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1) Expertise and trustworthiness are very important when focusing on source _____,
one of the categories of source attributes developed by Herbert Kelman.
A.power
B.attractiveness
C.credibility
D.identification
E.image
2) In _____, marketers use nudity, sexual suggestiveness, or other startling images to
get consumers' attention.
A.surrogate advertising
B.open advertising
C.shock advertising
D.covert advertising
E.classified advertising
3) The sole source of network television and local audience information in the United
States is:
A.Arbitron Co.
B.Nielson Media Research.
C.Rockbridge Associates, Inc.
D.Roy Morgan Research.
E.Burke Research.
4) Which of the following statements is true of telemarketing?
A.Telemarketing exclusively uses network television for direct marketing.
B.Telemarketing is employed only in a one-step system.
C.Business-to-business marketers do not use telemarketing.
D.Telemarketing is only used by for-profit companies.
E.Telemarketing is effective for charitable organizations.
5) With reference to the various sampling methods, _____ is used when it is important
to control where the sample is delivered and when the products are of a perishable
nature.
A.mail sampling
B.couponing
C.door-to-door sampling
D.on package sampling
E.mobile coupon
6) Pluto Inc. prepares two magazine ads with slight regional variations. The ads are set
to be launched in alternate copies of a particular issue. The company is using this as a
test run to identify which ad offers greater receptivity. In this scenario, Pluto is using
_____.
A.ink-jet binding
B.selective binding
C.printaculars
D.split runs
E.bleed runs
7) A _____ is the type of firm an organization would hire to develop and implement
programs to manage the organization's image and affairs with consumers and other
relevant audience.
A.PR agency
B.sales promotion agency
C.media mix organization
D.creative boutique
E.direct-response agency
8) _____ measures the skin€s resistance or conductance to a small amount of current
passed between two electrodes.
A.Electrodermal response
B.Pupillometrics
C.Dermal-electro resolution
D.Electroencephalographic
E.Cerebral response
9) Advertisers of a fast-food restaurant want to achieve geographic selectivity in their
magazine media schedule. They should do so by advertising in:
A.magazines that are targeted toward a particular area.
B.special-interest farm publications.
C.trade publications targeted at distributors and retailers.
D.international editions of popular food magazines.
E.general-interest business magazines.
10) Which of the following statements is true of Web 1.0?
A.It started with the bursting of the dot-com bubble.
B.It consisted mainly of static sites resulting in a one-way flow of communication.
C.It led to the decentralization of communications and interactivity.
D.It led to dramatic changes in the World Wide Web with information provided by users
as contributors.
E.Web 2.0 users acted as contributors in Web 1.0.
