Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
1) _____ is a figure used by advertisers that represents the medial number of times the
target audience reached by a media schedule is exposed to a media vehicle over a
specified period.
A.Effective reach
B.Unduplicated reach
C.Average reach
D.Average frequency
E.Effective frequency
2) The term _____ tends to be used as a catchall for any type of advertising run for the
direct benefit of a company rather than for its products or services.
A.direct marketing
B.sales promotion
C.aerial advertising
D.corporate advertising
E.trade promotion
3) Defenders of the commission system argue that:
A.it is generally easier to administer and keeps the emphasis in agency compensation
on nonprice factors.
B.it encourages agencies to recommend direct mail, sales promotion, and public
relations to their clients.
C.it does not tie agency compensation to media costs.
D.it helps in reducing skyrocketing media costs.
E.it is similar to the fixed-fee method.
4) The ability to tailor the marketing message may prove to be either an advantage or a
disadvantage. Under which of the following situations could it become a disadvantage?
A.When costs per contact are high
B.When salespeople alter the message just to get a sale
C.When the price of the product is standardized
D.When the product is complex in nature
E.When distribution channels are short and direct to the end user
5) Which of the following is a component of a country's political/legal environment?
A.Cultural norms
B.Population density
C.National sovereignty considerations
D.Values, religious beliefs, and traditions
E.Language and dialects
6) McDonald's sponsorship of the Ronald McDonald House, where families of
hospitalized children can stay free of charge, is an example of:
A.advocacy advertising.
B.cause-related marketing.
C.publicity.
D.advertorial marketing.
E.transactional marketing.
7) The _____ model, as proposed by Michael Ray, explains the decision-making
process when a consumer buys a high-involvement product for which there is a high
amount of differentiation among competing brands.
A.standard learning
B.dissonance/attribution
C.low-involvement
D.cognitive response
E.5-Ws
8) Marketers typically select spokespeople whose traits will maximize their message
influence. According to Herbert Kelman, the three categories of source attributes that
should be considered during the selection process are:
A.power, image, and knowledge.
B.credibility, attractiveness, and power.
C.knowledge, fee, and differentiability.
D.consistency, credibility, and continuity.
E.credibility, reputation, and individuality.
9) _____ is a posttest of print ads that is most closely associated with GfK-Starch.
A.The recognition method
B.Portfolio analysis
C.Theater testing
D.Inquiry testing
E.A consumer jury
10) _____ is the most visible as well as the most culture bound of a firm's marketing
functions.
A.Pricing
B.Promotion
C.Product development
D.Distribution
E.Inventory management
11) According toProfessor Don Schultz, inside-out planning:
A.focuses on what the marketer wants to say, when he wants to say it, and the media he
wants to use.
B.is another term for zero-based communications planning.
C.starts with the customer and builds backward to the brand when developing an IMC
program.
D.is a method of implementing DAGMAR objectives.
E.is used to forecast the validity of DAGMAR objectives.
12) The best-known and most widely discussed form of promotion is:
A.personal selling.
B.sales promotion.
C.direct marketing.
D.advertising.
E.publicity/public relations.
13) Ads are often called _____.
A.animatics
B.heuristics
C.creative
D.art infusions
E.mnemonics
14) Cosmetics company Street Smart Inc. uses skywriting over local beaches to
promote its range of beauty products for women. In this scenario, Street Smart is using:
A.guerrilla marketing.
B.aerial advertising.
C.specialty advertising.
D.viral marketing.
E.network advertising.
15) Which of the following statements concerning advertising by attorneys is true?
A.A sizable faction within the American Bar Association blames the legal profession's
image problem on sleazy ads.
B.The U.S. Supreme Court does not permit lawyers to advertise if they earn more than
$100,000 per year.
C.Ads soliciting personal injury victims help in enhancing the public's perception of
attorneys.
D.The American Bar Association recently removed all restrictions on the type of
advertising attorneys can use.
E. Typically, traditional law firms are in favor of using advertising, particularly on TV,
because they believe that it might boost a profession's image.
16) An ad for a new hatchback shows four college students hunting for a parking place
in a large, nearly-full parking lot. When they finally find a spot and park the car, they
discover that they can't open the doors to get out. One of them opens the hatchback and
the commercial ends with them exiting the car through the hatchback. This commercial
uses:
A.dramatization with a humorous appeal.
B.animation with the intent of creating a personality brand.
C.slice-of-life with a fear appeal.
D.demonstration with an emotional appeal.
E.straight sell with a humorous appeal.
17) Jim's parents wish to buy a car. Knowing that Jim is a car enthusiast, they ask him
to collect the relevant facts and figures required to make the purchase. Subsequently,
Jim collects several magazines and articles for the same purpose. In this scenario, Jim is
the:
A.decision maker.
B.initiator.
C.influencer.
D.information provider.
E.consumer.
