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1) The designated market area (DMA) of Boston has approximately 3 million television
households. Audience research shows that 45 percent of these households had their sets
turned on during a particular Saturday evening and 300,000 households were watching
Sports Stories, a one-hour sports news program. The program rating for Sports Stories
in the Boston DMA is _____.
A.35
B.15
C.10
D.20
E.30
2) The primary difference between a laboratory test and a field test to measure
advertising effectiveness is that in a field test, a researcher:
A.is unable to isolate causes of viewers' evaluations.
B.has the ability to achieve greater internal validity.
C.has control of all independent variables.
D.can eliminate bias.
E.can create an illusion of reality.
3) _____ is the electronic equivalent of a junk mail that is less-targeted and is
considered as an unwanted e-mail.
A.Add-on
B.Trojan
C.Mnemonic
D.Spam
E.Plug-in
4) When Bauer Smith opened a men's shoe store, he decided to carry a full line of shoes
in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball,
baseball, and football players who often order a dozen pairs in a single visit. With
respect to the positioning strategies, the shoe store uses positioning by:
A.demographics.
B.cultural symbols.
C.product user.
D.competition.
E.product class.
5) Which of the following is an advantage of measuring the effectiveness of PR
activities?
A.It helps find the percentage of people who encounter the press release.
B.It reduces the high absolute costs connected with PR activities.
C.It enables the PR and marketing teams to function independently.
D.It helps complete the communication process.
E.It helps management judge the quality of PR achievements.
6) Which of the following is an example of trade advertising?
A.Mars Inc. is using print advertising to attract supply managers from other companies.
B.Pluto Inc., a toothpaste manufacturer, places an ad in Tooth Daily, a magazine
frequently circulated among dentists.
C.CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by
placing an ad in NextMag, a weekly hotel magazine.
D.James, a doctor, places an ad in a local newspaper to advertise his new clinic.
E.The State Egg Federation runs a series of television ads that educate people about the
nutritional value of eggs.
7) Circulation verification services are important to media planners because:
A.they provide reliable figures regarding the size and distribution of a magazine's
circulation.
B.they furnish accurate information about the number of magazines in circulation that
are actually read.
C.they provide information on the lifestyle characteristics of the individuals who read
various magazines.
D.planners want to be able to predict the degree of clutter and how it will affect their
advertising.
E.planners receive advertising funding from various trade associations based on the
number of magazines in circulation that were distributed.
8) Pay-per-click advertising is an example of:
A.interstitial search.
B.organic search.
C.nonorganic search.
D.nonoptimized search.
E.spam search.
9) Which of the following statements is true of movie theater advertising?
A.Absolute and relative costs per exposure are quite high in movie theater advertising.
B.Movie theater ads offer low emotional attachment to moviegoers.
C.Movie theater advertising does not provide demographic segmentation.
D.Advertising in movie theaters offers lack of clutter as the number of ads is limited.
E.CPM in movie theater advertising is lower than that of any other media.
10) The concept of _____ is based on the assumption that one exposure to an ad may
not be enough to convey a desired message.
A.average frequency
B.average reach
C.effective reach
D.GRP
E.effective frequency
11) _____ are used to inform an audience about how well a firm is doing, its future
plans, financial information, and other information that goes beyond numbers.
A.Corporation certificates
B.Articles of association
C.Annual reports
D.Grievance committee reports
E.Memoranda of association
12) The _____ is a major trade association of the advertising business in the United
States and has established standards of practice and its own creative code.
A.Vision Council of America
B.Independent Business Alliance
C.American Association of Advertising Agencies
D.Federal Trade Commission
E.National Association of Broadcasters
13) The job of the creative team is challenging because:
A.advertisers and clients typically opt for mundane ad formulas.
B.every marketing situation is unique.
C.of the primacy effect in advertising.
D.of the recency effect in broadcast advertising.
E.advertising campaigns are generally considered expendable.
14) Leo Burnett, founder of the Leo Burnett agency in Chicago, said _____ "is often
hard to find but it is always there, and once found it is the most interesting and
believable of all advertising appeals."
A.image advertising
B.inherent drama
C.refutational appeal
D.snob appeal
E.primacy appeal
15) With reference to ad execution thoughts, advertisers are interested in consumers'
reactions to an ad because:
A.the image of a company is directly proportional to the number of advertisements it
produces annually.
B.they want to segregate the target audience according to their cognitive reactions
toward an advertisement.
C.affective reactions are an important determinant of advertising effectiveness.
D.it enables organizations to create suitable counterarguments.
E.it helps organizations determine the direction of the integrated marketing
communications process.
