1) According to the elaboration likelihood model, the _____ to process a message
depends on such factors as involvement, personal relevance, and individuals’ needs and
arousal levels.
A.dissonance
B.motivation
C.ability
D.attitude
E.competency
2) The manufacturer of “Allay” pain reliever offered a free sample of the product to
visitors who registered at its website. In this case, the communications objective of the
website was to:
A.disseminate information.
B.create a route for disintermediation.
C.create an e-commerce site.
D.stimulate trial.
E.create a brand image.
3) Although not a category of newspapers per se, _____ are valuable to advertisers that
want to use a newspaper yet get four-color reproduction quality in their ads.
A.daily newspapers
B.classifieds
C.magazine supplements
D.freestanding inserts
E.special-audience newspapers
4) One of the advantages associated with pretesting include:
A.the successful communicative abilities of most mockups and storyboards.
B.the ability to use finely tuned mockups and storyboards in the testing process.
C.the absence of time delays.
D.relatively inexpensive feedback.
E.the ability to speed up the new product introduction process.
5) Magazines that are published for special-interest groups are targeting:
A.lower permanence.
B.greater flexibility.
C.greater selectivity.
D.lower lead time.
E. larger reach.
6) The rapid growth of branded entertainment tie-ins has led to an overwhelming
number of product placements and integrations which will eventually result in:
A.positive audience reactions.
B.consistently high product appeal.
C.extended exposure of products to the audience.
D.low relative and absolute costs.
E.clutter and loss of effectiveness.
7) Which of the following statements is true of the relationship between law and ethics?
A.All ethical actions are legal.
B.An action may be within the law and still not be ethical.
C.Legal actions are typically not treated as ethical actions.
D.Ethical actions will not have legal implications.
E.All legal actions are ethical.
8) Order taking is most likely to happen at the stage of _____.
A.feedback
B.objection handling
C.need determination
D.pre-approach
E.closing the sale
9) The people who develop ads and commercials are known as _____.
A.mnemonics
B.animatics
C.copy makers
D.creative types
E.media planners
10) A _____ determines the best way to get an advertiser€s message to the market.
A.distribution plan
B.coverage plan
C.frequency level
D.media plan
E.reach strategy
11) The belief that advertising equals _____ reflects traditional economic thinking that
views advertising as a way to change consumers’ tastes, lower their sensitivity to price,
and build brand loyalty among buyers of advertised brands.
A.empowerment
B.information
C.equality
D.market power
E.ethics
12) DAGMAR MOD II was developed to alleviate problems with:
A.the response hierarchy used in the original DAGMAR model.
B.the costs of using DAGMAR.
C.the fact that DAGMAR ignores sales results.
D.setting benchmark measures.
E.creating measurable communications objectives.
13) Consumers must pay the manufacturers’ cost-price or a _____ premium.
A.cost-covered
B.self-liquidating
C.subsidized
D.cost-plus
E.base-cost