Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
1) The _____ of the Council of Better Business Bureaus focuses on areas that include
product performance claims, superiority claims against competitive products, and all
kinds of scientific and technical claims made in countrywide advertising.
A.National Advertising Division
B.National Review Board
C.National Association of Attorneys General
D.American Marketing Association
E.Federal Trade Commission
2) In the context of personal selling, which of the following factors is compelling
companies to reduce new hires and even cut back on their existing sales forces?
A.Dissuasive medium
B.Poor reach
C.Extensive clutter
D.Limited information
E.Lack of credibility
3) Which of the following is true about the functions of the advertising manager in a
centralized system?
A.The advertising manager is responsible for all sales and sales management activities.
B.The advertising manager has the final say in determining the sales forecasts.
C.The role of an advertising manager is similar to the role of an art director in a
decentralized organization.
D.The advertising manager controls the entire promotions operation.
E.The advertising manager does not deal with planning and budgeting.
4) The Clement Network, a satellite television channel that broadcasts weather
forecasts, pays money in return for its name association with Nahla.com, an Internet
portal. The Clement Network also provides weather information for the site. Which of
the following methods of advertising on the Internet is Clement Network using?
A.Interstitials
B.Regular sponsorship
C.Push technology
D.Pop-unders
E.Content sponsorship
5) According to Advertising Age, experts in creative advertising don't write books or
espouse theories. They see advertising as:
A.an inherent drama working to offset the reality of social issues.
B.an uplifting social force, as a way to inspire and entertain.
C.the replacement for the 20th century salesperson.
D.publicity created through unique selling propositions.
E.a cultural force redefining societal needs and wants.
6) Most advertisers prefer buying their network advertising time as participation over
sponsorships because:
A.they want long term commitment to a program.
B.they want greater financial responsibility for production of a program.
C.they want greater flexibility than sole sponsorship permits.
D.they want a greater concentrate for their advertising budget.
E.they want greater control over the placement of ads.
7) Which of the following is true of the affect referral decision rule?
A.It is synonymous with the mirror image rule.
B.It is a type of heuristic.
C.It is synonymous with bait-and-switch marketing.
D.It can be used only by marketers who sell luxury products.
E.It is a type of mnemonic.
8) Which of the following sentences is true of the Better Business Bureau (BBB)?
A.The BBB is a federal regulatory agency that controls advertising.
B.The BBB promotes fair advertising and selling practices across all industries.
C.The BBB was established to handle client complaints about regional business
practices.
D.The BBB is regulated by the American Marketing Association.
E.Local BBBs are located in only two cities across America.
9) As defined by Wikipedia, _____ is "a web advertising in which an advertiser
attempts to gain attention by providing valuable content in the context of a user's
experience."
A.behavioral targeting
B.native advertising
C.ambient advertising
D.support media advertising
E.content sponsorship
10) An ad for a vacation resort in Virginia begins by stating that the resort has "Dozens
of sporting diversions for the entire family." Under that statement, it reads, "Translation:
guilt-free golf." Which execution style is seen in this ad?
A.Endorsement
B.Slice-of-life
C.Reminder
D.Testimonial
E.Demonstration
11) Nina, marketing head of Red Inc., changes the existing marketing strategy by
adopting a customer relationship management (CRM) approach. Which of the
following is likely to be a consequence of Nina's choice of the CRM approach?
A.The role of direct marketing increases.
B.The use of standardized forms of communication increases.
C.The focus of the sale will be primarily on the price.
D.The use of traditional strategies will increase.
E. The reliance on tactical approaches to marketing will increase.
12) How are marketers responding to the fragmentation of the consumer market?
A.They are using more media monitoring services to make event sponsorship more
successful.
B.They are using more traditional mass-media based advertising.
C.They are using more sales promotions that are tied to local events.
D.They are employing clipping services to determine the effectiveness of their press
releases.
E.They are ignoring the fragmentation of the consumer market and are continuing to do
business as usual.
13) Which of the following statements is true about agency commissions?
A.The negotiated commission system is increasingly replacing the traditional
commission system.
B.Agencies are increasingly relying on mass media for their income.
C.Agencies rely on incentive-based commission as companies are expanding their IMC
programs.
D.Typically, agencies are unwilling to negotiate their commission rates.
E.Generally, agencies receive their highest commissions from direct mail and sales
promotions.
14) _____ is a physiological measure of pretesting finished commercials in which
viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye.
A.Pupillometrics
B.Eye tracking
C.Electrodermal response
D.Alpha activity
E.Eye lateralization
15) Organizational newsletters, notices on bulletin boards, awards ceremonies and
events, direct mail, and annual reports are some of the methods used to communicate
with:
A.the current customers of an organization.
B.the employees of a firm.
C.the press.
D.government officials.
E.community members.
16) _____ magazines are a classification of business publications that are aimed at
executives in all commercial activities.
A.General business
B.Trade
C.Professional
D.Industrial
E.Niche
17) Which of the following marketing mix elements is best referred to as a bundle of
benefits or values that satisfies the needs of consumers?
A.Price
B.Promotion
C.People
D.Product
E.Process
