1) Which of the following media utilize cost per ratings point to compare cost figures?
A.Magazine
B.Transit
C.Newspaper
D.Billboard
E.Television
2) To make a creative layout of a commercial more realistic, a(n) _____ may be
produced by making a videotape of the storyboard along with an audio soundtrack.
A.animatic
B.heuristic
C.mnemonic
D.copy platform
E.snipe
3) Brine Inc., a manufacturer of salt, places two different ads for Brine salt in
alternative copies of the December 2012 issue of Kitchen Queen, a popular food
magazine. One ad contains ideas extending the use of salt beyond the kitchen, and the
other describes salt as “Flavor Savor.” In this scenario, Brine is conducting:
A.bipolar communications tests.
B.split-run tests.
C.single copy tests.
D.Flesch tests.
E.alpha activity tests.
4) Which of the following is a limitation of focus group studies?
A.In these studies, strong personalities can often wield undue influence.
B.These studies cost more than ethnographic research.
C.These studies are more difficult to administer than ethnographic research.
D.These studies do not offer the benefits of qualitative research.
E.In these studies, consumers are observed in their natural environment.
5) Advertisements for restaurants, TVs, radio stations, or other products and services
placed above the seats and luggage areas in commuter buses are known as:
A.aerial ads.
B.in-store ads.
C.terminal posters.
D.inside cards.
E.mobile ads.
6) _____ is defined as something unique or special a firm possesses or does that gives it
an edge over other firms in a similar industry.
A.Competitor indexing
B.Switch marketing
C.Competitive advantage
D.Marketing-stub
E.Bait marketing
7) The overlap that occurs when the same people see an ad twice is referred as:
A.coverage.
B.unduplicated reach.
C.duplicated reach.
D.frequency.
E.program rating.
8) According to the universal advertising standards developed by the D’Arcy Masius
Benton & Bowles agency, a creative advertising message is built around:
A.the growth-share matrix.
B.a trojan horse business technique.
C.a power idea or a creative core.
D.the bait-and-switch concept.
E.the non-divergence determinant of creativity.
9) The _____ is a federal agency that was founded in 1934 to regulate broadcast
communication and that has jurisdiction over the radio, television, telephone, and
telegraph industries.
A.Federal Trade Commission
B.Federal Communications Commission
C.Fairness Doctrine
D.U.S. Postal Service
E.National Association of Broadcasters
10) Television advertising is:
A.typically not used for hard liquor advertising.
B.regulated through codes developed and enforced by the Federal Trade Commission.
C.regulated by affiliate networks.
D.more stringently self-regulated than any other medium.
E.considered a declining advertising medium.
11) The marketers of Cirrus shoes received negative publicity when the company’s
brand ambassador was convicted of sexual assault. The company was forced to rescind
their association with Adrian Richardson as they feared a conveyance of negative
cultural perceptions to consumers. This scenario can be best explained using the _____
model.
A.celebrity expertise
B.meaning transfer
C.celebrity popularity
D.endorsement shift
E.consumer-celebrity merging
12) The _____ model is a response model that was developed as a paradigm for setting
and measuring advertising objectives.
A.AIDA
B.hierarchy of effects
C.innovation adoption
D.adoption response
E.diffusion rate
13) A consortium of nine major advertisers recently joined Television Production
Partners, a new venture that develops movies, specials, and limited-run series for
television. The members will choose the programs they want to be involved with, take
responsibility for production, and take a portion of the commercial spots during these
shows. The nine advertisers are using a(n) _____ type of advertising arrangement.
A.sponsorship
B.participation
C.adjacency
D.off-network syndication
E.countertrade
14) _____ has been legally defined as “advertising or other sales presentations which
praise the item to be sold with subjective opinions, superlatives, or exaggerations,
vaguely and generally, stating no specific facts.”
A.Deceptive advertising
B.Unfairness
C.Comparative advertising
D.Puffery
E.Affirmative disclosure
15) Organizations that specialize in the creation of marketing tools such as websites for
the Internet, banner ads, search engine optimization, mobile marketing, and social
media campaigns are known as:
A.sales promotion agencies.
B.public relations firms.
C.creative boutiques.
D.interactive agencies.
E.direct-response agencies.
16) Which of the following is true of television as an advertising medium?
A.Television advertising is highly expensive and typically not cost efficient.
B.Television has often been criticized for being a nonselective medium.
C.Television as an advertising medium is typically not intrusive.
D.Television advertising is considered to be highly inflexible.
E. Television offers a greater range of geographic selectivity.