1) An international football player invites the media to hear his decision to retire from
professional football. In front of a live audience, he announces his decision and explains
his future plans as well. Which of the following public relations tools is illustrated in
this scenario?
A.Community involvement
B.Social networking
C.Exclusives
D.Press conference
E.Press release
2) Manufacturers of products such as beers often use nudity, sexual suggestiveness, or
other startling images to get consumers’ attention. Which of the following terms best
represents this practice?
A.Covert advertising
B.Surrogate advertising
C.Open advertising
D.Shock advertising
E.Hidden advertising
3) While portraying an image for a company or organization, _____ does so indirectly,
by adopting a position on a particular issue rather than by promoting the organization
itself.
A.advocacy advertising
B.publicity
C.sponsorship
D.public relations advertising
E.image advertising
4) If a promoter of a boxing match wants to place an ad in the sports section of a
newspaper, the promoter is likely to pay a(n) _____ rate.
A.flat
B.run of paper
C.preferred position
D.agate
E.SAU
5) Which of the following components of a communication process is heavily
influenced by a receiver’s field of experience?
A.Encoding
B.Decoding
C.Message
D.Channel
E.Noise
6) The major advantage of a day-after recall test is that it:
A.is cost-efficient.
B.offers unlimited samples.
C.provides a realistic response profile.
D.is highly secure.
E. provides a uniform recall score for the same brand.
7) When a newspaper offers no discounts for quantity or repeated space buys, it is using
a(n) _____ structure.
A.ROP
B.inch rate
C.open-rate
D.flat rate
E.SAU rate
8) Which of the following is a characteristic of magazine ads?
A.They create lower customer receptivity.
B.They do not offer permanence.
C.They offer a potential for gaining prestige.
D.They offer poor reproduction quality.
E.They generally cost lower than newspaper ads.
9) Mars Inc., a San Diego based advertising agency, offers various services, such as
sales promotion, marketing research, package design, direct marketing, publicity as
well as planning, creation, and advertising production. In this scenario, Mars is an
example of a(n):
A.creative boutique.
B.full-service agency.
C.media buying organization.
D.account service organization.
E.media specialist company.
10) Advertising appeals that imply some type of physical or emotional danger and try to
rouse consumers to take steps to remove the threat are known as _____ appeals.
A.comparative
B.refutational
C.humor
D.fear
E.conditional
11) Payments offered by manufacturers to retailers for merchandising products or
running special in-store programs are called:
A.off-invoice allowances.
B.push monies.
C.advertising subsidies.
D.promotional allowances.
E.slotting allowances.
12) Retail/local advertising often takes the form of:
A.trade advertising.
B.selective-demand advertising.
C.bait and switch advertising.
D.direct-action advertising.
E.indirect response advertising.