1. Video on demand(VOD), iPods, and DVRs (digital video recorders) present which of the following
challenges for advertisers?
D) Consumers have more choices about what advertisements to watch or not watch.
2. Which of the following is true of institutional advertising?
D) It promotes the activities or point of view of an organization.
3) Advertising account managers are typically responsible for which of the following?
B) acting as liaison between the agency and client
4. Which advertising agency specialist is responsible for acting as the voice of the consumer in creating
effective advertising?
B) the account planner
5) An ad agency’s copywriters are part of the agency’s ________.
A) creative services
6. ________ can be classified by primary purpose-–whether the aim is to inform, persuade, or remind.
B) Message objectives
The central idea of an ad is expressed in its ________.
D) advertising appeal
________ is the execution format that depicts typical people using the product in an everyday se2ng.
Slice of life
________ refers to the mood or a2tude an advertisement conveys
E) Tonality
Which of the following is NOT an example of a specialized and highly-targeted media that an
advertiser might use to reach smaller customer segments?
C) network TV
31) You are looking to advertise your new product, and you want good mass-marketing coverage and
low cost per exposure. You should go with ________ as your advertising medium.
television
Which of the following statements about magazines as an advertising medium is true
Magazines have long lead times and deadlines that can reduce ‘exibility.
Which of the following statements about radio as an advertising medium is true?
One advantage of radio advertising is its ‘exibility
Product placements in television programs and movies are examples of ________.
branded entertainment
Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on
interstate billboards are all examples of ________ media out of home
Which of the following would a marketer use to track customers as they pass through the aisles of a
retail outlet RFID technology
________ is a measure of the percentage of people in the target market who are exposed to the media
vehicle at least once during a given time period. A) Reach
To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the
same medium, media planners use ________. cost per thousand (CPM)
