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158) Purchase frequency is related to the scheduling of advertising how?
A) Flighting advertising schedules are best for converting brand-loyal and frequent customers of
the firm's product.
B) Frequent advertising can depress the number of times a buyer purchases a product during its
life cycle.
C) Advertising regularly is the best method to prevent a consumer from trying competitive
brands.
D) How frequently a product is purchased is independent of the advertising schedule.
E) The more frequently the product is purchased, the less advertising repetition is required.
159) In terms of scheduling advertising, the speed with which buyers fail to recall a brand if
advertising is not seen is referred to as
A) buyer turnover.
B) the frequency rate.
C) the brand awareness rate.
D) the forgetting rate.
E) the recall dissipation rate.
160) The three approaches to setting advertising schedules are
A) flexible, seasonal, and continuous.
B) spontaneous, continuous, and intermittent.
C) continuous, flighting, and pulse.
D) daytime, prime time, and off-peak.
E) sporadic, intermittent, and infrequent.
161) A basic approach to scheduling when seasonal factors are unimportant and advertising is
run at a constant or steady schedule through the year is referred to as
A) a continuous schedule.
B) a flighting schedule.
C) a pulse schedule.
D) a phased schedule.
E) a constant schedule.
162) Continuous scheduling would most likely be used for advertising
A) fishing rods.
B) bathing suits.
C) gardening supplies.
D) bathroom cleaning supplies.
E) children's toys.
163) A basic approach to scheduling in which periods of advertising are scheduled between
periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.
A) steady
B) flighting
C) dripping
D) pulsing
E) burst
164) Flighting schedules would most likely be used for advertising
A) snowboards.
B) automobiles.
C) bottled water.
D) toothpaste.
E) bathroom cleaner.
165) A flighting schedule combined with a steady schedule because of increases in demand,
heavy periods of promotion, or introduction of a new product is referred to as
A) a continuous schedule.
B) a phased schedule.
C) a pulse schedule.
D) a turnover schedule.
E) an intermittent schedule.
166) Some studies show that ________ are superior to other advertising strategies.
A) flighting schedules
B) continuous schedules
C) opportunistic schedules
D) pulsing schedules
E) intermittent schedules
167) Pulse scheduling would most likely be used for advertising
A) bathroom cleaning supplies.
B) breakfast cereal.
C) socks.
D) motor oil.
E) board games.
168) Tests conducted before an advertisement is placed in any medium to determine whether the
advertisement communicates the intended message or to select among alternative versions of the
advertisement are referred to as
A) posttests.
B) pretests.
C) test screenings.
D) aided recall testing.
E) sales tests.
169) Pretests are
A) tests conducted before an advertisement is placed in various media to determine which
medium best reaches its intended target market.
B) tests conducted among company personnel to determine which advertising campaign most
closely matches the firm's goals and objectives.
C) tests conducted with an advertisement for a product to prospective consumers under realistic
purchase conditions to see if they will buy.
D) tests conducted before an advertisement is placed in any medium to determine whether the
advertisement communicates the intended message or to select between alternative versions of
the advertisement.
E) sample ad campaigns submitted by competing advertising agencies before receiving a formal
contract for that account.
170) Because advertising is expensive, marketers want to be certain the advertisements they run
communicate the intended message to the target audience. In order to accomplish this
communication goal, marketers conduct ________ before advertisements are placed in a
medium.
A) pretests
B) double blind tests
C) efficacy trials
D) aided recall tests
E) sales tests
171) In a ________, the test ad is placed in a collection with several other ads and stories, and
consumers are asked to read through the collection. Afterward, subjects are asked for their
impressions of the ads on several evaluative scales.
A) theater test
B) range test
C) group test
D) portfolio test
E) jury test
172) Showing ad copy to a panel of consumers and having them rate how they liked it, how
much it drew their attention, and how attractive they thought it was, takes place during
A) focus groups.
B) portfolio tests.
C) jury tests.
D) theater tests.
E) performance tests.
173) A test where consumers are invited to view new television shows or movies in which test
commercials are also shown is called
A) a sales test.
B) a jury test.
C) a theater test.
D) an attitude test.
E) a portfolio test.
174) The most sophisticated form of pretest is the
A) portfolio test.
B) sales test.
C) attitude test.
D) theater test.
E) jury test.
175) A(n) ________ is an advertising agency that provides the most complete range of services,
including market research, media selection, copy development, artwork, and production.
A) turnkey-service agency
B) complete spectrum agency
C) multiservice agency
D) in-house agency
E) full-service agency
176) A full-service advertising agency refers to
A) an advertising agency that not only provides a complete range of services, including market
research, media selection, copy, art, and production, it has input into actual product design.
B) an advertising agency that specializes in one aspect of the advertising process such as
developing advertising copy or providing social media services.
C) an advertising agency that provides the most complete range of services, including market
research, media selection, copy development, artwork, and production.
D) firms that are large enough to carry their own in-house advertising staff to provide all
advertising services the company needs.
E) one that sets a firm's advertising objectives, designs the market research, recommends media
selection, suggests copy development and artwork, and then allows the firm to implement the
recommendations itself.
177) ________ may receive its compensation through a fee-based model, a commission-based
model, or even an incentive-based model.
A) A full-service agency
B) An in-house agency
C) A modified-service agency
D) A promotional firm
E) A limited-service agency
178) Advertising agencies that specialize in one aspect of the advertising process such as
providing creative services to develop the advertising copy, buying previously unpurchased
media (media agencies), or providing Internet services (Internet agencies) are referred to as
A) full-service agencies.
B) in-house agencies.
C) modified-service agencies.
D) functional agencies.
E) limited-service agencies.
179) A limited-service agency is
A) an advertising agency that not only provides a complete range of services, including market
research, media selection, copy development, artwork, and production, but it also has input into
actual product design.
B) an advertising agency that specializes in one aspect of the advertising process such as
developing advertising copy or providing Internet services.
C) an advertising agency that provides the most complete range of services, including market
research, media selection, copy development, artwork, and production.
D) a firm that is large enough to carry its own in-house advertising staff to provide all
advertising services the company needs.
E) one that sets a firm's advertising objectives, designs the market research, recommends media
selection, suggests copy development and artwork, and then allows the firm to implement the
recommendations to save the firm money.
180) An advertising agency that deals in creative work and is compensated by a contractual
agreement for the services performed is referred to as
A) a full-service agency.
B) an in-house agency.
C) a modified-service agency.
D) a limited-service agency.
E) a sales promotion firm.
181) When a company uses ________, it is using its own advertising staff to provide the
promotional services needed by the company.
A) an intrafirm agency
B) a promotion department
C) an in-house agency
D) a full-service agency
E) a limited-service agency
182) Tests conducted after an advertisement has been shown to the target audience to determine
whether an ad accomplished its intended purpose are referred to as
A) jury testing.
B) tracking tests.
C) exposure testing.
D) posttesting.
E) pretesting.
183) All of the following are examples of posttests except which?
A) inquiry test
B) sales test
C) attitude test
D) unaided recall test
E) jury test
184) There are five common approaches to posttests, including which of these?
A) unaided recall
B) jury tests
C) tracking tests
D) performance tests
E) comparison tests
185) An aided recall posttest designed to determine the percentages of those who remember
seeing a specific magazine ad, who saw or read any part of the ad identifying the product or
brand, who read any part of the ad's copy, and who read at least half of the ad, is
A) an attitude test.
B) a prompted response test.
C) an inquiry test.
D) a concept test.
E) a Starch test.
186) The Starch test is an example of
A) a sales test.
B) an unaided recall test.
C) an aided recall test.
D) an inquiry test.
E) a concept test.
187) The Starch test uses a(n) ________ to determine the percentages of those who remember
seeing a specific magazine ad, who saw or read any part of the ad identifying the product or
brand, who read any part of the ad's copy, and who read at least half of the ad.
A) attitude test
B) prompted response test
C) inquiry test
D) concept test
E) aided recall test
188) The Starch test uses aided recall to determine the percentage of those who did which of
these?
A) felt the ad was vague or ambiguous
B) felt elements of the ad were inappropriate
C) could summarize the key ad points in their own words
D) remember seeing a specific magazine ad
E) had already tried the product
189) A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered
seeing in the most recent issue. Then Kelly was asked questions about the content and
appearance of the ads she remembered. The researcher was using ________ to test the
effectiveness of ads in the magazine.
A) inquiry testing
B) concept testing
C) portfolio testing
D) aided recall
E) unaided recall
190) Which of the following statements about inquiry tests is most accurate?
A) In inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked
of respondents without any other prompting to determine whether they saw or heard advertising
messages.
B) In inquiry tests, additional product information, product samples, or premiums are offered to
an ad's readers or viewers, and ads generating the most requests are presumed to be the most
effective.
C) Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
D) In an inquiry test, respondents are asked questions to measure changes in their attitudes after
an advertising campaign, such as whether they had a more favorable attitude toward the product
advertised.
E) In an inquiry test, respondents are first shown an ad and then asked whether their previous
exposure to it was through reading, viewing, or listening.
191) Which of the following statements about sales tests is most accurate?
A) In sales tests, additional product information, product samples, or premiums are offered to an
ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most
effective.
B) In sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of
respondents without any other prompting to determine whether they saw or heard advertising
messages.
C) Sales tests involve studies such as controlled experiments and consumer purchase tests to
measure retail sales.
D) In a sales test, respondents are asked questions to measure changes in their attitudes after an
advertising campaign, such as whether they had a more favorable attitude toward the product
advertised.
E) In a sales test, respondents are first shown an ad and then asked whether their previous
exposure to it was through reading, viewing, or listening.
192) Posttests that involve studies such as controlled experiments (e.g., using radio ads in one
market and newspaper ads in another and comparing the results) and consumer purchase tests
(measuring retail sales that result from a given advertising campaign) are examples of
A) aided recall tests.
B) unaided recall tests.
C) attitude tests.
D) sales tests.
E) inquiry tests.
193) Sales promotion expenditures account for ________ percent of all promotional spending.
A) 5
B) 12
C) 18
D) 24
E) 33
194) Consumer-oriented sales promotions are
A) sales tools like coupons and premiums used to support a company's advertising and personal
selling directed to ultimate consumers.
B) promotions where charitable contributions of a firm are tied directly to the customer revenues
produced through the promotion of one of its products.
C) methods used to get a nonpersonal, indirectly paid presentation of a company or its products.
D) advertisements that show actual consumers using the product.
E) sales promotions that supplement advertising and personal selling but are directed to
wholesalers, retailers, or distributors.
195) Sales tools like coupons and premiums used to support a company's advertising and
personal selling directed to ultimate consumers are referred to as
A) trade-oriented sales promotions.
B) manufacturers' promotions.
C) channel promotions.
D) consumer-oriented sales promotions.
E) reseller promotions.
196) Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to
support a company's
A) advertising and public relations.
B) advertising and personal selling.
C) personal selling and public relations.
D) personal selling and direct marketing.
E) advertising and direct marketing.
