1) The _____ has been running a campaign for several years to convince consumers
around the world of the economic value of advertising.
A.Advertising Research Foundation
B.Consumers International
C.American Psychological Association
D.Outdoor Advertising Association of America
E.International Advertising Association
2) Which of the following is a major advantage that advertising provides to personal
selling?
A.It can provide personalized messages to the buyers.
B.It can act as an ego booster for the buyer during sales calls.
C.It helps the salesperson complete the customer’s decision making process.
D.It helps screen leads after qualifying potential buyers.
E.It allows the opportunity for immediate feedback.
3) Which of the following stages in the evolution of personal selling is most likely to be
associated with a participative market?
A.Provider stage
B.Prospector stage
C.Procreator stage
D.Persuader stage
E.Problem-solver stage
4) _____ refers to the potential audience that might receive a message through a media
vehicle.
A.Frequency
B.Reach
C.Viewer number
D.Coverage
E.Exposure
5) Transformational advertising can differentiate a product or a service by:
A.convincing a consumer of its leadership position in the market.
B.making the consumption experience more meaningful and enjoyable.
C.helping the consumption experience last longer.
D.showing performance superiority of one brand over another.
E.focusing on a consumer’s functional or utilitarian need for the product or service.
6) Which of the following statements is true of direct marketing?
A.Traditionally, it has not been considered an element of the promotional mix.
B.It is synonymous with direct mail.
C.The rapid growth of the Internet is discouraging the growth of direct marketing.
D.It is seldom, if ever, used by companies that have an external sales force.
7) Yellow Pages advertising has witnessed a decline because:
A.consumers consider it an unethical marketing practice.
B.it lacks credibility and dependability.
C.it fails to stimulate demand for an advertiser’s products or services.
D.consumers have turned to search and online directories to seek information.
E.it does not create any awareness for an advertiser’s products and services.
8) Under a _____ arrangement, national advertisers can participate in the syndication
market with the convenience of a network-type media buy, while local stations get free
programming as well as some advertising time to sell to local or spot advertisers.
A.sponsorship
B.participation
C.barter syndication
D.local syndication
E.spot syndication
9) Which of the following statements about publicity is true?
A.Publicity is a form of communication which is directly run under an identified
sponsorship.
B.Publicity is the only tool used in a firm’s public relations efforts.
C.Publicity usually comes in the form of a news story or an editorial.
D.Publicity has more of a long term, ongoing purpose than public relations.
E.Publicity refers to personal communications regarding an organization and its
products.
10) _____ is a readability test that determines the average number of syllables per 100
words.
A.Portfolio analysis
B.Burke’s reflections test
C.The Flesch formula
D.Dummy testing
E.Contextual testing
11) Carter Corp., a global retail chain, launches an ad campaign, featuring supermodel
Gemma Rush, in several Middle Eastern countries. The television commercials
featuring Gemma are not well-received in most Middle Eastern countries due to their
explicit visuals. Which of the following environmental factors has the company failed
to consider in this scenario?
A.Economic
B.Demographic
C.Political
D.Cultural
E.Legal
12) While commuting by a local bus, Trevor notices an ad for “Tantalize Sandwiches”
above his seat. This is an example of:
A.transit advertising.
B.an out-office media outlet.
C.aerial advertising.
D.a mobile billboard.
E.specialty advertising.
13) With respect to the allocation of the promotional budget, when a brand moves to the
maturity stage:
A.push monies are used to encourage retailers to stock more products.
B.advertising is primarily a reminder to keep consumers aware of the brand.
C.promotional dollars will be used only for distributing coupons to customers.
D.all promotional support for the brand will be removed.
E.promotional dollars will be used only for distributing samples.
14) Clinton Steel Inc., a manufacturer of golf equipment, targets consumers based on
their website surfing behaviors. The company places ads on websites where web traffic
is highest for golf-related searches. In this scenario, Clinton Steel is using:
A.behavioral targeting.
B.advertising allowance analysis.
C.rich media marketing.
D.video substitution selection.
E.contextual advertising.