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1) The use of an actor's voice for reading poetry in a series of automobile commercials
is an example of a:
A.needledrop.
B.talking jingle.
C.voiceover.
D.tagline.
E. subtextual message.
2) _____ is an approach to integrated marketing communications planning that involves
determining what tasks need to be done and which marketing communications planning
functions should be used to accomplish them.
A.The objective/task pyramid
B.DAGMAR
C.The BCG matrix
D.Zero-based communications planning
E.Refutation planning
3) The _____ method of budgeting is being employed when expenditures are allocated
by assigning a fixed amount of the unit product cost to promotion and multiplying this
amount by the number of units sold.
A.arbitrary allocation
B.percentage of sales
C.objective and task
D.return on investment
E.competitive parity
4) Drawing data from multiple sources and integrating them to provide insight into the
PR process is referred to as _____.
A.regression analysis
B.focus group discussion
C.marketing-mix modeling
D.survey research
E.media content analysis
5) _____ offer advertisers an opportunity to buy space in a group of publications as a
package deal.
A.Cross-media organizations
B.Magazine networks
C.Publication verification networks
D.Magazine blocks
E.Print networks
6) Which of the following involves some tasks of creative selling, but does not include
taking an order?
A.Telemarketer
B.Route salesperson
C.Field order taker
D.Inside sales rep
E.Missionary salesperson
7) Many areas of sales promotions are regulated by the _____ through the Marketing
Practices Division of the Bureau of Consumer Protection.
A.Federal Communications Commission
B.Food and Drug Administration
C.Federal Trade Commission
D.U.S. Justice Department
E.Promotional Products Marketing Association
8) Which of the following is a disadvantage of couponing?
A.It can be difficult to estimate how many consumers will use a coupon and when.
B.It discourages initial product trial.
C.It assists in reducing the price of a product only by relying on retailers for
cooperation.
D.It assists only in attracting new customers but does not help in retaining existing
customers.
E.It may encourage regular users to trade down to inexpensive brands.
9) Advertisers can prevent consumers from zapping commercials by:
A.introducing "commercial-free" programming.
B.producing commercials that are meaningful.
C.utilizing 60-second commercials.
D.introducing the concept of zipping.
E.opting for local advertising.
10) In the _____ method to budgeting, sales are projected for the coming year based on
the marketing manager's estimates.
A.competitive parity
B.objective and task
C.unit cost production
D.straight-percentage
E.arbitrary
11) Under the two-step approach of direct marketing, the first effort is designed to
screen, or qualify, potential buyers, and the second effort:
A.generates the response.
B.creates brand awareness.
C.reduces the post purchase dissonance.
D.increases source bolsters.
E.creates interest in a product.
