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62) An illustration, a headline, and a copy are the three ________ elements of an
advertisement.
A) tone
B) mood
C) format
D) reach
E) frequency
63) What is the first element that a reader most likely notices in a print ad?
A) copy
B) illustration
C) headline
D) slogan
E) tone
64) The main block of text in a print ad is referred to as the ________.
A) copy
B) testimonial evidence
C) headline
D) slogan
E) message strategy statement
65) Which of the following is illustrated by an amateur 30-second video, developed by a
consumer, telling the story of the online crafts marketplace, Etsy.com?
A) personal selling
B) consumer-generated messages
C) consumer ethnocentrism
D) sales promotion
E) consumerism
66) Television, as a medium of advertisement, is characterized by ________.
A) high audience selectivity
B) low absolute costs
C) poor mass-marketing coverage
D) fleeting exposure
E) high cost per exposure
67) What is an advantage of consumer-generated content?
A) It will be less expensive.
B) It cannot be controlled by the company.
C) It can provide new creative ideas.
D) It can entice customers to become brand evangelists.
E) It can use social media sites more effectively than the company can.
68) Which of the following is a major step in selecting advertising media?
A) determining reach, frequency, and impact
B) selecting message execution style
C) developing a compelling creative concept
D) deciding on format elements
E) planning a message strategy
69) ________ is a measure of the percentage of people in a target market who are exposed to an
ad campaign during a given period of time.
A) Frequency
B) Qualitative value
C) Impact
D) Premium
E) Reach
70) Which of the following is an advantage of using newspapers as an advertising medium?
A) long life
B) good reproduction quality
C) large pass-along audience
D) broad acceptability
E) no ad competition within the same medium
71) You receive a report that 68 percent of your target market has been exposed to your ad
campaign during a given period of time. Which of the following aspects of media selection is
represented by this information?
A) frequency
B) reach
C) impact
D) engagement
E) qualitative value
72) Which of the following statements about magazines as an advertising medium is true?
A) Magazines have long ad purchase lead times.
B) Magazines cannot offer high geographic selectivity.
C) Magazines lack credibility.
D) Magazines provide better local coverage than newspapers.
E) Magazines have poor reproduction of images.
73) The number of times an average person in the target market is exposed to a message is
known as the ________ of the message.
A) quantitative value
B) reach
C) frequency
D) exposure rate
E) turnover rate
74) Which of the following is a disadvantage of using direct mail as an advertising medium?
A) low audience selectivity
B) no flexibility
C) severe ad competition
D) relatively high cost per exposure
E) lack of personalization
75) Which term refers to the qualitative value of message exposure through a given medium?
A) reach
B) turnover rate
C) efficiency
D) media impact
E) frequency
76) Which of the following is a media measure?
A) consumer price index
B) GDP per capita
C) wholesale price index
D) click-through rate
E) human development index
77) Which of the following statements is most likely true about radio as an advertising medium?
A) Radio advertising is typically quite expensive.
B) Radio ensures good attention from the target audience.
C) Radio offers very low audience selectivity.
D) Radio prohibits the use of segmentation strategies.
E) Radio advertising is characterized by good local acceptance.
78) Which of the following is a digital medium that is used by advertisers to reach consumers
directly?
A) smartphone
B) direct mail
C) newspapers
D) billboards
E) television
79) Which of the following statements about outdoor media is true?
A) It has no creative limitations.
B) It is characterized by higher costs per exposure.
C) It has good positional selectivity.
D) It has very limited flexibility.
E) It has high audience selectivity.
80) You want to advertise your new product. You want good mass marketing coverage and low
cost per exposure. You also want to combine sight, sound, and motion and make the
advertisement appealing to the senses. You should choose ________ as your advertising media.
A) newspaper
B) radio
C) magazines
D) television
E) direct mail
81) Snappy Cameras is launching a new advertising campaign to demonstrate the high quality
of its digital cameras. Which media option would give the audience the most control over
exposure to the ads and interactive capabilities?
A) the Internet
B) newspaper
C) TV
D) radio
E) billboard
82) Rather than measuring click-through rates, companies now want to track ________ as a
more accurate measure of the engagement of the consumers in the message.
A) ratings
B) consumer expressions
C) listenership
D) consumer impressions
E) readership
83) While traditional mass media still make up a majority of today's media mixes, companies
have added digital, mobile, and social media that cost less, target more effectively, and
________.
A) are quicker to create
B) involve more departments in the company
C) must be chosen carefully, since there are so many options
D) engage consumers more fully
E) are challenging to schedule
84) Finding ads on shopping carts, ATMs, transit buses, and even municipal garbage cans is
known as ________.
A) paid media
B) earned media
C) shared media
D) media multitasking
E) alternative media
85) A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an
example of ________.
A) broadcasting
B) buzz marketing
C) narrow programming
D) media multitasking
E) personal selling
86) The term media multitaskers refers to ________.
A) competing brands which use the same media vehicle
B) people who absorb more than one medium at a time
C) media planners who also head the creative department
D) media planners who use more than one advertising medium
E) ad agencies whose clients are competitors of each other
87) Modern Family and The Wall Street Journal are both examples of ________—specific
media within each general media type.
A) alternative media
B) major media
C) media vehicles
D) media multitaskers
E) micromedia
88) When selecting a media vehicle, the media planner looks both at the total cost of using a
medium and at the ________.
A) cost per thousand persons reached
B) cost of premium offers
C) cost of the magazine it is using
D) profit margin
E) continuity cost
89) When a media planner determines whether an advertisement for diapers should be placed in
Parents magazine or Sports Illustrated magazine, the planner is evaluating the media vehicle's
________.
A) profit margin
B) flexibility
C) rate of depreciation
D) audience quality
E) cost per exposure
90) Audience quality, audience engagement, and editorial quality are most likely to be
considered when a media planner ________.
A) decides on media timing
B) selects an execution style
C) selects a media vehicle
D) evaluates return on investment
E) measures the communication effects of an advertisement
91) In the context of media timing, ________ means making decisions on scheduling ads either
following the seasonal pattern, opposing the seasonal pattern, or being the same all year.
A) routing
B) continuity
C) sequencing
D) narrowcasting
E) seasonal advertising
92) To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how
the ad affected consumer recall, product awareness, attitude changes, and preference.
A) sales
B) profit
C) communication
D) continuity
E) associativity
93) Which of the following characterizes standardized global advertising?
A) higher advertising costs
B) no global advertising coordination
C) higher appeal to varying demographics
D) a more consistent worldwide image
E) lower reach
Refer to the scenario below to answer the following question(s).
Most clients of Second Avenue have learned about the store through word-of-mouth
communication. This small retailer of quality secondhand children's clothing thrives on the sale
of a vast inventory of children's clothing placed on consignment. "Because small children grow
so quickly," Second Avenue's owner commented, "they often outgrow many of their clothes
before they've hardly been worn!"
Second Avenue provides a way for people to sell their children's clothing, earn a few dollars,
and buy the next larger size. "We're extremely picky about the condition of the clothing we
stock," the owner stated, "but we sell most items at a 60-percent discount."
94) Which of the following media options would be the LEAST costly for Second Avenue's
promotional efforts?
A) periodic advertising in a local newspaper that follows a regular monthly schedule
B) daily advertisements on a cable television station
C) daily commercials during the local evening news
D) a billboard placed on the nearest interstate highway
E) a billboard placed in a supercenter
95) Second Avenue has just developed a 30-second television ad that features three different
shoppers enthusiastically shopping in the store and appreciating its products. This ad uses the
________ execution style.
A) slice of life
B) technical expertise
C) personality symbol
D) fantasy
E) image
96) A specific communication task to be accomplished with a specific target audience during a
specific period of time is called an advertising objective.
97) Informative ads are used primarily in the growth stage of the product life cycle.
98) The most important objective of reminder advertising is telling the market about a new
product.
99) Persuasive advertising aims to build broad demand.
100) While cuts in advertising may appear to do little short-term harm to sales, reducing ad
spending may cause long-term damage to a brand's image and market share.
101) The aim of advertainment is to make ads so entertaining or useful that people want to
watch them.
102) The most common form of advertainment is product placement.
103) A brief glimpse of the latest LG phone on the television series Modern Family is an
example of an advertainment.
104) Branded entertainment involves making the brand an inseparable part of some other form
of entertainment.
105) Professional athletes such as Peyton Manning and Maria Sharapova are featured in
advertisements for Gatorade. According to this information, Gatorade is utilizing branded
entertainment.
106) The purpose of advertising is to get consumers to think about or react to the product or
company in a certain way.
107) The message execution style of personality symbol involves identifying and presenting
ordinary people saying how much they like a product.
108) Although television advertising has high absolute costs, its cost per exposure is relatively
low.
109) In an endorsement style of execution, the endorsers can be characters that represent the
product.
110) The direct mail medium has very low cost per exposure.
111) Reach is a measure of how many times the average person in the target market is exposed
to the message.
112) While advertisers can accurately measure the communications effects of their ads,
measuring sales and profit effects are more difficult.
113) The communication effects of advertisements and ad campaigns are more difficult to
measure than the sales and profit effects.
114) Agencies bring an outside point of view to solving a company's problems, along with lots
of experience from working with different clients and situations.
115) Recently, the increased use of online social networks and video sharing has reduced the
need for advertising standardization with global brands.
116) Standardization of advertising leads to lower advertising costs, greater global advertising
coordination, and a more consistent worldwide image.
117) Advertising media costs and availability differ vastly from country to country.
118) What is an advertising objective? What are the three primary types of advertising
objectives?
119) Describe the main objectives of informative advertising.
