159) Because of consumer “banner blindness,” the current click-through rate is ________
percent.
A) 0.01
B) 0.1
C) 1
D) 5
E) 10
160) One disadvantage of using the Internet as an advertising medium is
A) as a relatively new medium, it has attracted limited use.
B) it is difficult to translate messages that can be used in social media networks such as
Facebook and Twitter.
C) the effectiveness of online advertising is still uncertain.
D) it often creates more traffic than a firm can actually handle.
E) pay-per-click search ads on Google are expensive and ineffective.
161) Which of the following statements about online advertising is most accurate?
A) It is easier to measure the impact of online advertising than other media.
B) Although annoying, click fraud and web-tipping are not causing real financial damage.
C) Although popular with younger generations, few baby boomers order online.
D) Though all online ads may not result in “clicks,” studies show they can still result in higher
purchases and website traffic.
E) “Clickbots” can help eliminate fraud in online advertising.
162) The deceptive clicking of ads solely to increase the amount advertisers must pay is referred
to as
A) deceptive advertising.
B) click fraud.
C) web-tipping.
D) click-theft.
E) click-botting.
163) A form of click fraud is called PTR, which is an acronym for
A) Paid-to-Read.
B) Ping-to-Read.
C) Profit-to-Read.
D) Place-to-Read.
E) Priced-to-Read.
164) Software programs called ________ are a form of click fraud where the software is used to
produce automatic clicks on ads.
A) click spiders
B) click bots
C) click spam
D) click bait
E) click tippers
165) ________ have the largest shares of Internet searches and offer opportunities for online
advertising.
A) Google and AOL
B) Google and YouTube
C) Google and Ask.com
D) Google and Microsoft
E) Google and Snapchat
166) Click fraud can occur when legitimate website visitors click on ads without any intention of
looking at the advertiser’s site to keep the original site visited free. This practice is called
A) click funding.
B) click spam.
C) click botting.
D) web tipping.
E) web crawling.
167) The most common form of outdoor advertising is
A) transit.
B) point-of-purchase display.
C) the billboard.
D) the kiosk.
E) in-store signage.
168) One advantage of using billboards as an advertising medium is
A) it is environmentally friendly.
B) it has universal appeal.
C) it is particularly suited to national campaigns.
D) it has good local reach and frequency.
E) it is especially effective for persuasive advertisements.
169) Which of the following statements regarding billboards is most accurate?
A) Billboards are a good supplemental reinforcement for well-known products.
B) Billboards are well-suited for pioneering product advertising.
C) Contrary to popular belief, billboards are not driving hazards since they help keep drivers
alert.
D) Billboards are often too expensive for small local firms and are better suited for national
campaigns.
E) Billboards are more effective in rural areas than in metropolitan areas.
170) Messages on the interior and exterior of buses, subway cars, light rail cars, and taxis are
referred to as
A) transportation messaging.
B) public service announcements.
C) transit advertising.
D) public advertising.
E) vehicular advertising.
171) Which of the following statements regarding transit advertising is most accurate?
A) The growth in mass transit is declining in major cities.
B) In heavy travel times, when audiences are the largest, transit advertising is not conducive to
reading advertising copy.
C) Selectivity in transit advertising is unavailable to advertisers that want to buy space by
neighborhood or bus route.
D) Transit advertising is creating safety hazards as people are busy reading the copy and not
paying attention while driving.
E) Transit advertising is a form of indoor advertising in stadiums, buses, etc.
172) Buses in some cities are often completely painted as an ad for a particular product. The
entire bus may be purple, orange, or lime green with the message painted on screens that cover
the windows as well as the body of the bus. These ads are examples of
A) transit advertising.
B) mobile advertising.
C) motorized billboards.
D) mobile signage.
E) transportation advertising.
173) Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in
its buses. These ads are examples of
A) mobile advertising.
B) place-based billboards.
C) mobile signage.
D) transit advertising.
E) transportation advertising.
174) Digital billboards allow advertisers to quickly present ________ ads, which are based on
current events, weather, business conditions, etc.
A) local and national news
B) public service announcements
C) conditional content
D) point-of-purchase
E) infomercial
175) Nontraditional advertising options found in airports, health clubs, and theaters are called
A) remote media.
B) electronic advertising.
C) product placements.
D) cooperative advertising.
E) place-based media.
176) Several hospitals placed signs on the inside door of bathroom stalls in their ladies’
restrooms encouraging women to seek help if they are being abused. The signs included
information and contact numbers for immediate help. This is an example of
A) remote media.
B) social network advertising.
C) place-based media.
D) advocacy advertising.
E) cooperative advertising.
177) Which of the following is one of three key factors when selecting the media for an
advertising campaign?
A) the perceived risk
B) the sustainability of the message
C) the reputation of the prospective media firm
D) the media habits of the target audience
E) the length of time required to get the message across
178) In terms of scheduling advertising, buyer turnover refers to
A) the amount of time between repeat purchases for a given product.
B) how often new buyers enter the market to buy a product.
C) the amount of time for a buyer to enter and exit a product’s life cycle.
D) how often a consumer will try competitive brands before becoming a brand loyal customer of
the firm’s product.
E) the ratio of repeat purchases to the number of buyers for an offering.
179) Purchase frequency is related to the scheduling of advertising how?
A) Flighting advertising schedules are best for converting brand-loyal and frequent customers of
the firm’s product.
B) Frequent advertising can depress the number of times a buyer purchases a product during its
life cycle.
C) Advertising regularly is the best method to prevent a consumer from trying competitive
brands.
D) How frequently a product is purchased is independent of the advertising schedule.
E) The more frequently the product is purchased, the less advertising repetition is required.
180) In terms of scheduling advertising, the speed with which buyers fail to recall a brand if
advertising is not seen is referred to as
A) buyer turnover.
B) the frequency rate.
C) the brand awareness rate.
D) the forgetting rate.
E) the recall dissipation rate.
181) The three approaches to setting advertising schedules are
A) flexible, seasonal, and continuous.
B) spontaneous, continuous, and intermittent.
C) continuous, flighting, and pulse.
D) day time, prime time, and off-peak.
E) sporadic, intermittent, and infrequent.
182) A basic approach to scheduling when seasonal factors are unimportant and advertising is
run at a constant or steady schedule through the year is referred to as a(n)
A) continuous schedule.
B) flighting schedule.
C) pulse schedule.
D) phased schedule.
E) constant schedule.
183) Continuous scheduling would most likely be used for advertising
A) fishing rods.
B) bathing suits.
C) gardening supplies.
D) bathroom cleaning supplies.
E) children’s toys.
184) A basic approach to scheduling in which periods of advertising are scheduled between
periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.
A) steady
B) flighting
C) dripping
D) pulsing
E) burst
185) Flighting schedules would most likely be used for advertising
A) snowboards.
B) automobiles.
C) bottled water.
D) toothpaste.
E) bathroom cleaner.
186) A flighting schedule combined with a steady schedule because of increases in demand,
heavy periods of promotion, or introduction of a new product is referred to as a(n)
A) continuous schedule.
B) phased schedule.
C) pulse schedule.
D) turnover schedule.
E) intermittent schedule.
187) Some studies show that ________ are superior to other advertising strategies.
A) flighting schedules
B) continuous schedules
C) opportunistic schedules
D) pulsing schedules
E) intermittent schedules
188) Pulse scheduling would most likely be used for advertising
A) bathroom cleaning supplies.
B) breakfast cereal.
C) socks.
D) motor oil.
E) board games.
189) Tests conducted before an advertisement is placed in any medium to determine whether the
advertisement communicates the intended message or to select among alternative versions of the
advertisement are referred to as
A) posttests.
B) pretests.
C) test screenings.
D) aided recall testing.
E) sales tests.
190) A pretest is a
A) test conducted before an advertisement is placed in various media to determine which
medium best reaches its intended target market.
B) test conducted among company personnel to determine which advertising campaign most
closely matches the firm’s goals and objectives.
C) test conducted with an advertisement for a product to prospective consumers under realistic
purchase conditions to see if they will buy.
D) test conducted before an advertisement is placed in any medium to determine whether the
advertisement communicates the intended message or to select between alternative versions of
the advertisement.
E) sample ad campaign submitted by competing advertising agencies before receiving a formal
contract for that account.
191) Because advertising is expensive, marketers want to be certain the advertisements they run
communicate the intended message to the target audience. In order to accomplish this
communication goal, marketers conduct ________ before advertisements are placed in a
medium.
A) pretests
B) double blind tests
C) efficacy trials
D) aided recall tests
E) sales tests
192) In a ________, the test ad is placed in a collection with several other ads, and consumers
are asked to read through the collection. Afterward, subjects are asked for their impressions of
the ads on several evaluative scales.
A) theater test
B) range test
C) group test
D) portfolio test
E) jury test
193) Showing ad copy to a panel of consumers and having them rate how they liked it, how
much it drew their attention, and how attractive they thought it was, takes place during
A) focus groups.
B) portfolio tests.
C) jury tests.
D) theater tests.
E) performance tests.
194) A test where consumers are invited to view new television shows or movies in which test
commercials are also shown is called a(n)
A) sales test.
B) jury test.
C) theater test.
D) attitude test.
E) portfolio test.
195) The most sophisticated form of pretest is the
A) portfolio test.
B) sales test.
C) attitude test.
D) theater test.
E) jury test.
196) A(n) ________ is an advertising agency that provides the most complete range of services,
including market research, media selection, copy development, artwork, and production.
A) turnkey-service agency
B) complete spectrum agency
C) multi-service agency
D) in-house agency
E) full-service agency
197) A limited-service agency
A) provides the most complete range of services.
B) is compensated by a contractual agreement.
C) provides a range of services from limited to full.
D) avoids an integrated marketing approach.
E) engages only in social media strategies.
198) An in-house agency
A) provides the most complete range of services.
B) is compensated by a contractual arrangement.
C) may provide a range of services from limited to full.
D) avoids an integrated marketing approach.
E) engages only in social media strategies.