1) Projective techniques are often the only way to get around stereotypical or socially
desirable responses.
2) Although problem recognition is caused by a difference between the consumer’s ideal
state and actual state, the problem does not always imply a negative state.
3) In large agencies, an individual from the research department is likely to prepare the
creative brief.
4) The International Advertising Association has been running a campaign for several
years to convince consumers around the world of the economic value of advertising.
5) Self-regulation begins with the interaction of client and agency when creative ideas
are generated and submitted for consideration.
6) Direct marketing is typically restricted to small companies seeking business.
7) Increased penetration of DVRs has led to increased zapping of commercials.
8) A promotion is not considered a lottery if a prize is offered.
9) Dominating channels of distribution is one way of creating a competitive advantage.
10) Which of the following is true of perception?
A.Perception is an external process.
B.Perception involves only one process-sensation.
C.Perception is an individual process.
D.Perception is independent of internal psychological factors.
E.The perceptual process is unaffected by the characteristics of a stimulus like its size
and color.
11) Assume a television show Master Quiz had an average national program rating of
18 during the 2007 season. This means that:
A.an average of 18 million households watched Master Quiz.
B.18 percent of the households watching television were tuned to Master Quiz.
C.an average of 18 percent of the television households in the country were tuned to
Master Quiz.
D.an average of 18 million households watched Master Quiz for at least five minutes
every time the program was aired.
E.18 percent of the households in the United States watched the entire program.
12) Research on the elaboration likelihood model (ELM) has shown that:
A.celebrities are effective peripheral cues in a high-involvement situation.
B.celebrity endorsers have a significant effect on brand attitudes in low-involvement
situations.
C.the quality of message arguments is likely to be very important in low-involvement
situations.
D.the quality of a message claims is always less likely to be persuasive than the status
of celebrity endorsers.
E.peripheral cues are more important than detailed messages in high-involvement
situations.
13) In order to circumvent the liquor advertising ban in India, CT Inc., the manufacturer
of Bright Beer, introduced bottled water under the same brand. The company ran a
series of ads promoting its bottled water carrying the “Bright Beer” brand name and
hoped to build awareness. In this scenario, CT Inc. utilized _____.
A.buzz marketing
B.subliminal perception
C.aerial advertising
D.surrogate advertising
E.switch marketing
14) Which of the following is a quantitative model to budgeting advertising
expenditures?
A.ROI budgeting model
B.Competitive parity model
C.Computer simulation model
D.Arbitrary allocation model
E.Percentage-of-sales model
15) Which of the following is a potential benefit of an in-house advertising agency?
A.Greater control
B.Access to more highly skilled specialists
C.Potential to obtain varied perspective on advertising problems
D.Greater flexibility
E.Greater objectivity
16) The attractiveness of _____ would increase with the growth of market for iPads.
A.social networking sites
B.really simple syndication
C.user-generated video sharing sites
D.blogs
E.podcasting
17) Venus Corporation engaged in a multi-million dollar campaign to alter its image
among many of its customers. The company’s customers had a perception that the
company was simply a hardware manufacturer. Venus wants customers to see it as a
services and technology provider. In this scenario, Venus is:
A.using a repositioning strategy.
B.segmenting the market into niche sectors.
C.adopting a concentrated strategy.
D.adopting an undifferentiated strategy.
E.employing product class segmentation.
18) Which of the following is a disadvantage inherent in advertising in magazines?
A.Creative inflexibility
B.Lack of demographic selectivity
C.Poor reproduction quality
D.Long lead times
E.Low publication prestige
19) Turn Inc., a large consumer-goods manufacturer, has a strong brand loyalty created
by effective advertising over the years. Tim states that this kind of advertising causes
barriers to entry, while Joan argues that this is not the case. Which of the following
statements supports Joan’s argument?
A.Turn Inc. is the market leader in the industry.
B.Smaller brands spend more than Turn Inc. does on advertising.
C.Autumn Corp., a new brand, gains an equal market share to Turn Inc.
D.Neil Read Inc., a small-scale magazine, rejects other sponsors to accommodate Turn
Inc.’s ads.
E.There is high market concentration in the industry caused by Turn Inc. and other
leading brands.
20) Who among the following popularized the idea of brand image in his book
Confessions of an Advertising Man?
A.John O’Toole
B.Leo Burnett
C.Sigmund Freud
D.David Ogilvy
E.Rosser Reeves
21) _____ is defined as an attraction for a source based on a resemblance between the
source and receiver of a message.
A.Likability
B.Familiarity
C.Similarity
D.Expertise
E.Power
22) The various brands identified as purchase options to be considered during the
alternative evaluation process are known as the consumer’s:
A.perceptive list.
B.attribution list.
C.neutral list.
D.evoked set.
E.sublimation set.
23) A company that hires a spokesperson with whom its target audience is likely to
identify and respond favorably is:
A.attempting to create cognitive dissonance.
B.creating a source bolster.
C.engaging in niche marketing.
D.creating an ambivalent situation.
E.enabling counterarguments.
24) An ad for Bingley Tableware proudly claims that its line of dinner plates and dishes
is inspired by and similar to a popular film star’s designer wedding china. The ad shows
a happy bride and groom sitting at their wedding table, which is laid with Bingley
china. This is an example of:
A.cause-related advertising.
B.advocacy advertising.
C.a general positioning ad.
D.a direct response ad.
E.a financial support ad.
25) Which of the following problems is a manager most likely to face if he uses sales as
a measure of advertising effectiveness?
A.Sales results offer little guidance or direction to those responsible for planning and
developing the advertising program.
B.There is a short, often immeasurable, time period between when advertising is run
and when sales actually occur.
C.Sales results are affected by no marketing-mix variable other than price and
promotion.
D.No internal-environmental variables have any significant influence on sales results.
E.Sales are generally not considered a good indicator for an IMC program.