Archives
Chapter 1 1 From the advertiser’s perspective, what is the most important strength of advertising if they decide to use this media vehicle
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Which of the following is NOT a fundamental concept of advertising? 1) A) pricing B) media C) creative idea D) strategy E) […]
Chapter 1 2 Brad is a music industry major in college, and he wants to work in the advertising industry writing and performing jingles for radio commercials
65) How many times did the “1984” commercial for Apple computer run? 65) A) 20 B) 2 C) more than 100 D) 1 E) 50 66) What was the objective of the truth® campaign run by the American Legacy Foundation […]
Chapter 1 3 Calvin Klein used some very controversial ads depicting what looked like drug-addicted teenagers posing in sexually suggestive poses
108) Critique the statement, “Advertising has no redeeming social value.” Why do you think some hold this view of advertising? 108) 109) A 30–second spot on a hit TV show can cost advertisers more than $600,000. Why is mass media […]
Chapter 10 1 Which type of Internet ads burst open on the computer screen either in front of or behind the opening page of the web site
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) What year did web advertising experience the greatest increase compared to the previous year? 1) A) 2000 B) 2004 C) 2001 D) […]
Chapter 10 2 According to the chapter’s opening and closing vignettes, which of the following is considered the premier online auction site
65) As described in “A Matter of Principle,” how did Wilson Sporting Goods get beyond buying eyeballs when sponsoring Tennis Camps? 65) A) demonstrate their products at a trade show B) advertise extensively on the Internet C) email messages to […]
Chapter 10 3 Explain the objective of the eBay advertising campaign that was described in the chapter’s opening vignette as well as how they executed the campaign.
109) In one promotional activity, MSN.com had actors dressed as butterflies skate around the streets of New York. Based on what you learned in this chapter, what form of advertising media does this represent, why do advertisers use it, and […]
Chapter 11 1 A policy of compensating advertisers for errors, such as missed positions or errors in handling the message presentation,
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Why have several advertising agencies unbundled their media buying function? 1) A) They wanted to avoid client conflicts. B) They can aggregate […]
Chapter 11 2 Which concept measures the percentage of total advertising spending by one brand in a product category relative to the competition
62) What two figures are needed to calculate cost per thousand (CPM)? 62) A) gross rating points and reach B) cost of message unit (i.e., ad cost) and frequency of exposure C) average frequency and estimated target audience reached by […]
Chapter 11 3 Kyle is a media planner at an advertising agency and has just been assigned to develop a media plan for a new client of the agency
105) Mini–Case Question. Calculate the cost per point (CPP) for CSI, the Detroit News, and WJBR, respectively. 105) 106) Jon is a media planner for an advertising agency, and he is considering consumption patterns for his client’s product and brand. […]
Chapter 12 1 Patrick and his colleagues have been working on the creative concept for a client when they all seemed to have hit a blank wall
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Which of the following is a key characteristic of creative people who do well in advertising? 1) A) ability to visualize B) […]
Chapter 12 2 Laurie saw a television commercial that depicted a mother stressed out from working and taking care of children
65) Ads that demonstrate how something works or how to solve a problem are messages that ________. 65) A) teach B) preach C) get attention D) reach emotions E) resonate 66) Laurie saw a television commercial that depicted a mother […]
Chapter 12 3 In the case where the core targeting and positioning strategies remain the same in different markets, execution needs to be the same.
109) List any 5 of the 10 tips given in the “Practical Tips” box in the chapter. 109) 110) Describe the MasterCard campaign that was discussed in the “Hands–On” case at the end of the chapter. 110) Answer: MasterCard wanted […]
Chapter 13 1 A print ad for Wonder Bread used a picture of a little boy with sentences floating around him and arrows pointing to various parts of his body
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) In which print medium can ads be more informative and carry longer copy? 1) A) posters B) outdoor advertising C) directories D) […]
Chapter 13 2 As described in the chapter’s opening vignette, what tagline captured the Big Idea in the campaign to increase milk consumption
71) As described in the chapter’s opening vignette, what tagline captured the Big Idea in the campaign to increase milk consumption? 71) A) Milk is good food B) Mmm Good C) Got Milk? D) Milk and cookies go together like […]
Chapter 13 3 Display copy includes the elements that are designed to be read and absorbed, such as the text of the ad message and captions
118) The people in a television commercial are referred to as the talent. 118) 119) Effective copy is succinct and single–minded. 119) Answer: True False Explanation: 120) Display copy includes the elements that are designed to be read and absorbed, […]
Chapter 14 1 Kindrella is trying to convey happiness in a print ad. Which of the following color(s) can she use to convey happiness
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Which of the following is NOT a step of the television production process? 1) A) preproduction B) the shoot C) shorts D) […]
Chapter 14 2 What was the technique that grades the quality of user experience on a Website described in the text called
67) Full–color images are reproduced using four distinctive shades of ink called ________. 67) A) process colors B) tint blocks C) primary colors D) basic colors E) halftones 68) Inexpensive, rough–surfaced, spongy paper that quickly absorbs ink on contact is […]
Chapter 14 3 The art director’s toolkit for print advertising includes the photos, illustrations, typeface, color, and layout of the proposed ad
112) One of the most difficult problems that art directorsand those who work on the creative side of advertisingface is transforming pictures into words. 112) 113) Dailies are rough versions of the commercial assembled from cuts of the raw film […]
Chapter 15 1 Which type of offer is designed to gather leads, answer consumer questions, visit a store, or set up appointments
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) MMT, Inc., a pharmaceutical company, considered using direct marketing. An important need the company had was to respond to the customers’ responses […]
Chapter 15 2 Which of the following is NOT a general guideline that applies to message development in direct marketing
Solumbria, a company that sells medically recommended sun protective clothing, has ads in several different magazines that give consumers information about their products. The headline says “Serious Sun Protection” surprinted over a man and a woman dressed head to toe […]
Chapter 15 3Mini-Case Question. Name and describe the three types of lists and explain which one is the most important to Proactive
Proactive Solution is a skincare system to help those with acne. Proactive originally started out as being sold only through direct marketing, and the consumer had to enroll in membership in the Proactive Solution Clear Skin Club. However, now some […]
Chapter 16 1 Where do companies within the same industry gather to present and sell their merchandise, as well as to demonstrate their products
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Allowing the consumer to try the product or service is called ________. 1) A) trial B) sampling C) premium D) point–of–purchase display […]
Chapter 16 2 The media and non-media marketing pressure applied for a predetermined, limited period of time at the level of consumer
66) The media and non–media marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability is ________. 66) A) sales […]
Chapter 16 3 Marketers license their brand identity to other manufacturers because it makes them money and extends their brand visibility
112) Loyalty programs that require membership are popular with marketers because they also generate information for customer databases. 112) 113) Marketers license their brand identity to other manufacturers because it makes them money and extends their brand visibility. 113) Answer: […]
Chapter 17 1 As described in the chapter’s opening and closing vignettes, which of the following was an objective of GE’s Ecomagination campaign
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) New electronic media are categorized as ________ media. 1) A) regulated B) controlled C) semicontrolled D) uncontrolled E) unregulated 2) What was […]
Chapter 17 2 The local Wendy’s franchise is a good corporate citizen, and the owners of that particular franchise had fostered relationships with local media contacts.
64) The decision to use any part of a news release at all is based on an editor’s judgment of its news value, and this is based on the information’s ________. 64) A) proximity B) impact C) timeliness D) human […]
Chapter 17 3 In difficult economic times, the public relations budget is the most likely to suffer more severe cuts than other functions of an organization
106) Mini–Case Question. What type of public relations tool does the game at Kellogs.com represent? 106) Answer: This is an example of the public relations tool known as Online Communications, specifically an external communication of a corporate web site. Corporate […]
Chapter 18 1 Several profit-oriented organizations participated in the Great American Bake Sale that was held to raise funds to end child hunger in the United States
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Several profit–oriented organizations participated in the Great American Bake Sale that was held to raise funds to end child hunger in the […]
Chapter 18 2 Which of the following is a stage of market development in international advertising and marketing communications
61) Timberland is a well–known manufacturer of rugged shoes and boots as well as other outdoor clothing and equipment. This company is so committed to helping others that that is part of the company’s core values, and it allows its […]
Chapter 18 3 Marcus is the advertising director of a major international corporation that manufactures skateboard components to skate shops around the world
100) What were the perceptions of the Honda brand as described in the chapter’s opening vignette? 100) 101) Mini–Case Question. The special holiday ad is prepared by a printer and distributed to consumers inside the local newspaper. Name and describe […]
Chapter 19 1 Asking consumers to record activities such as brands purchased, brands used for various activities, brand switches, media usage, exposure to competitive promotion
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Which type of research uses tracking studies and test marketing to monitor the way the campaign is unfolding and how the messages […]
Chapter 19 2 Which type of payout plan seeks to determine the point at which the total cost of the promotion exceeds the total revenues
63) Another way to look at advertising ROI is the ________. 63) A) cost–to–sales ratio B) CPM ratio C) GRP ratio D) reach–to–frequency ratio E) RPM ratio 64) Still photos arranged as a storyboard used in pretesting a television commercial […]
Chapter 19 3 You are interning at an advertising research company this summer, and you will be learning how to implement persuasion tests
105) Cheryl is an account planner at a major advertising agency, and one of her responsibilities is to evaluate ads and campaigns through testing, monitoring, and measurement. Explain these three terms. 105) 106) Mini–Case Question. Dell uses a combination of […]
Chapter 2 1 Sam is a brand manager for a manufacturer of consumer package goods. Part of his job entails launching new products into the marketplace
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) The practice of inviting prospective customers to sign up or self–select themselves into a brand’s target market in order to receive marketing […]
Chapter 2 2 Peter purchased an inexpensive necklace from a department store to give to his sweetheart, Julie on Valentine’s Day
65) ________ markets consist of companies that buy products or services to use in their own businesses or in making other products. 65) A) Business–to–business (industrial) B) Indirect C) Reseller D) Institutional E) Consumer 66) Mini–Case Question. J&J is interested […]
Chapter 2 3 The materials and ingredients used in producing the product are obtained from other companies who are referred to as distributors
112) The first step in the marketing process is to set objectives for the marketing effort. 112) 113) The key players in the marketing industry include the marketer, suppliers or vendors, distributors and retailers, and agencies. 113) Answer: True False […]
Chapter 3 1 Under which amendment or act are unique trademarks protected from infringement by competitors
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) A relatively new remedy for deceptive and unfair advertising taken by the FTC is to ________. 1) A) make public specific information […]
Chapter 3 2 When an industry develops, uses, and enforces norms, this is known as which type of self-regulation
62) A ________ is the first step in the regulation process after the FTC determines that an ad is deceptive. 62) A) cease–and–desist order B) consent decree C) corrective advertising campaign D) industry trade rule E) consumer redress order 63) […]
Chapter 3 3 Explain the importance of avoiding age-related stereotypes that includes presenting mature people in a negative light
101) Explain the importance of avoiding age–related stereotypes that includes presenting mature people in a negative light. 101) 102) Mini–Case Question. Amy’s mother limits Amy’s television viewing time because she feels there is just too much advertising influencing her child […]
Chapter 4 1 Turning the page in the newspaper or a magazine, hitting the mute button on the television, tossingun opened mail that looks like an ad
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) According to the Facets model, which of the following is NOT considered a consumer response? 1) A) perception B) cognition C) media […]
Chapter 4 2 What causes consumers to NOT act on a message they may have seen or heard until later when they are in a store
69) Jacob has voted Republican his entire life. No matter how many times he sees a television commercial for the Democratic candidate, he is not going to process the message and be influenced by it. What is hindering Jacob’s reception […]
Chapter 4 3 Persuasion is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something
113) A critical factor in interest is relevance, which means the message connects on some personal level. 113) 114) The hierarchy–of–effects models adequately explain how advertising works. 114) Answer: True False Explanation: 115) Relevance results when an advertisement initially makes […]
Chapter 5 1 Juan was born in Mexico but moved to the United States when he was five years old. His family is still close to relatives back in Mexico
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Which approach to segmentation divides people into groups based on product category and brand usage? 1) A) benefit segmentation B) geographic segmentation […]
Chapter 5 2 A sense of belonging, excitement, fun and enjoyment, warm relationships, self-fulfillment, respect from others, accomplishment
64) ________ is(are) made up of tangible items, such as art, literature, buildings, and music, and intangible concepts, such as knowledge, laws, morals, and customs. 64) A) Values B) History C) Consumer behavior D) Culture E) Reference groups 65) Mini–Case […]
Chapter 5 3 Activities, opinions, and interests are some of the major components used to construct psychographic profiles of consumers
110) For years, the U.S. Army has used an advertising campaign stressing that you can “Be all you can be.” What is the rationale behind this campaign? 110) TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the […]
Chapter 6 1 In which type of research are research methods that are a part of real purchase and use situations so that the consumer is a recipient
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Which of the following is considered an objective of advertising research? 1) A) collect diaries B) conduct qualitative analysis C) get information […]
Chapter 6 2 Which qualitative method attempts to gain insight into how people perceive brands by examining the link between concepts
61) Research that helps in evaluating the relative power of creative ideas is ________. 61) A) media research B) content analysis C) concept testing D) semiotic analysis E) copy testing 62) When an agency gets a new client, the first […]
Chapter 6 3 Research is also used in development of the message strategy to evaluate the relative power of various creative ideas
110) Madeleine needs to conduct a focus group interview to get consumers’ reactions to various advertising ideas. However, she does not have much time and she needs more in–depth responses that she normally gets from a normal focus group interview. […]
Chapter 7 1 Which advertising budgeting method may simply be based on last year’s budget, with a percentage increase for inflation or some other marketplace factor
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Kenisha just started working at a major consumer packaged goods manufacturer, and her duties entail assisting in the development of the advertising […]
Chapter 7 2 In which type of analysis do you make a chart of your products and competitors’ products, list each product’s relevant features
63) In a SWOT analysis, a(n) ________ is a trend or development in the environment that will erode business unless the company takes action. 63) A) threat B) leverage C) strength D) weakness E) opportunity 64) Advertising shapes the position […]
Chapter 7 3 Fiona was given the information learned in the situation analysis and was tasked with developing the next component
105) While working on a campaign plan for a client, Madeleine was given the task of understanding the brand’s position within the competitive marketplace. What is a position of a brand? 105) 106) Sarah is trying to think of ways […]
Chapter 8 1 Which size of newspaper consists of five or six columns, each of which is about 2 inches wide and has a length of approximately 14 inches
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) ________ implement the media plan by contracting for specific amounts of time or space. 1) A) Media verifiers B) Media planners C) […]
Chapter 8 2 Mini-Case Question. The media plan calls for placing ads in all the major newspapers in the southeastern United States
63) Media buyers must be aware of how mass media is changing. Which of the following is NOT one of the 5 trends discussed in The Future of Media in Advertising in the Part 3 introduction? 63) A) engagement B) […]
Chapter 8 3 Describe what she should know regarding daily and weekly newspapers and national advertisers’ use of each
102) Claire is training to become a media buyer at an advertising agency. Describe what she should know regarding daily and weekly newspapers and national advertisers’ use of each. 102) 103) To announce the expansion of a Louis Vuitton flagship […]
Chapter 9 1 In which type of network television advertising does the advertiser assume the total financial responsibility for producing the program
Exam Name___________________________________ MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) In 2006, which of the following was the top show by ad rates? 1) A) ER B) Monday Night Football C) American […]
Chapter 9 2 What technology allows users to record television programs without the hassles of videotape letting users pause
65) How does Arbitron collect consumers’ radio listening behavior? 65) A) They use a seven–day self–administered diary that the person returns to Arbitron at the end of the week. B) Respondents agree to hook an electronic monitoring device on all […]
Chapter 9 3 Network-affiliated television stations are required by law to show all of the programming provided by the network
115) Television stations not affiliated with a network are known as independent stations. 115) 116) The Federal Communications Commission (FCC) defines a network as a program service with 30 or more hours of prime time programming per week between the […]