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Questions
Q:
Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously un-purchased media space, or providing Internet services are referred to as __________.
A. full-service agencies
B. in-house agencies
C. modified-service agencies
D. promotional firms
E. limited-service agencies
Q:
An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of arrangement is popular among __________.
A. full-service agencies
B. in-house agencies
C. modified-service agencies
D. promotional firms
E. limited-service agencies
Q:
A full-service advertising agency refers to
A. an advertising agency that not only provides a complete range of services, including market research, media selection, copy, art, and production, it has input into actual product design.
B. an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.
C. an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
D. firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs.
E. one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money.
Q:
A(n) __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
A. limited-service agency
B. full spectrum agency
C. multi-service agency
D. in-house agency
E. full-service agency
Q:
The most sophisticated form of pretest is the __________.
A. portfolio test
B. sales test
C. attitude test
D. theater test
E. jury test
Q:
A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n) __________.
A. sales test
B. jury test
C. theater test
D. attitude test
E. portfolio test
Q:
Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during __________.
A. focus groups
B. portfolio tests
C. jury tests
D. theater tests
E. performance tests
Q:
In a(n) __________ test, the test ad is placed in a collection with several other ads and stores, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.
A. theater test
B. range test
C. group test
D. portfolio test
E. jury test
Q:
Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.
A. pretests
B. double blind tests
C. efficacy trials
D. aided recall tests
E. sales tests
Q:
Pretests refer to
A. tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.
B. tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C. tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.
D. tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select between alternative versions of the advertisement.
E. sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.
Q:
Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.
A. posttests
B. pretests
C. test screenings
D. aided recall testing
E. sales tests
Q:
Pulse scheduling would most likely be used for advertising __________.
A. bathroom cleaning supplies
B. breakfast cereal
C. socks
D. motor oil
E. long-stemmed roses
Q:
Some studies show that __________ are superior to other advertising strategies.
A. flighting schedules
B. continuous schedules
C. opportunistic schedules
D. pulsing schedules
E. intermittent schedules
Q:
A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a(n) __________.
A. continuous schedule
B. phased schedule
C. pulse schedule
D. turnover schedule
E. intermittent schedule
Q:
Flighting schedules would most likely be used for advertising __________.
A. snowboards
B. automobiles
C. bottled water
D. toothpaste
E. bathroom cleaner
Q:
A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.
A. steady
B. flighting
C. dripping
D. pulsing
E. burst
Q:
Continuous scheduling would most likely be used for advertising __________.
A. fishing rods
B. bathing suits
C. gardening supplies
D. bathroom cleaning supplies
E. children's toys
Q:
The three approaches to setting advertising schedules are
A. flexible, seasonal, and continuous.
B. spontaneous, continuous, and intermittent.
C. continuous, flighting, and pulse.
D. daytime, primetime, and off-peak.
E. sporadic, intermittent, and infrequent.
Q:
In terms of scheduling advertising, the speed with which buyers fails to recall a brand if advertising is not seen is referred to asA. buyer turnover.B. the frequency rate.C. the brand awareness rate.D. the forgetting rate.E. the recall dissipation rate.
Q:
In terms of scheduling advertising, purchase frequency refers to
A. the number of times a buyer tries a product before becoming a brand loyal customer of the firm's product.
B. the number of times a buyer purchases a product during its life cycle.
C. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
D. how frequently a product is purchased over a particular time period.
E. the idea that the more frequently the product is purchased, the less advertising repetition is required.
Q:
In terms of scheduling advertising, buyer turnover refers to
A. the amount of time between repeat purchases for a given product.
B. how often new buyers enter the market to buy a product.
C. the amount of time for a buyer to enter and exit a product's life cycle.
D. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E. the ratio of repeat purchases to the number of buyers for an offering.
Q:
Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of __________.
A. remote media
B. social network advertising
C. place-based media
D. advocacy advertising
E. cooperative advertising
Q:
Nontraditional advertising options found in airports, health clubs, and theaters are called place-based media or __________.
A. out-of-home advertising
B. invasive placements
C. electronic advertising
D. product placements
E. cooperative advertising
Q:
As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options - in airports, doctors' offices, health clubs, or theaters, which are referred to as __________.
A. remote media
B. electronic advertising
C. product placements
D. cooperative advertising
E. place-based media
Q:
The transit authority in Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses. These ads are examples of __________.
A. mobile advertising
B. place-based billboards
C. mobile signage
D. transit advertising
E. transportation advertising
Q:
Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of __________.
A. transit advertising
B. mobile advertising
C. motorized billboards
D. mobile signage
E. transportation advertising
Q:
Which of the following statements regarding transit advertising is most accurate?
A. The growth in mass transit is declining in major cities.
B. In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy.
C. Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route.
D. Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving.
E. Transit advertising is a form of indoor advertising in stadiums, buses, etc.
Q:
Messages on the interior and exterior of buses, subway cars, and taxis are referred to as
A. transportation messages.
B. public service announcements.
C. transit advertising.
D. public advertising.
E. vehicle advertising.
Q:
Which of the following statements regarding billboards is most accurate?
A. Billboards offer apply opportunity for lengthy advertising copy.
B. Billboards are not a good supplemental reinforcement for well-known products.
C. Billboards are well-suited for pioneering advertising.
D. Billboard sites depend on traffic patterns and sight lines.
E. Billboards are often too expensive for small local firms and are better suited for national campaigns.
Q:
Which of the following statements regarding billboards is most accurate?
A. Billboards are a good supplemental reinforcement for well-known products.
B. Billboards are well-suited for pioneering product advertising.
C. Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert.
D. Billboards are often too expensive for small local firms and are better suited for national campaigns.
E. Billboards are more effective in rural areas than in metropolitan areas.
Q:
One advantage of using a billboard as an advertising medium is that
A. it is environmentally friendly.
B. it has universal appeal.
C. it is particularly suited to national campaigns.
D. it is especially suited for persuasive advertisements.
E. it provides high visibility with a local focus.
Q:
One advantage of using a billboard as an advertising medium is that
A. it is environmentally friendly.
B. it is relatively low-cost.
C. it has universal appeal.
D. it is particularly suited to national campaigns.
E. it is especially suited for pioneering product advertisements.
Q:
One advantage of using a billboard as an advertising medium is that
A. it is environmentally friendly.
B. it has universal appeal.
C. it is particularly suited to national campaigns.
D. it has good reach and frequency.
E. it is especially suited for persuasive advertisements.
Q:
The most common form of outdoor advertising is __________.
A. transit
B. point-of-purchase displays
C. billboards
D. kiosks
E. in-store signage
Q:
Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site but want to keep them free. This practice is called __________.
A. click hamming
B. click spam
C. click botting
D. webtipping
E. webcrawling
Q:
Two of the largest portals for Internet advertising are _________ and __________; both try to filter out illegitimate clicks but advertisers on the sites still claim to be victims of click fraud.
A. Google; AOL
B. Google; Pinterest
C. Google; MSN
D. Google; Yahoo!
E. Google; Bing
Q:
Software programs called __________ are used to practice a form a click fraud where the software produces automatic clicks on ads.
A. click spiders
B. clickbots
C. click spam
D. click hammers
E. click tippers
Q:
A form of click fraud is called PTR, which is an acronym for
A. Paid-to-Read.
B. Ping-to-Read.
C. Profit-to-Read.
D. Place-to-Read.
E. Priced-to-Read.
Q:
The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as
A. deceptive advertising.
B. click fraud.
C. webtipping.
D. click-theft.
E. clickbotting.
Q:
One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. animation and interactivity may require long page download times.
C. pay-per-click search ads on Google are expensive and ineffective.
D. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
E. it often creates more traffic than a firm can actually handle.
Q:
One disadvantage of using the Internet as an advertising medium isA. as a relatively new medium, it has attracted limited use.B. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.C. the effectiveness of online advertising is still uncertain.D. it often creates more traffic than a firm can actually handle.E. pay-per-click search ads on Google are expensive and ineffective.
Q:
Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as __________.
A. rich media
B. banner ads
C. interactive media
D. pay-per-click ads
E. infotainment ads
Q:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated into multiple languages.
C. there are no real costs except computers used for initial encoding.
D. online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication.
E. online ads almost always result in a "click," an action that leads to the purchasing of a product.
Q:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated into multiple languages.
C. that rich media can be used to create interactive ads.
D. there are no real costs except computers used for initial encoding.
E. online ads almost always result in a "click," an action that leads to the purchasing of a product.
Q:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated into multiple languages.
C. there are no real costs except computers used for initial encoding.
D. online ads almost always result in a "click," an action that leads to the purchasing of a product.
E. it can use animation to capture attention.
Q:
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. it has video and audio capabilities similar to television.
C. there are no real costs except computers used for initial encoding.
D. online ads almost always result in a "click," an action that leads to the purchasing of a product.
E. messages are automatically translated into multiple languages.
Q:
One advantage of using the Internet as an advertising medium is
A. it is similar to print advertising since it offers a visual message.
B. there is no need to segment markets.
C. messages are automatically translated into multiple languages.
D. there are no real costs except for initial encoding.
E. it is relatively simple to run national online campaign across multiple sites.
Q:
One disadvantage of using the yellow pages as an advertising medium is
A. there is no similar competition.
B. they are difficult to keep up to date.
C. the ads are perishable.
D. few households with telephones have them.
E. they have high delivery costs.
Q:
One disadvantage of using the yellow pages as an advertising medium is
A. the proliferation of directories in many cities.
B. they have extensive accountability and ROI metrics.
C. the ads are perishable.
D. few households with telephones have them.
E. they have high delivery costs.
Q:
One advantage of using the yellow pages as an advertising medium is
A. their short life span.
B. they are used more than 150 billion times annually.
C. the print pages are quicker and easier to use than the Internet.
D. they are more mobile than other information sources.
E. they are available 24 hours and 365 days a year.
Q:
One advantage of using the yellow pages as an advertising medium is
A. there is no competition.
B. the print pages are quicker and easier to use than the Internet.
C. they have a long life span or use period.
D. they are more mobile than other information sources.
E. there are no delivery costs.
Q:
One advantage of using the yellow pages as an advertising medium is
A. there is no competition.
B. the print pages are quicker and easier to use than the Internet.
C. they are more mobile than other information sources.
D. they have excellent coverage of geographic segments.
E. there are no delivery costs.
Q:
The Wall Street Journal and U.S.A. Today each have a national distribution of more than
A. 1.5 million readers.
B. 5 million readers.
C. 15 million readers.
D. 50 million readers.
E. 175 million readers.
Q:
National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of __________.
A. The National Enquirer and The National Review
B. The Wall Street Journal and U.S.A. Today
C. The Daily Beast and The National Enquirer
D. The New York Times and The Wall Street Journal
E. The Christian Science Monitor and The Huffington Post
Q:
All of the following statements are true about newspapers EXCEPT:
A. local retailers often use newspapers as their sole advertising medium.
B. newspapers are generally limited to ads that call for an immediate customer response.
C. national advertising campaigns rarely include this medium except in conjunction with local distributors of their products.
D. a long lead-time is needed to place an ad in a local newspaper.
E. newspapers have excellent GRPs potential locally.
Q:
One disadvantage of using newspapers as an advertising medium is their
A. inability to cover local markets.
B. long lead time for placing an ad.
C. long life span.
D. relatively high cost.
E. need to compete for reader attention with other features in the newspaper.
Q:
One disadvantage of using newspapers as an advertising medium is their __________.
A. relatively poor color reproduction
B. inability to cover local markets
C. long lead time for placing an ad
D. relatively high cost
E. lack of noise during the communication process
Q:
One disadvantage of using newspapers as an advertising medium is
A. their inability to cover local markets.
B. readers damage the newspaper when clipping its ads.
C. their short life span.
D. the high cost of ads.
E. their quick consumer response.
Q:
One advantage of using newspapers as an advertising medium is their
A. ability to cover national markets.
B. excellent use of color graphics.
C. quick consumer response.
D. their relatively low cost.
E. limited distraction from other features.
Q:
One advantage of using newspapers as an advertising medium isA. their long life span.B. the excellent use of color graphics.C. ads can be clipped and saved.D. quick consumer response.E. limited distraction from other features.
Q:
One advantage of using newspapers as an advertising medium is
A. the ability to cover national markets.
B. the short lead time for placing an ad.
C. excellent color graphics.
D. minimum distraction from other features.
E. extended life span.
Q:
One advantage of using newspapers as an advertising medium is
A. their ability to reach local markets.
B. the long lead time for placing an ad.
C. the long life span.
D. the relatively high cost.
E. competition for reader attention with other features in the newspaper.
Q:
Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and which reminds them that Trice is the source for all their gift-giving needs?
A. prime time national television
B. magazines targeted toward wealthy residents of Milwaukee
C. radio stations that targets millennials
D. flyers sent to all the Milwaukee zip codes
E. Milwaukee regional newspapers
Q:
Recent studies comparing advertising in different media suggest that magazine advertising
A. takes a relatively short time to read.
B. incorporates four-color graphics too frequently.
C. usually has little competition with other media features.
D. is quickly replacing television advertising.
E. is perceived to be more inspirational than other media.
Q:
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the short lead-time needed to place an ad.
C. the need for advertising to effectively compete against other magazine features.
D. the unscheduled nature of their publication.
E. the antagonism with environmentalists.
Q:
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the short lead-time needed to place an ad.
C. the relatively high cost.
D. the lack of noise associated with the use of magazines in the communication channel.
E. the antagonism with environmentalists.
Q:
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the long lead-time needed to place an ad.
C. the extremely low cost.
D. the antagonism with environmentalists.
E. the lack of noise associated with their use in the communication channel.
Q:
One advantage of using magazines as an advertising medium is
A. the cost of placing a magazine ad is extremely low.
B. it takes a relatively short time to place the ad.
C. the ease of translating consumer interests into a successful publication.
D. there is little need or benefit to incorporate four-color graphics.
E. the ads can be clipped and saved.
Q:
Which of the following is an advantage of using magazines as an advertising medium?
A. it takes a relatively short time to place the ad
B. the cost of placing a magazine ad is extremely low
C. a magazine ad has a long life
D. it is easy to translate consumer interests into a successful publication
E. there is little need or benefit to incorporate four-color graphics
Q:
One advantage of using magazines as an advertising medium is
A. the relatively short time it takes to place an ad.
B. high quality color is available if needed or desired.
C. the cost of placing a magazine ad is extremely low.
D. the ease of translating consumer interests into a successful publication.
E. there is little need or benefit to incorporate four-color graphics.
Q:
One advantage of using magazines as an advertising medium is
A. the ability to target specific audiences.
B. the relatively short time it takes to place an ad.
C. the extremely low cost.
D. the opportunity to compete with other magazine features.
E. the simplicity of the message.
Q:
A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?
A. better reach
B. more effective visuals
C. ads can be saved by consumers
D. better segmentation capability
E. more effective in conveying complex information
Q:
One of the disadvantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. cannot target specific audiences.
C. cannot use humor, sound, and intimacy effectively.
D. has high cost per contact.
E. is difficult to convey complex messages.
Q:
One of the disadvantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. cannot target specific audiences.
C. has a perishable message.
D. cannot use humor or intimacy effectively.
E. has not proven to be effective yet.
Q:
One of the advantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. can target general audiences.
C. has an unlimited amount of advertising time available.
D. is relatively simple to convey complex messages.
E. uses humor, sound, and intimacy effectively.
Q:
One of the advantages associated with radio as an advertising medium is that it
A. has a long exposure time.
B. has a perishable message.
C. has an unlimited amount of advertising time available.
D. allows ads to be placed quickly.
E. is relatively simple to convey complex messages.
Q:
Infomercials refer to
A. public service announcements used to notify local citizens of impending danger due to weather or other natural disasters.
B. a form of advertisement whose sole purpose is to entertain.
C. program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
D. direct response TV and radio ads that air during the late night or weekend mornings.
E. educationally-formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box.
Q:
Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.
A. advertorials
B. infomercials
C. advermercials
D. edutainment ads
E. extended advertising messages
Q:
One way TV advertising can reduce wasted coverage is to
A. identify the target market it wishes to address explicitly within the first three seconds of the commercial so the message can be ignored by non-targeted viewers.
B. run shorter ads in a greater number of geographical areas.
C. identify specific times of day or night when the target audience would be more likely to tune in.
D. develop more creative ads so that more people will choose to watch them.
E. run the ads on less expensive, narrowly focused, specialized cable and satellite channels.
Q:
When people outside the target market for the product see a firm's advertisement, it is referred to as __________.
A. wasted coverage
B. media divergence
C. dual exposure
D. over-exposure
E. advertising spill-over