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Multiple Choice Quiz
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1
The spice nutmeg accounts for 80 percent of Grenada's agricultural exports. The country is preparing an advertising campaign to encourage consumers to use more nutmeg in all types of cuisine. This campaign would be an example of _____ advertising.
A)technical
B)business-to-business
C)primary-demand
D)selective-demand
E)intensive
2
A quarter-page ad in a major international newspaper announces the agenda for an upcoming meeting of shareholders in the Royal Dutch Petroleum Company. Since the ad was sponsored by the petroleum company and is not intended to sell a specific product, it is most likely an example of _____ advertising.
A)pioneering
B)demand-sustaining
C)institutional
D)public-service
E)primary-demand
3
The Prince Sultan Bin Abdulaziz Prize for Water was initiated in October 2002 to recognize outstanding research and innovation in water resource management. An ad in November 2002 in an international newspaper explained the prize, the guidelines for selecting a winner, and asked for nominations of individuals and organizations that are deserving of the prize. The objective of this ad was to:
A)create secondary demand for the competition
B)introduce a new product
C)create synergy between arid and humid areas
D)counteract substitution
E)create demand for trade promotions
4
The two types of cooperative advertising are:
A)horizontal and vertical
B)secondary-demand and primary-demand
C)direct and indirect
D)commercial and social
E)promotional and functional
5
According to the text, an advertising message has two primary elements. They are the appeal and the:
A)source
B)brand logo
C)medium
D)fields of reference
E)execution
6
The major reason for the decline in the number of people watching prime-time network television is:
A)a growing population whose primary language is not English
B)a population that is becoming increasingly time-poor
C)the cocooning response to anxiety about the world situation
D)the growing popularity of cable and direct-broadcast satellite television
E)none of the above
7
The ad for Pier 1 Imports reads simply, "Get in Touch With Your Senses." It contains not other information except the store logo. Which of the following types of media would you recommend the advertiser use?
A)magazines
B)out-of-home
C)radio
D)television
E)yellow pages
8
What method for measuring ad effectiveness was being used when Misty was asked if she had seen any appliance ads recently?
A)pioneering
B)direct
C)aided recall
D)unaided recall
E)recognition
9
Which of the following factors in the marketing environment contributes to the popularity of sales promotions?
A)buyers' expectations
B)short-term results
C)low quality of retail selling
D)competitive pressure
E)all of the above
10
To increase sales of a new novel comparing the offensive and defensive strategies used by Confederate and Union militia, its publisher had a short chapter of the book printed in a magazine called Military History. The section of the book appeared just prior to its appearance in bookstores. This sales promotion exemplifies:
A)couponing
B)sampling
C)a point-of-purchase display
D)event sponsorship
E)a premium
11
Interestingly, HBO has turned down all requests for product placements on its TV show The Sopranos. This means:
A)HBO is receiving no trade allowances from advertisers
B)advertisers of the TV show must be satisfied with sponsorships
C)HBO will not show the actors in the show using branded products
D)HBO will not show the actors using phony product brands
E)HBO has refused all product line extensions
12
Which of the following statements about public relations is true?
A)There is no generally recognized definition of public relations.
B)Marketers have for years recognized the value of public relations activities, but they have not known how to implement them.
C)Trade shows and exhibitions are a type of public relations activity.
D)Publicity and public relations are synonyms.
E)In most organizations, public relations is the responsibility of the market department.
13
Lufthansa Airlines announced in a March 2003 news release that its profits would fall this year as a result of "weak traffic growth and falling fares." This announcement is an example of _____ activities.
A)public relations
B)publicity
C)sales promotion
D)advertising
E)personal selling
14
Lufthansa Airlines announced in a March 2003 news release that its profits would fall this year as a result of "weak traffic growth and falling fares." One of the limitations of such an announcement is:
A)low costs
B)the high probability the information will attract the attention of consumers
C)timeliness
D)wide exposure
E)loss of control over the message





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