This is a sampling of the types of questions you can expect to see on the exam. Not included here are questions that are definitional in nature. These questions are primarily application/conceptual type questions. Further, this sampling does not cover all of the topics that will be on the exam. Please be sure you prepare for questions on all topics on the list provided to you.

1.Given:

Number of potential customers = 2,150 Ideal frequency of calls = 5/year Number of existing customers = 850 Current number of salespeople = 10 Available selling time per salesperson = 125 hours/month Average call = 1.5 hours

The number of salespeople your firm should hire and train according to the workload approach is about:

a. 180

b. 129

c. 15

d. 1

e. 5

2. Which of the following does NOT represent an advertising appeal/advertising execution combination the first being an appeal and the second being an execution)?

a. romance/mood

b. convenience/scientific.

c. fear/slice-of-life

d. health/testimonial

e. humorous/musical

3. Marjorie Harris chose to design her promotional program in line with the Hierarchy of Effects model of consumer purchasing. Once her marketing research revealed that she had reached her goal that 60 percent of respondents surveyed preferred her new brand of frozen pies over brands offered by competitors, her next step would most likely be to run which of the following promotions to achieve the next stage of the Hierarchy?

a. Run an ad that describes the fresh ingredients, lack of preservatives and flaky crust attributes of the pies.

b. Run a sales promotion offering free samples of the pies.

c. Send out coupons in the mail for future purchasing.

d. Design and run comparative ads in the appropriate media.

e. Run an ad on one of the Super Bowl breaks to get the brand name out.

4. Every time Corey plays a Soduko game on his phone and completes a puzzle, as he goes to move to the next level puzzle, an animated ad promoting a jigsaw puzzle game appears. This is an example of a(n) ________.

a. microsite

b. pay-per-click ad

c. interstitial

d. search ad

e. banner ad

5. Tracey is trying to decide between running an ad in Family Handyman Magazine or Do-It-Yourself Magazine. The product being advertised is appropriate for homeowners only. A full-page 4-color ad in Do-It-Yourself costs $92,500 while a similar ad in Family Handyman costs $220,500. Family Handyman boasts a circulation of 3.1 million, while Do-It-Yourself claims a circulation of just 830,000. Eighty-seven percent of Do-It-Yourself readers are homeowners compared to 41.4 percent of Family Handyman's readers. What is the CPM for these magazines?

a. $111.45 for Do-It-Yourself and $71.13 for Family Handyman

b. $29.84 for Do-It-Yourself and $265.66 for Family Handyman

c. $33.51 for Do-It-Yourself and $3.76 for Family Handyman

d. $8.97 for Do-It-Yourself and $14.06 for Family Handyman

e. $0.11 for Do-It-Yourself and $0.07 for Family Handyman

6. Breakfast Club is a newly launched brand of breakfast bars, one among many established brands of breakfast bars. The advertising agency handling Breakfast Club's account decides that to promote Breakfast Club, it should use an advertising medium that offers flexibility to be able to alter its advertising message as well as the ability to fit a modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message. The advertising agency would be happy to forego audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Breakfast Club?

a. cinema advertising

b. television

c. magazines

d. Yellow Pages

e. outdoor media

7. General Mills used _____________ when it placed a coupon for $0.50 off any gallon of milk on packages of its new Reese's Puff's Treats.

a. a cross-promotion

b. a point-of-purchase promotion

c. a premium

d. promotion bundling

e. a price pack

8. For which of the following product categories are consumers LEAST likely to engage with on social networks?

a. charities

b. fashionable clothing

c. entertainment media

d. news media

e. toothpaste

9. In media scheduling, reach would be MORE IMPORTANT than frequency for all of the following EXCEPT________.

a. distributing cents-off coupons

b. prompting attitude change

c. advertising a special sale or price point

d. introducing a totally new brand that people have never heard of before

e. direct mail promotions designed to make a sale on the first impression

10. Trevor was hired to evaluate the 'ease of use' of the web site for a company called Travel by Knight. Which of the following is one of the elements that he should be evaluating when focused solely on the site's ease of use?

a. The first page is easy to understand.

b. The site makes good use of color.

c. The site has user-centric privacy controls.

d. Typefaces and font sizes are very readable.

e. Physical attractiveness.