1) A(n) _____ doesn’t actually deliver a message but draws attention to and enhances
the appearance of an ad.
A.direct source
B.indirect source
C.message shaper
D.source mirage
E.source echo
2) Which of the following is the best example of place-based media?
A.Movie ads on popcorn bags
B.Televisions in classrooms
C.Interactive kiosks
D.Internet banners
E.Mobile billboards
3) Which of the following is true of horizontal cooperative advertising?
A.It is sponsored by a group of retailers.
B.It is used only in the maturity stage of a product’s life cycle.
C.It is usually conducted by a company and its marketing subsidiaries.
D.It is synonymous with comparative advertising.
E.It is synonymous with vertical advertising.
4) A Bright laundry detergent ad showed a baseball team-manager removing stains from
two dozen uniforms by throwing them in a washer and adding Bright detergent. Which
of the following advertising execution styles has been illustrated in this scenario?
A.Dramatization
B.Slice-of-life
C.Humorous
D.Testimonial
E.Emotional
5) Marketers should assess advertising effectiveness measures in order to:
A.determine the break-even point for total costs of advertising.
B.create data for marginal cost pricing strategies.
C.determine if advertising objectives are achieved.
D.make sure advertising supports middlemen.
E.ensure all kinds of promotional techniques are used.
6) The AIDA model was developed to represent the stages during the _____ process.
A.personal-selling
B.magazine advertising
C.mass marketing
D.sales promotions
E.radio advertising
7) Which of the following is true of the Children’s Advertising Review Unit (CARU)?
A.It is a division of the Federal Trade Commission.
B.It limits its review to print media; it does not cover special effects and animation.
C.It has strict regulatory guidelines for product presentations directed to children.
D.It supervises the advertisements in the United States rather than issuing
self-regulatory guidelines.
E.It bases its regulations on the protection of children’s rights as defined by the
Constitution.
8) In personal selling, the sender is able to immediately receive and evaluate feedback
from the receiver due to _____ communication.
A.impersonal
B.one-way
C.indirect
D.dyadic
E.nonlinear
9) Tastes, traditions, and customs are an important part of _____ considerations.
A.economic
B.demographic
C.political
D.cultural
E.legal
10) In a movie, the lead actor is shown wearing Zelus Running Shoes in several scenes.
Marketers of Zelus are using the nontraditional support medium of:
A.product placement.
B.specialty advertising.
C.promotional products marketing.
D.guerrilla marketing.
E.movie theater advertising.
11) Another term used for push money that is given to retailers’ or wholesalers’ sales
staff to encourage them in promoting and selling a company’s product is:
A.a fixed trade spending.
B.a rebate.
C.a spiff.
D.an off-invoice allowance.
E. a slotting fee.
12) Which of the following is a strong argument against the charge that advertisers
control the media?
A.All media can obtain advertisements from a variety of sources and hence cannot be
influenced.
B.Advertisers have very little influence in determining the earnings of most media
companies.
C.Most advertisers have a diverse array of media to choose from and hence do not have
to influence a particular medium.
D.To retain public confidence, media must report the news fairly and accurately without
showing bias.
E.News and business departments work together as a unit to minimize the effects of
biased influences.
13) Since the European Union banned the use of food dyes in seafood, the market for
salmon products has declined. People mistakenly believe that farm-bred salmon is
naturally pink. However, salmon is an unappetizing gray color in its natural form. This
is an example of how _____ factors can inadvertently hurt small businesses.
A.economic
B.demographic
C.political/legal
D.geographic
E.infrastructure
14) In the social consumer decision journey, which of the following objectives deals
with marketers reacting to specific issues regarding the product or brand at a personal
level?
A.Monitor
B.Respond
C.Benchmark
D.Lead
E.Amplify
15) Which of the following is true of repositioning?
A.It occurs only in companies that enjoy a monopolistic market structure.
B.It usually occurs due to a boom in the company’s sales.
C.It must be practiced only during an economic downturn situation.
D.It involves avoiding any alterations with the brand’s existing position.
E.It is aimed to stem a decline in sales or counter stagnant sales.
16) Delish Inc., a food manufacturer, introduced an instant soup specially designed for
and advertised in the colder regions of Asia and Europe. This is an example of:
A.demographic segmentation.
B.psychographic segmentation.
C.sociocultural segmentation.
D.geographic segmentation.
E.undifferentiated marketing.
17) Momentum, a car manufacturer, positions one of its convertible as “the best natural
tanning tool known to man.” This scenario would reflect a positioning strategy based
on:
A.product attributes and benefits.
B.cultural symbols.
C.product user.
D.price/quality.
E.product class.
18) In media planning, the cost of the commercial time divided by the program rating is
the formula used to calculate:
A.cost per thousand
B.brand index number
C.category development index
D.gross rating point
E.cost per point