* Target population: 100,000
** those who did not read either of the other two magazines
70% of Magazine A’s readers are part of the target market for a certain advertiser. This
percentage represents Magazine A’s ________ for this advertiser.
A) gross ratings points
B) targeted reach
C) average frequency
D) effective frequency
E) average reach
In 2007, syndicated radio host Don Imus made sexist and racist comments about
players on the Rutgers women’s basketball team during his radio show. Radio stations
that aired the program would most likely have been concerned about regulatory action
from which of the following as a result of the comments that were broadcast?
A) FTC
B) FCC
C) Better Business Bureau
D) FDA
E) U.S. Patent and Trademark Office
Which of the following public relations outputs measures coverage?
A) number of PR products, such as news releases or brochures, generated
B) number of media outlets receiving PR products
C) number and size of clips, column inches, or minutes of time or space
D) media placements multiplied by circulation or broadcast reach
E) equivalent ad costs for time or space
________ is the process of identifying a problem, determining objectives, deciding
upon strategies, and implementing tactics.
A) Insight mining
B) Situation analysis
C) Strategic research
D) Strategic planning
E) Marketing research
Companies that provide information to legislators in order to get their support and vote
on a particular bill are most likely using ________.
A) bribery
B) lobbying
C) corporate relations
D) gatekeeping
E) cause marketing
The newspaper in Panama City, Florida, The News Herald, charges national advertisers
$45.00 per column inch. On Sunday, which is the day most national advertisers would
want to advertise, this newspaper has a circulation of 70,000 households. Of these
households, 40,000 are in one advertiser’s target audience. Calculate the TCPM for one
column inch for this advertiser.
A) $0.64
B) $1.12
C) $6.40
D) $11.30
E) $18.00
Which of the following is NOT part of the fulfillment stage of the direct-marketing
process?
A) receiving payment
B) delivering the product
C) providing delivery tracking information to customers
D) offering a variety of ways for customers to respond
E) processing the transaction
A bleed-through is a technical problem most likely to occur in which of the following
media?
A) radio
B) television
C) online
D) print
E) outdoor
While standing in line at the supermarket, Janet saw a display of candy bars. Without
thinking, Janet put a candy bar in her basket. What is the affective response driver most
likely to be involved in such impulse purchases?
A) resonance
B) differentiation
C) feelings
D) needs
E) wants
An informational message that is designed to touch the mind and create a response
based on logic is known as a ________ sell.
A) persuasive
B) heart
C) hard
D) soft
E) personal
Which concept describes the percent of people exposed to a brand message one or more
times within a specified period of time?
A) reach
B) frequency
C) continuity
D) impression
E) target
Which statement is most likely FALSE regarding advertising writing style?
A) Words such as interesting, very, in order to, buy now and save, introducing, and
nothing less than are effective in advertising copy.
B) Effective copy is succinct and single-minded.
C) In advertising, every word counts because space and time are expensive.
D) Copy should be as simple as possible to reach a generally inattentive and
uninterested audience.
E) Copywriters try to write the way the target audience thinks and talks.
Wendy’s fast food restaurant recently had a situation in which a woman found a
fingertip in her bowl of chili. Of course, customers were disgusted and sales at that
particular Wendy’s and Wendy’s outlets nationwide went down. Fortunately for
Wendy’s, though, it was discovered weeks later that the accuser has a history of filing
lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker
of the woman’s husband. The Wendy’s location in which this incident occurred received
very favorable exposure in the local media once it was learned that the restaurant was
victimized by this false accusation.
After the culprit was discovered, which public relations program was most relevant to
Wendy’s?
A) public affairs
B) cause marketing
C) reputation management
D) public service advertising
E) marketing public relations