Honda is launching a new SUV and wants to expose the largest possible percentage of
the prime time TV viewing audience to its message at least once during the next six
months. Which media concept is Honda trying to maximize?
A) frequency
B) impressions
C) reach
D) circulation
E) integration
In B2B marketing, sales reps compile information about the customer, profiles of the
customer’s market, and pricing charts in packets of information known as ________.
A) rate cards
B) take-aways
C) promotions
D) media kits
E) sales kits
Which principle refers to adding frequency to reach until reaching a level where people
respond?
A) aperture reach
B) carryover
C) average frequency
D) frequency distribution
E) effective frequency
The ________ is the most important media change that has occurred over the last
twenty years.
A) Internet
B) newspaper
C) television
D) magazine
E) radio
Which of the following takes place while a campaign is running?
A) concept testing
B) semiotic testing
C) monitoring of buzz
D) measuring ROI
E) measuring repeat purchases
A brand is sometimes defined as a(n) ________ because it establishes an expectation
based on familiarity, consistency, and predictability.
A) image
B) position
C) promise
D) association
E) personality
What two figures are needed to calculate CPM?
A) cost of an ad and program or issue rating
B) cost of an ad and frequency of exposure
C) average frequency and estimated target audience reached by media vehicle
D) cost of an ad and estimated audience reached by media vehicle
E) gross rating points and reach
According to Maslow’s Hierarchy of Needs, which level of needs includes
self-fulfillment and enriching experiences?
A) ego needs
B) belongingness needs
C) safety needs
D) self-actualization needs
E) physiological needs
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as
well as accessories, cosmetics, and home products. The company maintains complete
control over the brand image and all of the functions necessary to develop, execute, and
deliver advertising. Polo appeals to consumers’ lifestyle aspirations. Its products are of
high quality and better than most competitors’ offerings. The objective in the company’s
advertising is to convey this image and the fashion statement it makes.
Several of Polo Ralph Lauren’s ads have won awards based solely on their creative
ideas. Of the following, what type of awards might these have been?
A) Effie
B) Clio
C) Reggie
D) Silver Anvil
E) Halo
The Truth® campaign is a series of advertisements run by the American Legacy
Foundation. The campaign tries to reach teenagers with antismoking messages. Which
of the following is most likely the objective of this campaign?
A) to encourage teens to buy products
B) to change smoking legislation
C) to reduce the percentage of teens who begin smoking
D) to create a public service announcement
E) to encourage teens to become politically active
Through the process of ________, results derived from a promotion can be estimated
and compared with the projected cost of the effort.
A) investment planning
B) payout planning
C) added value planning
D) allowance analysis
E) continuity analysis
The media used in promotion for a store, product, or event are referred to as ________.
A) press kits
B) sales kits
C) corporate materials
D) merchandising materials
E) direct response materials
Which of the following refers to the trustworthiness of a person delivering an
advertising message?
A) conviction
B) engagement
C) involvement
D) credibility
E) advocacy
Which dimension of effective advertising represents the ‘science” part?
A) strategic dimension
B) personal dimension
C) creative dimension
D) media dimension
E) audience dimension
Which of the following is a type of partnership program used by manufacturers of two
or more brands, such as Doritos corn chips and Pace salsa, to leverage similar strengths
to achieve a bigger impact in the marketplace?
A) cross promotion
B) licensing
C) sponsorship
D) co-marketing
E) co-branding
A Johnson & Johnson campaign for the company’s “Healthy People” initiative includes
posters with the headline “Keep your spirit pure” with no additional information in the
headline. This is an example of a(n) ________ headline.
A) how-to
B) indirect
C) action
D) news
E) identifying
________ require only that participants submit their names to be included in a one-shot
drawing or other chance selection.
A) Sweepstakes
B) Rebates
C) Contests
D) Premiums
E) Specialties
What colors should an art director use to bring a friendly tone to an ad?
A) deep blues and greens
B) yellow and red
C) cool colors
D) warm colors
E) pastel colors
Sign spinners are also known as ________.
A) shelf talkers
B) point-of-purchase displays
C) flash mobs
D) human directionals
E) premiums
Which of the following is an area in which public relations and advertising differ?
A) Advertising contributes significantly to brand perceptions.
B) Only advertising aims at selected targets.
C) Advertising has greater perceived credibility.
D) Public relations has greater perceived credibility.
E) Only public relations aims at selected targets.