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1) While the body copy is usually the heart of the advertising message, getting the
target audience to read it is often difficult.
2) Promotion programs cannot be developed to coincide with peak sales periods for
certain products and services.
3) By running the same ad on different stations, a direct marketer can determine the
relative effectiveness of a medium itself.
4) The situation analysis precedes the marketing and creative strategy plan in the media
plan development process.
5) Those who judge the creativity of an ad in terms of its aesthetic value contend that
creative ads can break through the competitive clutter and grab the consumer's
attention.
6) Mass media is ideal for targeting market niches.
7) Advertisers who are concerned about the negative effects of acknowledging a
weakness in their brand are likely to choose two-sided messages.
9) Hierarchy models of communication response delineate the series of steps potential
purchasers must be taken through to move them from unawareness to readiness to
purchase a product.
10) An action that is legal is always ethical.
11) Corporate advertising is designed to promote the main product or service of a
company.
12) When major corporations first began to conduct business on the Internet, they put
up websites primarily for creating a strong brand image.
13) A decentralized organizational system is often used when companies do not have
many different divisions, product or service lines, or brands to advertise.
14) Most weekly newspapers originate in metropolises and other large cities.
15) Planners who view promotion from a communications perspective believe that the
objective of advertising is to increase market share through sales.
16) Which of the following statements about self-regulation by media is true?
A.Most commercials once rejected cannot be rerun.
B.Network standards regarding acceptable advertising have remained constant over the
past 30 to 40 years.
C.Advertising for contraceptives is completely banned on all networks since 1995.
D.Television is probably the most carefully scrutinized of all forms of advertising.
E.Network standards have become more stringent in response to competition from
independent and cable stations.
17) Which of the following hierarchical response models assumes the receiver in a
persuasive communication situation to be an information processor or problem solver?
A.The AIDA model
B.The hierarchy of effects models
C.The innovation-adoption model
D.The information processing model
E.The five Ws model
18) _____ distinguishes between alpha activity in the left and right sides of a brain and
is used to determine how an ad is affecting the mental processes of the individual
viewing it.
A.Cerebral response testing
B.Gamma activity
C.Pupillometrics
D.Beta activity
E.Hemispheric lateralization
19) Which of the following best defines an attitude?
A.It is defined as an intense emotional response of a consumer when he realizes that a
repressed conflict is about to emerge into consciousness.
B.It is defined as a process by which an individual receives, selects, organizes, and
interprets information to create a meaningful picture of the world.
C.It is defined as a situation that arises when a consumer's prior product knowledge and
buying behavior gets distorted and leads to illegal buying situations.
D.It is defined as a summary construct that represents an individual's overall feelings
toward or evaluation of an object.
E.It is defined as the process of presenting a new production process or product into the
market and promoting the same to prospective customers.
20) _____ can be classified as those that monitor the quantity and nature of the media
coverage obtained for a sponsored event and those that estimate direct and indirect
audiences.
A.Recall tests
B.Exposure methods
C.Tracking measures
D.Inquiry tests
E.Recognition tests
21) A marketer of running shoes wants to use a cost-effective method to reach its
potential buyers with minimum waste coverage. The marketer should use a medium
that:
A.has coverage of the overall audience.
B.reaches more potential receivers even though it has a high cost per thousand.
C.has a low cost per thousand.
D.has high absolute and low relative costs for advertising and promoting the product.
E.has a high pass-along rate.
22) A personal computer manufacturer has developed a significant technological
breakthrough that will make its computers easier for novices to use. The computer
manufacturer would do best to use a(n) _____ appeal to announce the breakthrough.
A.favorable price
B.emotional
C.news
D.product popularity
E.competitive advantage
23) Which of the following is an example of a media vehicle?
A.A television set
B.A fashion magazine
C.Direct marketing
D.Newspaper advertising
E.An outdoor billboard
24) _____ is the number of times a receiver is exposed to a media vehicle in a given
time period.
A.Potency
B.Reach
C.Coverage
D.Frequency
E.Audience contact
25) Prison, a popular television show, is purchased by three individual stations and
re-run in different parts of the country. This system of purchasing and airing network
shows are known as:
A.off-network syndications.
B.shortwave syndications.
C.first-run syndications.
D.network syndications.
E.beam syndications.
26) The growth in spot cable advertising has been facilitated by the use of:
A.LANs.
B.hyperstitials.
C.interconnects.
D.interstitials.
E.clutter minimizers.
27) Certain magazines regularly test the products they advertise and offer a 'seal of
approval" and refunds if the products are later found to be defective. They do so in
order to:
A.enhance the credibility of the publication.
B.encourage advertisers to buy more media space.
C.eliminate puffery in their ads.
D.discourage comparative advertising.
E.avoid questionable advocacy advertising.
