1) Slice-of-life advertising can be used to establish a bond of similarity between the
communicator and the receiver, and to increase the source’s level of persuasiveness.
2) Large advertisers usually sell more of a product or service and have lower production
costs.
4) The Internet serves as the most effective tool for creating awareness of an
organization and its products, especially in the case of large companies.
5) In terms of source attractiveness, unlike internalization, identification does not
usually integrate information from an attractive source into the receiver’s belief system.
6) From the perspective of the promotional planner, the purpose of media is to provide
information or entertainment to their subscribers.
7) Experts suggest that advertisements targeted to older consumers should use actors
who are older than the targeted audience, as that makes the message seem more
credible.
8) As a result of _____, large advertisers can maintain advertising expenditure shares
that are smaller than their market shares because they get lower advertising rates and
accrue the advantages of advertising several products jointly.
A.economies of scale
B.differential advertising advantages
C.competitive parity
D.a concave-downward response
E.multiple advertising channels
9) Fitness Fervor Inc. is a company that offers products and services that aid in weight
loss and maintenance. It has achieved a 50 percent market share in the United States
and intends to move into international markets. The company has identified that it has
to introduce dietary products and weight-loss measures on a country-by-country basis
while maintaining its existing ad campaign and strategy. In this scenario, Fitness Fervor
is using:
A.a localized advertising strategy.
B.consistency advertising.
C.a standardized formatting strategy.
D.pattern advertising.
E.undifferentiated marketing.
10) The presence of a prize in every box of Joy Stick Snacks is an example of:
A.classical reinforcement.
B.continuous reinforcement.
C.partial reinforcement.
D.cognitive dissonance.
E. intermittent reinforcement.
11) Independent companies that exclusively help in purchase of radio and television
time are known as:
A.creative boutiques.
B.SMM organizations.
C.macro-marketing agencies.
D.media specialist companies.
E.storyboard specialists.
12) An index number of 100 means that the:
A.use of a product is proportionately greater than average in a segment.
B.market segment being analyzed is average.
C.use of a product is proportionately lesser than average in a segment.
D.probability of wasted coverage is 100 percent.
E.probability of success in the market is 100 percent.
13) The concave-downward function model is based on:
A.the microeconomics law of diminishing returns.
B.the economic law of supply and demand.
C.price elasticity of demand quotients.
D.the change in contribution margins as item price is changed.
E.perceptual mapping results.
14) Which of the following is a disadvantage associated with direct marketing?
A.Poor image
B.Poor selectivity
C.Inability to measure effectiveness
D.Low frequency level
E.Lack of segmentation
15) Kevin sees an ad for Crixus Car Rental on a luggage trolley at the airport. The ad is
an example of:
A.a sales promotion.
B.stationary advertising.
C.transit advertising.
D.aerial advertising.
E.free-form advertising.
16) A client wants to organize a concert to raise funds for “The Little Ones,” an
orphanage in Houston. Which specialized service would be responsible for preparing
news releases and promoting and managing the concert?
A.A digital agency
B.A marketing research firm
C.An interactive agency
D.A public relations firm
E.A sales promotion agency
17) While Ginger waited for Etenia.com’s apparel site to download, a small ad
encouraging her to check out the summer clothing collection at Ritzy, a retail outlet,
appeared on her computer screen, along with a link to Ritzy’s website. Ritzy’s ad is an
example of:
A.content sponsorship.
B.a pop-up.
C.push technology.
D.functional sponsorship.
E.a pop-under.
18) Saturn Inc., a fruit juice manufacturer, came up with an advertising campaign based
around the slogan, “It’s a wholesome meal.” The ad speaks about the nutritious content
of the fruit juice and how it can assist in losing weight. With respect to the positioning
strategies, this is an example of positioning by:
A.quality.
B.use or application.
C.product class.
D.competition.
E.cultural symbols.
19) The 80-20 rule states that:
A.around 80 percent of the firm’s sales comes from 20 percent of the customers.
B.only 80 percent of a market can be segmented.
C.market segmentation works well only 80 percent of the time, unlike market
assimilation that works 20 percent of the time.
D.only about 80 percent of the people remember the firm’s positioning of a product
while the remaining 20 percent create their own positioning for a particular product.
E.about 80 percent of corporations do not understand the actual meaning of the term
“market segmentation.”
20) Advertisers use the image transfer process in radio advertising in order:
A.to emphasize the zapping effect.
B.to reinforce its television messages.
C.to transfer the image created by a radio commercial to the point-of-purchase.
D.to transfer the image of celebrities to the advertised brand.
E.to increase commercial clutter.
21) According to the _____ model, the effects of advertising budgets follow the
microeconomics law of diminishing returns.
A.concave-upward
B.S-shaped demand
C.S-shaped response
D.marginal utility
E.concave-downward
22) Sapid Inc. wished to test consumer reactions to its new ad campaign. A particular
test included aiming a beam of infrared light at the viewer’s eye and the beam was
programed to follow the movement in the eye. This test was designed to show the exact
sport of the ad the viewer is focusing on. Which of the following physiological
measures did Sapid use in this scenario?
A.Hemispheric eye lateralization
B.Gamma activity
C.Electrodermal response
D.Foveated eye imaging
E.Eye tracking
23) Which of the following statements about radio as an advertising medium is true?
A.Almost 50 percent of all radio revenue comes from network advertising.
B.Radio has evolved into primarily a local advertising medium.
C.Radio advertising revenue has been steadily declining for the last 20 years.
D.One of the main weaknesses of radio as an advertising medium is the high production
costs.
E.The high costs of radio advertising result in lower reach and frequency.
24) Which of the following statements best describes a reason for using comparative
advertising?
A.It prevents a new market entrant from positioning itself against established brands.
B.It positions a brand in the evoked set of alternate brands that consumers consider.
C.It is perceived as more ethical than non-comparative ads.
D.It is generally not considered to be useful for new brands.
E.It is not permitted by the Federal Trade Commission.