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Promotions add tangible value to the good or service and can contribute greatly to the
profitability of the brand.
You receive a text message from Upscale Furnishings about an upcoming sale on
custom furniture. Upscale Furnishings is developing a direct customer relationship with
you through guerilla marketing.
The average response rate for a direct mail offer is 10 percent.
Which of the following provides estimates of radio audiences?
A) Arbitron Ratings Company
B) Simmons-Scarborough Syndicated Research
C) Audit Bureau of Circulations
D) A.C. Nielsen
E) MediaMark
Consumers with lower education tend to be higher users of ________ than consumers
of higher education.
A) newspapers
B) radio
C) magazines
D) television
E) the Internet
You are about to test the hypothesis that sales of your product will increase at a very
similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved
in what type of research?
A) exploratory
B) qualitative
C) experimental
D) focus group
E) ethnographic
________ advertising is sent from one business to another.
A) Brand
B) Retail
C) Direct-response
D) Institutional
E) Trade
One of AT&T's requirements of its advertising is that everything must be pretested and
proven to be effective before it goes on the air or appears in print. Which of the
following is NOT a company listed in the text that AT&T might hire to help test the
strong and weak points of its advertising?
A) Ameritest
B) Millward Brown
C) Ogilvy
D) Ipsos ASI
E) GfK
A tracking survey is LEAST likely to focus on which of the following?
A) recall
B) recognition
C) comprehension
D) conviction
E) relevance
International, national, state, city, climate, and urban/rural are all ways to segment a
market by ________.
A) demographics
B) geographics
C) psychographics
D) behavioral characteristics
E) benefits sought
Which of the following is characterized by alternating periods of intense advertising
activity and periods of no advertising?
A) pulsing
B) flighting
C) continuous scheduling
D) flow scheduling
E) lead-in
A single or double page in a magazine can be broken into a variety of units called
________.
A) gatefolds
B) fractional page space
C) segments
D) standard advertising units
E) cut-outs
A ________ is a vivid image that the advertiser hopes will linger in the viewer's mind.
A) tagline
B) slogan
C) signature
D) key visual
E) testimonial
Which approach uses emotional appeals or images to create a response based on
attitudes, moods, dreams, and feelings?
A) persuasive sell
B) head sell
C) hard sell
D) soft sell
E) attributes sell
Beautiful actresses appear in frequently repeated ads testifying to the quality of a brand
of hair coloring products. This is an application of which the following?
A) brand evangelism
B) subliminal perception
C) cognitive learning
D) rehearsal
E) conditioned learning
What is the primary medium used to deliver public relations messages to the various
external media?
A) house ads
B) advocacy ads
C) corporate identity ads
D) news releases
E) public service announcements
________ are concerned with how to accomplish objectives outlined in a strategic plan.
A) Strategies
B) Needs
C) Visions
D) Motives
E) Insights
After spending 15 minutes on hold with a company's customer service line for
information about a product she was considering purchasing, Cristina decided that she
would buy a similar product from another company. This is an example of a ________.
A) conversion
B) commercial message
C) silo effect
D) one-way communication
E) critical touch point
Compare and contrast public relations and advertising.
In what types of situations are price deals most likely to be effective?
Explain how directory advertising is different from brand-image advertising.
Name and describe two websites an advertiser could use to gather secondary research.
Explain the distinctions between ethics and morals.
A client has asked its agency "How much is enough and how much is too much?" when
it comes to the number of exposures necessary. What should the agency tell the client?
