When analyzing the various elements of type, the _____refers to the size of the type in
height.
a. typeface
b. font
c. point
d. serif
A media vehicle refers to a broader category of media than a media class.
a. True
b. False
Dialogue copy on radio may end up sounding dull and dryjust the background drone of
normal conversation. To alleviate this, many advertisers use humor as an
attention-getting device.
a. True
b. False
A grocery chain delivers leaflets that contain an ad about the chain. The leaflets are
ready to be tucked into the Sunday newspaper before delivery. The grocery chain is
using:
a. display advertising.
b. a preprinted insert.
c. co-op advertising.
d. a classified ad.
Without customer attention, there is no chance that an advertiser’s message will have its
desired impact.
a. True
b. False
The value of an inquiry/direct response measure is that it is:
a. a straightforward measurement of ads designed to generate inquiries.
b. cheaper than other forms of ad testing.
c. versatile enough to be used for many different kinds of ads.
d. available to consumers as they respond to the ad being tested.
The graphic mark that identifies a company is known as a(n) _____.
a. patent
b. blog
c. logo
d. slogan
Which of the following is true of a body copy?
a. It consists of fewer words than the subhead.
b. It is the visual component of an advertisement.
c. It tells a complete story of a brand and reinforces the headline.
d. It is more likely to be read by people than the headline and subhead.
Which of the following is a characteristic of a creative brief?
a. It replaces teamwork with individuality.
b. It sets primary goals for the client.
c. It allows plenty of room for creativity.
d. It results from brainstorming in the creative department.
The sales-promotion techniques used within the trade market are:
a. couponing, cash allowances, incentives, and slotting fees.
b. incentives, allowances, training programs, and cooperative advertising.
c. case allowances, sweepstakes, couponing, and training programs.
d. slotting fees, Point-of-Purchase displays, consumer rebates, and merchandise
allowances.
Viral marketing involves professionals or experts promoting a brand to consumers
in-person.
a. True
b. False
The Pure Food and Drug Act had only a minimal effect on advertising because it did not
restrict advertisers’ claims.
a. True
b. False
____is a type of advertising that communicates the specific features, values, and
benefits of a product offered by a particular company.
a. Advocacy advertising
b. Corporate advertising
c. Brand advertising
d. Institutional advertising
One common problem seen in the new media mix involves matching the brand with the
entertainment property.
a. True
b. False
As a media class, television has many advantages. Narrowcasting is an example of
which of the following advantages of television?
a. Audience selectivity
b. Cost-per-contact
c. Repetition of ads
d. Long-lasting message
Advertising can influence both internal and external searches.
a. True
b. False
Men became the major target of advertisers in the 1920s because they were the head of
households and made most purchase decisions.
a. True
b. False
Which of the following is the least complex form of personal selling?
a. Creative selling
b. System selling
c. Missionary services
d. Order taking
An account planner is added to many creative teams to:
a. handle media placement in an increasingly sophisticated market.
b. gather research that gives the consumer a voice.
c. watch the bottom line and monitor spending of advertising dollars.
d. assist the account executive in connecting creative’s to clients.
Which of the following best defines brainstorming?
a. It is an agreement on a concept for the good of a team’s objectives.
b. It is an ongoing clash of ideas and decisions that results in chaos.
c. It is a different cognitive style for resolving team conflicts.
d. It is an organized approach to generating ideas.
Zoned editions demonstrate one of newspapers’ biggest advantages for advertisers.
Which of the following advantages does this imply?
a. Long life-span
b. High Credibility
c. Timeliness
d. High geographic selectivity
Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new
company slogan in 2010. The slogan read, “Drive a Toyota. You’ll never stop.” The
company hopes the new slogan can once again instill confidence into a number of
consumers who grew weary of the brand after a number of massive recalls in recent
years. The company chose to go with the slogan after turning down a number of others,
including, “Toyota Puts the Pedal to the Metal. And keeps it there,” and “Toyota. The
Last Car You’ll Ever Drive.” The new slogan will be featured in all of the company’s
future advertisements.
(Andy Borowitz, “Toyota Unveils New Slogan: “Drive a Toyota. You”ll Never Stop”.”
TheHuffingtonPost, February 6, 2010.)
Toyota is designing its print media advertisements. It decides to use the least complex
copy technique to highlight the urgency of acting immediately. Which of the following
copy techniques is it more likely to have chosen?
a. Direct response copy
b. Narrative
c. Dialogue
d. Straight-line copy
Cryptic Inc., a literary publisher, has established offices in more than 20 states in
Lentasia. Additionally, it has advertised in all states of the country. This is an example
of advertising.
a. local
b. national
c. regional
d. global
National firms started putting names on their products because:
a. it would increase the economies of scale of their product.
b. their incomes were protected by the principle of unlimited liability.
c. brands commanded a higher price than commodities.
d. strict government regulations required them to do so.
Proponents of advertising claim that advertising addresses a wide variety of basic
human needs.
a. True
b. False
Scenario 14-2
You open up your laptop to begin writing a term paper for your English literature class.
You do a quick Google search on a few key phrases involving Shakespeare, Dickens,
and Hemingway. But before you go further, you play a few video games, check your
email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to
a coupon site, solve a murder mystery, go back to Google to check out a big name in the
news, submit a slogan for a new local restaurant, and read a couple editorials on a
magazine site. Then, you figure it’s time to get down to work.
When you clicked off the coupon site, an ad remained on the screen with bright colors,
large letters, and a $2 coupon for a frozen pizza. This is known as a _____.
a. direct email
b. pop-under ad
c. pop-up ad
d. splash screen
Which of the following are the two broad categories of Point-of-Purchase materials?
a. In-house displays and out-of-the-house displays
b. In-store merchandising formats and out-of-store promotional formats
c. Push messages and pull messages
d. Short-term promotional displays and long-term permanent displays
Which of the following is true of the square root law which states that the recognition
of print ads increases with the square of the illustration?
a. It should be used as a general guideline.
b. It should be considered purely as a law.
c. It is very precise.
d. It offers customized feedback on different advertising efforts.
Which of the following components of public relations includes analyses, objectives,
and rationales regarding a company’s programs, and the message content and vehicles
that will assist in its communications?
a. A public relations plan
b. A public relations audit
c. A publicity tool
d. A press release
Scenario 18-1
The brewing companies in the U.S. love to use public relations to keep their company
names in the minds of Americans and to promote their many brands of beer and ale.
Both traditional and innovative public relations activitiesusing both traditional and
innovative mediahelp to promote a positive public image, create brand awareness,
highlight the product line, and act as cost-effective ways to enhance the overall IBP
campaign. And these brewers use a variety of objectives and tools that support the field
of public relations.
A news article on projected plant closings in Milwaukee has been going around the city.
The manager of one of the Milwaukee brewing plants is approached by some of his
subordinates who are concerned about retaining their jobs. He sees the need for a public
relations response since his plant is not one among those that are closing. Which of the
following is his objective in doing this?
a. Lobbying
b. Holding a sponsored event
c. Preparing internal communications
d. Creating a press release
Scenario 12-1
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly
category for several years. Although still a number two in this category, Blackberry
Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales
last year, while Blackberry had only $16,301,000, but that was 11 percent higher than
its 2008 sales.
Organic jams and jellies are important to marketers because they appeal to
health-conscious consumers and have a fresh taste that many consider superior to
traditional fruit spreads.
Appleberry Farm has been put on notice. Blackberry Valley Jam’s move up came
despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent
about $972,000 in measured media during 2010, compared to $1,553,000 spent by
Appleberry. Blackberry also underwent an aggressive re-launch last year with
reformulated flavors, revamped packaging, new ads, and additional media.
Money spent on advertising jam and jelly products in 2010, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000
total for product category $ 81,732,000
Blackberry Valley is currently assessing its brand expenditures relative to the overall
spending of its product category of jams. Which of the following is the company
calculating?
a. Share of customers
b. Share of volume
c. Share of voice
d. Share of mind
Scenario 16-2
HollywoodBranding is a new promotions company formed by three former ad
executives who had illustrious careers in large multi-service advertising agencies. Over
their years, they developed close ties with a number of Hollywood movers and shakers.
Consequently, they feel poised to respond to the business world’s growing desire for
branded entertainment. But they are aware that they need to continually fight their old
school thoughts about branding forged in years of working solely with traditional
media.
A potential client has lunch with the owners of HollywoodBranding to discuss a new
kind of promotion for his gourmet cookware. Beyond his magazine and newspaper
advertising, he is looking for the perfect form of branded entertainment. The owners
come prepared to pitch several ideas involving projects they”re aware of, and by the
time coffee is served, they all agree to have the:
a. cookware appear in the kitchen of a well-known sitcom family.
b. company sponsor a cook in this year’s Pillsbury Bakeoff.
c. cookware mentioned in a new movie set in a New York restaurant.
d. company fund a new PBS cooking show for amateur gourmets.
Which of the following best describes the reason why account executives should not be
fired even when ad agencies face lean times?
a. They have the critical role of bridging the gap between clients and creatives.
b. They execute sophisticated advertising and IBP campaigns.
c. They do not get involved in struggles over control of the creative product.
d. They have the vital responsibility of judging the work of the creatives.
The classic role of public relations is to:
a. foster goodwill between a firm and its constituent groups.
b. use the social media to damage the image of a rival company.
c. use unpaid media to convey a message traditionally carried by paid media.
d. increase the productivity of employees in a firm.