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978-0078028915 Test Bank Chapter 1 Part 1
Chapter 01 – The Evolution of Advertising Chapter 01 The Evolution of Advertising 1. (p. 5) Advertising is just one type of marketing communications tool. TRUE Advertising is one type of marketing communication tool. AACSB: Communication Bloom’s: Understand Difficulty: Easy […]
978-0078028915 Test Bank Chapter 1 Part 2
Chapter 01 – The Evolution of Advertising 51. (p. 7) Which of the following is an example of a good? A. A medical examination B. A church service where music-ministry is the primary theme C. Paper clips D. A haircut […]
978-0078028915 Test Bank Chapter 1 Part 3
Chapter 01 – The Evolution of Advertising 77. (p. 15) The term _____ can be used to explain why most of the automobile manufacturers produce almost similar products and yet consumers have developed preferences for specific brands. A. market segmentation […]
978-0078028915 Test Bank Chapter 10 Part 1
Chapter 10 – Producing Ads Chapter 10 Producing Ads True / False Questions 1. (p. 254) Essentially, print production managers and producers perform the four classic functions of management: planning, executing, motivating, and controlling. FALSE Essentially, print production managers and […]
978-0078028915 Test Bank Chapter 10 Part 2
Chapter 10 – Producing Ads 10-2 3. (p. 256) Research has proven that high-priced celebrity talent and extravagant effects do not always increase ad memorability. AACSB: Analytic Bloom’s: Understand Difficulty: Medium Learning Objective: 10-01 Understand ways to save money in […]
978-0078028915 Test Bank Chapter 10 Part 3
Chapter 10 – Producing Ads 52. (p. 256) _____ is the process of converting a script or storyboard into a finished commercial for use on radio, TV, or digital media. A. Electronic production B. Digital mixing for media C. Multimedia […]
978-0078028915 Test Bank Chapter 10 Part 4
Chapter 10 – Producing Ads 72. (p. 262) The process of converting page art and visuals into film negatives, color separations, and other materials needed for printing is called the _____ phase. A. mechanical B. desktop publishing C. print conversion […]
978-0078028915 Test Bank Chapter 11 Part 1
Chapter 11 – Print Advertising Chapter 11 Print Advertising True / False Questions 1. (p. 281) Selecting the most appropriate media mix for a campaign requires understanding the unique characteristics of the various media alternatives and determining which media will […]
978-0078028915 Test Bank Chapter 11 Part 2
Chapter 11 – Print Advertising 55. (p. 284) An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This […]
978-0078028915 Test Bank Chapter 11 Part 3
Chapter 11 – Print Advertising 79. (p. 291) Every issue of “Trucker’s Connection” magazine contains a full-page ad that describes employment opportunities at Schugel Trucking. What kind of discount will this advertiser most likely receive from the publisher of this […]
978-0078028915 Test Bank Chapter 12 Part 1
Chapter 12 – Electronic Media: Television and Radio Chapter 12 Electronic Media: Television and Radio True / False Questions 1. (p. 307) Broadcast TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory. TRUE Broadcast […]
978-0078028915 Test Bank Chapter 12 Part 2
Chapter 12 – Electronic Media: Television and Radio 53. (p. 314) _____ occurs when an advertiser underwrites the total cost of a program. A. Market aggregation B. Full-spot participation C. Sponsorship D. Narrowcasting E. Television customization Sponsorship is the presentation […]
978-0078028915 Test Bank Chapter 12 Part 3
Chapter 12 – Electronic Media: Television and Radio 77. (p. 323) The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as: A. total audience composition. B. […]
978-0078028915 Test Bank Chapter 13 Part 1
Chapter 13 – Digital Interactive Media 13-1 Chapter 13 Digital Interactive Media 1. (p. 335) Digital interactive media enables businesses to develop their relationship marketing strategies through the use of interactivity. TRUE By offering true interactivity, online media enable businesses […]
978-0078028915 Test Bank Chapter 13 Part 2
Chapter 13 – Digital Interactive Media 53. (p. 337) Viewing Web pages was made easy by the development of ____, software that interpreted HTML. A. social media B. Web browsers C. search engines D. portals E. protocols Viewing Web pages […]
978-0078028915 Test Bank Chapter 13 Part 3
Chapter 13 – Digital Interactive Media 79. (p. 346) Ted’s cookery blog contained a banner ad for ‘Kenstar microwave’. Every time a microwave was purchased at the ‘Kenstar’ website, Ted would receive a commission for showing the banner. Which of […]
978-0078028915 Test Bank Chapter 14 Part 1
Chapter 14 – Out-of-Home, Direct Mail, and Specialty Advertising Chapter 14 Out–of-Home, Direct Mail, and Specialty Advertising True / False Questions 1. (p. 359) The most common form of out-of-home media is transit advertising. FALSE The most common form out-of-home […]
978-0078028915 Test Bank Chapter 14 Part 2
Chapter 14 – Out-of-Home, Direct Mail, and Specialty Advertising 53. (p. 363) _____ is a type of outdoor advertising consisting of ready-made 30-sheet posters, available in any quantity and often featuring the work of first-class artists and lithographers. A. Stock […]
978-0078028915 Test Bank Chapter 14 Part 3
Chapter 14 – Out-of-Home, Direct Mail, and Specialty Advertising 77. (p. 370) _____ describes the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained. A. Entertainment advertising […]
978-0078028915 Test Bank Chapter 15 Part 1
Chapter 15 – Media Planning and Buying Chapter 15 Media Planning and Buying True / False Questions 1. (p. 385) Fragmentation of television has led to increased difficulty to reach a big audience. TRUE It wasn’t long ago that major […]
978-0078028915 Test Bank Chapter 15 Part 2
Chapter 15 – Media Planning and Buying 56. (p. 389) The Tonight Show, Tennis magazine, USA Today and would all be suitable _____ for Advil pain relievers. A. audience communicators B. market agents C. advertising agents D. physical distribution channels […]
978-0078028915 Test Bank Chapter 15 Part 3
Chapter 15 – Media Planning and Buying 80. (p. 394) As an element of the media mix, the term _____ refers to not only the various targets for communication, but also to the targets’ geographic location and segmentation considerations. A. […]
978-0078028915 Test Bank Chapter 16 Part 1
Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion Chapter 16 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion True / False Questions 1. (p. 410) Direct marketing interaction can take place at any location. TRUE […]
978-0078028915 Test Bank Chapter 16 Part 2
Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 54. (p. 412) Rite Aid announced the launch of a _____ called Living More that provides benefits and savings to customers at least 60 years of age. Every […]
978-0078028915 Test Bank Chapter 16 Part 3
Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 78. (p. 426) Procter & Gamble created one of the most outrageous promotions in marketing history. Nobody blinked when some unknown brand assistant suggested giving away free goldfish […]
978-0078028915 Test Bank Chapter 17 Part 1
Chapter 17 – IMC: Public Relations, Sponsorship, and Corporate Advertising Chapter 17 IMC: Public Relations, Sponsorship, and Corporate Advertising True / False Questions 1. (p. 437) The term public relations is widely misunderstood and misused. TRUE The term public relations […]
978-0078028915 Test Bank Chapter 17 Part 2
Chapter 17 – IMC: Public Relations, Sponsorship, and Corporate Advertising 54. (p. 439) Coca-Cola monitors any Web sites in which it is mentioned. Some of these Web sites do contain communications that is malicious and some of their information is […]
978-0078028915 Test Bank Chapter 17 Part 3
Chapter 17 – IMC: Public Relations, Sponsorship, and Corporate Advertising 80. (p. 444-445) Along with its ad campaign to improve the relationship of the Raiders and the citizens of Oakland, the football team’s agency issued a ____, which contained pictures […]
978-0078028915 Test Bank Chapter 2 Part 1
Chapter 02 – The Economic, Social, and Regulatory Aspects of Advertising Chapter 02 The Economic, Social, and Regulatory Aspects of Advertising 1. (p. 30) The economic effect of advertising triggers off a chain reaction of hard to predict economic events. […]
978-0078028915 Test Bank Chapter 2 Part 2
Chapter 02 – The Economic, Social, and Regulatory Aspects of Advertising 50. (p. 33) The abundance principle states that in an economy that produces more goods and services than can be consumed, advertising: A. maintains high prices. B. keeps consumers […]
978-0078028915 Test Bank Chapter 2 Part 3
Chapter 02 – The Economic, Social, and Regulatory Aspects of Advertising 76. (p. 46) A complaint was filed with the Federal Trade Commission that accused the film industry regularly advertised R-rated movies during television shows and in magazines most popular […]
978-0078028915 Test Bank Chapter 3 Part 1
Chapter 03 – The Business of Advertising Chapter 03 The Business of Advertising 1. (p. 59) One of the distinct groups in the advertising business is the suppliers who act as the communications vehicles paid to present an advertisement to […]
978-0078028915 Test Bank Chapter 3 Part 2
Chapter 03 – The Business of Advertising 50. (p. 61) Recently, BP, the petroleum company, ran a series of commercials in which they asked consumers how they would improve and preserve the natural environment. After each individual’s responses, an announcer […]
978-0078028915 Test Bank Chapter 3 Part 3
Chapter 03 – The Business of Advertising 75. (p. 72) DDB Needham, one of the world’s largest ad agencies, formed a company with director Spike Lee called Spike DDB. The purpose of the new company is to develop ways to […]
978-0078028915 Test Bank Chapter 4 Part 1
Chapter 04 – Segmentation, Targeting, and the Marketing Mix Chapter 04 Segmentation, Targeting, and the Marketing Mix True / False Questions 1. (p. 92) One of the primary roles of advertising is to communicate product utility. TRUE Utility is the […]
978-0078028915 Test Bank Chapter 4 Part 2
Chapter 04 – Segmentation, Targeting, and the Marketing Mix 49. (p. 97) Many people give fine chocolates as Christmas presents to friends and co-workers. The only time of year you will see Ferro Rocher chocolates advertised is during November and […]
978-0078028915 Test Bank Chapter 4 Part 3
Chapter 04 – Segmentation, Targeting, and the Marketing Mix 75. (p. 109-110) Before starting Pedigree Pajamas, the owner of the company realized that he was treating his dog as if it were a child and that a lot of his […]
978-0078028915 Test Bank Chapter 5 Part 1
Chapter 05 – Communication and Consumer Behavior Chapter 05 Communication and Consumer Behavior 1. (p. 125) The source for the ad for the Nissan Maxima in Fortune magazine is the copywriter and the art director that created the ad. FALSE […]
978-0078028915 Test Bank Chapter 5 Part 2
Chapter 05 – Communication and Consumer Behavior 51. (p. 127) _____ is the mental and emotional processes and the physical activities of people who purchase and use goods to satisfy particular needs and wants. A. Consumer behavior B. Stimulus-response C. […]
978-0078028915 Test Bank Chapter 5 Part 3
Chapter 05 – Communication and Consumer Behavior 76. (p. 135) Advertisers have three habit-related goals. Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement? A. For every ten cups of coffee you […]
978-0078028915 Test Bank Chapter 6 Part 1
Chapter 06 – Account Planning and Research Chapter 06 Account Planning and Research True / False Questions 1. (p. 152) Advertising research uncovers the information needed to make advertising decisions. TRUE While marketing research provides the information necessary to make […]
978-0078028915 Test Bank Chapter 6 Part 2
Chapter 06 – Account Planning and Research 49. (p. 156) To increase the likelihood of preparing the most effective advertising messages, companies use: A. pretesting. B. inquiry tests. C. attitude tests. D. post-testing. E. unaided recall. To increase the likelihood […]
978-0078028915 Test Bank Chapter 6 Part 3
Chapter 06 – Account Planning and Research 76. (p. 162) Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads, it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the […]
978-0078028915 Test Bank Chapter 7 Part 1
Chapter 07 – Marketing, Advertising and IMC Planning Chapter 07 Marketing, Advertising and IMC Planning 1. (p. 175) By definition, marketing plans should be short and specific. FALSE Depending on its scope, the plan may be long and complex or, […]
978-0078028915 Test Bank Chapter 7 Part 2
Chapter 07 – Marketing, Advertising and IMC Planning 51. (p. 175) Baxter International Inc, which maintains manufacturing facilities around the world is the world’s largest manufacturer of IV solutions in flexible containers. A(n) _____ would reveal to Baxter, changes in […]
978-0078028915 Test Bank Chapter 7 Part 3
Chapter 07 – Marketing, Advertising and IMC Planning 76. (p. 181) _____ is the ratio of perceived benefits to the price of the product in a consumer study. A. Net worth B. Contribution margin C. ROI D. Retained earning E. […]
978-0078028915 Test Bank Chapter 8 Part 1
Chapter 08 – Creating Ads: Strategy and Process Chapter 08 Creating Ads: Strategy and Process 1. (p. 200) In advertising, the decoding of messages is the responsibility of the creative team. FALSE In advertising, the encoding of messages—the conversion of […]
978-0078028915 Test Bank Chapter 8 Part 2
Chapter 08 – Creating Ads: Strategy and Process 55. (p. 203) Another name for a creative strategy is a: A. copy platform. B. benefit strategy. C. creative action plan. D. communication strategy. E. support statement. The creative strategy may be […]
978-0078028915 Test Bank Chapter 8 Part 3
Chapter 08 – Creating Ads: Strategy and Process 79. (p. 211) The creatives that are in the role of the _____ are most likely to benefit from brainstorming. A. Intuitives B. Creators C. Mediators D. Explorers E. Collaborators As explorers, […]
978-0078028915 Test Bank Chapter 9 Part 1
Chapter 09 – Creative Execution: Art and Copy Chapter 09 Creative Execution: Art and Copy True / False Questions 1. (p. 223) Once the best ad design is chosen, the layout serves as a blueprint. TRUE Once the best design […]
978-0078028915 Test Bank Chapter 9 Part 2
Chapter 09 – Creative Execution: Art and Copy 55. (p. 226) Traditional mechanicals are: A. type and line art pasted in place on a piece of white art board, called paste-ups. B. more correctly called still-life. C. less expensive to […]
978-0078028915 Test Bank Chapter 9 Part 3
Chapter 09 – Creative Execution: Art and Copy 79. (p. 239) GE uses “Imagination at Work” as its slogan. La-Z-Boy Incorporated uses the slogan “Comfort. It’s what we do.” Why do these international companies find it necessary to use slogans? […]