1) _____ is defined as the estimated total number of different people who listen to a
radio station for a minimum of five minutes in a quarter-hour period within a reported
daypart.
A.A shill
B.An interconnect
C.Station rep
D.Cume
E.An affiliate
2) Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries
are processed primarily through a peripheral processing route. Which of the following
advertising strategies should Mellow use?
A.Very detailed ads with a great deal of information about body hygiene
B.Detailed ads with strong message arguments about Mellow brands
C.Ads that use popular celebrity endorsers such as movie stars and sports personalities
D.Ads that pay more attention to information in the copy than executional elements
such as visual imagery
E.Ads that are free of any distractions like pictures or jingles
3) Companies prefer to _____ the international advertising and promotion function so
that all decisions about agency selection, research, creative strategy and campaign
development, media strategy, and budgeting are made at the firm’s home office.
A.centralize
B.decentralize
C.localize
D.globalize
E.regionalize
4) Which of the following is considered an external factor that may influence the
determination of media strategy?
A.Administrative capabilities
B.The rising costs of media
C.Size of the media budget
D.Delegation of agency tasks
E.Organization of an agency
5) According to Positioning Advertising Copy Testing (PACT), the purpose of copy
testing is to:
A.use a single measurement to adequately assess ad performance.
B.aid in the judgment of specific advertising executions.
C.isolate causes of viewers’ evaluations of ads.
D.eliminate the use of controls to avoid the biasing effects of an exposure context.
E.isolate each contributing factor of an ad performance.
6) Which of the following is an important early development in state regulation that is
used in 44 states as a basis for advertising regulation?
A.The Printers Ink model statutes
B.The Better Business Bureau guidelines
C.The Wheeler-Lea Amendment
D.Consortium of Trade Association’s regulations
E.Fifth Amendment rectifications
7) The most commonly utilized method of budget determination by large firms is the:
A.competitive parity method.
B.objective and task method.
C.percentage of sales method.
D.arbitrary allocation method.
E.affordable method.
8) Attitude surveys and focus group research help in measuring the effectiveness of:
A.corporate advertising.
B.celebrity branding.
C.advertorials.
D.lobbying.
E.continuity advertising.
9) _____ is an Internet advertising strategy that is based on advertisers’ targeting
consumers by tracking their website surfing patterns, such as which websites they have
visited and/or searches they have made.
A.Search engine optimization
B.Linking
C.Rich media marketing
D.Behavioral targeting
E.Contextual targeting
10) Which of the following is true of relationship marketing?
A.It focuses on short term sales.
B.It uses message differentiation to target different markets.
C.It does not track promotional effects to improve relationships.
D.It does not utilize sales representatives.
E.It is synonymous with buzz marketing.
11) When a product’s advertising schedule involves constant advertising with heavier
efforts being made at certain times, a(n) _____ schedule is being employed.
A.intermittent
B.continuity
C.flighting
D.weighting
E.pulsing
12) _____ media are used to reach those people in the target market the primary media
may not have effectively reached and to reinforce their messages.
A.Advertising
B.Direct response
C.Traditional
D.Sales promotion
E.Support
13) CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a
new advertising campaign. In order to obtain a better idea about the clothes worn by
pregnant women, the creative team visits obstetrician’s offices and maternity shops at
the mall to gain some information. These visits are most likely a part of the _____ step
of the creative process as outlined by Graham Wallas.
A.preparation
B.verification
C.revision
D.illumination
E.incubation
14) Who among the following was responsible for identifying the major factors that
could account for the ways divergence can be achieved in advertising?
A.Leo Burnett
B.Robert Smith
C.Rosser Reeves
D.David Ogilvy
E.Sigmund Freud
15) Which of the following is true of advocacy advertising?
A.Advocacy advertising is concerned with elucidating controversial social issues.
B.Advocacy advertising is most suitable for high-end luxury products.
C.Advocacy advertising is designed to directly create an image of the firm in the public
eye.
D.Advocacy advertising is ineffective for large organizations.
E.Advocacy advertising is used to promote the organization itself.
16) Which of the following is true of self-liquidating premiums?
A.They are used for lightweight, nonperishable products.
B.They require customers to pay for the mailing costs.
C.They are typically offered at higher-than-retail prices.
D.They are also known as cost-plus premiums.
E.They are usually delivered directly to the customers’ doorsteps.
17) Which of the following is a basic component of a print advertisement?
A.Deadline
B.Testimonial
C.Trademarks
D.Animations
E.Layout