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1) Media buyers are not too concerned about the auditing of circulation figures; they
treat audited and unaudited publications equally.
2) Ronnie is most likely to come across an interstitial while he is waiting for a
download link of a software to load.
3) A marketer with an integrated marketing communications (IMC) perspective is likely
to link high relative ad expenditures with premium prices, and low relative ad
expenditures with low prices.
4) One of the disadvantages of transit cards is that they can be depressing and intrusive.
5) Advertising specialties are always distributed free of charge to the recipients.
6) Circulation fluctuates from issue to issue, particularly for magazines that rely heavily
on retail or newsstand sales.
7) Companies that utilize viral marketing must develop a seeding strategy to start the
viral process.
8) The Second Amendment protection has been extended to commercial speech.
9) Promotional products marketing is employed only by large companies.
10) International markets are important to small and midsize companies as well as large
multinational corporations.
11) Information received from sources such as newscasters is not influential because
these individuals are perceived as biased.
12) Newspapers are the second largest of all advertising media in terms of total dollar
volume.
13) Since public relations communications are not perceived in the same light as
advertising, they tend to have less credibility.
14) Primary-demand advertising focuses on creating demand for a specific company's
brands.
15) A company's goal to reach 50 percent of the target audience at least three times over
a period of one year in order to create awareness is an example of:
A.a media objective.
B.a needledrop.
C.a medium integration.
D.a corporate vision.
E.an advertising vision.
16) _____ are the tools by which direct marketers implement the communication
process.
A.Directional pull strategies
B.Sweepstakes
C.Direct-response media
D.Directional push strategies
E.Direct encoders
17) Money that must be paid to a retailer so it will take on a company's new product is
known as:
A.slotting allowances.
B.failure fees.
C.spiffs.
D.push monies.
E.trade discounts.
18) Which of the following statements is true of measurement in promotional products
marketing?
A.Reach and frequency are as easy to measure with promotional products marketing as
with print advertising.
B.Response to direct-mail advertising that includes promotional products marketing is
typically used as a measure of all support media.
C.Q-score is used as a measurement tool for promotional products marketing.
D.Companies that use promotional products marketing are not interested in sales; they
only want to create goodwill.
E.There is no established ongoing audience measurement system for promotional
products marketing.
19) _____ are measures taken before an advertising campaign is implemented.
A.Familiarity tests
B.Pretests
C.Recall tests
D.Association measures
E.Overlap tests
20) Several different manufacturers of personal computers (PCs) have joined to create
and sponsor ads that promote both the computer and the microprocessor by sharing the
cost of advertising. The PC manufacturers are using:
A.cooperative advertising.
B.event sponsorships.
C.vertical integrated marketing.
D.comparative advertising.
E.inbound marketing.
21) _____ is a form of corporate advertising devoted to promoting an organization's
overall reputation.
A.Transit advertising
B.Cause-related advertising
C.Image advertising
D.Advocacy advertising
E.Symbolic advertising
22) Which of the following factors makes it difficult for small-size advertisers to use
television as part of their media mix?
A.Television programs do not reach their intended target markets.
B.The lack of knowledge among small ad agencies on how to produce TV commercials.
C.The high costs of producing and airing television commercials.
D.The limited creative options available through television.
E.The lack of captivity and attention that TV advertising provides.
23) _____ is the personal presentation, demonstration, and sales of products to
consumers in their homes.
A.Home shopping
B.Direct marketing
C.Personal liaising
D.Consultative selling
E.Direct selling
24) A(n) _____ is an outside firm that specializes in the creation, production and/or
placement of the communications message and that may provide other marketing and
promotions related services.
A.media organization
B.sales promotion firm
C.research organization
D.advertising agency
E.creative boutique
25) As a powerful social medium, YouTube is a:
A.social networking site.
B.content aggregator.
C.podcast.
D.blog.
E.paid search engine.
26) _____ has long been the cornerstone of brand building efforts for many companies.
A.Interactive media
B.Mass-media advertising
C.Online marketing
D.Product placement
E.Personal selling
27) The cost of public relations is:
A.generally not considered as a part of the marketing budget.
B.very low in both relative and absolute terms.
C.very high in relative terms and very low in absolute terms.
D.very low in relative terms and very high in absolute terms.
E.not easy to determine as it fluctuates across initiatives.
28) Asea is a publication that provides information on world trends and technology to
offshore oil and gas operations. This is an example of a(n) _____ publication.
A.general business
B.trade
C.professional
D.industrial
E.consumer-oriented
29) Juno Inc., a confectionery company, introduces a new range of peanut brittle. The
company wants to make all its potential customers aware of its new product. The
company should concentrate on:
A.maximizing frequency.
B.maximizing reach.
C.maximizing coverage.
D.using maximum continuity.
E.using a pulsing push strategy.
30) A _____ appeal is used when the advertiser makes either a direct or an indirect
comparison to another brand and usually claims superiority on one or more attributes.
A.feature
B.popularity
C.competitive advantage
D.favorable price
E.news
