Which PRIZMNE cluster includes neighborhoods where occupants live eclectic
lifestyles and includes a mix of singles, recently divorced and single parents who have
moved into older, inner-ring suburbs?
a. White Picket Fences
b. Suburban Pioneers
c. Bohemian Mix
d. Up & Comers
e. Non-traditionalists
A magazine reaches 5 million readers. The cost of advertising in this magazine is
$150,000 per 4-color page. The cost per thousand is _____.
a. $30.00
b. $33.33
c. $75.00
d. $50.00
e. not enough information to determine
Compared with many other sales-promotion techniques, sweepstakes are _____.
a. relatively inexpensive
b. simple to execute
c. able to reinforce a brand’s image
d. able to reach specific groups
e. All of these are correct.
_____ patents offer protection for discovery of certain naturally occurring and
previously uncultivated plants or for the breeding of novel plants.
a. Utility
b. Design
c. Plant
d. Copyright
e. Trademark
A(n) _____ is a detailed description of products or other newsworthy programs that are
written by a public relations firm for immediate publication or by airing by print or
broadcast media or distribution via appropriate Internet sites.
a. news release
b. press conference
c. executive-statement release
d. product release
e. feature article
When positioning their brands, marketing communicators draw meaning _____ and
transfer that meaning to their brands.
a. from the dictionary
b. objectively
c. subjectively
d. from consumers
e. from the culturally constituted world
Enjoying life and receiving pleasure are fundamental to which universal value?
a. self-direction
b. stimulation
c. hedonism
d. achievement
e. benevolence
The desire to buy and own products, the enjoyment of these items, and the desire for
money that enables the acquisition of products is known as _____.
a. socialization
b. materialism
c. functionalism
d. socialism
e. egoism
At which stage of development can ad message research be conducted?
a. at the copy development stage
b. at the ‘rough’ stage (e.g., animatics, photomatics)
c. at the final production stage, but prior to placing the ad in the media
d. after the ad has been run in media
e. All of these are correct.
Which of the following is a disadvantage of brand placement in movies, TV programs,
and other forms of entertainment?
a. loss of control of how brands are positioned
b. difficulty of measuring effectiveness and ROI
c. increasing prices
d. decreasing prices
e. All of these are correct, except for decreasing prices.
Which of the following is a category of message research?
a. recognition and recall
b. physiological arousal
c. persuasion
d. sales responses
e. All of the above.
Cases can be brought to the NAD by _____.
a. competitors
b. NAD staff personnel
c. Better Business Bureaus
d. consumers
e. All of these are correct.
The National Dairy Council sponsored a series of commercials promoting milk and
cheese as healthy foods. This advertising was designed to create _____.
a. secondary demand
b. horizontal demand
c. vicarious demand
d. primary demand
e. joint demand
Which of the following is NOT one of the MindBase segments?
a. Up & Comers
b. Innovators
c. Realists
d. Family Centereds
e. Renaissance Masters
Focusing on and considering a message to which one has been exposed is known as
_____.
a. perception
b. exposure
c. attention
d. comprehension
e. interpretation
Georgetown, Inc. is a manufacturer of surgical gloves. Georgetown’s advertising efforts
appeal to medical professionals, capitalizing on the need for safeguards against
infectious diseases. The copy in a recent magazine ad reads, ‘While you’re saving their
lives, we’re protecting yours.’ The magazine which features Georgetown’s advertisement
is called the ______.
a. decoder
b. message channel
c. encoder
d. medium
e. communication objective
Which unit of a full-service advertising agency is charged with the task of selecting the
best advertising media for reaching the client’s target market, achieving ad objectives,
and meeting the budget?
a. creative services
b. media services
c. research services
d. account management
e. production services
A good copytesting system is one that requires agreement about how the results will be
used in advance of each specific test.
Especially open to ethical debate is the practice of targeting products and
communications efforts to segments that, for various psychosocial and economic
reasons, are vulnerable to marketing communications, such as children and
economically disadvantaged groups.
Advertising management generally involves the organization that has a product or
service to advertise and an independent agency, or agencies, responsible for creating
ads, making media choices, and measuring results.
A pull strategy consists of advertising and promotion directed at consumers.
There is evidence to indicate that galvanic skin response is a valid indicator of the
amount of warmth generated by an advertisement.