Archives: Quiz

1) Superagencies were formed: A.because advertisers were disenchanted with large agencies. B.because advertisers wanted agencies to be more flexible and responsive than traditional agencies. C.to save money for clients. D.so that agencies could provide their clients with integrated marketing communications […]

1) Which of the following media utilize cost per ratings point to compare cost figures? A.Magazine B.Transit C.Newspaper D.Billboard E.Television 2) To make a creative layout of a commercial more realistic, a(n) _____ may be produced by making a videotape […]

1) Which of the following is at the base of the communication effects pyramid? A.Awareness B.Preference C.Trial D.Purchase E.Repurchase 2) Which of the following is true of a company that consolidates with an agency for its advertising? A.Consolidation helps the […]

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 […]

1) _____ is an advertising execution technique often used for emotional appeals. It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation. A.Image advertising B.Demonstration C.Slice-of-life D.Animation E.Comparative advertising 2) A print […]

1) The _____ effect explains the different impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another. A.halo B.primacy-recency C.stimulus-response D.vehicle option source E.vehicle media context 2) […]

1) Under its affirmative disclosure requirement, the Federal Trade Commission (FTC) may require advertisers to include certain types of information in their ads so that: A.consumers can substantiate the claims made for their product or service. B.consumers will be aware […]

1) The designated market area (DMA) of Boston has approximately 3 million television households. Audience research shows that 45 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching Sports Stories, […]

1) Multiattribute models help marketers understand and diagnose the underlying basis of consumers’ attitudes. 2) When the marketing objective is to establish a relationship, advertising is a more appropriate tool than personal selling. Answer: FALSE When the objective is to […]

1) A hotel advertiser who places an ad on a travel booking website is making use of contextual advertising. 2) A decentralized approach to organizing for international advertising should be adopted when a company can use standardized advertising. Answer: FALSE […]

1) Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization. 2) Trade-oriented promotions are not subject to regulations by various agencies. Answer: […]

1) There is a general agreement that advertising questions existing stereotypes and creates greater social awareness. 2) The major advantage of day-after recall tests is realism. Answer: TRUE The major advantage of day-after recall tests is that they are field […]

1) The Internet can be used as an effective medium by marketers for stimulating trial of their products or services. 2) Spot advertising is more easily acquired by national advertisers than local ones. Answer: FALSE A major problem for national […]

1) Source derogations could lead to an increase in message acceptance. 2) The retail trading zone is a market area composed of the city where the paper is published and contiguous areas similar in character to the city. Answer: FALSE […]

1) Segmenting the market based on consumers’ product or brand usage and the degree of use is an example of behavioristic segmentation. 3) An attractive model facilitates recognition of the ad but does not enhance copy readership or message recall. […]

2) A cost-plus system requires that the agency keep detailed records of the costs it incurs in working on a client’s account. Answer: TRUE The cost-plus system requires that the agency keep detailed records of the costs it incurs in […]

1) The main point of an ad with a product/service popularity appeal is the price gain a consumer can benefit from by using the brand. 2) Media buying services have been experiencing strong growth in recent years as clients seek […]

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 […]

1) The costs of mobile billboards depend on the area and the mobile board company’s fees. 2) The layout of a print ad is known as a storyboard. Answer: FALSE For print ads, the art director and graphic designers prepare […]

1) A disadvantage of transit advertising is its inability to provide exposure to a large number of people. 2) In network advertising, the advertiser has to deal with only one party or media representative to air a commercial nationwide. Answer: […]

1) Walk-in salespeople are typically respected and well received by customers. 2) The AIDA model was developed to represent the stages a consumer goes through in a purchase decision. Answer: FALSE The AIDA model was developed to represent the stages […]

1) Digital/interactive agencies and public relations firms are examples of organizations that provide specialized marketing communication services. 2) An objective is said to be measurable if it specifies a method and criteria for determining how well a program is working. […]

1) In the geographic segmentation approach, markets are divided into units based on consumers’ occupations and lifestyles. 2) An individual’s perceptual processes usually focus on elements of the environment that are relevant to his or her needs and tune out […]

1) When the final price is to be negotiated between the buyer and the seller, personal selling is effective. 2) The Wheeler-Lea Amendment gave the Federal Trade Commission (FTC) the power to issue cease-and-desist orders and levy fines on violators. […]

1) Audience share is always higher than the program rating unless all the households have their sets turned on. 2) According to Young’s model of the creative process, the stage of digestion involves the process of gathering material and information […]

1) A company can use direct marketing to build a favorable image. 2) Classified advertisements primarily include newspaper display advertising done by marketers of branded products or services that are sold on a national level. Answer: FALSE Classified advertisements are […]

1) Web 1.0 ended with the “bursting of the dot-com bubble.” 2) According to the social consumer decision journey, consumers are likely to advocate a brand after they have experienced it. Answer: TRUE The decision journey has four basic stages: […]

1) Magazines are the most selective of all media except direct mail. 2) Decisions on whether sole sponsorship or shared sponsorship is ideal are made during the media use decisions stage of developing a media plan. Answer: TRUE Specific details […]

1) In the psychographic approach to segmentation, determination of lifestyles is usually based on an analysis of the activities, interests, and opinions (AIOs) of consumers. 2) The front cover of a magazine is considered editorial space and off limits to […]

1) While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult. 2) Promotion programs cannot be developed to coincide with peak sales periods for certain products and services. […]

1) Puffery is as an illegal, deceptive practice. 2) Salespeople serve as personal channels of communication when they deliver a selling message or presentation to a buyer or potential customer. Answer: TRUE Salespeople serve as personal channels of communication when […]

1) Many papers include magazine-type supplements, primarily in their Sunday editions. 2) A centralized approach to organizing for international advertising is not suitable when market and media conditions are similar from one country to another. Answer: FALSE Complete centralization is […]

1) Projective techniques are often the only way to get around stereotypical or socially desirable responses. 2) Although problem recognition is caused by a difference between the consumer’s ideal state and actual state, the problem does not always imply a […]

1) Focus group interviews bring creative people and others involved in creative strategy development into contact with customers. 3) Image executions rely heavily on visual elements such as photography, color, tonality, and design. Answer: TRUE Image executions rely heavily on […]

1) The consumer decision journey framework views the consumer decision-making process as a linear, single uniform path to purchase. 3) The cost-effectiveness of advertisements in newspapers is measured based on the cost per ratings point. Answer: FALSE For newspapers, cost-effectiveness […]

1) When a consumer’s internal psychological process is attitude formation, she is likely to be in the stage of purchase decision in the decision-making process. 2) When a market is segmented based on how aware and informed the consumers are, […]

1) Media buyers are not too concerned about the auditing of circulation figures; they treat audited and unaudited publications equally. 2) Ronnie is most likely to come across an interstitial while he is waiting for a download link of a […]

1) Measuring the effects of advertising helps a firm maximize its investment. 2) One disadvantage associated with direct marketing is that it results in waste coverage. Answer: FALSE Direct marketing lets an advertiser reach a large number of people and […]

1) Phone conversations account for the vast majority of word-of-mouth communications about a brand. 2) Divergence refers to the extent to which the various elements of an ad are meaningful, useful, or valuable to the consumer. Answer: FALSE Divergence refers […]

1) Loyalty to a single agency is becoming more common as marketers seek new ways of connecting with consumers. 2) Differentiated marketing is used when the firm selects one segment and attempts to capture a large share of this market. […]

1) Radio commercials are expensive to produce. 2) The status gained from owning a particular brand is an example of a functional benefit. Answer: FALSE Value is the customer’s perception of all of the benefits of a product or service […]

1) Behavior tracking on the Internet helps in tailoring the message to appeal to specific needs and wants of the target audience. 2) Sales promotion activities cannot be targeted to different parties in the marketing channel. Answer: FALSE An important […]

1) Public relations efforts are often targeted to more than one group of individuals. 2) Critics argue that advertising plays a major role in influencing and transmitting social values. Answer: TRUE While a number of factors influence the cultural values, […]

1) Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source’s level of persuasiveness. 2) Large advertisers usually sell more of a product or service and have lower […]

1) Low-involvement purchase decisions are areas where a standard hierarchy response process is likely. 2) Strong symbolic features and social and psychological meaning may be more important than functional utility for many products. Answer: TRUE For many products, strong symbolic […]

1) Ads for industrial and other business-to-business products generally use straight-sell messages in print ads. 2) Unlike advertising, personal selling does not provide the sender with the opportunity to determine the impact of the message. Answer: FALSE Personal selling involves […]

1) Both direct marketing and advertising could support one another. 2) The ‘suits” argue that the most important thing good advertising does is make an emotional connection with consumers. Answer: FALSE The ‘suits” or “rationalists” argue that advertising must sell […]

1) Pop-ups are usually smaller than banner ads. 2) Network standards regarding acceptable advertising typically remain constant. Answer: FALSE Network standards regarding acceptable advertising change constantly. 3) Banner ads may be used for creating awareness or recognition. Answer: TRUE The […]

1) Creative strategy development for international advertising is different in process and procedure from that for domestic advertising. 2) Repositioning of a product usually occurs because of declining or stagnant sales. Answer: TRUE Repositioning a product usually occurs because of […]

1) Because of the high frequency of exposures, outdoor advertising may lead to a quick wearout. 2) Reinforcement occurs even when an ad encourages consumers to use a particular product or brand to avoid unpleasant consequences. Answer: TRUE Many ads […]