point
C.A cross-platform rating
D.Share of audience
E.Brand development index
15) Which of the following is a characteristic of magazine-based advertising?
A.Greater creative flexibility
B.Poor reproduction quality
C.Limited selectivity
D.Lower costs
E.Impermanence
16) Which of the following does Mark Weiner suggest for measuring the effectiveness
of MPRs?
A.Quantitative assessment of consumers’ attitudes toward a product
B.Number of personal interviews given by company representatives
C.Dollar value of community involvement
D.Number of press releases developed
E.Percentage of people who have encountered the press release
17) Shows such as Judge Jenny and Tonight’s Entertainment are produced specifically
for the syndication market. This is referred to as:
A.off-network syndication.
B.first-run syndication.
C.special-purpose syndication.
D.spot syndication.
E.affiliate syndication.
18) Under which type of compensation system might an agency be more inclined to
recommend expensive media such as network television and national magazines to its
clients?
A.Commission system
B.Fee arrangement system
C.Cost-plus system
D.Incentive-based compensation system
E.Objective-and-task compensation system
19) According to the concave-downward function:
A.the incremental value of advertising increases.
B.creativity is the primary advertising function.
C.advertising is unlikely to be effective as a short-term solution.
D.as the amount of advertising increases, its incremental value decreases.
E.the effects of advertising do not diminish quickly.
20) Which of the following is considered an external audience of a public relations
activity?
A.Customers
B.Suppliers
C.Members of the local community
D.Stockholders
E.Press
21) A study by the Children’s Advertising Review Unit (CARU) found that the most
prevalent violation of its voluntary advertising guidelines occurred with _____ aimed at
children.
A.rebates and refunds
B.premiums
C.trade allowances
D.discounts
E.contests and sweepstakes
22) Which of the following terms is most closely associated with relationship
marketing?
A.Persuasion
B.Compliance
C.Consultation
D.Partnership
E.Autonomy
23) Marketers of tobacco products spend most of their media budget in magazines
because:
A.magazines specifically target consumers of tobacco products.
B.they are prohibited from advertising in the broadcast media.
C.magazines are high-involvement advertising medium.
D.they want to communicate customized information to magazine readers.
E.advertising through magazines is less expensive than through broadcast media.
24) Which of the following is true of on-air tests?
A.They do not possess the disadvantages associated with field testing.
B.They often include a single-source ad research.
C.They work well only under controlled, artificial environments.
D.They do not enable firms to identify weak commercials.
E.They typically require a laboratory setting to measure effectiveness.
25) Which of the following is a disadvantage associated with radio advertising?
A.High production costs
B.Low audience segmentation
C.High clutter
D.Low frequency
E.Low flexibility
26) Which of the following statements supports the idea that advertisements do not
promote materialism?
A.Advertisements create brand loyalty.
B.Material possessions are indicators of status and success.
C.Advertisements can increase or decrease the price elasticity.
D.Consumers’ values are defined by the society in which they live.
E. Advertising can create needs that did not exist before.
27) From an advertising perspective, which of the following best explains why critics
might be opposed to the use of commercial characters or brand mascots as stars of TV
shows?
A.Preschool children cannot differentiate between commercials and programs.
B.Such shows come with requirements for parental guidance and control.
C.Such shows contain violence that is unsuitable for preschool children.
D.There are too many commercial slots in these shows.
E.Children needn’t understand advertising to use their cognitive defenses against them.
28) The _____ gave the Federal Trade Commission (FTC) the power to establish trade
regulation rules.
A.Magnuson-Moss Act
B.FTC Act
C.Wheeler-Lea Amendment
D.Sherman Antitrust Act
E.Trade Regulation Act
29) The origin of the Federal Trade Commission’s (FTC’s) corrective advertising
program came from a deceptive advertising case involving:
A.Listerine.
B.Ocean Spray Cranberry Juice.
C.Campbell Soup.
D.STP Corporation.
E.McDonald’s.