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| 1 | |
An advertisement in the North American Hunter magazine shows the newly introduced Chevrolet S-Series pickup. The ad headline proclaims, "Just Thought We'd Reinvent the Wheel. Starting With the Door." The advertisement emphasizes the truck's newest feature, a third door designed to let passengers enter the extended cab more easily. The ad copy states that the Chevy truck is the only compact pickup to offer a third door. The advertisement is an example of a(n) __________ advertisement. |
| | A) | reminder product |
| | B) | reminder institutional |
| | C) | informational product |
| | D) | informational institutional |
| | E) | creative institutional |
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| 2 | |
A New York Times Best Seller book called Sugar Busters! led to the development of a line of ice cream using that brand name. What kind of advertising would be most appropriate for this new kind of ice cream that is sugar free? |
| | A) | competitive |
| | B) | pioneering |
| | C) | reminder |
| | D) | reinforcement |
| | E) | advocacy |
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| 3 | |
Reminder advertising is typically used to: |
| | A) | inform the target market. |
| | B) | state the position of the advertiser on an issue. |
| | C) | persuade the target market. |
| | D) | identify the target market. |
| | E) | reinforce previous knowledge. |
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| 4 | |
The first step in developing the advertising decision process is: |
| | A) | set the budget. |
| | B) | specify the objectives of the advertising program. |
| | C) | identify the target audience. |
| | D) | select the appeal. |
| | E) | select the media. |
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| 5 | |
Which of the following statements about advertising message content is true? |
| | A) | Most ads have both informational and persuasional elements. |
| | B) | The appeal of an ad provides the basic reason for the consumer to act. |
| | C) | Fear appeals in ads suggest to consumers that they can avoid some negative experience through the purchase of the product being advertised. |
| | D) | Sex appeals in ads suggest to their audience that the product will increase the attractiveness of the user. |
| | E) | All of the above statements about advertising message content are true. |
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| 6 | |
A __________ involves paying retailers for financing costs or financial losses associated with consumer sales promotions. |
| | A) | promotional allowance |
| | B) | merchandise allowance |
| | C) | case allowance |
| | D) | finance allowance |
| | E) | failure fee |
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| 7 | |
Which of the following is the means by which an advertising message is communicated to its target audience? |
| | A) | advertising media |
| | B) | advertising distribution |
| | C) | product placement |
| | D) | a channel of distribution |
| | E) | media planning |
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| 8 | |
The major disadvantage of advertising on television is: |
| | A) | local market focus |
| | B) | long life span |
| | C) | high cost. |
| | D) | its inability to target specific audiences. |
| | E) | its inability to overcome its poor image. |
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| 9 | |
Which of the following statements about radio as an advertising medium is true? |
| | A) | There are seven times as many television stations as radio stations in the United States. |
| | B) | Radio is not a highly segmented medium. |
| | C) | The average college student during the day listens to radio more than he/she watches television. |
| | D) | The peak radio listening time is during the night. |
| | E) | Radio has unlimited use for conveying complex information. |
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| 10 | |
Online advertising offers an opportunity to reach __________ who have developed a preference for online communication. |
| | A) | senior citizens |
| | B) | stay-at-home moms |
| | C) | working women |
| | D) | younger consumers |
| | E) | the unemployed |
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| 11 | |
Buyer turnover is defined as: |
| | A) | the amount of time between repeat purchases of a given product. |
| | B) | the amount of time it takes each generation to enter the product life cycle. |
| | C) | how often a consumer will try a competitive brand before returning to the original choice. |
| | D) | how often new buyers enter the market to buy the product. |
| | E) | the ratio that shows the more frequently the product is purchased, the less advertising repetition is required. |
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| 12 | |
The three basic approaches to setting advertising schedules are: |
| | A) | steady, intermittent, and occasion-focused. |
| | B) | fixed, semi-variable, and variable. |
| | C) | multisensory, audio, and video. |
| | D) | full-flight, half-flight, and burst. |
| | E) | continuous, flighting, and pulse. |
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| 13 | |
Theater tests: |
| | A) | present a panel of consumers with an ad and ask for their reactions concerning the ad's effectiveness, appeal, etc. |
| | B) | present a panel of consumers with an ad for a limited period of time. The ad is then removed, and the respondents are asked to recall as much pertinent information as possible. |
| | C) | present consumers with a sample of a product and several different advertisements for the product. They are asked to select the one they think is most effective and explain why. |
| | D) | present consumers with a hidden ad, which they are asked to recall. |
| | E) | use electronic devices during or questionnaires after consumers view a TV advertisement to measure viewer response or feelings. |
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| 14 | |
Consumer-oriented sales promotions are: |
| | A) | promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. |
| | B) | methods used to get a nonpersonal, indirectly paid presentation of a company or its products. Examples are news releases, news conferences, and public service announcements |
| | C) | advertisements that show actual consumers using the product. |
| | D) | sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors. |
| | E) | sales tools used to support advertising and personal selling. |
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| 15 | |
Which of the following is NOT an example of a typical objective for sales promotions? |
| | A) | to support a company's advertising |
| | B) | to support a company's personal selling |
| | C) | to encourage trial |
| | D) | to build goodwill |
| | E) | to retaliate against competitors' actions |
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| 16 | |
The first week of April, a television show premiers a show that is full of errors and asks viewers to record all the errors they can and send the list to an address in California. The person who has found the most errors wins a chance to visit the set where the show is taped and have a walk-on role. This is an example of a: |
| | A) | premium. |
| | B) | sweepstakes. |
| | C) | deal. |
| | D) | contest. |
| | E) | trade promotion. |
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| 17 | |
A case allowance is closely related to: |
| | A) | the free goods approach. |
| | B) | a continuity program. |
| | C) | cooperative advertising. |
| | D) | a floor stock protection program. |
| | E) | a merchandise allowance. |
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| 18 | |
Three commonly used trade promotions are: |
| | A) | coupons, rebates, and discounts. |
| | B) | allowances and discounts, cooperative advertising, and training of distributor's sales forces. |
| | C) | cooperative advertising, merchandise allowances, and points-of-purchase displays. |
| | D) | allowances and discounts, consumer promotions, and merchandise allowances. |
| | E) | allowances and discounts, consumer promotions, and training of distributor's sales force. |
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| 19 | |
A full-page ad for Lenox china in the local newspaper, paid for partly by Lenox and which shows the name of the local department store where the china is available at the bottom of the ad, is most likely an example of __________ advertising. |
| | A) | comparative |
| | B) | cooperative |
| | C) | conjoint |
| | D) | complementary |
| | E) | supplementary |
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| 20 | |
Mike heard an ad on the radio asking for donations of usable clothes and household items to the Salvation Army. This ad was an example of: |
| | A) | a public service announcement. |
| | B) | product placement. |
| | C) | a continuity program. |
| | D) | cooperative advertising. |
| | E) | a trade-oriented promotion. |
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