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Q:
The number of households tuned into a program divided by the total number of households with a television turned on calculates:
A) the rating.
B) recall.
C) the share.
D) frequency.
Q:
A Nielsen rating of 15.3 for a CSI television show means:
A) 15.3 percent of viewers of CSI watched the ads during the show.
B) of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show.
C) 15.3 percent of all televisions in the U.S. were tuned to the CSI show.
D) of those watching the CSI show, 15.3 percent matched the advertisers target market.
Q:
Ratings measure the:
A) relative efficiency of a media vehicle in hitting a target market.
B) percentage of households tuned into a particular television show or viewing a medium such as a magazine.
C) quality of the vehicle relative to its promotional impact.
D) degree of clutter on a given night.
Q:
The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:
A) rating.
B) recall.
C) relevance.
D) reach.
Q:
In-stream and pre-roll releases of commercials appear on venues such as:
A) network television.
B) YouTube.
C) Twitter.
D) movie trailers.
Q:
Individuals who are high users of social media also tend to:
A) watch more television.
B) read more magazines.
C) read more newspapers.
D) pay closer attention to advertising.
Q:
An advertisement on television will have the biggest impact:
A) at the beginning or end of a set of ads.
B) in the middle of a set of ads.
C) during an infomercial.
D) when the ad is 15 seconds rather than 30 or 45.
Q:
Which of these media offers the most extensive coverage and the highest reach?
A) Radio
B) Newspapers
C) Television
D) The internet
Q:
Television offers all of the following advantages except:
A) low cost.
B) quality creative opportunities.
C) high frequency potential.
D) high intrusion value.
Q:
Television offers all of the following advantages except:
A) high reach.
B) high frequency potential.
C) low cost per contact.
D) narrowly defined target markets.
Q:
In general, an advertising campaign featuring ads in two or more different types of media has a greater effective reach than a campaign with the same number of total ads, but using only one medium.
Q:
If the objective of an advertising campaign for JD Bank is to increase brand recall, then reach is more important than frequency.
Q:
Effective reach is the percentage of an audience that is exposed to an advertising message.
Q:
Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.
Q:
In the business-to-business arena, applying recency theory means that ads should appear in a number of outlets rather than a series of ads in one trade journal.
Q:
Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach.
Q:
Recency theory suggests that it is a waste of money when an advertisement reaches an individual or business that does not need a particular product or does not have an interest in the product.
Q:
Recency theory suggests a person must see an advertisement a minimum of three times before it can have an effect.
Q:
Intrusion value is the ability of media or an advertisement to capture a viewer without his or her voluntary attention.
Q:
Recency theory is based on the concept of intrusion value.
Q:
The primary advantage radio has that is not available in the other mass media outlets is:
A) low cost per contact.
B) intimacy.
C) long exposure duration.
D) highly targeted market segmentation.
Q:
Television advertising rates are primarily determined by:
A) Nielsen ratings.
B) television share.
C) frequency and reach.
D) GRPs.
Q:
If the objective of an advertising campaign is to increase brand recall, then the emphasis should be on:
A) the characteristics of the target market.
B) a high level of frequency.
C) a high level of reach.
D) both a high level of frequency and a high level of reach.
Q:
If the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on:
A) the visual presentation of the product and/or logo.
B) a high level of frequency.
C) using persuasive advertising.
D) using an emotional appeal.
Q:
If effective reach and/or effective frequency are too high:
A) the company needs a larger advertising budget.
B) the company spent all of its advertising budget.
C) some of the company's budget is very likely being wasted on extra exposures.
D) the company may need to choose additional media for future ads.
Q:
The percentage of a target audience that must be exposed to a message to achieve a particular objective is called:
A) gross rating points.
B) effective reach.
C) effective frequency.
D) opportunities to see.
Q:
Effective reach refers to the:
A) number of times a target audience must be exposed to an ad for it to be effective.
B) percentage of the audience that must be exposed to an ad to achieve an objective.
C) percentage of the audience that has seen the ad a minimum of three times.
D) degree of selective attention given by the target audience relative to the objective.
Q:
The number of times a target audience must be exposed to a message to achieve a particular objective is called:
A) gross rating points.
B) effective reach.
C) effective frequency.
D) opportunities to see.
Q:
Effective frequency refers to the:
A) number of times a target audience must be exposed to an ad for it to be effective.
B) percentage of the audience that must be exposed to an ad to achieve an objective.
C) percentage of the audience that has seen the ad a minimum of three times.
D) degree of selective attention given by the target audience relative to the objective.
Q:
Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:
A) place an ad in few media, but use a high frequency level.
B) maximize reach through using multiple media and multiple outlets.
C) maximize frequency through using just a few media outlets.
D) utilize broadcast media that offer the lowest CPM.
Q:
Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is:
A) intrusion value.
B) media multiplier effect.
C) recency theory.
D) three-exposure hypothesis.
Q:
Which approach suggests that one ad exposure is enough to affect an audience when that person or business needs the product or has an interest in the product?
A) Three-hypothesis theory
B) Recency theory
C) The media multiplier effect
D) The intrusion value concept
Q:
Recency theory suggests that a member in a buying center who is prepared to purchase a copier has:
A) to see at least three ads for copier machines before it is noticed.
B) an intrusion threshold for copier ads.
C) selective attention to copier ads.
D) high interest in copier ads on a year-round basis.
Q:
Recency theory is based on the:
A) concept that the last ad a person sees has the greatest impact.
B) concept that at least three exposures to an ad are necessary for the ad to be effective.
C) use of intrusion value.
D) belief that consumers have selective attention.
Q:
Intrusion value is:
A) the ability of an ad to capture a viewer's attention without his or her voluntary attention.
B) the degree to which an ad is involuntarily recalled.
C) the perception that an ad was effective.
D) using separate attention processes.
Q:
The traditional three-exposure hypothesis is based on:
A) selective attention exposure.
B) effective reach and effective frequency.
C) intrusion value.
D) media multiplier effect.
Q:
The primary benefit of using a scarcity appeal is that it:
A) increases brand awareness.
B) encourages consumer action.
C) offers an excellent method of conveying product information.
D) offers an excellent method of gaining attention.
Q:
Of the following products, the product that best fits a scarcity appeal would be:
A) televisions.
B) black dress socks.
C) deodorant.
D) a musical compilation CD from various artists.
Q:
Scarcity appeals:
A) only work in children's advertising because adults are aware of the ploy.
B) do not work for children because they cannot process the information.
C) urge consumers to buy a product because of some kind of limitation.
D) urge consumers to save money to buy the product later.
Q:
Of the following media, the best for using an emotional appeal is:
A) magazines.
B) radio.
C) television.
D) newspapers.
Q:
Business-to-business ads have tended to use rational advertising appeals almost exclusively. In recent years, there has been a move to use more ________ appeals.
A) sex
B) emotional
C) fear
D) scarcity
Q:
Emotional appeals:
A) have been used more frequently in business-to-business ads in the past decade.
B) are designed to evoke cognitive responses.
C) primarily describe product attributes.
D) are difficult to create on television.
Q:
A description of how a search engine can help the website designer feel good about its website's ability to handle the e-commerce traffic is an example of an advertisement using a(n) ________ appeal.
A) rational
B) emotional
C) scarcity
D) fear
Q:
Most creatives view the ________ advertising appeal as the key to developing brand loyalty.
A) rational
B) humorous
C) emotional
D) sex-oriented
Q:
Emotional appeals are popular because:
A) they are better at getting a viewer's attention than humor or sexuality.
B) rational appeals are often ignored.
C) they emphasize product features.
D) they often contain subliminal messages.
Q:
Emotional appeals are based on each of the following ideas except:
A) humor and sex appeals are being overused and therefore not as effective as in the past.
B) consumers ignore most advertisements.
C) rational appeals go unnoticed unless the consumer is in the market for the particular product at the time it is advertised.
D) emotional advertising can capture a person's attention and foster an attachment between the consumer and the brand.
Q:
Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. The ________ appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs.
A) sex
B) emotional
C) humor
D) rational
Q:
Rational appeals work best when:
A) there is low involvement and the product is simple.
B) there is high involvement, but no emotion.
C) there is high involvement and the viewer is willing to pay attention to the ad.
D) they are related more to the product than the amount of involvement.
Q:
Which are the best outlets for a rational appeal?
A) Broadcast media
B) Television and direct mail
C) Print media and the internet
D) Non-traditional media
Q:
Rational appeals:
A) match the traditional steps of the hierarchy of effects model.
B) often include some other type of appeal to gain attention.
C) are focused on brand image rather than product benefits.
D) are used more in consumer advertising than in business-to-business advertising.
Q:
Which type of appeal closely follows the steps in the hierarchy of effects model?
A) Sexual
B) Emotional
C) Rational
D) Scarcity
Q:
Some musicians now see writing and singing songs for advertisements as a way to get their songs heard and eventually played by people, apart from the ad. The advantages of this method of writing songs for ads include all of the following except:
A) it is easier to develop brand awareness, brand equity, and brand loyalty.
B) marketers see an opportunity to tie a new, emerging song to a product.
C) many consumers are interested in finding out who performs the music in various ads.
D) the internet provides an opportunity to post the song for people to enjoy.
Q:
Using songs from popular musicians is:
A) popular because musicians seek greater exposure of their songs.
B) popular because the affinity for the song often transfers to the product.
C) not popular because the songs typically overwhelm the message.
D) not popular because people remember the musician and the song, not the message.
Q:
Using a popular song in an advertisement:
A) does not have as much of an effect as writing a new tune.
B) transfers the emotional affinity for the song to the product.
C) creates brand parity.
D) interferes with brand recall ability.
Q:
Music is effective at gaining a viewer's attention:
A) but often interferes with the person's ability to retain the information in the ad.
B) but interferes with brand and product recall.
C) and increases the retention of information in the ad.
D) and increasing the viewer's propensity to action.
Q:
Music can be intrusive, which means it will:
A) capture the attention of someone who previously was not listening or watching a program.
B) be the most important aspect of an advertisement.
C) be effective if the listener recognizes the tune.
D) lead to a greater level of brand recall and create positive emotions in listeners.
Q:
In determining the level of sex appeal to use in an advertisement, it is important to consider:
A) the amount of sexually-oriented advertising that is being used by competitors.
B) how decorative models are being used.
C) society's view and level of acceptance at the time the ad is to run.
D) the target audiences' view of sexuality.
Q:
The cognitive impression made on viewers of a sexually-oriented ad depends on:
A) the level of nudity in the ad.
B) the level of sensuality in the ad.
C) the type of product being advertised.
D) whether the viewer feels the advertisement is pleasant or offensive.
Q:
The types of sexually-oriented ads that will produce the highest level of physiological responses are:
A) nudity and overt sexuality.
B) nudity and sexual suggestiveness.
C) sensuality and sexual suggestiveness.
D) nudity and partial nudity.
Q:
Ads that were rated as highly controversial in terms of sexual content by both males and females:
A) were also rated as most interesting.
B) had the lowest level of brand recall.
C) were the best at relaying product information.
D) produced the best results.
Q:
All of the following statements are true about sexually-oriented ads except sexually-oriented ads:
A) increase the level of brand recall.
B) attract attention.
C) are rated as more interesting.
D) produce higher levels of physiological arousal responses.
Q:
Although sexually-oriented advertisements attract attention, ________ is lower than for ads using a different type of appeal.
A) the interest level
B) the level of physiological response
C) brand recall
D) the level of sexual arousal
Q:
Each of the following statements about the use of decorative models is true except:
A) the presence of a decorative model improves ad recognition, but not brand recognition.
B) attractive models produce higher levels of attention than do less attractive models.
C) the presence of an attractive model produces higher purchase intentions for any type of product.
D) the presence of a decorative model influences the affective component of attitude.
Q:
A nude male on a calendar for household furniture is a(n):
A) source or spokesperson.
B) decorative model.
C) example of subliminal advertising.
D) example of overt sexuality.
Q:
Decorative models are people who:
A) are key product spokespersons.
B) are nude models in television ads.
C) adorn a product as a sexual stimulus.
D) design attractive products.
Q:
Placing a female wearing a bikini in an advertisement for power tools targeted to men is an example of:
A) a subliminal sexual cue.
B) a decorative model.
C) overt sexuality.
D) sexual suggestiveness.
Q:
Television and print advertisements by Victoria's Secret models wearing only underwear use which type of sexual appeal?
A) Subliminal technique
B) Nudity or partial nudity
C) Overt sexuality
D) Sexual suggestiveness
Q:
An advertisement that hints that sex is about to take place is using a ________ approach.
A) sensuality
B) subliminal
C) sexual suggestiveness
D) nudity or partial nudity
Q:
Using sensuality as a type of sex appeal in advertising:
A) requires both visual and verbal cues.
B) requires viewer imagination.
C) is based on subliminal cues.
D) works only with female viewers since they are more romantic than men.
Q:
Subliminal sexual messages are:
A) almost always ignored by viewers.
B) highly effective with teenage viewers.
C) increasingly used instead of humor.
D) used to advertise children's products.
Q:
Attempting to place a sexual cue in an ad to affect a viewer's subconscious mind is:
A) seductive advertising.
B) subliminal advertising.
C) partial instead of full nudity.
D) sexual suggestiveness.
Q:
Sexuality has been employed in advertising in each of the following ways except:
A) subliminal techniques.
B) nudity or partial nudity.
C) overt sexuality.
D) pornographic.
Q:
In terms of using a sex appeal, many advertisers are shifting to:
A) subliminal advertising techniques.
B) nudity and partial nudity.
C) subtle sexual cues, suggestions, and innuendos.
D) overt sexual themes.
Q:
In terms of the use of humor internationally, it is:
A) used less frequently in other countries.
B) usually based in one's culture.
C) normally transferable to other cultures.
D) equally effective in all cultures.
Q:
Research indicates that humor will:
A) capture a person's attention, but adversely affects recall of the product's benefits.
B) capture a person's attention, but interferes with brand recall.
C) cut through clutter if the humor is tied closely to the product's attributes.
D) elevate a person's mood, which will then be transferred to the product being advertised.
Q:
To be successful, the funniness in a humor appeal should be:
A) directed at the target audience of the ad.
B) of a low level since humor that is too heavy tends to interfere with message recall.
C) directed to the audience's value system.
D) connected directly to the product's benefits.
Q:
The goal of a humorous ad is to have consumers:
A) pause, remember, and act.
B) watch, laugh, and remember.
C) concentrate on the funny part.
D) ignore the musical element.
Q:
The appeal that often wins awards and tends to be favored among consumers is:
A) fear.
B) humor.
C) sex.
D) emotions.
Q:
The appeal that has proven to be one of the most effective at cutting through clutter is:
A) humor.
B) music.
C) sex.
D) fear.
Q:
Humor causes consumers to watch, laugh, and, most importantly:
A) make a purchase.
B) tell their friends.
C) remember.
D) tune out other messages.