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1) After calculating both the brand development index (BDI) and the category
development index (CDI), a media planner obtains the following results: High BDI and
High CDI. Which of the following is likely to be true of the product class and the
product?
A.High market share and good market potential
B.Low market share and good market potential
C.High market share with required monitoring for sales decline
D.Low market share and poor market potential
E.High market share but not a good market to advertise in
2) The advertising appeals that have received the most criticism for being in poor taste
are those using:
A.misrepresentations.
B.violence.
C.sexual appeals.
D.deceptive claims.
E.celebrities.
3) Elite Motors Inc., an automaker, develops two new print ads targeted to women. One
ad uses local scenes from around its Tennessee plant and emphasizes the "Made in
America" aspect. The other ad uses a spokesperson and emphasizes the safety of the
car. Which of the following types of ad effectiveness measures should Elite Motors use
to test the most effective ad?
A.Split-run testing
B.Day-after recall
C.Consumer juries
D.Physiological measures
E.Portfolio tests
4) Companies prefer sponsorship arrangements for buying advertising time because:
A.it allows companies to capitalize on the image of a high-quality program.
B.it gives the advertiser less control over the placement and the length of its
commercials.
C.it is relatively inexpensive.
D.sponsoring a show enables the advertiser to run more commercials per hour since
time regulations do not apply.
E.it broadens advertising reach, saves money, and reaches a more aggregated market
when compared to buying national spots.
5) A 'split-run" privilege offered by some print media allows:
A.half of an advertisement to be placed in the upper left hand corner of a page and the
other half in the lower right hand corner.
B.half of an advertisement to be placed on one page and the other half on the page
facing it.
C.an advertiser to put the same ad in two consecutive issues.
D.alternate copies of the same issue to carry different versions of a message.
E. an advertiser to buy 50 percent of the back cover position in one issue.
6) After Jones finished reading an article titled "101 Places To Visit Before You Die" in
the travel website Excursion 2.0, he closed the page. Subsequently, he saw an ad on his
screen that invited him to subscribe to the print version of Excursion 2.0 magazine. This
ad is an example of:
A.content sponsorship.
B.a pop-up.
C.push technology.
D.functional sponsorship.
E.a pop-under.
7) Which of the following is true of word-of-mouth (WOM) marketing?
A.It involves very formal communication among consumers.
B.It is known as company-generated marketing.
C.It is considered a weak marketing strategy.
D.It can also be described as buzz marketing.
E.It is considered to be a part of nonpersonal communication.
8) The use of a third page that folds out to create an extra-large advertising spread in a
magazine is called a(n):
A.bleed page.
B.printacular.
C.gatefold.
D.stock card fold.
E.overrun fold.
9) Which of the following is an advantage of a decentralized organizational system?
A.Effective decision making
B.Rapid response to problems and opportunities
C.Lack of internal conflicts
D.Enhanced authority
E.External rather than internal focus
10) When deciding on the visual portion of a print ad, an advertiser must determine:
A.the identification marks to be included.
B.the requirement for a needledrop.
C.the content in the body copy.
D.the length of the ad copy.
E.the headline of the copy.
11) Effective reach refers to the:
A.percentage of people in the primary target audience a media buy reaches effectively.
B.percentage of people who see and respond to an ad through purchase action.
C.percentage of people in the target audience who can recall an ad after being exposed
to the ad once.
D.percentage of a media vehicle's audience reached at each effectual frequency
increment.
E.number of times an ad appears in prime-time television.
12) Yummy Soups positioned itself as better tasting and more appropriate to the adult
palate to gain an advantage over Magic Soups, another packaged soup manufacturer. In
the given scenario, which of the following positioning strategies has Yummy Soups
used?
A.Demographics
B.Cultural symbols
C.Competitor
D.Price
E.Product class
13) _____ is a summary measure that combines a program rating and the average
number of times a home is reached during this period.
A.Brand development index
B.Program rating
C.Category development index
D.Target ratings points
E.Gross ratings points
14) _____ is a strategy of advertising in which certain banned products are indirectly
advertised by labeling a non-banned product with a familiar logo so as to develop brand
image and easy recall.
A.Aerial advertising
B.Transit advertising
C.Surrogate advertising
D.Cross-selling
E.Ethnocentric advertising
15) Which of the following statements describes an inherent weakness in the use of the
marginal-analysis model for establishing an advertising budget?
A.It is unsuitable as a basis for budgeting only in the case of direct response
advertising.
B.It only considers environmental factors that affect the effectiveness of the
promotional program.
C.The budget is often set according to the FIFO method.
D.The budget is determined by management solely on the basis of what is felt to be
necessary.
E.It assumes that sales are determined solely by advertising and promotion.
