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81) The type of appeal used to suggest to the audience that the product will increase the
attractiveness of the user is referred to as a(n)
A) authoritarian appeal.
B) coercive appeal.
C) family appeal.
D) fear appeal.
E) sex appeal.
82) Which of the following statements describes a potential problem with using sex appeals in
advertising?
A) What men find sexy, most women do not, and vice versa.
B) Ads using sex appeal do not attract as much attention as those using other appeals.
C) Sex in advertising typically appeals to only younger audiences.
D) An ad using sex appeal does not always lead to changes in recall, recognition, or purchase
intent.
E) Sex in advertising alienates a large segment of progressives.
83) While many commercials that use sex appeals gain the attention of the audience, they
A) do not always lead to changes in consumers' recall, recognition, or purchase intent.
B) contain no information to help consumers.
C) rarely appeal to both men and women.
D) wear out quickly, boring the consumer.
E) don't appeal to the millennial cohort.
84) All of the following statements are true about using sex appeals in advertising except which?
A) Sexual content is most effective when there is a strong fit between the use of a sex appeal in
the ad and the image and positioning of the brand.
B) Sex appeals increase attention by helping advertising stand out in today's cluttered media
environment.
C) Sexual content in ads does not always lead to changes in recall, recognition, or purchase
intent.
D) Sex appeals can be found in almost any product category, from automobiles to toothpaste.
E) When using sex appeals, the advertiser must be sure that the appeal is strong enough to get the
audience's attention and concern but not so strong that it will lead them to tune out the message.
85) When bebe, a contemporary women's clothing store, uses pictures in its advertising to
"attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe
lifestyle," it is using which type of advertising appeal?
A) reminder
B) fear
C) sex
D) guilt
E) self-esteem
86) An ad for Hydroxycut, a dietary supplement sold as a weight loss aid, depicts a handsome
man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how
fast Hydroxycut worked" when he lost 27 pounds. This ad is using a(n)
A) rhetorical appeal.
B) sex appeal.
C) humorous appeal.
D) appeal to self-esteem.
E) fear appeal.
87) The type of appeal used to imply either directly or subtly that the product is more fun or
exciting than competitors' offerings is referred to as a(n)
A) authoritarian appeal.
B) coercive appeal.
C) family appeal.
D) humorous appeal.
E) sex appeal.
88) Geico ads that use a talking gecko, or a group of robbers ordering a getaway car with an app,
or a group of pigeons on a wire talking about Geico are using which type of advertising appeal?
A) reminder
B) fear
C) humor
D) sex
E) cognitive
89) While many commercials that use humorous appeals gain the attention of the audience, they
A) rely on celebrities so they are very expensive.
B) contain no information to help consumers.
C) do not appeal to either men or women.
D) wear out quickly, boring the consumer.
E) don't appeal to the Generation Y cohort.
90) One problem with humorous appeals is that
A) their effectiveness may vary across cultures if used in a global campaign.
B) they contain no information to help consumers.
C) they do not appeal to women.
D) they do not stand out in a cluttered advertising climate.
E) they are usually only appropriate for millennials.
91) All of the following statements are true about using humorous appeals in advertising except
which?
A) Humorous content automatically improves the reach of an advertisement.
B) Some studies suggest that humor wears out quickly, losing the interest of consumers.
C) Humor's effectiveness may vary across cultures if used in a global campaign.
D) The use of humor is widespread in advertising and can be found in many product categories.
E) Advertisers believe that humor improves the effectiveness of their ads.
92) The American Cancer Society reports that 57,000 Americans die from colon cancer each
year, a number that would drop significantly if people over 50 were checked regularly. But being
tested for colon cancer is not a pleasant experience and most people fear the possibility of bad
news. The ACS sponsored several ads using "Polyp Man" dressed in a big red suit to encourage
people to get tested. This is most likely an example of a ________ appeal.
A) humorous
B) cognitive
C) rhetorical
D) fear
E) sex
93) Using actor Samuel L. Jackson in a Capital One commercial or singer Beyoncé in an
American Express ad rather than unknown actors is an example of a popular form of advertising
today—the use of
A) a reference group appeal.
B) snob appeals.
C) peer spokespersons.
D) a sex appeal.
E) celebrity spokespersons.
94) The use of deceased celebrities such as John Wayne or Fred Astaire in commercials
A) creates a humorous appeal.
B) avoids the possibility of a spokesperson's image changing.
C) creates a fear appeal.
D) creates a product ambience that limits its appeal to older consumers.
E) targets the Gen Y consumer.
95) Lance Armstrong and Tiger Woods, both sports stars, lost contracts as celebrity
spokespeople because
A) their fees were too high.
B) they changed their minds about appearing in ads, breaching their contracts.
C) they received negative public attention.
D) the image of the firms they represented had changed, becoming inconsistent with their own.
E) the ads were not effective.
96) The American Association of Advertising Agencies reports that high-quality ________ TV
commercials typically cost about $354,000 to produce.
A) 15-second
B) 30-second
C) 60-second
D) infomercial
E) Super Bowl
97) All of the following are difficulties associated with creating an actual advertising message
except which?
A) Compensating actors is very expensive.
B) Shooting commercials in several locations for global campaigns has increased.
C) Replacing actors with computer-generated animation is ineffective since humans are best for
developing an appeal.
D) Designing quality artwork, layout, and production for advertisements is time consuming.
E) Developing additional content for websites or online video channels is often also required to
complement traditional commercials.
98) The means by which an advertising message is communicated to the target audience is
known as
A) advertising media.
B) reach.
C) a source.
D) CPM.
E) GRP.
99) Media selection decisions are related to the target audience, the type of product, the nature of
the message, campaign objectives, available budget, and
A) the capabilities of the advertising agency.
B) audience preferences.
C) the costs of alternative media.
D) media spending by competitors.
E) available airtime.
100) All of the following are factors used to select a particular medium for an advertisement
except which?
A) available budget
B) campaign objectives
C) the costs of alternative media
D) purchase frequency
E) the type of product
101) Advertisers use a mix of media forms and vehicles to maximize the exposure of the
message to the target audience while at the same time minimizing
A) reach.
B) frequency.
C) costs.
D) ratings.
E) appeal.
102) Advertisers use a mix of media forms and vehicles to maximize the ________ of the
message to the target audience while at the same time minimizing
A) medium; costs.
B) exposure; costs.
C) rating; frequency.
D) rating; share.
E) CPM; GRP.
103) The number of different people or households exposed to an advertisement is referred to as
A) scope.
B) share.
C) CPM.
D) rating.
E) reach.
104) Newspaper circulation and television ratings are measures of ________ in advertising.
A) reach
B) share
C) CPM
D) scope
E) ranking
105) The owners of a small bar and grill want to run an ad on local radio in the small town where
the business is located. Their objective is to create awareness for the restaurant among the town's
consumers. Which of the following measures should be used to assess the number of different
people or households exposed to the advertisement?
A) reach
B) ranking
C) GRPs
D) CPM
E) frequency
106) The percentage of households in a market that are tuned to a particular television show or
radio station is referred to as
A) gross rating points.
B) CPM.
C) reach.
D) rating.
E) share points.
107) In television or radio advertising, rating refers to
A) the number of different people or households exposed to an advertisement who then buy the
offering that was advertised.
B) the average number of times a person in the target audience is exposed to a message or
advertisement.
C) the percentage of households in a market that are tuned to a particular television or radio
station.
D) a commonly used reference number an advertiser calculates (reach multiplied by frequency)
to determine whether it has achieved its advertising objectives.
E) the percentage points of market share a firm garners for its advertisements relative to its
competitors.
108) A local television station reported that one-fifth of the television households in your market
were watching a special prime time movie on its TV channel during the 9 p.m. to 11 p.m. time
period during the November "sweeps" period. What would be the movie's rating?
A) 10
B) 20
C) 30
D) 40
E) 50
109) Frequency in advertising refers to
A) the number of different advertisements, sales promotions, or publicity events in an IMC
campaign for a product or service.
B) the total number of times an advertisement is aired on television or radio.
C) the average number of times a firm airs an advertisement.
D) the number of times an advertisement can be shown before it begins to lose its effectiveness.
E) the average number of times a person in the target audience is exposed to an advertisement.
110) The average number of times a person in the target audience is exposed to an advertisement
is referred to as
A) the exposure rate.
B) GRPs.
C) frequency.
D) the coverage rate.
E) CPM.
111) Because consumers often do not pay close attention to advertising messages, advertisers
want to reach the same audience more than once. This means that advertisers are concerned with
A) frequency.
B) CPM.
C) reach.
D) rating.
E) gross rating points.
112) Lizzie binge-watched an entire season of a sci-fi series in a couple of weeks, watching
through her cable provider's on-demand services. She saw the same ads for CarMax and Verizon
too many times to count. In advertising terms, CarMax and Verizon have achieved high
________ with viewers of this program.
A) reach
B) frequency
C) gross rating points
D) cost per thousand
E) ratings
113) Advertising studies indicate that with repeated exposure to advertisements consumers
respond more favorably to
A) marketing channels.
B) brand extensions.
C) services from small provides.
D) complex ideas.
E) fad products.
114) Gross rating points (GRPs) are determined by the formula
A) reach multiplied by frequency.
B) reach multiplied by rating.
C) cost multiplied by frequency.
D) cost divided by reach.
E) cost divided by audience size times 1000.
115) With respect to advertising, CPM is defined as
A) the cost of one medium relative to the costs of other media (e.g., direct mail versus television,
radio, or outdoor), each of which are divided by the multiple of their respective reach and
frequency.
B) the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or
households.
C) the cost of reaching 1,000 individuals or households with the advertising message in a given
medium.
D) the cost per minute of television or radio airtime.
E) the number of consumers exposed to an advertising message, in thousands.
116) The acronym that stands for the cost of reaching 1,000 individuals or households with the
advertising message in a given medium is referred to as
A) GRP.
B) CPT.
C) TMP.
D) CPM.
E) CT.
117) One of the most common measures in advertising is cost per thousand
A) impressions.
B) occurrences.
C) incidences.
D) purchases.
E) new trials.
118) One of the most common measures in advertising is cost per thousand impressions (CPM).
The CPM is calculated as follows:
A) CPM = (Advertising cost ($) ÷ Audience size) × 100.
B) CPM = (Frequency ($) ÷ Audience size) × 1,000.
C) CPM = (Frequency ($) ÷ Audience size) × 100.
D) CPM = (Advertising cost ($) ÷ Audience size) × 1,000.
E) CPM = (Advertising cost ($) ÷ Audience size) × 1,000,000.
119) If you ordered a TV commercial to run on a local TV program that could reach 500,000
households for a cost of $1,000, what would your CPM be?
A) $0.50
B) $2.00
C) $2.50
D) $4.50
E) $5.00
120) Assume the following information: The cost of a full-page color ad in the U.S. national
edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is
1,566,027. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated
(magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the
most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using
this information, which of the following is the most appropriate metric to use to determine which
medium would provide the most efficient use of your limited resources?
A) reach
B) frequency
C) CPM
D) rating
E) GRP
