1) _____ is an advertising execution technique often used for emotional appeals. It
offers viewers a form of mental escape and/or an opportunity to envision themselves in
a certain situation.
A.Image advertising
B.Demonstration
C.Slice-of-life
D.Animation
E.Comparative advertising
2) A print ad for Pluto Ultra golf balls used the headline “Do you ever wonder why John
Bean can hit a golf ball so far?” This is an example of a(n):
A.direct headline.
B.indirect headline.
C.subhead.
D.jingle.
E. noise.
3) With respect to the major participants in the advertising and promotions process,
which of the following participants include sales promotion agencies, digital/interactive
agencies, and public relations firms?
A.Advertising agencies
B.Media organizations
C.Collateral service agencies
D.Specialized marketing communications service agencies
E.Bait-and-switch marketing service agencies
4) _____ is the promotional function that deals with problems involving local
governments, media, trade associations, and the people of the community.
A.Advertising
B.Marketing
C.Personal selling
D.Sales promotion
E.Public relations
5) As postal rates increase, direct-mail advertising is replaced with:
A.billboards.
B.e-mail.
C.infomercials.
D.telemarketing.
E.radio advertising.
6) In a full-service agency, the function of gathering, analyzing, and interpreting
information that is useful in developing advertising is the responsibility of the _____
department.
A.audit
B.personnel
C.media
D.account management
E.research
7) A local newspaper published an article about Pluto Inc.’s latest line of shoes. The
shoes were made with used clothing sourced from households across the country. The
article also included select photographs and offered consumers a ‘sneak peak” into the
manufacturing process. This form of nonpersonal marketing communication is known
as:
A.sales promotion.
B.digital marketing.
C.personal selling.
D.public relations.
E.publicity.
8) With respect to the various generational differences in shopping behaviors, the
generation born prior to 1946 is called:
A.the tweens.
B.Gen Z.
C.Gen Y.
D.the greatest generation.
E.the Millennials.
9) A(n) _____ is something that moves people, speaks to their wants or needs, and
excites their interest.
A.recency sequence
B.advertising stock
C.advertising appeal
D.creative sequence
E.creative review
10) At what stage of the creative process would consumers in the target audience be
asked to evaluate storyboards and animatics?
A.Preparation
B.Incubation
C.Verification
D.Illumination
E.Verdict
11) Outdoor advertising would best be suited for a company whose communication
objective is to:
A.attain brand awareness.
B.explain a complex product advantage.
C.create an attitude change.
D.stimulate product trial for a new gadget.
E.expand exposure time of its advertising messages.
12) Advertisements that focus on the dominant attributes or characteristics of a product
or service are making use of _____ appeals.
A.feature
B.news
C.price
D.product popularity
E.competitive advantage
13) CL Ads, an ad agency, provides media services for its clients. It prepares and places
ads in local and national magazines at a specified cost. However, the agency bills its
clients a flat 15 percent of the ad cost as revenue. In this scenario, the agency is using
a(n) _____ system.
A.incentive-based
B.flexible revenue
C.cost-plus
D.commission
E.fixed-fee
14) With respect to the types of organizational structures, some advertising agencies
prefer the departmental system because:
A.it completely avoids the usage of a commission system to compensate ad agencies.
B.it gives employees opportunity to develop expertise in servicing a variety of
accounts.
C.it converts a full-function advertising agency into a creative boutique.
D.it avoids the involvement of the top management in the decision making processes.
E.it allows the creative team and the media team to work together as a group.
15) Before beginning its new advertising campaign, Capital Bank conducted a study to
determine its clients’ levels of awareness and knowledge of the bank and its services, as
well as their perceptions of the bank’s image. This was done to:
A.communicate advertising goals.
B.communicate tasks.
C.establish benchmark measures.
D.communicate DAGMAR objectives.
E.establish marketing research goals.
16) A(n) _____ is a type of compensation arrangement where an agency charges a client
a basic monthly amount for all of its services and credits to the client any media
commissions earned.
A.fixed fee method
B.negotiated commission method
C.cost-plus agreement method
D.incentive-based compensation system
E.objective-and-task compensation system
17) According to DAGMAR, advertising objectives should be written in measurable
terms that specify:
A.a communications task, a target market, a benchmark starting point, a time period,
and the degree of change sought.
B.a budget, a message strategy, a media plan, and the degree of carryover effect desired.
C.the reach, frequency, and point of wearout for the advertising messages.
D.the purchase motives, demographic composition, and buying habits of the target
market.
E.sales potentials, market share, return on investment, and budget forecasts.
18) Which of the following touch points relates to unanticipated references or
information about a company or brand that a customer or prospect receives from
sources that are beyond the control of the organization?
A.Company created touch point
B.Intrinsic touch point
C.User created touch point
D.Unexpected touch point
E.Customer initiated touch point
19) Which of the following statements is true of the use of slice-of-life executions?
A.Slice-of-life executions are very inefficient in business-to-business advertising.
B.To be effective, a slice-of-life execution should avoid mimicking real life because its
primary purpose is to rise above the clutter.
C.Slice-of-life executions work well only for consumer products with perceived
homogenous qualities.
D.Many advertisers like slice-of-life executions because they feel they are an effective
way to present a situation to which consumers can relate.
E. Slice-of-life or problem/solution execution approaches are limited to the advertising
of services.
20) The first step in measuring the effectiveness of event sponsorship is to:
A.set qualitative goals.
B.build evaluation methods into the event sponsorship strategy.
C.narrowly define the objectives for the event with specific details.
D.redefine the organization’s objectives in terms of its marketing communications.
E.measure the implementation and results against predetermined benchmarks.