1) Many decision makers are offended by salespeople asking for competitors’ quotes.
Which of the following traits is most closely associated with this attitude?
A.Aggression
B.Undependability
C.Presumptuousness
D.Unpreparedness
E.Promptness
2) _____ are moral principles and values that govern the actions and decisions of an
individual or group.
A.Regulations
B.Guidelines
C.Policies
D.Ethics
E.Norms
3) Which of the following is the appellate unit of the Advertising Self-Regulatory
Council?
A.The National Advertising Division
B.The Independent Business Alliance
C.The National Advertising Review Board
D.The American Marketing Association
E.The National Association of Broadcasters
4) Jake is planning to buy a new smartphone. He studied the contents of an ad
describing the superiority of TL smartphones and scrutinized how the advertising
message argued in favor of TL’s superiority. According to the elaboration likelihood
model (ELM), Jake is engaging in which of the following routes to persuasion?
A.Support arguing
B.Central processing
C.Peripheral processing
D.Source bolstering
E.Comparative analysis
5) _____ is the number of magazine copies distributed to original subscribers or
purchasers.
A.Primary circulation
B.Total circulation
C.Tangential readership
D.Guaranteed circulation
E.Pass-along circulation
6) Alex is the marketing head of BlackSteel Corp., a manufacturer of industrial
equipment that introduces a new line of machinery that requires detailed demonstration
and trial for its customers. Which of the following communication methods is Alex
most likely to choose to increase sales of the new product line?
A.Shock advertising
B.Direct advertising
C.Personal selling
D.Retail selling
E.Mass communication
7) The Federal Trade Commission (FTC) program that requires an advertiser who is
found guilty of deceptive advertising to run additional advertising to remedy the
deception or misinformation contained in previous ads is known as:
A.the fairness doctrine.
B.ad substantiation.
C.affirmative disclosure.
D.corrective advertising.
E.the puffery dogma.
8) Commercial speech is most accurately defined as:
A.an encoding and decoding tool for commercial communications.
B.communication that promotes a commercial transaction.
C.a type of comparative advertising used in TV commercials.
D.an advertising component of broadcast media.
E.speech governed by the Fifth Amendment to the U.S. Constitution.
9) Blooms is a publication aimed at providing information to retail florists so that they
can manage their stores more efficiently and profitably. This is an example of a(n)
_____ publication.
A.craft
B.trade
C.professional
D.industrial
E.consumer-oriented
10) With respect to advertising messages, which of the following best defines creative
strategy?
A.It involves determining what the advertising message will say or communicate.
B.It involves determining how much the advertising campaign will cost.
C.It involves determining the number of creative personnel required for the advertising
campaign.
D.It deals with optimizing the budget for online advertising campaigns.
E.It deals with avoiding factors that lead to divergence in advertising creativity.
11) A _____ is a promotion where winners are determined purely by chance.
A.contest
B.sweepstakes
C.rebate
D.premium
E.loss leader
12) An ad in a subway for a local Mexican restaurant is an example of:
A.a sales promotion.
B.specialty advertising.
C.transit advertising.
D.aerial advertising.
E.free-form advertising.
13) The first task in the objective and task method of budgeting is to:
A.conduct a system analysis.
B.create an organizational budget.
C.isolate advertising objectives.
D.determine what tasks need to be accomplished.
E.reevaluate objectives.
14) To set an advertising budget, a marketer of filing cabinets examines
advertising-to-sales ratios published in trade magazines and then allocates a percentage
of sales dollars to the advertising effort. Which two budgeting methods are being
employed?
A.Competitive parity and percentage-of-sales methods
B.Competitive parity and payout planning methods
C.Payout planning and percentage-of-sales methods
D.Percentage-of-sales and objective and task methods
E.Payout planning and arbitrary allocation methods
15) Which of the following is true of movie theater advertising?
A.It promotes a company’s goodwill.
B.It has the ability to target specific demographic segments.
C.Its CPM is lower than that of any other medium.
D.It has an inherent problem of clutter.
E.It charges a premium for its advertisements.
16) Which of the following statements about the relevance of ads is true?
A.Ad-to-consumer relevance refers to situations in which the advertised brand of a
product or service is of personal interest to consumers.
B.Brand-to-consumer relevance refers to situations in which the ad contains execution
elements that are meaningful to consumers.
C.Brand-to-consumer relevance could be achieved through making use of celebrities
with whom consumers identify.
D.Relevance reflects the degree to which an advertisement provides information or an
image that is pertinent to the brand.
E.Relevance is best defined as the extent to which an ad contains elements that are
novel, different, or unusual.
17) Which of the following is a primary difference between publicity and advertising?
A.Unlike advertising, publicity is done only by retailers.
B.Unlike publicity, advertising does not utilize mass media.
C.Unlike advertising, publicity is not paid for by the sponsoring organization.
D.Unlike advertising, publicity is institutional in character.
E.Unlike publicity, advertising leads to less skepticism among consumers.