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1) Positioning is not preferred by a firm that has multiple brands competing in the same
market.
2) An agency with integrated marketing capabilities can create a single image for the
product or service and address everyone, from wholesalers to consumers, with one
voice.
3) Outdoor advertising is one of the newest methods of advertising that has grown with
the development of new technology.
4) Ads themselves can be the focus of publicity.
5) Online commercials are significantly different from traditional television
commercials.
6) The Internet allows a user to both purchase and sell products through e-commerce.
7) Those who believe that materialism is a part of the Protestant ethic are likely to deny
material possessions as evidence of success.
8) Learning occurs more slowly but lasts longer when a partial or intermittent
reinforcement schedule is used and only some of the individual's responses are
rewarded.
9) Which of the following is one of the important reasons for the high power of
publicity as a form of promotion?
A.Its ability to eliminate the problem of clutter
B.Its ability to eliminate the problem of economies of scale
C.Its news value and the frequency of exposure it generates
D.Its lack of ability to generate word of mouth information
E.Its lack of credibility
10) The share of a television audience indicates the:
A.percentage of the defined target market that is exposed to a message at least once
during the relevant time period.
B.percentage of households using TV in a specified time period that are tuned to a
specific program.
C.average number of exposures to a message received by each member of the target
market.
D.percentage of all households using television during a specific time period.
E.number of people who responded to a televised direct-response ad.
11) Which of the following is the best example of relationship marketing?
A.Kite Inc. uses mass media to communicate with its target audience.
B.Fin Corp. focuses on short-term gains through one-time transactions.
C.Venus Inc. focuses on using print media to have a wide reach.
D.Gate Corp. uses personal selling till the provider stage to reach individual customers.
E.Felix Inc. develops a long-term link with individual customers for mutual benefit.
12) If the target audience is opposed to a communicator's position, presenting strong
points first can:
A.increase the extent of disapproval.
B.increase criticism of the message.
C.reduce the level of counterargument.
D.reduce the level of interest in the message.
E. encourage recipients to draw their own conclusions.
13) Which of the following consumer behaviors leads them to seek different brands and
try out various options?
A.Out of mind syndrome
B.Consumer assimilation
C.Consumer socialization
D.Novelty-seeking behavior
E.Consumer acculturation
14) Gross ratings points (GRPs) can be calculated by:
A.multiplying reach times frequency of exposure.
B.dividing reach times frequency by costs.
C.multiplying cost per thousand (CPM) times average frequency.
D.dividing average frequency by costs.
E.adding reach and frequency and dividing by cost per thousand (CPM).
15) Which of the following is considered to be a subjective evaluative criterion while
purchasing an automobile?
A.Price
B.Warranty
C.Fuel Economy
D.Styling
E.Insurance cost
16) Wagner Tire, a manufacturer of tires, is developing an advertising campaign that is
set to claim that cars using its new RX model stop 25 percent faster on wet surfaces
when compared to other brands of tires. The company must conduct careful studies to
provide support for the claim because:
A.the Federal Trade Commission may sue Wagner for comparative advertising.
B.Wagner's competitors may sue the company under the Lanham Act if it cannot
substantiate its claims.
C.the Better Business Bureau may sue Wagner if it cannot substantiate its claims.
D.the Federal Trade Commission may charge Wagner for using puffery, which is an
illegal form of advertising.
E.the consumers may sue the company for the non-substantiation of the ad.
17) Which of the following products is most likely to be sold using personal selling?
A.Computers
B.Packaged food
C.Shoes
D.Distilled water
E.Apparel
18) Dewy, a fruit juice manufacturer, offers its retail accounts a $3.00 per case discount
on all purchases of cranberry juice during the month of May. This discount will be
deducted straight from the bill. This is an example of:
A.push money.
B.a slotting allowance.
C.an off-invoice allowance.
D.a display allowance.
E. a fixed trade spending.
19) The audio portion of a commercial is often presented through the use of a(n):
A.layout.
B.voice-over.
C.illustration.
D.headline.
E. storyboard.
