1) Which of the following sales promotion techniques is impacted negatively by the
presence of professionals or hobbyists who take advantage of the promotion without
making a purchase?
A.Samples and coupons
B.Premiums
C.Contests and sweepstakes
D.Event sponsorships
E.Bonus packs
2) Which of the following statements describes how brand equity is affected by the
increased use of sales promotion?
A.Critics argue that sales promotions generally result in higher brand equity.
B.Sales promotions do not contribute to the erosion of brand equity.
C.Marketing experts argue that higher spending on sales promotion is at the expense of
media advertising, which leads to a decline in brand equity.
D.There is strong agreement among marketing professionals that any type of sales
promotion activity detracts from brand equity.
E.Marketing experts generally agree that advertising plays an important role in building
and maintaining a brand’s image and position, which are core components of its equity.
3) ND Daily, a local city newspaper, caters to the residents of the city as well as the
suburbs located in a 20-mile radius around the city. If the market area within the city is
referred to as the city zone, the market in the suburbs whose residents trade with
merchants in the city zone is referred to as the:
A.local zone.
B.retail trading zone.
C.demarcated zone.
D.peripheral zone.
E. special category zone.
4) Newspapers and magazines are referred to as low-involvement media.
5) Which of the following behaviors of salespeople is most closely associated with
promptness?
A.Listening to customers’ problems
B.Presenting innovative solutions to problems
C.Coming prepared to sales presentations
D.Displaying positive attitudes and enthusiasm
E.Quick replies to requests for information
6) A magazine ad for Savor Raisins contains a swirl of dark chocolate with a top layer
of raisins. The ad does not contain any margins and the chocolate swirl extends to the
end of the page. This ad is an example of a(n):
A.gatefold.
B.bleed page.
C.die-cut.
D.overrun.
E.heavy card stock.
7) Which of the following is considered a major criticism of the DAGMAR approach?
A.Its belief that the only relevant measure of advertising objectives is sales.
B.Its focus on using sales-based objectives rather than communications-based
objectives.
C.Its inability to define what constitutes a good advertising objective.
D.Its reliance on the hierarchy of effects model.
E.Its lack of concern with the quantitative assessment of the impact on awareness.
8) After calculating both the brand development index (BDI) and the category
development index (CDI), a media planner obtains the following results: Low BDI and
High CDI. Which of the following information can be deduced from this data?
A.High market share; good market potential
B.Low market share; good market potential
C.High market share; monitoring required for sales decline
D.Low market share; poor market potential
E.High market share; not a good market to advertise in
9) Which of the following is true of a creative boutique?
A.They lack media, research, and account planning capabilities.
B.They lack creative personnel such as copywriters and artists.
C.They are headed by a media buying director.
D.They have an inherent disadvantage of being cumbersome and time-consuming.
E.They have lesser access to creative talent.
10) The manufacturers of some best-selling products often stage events in which people
are paid to act as interested buyers standing in long queues to purchase the products.
Which of the following strategies is being illustrated in the given scenario?
A.The staging of press conferences
B.The management of publicity
C.The use of press releases
D.The creation of video news releases
E.The use of sponsorships
11) Pluto Inc., a fruit juice manufacturer, launches an ad that contains the slogan, “Try
our fruit juices and get the freshness of real fruit.” In this scenario, Pluto Inc. is
positioning its juices based on:
A.product class.
B.product use.
C.product price.
D.product competition.
E.product applications.
12) Pluto Inc. is a small agency that employs writers, artists, other innovative personnel.
Mars is a specialized agency and does not deal with research, account planning, or
television and radio space buying. In this scenario, Mars is an illustration of a(n) _____.
A.creative boutique
B.media specialist company
C.account services organization
D.media procurement specialist
E.content management specialist
13) Fixed-fee method of compensation is also called:
A.objective-and-task method.
B.value-based compensation.
C.incentive-based compensation.
D.cost-plus fee method.
E.straight-fee method.
14) Which of the following is true of the percentage-of-sales method?
A.It is financially unsafe.
B.It is tough to implement.
C.It is simple and straightforward.
D.It is synonymous with the arbitrary allocation method.
E.It is synonymous with the affordable method.
15) Which testing method should Axel Inc., a manufacturer of consumer electronics,
employ to determine if consumers remember its new advertising campaign slogan?
A.Physiological tests
B.Comprehension and reaction tests
C.Recall tests
D.Portfolio tests
E.Concept testing