1) The _____ effect explains the different impact that the advertising exposure will have
on the same audience member if the exposure occurs in one media option rather than
another.
A.halo
B.primacy-recency
C.stimulus-response
D.vehicle option source
E.vehicle media context
2) With respect to common television dayparts for eastern and Pacific time zones, the
slot between 7:00 P.M.-8:00 P.M. from Monday through Saturday is called:
A.overnight.
B.late fringe.
C.early news.
D.prime access.
E.early fringe.
3) Physiological measures of advertising effectiveness:
A.are the most common methods for evaluating finished commercials in a laboratory
setting.
B.indicate a receiver’s involuntary responses to ads.
C.measure the effects of subliminal advertising.
D.are only used for pretesting broadcast advertising.
E.are neither valid nor reliable.
4) In 2006, Nielsen Media Research introduced a new media rating system, A2/M2, or:
A.All Ads Make Meaning.
B.Average Audience Marketing Management.
C.Actual Audience Measured Meaning.
D.Audience Access Monitoring Mentality.
E.Anytime Anywhere Media Measurement.
5) According to the sleeper effect phenomenon:
A.the impact of a persuasive message diminishes over time.
B.people subconsciously retain advertising messages that they see moments before
sleeping and rehearse them in their sleep.
C.the impact of a persuasive message from a low-credibility source can increase over
time, since the message content becomes disassociated from the source.
D.with the passage of time, the impact of a persuasive message from a low-credibility
source can decrease, since people forget the content of the message.
E. people instinctively disassociate a low-credibility source from message when they
are paying less than full attention to the message.
6) When a person speaks on behalf of a product or service based on his or her personal
use of and experiences with it, a(n) _____ execution is being used.
A.dramatization
B.slice-of-life
C.animation
D.demonstration
E.testimonial
7) Media used to reinforce communications messages that may have been received
from other forms of advertising are called:
A.support media.
B.source media.
C.indirect communications.
D.accessory advertising.
E.category ads.
8) Which of the following statements best explains the reason that consumers are more
receptive to magazine advertising than to television advertising?
A.Unlike television ads, magazine ads are invasive and not easy to ignore.
B.Consumers become involved with magazines when they read them and are more
likely to find ads acceptable or even enjoyable.
C.The number of ads in magazines is much fewer than that of television, so consumers
are not bothered by advertising clutter.
D.More creative advertising options are available for magazines than those available for
television advertising, implying that magazine ads are more interesting.
E.Magazine advertising does not provide the psychographic or demographic selectivity
that television advertising does.
9) Which of the following is true of outdoor advertising?
A.Outdoor advertising is the newest form of advertising that emerged with the onset of
technology.
B.Messages communicated through outdoor advertising are often dissuasive.
C.Outdoor advertising has plunged with the increasing number of women in the work
force.
D.Outdoor advertising is the only form of advertising that is independent of national
legislation.
E.Outdoor advertising is a pervasive form of communication for residents of urban and
suburban areas.
10) With respect to motivation research, which of the following is a face-to-face
situation in which an interviewer asks a consumer to talk freely in an unstructured
interview using specific questions designed to obtain insights into his or her motives,
ideas, or opinions?
A.Focus group interview
B.Stress interview
C.Projective interview
D.Coolhunting
E.In-depth interview
11) Which of the following is a disadvantage of transit advertising?
A.Low frequency of exposure
B.High relative costs
C.Varying mood of the audience
D.Limited exposure time to an ad
E.Immediate results
12) A radio commercial begins with the following line: “Our competitors think we can’t
sell furniture for so little money, but we want our customers to know that we work hard
to bring you value for your dollar, and our prices are for real.” The furniture store is
using a(n) _____ appeal.
A.one-sided
B.functional
C.emotional
D.refutational
E.slice-of-life
13) Which of the following statements is true according to the Hirschman study of
creative people in advertising?
A.They view ads as promotional tools whose primary purpose is to communicate
favorable impressions to the marketplace.
B.They are more risk averse than brand managers.
C.They prefer making conservative commercials.
D.They believe a commercial should be evaluated in terms of whether it fulfills the
client’s marketing and communication objectives.
E.They want to maximize the impact of the advertising message.
14) Krypton Inc., a toothbrush manufacturer, prints a magazine ad with a picture of a
smiling, toothless monster with a caption that reads, “Smooth care for your teeth and
gums.” Krypton’s advertisers believe that using a picture that contradicts the verbal
message will grab more attention, thus:
A.getting consumers to engage in more elaborative processing.
B.stimulating immediate purchasing behaviors in consumers.
C.reinforcing the primacy effect.
D.reinforcing the recency effect.
E.creating a strong refutational appeal.
15) Which of the following is true of corporate advertising?
A.It is highly effective in promoting organizations.
B.It reaches a select target market.
C.It follows strong ethical principles.
D.It fails to take advantage of the benefits derived from PR.
E.It fails to effectively position a firm.