QN1: You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should choose ____ as your advertising media.
A) newspaper
B) radio
C) outdoor
D) television
E) direct mail
Answer
Answer: D
QN2: Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?
A) an e-mail reaching out to students through the Internet
B) local newspapers ads throughout the state
C) radio ads throughout the state
D) a direct mail piece sent to the schools
E) billboards throughout the state
Answer
Answer: D
QN3: Capture Cameras is launching a new advertising campaign to demonstrate the quality of their digital cameras. Which media option will attract the most demographically skewed audience with relatively low impact?
A) the Internet
B) newspaper
C) TV
D) radio
E) billboard
Answer
Answer: A
QN4: IAMS Pet Food runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer. The advertising agency for IAMS is taking advantage of which of the following?
A) prime time
B) broadcasting
C) narrowcasting
D) audience engagement
E) frequency and reach
Answer
Answer: C
QN5: Fence Patrol is considering an international advertising campaign. The company may face any or all of the following problems EXCEPT ____.
A) media costs may vary
B) media availability may vary
C) regulation of advertising may vary
D) some products may be barred or illegal
E) all of the above
Answer
Answer: E
QN6: The National Pork Board developed its very successful “Pork. The Other White Meat” campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?
A) influence government regulations on pork
B) gain financial support for pork producers
C) create newsworthy information about pork
D) maintain relationships with pork producers
E) build up a positive image for pork
Answer
Answer: E
QN7: Impersonal communication occurs when we
a. practice other-centered communication.
b. interact spontaneously with other people.
c. treat people as objects.
d. practice ethnocentrism.
Answer
Answer c
QN8: During interpersonal communication
a. another person affects you.
b. you and another person affect each other.
c. you and another person affect a third person.
d. you affect another person.
Answer
Answer b
QN9: Unlike your relationship with a spouse or boyfriend/girlfriend, your relationship with family members constitutes a relationship of
a. circumstance.
b. complexity.
c. emotion.
d. choice.
Answer
Answer a
QN10: The matching hypothesis assumes that
a. average looking people will gravitate to average looking people.
b. attractive people will gravitate to not so attractive people.
c. not so attractive people will gravitate to average looking people.
d. not so attractive people will gravitate to attractive people.
Answer
Answer a
QN11: Uncertainty reduction theory is most useful in studying how people reduce uncertainty about people we
a. know intimately.
b. don’t know well.
c. don’t care about.
d. know fairly well.
Answer
Answer b
QN12: The looking glass self is
a. a “phony” self we use to mask the true self.
b. the self we see when we look in a mirror.
c. the self described in the developmental view.
d. the self we infer from the appraisals of others.
Answer
Answer d
QN13: When we pay attention to how someone interacts with another person, we are practicing which strategy of uncertainty reduction?
a. Active
b. Interactive
c. Multiactive
d. Passive
Answer
Answer d
QN14: Reciprocity in self-disclosure means that
a. we share information unintentionally.
b. we share information and expect to receive it in return.
c. we share information slowly.
d. we fail to share information.
Answer
Answer b
QN15: Which is the best way to solve a problem that arises in an important, long-term relationship?
a. accommodation
b. forcing
c. compromise
d. problem-solving
Answer
Answer d
QN16: In the Johari Window model of self-disclosure, the unknown quadrant ___ as you learn and self-disclose.
a. shrinks
b. grows
c. is unaffected
d. fluctuates
Answer
Answer a
QN17: Seeing someone we know on the sidewalk and saying “hello” is best described as an act of
a. intrapersonal communication.
b. opening a conversation.
c. altercasting.
d. phatic communication.
Answer
Answer b
QN18: Communication in which one person speaks and the other person listens is
a. monologic.
b. dialogic.
c. implicit.
d. empathic.
Answer
Answer a
QN19: Which of the following is NOT one of the things online impressions are based on?
a. Language use
b. Nonverbal cues
c. Personal markers
d. Paralinguistic cues
Answer
Answer b
QN20: Which of the following is NOT a way to increase mindfulness?
a. Beware of relying too heavily on first impressions
b. Create and recreate categories
c. Realize that no two situations or people are exactly alike
d. Be open to new information and points of view
Answer
Answer c
QN21: Asking the meaning of a statement is an example of
a. metacommunication.
b. rejection.
c. insensitivity.
d. verbal aggressiveness.
Answer
Answer a
QN22: The voluntary revealing of information that would normally be unobtainable is called
a. self-disclosure.
b. autonomy-togetherness.
c. disconfirmation.
d. social comparison.
Answer
Answer a
QN23: Backchannelling cues are used to fulfill the conversational step of
a. business.
b. feedback.
c. opening.
d. closing.
Answer
Answer b
QN24: Keeping a conversation flowing and fluent (with few interruptions and awkward pauses) demonstrates the conversational skill of
a. interaction management.
b. positivity.
c. expressiveness.
d. other-orientation.
Answer
Answer a
QN25: Which of the following is a good rule to follow in deciding whether or not to self-disclose?
a. Relate disclosures to the “here and now.”
b. Start out with your most intimate disclosures first.
c. Be as spontaneous as possible; disclose whenever and wherever you feel the need.
d. Disclose to as many people as possible so you can get different viewpoints.
Answer
Answer a
QN26: A content message is
a. usually sent nonverbally through tone of voice.
b. usually sent unintentionally.
c. an obvious message consisting of words or language.
d. an obviously sarcastic message.
Answer
Answer c
QN27: Sales promotions are primarily used to increase sales levels in the:
a. Long term
b. Medium term
c. Short term
d. None of these
Answer
Answer c
QN28: Sales promotions are designed to offer buyers an inducement to buy now.
a. True
b. False
Answer
Answer a
QN29: The effect of promotional spending is harder to quantify than effects of adspend.
a. True
b. False
Answer
Answer b
QN30: Sales promotion is a promotional tool regarded as:
a. Above-the-line
b. Below-the-line
c. Through-the-line
d. Nowhere-near-the-line
Answer
Answer b
QN31: The credibility of a sales promotion event is usually:
a. Low
b. Of no consequence
c. Medium
d. High
Answer
Answer a
QN32: Of the following choices, which is not a reason to use sales promotion?
a. To reward behaviour
b. To reach new customers
c. To assist integration
d. To develop brand image
Answer
Answer d
QN33: Which of the following is NOT considered to be an objective associated with the use of sales promotions?
a. Change buyer attitudes
b. Prompt buyers into trial purchase
c. Increase volume of individual purchases
d. None of these
Answer
Answer a
QN34: Sales promotions are thought to make consumer purchase decisions:
a. More satisfying
b. Less satisfying
c. Simpler
d. More complex
Answer
Answer c
QN35: Where there is high involvement, sales promotions for new products are:
a. Ineffective
b. Effective
c. Both a & b
d. None of these
Answer
Answer a
QN36: If there is low involvement and the product/market is established then sales promotions should
be used:
a. For loyals to reward and increase usage
b. For loyals to increase loyalty
c. For all to block out the competition
d. For loyals to encourage trial
Answer
Answer a
QN37: Sales promotions work through
a. Successive inclinations
b. Successive approximations
c. Successive indications
d. Successive examinations
Answer
Answer b
QN38: Levels of customer loyalty can be determined by attitudinal surveys.
a. True
b. False
Answer
Answer b
QN39: Which of the following is NOT regarded as a type of loyalty?
a. Price
b. Incentivised
c. Emotional
d. Oligopolistic
Answer
Answer d
QN40: The costs associated with sales promotions are normally:
a. High
b. Low
c. Extortionate
d. Medium
Answer
Answer a
QN41: Sales promotions can encourage people to purchase outside their usual repertoire.
a. True
b. False
Answer
Answer b
QN42: Research suggests that the costs of sales promotions:
a. Are easily recouped
b. Outweigh any benefits
c. Are enormous
d. Are negligible
Answer
Answer b
QN43: TPR stands for:
a. Temporary Price Reduction
b. Top Promotional Return
c. The Promotion Rate
d. None of these
Answer
Answer a
QN44: The destructive effect of sales promotion means that sales are likely, in the long run, to:
a. Remain constant
b. Rise
c. Fall
d. None of these
Answer
Answer c
QN45: The process by which sales promotions are gradually phased out is known as:
a. Phasing
b. Waning
c. Fading
d. Abating
Answer
Answer c
QN46: The sales promotion ‘trap’ results from:
a. Competitive promotions
b. Consumer indifference
c. Stock outs
d. None of these
Answer
Answer a
QN47: The first printed advertisements were single sheets, printed on one side, that today would be called
a. brochures.
b. flights.
c. barrages.
d. fliers.
Answer
Answer d
QN48: Which of the following is NOT an area of responsibility for people who work in an advertising agency?
a. buying
b. creativity
c. research
d. printing
Answer
Answer d
QN49: Advertisements supply consumers with essential information about products and services, including
a. how much the product or service costs.
b. where to get the product or service.
c. all of these.
d. the existence of the product or service.
Answer
Answer c
QN50: Advertising agencies were first developed for, and still serve, the purpose of
a. increasing the amount of research and decision-making clients need to do.
b. pushing clients to make rapid decisions.
c. simplifying and speeding the purchasing of ads for their clients.
d. mystifying ad purchasing so that clients do not attempt it on their own.
Answer
Answer c
QN51: Advertising directly to consumers in newspapers was first popularized by
a. the news “criers” of ancient Greece and Rome.
b. the ads for other religious books that appeared in Gutenberg’s Bibles.
c. the “penny papers” of the 1800s.
d. USA Today.
Answer
Answer c
QN52: Infomercials often resemble other types of television shows, including
a. talk shows.
b. news shows.
c. live, audience-participation shows.
d. all of these.
Answer
Answer d
QN53: Dakota is a graphic designer working for an advertising agency to develop print advertisements. Dakota provides which type of service?
a. creative
b. all of these
c. research
d. buying
Answer
Answer a
QN54: Brand names and identity advertising are methods that advertisers use to encourage consumers to
a. perceive hidden messages.
b. reach their demographic potential.
c. satisfy subconscious motivations.
d. make distinctions among products that are actually very similar.
Answer
Answer d
QN55: Violations that ethical advertisers strive to avoid include which of the following?
a. false statements
b. misleading and exaggerated claims
c. testimonials from unknowledgeable people
d. all of these
Answer
Answer d
QN56: The medium on which U.S. advertisers spend the most money each year is
a. magazines.
b. television.
c. radio.
d. newspapers.
Answer
Answer b
QN57: An advantage of television ads over print and radio ads is the ability of television to
a. linger in consumers’ possession for in-depth and repeated reference.
b. let consumers hear a product and see it in action.
c. provide advertisers carefully targeted audiences of as few as a single person.
d. do all of these.
Answer
Answer b
QN58: Devon works in the marketing department for a large company, determining the most effective media for the company to advertise in and assisting in the purchase of space or time for ads. Devon’s job is
a. account executive.
b. creative direction.
c. media planning.
d. graphic design.
Answer
Answer c
QN59: Advertisers divide the population into different market segments or target audiences based on
a. geographic location.
b. lifestyle or psychological characteristics.
c. demographics, such as age or sex.
d. all of these.
Answer
Answer d
QN60: The Ad Council is
a. the name for the daily meetings held by small groups of top executives at most large advertising agencies.
b. a self-policing organization funded by the advertising industry to punish unethical advertisers.
c. the organization sponsored by the advertising industry to create ads for worthy causes.
d. a new U.S. government organization formed to regulate advertising on the Internet.
Answer
Answer c
QN61: Advertising can be used to sell
a. products.
b. services.
c. ideas.
d. all of these.
Answer
Answer d
QN62: An economy that relies on purchases of goods and services, and on advertising to create a climate that encourages those purchases has been termed a
a. brand-name nation.
b. consumer culture.
c. mediaocracy.
d. selling society.
Answer
Answer b
QN63: Guinn works for an advertising agency, studying the buying habits of consumers of different ages and in different locations, and inviting consumers in to discuss their media and purchasing habits. Guinn is providing which of the following areas of service for the agency’s clients?
a. media buying
b. research
c. creative
d. all of these
Answer
Answer b
QN64: Advertisers can reach audiences in target geographical areas by
a. buying time on local radio stations.
b. advertising in local newspapers.
c. placing ads in regional issues of national magazines.
d. doing all of these.
Answer
Answer d
QN65: Products and services that have raised ethical concerns for advertisers and reputable media in recent years include
a. fortune tellers.
b. weight loss systems.
c. cigarettes.
d. all of these.
Answer
Answer d
QN66: Psychological research has revealed which of the following to advertisers?
a. Advertisers should match media to the level of rational thought people put into particular buying decisions.
b. Our emotions and desires can be linked to products to drive sales.
c. People’s lifestyle choices affect their buying habits.
d. All of these.
Answer
Answer d
QN67: The ad for Cargill Incorporated does not describe a specific product the company products, but rather describes how the company is helping consumers reduce their cholesterol. This ad is an example of ___ advertising.
a. institutional
b. interactive
c. organizational
d. product
Answer
Answer a
QN68: Assume the Ralph Lauren Home Collection sends a ready-made advertisement to a regional magazine published in Alabama, and the magazine publisher inserts the name, address, and phone number of a local department store chain that carries the bed linens, glassware, and dinnerware. Ralph Lauren pays 75 percent of the cost of running the ad. The department store pays the other 25 percent. This is an example of:
a. cooperative advertising
b. horizontal advertising
c. administered vertical advertising
d. a franchise promotion
Answer
Answer a
QN69: Piggly-Wiggly is a supermarket chain that is only found in the southeastern United States. You would expect the supermarket to use ___ advertising if it were trying to convince Southerners its prices were lowest.
a. geographic
b. local
c. national
d. regional
Answer
Answer d
QN70: Which of the following is an example of a guideline that should be followed by someone who wants to engage in successful local advertising?
a. Use a complex layout to draw attention to the ad.
b. Avoid naming any particular brands in the ads to keep from drawing attention away from the store being advertised.
c. Remove all white space from the ad.
d. None of the above statements are guidelines that should be followed by someone who wants to engage in successful local advertisings.
Answer
Answer d
QN71: Until recently, L’Oreal, the French cosmetics manufacturer, has used uniform international advertising campaigns that were all controlled by the company’s advertising department in France. The company’s concern with cost efficiency and continuity in their communications programs indicate that L’Oreal used a ___ organization.
a. functional
b. decentralized
c. transnational
d. centralized
Answer
Answer d
QN72: S2 is an advertising agency in Mexico City to represent a wide-range of accounts. It distinguishes itself from other agencies because it depicts real Mexicans enjoying everyday life. All other agencies in Mexico show idealized Mexicans in their ads enjoying a fantasy lifestyle. From this information, you can surmise that S2 is a ___ agency.
a. business-to-business
b. business-to-consumer
c. general consumer
d. high-tech
Answer
Answer c
QN73: Relationship marketing is defined in most marketing texts as the creation of customer loyalty through the establishment of a long-term win-win relationship between buyer and seller. Which of the following terms most closely relates to relationship marketing?
a. horizontal co-operative advertising
b. account planning
c. vertical co-operative advertising
d. integrated marketing communications
Answer
Answer b
QN74: The words in the ad explained why Nexus salon hair care products provide the best possible treatments for your hair. These words are called the ad’s:
a. copy
b. media
c. layout
d. coding
Answer
Answer a
QN75: A small Wisconsin agency wants to buy a quarter-page ad in Golf Digest magazine for a travel agency that specializes in preparing all-inclusive, hassle-free golf travel packages, the ad would cost $300. How much money would the agency send the publication to pay for the ad?
a. $255
b. $285
c. $300
d. $315
Answer
Answer a
QN76: CDMann Agency has designed a half-page newspaper ad for a new restaurant. It hired Lambert Photography to provide photos of the restaurant’s exterior and interior to be used in the ad. The invoice from Lambert to CDMann was for $350. If CDMann uses the traditional markup, how much did the agency bill the restaurant for the photographs?
a. $47.70
b. $288.26
c. $352.50
d. $411.78
Answer
Answer d
QN77: In the ___ method, advertising agencies charge clients for all their services and credit any media commissions earned to the client.
a. variable budget
b. retainer
c. variable apportionment of overhead costs
d. slotting allowance
Answer
Answer b
QN78: Goldwin Golf has developed a golf club that has a wider shaft and is 40 grams lighter than other clubs currently on the market. It has hired Lowell Agency to develop an advertising campaign for this new club. Goldwin has offered to pay the agency 3 percent of its profits if it sells more than 30,000 clubs during its first full year of production. This bonus is an example of a(n):
a. incentive system
b. entrepreneurial allowance
c. production-oriented plan
d. retainer system
Answer
Answer a
QN79: A speculative presentation:
a. is the method used to ensure the media commission is the full 15 percent
b. refers to the trend of charging for agency services that were once free
c. is a ways for an agency to demonstrate its capabilities to a prospect
d. is a generic presentation that can be used by local advertisers in different geographical regions
Answer
Answer c
QN80: The many factors that affect the client-agency relationship can best be grouped into the following categories:
a. chemistry, conduct, communication, and changes
b. planning, motivating, organizing, and controlling
c. market, media, motivation, and message
d. price, product, placement, and presentation
Answer
Answer a
QN81: What is the name for an organization that creates Web pages for advertising purposes?
a. Web design house
b. HTML specialists
c. creative boutiques
d. art studio
Answer
Answer a
QN82: Which of the following is a category of advertising media?
a. print
b. digital interactive
c. direct mail
d. all of the above
Answer
Answer d
QN83: Which of the following is described by the text as a current trend in advertising?
a. bilingual capabilities
b. the slow death of the commission system
c. an increase in retainer fees
d. agency consolidation along national boundaries
Answer
Answer b
QN84: In advertising agencies, copywriters would be a part of:
a. media department
b. creative services
c. research department
d. traffic department
Answer
Answer b
QN85: Which of the following statements about how advertising agencies are compensated for their services is true?
a. The traditional method of compensating agencies is the payment of a flat-rate plus a percentage of sales.
b. Agencies receive a 20 percent commission from each client.
c. The commission paid to agencies is the same no matter what media is used.
d. None of the above statements about how advertising agencies are compensated for their services is true.
Answer
Answer d
QN86: The advertising agency’s evaluation process involves two types of assessments. They are the financial audit and the:
a. qualitative audit
b. social audit
c. quantitative audit
d. creative assessment
Answer
Answer c
QN87: Which of the following is not a component of the current market situation analysis?
a. Mission and vision
b. Competitive situation
c. Product situation
d. Distribution situation
Answer
Answer a
QN88: In order to carry out a SWOT analysis, a company must ___
a. Identify the main threats in the external environment
b. Identify the main opportunities in the external environment
c. Identify the company’s main internal weaknesses
d. All of the above
Answer
Answer d
QN89: Which of the following indicates how a marketing plan will be monitored?
a. Objectives
b. Action programs
c. Controls
d. Marketing strategy
Answer
Answer c
QN90: A company where a specialist such as a marketing research manager heads each marketing activity is using a/an ____ form of organisation.
a. Functional
b. Geographic
c. Product management
d. Evolutionary
Answer
Answer a
QN91: How a firm as a whole will adapt to take advantage of opportunities in changing environments is outlined in its ___
a. Strategic plan
b. SBU strategy
c. Long-range plan
d. Annual plan
Answer
Answer a
QN92: Which of the following is not part of a firm’s marketing plan?
a. Business portfolio strategy
b. Projected profit-and-loss statement
c. Issues analysis
d. Objectives
Answer
Answer a
QN93: Which of the following factors assists in the successful implementation of marketing plans?
a. Formal organisational structure
b. Decision and reward systems
c. Company culture
d. All of the above
Answer
Answer d
QN94: What does SBU stand for?
a. Strategic Business Unit
b. Sales Business Unit
c. Strategic Buying Unit
d. Single Business Unit
Answer
Answer a
QN95: ___ ____ is the process that turns marketing strategies into marketing actions in order to accomplish strategic marketing objectives.
a. Marketing implementation
b. Marketing monitoring
c. Marketing evaluation
d. Marketing control
Answer
Answer a
QN96: What are the two types of objectives that must be set in the marketing plan?
a. Financial and sales
b. Marketing and financial
c. Marketing and sales
d. Company and marketing
Answer
Answer b
QN97: Most large firms typically operate at four levels. Which is not one of the levels? [Hint]
a. Operational level
b. Corporate level
c. Divisional level
d. Business unit level
e. Product level
Answer
Answer a
QN98: Which part of the marketing plan presents the approach that will be used to meet the plan’s objectives?
a. Marketing strategy
b. Action programs
c. SWOT and issue analysis
d. Current marketing situation
e. None of the above
Answer
Answer a
QN99: The mass media serve to inform, entertain, and bind groups of people together.
a. True
b. False
Answer
Answer a
QN100: Young adults are the audience group that consumes the least media in the U.S. today.
a. True
b. False
Answer
Answer b
QN101: Johannes Gutenberg’s invention of movable metal type allowed him to die a wealthy man, the founder of the first mass-media conglomerate empire.
a. True
b. False
Answer
Answer b
QN102: Every historical era has had new media.
a. True
b. False
Answer
Answer a
QN103: Advertising rates in a particular medium are generally tied to the number of potential customers that can be delivered by that medium.
a. True
b. False
Answer
Answer a
QN104: Media conglomeration has resulted in fewer and fewer media outlets and higher profit margins for parent companies.
a. True
b. False
Answer
Answer a
QN105: Mass communicators are unlike other communicators because they cannot see their audiences.
a. True
b. False
Answer
Answer a
QN106: The size and diversity of mass audiences have made mass communication’s task easier.
a. True
b. False
Answer
Answer b
