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Which of the following is NOT an element of the FDA's 1996 restrictions on tobacco
advertising?
A) a ban on all in-store advertising located within 1,000 feet of a school
B) a ban on outdoor ads within 1,000 feet of a school
C) ads limited to black-and-white, text only, in magazines with 55 percent readership
under the age of 18
D) $150 million provided to fund antismoking ads targeting children
E) a ban on outdoor ads within 1,000 feet of a playground
Some have predicted that, in the future, television will allow consumers to purchase
products they see on a television show. For example, if you like the shirt a contestant is
wearing on The Voice, you will be able to click on the shirt to follow a link to a website
that allows you to purchase the shirt. When finished, you can pick up viewing the
program where you left off. What type of television delivery system or program option
does this represent?
A) pay-per-view
B) high-definition TV (HDTV)
C) interactive television
D) e-commerce television
E) network cable
Saturn is "a different kind of company, different kind of a car"; the Hummer is "like
nothing else." Statements such as these reflect a firm's ________.
A) brand personality
B) target markets
C) positioning
D) marketing mix
E) brand preference
How many times did the "1984" commercial for Apple's Macintosh computer run?
A) 1
B) 2
C) 20
D) 50
E) more than 100
The Institute for Outdoor Advertising (IOA) recommends several tips for designers.
Discuss two of them.
________ occurs in a radio commercial when the visuals from the TV version of an ad
are re-created in a listener's mind by the use of key phrases and ideas from the TV
commercial.
A) Theater of the mind
B) Memorability
C) Call to action
D) Image transfer
E) Recognition
Social selling, which is also called network marketing, relies on the reach and
persuasiveness of social media.
Usually the go/no-go decision for a sales promotion is based on the ________.
A) creativity of the program
B) expected ROI of the program
C) quality of available premiums
D) number of channel members
E) level of product parity
In Party People's marketing plan, two of the company goals are "Achieve growth rate in
sales of 15% for the year 2013" and "Maintain a gross margin of 40% each month." As
indicated by these two examples, an objective should be ________.
A) measurable
B) general
C) creative
D) company-wide
E) set by management
Interactive television creates the opportunity for ________ television.
A) addressable
B) high-definition
C) sponsorship
D) 3-D
E) on-demand
A federal agency ordered KFC to stop running ads with false claims that its fried
chicken is compatible with certain weight loss programs. Which agency had the
authority to issue this order?
A) Federal Trade Commission
B) Food and Drug Administration
C) Consumer Product Safety Commission
D) U.S. Patent and Trademark Office
E) American Association of Advertising Agencies
Adams Cutlery has always relied upon advertising to market its products to final
customers. However, the marketing team at Adams Cutlery now wants to begin a
direct-marketing campaign consisting of a company website, emails to current
customers, and an online catalog. Which of the following would the marketing team
expect to gain as a result of implementing this direct marketing plan?
A) the ability to increase the range of products the company offers
B) a wealth of information about competitors and their products
C) more control over customers' interactions with the company
D) the ability to learn more about their customers and tailor offerings to fit their needs
E) a higher cost-per-contact that could prove to be more cost effective than advertising
in mass media
IMC plans are ________.
A) multiplatform only
B) multiplatform and multichannel only
C) multiplatform, multichannel, and multitargeted
D) multichannel and multitargeted only
E) multitargeted only
What form of newspaper advertising comes from individuals wanting to sell their
personal goods?
A) classified
B) display
C) supplements
D) gatefolds
E) co-op
The success of an online ad is measured by ________.
A) showings
B) exposure
C) frequency
D) click-throughs
E) audiences
