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1) Magazine advertisements that extend to the end of a page rather than leaving a
margin around the ad are called:
A.gatefolds.
B.bleed pages.
C.overscans.
D.overruns.
E.total page ads.
2) A(n) _____ refers to each and every opportunity the customer has to see or hear
about the company and/or its brands or have an encounter or experience with it.
A.service point
B.inference point
C.reference point
D.touch point
E.display point
3) Psychographic studies are used by advertising agencies to:
A.coordinate the work between the client and the agency personnel such as the creative
team and media specialists.
B.provide creative personnel with a better understanding of general consumer trends.
C.determine how to allocate the advertising budget for the campaign.
D.understand specific problems clients have previously encountered while advertising
various products and services.
E.determine the number of creative personnel required to carry out the advertising
campaign conveniently and effortlessly.
4) Which of the following is an advantage of the sampling method of sales promotion?
A.It is the least expensive among all methods of sales promotion.
B.The costs of the sampling program can easily be recovered with just a few purchases.
C.Marketers believe that for all products the results of sampling can be seen
immediately.
D.It is extremely useful for products and services that do not have subtle features.
E.Consumers gain a greater appreciation for a product's benefits.
5) The goal of _____ is to be less intrusive while catching the attention of a reader who
is likely to be interested in the content matter he or she is reading.
A.behavioral targeting
B.native advertising
C.ambient advertising
D.specialty advertising
E.buzz sponsorship
6) Regal Foods Corp., a packaged foods manufacturer, wishes to determine the
percentage of Umber coffee sold in a geographic area as compared to the percentage of
the total population in this market. The most appropriate index to use would be:
A.survey of buying power index.
B.brand development index.
C.category development index.
D.Dow Jones sustainability index.
E.consumer price index.
7) With respect to the basic estimates in the Arbitron report, share refers to:
A.the percentage people involved in preparing the Arbitron ratings report.
B.the estimated number of people who watch television commercials.
C.the estimated number of radio stations that run a particular commercial.
D.the percentage of listeners in the survey area population.
E.the percentage of the total estimated listening audience.
8) The proponents of creative advertisements are also called "_____."
A.suits
B.heuristics
C.poets
D.mnemonics
E.illustrators
9) _____ refers to online presentations that include a variety of purposes from
conducting job training for employees to making presentations and providing in-depth
product information to existing and potential customers.
A.Social networking
B.Virtual-conferencing
C.Podcasting
D.Teleconferencing
E.Webinar
10) Advertisers continue to use sexual appeals to advertise products such as beer,
cigarettes, and cosmetics despite increased criticism from all corners. Which of the
following reasons best explains this advertising trend?
A.Sexual appeals in ads can help draw consumers' attention to the brands being
advertised.
B.Sexual appeals have a strong association with these kinds of products.
C.Sexual appeals in ads are perceived as relevant and acceptable by men and women
equally.
D.Sexual appeals are common in movies and TV shows and have thus become
necessary in ads.
E.Sexual appeals offer a strong positioning strategy that results in greater brand loyalty.
11) At which stage of the response hierarchy is personal selling least likely to be useful?
A.Product awareness
B.Demonstration
C.Product trial
D.Product purchase
E.Order-getting
12) An ad for a van shows how easily a small boy and his grandfather can get in and out
of the vehicle. It also emphasizes the positioning of handles at appropriate places that
make transit easier for older people. Which ad execution technique is being used in this
ad?
A.Comparison
B.Demonstration
C.Scientific evidence
D.Straight-sell
E.Testimonial
13) A brand's market position refers to its:
A.relative market share.
B.location on store shelves.
C.image in the mind of the customers.
D.distribution intensity.
E.stage in the product life cycle.
14) In-depth interviews with consumers, focus groups, and observational studies of how
consumers conduct their daily lives as consumers are all examples of:
A.quantitative research techniques.
B.qualitative research techniques.
C.problem detection studies.
D.conjectural research.
E.secondary internal research.
15) Which of the following statements is true of a channel used in the communication
process?
A.Information received via mass media is more persuasive than information received
from personal influence channels.
B.As objections arise and are voiced by buyers, an advertisement can treat the
objections in an appropriate manner.
C.A message in a good sales presentation is determined in advance.
D.An advertisement is typically prepared by people who have maximum personal
contact with customers.
E.From the standpoint of persuasion, a sales message is more flexible and powerful
than an advertisement.
16) With respect to the various generational differences in shopping behaviors, what is
the name given to the generation born during the period 1946-1964?
A.Millennials
B.Baby boomers
C.Gen Y
D.Gen X
E.Greatest generation
17) Which of the following statements is true of source power?
A.Power as a source characteristic is very easy to apply in a nonpersonal influence
situation such as advertising.
B.The use of source power is not effective in situations involving personal
communication and influence.
C.The source must be perceived as being able to administer only positive sanctions to
the receiver.
D.A source has power when he or she can actually administer rewards and punishments
to a receiver.
E.The receiver's estimate of the source's ability to observe conformity is not important.
18) Cable networks that can transmit several channels from one network engage in:
A.multiplexing.
B.interconnecting.
C.single sourcing.
D.subvertising.
E.gladvertising.
19) _____ refers to nonpersonal communication regarding an organization, product,
service, or idea not directly paid for or run under identified sponsorship.
A.Advertising
B.Sales promotion
C.Publicity
D.Public relations
E.Telemarketing
