The focus of the ________ consumer response from the Facets Model of Effects is
cueing a brand image.
A) see/hear
B) feel
C) think/understand
D) connect
E) believe
Haley and Lauren, who recently graduated with MBAs, are opening a new shoe
boutique called The Pampered Soul in Hattiesburg, Mississippi, which is classified as a
Metropolitan Statistical Area (MSA) with more than 100,000 people. It’s also home of
The University of Southern Mississippi. Haley and Lauren will offer national brands of
shoes that are not available in the department stores in the mall, and their primary target
market will be women ages 18 to 35. They’ve rented a location on the main street in
front of the USM campus. The owners realize that most of their business will come
from within a five-mile radius and want to limit their advertising to those potential
customers. They have a modest budget for advertising, so they want to get as much out
of it as they can.
Explain why Haley and Lauren should consider traditional radio advertising.
A ________ is a group of people an individual uses as a model for behavior in specific
situations.
A) subgroup
B) social class
C) reference group
D) normal group
E) cohort
On Wednesday nights, one TV hit commanded the highest advertising rates for the
network TV season, charging advertisers $658,333 per 30 seconds. During one
Wednesday in April, the hit show had almost 25 million viewers. Calculate CPM for
this Wednesday in April.
A) $0.04
B) $2.63
C) $26.33
D) $37.97
E) $263.30
Copy tests of headlines using two versions of the same ad are known as ________ tests.
A) end-run
B) tag
C) split-run
D) dual
E) direct
Which of the following product categories is typically among the top ten advertisers in
the U.S.?
A) housing
B) telecom
C) travel
D) health services
E) education
Mmmints, the maker of a line of breath mints, is launching a new flavor. The company’s
agency has created an advertisement that includes a flavor strip, which will allow
consumers to experience the taste of the new product. This advertisement is an example
of a(n) ________.
A) tip-in
B) embossing
C) stamping
D) debossing
E) die-cut
________ is the consumer decision-making stage in which brand communication helps
sort out products on the basis of tangible and intangible features.
A) Need recognition
B) Information search
C) Evaluation of alternatives
D) Risk perception
E) Adoption rate
________ is a company that specializes in persuasion, brand/ad recall, and
communication.
A) Ameritest
B) TNS Global
C) Ogilvy
D) Ipsos ASI
E) GfK
________ contain materials that support retailers’ selling efforts or that help
representatives make sales calls on prospective retailing customers.
A) Promotion kits
B) Point-of-purchase kits
C) Trade incentives
D) Retailer kits
E) Spiffs
Which of the following is a key driver of cognition?
A) influence
B) need
C) symbolism
D) emotion
E) resonance
The ________ develops the storyboard and establishes the look of the commercial.
A) copywriter
B) art director
C) producer
D) director
E) arranger
Another way to look at advertising ROI is the ________.
A) cost-to-sales ratio
B) reach-to-frequency ratio
C) GRP ratio
D) CPM ratio
E) RPM ratio
The sum of the total exposure potential expressed as a percentage of the audience
population is called ________.
A) circulation
B) share
C) rating points
D) gross share points
E) impressions
The “Fourth Screen” of marketing is ________.
A) television
B) mobile phones
C) movies
D) personal computers
E) tablets
Language skills, purchase history, and information-processing abilities are all possible
sources of ________.
A) channeling
B) internal noise
C) feedback
D) external noise
E) clutter
Media buyers must bargain for ________, the locations in magazines and other print
media that offer readership advantage.
A) consolidated services
B) bleed-throughs
C) program preemptions
D) closings
E) preferred positions
The white space running between the inside edges of the pages of a magazine is known
as the ________.
A) gutter
B) byline
C) cover
D) gatefold
E) spread
A magazine page without outside margins, in which the color extends to the edge of the
page, is called a ________.
A) marginless page
B) gatefold
C) double-spread
D) full page
E) bleed
In the evolution of advertising, which of the following came before the Early Age of
Agencies?
A) the Early Age of Print
B) the Scientific Era
C) the Creative Era
D) the Era of Accountability
E) the Era of Integration