Ronny finished college three years ago and has been working in the advertising industry
ever since. Ronny feels comfortable adopting technological innovations at work and in
his personal life, perhaps because he is a member of the first generation to grow up with
personal computers and the Internet. Ronny belongs to the ________.
A) Traditionalists
B) Boomers
C) Gen Xers
D) Gen Yers
E) Millennials
Which of the following refers to a description of what senior management sees as an
organization’s future?
A) vision statement
B) mission statement
C) business philosophy
D) social philosophy
E) competitive advantage
Which of the following is NOT a part of the typical IMC plan?
A) situation analysis
B) marcom mix
C) management and campaign controls
D) message strategy
E) product development
The advertising agency team members used research to help develop the message
strategy. They conducted in-depth interviews with several women who were
representative of the client’s target market and asked them to evaluate the relative power
of various creative ideas. This type of research is known as ________.
A) consumer insight research
B) ethnographic research
C) semiotic analysis
D) concept testing
E) copy testing
Rain Forest Car Wash wants to start advertising to increase its business. Rain Forest is
looking for an advertising medium that will allow the company to advertise frequently
yet still be affordable. Rain Forest also wants the capability to change messages to
reflect current conditions that affect a car’s appearance, such as the high level of pollen
that settles on cars from one day to the next. Based on this information, which
advertising medium would you recommend for this business?
A) transit
B) magazines
C) television
D) radio
E) outdoor billboards
________ research delivers numerical data such as number of users and purchases, their
attitudes and knowledge, their exposure to ads, and other market-related information.
A) Ethnographic
B) Quantitative
C) Qualitative
D) Neural
E) Experimental
A plan that imposes order and at the same time creates an arrangement that is
aesthetically pleasing in a print ad is called a(n) ________.
A) action plan
B) creative plan
C) layout
D) storyboard
E) thumbnail sketch
Which of the following are the two categories of copy that print advertising uses?
A) display and body
B) headline and text
C) tagline and slogan
D) overlines and underlines
E) headlines and subheads
The number of times a person is exposed to an advertisement is known as ________.
A) gross impression
B) circulation
C) exposure
D) reach
E) frequency
In a SWOT analysis, a ________ is a positive trait or condition.
A) strength
B) win
C) benefit
D) threat
E) leverage