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1) "Pamper yourself with Silk Sheen body lotion. It's better for your skin than Inflame,
Genesis, or Dusk body lotions." This headline from a Silk Sheen ad in Belle Manage
Magazine is an example of:
A.confrontational advertising.
B.two-sided advertising.
C.comparative advertising.
D.a recency appeal.
E.refutational advertising.
2) It is often difficult to measure the effectiveness of corporate advertising activities.
Which of the following measures would be most useful in this effort?
A.Tying PR activities directly to sales
B.Timing the amount a sponsored logo appears on television
C.Conducting studies relating to corporate advertising and stock prices
D.Computer simulations
E.Measuring effectiveness of the sales promotional tools instead
3) The basic elements that are used to accomplish an organization's marketing
communication objectives are referred to as:
A.the marketing mix.
B.marketing strategy tools.
C.the growth-share matrix.
D.the promotional mix.
E.the hype cycle.
4) Headlines that are very straightforward and informative in the message they are
presenting are known as _____ headlines.
A.direct
B.indirect
C.secondary
D.visual
E.rational
5) Using multiple ads in the same issue:
A.is relatively less expensive than ink-jet imaging.
B.is considered to be an inefficient way to build frequency.
C.is referred to as the process of selective binding.
D.is the most popular method for obtaining greater reach.
E.is known as split running.
6) In the creative services department of an ad agency, the _____ department is
responsible for creating the visual portion of an ad, such as layouts and commercial
storyboards.
A.account services
B.service
C.product management
D.research
E.art
7) In a television ad, actor and noted animal lover Betty White praised, Frontline, a flea
and tick treatment, for the way it protects her dogs and cats. Which of the following
types of advertising execution has been illustrated in this scenario?
A.Comparisons
B.Slice-of-life
C.Humor
D.Testimonial
E.Demonstration
8) A television commercial for Elate perfume features a woman walking along a beach.
The ad attempts to connect the woman's physical beauty to the attractiveness of the
perfume. In the ad, the model serves as a(n):
A.source echo.
B.message shaper.
C.direct source.
D.passive model.
E.active communicator.
9) A City of Boston public transit bus was painted to look like a large loaf of Galaxy
Bread. This is an example of:
A.bulletin advertising.
B.a mobile billboard.
C.free-form advertising.
D.a printacular.
E.aerial advertising.
10) Which of the following is true of advertising?
A.Advertising attempts to create a personal relationship with the consumers.
B.The nature and purpose of advertising is usually the same across various industries.
C.Advertising is a valuable tool for building brand and company equity.
D.Advertising is used only for the promotion of mass consumer products.
E.One disadvantage of advertising is that it is extremely personal to consumers.
11) _____ data can provide insight into the living standards and lifestyles in a particular
country to help companies plan ad campaigns.
A.Economic
B.Political
C.Demographic
D.Legal
E.Social
12) Television commercials for Halo laundry detergent are aired several times a day, on
various cable networks, throughout the year. Advertisers of Halo believe that this will
serve as a constant reminder of the brand to the consumers. Media planners of Halo are
likely to be using a(n) _____ scheduling method.
A.pulsing
B.continuity
C.flighting
D.oscillating
E.weighted ratings
13) _____ is a common sampling technique for small, lightweight products that are
nonperishable.
A.Door-to-door sampling
B.Sampling through the mail
C.In-store sampling
D.On-package sampling
E.Location sampling
14) Which of the following Federal Trade Commission (FTC) programs requires firms
to verify the veracity of product information before making any advertising claims
about the product?
A.Corrective advertising
B.Implied uniqueness
C.Comparative advertising
D.Affirmative disclosure
E.Advertising substantiation
15) Which of the following is a posttest method used for measuring advertising
effectiveness?
A.Concept tests
B.Portfolio tests
C.Recall tests
D.Physiological measures
E.Readability tests
16) Once a user visits a website and leaves without purchasing a product, a specifically
targeted ad is displayed on subsequent participating websites the user visits. This
phenomenon is known as:
A.retargeting.
B.rebounding.
C.heuristic targeting.
D.search engine optimization.
E.contextual targeting.
17) _____ segmentation is most closely related to the 80-20 rule, which states that 80
percent of a company's business comes from 20 percent of its customers.
A.Geographic
B.Behavioristic
C.Demographic
D.Psychographic
E.Benefit
18) The Federal Trade Commission's (FTC's) advertising substantiation program has
had a major effect on the advertising industry because:
A.it simplified the advertising decision-making process.
B.it led to fewer liability litigations involving products that are associated with
consumer injuries.
C.it enabled advertisers to make accurate advertising claims.
D.it shifted the burden of proof from the commission to the advertiser.
E.it increased consumer confidence in all advertising claims.
19) Which of the following can serve as a personal channel of communication?
A.Sales team
B.Newspaper
C.Radio
D.Magazines
E.Television
