70. Dominos is looking into magazine advertising for its pizza. The company wants to reach as many people as possible,
but due to budget constraints Dominos must reach consumers as efficiently as possible. What can Domino’s use to
evaluate various magazines?
a. A cost comparison indicator
b. The total circulation of the magazines
c. A list of the costs of a one-page ad in various magazines
d. The advertising appropriations for each magazine
e. An index of advertisement exposure
71. The cost per thousand impressions (CPM) indicator shows:
a. the cost to expose 1,000 people to a television commercial.
b. the cost to expose 1,000 people to a one-page magazine advertisement.
c. the return on investment marketers get for their advertising dollar.
d. the cost to expose a million people to any type of advertisement.
e. how one media source compares to a different source for reaching target markets.
Chapter 16 – Advertising and Public Relations
72. The three general types of media schedules are:
a. pulsing, beating, and continuous.
b. short, medium, and long-term.
c. morning, afternoon, and evening.
d. pulsing, continuous, and flighting.
e. light, heavy, and alternating.
73. A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is
known as _____ schedule.
a. continuous
b. skipping
c. pulsing
d. flighting
e. alternating
Chapter 16 – Advertising and Public Relations
74. Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then
not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a _____
schedule for its advertising.
a. flighting
b. varying
c. continuous
d. pulsing
e. beating
75. If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods
additional advertising is used to intensify the level of communication, a(n) _____ media schedule is being used.
a. beating
b. alternating
c. flighting
d. continuous with emphasis
e. pulsing
Chapter 16 – Advertising and Public Relations
76. During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate
throughout the week and intensified its message with newspaper advertising in many major newspapers in the
Sunday paper. Verizon Wireless used a(n)_____ media schedule.
a. flighting
b. continuous
c. pulsing
d. alternating
e. multimedia
77. Brian and Tiffany are discussing the media plan for the opening of their new laundromat called Soap and Suds.
While talking to Tiffany, Brian agrees that _____ has a tremendous impact. However, he feel that the upfront
costs for such a campaign cannot be covered, at present, in their modest budget.
a. radio
b. outdoor
c. television
d. the Internet
e. newspaper
Chapter 16 – Advertising and Public Relations
78. As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire
to use outdoor advertising will have strong effects on its selection of the advertising _____.
a. message
b. budget
c. platform
d. audience analysis
e. objectives
79. A marketer who wants to include detailed information in advertisements would most likely use _____.
a. radio
b. television
c. outdoor displays
d. magazines
e. mass transit
Chapter 16 – Advertising and Public Relations
80. The verbal portion of an advertisement, including headlines, body, and signature, is called the _____.
a. artwork
b. copy
c. storyboard
d. layout
e. script
81. An ad’s _____ is designed to attract readers’ attention and develop interest so that they will read the entire
advertisement.
a. signature
b. layout
c. headline
d. artwork
e. subheadline
Chapter 16 – Advertising and Public Relations
82. Todd is developing a print advertisement for Afflac. He knows that the _____ is a critical component of the copy
because _____.
a. headline; it determines the final layout design
b. headline; it is often the only part of the advertisement that is read
c. artwork; it takes up the most space
d. tag line; it links the copy to the signature
e. slogan; it links the artwork to the signature
83. As Will reads the copy for South Beach Hotel’s upcoming magazine ad in Southern Living, he worries that no one
will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact,
Will focuses his creative efforts on the _____.
a. copy
b. body
c. text
d. signature
e. headline
Chapter 16 – Advertising and Public Relations
84. The identification of an advertisement’s sponsor is the _____.
a. copy
b. signature
c. trademark
d. layout
e. subheadline
85. The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At
this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an
illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other
important element should be included?
a. Headline
b. Subheadline
c. Signature
d. Artwork
e. Body copy
Chapter 16 – Advertising and Public Relations
86. Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in
order to attract listeners’ attention on the radio it will be important for her to:
a. use a high level of repetition.
b. buy a really long time slot to get all the information in.
c. be both informal and conversational in tone.
d. use a quick speaker to attract attention to the commercial.
e. say the restaurant’s name and location three separate times.
87. Steve is aware of the growth in digital media advertising, particularly to certain target markets. The use of
advertising on digital devices can alienate some consumers. Steve has uncovered recent research stating that young
consumers are more likely to be receptive to advertising appearing on their digital devices if the source is _____;
_____ is been given, and the messages are _____.
a. known; a coupon; exciting.
b. trusted; permission; entertaining.
c. liked; permission; with a monetary benefit.
d. trusted; a discount; educational.
e. known; a discount; humorous.
Chapter 16 – Advertising and Public Relations
88. When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is
done through use of a _____.
a. parallel format
b. commercial layout
c. layout procedure
d. storyboard
e. visual-impact process
89. Artwork, a major part of most advertisements, consists of the:
a. illustration and the signature.
b. illustration and the layout.
c. illustration and type of print used in the headlines.
d. layout and the signature.
e. method by which all the components are put together.
Chapter 16 – Advertising and Public Relations
90. The _____ design element of an advertisement is used to attract attention, communicate an idea quickly, or
communicate ideas that are difficult to put into words; the _____ is the physical arrangement of the illustration,
headline, subheadline, body copy, and the signature.
a. illustration; layout
b. headline; layout
c. layout; design
d. layout; storyboard
e. signature; layout
91. Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each
type of media has both benefits and disadvantages. She is considering the Internet as a form of media. Which of
the following is NOT a disadvantage of the Internet as a promotional medium?
a. The costs of precise targeting are high.
b. The effects of promotion can be difficult to measure.
c. There are concerns about privacy.
d. The message must be short and simple.
e. There are concerns about security.
Chapter 16 – Advertising and Public Relations
92. Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She
knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough
time putting it all together. Julie is having trouble determining the _____.
a. storyboard
b. artwork
c. copy
d. presentation
e. layout
93. The effectiveness of an advertising campaign can be measured:
a. only after the campaign has been carried out completely and results have been tabulated.
b. only before the campaign begins, to prevent unnecessary expenditures.
c. during the campaign to determine whether more or less funds should be allocated, but not after the
campaign.
d. several weeks after the beginning of the campaign to determine whether the campaign is headed in the right
direction.
e. before, during, and after the campaign through the use of pretests, inquiries, and posttests.
Chapter 16 – Advertising and Public Relations
94. An evaluation performed before an advertising campaign begins is a _____.
a. consumer exam
b. posttest
c. recognition test
d. pretest
e. recall test
95. Mike Stevens wonders whether the creative idea of using the character “Tom T. Turtle” as an image for marketing
a new line of running shoes will be successful. He should suggest to his account representative that a(n) _____ be
used to pretest the campaign.
a. storyboard
b. survey
c. experiment
d. GSR test
e. consumer jury
Chapter 16 – Advertising and Public Relations
96. A consumer jury is a:
a. group of consumers who have purchased the product before they evaluate its effectiveness.
b. panel of potential buyers of the advertised product brought together to pretest an advertising message.
c. panel of buyers who review and evaluate an advertising message after it has been circulated in certain
regions.
d. group of consumers who determine whether or not consumers have been treated fairly by companies.
e. marketing research firm which ranks the effectiveness of advertisements.
97. General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal
box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior
to the execution of the advertising campaign. This is an example of a(n) _____.
a. pretest
b. inquiry
c. recognition test
d. recall test
e. posttest
Chapter 16 – Advertising and Public Relations
98. Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by
Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge
several dimensions of each one. Matt was part of a(n) _____.
a. posttest consumer group
b. panel of advertising experts
c. consumer jury
d. customer ad panel
e. ad preview group
99. Measuring effectiveness during a campaign is usually accomplished by using _____.
a. pretests
b. posttests
c. consumer juries
d. inquiries
e. sales force surveys
Chapter 16 – Advertising and Public Relations
100. Recognition and recall tests are posttest methods based on _____.
a. mail surveys
b. memory
c. inquiries
d. preferences
e. in-depth interviews
101. Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember
advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two
approaches?
a. The actual ads are shown in the former but not in the latter.
b. The former method relies on memory alone, and the latter shows the actual ads.
c. One uses a consumer jury; the other uses random individuals.
d. The respondents are given class clues in the latter but not in the former.
e. One is used primarily by the government, and the other is used by private businesses.
Chapter 16 – Advertising and Public Relations
102. Carla is stopped by a researcher at a shopping mall and asked which was the last television commercial she
remembers seeing. This is an example of a(n) _____.
a. unaided recall test
b. pretest
c. recognition test
d. aided recall test
e. memory test
103. When respondents are shown a list of various products, brands, and company names and then asked about
advertisements they have seen lately, researchers are conducting a(n) _____.
a. unaided recall test
b. pretest
c. recognition test
d. aided recognition test
e. aided recall test
Chapter 16 – Advertising and Public Relations
104. What is the primary justification marketers use for conducting recognition and recall tests?
a. Researchers find that recalling an advertisement has a strong link to purchasing a product.
b. People have unfavorable views of advertising and are unlikely to purchase advertised products.
c. Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result.
d. People are more likely to buy a product they have seen advertised than one they have not seen advertised.
e. There is a strong link between advertisement recall/recognition and word-of-mouth communication.
105. When individuals’ behaviors are tracked from television sets to checkout counters using equipment provided by the
marketer, this is known as _____.
a. family behavior recording
b. single-source data
c. individual consumer jury
d. advertisement exposure data
e. detailed market research
Chapter 16 – Advertising and Public Relations
106. Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV.
Information from both of these is sent to a research facility. Darcy is providing:
a. family behavior recording.
b. individual consumer opinion.
c. single-source data.
d. advertisement exposure data.
e. detailed market research.
107. An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising
department within the organization, or _____.
a. an advertising agency
b. a group of media specialists
c. a group of multi-skilled managers
d. a “special projects” group
e. freelance advertising consultants
Chapter 16 – Advertising and Public Relations
108. Grant is responsible for the marketing promotions of a small firm of consultants. It is most likely that his firm will
use _____ to create and implement its advertising campaigns.
a. an advertising agency
b. a group of multi-skilled managers
c. an advertising department
d. a freelance specialist
e. one or two individuals
109. When an organization uses an advertising agency, _____develops the advertising campaign.
a. the agency’s specialists
b. the firm and the agency working jointly
c. the firm suggests ideas and the agency chooses among them
d. the advertising department within an organization
e. an individual or a few persons within the firm
Chapter 16 – Advertising and Public Relations