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Unformatted text preview: CHAPTER 1 1.) Which of the following statements are true about advertising? 2.) Advertising is just one type of marketing communications tool T/F 3.) The three receiver dimensions are implied, sponsorial and actual consumers. 4.) Feedback employs a sender-message-receiver pattern. 5.) The ultimate goal of the marketing process is to build good consumer relations. 6.) B2B advertising rarely uses consumer mass media to advertise and is typically invisible to consumers. 7.) ______is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media. 8.) Since advertising is typically directed to groups of people rather than to individuals, advertising is defined as: 9.) When Chelle buys a cup of Starbuck coffee to drink and Jeff buys the New York Times newspaper to read on the train, both are acting as: 10.) Which of the following is the best example of a good? 11.) Which of the following is NOT an example of a medium? 12.) There is an ad for Snyder's of Hanover pretzels in The Ladies Home Journal magazine. In terms of the human communication process, the magazine serves as a: CHAPTER 2 1.) Which of the following is NOT one of the assumptions of the free-market economics that our market-driven society believes in? 2.) Which of the following is an example of an externality associated with the purchase of a firearm? 3.) An ad in Fit magazine offered a 30-day free in-home trial of a Lifecycle exercise bicycle with free shipping and return if you were not satisfied with the bicycle. The primary function of the ad was to: 4.) During the _____ age of the evolution of advertising, the Chinese invented paper, Gutenberg invented the printing press, and growth of the world's population to about 600 million....
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- Spring '08