During the Great Recession, how did some major brands, including Kraft and Walmart,
change their type in ad messages in order to create a softer and less stiff appearance?
A) They capitalized the letters.
B) They made the font nonlinear.
C) They narrowed the width of the letters.
D) They used lower case letters.
E) They changed logo colors to blue and green.
The appearance of an ad’s printed matter in terms of the style and size of typefaces is
known as ________.
A) medium
B) typography
C) composition
D) design
E) classification
Which of the following is NOT a main type of business magazine?
A) corporate
B) professional
C) farm
D) consumer
E) industrial
Mary will not purchase the Disney movie Lion King for her children because she heard
that the word sex was airbrushed in the dust rising from an animal stampede, and she
doesn’t want her children to be influenced by this. While some claim to have seen it, the
word cannot be seen, and if it is there at all, it is below the threshold of perception.
What type of effect is this?
A) selective attention
B) synergistic
C) subversive
D) subliminal
E) cognitive
In radio, the percent of homes actually tuned in to a particular station is measured
through ________.
A) coverage
B) exposures
C) gross impressions
D) ratings
E) share of audience
Some Asian and Middle Eastern countries are critical of what they see as America’s
materialism and disrespectful behavior toward women and elders and are worried that
advertising will encourage their young people to adopt these viewpoints. It is most
accurate to say that these countries are concerned about ________.
A) marketing ethics
B) deceptive advertising
C) social decline
D) social responsibility
E) marketing imperialism
What is the most significant difference between a survey and an in-depth interview?
A) An in-depth interview is more accurate.
B) A survey cannot use random sampling.
C) A survey is person-to-person and an in-depth interview is online.
D) An in-depth interview is qualitative and a survey is quantitative.
E) An in-depth interview is considered primary research and a survey is secondary.
Information that is collected for the first time from original sources is called ________
research.
A) market
B) quantitative
C) primary
D) secondary
E) government
Eddie’s Body Shop is a local shop that specializes in auto body repairs and custom
designs. Eddie’s Body Shop wants to make sure that drivers needing auto body repairs
or wanting custom designs can easily locate the shop’s contact information when they
need it. To meet this objective, Eddies’ Body Shop should place a(n) ________.
A) display ad in a national newspaper
B) image ad on an online radio station
C) image ad on a local radio station
D) comparison ad in a magazine
E) display ad in a directory
Which type of schedule is designed to intensify advertising before a buying aperture
and then to reduce advertising to lower levels until the aperture opens again?
A) pulsing
B) flighting
C) continuous
D) carryover
E) lead-in
Observation, in-depth interviews, and case studies are all examples of which type of
research?
A) secondary research
B) quantitative research
C) qualitative research
D) experimental research
E) ethnographic research
Noelia operates the audio recording equipment during television commercial shoots.
What is Noelia’s role?
A) producer
B) director
C) arranger
D) composer
E) mixer