In 1971, what organization did several professional advertising associations, in
conjunction with the Council of Better Business Bureaus, establish to negotiate
voluntary withdrawal of national advertising that professionals consider deceptive?
A) Public Citizen
B) American Legacy Foundation
C) American Association of Advertising Agencies
D) National Advertising Review Council
E) American Advertising Federation
Older consumers with sophisticated tastes and generally affluent lifestyles are identified
as belonging to the demographic and lifestyle segment called ________.
A) dinkies
B) yuppies
C) skippies
D) ruppies
E) guppies
Allison works in the media department of a major advertising agency that has several
national advertisers as clients. Her responsibilities include identifying specific media
vehicles, such as TV programs, newspapers, magazines, or radio programs and stations
for clients’ advertising; negotiating the costs to advertise in them; and handling the
details of billing and payment. Although one of the agency’s major clients advertises
primarily in magazines, the media plan calls for the use of newspaper advertising as
well.
Allison is working with a client that wants to maximize frequency over a one-month
period. Which of the following media should Allison NOT recommend to this client?
A) radio
B) daily newspapers
C) monthly magazines
D) network television
E) cable television
Which of the following is a common consumer price deal?
A) banded packs
B) refund
C) rebate
D) premium
E) contest
________ is the research-and-analysis process used to gain knowledge and
understanding of the consumer that is expressed as a key consumer insight into how
people relate to a brand or product.
A) Account planning
B) Advertising planning
C) Consumer planning
D) Message planning
E) Media planning
Recently, an adventurous millionaire successfully made a dangerous climb in the
Himalayas. This gentleman really has all of his basic needs satisfied, and he claims to
do the things he does for self-fulfillment and enrichment. According to Maslow’s
Hierarchy of Needs, which need is this man most likely satisfying?
A) physiological
B) safety
C) belongingness
D) ego
E) self-actualization
Which marketing communication tool uses face-to-face contact between the marketer
and a prospective customer?
A) advertising
B) sales promotion
C) public relations
D) personal sales
E) customary marketing
Which of the following is NOT a technique used in television copy?
A) action
B) demonstration
C) storytelling
D) emotion
E) underline
Which of the following should be used to prevent the delivery of inconsistent messages
through departmental marcom silos?
A) co-marketing
B) 360-degree communication
C) co-op advertising
D) cross-functional management
E) mission marketing
Who implements the media plan?
A) media buyers
B) media researchers
C) media planners
D) media monitors
E) media brokers
The advertising agency for the Ford Focus wants to test the impact of the two headlines
it is considering for a magazine ad. What kind of test can the agency conduct to
determine this?
A) end-run testing
B) body copy test
C) split-run test
D) dual test
E) direct test
June’s job at an advertising agency entails identifying and selecting media options based
on research into the audience profiles of various media as well as scheduling and
budgeting. What is June’s job responsibility?
A) media planning
B) media buying
C) account planning
D) account management
E) message development
________ focus groups are held in a comfortable setting, usually people’s homes.
Participants in these groups have typically been recruited by the host.
A) Snowball
B) Ethnographic
C) Friendship
D) Sample
E) Unstructured
Which of the following is a type of trade promotion?
A) refund
B) premium
C) point-of-purchase display
D) sampling
E) rebate
Which of the following refers to the central concept that makes a brand different and
distinctive from all other brands in its product category?
A) brand position
B) brand target
C) brand personality
D) brand value
E) brand essence