1) A common criticism of inappropriate sexual appeals in advertisements is that they:
A.are deceptive in nature.
B.mislead consumers.
C.are conservative and boring.
D.make false claims.
E.demean women.
2) To be effective, marketing objectives need to be:
A.realistic and attainable.
B.erudite and challenging.
C.philosophical and fungible.
D.unquantifiable.
E. elaborate.
3) A marketer may want to use a message that draws an explicit conclusion for a target
audience that is:
A.highly involved with the topic.
B.highly educated.
C.low in complexity.
D.exposed to the message frequently.
E.less educated.
4) _____ advertising attempts to make the experience of using a product or service
richer, warmer, or more exciting.
A.Informational
B.Teaser
C.Transformational
D.Reminder
E.Rational
5) The use of superlatives such as “greatest,” “best,” and “finest” in advertising would
constitute:
A.an unfair claim.
B.puffery.
C.deception.
D.an affirmative disclosure.
E. advertising substantiation.
6) Rational and emotional advertising appeals:
A.represent two distinctive approaches which should never be combined because they
divide the focus of consumers’ attention.
B.are essentially the same.
C.can be used together in advertisements.
D.are used together only for low-involvement products.
E.can be combined only for products and not for services.
7) Which of the following statements describes an advantage of the use of marketing
public relations (MPR)?
A.The effectiveness of MPR can be easily measured.
B.It is easy to tie slogans with MPR activities.
C.MPR breaks through the clutter.
D.The use of MPR guarantees a specific media time and place.
E. MPR helps in increasing control over media.
8) Which of the following types of sales jobs requires the most skill and preparation?
A.Missionary sales representative
B.Creative seller
C.Problem solver
D.Persuader
E.Order taker
9) _____ are agencies that specialize in offering services, such as database
management, and the ability to create, produce, and disseminate different types of
communications that go straight to target customers.
A.Digital-Interactive agencies
B.Sales promotion agencies
C.Direct-marketing agencies
D.Public relations firms
E.Creative boutiques
10) Which of the following beliefs takes a positive view of advertising’s economic
effects?
A.Advertising equals materialism.
B.Advertising equals market power.
C.Advertising equals differentiation.
D.Advertising equals brand loyalty.
E.Advertising equals information.
11) _____ are a laboratory methodology designed to expose a group of respondents to a
system consisting of both control and test ads.
A.Controlled tests
B.Portfolio tests
C.Dummy tests
D.Unstructured focus groups
E.Field tests