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a.
Competitive parity
b.
Percent of sales
c.
Arbitrary
d.
Affordability
e.
Objective-and-task
55. To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink
decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market
within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an
example of which one of the following approaches to determining advertising budgets?
a.
Objective-and-task
b.
Percent of sales
c.
Competition matching
d.
Arbitrary allocation
e.
Past-year comparison
56. When using the percentage-of-sales approach for determining the advertising appropriation, marketers
a.
base their funding on a percentage of the competitors' sales.
b.
multiply the firm's past sales by a set percentage they want to spend.
c.
set sales objectives for the upcoming period and base appropriations on these goals.
d.
multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage.
e.
use an industry standard to determine what percentage of their profits they want to allocate to advertising.
57. If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____
approach.
a.
objective-and-task
b.
percent-of-sales
c.
industry-standard
d.
arbitrary
e.
competition-matching
58. Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that
the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising
expenditures. Based on this information, Greenwald is most likely using the ____ approach to determine its advertising
expenditures.
a.
percent-of-sales
b.
objective-and-task
c.
competition-matching
d.
arbitrary
e.
judgmental
59. Alan is the CEO of Greensprings Landscaping. At the recent budget planning meeting, Alan stated that last year’s
sales were down from the previous period. He then went on to say that Greensprings would have a budget of $100,000 for
advertising in the coming year. In this instance, Alan was using the ____
a.
arbitrary approach.
b.
executive decision process.
c.
objective-and-task approach.
d.
percentage-of-sales approach.
e.
competition-matching approach.
60. An advantage of the arbitrary approach for determining the advertising appropriation is that it is
a.
objective.
b.
unique.
c.
profitable.
d.
effective.
e.
expedient.
61. After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia then determined what
proportion of that budget would be spent on television, radio, and magazine advertisements based on the cost
effectiveness of each. This subsequent allocation of the budget is known as a(n) ____ plan.
a.
advertisement-allocation
b.
media
c.
arbitrary allocation
d.
objective-and-task
e.
percent-of-sales
62. A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with
the dates and times, is a(n)
a.
advertising plan.
b.
media plan.
c.
advertising message.
d.
advertising appropriation.
e.
media platform.
63. The primary goal of a media planner is to
a.
choose the best commercial spots available.
b.
develop a message that works well with the firm's target market.
c.
achieve the appropriate message reach and frequency.
d.
use a wide variety of media to ensure the entire target audience is exposed.
e.
reach the largest number of people in the target market within the budget constraints.
64. The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of
time is the definition of
a.
frequency.
b.
exposure.
c.
reach.
d.
targeting.
e.
push.
65. The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new
advertisement about ten times. This is advertising
a.
reach.
b.
repetition.
c.
frequency.
d.
targeting.
e.
exposure.
66. Which of the following statements applies to media planning?
a.
Characteristics of the product are the most important consideration in selecting the media for a campaign.
b.
The message content affects the types of media used for an advertising campaign.
c.
The location of the advertising target is irrelevant in media planning.
d.
Total media dollars spent on advertising have decreased over the last 30 years.
e.
Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any
circumstances.
67. A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the
number of persons reached by each vehicle is called a(n)
a.
cost comparison indicator.
b.
media comparison selector.
c.
unit-price selector.
d.
cost/person index.
e.
vehicle/price indicator.
68. Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible,
but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to
evaluate various magazines?
a.
A cost comparison indicator
b.
The total circulation of the magazines
c.
A list of the costs of a one-page ad in various magazines
d.
The advertising appropriations for each magazine
e.
An index of advertisement exposure
69. The cost per thousand (CPM) indicator shows
a.
the cost to expose 1,000 people to a television commercial.
b.
the cost to expose 1,000 people to a one-page magazine advertisement.
c.
the return on investment marketers get for their advertising dollar.
d.
the cost to expose a million people to any type of advertisement.
e.
how one media source compares to a different source for reaching target markets.
70. The three general types of media schedules are
a.
pulsing, beating, and continuous.
b.
short, medium, and long-term.
c.
morning, afternoon, and evening.
d.
pulsing, continuous, and flighting.
e.
light, heavy, and alternating.
71. A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known
as
a.
continuous.
b.
skipping.
c.
pulsing.
d.
flighting.
e.
intervals.
72. Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not
at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a ____ schedule for its
advertising.
a.
flighting
b.
varying
c.
continuous
d.
pulsing
e.
beating
73. If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods
additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.
a.
beating
b.
alternating
c.
flighting
d.
continuous with emphasis
e.
pulsing
74. During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate
throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday
paper. Verizon Wireless used a(n)____ media schedule.
a.
flighting
b.
continuous
c.
pulsing
d.
alternating
e.
multimedia
75. Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He
tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign
are in the modest budget that presently exists.
a.
radio
b.
outdoor
c.
television
d.
direct mail
e.
newspaper
76. As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to
use outdoor advertising will have strong effects on its selection of the advertising
a.
message.
b.
budget.
c.
platform.
d.
audience analysis.
e.
objectives.
77. A marketer that wanted to include detailed information in advertisements would most likely use
a.
radio.
b.
television.
c.
outdoor displays.
d.
magazines.
e.
mass transit.
78. The verbal portion of an advertisement, including headlines, body, and signature, is called the
a.
artwork.
b.
copy.
c.
storyboard.
d.
layout.
e.
script.
79. An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire
advertisement.
a.
signature
b.
layout
c.
headline
d.
artwork
e.
subheadline
80. Todd is developing a print advertisement for Afflac. He knows that the ______ is a critical component of the copy
because _____.
a.
headline; it determines the final layout design.
b.
headline; It is often the only part of the advertisement that is read.
c.
artwork; it takes up the most space.
d.
tag line; it links the copy to the signature.
e.
slogan; it links the artwork to the signature.
81. As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will
spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will
focuses his creative efforts on the
a.
copy.
b.
body.
c.
text.
d.
signature.
e.
headline.
82. The identification of an advertisement's sponsor is the
a.
copy.
b.
signature.
c.
trademark.
d.
layout.
e.
subheadline.
83. The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At
this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to
show the product, and a paragraph to explain the advantages and benefits of the product. What other important element
should be included?
a.
Headline
b.
Subheadline
c.
Signature
d.
Artwork
e.
Body copy
84. Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to
attract listeners' attention on the radio it will be important for her to
a.
use a high level of repetition.
b.
buy a really long time slot to get all the information in.
c.
be both informal and conversational in tone.
d.
use a quick speaker to attract attention to the commercial.
e.
say the restaurant's name and location three separate times.
85. Steve is aware of the growth in digital media advertising, particularly to certain target markets. The use of advertising
on digital devices can alienate young consumers. Steve has uncovered recent research stating that young consumers are
more likely to be receptive to advertising appearing on their digital devices if the source is _____; _____ has been given,
and the messages are ______.
a.
known; a coupon; exciting
b.
trusted; permission; relevant or entertaining
c.
liked; permission; has a monetary benefit
d.
trusted; a discount; exciting
e.
known; a discount; humorous
86. When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is
done through use of a
a.
parallel format.
b.
commercial layout.
c.
layout procedure.
d.
storyboard.
e.
visual-impact process.
87. Artwork, a major part of most advertisements, consists of the
a.
illustration and the signature.
b.
illustration and the layout.
c.
illustration and type of print used in the headlines.
d.
layout and the signature.
e.
method by which all the components are put together.
88. The _____ design element of an advertisement is used to attract attention, communicate an idea quickly, or
communicate ideas that are difficult to put into words; the ____ is the physical arrangement of the illustration, headline,
subheadline, body copy, and the signature.
a.
Illustration; layout
b.
Headline; layout
c.
Layout; design
d.
Layout; storyboard
e.
Signature; layout
89. Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each
type of media has both benefits and disadvantages. She is considering the Internet as a form of media. Which of the
following is NOT a disadvantage of the Internet as a promotional medium?
a.
costs of precise targeting are high.
b.
effects of promotion can be difficult to measure.
c.
there are concerns about privacy.
d.
the message must be short and simple.
e.
there are concerns about security.
90. Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She
knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time
putting it all together. Julie is having trouble determining the
a.
storyboard.
b.
artwork.
c.
copy.
d.
presentation.
e.
layout.
91. The effectiveness of an advertising campaign can be measured
a.
only after the campaign has been carried out completely and results have been tabulated.
b.
only before the campaign begins, to prevent unnecessary expenditures.
c.
during the campaign to determine whether more or less funds should be allocated, but not after the campaign.
d.
several weeks after the beginning of the campaign to determine whether the campaign is headed in the right
direction.
e.
before, during, and after the campaign through the use of pretests, inquiries, and posttests.
92. An evaluation performed before an advertising campaign begins is a
a.
consumer exam.
b.
posttest.
c.
recognition test.
d.
pretest.
e.
recall test.
93. Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a
new line of running shoes will be successful. He should suggest to his account representative that a(n) ____ be used to
pretest the campaign.
a.
storyboard
b.
survey
c.
experiment
d.
GSR test
e.
consumer jury
94. A consumer jury is a
a.
group of consumers who have purchased the product before that evaluate its effectiveness.
b.
panel of existing or potential buyers of the advertised product brought together to pretest an advertising
message.
c.
panel of buyers who review and evaluate an advertising message after it has been circulated in certain regions.
d.
group of consumers who determine whether or not other consumers have been treated fairly by companies.
e.
panel of consumer experts who rank the effectiveness of advertisements.
95. General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box
and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the
execution of the advertising campaign. This is an example of a(n)
a.
pretest.
b.
inquiry.
c.
recognition test.
d.
recall test.
e.
posttest.
96. Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized
Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of
each one. Matt participated in a(n)
a.
posttest consumer group.
b.
panel of advertising experts.
c.
consumer jury.
d.
customer ad panel.
e.
ad preview group.
97. Measuring effectiveness during a campaign is usually accomplished by using
a.
pretests.
b.
posttests.
c.
consumer juries.
d.
inquiries.
e.
sales force surveys.
98. Recognition and recall tests are posttest methods based on
a.
mail surveys.
b.
memory.
c.
inquiries.
d.
preferences.
e.
in-depth interviews.
99. Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember
advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two
approaches?
a.
The actual ads are shown in the former but not in the latter.
b.
The former method relies on memory alone, and the latter shows the actual ads.
c.
One uses a consumer jury; the other uses random individuals.
d.
The respondents are given class clues in the latter but not in the former.
e.
One is used primarily by the government, and the other is used by private businesses.
100. Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers
seeing was. This is an example of a(n)
a.
unaided recall test.
b.
pretest.
c.
recognition test.
d.
aided recall test.
e.
memory test.
101. When respondents are shown a list of various products, brands, and company names and then asked about
advertisements they have seen lately, researchers are conducting a(n)
a.
unaided recall test.
b.
pretest.
c.
recognition test.
d.
aided recognition test.
e.
aided recall test.
102. What is the primary justification marketers use for conducting recognition and recall tests?
a.
Researchers find that recalling an advertisement has a strong link to purchasing a product.
b.
People have unfavorable views of advertising and are unlikely to purchase advertised products.
c.
Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result.
d.
People are more likely to buy a product they have seen advertised than one they have not seen advertised.
e.
There is a strong link between advertisement recall/recognition and word-of-mouth communication.
103. When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the
marketer, this is known as
a.
family behavior recording.
b.
single-source data.
c.
individual consumer jury.
d.
advertisement exposure data.
e.
detailed market research.
104. Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV.
Information from both of these is sent to a research facility. Darcy is providing
a.
family behavior recording.
b.
individual consumer jury.
c.
single-source data.
d.
advertisement exposure data.
e.
detailed market research.
105. An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising
department within the organization, or
a.
an advertising agency.
b.
a group of media specialists.
c.
a group of multiskilled managers.
d.
a "special projects" group.
e.
freelance advertising consultants.
106. Grant is responsible for the marketing promotions of a small firm of consultants. It is most likely that his firm will
use ____ to create and implement its advertising campaigns.
a.
an advertising agency
b.
a group of multiskilled managers
c.
an advertising department
d.
a freelance specialist
e.
one or two individuals
107. When an organization uses an advertising agency, who usually develops the advertising campaign?
a.
The agency's specialists
b.
The firm and the agency working jointly
c.
The agency suggests ideas and the firm chooses among them
d.
The advertising department within an organization
e.
An individual or a few persons within the firm
108. ____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other
highly skilled specialists.
a.
Public relation firms
b.
Media companies
c.
Advertising agencies
d.
Production companies
e.
Promotion experts
109. Advertising agencies typically receive
a.
large fees from the companies whose ads they develop and place.
b.
a 15 percent commission from the company whose product they are helping advertise.
c.
a 10 percent commission from the advertising company and 10 percent from the media they use.
d.
a 25 percent commission paid by the media from which it makes purchases.
e.
a 15 percent commission paid by the media from which it makes purchases.
110. The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For
its efforts this month, the agency "traditionally" would receive ____ in compensation.
a.
$2,500
b.
$10,000
c.
$1,000
d.
$5,500
e.
$3,000
111. ____ is a broad set of communication activities used to create and maintain favorable relations between the
organization and its stakeholders.
a.
Advertising
b.
Selling
c.
A press strategy
d.
Public relations
e.
Publicity
