Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
1) PR information about technological innovations, medical breakthroughs, and the like
results almost immediately in a multitude of inquiries that result in:
A.high marketing costs.
B.loss of credibility.
C.high clutter.
D.quality sales leads.
E.loss of market share.
2) The _____ plays a major role at the national level as the third-party administrator of
the advertising industry self-regulatory system.
A.National Advertising Review Board
B.Council of Better Business Bureaus
C.American Marketing Association
D.Federal Trade Commission
E.National Advertising Review Council
3) _____ is the management function that evaluates public attitudes, identifies the
policies and procedures of an organization with the public interest, and executes a
program of action to earn public understanding and acceptance.
A.Public relations
B.Image advertising
C.Corporate advertising
D.Public administration
E.Public offering
4) Mars Inc., an automaker, hires a popular celebrity, Emma Hunt, as the spokesperson
for its "Keep the World Green" campaign, an initiative for preserving trees. The viewers
of the commercial perceive Emma as being sincerely interested in citizen initiatives to
preserve trees. Emma as a message source is said to have:
A.perceived control.
B.control persuasion.
C.perceived scrutiny.
D.expertise.
E. perceived concern.
5) Research has shown that nonverbal behaviors involving _____ are associated more
with boys than girls.
A.passivity and knowledge
B.dominance and control
C.aggression and lack of credibility
D.passivity and trustworthiness
E.aggression and lack of knowledge
6) A marketer should present the strong points at the beginning of an advertising
message when:
A.the target audience can connect well with the marketer's position.
B.the target audience is not interested in the topic.
C.the target audience is not biased toward certain brands.
D.the target audience has used the product and has a favorable image of the product.
E.immediate action is an objective.
7) _____ is the sum of all points of encounter or contact that consumers have with the
brand, and it extends beyond the experience or outcome of using it.
A.Brand evangelism
B.Brand identity
C.Brand extension
D.Brand differentiation
E.Brand engagement
8) In its ads, Xenon, an antibacterial mouthwash, claims to effectively kill germs but
admits to possessing a bittersweet taste. This is an example of a:
A.one-sided message.
B.two-sided message.
C.confrontational appeal.
D.conclusive message.
E. slice-of-life commercial.
9) Newspapers generally offer more _____ than any other medium except direct mail.
A.digital imaging
B.geographic selectivity
C.color advertising
D.permanence
E.creative options
10) The _____ categorizes billboards, street furniture, alternative media, transit, and
specific forms of radio as out-of-home advertising.
A.Traffic Audit Bureau (TAB)
B.Outdoor Advertising Association of America (OAAA)
C.Competitive outdoor media report
D.American Public Transportation Association (APTA)
E.Point of Purchase Advertising Institute
11) Arden's task is to determine what was accomplished by his company's advertising
and promotional program for a vinyl-siding cleanser. We can tell him that:
A.his task is impossible.
B.all he needs is the sales results to determine what the program accomplished.
C.his task could be made easier by setting specific communication objectives.
D.he requires just the post-promotional consumer awareness levels to determine what
the program accomplished.
E.all he needs to do is measure the effectiveness of the media used for promoting the
product.
12) Which of the following refers to the amount of client money that agencies spend on
media purchases and other equivalent activities?
A.Billings
B.Media commissions
C.Retainers
D.Activity fees
E.Ad traffic compensation
13) _____ is the practice of either directly or indirectly naming competitors in an ad and
measuring the similarity or dissimilarity of one or more specific attributes.
A.Slice-of-life advertising
B.Two-sided advertising
C.Comparative advertising
D.Verbal appealing
E.Refutation advertising
14) Manufacturers of recreation vehicles advertise throughout the year but typically
advertise heavily in June and September. Which of the following scheduling methods
does this pattern represent?
A.Flighting
B.Geographical weighting
C.Continuity
D.Oscillating
E.Pulsing
15) In the U.S., promotions for Cavort Sports products emphasize individualism and
independence. In Japan, however, the company had to change its message to one that
focused on team values and cooperation due to the differing _____ in the two countries.
A.demographics
B.religious beliefs
C.cultural values
D.ethics
E.lifestyles
16) Companies often make use of _____ when they have significant news to announce,
such as the introduction of a new product or advertising campaign.
A.community involvement programs
B.press conferences
C.exclusives
D.focus group surveys
E.interviews
17) Lily hosts a well-known television show, Real Life. She also appears in an ad for
Rochelle Cosmetics and explains the potential benefits of using these cosmetics. In this
scenario, the source of the ad is:
A.the television network that airs the ad.
B.Rochelle Cosmetics.
C.Lily.
D.the audience.
E. the television show, Real Life.
18) Which of the following is a primary variable used in psychographic segmentation?
A.Income
B.Lifestyles
C.Education
D.Marital status
E.Age
