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1) Yevon Inc., a manufacturer of fruit based beverages, runs its ad on a particular news
station. It packages the drinks in boxes and plastic bottles. A recent study done by a
local doctor reveals that there is a direct correlation between stomach infections and
drinking from juice boxes. Although the doctor does not mention any brand names, the
news station decides not to air the news report in compliance with Yevon, its prime
sponsor. This is an example of _____.
A.media stereotyping
B.consumer socialization
C.economic censorship
D.shock advertising
E.the Protestant ethic
2) Which of the following statements about public relations is true?
A.Typically, shorter forms of public relations and publicity are interchangeable
functions.
B.Public relations is not considered a management function.
C.Public relations has the same objectives as product and service promotion.
D.An effective public relations program continues over months or even years.
E.Public relations deals only with the activities designed to sell a product or service.
3) The three recognition scores generated by GfK Starch Ad Readership Reports are:
A.noting, brand-associated, and read-most.
B.comprehension, retention, and response.
C.noting, comprehension, and seen-associated.
D.readers per dollar, cost ratios, and CPMs.
E.recognition, retention, and comprehension.
4) Which of the following products is most likely to use personal selling as the
dominant tool of marketing?
A.Pizza
B.Pens
C.OTC medications
D.Fresh flowers
E.Cranes
5) Direct marketing in the broadcast industry involves:
A.public relations and supplementary promotions.
B.direct-response advertising and support advertising.
C.a one-step direct marketing approach to sales.
D.add-on marketing.
E.ambient advertising and aerial advertising.
6) _____ advertising is done by local merchants to encourage consumers to shop at a
specific store, use a local service, or patronize a particular establishment.
A.Trade
B.Professional
C.Direct response
D.Retail
E.National
7) The vehicle option source effect refers to the:
A.different reach and frequency provided by different media vehicles.
B.fact that people perceive ads differently depending on their context.
C.responses that come from using a flighting, pulsing, or continuity scheduling strategy.
D.opportunity costs of the various media vehicles that are not chosen.
E.battle between budget constraints and creative options.
8) One important purpose of setting specific advertising goals and objectives is to:
A.provide a benchmark against which performance can be measured.
B.put constraints on the creative department.
C.have a method of determining when to delete products from the product line.
D.forecast the market share level that can be attained by good advertising.
E.protect all investors and debt holders.
9) Why are models of the creative process valuable to those working in the creative area
of advertising?
A.The models enable the client to see what he or she is paying for.
B.The models provide an organized approach to an advertising problem.
C.The models provide an unstructured approach to an advertising problem.
D.The models are usually developed based on the primacy effect.
E.The models create heuristics needed to determine whether or not an ad will
accomplish its goals.
10) When the monetary value of a nation's imports exceeds the monetary value of its
exports, it is known as:
A.added value.
B.international trade.
C.balance-of-trade deficit.
D.balance-of-payments surplus.
E.value of exports.
11) Advertising testing methods such as association measures, tracking studies, and
inquiry tests are examples of:
A.single-source real world methods.
B.posttest field methods.
C.pretest laboratory methods.
D.posttest laboratory methods.
E.pretest field methods.
