1) Digital/interactive agencies and public relations firms are examples of organizations
that provide specialized marketing communication services.
2) An objective is said to be measurable if it specifies a method and criteria for
determining how well a program is working.
3) One of the difficulties traditional marketers have experienced is that of creating a
brand image on the Internet.
4) Advertisements that appear in the form of small animated characters on the screen
while one accesses certain websites are known as pop-ups.
5) According to Hoffberg and Corcoran, when salespeople engage in fire starting, they
are engaging customers and driving them to commit to a solution.
6) Product standardization results in higher production costs.
7) International publications offer advertisers a way to reach large audiences on a
regional or worldwide basis.
8) Tests of comprehension and reaction employ one standard procedure for measuring
advertising effectiveness.
9) Policies and procedures for industry self-regulation are established by the
Advertising Self-Regulatory Council.
10) The problem of untruthful or fraudulent advertising and promotion hardly exists in
specific areas at the local level such as mail order or telemarketing.
11) When the consumer is in the stage of information search in the decision-making
process, the relevant internal psychological process is motivation.
12) Mobile billboard ads enjoy high levels of recall and readership, leading to increased
sales.
13) According to Young’s model of the creative process, studying the idea to see if it
still looks good and shaping the idea to practical usefulness occurs in the last stage of
verification.
14) _____ are the print ad components used to break up large amounts of copy and
highlight key selling points.
A.Headlines
B.Subheads
C.Illustrations
D.Layouts
E.Story lines
15) The source characteristic of attractiveness encompasses:
A.power, expertise, and aesthetics.
B.similarity, likability, and familiarity.
C.comfort, individuality, and beauty.
D.beauty, familiarity, and differentiability.
E.expertise, familiarity, and comfort.
16) The desire to have satisfying relationships with others and feel a sense of love,
affection, belonging, and acceptance is a reflection of _____ need.
A.physiological
B.social
C.self-actualization
D.esteem
E.safety
17) The challenge of developing creative advertising that captures the attention of
consumers has become greater with the spread of new media.
18) A company often uses a centralized organizational system when:
A.it has many different divisions within the company.
B.it does not want to involve the top management in the decision making process.
C.it does not have many product lines or brands to advertise.
D.it wants to involve a large number of people in making program decisions.
E.it wants to have a category management system in place.
19) Which of the following is a disadvantage associated with movie theater advertising?
A.Lack of emotional attachment
B.Low audience exposure
C.Possible irritation to audience
D.Extensive clutter
E.Limited segmentation
20) Traditionally, which of the following has been considered an element of the
promotional mix?
A.Packaging
B.Advertising
C.Direct marketing
D.Interactive media
E.Branding
21) Which of the following media has the most stringent review and approval process
for advertising?
A.Community radio
B.Business magazines
C.Newspaper and trade publications
D.The Internet
E.The four major television networks
22) With _____, advertising expenditures and promotional efforts are directed toward
the ultimate consumer.
A.promotional pull strategies
B.promotional push strategies
C.trade advertising
D.market harvesting strategies
E.B-to-B advertising
23) Personal selling is the most appropriate sales method when:
A.the margin of sales is low.
B.the channel system is relatively long.
C.advertising media provide an effective link with market targets.
D.features and performance of the products are relatively simple.
E. final price is negotiated between buyer and seller.