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1) Loyalty to a single agency is becoming more common as marketers seek new ways
of connecting with consumers.
2) Differentiated marketing is used when the firm selects one segment and attempts to
capture a large share of this market.
3) While the advertising department develops the promotional budget, the final decision
on allocating funds is usually made by the overall marketing department.
4) One major disadvantage of field tests is the lack of realism.
5) Sampling through the mail is common for small, lightweight, nonperishable
products.
6) Availability of new media and the rising costs of media are internal factors that
influence media decisions.
7) In order to obtain advertising time on Master Quiz, a popular TV show, Bedazzle
Cosmetics, bought a commercial spot before the new season of Master Quiz began.
With respect to the given scenario, Bedazzle Cosmetics bought the commercial space
during the _____ market.
A.up-front
B.continual
C.scatter
D.zipping
E.spot
8) _____ have been used to measure the effects of advertising on awareness, recall,
interest, and attitudes toward an ad and/or brand as well as purchase intentions at
regular intervals.
A.In-depth interviews
B.Tracking studies
C.Recognition tests
D.Recall tests
E.Consumer juries
9) The _____ examines advertising claims in direct-response advertising, including
infomercials and home shopping channels.
A.Children's Advertising Review Unit
B.Vision Council of America
C.National Association of Broadcasters
D.Electronic Retailing Self-Regulation Program
E.Independent Business Alliance
10) Which of the following statements is true of policies and procedures established for
industry self-regulation by the Advertising Self-Regulatory Council (ASRC)?
A.The Children's Advertising Review Unit (CARU) reviews advertising directed to
children between the age of 12 and 16.
B.The National Advertising Division of the Council of Better Business Bureaus (NAD)
examines advertising claims in direct-response advertising.
C.The Electronic Retailing Self-Regulation Program (ERSP) examines all advertising
claims excluding infomercials and home shopping channels.
D.The National Advertising Division of the Council of Better Business Bureaus (NAD)
is staffed primarily by attorneys.
E.The Electronic Retailing Self-Regulation Program (ERSP) reviews advertising claims
that are local in scope.
11) _____ measures are designed to garner viewers' evaluations of ads, as well as how
clearly a creative idea is understood and how well a proposition is communicated.
A.Persuasive
B.Diagnostic
C.Alpha
D.Beta
E.Portfolio analysis
12) Which of the following is an advantage of network advertising?
A.It simplifies the purchase process.
B.It enables advertisers to reach local and regional markets.
C.It reduces the cost of prime-time advertising.
D.It enables advertisers to target concentrated markets.
E.It reduces the extent of advertising clutter.
13) Consumers are generally receptive to advertising in magazines because:
A.ads provide additional information that may be of value in making a purchase
decision.
B.ads in magazines are intrusive and cannot be ignored.
C.magazines are low-involvement advertising medium.
D.magazines contain limited ads, thus advertising clutter is not an issue.
E. of its very short lead time.
14) Which of the following is true of ad tracking?
A.It is typically not useful for measuring consumer purchase intentions.
B.It is useful for measuring the effects of advertising on awareness.
C.It is suitable only for broadcast ads.
D.It cannot be applied to print ads.
E.It must be used in conjunction with split-run tests.
15) One way to determine the validity of the portfolio method is to:
A.compare the psychological measures used in print and broadcast methods.
B.ask consumer juries to rate a selection of layouts presented in pasteups on separate
sheets.
C.correlate its results with readership scores once an ad is placed in a field.
D.use the order of merit or paired comparison methods.
E.use the Flesch formula to assess readability of an copy.
16) Which of the following are most likely to be susceptible to pressures from
advertisers on the type of stories to run?
A.High-revenue media companies
B.Large broadcast stations
C.Popular radio channels with high audience ratings
D.Financially insecure magazines
E.Newspapers with a diverse range of advertisers
17) The courts have extended First Amendment protection to:
A.commercial speech, a speech that promotes a commercial transaction.
B.advertisers to enable them to sue the media for not providing them with the promised
reach and frequency.
C.the findings of marketing research studies.
D.advertisers who want to use delusory wording in their ads.
E.advertisers who do not want to be self-regulated.
