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1) Zing candy bar launches an ad that shows people being revitalized after eating its
candy bar. The ad attempts to deliver the message of "Instant energy." Janice Cooper, a
viewer of the ad, thinks that the ad reflects people in it as rude and boorish. In terms of
the communication process, Janice has _____ the message improperly.
A.encoded
B.conveyed
C.decoded
D.transmitted
E.channeled
2) As more companies adopt the integrated marketing communications approach to
their advertising and promotions:
A.they are increasingly concentrating on a mass media strategy as it is relatively
cheaper.
B.they are reducing their reliance on mass media advertising that is leading to changes
in the way they compensate their agencies.
C.they are likely to move totally to cost-plus compensation systems.
D.incentive systems are becoming less important in compensating agencies.
E.fee agreements and cost-plus systems are generally being avoided in favor of the
traditional compensation method.
3) Which of the following factors does the Federal Trade Commission (FTC) consider
in evaluating an ad for deception?
A.Presence of superlative words in the advertisement
B.Significant omissions of important information
C.Lack of selective disclosure
D.Presence of puffery in the advertisement
E.Violation of trade regulation rule
4) The concept of advertising expenditures producing long-term, rather than immediate,
results is known as:
A.the carryover effect.
B.the communication effect.
C.the low-involvement effect.
D.the halo effect.
E.the mirror-image effect.
5) Which of the following questions should be used as a criterion when evaluating
creative output?
A.Does the creative approach create a segmentation base?
B.Is the creative approach consistent with that used by the competition?
C.Is the ad truthful and tasteful?
D.Does the creative approach support a market aggregation strategy?
E.Does the creative approach use a dramatic execution style?
6) Which of the following is considered an effective model for measuring the effects of
publicity?
A.The McKinsey 7S framework
B.The restricted randomization model
C.The hierarchical generalized linear model
D.The Ketchum Effectiveness Yardstick
E.The BCG matrix
7) A rough commercial that is categorized as an animatic rough, is likely to contain:
A.a succession of drawings.
B.live motion.
C.nonunion crews.
D.minimal optics.
E.a succession of photographs.
8) Which of the following is true of repetitive person-to-person selling?
A.It involves the sale of frequently purchased products.
B.It is not a useful method for selling durables.
C.It is not considered suitable for selling services.
D.It involves selling products that are considered to be seasonal.
E.It involves selling products through home or office parties.
9) Support media can be broadly categorized into:
A.outdoor media and transit media.
B.nontraditional media and below-the-line support media.
C.outdoor media and in-store media.
D.traditional support media and nontraditional support media.
E.aerial media and ambient media.
10) The major reason for the decline in the viewing audiences of the four major
networks is:
A.the widespread use of videocassette recorders.
B.the growth of cable television.
C.poor programming.
D.the exponential growth of clutter.
E.changes in cultural values, which are reducing television viewing time.
11) According to the basic model of communication, which of the following is an
example of a channel?
A.The number of customers that redeemed a cents-off coupon
B.A billboard beside an interstate highway
C.The creative team that designed an ad for a leading retail chain
D.A company's spokesperson
E.A celebrity appearing in an ad for a cosmetics brand
12) Leads are different from prospects in that:
A.leads may not have a need for the product or service offered.
B.leads are tougher to identify than prospects.
C.leads are more likely to make a purchase than prospects.
D.missionary sales reps are likely to close deals with leads.
E.leads are less likely to receive cold calls than prospects.
13) In a decentralized system, individuals who oversee management of the entire
product category and focus on the strategic role of the various brands in order to build
profits and market share are known as:
A.category managers.
B.art directors.
C.account executives.
D.account supervisors.
E.media planners.
14) _____ include employees, stockholders, and investors of a firm as well as members
of the local community, suppliers, and current customers.
A.Internal audiences
B.Secondary audiences
C.Mediated audiences
D.External audiences
E.Theoretical audiences
15) When major corporations first began to conduct business on the Internet, they put
up websites primarily for:
A.information purposes.
B.product placement.
C.increasing interest.
D.inducing trial.
E.increasing sales.
