1) To encourage customers to open a mail offering them a subscription to Home
Companion, a home furnishings magazine, the front of the envelope suggested that
there was a gift inside. The envelope contained an attractively laminated bookmark.
This is an example of combining direct marketing with:
A.personal selling.
B.support media.
C.place-based media.
D.product placement.
E.advertising.
2) Which of the following is a major problem associated with the percentage-of-sales
method?
A.It reverses the cause-and-effect relationship between advertising and sales.
B.It is financially unsafe.
C.It is extremely tough to implement.
D.It is used only by firms that do not understand the role of advertising and promotions.
E.It has no theoretical basis, and the budgetary amount is often set using a flat-rate.
3) With _____, advertisers assume responsibility for the production and usually the
content of the program as well as the advertising that appears within it.
A.participations
B.sponsorships
C.adjacencies
D.syndications
E.countertrades
4) The 4A’s definition of integrated marketing communications focuses on:
A.the organizations creating a sustainable supply chain for developing a socially
responsible business.
B.the fact that nonpersonal communications must be totally avoided for a better
communications impact.
C.the employees keeping track of future prospects by maintaining a customer
interaction tracker.
D.the development of bait-and-switch marketing activities in all organizations.
E.the process of using all forms of promotion to achieve maximum communication
impact.
5) Many companies have started using telemarketing to supplement personal selling.
Which of the following is a reason for this?
A.Increased need for personalization
B.Increased need for diseconomies of scale
C.Need for reducing the selling costs
D.Need for face-to-face interaction
E.Decreased customer loyalty
6) Which of the following is an example of retail advertising?
A.Advertisement of a health drink that compares its benefits to its competitor’s
B.Beef council stimulating the demand for beef through an ad
C.Advertisement of Fizzy Cola placed in a trade magazine to promote it to food store
managers
D.Pink Airline’s ad that appears in the newspapers all across the country
E.A newspaper ad for a 3-day discount in a restaurant located on the outskirts of San
Diego
7) With respect to the stages in Russell Colley’s hierarchical model of the
communication process, the _____ stage deals with developing an understanding of
what the product is and what it will do for the consumer.
A.conviction
B.comprehension
C.awareness
D.action
E.screening
8) According to the criteria outlined in DAGMAR, which of the following makes the
best quantitative communications objective?
A.”Increase product users to 40 percent of the total market.”
B.”Double the production budget, hire more assembly workers, and double the
production speed in one year.”
C.”Increase the number of customers mentioning the brand name when asked for brand
preference from 40 percent to 50 percent in one year.”
D.”Increase awareness of the brand in one year.”
E.”Increase sales revenue by 10 percent.”
9) _____ is the coordination of all seller-initiated efforts to set up channels of
information and persuasion to sell goods and services.
A.Branding
B.Product distribution
C.Pricing
D.Promotion
E.Market segmentation
10) Which of the following statements is true about advertising reach?
A.Reach refers to the number of times a viewer is exposed to an ad.
B.Reach of a media vehicle can be defined as the “opportunities to see” an ad.
C.Frequency level expressed in a media plan overstates the actual level of reach to an
ad.
D.The actual exposure to an ad is referred to as reach of a media vehicle.
E. Reach is of trivial importance at later stages of the adoption hierarchy.
11) Which of the following is true of competition at the persuader stage of
personal-selling evolution?
A.Competition is almost non-existent.
B.Competition is undifferentiated and slightly intense.
C.Competition is differentiated and growing.
D.Competition is counteractive with increasing resources.
E.Competition is focused and growing.
12) _____ sites are platforms that allow users to share interests, activities, backgrounds,
or real-life connections.
A.Social networking
B.Contextual advertising
C.Behavioral targeting
D.User-generated video sharing
E.Podcast networking
13) Jonathan is a creative director at Williams & Greene Inc., an advertising agency. He
spends an hour every morning reading publications like Advertising Age, The Wall
Street Journal, and Brand Week to gain a better understanding of what is happening in
the world of marketing and advertising. This activity can be characterized as:
A.general preplanning input.
B.focus group studies.
C.verification research.
D.brainstorming.
E.problem detection research.
14) When used in combination with other market information, the survey of buying
power index helps a marketer determine:
A.the geographic areas to target.
B.demographic characteristics of the target population.
C.lifestyle characteristics of the target population.
D.consumer behavior.
E.psychographic characteristics of the target population.
15) John O’Toole describes the _____ as “that flash of insight that synthesizes the
purpose of the strategy, joins the product benefit with consumer desire in a fresh,
involving way, brings the subject to life, and makes the reader or audience stop, look,
and listen.”
A.ad paradox
B.epiphany
C.heuristic
D.big idea
E.mnemonic
16) Joy calls a mobile phone store to enquire about a new phone available in the
market. The customer service operator sends him an e-mail about the product details
along with other special specifications Joy requested. Which of the following types of
contact points is illustrated in this scenario?
A.Company created touch point
B.Intrinsic touch point
C.Extrinsic touch point
D.Unexpected touch point
E.Customer-initiated touch point
17) In the social consumer decision journey, _____ deals with designing the
communications program.
A.benchmarking
B.monitoring
C.amplification
D.leading
E.responding
18) Which of the following is a difference between identification and internalization?
A.Unlike identification, internalization of a message does not occur when the source is
a celebrity.
B.Unlike internalization, identification is synonymous with receiver comprehension.
C.Unlike identification, internalization is often considered to be a negative source
characteristic.
D.Unlike internalization, identification does not usually integrate information from an
attractive source into the receiver’s belief system.
E.Unlike identification, internalization does not lead to counterarguments and source
derogations by the receiver.
19) Which of the following is the most relevant internal psychological process
associated with the problem recognition stage of the consumer decision-making
process?
A.Employment status
B.Motivation
C.Assimilation
D.Dissociation
E.Internalization