1) Sales-oriented objectives are appropriate for:
A.all online-marketing strategies.
B.retail advertising promoting special events.
C.products that have been introduced in highly volatile markets.
D.any advertising campaign aimed at maintaining brand awareness.
E.bait-and-switch marketing campaigns.
2) The _____ of a communication is the person or organization that has information to
share with another person or group of people.
A.essence
B.source
C.message
D.receiver
E.channel
3) In a field test, a firm:
A.makes a final assessment of an ad before committing any money to media.
B.takes into account the effects of repetition and program content.
C.does not conduct tests with the realism of noise, distractions, and the comforts of
home.
D.obtains quick and inexpensive feedback about an ad’s impact.
E.sacrifices realism in order to gain more control.
4) Which of the following statements is true of informational advertising appeals?
A.Benefits that serve as the basis of these appeals are constant across product
categories.
B.They work well for products but not for services.
C.Attributes that form the basis of these appeals vary from one product or service
category to another.
D.Features, benefits, or attributes that serve as a basis for these appeals generally do not
vary among different market segments.
E.They usually influence feelings, images, beliefs, and meanings about a product or
service.
5) The _____ department coordinates all phases of production to see that the ads are
completed on time and that all deadlines for submitting the ads to the media are met.
A.research
B.production
C.art
D.traffic
E.personnel
6) Jim, a doctor, takes out a print ad to advertise his new clinic. He opts for a full-page
ad in a weekly publication known as Doctor’s Info. According to the basic model of
communication, Doctor’s Info is the _____.
A.channel
B.receiver
C.encoder
D.source
E.decoder
7) If 60 million households watch Sports Story, a half hour sports news program, and
there are 300 million households in United States, the national rating for Sports Story
is:
A.30 percent.
B.20 percent.
C.60 percent.
D.25 percent.
E.15 percent.
8) _____ advertising is concerned with propagating ideas and elucidating controversial
social issues of public importance in a manner that supports the interests of a sponsor.
A.Advocacy
B.Image
C.Aerial
D.Event
E.Interactive
9) The _____ regulates and controls the advertising of alcoholic beverages.
A.Federal Commission for Substance Abuse Control
B.Food, Alcohol, and Drug Administration
C.Bureau of Alcohol, Tobacco, Firearms and Explosives
D.Federal Trade Commission
E.National Association of Attorneys General
10) Jim€s Taco launched an advertising campaign for its new Guacamole taco by
running anonymous full-page ads featuring basketball stars issuing mysterious
challenges to one another. The ads were attempting to build curiosity without showing
the product. This is an example of _____ advertising.
A.transformational
B.reminder
C.rational
D.consumer-generated
E.teaser
11) _____ is a major form of corporate advertising that addresses social, business, or
environmental issues.
A.Image advertising
B.Aerial advertising
C.Advocacy advertising
D.Event sponsorship
E.Trade promotion
12) Which of the following statements about the length of television commercials is
true?
A.Commercials have become longer as the demand for broadcast time has dwindled.
B.Commercial length is increasing and 60-second spots are typically considered the
norm.
C.Commercials became shorter because advertisers turned to shorter spots as a way of
controlling their media costs.
D.Commercial length is increasing as the cost of ad space decreases.
E.The number of 60-second commercials has declined due to the networks’ desire to
sell more ads and restrict clutter.
13) According to Professor Don Schultz, outside-in planning:
A.focuses on what the marketer wants to say, when the marketer wants to say it, things
the marketer believes are important to his brand, and the media form the marketer wants
to use.
B.is another term for zero-based communications planning.
C.starts with the customer and builds backward to the brand when developing an IMC
program.
D.is a method of implementing DAGMAR objectives.
E.is used to forecast the validity of DAGMAR objectives.
14) An arrangement where a group of cable systems in a geographic area are joined
together for advertising purposes is known as:
A.syndication.
B.an interconnect.
C.an adjacency.
D.multiplexing.
E.stunting.