1) Which of the following statements describes a disadvantage of publicity?
A.Publicity is expensive to implement as it is directly paid for and run under identified
sponsorship.
B.Publicity has relatively low credibility.
C.Publicity is not always under the control of an organization and is sometimes
unfavorable.
D.Publicity is not useful with a market segmentation strategy.
E.Publicity makes a market aggregation strategy ineffective.
2) Butterfly Wings Inc., a manufacturer of soft toys and greeting cards, planned to
advertise its Valentine’s Day merchandise in movie theaters. Based on the audience
profile, one week prior to St. Valentine’s Day, the company began screening its
commercial before the start of two movies titled “The Vow” and “Perfect Sense.” Since
both movies were romantic dramas, Butterfly Wings’ commercial evoked a positive
response in moviegoers. In this scenario, which of the following advantages of movie
theater advertising did the marketer exploit?
A.Lack of advertising clutter
B.Lower absolute costs
C.Demographic segmentation
D.Lower relative costs
E.Advertising proximity
3) Which of the following sources of information should be used by a media buyer
wishing to acquire statistical information for a specific metropolitan market?
A.Simmons Market Research Bureau
B.Mediamark Research Inc.
C.Survey of buying power index
D.BAR/LNA
E.Standard Rates and Data Service
4) Which of the following is true of split runs?
A.They are also known as bleed pages.
B.They reproduce images using mechanical printing.
C.They are usually printed in alternate copies of a specific magazine.
D.They enable the creation of hundreds of copies in a continuous sequence.
E. They are generally considered less effective than selective binding.
5) Which of the following is a reason for the increased attention to multicultural
marketing?
A.Increase in the purchasing power of ethnic minorities
B.Increase in the budget allotted to advertising
C.Decrease in a multicultural workforce in large corporations
D.Emergence of white females in key agency roles
E.Insufficient policies that focus on anti-discriminatory practices
6) Syn-ergy Drinks, an energy drink manufacturer, launches a television ad in which
people are seen feeling energized after consuming Syn-ergy’s drinks. “Revitalization of
body and mind” is the message the ad is intended to deliver. However, those who view
the ad interpret it as being boorish and lacking context. One of the possible explanations
for such a highly differential perception of the ads is due to the absence of:
A.an interpretative link.
B.a feedback mechanism.
C.response hierarchies.
D.a common ground.
E.binding influences.
7) The experiences, perceptions, attitudes, and values a consumer brings to a
communication situation is referred to as his or her:
A.semiotic involvement.
B.field of experience.
C.common ground.
D.source characteristics.
E.selective bindings.
8) Which of the following is an objective of direct marketing?
A.To make use of celebrity endorsements
B.To maintain customer satisfaction
C.To engage in social responsibility initiatives
D.To make innovative products
E.To increase market diversification
9) Some critics state that advertising hampers consumer choice. Which of the following
statements could weaken their argument?
A.The opportunity to advertise gives companies the incentive to develop new brands.
B.Advertising creates needs in society by changing people’s values.
C.Advertising is not susceptible to the effect of economies of scale.
D.Consumers become brand loyal and less sensitive to pricing due to advertising.
E.Advertising results in differentiation that allows larger brands to dominate the market.
10) _____ is a format where ads in a campaign follow the same basic approach but their
themes, copy, and visual elements may be adjusted.
A.Buzz advertising
B.Local advertising
C.Pattern advertising
D.Formatted advertising
E.Ad standardization
11) Typically, a marketing plan usually includes:
A.a corporate mission statement.
B.individual job specifications.
C.a media schedule.
D.a detailed situation analysis.
E.articles of incorporation.
12) A reference group to which one does not wish to belong is a(n) _____ group.
A.heuristic
B.disassociative
C.evoked
D.mnemonic
E.confrontational
13) Which of the following is true of product positioning?
A.It does not focus on a product’s competitors.
B.It is not possible to position a service.
C.It focuses purely on customers.
D.It involves creating a competitive advantage.
E. It is usually synonymous with market integration.