1) Which of the following is true of QR codes?
A.They are primarily WEB 1.0 applications.
B.They are considered a part of augmented reality.
C.They are used to reflect the writings of a business or a corporation.
D.They are web-based publications consisting primarily of periodic articles.
E.They are being threatened by near field communication.
2) With respect to the five factors identified by Robert Smith and his colleagues that
account for the ways divergence can be achieved in advertising, the factor which deals
with ads that contain attractive shapes and colors is referred to as:
A.synthesis.
B.illumination.
C.originality.
D.artistic value.
E. flexibility.
3) _____ is a measure of the number of different audience members exposed at least
once to a media vehicle in a given period of time.
A.Contact
B.Reach
C.Viewer number
D.Coverage
E.Exposure
4) Marketers who believe that advertising equals _____ view advertising as providing
consumers with useful facts of the products and increasing competition in the market.
A.economies of scale
B.materialism
C.differentiation
D.market power
E.information
5) Which of the following is true of cause-related marketing?
A.It involves sponsoring a sports related event.
B.It helps increase consumer acceptance of price increases.
C.It does not help consumers in differentiating between brands.
D.It is also known as advocacy marketing.
E.It has been criticized as being misleading.
6) Many argue that industry prices decrease as a result of advertising. Which of the
following perspectives supports this view?
A.Advertising equals market power.
B.Advertising isolates markets.
C.Advertising produces differentiation.
D.Advertising equals brand loyalty.
E.Advertising equals information.
7) Directing a company’s efforts toward one or more groups of customers who share
common needs is known as:
A.cross-merchandising.
B.competitor indexing.
C.mass customization.
D.market segmentation.
E.cross-branding.
8) Why are principles of operant conditioning useful in the development of promotional
strategies?
A.They explain the cognitive processes that mediate a consumer’s response to
advertising.
B.They show that experiences with products provide reinforcements that affect future
purchase behaviors.
C.They explain why coupons and samples are unlikely to have any desirable effect on
consumer behavior.
D.They explain consumer behavior in both high- and low-involvement situations.
E.They explain how the pairing of a neutral stimulus with a positive stimulus can
produce an immediate desired response.
9) The three major participants in the advertising process that work individually and
collectively to encourage truthful, ethical, and responsible advertising are:
A.advertisers, advertising review boards, and the cable operators.
B.creative boutiques, copywriters, and consumer panels.
C.consumer panels, advertisers, and agencies.
D.advertisers, advertising agencies, and the media.
E.advertisers, the government, and the television networks.
10) The print ads of Brooke’s Clothing Inc. often include nude pictures and content that
is sexually suggestive. Which of the following types of advertising is Brooke’s using?
A.Shock advertising
B.Surrogate advertising
C.Open advertising
D.Covert advertising
E.Hidden advertising
11) Which of the following has led to a concern that advertisers may influence or even
control the media?
A.The Constitution guarantees advertisers the freedom of speech.
B.Disclosure laws in the United States are relatively strong.
C.Most consumers tend to distrust the media.
D.Most consumers tend to be skeptic of persuasive advertising.
E.Advertising plays an important role in financing the media.
12) When travelers think of Gallivant Airlines, an Australian airline, the first thing that
comes to their mind is the kangaroo. In the given scenario, the strong association
between the kangaroo and Gallivant Airlines indicates that the Airlines is receiving the
benefit of positioning by:
A.product class.
B.use/application.
C.cultural symbol.
D.product attribute.
13) Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo
wearing a hat in its logo. Since the kangaroo is a significant cultural symbol in
Australia, the company hoped that associating itself with such a national icon would
enhance its popularity. Subsequently, the company also launched an ad campaign for
the Save the Kangaroo Foundation. In this scenario, Fly High Airlines was using:
A.bait-and-switch advertising.
B.image advertising.
C.buzz marketing.
D.trojan horse advertising.
E.guerilla marketing.
14) Bianca receives an e-mail notifying her of the end-of-season sale at Hop & Shop, a
popular retail chain. The e-mail also informs her that she is invited to enter into a
sweepstakes contest. In this scenario, Hop & Shop is using a combination of:
A.publicity and public relations.
B.advertising and personal selling.
C.direct marketing with sales promotion.
D.support media and advertising.
E.direct marketing and personal selling.
15) Miller Mechanics Inc., an American corporation, manufactures high-tech building
automation systems. The company has decided to develop its advertising campaign
programs and make all major strategy and budgeting decisions at the home office.
Which of the following approaches is Miller Mechanics using for its international
advertising?
A.A centralized organizational structure
B.A regionalized organizational structure
C.A combination structure
D.A matrix structure
E.A pattern structure
16) Which of the following is the right classification for advertisements that project
sexually appealing images that don’t have much relevance to the products that they
advertise?
A.Deceptive advertising
B.Misleading advertising
C.Offensive advertising
D.Untruthful advertising
E.Ethical advertising
17) Fervor Inc., a leading women’s clothing line, has printed its company name and
logo on ball pens, calendars, and key rings. As part of its promotional strategy,
customers of Fervor are offered these items as complimentary gifts. These items are
referred to as:
A.ambient products.
B.premiums.
C.advertising specialties.
D.company benefits.
E.support media products.
18) _____ of a medium or media vehicle is the actual total cost required to place an
advertising message.
A.Net contribution margin
B.Net cost
C.Absolute cost
D.Relative cost
E.Cost per media (CPM)
19) Press releases about company growth prospects, recent innovations, and
industry-related news are available at the website of Kinetics Inc., a manufacturer of
automobile components for trucks. Anyone conducting research on the company has
access to this information. In this scenario, Kinetics uses the Internet as a(n) _____ tool.
A.sales promotion
B.personal selling
C.direct marketing
D.public relations
E.advertising
20) The principles of Positioning Advertising Copy Testing (PACT) state that a good
copy testing system will:
A.use a single measure of a single dependent variable to ensure clarity of interpretation.
B.provide measurements that are relevant to the objectives of advertising.
C.evaluate responses to the advertising at a single level of the hierarchy of effects.
D.test alternative executions at various stages of completion.
E.measure needs satisfaction levels proposed by each advertisement under
consideration.