Question 1 

1. While it is important for a      database to record every transaction with a customer, recording of      interactions that are unrelated to a purchase are not necessary.

True 

False 

2 points   

Question 2 

1. Premiums are prizes or gifts      consumers receive when purchasing products.

True 

False 

2 points   

Question 3 

1. In ad tracking research, if      respondents are asked if they have a “general positive feeling about      a brand,” the measure obtained is which type of score?

  

Impression

 

Brand image

 

Emotional

 

Brand equity

2 points   

Question 4 

1. Geocoding allows for combining      demographic information, geographic information, and purchase history      data.

True 

False 

2 points   

Question 5 

1. A data warehouse contains customer      information such as customer email addresses, purchase and communication      histories, and personal preference profiles.

True 

False 

2 points   

Question 6 

1. A small perfume sample placed in a      magazine is which type of sampling?

  

Selective

 

Response

 

Direct

 

Media

2 points   

Question 7 

1. Public complaints about the amount      of violence on television would be sent to the:

  

FDA.

 

FCC.

 

FTC.

 

BATF.

2 points   

Question 8 

1. Outbound direct response      telemarketing is most successful when:

  

calls are made from a compiled list.

 

individuals who have visited the   company’s website are called.

 

it is tied into a database and either   customers or prospects are called.

 

it is used for cross-selling.

2 points   

Question 9 

1. If a consent agreement cannot be      reached with a company, the Federal Trade Commission then issues a(n):

  

administrative complaint.

 

appeal to the Court of Appeals.

 

cease and desist order.

 

corrective advertising directive.

2 points   

Question 10 

1. An examination of a creative      message and the physical design of an advertisement or other marketing      communication piece is a(n):

  

message synthesis.

 

online evaluation metric.

 

message evaluation.

 

respondent behavior evaluation.

2 points   

Question 11 

1. The fourth step in the selling      process, after knowledge acquisition, is:

  

follow-up.

 

qualifying prospects.

 

handling objections.

 

sales presentation.

2 points   

Question 12 

1. The key difference, in terms of      the FTC and the courts, between puffery and a claim is that puffery is not      considered to be a factual statement while a claim is considered to be a      factual statement that can be proven true or false.

True 

False 

2 points   

Question 13 

1. An apology strategy is a proactive      impression management technique that is often used by companies when      negative events occur.

True 

False 

2 points   

Question 14 

1. In a sales presentation, which      approach is often used by telemarketers, retail sales clerks, and new      field salespeople?

  

Mission-sharing

 

Need-satisfaction

 

Problem-solution

 

Stimulus-response

2 points   

Question 15 

1. If the NARB rules against an      advertiser, it will issue an order that will be similar to a:

  

consent order of the Federal Trade   Commission.

 

cease and desist order of the Federal   Trade Commission.

 

judgment of the U.S. Court of   Appeals.

 

corrective advertising order of the   Federal Trade Commission.

2 points   

Question 16 

1. The public relations department      issues the following statement: “Unusual and unforeseen weather      caused this accident. It was beyond our control.” The statement is a      form of:

  

justification.

 

excuse.

 

expression of innocence.

 

rationalization.

2 points   

Question 17 

1. Direct sales are not an attractive      method for selling products to consumers.

True 

False 

2 points   

Question 18 

1. PACT was a set of principles      originally designed for:

  

persuasion analysis.

 

evaluating print ads.

 

evaluating television ads.

 

monitoring emotional responses.

2 points   

Question 19 

1. The most common database-driven      marketing programs are permission marketing, frequency programs, and      digital marketing.

True 

False 

2 points   

Question 20 

1. Outbound direct response      telemarketing is most successful when it is tied to a database and either      customers or prospects are contacted.

True 

False 

2 points   

Question 21 

1. Data mining and data coding of a      firm’s database can help develop more personalized marketing      communications and marketing programs.

True 

False 

2 points   

Question 22 

1. Customer clustering involves      building profiles of consumer groups and preparing models that predict      future purchase behaviors.

True 

False 

2 points   

Question 23 

1. While some marketing professionals      do not favor copytesting, the majority think it is necessary because      without it, creativity is stifled.

True 

False 

2 points   

Question 24 

1. Critics of the beer industry and      marketers agree on each of the following statements about alcohol and      underage individuals except:

  

many beer commercials encourage   underage drinking.

 

the use of sex and humor in beer ads   has made alcohol appealing to underage individuals.

 

many beer commercials encourage brand   loyalty or brand switching to a population that should not even be drinking.

 

the public service announcements   discourage underage drinking.

2 points   

Question 25 

1. PACT stands for position      advertising copytesting.

True 

False 

2 points   

Question 26 

1. Permission is normally obtained      from individuals in exchange for an incentive in permission marketing      programs.

True 

False 

2 points   

Question 27 

1. The primary difference between      trade incentives and trade allowances is that for the trade incentive:

  

the retailer must perform some type   of function in order to receive the trade incentive.

 

the retailer receives a price break   if they order a specific quantity.

 

the manufacturer must perform some   type of function to encourage the retailer to accept the merchandise.

 

involves a price reduction being   passed on to consumers by retailers.

2 points   

Question 28 

1. Each of the following is a      component of the Wheeler-Lea Amendment to the FTC Act except:

  

gave the FTC power to levy fines when   necessary.

 

granted the FTC access to the courts   to enforce the law and ensure compliance with FTC rulings.

 

expanded authority of the FTC to   prohibit false and misleading advertising practices.

 

granted the FTC power to monitor the   amount of time television stations advertise to children.

2 points   

Question 29 

1. If a salesperson is paid      commission on sales, then he or she tends to neglect the follow-up step in      the selling process.

True 

False 

2 points   

Question 30 

1. Stealth marketing is an excellent      means of getting around much of the advertising clutter to create buzz      about a particular brand.

True 

False