Name __________________________________ 7.

An ad in the Manila Bulletin newspaper that lists

the Promac dealers in the NCR area that carry
Student No. _____________ Section _________ Promac television sets is an attempt to create:

Test 1 Write T for True and F for False or A. medium credibility.

select the letter of the best answer(s) for B. vendor credibility.
multiple choice questions. Answers with C. institutional advertising.
erasures and overwriting will be considered D. comparative advertising.
incorrect
8. Another term for source amnesia is:
1. The transmission of a message from a sender to a
receiver goes through a(n): A. broadcasting.
B. encoding.
A. social network. C. narrowcasting.
B. message framing. D. the sleeper effect.
C. medium.
D. advergaming. 9. Another term for direct marketers is:

2. The initiator of a message that is sent to a receiver A. buzz-agents.

is called a(n): B. database marketers.
C. mass marketers.
A. feedback loop. D. publicity agents.
B. source.
C. target audience. 10. Which of the following organizations attempts to
D. medium. measure the audience of radio programs?

3. The perceived honesty and objectivity of the A. Burke Marketing Research

advertising sponsor is called: B. Arbitron
C. Nielsen
A. the reference group. D. J.D. Powers
B. source credibility.
C. the direct marketer. 11. Marketers of services should try to encourage
D. communication. positive word-of-mouth communications from their
customers.
4. Word-of-mouth communications that occur online
are called: 12. The source of an interpersonal communication can
be formal but not informal.
A. myspace.
B. facebook. 13. An opinion leader can become an opinion receiver.
C. social networks.
D. e-WOM. 14. A word-of-mouth communication can occur online.

5. An online discussion group of Harley Davidson 15. The effectiveness of a spokesperson for a
motorcycle owners is called a(n): company's product is dependent on the message.

A. brand community. 16. The reputation of the medium can either enhance
B. consumer message board. or hurt the credibility of the advertisement.
C. electronic cookie.
D. weblog. 17. Consumers tend to ignore ads that have no
relevance to them.
6. A consumer who receives free samples from a
producer in return for visiting retail stores and 18. A cost-effective media ad closely matches the
asking the manager to start to carry a new product consumer profile of the media's audience.
of the producer is called a(n):
19. Non-traditional media is also called unmeasured
A. direct marketer. media.
B. buzz-agent.
C. broadcasting agent. 20. Feedback is an important part of interpersonal
D. medium. communications but not impersonal
communications.