14 Aug QUESTION 1 1. ____ includes any attempt to intentionally conduct dishonest activ

QUESTION 1
1. ____ includes any attempt to intentionally conduct
dishonest activities online.

a.

Online
fraud

b.

Online spam

c.

Digital identity theft

d.

Racketeering

e.

Online bribery

2 points

QUESTION 2
1. ____ are audio or video files that can be
downloaded from the Internet with a subscription that automatically delivers
new content to listening devices or personal computers.

a.

Podcasts

b.

Virtual realities

c.

Wikis

d.

Photo-sharing

e.

Blogs

2 points

QUESTION 3
1. Fan pages use ____ to help companies keep track of
information on who is becoming a fan of their page.

a.

sensors

b.

widgets

c.

rewards

d.

pop-ups

e.

wookies

2 points

QUESTION 4
1. JC Penney’s website encourages visitors to register
in order to maximize their use of the site. By gathering information about a
consumer before a purchase is made, JC Penney is practicing

a.

interactivity.

b.

social networking.

c.

addressability.

d.

accessibility.

e.

control.

2 points

QUESTION 5
1. A(n) ____ channel provides the opportunity for a
marketer to customize promotions.

a.

linked

b.

accessible

c.

controlled

d.

marketing

e.

addressable

2 points

QUESTION 6
1. Digital media such as blogs allow marketers to
interact with prospective customers in

a.

real time.

b.

friendly environment.

c.

an assertive manner.

d.

person.

e.

a non-threatening environment.

2 points

QUESTION 7
1. A LinkedIn profile resembles

a.

class notes

b.

a resume

c.

a photo album

d.

an address book

e.

a book review

2 points

QUESTION 8
1. According to Nielsen Marketing Research, consumers
spend more time on ____ than e-mail.

a.

Google

b.

video sharing sites

c.

shopping sites

d.

social networking sites

e.

blogs

2 points

QUESTION 9
1. The ability of a marketer to identify customers
before they make a purchase is called

a.

interactivity.

b.

connectivity.

c.

control.

d.

addressability.

e.

accessibility.

2 points

QUESTION 10
1. IHOP is active on Facebook, Twitter, and YouTube in
order to communicate with its customers, conduct a video contest, and generally
find out the customers likes and dislikes. IHOP in this example, is
engaging in ____ marketing.

a.

community

b.

relationship

c.

experiential

d.

distance

e.

multiple-phase

2 points

QUESTION 11
1. Northface launched a promotional campaign using
various forms of digital media. In order to evaluate the success of the
campaign, Northface should

a.

measure profitability during and after the
campaign.

b.

look at sales for a year after the campaign.

c.

measure demand during and after the campaign.

d.

measure sales and profitability after the
campaign was launched.

e.

compare sales before and after the campaign was
launched.

2 points

QUESTION 12
1. One of the fastest-growing areas in mobile
technology is the creation of ____ that help consumers to access more
information about businesses

a.

cookies

b.

applications (apps)

c.

speed dials

d.

widgets

e.

texts

2 points

QUESTION 13
1. CarFax wants to know which social networking sites
drive the most traffic to the CarFax website. The best way to gain this
information is through

a.

an independent analysis.

b.

research conducted by the various social
networks.

c.

a digital media measurement system.

d.

monitoring the Disney website for a year.

e.

a simple random survey.

2 points

QUESTION 14
1. Which of the following characteristics distinguish
online media from traditional marketing?

a.

Experience, networking, and personal contact

b.

Environment, responsiveness, customization, and
affordability

c.

Addressability, interactivity, accessibility,
connectivity, and control

d.

Dynamic responsiveness, control, friendliness,
and attention-getting

e.

Social networking, personal contacts, control,
and salesmanship

2 points

QUESTION 15
1. Consumers who act as ____ are becoming increasingly
important to online marketers as a conduit for addressing consumers directly.

a.

collectors

b.

critics

c.

spectators

d.

creators

e.

joiners

2 points

QUESTION 16
1. ____ relates to perceptions of value and is the
most flexible element of the marketing mix.

a.

Pricing

b.

Store location

c.

Distribution

d.

Promotion

e.

Product mix

2 points

QUESTION 17
1. Due to consumer concerns over privacy, the ____ is
considering regulations that would limit the amount of consumer information
that marketers can gather online

a.

Better Business Bureau

b.

Consumer Protection Agency

c.

Internet Protection Agency

d.

Federal Trade Commission

e.

technology division of the Federal government

2 points

QUESTION 18
1. An advantage of the arbitrary approach for
determining the advertising appropriation is that it is

a.

profitable.

b.

objective.

c.

expedient.

d.

unique.

e.

effective.

2 points

QUESTION 19
1. Danielle Robinson, account representative for EXpert
Advertising, tells D’Orazio Tile Products that she is proposing to use 5
full-page, four-color ads in home-decorating magazines to achieve an increase
in consumer and builder inquiries of 15 percent. This approach is an example of
which of the following methods of determining advertising expenditure levels?

a.

Percent of sales

b.

Arbitrary

c.

Affordability

d.

Competitive parity

e.

Objective-and-task

2 points

QUESTION 20
1. Dan is responsible for developing the promotional
campaign for Under Armours new line of footwear for teens. He will be
writing advertising campaign objectives that are aimed at making the target
customers’ attitudes more favorable toward Under Armour, which should be stated
in ____ terms.

a.

communication

b.

market

c.

demand

d.

survey

e.

sales

2 points

QUESTION 21
1. Coors advertises that its beer is the only one that
is kept cold from the brewery to the store. This type of advertising is called

a.

pioneer.

b.

defensive.

c.

institutional.

d.

competitive.

e.

comparative.

2 points

QUESTION 22
1. Recognition and recall tests are posttest methods
based on

a.

memory.

b.

preferences.

c.

in-depth interviews.

d.

mail surveys.

e.

inquiries.

2 points

QUESTION 23
1. Artwork, a major part of most advertisements,
consists of the

a.

layout and the signature.

b.

illustration and type of print used in the
headlines.

c.

method by which all the components are put
together.

d.

illustration and the signature.

e.

illustration and the layout.

2 points

QUESTION 24
1. Tercile Products Company advertises a specific
product heavily, and Carbone Products Company wants to offset the effects of
that advertising. In this case, Carbone would most likely employ
____ advertising.

a.

institutional

b.

target

c.

competitive

d.

primary

e.

pioneer

2 points

QUESTION 25
1. Parisian Dry Cleaners airs a series of radio ads
that claim, “We are the fastest dry cleaners in town.” This campaign
would best be described as ____ advertising.

a.

target

b.

pioneer

c.

institutional

d.

comparative

e.

product

2 points

QUESTION 26
1. If during an advertising campaign a certain portion
of advertising runs continuously, and then during specific periods additional
advertising is used to intensify the level of communication, a(n) ____ media
schedule is being used.

a.

flighting

b.

continuous with emphasis

c.

beating

d.

pulsing

e.

alternating

2 points

QUESTION 27
1. Before launching a new advertising campaign,
marketers for Healthy Choice frozen dinners must determine the selling points
that they want to include in the advertisements. The identification and
organization of these selling points is called the

a.

advertising objective.

b.

advertising budget.

c.

objective-and-task approach.

d.

advertising appropriation.

e.

advertising platform.

2 points

QUESTION 28
1. Which of the following is the most commonly
used type of publicity-based public relations tool?

a.

Captioned photograph

b.

Press conference

c.

News release

d.

Letter to the editor

e.

Feature article

2 points

QUESTION 29
1. The first stage in the development of any
advertising campaign is

a.

identifying the advertising target audience.

b.

setting the budget.

c.

creating the advertising platform.

d.

defining the advertising objectives.

e.

creating the message.

2 points

QUESTION 30
1. The Got milk? print campaign is advertising that
stimulates demand for a(an) ____, known as ____ advertising.

a.

product category; institutional

b.

brand category; pioneer

c.

product category; pioneer

d.

product; comparative

e.

product brand; competitive

2 points

QUESTION 31
1. The last stage in the development of any
advertising campaign is

a.

creating the advertising platform.

b.

developing the media plan.

c.

creating the advertising message.

d.

evaluating the effectiveness of advertising.

e.

defining the advertising objectives.

2 points

QUESTION 32
1. Soft drink companies advertise that their products
beat the competition in national “taste tests,” and they refer to the
rival brands by name. This type of advertising is best described as

a.

pioneer.

b.

comparative.

c.

competitive.

d.

selective.

e.

defensive.

2 points

QUESTION 33
1. Tropicana orange juice has a television commercial
where a young boy is drinking orange juice at dinner. He remarks that he
likes the great taste of Tropicana anytime. The element of the commercial
that focuses on drinking orange juice at dinner would be best classified
as ________, while the focus on the great taste of Tropicana would be best
classified as ___.

a.

product advertising; institutional

b.

pioneer advertising; competitive advertising

c.

comparative advertising; informative advertising

d.

comparative advertising; competitive advertising

e.

institutional advertising; stimulating primary
demand

2 points

QUESTION 34
1. After the target audience for an advertising
campaign has been identified and analyzed, marketers should then proceed by

a.

defining the advertising objectives.

b.

developing a media plan.

c.

determining the financial resources available.

d.

creating the advertising platform.

e.

creating an advertising message.

2 points

QUESTION 35
1. In one corner of its magazine advertisement for
office copiers, Lexmark places a small box asking for the names and addresses
of individuals or companies seeking more information. Lexmark has included this
box to facilitate ____ for this communication.

a.

encoding

b.

feedback

c.

perceptual attention

d.

decoding

e.

noise reduction

2 points

QUESTION 36
1. A direct-response information form found in a
magazine advertisement that allows customers to send for more information has a
primary objective of

a.

stimulating demand.

b.

identifying prospects.

c.

encouraging product trial.

d.

creating awareness.

e.

retaining loyal customers.

2 points

QUESTION 37
1. Sara is concerned about the effectiveness of
Magnum, Inc.’s promotional messages, and is seeking an approach with immediate
feedback. Sara is most likely to achieve this through

a.

personal selling.

b.

public relations.

c.

newspaper advertising.

d.

sales promotion.

e.

television advertising.

2 points

QUESTION 38
1. The Barrister’s Deli decides to run advertisements
for its lunch specials on a local FM radio station. Marketing research later
reveals that the restaurant’s target market listens primarily to satellite
radio stations. This promotion program suffered from an error in the selection
of

a.

shared symbols.

b.

communication channel.

c.

targeted customers.

d.

decoded meanings.

e.

noise minimizers.

2 points

QUESTION 39
1. Promotion can help keep prices lower because

a.

demand for the product does not increase.

b.

promotion tends to reduce consumers’ price
sensitivity.

c.

promotion of prices intensifies price
competition.

d.

promotion of prices leads to nonprice
competition.

e.

promotion tends to stabilize a product’s price
elasticity of demand.

2 points

QUESTION 40
1. Ralph Lauren is planning a promotion where it will
showcase all of its clothing lines to buyers at retail stores. It also
plans to develop a direct marketing campaign that will use social media to
introduce its new seasonal styles. Ralph Lauren is using ___ with the
retail showcase and ___ with the social media campaign.

a.

personal selling; a pull policy.

b.

a push policy; a pull policy.

c.

guerilla marketing; a push policy.

d.

a pull policy; a push policy.

e.

publicity; a push policy.

2 points

QUESTION 41
1. Chris sees a television commercial for Arby’s
promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to
the nearest Arby’s for a roast beef feast, but is told that the special offer
is not available at that location. Arby’s seems to lack

a.

communication.

b.

coordinated awareness.

c.

channel capacity.

d.

integrated marketing communications.

e.

promotional efforts.

2 points

QUESTION 42
1. Which is the best example of noise
that originates with the receiver in the communication process?

a.

A mother fails to hear a new commercial for
diapers because her new baby is crying.

b.

Maria has been studying English for two years and
does not understand the symbolism being used in a commercial.

c.

Because of poor printing, Claire cannot read an
advertisement in her local newspaper.

d.

Sarah drives through a tunnel, and her radio
signals become very weak.

e.

Kevin simply tunes out pop-up ads on the Internet
so that they don’t even enter his awareness.

2 points

QUESTION 43
1. Cooperative advertising efforts between
manufacturers and retailers demonstrate the promotional objective of

a.

combating competitive promotional efforts.

b.

facilitating reseller support.

c.

retaining loyal customers.

d.

stimulating demand.

e.

reducing sales fluctuations.

2 points

QUESTION 44
1. When a salesperson varies the physical distance
between himself and a customer he is using

a.

kinesic communication.

b.

comfort relations.

c.

personal selling.

d.

tactile communication.

e.

proxemic communication.

2 points

QUESTION 45
1. For many consumers, the pages near the back of
magazines with dozens of very small black and white advertisements exceed their

a.

transmission limitations.

b.

noise limit.

c.

decoding abilities.

d.

threshold of awareness.

e.

channel capacity.

2 points

QUESTION 46
1. Andrea receives an e-mail from her sister-in-law
that is actually a recommendation for a website with a demonstration of a new
home hair-coloring system. She later discovers that her sister-in-law received
a free trial kit for passing Andrea’s and four other friends’ e-mail addresses
along to the marketer. This is known as

a.

guerilla marketing.

b.

viral marketing.

c.

buzz marketing.

d.

personal advertising.

e.

a word-of-mouth pyramid.

2 points

QUESTION 47
1. Communication through the use of brochures, annual
reports, event sponsorships, and news stores is referred to as

a.

sales promotion.

b.

personal selling.

c.

public relations.

d.

advertising.

e.

publicity.

2 points

QUESTION 48
1. Channel capacity is determined by the

a.

least efficient component of the communication
process.

b.

receiver.

c.

meanings of the message.

d.

most efficient component of the communication
process.

e.

source.

2 points

QUESTION 49
1. A commercial for a weight-loss program that
explains that the customer pays only one dollar for every pound he or she wants
to lose but specifies in fine print that the cost of meals is extra exemplifies
____ advertising.

a.

unfair

b.

pull

c.

deceptive

d.

illegal

e.

push

2 points

QUESTION 50
1. The Dyson Company, manufacturer of high-priced
vacuum cleaners, has developed a promotional program with both push and pull
policies. Dyson only sells its products through retailers who carry
high-end household electronics items. For the push policy, Dyson will
most likely use ____________; for the pull policy, Dyson will use ___________.

a.

Sales promotion; personal selling done by the
retailers employees.

b.

Direct marketing; discounts to the retailer.

c.

A bonus to the retailer for every Dyson vacuum
sold; personal selling done by the retailers employees.

d.

Advertising and personal selling; rebates to the
customer.

e.

Personal selling done by the retailer; rebates to
the customer.

QUESTION 11. ____ includes any attempt to intentionally conduct
dishonest activities online.a.Online
fraudb.Online spamc.Digital identity theftd.Racketeeringe.Online bribery2 points
QUESTION 21. ____ are audio or video files that can be
downloaded from the Internet with a subscription that automatically delivers
new content to listening devices or personal computers.a.Podcasts b.Virtual realitiesc.Wikisd.Photo-sharinge.Blogs2 points
QUESTION 31. Fan pages use ____ to help companies keep track of
information on who is becoming a fan of their page.a.sensorsb.widgetsc.rewardsd.pop-upse.wookies2 points
QUESTION 41. JC Penney’s website encourages visitors to register
in order to maximize their use of the site. By gathering information about a
consumer before a purchase is made, JC Penney is practicinga.interactivity.b.social networking.c.addressability.d.accessibility.e.control.2 points
QUESTION 51. A(n) ____ channel provides the opportunity for a
marketer to customize promotions.a.linkedb.accessiblec.controlledd.marketinge.addressable2 points
QUESTION 61. Digital media such as blogs allow marketers to
interact with prospective customers ina.real time.b.friendly environment.c.an assertive manner.d.person.e.a non-threatening environment.2 points
QUESTION 71. A LinkedIn profile resemblesa.class notesb.a resumec.a photo albumd.an address booke.a book review2 points
QUESTION 81. According to Nielsen Marketing Research, consumers
spend more time on ____ than e-mail.a.Googleb.video sharing sitesc.shopping sitesd.social networking sitese.blogs2 points
QUESTION 91. The ability of a marketer to identify customers
before they make a purchase is calleda.interactivity.b.connectivity.c.control.d.addressability.e.accessibility.2 points
QUESTION 101. IHOP is active on Facebook, Twitter, and YouTube in
order to communicate with its customers, conduct a video contest, and generally
find out the customers likes and dislikes. IHOP in this example, is
engaging in ____ marketing.a.communityb.relationshipc.experientiald.distancee.multiple-phase2 points
QUESTION 111. Northface launched a promotional campaign using
various forms of digital media. In order to evaluate the success of the
campaign, Northface shoulda.measure profitability during and after the
campaign.b.look at sales for a year after the campaign.c.measure demand during and after the campaign.d.measure sales and profitability after the
campaign was launched.e.compare sales before and after the campaign was
launched.2 points
QUESTION 121. One of the fastest-growing areas in mobile
technology is the creation of ____ that help consumers to access more
information about businessesa.cookiesb.applications (apps)c.speed dialsd.widgetse.texts2 points
QUESTION 131. CarFax wants to know which social networking sites
drive the most traffic to the CarFax website. The best way to gain this
information is througha.an independent analysis.b.research conducted by the various social
networks.c.a digital media measurement system.d.monitoring the Disney website for a year.e.a simple random survey.2 points
QUESTION 141. Which of the following characteristics distinguish
online media from traditional marketing?a.Experience, networking, and personal contactb.Environment, responsiveness, customization, and
affordabilityc.Addressability, interactivity, accessibility,
connectivity, and controld.Dynamic responsiveness, control, friendliness,
and attention-gettinge.Social networking, personal contacts, control,
and salesmanship2 points
QUESTION 151. Consumers who act as ____ are becoming increasingly
important to online marketers as a conduit for addressing consumers directly.a.collectorsb.criticsc.spectatorsd.creatorse.joiners2 points
QUESTION 161. ____ relates to perceptions of value and is the
most flexible element of the marketing mix.a.Pricingb.Store locationc.Distributiond.Promotione.Product mix2 points
QUESTION 171. Due to consumer concerns over privacy, the ____ is
considering regulations that would limit the amount of consumer information
that marketers can gather onlinea.Better Business Bureaub.Consumer Protection Agencyc.Internet Protection Agencyd.Federal Trade Commissione.technology division of the Federal government2 points
QUESTION 181. An advantage of the arbitrary approach for
determining the advertising appropriation is that it isa.profitable.b.objective.c.expedient.d.unique.e.effective.2 points
QUESTION 191. Danielle Robinson, account representative for EXpert
Advertising, tells D’Orazio Tile Products that she is proposing to use 5
full-page, four-color ads in home-decorating magazines to achieve an increase
in consumer and builder inquiries of 15 percent. This approach is an example of
which of the following methods of determining advertising expenditure levels?a.Percent of salesb.Arbitraryc.Affordabilityd.Competitive paritye.Objective-and-task2 points
QUESTION 201. Dan is responsible for developing the promotional
campaign for Under Armours new line of footwear for teens. He will be
writing advertising campaign objectives that are aimed at making the target
customers’ attitudes more favorable toward Under Armour, which should be stated
in ____ terms.a.communicationb.marketc.demandd.surveye.sales2 points
QUESTION 211. Coors advertises that its beer is the only one that
is kept cold from the brewery to the store. This type of advertising is calleda.pioneer.b.defensive.c.institutional.d.competitive.e.comparative.2 points
QUESTION 221. Recognition and recall tests are posttest methods
based ona.memory.b.preferences.c.in-depth interviews.d.mail surveys.e.inquiries.2 points
QUESTION 231. Artwork, a major part of most advertisements,
consists of thea.layout and the signature.b.illustration and type of print used in the
headlines.c.method by which all the components are put
together.d.illustration and the signature.e.illustration and the layout.2 points
QUESTION 241. Tercile Products Company advertises a specific
product heavily, and Carbone Products Company wants to offset the effects of
that advertising. In this case, Carbone would most likely employ
____ advertising.a.institutionalb.targetc.competitived.primarye.pioneer2 points
QUESTION 251. Parisian Dry Cleaners airs a series of radio ads
that claim, “We are the fastest dry cleaners in town.” This campaign
would best be described as ____ advertising.a.targetb.pioneerc.institutionald.comparativee.product2 points
QUESTION 261. If during an advertising campaign a certain portion
of advertising runs continuously, and then during specific periods additional
advertising is used to intensify the level of communication, a(n) ____ media
schedule is being used.a.flightingb.continuous with emphasisc.beatingd.pulsinge.alternating2 points
QUESTION 271. Before launching a new advertising campaign,
marketers for Healthy Choice frozen dinners must determine the selling points
that they want to include in the advertisements. The identification and
organization of these selling points is called thea.advertising objective.b.advertising budget.c.objective-and-task approach.d.advertising appropriation.e.advertising platform.2 points
QUESTION 281. Which of the following is the most commonly
used type of publicity-based public relations tool?a.Captioned photographb.Press conferencec.News released.Letter to the editore.Feature article2 points
QUESTION 291. The first stage in the development of any
advertising campaign isa.identifying the advertising target audience.b.setting the budget.c.creating the advertising platform.d.defining the advertising objectives.e.creating the message.2 points
QUESTION 301. The Got milk? print campaign is advertising that
stimulates demand for a(an) ____, known as ____ advertising.a.product category; institutionalb.brand category; pioneerc.product category; pioneerd.product; comparativee.product brand; competitive2 points
QUESTION 311. The last stage in the development of any
advertising campaign isa.creating the advertising platform.b.developing the media plan.c.creating the advertising message.d.evaluating the effectiveness of advertising.e.defining the advertising objectives.2 points
QUESTION 321. Soft drink companies advertise that their products
beat the competition in national “taste tests,” and they refer to the
rival brands by name. This type of advertising is best described asa.pioneer.b.comparative.c.competitive.d.selective.e.defensive.2 points
QUESTION 331. Tropicana orange juice has a television commercial
where a young boy is drinking orange juice at dinner. He remarks that he
likes the great taste of Tropicana anytime. The element of the commercial
that focuses on drinking orange juice at dinner would be best classified
as ________, while the focus on the great taste of Tropicana would be best
classified as ___.a.product advertising; institutionalb.pioneer advertising; competitive advertisingc.comparative advertising; informative advertisingd.comparative advertising; competitive advertisinge.institutional advertising; stimulating primary
demand2 points
QUESTION 341. After the target audience for an advertising
campaign has been identified and analyzed, marketers should then proceed bya.defining the advertising objectives.b.developing a media plan.c.determining the financial resources available.d.creating the advertising platform.e.creating an advertising message.2 points
QUESTION 351. In one corner of its magazine advertisement for
office copiers, Lexmark places a small box asking for the names and addresses
of individuals or companies seeking more information. Lexmark has included this
box to facilitate ____ for this communication.a.encodingb.feedbackc.perceptual attentiond.decodinge.noise reduction2 points
QUESTION 361. A direct-response information form found in a
magazine advertisement that allows customers to send for more information has a
primary objective ofa.stimulating demand.b.identifying prospects.c.encouraging product trial.d.creating awareness.e.retaining loyal customers.2 points
QUESTION 371. Sara is concerned about the effectiveness of
Magnum, Inc.’s promotional messages, and is seeking an approach with immediate
feedback. Sara is most likely to achieve this througha.personal selling.b.public relations.c.newspaper advertising.d.sales promotion.e.television advertising.2 points
QUESTION 381. The Barrister’s Deli decides to run advertisements
for its lunch specials on a local FM radio station. Marketing research later
reveals that the restaurant’s target market listens primarily to satellite
radio stations. This promotion program suffered from an error in the selection
ofa.shared symbols.b.communication channel.c.targeted customers.d.decoded meanings.e.noise minimizers.2 points
QUESTION 391. Promotion can help keep prices lower becausea.demand for the product does not increase.b.promotion tends to reduce consumers’ price
sensitivity.c.promotion of prices intensifies price
competition.d.promotion of prices leads to nonprice
competition.e.promotion tends to stabilize a product’s price
elasticity of demand.2 points
QUESTION 401. Ralph Lauren is planning a promotion where it will
showcase all of its clothing lines to buyers at retail stores. It also
plans to develop a direct marketing campaign that will use social media to
introduce its new seasonal styles. Ralph Lauren is using ___ with the
retail showcase and ___ with the social media campaign.a.personal selling; a pull policy.b.a push policy; a pull policy.c.guerilla marketing; a push policy.d.a pull policy; a push policy.e.publicity; a push policy.2 points
QUESTION 411. Chris sees a television commercial for Arby’s
promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to
the nearest Arby’s for a roast beef feast, but is told that the special offer
is not available at that location. Arby’s seems to lacka.communication.b.coordinated awareness.c.channel capacity.d.integrated marketing communications.e.promotional efforts.2 points
QUESTION 421. Which is the best example of noise
that originates with the receiver in the communication process?a.A mother fails to hear a new commercial for
diapers because her new baby is crying.b.Maria has been studying English for two years and
does not understand the symbolism being used in a commercial.c.Because of poor printing, Claire cannot read an
advertisement in her local newspaper.d.Sarah drives through a tunnel, and her radio
signals become very weak.e.Kevin simply tunes out pop-up ads on the Internet
so that they don’t even enter his awareness.2 points
QUESTION 431. Cooperative advertising efforts between
manufacturers and retailers demonstrate the promotional objective ofa.combating competitive promotional efforts.b.facilitating reseller support.c.retaining loyal customers.d.stimulating demand.e.reducing sales fluctuations.2 points
QUESTION 441. When a salesperson varies the physical distance
between himself and a customer he is usinga.kinesic communication.b.comfort relations.c.personal selling.d.tactile communication.e.proxemic communication.2 points
QUESTION 451. For many consumers, the pages near the back of
magazines with dozens of very small black and white advertisements exceed theira.transmission limitations.b.noise limit.c.decoding abilities.d.threshold of awareness.e.channel capacity.2 points
QUESTION 461. Andrea receives an e-mail from her sister-in-law
that is actually a recommendation for a website with a demonstration of a new
home hair-coloring system. She later discovers that her sister-in-law received
a free trial kit for passing Andrea’s and four other friends’ e-mail addresses
along to the marketer. This is known asa.guerilla marketing.b.viral marketing.c.buzz marketing.d.personal advertising.e.a word-of-mouth pyramid.2 points
QUESTION 471. Communication through the use of brochures, annual
reports, event sponsorships, and news stores is referred to asa.sales promotion.b.personal selling.c.public relations.d.advertising.e.publicity.2 points
QUESTION 481. Channel capacity is determined by thea.least efficient component of the communication
process.b.receiver.c.meanings of the message.d.most efficient component of the communication
process.e.source.2 points
QUESTION 491. A commercial for a weight-loss program that
explains that the customer pays only one dollar for every pound he or she wants
to lose but specifies in fine print that the cost of meals is extra exemplifies
____ advertising.a.unfairb.pullc.deceptived.illegale.push2 points
QUESTION 501. The Dyson Company, manufacturer of high-priced
vacuum cleaners, has developed a promotional program with both push and pull
policies. Dyson only sells its products through retailers who carry
high-end household electronics items. For the push policy, Dyson will
most likely use ____________; for the pull policy, Dyson will use ___________.a.Sales promotion; personal selling done by the
retailers employees.b.Direct marketing; discounts to the retailer.c.A bonus to the retailer for every Dyson vacuum
sold; personal selling done by the retailers employees.d.Advertising and personal selling; rebates to the
customer.e.Personal selling done by the retailer; rebates to
the customer.

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