1) Which of the following is true of baby boomers?
A.They are also referred to as Gen Y.
B.They typically prefer mass merchandisers and supercenters.
C.They are comfortable with online shopping and e-mail.
D.They are those who were born before 1946.
E.They are more likely to make impulse purchases.
2) _____ are industrywide guidelines used by the Federal Trade Commission (FTC) that
define unfair practices before they occur.
A.Trade regulation rules
B.Affirmative disclosures
C.Corrective advertising disclosures
D.Cease-and-desist orders
E.Advertising guidelines
3) The _____ approach of direct marketing involves the use of more than one medium
to screen potential buyers, leading to a response.
A.two-step
B.switch-and-bait
C.RFM scoring
D.indirect
E.all-in-one
4) A company that manufactures paintball equipment might prefer to advertise in
specialized publications rather than newspapers due to:
A.the wider reach of specialized publications.
B.the greater audience selectivity of specialized publications.
C.fewer ads and less clutter in specialized publications.
D.the higher degree of pass-along readership.
E.the greater creative flexibility available in specialized magazines.
5) Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing:
A.the cost efficiency of magazines.
B.the geographic flexibility of magazines.
C.the selectivity of magazines.
D.the creative appeal of magazine ads.
E.the selective binding ability of a magazine.
6) The Children’s Advertising Review Unit (CARU) guidelines urge that products and
content inappropriate for children should not be advertised or promoted:
A.directly to children.
B.through mainstream channels.
C.to children or their parents.
D.through traditional media.
E.during prime time.
7) Which of the following statements about off-network syndication is true?
A.Off-network syndication shows are an important source of quality programming for
local stations.
B.Off-network syndication shows are an insignificant source of revenue to the studios
that produce them.
C.Off-network syndication shows are usually low budget, low-quality programs.
D.The FCC prime-time access rule forbids independent stations from carrying
off-network syndicated shows between 7:00 and 8:00 P.M.
E.Off-network syndication refers to shows produced specifically for the syndication
market.
8) Companies that support lobbying efforts are:
A.trying to reach internal audiences.
B.engaged in flighting.
C.targeting government bodies.
D.stressing the importance of homogeneity.
E.targeting educators.
9) The fire starting role of salespeople is most closely associated with:
A.outlining an account strategy and a solutions strategy for customers.
B.laying out a customized plan for individual customers.
C.engaging customers and driving them to commit to a solution.
D.bringing incremental value to the customers by identifying problems.
E.educating themselves about their customers’ businesses.
10) Naomi has a consulting firm. She wants to use her website to provide details about
her company’s profile and to answer FAQs. Naomi’s primary objective while designing
her website is to:
A.build a brand image.
B.allow customer sampling.
C.disseminate information.
D.handle objections.
E.induce trial.