1) Which of the following is a limitation of using in-store sampling?
A.It can be used only for food products.
B.It requires the cooperation of retailers.
C.It is a highly ineffective method.
D.It must always be used in combination with another sampling method.
E.It is typically considered effective only for high-end luxury products.
2) For newspapers, the cost efficiency formula for determining the relative cost of the
media is based on:
A.the pass-along rate.
B.gross rating points.
C.column inches.
D.the daily inch rate.
E. absolute reach.
3) In the family decision-making process, the person in the family who is responsible
for starting the purchase decision process is the:
A.purchasing agent.
B.consumer.
C.initiator.
D.information provider.
E.influencer.
4) After calculating both the brand development index (BDI) and the category
development index (CDI), a media planner obtains the following results: Low BDI and
Low CDI. Which of the following is likely to be true of the product class and the
product?
A.High market share and good market potential
B.Low market share and good market potential
C.High market share with required monitoring for sales decline
D.Low market share and poor market potential
E.High market share but not a good market to advertise in
5) The Cross-Platform Campaign ratings measure:
A.the number of advertisers who buy airtime during the up-front market, the number
who buy it during the scatter market, and the overlap between the two.
B.the number of people who hear an ad only on radio, the number who view its online,
and the overlap between the two.
C.the number of people who watch an ad only on television, the number who view its
online, and the overlap between the two.
D.the number of people who hear an ad on radio, the number who watch it on
television, and the overlap between the two.
E.the number of advertisers who make use of network advertising, the number of
advertisers who make use of cable advertising, and the overlap between the two.
6) Which of the following is true of program rating?
A.It is the percentage of homes in a given area where TV is being watched during a
specific time period.
B.It is the percentage of TV households in an area that are tuned to a specific program
during a specific time period.
C.It is the total number of households in the area that subscribe to cable television as
opposed to network television.
D.It represents a total percentage of the population that is tuned into a particular reality
television program.
E.It represents 1 percent of all the television households in a particular area tuned to a
specific program.
7) Degree of usage as a basis of segmentation is best reflected by:
A.the VALS principle.
B.the iceberg principle.
C.the mirror image rule.
D.the rule of equity.
E.the 80-20 rule.
8) TV is a popular medium among companies selling mass-consumption products
because of:
A.its capacity to reach a precisely defined market segment.
B.its capacity to eliminate the problem of commercial clutter.
C.its ability to reinforce radio messages through adjacency techniques.
D.its ability to reach large audiences in a cost-efficient manner.
E.its ability to prevent the zipping and zapping effects.
9) Only the _____ model has a retention stage, which is important for consumers who
are considering purchase decisions and who are not ready to make a purchase
immediately.
A.hierarchy of effects
B.AIDA
C.innovation adoption
D.cognitive response
E.information processing
10) Which of the following is true of source bolsters?
A.They are positive reflections toward an ad.
B.They are emotional responses to an ad.
C.They are also known as positive counterarguments.
D.They are less likely to lead to consumer purchase.
E. They are an individual’s thoughts about the ad itself.
11) Infomercials are:
A.primarily designed to sell products that are classified as trends.
B.always televised during off-viewing hours.
C.those ads that appear only in print media.
D.a part of specialty advertising.
E.ads that use both one- and two-step approaches.
12) In which of these situations is personal selling more likely to be used than other
methods of sales communication?
A.Where routine information has to be provided to customers
B.Where profitability is dependent on the scale and cost-effectiveness of operation
C.Where the product is inexpensive and simple
D.Where the salesperson has to stimulate a trial to make a sale
E.Where the organization wants to create product awareness
13) Brown’s Foods determined that Southerners preferred milder mustard than those in
the Northeast. This led the company to develop a new “Southern Style Mustard.” This
strategy best exemplifies:
A.geographic segmentation.
B.lifestyle segmentation.
C.socioeconomic segmentation.
D.demographic segmentation.
E.usage segmentation.
14) Which of the following statements is true of the international use of the Internet?
A.The Internet cannot be efficiently used with an IMC program in the global
marketplace.
B.Many companies hope word-of-mouth advertising will encourage greater use of the
Internet.
C.The Internet is an important IMC tool for both large and small companies around the
world.
D.Though English is the native language for only 8 percent of the world’s population,
English is the language used in close to 20 percent of all e-commerce websites.
E.During its formative years, the Internet was largely an Asian phenomenon.