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1) Magazines are the most selective of all media except direct mail.
2) Decisions on whether sole sponsorship or shared sponsorship is ideal are made
during the media use decisions stage of developing a media plan.
3) The fact that the media are not being compensated for providing information makes
public relations a credible source among the public.
4) The flighting method of scheduling ensures that a regular and continuous pattern is
developed without gaps or nonadvertising periods.
5) Radio has evolved into a primarily local advertising medium.
6) A major reason for decrease in sales promotion is that customers have become less
brand loyal.
7) A very frustrating, and often expensive, scenario for both an agency and its client
occurs when:
A.a commercial is rejected at the storyboard stage.
B.a commercial that was rejected at the storyboard stage is accepted at the final stage.
C.a commercial is rejected for reasons such as sex, politics, and religion.
D.a commercial is approved at the storyboard stage but then is rejected after it is
produced.
E.a commercial is rejected at the idea-generation stage.
8) _____ has been described as one of the "new-generation" marketing approaches
being used by companies to better focus their efforts in acquiring, retaining, and
developing relationships with customers and other stakeholders.
A.Decentralized communication systems
B.Bait-and-switch marketing approach
C.Integrated marketing communications
D.Mass media advertising
E.Customer newsletter service
9) In the early days of television, the production and content of most television
programs was the responsibility of:
A.the networks.
B.the local affiliate.
C.corporations that sponsored the shows.
D.independent production companies.
E.the syndicates.
10) The heading of an ad in a women's magazine reads, "Charlotte BB cream has been
approved by dermatologists. It is good for sensitive skin and has no side effects." The
rest of the ad copy explains the benefits of the BB cream and features user testimonials.
By placing its most important message in the heading, the ad's source is hoping its
message benefits from the:
A.primacy effect.
B.recency effect.
C.sleeper effect.
D.credibility effect.
E.compliance hierarchy.
11) A(n) _____ refers to the manner in which an advertising idea is turned into a
message and presented to consumers.
A.advertising appeal
B.creative execution style
C.rational appeal
D.emotional appeal
E.creative sequence
12) When M1 Oil runs an advertisement urging citizens to support and donate to a law
enforcement memorial fund, this is an example of:
A.advocacy advertising.
B.event marketing.
C.specialty advertising.
D.personal branding.
E.event sponsorship.
13) Which of the following is true of weekly newspapers?
A.They do not focus on news and recent events.
B.They typically originate in small towns or suburbs.
C.They are used exclusively by national advertisers.
D.They are printed on a weekly basis due to the large volume of news.
E.They are also known as national newspapers.
14) Which of the following is true of newspapers as an advertising medium?
A.They do not enable marketers to use geographic selectivity.
B.They are generally considered to have better reproductive quality than magazines.
C.They offer high market penetration and coverage.
D.They offer limited flexibility to advertisers.
E.They typically have a long life-span.
15) _____ is a scheduling method that employs a less regular schedule with intermittent
periods of advertising and nonadvertising.
A.Weighting
B.Continuity
C.Pulsing
D.Flighting
E.Circulation
16) _____ advertising is sometimes used to create curiosity and build interest and
excitement in a new product or brand by talking about it but not showing it.
A.Reminder
B.Teaser
C.Rational
D.Consumer-generated
E.Informational
