1) Which of the following is at the base of the communication effects pyramid?
A.Awareness
B.Preference
C.Trial
D.Purchase
E.Repurchase
2) Which of the following is true of a company that consolidates with an agency for its
advertising?
A.Consolidation helps the company in achieving cost-efficiency.
B.Consolidation helps the company in adapting its image for each country uniquely.
C.Consolidation helps the company to project the multiple images it wants to portray.
D.Consolidation enables the company to have multiple brand identities throughout the
world.
E.Consolidation lowers the company’s leverage over its agency.
3) The Council of Better Business Bureaus plays a major role in controlling advertising
practices at the _____ level.
A.national
B.local
C.manufacturer
D.international
E.regional
4) In the case of the marginal-analysis approach, profits are shown to be a result of:
A.advertising expenditure minus sales.
B.sales minus advertising expenditures.
C.gross margin minus advertising expenditures.
D.gross margin minus sales.
E.net worth minus sales.
5) According to Robert Smith, the two ways in which relevance could be achieved are:
A.ad-to-brand relevance and brand-to-ad relevance.
B.ad-to-producer relevance and brand-to producer relevance.
C.ad-to-producer relevance and brand-to-consumer relevance.
D.ad-to-consumer relevance and brand-to-producer relevance.
E. ad-to-consumer relevance and brand-to-consumer relevance.
6) Media buyers primarily evaluate magazines on the basis of:
A.the ability to offer specialized services such as selective binding, ink-jet imaging, and
split runs.
B.the size and space of the bleed pages.
C.their ability to deliver the advertiser’s message to as many people as possible in the
target audience.
D.their ability to provide or create a psychographic segregation.
E.the pass-along readership offered.
7) The central theme of the concept of _____ is that all of an organization’s promotional
elements and marketing activities reach out consistently and in a unified manner with
its customers.
A.the marketing mix
B.audience segmentation
C.integrated marketing communications
D.the promotional mix
E.cumulative prospect theory
8) Zen Inc. sources furniture for hotels and restaurants. The sales team at Zen involves
the participation of the hotel and restaurant managers to identify their issues. These
issues are then translated into needs, and the managers are offered a selection of
products that correspond to those needs. In this scenario, Zen is in the _____ stage of
personal-selling evolution.
A.persuader
B.procreator
C.problem-solver
D.provider
E.prospector
9) With respect to classical conditioning, _____ occurs when an unconditioned stimulus
and a conditioned stimulus occur in close proximity in time and space.
A.repetition
B.dissociative behavior
C.response orientation
D.contiguity
E.negative reinforcement
10) Which of the following factors is responsible for driving U.S. companies to focus
on international markets?
A.Rapid population growth
B.Saturation in domestic markets for many products and services
C.Low competition from domestic companies
D.Low competition from foreign companies
E.Favorable marketing environment within the country
11) While driving, Janice notices an animated, electronic billboard ad for Zesty Soda on
top of a passing taxicab. This is an example of:
A.specialty advertising.
B.stationary advertising.
C.transit advertising.
D.aerial advertising.
E.free-form advertising.
12) Brown’s Frozen BBQ Sandwiches are made with goat meat drenched in a sweet
onion sauce. These sandwiches would not be popular in Texas, where people prefer
beef, or in Miami where a mustard-based sauce is preferred. Which of the following
segmentation approaches would be best for the company?
A.Demographic
B.Socioeconomic
C.Personality
D.Geographic
E.Behavioristic