1. A(n) ____________________ advertising objective is aimed at achieving communication outcomes
that precede behavior.
a) precise
b) planned
c) indirect
d) direct
2. Using sex appeal can generally _______________________
a) Lure attention
b) Enhance recall
c) Evoke emotional responses
d) all of the above
3. In general, the single-voice, or synergy principle, involves selecting a specific
__________________________ for a brand.
a) positioning statement
b) marketing mix
c) pricing strategy
d) advertising budget
4. The advertising budget procedure used most frequently is the _______________________ method.
a) percentage-of-sales
b) arbitrary allocation
c) marginal cost
d) None of the above.
5. A clothing store that sets their advertising budget by following the major competitor and adding an
additional 15 percent is using the __________________________ method.
a) percentage-of-sales
b) arbitrary allocation
c) objective-and-task
d) competitive parity
6. At what stage of the PLC (Product Life Cycle) can a higher price usually be charged?
a) Introduction or
b) Growth
c) Maturity
d) Decline
7. Questions such as:"What ads do you remember seeing yesterday?" are anexample of what type of
post-test?
a) Aided recall
b) Unaided recall
c) Inquiry test
d) Attitude test.
8. Intermediaries make the flow of products from producers to buyers possible by performing three
basic functions:
a) Production, transmission and display
b) Assorting, storing and sorting
c) Transactional, logistical and facilitation
d) Buying sorting and financing
9. If, after buying a product, the customers is anxious about the choice she/he made, this is called:
a) Post purchase behavior
b) Cognitive dissonance
c) Comparative tension
d) Buyers’ dissatisfaction.
10. The store carries a mix of automotive, outdoor, sporting, and decoration goods as well as house
wares. What term would describe its product line?
a) Complexity
b) Breadth
c) Depth
d) Richness