61. The ads for Liquid-Plumr drain cleaner show the product being applied to a clogged drain and the clog
disappearing. These ads use a _____ executional style.
a.
demonstration
b.
scientific
c.
fantasy
d.
mood or image
e.
lifestyle
62. A magazine ad for Baker’s chocolate shows a picture of a luscious chocolate cookie and is headlined,
“Love cleverly disguised as chocolate.” Which executional style is being used in this ad?
a.
demonstration
b.
scientific
c.
lifestyle
d.
testimonial
e.
humorous
63. Ads for General Foods International Coffees all feature the slogan, “It stirs the soul.” Given this
information and the fact that the ads feature flowers, soft lights, and romantic settings, you know that
these ads use a _____ executional style.
a.
demonstration
b.
lifestyle
c.
spokesperson
d.
scientific
e.
mood
64. In an advertisement for Dow bathroom cleaner, animated, talking scrubbing bubbles are used to show
how hard the bubbles work to clean. The lively scrubbing bubbles appear in all advertisements for this
product and are depicted on the packaging. This is an example of a _____ executional style.
a.
spokesperson
b.
lifestyle
c.
slice-of-life
d.
fantasy
e.
product symbol
65. In an advertisement for Planters peanuts and trail mix, a peanut wearing a monocle and a top hat and
called Mr. Peanut represents the product quality. Mr. Peanut appears in all of the advertisements for
Planters. This is an example of how a company can use a _____ executional style.
a.
product symbol
b.
lifestyle
c.
spokesperson
d.
fantasy
e.
scientific evidence
66. An ad for the General Electric Advantium microwave shows people rushing from one place to another
and has the headline, “If your life moves this fast, maybe your oven should too.” According to the ad,
even though there never seems to be enough time to cook, this microwave will help you prepare
home-cooked meals. This is an example of the use of a _____ executional style.
a.
humorous
b.
lifestyle
c.
mood
d.
scientific
e.
demonstration
67. Ads for Oreck vacuums claim that it removes 99 percent of allergens with its Hepa filter, which is
based on testing from an independent laboratory. Which executional framework is this?
a.
Factual
b.
Demonstration
c.
Scientific
d.
Rational
e.
Testimonial
68. Ads for Revlon cosmetics feature celebrities like Halle Berry, Kate Hudson, and Jessica Biel endorsing
the product. These are examples of a _____ executional style for advertising.
a.
lifestyle
b.
spokesperson
c.
fantasy
d.
scientific
e.
mood
69. Compared to U.S. ads, European advertising:
a.
rarely features humor
b.
is far less visual
c.
tends to focus exclusively on product attributes
d.
avoids the direct-sell approach
e.
All of the above are true.
70. All of the following statements about postcampaign evaluation are true EXCEPT:
a.
Marketers spend little time studying advertising effectiveness because there are so many
variables that shape the effectiveness of an ad.
b.
Testing ad effectiveness can be done either before or after the campaign.
c.
Most advertising campaigns aim to create an image for the product instead of asking for
action, so their real effect is unknown.
d.
Even if an ad campaign has been particularly successful, advertisers will typically conduct
a postcampaign evaluation.
e.
Evaluating an advertising campaign can be the most demanding task facing advertisers.
71. The _____ is the channel used to convey a message to a target market.
a.
medium
b.
product network
c.
attribute
d.
appeal
e.
executor
72. Television is an example of an advertising:
a.
medium
b.
network
c.
attribute
d.
appeal
e.
execution
73. _____ is the series of decisions advertisers make regarding the selection and use of media that will
optimally and cost-effectively communicate the message to the target audience.
a.
Promotional implementation
b.
Marketing mix planning
c.
Media planning
d.
Media reach and frequency strategy
e.
Media targeted selection
74. Which of the following statements about the selection of media for advertising is true?
a.
Creative planning for an ad that goes on a billboard is the same as the planning for an ad
that runs on television.
b.
The media selection is typically unrelated to the advertising objectives.
c.
The appeal and executional style of the ad strongly affect the media selection.
d.
Creative work is finished before the media are selected.
e.
Media selection is the first step in developing an advertising campaign.
75. In which medium do advertisers spend the most?
a.
Direct mail
b.
Newspaper
c.
TV
d.
Radio
e.
Internet
76. _____ advertising has the advantages of being both timely and geographically flexible.
a.
Television
b.
Newspaper
c.
Outdoor
d.
Magazine
e.
Catalog
77. _____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising
cost for an ad that a retailer places for the manufacturer’s brand.
a.
Advocacy
b.
Comparative
c.
Institutional
d.
One-to-one
e.
Cooperative
78. An ad for the new Magnifique perfume by Lancome shows that it can be purchased at Macy’s. This ad
was most likely an example of _____ advertising.
a.
comparative
b.
institutional
c.
cooperative
d.
advocacy
e.
strategic
79. One of the reasons why a retailer might avoid the use of newspaper advertising is:
a.
absence of geographic selectivity
b.
short lead time
c.
year-round readership
d.
little demographic selectivity
e.
high individual market coverage
80. All of the following are advantages offered by radio to its advertisers EXCEPT:
a.
commercial clutter
b.
low cost
c.
can be scheduled on short notice
d.
short-term advertiser commitments
e.
immediacy of message
81. One of the advantages of television advertising is:
a.
short life of message
b.
long lead time
c.
commercial clutter
d.
high costs
e.
ability to reach wide and diverse audience
82. Which of the following statements about Internet advertising is true?
a.
It is easy to measure ad effectiveness with this medium.
b.
It is a medium to which all consumers have access.
c.
It is the fastest growing of all the advertising media.
d.
There is a long lead time required for creating Internet ads.
e.
By its very nature, this medium reaches a broad, diverse audience.
83. Advertising in the form of a 30-minute advertisement that resembles a TV talk show is called a(n):
a.
infomercial
b.
extended sales pitch
c.
mega-mercial
d.
ad expander
e.
prolonged advertisement
84. Outdoor advertising:
a.
is often used to sell specialty products
b.
is a flexible low-cost medium that can take many forms
c.
is a high-cost medium
d.
can be used to reach a narrow, selective target market
e.
is not affected by noise
85. Ads on shopping carts at grocery stores and in video games are examples of:
a.
communications networks
b.
alternative media
c.
distribution channels for ads
d.
outdoor advertising
e.
direct advertising
86. Placing advertising messages in Web-based or video games to advertise or promote a product, service,
organization, or issue is known as:
a.
embedded message
b.
subliminal advertising
c.
advergaming
d.
blogging
e.
social networking
87. Arkadium creates games adults and kids can play on the Internet. While people play these games
advertising creatively appears in or around the game. Their clients include General Motors, NBC,
Warner Bros., and more. Arkadium is creating _____ to reach target markets for its clients.
a.
an infomercial
b.
a videomercial
c.
a relationship tool
d.
advergaming
e.
an interconnect
88. Any unconventional way of performing marketing promotion on a low budget is called _____
marketing.
a.
interconnective
b.
ersatz
c.
guerrilla
d.
relationship
e.
flash
89. All of the following are true regarding stealth marketing EXCEPT:
a.
it is also known as guerrilla marketing
b.
it is any unconventional way of performing marketing promotion
c.
usually done on a low budget
d.
the target audience is unaware they have been marketed to
e.
doesn’t generate buzz
90. When an advertiser decides how much space and/or time will be placed in each advertising medium
that the company wants to use, the advertiser is determining its:
a.
marketing mix
b.
media mix
c.
promotional plan
d.
advertising campaign
e.
reach objectives
91. All of the following are used for making media mix decisions EXCEPT:
a.
media schedule
b.
cost per thousand
c.
reach
d.
frequency
e.
audience selectivity
92. _____ is the cost of reaching one member of the target market.
a.
Cost per contact
b.
Cost per thousand
c.
Gross rating
d.
GRP
e.
Effective reach
93. _____ measures the number of different target consumers who are exposed to a commercial at least
once during a specific period.
a.
Noise level
b.
Frequency
c.
Reach
d.
Synchronization
e.
Cost per contact
94. _____ is a measure of the number of times an individual is exposed to a brand message. It is used to
measure the intensity of a specific medium’s coverage.
a.
Synchronization
b.
Reach
c.
Cost per contact
d.
Media scheduling
e.
Frequency
95. A medium’s ability to reach a precisely defined market is its:
a.
audience selectivity
b.
market singularity
c.
geographic selectivity
d.
noise filtering ability
e.
life span
96. Media vehicles like People magazine and The Chicago Tribune appeal to a wide cross section of the
population. In contrast, Self magazine and The Food Network have high levels of:
a.
longevity
b.
audience selectivity
c.
geographic selectivity
d.
flexibility
e.
market singularity
97. Prices on items sold by supermarkets change frequently, and they often offer special sales to match or
beat the prices of their competitors. Therefore, _____would be a major consideration when a
supermarket selects an advertising vehicle.
a.
audience duplication
b.
noise level
c.
life span
d.
cost per contact
e.
flexibility
98. In Times Square in New York City there are huge outdoor signs everywhere advertising products,
theatre musicals, and services. Along with all the outdoor advertisements, there are also a lot of people
bustling about, cars beeping, vendors trying to hand out coupons to events, and police keeping a
watchful eye on the revelry. Times Square exhibits:
a.
minimum reach
b.
no geographic selectivity
c.
limited flexibility
d.
high noise levels
e.
confirmed selectivity
99. Billboard advertisements often have to compete for a driver’s attention with traffic, passengers, radio,
or other billboards. Billboard advertising would be described as:
a.
lacking any geographic selectivity
b.
the most flexible advertising medium
c.
having a high noise level
d.
having a low noise level
e.
being a great channel for informative ads
100. Advertisers are often concerned with the noise level in a medium. The medium that is assumed to have
the lowest noise level is:
a.
radio
b.
television
c.
direct mail
d.
newspaper
e.
magazines
101. Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains, wants to spend its
promotional budget on advertisements that will have a long life span so the ad will be around when the
homeowner needs such a product, it should use _____ advertising.
a.
newspaper
b.
radio
c.
television
d.
magazine
e.
creative
102. In the 1960s, there were only three television networks and most consumers only received these three
channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This
is an example of which problem facing media planners?
a.
Media fragmentation
b.
Flighted media
c.
Effective frequency
d.
Effective reach
e.
Media consolidation
103. A(n) _____ designates the medium or media to be used, the specific vehicles, and the insertion dates of
the advertising.
a.
advertising plan
b.
media schedule
c.
promotion strategy
d.
ad outline
e.
promotional profile
104. Meek’s Hunting Emporium is a retail store that carries all the products hunters need or think they need.
It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-,
deer-, and turkey-hunting seasons on four local radio stations, as well as in the local newspapers. This
is an example of a:
a.
message execution plan
b.
media profile
c.
reach program
d.
media schedule
e.
frequency timetable
105. Products in the latter stages of the product life cycle, which are advertised on a reminder basis, use
a(n) _____ media schedule.
a.
intermittent
b.
bursting
c.
continuous
d.
trailing
e.
unremitting
106. Pepsi-Cola uses reminder advertising that runs steadily all year. This is an example of a _____ media
schedule.
a.
seasonal
b.
pulsing
c.
flighted
d.
consecutive
e.
continuous
107. With a(n) _____ media schedule, the advertiser may schedule the ads heavily every other month to
achieve a greater impact with an increased frequency and reach at those times.
a.
intermittent
b.
flighted
c.
periodic
d.
unremitting
e.
alternating
108. The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first
weekend of each month. This is a _____ scheduling plan.
a.
flighted
b.
continuous
c.
bursting
d.
seasonal
e.
replication
109. A(n) _____ media schedule combines continuous scheduling throughout the year with a flighted
schedule during the best sales periods.
a.
pulsing
b.
bursting
c.
unremitting
d.
rhythmic
e.
vibrating
110. The Tween Scene is a retail store catering to 8-12 year-old boys and girls. It advertises regularly both
on radio and in the daily newspaper. The month prior to the beginning of each new school year, the
store buys extra advertising space and time. This is an example of a(n) _____ scheduling plan.
a.
continuous
b.
replication
c.
interval
d.
seasonal
e.
pulsing
111. Which of the following products is most likely to use a pulsing media schedule?
a.
Romance novels
b.
Gasoline
c.
Band instruments
d.
Baking soda
e.
Ceiling fans
112. Which of the following products is most likely to have a seasonal media schedule?
a.
Aromatherapy candles
b.
Masking tape
c.
Airplane tickets
d.
Charcoal
e.
Soft drinks
113. Products such as snowblowers, chocolate Easter eggs, mittens, and sunscreen lotion are most likely to
be advertised with a _____ media schedule.
a.
flighted
b.
pulsing
c.
seasonal
d.
continuous
e.
consecutive
114. The main premise of _____ planning is that advertising works by influencing the brand choice of
people who are ready to buy.
a.
stealth
b.
guerrilla
c.
pulsing
d.
recency
e.
seasonal
115. Every day around lunchtime, Rascal’s Deli sends text messages advertising daily specials to customers
on their GPS-enabled mobile phones. This is an example of:
a.
recency planning
b.
guerrilla marketing
c.
pioneering advertising
d.
executional style
e.
a seasonal media schedule
116. _____ is the promotional mix element that evaluates public attitudes, identifies issues that may elicit
public concern, and executes programs to gain public understanding and acceptance.
a.
Personal selling
b.
Advertising
c.
Mass communications
d.
Public relations
e.
Sales promotion
117. Each year, Atlanta hosts the Peachtree Road Race, a running event that attracts many world-caliber
racers. This year race officials also sanctioned a race conducted in Iraq so that soldiers from the state
would not have to miss the annual event. The winners of the Mid-east race as well as scenes of the
actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of:
a.
advertising and personal selling efforts
b.
strategic product promotions and resulting sales
c.
a target marketing strategy
d.
sales promotion efforts
e.
a public relations strategy
118. A news story on the resignation of Steve Jobs as CEO of Apple—complete with descriptions of the
numerous innovations he pioneered during his tenure—is an example of:
a.
a sales promotion
b.
free advertising
c.
demarketing
d.
newspaper advertising
e.
publicity
119. Public information about a company, good, or service appearing in the mass media as a news item is:
a.
personal selling
b.
advertising
c.
mass communications
d.
publicity
e.
sales promotion
120. Tools for the public relations manager include all of the following EXCEPT:
a.
press relations
b.
product publicity
c.
lobbying
d.
sales promotions
e.
corporate communications