Chapter 11
Test Bank
Multiple Choice
1. Target stores identify pregnant women who might want baby product coupons by ______.
a. tracking their medical records.
b. having them register at the Target Web site
c. having friends recommend them through Facebook
d. tracking the products they buy at the store
2. The innovation in the way Pears’ soap marketed its product was that it was the first to use
which of the following?
a. a print ad
b. a catch phrase
c. word of mouth
d. a brand name
3. The term economy of abundance means which of the following?
a. People have much disposable income to spend on available products.
b. People study the economy to ensure that they can buy the things they need.
c. There are as many or more goods available as people want to buy.
d. The economy is geared towards serving those who have an abundant income.
4. William Paley became convinced of the potential of radio advertising rights after he did which
of the following?
a. He founded the CBS radio network.
b. He made good money selling radio ads.
c. He used radio advertising for his family’s cigar company.
d. He saw radio advertising revenues superceding print ad revenues of the time.
5. The advertising agency department responsible for deciding where to place the advertising is
which of the following?
a. research and planning
b. creative activity
c. media planning
d. none of the above
6. The advertising agency department responsible for deciding on the target market for the
advertising is which of the following?
a. research and planning
b. creative activity
c. media planning
d. none of the above
7. The advertising agency department responsible for developing the actual advertisements is
which of the following?
a. research and planning
b. creative activity
c. media planning
d. none of the above
8. In advertising, the cost of reaching 1,000 consumers with a particular advertisement in a
particular medium is known as which of the following?
a. CPM
b. CPT
c. Y2K
d. A1C
9. The biggest advertising medium in the United States for which audience size is measured is
which of the following?
a. cable television
b. network television
c. magazines
d. digital specialty
10. In radio, the term drive time means which of the following?
a. any hour that people might be driving
b. morning and afternoon commute times
c. the time to drive home important points in an ad
d. when people go on vacation
11. As of 2015, the largest portion of advertising agency revenue came from creating for ______.
a. cable television
b. broadcast television
c. magazines
d. digital media
12. According to the text, the gay market is seen as desirable to advertisers for which of the
following reasons?
a. It was a relatively neglected market previously.
b. Gay-targeted ads are easier to produce.
c. It is perceived as relatively upscale.
d. all of the above
13. Broadcast television networks carry an average of ______ of advertising and promotion
clutter per hour.
a. 8 minutes
b. 10 minutes
c. 12 minutes
d. 15 minutes
14. British television viewers see an average of ______ commercials per week.
a. 205
b. 311
c. 537
d. 789
15. American television viewers see an average of ______ commercials per week.
a. 205
b. 311
c. 537
d. 789
16. In 2008, companies spent ______ a year advertising to children.
a. $100 million
b. $650 million
c. $4 billion
d. $17 billion
17. In 2006, the advertising industry revised its guidelines for advertising ______ to children.
a. toys
b. medication
c. food
d. clothing
18. The social process by which people go from having the identities they are born with to being
able to decide who they want to be is which of the following?
a. industrialization
b. modernization
c. urbanization
d. standardization
19. The process of going from having work done by muscle to being done by machines is which
of the following?
a. industrialization
b. modernization
c. urbanization
d. standardization
20. The first major mass medium to be supported primarily by advertising in the United States
was which of the following?
a. newspapers
b. radio
c. broadcast television
d. cable television
21. An example of a direct action message would be which of the following?
a. an ad selling cleaning services to hotels
b. a political ad promoting reduced government spending
c. an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of
SUVs
d. a local grocery store ad for fresh produce
22. An example of an indirect action message would be which of the following?
a. an ad selling cleaning services to hotels
b. a political ad promoting reduced government spending
c. an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of
SUVs
d. a local grocery store ad for fresh produce
23. An example of an advocacy ad would be which of the following?
a. an ad selling cleaning services to hotels
b. a political ad promoting reduced government spending
c. an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of
SUVs
d. a local grocery store ad for fresh produce
24.An example of a business–to-business ad would be which of the following?
a. an ad selling cleaning services to hotels
b. a political ad promoting reduced government spending
c. an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of
SUVs
d. a local grocery store ad for fresh produce
25. In which way are newspaper ads more effective than radio or TV ads?
a. More people read newspapers every day than watch TV and listen to radio.
b. Newspaper ads are more entertaining.
c. Newspaper ads allow advertisers to give detailed information.
d. Consumers trust whatever they read in newspapers.
26. What is an advantage of radio advertising over magazine ads?
a. Radio ads give longer exposure to the message.
b. Radio ads are better at reaching an older audience.
c. Radio ads allow advertisers to give more detailed information.
d. Radio ads have a shorter lead time than magazine ads.
27. An advertisement designed to reach an audience in a set of southern suburbs of Minneapolis
would be called ______ coverage.
a. targeted
b. zoned
c. rated
d. contracted
28. Advertising and marketing messages that are posted by people through channels such as
YouTube, Snapchat, or Twitter are known as ______.
a. social media
b. online marketing
c. social marketing
d. none of the above
29. An advertisement designed to sell soda to a young, hip audience would be called ______
advertising.
a. targeted
b. zoned
c. rated
d. contracted
30. Apple’s 1984 Super Bowl commercial was designed to do which of the following?
a. highlight the new features of the Macintosh computer
b. promote the price of the new Macintosh computer
c. make people aware that Apple was introducing a new computer
d. show people how a Macintosh differed from an IBM computer
31. One of the biggest problems in controlling advertising of junk food to children is which of
the following?
a. It is difficult to decide what television programs are aimed at children.
b. It is politically unpopular to regulate advertising directed at children.
c. Children don’t pay much attention to commercials.
d. It is difficult to decide on what is junk food and what is healthy food.
32. Integrated marketing communication (IMC) campaigns typically involve ______.
a. advertising
b. public relations
c. sales promotion
d. all of the above