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1) Which of the following is an advantage of promotional products marketing?
A.Shorter lead time as compared to other media
B.Wider audience reach
C.Elimination of market saturation
D.Consistent portrayal of strong company image
E.High recall of advertiser's name and message
2) Which of the following products is likely to be sold using a non-repetitive
person-to-person selling technique?
A.Detergents
B.T-shirts
C.Dairy products
D.Animal encyclopedias
E.Shoes
3) A(n) ____ is a series of drawings used to present the visual plan or layout of a
commercial along with a description of the audio for each scene.
A.animatic
B.mnemonic
C.storyboard
D.heuristic
E.trailer
4) Which of the following is a possible consequence of post purchase evaluation?
A.Brand extension
B.Purchase intention
C.Product differentiation
D.Cognitive resonance
E.Dissatisfaction
5) A(n) _____ organizes and formats web-based content in a standard way, sending out
notification whenever new material is available.
A.social news site
B.interstitial
C.podcast
D.Really Simple Syndication
E.content aggregator
6) Which of the following statements is true of cultural values?
A.In today's globalized market, cultural differences are negligible, thus enabling
international advertisers to market their brands easily.
B.Values and beliefs of a society can affect its receptivity to foreign products and
services.
C.Cultural values are personal values and are only applicable on an individual level.
D.A highly ethnocentric culture will be extremely receptive to foreign products and
services.
E.Cultural values have no effect on the market or consumer behavior.
7) Negative thoughts about a spokesperson or organization making a claim are known
as:
A.source derogations.
B.counterarguments.
C.source bolsters.
D.source blockages.
E.message filters.
8) Which of the following is most suitable for reaching a large consumer market
segment with a broad class of buyers?
A.E-mail marketing
B.Personal selling
C.Magazine advertising
D.Targeted direct mail advertising
E.Buzz marketing
9) The _____ is the salesperson who introduces new products, promotions, and/or
programs to potential customers without directly closing the sale.
A.missionary sales representative
B.creative seller
C.problem solver
D.order getter
E.order taker
10) According to Robert Steiner, which of the following terms is synonymous with
contribution margin?
A.Asset allocation
B.Net worth
C.Financial optimization
D.Marginal analysis
E.Capital margin
11) Which of the following is considered as the final stage in the consumer
decision-making process?
A.Post purchase evaluation
B.Purchase decision
C.Information search
D.Alternative evaluation
E.Problem recognition
12) Under which of the following conditions is personal selling ideal for life insurance?
A.When mass communication provides an effective link with the target market
B.When the final price of the policy is predetermined
C.When the selling margin is relatively low
D.When the dispersion of customers cannot enable acceptable advertising economies
E.When sales promotion is adequate to provide policy-related information needed by
buyers
