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1) Which of the following is true of e-commerce?
A.It is typically considered an ancillary sales medium.
B.It cannot be used as a business-to-business medium.
C.It is a direct sales strategy.
D.It is synonymous with "brick-and-mortar" stores.
E.It is a primary component of C2C marketing.
2) _____ are secondary headlines that usually appear in a type size smaller than the
main headline but larger than the body copy of a print ad.
A.Direct headlines
B.Indirect headlines
C.Storyboards
D.Story lines
E.Subheads
3) Sales promotion programs targeted at marketing intermediaries such as wholesalers,
distributors, and retailers are part of:
A.consumer-oriented sales promotion.
B.trade-oriented sales promotion.
C.user-oriented sales promotion.
D.intrinsic sales-promotion.
E.bait-and-switch sales promotion.
4) A number of self-regulatory mechanisms have been established by the business
community in an effort to control advertising practices, and among them, the largest
and best known is the _____.
A.Federal Trade Commission
B.Federal Communications Commission
C.Better Business Bureau
D.World Trade Organization
E.Chamber of Deputies
5) The arrangement under which syndicated programs are offered free or at a reduced
rate to local stations but with some advertising time presold to national advertisers is
known as:
A.off-network syndication.
B.first-run syndication.
C.barter syndication.
D.sponsorship.
E.participation.
6) Which of the following statements is true about account services?
A.It is an in-house service for the advertisement agency which is independent of its
clients' obligations.
B.It is an advertisement agency which solely provides media space and time.
C.It provides the creative team with in-depth storyboards.
D.It is a research department in the advertisement agency which assists in creating the
advertising message for the client.
E.It is the link between the advertisement agency and its clients.
7) Some businesspeople think that the packaged-goods brand management system has
contributed to marketers' increased dependence on:
A.telemarketing.
B.direct mail.
C.publicity.
D.synergistic buying.
E.sales promotion.
8) The majority of an advertising agency's expenses are in the area of:
A.media costs.
B.salaries and benefits for employees.
C.sales promotions.
D.production overheads.
E.market research.
9) While designing a commercial for Bliss Burgers, the marketing department proposed
using a two-sided message structure. However, the company management was
apprehensive and insisted on using a one-sided advertising message. Which of the
following statements best describes the reason for the management's apprehension?
A.The management was concerned about the impact of a two-sided message on source
credibility.
B.The management was concerned over presenting only the negative attributes of Bliss
Burgers.
C.The management was concerned over the negative effects of acknowledging a
weakness in its brand.
D.Two-sided messages were proven ineffective by a number of different advertising
research studies.
E.Two-sided messages cause consumers to expect more than any product could offer.
10) Modern salespeople bring incremental value to the customer by identifying
problems and opportunities, offering alternative options and solutions, and providing
solutions with tangible value. These functions of salespeople can be classified under the
_____ role.
A.fire starting
B.surveying
C.mapmaking
D.guiding
E.influencing
