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1) The main point of an ad with a product/service popularity appeal is the price gain a
consumer can benefit from by using the brand.
2) Media buying services have been experiencing strong growth in recent years as
clients seek alternatives to full-service agency relationships.
3) In order to integrate advertising and sales promotion programs successfully, the
theme of consumer promotion need not be tied in with the positioning platform for the
company and/or its brand.
4) One of the major disadvantages of outdoor advertising is its lack of persuasiveness.
5) All of the methods used to measure Internet activity and effectiveness are accurate.
6) Sampling is generally considered the least effective way to generate trial.
7) One of the main advantages of global marketing and advertising is economies of
scale in production and distribution.
8) Banner ads are also known as:
A.interstitials.
B.paid searches.
C.pop-ups.
D.side panels.
E.links.
9) According to the marketing and promotions process model, the marketing process
begins with the:
A.development of the brand equity.
B.development of a marketing strategy.
C.development of the promotional mix.
D.determination of the promotional budget.
E.establishment of a nano-campaign marketing strategy.
10) Which of the following departments of a full-service agency, analyzes, selects, and
contracts for space or time to publish or broadcast the client's advertising message?
A.Research department
B.Media department
C.Account management department
D.Creative services department
E.Art department
11) When an organization systematically plans and distributes information in an attempt
to control and manage its image and the nature of the publicity it receives, it is engaging
in a function known as:
A.buzz marketing.
B.reactive dis-information.
C.bait-and-switch marketing.
D.public relations.
E.sales promotion.
12) Which of the following statements is true of the National Advertising Division
(NAD)?
A.The NAD's advertising monitoring program only reviews complaints from local
Better Business Bureaus.
B.Advertisers that disagree with the NAD's findings have an automatic right to appeal
the NAD's decision to the National Advertising Review Board.
C.The NAD has no authority to direct an advertiser to stop running an ad in case the
required substantiating evidence does not support the advertiser's claim.
D.Lawyers at the NAD usually seek help from local advertising agencies to find
misleading advertisements.
E.The NAD does not deal with complaints that come from marketers who are
threatened by comparative advertising.
13) Digital Melody, an online digital media store, allows customers to 'sample" songs
before they make a purchase decision. In this scenario, Digital Melody is trying to:
A.disseminate information.
B.create awareness.
C.build an image.
D.create a strong brand.
E.stimulate trial.
14) The second cover of MagAuto opens up into a third page, which gives it an
extra-large spread. In magazine advertising, this third page is referred to as a(n):
A.bleed page.
B.printacular.
C.gatefold.
D.page manipulator.
E.overrun.
15) Which of the following is true of consumer magazines?
A.They are useful for reaching general consumers of services.
B.They are published for a specific business or industry.
C.They are sold only through circulation.
D.They are also known as farm publications.
E.They are not suitable for reaching a specific target market.
16) Manten is a popular brand of hiking boots. Its advertisements emphasize the
experience of conquering unfamiliar terrain in the wild. They portray vivid, captivating
visuals of cliffs, rivers, and jungles. The campaign is also accompanied by a popular
jingle that reflects the qualities of freedom, wilderness, and adventure that the company
values. This approach is most likely an example of _____ advertising.
A.rational
B.transformational
C.consumer-generated
D.teaser
E.informational
17) Momentum Automobiles, an automobile manufacturer, hires Dreams Inc. to cater to
its advertising needs. Momentum is only required to provide the necessary finances and
does not take part in any decision making. In the given scenario, Momentum
Automobiles would be classified as a(n):
A.client.
B.illustrator.
C.full service agency.
D.advertising agency.
E.media organization.
18) One of the criteria for measuring the effectiveness of public relations activities is
the:
A.number of press releases developed.
B.number of personal interviews given by company representatives.
C.dollar value of community involvement.
D.percentage of positive and negative articles over time.
E. percentage of people who have seen the press release.
