1) The proponents of creative advertising argue that:
A.the more information in the ad, the more effective the ad is.
B.the only purpose of advertising is to sell the product.
C.advertising should be designed to make consumers buy products that they do not
want or need.
D.advertising should be designed to create an emotional bond between consumers and
the brand or company.
E.advertising should break through the clutter by focusing on logos and products.
2) An ad for Trice antacid shows a patron at a restaurant asking for Trice to alleviate
heartburn. The waiter points to a bowl that is filled with a mix of Oxyline, Polar, Trice,
and other antacids. The waiter says that all antacids are the same and the patron then
explains to him that Trice is the only antacid that has vitamin E. In this scenario, Trice
is using:
A.one-sided advertising.
B.two-sided advertising.
C.comparative advertising.
D.verbal appeals.
E.refutation.
3) _____ is a computerized production process that enables magazines to send different
editorial or advertising messages to groups of subscribers within the same issue of a
publication.
A.Split running
B.Selective binding
C.Cross-media running
D.Controlled circulation
E.Digital jetting
4) _____ is the process where a receiver adopts the opinion of a credible communicator
since he or she believes information from this source is accurate.
A.Identification
B.Compliance
C.Internalization
D.Conformity
E.Yielding
5) Simplified decision rules such as “Always buy the largest size of the cheapest
detergent” or “Only buy motor oil if the manufacturer is offering a rebate” are called:
A.mnemonics.
B.heuristics.
C.cognitions.
D.eruditions.
E.cues.
6) A television ad for Corona deodorant shows a college freshman being socially
rejected for having body odor. He is teased and rejected by members of the college
dance club. A fellow student gives him a Corona deodorant. After using the deodorant,
the freshman is accepted in the dance club and becomes popular. In this ad, Corona is
using a _____ appeal.
A.comparative
B.non-cognitive
C.humor
D.fear
E.refutational
7) The reach and frequency of magazine advertisements are higher than advertisements
through other media.
8) Adoption of a customer relationship management (CRM) approach will require sales
managers to:
A.reduce the role of direct marketing.
B.decrease their reliance on websites as strategic marketing tools.
C.decrease the use of traditional sales strategies.
D.focus less on building long-term collaborations.
E.focus less on building relationships based on trust.
9) Iconix supermarkets placed an insert in Tuesday’s Hebdomadal Diaries, a regional
newspaper that has more than 100,000 subscribers. The newspaper is an example of
a(n) _____ channel of communication.
A.buzz
B.direct-response
C.nonpersonal
D.interpersonal
E.verbal
10) Which of the following is true of image advertisements?
A.They are transformational in nature.
B.They are designed to transfer the image of a company to its brand.
C.They are typically utilized in radio advertisements.
D.They are not suitable for print media.
E.They typically utilize emotional integration.
11) According to Cutlip and Center, which of the following is the first step to
developing a public relations plan?
A.Hold programs to handle PR problems.
B.Develop plans for handling PR problems.
C.Define PR problems.
D.Take actions to counter PR problems.
E.Evaluate the programs taken to counter PR programs.