1. . In evaluating messages for advertising, pointing out the benefits that make the product more
desirable or interesting to consumers ensures that the message will be:
a) Meaningful.
b) Distinctive
c) Believable.
d) Remembered.
2. The measure of the percentage of people in the target market who are exposed to the ad campaign
during a given period of time is called:
a) Reach.
b) Frequency.
c) Impact.
d) Performance.
3. Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high
cost, no guarantee of position?
a) Newspapers
b) Television
c) Magazines
d) Radio
4. Several factors have contributed to the rapid growth of sales promotion. All of the factors listed
below have played a part in that growth EXCEPT:
a) Greater pressure to increase sales.
b) More competition and a decline in differentiation of brands.
c) A relaxing of government regulations governing sales promotion.
d) Advertising efficiency has declined.
5. If an advertiser were to give consumers useful articles (imprinted with the advertiser's name) as gifts
(such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
a) samples
b) premiums
c) point-of-purchase promotions
d) advertising specialties
6. The type of trade-promotion discount in which manufacturers agree to reduce the price to the
retailer in exchange for the retailer's agreement to feature the manufacturer's products in some way is
called a(n):
a) discount.
b) allowance
c) premium.
d) rebate.
7. AIDA refers to the:
a) Hierarchy of effects model.
b) Broadcast model.
c) Subscription model
d) Internet model.
8. Which tool of the promotional mix is defined as any paid form of non personal presentation and
promotion of ideas, goods, or services by an identified sponsor?
a) Advertising
b) Public relations
c) Direct marketing
d) Sales promotion
9. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet
to communicate directly with specific consumers?
a) Advertising
b) Public relations
c) Direct marketing
d) Sales promotion
10. All of the following are cited by the text as limitations or challenges to marketers trying to use the
Web to build brands EXCEPT:
a) The higher expense of Web advertising versus traditional advertising
b) The Internet doesn't build mass brand awareness.
c) The Web's format and quality constraints.
d) Difficulty in achieving advertising-like solutions on the Web.