1) Premium Sports Apparels came up with an ad for shorts which is specially designed
for athletes. The ad which was featured in a sports magazine shows how these shorts do
not shrink over time and are made of a light fabric that helps keep the wearer dry and
cool. With respect to positioning strategies, the company is using positioning by:
A.product user.
B.product demographics.
C.cultural symbols.
D.product class.
E.distribution intensity.
2) While travelling on a commuter bus, Lauren notices an ad for Flare deodorant above
her seat. This is an example of a(n) _____ used in transit advertising.
A.outside poster
B.aerial banner
C.spectacular
D.inside card
E.terminal poster
3) Chris O’Brian, an avid skier, takes a weeklong ski vacation every winter. To help
plan his vacation, O’Brian consults all of the past issues of Scend magazine, a
publication on adventure sports destinations. Which of the following advantages of
magazines as an advertising medium is demonstrated in the way O’Brian’s uses this
publication?
A.Services
B.Permanence
C.Prestige
D.Creative flexibility
E.Geographic selectivity
4) The illustration in an ad for Aries Venture showed an elephant walking a narrow log
bridging two cliffs. The headline read, “Who says you can’t be big and nimble?” Since
the ad made no reference to the specific products offered by Aries Venture, it is an
example of:
A.corporate advertising.
B.advocacy advertising.
C.an advertorial.
D.lobbying.
E.continuity advertising.
5) If not for globalization, most European companies would have been unable to
compete with larger U.S. and Japanese companies because of:
A.their inability to operate global corporations.
B.their inability to achieve economies of scale due to the small size of most European
nations.
C.the lack of education about international markets, resulting in limited exposure.
D.the cultural differences prevailing amongst European nations, which make it difficult
to achieve promotional program sustainability.
E.the political and legal differences among European nations.
6) Which of the following stages of the creative process includes a highly formal and
extensive pretesting of the ad before a final decision on the ad is made?
A.Incubation
B.Illumination
C.Preparation
D.Verification
E.Digestion
7) One of the major advantages of inquiry tests is that they are:
A.inexpensive to implement for measuring an ad’s effectiveness.
B.very effective for comparing different versions of an ad or medium used.
C.the most accurate measure of the creative aspects of an ad.
D.a true measure of the attention-getting aspects of an ad.
E.not subjected to time constraints.
8) Creative executives from the advertising industry might oppose the DAGMAR
approach to setting objectives because it:
A.puts too much emphasis on the quantitative assessment of an advertising campaign.
B.requires that speculative presentations be created and used to set benchmark
measures.
C.is only successful if it develops a message that contributes to brand equity.
D.does not provide any type of communications guidelines.
E.is too concerned with qualitative assessments of an advertising campaign.
9) The most effective way for an agency to acquire new business is through:
A.its image and reputation.
B.solicitation.
C.a qualitative audit.
D.presentations.
E.its pricing strategy.
10) The tendency of a television or radio commercial to lose its effectiveness when it is
seen and/or heard repeatedly is known as:
A.the repetition paradox.
B.the qualitative effect.
C.wearout.
D.commercial reactance.
E. message decay.
11) Which of the following statements is true of a consent order?
A.The signing of a consent order constitutes an admission of guilt by an advertiser.
B.If an advertiser refuses to sign a consent order, the inquiry is handed to the U.S.
Department of Justice.
C.A consent order is for settlement purposes only.
D.A consent order prohibits an advertiser from making a specified advertising claim for
30 days.
E.A consent order leads to adverse publicity.