Archives: Quiz
978-0078028915 Test Bank Chapter 2 Part 2
Chapter 02 – The Economic, Social, and Regulatory Aspects of Advertising 50. (p. 33) The abundance principle states that in an economy that produces more goods and services than can be consumed, advertising: A. maintains high prices. B. keeps consumers […]
978-0078028915 Test Bank Chapter 2 Part 1
Chapter 02 – The Economic, Social, and Regulatory Aspects of Advertising Chapter 02 The Economic, Social, and Regulatory Aspects of Advertising 1. (p. 30) The economic effect of advertising triggers off a chain reaction of hard to predict economic events. […]
978-0078028915 Test Bank Chapter 17 Part 3
Chapter 17 – IMC: Public Relations, Sponsorship, and Corporate Advertising 80. (p. 444-445) Along with its ad campaign to improve the relationship of the Raiders and the citizens of Oakland, the football team’s agency issued a ____, which contained pictures […]
978-0078028915 Test Bank Chapter 17 Part 2
Chapter 17 – IMC: Public Relations, Sponsorship, and Corporate Advertising 54. (p. 439) Coca-Cola monitors any Web sites in which it is mentioned. Some of these Web sites do contain communications that is malicious and some of their information is […]
978-0078028915 Test Bank Chapter 17 Part 1
Chapter 17 – IMC: Public Relations, Sponsorship, and Corporate Advertising Chapter 17 IMC: Public Relations, Sponsorship, and Corporate Advertising True / False Questions 1. (p. 437) The term public relations is widely misunderstood and misused. TRUE The term public relations […]
978-0078028915 Test Bank Chapter 16 Part 3
Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 78. (p. 426) Procter & Gamble created one of the most outrageous promotions in marketing history. Nobody blinked when some unknown brand assistant suggested giving away free goldfish […]
978-0078028915 Test Bank Chapter 16 Part 2
Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion 54. (p. 412) Rite Aid announced the launch of a _____ called Living More that provides benefits and savings to customers at least 60 years of age. Every […]
978-0078028915 Test Bank Chapter 16 Part 1
Chapter 16 – IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion Chapter 16 IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion True / False Questions 1. (p. 410) Direct marketing interaction can take place at any location. TRUE […]
978-0078028915 Test Bank Chapter 15 Part 3
Chapter 15 – Media Planning and Buying 80. (p. 394) As an element of the media mix, the term _____ refers to not only the various targets for communication, but also to the targets’ geographic location and segmentation considerations. A. […]
978-0078028915 Test Bank Chapter 15 Part 2
Chapter 15 – Media Planning and Buying 56. (p. 389) The Tonight Show, Tennis magazine, USA Today and would all be suitable _____ for Advil pain relievers. A. audience communicators B. market agents C. advertising agents D. physical distribution channels […]
978-0078028915 Test Bank Chapter 15 Part 1
Chapter 15 – Media Planning and Buying Chapter 15 Media Planning and Buying True / False Questions 1. (p. 385) Fragmentation of television has led to increased difficulty to reach a big audience. TRUE It wasn’t long ago that major […]
978-0078028915 Test Bank Chapter 14 Part 3
Chapter 14 – Out-of-Home, Direct Mail, and Specialty Advertising 77. (p. 370) _____ describes the integration of advertising into the message delivery mechanism so efficiently that the product is being promoted while the audience is being entertained. A. Entertainment advertising […]
978-0078028915 Test Bank Chapter 14 Part 2
Chapter 14 – Out-of-Home, Direct Mail, and Specialty Advertising 53. (p. 363) _____ is a type of outdoor advertising consisting of ready-made 30-sheet posters, available in any quantity and often featuring the work of first-class artists and lithographers. A. Stock […]
978-0078028915 Test Bank Chapter 14 Part 1
Chapter 14 – Out-of-Home, Direct Mail, and Specialty Advertising Chapter 14 Out–of-Home, Direct Mail, and Specialty Advertising True / False Questions 1. (p. 359) The most common form of out-of-home media is transit advertising. FALSE The most common form out-of-home […]
978-0078028915 Test Bank Chapter 13 Part 3
Chapter 13 – Digital Interactive Media 79. (p. 346) Ted’s cookery blog contained a banner ad for ‘Kenstar microwave’. Every time a microwave was purchased at the ‘Kenstar’ website, Ted would receive a commission for showing the banner. Which of […]
978-0078028915 Test Bank Chapter 13 Part 2
Chapter 13 – Digital Interactive Media 53. (p. 337) Viewing Web pages was made easy by the development of ____, software that interpreted HTML. A. social media B. Web browsers C. search engines D. portals E. protocols Viewing Web pages […]
978-0078028915 Test Bank Chapter 13 Part 1
Chapter 13 – Digital Interactive Media 13-1 Chapter 13 Digital Interactive Media 1. (p. 335) Digital interactive media enables businesses to develop their relationship marketing strategies through the use of interactivity. TRUE By offering true interactivity, online media enable businesses […]
978-0078028915 Test Bank Chapter 12 Part 3
Chapter 12 – Electronic Media: Television and Radio 77. (p. 323) The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as: A. total audience composition. B. […]
978-0078028915 Test Bank Chapter 12 Part 2
Chapter 12 – Electronic Media: Television and Radio 53. (p. 314) _____ occurs when an advertiser underwrites the total cost of a program. A. Market aggregation B. Full-spot participation C. Sponsorship D. Narrowcasting E. Television customization Sponsorship is the presentation […]
978-0078028915 Test Bank Chapter 12 Part 1
Chapter 12 – Electronic Media: Television and Radio Chapter 12 Electronic Media: Television and Radio True / False Questions 1. (p. 307) Broadcast TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory. TRUE Broadcast […]
978-0078028915 Test Bank Chapter 11 Part 3
Chapter 11 – Print Advertising 79. (p. 291) Every issue of “Trucker’s Connection” magazine contains a full-page ad that describes employment opportunities at Schugel Trucking. What kind of discount will this advertiser most likely receive from the publisher of this […]
978-0078028915 Test Bank Chapter 11 Part 2
Chapter 11 – Print Advertising 55. (p. 284) An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This […]
978-0078028915 Test Bank Chapter 11 Part 1
Chapter 11 – Print Advertising Chapter 11 Print Advertising True / False Questions 1. (p. 281) Selecting the most appropriate media mix for a campaign requires understanding the unique characteristics of the various media alternatives and determining which media will […]
978-0078028915 Test Bank Chapter 10 Part 4
Chapter 10 – Producing Ads 72. (p. 262) The process of converting page art and visuals into film negatives, color separations, and other materials needed for printing is called the _____ phase. A. mechanical B. desktop publishing C. print conversion […]
978-0078028915 Test Bank Chapter 10 Part 3
Chapter 10 – Producing Ads 52. (p. 256) _____ is the process of converting a script or storyboard into a finished commercial for use on radio, TV, or digital media. A. Electronic production B. Digital mixing for media C. Multimedia […]
978-0078028915 Test Bank Chapter 10 Part 2
Chapter 10 – Producing Ads 10-2 3. (p. 256) Research has proven that high-priced celebrity talent and extravagant effects do not always increase ad memorability. AACSB: Analytic Bloom’s: Understand Difficulty: Medium Learning Objective: 10-01 Understand ways to save money in […]
978-0078028915 Test Bank Chapter 10 Part 1
Chapter 10 – Producing Ads Chapter 10 Producing Ads True / False Questions 1. (p. 254) Essentially, print production managers and producers perform the four classic functions of management: planning, executing, motivating, and controlling. FALSE Essentially, print production managers and […]
978-0078028915 Test Bank Chapter 1 Part 3
Chapter 01 – The Evolution of Advertising 77. (p. 15) The term _____ can be used to explain why most of the automobile manufacturers produce almost similar products and yet consumers have developed preferences for specific brands. A. market segmentation […]
978-0078028915 Test Bank Chapter 1 Part 2
Chapter 01 – The Evolution of Advertising 51. (p. 7) Which of the following is an example of a good? A. A medical examination B. A church service where music-ministry is the primary theme C. Paper clips D. A haircut […]
978-0078028915 Test Bank Chapter 1 Part 1
Chapter 01 – The Evolution of Advertising Chapter 01 The Evolution of Advertising 1. (p. 5) Advertising is just one type of marketing communications tool. TRUE Advertising is one type of marketing communication tool. AACSB: Communication Bloom’s: Understand Difficulty: Easy […]
978-0077861421 Test Bank Chapter 9
c9 1. The U.S. Supreme Court ruled in 2013 in McBurney v. Young that states may: 2. The U.S. Supreme Court’s 2011 ruling in Milner v. Department of the Navy gave A. a narrow interpretation to the scope of FOIA […]
978-0077861421 Test Bank Chapter 8
c8 1. To win a lawsuit for the publication of private facts, the plaintiff must show that 2. In 2012, the 9th U.S. Circuit Court of Appeals in Marsh v. County of San Diego became the first federal appellate court […]
978-0077861421 Test Bank Chapter 7
c7 1. Sources of privacy rights in the United States today include: 2. Transformative use in a right of publicity case refers to A. a use that transforms the plaintiff’s likeness into something the defendant can sell. B. a use […]
978-0077861421 Test Bank Chapter 6
c6 1. Under the statute of limitation libel rules, the date of publication (when the time limit begins) for a newspaper is 2. A difference between absolute and qualified privilege is A. absolute privilege protects the speaker; qualified privilege protects […]
978-0077861421 Test Bank Chapter 5
c5 1. Which of the following was not a reason the Supreme Court used to justify its ruling against L.B. Sullivan in his libel suit against The New York Times? 2. A publication could be regarded as exhibiting actual malice […]
978-0077861421 Test Bank Chapter 4
c4 1. Which of the following cannot sue for civil libel? 2. A newspaper reports that an individual is a sex offender who has not registered with the state. Which of the following descriptions of this individual would not sufficiently […]
978-0077861421 Test Bank Chapter 3
c3 1. The idea that Internet Service Providers (ISPs) should treat all Internet traffic and content similarly is best reflected by the concept known as 2. In 2011, a federal court in Dariano v. Morgan Hill Unified School District upheld […]
978-0077861421 Test Bank Chapter 2
c2 1. In 2011, the U.S. Supreme Court in Brown v. Entertainment Merchants Association: 2. Laws limiting minors’ access to video games depicting violent images are subject to the standard of judicial review known as: A. intermediate scrutiny. B. reasonable […]
978-0077861421 Test Bank Chapter 16
c16 1. How many commissioners are there at the FCC? 2. In 2012, the U.S. Supreme Court ruled in FCC v. Fox Television Stations, Inc. that A. the FCC’s current rules regarding broadcast indecency violate the First Amendment. B. the […]
978-0077861421 Test Bank Chapter 15
c15 1. Commercial speech did not officially receive any First Amendment protection until the 2. The United States Supreme Court defines commercial speech as A. advertisements that include the price of a product. B. speech that proposes a commercial transaction. […]
978-0077861421 Test Bank Chapter 14
c14 2. Trademark law can protect A. the name of a product. B. an advertising slogan. C. the way a product is packaged. D. all of the above. Pember – Chapter 14 #2 3. Which of the following cannot be […]
978-0077861421 Test Bank Chapter 13
c13 1. The first recorded obscenity prosecution in the United States occurred in 2. The First Amendment does not protect the: A. production of child pornography. B. distribution of child pornography. C. possession of child pornography. D. production, distribution and […]
978-0077861421 Test Bank Chapter 12
c12 1. In court rulings on whether trials are presumptively open or closed 2. Although the press has been granted access to many, maybe even most, documents filed in connection with a trial, reporters are routinely denied access to A. […]
978-0077861421 Test Bank Chapter 11
c11 1. The definition of an impartial juror under the law is one who 2. When a change of venue is granted in a state court, the judge is free to move the trial A. to another court in the […]
978-0077861421 Test Bank Chapter 10
c10 1. In 2013, which one of the following journalists fought a subpoena relating to her confidential sources for a story about the prosecution of James Holmes for the Aurora, Colo., theater shooting? 2. In 2011, a federal appellate court […]
978-0077861421 Test Bank Chapter 1
c1 1. The common law is 2. In the legal citation 539 U.S. 558 (2003), the number 558 refers to the: A. docket number of the case. B. volume of the reporter which contains the case. C. first page number […]
978-0077835439 Test Bank Chapter 9 Part 3
Chapter 09 – Quality Control and Improvement True/False Questions 46. A production process delivers an unexpectedly large amount of scrap products. Top management has discovered that improper machine maintenance is the reason behind this failure. The above statement is an […]
978-0077835439 Test Bank Chapter 9 Part 2
Chapter 09 – Quality Control and Improvement 28. If the population of items produced does not meet or exceed the upper and low specification limits (all items produced are well within specification limits), the process capability index, Cp, will be […]
978-0077835439 Test Bank Chapter 9 Part 1
Chapter 09 – Quality Control and Improvement 9-1 Chapter 9 Quality Control and Improvement Answer Key Multiple-Choice Questions 1. A complete system of quality control 2. Sampling inspection by attributes A. means each item sampled is classified as defective or […]
978-0077835439 Test Bank Chapter 8 Part 2
Chapter 08 – Managing Quality 8-11 31. Which of the following statements concerning the Malcolm Baldrige award is true? LO: 8.8 Topic: ISO 9000 Difficulty: 2 Moderate AACSB: Reflective thinking Bloom’s: Understand Feedback: Only D is true (see Section 8.10). […]