Which of the following departments in an advertising agency fulfills the three functions
of research, planning, and buying?
A) account planning department
B) art department
C) traffic department
D) print production department
E) media department
In the process of developing a marketing plan, determining pricing and distribution
most likely occurs when a marketing/firm is ________.
A) setting objectives
B) assessing consumer needs
C) developing the brand strategy
D) developing the marketing mix strategy
E) implementing tactical programs
Which of the following statements is true?
A) Primary research can be quantitative or qualitative, but not experimental.
B) Primary research can be quantitative, qualitative, or experimental.
C) Primary research is experimental, not qualitative or quantitative.
D) Primary research is qualitative, not quantitative or experimental.
E) Primary research is quantitative, not qualitative or experimental.
Which of the following types of incentives reward retailers by giving them the display
after the promotion period is over?
A) bonuses
B) display loaders
C) display allowances
D) buying allowances
E) trade exhibits
The goal of ________ is to associate the brand with a fun, entertaining experience that
creates positive feelings for the brand.
A) co-branding
B) sign spinners
C) billboarding
D) branded entertainment
E) environmental design
Which of the following could be a research question assessing an ad’s effectiveness in
enhancing consumers’ perceptions of the brand?
A) What brand do you prefer?
B) Do you want to try or buy this product/brand?
C) Have you seen this advertisement?
D) What emotions did the ad stimulate?
E) What brand is being advertised in this ad?
As in marketing or advertising planning, a public relations plan begins with background
research leading to a(n) ________.
A) situation analysis
B) objective statement
C) strategy
D) tactic
E) mission statement
Which of the following is the last step in the classic creative process?
A) ideation
B) evaluation
C) incubation
D) immersion
E) illumination
Products that really are the same, such as milk, unleaded gas, and over-the-counter
drugs, are referred to as ________ products.
A) generic
B) differentiated
C) parity
D) unpositioned
E) positioned
The term ________ refers to any group of people who have an interest in the success of
a company or brand.
A) employee
B) shareholder
C) stakeholder
D) regulator
E) partner
The technique of Creative Aerobics is best classified as a(n) ________ process.
A) thought-evaluation
B) idea-generating
C) visualization
D) copy testing
E) risk-taking
________ is a quantitative method that uses structured interviews to ask large numbers
of people the same set of questions.
A) In-depth interviewing
B) Survey research
C) Focus group interviewing
D) Observation research
E) Ethnographic research
Establishing in the consumer’s mind what a brand offers and how it compares with the
competition is ________.
A) benchmarking
B) targeting
C) segmenting
D) positioning
E) attributing
A company is using ________ when it airs a television commercial to millions.
A) interactive media
B) viral media
C) mass media
D) personal media
E) niche media
Which of the following categories in Rogers’ Diffusion of Innovation model represents
the 2.5 percent of the population willing to try something new?
A) innovators
B) early adopters
C) early majority
D) late majority
E) laggards
Advertisers who don’t care where their ads run in the newspaper pay which rate?
A) co-op rate
B) preferred-position rate
C) run-of-paper (ROP) rate
D) non-preferred rate
E) classified rate
Things that interrupt the sending as well as the receiving of the message are known as
________ in the SMCR communication model.
A) encoders
B) decoders
C) feedback
D) interference
E) noise
A print advertisement for a movie features the title of the movie, the names of the actors
appearing in the movie, and boldfaced, all caps quotes from respected movie critics
praising the film. The ad uses only black, white, and red ink. Which type of layout does
this ad use?
A) picture window
B) circus
C) panel
D) nonlinear
E) dominant type
________ are sectional headlines that can be used to break up a mass of “gray” type in a
large block of copy.
A) Captions
B) Subheads
C) Taglines
D) Slogans
E) Direct headlines
A retailer of fashion clothing and accessories for young men and women created a
series of short videos that tell the story of four college friends living in an apartment
together. Products carried by the retailer are featured heavily in the videos, but the focus
of the videos is the developing story of the friends’ relationships. The videos are posted
on YouTube and the company’s website. This is an example of ________.
A) a premium
B) a webisode
C) a branded game
D) a branded app
E) point-of-sale materials