MKT 450 All test and quiz questions (Blair), FINAL

All of the following could be considered an example of a big idea used as the basis of an advertising appeal EXCEPT: A. "You're in Good Hands with Allstate" B. "Go Milk" C. "Macintosh—A Computer for the Rest of Us" D. "We Build Excitement" E. "Buy Yoplait Yogurt Today"

"Buy Yoplait Yogurt Today"

Which of the following is NOT one of the top 10 advertising slogans of the century? A. "The pause that refreshes" B. "Taste Great, Less Filling" C. "Good to the last drop" D. "That dog won't hunt" E. "Does sheor doesn't she"

"That dog won't hunt"

Energizer batteries come with a tester on each battery that lets the user see if the battery needs to be replaced. This strategy is focused on reaching the consumers at the _____ stage of the consumer decision-making process: A. Problem recognition B. Internal search C. External search D. Alternative evaluation E. Purchase

A

The perpetual debate over the most effective role for advertising is between: A. Rationalists and Poets B. Environmentalists and pragmatics C. Liberals and conservatives D. Functionalists and Operationalists E. Supporters of centralization and supporters of decentralization

A

What is an important source of demographic information for many direct marketers? A. US Census B. The State Attorney General's Office C. University directories D. Phone books E. None of the above

A

What is one of the main disadvantages of using direct marketing media? A. Image problems B. Lower cost C. Difficult to measure results D. Targets consumers more personally E. None of the above are disadvantages

A

What type of competition was "Afghan Star" from the video? A. Signing B. Poetry C. Rapping D. Dancing E. None of the above

A

When Doritos had a contest for consumers to make the best Super Bowl ad, they were doing which of the following: A. Creating news when there was no news B. Increasing ROI C. Providing a value-added customer service D. Defending products at risk and giving consumers a reason to buy E. Introduce the product with little or no advertising

A

Which is NOT a part of culture? A. Intelligence B. Language C. Religion D. Rituals E. Holiday festivals

A

Which of the following is a popular international myth? A. Cinderella B. Snow White C. Ghosts D. Christianity E. Islam

A

Which of the following is included in Harley-Davidson's mission statement? A. We ride with our customers B. We make motorcycles C. We believe in rebellion D. We believe in outlaws E. None of the above

A

Which of the following statements about direct marketing is true? A. Direct marketing has not traditionally been considered an element of the promotional mix B. Direct marketing and direct mail are synonymous C. One of the major tools of direct marketing is indirect-response advertising D. Direct marketing is seldom, if ever, used by companies that have an external sales force E. Direct marketing does not exist beyond direct mail and mail-order catalogs

A

Which of the following was an important ideal for Ben and Jerry's? A. Concern for the environment B. Support for farmers C. Money for schools D. Special Olympics E. None of the above

A

_____ are commercials that mention only positive product attributes or benefits. A. One-sided messages B. Two-sided messages C. Refutational appeals D. Conclusive messages E. Slice-of-life commercials

A

_____ is defined as any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media communication. A. Advertising B. Personal selling C. The promotional mix D. Publicity E. Sales promotion

A

_____ segmentation is the grouping of customers on the basis of attributes sought in a product. A. Benefit B. Geographic C. VALS D. Demographic E. Lifestyle

A

_____ views a consumer's attitude toward a brand as possessing a number of attributes that provide the basis on which consumers form their attitudes. A. A multi-attribute attitude model B. An effect referral attitude model C. Heuristics D. Stimulus-response theory E. Operant conditioning

A

5. According to Robert Steiner, which of the following terms is synonymous with contribution margin?

A. Asset allocation

8. Which of the following statements is true of the flighting scheduling method?

A. It results in a lack of awareness of promotional messages during nonscheduled times.

9. Which of the following statements is true of the continuity scheduling method?

A. It serves as a constant reminder to consumers.

9. According to the standard learning model, through which of the following response sequences does a consumer pass?

A. Learn → feel → do

Chapter 5 1. Which of the following is true of the way organizations send communication messages?

A. They communicate using press releases, websites, and package designs.

15) With respect to the various generational differences in shopping behaviors, which of the following is true of the greatest generation?

A. They like to shop at smaller stores.

17) With respect to the various generational differences in shopping behaviors, which of the following is true of the Gen Z?

A. They tend to stay indoors more than other generations.

12. Tia saw a television commercial that claimed a specific brand of pain reliever to be much more effective than any other brand available in the market. After watching the entire message, Tia stated, "This painkiller cannot be more effective than mine." In this scenario, Tia is expressing:

A. a counterargument.

5. Pluto Inc., a cosmetics company, hired a well-known movie star to appear in its advertisements. The company hoped that using a celebrity would capture the attention and interest of consumers. In this scenario, the ad illustrates the application of:

A. ad-to-consumer relevance.

1) In the ad agency industry, clients refer to:

A. an advertiser or organization that has the product, service, or cause that needs to be marketed.

10. To make a creative layout of a commercial more realistic, a(n) _____ may be produced by making a videotape of the storyboard along with an audio soundtrack.

A. animatic

8) The 80-20 rule states that:

A. around 80 percent of the firm's sales comes from 20 percent of the customers.

20) Reference groups to which one would like to belong are called _____ groups.

A. aspirational

3) Marketers encourage _____ by introducing new brands into markets that are already saturated and by using advertising and sales promotion techniques such as free samples, introductory price offers, and coupons.

A. brand switching

11. Jessica was asked to view a television ad for a movie that was due to be released at a later date. After viewing the ad, she was required to fill a questionnaire which included questions, such as "Did it make her want to see the movie?" "Did the movie title seem appropriate?" and "Did she understand the theme of the movie?" In this scenario, Jessica's _____ responses are being noted.

A. cognitive

Chapter 7 1. Before setting objectives for advertising and promotion, an organization should:

A. conduct a situation analysis to identify marketing and promotional issues facing the firm.

8) Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of:

A. consumer-oriented sales promotion.

13. The major problem with the use of readers per copy figures is:

A. determining pass-along rates.

10. The headline in an advertisement reads, "Introducing Pluto's Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline.

A. direct

11. Whizz soda aired its TV commercial during the season premiere of Detective Drake. Subsequently, it also aired the commercial during the following program, which was a reality show. A certain percentage of people viewed both programs and were exposed to the ad twice. This overlap is referred to as:

A. duplicated reach.

11. Typically, advertisers design ads in which the visual portion is incongruent with or contradicts the verbal information in order to:

A. gain the attention of consumers.

8. Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market, as well as a report on the changing roles of women in society. This information is part of:

A. general preplanning input.

3. An ad by the Minnesota State Tourism Department, which promotes Minnesota as a vacation destination was published in the Life Mode magazine. The ad includes a picture of a couple against a scenic backdrop. In this print ad, the source of the advertising message:

A. is the Minnesota State Tourism Department.

11) The most effective way for an agency to acquire new business is through:

A. its image and reputation.

3)During a routine market study conducted by CL Foods, it was noted that Chinese and Indian food products were in high demand in American society. In order to take advantage of such a demand, CL Foods manufactured and sold these food items locally. In this scenario, the company is taking advantage of a _____.

A. market opportunity

4)FunZone Inc. identified and developed a SmartCard that can be used at fair grounds to make the ticketing process easier. The company found that the existing system was complicated and highly time-consuming. The SmartCard was easy to operate and each swipe would deduct the cost of a ride automatically. According to the given scenario, FunZone has recognized a:

A. market opportunity.

3) Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:

A. mass-media advertising.

7. The AIDA model was developed to represent the stages during the _____ process.

A. personal-selling

5) According to Abraham Maslow's hierarchy of needs, the most basic level of needs is:

A. physiological needs.

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.

9) Premium Sports Apparels came up with an ad for shorts which is specially designed for athletes. The ad which was featured in a sports magazine shows how these shorts do not shrink over time and are made of a light fabric that helps keep the wearer dry and cool. With respect to positioning strategies, the company is using positioning by:

A. product user.

10) With _____, advertising expenditures and promotional efforts are directed toward the ultimate consumer.

A. promotional pull strategies

13. The _____ is an approach to explain the curvilinear nature of fear appeals that suggests that both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion.

A. protection motivation model

3. To be effective, marketing objectives need to be:

A. realistic and attainable.

13) Many of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

A. routine response behavior.

5. The notion that a low-credibility source may be just as effective as a high-credibility source with the passage of time is known as the:

A. sleeper effect.

8. According to the concave-downward model:

A. the effects of advertising quickly begin to diminish.

The sole source of network television and local audience information is: A. Arbitron Co. B. A. C. Nielsen Co. C. RADAR D. Smart-TV E. Burke Research

A.C. Nielsen Co.

_____ provides local audience measurement for television. A. A. C. Nielsen Company's Nielsen Station Index (NSI) B. RADAR C. Arbitron D. ADI E. Burke Research

A.C. Nielsen Company's Nielsen Station Index (NSI)

Chapter 10 1. The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.

A.media planning

Which of the following statements about account planning is true? A. Account planners do not conduct any quantitative research. B. Account planners work with the client as well as other agency personnel. C. Account planners only work with the client to avoid agency bias. D. With account planning, the agency takes the permanent leadership role in the development of creative strategy. E. The knowledge gained during account planning can only be used during the planning period because it is proprietary information.

Account planners work with their client as well as other agency personnel

_____ is a process that involves conducting research and gathering all information about a client's good or service, brand, and members of the target audience. A. Incubation B. Germination C. Account planning D. Creative research E. Account seeding

Account planning

Which of the following statements about creative strategy and execution is true? A. A good creative strategy and execution guarantees a brand will exceed its sales objectives. B. A good creative strategy almost never helps generate sales for a brand. C. Ads that are very creative and popular among consumers still may not increase sales of a brand. D. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. E. Good creative strategy cannot help a struggling brand regain its former prominence.

Ads that are very creative and popular among consumers still may not increase sales of a brand

The agency that developed the Jack-in-the-Box fast-food restaurants ads used an irreverent return of a brand image that was remembered by customers from previous years, thereby creating: A. advertising appeal B. creative plan C. marketing plan D. sales approach E. sales presentation

Advertising appeal

Which of the following statements about aerial advertising is true? A. Aerial advertising is expensive in absolute. B. Aerial advertising can be used to reach specific target markets. C. Aerial advertising is seldom used by local advertisers. D. Aerial advertising is illegal at sporting events. E. All of the above statements about aerial advertising are true.

Aerial advertising can be used to reach specific target markets

Which of the following statements about network advertising is true? A. Using network advertising can help simplify the purchase of television media time for national advertisers. B. The major networks offer the most popular programs and still dominate the prime-time viewing period. C. The high cost of network time can be a drawback to advertisers with limited media budgets. D. Advertisers use network advertising to reach large audiences with one media buy. E. All of the above statements about network advertising are true.

All of the above statements about network advertising are true

Which of the following statements about 15-second commercials is true? A. There have never been any restrictions on when television networks could show 15-second spots. B. Many advertising people believe 15-second spots are equal to 30-second spots in terms of communication effectiveness. C. Fifteen-second spots are especially useful for advertisers that want to use a repetition strategy. D. Fifteen-second spots typically cost about half the price of 30-second spots. E. All of the above statements about the 15-second commercial are true.

All of the above statements about the 15-second commercials are true

Which of the following statements describes a reason why companies such as Nike, Microsoft, and Mercedes-Benz are willing to pay large sums of money for the right to incorporate popular songs into their commercials? A. These songs may help their commercials break through the advertising clutter on television and attract consumers' attention. B. These songs may activate a sense of nostalgia among consumers and create a positive mood that makes them more receptive to these companies' commercials. C. These classic songs may be very relevant to the image or position the advertiser is trying to create for their company or brands. D. These songs can create positive feelings that make consumers more receptive to the advertising message. E. All of the above statements are reasons why companies pay large sums for the right to use popular songs in their commercials.

All of the above statements are reasons why companies pay large sums for the right to use popular songs in their commercials

Which of the following statements about reach and frequency is true? A. Evidence suggests wearout is not a result of seeing an advertisement too often. B. The central goal of media planning should be to enhance reach rather than frequency. C. Any generalizations about reach and frequency will vary according to the medium being examined. D. The evidence suggests that an exposure rate of one within a purchase level is an effective level. E. All of the above statements about reach and frequency are true.

Any generalizations about reach and frequency will vary according to the medium being examined

The major source for radio ratings in local markets is _____ while information on network audience come primarily from ___________: A. RADAR; Arbitron B. Arbitron; RADAR C. Arbitron; A. C. Nielsen D. RADAR; A. C. Nielsen E. A. C. Nielsen; Arbitron

Arbitron; RADAR

An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects. This is an example of: A. An advertorial B. Negative publicity C. Controlled public relations D. Image advertising E. Negative lobbying

B

Lower level needs such as hunger and thirst are important to marketers because these needs: A. Are the hardest to satisfy B. Are an ongoing source of motivation for most consumer purchase behavior C. Provide marketing opportunities for international marketers who do not want to make major financial investments in product adaptation D. Offer marketers a basis for differentiating their products E. Are the source for most market development strategies

B

Marketers try to select spokespeople whose traits will maximize their message influence. The three categories of source attributes that should be considered during the selection process are: A. Power, image, and knowledge B. Credibility, attractiveness, and power C. Knowledge, fee, and recognizability D. Consistency, credibility, and continuity E. Credibility, recognizability, and individuality

B

The number of households in a market area that own a television set is referred to as: A. households using television B. the universe estimate (UE) C. a program rating D. households owning televisions E. audience size

The universe estimate (UE)

Which of the following statements about audience measurement in promotional products marketing is true? A. Reach and frequency are as easy to measure with promotional products marketing as with print advertising. B. Response to direct-mail advertising with included promotional products marketing is typically used as a measure of all support media. C. Donnelly Marketing has established an acceptable method for measuring the impact of promotional products marketing on sales. D. Companies that use promotional products marketing are not interested in sales; they only want to create goodwill. E. There is no established ongoing audience measurement system for promotional products marketing.

There are no established ongoing audience measurement system for promotional products marketing

Which of the following statements about product placement advertising is true? A. The product placements benefit from low potential for exposure. B. There is a strong source association between actors and the products. C. The major disadvantage associated with the use of product placement advertising is its costs. D. The recall of product placements is generally lower than that of television ads. E. Alcohol and tobacco companies are legally prohibited from using product placements.

There is a strong source association between actors and the products

What do Westwood One, ABC, and Premier have in common? A. They all operate DBS services. B. They are currently the three major national radio networks. C. They are developing electronic devices for measuring radio audience listenership. D. Together they own more than three-fourths of the world's radio stations. E. They are the three media specialist groups that buy block radio time.

They are currently the three major national radio networks

Ethnographic research is a type of observational research in which the researcher actually may visit consumers' homes and watch them using the product being researched._____ would be an ideal subject for ethnographic research. A. Clutter content analysis B. Zipping and zapping C. Flighting and pulsing D. Bursting and flighting E. Narrowcasting

Zipping and zapping

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs, while _____ refers to channel changing via remote control mechanisms. A. Zipping; zapping B. Zapping; zooming C. Zipping; time shifting D. Time shifting; zipping E. Zooming; zipping

Zipping; zapping

Which of the following would be most likely to result in waste coverage? A. an ad for custom-build concession food trailers appearing in Amusement Business, a trade journal B. a business-to-business ad appearing in Time magazine C. a Mountain Dew commercial appearing on MTV D. a Reebok commercial during the NCAA basketball playoffs E. an ad for a solvent to clean rifles in Guns magazine

a business-to-business ad appearing in Time magazine

A whiskey distillery wants to advertise in an in-flight commercial. What are the advantages associated with using this form of in-flight advertising? A. lack of clutter B. low wearout C. high attention from target audience D. a captive audience E. all of the above

a captive audience

The playing of the song "Like a Rock" in the broadcast ads for Chevrolet trucks is: A. used primarily to get attention B. used primarily as background music C. a central part of the advertising message D. unrelated to any market segmentation strategy E. accurately described by all of the above

a central part of the advertising message

When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using: A. guaranteed circulation B. circulation verification C. pass-along circulation rates D. a circulation rate base system E. a rebate system

a circulation rate base system

2. (p. 283) One of the reasons Hyundai utilized an integrated marketing communications campaign was research indicated: A. that product features were less important than promotional expenditures B. a high percentage of buyers do most of their comparison shopping on the Internet C. competing automobile manufacturers were reducing their Internet presence allowing Hyundai an opportunity to create an electronic comparative advantage D. situational creative appeals are easier to convey using integrated marketing communications E. all of the above

a high percentage of buyers do most of their comparison shopping on the Internet

The physical arrangement of the various parts of an ad including headlines, subheads, illustrations, body copy and identifying marks is known as: A. the narrative style B. visualization C. copy writing D. art direction E. a layout

a layout

Which of the following business is most likely to buy outdoor advertising? A. a local Ford car dealership B. 3M Company C. Carnation Company D. Quaker Oatmeal E. RubberMaid

a local Ford car dealership

A City of Macon public transit system bus painted to look like a large moving loaf of Wonder Bread is an example of: A. out-of-store advertising B. a mobile billboard C. free-form advertising D. a spectacular E. a sales promotion

a mobile billboard

_____ involves two or more publishers offering their magazines to an advertiser in one package. A. Mag-networking B. Multimedia networking C. A multimagazine deal D. A multi-promotional strategy E. Dual promotion

a multimagazine deal

Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true? A. Advertisers generally attach greater value to primary in-home readers. B. Advertisers generally attach greater value to pass-along readers. C. Pass-along readers should be totally discounted in evaluating magazine readership. D. Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers. E. All of the above are correct comparisons.

advertisers generally attach greater value to primary in-home readers

what are the most visible business activites

advertising and promotion

The argument by famous advertising copywriter David Ogilvy that "what you say in advertising is more important than how you say it" suggests: A. advertising appeal is more important than the way it is executed B. advertising execution is more important than the appeal C. advertising appeals and executions are equally important D. advertising execution is more important than message content E. the product is more important than the creative appeal

advertising appeal is more important than the way it is executed

A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or influence feeling. The way this approach is turned into an advertising message is the _____. A. advertising appeal; advertising campaign B. creative execution style; advertising appeal C. creative execution style; advertising campaign D. advertising appeal; creative execution style E. brand image; positioning

advertising appeal; creative execution style

A(n) _____ is a series of advertising messages in a variety of media that center on a single theme or idea. A. advertising campaign B. copy platform C. unique proposition D. creative blueprint E. creative work plan

advertising campaign

The print ads and the television ads for Maytag appliances were designed to show "The Loneliest Man in the World" was a Maytag repairman. Public appearances by the actor who appeared in the commercials as well as consumer brochures and point-of-purchase displays were also used in this interrelated and coordinated effort called a(n): A. advertising campaign B. copy platform C. animatic D. campaign illumination E. interrelated marketing campaign (IMC)

advertising campaign

Consumer advocates argue that

advertising cost re expenses that make the price higher for consumers

_____ is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. A. A unique selling plan (USP) B. Promotional uniqueness C. Problem detection D. Positioning E. Advertising creativity

advertising creativity

puffery is legally defined as

advertising or other sales presentations which praise the item to be sold with subjective opinions or exaggerations stating no specific facts

Policies and procedures for the self regulation of the advertising industry are established by the

advertising self-regulatory council

The proponents of creative advertising argue that: A. the more information in the ad the more effective the ad B. the only purpose of advertising is to sell the product C. advertising should be designed to make consumers buy products that they do not want or need D. advertising should be designed to create an emotional bond between consumers and the brand or company E. advertising should break through the clutter by focusing on logos and products

advertising should be designed to create an emotional bond between customers and the brand or company

Products, such as free pens, calendars, and coffee mugs featuring advertising and used as promotional tools are referred to as: A. premiums B. advertising specialties C. sales promotions D. publicity E. giveaways

advertising specialties

_____ are primarily independently owned and are contracted to preempt time during specified hours for programming provided by the networks that carry national advertising within their programming. A. Satellite networks B. Local nets C. Affiliates D. Station reps E. Regional networks

affiliates

ex. cigarette ads telling you about the health risks associated with smoking so you can make an informed condition

affirmative disclosure

The _____ method of budgeting is being employed when expenditures are allocated by an analysis of expenditures for all aspects of producing and marketing the product. The ad budget is determined by making sure a certain amount is not exceeded. A. arbitrary allocation B. percentage of sales C. affordable D. return on investment E. competitive parity

affordable

Traditionally, newspaper advertising space for national advertisers has been sold by the: A. standard advertising units (SAUs) B. column inch C. agate line D. cost per thousand (CPM) E. page

agate line

According to the positioning advertising copy testing the purpose of copy testing is to

aid in the judgement of specific advertising executions

A magazine can be categorized by: A. the fact that it is only available by subscription B. the fact that it is a monthly publication C. its geographic specialization D. the topics that are covered in the publication E. all of the above

all of the above

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle. A. poor reproduction quality B. lack of demographic selectivity C. clutter D. short life span E. all of the above

all of the above

Examples of the use of alternative media include: A. a physician's ad in the Yellow Pages B. the name, address, and phone number of a plumbing company at the bottom of a giveaway calendar C. a billboard for Friendly Ford on Interstate 75 D. an ad for Cheerwine soft drink on a NASCAR racing vehicle E. all of the above

all of the above

Information on the characteristics of magazine audiences is provided by: A. Simmons Market Research Bureau B. Mediamark Research, Inc. C. the magazines themselves D. SRDS's Business Publication Advertising Source E. all of the above

all of the above

Media options include: A. television B. direct marketing C. newspapers D. transit advertising E. all of the above

all of the above

Media planning is not an easy task. Which of the following is a reason why media planning is so difficult? A. insufficient information on audience figures B. inconsistent terminology C. time pressures inhibit proper planning D. difficulty in measuring the effectiveness of a medium E. all of the above

all of the above

Radio is a very effective medium for reaching: A. teenagers and college students B. non-English-speaking ethnic groups C. infrequent television viewers D. infrequent readers of magazines and newspapers E. all of the above

all of the above

Selectivity in reaching specific target audiences is available in magazines on the basis of: A. demographics B. geographic area C. lifestyle D. interests E. all of the above

all of the above

Television is considered an excellent advertising medium because of: A. its ability to combine visual images with sound and motion B. the tremendous creative flexibility and opportunities available through television C. its ability to convey a mood or image for a brand D. its value in demonstrating a product or service E. all of the above

all of the above

The Simmons Market Research Bureau (SMRB) report provides clients with: A. information on the number of users of a product B. information on the number of users falling into a demographic category C. an index number reflecting category usage D. a breakdown by light, medium and heavy users E. all of the above

all of the above

The creative strategy is affected by: A. the identification of the target audience B. the basis problems, issues, or opportunities that advertising needs to address C. the major selling ideas that the advertising needs to communicate D. any information supporting the major selling ideas that needs to be included in the ads E. all of the above

all of the above

The creative work of an advertising agency may be reviewed and evaluated by: A. brand managers B. advertising managers C. legal departments D. board of directors E. all of the above

all of the above

The ideas of Malcom Gladwell in Blink: The Power of Thinking Without Thinking, suggest that many unique insights that drive innovation and great advertising campaigns are NOT gained through: A. focus groups B. surveys C. sampling D. traditional market research techniques E. all of the above

all of the above

Which of the following changes has increased the likelihood consumers may avoid seeing television commercials on the major networks? A. the increased number of channels, which give consumers more viewing, options B. the penetration of VCRs and DVDs into homes C. the increase in the use of remote control devices for TV sets D. the increase in the use of PVRs E. all of the above

all of the above

Which of the following contributes to the reproduction quality of magazine advertising? A. the high quality of the paper stock used in magazines B. printing processes that provide excellent reproduction of black and white pictures C. prevalent use of color in magazine ads D. ability to reproduce pictures with colors that are replicas of the originals E. all of the above

all of the above

Which of the following has been cited as a limitation of outdoor advertising? A. its ability to target specific markets B. frequency of exposure is too high C. high absolute and relative costs D. negative attitudes of consumers toward the medium E. all of the above

all of the above

Which of the following has contributed to the increased zapping of television commercials? A. the use of remote control devices for most TV sets B. the emergence of 24-hour continuous format programming on cable television C. the increasing length of television commercial breaks D. the increased use of DVRs and video on demand technologies E. all of the above

all of the above

Which of the following has contributed to the problem of advertising clutter on television? A. the increased use of 30-second and 15-second commercials B. the use of split-30 second commercials by some advertisers C. the suspension of the National Association of Broadcasters code authority to limit the amount of time available for commercials D. decisions by networks to increase the number of minutes they make available for commercials E. all of the above

all of the above

Which of the following is a disadvantage associated with Yellow Pages advertising? A. lack of creativity B. clutter C. long lead time D. market fragmentation E. all of the above

all of the above

Which of the following is a disadvantage associated with transit advertising? A. copy and creative limitations B. waste coverage C. ineffective reach D. unreceptive mood of target audience E. all of the above

all of the above

Which of the following is a factor that influences the setting of the advertising budget? A. what stage of its life cycle the product is in B. whether competition is active or concentrated C. whether the marketer is a pioneer in the market D. the cost of the product E. all of the above

all of the above

Which of the following is an advantage associated with the use of branded entertainment? A. low relative cost B. high exposure C. low costs D. source association E. all of the above

all of the above

Which of the following is an advantage associated with transit advertising? A. long exposure time B. high frequency of exposure C. low absolute and relative costs D. geographic selectivity E. all of the above

all of the above

Which of the following is an advantage inherent in the pulsing method of scheduling advertising? A. cost efficiency of advertising B. covers the entire buying cycle C. allows for the use of more than one media vehicle D. ability to use advertising as a constant reminder to the consumer E. all of the above

all of the above

Which of the following is an example of a disadvantage associated with product placement? A. high absolute cost B. negative public reaction C. limited appeal D. lack of control E. all of the above

all of the above

Which of the following is an example of an out-of-home advertising medium? A. a billboard on the top of a taxi in New Orleans B. an ad placed inside a bus shelter C. banners pulled by airplanes over sporting events D. an ad on a park bench E. all of the above

all of the above

Which of the following is an organizational characteristic that can have a direct effect on the budget allocation process? A. approval and negotiation channels B. pressure from senior managers to arrive at the optimal budget C. power and politics in the organizational hierarchy D. whether the organization is centralized or decentralized E. all of the above

all of the above

Why are advertisers interested in cable as an advertising medium? A. the opportunities cable offers for narrowcasting B. cable's low cost relative to network television C. the flexibility available for advertising or cable D. cable generally does not require advertisers to make large upfront commitments E. all of the above

all of the above

Which of the following statements describes a limitation associated with the use of radio as an advertising medium? A. Many car radio listeners change stations during commercials breaks. B. Most radio stations carry 10 to 12 minutes of commercials every hour resulting in high clutter. C. There is limited research data available on individual radio stations since they are small operations and cannot fund detailed studies of their audiences. D. The high number of stations in most markets means there is a great deal of audience fragmentation. E. All of the above are limitations of radio as an advertising medium.

all of the above are limitations of radio as an advertising medium

Which of the following statements is an explanation why newspapers give for maintaining a differential rate structure for national versus local advertisers? A. They argue it costs more for newspapers to handle national advertising. B. They argue national advertising is less dependable than local advertising. C. They argue demand for national advertising is inelastic and will not increase if rates are lowered. D. They state national advertisers often request merchandising assistance from newspapers. E. All of the above are reasons given for the rate differential.

all of the above are reasons given for the rate differential

Which of the following questions should be used as a criterion when evaluating creative output? A. Does the creative approach communicate a clear and convincing message to the customer? B. Is the creative approach consistent with the creative strategy and creative objectives? C. Is the creative approach appropriate for the target audience? D. Is the creative approach consistent with the brand's marketing and advertising objectives? E. All of the above questions should be used as criteria when evaluating creative output.

all of the above questions should be used as criteria when evaluating creative output

Which of the following statements about advertisers' use of techniques such as pop-ups, talking ads, heavy inserts and other methods to attract readers' attention is true? A. They are viewed as a way of breaking through the clutter created by the large number of ads in many magazines. B. Many advertisers are critical of their use and do not want to run regular ads that have to compete against them for readers' attention. C. They are not accepted by everyone in the advertising and publishing industry as a viable way of breaking through the advertising clutter in magazines. D. Some critics argue that they alter the feel of a magazine and the readers' relationship to it. E. All of the above statements about advertisers' use of techniques such as pop-ups, talking ads, heavy inserts, and other methods to attract readers' attention are true.

all of the above statements about advertisers' use of techniques such as pop-ups, talking ads, heavy inserts, and other methods to attract readers' attention are true

Which of the following statements about radio as an advertising medium is true? A. Radio is characterized by highly specialized programming that generally appeals to narrow segments of the population. B. Radio has evolved into primarily a local advertising medium. C. Radio advertising revenue exceeded more than $20 billion in 2007. D. Radio has been called the Rodney Dangerfield of media. E. All of the above statements about radio as an advertising medium are true.

all of the above statements about radio as an advertising medium are true

Which of the following statements about slice-of-life executions is true? A. Slice-of-life executions are sometimes criticized for being unrealistic and irritating. B. Slice-of-life executions often present a problem consumers encounter and suggest a solution. C. Slice-of-life executions can be used effectively by business-to-business marketers. D. Procter & Gamble has traditionally been a frequent user of slice-of-life executions. E. All of the above statements about slice-of-life executions are true.

all of the above statements about slice-of-life executions are true

Which of the following statements about the dramatization execution technique is true? A. The dramatization execution technique is particularly well suited to television. B. The dramatization execution technique often relies on the problem/solution approach. C. The dramatization execution technique is similar to a slice-of-life execution but uses more excitement and suspense. D. The goal of the dramatization execution technique is to use drama to get the audience involved in the advertising story. E. All of the above statements about the dramatization execution technique are true.

all of the above statements about the dramatization execution technique are true

Which of the following statements about the use of indirect headlines is true? A. Indirect headlines are often effective in attracting a reader's attention or interest. B. Indirect headlines can provoke curiosity and encourage a reader to read the body copy of an ad. C. Indirect headlines may include questions, provocations, or challenges. D. Indirect headlines rely on their ability to generate reader interest and involvement and thus get readers to read more of the message. E. All of the above statements about the use of indirect headlines are true.

all of the above statements about the use of indirect headlines are true

Which of the following is an example of a favorable price appeal? A. Dillard's department store announces a 24-hour sale. B. Kroger supermarkets advertise their everyday low prices. C. Denny's restaurant promotes its $2.99 Grand Slam Breakfast. D. Nissan advertises the latest model of the Altima as the lowest priced car in its class. E. All of the above use a favorable price appeal.

all of the above use a favorable price appeal

Companies prefer sponsorship arrangements for buying advertising time because sponsorship: A. allows companies to capitalize on the image of a high-quality program B. gives the advertiser less control over the placement and the length of its commercials C. is relatively inexpensive D. means the advertiser can run more commercials per hour since time regulations do not apply E. broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots

allows companies to capitalize on the image of a high-quality program

Critics of printaculars argue they: A. limit the creative flexibility of print media B. alter the appearance and feel of a magazine and the reader's relationship to it C. are not used enough to be considered a separate advertising category D. result in horizontal promotional conflict among advertisers E. hinder the evaluation of the overall benefits of a media

alter the appearance and feel of a magazine and the reader's relationship to it

The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot. To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message. The commercial should be tested in which of the following forms? A. storyboard B. animatic C. reaction profile D. print copy E. rough layout

animatic

To make a creative layout of a commercial more realistic, a(an) _____ may be produced by making a videotape of the _____ along with an audio soundtrack. A. animatic; storyboard B. storyboard; animatic C. animatic; copy platform D. copy platform; storyboard E. campaign; storyboard

animatic; storyboard

A commercial for Honey-Flavored Wheat Chex cereal mix shows a bear made out of Wheat Chex cereal climbing a tree made out of Wheat Chex to reach a beehive made of Wheat Chex. Which type of creative execution does this commercial use? A. dramatization B. testimonial C. animation D. straight-sell E. slice-of-death

animation

An advertising execution technique that is particularly popular for creating commercials targeted at children is: A. slice-of-life B. demonstration C. testimonial D. scientific evidence E. animation

animation

the FTC act was originally intended to help enforce?

antitrust laws, such as the sherman and clayton acts by helping restrain unfair methods of competition

In 2006, Nielsen Media Research introduced a new media rating system, A2/M2, or: A. All Ads, Make Meaning B. Average Audience, Marketing Management C. Actual Audience, Measured Meaning D. Audience, Access, Monitoring Mentality E. Anytime, Anywhere Media Measurement

anytime, anywhere media measurement

The goal of the National Newspaper Network, which was created by the Newspaper Association of America in 1993, is to: A. make newspaper advertising rates the same for everyone B. attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process C. make sure national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users D. attract more newspaper advertising from local companies E. do all of the above

attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process

The price for commercial time charged by a television network is largely a function of a program's: A. average frequency B. production costs C. audience size and composition D. duplicated reach E. overlap

audience size and composition

Disadvantages to RAdio

audio only clutter low attention getting fleeting message

_____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time. A. Effective reach B. Unduplicated reach C. Average reach D. Average frequency E. Effective frequency

average frequency

average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period.

average frequency

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population. A. average quarter-hour figure B. cumulative audience C. average quarter-hour rating D. average quarter hour share E. average daily market share

average quarter-hour rating

11. The Visionaries, an advertising agency in Boston, is testing a creative idea for a new commercial before moving ahead with the production. To make the test more realistic, it wants to test both the visual layout of the commercial as well as the audio of the message. In which of the following forms should the commercial be tested?

B. Animatic

16) With respect to the various generational differences in shopping behaviors, what is the name given to the generation born during the period 1946-1964?

B. Baby boomers

6. An ad for a van shows how easily a small boy and his grandfather can get in and out of the vehicle. It also emphasizes the positioning of handles at appropriate places that make transit easier for older people. Which ad execution technique is being used in this ad?

B. Demonstration

2. Which of the following statements is true about effective communication?

B. For effective communication, marketers must understand the meanings that consumers attach to words and symbols.

7) Which of the following is an advantage of a decentralized organizational system?

B. Rapid response to problems and opportunities

10. Which of the following statements is true about advertising reach?

B. Reach of a media vehicle can be defined as the "opportunities to see" an ad.

15. When trying to attain mass coverage of the entire U.S. market, which of the following forms of advertising would be most effective?

B. Television

6. Which of the following statements is true of the media mix?

B. The characteristics of a product help in determining the combination of media that should be used.

2. Which of the following is true of marketing objectives?

B. They are usually defined in terms of specific outcomes such as sales volume, market share, profits, or return on investment.

14. Which of the following is true of humor appeals?

B. They enhance effectiveness by putting consumers in a positive mood.

9) Greg is hired into the marketing services department of a full-service advertising agency. His job profile includes gathering information relating to the client's product and service that can be used in the development of the creative strategy. He has to collect information from various other departments in the firm to gain a better understanding of the client's target audience. In this scenario, Greg has been hired as a(n):

B. account planner.

10) A(n) _____ is an individual who specializes in helping clients choose their advertising agencies.

B. ad agency review consultant

12) Marketing research firms:

B. are one of the most widely used types of collateral service organizations.

12) After purchasing a fancy cut diamond ring for his wife, Jason feels dissatisfied with his purchase as he feels that the ring was overpriced and poorly cut. Moreover, feels that he should have selected the round brilliant cut diamond rather than the fancy cut diamond. In this scenario, Jason is experiencing:

B. cognitive dissonance.

19) A reference group to which one does not wish to belong is a(n) _____ group.

B. disassociative

7) The market segmentation process:

B. divides a market into distinct groups that will respond similarly to marketing actions.

9. The S-shaped response curve suggests that:

B. extremely low advertising budgets will not work.

11) Simplified decision rules such as "Always buy the largest size of the cheapest detergent" or "Only buy motor oil if the manufacturer is offering a rebate" are called:

B. heuristics.

5. An index number of 100 means that the:

B. market segment being analyzed is average.

6. The best way to reach a narrowly defined group of customers or a market niche is through:

B. personal-selling and targeted direct mail.

9) A review of a movie in a local magazine or on a popular daily television show is an example of:

B. publicity.

8. An advertisement for Flora Gardening Supplies begins with a discussion of how beautiful and enjoyable gardens can be. It ends with the directive to visit the company website and guarantees that the online experience will convince consumers to buy the company's products. By placing the strongest point at the end of the ad, Flora is hoping to benefit from the:

B. recency effect.

9. A public awareness advertisement that aims to convince people to give up smoking features three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a sip. As the third person takes a sip, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end, the ad's source is hoping its message benefits from the:

B. recency effect.

7. The primary objective of _____ is to time promotional efforts of a company so that they will coincide with the highest potential buying times.

B. scheduling

15. A direct mail piece advertising a collection of home maintenance books would have its information:

B. self-paced.

12. Advertising campaign themes:

B. set the direction of all of the individual ads that make up the campaign.

3. The first step in developing a media plan is to:

B. set the media objectives.

21) With respect to the roles in the family decision-making process, all the members of a family who use a car are referred to as the:

B.consumers.

((% of brand to total us sales in the market) ( % of total us population in the market)) x 100

BDI

made to protect consumers against unfair deceptive, or fraudulent practices while also investigating cases involving acts or practice alleged to be deceptive or unfair to c onsumers

Bureau of Consumer Protection

helps the FTC evaluate the impact of its actions and provides economic analysis and support to antitrust and consumer protection investigations and rule makings

Bureau of Economics

seeks to prevent business practices that restrain competition and is responsible for enforcing antitrust laws

Bureau of competition

According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ needs: A. Physiological B. Social C. Self-actualization D. Esteem E. Safety

C

According to Dr. Blair, which myth has a variation in almost every country in the world? A. Santa Claus B. Easter Bunny C. Cinderella D. The Wild West E. Pinocchio

C

Among major packaged goods companies, the greatest percentage of the promotional budget is allocated to: A. Media advertising B. Consumer promotions C. Trade promotions D. Direct marketing E. Trade shows

C

An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach. A. Unique selling proposition B. Positioning C. Inherent drama D. Brand image E. Benefit

C

Dividing the market on the basis of personality and/or lifestyles is referred to as _____. A. Geographic segmentation B. Demographic segmentation C. Psychographic segmentation D. Socio economic segmentation E. Behavioral segmentation

C

Expertise and trustworthiness are very important when focusing on source _____, one of the categories of source attributes. A. Power B. Attractiveness C. Credibility D. Identification E. Image

C

How does advertising differ from publicity? A. Advertising is done by manufacturers, and publicity is done by retailers B. Advertising is personal, and publicity is non-personal in nature C. Advertising is paid for by the sponsoring organization, and publicity is not D. Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character E. Advertising typically utilizes mass media, and publicity does not

C

Ilon loves his car and does everything necessary to keep the vehicle in top running condition. When he heard a strange popping noise under the hood, he knew the car needed the services of a mechanic. The noise triggered the _____ stage of the consumer decision-making process. A. Internal search B. External search C. Problem recognition D. Alternative evaluation E. Post-purchase evaluation

C

In the post-purchase evaluation stage, when performance of a product or service is below expectations, it would result in: A. Development of an evoked set B. Satisfaction of the marketer C. Dissatisfaction of consumer D. Evaluation of alternatives E. Internal harmony of the purchaser

C

Information from a credible source influences beliefs, opinions, attitudes, and/or behaviors through a process known as: A. Identification B. Compliance C. Internalization D. Conformity E. Yielding

C

Inna has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people. She has gathered together all the relevant environmental information and has studied the product as closely as possible. Now it is time for the _____ stage of the creative process. She needs to work on another project and put the genealogical project completely out of her conscious mind. Her subconscious needs time to work on a solution. A. Preparation B. Digestion C. Incubation D. Illumination E. Verification

C

Message sidedness, order of presentation, and refutation are all related to which communication variable? A. Channel B. Source C. Message structure D. Receiver E. Emotional appeals

C

No matter which model of the creative processes you use, the last step in the creative process is: A. Resolution B. Illumination C. Verification D. Market evaluation E. Confirmation

C

Publicity: A. Is typically a long-term strategy B. Is designed to provide positive information about the competition C. Is news about a person, product, or service that appears in broadcast or print media D. Is always under the control of the firm E. May not originate from sources other than the firm

C

The value of a brand that is mostly based on image and reputation is: A. Customer equity B. An advertising campaign C. Brand equity D. Brand attributes and features E. None of the above

C

There are five steps in the creative process as designed by James Webb Young, a former creative director at the J. Walter Thompson agency. They are: A. Preparation, brainstorming, growth, reality check, and verification B. Immersion, testing, illumination, creation, and verification C. Immersion, digestion, incubation, illumination, verification D. Preparation, incubation, immersion, illumination, and reality check

C

There are many different types of medicines for relieving allergy symptoms, and there are several that offer 24-hour relief, but only Alavert comes in a quick-dissolving form that can be easily swallowed without water. The maker of Alavert hopes the fact that it dissolves and enters the system more quickly than other brands will create a: A. Market aggregation B. Market segment C. Competitive advantage D. Market strength E. Market threat

C

What is a non-franchise-building promotion? A. It cheapens the brand image B. It is a simple price cut C. It does not contribute to the brand image D. It enhances brand image E. None of the above

C

What was the name of the fictitious character in the Punch Dub campaign? A. Punchy B. Dubby C. Sluggy Patterson D. Sluggy Hendrix E. None of the above

C

Which of the following developments have resulted in a transfer of power from manufacturers to retailers? A. The advent of optical scanners and computers gave manufacturers access to sales information B. Manufacturers are spending more money on media advertising C. Consolidation in the grocery industry has resulted in larger chains with greater buying power and clout D. Manufacturers are spending more money on marketing research E. Manufacturers are introducing more private-label brands

C

Which of the following is a characteristic of direct marketing? A. Products are sold through a retail store B. Products are sold by a wholesaler C. Products are sold directly to the customer D. Products are sold only to businesses E. None of the above

C

Which of the following is a geographic variable for segmentation of the market? A. Family size B. Occasions C. Cities D. Age E. Gender

C

Which of the following movie trailers was shown to illustrate culture, rituals, and myths? A. Snow White B. Shrek C. Slumdog Millionaire D. The Hangover E. The King's Speech

C

Which of the following was NOT a "Brand with Soul"? A. Google B. Harley-Davidson C. Wal-Mart D. Ben and Jerry's Ice Cream E. Starbucks

C

Who started the Harley-Davidson Company? A. Harley only B. Davidson only C. Harley and Davidson D. A guy named Jones E. None of the above

C

_____ generally occurs during the first stage in the consumer decision making process: A. Internal search B. External search C. Problem recognition D. Alternative evaluation E. Post-purchase evaluation

C

_____ is a state of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision. A. Post-purchase evaluation B. Self-serving bias C. Cognitive Dissonance D. Conditioned anxiety E. Affective response

C

_____ is a system of marketing by which organizations communicate directly with target customers to generate a response and/or a transaction. A. Advertising B. Sales promotion C. Direct Marketing D. Publicity E. Public Relations

C

_____ is defined as an attraction for a source based on a resemblance between the source and receiver. A. Likeability B. Familiarity C. Similarity D. Expertise E. Power

C

_____ is non-personal communication neither directly paid for nor run under identified sponsorship. A. Advertising B. Sales promotion C. Publicity D. Company website E. Personal selling

C

_____ is the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires: A. Marketing B. Exchange C. Consumer behavior D. Conspicuous consumption E. Learning

C

7. _____ is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience.

C. Account planning

Chapter 9 1. Which of the following statements is true of informational advertising appeals?

C. Attributes that form the basis of these appeals vary from one product or service category to another.

6) Which of the following is an example of trade advertising?

C. CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine.

Chapter 6 1. According to the persuasion matrix, which of the following is a dependable variable of the communications model?

C. Comprehension

5) Which of the following differentiates a centralized organization from a decentralized organization?

C. In a centralized organization, an advertising manager controls the entire promotions operation for all the products of a company, whereas in a decentralized organization, each product is assigned to a different brand manager.

7. Which of the following is true of a Q-score?

C. It answers the question, "How appealing is a celebrity endorser among people who do know him or her?"

8) Which of the following best defines perception?

C. It is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.

6) Which of the following is true of the problems associated with the centralized organizational structure?

C. It makes it difficult for the advertising department to understand the overall marketing strategy of the brand.

2) Robert, an automobile engineer, detects a strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?

C. Problem recognition

18) Which of the following is best defined as a group whose presumed perspectives or values are used by an individual as the basis for his or her judgments, opinions, and actions?

C. Reference group

CHAPTER 2 BEGINS 1)_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.

C. Situation analysis

7) _____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.

C. Telemarketing

10. Which of the following factors creates a positive relationship between advertising and sales?

C. The basis for product differentiation

13) Which of the following is true about integrated services?

C. They create individual branding for varied products or services.

8. Trial, purchase, adoption, and rejection are all examples of the _____ stage of the response process.

C. behavioral

5) There are several medicines that relieve allergy-related symptoms but only Sensitine comes in a quick dissolving form that can be easily swallowed without water. The manufacturer of Sensitine hopes the fact that it dissolves and enters the system quicker than other brands will create a:

C. competitive advantage.

2. Ads are often called _____.

C. creative

2. An ad for Calloway Resorts stresses the different recreational activities available to visitors. It also explains the various facilities that guests can use while staying at the resort. This is an example of a(n) _____ appeal.

C. feature

4. In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100.

C. index number

23) In the family decision-making process, the person in the family who is responsible for starting the purchase decision process is the:

C. initiator.

4) A company often uses a centralized organizational system when:

C. it does not have many product lines or brands to advertise.

3) Creative Networks is a major participant in the advertising and promotion process. It attracts various companies to buy space and time with them by providing the same at discounted rates. Creative Networks helps these companies reach their target market effectively by communicating their message. In this scenario, Creative Networks is a(n):

C. media organization.

12. The pass-along rate refers to the:

C. number of persons to whom a magazine copy has been given and who have read it.

5) The National Egg Association has been promoting the benefits of eggs for many years. It aims to educate customers about the nutritional values of eggs through ads which are aired in several states. It is making use of _____.

C. primary-demand advertising

3. A software development company runs an advertising campaign for one of its products emphasizing that it is the most preferred financial software brand. The ad also states, "Thousands of customers have switched over to our software." The company is making use of a(n) _____ appeal.

C. product popularity

2) The primary function of most media is to:

C. provide information and entertainment to their audience.

7. The S-shaped response function implies that:

C. sales effects will follow the microeconomic law of diminishing returns.

7) According to Abraham Maslow's hierarchy of needs theory, the highest level of needs is _____ need.

C. self-actualization

4) Which of the following is true of retail advertising?

C. t is done to build store traffic and sales.

6. According to the sleeper effect phenomenon:

C. the impact of a persuasive message from a low-credibility source can increase over time, since the message content becomes disassociated from the source.

3. An ad for Kool Kids, a kidswear company, is featured in the August issue of a teen magazine, Teen 360. The ad shows children between the ages of 3 and 12 on a ramp. In terms of the response stages of the persuasion matrix, the ad is ineffective in reaching the intended target audience, the parents, because:

C. the media channel used is inappropriate.

9. At the _____ stage of the creative process, the creative team attempts to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad.

C. verification

5. Advertisers create emotional advertising appeals by using:

C.transformational advertising.

provides information on the potential for development of the total product category rather than specific brands

CDI category development index

In order to compare the relative costs between two print media, an advertiser needs to use: A. reach B. frequency C. GRPs D. CPM E. BDI

CPM

In purchasing time on television, it often becomes difficult to determine the print equivalent cost. As a result, some television rate cards now express costs in terms of _____ so as to provide a comparable base. A. reach B. frequency C. GRPs D. CPM E. absolute cost

CPM

(( cost of ad space)/ (circulation) x cost of ad space x 1,000)

CPM cost per thousand

Which of the following statements concerning advertising on cable television is true? A. Cable time can only be purchased on a national level. B. Cable time can be purchased on a national, regional, or local level. C. Spot cable advertising revenues have decreased dramatically over the past five years. D. Local cable systems provide advertisers with a great deal of research information on demographics, lifestyles, and viewership patterns. E. The initial popularity of cable television has passed, and network television is once again the more popular medium.

Cable time can be purchased on a national, regional or local level

Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising? A. Unlike television ads, magazine ads are intrusive and not easy to ignore. B. Consumers generally choose to purchase a magazine because they are interested in the content and ads are additional information relevant to the issue or topic area. C. There are not many ads in most magazines, so they do not bother consumers. D. Because more creative options are available for magazines than for television advertising, magazine ads are more interesting. E. Magazine advertising does not provide the psychographic or demographic selectivity that television does.

Consumers are generally choose to purchase a magazine because they are interested in the content and ads are additional information relevant to the issue or topic area

According to James Webb Young, a former creative director at the J. Walter Thompson agency, the production of creative advertising ideas: A. Is a random process that cannot be taught B. Does not follow a definitive plan C. Cannot be learned and controlled D. Is a definitive process that can be learned and controlled E. Has as many different routes as there are different forms of creativity

D

Because public relations communications (publicity) are typically perceived as _____, they are not subject to the problems with clutter that are common to other forms of promotional communication. A. Corporate-sponsored advertisements B. Altruistic C. Image builders D. News items C. Exclusives

D

Bubba's Frozen Barbecue Sandwiches contain pulled pork drenched with a vinegar-based barbecue sauce. It would not be popular in Texas where barbecue lovers want goat meat, or in the Carolinas where mustard-based sauce is preferred. Given this information, Bubba's should use _____ segmentation. A. Demographic B. Buying condition C. Personality D. Geographic E. Behavioristic

D

Databases are often prioritized in terms of recency, frequency, and: A. Zip code B. Gender C. Ethnicity D. Monetary transactions E. None of the above

D

During which stage of the consumer decision-making processes are evoked sets and evaluative criteria relevant? A. Problem recognition B. Information search C. Post-purchase evaluation D. Alternative evaluation E. Purchase decision

D

For weeks, Bridgette had been trying to come up with a creative approach to advertise light bulbs. She had decided to try not to think about it for a while to see if her subconscious could figure something out. As she was relaxing in her bath one night, a great idea for a creative light bulb advertising campaign just seemed to pop into her head. She leapt out of the tub and began to write it all down before she forgot it. In terms of the creative process, Bridgette just experienced the _____ stage. A. Immersion B. Verification C. Revision D. Illumination E. Reality check

D

If one subscribes to the theory that "sex sells," which of the following theories would best support this position? A. Cognitive theory B. Operant conditioning C. Classical conditioning D. Psychoanalytical theory E. Postmodernist theory of consumer behavior

D

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are: A. Consistency and image B. Image and trustworthiness C. Recognizability and expertise D. Expertise and trustworthiness E. Image and expertise

D

Marketing planning and reward systems may lead to an increase in the use of sales promotions because sales promotions encourage: A. Managers to use advertising to build brand equity B. Managers to use consumer-oriented sales promotion to meet long-term performance goals C. Sales reps to encourage their marketing managers not to use promotions to help them get orders from retailers D. The use of price-oriented promotions to generate short-term sales E. All of the above

D

One of the reasons for the recent, rapid growth of direct marketing in American society is due to the: A. The fact that the US has moved from an industrialized nation to a service nation B. Increase in the number of hours individuals spend watching television C. Proliferation of cellular phones D. Increased use of consumer credit cards E. Development of four-color printing presses

D

Ramen has recently come up with instant soup packets, which it advertises in the colder regions of Asia and Europe. This is an example of: A. Demographic segmentation B. Psychographic segmentation C. Sociocultural segmentation D. Geographic segmentation E. Undifferentiated selling

D

The Hierarchy of needs theory was popularized by: A Sigmund Freud B. Sigmund Maslow C. Consumer Healthcare Products Association D. Abraham Maslow E. James Vicary

D

The Prizm segmentation system organizes consumer information according to what criteria? A. Gender B. Occupation C. Product usage data D. Zip codes E. None of the above

D

The proponents of creative advertising argue that: A. The more information in the ad the more effective the ad B. The only purpose of advertising is to sell the product C. Advertising should be designed to make consumers buy products that they do not want or need D. Advertising should be designed to create an emotional bond between consumers and the brand or company E. Advertising should break through the clutter by focusing on logos and products

D

The use of direct marketing has increased in recent years because of all of the following reasons except: A. Availability of credit cards B. Reliable delivery services C. Direct marketing syndicates D. Expansion of indoor malls E. All of the above are reasons why direct marketing has expanded

D

The various brands identified as purchase options to be considered during the alternative evaluation process are known as: A. Decision criteria B. A brand attribution list C. The working model D. The evoked set E. Subliminal choices

D

Using the meaning movement/transfer model of the celebrity endorsement process, celebrities draw their meanings from: A. The products they endorse B. Their popularity among consumers C. Their physical appearance D. The roles they assume in their careers and the objects, persons, and contexts these roles bring them into contact with E. The commercial development process and media selection

D

What is Data Mining? A. Using research to find gold B. Putting information into a database C. Asking customers to fill out a survey D. Using statistical formulas to find ideal customer type E. None of the above

D

What is a "franchise-building" promotion? A. It cheapens the brand image B. It is a simple price cut C. It does not contribute to brand image D. It enhances brand image E. None of the above

D

What was the main objective of the PunchDub campaign from the video? A. To get people to buy a Honda Civic B. To increase awareness of the Kia Soul C. To expand the target market for the Volkswagen Beetle D. To encourage people to notice how many different kinds of Volkswagens they saw E. None of the above

D

When advertisers show ads in a different country, what is the most common factor changed? A. Message B. Emotional appeal C. Rational appeal D. Language E. Objectives

D

When retail buyers told the people who sold Duck Tape brand duct tape that tweens and teens were significant purchasers of the tape and used it to repair skateboards and other extreme sports equipment, the makers of Duck Tape introduced duct tape in wild neon colors specifically for this market. By targeting tweens and teens that skateboard and engage in other extreme sports, the maker of Duck Tape used _____ segmentation. A. Geographic B. Sociocultural C. Behavioristic D. Psychographic E. Demographic

D

Which celebrity was used by Dr. Blair as an example of someone who has recently had negative publicity? A. Lindsay Lohan B. Kobe Bryant C. Tony Parker D. Charlie Sheen E. None of the above

D

Which of the following is NOT a characteristic of advertising as a paid form of promotion? A. Low cost per contact B. The ability to create images for brands C. The ability to reach audiences with the advertising message D. Immediate feedback and capability to close sales E. The use of mass media

D

Which of the following was NOT a negative stereotype about Americans traveling abroad? A. Noisy B. Brag about America C. Drink too much at parties D. Are hard working E. Dress sloppy

D

Which of the following was an example of a ritual shown in class? A. Eating dinner B. Cooking breakfast C. Getting dressed for a date D. Groups watching TV together E. Shaving

D

_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums. A. Direct marketing B. Advertising C. Public relations D. Sales promotion E. Brand equity

D

_____ segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product. A. Benefit B. Geographic C. Demographic D. Behavioristic E. Psychographic

D

4. Which of the following statements is true about source credibility?

D. A very credible source is more effective when message recipients are not in favor of the position advocated in a message.

10. According to the dissonance/attribution model, during the decision making process, through which of the following response sequences does a consumer pass?

D. Do → feel → learn

5. Which of the following is true of buzz marketing?

D. It is a systemized process that encourages people to speak favorably about a product.

1) Which of the following is an example of a marketing exchange?

D. Mrs. Maloney gave Larry a box of homemade fudge in return for painting her fence.

4) Which of the following consumer behaviors leads them to seek different brands and try out various options?

D. Novelty-seeking behavior

9) Which of the following is considered to be a subjective evaluative criterion while purchasing an automobile?

D. Styling

2) Which of the following statements best defines value?

D. The customer's perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it

Chapter 8. 1. Which of the following statements is true of the use of creativity in an advertising campaign?

D. The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy.

12. Which of the following situations would be most conducive to the use of a comparative advertising message?

D. When a company with a new brand wants to position that brand against established brands

2. A television ad for VenusCell Inc. shows a famous celebrity describing the features of the latest smartphone launched by the company. The celebrity talks about the features of the new smartphone such as 4G technology, AMOLED touchscreen, SVGA, tri-band, and WAP. According to the persuasion matrix, it is likely that a less educated audience will face problems associated with _____ due to the use of mobile jargons in the ad.

D. comprehension

4. In a communication process, _____ refers to the information and/or meaning contained in a message.

D. content

3. The people who develop ads and commercials are known as _____.

D. creative types

4. Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals.

D. emotional

6) The first step in the target marketing process is to:

D. identify markets with unfulfilled needs.

22) Jim's parents wish to buy a car. Knowing that Jim is a car enthusiast, they ask him to collect the relevant facts and figures required to make the purchase. Subsequently, Jim collects several magazines and articles for the same purpose. In this scenario, Jim is the:

D. information provider.

10) A lawsuit charged a mortgage lender with racism because it allegedly charged African-American borrowers higher rates than other borrowers. News of the lawsuit was reported by the wire service, and it appeared in several newspapers. This is an example of:

D. negative publicity.

6) Jack, a student, has applied for a job in one of the top private banks in the U.S. Jack feels securing a job with a private bank would fulfill his desire for steady employment. With respect to Maslow's hierarchy of needs theory, by securing a career in private banking, Jack is most likely to fulfill his _____ needs.

D. safety

14) With respect to the various generational differences in shopping behaviors, the generation born prior to 1946 is called:

D. the greatest generation.

All of the following have contributed to the growth of direct marketing EXCEPT: A. Direct marketing syndicates B. Rapid development of computers and electronic media C. Increased consumer credit card use D. The fact that Americans are "money-rich and time-poor" E. Postage rate increases

E

How might an advertising creative specialist acquire general preplanning input about a market that can be used as to develop the creative strategy for a calcium-enhanced sports drink? A. Talk to coaches and trainers to get their reactions to the new product B. Talk to nutritionists about the actual nutritional value of the added calcium C. Get a group of athletes to sample the drink and give their opinions about its taste and consistency D. Read reports on consumers' feelings about the addition of vitamins and minerals to their food E. Do all of the above

E

MPR activities are used by public relation agencies to: A. Receive discounts in various media B. Place new releases in mass media simultaneously C. "Micro segment" the market D. Achieve feedback from public relations activities E. Do none of the above

E

Public relations campaigns must be evaluated in order to: A. Determine their contribution toward achieving communications objectives B. Tell management what has been achieved through PR activities C. Provide management quantitative ways to judge PR activities D. Provide management ways to judge the quality of PR activities E. Do all of the above

E

The American Idol style talent shows from the video portrayed what part of the world? A. Asia B. Scandinavia C. South America D. Europe E. Middle East

E

The brand identity for Quaker Oats would include: A. Consumer perception that the cereal is nutritious B. The Quaker gentleman who appears on the box and in the Quaker ads C. The round shape of the oatmeal package D. The taste of the cooked oatmeal E. All of the above

E

Trade-oriented sales promotions are part of a promotional _____ strategy. A. EDLP B. Pull C. Trade D. Premium E. Push

E

What is the main objective for direct marketing? A. Change attitudes B. Improve likeability C. Improved targeting D. Personalized service E. Making the sale

E

Which of the following elements does NOT describe an aspect or characteristic of sales promotion? A. A sales promotion provides an extra incentive to buy B. A sales promotion is an acceleration tool designed to speed up the selling process C. Sales promotion can be targeted to different parties in the marketing channel D. Sales promotions now account for more of marketer's promotional budget than media advertising E. Most of the sales promotional dollars are spent on consumer-oriented promotions

E

Which of the following elements of the integrated marketing communications program is designed to provide an extra incentive to consumers to purchase a brand? A. Advertising B. Direct mail C. Public relations D. Price E. Sales promotion

E

Which of the following is NOT a reason why use of sales promotions has increased A. Growing power of retailers B. Declining brand loyalty C. Increased competition D. Clutter E. Manufacturers are more powerful than retailers

E

Which of the following is NOT a type of direct marketing media? A. Infomercials B. Catalogs C. Websites like Amazon that makes recommendations D. Direct selling like Mary Kay cosmetics E. All of the above are direct marketing media

E

Which of the following is NOT an important cultural value? A. Respect for elders B. Importance of family C. Tolerance for differences D. Individual vs. group achievements E. Safety

E

Which of the following is a type of culture ritual? A. Walking B. Driving C. Studying D. Reading E. Wedding

E

Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. MPR benefits from the endorsement of independent and objective third parties who have association with the product B. MPR supports advertising programs by making messages more credible C. MPR can circumvent consumer resistance to sales effort D. MPR is a highly targeted way to conduct public relations E. All of the above statements describe advantages derived from the use of MPR

E

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer. A. Advertising B. Direct mail C. Public relations D. Sales promotion E. Personal Selling

E

_____ is defined as affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics. A. Expertise B. Power C. Compliance D. Familiarity E. Likeability

E

24) Which of the following is true of cross-disciplinary research?

E. It is better suited for the study of consumers because it takes into account their complexity and multidimensionality.

4. Which of the following statements is true according to the Hirschman study of creative people in advertising?

E. They want to maximize the impact of the advertising message.

T/F Using the average frequency number to calculate GRPs never results in underexposing an audience

False

T/F those who believe that materialism is part of the protestant ethic are likely to deny possessions as evidence of success?

False

T/F a promotion is not considered a lottery if a prize is offered

False Also if winning a prize depends on chance and not skill and if a participant is required to give u something fo participate

In a market analysis, the _____ is considered a good indicator of the potential of the market. It is derived by dividing the percentage of users in a demographic segment by the percentage of population in the same segment and the multiplying the quotient by 100. A. cost per media (CPM) B. quantitative advantage C. index number D. average frequency E. relative reach

Index number

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true? A. The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same. B. Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments. C. Magazines generate most of their total revenue from advertising. D. Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising. E. Both newspapers and magazines are generally considered low-involvement media.

Individual magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments

Which of the following statements about the advertising competition at the Cannes International Advertising Film Festival is true? A. The Cannes International Advertising Film Festival is the only award given for advertising creativity. B. The Cannes International Advertising Film Festival is not a global competition C. Entry into the Cannes International Advertising Film Festival is limited to members of the European Union. D. The award given by the Cannes International Advertising Film Festival is called the Clio. E. None of the above statements about the Cannes International Advertising Film Festival is true.

None of the above statements about the Cannes International Advertising Film Festival is true

Which of the following statements regarding awards for advertising creativity is true? A. Ads that win creative awards almost always have a positive impact on sales. B. Most advertising and marketing people are supportive of advertising awards because they feel creative people are more concerned with creating advertising that sells their client's products than with winning awards. C. As a rule, all advertising people believe awards are an inappropriate way of recognizing advertising creativity that often helps sell a client's products. D. Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products. E. None of the above statements about advertising creativity is true.

Not all advertising campaigns that have won creative awards have successfully generated sales for clients' products

_____ is the approach to finding a major selling idea can be done on the basis of product attributes, price/quality, usage or application, product users, or product class. A. Brand image B. Inherent drama C. Unique selling proposition D. Positioning E. Emotional appeals

Positioning

To be eligible for verification audits by Audit Bureau of Circulations, a magazine must meet which of the following criteria? A. It must be published on a controlled-circulation basis. B. It must be a business publication. C. Seventy percent or more of the magazines must be purchased for at least half of the magazine's established base price. D. The publication must be a member of the Magazine Publishers of America trade association. E. All of the above criteria must be met for a magazine to be eligible for verification audits by Audit Bureau of Circulations.

Seventy percent or more of the magazines must be purchased for at least half of the magazine's established base price

Why does a company like Hallmark choose to sponsor the appearance of the television adaptation of classic books such as Sara: Plain and Tall? A. Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program. B. No other advertiser could afford the sponsorship costs. C. The shows are never shown during a sweeps period, and therefore, sponsorship was more affordable. D. The network would not allow the shows to appear on television unless they had a sponsorship from an approved company. E. All of the above are reasons why Hallmark chose to sponsor television adaptations of classic books.

Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program

Which of the following statements about spot advertising is true? A. Spot advertising offers national advertisers flexibility in adjusting to local market conditions. B. Spot advertising is totally confined to station breaks between programs on network originated shows. C. Spot advertising is subject to less clutter than network advertising. D. Spot advertising is easier to buy than advertising on national networks. E. All of the above statements about spot advertising are true.

Spot advertising offers national advertisers flexibility in adjusting to local market conditions

The acronym SRDS stands for: A. Standardized Reading Development Service B. Standard Rate and Data Service C. Supplementary Rating and Delivery Standards D. Sales Rating and Delivery Standards E. Standard Rating and Delivery Specifications

Standard Rate and Data Service

_____ classifies magazines into three major categories and is the primary reference source for media planners. A. Standard Rate and Data Service (SRDS) B. Simmons Market Research Bureau C. Audit Bureau of Circulations D. Media Mark Research, Inc. E. A. C. Nielsen Co.

Standard Rate and Data Service (SRDS)

_____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units. A. The column inch B. The flat rate system C. Standard advertising units D. The portfolio inch E. Agate lines

Standard advertising units

Outside-in planning: A. focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his brand, and the media form the marketer wants to use B. is another term for zero-based communications planning C. starts with the customer and builds backward to the brand when developing an IMC program D. is a method of implementing DAGMAR objectives E. is used to forecast the validity of DAGMAR objectives

Starts with the customer and builds backward to the brand when developing an IMC program

Which of the following statements about syndication is true? A. Syndicated programs are of limited value to advertisers since they reach a limited number of viewers. B. There is basically one form of syndicated programming. C. Syndication has become a major business that generates revenue comparable to the major networks. D. National advertisers rarely use syndicated programs. E. Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.

Syndication has become a major business that generates revenue comparable to the major networks

_____ is the number of persons in the primary target audience who the media buy will reach and the number of times those persons will be reached. A. Target ratings points B. Gross ratings points C. Coverage D. Effective reach E. Total market coverage

Target ratings points

_____ 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. Curiosity D. New product E. Rational appeal

Teaser

Under a ____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming and advertising time to sell to local or spot advertisers. A. sponsorships B. participations C. barter syndication D. local syndication E. national syndication

barter syndication

Advertising creative personnel tend to: A. rely on intuition rather than logic when solving a problem B. have educational backgrounds in nonbusiness areas C. be more abstract and less conventional in their approach and solution to a problem D. be more intuitive and perceptual than people with a business background E. be all of the above

be all of the above

As a result of economies of scale, large advertisers: A. are likely to enjoy more favorable advertising time and space than smaller advertisers B. get lower advertising rates than smaller advertisers C. accrue the advantages of advertising several products jointly D. have declining average costs of production E. benefit from all of the above

benefit from all of the above

the largest and best known self- regulatory mechanism is the

better business bureau it promotes fair advertising and selling practices across all industries

According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n): A. unique selling theme B. epiphany C. revelation D. big idea E. illumination

big idea

According to Duncan's zero-based marketing communications planning approach,: A. advertising should always be the main tool for accomplishing marketing communications objectives B. sales promotion is usually the best tool for accomplishing marketing communications objectives C. big ideas for a promotional campaign can be based on public relations, advertising, sales promotion or media advertising D. integrated marketing communications programs should lead with the promotional function that least effectively addresses a company's communication problem or opportunity E. managers should focus on what the customer wants and work backward to the brand

big ideas for a promotional campaign can be based on public relations, advertising, sales promotion or media advertising

The "Softer Side of Sears" and Dr Pepper's "Just What the Doctor Ordered" advertising campaign themes are examples of: A. universal selling propositions (USPs) B. big ideas that have been the basis for effective advertising campaigns C. inherent drama approaches to developing big ideas D. big ideas for ad campaigns that did not last very long E. creative platforms that support products in the pioneering stage of their product life cycles

big ideas for ad campaigns

Of all out-of-home media, _____ advertising enjoys the highest gross billings and the largest percentage of the market. A. transit B. sports stadium C. airport D. billboard E. in-store

billboard

An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A. gatefold B. bleed page C. maximum coverage ad D. overrun E. total page ad

bleed page

Novell makes security systems for computer networks. One system it offers recognizes users' fingerprints. An ad for Novell products shows a thumb with the words "Access Granted" painted on it. The blue background behind the thumb extends to the very edge of the page. This ad is an example of a(n): A. gatefold B. bleed page C. maximum coverage ad D. overrun E. total page ad

bleed page

Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called: A. gatefolds B. bleed pages C. maximum coverage ads D. overruns E. total page ads

bleed pages

What is the main text portion of a print ad called? A. the headline B. subheads C. body copy D. the visual E. the layout

body copy

_____ is considered the heart of a print ad but is often difficult to get readers to attend to. A. The headline B. The subhead C. Body copy D. The visual E. The logo

body copy

General Foods wishes to determine the percentage of Maxwell House coffee sold in a geographic area as compared with the percentage of the total population in this market. The most appropriate index to use would be: A. survey of buying power index B. brand development index C. category development index D. Simmons Market Research Bureau (SMRB) E. Mediamark Research Inc.

brand development index

The rate of product usage in a geographical area may be calculated through the use of: A. gross ratings points (GRP) B. reach and frequency C. brand development index (BDI) D. benchmark designated index (BDI) E. category development index (CDI)

brand development index

Young & Rubicon developed, BrandAsset Valuator, a proprietary tool for building and managing a brand. Their tool measures four factors including ________________ to identify issues and evaluate brand performance. A. focus group quantification, brand power, associative cognizance and creativity B. problem detection, account planning, ethnographic diversity and campaign theme C. brand differentiation, relevance, esteem and knowledge D. brand preparation, brand valuation, brand drama and brand diversification E. projective brand respect, animatic projection, brand proposition and brand creativity

brand differentiation, relevance, esteem and knowledge

Because advertisers have no say over how often and when their products will be shown, lack of control is cited as a disadvantage of _____ advertising. A. videotape B. specialty C. branded entertainment D. transit E. outdoor

branded entertainment

Which support medium should be employed if the objective is to associate the product with a very specific type of user and to appear as though it's really not being advertised at all? A. billboards B. branded entertainment C. advertising specialties D. in-flight advertising E. yellow pages

branded entertainment

A clothing store retailer would use an island ad to: A. break through the clutter typically found in newspapers B. create high reproduction quality ads C. act as a means of making the newspaper accountable for the sales generated by the ad D. reduce overall costs of newspaper advertising E. identify potential target markets

break through the clutter typically found in newspapers

The strategy behind place-based media is to: A. bring the advertising media to the consumer B. use the place element of the marketing mix to impact advertising C. use mobile billboards D. create a media vehicle that leads in its ability to attract and retain consumer attention E. provide places that are free of clutter from contemplation of ads

bring the advertising media to the consumer

The task and objective method of budgeting as well as the payout plan are both examples of the _____ approach. A. trading up B. top-down C. bottom-up D. build-up E. trickle up

build-up

One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances. The ____ or central message of the advertising campaign was "Maytag Dependability." A. animatic B. campaign theme C. repositioning strategy D. copy platform E. product specific preplanning input

campaign theme

Rational and emotional advertising appeals: A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention B. are essentially the same C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives D. are used together only for low-involvement products E. are accurately described by none of the above

can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives

The combination of rational and emotional advertising appeals: A. should never be done B. can be used for a variety of products since consumers make purchases on the basis of both rational and emotional motives C. would not be an effective way to advertise a high tech product such as a personal computer D. has limited applicability since most purchases are made entirely for rational reasons E. does not occur if an agency is used to prepare the advertising campaign

can be used for a variety of products since consumers make purchases on the basis of both rational and emotional motives

Buying ad space in regional editions of national magazines: A. is no longer permissible due to the passage of recent anti-competition legislation B. can reduce an advertiser's cost per thousand for reaching desired audiences C. diminishes the value of pass-along readership D. creates overlapping subscription data E. is correctly described by none of the above

can reduce an advertiser's cost per thousand for reaching desired audiences

The challenge for the television industry is how to accommodate the demand for alternative viewing methods and: A. increase the integration of television advertising with coordinated newspaper dayparts B. soften the impact of increased consumer selectivity C. capture revenue from them while protecting their traditional advertising business model D. offer alternative program rating point systems utilizing affiliate network zap compression E. alternate personal selling with promotional tie-ins

capture revenue from them while protecting their traditional advertising business model

A marketer of a low-involvement product that is advertised heavily on television might want to focus a great deal of attention on _____ when creating its advertising. A. body copy B. needledrop C. catchy jingles D. subheads E. voice-overs

catchy jingles

To determine the potential for sales of coffee (as opposed to a specific brand) in a particular market area, a company should use: A. brand development index B. category development index C. survey of buying power index D. Simmons Market Research Bureau (SMRB) E. Mediamark Research Inc.

category development index

A recent trend among major advertisers is to have _____ do the voice-overs for their commercials. A. singing groups B. celebrities with distinctive voices C. everyday people D. children E. people with rare and unusual accents

celebrities with distinctive voices

a four part t4est for determining restrictions on commercial speech

central hudson test

What two methods are used to measure the impact of Yellow Pages advertising on sales? A. CPM and frequency B. reach and frequency C. circulation and usage D. visibility and usage E. CPM and pass-along rate

circulation and usage

The _____ is a market area composed of a city where the paper is published and contiguous areas similar in character to the city. A. city zone B. MSA C. consolidated MSA D. consolidated market zone E. retail trading zone

city zone

Employment, automotive, and real estate ads are the three major categories of type of _____ advertising. A. display B. supplement C. special insert D. classified E. retail

classified

The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with: A. clutter B. limited frequency C. long lead times D. high costs E. none of the above

clutter

While watching Entertainment Tonight, Layne became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs. This is an example of the problem created by: A. the limited viewer attention for commercials B. the lack of demographic selectivity of television C. the fleeting nature of television commercials D. clutter E. message source alienation

clutter

"Commercial-free" blocks of music are popular with many radio stations and contribute to: A. a plethora of distinctive formats B. a lack of feedback C. the absence of dyadic communications D. the inability of radio to support integrated marketing communications E. clutter problems

clutter problems

For which of the following products would image advertising be most appropriate? A. cologne or perfume B. motor oil C. laundry detergent D. cereal E. lawn mowers

cologne or perfume

the courts have now extended the first amendment protection to cover?

commercial speech

Which of the following statements about the length of television commercials is true? A. Commercials have become longer as the demand for broadcast time dwindles. B. Commercial length is increasing and 60-second spots will become dominant by the end of the decade. C. Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs. D. Fifteen-second commercials account for over half of the ads seen on network television. E. The number of 60-second commercials has declined due to a desire by the network to sell more ads and restrict clutter.

commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs

From the perspective of a product manager, a commercial is likely to be judged as creative if it: A. is novel and innovative B. has a high level of artistic or aesthetic value C. communicates the message clearly and leaves favorable impressions among the target audience D. wins creative awards E. is unlike anything currently in the marketplace

communicates the message clearly and leaves favorable impressions among the target audience

Nissan ran an advertising campaign using "Shift" as the umbrella tagline. The campaign uses a combination of emotional and product-focused ads designed to strengthen Nissan's brand image while showing its revitalized product line. Creative advertising, like Nissan's, is likely to be particularly important when: A. companies are selling brands that are very similar in quality and difficult to differentiate on functional features B. a brand clearly has functional superiority over the competition that is easily noticed by consumers C. companies are very risk averse D. consumers are not responsive to advertising messages E. any or all of the above conditions are met

companies are selling brands that are very similar in quality and difficult to differentiate on functional features

One of the biggest threats to the cable television industry is: A. competition from direct broadcast satellite (DBS) services B. the creation of consortiums of advertisers for the purpose of improving network television C. the exponential growth in the use of VCRs D. FCC rulings on lengths and commercial placements E. cultural trends that move people away from the television screen to the computer screen

competition from direct broadcast satellite (DBS) services

Aleve ran a series of ads showing everyday people having to deal with minor arthritic pains. In each instance, the individual was pleased to learn that two Aleve were just as effective as taking eight of his or her old pain reliever. This ad campaign is using a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

competitive advantage

The Glad trash bag campaign, which used the slogan "Don't get mad. Get Glad," tells the reader Glad trash bags are twice as thick as the leading volume bag. Glad uses a(n) _____ appeal. A. emotional B. competitive advantage C. fear D. favorable price E. transformational

competitive advantage

The ad for TDAmeritrade investment company states the company is "Ranked #1 by SmartMoney Magazine for the Do-It-Yourself Investor." The ad is using a(n) _____ appeal. A. emotional B. competitive advantage C. popularity D. favorable price E. transformational

competitive advantage

_____________________ is an external factor that may influence the determination of media strategy. A. Administrative capabilities B. Competitive factors C. Size of the media budget D. How tasks are delegated with the agency E. All of the above

competitive factors

A disadvantage associated with the _____ method is its assumption that because firms have similar promotional expenditures their programs will be equally effective. A. return on investment B. affordable C. competitive parity D. objective and task E. payout planning

competitive parity

For which of the following methods of determining budget would a marketing department manager be most likely to use input from a clipping service? A. ROI B. arbitrary allocation C. percentage of sales D. competitive parity E. objective and task

competitive parity

The _____ budgetary allocation method is designed to promote stability and minimize marketing warfare as well as taking advantage of the collective wisdom of the industry. A. ROI B. arbitrary allocation C. percentage of sales D. competitive parity E. objective and task

competitive parity

The _____ method of budgeting is being employed when expenditures are allocated according information about industry averages for advertising. The budget is set to maintain a level consistent with industry spending. A. arbitrary allocation B. percentage of sales C. objective and task D. return on investment E. competitive parity

competitive parity

To set an advertising budget, the marketer of filing cabinets examines advertising to sales ratios published in trade magazines, and then allocates a percentage of sales dollars to the advertising effort. Which two budgeting methods are being employed? A. competitive parity and percent of sales B. competitive parity and payout planning C. payout planning and percent of sales D. percent of sales and objective and task E. payout planning and arbitrary allocation

competitive parity and percent of sales

As a tool for budget allocation, multiple regression analysis is most often employed in budget models using: A. computer simulation B. competitive parity C. arbitrary allocation D. percentage of sales E. a top-down approach

computer simulation

The most commonly employed quantitative models for allocating advertising budgets are: A. computer simulation and regression analysis B. competitive parity and arbitrary allocation C. regression analysis and ROI D. ROI and competitive parity E. arbitrary allocation and objective and task

computer simulation and regression analysis

The two models that are commonly used to explain the relationship between advertising and sales are the: A. concave-downward function and the S-shaped response function B. S-shaped response function and the concave-upward function C. marginal utility function and the S-shaped demand function D. S-shaped demand function and the convex-downward function E. concave-upward function and the S-shaped demand function

concave-downward function and the s-shaped response function

_______ is conducted very early in a campaign development process in order to explore targeted consumers responses to a potential ad or campaign or have a consumer evaluate advertising alternatives

concept testing

The advertising agency for Sony Electronics has prepared two print ads for the company's new DVD. Ad A uses a straightforward informational appeal, which discusses the DVD player's features while ad B is an image ad that promotes the overall quality of the player. The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products. To get some idea of which ad might work best and should be used in the national campaign Sony could: A. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in Time B. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in a major newspaper C. make a cross media buy that includes both newspapers and magazines D. conduct a split run test where both ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries E. any of the above

conduct a split run test where both of the ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries

Television networks welcome new viewership measures like Nielsen's Extended Home study, arguing that: A. considerable viewership occurs hotel rooms, bars and airports B. most advertisers and agencies have no confidence in the current system of measurement C. fewer consumers live at home D. Local stations are encouraging viewership through non-traditional media E. this will reduce the cost of advertising

considerable viewership occurs hotel rooms, bars and airports

Nearly two-thirds of all advertising dollars spent in magazines are spent in _____ magazines. A. consumer B. international C. business D. regional E. national

consumer

Which of the following statements describes a disadvantage associated with the flighting method of schedule advertising? A. Consumers have a lack of awareness, interest, and retention of promotional messages during nonscheduled times. B. Flighting allows the marketers to cover the entire buying cycle. C. Because the advertising is continuous, people will not forget the advertising message. D. Flighting eliminates concerns about wearout. E. There are no disadvantages associated with flighting.

consumers have a lack of awareness, interest, and retention of promotional messages during nonscheduled times

Advertisers frequently use emotional appeals to advertise their products and services rather than rational appeals because: A. consumers' motives for purchase decisions are often rational in nature B. consumers' feelings about a brand can be more important than their knowledge of its features or attributes C. emotional appeals to consumers often are less effective when brands are similar D. emotional appeals are often less exciting and interesting than rational appeals E. emotional appeals cannot help differentiate brands that consumers view as somewhat homogenous

consumers' feelings about a brand can be more important than their knowledge of its features or attributes

In terms of advertising, scheduling constant advertising without variation is referred to as: A. flighting B. continuity C. geographical weighting D. circulation E. pulsing

continuity

refers to a continuous pattern of advertising ex. food industry

continuity

Which media scheduling strategy would be most likely to be used by a marketer of dishwashing detergent? A. ratings B. share C. flighting D. pulsing E. continuous

continuous

A(n) _____ is a work plan or checklist that is used to guide the creative development of an advertising message or campaign. A. animatic B. working document C. copy platform D. selling idea E. unique selling proposition

copy platform

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 FCC

corporations that sponsored the shows

advantages of flighting

cost efficient may allow for more than one medium or vehicle

In purchasing advertising space in magazines, media planners will focus primarily on the: A. lead time for placing ads B. absolute costs C. cost of the advertising space relative to the size and composition of the audience reached D. preproduction and production costs E. circulation of the publication

cost of the advertising space relative to the size and composition of the audience reached

the broadcast media provide a different comparative cost figure referred to as

cost per rating point cost of commercial time/ program rating

the parent organization that plays a major role at the national level as the third party administrator of the advertising industry self-regulatory system

council of better business bureaus

the potential audience that might receive the message through a vehicle

coverage

One tactic used by TV networks to hold viewers' attention and inhibit zapping is to: A. increase the number of commercials during a break B. shorten the commercial breaks C. create "hybrid" pod commercial breaks that are part promotion and part ads D. convince advertisers to be the sole sponsor of a show like Hallmark does E. change the standard commercial format to 10-seconds

create "hybrid" pod commercial breaks that are part promotion and part ads

The _____ is 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. big idea

creative execution style

Janome manufactures sewing machines. In an issue of Home Companion, Janome purchased the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models sewing machines at Janome authorized dealers. Janome used _____ to attract reader's attention. A. gatefold B. bleed page C. creative space buys D. overrun E. total page ad

creative space buys

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart. A. Average quarter-hour figure (AQH) B. Average quarter-hour rating C. Average quarter-hour share D. Cumulative audience (Cume) E. Average market share

cumulative audience (Cume)

According to Standard Rate and Data Service, magazines can be classified as _____ publications. A. consumer, farm, and business B. regional, national, and international C. agrarian, industrial, and specialized D. general, specialized, and niche E. affective, behavioral, and cognitive

customer, farm, and business

National advertisers tend to avoid weekly newspapers because of: A. their poor image B. their high absolute cost C. difficulties associated with purchasing and placing ads in them D. an overly broad geographic focus E. the large number of local ads they typically contain

difficulties associated with purchasing and placing ads in them

Headlines that are very straightforward and informative in the message they are presenting are known as _____ headlines. A. direct B. indirect C. straight-sell D. subhead E. rational

direct

The headline reads, "Introducing new Crayola Washable Crayons for the youngest artist in your gallery." This is an example of a(n) _____ headline. A. direct B. indirect C. straight-sell D. subhead E. rational

direct

When an advertiser has something important or new to announce to a target audience. A(n) _____ headline will be used. A. direct B. indirect C. subhead D. visual E. affective

direct

The function of a headline in a print ad is to: A. attract readers' attention B. make readers interested in reading the body copy of a print message C. perform a segmentation function by attracting the attention and interest of consumers who are the best prospects for a product or service D. put forth the main theme, appeal, or proposition of the ad in a few words E. do all of the above

do all of the above

The function of music in a commercial is to: A. provide a pleasant background for the message B. create a mood state that will make consumers more receptive to the message C. help establish or communicate a key selling point D. attract and hold E. do all of the above

do all of the above

The role of any advertising message is to: A. communicate information about a company's product or service B. motivate a consumer to take action C. shape consumers desires and goals D. create images that can position a brand in the consumer's mind E. do all of the above

do all of the above

Advertisers create emotional advertising appeals by: A. using humorous advertisements B. using sexual appeals C. using transformational advertising D. creating favorable mood states E. doing all of the above

doing all of the above

In order to compete against other media vehicles, many newspapers are: A. making their papers available online B. building customer databases C. are eliminating "ego circulation" D. preparing comprehensive market studies for major customers E. doing all of the above

doing all of the above

Magazines try to improve their position and become more appealing to marketers by: A. developing stronger editorial platforms that appeal to changing interests, lifestyles, and demographics B. improving the quality of their circulation bases even if it means a reduction in subscribers C. offering more cross-magazine and cross-media advertising packages D. offering new technologies to better target consumers and make ads more interesting and attention getting E. doing all of the above

doing all of the above

The state of Colorado runs an ad in which it shows an obviously scared third grader getting ready to go on stage for his first public stage appearance. He is dressed to look like a carrot. The ad tells the reader that being a third grader is much more stressful than we remember and causes us to have great sympathy for the young man dressed in the ridiculous costume. The tag line at the end of the ad reads, "Your kids need a carefree Colorado vacation as much as you do." This is an example of which type of execution technique? A. dramatization B. testimonial C. fear D. animation E. scientific evidence

dramatization

_____ is an advertising execution technique whereby the focus is on using excitement and suspense to tell a short story with the product as the star of the ad. A. Slice-of-life B. Animation C. Dramatization D. Testimonial E. Imagery

dramatization

An ad for the Ford Focus shows four college-aged students hunting for a parking place in a large nearly full parking garage. When they finally find one and put the car into the place, they discover it is such a tight fit that they can't open the car doors to get out. A moment of concern is followed by a moment of enlightenment when one of them remembers the hatchback. The commercial ends with them all leaving the parked car through the hatchback. This commercial is a(n): A. dramatization with a humorous appeal B. animation with the intent of creating a personality brand C. slice-of-life with a fear appeal D. demonstration with an emotional appeal E. straight sell with a humorous appeal

dramatization with a humorous appeal

All of the following are common television dayparts EXCEPT: A. morning B. daytime C. early fringe D. prime-time E. drive-time

drive-time

Account planning plays an important role during creative strategy development by: A. making sure the client knows the agency has the final say on which strategy will be used B. driving the process from the customers' point of view C. making sure all advertising complies with local, state, and FTC regulations D. determining whether the account should be accepted E. forecasting demand for the product category

driving the process from the customers' point of view

Why should an effective media strategy be flexible? A. due to the potential development of new advertising media B. due to an alteration of a competitor's media schedule C. due to the unavailability of the desired medium D. due to a drop in the ratings of a show previously on the media schedule E. due to all of the above

due to all of the above

An advertising campaign may last for only a short time period: A. because of changing consumer trends B. due to an ineffective campaign theme C. because competitors develop similar products and remove the product's competitive advantage D. because market conditions change, and a new campaign is needed E. due to of any of the above reasons

due to any of the above reasons

Dr Pepper ran its commercial featuring Garth Brooks during American Idol and during The Bachelor. Since many people watched both television shows, _____ occurred. A. duplicated reach B. facsimile promotion C. advertising replication D. duplicated frequency E. flighting

duplicated reach

As a result of _____, large advertisers can maintain advertising expenditure shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly. A. economies of scale B. differential advertising advantages C. competitive parity D. a concave-downward response E. multiple advertising channels

economies of scale

The concept of _____ is based on the assumption that one exposure to an ad may not be enough to convey the desired method. A. average frequency B. average reach C. effective reach D. GRPs E. effective frequency

effective reach

An advertisement for the State of Alabama shows a family with two teens arriving in the state alienated from each other. The fun they experience in the state brings the family back together again. The commercial ends with all four running down the beach holding hands. This ad uses _____ for its appeal. A. informational integration B. rational integration C. mood transfer D. emotional integration E. outcome integration

emotional integration

Professional golfer Arnold Palmer appeared in ads advocating the engine protection cars get from Pennzoil motor oil. This is an example of a(an): A. comparison B. endorsement C. demonstration D. straight sell E. slice-of-life

endorsement

Nielsen Media Research's new A2/M2 system is designed to measure ______________, the focused mental and emotional connection between a consumer, a media vehicle, and a brand's message. A. excitement B. engagement C. entanglement D. entrepreneurship E. entropy

engagement

With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that: A. offsets the weaknesses associated with storyboard ad design B. provides opportunities for effective government oversight C. centralizes American consumer values in a global marketplace D. engages consumers and enter into a dialogue with them E. minimizes the risk of offending technology-savvy consumers

engages consumers and enter into a dialogue with them

moral principles and values tht govern the actions and decisions of individual or group

ethics

Researchers Daniel Miller and Don Slater monitored Web sites, lurked in chat rooms, and hung out in cyber cafés and observed how Internet users act. The users they observed consider the Internet to be a tool to augment traditional forms of communication. Miller and Slater conducted _____ research. A. e-marketing B. ethnocentric C. demographic D. communal E. e-commerce

ethnocentric

Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on. This was an example of _____ research. A. psychographic B. demographic C. ethnographic D. perceptual E. interactive marketing

ethnographic

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments. A. Psychographic B. Internalization C. Demographic D. Sociocultural E. Ethnographic

ethnographic

Radio has survived as an advertising medium by: A. competing directly with television B. evolving into a national advertising medium C. evolving into a primarily local advertising medium D. charging higher rates than television E. doing all of the above

evolving into a primarily local advertising medium

One advertising analyst proposed that engagement equals A. objectives + strategy + buying power B. exposure + intent + involvement C. medium + frequency - reach D. gross ratings points - relative cost per point + daily inch rate E. pulse + flight + pursuit

exposure + intent + involvement

Clutter is viewed as less of a problem for magazines than radio or television because: A. consumers tend to be less receptive to print advertising than they are to broadcast advertising B. consumers have been trained to expect more ad messages than they can decode C. exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad D. print ads are always more creative and interesting than television ads E. print ads come in different sizes and colors, which can mask the feeling of clutter

exposure to magazine ads is easier to control as the consumer can simply turn a page in uninterested in an ad

The National Newspaper Network: A. reproduces national ads in a pass-along system throughout the country B. facilitates Web-based advertising options in newspapers across the country C. provides advertising auditing services to local marketing firms D. limits the misuse of advertising in selective run binding networks E. offers controlled-circulation flat rates for preferred position marketers

facilitates Web-based advertising options in newspapers across the country

the vehicle option source effects refers to the

fact people perceive ads differently depending on their context

T/F the major disadvantage of lab test is the lack of control of independent variables

false

To announce sales, special offers, or everyday low prices retailers often use a _____ appeal. A. functional B. popularity C. favorable price D. transformational E. productive

favorable price

Advertisements that focus on the dominant attributes or characteristics of a product or service are known as _____ appeals. A. feature B. news C. price D. product popularity E. generic

feature

An ad for Calloway Gardens Resort stresses the different forms of recreation available to visitors to the resort. This is an example of a(n) _____ appeal. A. news B. favorable price C. feature D. popularity E. emotional

feature

Which of the following statements about feature appeals is true? A. Feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision. B. Feature appeals are never used for technical and high-involvement products. C. Feature appeals can be used for advertising a product but not a service. D. Feature appeals never focus on attributes or benefits that are important to consumers. E. All of the above statements about feature appeals are true.

feature appeals tend to be very informative and present a number of attributes that can be used as the basis for a rational purchase decision

the ++++++++ govt is the most important source of external regulation since many advertising practices come under the jurisdiction of the FTC

federal

primarily responsible for controlling and regulating advaertising

federal trade act i

According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A. product benefits B. brand personality C. feelings or emotional attachments to the brand D. rational motives E. competitive advantage over similar products in the market

feelings of emotional attachment to the brand

the level of frequency for an ad is low when

fewer number of media are used for advertising the media vehicle used increases the chances of repeat exposures the media vehicle used achieves higher levels of attention the ad is consistent with the editorial environment

advertising plays an important role in

financing the media and this has led to concern that advertisers may influence or even control the media

Shows produced specifically for the syndication market such as Judge Judy and Entertainment Tonight are referred to as: A. off-network syndication B. first-run syndication C. special-purpose syndication D. network-supported syndication E. reruns

first-run syndication

When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure. A. preferred position; flat rate B. preferred position; open-rate C. open-rate; flat rate D. flat rate; open rate E. flat rate; preferred position

flat rate; open rate

Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider, television is described as having _____ messages. A. high-involvement B. fleeting C. creative D. selective E. emotive

fleeting

When America Online's customers were unhappy with their ability to access the Internet quickly, CompuServe, its major competitor, quickly ran ads taking advantage of AOL's problems. Which of the following characteristic of newspaper made it possible for CompuServe to do this? A. extensive penetration B. selectivity C. flexibility D. permanence E. reader involvement

flexibility

Which of the following does NOT limit radio's effectiveness as an advertising medium? A. limited research data on listening audiences B. difficulty in retaining listener attention to commercials C. chaotic buying procedures when using radio on a nationwide basis D. flexibility in producing and scheduling commercials E. creative limitations because of the absence of a visual image

flexibility in producing and scheduling commercials

Seasonal products such as Mother's Day cards and Valentine candy would best make use of which scheduling alternative? A. weighted ratings B. market share C. flighting D. pulsing E. continuous

flighting

_____ is the employment of periods of advertising along with periods of non-advertising. A. Weighting B. Continuity C. Pulsing D. Flighting E. Circulation

flighting

a less regular schedule with periods of advertising and non advertising

flighting

Given the objective is comprehension of the message, the strategy should be to maximize ______ at the expense of _____. A. frequency; reach B. reach; frequency C. reach; GRPs D. GRPs; CPM E. frequency; CPM

frequency; reach

The inside front cover of the Business 2.0 magazine opens up to reveal a large advertising spread on the Cadillac Escalade. This ad is an example of a(n): A. bleed page B. printacular C. gatefold D. page manipulator E. overrun

gatefold

The use of a third page that folds out to create an extra large advertising spread in a magazine is called a(n): A. bleed page B. printacular C. gatefold D. page manipulator E. overrun

gatefold

A company that manufactures a new software system for eliminating SPAM wants a creative magazine ad that will attract attention and increase the likelihood of the ad being read. The company can use: A. overruns B. pop-outs C. gatefolds D. churchfolds E. content placement ads

gatefolds

Better Homes & Gardens, Newsweek, and Cosmopolitan are all examples of: A. general interest consumer magazines B. demographically-targeted magazines C. trade publications D. professional magazines E. special interest business magazines

general interest consumer magazines

A magazine such as Farm Journal is an example of a _____ while a publication such as National Hog Farmer is a _____. A. general interest farm publication; specialized farm publication B. specialized farm publication; trade magazine C. specialized farm publication; general interest farm publication D. general interest farm publication; special interest consumer magazine E. general interest business magazine; general interest farm publication

general interest farm publication; specialized farm publication

Jonathan is the creative director for the Peet, Williams & Greene advertising agency. He spends an hour every morning reading publications such as Advertising Age, The Wall Street Journal and Brand Week to gain a better understanding of what is happening in the world of marketing and advertising. This activity can be characterized as: A. general preplanning input B. product specific preplanning input C. verification research D. brainstorming E. problem detection research

general preplanning input

Tiffany is the creative director for an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society. This information is part of the: A. general preplanning input B. product specific preplanning input C. problem detection studies D. illumination studies E. brainstorming process

general preplanning input

The survey of buying power index is particularly useful for providing _____ information. A. geographic B. demographic C. lifestyle D. consumer behavior E. psychographic

geographic

Which of the following is an advantage of outdoor advertising? A. ability to communicate complex messages B. low cost C. elimination of waste coverage D. geographic flexibility E. ability to provide extremely accurate measures of the medium's reach

geographic flexibility

Which of the following is NOT an advantage of television as an advertising medium? A. the creative options available B. its mass coverage and cost effectiveness for reaching large markets C. the captivity of the television viewing audience, which results in attention to commercials D. the ability to use continuous, flighting or pulsing schedules with television E. geographic flexibility within a local market area

geographic flexibility within a local market area

An art gallery in a small town near Chattanooga, Tennessee, is hosting an "outsider artist" sale and wants to invite people from the local area to attend and buy the pieces made by Tennessee artists. The local television station lacks _____ because it also reaches viewers in northwest Georgia and northeast Alabama. A. clutter control B. geographic selectivity C. bursting capability D. noise filters E. zipping capabilities

geographic selectivity

Newspapers generally offer more _____ than any other medium except for direct mail. A. demographic selectivity B. geographic selectivity C. color advertising D. permanence E. creative options

geographic selectivity

The use of hot sauce is most common from Louisiana west to New Mexico and north to the Arkansas-Oklahoma border. A producer of hot sauce would use this information to schedule using: A. flighting B. continuity C. geographical weighting D. intermittent E. pulsing

geographical weighting

As a result of economies of scale, smaller advertisers: A. are likely to enjoy more favorable advertising time and space than large advertisers B. have declining average costs of production C. get higher advertising rates than large advertisers D. can maintain advertising expenditure shares that are smaller than their market shares E. benefit from all of the above

get higher advertising rates than large advertisers

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because: A. they believe strongly in competitive parity B. they realize marketing success is unrelated to their creative advertising effort C. good creative strategy and execution are often critical to the success of a product or service D. they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service E. the development of good creative strategy is a science and is explained by marketing research

good creative strategy and execution are often critical to the success of a product or service

Advantages of Newspapers

high coverage low cost short lead time for placing ads ads can be placed in interest section timely aka current reader controls exposure can be used for coupons

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and High CDI. What do these results imply? A. high market share and good market potential B. low market share and good market potential C. high market share and monitor for sales decline D. low market share and poor market potential

high market share and good market potential

High CDI and high BDI means

high market share and good market potential this market usually reps good sales potentials for both the product category and the brand

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: High BDI and Low CDI. What do these results imply? A. high market share and good market potential B. low market share and good market potential C. high market share and monitor for sales decline D. low market share and poor market potential

high market share and monitor for sales decline

Which of the following is NOT an advantage associated with advertising in newspapers? A. extensive penetration B. flexibility in producing and placing ads C. geographic flexibility D. high reproduction quality E. high level reader involvement and acceptance of advertising

high reproduction quality

Disadvantages of continuity

higher cost potential overexposure limited media allocations

Studies have shown that people who use online newspapers are: A. primarily interested in the humor and sports pages B. low-income groups who cannot afford to purchase paper copies regularly C. likely to respond to bleed pages and run of the paper ads D. highly engaged and are an upscale audience E. all of the above

highly engaged and are an upscale audience

The percentage of homes in a given area that are watching television during a specific time period is referred to as: A. households using television (HUT) B. ratings point C. program rating D. share of audience E. total audience

households using television (HUT)

Celebrity magazine industry publishers wonder: A. how long Americans' appetite for celebrity gossip will continue. B. whether male and female teenagers are equally hard to reach with any type of print media C. whether female teenagers can be reached through magazines D. how long Brittany Spears will subsidize their industry E. how many children with Brad and Angelina adopt

how long Americans' appetite for celebrity gossip will continue

McDonald's creates commercials designed to make parents feel good when they take their children to McDonald's restaurants. This is an example of: A. how rational appeals are used B. how product popularity appeals are used C. transformational advertising D. reminder advertising E. teaser advertising

how product popularity appeals are used

Fortnum & Mason in London is a retail store committed to providing the best of traditional British meats and cooking. The store is lit by crystal chandeliers, and there are deep red carpets underfoot. The staff all wear tail-coats. Its ads want customers to associate the store with the royal treatment they will receive when they shop there. This development of a strong, memorable identity is an example of: A. a universal selling proposition B. image advertising C. inherent drama D. attribute-based positioning E. refutational appeal

image advertising

Skyy Vodka's use of cinematic-inspired cocktail moments created marketing success through: A. image advertising B. television infomercials C. CEO spokesperson press releases D. banner advertising E. all of the above

image advertising

Spanish vintners want to improve consumers' perceptions of the sparkling wine they produce, which they contend is just as good as or even better than that produced in France. The French call the sparkling wine they produce in a specified region, champagne, and this is what most people choose when they are celebrating. Which of the following methods for developing a creative strategy for Spanish sparkling wine seems most appropriate? A. testimonials B. image advertising C. inherent drama D. benefit-based positioning E. refutational appeal

image advertising

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used? A. unique selling proposition B. image advertising C. inherent drama D. attribute-based positioning E. refutational appeal

image advertising

_____ is an advertising execution technique often used for emotional appeals. It offers a viewer a form of mental escape and/or an opportunity to envision themselves in a certain situation. A. Image advertising B. Demonstration C. Slice-of-life D. Animation E. Competitive advantage

image advertising

When the video portion of a television commercial is implanted into a radio spot this is known as: A. positioning B. image transfer C. visualization D. flexibility E. narrowcasting

image transfer

establishing a media plan become complicated due to

immediate responses to a competitor's actions

There are five steps in the creative process as designed by James Webb Young, a former creative director at the J. Walter Thompson agency. They are: A. preparation, brainstorming, growth, reality check, and verification B. immersion, testing, illumination, creation, and verification C. immersion, digestion, incubation, illumination, verification D. preparation, incubation, immersion, illumination, and reality check E. immersion, brainstorming, incubation, creation, and reality check

immersion, digestion, incubation, illumination, varification

More companies buy advertising _____ than in any other medium. A. in newspapers B. in magazines C. on cable television D. on radio E. on network television

in magazines

Which support medium would probably be most effective for an expensive hotel that is attempting to appeal to an international audience? A. aerial advertising B. product placements C. advertising specialties D. in-flight advertising E. Yellow Pages

in-flight advertising

Which support medium would probably be most effective for expensive cologne where the target audience for the product is upscale businessmen? A. billboards B. product placements C. advertising specialties D. in-flight advertising E. Yellow Pages

in-flight advertising

Kimberly-Clark used all of the following EXCEPT _________________ in their brand integration strategy. A. sweepstakes B. television and radio ads C. in-store billboards D. people dressed in walkabout packages of Kimberly-Clark products E. online advertising

in-store billboards

Based on research figures, approximately two-thirds of all consumers' purchase decisions are made while shopping. Given this fact, which of the following media should be most effective in influencing consumer decisions? A. nationally televised ads B. in-store media C. local newspaper coupon supplements D. parking meter advertisements E. billboards near the consumer's store of choice

in-store media

under the affirmative disclosure requirement, the FTC may require advertisers to

include certain types of information in their ads so that consumers will be aware of all the consequences, conditions, and limitations associate with the use of a product or service

A company has a limited promotional budget. The target market is highly concentrated and has already been shown to have high awareness and interest in the project. The goal of the promotional strategy should be to: A. maximize coverage B. maximize reach C. increase frequency D. sacrifice frequency for improved reach E. do none of the above

increase frequency

A disadvantage associated with the use of syndicated shows is: A. increased clutter B. more zipping and zapping C. their popularity among Gen Xers D. the absence of programming at undesirable times E. none of the above

increased clutter

Which of the following statements about commercial length is true? A. Fifteen-second spots are the most common commercial lengths. B. Increasing media costs have resulted in advertisers preferring shorter commercials. C. Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials. D. Fifteen-second spots typically sell for about the same amount as 30-second spots. E. All of the above statements about commercial lengths are true.

increasing media costs have resulted in advertisers preferring shorter commercials

((% of users in a demographic segment) / (% of population in the same segment)) times 100

index number

physiological measures of advertising effectiveness

indicated a receivers involuntary response to ads

A print ad for Wilson Ultra golf balls used the headline "Do you ever wonder why John Daly can hit a golf ball so far?" This is an example of a(n): A. direct headline B. indirect headline C. subhead D. jingle E. subhead

indirect headline

A print ad for the Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n): A. direct headline B. indirect headline C. subhead D. jingle E. subhead

indirect headline

Under the _____ "Send in the Reinforcements!" at the top of the ad page was printed in a smaller typeface the command "Boost your immune system with Kyolic Aged Garlic Extract," which is an example of a(n) _____. A. direct headline; indirect headline B. prohead; indirect headline C. indirect headline; direct headline D. indirect headline; subhead E. prohead; body copy

indirect headline; subhead

Advertising appeals that focus on functional or utilitarian needs and emphasize product features and benefits are known as _____ appeals. A. informational/rational B. emotional C. price D. inherent drama E. image

informational/rational

Purchase motives, such as convenience, comfort, economy and performance are used as a basis for _____ appeals. A. informational/rational B. emotional C. price D. inherent drama E. refutational

informational/rational

Straight-sell message executions are commonly used with _____ advertising appeals. A. informational/rational B. emotional C. teaser D. transformational E. emotional integration

informational/rational

The content of advertising with _____ emphasizes facts, learning and the logic of persuasion. A. emotional appeals B. informational/rational appeals C. transformational appeals D. subliminal appeals E. irrational appeals

informational/rational

An ad for Federal Express shows a toy manufacturer the day before announcing a new action-figure soldier. The CEO is being shown a tape of the commercial for the new figure and is not amused to see the macho soldiers wearing ballerina costumes. His assistant explains that he tried to use a cheaper carrier, and the tutus were sent instead of military uniforms. Across the bottom of the screen reads the logo, "When it absolutely has to get there, use FedEx." This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit

inherent drama

An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson's birthday celebration but saying he was too tired. The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication. This ad is an example of the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit

inherent drama

An approach to finding a major selling idea that uses consumer benefits as a foundation with an emphasis on presenting these benefits in a dramatic way is the _____ approach. A. unique selling proposition B. positioning C. inherent drama D. brand image E. benefit

inherent drama

The S-shaped response function implies that: A. initial advertising expenditures will have little impact on sales B. advertising expenditures will have major impact on sales C. sales effects will follow the microeconomic law of diminishing returns D. sales will immediately increase then decrease E. sales will immediately decrease then increase

initial advertising expenditures will have little impact on sales

According to the S-shaped response curve,: A. the effects of advertising quickly begin to diminish B. the carryover effect is especially true for low-priced, frequently purchased consumer products C. sales decrease rapidly if the price is too high D. initial outlays of the advertising budget have little impact on sales E. sales are not directly related to the size of the advertising budget

initial outlays of the advertising budget have little impact on sales

A major reason for the continued success of outdoor advertising is: A. ability to communicate complex messages B. low cost C. elimination of waste coverage D. innovation through technology E. ability to provide extremely accurate measures of the medium's reach

innovation through technology

Mountain Dew often sponsors live radio broadcasts at beaches, sporting events, and festivals in which it sets up booths for sampling and giveaways. This is an example of how Mountain Dew is capitalizing on which advantage offered by radio? A. low relative costs B. integrated marketing opportunities C. mental imagery D. geographic selectivity E. flexibility

integrated marketing opportunities

Which media vehicle is described as having no valid measurement techniques, a flexible message platform, and limited creative capabilities? A. television B. interactive media C. radio D. outdoor E. newspapers

interactive media

According to James Webb Young, a former creative director at the J. Walter Thompson agency, the production of creative advertising ideas: A. is a random process that cannot be taught B. does not follow a definitive plan C. cannot be learned and controlled D. is a definitive process that can be learned and controlled E. has as many different routes as there are different forms of creativity

is a definitive process that can be learned and controlled

A unique selling proposition (USP): A. should offer a specific benefit to the consumer B. must be a feature, benefit, or advantage that the competition either cannot or does not offer C. must be strong or important enough to pull consumers to the brand D. should be an important part of a repetitive advertising strategy E. is accurately described by all of the above

is accurately described by all of the above

Arbitron: A. focuses primarily on measurement of local radio audiences B. measures listenership to webcasts C. provides radio stations with monthly cume ratings D. competes with RADAR as a source of national network rating numbers E. is accurately described by all of the above

is accurately described by all of the above

Statistical Research's Inc.'s RADAR: A. collects information twice a year B. is sponsored by the major national networks C. is a radio audience measurement service D. provides advertisers with time-period measurements for all dayparts E. is accurately described by all of the above

is accurately described by all of the above

The copy platform: A. specifies the basic elements of the creative strategy B. is also called a creative platform C. is usually prepared by the account representative or manager assigned to the account D. is also called a creative blueprint E. is accurately described by all of the above

is accurately described by all of the above

The evaluation and follow-up stage of media planning: A. is the easiest stage for the media planner B. is an imperative if an organization is to evaluate its performance C. is unnecessary in most situations due to problems with comparing media vehicles D. is typically done most efficiently with computers E. must be foolproof

is an imperative if an organization is to evaluate its performance

the consensus among all groups is that advertising

is an important social influence agent

major benefit of advertising

it leads to economies of scale in production

Media buyers might choose to live with a relatively high degree of waste coverage because: A. it best supports a flighting media schedule B. it may still be the most cost affordable buy on a per exposure basis C. it allows for more specific targeting D. repetition is the most effective method for pioneering advertising E. it supports a market aggregation strategy

it may still be the most cost affordable buy on a per exposure basis

Major retailers are interested in advertising in college newspapers because: A. college students are intellectually stimulated by the diversity of advertising that appears in college newspapers B. these publications contain no advertising C. it is a way to reach a coveted but elusive target market D. print media is more effective than electronic media in meeting all target markets including college students E. government regulations offer subsidies for advertising in these not-for-profit newspapers

its a way to reach a coveted but elusive target market

Which of the following statements provides a good rule of thumb for setting the advertising budget for a new product? A. Its advertising budget should be double that needed to maintain the desired market share. B. Its advertising budget should be equal to that of the largest market shareholder in the product category. C. Its advertising budget should be as much as the firm can afford. D. Its advertising budget should be ten percent greater than the average budget planned for the entire payout period. E. None of the above is a good rule of thumb for setting advertising budgets.

its advertising budget should be double that needed to maintain the desired market share

One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers. A. its pass-along readership B. the lack of reader interest and involvement C. consumer distrust of newspapers as a credible source D. its lack of geographic selectivity E. its poor reproduction quality

its poor reproduction quality

_____ are catchy songs about a product or service that usually carry the advertising theme and a simple message. A. Headlines B. Taglines C. Voice-overs D. Jingles E. Needledrops

jingles

Which of the following is an advantage of movie theater advertising? A. high relative and absolute costs B. lack of clutter C. low recall D. low exposure E. all of the above

lack of clutter

An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle. A. lack of geographic selectivity B. lack of demographic selectivity C. noise as defined by the communications process D. pass-along readership E. none of the above

lack of demographic selectivity

All of the following may result in additional costs for a magazine advertisement EXCEPT: A. four-color illustrations B. bleed pages C. special inserts D. gatefolds E. large volume purchases of advertising space in the same magazine

large volume purchases of advertising space in the same magazine

Programs such as The Tonight Show with Jay Leno and ABC's Nightline are aired during the _____ daypart. A. early fringe B. prime-time access C. prime-time D. late fringe E. evening

late fringe

A copywriter can determine how much space he or she has to work with and how much copy to write after seeing the print ad's: A. headline B. subheads C. body copy D. layout E. illustration

layout

Which of the following is a basic component of a print advertisement? A. deadline B. testimonial C. trademarks and service marks D. logo E. layout

layout

media objects are design to

lead to the attainment of communications and marketing objectives

The heaviest users of radio as an advertising medium are: A. national service providers B. local advertisers C. national retail chains D. national consumer-products manufacturers and distributors E. tobacco and alcohol advertisers

local advertisers

Which of the following is a threat facing sponsors of outdoor advertising? A. an inability to use creativity B. an inability to have the needed geographic selectivity C. local and national ordinances D. an inability to create awareness through the use of billboards E. all of the above

local and national ordinances

Advantages of RAdio

local coverage low cost high frequency flexible low production costs well-segmented audiences

An advertiser has a limited budget and wants to reach a well-defined target audience in a local market area. Which of the following would you recommend? A. network television B. network radio C. superstations D. local radio E. any of the above

local radio

Advantages of Outdorr

location specific high rep easily notices

"Diamonds are forever," "Tastes Great, Less Filling," and "Just do it" are all examples of: A. unique selling propositions B. long-running advertising campaign themes C. inherent drama appeals D. copy platforms E. creative blueprints

long -running advertising campaign themes

Imagine a smokeless tobacco company has hired a NASCAR driver to be its advertising spokesperson. If a news release revealed the driver was just found to be suffering from mouth and throat cancer could cause a serious marketing problem, and the organization had already negotiated with several magazines to run these ads. Which characteristic of magazines would be the major source of the problem? A. clutter B. lack of publication permanence C. loss of publication prestige D. limited reach and frequency E. long lead time

long lead time

Which of the following is a disadvantage associated with Yellow Pages advertising? A. limited availability B. nonintrusiveness C. a passive orientation D. long lead time E. absence of clutter

long lead time

Which of the following is a disadvantage inherent in advertising in magazines? A. lack of geographic selectivity B. lack of demographic selectivity C. poor reproduction quality D. long lead times E. low publication prestige

long lead times

Visa credit cards ran ads for a number of years that center around the basic theme that "Visa Is Everywhere You Want to Be." These ads emphasized the fact that Visa is accepted more places than any of its competitors are. This is an example of a(n): A. inherent drama appeal B. long-running advertising campaign C. conflict between the agency and the client producing an inability to create a new campaign theme D. copy platform E. creative blueprint

long-running advertising campaign

Which of the following is NOT an advantage inherent in the selection of newspapers as the media vehicle? A. longevity B. low cost C. timeliness D. high coverage E. short lead time

longevity

Which of the following situations offers the advertiser the least attractive marketing opportunity? A. high BDI; high CDI B. high BDI; low CDI C. low BDI; high CDI D. low BDI; low CDI

low BDI; low CDI

Which of the following indices reflects a company with low market share in a given market? A. low brand development index (BDI) B. high brand development index (BDI) C. low category development index (CDI) D. high category development index (CDI)

low brand development index

After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: Low BDI and Low CDI. What do these results imply? A. high market share and good market potential B. low market share and good market potential C. high market share and monitor for sales decline D. low market share and poor market potential

low market share and poor market potential

In calculating both the brand development index (BDI) and the category development index (CDI) a media planner obtains the following results: Low BDI and High CDI. What do these results imply? A. high market share; good market potential B. low market share; good market potential C. high market share; monitor for sales decline D. low market share; poor market potential

low market share; good market potential

Disadvantages of TV

low selectivity short message life high absolute cost High production cost clutter

_____ offer advertisers the opportunity to buy space in a group of publications as a package deal. A. Cross media organizations B. Magazine networks C. Publication verification networks D. Magazine blocks E. News networks

magazine networks

Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which advertising medium? A. place-based media B. magazines C. local radio D. billboards E. local newspapers

magazines

Studies by the magazine industry have found: A. magazine readers are less likely to attend to and recall ads than are television viewers B. most consumers dislike magazine ads because they are intrusive and difficult to ignore C. magazines are consumers' primary source of information for many products and services D. consumers are less receptive to advertising in magazines than in any other medium E. consumers are more likely to recall newspaper ads than magazine ads

magazines are consumers' primary source of information and many products and services

Marketers can achieve geographic selectivity in magazine advertising by using: A. magazines edited for and targeted toward particular regions, cities, or areas B. national editions of major magazines that cover the entire country C. general-interest business publications D. magazines targeted to adults E. any of the above

magazines edited for and targeted toward particular regions, cities or areas

Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in: A. magazines like Chicago and Nashville B. special-interest farm publications C. trade publications D. international editions of magazines only E. general-interest farm magazines

magazines like Chicago and Nashville

According to A. Jerome Jeweler, the _____ is the strongest singular thing an advertiser can say about its product or service and should be the central point in every ad. A. unique selling plan (USP) B. mission statement C. major selling idea D. brand equity statement E. competitive advantage

major selling idea

Transformational advertising can differentiate a product or service by: A. convincing a consumer of the superior performance of a brand B. making the consumption experience more meaningful, exciting and enjoyable C. making a consumption experience last longer D. showing performance superiority of one brand over another E. proving brand superiority

making the consumption experience more meaningful, exciting and enjoyable

Which of the following statements about the use of slice-of-life executions is true? A. Slice-of-life executions are very inefficient in business-to-business advertising. B. To be effective, a slice-of-live execution should avoid mimicking real life because its primary purpose is to rise above the clutter. C. Slice-of-life executions only work well for advertising for consumer products with perceived homogeneous qualities. D. Many advertisers like slice-of-life executions because they feel they are an effective way to present a situation to which consumers can relate. E. All of the above statements about the use of slice-of-life executions are true.

many advertisers like slice-of-life execution because they feel they are an effecctive way to present a situation to which consumers can relate

Which of the following statements about syndication is true? A. The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks. B. Syndicated programs never draw larger viewing audiences than network shows. C. Many national advertisers use syndicated shows to target certain audiences. D. Syndicated programs have less commercial time and thus less clutter than network shows. E. Children and teenagers are very easy to reach through syndicated programs.

many national advertisers use syndicated shows to target certain audiences

A company in the process of allocating its budget would use syndicated services like A. C. Nielsen and Dun & Bradstreet to estimate: A. market share goals B. market potential C. consumer trends D. achievable economies of scale E. all of the above

market potential

Which of the following is NOT a part of the media plan? A. media objectives B. media strategy C. marketing strategies D. determination of media coverage E. frequency estimates

marketing strategies

The purpose of the ______ ________ _______ is to plan activities the will solve one or more of the marketing problems through 1. marketing objectives 2. product spending strategy 3. distribution strategy 4. which elements of the marketing mix are being used 5. identification of the best market segments

marketing strategy Plan

Advantages of TV

mass coverage high reach impact of sight sound and motion high prestige low cost per exposure attention getting favorable image

When using the competitive parity budgeting method, the firm: A. matches its share of total industry advertising expenditures to its market share B. spends as much as it can C. allocates some portion of planned sales for the period to advertising D. spends the same total amount as its major competitors spend E. bases its advertising and promotion expenditures on sales

matches its share of total industry advertising expenditures to its market share

A company with a substantial advertising budget with little or no awareness in the target market should: A. maximize frequency and sacrifice reach B. maximize reach C. maximize coverage D. use maximum continuity E. use a pulsing push strategy

maximize reach

The new Nielsen television rating system, C3: A. combines cable, commercial, and collective advertising viewership B. creates an average viewership for the three major television networks C. coordinates scatter market advertising with national spot and national designated advertising D. measures average commercial live viewership and up to three days later E. measures cume in three distinct video media alternatives

measures the average commercial live viewership and up to three days later

Many advertising professionals want the primary focus of new technology for measuring television viewing audiences to be on: A. getting better measures of who watches specific programs B. measuring the size of viewing audiences for commercials rather than just programs C. determining what types of commercials people prefer to watch D. determining how many people zip through prerecorded programs E. monitoring the whole 24-hour day, not just prime-time

measuring the size of viewing audiences for commercials rather than just programs

One of the concerns over the method used by A. C. Nielsen to measure television viewing audiences centers around: A. the sample size used to measure national viewing audiences B. measuring viewership of commercials not just programs C. the use of the people meter to measure national viewing audiences D. an inability to measure people viewing TV outside the home environment E. an inability to measure whether people are actually watching or simply have the television on for company

measuring viewership of commercials not just programs

A typical copy platform does NOT contain: A. the basic problem to be addressed by the advertising B. advertising and communication objectives C. the major selling idea D. a creative strategy statement E. media goals and objectives

media goals and objectives

Translates marketing objectives into goals that media can accomplish

media objectives

The primary objective of ______ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible. A. media planning B. market segmentation C. target marketing D. organizational planning E. a communication hierarchy

media planning

the series of decisions involved in delivering the promotional message to the prospective purchasers and or users of the product or brand

media planning

The media plan is a guide for: A. development of specific creative objectives B. media selection C. sales and marketing forecasts and potentials D. account auditing E. is accurately described by all of the above

media selection

plans of action

media strategies

media objects should be limited to those that can be accomplished through

media strategies.

specific carrier within a medium category. EX. vanity fair is a print vehicles

media vehicle

USA Today, Sports Illustrated, and Tonight Show with Jay Leno are all examples of: A. media strategies B. media that have sweeps periods C. media vehicles D. communications decoders E. physical distribution channels

media vehicles

general category of available delivery systems which includes broadcast media

medium

Surveys indicate American consumers have _________ outdoor advertising. A. strong opposition to B. respect for the creativity of C. mixed emotions regarding D. no opinions regarding E. none of the above

mixed emotions regarding

To improve advertising effectiveness, many magazines are: A. offering international editions embedded into domestic offerings. B. separating the advertising process from the magazine's editorial vision. C. letting advertisers choose the content of the magazine. D. selling ad space, but not confirming if the ads were effective. E. mixing ad messages with content

mixing ad messages with content

the higher the index number the

more market potential exists

Compared to television, radio has: A. fewer segmentation opportunities B. longer buyer lead times for preparing and placing ads C. greater reach and lower frequency opportunities with individual stations D. more national network advertising E. more of a local flavor

more of a local flavor

The largest radio audiences occur during which of the following dayparts? A. morning drive time and evening drive time B. daytime and late evening C. evening drive time and daytime D. nighttime and morning drive time E. all night and daytime

morning drive time and evening drive time

Trade publications are important to advertisers because: A. they provide information on various industries to readers B. they provide an effective way to reach consumers who work in specific businesses C. they provide entertainment to business readers D. much marketing occurs at the trade level, and these publications are important for reaching decision makers E. they are a way of boosting membership in labor organizations

much marketing occurs at the trade level, and these publications are important for reaching decision makers

Advertisers who are seeking broad reach and frequency in their media schedules: A. find magazines very effective since individual publications reach a very broad target audience B. can use monthly magazines to easily obtain desired frequency C. must purchase space in a number of different magazines since most publications have thin penetration of households D. need to advertise repeatedly in the same magazine E. will find broad reach and frequency an easy goal to accomplish with magazines

much purchase space in a number of different magazines since most publications have thin penetration of households

Cable networks such as CNN that can transmit multiple channels from one network engage in: A. multiplexing B. interconnects C. single sourcing D. multiple sourcing E. adjacencies

multiplexing

To calculate gross ratings points (GRPs), you will need to: A. multiply reach times frequency B. divide reach times frequency by costs C. multiply CPM times average frequency D. divide average frequency by costs E. add reach and frequency and divide by CPM

multiply reach times frequency

Advertising on television to specialized audiences is known as _____ and has been made possible by: A. narrowcasting; network television B. broadcasting; cable television C. narrowcasting; cable television D. multiplexing; cable television E. broadcasting; zapping

narrowcasting; cable television

The New York Times and The Christian Science Monitor are examples of _____ newspapers. A. weekly B. national C. regional D. special-audience E. weekday

national

moved against a number of national advisers as a result of inactivity by the FTC during the reagan administration

national association of attorney general

Imagine a personal computer manufacturer has developed a significant technological breakthrough that will make its computers easier to use for novices. The computer manufacturer will probably use which of the following types of appeals to announce the breakthrough? A. favorable price appeal B. emotional appeal C. news appeal D. popularity appeal E. transformational appeal

news appeal

When the objective is to attain maximum coverage of a local market, which form of advertising would be most effective? A. outdoor B. television C. radio D. magazine E. newspaper

newspaper

The New York Times Sunday Magazine is an example of a: A. special audience newspaper B. newspaper supplement published by a major newspaper C. syndicated newspaper supplement D. national newspaper E. consumer magazine

newspaper supplement published by a major newspaper

Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes. A. television B. magazines C. newspapers D. direct mail E. radio

newspapers

Kiley overheard a conversation in which the following terms were used: short closing times, strong reseller support, high penetration, national versus local rate differentials, and ad reproduction limitations. Which media vehicle was being discussed in the conversation that Kiley overheard? A. radio B. magazines C. direct mail D. billboards E. newspapers

newspapers

The primary advertising medium in terms of both ad revenue and number of advertisers is: A. network television B. radio C. magazines D. newspapers E. direct mail

newspapers

_____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information they provide A. Newspapers and magazines B. Newspapers and television C. Magazines and radio D. Radio and television E. Radio and newspapers

newspapers and magazines

A company wishing to advertise to a very specific target market with a message designed to aid comprehension of the product benefits offered should use: A. transit advertising B. billboards C. rolling boards D. aerial advertising E. none of the above

none of the above

Magazines like Los Angeles Magazine and Denver are categorized as: A. demographic publications B. promotional publications C. corporate magazines D. public relations magazines E. none of the above

none of the above

When planning creative strategy, an advertising agency hopes to have: A. clients that appreciate the formalized system used to develop this strategy B. clients that are risk-aversive to squelch unorthodox strategies C. products with winning ad campaigns that simply need a slight tweaking D. clients who realize there are no new strategies left--only modifications of existing ones E. none of the above

none of the above

Which of the following is an example of a disadvantage of promotional products marketing? A. high cost per repeat exposure B. low level of selectivity C. low level of frequency D. inability to supplement other media E. none of the above

none of the above

Which of the following is an advantage associated with Yellow Pages advertising? A. great creative potential B. short lead times C. a passive orientation D. nonintrusiveness E. absence of clutter

nonintrusiveness

Another name for alternative media is: A. functional communications B. nontraditional media C. techno media D. responsive media E. nonstructured communications

nontraditional media

The pass-along rate refers to the: A. newspaper advertising rate charged to manufacturers by retailers placing ads for them B. television advertising rate charged to national advertisers C. number of persons to whom a magazine copy has been given and who have read it D. magazine advertising rate for throw-away publications E. percentage of people who skip over an ad while reading a publication

number of persons to whom a magazine copy as been given and who have read it

Defining the communications objectives to be accomplished and estimating the costs associated with the performance of the necessary strategies and activities are steps in the _____ method of budgeting. A. competitive parity B. payout planning C. ROI D. return on investment E. objective and task

objective and task

When Dodi watches old episodes of Friends and Everybody Loves Raymond on WVLD while she eats her evening meal, she is watching: A. off-network syndications B. sponsorships C. first-run syndications D. network spots E. local syndications

off-network syndications

_____ are reruns of network shows that are bought by individual stations to broadcast. A. Off-network syndications B. Sponsorships C. First-run syndications D. Network spots E. Local syndications

off-network syndications

Imagine you have developed a computer game that has as its target market men between the ages of 18 and 24. You would be most likely to reach this market segment if you ran the ads for this computer game: A. during early morning and late afternoon drive time B. on ESPN C. on A&E, the Weather Channel, and CNN Headline News D. during the late evening network news E. during syndicated game shows

on ESPN

Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency? A. outdoor B. mail advertising C. airport advertising D. in-store and out-of-store E. newspaper and transit

outdoor

Which of the following statements about outdoor advertising is true? A. The number of billboards for outdoor advertising has been increasing. B. Outdoor advertising does not have a negative image problem as do some other types of advertising. C. Outdoor advertising is typically used by national companies like Kraft and IBM. D. Outdoor advertising is the only form of advertising that is not regulated by national legislation. E. Outdoor advertising is a pervasive medium

outdoor advertising is a pervasive medium

There are three forms of transit advertising. They are inside cards, station, platform or terminal posters, and: A. mobile billboards B. aerial banners C. spectaculars D. outside posters E. promotional cards

outside posters

Many advertisers are using Super Bowl ads as: A. part of an integrated market communications plan B. an opportunity to win advertising creativity awards C. an alternative to print media D. as an opportunity to collect demographic data E. all of the above

part of an integrated market communications plan

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement. A. sponsorship B. participation C. daypart D. exclusivity E. run-of-station (ROS)

participation

Most network television advertising time is sold as: A. sponsorships B. participations C. adjacencies D. spot announcements E. affiliated offerings

participations

_____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places. A. Primary readership B. Guaranteed readership C. Pass-along readership D. Total readership E. A place-based medium

pass-along readership

During situation analysis, a useful budgeting technique to determine a ballpark figure for setting feasible objectives is the _____ method. A. payout planning B. percent of sales C. competitive parity D. 401k E. marginal analysis

payout planning

When used in conjunction with the objective and task method, _____ is the most useful method for establishing an advertising budget. A. competitive parity B. payout planning C. the affordable method D. concave analysis E. qualitative distribution

payout planning

Which of the following is NOT a top-down approach to budget setting? A. the affordable method B. percentage of sales C. competitive parity D. return on investment E. payout planning

payout planning

Today the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level through the use of an electronic device that measures what is being watched and by whom. This device is called a(n): A. audimeter B. people meter C. electronic diary D. market survey E. focus group

people meter

The _____ method of budgeting uses advertising/sales ratio data. A. objective and task B. affordable C. percent of sales D. ROI E. arbitrary allocation

percent of sales

The major problem associated with the _____ budgeting method is a reversal of the cause and effect relationship. A. percent of sales B. objective and task method C. competitive parity D. S-shaped response E. rapidly diminishing returns

percent of sales

The share of a television audience indicates the: A. percent of the defined target market that is exposed to a message at least once during the relevant time period B. percent of those television sets in use at any time that are watching a particular program C. average number of exposures of a message received by each member of the target market D. percent of all households owning a television set that are watching a particular program E. number of people who responded to a televised direct-response ad

percent of those television sets in use at any time that are watching a particular program

Effective reach refers to the: A. number of people in the target audience exposed to the ad B. number of people seeing the ad that that took some action as a result of the ad C. number of people who can recall the ad D. percentage of a media vehicle's audience reached with the addition of one more showing of an ad E. number of times an ad appears in primetime television

percentage of a media vehicle's audience reached with the addition of one more showing of an ad

The _____ method of budgeting is being employed when expenditures are allocated by assigning a part of the cost of the product to be allocated to advertising. The total budget is based on units sold. A. arbitrary allocation B. percentage of sales C. objective and task D. return on investment E. competitive parity

percentage of sales

The most commonly utilized method of budget determination by large firms is: A. competitive parity B. objective and task C. percentage of sales D. arbitrary allocation E. the affordable method

percentage of sales

Which of the following budgeting procedures would be used if a firm wanted a method that is simple to understand and financially safe? A. competitive parity B. marginal analysis C. percentage of sales D. objective and task E. arbitrary method

percentage of sales

Bob Wilkes shoes horses for a living. He has a large list of customers who often ask him for unusual features such as "Is there any sort of shock absorbers available for horses?" To answer these questions, he subscribes to American Farriers Journal and stores all of his previous issues so he can use them as reference material. The way Wilkes uses this publication demonstrates which advantage of magazines as an advertising medium? A. geographic selectivity B. creative flexibility C. prestige D. permanence E. services

permanence

Cal O'Hanlon, an avid skier, takes a weeklong ski vacation every winter. To help plan his vacation, O'Hanlon keeps all of the past issues of Skiing magazine he has received so he can consult them as he makes his selection of a ski resort. O'Hanlon 's use of the magazines in this way demonstrates which advantage of magazines as an advertising medium? A. geographic selectivity B. creative flexibility C. prestige D. permanence E. services

permanence

Product placements are part of brand integrations using: A. illegal B. used to get exposure for products in a number of low cost ways C. plugs for products within movies, books, and TV shows D. forms of direct marketing E. most closely related to distribution strategies

plugs for products within movies, books, and TV shows

The goal of the Las Vegas Convention and Visitors Authority's ad campaign was to: A. undercut new gambling destinations in other parts of the country B. reduce the promiscuous image of Las Vegas C. position Las Vegas as a full-blown vacation destination D. increase tax revenue E. promote Las Vegas as a retirement destination

position Las Vegas as a full-blown vacation destination

Aurora Foods Inc. markets Log Cabin, Mrs. Butterworth's, and Aunt Jemima brands of pancake syrup. Aurora is most likely to use a _____ approach to developing creative strategy for each brand. A. inherent drama B. brand image C. unique selling proposition D. positioning E. repositioning

positioning

General Mills has multiple brands of cereal that compete among themselves and with Post, Quaker, and Kellogg's brand cereals. General Mills would most likely use the _____ approach as a basis for its creative strategies. A. unique selling proposition B. brand image C. inherent drama D. positioning E. dramatization

positioning

Jack Trout and Al Ries introduced _____ as the basis for advertising strategy and creative development in the early 1970s. A. inherent drama B. positioning C. brand image D. unique selling proposition E. transformational advertising

positioning

Procter & Gamble markets Tide, Cheer, Gain, Dash, Bold 3 and Ivory Snow detergents to a variety of different target markets. P&G advertises these different brands using what type of creative strategy? A. inherent drama B. brand image C. unique selling proposition D. positioning E. repositioning

positioning

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brands of bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. Procter & Gamble uses a(n) _____ strategy. A. brand image B. universal selling proposal (USP) C. inherent drama D. positioning E. divestment

positioning

Which of the following is often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A. unique selling propositions B. brand image C. inherent drama D. transformational advertising E. positioning

positioning

A disadvantage associated with movie theater advertising is: A. low recall B. low audience exposure C. possible irritation of audience D. clutter E. a potential violation of FCC regulations of advertising

possible irritation of audience

During which stage of commercial production process do activities such as editing, recording of sound effects, audio/video mixing, and agency approval occur? A. preproduction B. production C. postproduction D. preparation E. incubation

postproduction

Which of the following is an example of a disadvantage associated with promotional products marketing? A. intrusive nature of the advertising B. potential saturation of the marketplace C. its inability to supplement other media D. its inflexibility E. all of the above

potential saturation of the marketplace

A company promoting its product through product placements in movies would benefit from: A. potentially high exposure B. low absolute cost C. a wealth of audience measurement data D. lack of competition for viewers' attention E. all of the above

potentially high exposure

According to the universal advertising standards developed by the D'Arcy, Masius Benton & Bowles agency, a creative advertising message is built around a: A. unique selling plan (USP) B. strong brand image C. power idea or a creative core D. slice-of-life concept E. dramatization

power idea or a creative core

The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and thus would pay a(n) _____ rate. A. flat B. run-of-paper C. preferred position D. agate E. bleed page

preferred position

A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops at the mall to see how they were selected could be a part of the _____ stage of the creative process. A. preparation B. verification C. revision D. reality check E. incubation

preparation

According to the work of sociologist Graham Wallace, in order, the four-step approach to the creative process includes: A. preparation, incubation, illumination, and verification B. immersion, brainstorming, creation, and reality check C. preparation, illumination, creation, and verification D. preparation, immersion, creation, and verification E. immersion, incubation, illumination, and creation

preparation, incubation, illumination and verification

JCPenney's department store distributed a four-color catalog in newspapers in major metropolitan areas advertising its President's Day Sale. This is an example of what type of newspaper advertising? A. display advertising B. classified advertising C. preprinted insert D. printacular E. gatefold advertising

preprinted insert

The Hathaway Shirt Company uses most of its media budget to advertise in publications such as Esquire and The New Yorker magazines. The company thinks these magazines are very well respected and provide a favorable environment that helps enhance the image of its products. This example demonstrates which advantage of magazines as an advertising medium? A. geographic selectivity B. creative flexibility C. prestige D. permanence E. costs

prestige

You won't find Armani advertising its new line of men's toiletries in just any men's magazine. The company is striving to position its new line of toiletries as a product for the man with discerning tastes who only buys the finest products. In selecting a print medium in which to run an ad for this new product, Armani would probably be most concerned with the publication's: A. permanence B. pass-along-readership C. prestige D. reproduction quality E. costs

prestige

The advertising manager for a fashionable, upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine. She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand. This reflects concern over what specific aspect of magazine advertising? A. permanence B. creative options C. prestige of the publication D. reproduction quality E. costs

prestige of the publication

The television daypart that attracts the largest viewing audience is: A. daytime B. early fringe C. late news D. prime-time access E. prime-time

prime-time

Which of the following is NOT an example of a daypart for radio? A. morning drive time B. prime-time C. over night D. daytime E. nighttime

prime-time

Which television daypart has the highest rates and is dominated by national advertisers? A. morning B. early fringe C. prime-time D. late news E. late fringe

prime-time

Ads in magazines that utilize pop-ups, heavy inserts, talking ads or other techniques to attract readers' attention are sometimes referred to as: A. multisensory ads B. enhanced advertising pages C. printaculars D. fine-tuned sensory interceptors (FSIs) E. distractors

printaculars

Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an example of a(n): A. action page B. gatefold C. multisensory ad D. printacular E. run-of-page ad

printicular

Disadvantages of digital interaction

privacy concerns potentials for deception clutter few valid measurement techniques

Douglas was asked to fill out a survey on dill pickles. He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate dill pickles, and to list and rate all brands of dill pickles he could recall. He was also asked about packaging as well as degree of sourness in the different brands of pickles. Since the survey was conducted by an ad agency prior to developing a creative strategy for its client, a pickle manufacturer, and there were several people surveyed besides Douglas, you can assume he was participating in a _____ study. A. consumer brainstorming B. general preplanning input C. perceptual mapping D. problem detection E. market profiling

problem detection

______ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service. A. Consumer brainstorming B. General preplanning input C. Perceptual mapping D. Problem detection E. Market profiling

problem detection

Advertisers can inhibit consumers' zapping commercials by: A. lobbying to have remote control devices banned B. producing creative commercials that are meaningful to consumers and that attract and hold their attention C. devising shorter commercial formats D. using more infomercials E. advertising more on cable television

producing creative commercials that are meaningful to consumers and that attract and hold their attention

Based on the findings of the study conducted by Elizabeth Hirschman, which of the following individuals is most likely to be risk averse and prefer commercials that focus on the product rather than creative impact? A. product and brand managers B. art directors C. copywriters D. creative directors E. product consumers

product and brand managers

According to McCann-Erickson's concept of emotional bonding, the most basic relationship a consumer has with a brand is how he or she thinks about the: A. emotional ties he or she has with the product and/or brand B. brand personality C. product benefits D. self-actualization motives for purchasing E. self-esteem motives that will be affected by the purchase

product benefits

Advertainment, content sponsorship, and ad-supported video on demand are examples of: A. branded public interest advertising B. product integration C. systematic brainwashing D. alternative outdoor advertising E. publicity

product integration

A study by Elizabeth Hirschman examined the perceptions of individuals involved in the creation and production of television commercials and found: A. product managers view advertising from an aesthetic perspective B. product managers and account executives both view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand C. art directors and copywriters view advertising primarily as a promotional tool whose primary function is to communicate information D. brand managers prefer creative commercials that take risks E. art directors and copywriters evaluate advertising on the basis of how well it fulfilled preset communications objectives

product managers and account executives bother view advertising as a promotional tool whose primary purpose is to communicate favorable impressions about a brand

Promoting a product by having it used by actors in a movie or television show is known as: A. out-of-home advertising B. product placement C. a direct response promotion D. publicity E. a sales promotion

product placement

The agreement that Revlon brand cosmetics would pay a fee to have its products prominently featured in twenty episodes of the soap opera, All My Children, is an example of: A. product placement B. specialty advertising C. promotional products marketing D. free-form marketing E. transactional advertising

product placement

With which type of advertising medium is source association strongest? A. product placements B. in-flight advertising C. promotional products marketing D. transit advertising E. spectaculars

product placements

The computer software company Intuit runs an advertising campaign for Quicken that emphasizes the fact it is the most preferred and best selling brand of financial software. This is an example of what type of advertising appeal? A. emotional B. teaser C. product popularity D. transformational E. favorable price

product popularity

Toyota ran an advertisement proclaiming their Camry has been the best selling model in the United States for two straight years. This is an example of a _____ appeal. A. feature B. favorable price C. news D. product popularity E. generic

product popularity

Lisle Ju, the creative director for JTT ad agency, is observing a focus group for four-wheel drive SUVs. She is gathering _____ before she begins to develop creative strategy for an SUV manufacturer. A. general preplanning input B. market detection research C. product specific preplanning input D. illumination research E. secondary internal data

product specific preplanning input

) Ramon participated in a study done by an advertising agency. During his interview, he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him. The interviewer asked Ramon specific questions about the food, the seating arrangements, the ease with which he entered and exited the plane, and the service provided by the flight attendants. Since the ad agency doing the research is the one that will develop the creative strategy for the airline's new ad campaign, you know Ramon most likely provided the agency with: A. product/service specific preplanning inputs B. general product inputs to be stored and used later C. secondary internal data D. secondary external data E. quantitative data which will be used by the client to determine market development strategies

product/service specific preplanning inputs

Product usage, attitude studies, and perceptual mapping would be examples of: A. general preplanning inputs B. product/service specific preplanning inputs C. verification studies D. revision studies E. demographic studies for business-to-business clients

product/service specific preplanning inputs

Which of the following would NOT be considered an example of promotional products marketing? A. key rings with advertiser's name engraved on it B. mugs with the Yellow Pages logo C. products used prominently in movies D. calendars imprinted with the name, address, and phone number of a local funeral home E. T-shirts with the name of the company that published your advertising text book

products used prominently in movies

Audience selectivity on television is possible due to: A. the use of PVRs B. program content C. zipping and zapping D. the use of interconnects E. a market penetration market growth strategy

program content

The more up-to-date name for what was once called "specialty advertising" is: A. in-store advertising B. promotional products marketing C. public relations enhancement D. giveaway marketing E. product placement

promotional products marketing

Which of the following forms of support media is described as the only medium that frequently generates goodwill in the receiver? A. transit advertising B. outdoor advertising C. promotional products marketing D. aerial advertising E. mobile billboards

promotional products marketing

Psychographic studies are used by advertising agencies to: A. identify age, educational level, and ethnic background of the target audience B. provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message C. determine how to allocate the advertising budget D. understand specific consumption problems consumers encounter with various products and services E. do all of the above

provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message

Statistical Research's Inc.'s RADAR: A. will eventually replace A. C. Nielsen as the primary collector of television audience measurement B. is sponsored by nine of the largest advertisers in the nation C. primarily measures radio listenership for local radio stations D. provides network audience measures, along with estimates of network audiences for all commercials E. collects information and issues a new report monthly

provides network audience measures, along with estimates of network audiences for all commercials

A product that may be consumed throughout the year, but has seasonal periods where consumption is higher would most logically employ a _____ scheduling method. A. continuous B. pulsing C. flighting D. oscillating E. weighted ratings

pulsing

Disneyworld advertises itself as a vacation spot throughout the year, but it advertises more heavily during the summer months and during the Christmas season when more people are vacationing. This is an example of _____ scheduling. A. flighting B. geographical weighting C. continuity D. oscillating E. pulsing

pulsing

My product is hand-tooled leather wallets, which can be purchased at any time of the year, but which are more often purchased during the Christmas season and before Father's day. Given a limited budget, which strategy would likely be the most effective if I wanted to try to stimulate trial and/or sales? A. ratings B. share C. flighting D. pulsing E. continuous

pulsing

Recreation vehicles (RVs) advertise throughout the year but typically advertise more heavily June and in September. This pattern represents which scheduling method? A. flighting B. geographical weighting C. continuity D. oscillating E. pulsing

pulsing

In-depth interviews with consumers, focus groups, and observational studies of how consumers conduct their daily lives as consumers are all examples of: A. quantitative research techniques B. qualitative research techniques C. problem detection studies D. econometric research E. secondary internal research

qualitative research techniques

Well known brand name products do not receive incremental advantages from increased dollar expenditures on advertising. Once the ad hits the market, subsequent budget increases result in little or no incremental gains. This might best be explained by: A. arbitrary allocation B. the objective and task method C. competitive parity D. an S-shaped response E. rapidly diminishing returns

rapidly diminishing returns

The perpetual debate over the most effective role for advertising is between: A. rationalists and poets B. environmentalists and pragmatics C. liberals and conservatives D. functionalists and operationalists E. supporters of centralization and supporters of decentralization

rationalists and poets

Given an advertising objective of achieving maximum awareness in an undifferentiated target market, the strategy should be to maximize: A. reach B. frequency C. GRPs D. CPM E. CPRP

reach

refers to the actual audience delivered

reach

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules. A. absolute cost B. reach and frequency C. inherent drama D. audience selectivity E. spectaculars

reach and frequency

the major advantage of day after recall is

realism

The Cannes Gold Lion award is: A. recognized as the most prestigious of all advertising awards B. given to the best example of product placement in the preceding year C. only awarded to companies that are members of the European Union D. awarded to the most creative tourism development advertising campaign of the preceding year E. not nearly as prestigious as the U.S.-based Clio awards

recognized as the most prestigious of all advertising awards

Duplication of audiences is a desired factor if the media strategy is to: A. maximize reach B. optimize GRP C. optimize both reach and frequency D. maximize frequency E. reduce waste coverage

reduce waste coverage

A major problem for publishers of teen and young women's magazines is these consumers are: A. becoming more financially savvy and demanding upscale advertising B. gravitating toward more mature magazines such as Martha Stewart's World C. so concerned about economic conditions that they are drastically reducing their spending D. refocusing their attention on social media such as MySpace and Facebook. E. too often working multiple jobs with little time to read

refocusing their attention on social media such as MySpace and Facebook

Avia makes athletic shoes. Avia's marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States. These individuals would be willing to pay over $200 for a good pair of running shoes. To reach this market, the best media option would probably be: A. regional editions of general interest magazines such as Time or Newsweek B. the sports section of national newspapers such as USA Today C. regional editions of general sports magazines such as a Sports Illustrated D. regional editions of specialty magazines such as Runner's World E. local television

regional editions of specialty magazines such as Runner's World

CPM is an expression of ______ for various media vehicles. A. relative cost B. absolute cost C. reach D. frequency E. mode

relative cost

Advertising creative personnel tend to: A. be more concrete and formalized than intuitive when solving a problem B. have majored in marketing in college C. rely on intuition more than logic D. be highly structured and organized individuals E. be no different from people with business executive backgrounds

rely on intuition more than logic

Ads for Oneida flatware show a piece of Oneida flatware, the headline, "ONEIDA," and the slogan "Your table is ready" in small print. This type of ad is intended as _____ advertising. A. transformational B. reminder C. curiosity D. emotional integration E. favorable price appeal

reminder

Hershey's advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey's is using _____ advertising. A. transformational B. reminder C. curiosity D. emotional integration E. teaser

reminder

Well-known brands and market leaders often run ads that do not use any specific types of appeals but rather focus primarily on keeping their brand name in front of consumers. This type of advertising is known as _____ advertising. A. teaser B. reminder C. repetitive D. popularity E. brandstanding

reminder

Haggar used a humorous integrated marketing campaign to: A. compete for product rank among upscale clothing manufacturers B. reposition their brand as an anti-fashion product for middle-aged men C. eliminate the for product feature specifications D. reinforce their unique selling proposition as an industrial supplier for government clothing purchasing agents E. all of the above

reposition their brand as an anti-fashion product for middle-aged men

According to the universal advertising standards of the D'Arcy, Masius Benton & Bowles agency, creative and effective advertising: A. requires synergy B. does not use a brand personality C. uses a complex product or brand positioning strategy D. is careful to not be distinctly different from other advertising E. neither rewards nor punishes the prospect

requires synergy

The _____ is a market outside of a city whose residents regularly do business within the city. A. city zone B. retail trading zone C. area of dominant influence D. MSA E. designated market area

retail trading zone

Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates. A. preferred position B. open C. flat D. run-of-paper (ROP) E. combination

run-of-paper (ROP)

Which of the following is NOT included in The Simmons Market Research Bureau (SMRB) report? A. sales growth B. lifestyle information C. demographic information D. a breakdown by light, medium and heavy users E. all of the above are included

sales growth

An ad for Lipton tea states that according to laboratory research, "a serving of tea has more antioxidants than a serving of carrots or broccoli." Which type of ad execution is being used in this example? A. a dramatization B. testimonial C. scientific/technical evidence D. slice-of-life E. comparison

scientific/technical

In a Neutrogena moisturizer with superior sun protection ad, a dermatologist's report stated, "A year of incidental sun equals baking for a week at the beach!" This is an example of a(n) _____ execution. A. dramatization B. slice-of-life C. scientific/technical evidence D. testimonial E. animation

scientific/technical evidence

When an advertiser cites technical information such as the results of laboratory studies in an advertisement, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. scientific/technical evidence D. testimonial E. animation

scientific/technical evidence

A written version of a television commercial that provides a detailed description of its video and audio content is known as a: A. layout B. jingle C. voice-over D. script E. storyboard

script

An index number of 100 means the: A. use of the product is proportionately greater in that segment than in one that is average B. segment being analyzed is average C. use of the product is proportionately fewer in that segment than in one that is average D. probability of wasted coverage is 100 percent E. the probability of success in this market is 100 percent

segment being analyzed is average

Advantages of Magazines

segmentation potential quality reproduction high information content longevity multiple readers

Which of the following processes makes it possible to personalize an advertising message? A. cross-market transaction B. selective binding C. cross media binding D. controlled circulation E. desk top publishing

selective binding

Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E cable channel, which reaches a highly educated and upscale audience. This is an example of how _____ is possible through television. A. low absolute cost B. selectivity C. clutter D. creativity E. permanence

selectivity

One of the primary advantages of using magazines as an advertising medium is their: A. selectivity B. low clutter level C. limited reach and frequency D. low absolute costs E. long lead time

selectivity

The fact that most magazines are published for special-interest groups gives them a high degree of: A. permanence B. flexibility C. selectivity D. reach E. clutter

selectivity

The magazine The Georgia Peace Officer is targeted to everyone in law enforcement in the State of Georgia. As a medium, this magazine offers a manufacturer of bullet-proof vests a high degree of: A. permanence B. flexibility C. selectivity D. reach E. clutter

selectivity

advantages of continuity

serves as a constant reminder to the consumer cover the entire buying cycle allows for media priorities

Advertising campaign themes: A. are always tactical in nature and design B. set the tone or direction for all of the individual ads that make up the campaign C. are typically designed by the client and implemented by the agency D. are usually used for ads that run in only one type of media vehicle E. are accurately described by all of the above

set the tone or direction for all of the individual ads that make up the campaign

Disadvantage of out door

short exposure time poor image local restrictions

Disadvantages of Newspaper

short life clutter low attention getting capabilities poor reproduction quality selective reader exposure

Internal factors may involve the

size of the media budget managerial and administrative capabilities organization of the agency

New Nielsen data refute the myth that nearly all digital video recorders (DVR) viewers: A. skip through the advertisements B. are different from people meter viewership C. prefer broadcast programs over cable choices D. alternate between live broadcasts and previously recorded programs E. engage in double-tasking, working on their computers while watching television

skip through the advertisements

An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as: A. a problem-solution execution B. slice-of-death advertising C. slice-of-life advertising D. a response-stimuli execution E. informational advertising

slice-of-death

An ad for Novell solutions targeted to businesspeople was headlined, "ERP: Sound made by CIO when people see data they shouldn't." The executive in the ad has a distressed, almost fearful look on his face. Which execution technique used to create this ad? A. a problem-solution execution B. slice-of-death advertising C. slice-of-life advertising D. a response-stimuli execution E. informational advertising

slice-of-death advertising

A Tide detergent ad showed a high school team manager easily removed all the grass and dirt stains from two dozen baseball uniforms by simply throwing them in a washer and adding Tide. The ad creator used which execution style? A. dramatization B. slice-of-life C. slice-of-death D. testimonial E. demonstration

slice-of-life

A widely used advertising execution style for packaged goods products which attempts to portray situations consumers might face in their daily lives is known as: A. dramatization B. slice-of-life C. theater style D. a testimonial E. a demonstration

slice-of-life

An ad in a golfing magazine for a vacation resort in Virginia begins by stating that the resort has "Dozens of sporting diversions for the entire family." Then under that statement it reads, "Translation: guilt-free golf." The ad creator used which execution style with this ad? A. dramatization B. slice-of-life C. slice-of-death D. testimonial E. demonstration

slice-of-life

Some advertisers conclude that if "engagement" can be achieved it could lead to: A. greater government scrutiny B. increased advertising revenues C. smaller amounts of media spending D. fears of increased censorship E. greater readers per copy

smaller amounts of media spending

For which of the following products is an advertiser most likely to use a flighting schedule? A. cake mixes B. shampoo C. newspaper subscriptions D. snow tires E. candles

snow tires

Linn's Stamp News is a newspaper written specifically for stamp collectors and published weekly. It contains information that is interest to people who collect stamps. It is an example of a: A. trade newspaper B. special-audience newspaper C. demographically-oriented newspaper D. newspaper supplement E. regional newspaper

special-audience newspaper

Which of the following is a method used for organizing a media buying department? A. degree of product tangibility B. product life cycle C. specialization by media class D. degree of product innovation E. all of the above

specialization by media class

An advertising executive who works for Hughes & O'Reilly Agency has just been assigned to a new Schlotsky's restaurant account. One of the first things he may want to do is: A. sit down and begin writing copy for sample ads B. spend some time visiting similar restaurants, eating their food and talking to consumers about some of their specific likes and dislikes of Schlotsky's and their competitors C. try to come up with some big ideas that can be the basis of a creative ad campaign D. come up with alternative positioning concepts for Schlotsky's E. any of the above

spend some time visiting similar restaurants, eating their food, talking to customers about some of their specific likes and dislikes of Schlotsky's and their competitors

A(n) _____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication. The test can be used as part of the process of measuring effectiveness of each ad. A. split run test B. inquiry test C. Starch test D. Gallup Robinson impact test E. day-after-recall test

split run test

A consortium of nine major advertisers recently joined Television Production Partners, a new venture that develops movies, specials, and limited-run series for television. The members will choose the programs they want to be involved with and take a portion of the commercial spots during these shows. The nine advertisers are using a(n) _____ type of advertising arrangement. A. sponsorship B. participation C. adjacency D. syndication E. countertrade

sponsorship

With _____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it. A. participations B. sponsorships C. adjacencies D. syndications E. countertrades

sponsorship

_____ is the term used for local television station commercials in which the various individual stations negotiate directly with the advertisers. A. Network advertising B. Spot advertising C. Regional advertising D. Syndication E. Sponsorship

spot advertising

Which media scheduling method would be inappropriate for the product named? A. spring-blooming bulbs - continuous B. soft drinks - pulsing C. snow blower - flighting D. Christmas cards - flighting E. accounting services- flighting

spring-blooming bulbs - continuous

Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU. The letters SAU stand for: A. sales and advertising units B. standard advertising units C. standardized aggregated utility D. space for advertising usage E. space for advertising unit

standard advertising units

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers. A. Station managers B. Affiliates C. Negotiators D. Station reps E. Sponsors

station reps

A(n) ____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene. A. animatic B. rough layout C. storyboard D. creative map E. copy platform

storyboard

Once the basic script for a television commercial has been conceived, the writer and the art director get together to produce a _____, a series of drawings used to present the visual plan or layout of the commercial. A. transparency board B. storyboard C. visual layout D. layout synopsis E. thumbnail sketch

storyboard

A print ad for flood insurance lists twenty good reasons why every homeowner should have flood insurance. This is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

straight-sell

The ad for TDAmeritrade investment company opens with the statement, "You can't plan for tomorrow if you don't know where your money is today." This statement indicates the entire ad is an example of _____ advertising. A. straight-sell B. transformational C. testimonial D. teaser E. refutational

straight-sell

An advertising execution technique that relies on a straightforward presentation of information concerning the product or service is called a(n): A. straight-sell or factual message B. demonstration C. testimonial D. dramatization E. animation of key benefits approach

straight-sell or factual message

In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while _____ deals with how the message will be implemented or executed. A. strategy; tactics B. tactics; strategy C. mission: strategy D. tactics; vision E. vision; mission

strategy; tactics

Underneath the headline, "Fully Loaded," in the ad for Browning shotguns was "Our most comprehensive line of autoloading shotguns ever." The second statement was printed in a typeface larger than the body copy but smaller than the headline. The second statement in the ad is an example of a: A. story line B. subhead C. demonstrative appeal D. physiological appeal E. psychological appeal

subhead

_____ are secondary headlines that usually appear in a type size smaller than the main headline but larger than the body copy of a print ad. A. Direct headlines B. Indirect headlines C. Body copy D. Voice-overs E. Subheads

subheads

_____ are the print ad components used to break up large amounts of copy and highlight key selling points. A. Headlines B. Subheads C. Illustrations D. Layouts E. Voice-overs

subheads

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers. A. Networks B. Interconnects C. Superstations D. Affiliates E. Cable operators

superstations

Ads have been placed on the back of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas. Both of these are examples of: A. support media B. out-of-home advertising C. indirect communications D. advertising accessories E. category ads

support media

Media used to reinforce communications messages that may have been received from other forms of advertising are called: A. support media B. source media C. indirect communications D. accessory advertising E. category ads

support media

Which of the following sources of information should be used by a media buyer wishing to acquire statistical information for a specific metropolitan market? A. Simmons Market Research Bureau (SMRB) B. Mediamark Research Inc. C. survey of buying power index D. BAR/LNA E. Standard Rates and Data

survey of buying power index

charts the potential of a particular metro area, country or city relative to the us as a whole. which gives media planners insight into the relative value of the market aka shows them which geographic area to target

survey of buying power index

Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Unlike other unique selling propositions such as new packaging, this USP creates a(n): A. sustainable competitive advantage B. need for a repositioning drama C. opportunity for an inherent drama appeal in the consumer market D. potential weakness for Syngenta's competition E. opportunity for ethnographic research

sustainable competitive advantage

The ratings periods during which viewing audiences in every television market are measured are known as: A. program ratings B. designated market periods C. audience measurement intervals D. audience shares E. sweeps

sweeps

The times during the year when television audiences are measured in order to set advertising rates are called: A. sweeps periods B. GRP flighting periods C. frequency estimates D. availabilities E. upgraded media scheduling

sweeps periods

Parade and USA Weekend are examples of: A. daily newspapers B. national newspapers C. syndicated Sunday newspaper supplements D. freestanding inserts E. special-audience newspapers

syndicated Sunday newspaper supplements

_____ are shows that are sold or distributed on a station-by-station, market-by-market basis. A. Spot broadcasts B. Televised advertorials C. Affiliate programs D. Participation programs E. Syndicated programs

syndication programs

Which of the following statements about the use of teaser advertising is true? A. Teaser ads cannot be used to draw attention to and generate publicity for an upcoming advertising campaign. B. Teaser ads do not work well because consumers really do not pay much attention to advertising. C. Teaser ads can be effective but marketers must be careful not to use them too long. D. Teaser ads usually offend consumers. E. None of the above statements about the use of teaser advertising is true.

teaser ads can be effective but marketers must be careful not to use them too long

Imagery executions are particularly well suited for which type of medium? A. television B. newspapers C. radio D. magazines E. direct mail

television

The pervasiveness and intrusive nature of _____, as an advertising medium, contributes to the high level of distrust consumers have for the ads that appear in it. A. radio B. television C. newspapers D. direct response E. magazines

television

When trying to attain maximum coverage of the entire U.S. market, which form of advertising would be most effective? A. radio B. television C. newspaper D. outdoor E. magazine

television

With which of the following media would you find CPRP used to compare cost figures? A. magazine B. transit C. newspaper D. billboard E. television

television

Morning, daytime, prime time and late fringe are all examples of: A. television dayparts B. radio dayparts C. types of syndication D. run-of-station spots E. none of the above

television dayparts

The WB has assembled a group of affiliated independent television stations to which it supplies programming and other services. The WB is an example of a(n): A. syndicated station B. super station C. television network D. cable station E. affiliating network

television network

which media has the most stringent review and approval process

television networks

Which of the following is the best example of place-based media? A. movie ads on popcorn bags B. televisions in classrooms C. interactive kiosks D. Internet banners E. mobile billboards

televisions in classrooms

In a television ad, actress and noted animal lover Betty White praised a flea and tick treatment called Frontline for the way it protects both her dogs and cats. These ads are an example of the use of what type of execution? A. comparisons B. slice-of-life C. humor D. testimonial E. demonstration

testimonial

Tiger Woods appears in ads for Nike in which he notes how the company's golf clubs helped him win so many major championships. This is an example of which type of advertising execution? A. slice-of-life B. testimonial C. demonstration D. scientific evidence E. dramatization

testimonial

When a person speaks on the behalf of a product or service based on his or her personal use of and/or experiences with it, a(n) _____ execution is being used. A. dramatization B. slice-of-life C. animation D. demonstration E. testimonial

testimonial

Which of the following is NOT a factor that typically influences the budget allocation decision? A. client/agency policies B. market size C. market potential D. the ad agency's organizational structure E. economies of scale in advertising

the ad agency's organizational structure

Consumers are generally receptive to advertising in magazines because: A. the ads are relevant to them and can be of value in making a purchase decision B. ads in magazines are intrusive and cannot be easily ignored C. magazines are a low-involvement medium D. most magazines do not contain many ads, and thus, clutter is not a problem E. of all of the above reasons

the ads are relevant to them and can be of value in making a purchase decision

the national advertising review council consist of?

the american association of advertising the association of national advertisers the council of better business bureaus

Which of the following is a factor that influences the setting of the advertising budget? A. whether the company uses communications or sales objectives B. corporate structure C. the basis for product differentiation D. the extent of selective retention E. all of the above

the basis for product differentiation

Low CDI High BDI

the category is not selling well but the brand is probably a good market to advertise in but should be monitored for declining sales

The cost of advertising space in magazines is primarily a function of: A. the size of the ad B. the ad's position in the magazine C. the frequency of ad insertions D. the circulation of the publication E. whether color is used in the ad

the circulation of the publication

The major criticism of Super Bowl advertising is: A. limited reach B. excessive pre-game hype C. the increased use of DVRs D. the cost E. decline in interest among Americans for this sporting event

the cost

During the 1999 Super Bowl many people saw and remembered the ad that showed former Superman star and then wheelchair-bound Christopher Reeves walking to a podium to receive an award. Few people remember the product being advertised because: A. the creative execution overwhelmed the ad message B. the creative approach was intended to support a market aggregation strategy C. the creative message was absent from the ad D. the informational appeal of the ad was missing E. of all of the above reasons

the creative execution overwhelmed the ad message

determines what to communicate through advertisements by looking at 1. how product can meet consumer needs 2. how product will be positioned in advertisements 3. copy themes 4. specific objectives of each advertisements. 5. number and sizes of advrtisements

the creative strategy plan

Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing: A. the cost efficiency of magazines B. the geographic flexibility of magazines C. the selectivity of magazines D. the creativity of magazine ads and their ability to attract readers' attention E. all of the above

the creativity of magazine ads and their ability to attract readers' attention

For newspapers, the cost efficiency formula is based on: A. the pass-along rate B. GRPs C. column inches D. the daily inch rate E. the absolute reach

the daily inch rate

One reason advertisers are seeking out alternative advertising options including on beaches, in schools, and even on bodies is: A. the decline in viewership of traditional media. B. the high cost of Internet advertising C. because demographic changes are creating branded promotional poster opportunities D. consumers prefer alternative media and seek out these types of ads E. the negative publicity associated with almost all sponsorships

the decline in viewership of traditional media

The increasing number of channels available to TV viewers and the prevalence of remote control operated television sets lead to: A. program ratings through the audimeter B. the development of a system to measure commercial ratings rather than just program ratings C. share of audience measures D. total audience measures E. the people meter being replaced by the personal participation direct audience collection system

the development of a system to measure commercial ratings rather than just program ratings

the NARC changed it's name to advertising self-regulatory council when?

the direct marketing asso, electronic retailing asso and the interactive advertising bureau joined in 2009

External factors may include

the economy changes in technology competitive factors

According to the concave-downward model,: A. the effects of advertising quickly begin to diminish B. the carryover effect is especially true for low-priced, frequently purchased consumer products C. sales decrease rapidly if the price is too high D. initial outlays of the advertising budget have little impact on sales E. sales are not directly related to the size of the advertising budget

the effects of advertising quickly begin to diminish

A major threat to conventional broadcast radio is: A. the emergence of satellite radio B. low-powered local radio broadcasting C. the creation of communications cartels D. the fact consumers prefer to pay a subscription fee for their radio E. the ability to zip and zap radio commercials

the emergence of satellite radio

Circulation verification figures are important to media planners because: A. the figures provide them with reliable information about the size and distribution of a magazine's circulation B. the figures show how many of the magazines were actually read C. the figures provide information on the lifestyle characteristics of the individuals who read various magazines D. planners want to be able to predict the degree of clutter and how it will affect their advertising E. planners receive advertising funding from various trade associations based on the number of magazines that were distributed

the figures provide them with information about the size and distribution of a magazine's circulation

Which of the following reasons would BEST explain why a company would be interested in advertising its good or service on a syndicated show such as Deal or No Deal?" A. The game show is shown during prime time on the three major networks. B. The game show reaches a young adult audience, which is important to advertisers and is a difficult market to reach. C. The game show has attractive actors and actresses which helps enhance the image of products advertised on the show. D. The game show has much less clutter than network shows. E. The game show is viewed as educational and allows advertisers to reach a demographic segment that is elusive.

the game show reaches a young adult audience, which is important to advertisers and is a difficult market to reach

A company that manufactures paintball equipment might prefer to advertise in specialized publications such as Paintball Sports magazine rather than general interest magazines and sports magazines such as Sports Illustrated because of: A. the broader reach of specialized publications B. the greater audience selectivity of specialized publications C. fewer ads and less clutter in specialized publications D. because of the higher degree of pass-along readership E. the creative flexibility available in specialized magazines and not available in more general-interest publications

the greater audience selectivity of specialized publications

The major reason for the decline in the viewing audiences of the three major networks is: A. the widespread use of videocassette recorders B. the growth of cable television C. poor programming D. the exponential growth of clutter E. changes in cultural values, which are reducing television viewing time

the growth of cable television

Transit advertising has been around for a long time, but interest in it has increased over the last few years. This increase is due to increased audience segmentation, the rising cost of TV advertising, and: A. the increased number of women in the workforce B. the development of Internet advertising C. the ban on advertising cigarettes on billboards D. an increase in the number of consumers who are over 60 E. a change in entertainment venues

the increased number of women in the workforce

Which of the following has contributed to the problem of advertising clutter on television? A. the increased use of 30-second and 15-second commercials B. the use of zipping and zapping techniques by some advertisers C. the mandate of the National Association of Broadcasters to increase the amount of time available for commercials D. decisions by the major networks to decrease the number of minutes they make available for commercials E. all of the above

the increased use of 30-second and 15-second commercials

self-regulation begins with

the interaction of client and agency when creative ideas are generated and submitted for consideration

lower frequency levels are required for an ad when

the loyalty toward a brand is high a brands share i the market is high

Magazines such as, InStyle Weekly, Vogue, and GQ are succeeding because: A. the magazines have very large circulation bases B. the publications have large editorial staffs C. people are having fewer children D. the magazines have editorial platforms that appeal to the interests, lifestyles and demographics of their consumers E. the magazines appeal to the conspicuous consumption lifestyle of today's consumers

the magazines have editorial platforms that appeal to the interests, lifestyles and demographics of their consumers

economic censorship occurs when?

the media avoids certain topics or even present biased news coverage in acquiescence to advertiser demands

The concave-downward function model is based on: A. the microeconomics law of diminishing returns B. the economic law of supply and demand C. price elasticity of demand quotients D. the change in contribution margins as item price is changed E. perceptual mapping results

the microeconomics law of diminishing returns

Why are models of the creative process valuable to those working in the creative areas of advertising? A. The models let the client see what he or she is paying for. B. The models provide an organized approach to a creative problem. C. The models let creatives approach the creative process in whichever manner feels most comfortable to them. D. The models were developed by people who were successful advertisers themselves. E. The models create heuristics needed to determine whether an ad will accomplish its goals.

the models provide an organized approach to a creative problem

Many advertisers are interested in consumers' engagement with products, suggesting: A. the more engaged consumers are, the more likely they will marry a brand B. people who are engaged to be marry are a better market segment than consumers who are not engaged to be married C. that market tests reflect how infatuated consumers are with today's new media D. advertising continuity will lead to greater average pulsing frequency E. the more engaged consumers are with an ad, the more likely they are to avoid duplicated reach flighting

the more engaged consumers are, the more likely they will marry a brand

Which of the following statements about the future of the newspaper industry is true? A. Newspapers are the primary medium for national advertisers. B. The newspaper industry is losing advertising revenue to direct marketing and telemarketing. C. Newspaper readership has held steady over the past two decades. D. The percentage of households receiving a daily newspaper has increased. E. Newspapers are the least important of all promotional media in terms of total advertising volume.

the newspaper industry is losing advertising revenue to direct marketing and telemarketing

Which of the following would be an example of special-audience newspaper? A. the Los Angeles Times B. the Washington Post C. The Wall Street Journal D. the newspaper published by your college E. USA Today

the newspaper published by your college

Which of the following would NOT affect the cost of advertising in a consumer magazine? A. the size of the ad B. the position of the ad C. the circulation of the magazine D. special production requirements E. the number and variety of ads in the magazine

the number and variety of ads in the magazine

All of the following are considered top-down approaches to determining budgets EXCEPT: A. the objective and task method B. the affordable method C. the percentage of sales method D. arbitrary allocation E. the competitive parity method

the objective and task method

CPM is potentially an underestimate of cost efficiency because of: A. waste coverage B. the daily inch rate C. the pass-along rate D. the relative cost E. all of the above

the pass-along rate

The advertiser needs to know _____ to determine how many readers an advertiser gets for every dollar spent in print media. A. the pass-along readership B. cost per point C. frequency estimates D. gross ratings points E. average frequency

the pass-along readership

Low BDI High CDI

the product category shows high potential but the bran is not doing well; the reasons should be determined

The objective and task method is most difficult to use when: A. the product to be promoted is intangible and in the maturity stage of its product life cycle B. the product to be promoted is in the decline stage of its product life cycle C. the product to be promoted is a cash cow D. the product to be promoted is new to the market E. a service is being promoted

the product to be promoted is new to the market

Greater frequency levels of exposure would be necessary if: A. the purchase and usage cycle is short B. the message is unique C. a product, rather than an image, is being sold D. the vehicle is relatively uncluttered E. any or all of the above conditions exist

the purchase and usage cycle is short

Which of the following statements about newspaper advertising rates is true? A. The rates newspapers charge national advertisers are lower than those for local advertisers. B. The rates newspapers charge national advertisers are about 10 percent higher than those for local advertisers. C. The rates newspapers charge national advertisers are an average of 66 percent higher than those paid by local advertisers. D. Newspapers advertising rates for national and local advertisers are about the same. E. National advertisers pay the entire amount for cooperative advertising even if the ad is placed by a local retailer.

the rates newspapers charge national advertisers are an average of 66 percent higher than those paid by local advertisers

Which of the following is NOT an organizational characteristic that often has a direct effect on the budget allocation process? A. the preferences and experiences of the decision maker B. the degree of formalization C. the ratio of staff to line personnel D. the willingness to employ outside consultants E. pressure from senior managers to arrive at the optimal budget

the ratio of staff to line personnel

The "church and state" division in magazines refers to: A. the conflict between the marketing and advertising divisions in a magazine publishing business B. the separation of content from advertising C. infomercials D. government pressures to separate church and state E. the pressure from religious groups to make magazines conform to their moral concepts

the separation of content from advertising

The market potential in a given metropolitan area, as compared to the United States as a whole, can be determined by using: A. the Nielsen Rating Index B. BAR/LNA C. Simmons Market Research Bureau (SMRB) D. Mediamark Research Inc. (MRI) E. the survey of buying power index

the survey of buying power index

One of the surprising findings of Nielsen's Extended Home study was: A. the estimated prime-time television viewing habits of extended home consumers was significantly lower than anticipated B. that traditional age college students watch as much television as non-college students in the same age group C. the extended home estimates were as accurate as other measurements using diaries. D. that more college watch television in bars than dorm rooms E. male college students are more likely to watch Oprah and female college students are more likely to watch South Park

the traditional age of college students watch as much television as non-college students in the same age group

Univision and Telemundo are: A. the two biggest rating services for Hispanic consumers B. satellite systems that allow cable channels to convert shows that originally were presented in English to Spanish C. the two largest Spanish-language television networks in the United States D. the two largest advertisers on Spanish-language stations E. both owned and operated by Time-Warner

the two largest Spanish-language television networks in the United States

The buying period that takes place prior to the upcoming television season and where networks sell much of their commercial time is referred to as: A. the network market B. the regional market C. pre-screenings D. previews E. the up-front market

the up-front market

and index number over 100 means

the use of the product is proportionately greater in that segment than in one that is average 100m or less than 100.

Radio offers high levels of audience selectivity because of: A. the wide variety of program formats offered by different stations B. the broadcast overlap of local radio stations C. the transmission capability of the various stations D. its low cost E. image transfer capabilities

the wide variety of program formats offered by different stations

Automobile, electronics and insurance companies are all heavy advertisers in college newspapers because: A. there are many first-time buyers of these products and services among college students B. women are more approachable than men using college media advertising C. many communities have banned outdoor advertising in areas adjacent to colleges D. cross-media advertising works best when preferred position rates are maximized in college media E. college students are a major source of pass-along readership

there are many first-time buyers of these products and services among college students

The online component of advertising campaigns is becoming the focal point of many campaigns because: A. there are more creative opportunities through online advertising B. for many companies that is where their customers are C. it provides the opportunity to interact with customers D. it allows the opportunity to integrate traditional media with online E. all of the above

there are more creative opportunities through online advertising

What does it mean when the text describes newspapers and magazines as high-involvement media? A. They have to be acquired outside the home. B. Unlike network television, they must be actively sought. C. They are not purchased using routine purchase decision-making techniques. D. They generally require consumers to expend some time and energy to process the information they provide. E. They provide connotative meanings to life.

they generally require consumers to expend some time and energy to process the information they provide

Some of the more successful advertising agencies, such as TBWA and Wieden & Kennedy, attribute their excellent creative work to the fact that: A. they have clients who are risk averse B. they have clients who are willing to take creative risks C. they have clients who never become involved with or interfere in the creation process D. their clients keep them in check and don't let them try creative approaches that are excessively different E. their relationship with the client is significantly more important than any creative work

they have clients who are willing to take creative risks

Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium? A. low receptivity to advertising by readers B. low demographic selectivity C. thin penetration of most individual magazines D. long reading life and permanence of publication E. difficulty associated with the processing of complex messages in magazines

thin penetration of most individual magazines

The increasing use of digital video recorders (DVRS): A. will likely benefit cable companies more than the broadcast networks B. threaten to make the traditional television advertising business model obsolete C. provide Internet viewers with alternative designated market areas D. suggests scatter market research will include more zappers and fewer adjacent zippers E. increase share of audience for image transfer cumulative spot advertisers

threaten to make the traditional television advertising business model obsolete

Television can offer advertisers selective coverage of target audiences through: A. program content which appeals to specific types of audiences B. broadcast time periods that reach specific types of audiences C. cable networks which reach groups with specific interests D. the use of local or spot commercials in specific market areas E. through all of the above techniques

through all of the above techniques

Media planning is not an easy task. Which of the following is a reason why media planning is so difficult? A. information overload B. product life cycles differences C. media objectives conflict with communication objectives D. time pressures inhibit proper planning E. all of the above

time pressures inhibit proper planning

Why do advertisers use the image transfer process in radio advertising? A. to take advantage of vivid musical messages to create images in the mind of radio listeners B. to establish the video image of a television commercial and then use the audio portion of the TV commercial as the basis for a radio campaign C. to transfer the image created by a radio commercial to the point-of purchase D. to transfer the image of celebrities to the advertised brand E. to create brand loyalty through the use of multisensory imaging

to establish the video image of a television commercial and then use the audio portion of the TV commercial as the basis for a radio campaign

Why would a local radio station air a nationally syndicated program like Rush Limbaugh? A. to increase audience fragmentation B. to cut its real costs C. to increase its appeal to national advertisers D. to bypass problems with clutter E. to do none of the above

to increase its appeal to national advertisers

1. (p. 283) Marketers of Hyundai automobiles recognized they needed a brand image: A. similar to other inexpensive automobile manufacturers B. that would allow the firm to avoid having to pay for television advertising C. in order to win creative advertising awards D. to support their premium positioning E. that promoted safety over security

to support their premium positioning

Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media? A. beer B. tobacco C. lingerie D. toiletries E. pharmaceuticals

tobacco

Most of the people fighting to remove outdoor signs focus on the fact that outdoor signs are: A. too big B. too ubiquitous or maybe to creative C. a form free-from-friction advertising D. not consistent with American ideals E. a throw-back from the past that needs to be allowed to disappear

too ubiquitous or maybe to creative

When higher-level executives determine the budget amounts to be allocated for each department's advertising expenditures, a _____ approach is being used: A. bottom-up B. marginal contribution C. top-down D. Delphi E. contribution forecast

top-down

A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000. A. certified audience B. calculated market C. total audience D. circumscribed market E. market aggregate

total audience

Unduplicated reach is: A. average reach multiplied by average frequency B. duplicated reach plus total reach C. total market coverage less duplicated reach D. reach multiplied by frequency E. total reach less duplicated reach

total reach less duplicated reach

Floral Management is a publication aimed at providing information to retail florists so they can manage their stores more efficiently and more profitably. It is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial E. consumer-oriented

trade

The Oscar Mayer ad touched the child in all of us when it showed Andy on the pier singing the "My bologna has a first name" jingle. This example of _____ advertising won America's heart and stomach. A. competitive advantage B. refutational C. transformational D. transactional E. image

transformational

A company uses a global positioning system to adjust the advertising messages shown on top of a taxi cab. This is an example of a technology-driven: A. specialty B. transit C. aerial D. movie E. radio

transit

The anxious, irritated or disinterested state of many potential customers when exposed to _____ advertising may limit the effectiveness of such advertising. A. specialty B. transit C. aerial D. movie E. radio

transit

Advertising placed on buses and taxis is called: A. sales promotions B. stationary advertising C. transit advertising D. aerial advertising E. free-form advertising

transit advertising

An ad in an office building elevator for a local Mexican restaurant is an example of: A. a sales promotion B. stationary advertising C. transit advertising D. aerial advertising E. free-form advertising

transit advertising

At the Chicago's O'Hare Airport, Kevin saw an ad for Alamo Car Rental as he made his way to his departure gate. The ad Kevin saw was an example of: A. a sales promotion B. stationary advertising C. transit advertising D. aerial advertising E. free-form advertising

transit advertising

Truck sides, taxi displays and wrapped vehicles are all examples of: A. transit media B. in-office media outlets C. areas where government has regulated advertising D. product placements E. all of the above

transit media

T/F children's direct purchases are influenced by television

true

The copy platform: A. is typically developed by agency personnel with no input from the client B. is developed by the client before ever meeting with the agency C. often involves individuals from both the client side and agency personnel D. has a predetermined format that makes it easier to compare platforms from two disparate products E. typically contains both the advertising and the communications objectives

typically contains both the advertising and the communications objectives

Hubba Bubba bubble gum is the only chewing gum that lets you blow great big bubbles that won't stick to your face. This statement represents the gum's: A. unique selling proposition B. brand image C. inherent drama D. competitive weakness E. brand equity

unique selling proposition

Poinsettias are a very popular plant during the Christmas season. A major problem for growers of poinsettias is root rot. Syngenta has developed a patented product that eliminates root rot when it is placed in soil mix in which the plants are grown. Syngenta can use _____ to develop its creative strategy for advertising this new product. A. brand image B. inherent drama C. unique selling proposition D. diversified promotion E. transformational advertising

unique selling proposition

Top-down budgeting methods are commonly used because of: A. their effectiveness B. upper management's desire for control C. the growing availability of computer simulations D. the ease with which a manager can assess the impact of sales on ROI E. their quantitative nature

upper management's desire for control

Most national advertisers: A. use only network advertising B. use only national spot advertising C. prefer spot advertising because of lower rates, less clutter, and more flexibility D. use both network and spot advertising and try to effectively combine the two E. prefer to use only network advertising and only buy spot advertising in markets where there are no network stations

use both network and spot advertising and try to effectively combine the two

Advantage of digital interaction

user selects product info user attention and involvement interactive relationship Direct selling potential Flexible message platform

The category development index is similar to the Brand Development Index (BDI) except that it: A. uses information about the product category B. is more specific C. is concerned with companies and not with products D. is tied to an economic index E. is less reliable

uses information about the product category

Advertising rate structures are generally based on: A. pass-along readers B. primary readers and pass-along readers with both weighted equally C. verifiable circulation figures D. total readership estimates E. none of the above

verifiable circulation figures

No matter which model of the creative processes you use, the last step in the creative process is: A. resolution B. illumination C. verification D. market evaluation E. confirmation

verification

At what stage of the creative process are various ideas evaluated and refined before actually being used? A. preparation B. incubation C. illumination D. verification/revision E. verdict

verification/revision

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics? A. preparation B. incubation C. verification/revision D. illumination E. verdict

verification/rivision

The S-shaped response curve suggests: A. advertising effectiveness will not be related to spending B. very low spending levels will not work C. advertising effectiveness will vary directly according to spending levels D. the carryover effect is especially true for low-priced, frequently purchased consumer products E. sales and spending on advertising are not directly related

very low spending levels will not work

The use of actor James Garner's voice reading poetry in a series of automobile commercials is an example of a: A. needledrop B. talking jingle C. voice-over D. tagline E. subtextual message

voice-over

A media selection problem whereby the coverage of the media vehicle goes beyond the scope of the target audience is known as: A. rate differentials B. pass-along audience problems C. excess frequency D. waste coverage E. weighted exposure

waste coverage

When the coverage of the media exceeds the targeted audience, this excess is referred to as: A. plusage B. flighting C. waste coverage D. geographical excess E. oversaturation

waste coverage

a situation in which media coverage exceeds the targeted audience resulting in over exposure is know as

waste coverage ex. those who buy a present are not the intended audience

When deciding on the visual portion of an ad, an advertiser must determine: A. what identification marks should be included B. whether to use photos or other types of illustrations C. what the focus of the visual portion of the ad should be D. how long the ad copy should be E. whether to present the ad in color or black and white

whether to use photos or other types of illustrations

Which of the following statements about the reach and frequency of consumer magazines is true? A. Popular consumer magazines have broad reach and frequency. B. While a high percentage of adults in the U.S. read one or more magazines, the percentage reading any individual publication is quite low. C. Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication. D. Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications. E. All of the above statements about the reach and frequency of consumer magazines are true.

while a high percentage of adults in the U.S. read one or more magazines, the percentage reading any individual publication is quite low

A retailer wants to advertise its "Back-to-School" sale in a city that has two daily newspapers. There are 450,000 subscribers to Newspaper A and 520,000 subscribers to Newspaper B. The two-page ad in Newspaper A costs $20,000, and the same ad will cost $22,000 in Newspaper B. What else would the retailer need to know to compare the CPM effectiveness of these two newspapers? A. which newspaper has readers who have school-aged children B. the pass-along readership of each C. the CPP for both D. the daily inch rate E. the socioeconomic status of subscribers to each newspaper

while newspaper has readers who have school-aged children

Which of the following is an advantage of outdoor advertising? A. no waste coverage B. ease of measurement of audience size C. wide coverage of local markets D. low costs E. slow wearout

wide coverage of local markets

the percentage of a media vehicle audience reached a each frequency increment is represent by

effective reach

Advertising appeals that relate to consumers' social and/or psychological needs for purchasing a product or service are known as _____ appeals. A. informational B. rational C. irrational D. emotional E. feature

emotional

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as: A. focus group research B. transformational research C. emotional bonding D. psychographics E. ethnographics

emotional bonding

Advertising appeals that portray people in an advertisement as experiencing an arousing, upbeat and/or exciting benefit or outcome from using a product or service are relying on: A. informational integration B. rational integration C. mood transfer D. emotional integration E. outcome integration

emotional integration

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to some friends and co-workers who play golf. These activities are part of which stage of the creative process. A. Preparation B. Incubation C. Illumination D. Verification E. Revision

A

Offering quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices, etc. are ways of: A. Achieving competitive advantage B. Market segmentation C. Mass Marketing D. Exploiting market opportunity E. Undifferentiated marketing

A

Presenting the strongest arguments at the beginning of the commercial message assumes a _____ is operating. A. Primacy effect B. Recency effect C. Sleeper effect D. Credibility effect E. Compliance hierarchy

A

For which of the following products is the consumer most likely to experience cognitive dissonance? A. Chewing gum B. Diamond ring C. Office supplies D. Pencil E. Nail polish

B

Kyle wrote a book for new dads to help them take care of the babies when the wives are away. It is highly recommended that Kyle employ _____ to divide the market. A. Geographic segmentation B. Demographic segmentation C. Psychographic segmentation D. Socio economic segmentation E. Cultural segmentation

B

Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix? A. the fact television programs do not reach their target markets B. small ad agencies generally do not know how to produce TV commercials C. the high costs of producing and airing television commercials D. the limited creative options available through television E. none of the above

the high costs of producing and airing television commercials

A whiskey distillery wants to advertise in an in-flight commercial. What are the disadvantages associated with using this form of in-flight advertising? A. high costs B. lack of wearout C. inability to segment market D. an audience feeling that such ads are intrusive E. all of the above

an audience feeling that such ads are intrusive

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season. This means that: A. an average of 18 million households watched Grey's Anatomy B. 18 percent of the households watching television were tuned to Grey's Anatomy C. an average of 18 percent of the television households in the country were tuned to Grey's Anatomy D. an average of 18 million households watched Grey's Anatomy for at least five minutes E. 18 percent of the households in the United States watched the entire program

an average of 18 percent of the television households in the country were tuned to Grey's Anatomy

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as: A. a geographic connection B. an interconnect C. an adjacency D. multiplexing E. cable syndication

an interconnect

Consumers perceive Maytag appliance as dependable. Consumers have assigned a _____ to the brand. A. product benefit B. personality C. product features D. unique selling proposition E. market rank

personality

Research shows consumers perceive Miller beer as strong, bold, and adventurous. This is an example of how consumers assign a _____ to a brand. A. product rank B. personality C. product features D. unique selling proposition E. market rank

personality

Mr. Peanut from the Planters Nut Company's ads is an example of advertising that uses which of the following advertising execution techniques? A. informational/rational B. demonstration C. fantasy D. personality symbol E. a behavioral appeal

personality symbol

The Marlboro cowboy used to advertise Marlboro cigarettes for a number of years is an example of what type of advertising execution technique? A. testimonial B. demonstration C. personality symbol D. slice-of-death E. imagery

personality symbol

_____ is a type of advertising execution style that involves creating a central character who can deliver the advertising message and with whom the product or service can be identified. A. Demonstration B. Testimonial C. Personality symbol D. Fantasy E. Slice-of-life

personality symbol

Selective binding and ink-jet imaging are making it possible for magazines to offer: A. personalized ads B. high reach and frequency C. reduced advertising rates D. lower delivery costs E. higher pass-along readership

personalized ads

virginia state board of pharmacy v. virginia citizens consumer councilallowed

pharmacist to advertise the prices of prescription drugs

Research has shown the demographic group that engages in the highest level of commercial zapping is: A. older adults B. preteens C. young adult females D. young adult males E. older women

young adult males

The growth in spot cable advertising has been facilitated by the use of: A. LANs. B. multiplexing C. interconnects D. interstitials E. clutter minimizers

interconnects

Disadvantages of Magazines

long lead time for ad placement visual only lack of flexibility

Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as: A. Consumer-oriented sales promotion B. Trade-oriented sales promotion C. Direct marketing incentives D. Public relations E. Strategic promotions

A

When a product's advertising schedule involves constant advertising with heavier efforts being made at certain times, a(n)_____ schedule is being employed. A. intermittent B. continuity C. flighting D. weighting E. pulsing

pulsing

a schedule that steps up for special occasions like beer commercials around the holidays

pulsing

_____ is an approach to the structure and development of personality that focuses on the underlying motivations for human behavior: A. Maslow's hierarchy of needs B. Psychoanalytic theory C. Integration heuristics D. Multi-attribute attitude theory E. Operant conditioning

B

General Foods' determination that Southerners preferred milder mustard than those in the Northeast led the company to develop a new "Southern Style Mustard." This strategy best exemplifies: A. Geographic segmentation B. Lifestyle segmentation C. Concentrated marketing D. Usage segmentation E. Undifferentiated marketing

A

Which of the following product categories accounts for the largest dollar volume of items used as promotional products? A. games B. apparel C. calendars D. bags E. sporting goods

apparel

The Boston designated market area (DMA) has approximately 2 million television households. Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching the Boston Celtics in a playoff game. The program rating for the Celtic game in the Boston DMA is _____ while the share of audience is _____. A. 25; 15 B. 15; 25 C. 33; 20 D. 15; 60 E. cannot be determined from the information given

15; 25

In-depth interviews projective techniques and association tests in which consumers are encouraged to bring out associations related to products and brands are methodologies used primarily by: A. Motivation researchers B. Attitude researchers C. Learning theorists D. Demographic researchers E. Social influence researchers

A

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or himself in the joys of gardening for a week and take classes with horticulturalists. This is an example of _____ segmentation. A. Psychographic B. Demographic C. Behavioristic D. Usage E. Geographic

A

the basis for determing unfairnes is that a trade practive

1. causes substantial physical or economic injury to consumers 2. could not reasonably be avoided by consumers 3. must not be outweigh by countervailing benefits to consumers or competition

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S. watched American Idol last week even though only half of the households were actually watching television during this time period. The program rating for the show is approximately: A. 18 B. 21 C. 29 D. 42 E. cannot be determined from the information given

21

Assuming there are 97 million households in the United States with televisions and an average of 2 persons per household, a program with a rating of 20 would be seen by how many viewers? A. 19.4 million viewers B. 20 million households C. 38.8 million households D. 39 million viewers E. cannot be determined by information given

38.8 million households

There are approximately 900,000 television households in the San Diego County market. During a Sunday afternoon in October, 50 percent of the households had their television sets turned on and 200,000 were watching the San Diego Chargers versus Pittsburgh Steelers NFL football game on Channel 7. The share of audience for the game would be: A. 22 B. 44 C. 50 D. 200 E. Cannot be determined from information given

44

1996 case that ruled against the state statute that prohibited advertising the prices of alcoholic beverages

44 Liquor-mart, INC v. Rhode Island

A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million. A. 2.5 B. 4.5 C. 5.5 D. 7.5 E. 8.3

7.5

A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of: A. Expertise B. Trustworthiness C. Attractiveness D. Power E. Yielding

A

A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n): A. Direct source B. Indirect source C. Message shaper D. Source mirage E. Source echo

A

According to Abraham Maslow's hierarchy of needs, the basic level of needs is: A. Physiological needs B. Social needs C. Self-actualization needs D. Esteem needs E. Safety needs

A

According to the work of sociologist Graham Wallace, In order, the four-step approach to the creative process includes: A. Preparation, incubation, illumination, and verification B. Immersion, brainstorming, creation, and reality check C. Preparation, illumination, creation and verification D. Preparation, immersion, creation and verification E. Immersion, incubation, illumination, and creation

A

An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of _____ segmentation. A. Benefit B. Demographic C. Geographic D. VALS E. SRI

A

Automobile manufacturers Audi, Isuzu, and Suzuki have all experienced serious sales declines as a result of negative publicity. Publicity has such a powerful communications effect due to: A. Its perceived credibility B. Its lack of clutter C. Its "news worthiness" D. Its ability to create an image E. All of the above

A

Coldwater Creek is a retailer that uses its Web site to promote and sell new merchandise. Coldwater Creek views the internet as a(n) _____ medium. A. Interactive B. Broadcast C. Selective-demand D. Print E. One-way

A

Coupons, bonus packs, premiums and samples are promotional offers targeted toward: A. Consumers B. Retailers C. Wholesalers D. Salespeople E. All of the above

A

Crossings is the name of a book club designed to appeal to conservative Christians. It sells inspirational fiction and nonfiction books that express moral values consistent with the views of these Christians. Crossings uses _____ Segmentation. A.Psychographic B. Demographic C. Behavioristic D. Usage E. Geographic

A

Directing a company's efforts towards one or more groups of customers who share common needs is known as: A. Target marketing B. Competitive advantage C. Positioning D. Market segmentation E. Branding

A

Division of the market based on age, sex, family size, income, and other measurable characteristics is known as: A. Demographic segmentation B. Psychographic segmentation C. Quantified aggregation D. Lifestyle aggregation E. Undifferentiated marketing

A

______ provides media planners with reliable figures about the size and distribution of a magazine's circulation that helps the planners evaluate its worth as a media vehicle. A. Simmons Market Research Bureau B. Standard Rate and Data Service C. A circulation verification service D. Mediamark Research, Inc. E. None of the above

A circulation verification service

_____ is the words in the leading position of a print advertisement that are likely to be read first. A. A headline B. Body copy C. Subheads D. Layout E. Primary copy

A headline

Which top-down budgeting method is being employed when expenditures are allocated by assigning a budget based on gut feelings? A. arbitrary allocation B. percentage of sales C. affordable method D. payout planning E. competitive parity

arbitrary allocation

8. An ad for a new hatchback shows four college students hunting for a parking place in a large, nearly-full parking lot. When they finally find a spot and park the car, they discover that they can't open the doors to get out. One of them opens the hatchback and the commercial ends with them exiting the car through the hatchback. This commercial uses:

A. dramatization with a humorous appeal.

cost of ad space

ABSOLUTE COST

What do The Da Vinci Code, Special K, and Tony Bennett have in common? A. They all sell food. B. They all sell intangible products. C. Adweek announced they were all winners of its best annual media plan contest. D. They use the same advertising vehicles. E. They all determine the effectiveness of their advertising based on absolute cost.

Adweek announced they were all winners of its best annual media plan contest

Which of the following statements provides a reason for why marketers may use emotional appeals? A. The favorable feeling created by the appeal may transfer to the brand. B. Emotional appeals can create favorable mood states, which make consumers more receptive to an advertising message. C. Research has proven that emotional messages are better remembered than non-emotional messages. D. Emotional appeals can create feelings or images that are activated when consumers use the brand. E. All of the above are reasons why a marketer may use an emotional appeal.

All of the above are reasons why a marketer may use an emotional appeal

Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget? A. Using this model, it is difficult to demonstrate the effects of advertising and promotions on sales. B. Environmental factors not considered by the model may affect the effectiveness of the promotional program. C. Product quality, pricing, and distribution may also contribute to sales. D. Awareness, interest, and attitude change are also goals of the promotional effort. E. All of the above describe a weakness inherent in the use of the marginal analysis model for establishing an advertising budget.

All of the above describe a weakness inherent in the use of the marginal analysis model for establishing an advertising budget

Because of the _____ model, marketers may experience negative publicity if their product endorser is accused of immoral behavior. A. Celebrity expertise B. Meaning movement/meaning transfer C. Celebrity popularity D. Endorsement shift E. Consumer-celebrity merging

B

Consumer-oriented sales promotions are part of a promotional _____ strategy. A. EDLP B. Pull C. Trade D. Premium E. Push

B

How are audience measurements for the effectiveness of product placement conducted? A. Independent agencies conduct recognition tests. B. Advertisers use trend analysis. C. The same methods used for audience measure of broadcast media work well. D. Any commonly used audience measurement method is effective. E. At this time, there is no method for audience measurement.

At this time, there is no method for audience measurement

Ads for consumer finance companies are often aimed at people making annual salaries of $25,000 or less. Consumer finance companies are using _____ segmentation. A. Geographic B. Demographic C. Lifestyle D. Behavioristic E. Personality

B

An ad for Duncan Hines cake mixes advises consumers to "Tell Them What it in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends. Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy. A. Physiological B. Social C. Self-actualization D. Esteem E. Safety

B

An ad for Shangri-La Travel Agency offers trips especially designed for grandparents and their grandchildren to enjoy together. This example illustrates the use of _____ segmentation. A. Geographic B. Demographic C. Lifestyle D. Behavioristic E. Personality

B

10) Which of the following is true of a psychosocial consequence?

B. They are intangible in nature.

2. A media plan is a guide for:

B. media selection.

Which of the following is an example of an advertising personality symbol? A. Michael Jordan B. Betty Crocker C. Tiger Woods D. Shaquille O'Neal E. all of the above

Betty Crocker

Low BDI Low CDI

Both the product category and the rand are doing poorly; not likely to be a good place for advertising

helps marketers factor the rate of product usage by geographic area into the decision process

Brand development Index

________________ is a form of advertising that blends marketing and entertainment through television, film, music talent and technology. A. Flighting B. Branded entertainment C. Direct response promotion D. Publicity E. Sales promotion

Branded entertainment

9. Which of the following is a basic component of a print advertisement?

C. Trademarks

6. A marketing firm decides to purchase some media time in an attempt to sell its new product. After purchasing approximately $1 million worth of time, it notices no impact on the sales of the product. However, when it increases the media time to the value of $3 million, a substantial increase in sales is observed. This change is best explained by:

C. the competitive parity method.

6. The last step in the creative process models developed by James Webb Young and Graham Wallas is:

C. verification.

Which of the following statements about the level of advertising clutter in newspapers is true? A. Clutter is really not a problem in newspaper advertising since most ads are very large. B. Clutter is not a problem with newspapers even though nearly two thirds of the average daily paper is devoted to advertising. C. The term clutter only relates to broadcast media, not print media. D. Clutter is a particularly difficult problem in newspaper advertising since most ads are in black and white, and it is difficult to do anything unique or creative that will grab the reader's attention. E. There are no advertising techniques that will cause an ad to break though newspaper clutter.

Clutter is a particularly difficult problem in newspaper advertising since most ads are in black and white, and it is difficult to do anything unique or creative that will grab the reader's attention

The _____ function model is based on the microeconomics law of diminishing returns. A. concave-upward B. S-shaped demand C. S-shaped response D. marginal utility E. concave-downward

Concave-downward

_____ is the difference between total revenue generated by a brand and its total variable costs. A. Contribution margin B. Aggregated cost C. Promotional result D. Net worth E. Return on investment

Contribution margin

What is a "Brand with Soul"? A. Related to music B. Owned by African Americans C. Shoe business D. Brands with strong values E. None of the above

D

______ is an attempt to provide some standardization of relative costing procedures for making media selections. A. Daily inch rate B. Cost per repetition (CPR) C. Cost per ratings point (CPRP) D. Absolute cost E. Cost per thousand (CPM)

Cost per thousand (CPM)

_____ refers to the potential audience that might receive the message through a vehicle. A. Frequency B. Reach C. Viewer number D. Coverage E. Exposure

Coverage

Which of the following statements gives a reason why a marketer might want to emphasize creativity in the development of an advertising campaign? A. Creative advertisements that are creative for the sake of being creative often fail to produce sales. B. Creative advertising can break through the clutter and make an impression on buyers. C. Creative advertising cannot create positive feelings that transfer to the product or service. D. Creative advertising is effective even if it is irrelevant to the target audience. E. All of the above statements give a reason why a marketer might want to emphasize creativity over all other elements in the development of an advertising campaign.

Creative advertising can break through the clutter and make an impression on buyers

_____ is a quality possessed by individuals that enables them to generate novel approaches to handling problems and that is reflected in new and improved solutions to those problems. A. Uniqueness B. Dramatization C. Creativity D. Proficiency E. Personification

Creativity

A pharmaceutical company wants to promote a new over-the-counter allergy inhaler. The company has hired as its spokesperson an actor who has played a physician for several years on a popular soap opera. The first line of the commercial is, "Hi. I play a doctor on television." For people who are unfamiliar with this actor, the message source lacks _____, one of the source attribute categories. A. Ethical standards B. Power C. Positive image D. Attractiveness E. Charisma

D

A radio commercial begins with the following line: "Our competitors think that we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal. A. One-sided B. Functional C. Emotional D. Refutational E. Slice-of-life

D

All of the following are examples of consumer-oriented sales promotion activities EXCEPT: A. Samples B. Coupons C. Refunds/rebates D. Trade shows E. Bonus packs

D

_____ are the various time periods or segments into which a broadcast day is divided. A. Adjacencies B. Participations C. Spots D. Dayparts E. Hours

Dayparts

Marketers can target sales promotion efforts to: A. Consumers B. Retailers C. Distributors D. Salespeople E. All of the above

E

Marketing public relations (MPR) activities designed to support marketing objectives add value to the integrated marketing program by: A. Building marketplace excitement B. Creating advertising news where there is none C. Providing a value-added customer service D. Defending products at risk and giving consumers a reason to buy E. Doing all of the above

E

_____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text. A. Display B. Classified C. Preprinted insert D. Supplement E. Index

Display

How might an advertising creative specialist acquire general preplanning input about a market that can be used as to develop the creative strategy for a calcium-enhanced sports drink? A. Talk to coaches and trainers to get their reactions to the new product. B. Talk to nutritionists about the actual nutritional value of the added calcium. C. Get a group of athletes to sample the drink and give their opinions about its taste and consistency. D. Read reports on consumers' feelings about the addition of vitamins and minerals to their food. E. Do all of the above.

Do all of the above

When using a unique selling proposition (USP) as the basis for a creative strategy, an advertiser the least important consideration for the advertiser would be: A. Does the USP provide a sustainable competitive advantage? B. Can the USP be easily copied or imitated by competitors? C. Can the USP claim be substantiated? D. Is the claim used as a USP important to consumers? E. Does the UPS create a brand personality?

Does the UPS create a brand personality?

Advertising creative personnel tend to: A. Rely on intuition rather than logic when solving a problem B. Have educational backgrounds in non-business areas C. Be more abstract and less conventional in their approach and solution to a problem D. Be more intuitive and perceptual than people with a business background E. Be all of the above

E

All of the following are examples of trade-oriented sales promotion activities EXCEPT: A. Off-invoice allowances B. Promotional allowances C. Point-of-purchase displays D. Trade shows E. Coupons

E

All of the following factors have contributed to the increased attractiveness of direct marketing EXCEPT: A. The increasing number of direct marketing syndicates B. The rising number of women in the work force C. The improved image of the industry D. The rapid technological advancement of electronic media and of computers E. The attractiveness of malls for family entertainment

E

4. Which of the following is at the base of the GfK International purchase funnel that is used as a diagnostic model of consumer decision making?

E. Imagery

14. Which of the following is an advantage associated with direct mail advertising?

E. Opportunities for repeat exposures

2) A situational analysis:

E. includes an assessment of its individual brands.

8) In a full-service agency, the function of gathering, analyzing, and interpreting information that is useful in developing advertising is the responsibility of the _____ department.

E. research

7. When a person speaks on behalf of a product or service based on his or her personal use of and experiences with it, a(n) _____ execution is being used.

E. testimonial

Which of the following statements about ESPN is true? A. The programming at ESPN is starting to seem stale to its viewers. B. Advertising on ESPN targets primarily "soccer moms." C. ESPN is an acronym for Exercise and Sports Program Network D. ESPN has recently begun historical programming. E. ESPN re-vitalized its programming by outbidding the networks for major sports programming.

ESPN re-vitalized its programming by outbidding the networks for major sports programming

All non-network television advertising done by a national advertiser is known as _____ advertising. A. up-front B. national spot C. local D. regional E. non-cancellation

national spot

Inside-out planning: A. focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his or her brand, and the media form the marketer wants to use B. is another term for zero-based communications planning C. starts with the customer and builds backward to the brand when developing an IMC program D. is a method of implementing DAGMAR objectives E. is used to forecast the validity of DAGMAR objectives

Focuses on what the marketer wants to say, when the marketer wants to say it, things the marketer believes are important to his or her brand, and the media form the marketer wants to use

Which of the following does Standard Rate and Data Service (SRDS) classify as a general business magazine? A. Forbes B. Drug Store News C. Restaurant News D. Architectural Digest E. Floral Management magazine

Forbes

_____ is the number of times a receiver is exposed to a message in a given time period. A. Potency B. Reach C. Coverage D. Frequency E. Mediatronics

Frequency

_____ is a summary measure that combines reach and frequency. A. The brand development index (BDI) B. The program rating C. The category development index (CDI) D. Target ratings points (TRPs) E. Gross ratings points (GRPs)

Gross ratings points (GRPs)

Which of the following pieces of federal legislation had the greatest impact on outdoor advertising? A. Fair Packaging and Labeling Act (1966) B. Wheeler-Lea Act (1938) C. Highway Beautification Act of 1965 D. National Environmental Policy Act (1969) E. Consumer Product Safety Act (1972)

Highway Beautification Act of 1965

Why are farm publications not classified with business publications? A. Historically farms have not been perceived as businesses. B. The number of farm magazines, if added to the number of business magazines, would make the category too large. C. Farm magazines are a hybrid of consumer and business magazines. D. The service that did the initial classification of magazines was owned by a farm publication. E. Federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

Historically farms have not been perceived as businesses

the FTC and USPS have rules that govern the use of_____ plans whereby a company proposes to send merch to consumers and expects payment unless a consumer cancels

negative option

Which of the following statements about image advertising is true? A. Image advertising is used most often when there are significant functional or performance differences among brands. B. Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis. C. Advertisers often use image advertising when their products or services offer a unique attribute or benefit to consumers. D. Image advertising is most commonly used for business-to-business products. E. All of the above statements about image advertising are true.

Image advertising is often used when competing brands are difficult to differentiate on a functional or performance basis

Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a utopian setting of extraordinary landscapes and crystal-clear water. Its ads use a _____ execution style to get the audience to envision themselves in Timber Land. A. imagery B. demonstration C. slice-of-life D. animation E. competitive advantage

Imagery

An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people who have had little or no pain relief from other drugs. The factual, news like nature of the ad indicates it is using a(n) _____ appeal. A. informational/rational B. product popularity C. emotional D. fear E. refutational

Informational/rational

Advertising creative people might oppose the DAGMAR approach to setting objectives because it: A. inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign B. requires that speculative presentations be created and used to set benchmark measures C. is only successful if it produces the desired sales results D. does not provide any type of communication guidelines E. is too concerned with qualitative assessments of the finished campaign

Inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign.

When a national advertiser runs a commercial on a prime time program that is seen all over the country, _____ advertising is being used. A. network B. affiliate C. aggregated D. spot E. up-front

network

Inna has been hired to promote a membership-only genealogical Web site, which provides demographic information on over one billion people. She has gathered together all the relevant environmental information and has studied the product as closely as possible. Now it is time for the _____ stage of the creative process. She needs to work on another project and put the genealogical project completely out of her conscious mind. Her subconscious needs time to work on a solution. A. preparation B. digestion C. incubation D. illumination E. verification

Incubation

The biggest change in media advertising is increased use of: A. branded entertainment B. Internet advertising C. satellite radio D. product placements E. cable television

Internet advertising

To more fully appreciate the value of advertising and promotion managers should treat the communications budget as a(n): A. asset B. expense C. liability D. investment E. fixed cost

Investment

Which of the following questions should be used as a criterion when evaluating creative output? A. Does the creative approach create a segmentation base? B. Is the creative approach consistent with that used by the competition? C. Is the creative approach appropriate for the target audience? D. Does the creative approach support a market aggregation strategy? E. All of the above questions should be used as criteria when evaluating creative output.

Is the creative approach appropriate for the target audience

An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' from 55 percent to 75 percent over the next six months." Using the criteria associated DAGMAR approach to setting objective, what is wrong with this objective? A. It is not a concrete statement of what message the airline wants to communicate. B. It does not contain a benchmark measure and statement of the degree of change sought. C. It does not specify a specific time period for accomplishing the objective. D. It does not specify a well-defined target audience. E. Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.

It does not specify a well-defined target audience.

_____ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial. A. A jingle B. A voice-over C. Needledrop D. Stock photo E. Beat music

Needledrop

Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her parents in North Dakota and was entranced with an ad for John Deere garden tractors, which featured toddlers dressed in overalls and straw hats. When she got home to Alabama and looked for the same ad in her April issue of Farm Journal, she found the ad for John Deere Garden tractors. This ad listed 25 reasons for buying a John Deere brand tractor and had no illustration. What is the simplest explanation for finding two completely different ads in the same issue of a magazine? A. The magazine is a regional publication. B. The magazine uses demographics such as educational levels to target its reading audience. C. John Deere purchased a split run. D. John Deere could only afford a printacular ad in a portion of the market reached by the magazine. E. John Deere was taking part in a Gallup Robinson impact test.

John Deere purchased a split run

In marginal analysis all of the following should be considered EXCEPT: A. sales B. fixed costs of advertising C. advertising expenditures and other variable costs D. gross margin E. net worth

Net worth

Imagine you have inherited a small motel chain in the New England area. You know you need to buy advertising, but you have a limited budget. Which of the following reasons explain why you would want to use local radio? A. Local radio reaches travelers in their car and is low cost. B. Local radio has a short lead time and the capability to produce inherent drama. C. Local radio allows you to use an aggregated marketing strategy for very little money. D. There is no overlap with local radio stations. E. Local radio is a flexible medium that has short lead times.

Local radio reaches travelers in their car and is low cost

Magazine A has a cost for a full-page ad of $10,000 and a circulation figure of 5,000,000. Of these 5,000,000 subscribers, 40 percent are tennis buffs. Magazine B has a cost for a full page of $10,000 and a circulation of 3,000,000. Of the 3,000,000 subscribers 75 percent are tennis buffs. If you sold tennis racquets and wanted to compare the CPM effectiveness of these magazines, which would you choose? A. Magazine A B. Magazine B C. Magazine A would be just as effective as Magazine B D. more information is needed on audience size E. more information is needed on costs

Magazine B

Which of the following statements about the cable television industry is true? A. Experts predict cable's popularity as an advertising medium will continue to decline. B. The cable industry is unaffected by the direct broadcast satellite (DBS) services because of FCC regulations forbidding DBS services to carry local television stations. C. The cable industry is highly regulated by the federal government. D. Many cable companies have become multinational companies offering programming in many foreign countries. E. Direct broadcast satellite (DBS) services offer fewer channel choices than most cable television systems.

Many cable companies have become multinational companies offering programming in many foreign countries

Which of the following statements about the geographic selectivity offered by newspapers is true? A. Newspapers offer less geographic selectivity than most other media. B. Newspapers in large cities provide very little geographic selectivity to advertisers. C. Newspapers provide little geographic selectivity to national advertisers. D. Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers. E. None of the above statements about the geographic selectivity offered by newspapers is true.

Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers

According to Robert Steiner, which of the following terms is essentially synonymous with contribution margin? A. total revenue generated by a product B. net worth C. financial optimization D. marginal analysis E. total profit generated by a product

Marginal analysis

the believe that advertising equals_______ reflects traditional economic thinking that views advertising as a way to change consumer tastes, lowers their sensitivity to price and build brand loyalty among buys and advertised brands

Market

occurs when qualifying information necessary to prevent a practice, claim representation or responsible belief from being misleading is not disclosed

Misleading omission

A retailer wants to run an ad announcing that the new Harry Potter book will be available at the store next Saturday. There are two newspapers in the community in which the retailer operates. An ad in Newspaper A will cost $500, and an ad in Newspaper B will cost $375. Newspaper A has a circulation of 10,000, and Newspaper B has a circulation of 8,000. After calculating the CPM, you know: A. Newspaper A is the more cost-effective buy B. both newspapers are equally cost-effective C. Newspaper B is the more cost-effective buy D. neither newspaper is cost-effective

Newspaper B is the more cost-effective buy

Which of the following statements about newspapers and magazines as advertising media vehicles is true? A. Newspapers are exclusively a local advertising medium. B. Newspapers are primarily a local advertising medium but are also used by national advertisers. C. Magazines are primarily a local advertising medium. D. Magazines are the primary advertising media in terms of ad revenue and number of advertisers. E. Because of the difference in media format, there is no competition between broadcast and print media.

Newspapers are primarily a local advertising medium but are also used by national advertisers

Which of the following statements about spot advertising is true? A. Spot advertising is subject to less commercial clutter than network advertising. B. Spot advertising is confined to station breaks between programs on network-originated shows. C. In terms of the communications process, spot advertising is easier to decode than network advertising. D. Only local advertisers use spot advertising. E. None of the above statements about spot advertising is true.

None of the above statements about spot advertising is true.

Which of the following is an example of a budgeting allocation method that uses a build-up approach? A. ROI B. competitive parity C. objective and task D. arbitrary allocation E. percentage of sales

Objective and task

_____ is a method for allocating budgets designed to determine the investment value of the advertising appropriation. A. Payout planning B. Percent of sales method C. Competitive parity D. Arbitrary allocation E. Objective and task

Payout planning

Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. Before starting to develop creative ideas, Leon reads some golfing magazines and spends time talking to some friends and co-workers who play golf. These activities are part of which stage of the creative process? A. preparation B. incubation C. illumination D. verification E. revision

Preparation

Which of the following products is most likely to be advertised on popular television shows such as Let's make a Deal, American Idol, and Dancing with the Stars? A. gardening equipment B. curry mixes C. Corvette automobiles D. Pillsbury bread products E. fishing lures

Pillsbury bread products

_____ is the number of magazine copies distributed to original subscribers or purchasers. A. Primary circulation B. Total circulation C. Primary readership D. Guaranteed circulation E. Basic readership

Primary circulation

The use of Nike shoes in the movie Forest Gump and the appearance of the Marriott Hotel logo in the movie True Lies are both examples of: A. product placement B. specialty advertising C. promotional products marketing D. free-form marketing E. transactional advertising

Product placement

Which of the following is an example of a trade magazine? A. Fortune B. National Law Review C. Farm Journal D. Progressive Grocer E. Architectural Digest

Progressive Grocer

the measure of the number of different audience members exposed at least once to a media vehicle in a given period of itme

Reach

Which of the following statements about advertising reach is true? A. Reach refers to the number of times a viewer is exposed to the ad. B. Reach can be defined as the "opportunities to see" an ad. C. The total number of persons exposed once to a vehicle is referred to as reach saturation. D. Overlap that results from multiple exposures is referred to as wasted reach. E. It is easy to determine what level of reach will be required to achieve various levels of awareness in a target audience.

Reach can be defined as the "opportunities to see" an ad

relying on verifiable or substantiated objective info about a product to make subjective claims or statements is a practice known as

Puffery

Which of the following magazines would be LEAST likely to enhance the creativity of an advertising message because the magazine does not create a mood that carries over to its communications? A. Surfing B. Reader's Digest C. Gourmet D. The New Yorker E. Mademoiselle

Reader's Digest

calls for a continuous schedule over a one week period, and less targeting to gain exposure to reach as man potential consumers as possible

Recency planning

_____ is used to compare media vehicles. A. Net contribution margin B. Net cost C. Absolute cost D. Relative cost E. Cost per media (CPM)

Relative cost

_____ refers to the relationship between the price paid for advertising space or time and the size of the audience delivered. A. Net contribution margin B. Net cost C. Absolute cost D. Relative cost E. Cost per media (CPM)

Relative cost

The _____ method of budgeting is being employed when expenditures are allocated by looking at the revenue generated from sales of the product during one year. The information gathered from this examination is used to determine the next year's dollar amounts. A. arbitrary allocation B. ROI C. payout planning D. return on investment E. competitive parity

ROI

In the _____ method of budget determination advertising considered an investment, similar to plant and equipment. A. payout planning B. objective and task C. ROI budgeting D. competitive parity E. percentage of sales

ROI Budgeting

Which of the following statements about radio as an advertising medium is true? A. Almost 50 percent of all radio revenue comes from network advertising. B. Radio has evolved into primarily a local advertising medium. C. Radio advertising revenue has been steadily declining for the last 20 years. D. One of the main weaknesses of radio as an advertising medium is the high production costs. E. All of the above statements about radio as an advertising medium are true.

Radio has evolved into primarily a local advertising medium

_____ is the measure of the number of different audience members exposed at least once to a media vehicle. A. Frequency B. Reach C. Viewer number D. Coverage E. Exposure

Reach

Which of the following statements about the use of color in magazine advertising is true? A. The more color used in the ad, the lower the cost. B. Advertisers prefer using black and white because of the greater visual impact it makes. C. Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention. D. Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages. E. Black and white ads are generally considered superior to color in terms of recall, awareness, and retention.

Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention

The buying period for television advertising time that runs throughout the television season is known as the _____ market. A. up-front B. continual C. scatter D. interconnected E. local

Scatter

_____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine. A. Ink-jet imaging B. Selective binding C. Cross media binding D. Controlled circulation E. Desk top publishing

Selective binding

After the situation analysis and the development of both the marketing and creative strategy plans, it is time to develop the media plan. The first step in developing a media plan is to: A. create a media plan committee B. set media objectives C. determine the reach, frequency, and coverage of all available media D. select broad media classes E. develop advertising campaigns

Set media objectives

) Which of the following statements about program ratings and share of audience measures is true? A. Program ratings are always higher than share of audience. B. Program ratings and share of audience are usually the same. C. Share of audience is always higher than the program rating unless all of the households in a market have their set in use. D. Unlike share of audience measures, program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use. E. None of the above statements about program ratings and share of audience measures is true.

Share of audience is always higher than the program rating unless all of the households in a market have their set in use

The ______ provides syndicated data on audience size and composition for approximately 100 publications as well as broadcast exposure and data for over 800 consumer products and services. A. Simmons Market Research Bureau (SMRB) B. Starch Readership Reports C. Arbitron Ratings D. Nielsen Media Index E. Mediamark Ratings Index

Simmons Market Research Bureau (SMRB)

A _____________ is made of a company and its competitors on the basis of 1. size and share of the total market 2. sales history, cost &profits 3. distribution practices 4. methods of selling 5. use of advertising 6. identification of prospects 7. nature of the product

Situation analysis

How do gross rating points (GRPs) differ from target ratings points (TRPs)? A. TRPs are calculated using average frequency figures, and GRP is not. B. TRPs calculations do not include waste coverage, and GRPs calculations do. C. TRPs use a duplicated reach estimate, and GRPs do not. D. TRPs are used when selecting broadcast media, and GRPs are used for selecting print media. E. The two terms are synonymous.

TRPs calculations do not include waste coverage, and GRPs calculations do

Which of the following statements about newspaper supplements is true? A. Most national advertisers avoid them because of high clutter. B. Newspaper supplements carry no national advertising. C. Some of these publications are similar to national magazines and carry national and regional ads in four-color. D. They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads. E. Newspaper supplements are a category of newspapers just like daily, weekly, and national newspapers are.

Some of these publications are similar to national magazines and carry national and regional ads in four-color

Natural Health, Paintball Sports, and Guns magazine are all examples of: A. general interest consumer magazines B. special interest consumer magazines C. trade publications D. professional magazines E. special interest business magazines

Special interest consumer magazines

the number of people in the primary target audience the media buy will reach and the number of times but does not include waste coverage of an advertisement

Target rating points

_____ verifies the circulation of consumer magazines and farm publications. A. The Audit Bureau of Circulations B. Business Publications Audit C. Standard Rate and Data Service D. Simmons Market Research Bureau E. Mediamark Research, Inc.

The Audit Bureau of Circulations

Which of the following statements best describes the amount of time available to run commercials on television? A. The amount of time is restricted to 9.5 minutes per hour during prime time and 12 minutes per hour during nonprime time by the National Association of Broadcasters. B. The amount of time is restricted to 12 minutes per hour during prime time and 17 minutes per hour during nonprime time. C. The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982, but the networks have not altered the number of commercial minutes in their schedules. D. The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982, and the number of commercial minutes on network television has risen in recent years. E. The AAF Code of Broadcasting is the only regulatory device for TV advertising currently being used.

The Justice Department suspended teh Code Authority of the National Association of Broadcasters in 1982, but the networks have not altered the number of commercial minutes in their schedules

Advertising and promotional costs can be categorized in two ways. They are: A. relative cost and absolute cost B. net cost and gross cost C. fixed and variable costs D. message cost and media cost E. full costing and partial costing

relative cost and absolute cost

Which of the following statements about clutter in magazine advertising is true? A. Clutter is not really a problem at all in magazine advertising. B. Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem. C. The clutter problem for a magazine increases as they become more successful since they attract more ad pages. D. Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve. E. Clutter is a more serious issue for magazines than it is for either television or radio.

The clutter problem for a magazine increases as they become more successful since they attract more ad pages

Useful articles of merchandise, such as sports bottles, calendars, and pens, imprinted with an advertiser's name, message, or logo are examples of: A. advertising specialties B. product placements C. transportable advertising D. sales promotions E. trade promotions

advertising specialties

Which of the following statements about network advertising is true? A. Using network advertising significantly complicates the purchase of television media time for national advertisers. B. The networks do not share their advertising revenue with affiliates that allowed the ads to be shown on their stations. C. The high cost of network time can be a drawback to advertisers with limited media budgets. D. National advertisers have to negotiate with both network and local affiliates when they want to make a media buy. E. All of the above statements about network advertising are true.

The high cost of network time can be a drawback to advertisers with limited media budgets

Which of the following statements describes a limitation associated with the use of radio as an advertising medium? A. The production of radio advertising is expensive. B. The absence of clutter means radio advertising tends to be very uncreative. C. Individual radio stations trying to sell to an advertiser can often cause information overload. D. The high number of stations in most markets means there is a great deal of audience fragmentation. E. All of the above are limitations of radio as an advertising medium.

The high number of stations in the most markets means there is a great deal of audience fragmentation

Which support medium should be employed if the objective is to achieve high levels of retention and have the communication serve as a frequent reminder? A. billboards B. product placements C. advertising specialties D. in-flight advertising E. Yellow Pages

advertising specialties

Consider the following media buy: 70 percent of the audience is reached 1 time. 20 percent of the audience is reached 4 times. 10 percent of the audience is reached 6 times. Based on this information, what does the media buyer know? A. The media buyer can use this information to calculate GRP and should not be concerned that 70 percent of the audience will only see the ad once. B. The media buyer will need to use this in making a final decision because effective frequency cannot be determined. C. The media buyer will not be able to maximize reach even if he or she has established a minimum frequency goal. D. The media buyer can only calculate average frequency from these figures, and average frequency is often misleading. E. The media buy will be cost-effective.

The media buyer can only calculate average frequency from these figures, and average frequency is often misleading

Airplanes pulling banners, blimps and skywriting are all examples of: A. sales promotions B. flighting C. aerial advertising D. stationary advertising E. free-form advertising

aerial advertising

WSIX in Nashville, WDEF in Chattanooga, and WGNX in Atlanta all show CBS programming. These local television stations that are associated with national television networks are known as: A. satellite networks B. local nets C. affiliates D. station reps E. regional networks

affiliates

Which of the following statements about the use of creativity in an advertising campaign is true? A. Because most advertising is creative, creativity is not nearly enough to break through the clutter. B. Creative advertising always has a positive impact on sales. C. Creative advertising that is not relevant to the target audience may have a greater impact than advertising that is relevant. D. The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking. E. Users of creative advertising can avoid using big ideas and unique selling propositions in their advertising campaigns.

The nature of advertising requires that everyone involved in the promotional planning process engage in creative thinking

Which of the following statements about informational/rational advertising appeals is true? A. The particular features, benefits, or attributes that serve as the basis for these appeals are constant across product categories. B. These types of appeals work well for products but not for services. C. The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment. D. The particular features, benefits, or attributes that serve as a basis for these appeals generally do not vary by market segment. E. Informational/rational ads create feelings, images, beliefs, and meanings about the product or service.

The particular features, benefits, or attributes that serve as the basis for these appeals vary from one product or service category to another as well as by market segment

__________________ is an internal factor that may influence the determination of media strategy. A. The size of the media budget B. Competitive factors C. Changes in the economy D. The development of new media E. All of the above

The size of the media budget

Which of the following statements describes a problem encountered by national advertisers when using spot advertising? A. Spot advertising does not allow them to adjust to local market conditions. B. Spot advertising cannot be used as part of their cooperative advertising programs. C. Spot advertising is easy to acquire since time is purchased from a number of local stations. D. There are more variations in the pricing policies of local stations than networks. E. All of the above statements describe a problem encountered by national advertisers when using spot advertising.

There are more variations in the pricing policies of local stations than networks

Cost per thousand is a measure of the ______ of a particular media vehicle. A. reach B. absolute cost C. relative cost effectiveness D. frequency E. continuity

relative cost effectiveness

Nizoral A-D shampoo is the only dandruff shampoo made with the number one doctor-prescribed ingredient, an ingredient that its manufacturer holds the patent on. This is the product's unique selling proposition (USP). Which of the following statements about this USP is true? A. This USP can be easily imitated. B. This USP does not benefit a large enough target market. C. This USP creates a sustainable competitive advantage. D. This USP will cause the copy platform to be more cognitive than affective. E. This USP allows for the creation of a strong brand personality.

This USP creates a sustainable competitive advantage

Many companies fail to set appropriate integrated marketing communications objectives because: A. they cannot determine which benchmark measures to use B. subjectivity is as important as creativity in a successful advertising campaign C. top management has only an abstract idea of what the firm's IMC program is supposed to do D. they want to target several different target markets E. corporate culture supports abstract objectives and not the concrete type needed for a successful IMC program

Top management has only an abstract idea of what the firm's IMC program is supposed to do.

T/F media planners are more concerned with the percentage figures and index numbers than with the raw numbers

True raw numbers may not be specific enough for their needs or they question the numbers provided because of the methods used to collect htem

T/Fthe supreme court has ruled that professionals such as dentist and physicians have the righ to advertise

True in 1982 the supreme court passed this

Which of the following televisions shows best illustrates how television provides advertisers with selective coverage of target audiences according to their lifestyles? A. ER B. Grey's Anatomy C. U.S. Open Golf D. local news programs E. Sesame Street

U.S. Open Golf

Rick likes to watch Tremors: The Series on the Sci-Fi channel and the police car chase videos on his local Fox affiliate. Both shows are on Friday night at the same time. When commercials start on one of the shows, he immediately switches to the other. Rick is engaged in: A. time shifting B. zooming C. encoding D. zipping E. zapping

Zapping

Wagner tire is developing an advertising campaign that is set to claim using its new RX models tops 25% faster on wet surfaces when compared to other brands the company must conduct a proper test because

Wagner competitors may sue the company under the lanham act if it cant substantiate its claims

_____ newspapers originate in small towns or suburbs and usually focus on news, sports and events relevant to a local area or community. A. Daily B. Weekly C. Local D. Regional E. Special-audience

Weekly

Because _____ advertising does not create awareness or demand for products or services, but rather points consumers toward where their purchases can be made, it is considered a directional medium. A. specialty B. Yellow Pages C. radio D. transit E. television

Yellow Pages

amendment that amended section 5 of the FTC act to read "unfair methods of competition in commerce and unfair or deceptive acts or practices in commerce are hereby declared to be unlawful"

Wheeler-lea amendment

Which of the following statements best compares the CPM for movie theater advertising with that of other media? A. The CPM for movie advertising is higher than that for magazines. B. Movies have a lower CPM than radio, but higher than newspapers. C. When compared to other advertising media, the CPM is quite high for movie ads. D. When compared to other advertising media, the CPM is quite low for movie ads. E. The CPM for movie advertising is equal to that of the other forms of advertising media.

When compared to other advertising media, the CPM is quite high for movie ads

Which support medium should be employed if the consumer has already been provided with information about the service and now requires a directional medium? A. billboards B. product placements C. advertising specialties D. in-flight advertising E. Yellow Pages

Yellow Pages

refers to the relationship between the price paid for advertising time or space and the size of the audience delivered

relative costs its used to compare media vehicles

_____ is an approach to integrated marketing communications planning that involves determining what tasks need to be done and which marketing communications planning functions should be used to accomplish them. A. The objective/task pyramid B. DAGMAR C. Inside out planning D. Zero-based communications planning E. Refutational planning

Zero-based communications planning

Parker videotapes the television show My Name is Earl, which is shown on Tuesday nights on her local WB station, so she can fast forward through the commercials. Parker engages in: A. time shifting B. zooming C. encoding D. zipping E. zapping

Zipping

General Motors negotiated an $80 million media package with Time Warner that included advertising in magazines owned by the media conglomerate as well as on cable television stations it operates. This is an example of: A. a cross-magazine deal B. a cross-media deal C. a magazine network advertising D. circulation management E. an intermedia deal

a cross-media deal

Which of the following describes a limitation of cable television that advertisers need to know about? A. opportunities for narrowcasting B. greater flexibility in the types of commercials which can be used C. lower costs D. a lack of penetration, particularly in major markets E. limitations on the length of commercials

a lack of penetration, particularly in major markets

_____ is defined as one percent of all the television households in a particular area tuned to a specific program. A. A program rating B. A ratings point C. Household using television (HUT) D. Share of audience E. None of the above

a ratings point

_____ of the medium or vehicle is the actual total cost required to place the message. A. Net contribution margin B. Net cost C. Absolute cost D. Relative cost E. Cost per media (CPM)

absolute cost

The television time period available to local stations right before or after network programming is called: A. adjacencies B. dayparts C. access time D. less-than-prime time E. in-betweens

adjacencies

Barter syndication is also called: A. advertiser-supported syndication B. station-sponsored syndication C. participation syndication D. first-run programming E. presold programming

advertiser-supported syndication

the 3 major participants in the advertising process are

advertisers advertising agencies media

the three major participants in t4eh advertising process are

advertisers agencies media

Forehead for rent, body for rent, and celebrity hairdo are all examples of? A. virtual advertising B. the new-product development process C. advertisers seeking new media outlets D. free-form promotion E. transit technology advertising

advertisers seeking new media outlets

Which of the following statements about the circulation of magazines is true? A. Circulation revenue is becoming a major source of income for many publications. B. The higher the circulation of a magazine, the higher the advertising rates it can generally charge. C. Many magazines are finding the incremental costs of attracting and maintaining circulation increases is not always cost effective. D. Some magazines have reduced their circulation base in recent years to control costs. E. All of the above statements about the circulation of magazines are true.

all of the above statements about the circulation of magazines are true

Increased pressure on magazine publishers to meet the demands of advertisers is in part due to: A. reach and frequency estimates B. alternative advertising choices available to advertisers C. the growth in sports and marketing stories D. increased circulation of magazines E. image and affect promotion

alternative advertising choices available to advertisers

A marketing firm decides to purchase media time in an attempt to sell its new product. After purchasing approximately $1 million dollars of time, it has noticed no impact on the sales of the product. However, at $3 million, a substantial increase is shown. This might best be explained by: A. arbitrary allocation B. the objective and task method C. competitive parity D. an S-shaped response E. rapidly diminishing returns

an s-shaped response

According to Advertising Age, experts in creative advertising don't write books or espouse theories. They see advertising as: A. an inherent drama working to offset the reality of social issues. B. an uplifting social force, as a way to inspire and entertain. C. the replacement for the 20th century salesperson D. publicity created through unique selling propositions E. a cultural force redefining societal needs and wants

an uplifting social force, as a way to inspire and entertain

You know the _____ method of budgeting is being employed after hearing an experienced marketing department manager respond to a new employee's question, "How was the ad budget established last year?" by saying, "The same way it's always been done. I just have an instinct for how much should be budgeted where." A. arbitrary allocation B. percentage of sales C. ROI D. return on investment E. competitive parity

arbitrary allocation

Leslie is working for a local agency as an intern. Her company has been hired to develop an advertising campaign for chain of coffee shops. She has been given the task of coming up with the big idea. You can tell her big ideas: A. are very easy to come by B. really only matter in advertising for consumer products not for retail establishments C. are typically not the basis for effective advertising campaigns D. are only effective in business-to-business advertising E. are easier to develop when the service being advertised is heterogeneous

are easier to develop when the service being advertised is heterogeneous

Which of the following is an advantage of promotional products marketing? A. a high level of frequency B. a high degree of audience selectivity C. as a tool for reminder advertising D. a high degree of flexibility E. all of the above

as a tool for reminder advertising

Outdoor advertising would best be suited for a company whose communication objective is to: A. attain brand awareness B. explain a complex product advantage C. create attitude change D. stimulate product trial of a new type of computer E. influence immediate behavior

attain brand awareness

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as: A. off-network syndication B. first-run syndication C. barter syndication D. sponsorship E. participations

barter syndication

Given the demographic characteristics of its audience, which of the following products would most benefit from in-flight advertising? A. brownie mixes B. soft drinks C. business supplies D. flea and tick treatments for dogs E. acne medication

business supplies

Which of the following is NOT one of what advertisers call "new media?" A. satellite radio B. wireless C. ads on movie screens D. cable television E. Internet

cable television

For which of the following products is an advertiser most likely to use continuity scheduling? A. swimming pool chemicals B. flea collars C. cake mixes D. wood burning stoves E. tickets to professional basketball games

cake mixes

_______ test are used in order to determine whether an ad or commercial conveys the meaning intended

comprehension

Many business magazines are sent free to individuals a publisher thinks are appropriate members of a target audience and can influence purchases for products and services advertised in the publication. This is known as _____ basis. A. primary circulation B. guaranteed circulation C. free circulation D. circulation verification E. controlled circulation

controlled circulation

Which of the following is a disadvantage associated with transit advertising? A. low frequency of exposure B. high costs C. copy and creative limitations D. short exposure times E. all of the above

copy and creative limitations

Yellow Pages advertising is referred to as a directional medium. This means that Yellow Pages ads: A. direct buyers to a source of product purchase B. direct buyers to other ads in the IMC program C. direct consumers through the response hierarchy D. used to geographically segment buyers E. are a form of direct-response advertising

direct buyers to a source of product purchase

Which medium offers the most target selectivity? A. radio B. outdoor C. direct mail D. newspapers E. magazine

direct mail

Modern Maturity, YM, and Seventeen are all magazines that offer advertisers _____ selectivity. A. demographic B. geographic C. lifestyle D. affective E. behavioral

demographic

The Top Line is a Canadian publication targeted to high school teens. It offers Canadian advertisers _____ selectivity. A. demographic B. psychographic C. lifestyle D. affective E. behavioral

demographic

Magazines like In Touch and Life & Style offer advertisers _____ selectivity. A. geographic, demographic, and lifestyle B. behavioral and geographic C. only demographic D. demographic and psychographic E. only behavioral

demographic and psychographic

An ad for Toyota vans shows how easily a child, who needs to use a bathroom, can get out of the vehicle. Which ad execution technique is being used in this ad? A. comparison B. demonstration C. scientific evidence D. straight-sell E. animation

demonstration

Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A. comparison B. demonstration C. scientific evidence D. straight-sell E. animation

demonstration

The Nielsen Station Index (NSI) refers to local television markets as: A. areas of dominant influence B. metropolitan rating areas (MRAs) C. designated market areas (DMAs) D. local markets E. geodemographic areas

designated market areas (DMAs)

All of the following are components of the objective and task method EXCEPT: A. a re-evaluation of objectives B. determination of competitor's expenditures C. isolation of objectives D. estimation of required expenditures E. monitoring

determination of competitor's expenditures

The major problem with the use of readers per copy figures is: A. determining pass-along rates B. determining time spent reading the magazine C. calculating cost estimates efficiently D. determining an efficient way to estimate the effects of sweep periods E. calculating CPRP

determining pass-along rates

Which of the following products would be least appropriate for an image advertising appeal? A. designer jeans B. soft drinks C. beer D. dishwashing detergent E. perfume

dishwashing detergent

The largest percentage of newspaper advertising revenue comes from: A. display advertising by local advertisers B. classified advertising C. display advertising by national advertisers D. freestanding inserts E. real estate ads

display advertising by local advertisers

Focus groups can be used during the advertising creative process to: A. find any special needs that are not being satisfied B. gain detailed insight into how and why consumers use a product or service C. evaluate creative concepts, ideas, and campaign themes D. better understand consumers' specific needs for a product or service E. do all of the above

do all of the above

National advertisers may use spot television advertising to: A. concentrate advertising in areas where market potential is the greatest B. concentrate advertising in areas where more ad support is needed C. advertise in test market areas D. offer support and cooperative advertising to local dealers and retailers E. do all of the above

do all of the above

in the media planning process, market analysis is followed immediately by the

establishment of goals for the media program

Which of the following statements describes an advantage inherent in the flighting method of schedule advertising? A. With flighting, there is no danger of wearout. B. Flighting creates cost efficiency by using advertising only during purchasing periods. C. Unless advertising is continuous, people will forget the message altogether. D. Forgetting is virtually eliminated by alternating periods of high and low advertising weight. E. None of the above describes an advantage inherent in flighting.

flighting creates cost efficiency by using advertising only during purchasing periods

the number of times the receiver is exposed to the media vehicle in a specified period

frequency

a summary measure that combines the program rating and the average number of times the home is reached during this period

gross rating points GRP = Reach x Frequency

Many publications base their rates on _____ and give refunds to advertisers if the number of delivered magazines is below that quantity. A. total circulation B. primary circulation C. guaranteed circulation D. circulation verification E. rebate circulation

guaranteed circulation

Many advertising experts consider the most important part of a print ad to be the: A. headline B. subheads C. layout D. body copy E. disclosures

headline

Research has shown that the first thing people look at in a print ad is the: A. illustration B. visuals C. body copy D. subheads E. headline

headline

Which of the following is an example of a general disadvantage associated with branded entertainment? A. high absolute cost B. low exposure numbers C. international regulations opposing product placements D. negative source association E. all of the above

high absolute cost

Disadvantages of direct mail

high cost poor image junk mail clutter

Advantages of direct mal

high selectivity readers control exposure high info content opp for repeat exposure

For weeks, Bridgette had been trying to come up with a creative approach to advertise light bulbs. She had decided to try not to think about it for a while to see if her subconscious could figure something out. As she was relaxing in her bath one night, a great idea for a creative light bulb advertising campaign just seemed to pop into her head. She leapt out of the tub and began to write it all down before she forgot it. In terms of the creative process, Bridgette has just experienced the _____ stage. A. immersion B. verification C. revision D. illumination E. reality check

illumination

All Nippon Airways (ANA) is the largest airline in the Far East. It ads focus on the Japanese hospitality that is offered on its planes—everything from elegant tableware to the finest in Far Eastern cuisine. If comfort and fine food is important to you when you travel, then you should think of ANA next time you are booking a flight to Asia. This development of a strong, memorable identity for ANA is an example of: A. a universal selling proposition B. image advertising C. inherent drama D. attribute-based positioning E. refutational appeal

image advertising

Disadvantages of flighting

increase chance of wearout vulnerable during off periods lack of awareness, interest or retention during off period

Which of the following statements describes a potential problem associated with the use of indirect headlines in a print ad? A. Indirect headlines rarely generate interest or curiosity and thus motivate the reader to become involved with the remainder of the ad. B. Indirect headlines may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message. C. Indirect headlines must always be accompanied by an engaging visual appeal in order to be effective. D. Indirect headlines only work when readers are already interested in the category of the good or service being advertised. E. All of the above statements describe potential problems associated with the use of indirect headlines.

indirect headlines may not be provocative enough to get the readers' attention and offer a reason for reading the remainder of the message

The "What Happens in Vegas, Stays in Vegas" ad campaign was designed to create a unifying theme of: A. sophistication B. indulge C. serenity D. shopping E. low-cost living

indulge

Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations. It is an example of a(n) _____ publication. A. general business B. trade C. professional D. industrial E. consumer-oriented

industrial

A creative technique for newspaper advertising whereby an ad is surrounded by editorial material is known as a(n): A. bleed page B. gatefold C. ink-set image D. insert E. island ad

island ad

The first task in the objective and task method of budgeting is to: A. conduct a system analysis B. create an organizational budget C. isolate advertising objectives D. determine what tasks need to be accomplished E. reevaluate objectives from previous years

isolate advertising objectives

The growth of cable television has led to all of the following EXCEPT: A. more viewing options for cable households B. greater audience fragmentation for television C. lower viewing audiences for the three major TV networks D. less opportunity to reach specific target audiences E. greater competition between cable channels and networks for advertising dollars

less opportunity to reach specific target audiences

according to th eFTC definition of deception a representation, omission or practice has materiality to if it

likely to influence consumer purchases decisions

Which of the following is NOT a limitation associated with the use of television as an advertising medium? A. high costs for airtime B. high costs for production of quality commercials C. limited creative options for developing and presenting advertising messages D. fleeting messages E. commercial clutter

limited creative options for developing and presenting advertising messages

Which of the following is a disadvantage associated with advertising in magazines? A. lack of permanence B. lack of prestige C. lack of consumer receptivity to ads D. limited reach and frequency E. no creative flexibility

limited reach and frequency

Which of the following is NOT an advantage of radio as an advertising medium? A. low cost B. audience selectivity C. flexibility D. listener fragmentation E. great number of integrated marketing opportunities

listener fragmentation

Which of the following is an example of special services offered by newspapers? A. merchandising programs to help make the trade aware of a company's products B. complete in-house advertising agency competitive with many of the finest agencies in the U.S. C. high reproduction quality D. circulation verification E. all of the above

merchandising programs to help make the trade aware of a company's products

Magazines are helping advertisers implement their market segmentation strategies by: A. offering special inserts, bleed pages, and gatefolds B. not running any controversial articles C. merging their databases with those of the advertiser and delivering personalized messages to consumers D. adopting a general-interest editorial platform E. increasing their circulation figures

merging their databases with those of the advertiser and delivering personalized messages to consumers

expressed or implied statement contrary to fact

misrepresentation

Which of the following statements about off-network syndication is true? A. Off-network syndicated shows are an important source of quality programming for local stations. B. Off-network syndicated shows an insignificant source of revenue to the studios that produce them. C. Off-network syndicated shows are usually low-budget, low quality programs. D. The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P. M. E. None of the above statements about off-network syndication is true.

off-network syndicated shows are an important source of quality programming for local stations

Transit advertising can be found in all of the following places EXCEPT: A. in elevators B. in subways C. on taxis D. on trolleys E. on billboards

on billboards

Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment? A. one that emphasizes frequency rather than reach B. one that emphasizes reach rather than frequency C. one that balances reach and frequency D. one that uses a high cost per thousand approach E. one that allows continuous communication

one that emphasizes reach rather than frequency

If properly placed, which support medium can yield possible exposure to an equivalent of 100 percent of the marketplace on a daily basis? A. specialty B. outdoor C. aerial advertising D. Yellow pages E. transit

outdoor

In terms of media vehicles, ______ would be most efficient medium for the "Got Milk" slogan. A. television B. interactive media C. radio D. outdoor E. newspapers

outdoor

New Balance running shoes would probably wish to pursue a _____ scheduling strategy, while Rossignol snow skis would more than likely use a _____ schedule. A. continuous, pulsing B. flighting; pulsing C. pulsing; flighting D. pulsing; continuous E. continuous; continuous

pulsing; flighting

an advertising test that measures dilation or constriction of the eyes in response to stimuli

pupillometrics

Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels? A. message uniqueness B. clutter C. purchase and usage cycles D. media scheduling E. message complexity

purchase and usage cycles

According to _____, a media buyer for a manufacturer of paintball guns would be better satisfied with the ad's performance if he or she purchased an ad in Paintball Sports magazine rather than Sports Illustrated. A. the theory of absolute cost B. the concept of effective reach C. target CPM (TCPM) D. the GRP measurement E. none of the above

target CPM

Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another. This is an example of _____ advertising. A. reminder B. teaser C. transformational D. favorable price appeal E. news appeal

teaser

When the Ford Motor Company was preparing to introduce a new model, ads were run for several weeks that talked about the new car but never showed it. This is an example of _____ advertising. A. reminder B. transformational C. teaser D. emotional E. cognitive

teaser

Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose: A. radio B. television C. direct mail D. magazines E. newspapers

television

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it: A. has such a low absolute cost B. has the ability to reach large audiences in a relatively cost efficient manner C. has a high level of geographic selectivity D. is very easy to develop creative television advertising E. has no impact on the image of a brand

the ability to reach large audiences in a relatively cost efficient manner

Which of the following is an advantage associated with transit advertising? A. timeliness B. the elimination of waste coverage C. no copy limitations D. superior frequency and reach E. image factors

timeliness

Advertisements that create feelings, meanings, images or beliefs about a product or service that can be activated when consumers use it are known as _____ ads. A. rational B. transformational C. nostalgic D. affective E. informational

transformational

_____ advertising attempts to make the experience of using a product or service richer, warmer or more exciting. A. Informational B. Competitive advantage C. Transformational D. Image E. Rational

transformational

Unlike other alkaline batteries and traditional rechargeable batteries, Rayovac Renewal alkaline battery is reusable 25 times or more. The ad headline read, "Introducing the Best-Performing Battery System in All of Creation." This ad was based on the Rayovac Renewal alkaline batteries: A. unique selling proposition B. brand image C. inherent drama D. tangibility E. brand equity

unique selling proposition

In order to get advertising time on the most popular shows, major television advertisers such as Coca-Cola, Ford, General Motors and State Farm are generally forced by the biggest agencies to participate in the _____ market. A. up-front B. continual C. scatter D. interconnected E. local

up-front

The audio portion of a commercial is often presented through the use of a(n): A. layout B. voice-over C. illustration D. headline E. jingle

voice-over

Sam Crenshaw looked at realty ads in local newspaper and in the listings magazine he found at a local restaurant, asked his friends, and called the local Chamber of Commerce before purchasing a home site in Lincoln. These activities are examples of: A. Internal information search B. External information search C. Post-purchase evaluation D. Problem clarification E. Evoked set manipulation

B

Source attractiveness leads to persuasion through a process of: A. Internalization B. Identification C. Compliance D. Repositioning E. Comprehension

B

The Movie Slum Dog Millionaire takes place in what country? A. Pakistan B. India C. Saudi Arabia D. Afghanistan E. None of the above

B

The market segmentation process: A. Divides a market into distinct groups that have heterogeneous needs B. Divides a market into distinct groups that will respond similarly to marketing C. Offers one version of the product to all marketers D. Identifies markets with unfulfilled needs E. Positions products in the minds of prospects and customers

B

The source characteristic of attractiveness encompasses: A. Power, expertise, and recognizability B. Similarity, likeability, and familiarity C. Comfort, recognizability, and beauty D. Beauty, familiarity, and recognizability E. Expertise, familiarity, and comfort

B

When an advertiser uses an ad that emphasizes psychological associations and attempts to wrap the consumer's perceptions into a tight concept or symbol, what type of advertising approach is being used? A. Unique selling proposition B. Image advertising C. Inherent drama D. Attribute-based positioning E. Refutational appeal

B

Which is NOT a part of culture? A. Foods B. Happiness C. Style and modesty of dress D. Group vs. individual values E. Myths

B

Which of the following brands was a "Brand with Soul"? A. IBM B. Apple computer C. Microsoft D. Dell E. None of the above

B

Which of the following is the most important endorser trait to older and younger adults? A. Plays a sport I follow B. Doesn't do drugs C. Is religious D. Has been playing the sport for a long time E. None of the above is important as an endorser trait

B

_____ is the stage of the consumer decision making process whereby the individual scans information stored in memory to recall past experience and/or knowledge regarding various purchase alternatives. A. Problem recognition B. Internal information search C. External information search D. Alternative evaluation E. Post-purchase evaluation

B

_____ occurs when consumer's expectations are either met or exceeded. A. Cognitive dissonance B. Satisfaction C. Dissatisfaction D. Shaping E. Post-purchase evaluation

B