1) Leslie works for a local ad agency as an intern. The agency is hired to develop an
advertising campaign for a chain of coffee shops and she is given the task of coming up
with a “big idea.” With reference to the above scenario, “big ideas”:
A.are impossible to develop as they are not applicable to retail chains.
B.are only needed in advertising for consumer services.
C.are typically not the bases for effective advertising campaigns.
D.are only effective in business-to-business advertising.
E.could become the bases of creative and successful advertising campaigns.
2) Which of the following statements is true about ageism in advertising?
A.Mature people are more likely to be shown in television than print ads.
B.Advertisers typically avoid using adults above the age of 60 and children below the
age of eight.
C.Because the mean age of the population is increasing, one can expect to see more
youth-oriented advertising.
D.Age differences generally create disturbances in terms of encoding and channel
messaging.
E.The difference between the senders’ and receivers’ age can create problems in
establishing a common ground.
3) During a basketball game, Brendon sees an advertisement for “Swift” running shoes
in a huge digital screen at Citygate Sports Arena. This is an example of:
A.aerial advertising.
B.specialty advertising.
C.video advertising networks.
D.network advertising.
E.digital mobile billboards.
4) An approach to finding a major selling idea that uses consumer benefits as a
foundation, with an emphasis on presenting these benefits in a theatrical way is the
_____ approach.
A.card stacking
B.buzz
C.inherent drama
D.testimonial
E.bait-and-switch
5) Which of the following is a condition that exists in the Children’s Advertising
Review Unit (CARU) guidelines for advertising?
A.Manufacturers of baby-care products should not advertise their products through
fictional characters.
B.Children’s toys should be advertised only in print media.
C.Advertisers should be cautious not to run baby-care advertisements during prime
time.
D.Advertisements targeting children should be withdrawn from mainstream channels.
E.Care should be taken to incorporate minority and other groups in advertisements.
6) _____ is designed to give a company or brand a unique association or personality
and is often transformational in nature.
A.Rational advertising
B.Image advertising
C.Reminder advertising
D.Teaser advertising
E.Consumer-generated advertising
7) Which of the following statements describes a problem encountered by national
advertisers when using spot advertising?
A.Spot advertising prevents national advertisers from adjusting to local market
conditions.
B.Spot advertising cannot be used as part of the advertiser’s cooperative advertising
programs.
C.Spot advertising is typically more expensive than nonnetwork advertising.
D.Spot advertising is usually characterized by significant variations in pricing and
discount policies.
E.Spot advertising provides advertisers with limited coverage in geographic markets in
which they do business.
8) The _____ is a technique of posttesting employed in the broadcasting industry for
measuring advertising effectiveness.
A.Starch recognition method
B.Burke Day-After Recall test
C.concept test
D.consumer jury
E.split-run test
9) _____ involves a variety of procedures whereby consumers are given some quantity
of a product for no charge to induce trial.
A.A rebate
B.A refund
C.Sampling
D.Couponing
E.A sweepstakes
10) Media planners measured listenership of Volatile Heat FM during the months of
February, July, and October to set the advertising rates. These audience measures
conducted at specific time periods are known as:
A.sweeps periods.
B.GRP flighting periods.
C.frequency estimates.
D.availabilities.
E.upgraded media scheduling.