1) Patron’s Paradise, an amusement park, advertises itself as a vacation spot throughout
the year, but it advertises heavily during the summer months and during the Christmas
season when more people are likely to take a vacation. This is an example of _____
scheduling.
A.flighting
B.geographical weighting
C.continuity
D.oscillating
E.pulsing
2) Robert, an automobile engineer, detects a strange noise emanating from the engine of
his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt.
Which of the following stages of the consumer decision-making process is represented
in this scenario?
A.External search
B.Post purchase evaluation
C.Problem recognition
D.Purchase decision
E.Alternative evaluation
3) Bonus packs:
A.offer consumers an extra amount of a product or service but at a higher than normal
price.
B.help marketers provide extra value to consumers without having them do anything
more than purchase the product.
C.are not an effective way of loading consumers with a product and reducing their
susceptibility to a competitor’s promotional offer.
D.are always welcome by retailers since bonus packs never require extra shelf space
and increase retailers’ profit margins.
E.result in a higher cost per unit for the consumer.
4) Katy sees a television commercial for a shampoo, which is being endorsed by
Adriana Tatum, a young movie actress. Katy thinks to herself, “She’s such a drama
queen! She’ll do anything for media attention. I wouldn’t buy anything she promotes.”
This is an example of a:
A.counterargument.
B.support argument.
C.source bolster.
D.source derogation.
E.message blockage.
5) Eli receives a mail offering a software program that helps in filing taxes online at a
discounted price. This offer is an example of how the Internet and _____ can
complement each other.
A.sales promotion
B.personal selling
C.direct marketing
D.public relations
E.interconnects
6) Which of the following has been cited as an advantage of using the Internet?
A.Prestige
B.Lack of clutter
C.Privacy of user data
D.Message tailoring
E.Reliability
7) The market potential in a given metropolitan area relative to the United States as a
whole can be determined by using the:
A.the Nielsen rating index.
B.BAR/LNA.
C.brand development index (BDI).
D.category development index (CDI).
E.survey of buying power index.
8) Information from ads presented in broadcast media is:
A.externally paced.
B.self-paced.
C.internally paced.
D.personally paced.
E.intermittently paced.
9) An ad agency that offers its clients a complete range of marketing, communication,
and promotion services is known as a(n):
A.creative boutique.
B.media buying service.
C.account service agency.
D.full-service agency.
E.buzz marketing agency.
10) Because of the perceived objectivity of the source, which element of the
promotional mix is usually regarded as most credible?
A.Advertising
B.Publicity
C.Packaging
D.Sales promotion
E.Direct marketing
11) When an advertiser has something important or new to announce to a target
audience, a(n) _____ headline will be used.
A.direct
B.indirect
C.secondary
D.visual
E.affective
12) Which of the following media should be used when an advertiser wants to present a
detailed message with a large amount of information?
A.Radio
B.Television
C.Billboards
D.Magazines
E.Transit signs
13) Justin failed to understand the message in an ad for Smithline Catering in a daily
newspaper as the newspaper print was unclear. With reference to the communication
process, the unclear print would constitute:
A.an encoding hazard.
B.a sourcing block.
C.negative feedback.
D.a perceptive block.
E.noise.
14) _____ is the process of transforming a sender’s message back into thought.
A.Decoding
B.Encoding
C.Channeling
D.Sourcing
E.Transmitting
15) Which of the following is true of German advertising?
A.German advertising primarily favors a fear-based approach.
B.German advertising usually features arguments based on a product’s superiority.
C.German advertising uses humorous appeals extensively.
D.German advertising is typically not text heavy.
E.German advertising typically avoids the use of rational appeals.
16) In public relations targeting, external audiences include:
A.the customers.
B.the public.
C.the suppliers.
D.the stockholders.
E.the employees.
17) Which of the following statements is true of celebrity endorsements?
A.Consumers who are very knowledgeable about a product or service tend to be most
persuaded by celebrity endorsers.
B.When a celebrity endorses several products simultaneously, it leads to enhanced
popularity of the celebrity and also results in increased sales of all the products the
celebrity endorses.
C.Advertisers should select a celebrity spokesperson who will attract attention and
enhance the sales message, yet not overshadow the company’s brand.
D.Typically, the use of celebrity endorsers is highest among news and business
publications.
E.Marketers do not have to worry about the personal image of celebrities while
choosing one to endorse a product or a service.