1) Which of the following is at the top of the communication effects pyramid?
A.Awareness
B.Knowledge
C.Liking
D.Preference
E.Repurchase
2) Which television daypart has the highest rates and is dominated by national
advertisers?
A.Daytime
B.Early fringe
C.Prime time
D.Late news
E.Late fringe
3) Drum Inc., a manufacturer of musical instruments, is considering expanding into a
foreign market. The company is collecting data relating to age, income distribution, and
gender variations in the potential host country. In this scenario, Drum is collecting
_____ information.
A.economic
B.demographic
C.cultural
D.political
E.legal
4) Which of the following parameters does the formula for the computation of cost per
thousand (CPM) take into account?
A.Cost of ad space
B.Program rating
C.Cost of commercial time
D.Daily inch rate
E.Cost of 1 unit of time
5) Todd buys a fruit-based drink every afternoon. He either buys a Relish apple juice or
an orange drink made by Joy Fruit Juices. He will not consider any other brand or type
of soft drink because the two drinks make up his:
A.latent set.
B.brand attribution list.
C.natural selection list.
D.evoked set.
E.subliminal choices.
6) Buying ad space in regional editions of national magazines:
A.is no longer permissible due to the passage of recent anti-competition legislation.
B.can reduce an advertiser’s cost per thousand for reaching desired audiences.
C.diminishes the value of pass-along readership.
D.creates overlapping subscription data.
E.can eradicate the problem of clutter.
7) With respect to the consumer decision-making process, the stage that occurs
immediately after the problem recognition stage is _____.
A.elaborative rehearsal
B.purchase decision
C.post purchase evaluation
D.information search
E.goal-directed selection
8) Which of the following is true of the traffic department in a full-service agency?
A.It is headed either by an art director or a graphic designer who produce the final
artwork for the ad.
B.It can be located only within the research department and is used to gather
information through primary or secondary sources.
C.It gathers, analyzes, and interprets information that will be useful in developing
advertising for the agency’s clients.
D.It may be located in the creative services area of the agency or be a part of media or
account management.
E.It is headed either by a copywriter or a media planner who selects and contracts for
space and time in media.
9) Which of the following statements is true of the continuity scheduling method?
A.It serves as a constant reminder to consumers.
B.It is a cost efficient method of scheduling advertising.
C.It allows unlimited media allocation.
D.It is a combination of flighting and pulsing scheduling methods.
E.It results in a lack of interest of promotional messages during nonscheduled times.
10) The five steps in the creative process as designed by James Webb Young include:
A.preparation, brainstorming, growth, reality check, and verification.
B.immersion, testing, illumination, creation, and verification.
C.immersion, digestion, incubation, illumination, and verification.
D.preparation, incubation, immersion, illumination, and reality check.
E.immersion, brainstorming, incubation, creation, and reality check.
11) Which of the following factors contribute the most to the problem of clutter in
television advertising?
A.The use of celebrities in ads
B.The use of emotional appeals
C.The trend toward shorter commercials
D.The increase in zapping or channel hopping
E.The use of fear appeals
12) Critics argue that a major contributor to materialism is advertising that:
A.seeks to fulfill existing needs rather than creating new needs.
B.implies that accumulation of possessions can lead to a content life.
C.promotes equality of ethnic and racial minorities.
D.states that physical goods cannot be symbols of respect and dignity.
E.voices against social stereotypes and gender inequalities.
13) Which of the following is true of the psychoanalytic theory?
A.It is generally considered to have ignored the early development of an individual.
B.It has been criticized for being unresponsive to the external environment.
C.It has proven to be extremely useful as it is structured and easy to administer.
D.It has been validated experimentally.
E.It places less emphasis on the unconscious.
14) The rate of product usage in a geographical area can be calculated through the use
of:
A.gross rating points.
B.reach and frequency.
C.brand development index.
D.benchmark designated index.
E.category development index.
15) _____ are a form of transit advertising that appear on the sides, backs, and/or roofs
of buses, taxis, trains, and subway and trolley cars.
A.Inside cards
B.Aerial ads
C.Specialty ads
D.Terminal posters
E.Outside posters
16) A discount or deal offered to a retailer or wholesaler to encourage them to stock,
promote, or display a manufacturer’s product is known as:
A.cooperative advertising.
B.merchandising support.
C.a trade allowance.
D.a spiff.
E.push money.
17) The Nielsen Station Index (NSI) refers to local television markets as:
A.areas of dominant influence.
B.metropolitan rating areas (MRAs).
C.designated market areas (DMAs).
D.local markets.
E.geodemographic areas.
18) Research has shown that combining advertising with personal selling results in
_____.
A.decreased customer trust
B.uninformed decision making
C.improved reach
D.impulse buying
E.decreased cross selling
19) _____ involves determining which communication channels will be used to deliver
the advertising message to the target audience.
A.Media strategy
B.Creative strategy
C.Reactionary strategy
D.Intrinsic strategy
E.User strategy