1) Planet Beverage’s heavy financial involvement with freestyle skiing competitions
and support of beach volleyball tournaments are examples of:
A.premiums.
B.field marketing.
C.exhibitions.
D.event marketing.
E.contests.
2) Which of the following statements about product placement advertising is true?
A.The product placements benefit from low potential for exposure.
B.There is a strong source association between actors and the products featured through
product placements.
C.The major advantage associated with the use of product placement advertising is its
relatively low cost.
D.The recall of product placements is generally lower than that of television ads.
E.Alcohol and tobacco companies are legally prohibited from using product
placements.
3) Promotional activities designed to accelerate the purchase process and generate an
immediate increase in sales without communicating information about a brand’s unique
features or benefits are known as:
A.consumer franchise-building promotion.
B.nonfranchise-building promotion.
C.vertical integration marketing.
D.image promotions.
E.evangelism marketing.
4) Which of the following is true of cartoon animation?
A.It is synonymous with slice-of-life advertising.
B.It is also known as endorsement advertisement.
C.It is popular for commercials targeted at children.
D.It involves a problem-solution approach.
E.It portrays the conflict that people face in their daily lives.
5) Personal selling offers the opportunity to assess the sales situation and to adapt the
sales message accordingly. This is called _____.
A.a missionary sale
B.a cross sale
C.a one-way communication process
D.a secondary response system
E.a direct feedback network
6) In accordance to the basic estimates in the Arbitron report, person estimates refer to:
A.the estimated number of people listening.
B.the estimated cost of a spot schedule within a particular time period.
C.the estimated number of people involved in preparing the Arbitron ratings report.
D.information on number of network audiences only for commercials within a program.
E.the percentage of the total estimated listening audience.
7) _____ variables that marketers must consider include language, customs, tastes,
attitudes, lifestyles, values, and ethical/moral standards.
A.Demographic
B.Economic
C.Political
D.Cultural
E.Legal
8) In general, a site that ranks higher on a search page:
A.is likely to receive more visitors.
B.is considered more aesthetically appealing.
C.has a better chance of attracting banner sponsorships.
D.is likely to receive fewer regular sponsorships.
E.is considered less secure from malware.
9) Which of the following methods of communication is typically used to create
goodwill within an organization?
A.Organizational newsletters
B.Award ceremonies
C.Annual reports
D.Grievance committees
E.Corporate picnics
10) During which stage of the consumer decision-making process are both functional
and psychosocial consequences important considerations?
A.Problem recognition
B.Information search
C.Post purchase evaluation
D.Alternative evaluation
E.Observer bias
11) For which of the following products is an advertiser most likely to use a flighting
schedule?
A.Cake mixes
B.Shampoo
C.Newspaper subscriptions
D.Snow tires
E.Candles
12) Which of the following is true of a focus group?
A.Focus groups require quantitative analysis.
B.This methodology is unattractive as results are typically unattainable.
C.Focus group samples can be generalized to larger populations.
D.Group influences tend to bias participants’ responses.
E.The results of focus groups are typically quantifiable.
13) Warm Weave Inc., a manufacturer of woolen garments, spends heavily on
advertising during the months of December, January, and February. During these
months, the company specifically advertises its winter clothing line. Warm Weave is
most likely to be using a(n) _____ scheduling method.
A.continuity
B.weighting
C.flighting
D.circulation
E.oscillating
14) Which of the following statements is true of the use of advertising and sales
promotion in international markets?
A.Advertising can often be done on a global basis, while sales promotion must be
adapted to local markets.
B.Sales promotion as a localized strategy is applicable only for small firms that cannot
create economies of scale.
C.Advertising and sales promotion can be done either locally or globally with equal
effectiveness.
D.Sales promotion is most effective when done on a global basis.
E.Advertising is subject to varying regulations in foreign markets, unlike sales
promotion.
15) If advertisers use a _____, they should know that humorous advertising appeals are
popular in the United Kingdom, but that German consumers do not respond well to
them.
A.global marketing strategy
B.sales promotion tactic
C.global public relations strategy
D.localized advertising strategy
E.centralized marketing strategy
16) According to the IMC planning model, the flow between communications analysis
and budget determination is _____.
A.a two-way interaction
B.nonlinear
C.unidirectional
D.diagonal
E.top-down
17) According to Abraham Maslow’s hierarchy of needs, the most basic level of needs
is:
A.physiological needs.
B.esteem needs.
C.self-actualization needs.
D.social needs.
E.safety needs.
18) Which of the following is an example of a functional consequence?
A.The need to order champagne to celebrate a birthday.
B.The desire to eat a pound of chocolate.
C.The feeling of euphoria that accompanies a purchase of a motorcycle.
D.The taste of buttered popcorn in a movie theater.
E.The joy of finding the perfect gift for a friend.
19) Which of the following is considered a primary benefit derived from using
magazines as an advertising medium?
A.Higher reproduction quality
B.Greater reach
C.Lower costs
D.Selective binding
E.Creative inflexibility
20) According to an integrated marketing communications planning model, which of
the following activities is best associated with the analysis of communication process
step?
A.Allocating tentative budgets
B.Analyzing source, message, and channel factors
C.Competitive analysis
D.Designing and implementing direct-marketing programs
E.External analysis