huge final advertising

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to achieve greater reach on a limited budget...

some frequency and/or continuity has to be sacrificed

what has become the largest source of programming in the U.S.?

syndication

Campbell's Soup uses the slogan or ____, "M'm! M'm! Good!"

tagline

Which of the following refers to the number of people who read a magazine without actually buying it?

secondary circulation

_________ memory is the kind of memory through which names, words, and concepts are retrieved through people's minds. a. iconic b. episodic c. emotional d. semantic

semantic

T/F: It has been found that overall, advertising has the greatest impact on sales early in the product life cycle or soon after a new model or version of the product is released.

True

T/F: Qualitative research is used to help form an understanding rather than a definition of a market or population

True

The United States is the only nation to have such an unwieldy maze of federal regulators.

false

Which of the following statements is true about word-of-mouth advertising?

it is not an advertising medium

Radio stations base the rates they charge their advertisers on:

the time of day the advertiser wants its ad to run.

why would an advertiser used a mixed-media approach?

the total effect is greater that the sum of individual parts

T/F: When Diego sees the red price tag on a snowboard at REI, he is responding to a stimulus.

true

T/F: When Jana uses a $10-off coupon to purchase an exercise mat, she is providing feedback

true

The work print stage of a commercial is also called the rough cut or interlock.

true

bulletin structures work best in places where traffic is heavy and visibility is good

true

compared to television or radio, print advertising has more permanence

true

46. What are the two broad categories of learning theories used by most advertisers? A. cognitive and conditioning theories B. central and peripheral route theories C. interpersonal and nonpersonal theories D. affective and cognitive route theories E. psychological and physiological screen theories

What are the two broad categories of learning theories used by most advertisers? A. Cognitive theory and conditioning theory B. The central and peripheral routes C. Interpersonal theory and non-personal theory D. Affective and cognitive routes

A. Cognitive theory and conditioning theory

_____ is the mental and emotional processes and the physical activities of people who purchase and use goods to satisfy particular needs and wants. A. Consumer behavior B. Stimulus-response C. Cognitive learning D. Psychological response

A. Consumer behavior

When several advertisers buy 30 or 60-second segments within a program, they are: A. buying on a participation basis. B. using a syndication allowance. C. using narrowcasting. D. testing advertising slots. E. buying a sponsorship.

A. buying on a participation basis.

Which of the following is an example of product advertising?

An ad for Toyota announcing that new car buyers can receive $3,000 off any new model

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This is called a(n) A. island half. B. insert. C. gatefold. D. junior unit. E. full unit.

An advertiser would most likely avoid using network TV advertising because of A. government control. B. lengthy lead-times. C. identical coverage. D. sponsorship demands. E. a lack of regulation.

Anita's Home Cooking, a blog, includes links to various cooking products and kitchen appliances that Anita recommends, such as King Arthur brand flour and Cuisinart. Anita earns a commission on each sale made through her site. Which term best describes this situation? A. spam B. affiliate marketing C. viral marketing D. sponsorship E. group buying

Which of the following is a portable and personally identifiable medium? A. direct mail B. Internet C. interactive TV D. cell phone E. DVR

Which of the following would LEAST likely be included in a creative strategy? A. Definition of the target audience B. Objective of the advertising C. The brand's personality D. Budget procedures E. Key benefits

D. Budget procedures

_____ objectives can be categorized as either general need-satisfying objectives or specific sales- target objectives. A. Environmental B. Functional C. Corporate D. Marketing E. Entrepreneurial

D. Marketing

Which of the following states how a firm is going to accomplish its marketing objectives? A. SWOT analysis B. Situation analysis C. Stakeholder analysis D. Marketing strategy E. Marketing mix

D. Marketing strategy

Which of the following advantages does broadcast television provide to its advertisers? A. Low airtime costs B. The potential for zipping and zapping C. Low production costs D. Mass coverage E. Lack of clutter

D. Mass coverage

_____ refers to the underlying drives that contribute to an individual's purchasing actions. A. Conditioned learning B. Perception C. Inducement D. Motivation

D. Motivation

Consumer concern about food contamination with pathogenic bacteria is generally nonexistent. They view food safety and food hygiene as government problem. The element of perception responsible for this interpretation is called: A. attitude. B. learning. C. motivation. D. cognition.

D. cognition.

In order to appeal to women before they start cooking supper, a family-style restaurant that specializes in supper buffets has chosen to advertise during The Ellen DeGeneres Show, which is broadcast daily at 4:30 p.m. by a Virginia TV station. The restaurant is advertising during _____ time. A. peripheral B. late fringe C. prep rime D. early fringe E. prime access

D. early fringe

Consumers' evoked sets are A. those members of the buyer's family who must be considered when a product is selected for purchase. B. the combination of products that consumers finally select for their use. C. the alternative goods and services that consumers evaluate before making decisions. D. the environments that affect the decision-making process. E. the relevant reference group(s) for a particular purchase.

Following its latest ad campaign, Mail Chimp asked consumers a series of direct and unstructured questions to measure if the campaign created a positive image for the company. The company conducted a(n) A. inquiry test. B. projective interview. C. attitude test. D. sales test. E. recall test.

For a quantitative test to be valid, the test must A. use a random sample of the population. B. be cost-efficient. C. reflect the true status of the market. D. be open-ended. E. be repetitive.

_____ is the systematic gathering, recording and analysis of new information to help managers make marketing decisions. A. Market analysis B. A data assessment C. Marketing research D. Environmental analysis E. Research behavior

C. Marketing research

When advertisers place an ad, they submit a(n) _____ to the newspaper, stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order. A. ad paste-up B. preprinted insert C. insertion order D. layout board E. contractual agreement

C. insertion order

A Gallup Poll in late 2007 asked Gallup Poll panelists which of seven specific 2008 presidential hopefuls they would most like to have dinner with if given the opportunity. For the presidential candidates and their campaign organizations, this would be an example of: A. market analysis. B. data assessment. C. marketing research.

C. marketing research.

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that meat contains chemicals they do not want in their bodies. Both of these reasons are examples of _____ motives. A. transformational B. stimulus C. negatively originated D. transactional

C. negatively originated

Alan White is a rodeo performer. In a magazine called Western Horseman, White learned about a new kind of feed supplement for his horse that will help keep the animal at its peak performance. White used a(n) _____ to become familiar with this new product. A. encoded message B. semiotics C. non-personal channel D. personal channel

C. non-personal channel

Through the issuance of ____, the government provides incentives to invent, invest in and disclose new technology worldwide. A. trademarks B. copyrights C. patents D. venture capital E. differential advantages

C. patents

A(n) _____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the consumer's priority list. A. logistical strategy B. universal sales promotion (USP) C. positioning strategy D. market aggregation strategy E. promotional mix

C. positioning strategy

A tearsheet is A. a perforated, preprinted insert. B. another term for an ad paste-up. C. a guarantee that the ad will receive run-of-paper (ROP) positioning. D. a page that verifies that an ad ran as it was supposed to. E. the receipt that the media salesperson gives to the advertiser.

A(n) _____ is used to give background information about an organization, product, or service, whereas a(n) _____ is used primarily to sell a product or service. A. interstitial; website B. website; cookie C. cookie; interstitial D. corporate site; commerce site E. commerce site; ad network

According to Roger von Oech, Explorers should believe that good information is available and that they have the skills to find and use the information. Which term best describes this concept? A. big idea B. visualization C. transformation D. insight outlook E. free association

According to the _____, people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality. A. cognitive theory of satisfaction B. stimulus-response theory C. equity theory D. theory of cognitive dissonance E. expectancy theory

All of the characters on the CBS crime drama Hawaii 5-0 drive Chevrolet vehicles. This is most likely an example of A. a synergistic promotion. B. creative licensing. C. product diversification. D. product placement. E. residual fee payment.

In which of these scenarios is the consumer most likely to experience cognitive dissonance? A. A mother purchased snacks for her teenage son. B. A secretary rented a car for her boss's business trip. C. A jogger purchased a bottle of water for himself. D. A student purchased a pizza for supper. E. An engaged couple bought a new house.

A Pottery Barn ad in Martha Stewart Living magazine was printed on high-quality paper stock and shipped to the magazine publisher for inclusion in the March issue. The ad for which the advertiser paid a premium price exemplifies: A. island halves. B. a full unit. C. a gatefold. D. a junior unit. E. an insert.

E. an insert.

T/F: As a group, the people who work in the creative department are generally referred to as the ad agency.

T/F: The creative strategy identifies how the ad will be executed.

T/F: The first step in traditional top-down planning is to determine specific marketing objectives.

T/F: The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

T/F: The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

T/F: While the conceptualization step is important, the visualization step is the most important step in creating the advertisement.

T/F: With integrated marketing communications, advertisers are able to cultivate identical relationships with all stakeholders.

T/F The creativity strategy identifies how the ad will be executed

False

T/F The first step in traditional top-down planning is to determine specific marketing objectives

False

T/F The process of buying television advertising time is so simple that even the largest advertisers perform the task in-house.

False

T/F Traditionally, media content has been distributed through decentralized networks.

False

T/F: Intensive distribution involves limiting the number of wholesalers who can sell a product in order to gain a prestige image or maintain a premium price.

False

T/F: The ultimate goal of the marketing process is to build a strong brand image

False

The media plan is not influenced by the location and makeup of the target audience. (true/false)

False

The most common form of out of home media is transit media. (true/false)

False

The most frequent cause of cost overruns in the production of advertising is an overdependence on creativity.

False

True/False: Advertising can influence internal but not external searches

False

A trademark:

Is any word, name, or symbol that identifies one particular product or line of products from a single source.

During the preindustrial age, most advertisements took the form of signs with symbols such as a beer tankard indicating a tavern because:

Most people were illiterate and could not read.

Painted bulletins are very costly, but some adv. overcome this expense by?

Moving them to different choice locations.

Which of the following terms explains the availability of cable networks devoted to food, home repair, golf, history, or animals?

Narrowcasting

Which of the following statements about consumer privacy issues is true? Concern about privacy is declining from a high reached during the 1990s. The fact Web sites gather information about visitors without knowledge of the visitors is a privacy concern. Internet companies use the information they gather about consumers to create personalized files about each individual. The Federal Trade Commission regulates privacy rights. None of the above statements about consumer privacy issues is true.

None of the above statements about consumer privacy issues is true.

Television viewing is highest during ____time.

Prime time (8pm-11pm)

According to the history of advertising, the _____ made possible the first advertising formats -- posters, handbills, signs, and newspapers.

Printing press

The term _____ best explains why most automobile manufacturers produce similar products yet consumers have preferences for specific brands.

Product differentiation

4Ps of Marketing

Product, Price, Place, Promotion

The 4Ps of the marketing mix are

Product, Price, Place, Promotion

T/F: The advertising plan is a natural outgrowth of the marketing plan.

T/F: The attention step is important to triggering a print ad's boom factor and may be accomplished with large headlines, dynamic visuals, or vibrant colors.

T/F Television time is divided into dayparts.

True

The kind of picture to be used in an ad is often determined during the conceptualization process.

True

If you know a particular radio station has a high fume rating, you know with reasonable certainty that it has:

a lot of different people tuning into the station

The abundance principle states that in an economy that produces more goods than can be consumed, advertising a. Maintains high prices across the aboard b. Informs consumers of their alternatives c. Contributes to the global waste disposal program d. Prevents firm from successfully competing for consumer dollars e. Acts as a stabilizing factor for a long term business cycle downturn

b. Informs consumers of their alternatives

If you are going to Starbucks and they ask you to fill out a survey, what are they trying to get? a. Secondary data - public or someone else's research b. Primary data - capture on your own

b. Primary data - capture on your own

Why has TBWA of the Omnicom Group created a new position called Chief Compensation Officer? a. because its many of its clients are facing bankruptcy b. because its traditional commission is not being paid c. because financial talks between clients and agency aren't working d. because TBWA is facing bankruptcy

because financial talks between clients and agency aren't working

A preemption rate will only save an advertiser money if:

demand for advertising time is down.

____ is a type of marketing used to slow down the demand for certain products, such as energyconsuminggoods

demarketing

Interactive agencies:

design Web pages and ads for the Internet.

How the director and the graphic artists (or graphic designer) conceptually choose and structure the artistic elements of an ad is called the ad's:

design.

In an average quarter-hour, the total listening audience in Lincoln is 35,600. If radio station WLCN has an average quarter-hour listenership of 6,800, what is WLCN's average quarter-hour share?

19.1 percent

A designated market area A. refers to the geographic area in which the local TV station attracts the most viewing. B. is the area of greatest impact (AGI) for a television commercial. C. consists of all potential advertisers within a region. D. is composed of all the target audiences within a 50-mile radius of a television station. E. is the number of households in a market area according to Nielsen.

An ad for Asian Sensations' newest product line of snack foods encourages readers to "Thai something new." In this example, word play is used to A. persuade consumers to try an Asian Sensations snack. B. inform customers that Asian Sensations sells nutritious snacks. C. persuade customers to check the website of Asian Sensations. D. persuade retailers to carry more Asian Sensations snack foods. E. remind customers that Asian Sensations has been reformulated.

Which of the following is recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation? A. strategic precision B. savvy solving C. polishing the problem D. rehearsing strategy E. structural psychology

An ad encouraging golfers to subscribe to Golf Magazine has the following headline: "Play at the Top of Your Game." In this example, the creative message of the ad was used to A. persuade consumers to subscribe to Golf Magazine B. inform readers that Golf Magazine is available through subscriptions. C. persuade customers to buy multiple copies of Golf Magazine. D. persuade retailers to carry Golf Magazine. E. remind customers that Golf Magazine is the best-selling golf magazine available.

What is the first step in a traditional top-down marketing plan

situation analysis

The buying procedure for television time is:

so complex that most large advertisers seek the assistance of ad agencies or media-buying services.

Externalities are best described as:

social costs

By the name of the MTV reality show, "Dr Pepper Band in a Bubble", you should be able to infer that Dr Pepper brand soda was more than likely engaged in:

sponsorship

The Under Armour Performance Apparel of Baltimore has announced it will underwrite the total cost of televising the ESPY Awards on ESPN cable network for three years. The performance apparel manufacturer is engaged in:

sponsorship

Broadcasters use the viewership numbers collected during four annual periods known as____ to set adv. rates for the rest of year.

sweeps

Which of the following has become the largest source of programming in the US?

syndication

Horizontal publications are very effective advertising vehicles because they:

tend to be very well read.

advertising that runs a continuous schedule runs steadily...

the amount of advertising varies little over the campaign period

what is true about mailing lists?

the average mailing list changes by more than 40 percent per year

reach measures...

the breadth of the media schedule

A decade after World War I ended, a significant event occurred that caused consumer sales resistance, corporate budget cutting, and advertising expenditures to plummet. This event was:

the stock market crash and the beginning of the Great Depression

Radio stations base the rates they charge their advertisers on:

the time of day the advertiser wants its ad to run

Why would an adv. use a mixed-media approach?

the total effects are greater than the sum of individual parts

what are the benefits of digital display panels?

they are an inexpensive and flexible medium that can help transit systems in emergencies and entertain passengers

Which of the following are properties of emotions that make them potentially more important than thoughts in assessing ad reactions? a. they are good predictors of thoughts b. they are hard to understand but indicative of eventual purchase behavior c. they are easy to define and describe d. they are clear indicators of subliminal reactions.

they are good predictors of thoughts

What statement is most likely true about media buyers

they specialize in one medium

A major trend in radio today is the resurgence of radio networks.

true

A short rate is the difference between the controlled rate and the earned rate for the actual inches run.

true

Of all the regulatory forces governing advertising, consumer protection organizations have shown the greatest growth.

true

One of the advantages of using newspapers as the advertising medium of choice is geographic selectivity.

true

One of the disadvantages of magazines as an advertising medium is their lack of immediacy.

true

Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials.

true

T/F: Subcultures, which are segments within a culture, tend to transfer their beliefs and values from generation to generation.

true

T/F: Tamika breaks her phone while she is out dancing one night. When looking for a new phone, she goes to the store and considers the newer model of her old phone plus two other companies' phones that have similar prices but different features. These two other brand phones make up Tamika's evoked set.

true

When buying radio time, advertisers usually buy the station's format, not its programs.

true

While most children and parents are still joint consumers, more and more children are becoming sole decision makers.

true

While television tends to be a passive medium that people simply watch, radio actively involves people.

true

one of the advantages of radio advertising is that there is little clutter

true

one of the disadvantages of magazines as an advertising medium is their lack of immediacy

true

the heaviest viewers of broadcast TV are middle-income, high school-educated individuals and their families

true

The _____ for examining advertising is derived from the goal of society to promote behaviors that foster the greatest good for the most people. egalitarian model utilitarian framework sociocultural framework humanitarian framework

utilitarian framework

A person's standing in a society is often based on social stratification, which reflects the systematic inequalities within that society regarding a. ethnicity, race, and cultural background b. political influence, educational benefits and intelligence c. wealth, power, education, and status d. religious beliefs, morals, and values

wealth, power, education, and status

Which of the following is NOT an example of an advertising medium? the Internet broadcast television newspaper word-of-mouth between consumers a NASCAR automobile

word-of-mouth between consumers

Audience composition is the percentage of homes with sets in use turned to a specific program.

false

disadvantages of direct mail advertising include its lack of selectivity, poor response rates, and negative image

false

one of the main reasons for the declining popularity of OOH advertising is excessive ad clutter

false

In the ____, which is drawn to the size of the actual advertisement, the headlines and subheads are lettered in, the intended illustrations and photographs are sketched in, and the body copy is simulated by using pencil lines.

rough

To take advantage of the lowest radio ad rates, the owner of a local pet grooming salon can order spots on an ROS basis. ROS means:

run-of-station

To take advantage of the lowest radio ad rates, the owner of a local pet grooming salon can order spots on an ROS basis. ROS means:

run-of-station.

the advertising response curve is...

s - shaped

The most common form of direct mail is the

sales letter

The primary benefits of advertising on the radio are:

high reach and frequency, selectivity, and cost efficiency

The value of account planning is: a. in the knowledge about consumer research and consumer behavior on the agency team, and working to create advertising and choose media on behalf of clients. b. cheaper than other forms of ads testing c. it is versatile enough to bemused for many different kinds of ads d. its availability to consumers as they respond to the ad being tested

in the knowledge about consumer research and consumer behavior on the agency team, and working to create advertising and choose media on behalf of clients.

The abundance principle states that in an economy where more goods and services can be consumed advertising does what

informs consumers of their alternatives

A gatefold is a(n):

insert with pages that extend and fold over to fit into a magazine.

When advertisers place an ad, they submit a(n) _____ to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order.

insertion order

In the 1950s, advertising research was popularized as a a. legitimate "science of persuasion" b. products of "naturalistic observation" and personal interview c. type of "account planning" more than a type of research d. collection of "atmospheric" feelings and emotions

legitimate "science of persuasion"

he producer of a women's sportswear line is delighted to find that her sponsorship of the women's softball series came with some extra benefits. It provided opportunities to entertain premiums. All of these can be considered example of using? a. media impression b. authenticity c. leverage d. product placement

leverage

Assume that the local Advance Auto Parts retailer had agreed to advertise on the live televising of the local parade and tree lighting ceremony. Due to equipment problems, the event was not televised and the station showed an old episode of "7th Heaven" instead. Because of its advertising agreement with the network, the retailer would receive a(n) _____ to compensate for the lower ratings than expected.

make good

5 M's

measure, message, media, money, mission

Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the Livingston brand or the Sutter Home brand because she knows that these three brands are inexpensive and tasty. She considers only these three options when selecting her wine. For Morgan, the three brands of wine are a(n): A. evaluated set. B. evoked set. C. standardized set. D. selected criteria.

B. evoked set.

One of the advantages that cable TV advertising offers to advertisers is _____, which means the ads can run anywhere from a minute to an hour (as in the case of an infomercial). A. fragmented dayparts B. flexibility C. selectivity D. unduplicated scheduling E. extended reach

B. flexibility

On what do magazines base their advertising rates? A. Circulation B. Size C. Content D. Format E. Target audience

A. Circulation

Casper Mattresses made a website to ask consumers questions about how they feel about their current mattress, their daily sleep patterns, and how much they would be willing to pay for a new mattress. Casper was collecting A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

The percentage-of-sales method is A. expensive and complicated to implement. B. the simplest to use of all budgeting methods. C. based on the average of the previous five years' sales. D. generally linked to future tax audits and investigations. E. a bold attempt to link advertising dollars with sales objectives.

In response to declining revenue from print advertising due to the rise of new digital advertising platforms, several publications, including , The New York Times introduced _____ to attempt to increase revenue. A. online advertising sold on a daily basis B. a pop-up with a donation request C. charging for access to certain online content D. auctioning the ability to edit articles online E. paid access to chat-rooms where readers could talk to journalists

Liu is researching genetic engineering for a research paper. She visits Google and searches for CRISPR, receiving nearly 4.5 million results, the first 30 of which are listed on the ______ page. A. home B. content C. search-results D. browser link E. protocol-linked

Many companies like Nielsen Online, HubSpot, and comScore offer ways to track users and help media planners determine where their target audience is hanging out online in the highest _____, or highest concentration or a type of user for a given site. A. button B. banner C. composition D. interstitial E. cookie

Which of the following statements about the experimental method of data collection is true? A. It is the most commonly used method for quickly gathering primary research data. B. The method is preferred by researchers because it is inexpensive and easy to use. C. It is commonly used to test market new products in isolated geographic areas. D. It is useful in obtaining information on consumer interests and opinions. E. It is commonly used to gather external secondary data.

Which term refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions? A. primary market data mining B. integrated marketing communications C. marketing research D. environmental analysis E. research behavior

_____ are common rules for linking and sharing information. A. Networks B. Clicks C. Protocols D. Web pages E. Portals

_____ are sites that allow people to type a word or phrase into a text box and then quickly find information. A. Portals B. Social media C. Search engines D. Browsers E. Broadband pages

_____ identifies the average number of people listening to a specific station for at least five minutes during a 15-minute period. A. CPM B. TAP quota C. AQH persons D. Frequency E. Reach

_____ involves creating, maintaining, and enhancing long-term relationships with customers that result in exchanges of information. A. Market exchange B. Strategic collaboration C. Relationship marketing D. Creative partnering E. Transactional marketing

What did the first ad in English advertise? A. A plow B. Farm land C. A prayer book D. A religious service E. A pub

C. A prayer book

Which of the following statements about the use of radio in IMC is most likely true? A. Advertisers must remember that radio is a passive medium. B. Radio is a poor medium for integrated marketing communications. C. Radio enables advertisers to maintain strategic consistency. D. Advertisers cannot create an identity using radio ads. E. Since radio is not highly mobile, retailers cannot reach prospects before they purchase.

C. Radio enables advertisers to maintain strategic consistency.

Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an insurance plan is not a good idea and will probably open the agency and its client to a great deal of ridicule? A. The Artist B. The Evaluator C. The Judge D. The Liaison E. The Warrior

C. The Judge

The development of ______ facilitated the collection of observation data. A. research heuristics B. cross-tab capabilities C. UPC labeling D. MIS E. test marketing specifics

C. UPC labeling

The number of Hispanics in the United States is growing rapidly. In Mexico, a prescription is not needed to get medication and so the idea of bringing their prescription to the pharmacist in order to get the needed medicine is foreign to Mexican immigrants. Developing a method of explaining prescriptions to recent immigrants is a response to _____ differences. A. social class B. economic C. cultural D. ethical

C. cultural

While Gillian watched the latest episode of The Amazing Race, she saw commercials advertising Wendy's restaurants, Carnival Cruise Lines, a new action movie, The Home Depot, and Pillsbury bread products. Advertising on the show was more than likely sold on a(n) _____ basis. A. cumulative B. collective C. participation D. aggregated E. fragmented

C. participation

Research shows that readership increases considerably if ads contain more than 50 words.

False

T/F A click occurs when a visitor moves the mouse's pointer to a web link

False

_____ occurs when an advertiser underwrites the total cost of a program. A. Market aggregation B. Full-spot participation C. Sponsorship D. Narrowcasting E. Television customization

C. Sponsorship

Which of the following is NOT a major classification of newspaper advertising?

Gatefold

When would an advertiser be charged a short rate?

If the advertiser contracts for a full year's worth of advertising and fails to buy it.

As a marketing tool advertising is primarily used as

Increased product use

The____ describes how the adv. will achieve its states media objective

Media strategy

According to Wilson Bryan Key, subliminal advertising:

Relies on embedded messages that seduce consumers into making purchases.

What should be the advertising manager's first step when asked to develop an advertising plan

Review the company's marketing plan

One form of mobile adv. is sponsored SMS which means?

Short message service

Consumer advocate groups are most likely to:

Submit complaints about ads to appropriate government agencies

Consumer advocate groups are most likely to:

Submit complaints about ads to appropriate government agencies.

Which of the following is a basic element in the construction of body copy?

Trial close

Which of the following is an example of a good? a medical examination an internet provider a copier a haircut a car warranty

a copier

A tear sheet is:

a page that verifies that an ad ran as it was supposed to.

What problem is most likely faced by an adv. who specifically works through an ad network?

calculating ad traffic and cost

magazines that are purchased for entertainment, information, or both

consumer

Of all the business functions, _____ is the only function whose primary role is to bring in revenue.

marketing

which of the following advantages does broadcast television provide to its advertisers?

mass coverage

"Pallet Enterprise" magazine is a business publication aimed at people who are in the pallet and container industries. It is only sold through subscriptions. Therefore, "Pallet Enterprise" is an example of a _____ business magazine.

paid-circulation

After conceptualization, the primary responsibility of the art director is to:

supervise the ad's progress to completion.

To prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that:

the word advertisement appear at the top of all reading notices.

"Lumberman" is targeted at people who use and operate sawmills. The publication is only read by people in this field and is, therefore, an example of a(n) _____ publication.

vertical

The immediate images that the name Oz creates for a fan of Ozzie Osborne's music and a fan of The Wizard of Oz are very different. The screen-building process has created different _____ for the two individuals. A. blocking functions B. stimulus/response stereotypes C. habitual perceptions D. attitudinal awareness E. mental files

E. mental files

The _____ age, which began around 1980, has been a period of cataclysmic change due to increased environmental awareness.

Postindustrial

In order to get the iPad ordered at retailers like Best Buy, Apple drove up demand through advanced advertising to consumers. Apple knew that consumer demand influences which products the tech retailers would carry. This was an example of

Pull strategy

Which of the following statements about the use of radio in IMC is true?

Radio enables advertisers to maintain strategic consistency

T/F: The advertising pyramid reflects the traditional mass-marketing approach.

T/F: The objective/task method of setting budgets is also known as the budget-buildup method.

T/F For advertisers involved in e-commerce, some publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.

True

T/F Gross rating points (GRP) are calculated by adding the ratings of several media vehicles

True

T/F In single-newspaper cities, reader demographics usually reflect a cross section of the general population.

True

T/F One of the advantages of using newspapers for advertising purposes is geographic selectivity.

True

T/F Run-of-paper (ROP) advertising rates entitle a newspaper to place a given ad on any newspaper page or in any position it desires.

True

T/F Social media has transformed the experience of television, in part because people no longer have to wait until the next day to discuss their favorite shows, but can satisfy the desire to share as the show airs, giving sponsors a chance to engage consumers directly through platforms like Twitter and Facebook.

True

T/F: Among the core functions of advertising the marketing tool is to build value, brand preference and loyalty

True

T/F: Ford, GE, and McDonald's are global advertisers that use a standardized approach to marketing and advertising in all countries

True

T/F: In a decentralized structure of a company, one ad manager or team at the corporate level handles advertising for all regions or divisions.

True

T/F: To reach people who love to hunt, marketers most likely use psychological segmentation.

True

An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets, the greenery made of heads of broccoli, and the river made of gravy. Which of the following techniques for manipulating and transforming ideas was most likely used in this example? A. Eliminate B. Adapt C. Reverse D. Connect E. Parody

D. Connect

An Electrolux commercial features talk-show host Kelly Ripa juggling a busy schedule that includes cooking a meal, washing clothes, and cleaning dishes using Electrolux appliances. Which aspect of the creative pyramid is the advertiser most likely seeking to establish by using Kelly Ripa in the ad? A. Action B. Awareness C. Conviction D. Credibility E. Comprehension

D. Credibility

The shopper at the health food store was asked by a researcher to look at a magazine ad for a new line of organic soups. The researcher asked her if she liked the ad and if she found the ad credible. What method of pretesting was the researcher using? A. Portfolio analysis B. Central location testing C. Focused questioning D. Direct questioning E. Observational research

D. Direct questioning

he industrializing age of nineteenth century saw the shift of orientation from: A. production to consumption. B. sales to consumption. C. sales to customer relationship management. D. production to sales. E. consumption to production.

D. production to sales.

As a marketing tool, advertising is used to: A. create unfair advantages among competitors. B. make people want things they do not need. C. make products irresistible to the average consumer. D. increase product use

D. increase product use

Advertisers are reluctant to use magazines as an advertising medium because: A. the results of magazine advertising cannot be measured. B. magazines have a low cost per thousand (CPM). C. magazines printing costs are increasing because of mass circulations. D. magazines cannot deliver high frequency. E. online magazine circulation is inefficient.

D. magazines cannot deliver high frequency.

When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, the firm created a launch kit for its brokers and distributors. Its brokers and distributors are examples of: A. reference groups. B. target audiences. C. target markets. D. stakeholders. E. environmental curators.

D. stakeholders.

Television viewing is highest during _____ time. A. peripheral B. late fringe C. post prime D. early fringe E. prime

The most common form of mobile advertising is A. social networking. B. interactive advertising. C. rich media advertising. D. button ads. E. banner advertising.

In 2005, Comcast created AZN, a network for Asian Americans. What type of strategy did Comcast use when it found this unique group of consumers who were not being currently reached by a cable station devoted to their specific needs? A. Positioning B. De-marketing C. Product differentiation D. Market aggregation E. Market segmentation

E. Market segmentation

_____ is the process of creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. A. Management B. Advertising C. Communications D. Logistics E. Marketing

E. Marketing

What did the John Hancock marketers do when the TV audience for the college bowl game that it sponsored began to drop over the years? a. t rallied viewer support with promotions for it in traditional media b. it invited other companies to share the cost of sponsoring the event c. it gave up on event sponsorship[and went back to standard advertising techniques d. it moved promotional dollars to sponsor other sporting events

it moved promotional dollars to sponsor other sporting events

The abundance principle states that in an economy that produces more goods and services than can be consumed, advertising:

keeps consumers informed of their alternatives

Most advertisers use an agency for all of the following reasons but which one: a. placing ads is a technical specialty b. agency service today seem to be a bargain compared to setting up an agency inside of a firm c. most marketers don't want to get into the agency business d. creating ads is a sensitive craft e. all of the above are reasons advertisers use ad agencies

all of the above are reasons advertisers use ad agencies

the brand development index is...

an indication of the sales potential for a particular brand in a specific target market

Effective television commercials should:

begin at the finish.

The ability to monitor people's actions on the internet is known as______.

behavioral tracking

The headline for an ad for Swanson's chicken broth reads, "Make chicken soup as good as grandma's." This headline is not only a command headline, but it is also designed to be a(n) _____ headline.

benefit

On what do magazines primarily base their advertising rates

circulation

on what do magazines primarily base their advertising rates?

circulation

Once they decide they need something, what is typically the first option for consumers to take, and sometimes all that is needed, as they begin to think about a product purchase? a. developing a consideration set b. conducting an internal search for information c. conducting an external search form beliefs d. determining evaluative criteria to use

conducting an internal search for information

The total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported daypart is referred to as its:

cume persons.

______ refers to the geographic area in which the local TV station attracts the most viewing.

designated market area

Makegoods offered by television stations are sold to advertisers at about half the normal rate.

false

The Super Bowl is a good example of a personal audience venue

false

The importance of advertising is best demonstrated by the iceberg principle.

false

Most national newspapers charge a(n) ____, which means they allow no discounts for large or repeated space buys.

flat rate

One of the advantages that cable TV advertising offers to advertisers is ____, which means the ads can run anywhere from a minute to an hour (as in the case of an infomercial).

flexibility

When buying radio time, advertisers usually buy the station's:

format

An ad for Covenant Transport, a national trucking company, is on a page that is wider than the normal pages found in "Trucker's Connection" magazine. To view the entire insert, the reader must open the folded pages. The Covenant Transport ad is an example of a:

gatefold.

Ads for Travelers Insurance feature an umbrella, which represents the protection provided by the company. Because this image cuts across national boundaries and is readily understood in other countries, the umbrella can be called a(n):

icon.

creates online ads

internet boutique

Your family, peer groups and opinion leaders are all examples of what kind of influence on consumer behavior? a. professional b. culture c. interpersonal d. topical e. none of the above

interpersonal

As a marketing tool, advertising is used for all of the following purposes EXCEPT: to insure that all products are offered at everyday low prices to identify products and differentiate them from others to induce consumers to try new products and to suggest reuse to increase product use to build brand preference and loyalty

to insure that all products are offered at everyday low prices

Selecting the most appropriate media mix for a campaign requires understanding the unique characteristics of the various media alternatives and determining which media will most efficiently reach the target audience.

true

Shoppers are sometimes called pennysavers.

true

Some advertising contributes to the validity of free enterprise economics.

true

Staging for a commercial may be done in the isolation of a studio, outside on a studio lot, or on location.

true

The largest of the U.S. business-monitoring organizations is the Better Business Bureau.

true

The rustic barn under a red banner containing the brand name appears in all ads for Pepperidge Farms is an example of a trademark.

true

True/False: Unaided recall is when the respondent demonstrated that he or she saw the commercial and remembered the brand name without the brand name mentioned

true

The additional smaller headline that generally appears below main headline is called a(n):

subhead

Sells quarter page Ad. for $180, there are 18,000 subscribers. What is the cost?

100

what is the basic unit of sale for billboards or posters

100 showing

Which of the following organizations is most likely to benefit from a Public Service Announcement (PSA)? A. The humane society B. IBM C. The American stock exchange D. Delta airlines E. Wal-Mart

A. The humane society

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods. According to the advertising pyramid, the first task of the initial advertising for Mood-lites was to create: A. awareness. B. action. C. conviction. D. brand loyalty. E. intent to buy.

A. awareness.

As defined by the American Association of Advertising Agencies ______ is an independent organization of creative people and business people that specialize in developing and preparing plans advertising and other promotional tools

Ad Agency

As defined by the American Association of Advertising Agencies, the _____ is an independent organization of creative people and business people that specialize in developing and preparing advertising plans, advertising, and other promotional tools.

Advertising agency

Cookies are A. another name for Internet advertising buttons. B. small pieces of information that get stored in your web browser when you download certain websites. C. animated ads that pop up on the screen while the computer downloads a website the user has requested. D. the small ads at the corners of the screen that link users and website sponsors. E. a static form of interstitial advertising.

When the dark or colored background of an ad extends to the edge of the printed page, it is said to be a(n) A. page wrap. B. bleed. C. enveloped page. D. overrun. E. masked page.

_____ are needs that we learn during our lifetime. A. Values B. Wants C. Ethics D. Desires E. Ideals

Who is considered the father of advertising art?

Benjamin Franklin

If you receive an invitation to your 25th high school reunion, you will be much more likely to notice ads for various weight-loss programs, diet foods, and skin rejuvenators than if you are invited to an annual family picnic. This is an example of how _____ affects perception. A. user-set B. an evoked set C. self-concept D. persuasion E. mental files

In creating an advertising plan for its new electric car, the Lightning Bug, Volkswagen sets an objective to motivate two-thirds of consumers who are convinced the Lightning Bug is a practical alternative to hybrids to take a test drive. Taking a test drive demonstrates the _____ level of the advertising pyramid. A. conviction B. comprehension C. action D. brand loyalty E. awareness

Nielsen Media Research is best described as A. an international media buying organization. B. a firm that determines commercial lengths. C. the major audience rating service for television. D. a demographic survey firm that pretests TV shows .E. an industry monitoring system that investigates ethics.

People responsible for packaging products at their job can receive a free subscription to Packaging Digest magazine because the publisher believes they can influence the purchase of packaging. Packaging Digest is distributed on a(n) _____ circulation basis. A. pro bono B. free exchange C. controlled D. autonomous E. generic

What is a characteristic of nonprobability samples? A. highly valid B. universe equality C. ease of use D. time-consuming E. very expensive

Which of the following best describes the target market of Mountain Dew? A. young, health-conscious women B. mature, professional males C. young, active adult males D. pre-teen children E. Latino women

Which of the following made ARPAnet revolutionary? A. protocols B. interstitials C. distributed network D. centralized network E. horizontal network

Which type of brand message is exemplified by negative consumer posts on a company's Facebook page? A. planned B. functional C. unplanned D. product E. service

Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women? A. the layout artist B. the creative director C. the copywriter D. the graphic designer E. the art director

Wyclef is a music producer. In a magazine called Mix Magazine, Wyclef reads about new mixing equipment that allows him to mix both analog and digital sources with full modulation. Wyclef used a(n) _____ to learn about this new product. A. direct message B. feedback channel C. nonpersonal channel D. personal channel E. inert medium

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of Coach's Corner, a weekly high school retrospective. The owner of the store has learned the show has a rating of 10, reaches 12,000 people in the primary target audience, and a 15-second spot costs $600. What is the cost per thousand (CPM)? A. $20.00 B. $40.00 C. $50.00 D. $60.00 E. $70.00

C. $50.00

Which of the following statements about advertising is true? A. It does not involve branding. B. It is usually free. C. It has an identifiable sponsor. D. It is just informative communication. E. It is restricted to a single medium.

C. It has an identifiable sponsor.

Which of the following ages in the evolution of advertising was characterized by the Chinese inventing paper, Johannes Guttenberg inventing the printing press and the Boston Newsletter beginning to carry advertisements that appealed to American colonists? A. Age of reason B. Industrial age C. Preindustrial age D. Industrializing age E. Mercantile age

C. Preindustrial age

An advertiser that wanted to make certain that the station would run a percentage of its spots in the better dayparts and not just late at night should buy a: A. co-sponsorship production package. B. radio organized sales (ROS) package. C. cume audience plan. D. total audience plan (TAP) package. E. targeted daypart plan.

D. total audience plan (TAP) package.

T/F Primary research is the first step in the research process

False

Twice each year Nielsen compiles ratings from various markets. (true/false)

False

Which of the following is the largest advertising medium in terms of advertising revenues?

Television

Which of the following statements is true about cable TV?

The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues

T/F: Brand loyalty occurs when a consumers perceives that a brand has the features and quality at the right price.

True

National companies focus on building their _________

brand

What is the focus of CRM program

customer retaining marketing program

Common form of direct mail is____.

sales letter

first step in the research process is to

define the problem

The primary benefits of advertising on the radio are:

high reach and frequency, selectivity, and cost efficiency.

The reach of magazines:

is adversely affected by declining magazine circulations.

The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:

language.

Psychographic

lifestyle, more important today - more specific

Demographic

live, age, etc

The owner of a Greek restaurant has accepted a run-of-paper (ROP) advertising rate. This means that the retail advertiser:

may find its ad anywhere in the newspaper, wherever space permits.

The person in charge of negotiating and contracting with the media is called a(n)____.

media buyer

Which of the following is a supplement to a website that is typically singular in focus and delivers to the current advertising message

microsite

Some advertisers avoid using network TV advertising because:

network advertising requires such a long lead-time

When Mary finishes reading her subscriber's copy of "Cookie" magazine, she gives the copy to her sister Cathy. Cathy is part of the magazine's:

pass-along readership.

has occurred a person has experiences a change in belief, attitude or intention due to a message such as an ad

persuasion

What is most likely a disadvantage of adv. on cable TV?

Audience Fragmentation

Which of the following is an example of an interpersonal influence that would affect the purchase of an IRA (Individual Retirement Account)? A. the individual's tax bracket B. the IRA fund that family members use C. the current economic environment D. the time of year the IRA is being purchased E. the level of fees charged by the plan

Randall Grahm, the owner of Bonny Doon Vineyards, made a name for his wines by injecting an irreverent sense of humor into everything associated with the winery. One of the _____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks" when his company decided to use screw tops. A. marketing objectives B. control mechanisms C. action programs D. strategic postures E. organizational structures

_____ is the personalized way we sense, interpret and comprehend various stimuli. A. Habit B. Learning C. Perception D. Motivation

C. Perception

A(n) _____ is a little billboard that spreads across the top or bottom of the web page. A. ad network B. pop-up C. interstitial D. banner E. button

According to creativity consultant Roger von Oech, which of the following is not a strategy typically used by a good Artist to manipulate and transform concepts? A. connect B. imagine C. reverse D. summarize E. eliminate

An ad for a book entitled Run for Fun appears in the middle of a page of Runner's World magazine. An article about stretching surrounds the ad. The book ad is an example of a(n) A. trade promotion. B. gatefold. C. centerpiece. D. island half. E. floater.

Creatives serving in the role of _____ will most likely benefit from brainstorming. A. Intuitives B. Creators C. Mediators D. Explorers E. Collaborators

The two general categories of theories of thinking are A. divergent and convergent. B. functional and hierarchical. C. creative and technical. D. fact-based and value-based. E. transformational and transactional.

What is the first step in the basic consumer decision process? A. evaluating options B. identifying motivations C. making comparisons D. recognizing a problem E. seeking more information

When reruns of a popular network program are sold to individual stations for rebroadcast, it is known as ______ syndication. A. classic B. first-run C. audience-supported D. off-network E. barter

Which of the following advantages does broadcast television provide to its advertisers? A. low airtime costs B. the potential for zipping and zapping C. low production costs D. mass coverage E. lack of clutter

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter? A. island halves and gatefolds B. gatefolds and inserts C. quarter-page units and half-page units D. junior units and island halves E. junior units and inserts

Which term refers to digital media that connect individuals? A. search engines B. ad networks C. interstitials D. social media E. web browsers

Brand Packaging and Flexible Packaging are monthly publications that target businesses in the consumer goods industry. They are examples of _____ magazines. A. geographic B. demographic C. professional D. business E. content

D. business

The _____ date is the date all ad material must be in the publisher's hands for a specific issue. A. controlled B. press C. publication D. closing E. printing

D. closing

The FTC defined ________ as an ad that contains misrepresentation

Deceptive Advertising

_____ is a type of marketing used to slow down the demand for certain products, such as energy consuming goods.

Demarketing

Which of the following statements about the use of directories and Yellow Pages as advertising media is true?

Directories and Yellow Pages act as valuable references for consumers.

T/F: Creative blocking tends to occur when people in the agency start thinking like value-based thinkers.

_____ syndication involves original shows, like "Oprah", "Inside Edition", and "Judge Judy", which are produced specifically for the syndication market.

First-run

Which of the following most likely promotes user engagement on a website?

Interactivity

Which of the following statements about advertising is true?

It has an identifiable sponsor

Which of the following advertising media has the highest level of credibility according to its target audience(s)?

Newspaper

____ occurs when an advertiser underwrites the total cost of a program.

Sponsorship

T/F: The ratio of perceived benefits to the price of the product is called value.

Why is most network TV advertising sold on a participating basis?

This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage

T/F Shoppers are sometimes referred to as pennysavers and offer free distribution.

True

An animatic is:

a film strip composed of the storyboard sketches accompanied by the audio portion of a TV commercial synchronized on tape.

If you know a particular radio station has a high cume rating, you know with reasonable certainty that it has:

a lot of different people tuning into the station.

Target is trying to get into the Canadian market, and they want to find out what they can do as far as producing ad's, the art director and advertising director had to do ________ to find out what they are going to present

brainstorm

The concept of cognitive dissonance is more commonly referred to as: a. advertising clutter b. buyer's remorse c. variety seeking d. a need state

buyer's remorse

When several advertisers buy 30- or 60-second segments within a program, they are:

buying on a participation basis

CPP

cost per point (a point is the % of population)

What does an outdoor advertiser buys when he buys a 100 showing

enough billboards as it takes to reach 100% of the population (not actually 100%)

The two general categories of theories of thinking are

fact based and value based

When buying radio time, advertisers usually buy the station's:

format.

the number of times a person or household is exposed to a program is referred to as

frequency

What is the most likely advantage of using an independent advertising agency instead of an in-houseagency?

greater experience

Game of thrones had a local audience of 115,000 for each episode. A motorcycle shop ran 16 ads meaning it had _______.

gross impressions = to (115,000 x 16= 1,840,000)

_______ advertising intends to create a favorable longtime perception of the business as a whole not just the particular good or service

institutional

rating

is the percentage of homes exposed to an advertising medium

Since advertising is typically directed to groups of people rather than to individuals, advertising is defined as:

kind of non personal communication

A(n) _____ is an overall orderly arrangement of all the format elements of a print ad.

layout

Slice-of-life television commercials often incorporate ____, which are defined as devices, often gimmicks, used to assist the viewer's memory.

mnemonic devices

In making an attitude connection, using the ______________ route, a consumer's attitude can be modified by persuasion in the form of product information a. product b. feeling c. cognitive d. reverse e. none of the above`

none of the above

the marketing plan would most likely not determine the

number of ads

The compensation system that is based on the achievement of specific objectives of the company is known as as a. pay for results compensation b. a markup charge c. commission system d. fee-based system

pay for results compensation

An effective headline should:

present the complete selling idea.

The headline for the Land O'Lakes butter ad reads, "What if you could taste sunshine?" This headline is not only a question headline, but it is also designed to be a(n) _____ headline.

provocative

____ refers to exaggerated, subjective advertising claims that can't be proven true or false.

puffery

When Crate & Barrel began carrying a line of cookware created specifically for the retailer by well-known designer Michael Graves, its ads used the following _____ headline: "Can a great designer make a great cook?"

question

What is the focus of CRM programs?

retaining current customers

The primary advantages of cable TV as an advertising medium are its

selectivity, low cost, and flexibility

McDonald's arches and NBC's Peacock are examples of

trademarks

Adherence to ethical and socially responsible principles is the moral obligation of advertisers.

true

Even though marketers find product placement to be very useful, it offers a disadvantage due to the marketers' loss of control of how and when the product appears in a program.

true

Exchange is the traditional, theoretical core of marketing.

true

Gross rating points are calculated by adding the ratings of several media vehicles. (true/false)

true

T/F: The most common energizers of consumer behavior are negatively originated motives.

true

The target market for Fulla, a doll designed to embody the image of a proper Muslim woman, is Arab parents.

true

Newspapers may be classified according to:

type of audience.

Another name for fume persons is:

unduplicated audience

A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:

use a translator who is a product or market specialist.

magazine that are purchased for academics and those working directly in marketing

vertical

Jerry looked at a rate card for "Equus" magazine and saw that the one-time cost for a full-page black-and-white ad was $795. He knows that the magazine has a total circulation of 15,000. Calculate the magazine's CPM.

$53.00

A locally produced morning television show has only 4,000 homes viewing it. Only 24,00 households that receives the station's programs have TV sets. What is its programs rating?

16.7 percent

A locally produced morning television show has only 4,000 homes viewing it. Only 24,000 households that receive the station's programs have TV sets. What is its program rating?

16.7 percent

In an average quarter-hour, the total listening audience in Lincoln is 35,600. If radio station WLCN has an average quarter-hour listenership of 6,800, what is WLCN's average quarter-hour share?

19.1 percent AQH share = (6,800/35,600)*100 percent

The owner of Nelson Car Repair wants to advertise on its local radio station WTFT. The community in which the station is located has 60,000 residents. The average quarter-hour persons for WTFT is 14,000 and the number of spots the advertiser wants to buy is 15. What number of GRPs would this plan achieve?

350 GRPs

The owner of Nairobi Catering wants to advertise the fact she will come to your home and prepare an intimate gourmet meal for you and your friends. She is planning to advertise on station KAOW. The community in which the station is located has 48,000 residents. The average quarter-hour persons for KAOW are 9,900 and the number of spots she wants to buy is 20. What number of GRPs would this plan achieve?

412.5 GRPs

A black and white ad for Levis tells readers to "Go forth" and features a man holding a woman as he drives. The ad was designed so that the photo extends to the very edge of the page. The advertiser probably had to pay the magazine a 10 to 15 percent premium for this extended background called a(n) A. bleed. B. environmental re-creation. C. edge printing. D. environmental realism. E. picture frame.

A full-page ad that Dell ran in Fortune magazine about the firm's latest laptop is an example of which type of company/brand-related message being sent to company stakeholders? A. planned B. inadvertent C. unplanned D. product E. service

A marketing research firm is testing consumer reactions to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general population give remarkably different survey results. The firm's test most likely lacks A. reliability. B. distinctiveness. C. clarity. D. standardization. E. validity.

A marketing researcher designed a questionnaire that asked, "In your opinion, how should the government take a more active role in making sure that your food is handled properly?" This is an example of what type of question? A. open-ended B. multiple choice C. dichotomous D. closed-ended E. tabulation

A researcher became a chef with a resort hotel chain for six months to observe food-handling practices. He saw food preparers using the same towel to wipe their hands, the counter, the food slicer, and cooking utensils during one food preparation session. In addition, he found the chefs tasted the food using their fingers. The researcher used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations. A. observational B. simulation C. experimental D. manipulation E. survey

According to creativity consultant Roger von Oech, the _____ role in the creative process is to experiment and play with a variety of approaches, looking for an original idea. A. Artist B. Judge C. Warrior D. Explorer E. Researcher

According to creativity consultant Roger von Oech, which role in the creative process has to overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization?A. Warrior B. Judge C. Artist D. Explorer E. Evaluator

According to the advertising pyramid, the second task of advertising is to A. communicate enough product information to persuade some people to believe in its value. B. express the quantitative objectives in the marketing plan in specific, measurable goals. C. acquaint a portion of the market with a product's existence. D. persuade customers to buy larger sizes or multiple units of the product. E. accelerate sales by implementing a variety of sales promotions.

Alan did not notice the ad for Goodwater riding equipment in Western Horseman because he was much more interested in an article on Argentinian cowboys on the page opposite the equipment ad. In terms of the communication process, the article on Argentinian cowboys served as _____ for the Goodwater ad. A. noise B. feedback C. reinforcement D. a source maze E. a reception blocker

An MIS (Marketing Information System) is a A. sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions. B. system used to ensure that none of the steps in the research process is ignored or applied incorrectly. C. hierarchical chart for categorizing the relevance of different types of primary data. D. process used to assess and prioritize internal environmental strengths, weaknesses, unidentified opportunities, and threats. E. set of complex procedures used for gathering information and converting it into manageable secondary data for making advanced advertising decisions.

Another name for a creative strategy is a A. copy platform. B. benefit strategy. C. creative action plan. D. communication strategy. E. marketing support statement.

At a wine tasting, Joni sees a case of blue bottles of wine and, intrigued by the color, decides to try a glass. It tastes slightly sweet to her and she decides to buy a whole case. Hermina notices the same brand of wine, but to her, it tastes more bitter than sweet, so she keeps looking around the store. Their difference in behavior most likely occurs because of their differing A. perceptions. B. cultures. C. social classes. D. beliefs. E. knowledge.

Baxter International is the world's largest manufacturer of IV solutions in flexible containers. Which of the following would most likely reveal relevant facts about the firm's history, growth, and market share? A. situation analysis B. BCBG matrix C. market survey D. product audit E. market analysis

Before beginning an advertising campaign for its new Snickers Charged candy bar, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchases and brand loyalty. Before developing the creative strategy and the media strategy for the new candy bar, Mars most likely had to conduct research on A. the product concept. B. media selection. C. promotion methods. D. messaging formats. E. the message element.

Celia has developed a website for seniors to get together and watch live videos of birds while the seniors talk in chat rooms. Before she runs an advertising campaign, Celia should conduct A. a situation analysis of seniors' use of the Internet, live bird videos, and chat rooms to define any problems. B. secondary research on seniors who identify as birders. C. an interpretation of census data on seniors with charts and a report of findings. D. a validity assessment on the reliability of the website performance and live streaming videos. E. primary quantitative research with seniors who identify as birders around the nation.

Considering the Elaboration Likelihood Model, which of the following purchases would most likely involve the central route to persuasion? A. a Mother's Day card B. a box of paper clips C. a bag of Lays potato chips D. a carton of eggs E. a McDonald's Happy Meal

Harry & David is a catalog retailer that specializes in fruit gifts, but it does not see itself as just a merchant of fruit. By setting _____ objectives, the retailer views itself as a gift provider and acts accordingly. A. need-satisfying B. sales-driven C. sales-target D. production-oriented E. environmental

If advertising is the dominant element in a company's marketing mix, then a(n) _____ test is the best type of posttest to use. A. sales B. clutter C. differential D. attitude E. inquiry

If negatively originated motives provide the basis for product purchase, then _____ ads will more than likely resonate with the audience. A. informational B. transactional C. psychological D. transformational E. charismatic

In 2015, Diet Mountain Dew suffered a 2.8 percent decline in sales. A(n) _____ noted that overall sales of carbonated beverages also that declined that year and allowed the advertisers to set informed marketing objectives. A. situation analysis B. integrated product survey C. market survey D. product audit E. stakeholder audit

In a distributed network, A. communication is continuous even if some connections stop working. B. a single participant controls the content. C. receivers are left without data if the hub goes down. D. media content is delivered through one hub. E. media content is delivered through a single link.

In an average quarter-hour, the total listening audience in Lincoln is 35,600. If radio station WLCN has an average quarter-hour listenership of 6,800, what is WLCN's average quarter-hour share? A. 19.1 percent B. 47.65 percent C. 52.35 percent D. 80.9 percent E. 81.25 percent

In the final step of the creative process, the _____ carries the concept into action. A. Warrior B. Implementer C. Artist D. Judge E. Opponent

In the special bride edition of Martha Stewart Living magazine, its editors describe the latest trends in weddings and give advice on how to create the perfect wedding. In this situation, the editors of the magazine could be considered A. opinion leaders. B. reinforcers. C. a reference point. D. selective communicators. E. negative motivators.

Infomercials A. are long TV commercials that give consumers detailed information about a product. B. should not be used for products that are available through retail outlets. C. provide results that are typically not measurable. D. rely on personal selling to be effective. E. cannot be used for high-involvement products

Kate is looking forward to spending two weeks in Hawaii having fun. However, one week before the trip, Kate's car breaks down, and she has to spend her vacation money on repairs. Kate's desire for a luxurious vacation is produced by a(n) _____ motive, while the necessity of paying for car repairs is an example of a _____ motive. A. positively originated; negatively originated B. transformational; transactional C. informational; transformational D. negatively originated; positively originated E. informational; transactional

Marketing News is a magazine from the American Marketing Association that covers all aspects of the marketing industry. It is mainly read by academics and people working directly in marketing. Therefore, it is an example of a(n) _____ publication. A. vertical B. vendor C. demographic D. integrated E. audience-selective

Mood-lites are colored lightbulbs that were developed according to research on how colors affect moods. According to the advertising pyramid, the first task of the initial advertising for Mood-lites was to create A. awareness. B. action. C. conviction. D. brand loyalty. E. intent to buy.

Mood-lites are colored lightbulbs that were developed according to research on how colors affect moods. In allocating funds for advertising the new lightbulbs, the manufacturer decided to budget a certain proportion of last year's sales for advertising expenditures. Which allocation method was the manufacturer using? A. percentage-of-sales B. self-defense C. objective/task D. share-of-market/share-of-voice E. budget buildup

Mountain Dew has set a(n) _____ objective to increase its share of the market by 5 percent within the next two years. A. sales-target B. target market C. need-satisfying D. market tracking E. environmental

On the last page of Blood and Thunder magazine, a publication that covers womens' flat track derby, there is always a full-page ad for Riedell Skates. What kind of discount will this advertiser most likely receive from the publisher of this magazine? A. frequency discount B. trade promotion C. service allowance D. presentation discount E. nonprofit discount

On what do magazines primarily base their advertising rates? A. circulation B. size C. content D. format E. target audience

One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is A. brevity. B. finite creative possibilities. C. limited coverage of U.S. homes. D. social dominance of the medium. E. high cost per exposure.

One way that copywriters create interest in their ads is to A. use the word "you" frequently .B. write lengthy, technical copy. C. use multimedia components. D. write three-word headlines. E. use actual consumers.

People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day. These reasons for enjoying steak are all examples of _____ motives. A. transformational B. informational C. negatively originated D. transactional E. need-based

Reliable information on the audiences for cable programs is A. difficult to gather. B. based on a single source. C. easily obtained from Nielsen. D. simple for media planners to interpret. E. more accurate than network programming ratings.

Smaller companies typically use a bottom-up marketing format plan because A. handling daily problems leaves little time for formal planning. B. they don't need to create a competitive advantage in the market. C. long-term strategies are needed to keep a business focused on the future. D. failure to have a mission is one of the major reasons for small-business failure. E. bottom-up planning allows more time for development of a customer relationship strategy.

The Pie Hole, a local pizza restaurant, has a limited budget but wants to run an ad in the local daily. The business accepted a run-of-paper (ROP) advertising rate to save some money. This means that the owner of the Pie Hole A. may find its ad anywhere in the newspaper, wherever space permits. B. is testing the pull rate of two identical size ads with different content for the same product. C. will not require the newspaper to rerun its ad if production quality is less than desirable. D. will be penalized if it decides to pull its ad before the closing date. E. can ensure a choice position in the newspaper by paying the higher run-of-paper (ROP) rate.

The _____ is the document that serves as the creative team's guide for writing and producing the ad. A. creative strategy B. visual storyboard C. graphic ideation D. message strategy E. speculative presentation

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were most likely trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolut vodka. A. desire B. action C. conviction D. credibility E. comprehension

The program's _____ is defined as the number of households watching a particular TV program, expressed as a percentage of the total homes that have sets in use. A. audience share B. audience reach C. designated market area (DMA) D. area of dominant influence (ADI) E. audience frequency

The reach of magazines A. is adversely affected by declining magazine circulations. B. is reduced when long headlines are used. C. is better when reverse type is used. D. enhances audience selectivity. E. equals the number of times an advertising message is seen by the same person or household

The term "creatives" refers to the A. people who work in the creative department. B. most important elements of the marketing mix. C. roles played by all of the people within an advertising agency. D. stages of integration between the visual and nonvisual elements of an ad. E. final presentation of an advertising and marketing campaign to the client.

The three basic research methods used to collect quantitative data are A. observation, experiment, and survey. B. observation, simulation, and experiment. C. role-playing, simulation, and observation. D. field tests, market tests, and laboratory tests. E. survey, role-playing, and market tests.

The written marketing plan must reflect the goals of top management and A. align with the company's mission and capabilities.B. be approved by all stakeholders of the company. C. be benchmarked against others in competing industries. D. emphasize the development of transactional relationships. E. begin with a situation analysis that identifies the product's strengths.

Thomas was planning on seeing a movie last weekend. After trying and failing to read the small print which told the times the movie would be shown, he gave up and decided to go to the zoo instead. In this case, _____ screens influenced his perception. A. physiological B. rational C. functional D. psychological E. self-actualizing

To increase the likelihood of preparing the most effective advertising messages, companies use A. pretesting. B. inquiry tests. C. attitude tests. D. posttesting. E. unaided recall.

To introduce Halo 7, a new video game, the director of marketing for Microsoft Game Studios created a complex marketing scheme that began online with an apparent War of the Worlds-style invasion. A beekeeper's website, ilovebees.com, appeared to have been overtaken by the evil force, the Covenant, with the hopes that people who visited the site would send their friends to the site. This would best be described as an example of A. viral marketing. B. a meta ad. C. banner advertising. D. spam. E. an interstitial.

Uber, an ap based ride service, offers drivers $500 for every new driver they recruit to the program. This a form of A. viral marketing. B. a meta ad. C. banner advertising. D. spam. E. an interstitial.

What are the three most common ways to categorize or classify magazines? A. content, geography, and size B. print face, ad rates, and size C. audience, ad rates, and percentage of color D. content, audience, and number of issues per year E. size, distribution channels, and content

What is most likely a disadvantage of advertising on cable television? A. audience fragmentation B. high production costs C. excessive narrowcasting D. inability to pretest ads E. strict commercial times

What problem is most likely faced by an advertiser who specifically works through an ad network? A. calculating ad traffic and costs B. gaining more ad exposure C. creating landing pages D. building ad profiles E. buying keywords

When Janet saw the banner ad for Dice, an employment agency for software programmers, she used her mouse to access the site's home page. If the advertising rate for the banner ad were determined by the number of people who saw the banner, clicked on it, and visited the home page, then the publisher would be charging Dice according to A. click-throughs. B. web visits. C. advertising links. D. media linkages. E. site landing pages.

When Jonas was asked to list all of the commercials he remembered seeing when he watched the SEC football game between Alabama and Auburn, he was participating in a(n) A. recall test. B. projective interview. C. focus interview. D. attitude test. E. inquiry test.

When Larina visited a website called BrilliantButCanceled.com, she saw a small icon on the right side of the page, which asked her to click on it to learn more about the college programs provided by the University of Phoenix. The correct name for this icon is a(n) A. button. B. portal. C. banner. D. interstitial. E. pop-up.

When buying radio time, advertisers usually buy the station's A. format. B. programs. C. frequency. D. reputation. E. personalities

When several advertisers buy 30- or 60-second segments within a program, they are A. buying on a participation basis. B. using a syndication allowance. C. using narrowcasting. D. testing advertising slots. E. buying a sponsorship.

Which of the following is a supplement to a website that is typically singular in focus and delivers on the current advertising message? A. microsite B. social network C. search page D. landing page E. web blogs

Which of the following is not a major classification of newspaper advertising? A. gatefold B. display C. classified D. public notices E. preprinted

Which of the following statements about the relationship of advertising to sales and profits is most likely true? A. Market share increases are more directly related to marketing budget increases than to price reductions. B. In most cases, sales will remain constant even if there are additional advertising investments. C. There will be no sales for an organization without online advertising. D. The durability of advertising is long-term rather than short-term. E. There is no saturation level for advertising.

Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media? A. Newspapers may have overlapping circulation. B. Newspapers are ambiguous in scope C. Newspaper readership is concentrated in time. D. Newspapers do not provide an advertiser with any creative flexibility. E. Newspapers are a passive medium

Which of the following statements is most likely true about brainstorming? A. A brainstorming session is often a source of sudden inspiration. B. Brainstorming uses techniques called linking and laddering. C. Brainstorming is performed by the Expressive role. D. Brainstorming involves formally analyzing problems. E. All ideas in a brainstorming session are open to criticism.

Which of the following statements is true about the FCB grid? A. It helps advertising agencies determine which type of advertising to use for a specific product. B. It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria. C. It illustrates how negatively originated motives differ from positively originated motives. D. It helps create integrated marketing communications that present a unified message to the targeted audience. E. It helps advertising agencies determine which approach to use based on the consumer's stage on the brand loyalty continuum.

Which of the following would most likely be a reason why an advertiser would choose a radio spot over a TV commercial? A. Radio actively involves people while television is a mostly passive medium. B. The advertiser is looking for a visual medium C. Radio is the only medium for integrated marketing communications. D. The advertiser hopes to deliver message inconsistency using radio ads. E. The advertiser is looking for an undefined audience

Which term refers to a collection of web pages on the web that are linked together and maintained by an organization or individual? A. website B. interstitial C. cookies D. ad network E. search engine

____ refers to the whole set of meanings, beliefs, attitudes, and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation. A. Culture B. Psychographics C. Civilization D. Social evolution E. Social class

_____ governs the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions. A. Personal processes B. Interpersonal influences C. Nonpersonal influences D. Evaluative criteria E. Evoked sets

_____ is the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants. A. Consumer behavior B. Stimulus response C. Cognitive learning D. Psychological response E. Customer fulfillment

_____ refer to the basic, often instinctive, human forces that motivate us to do something. A. Needs B. Wants C. Ideals D. Habits E. Attitudes

Which of the following is an example of a good?

A copier

Which of the following can most likely be copyrighted?

A novel written in 1998 by Stephen King.

A. 19.1 percent

A. A brainstorming session is often a source of sudden inspiration.

Which of the following is the best example of a service? A. A seminar on how to quit smoking B. A birthday present C. Vitamins to improve one's health D. Gift wrapping paper sold as an elementary school fund-raiser E. A donation of clothes to the Salvation Army

A. A seminar on how to quit smoking

A. Artist

What is most likely a disadvantage of advertising on cable television? A. Audience fragmentation B. High production costs C. Excessive narrowcasting D. Inability to pretest ads E. Strict commercial times

A. Audience fragmentation

What are the three most common ways to categorize or classify magazines? A. Content, geography, and size B. Print face, ad rates, and size C. Audience, ad rates, and percentage of color D. Content, audience, and number of issues per year E. Size, distribution channels, and content

A. Content, geography, and size

_____ refers to the whole set of meanings, beliefs, attitudes and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation. A. Culture B. Psychographics C. Civilization D. Social evolution

A. Culture

Advertisers have three habit-related goals. Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement? A. For every ten cups of coffee you purchase at a local convenience store, you get one free. B. A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club. C. Sam sees a comparative ad showing the superiority of Coors beer over Anheuser-Busch beer. D. A vacuum cleaner salesperson offers to clean the living room carpet of the Truman household

A. For every ten cups of coffee you purchase at a local convenience store, you get one free.

Every issue of Trucker's Connection magazine contains a full-page ad that describes employment opportunities at Schugel Trucking. What kind of discount will this advertiser most likely receive from the publisher of this magazine? A. Frequency discount B. Trade promotion C. Service allowance D. Presentation discount E. Nonprofit discount

A. Frequency discount

Which of the following statements is true about the FCB grid? A. It helps advertising agencies determine which type of advertising to use for a specific product. B. It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria. C. It illustrates how negatively originated motives differ from positively originated motives. D. It helps create more integrated marketing communications that present a unified message to the targeted audience.

A. It helps advertising agencies determine which type of advertising to use for a specific product.

Which of the following statements about the objective/task method is most likely true? A. It requires determining in advance the amount of money needed to reach a specific goal. B. It permits the quick and ready measurement of the success of an ad campaign. C. It assumes that marketing activities result from demand. D. It assumes a static external environment. E. It is rarely used by major advertisers.

A. It requires determining in advance the amount of money needed to reach a specific goal.

The _____ would evaluate the practicality of the big idea and decide whether to implement, modify, or discard it. A. Judge B. Evaluator C. Mediator D. Expressive E. Liaison

A. Judge

Why did magazines become the ideal medium for advertising in the 1840s? A. Magazines offered good quality and customized capabilities B. Magazines were less expensive than newspapers C. Magazines were read more often than newspapers D. Advertisers were tired of using newspapers to carry their messages E. No taxes were imposed on magazine advertising

A. Magazines offered good quality and customized capabilities

A. Market share increases are more directly related to marketing budget increases than to price reductions.

_____ is the basic, often instinctive, human forces that motivate us to do something. A. Needs B. Wants C. Ideals D. Desires

A. Needs

Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media? A. Newspapers may have overlapping circulation. B. Newspapers are ambiguous in scope. C. Newspaper readership is concentrated in time. D. Newspapers do not provide an advertiser with any creative flexibility. E. Newspapers are a passive medium.

A. Newspapers may have overlapping circulation.

A marketing researcher designed a questionnaire that asked "In your opinion, how should the government take a more active role in making sure that your food is handled properly?" What type of question would the researcher be using? A. Open-ended B. Multiple choice C. Dichotomous D. Bipolar E. Tabulation

A. Open-ended

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods. In allocating funds for advertising the new light bulbs, the manufacturer decided to budget 5 percent of last year's sales for advertising expenditures. Which allocation method was the manufacturer using? A. Percentage-of-sales B. Self-defense C. Objective/task D. Share-of-market/share-of-voice E. Budget buildup

A. Percentage-of-sales

_____ governs the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs and actions. A. Personal processes B. Interpersonal influences C. Non-personal influences D. Evaluative criteria

A. Personal processes

A full-page ad that Dell ran in Fortune magazine about the firm's latest laptop is an example of which type of company/brand-related message being sent to company stakeholders? A. Planned B. Inadvertent C. Unplanned D. Product E. Service

A. Planned

Which of the following statements is true about deceptive advertising? A. Puffery can be called deceptive advertising when consumers believe it to be true. B. Deceptive advertising is sometimes used because it establishes long-term consumer confidence in the product being advertised. C. To be labeled as deceptive, ads must contain some claims which are not prior substantiated. D. Deceptive ads serve the best interests of the advertisers. E. There are no regulations governing deceptive advertising.

A. Puffery can be called deceptive advertising when consumers believe it to be true.

Baxter International is the world's largest manufacturer of IV solutions in flexible containers. Which of the following would most likely reveal relevant facts about the firm's history, growth, and market share? A. Situation analysis B. BCBG matrix C. Market survey D. Product audit E. SWOT analysis

A. Situation analysis

Which of the following statements about the Food and Drug Administration (FDA) is true? A. The FDA has authority over the labeling, packaging and branding of all packaged foods and therapeutic devices. B. The FDA monitors all copyrighted material. C. The FDA does not require health food manufacturers to list the ingredients of their products on package labels. D. The FDA has no control over promotional statements on package labels. E. The FDA is a branch of the Federal Trade Commission (FTC). .

A. The FDA has authority over the labeling, packaging and branding of all packaged foods and therapeutic devices.

The Federal Trade Commission (FTC) regulates: A. advertising for products sold in interstate commerce. B. hazardous packaging and advertising of products. C. liquor advertisements, through its power to suspend, revoke or deny renewal of manufacturing and sales permits for distillers and brewers. D. the advertising, packaging and branding of all packaged goods. E. the placement and wording of warning statements in advertisements for toys, household products and other hazardous substances that can cause injury or death.

A. advertising for products sold in interstate commerce.

The written marketing plan must reflect the goals of top management and: A. align with the company's mission and capabilities. B. be approved by all stakeholders of the company. C. be benchmarked against others in competing industries. D. must emphasize the development of transactional relationships. E. begin with a situation analysis that identifies the product's strengths.

A. align with the company's mission and capabilities.

infomercials: A. are long TV commercials that give consumers detailed information about a product. B. should not be used for products that are available through retail outlets. C. provide results that are typically not measurable. D. rely on personal selling to be effective. E. cannot be used for high-involvement products.

A. are long TV commercials that give consumers detailed information about a product.

The research objectives and the statement of problem established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should: A. be specific and measurable. B. study all of the cable channels currently targeting this market. C. be qualitative. D. examine the positioning strategy used for lifestyle marketing. E. be elaborate and descriptive.

A. be specific and measurable.

An ad for horse medication contains a photo of and a testimonial by Monty Roberts, a noted horse trainer. The background of the ad was designed to look like leather and extends to the very edge of the page. The advertiser probably had to pay the magazine a 15 percent premium for this extended background called a(n): A. bleed. B. environmental re-creation. C. edge printing. D. environmental realism. E. picture frame.

A. bleed.

One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is: A. brevity. B. finite creative possibilities. C. limited coverage of U.S. homes. D. social dominance of the medium. E. high cost per exposure.

A. brevity.

According to the advertising pyramid, the second task of advertising is to: A. communicate enough product information to persuade a certain number of people to believe in its value. B. measure the quantitative objectives in the marketing plan. C. acquaint a portion of the market with a product's existence. D. persuade customers to buy larger sizes or multiple units. E. accelerate sales by implementing a variety of sales promotions.

A. communicate enough product information to persuade a certain number of people to believe in its

A(n) _____ is a document that the advertiser accused of deceptive or unfair advertising signs in which it agrees to stop the objectionable advertising. A. consent decree B. product substantiation claim C. cessation order D. ad sanctioning agreement E. guilt disclosure

A. consent decree

Another name for a creative strategy is a: A. copy platform. B. benefit strategy. C. creative action plan. D. communication strategy. E. marketing support statement.

A. copy platform.

Pyramid Breweries Co. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction. A. corporate B. entrepreneurial C. advertising D. logistical E. stakeholder

A. corporate

Two companies, Le Shuttle and P&O European Ferries, provide Europeans with the ability to cross the English Channel. An advertisement for Le Shuttle claimed it was more popular with travelers than P&O European Ferries. P&O European Ferries lodged an objection with a European regulatory agency and pointed out that they had carried 1. 4 million cars in the previous year compared to only 1 million on the Shuttle. P&O European Ferries was hoping to get Le Shuttle to run _____ advertising. A. corrective B. professional C. comparative D. cease-desist E. consent

A. corrective

A. creative strategy

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were most likely trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute vodka. A. desire B. action C. conviction D. credibility E. comprehension

A. desire

Reliable information on the audiences for cable programs is: A. difficult to gather. B. based on a single source. C. easily obtained from Nielsen. D. simple for media planners to interpret. E. more accurate than network programming ratings.

A. difficult to gather.

Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads, it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the best pricing strategy to use with the new product. This was an example of _____ research. A. experimental B. results-oriented C. observation D. stimulus-response E. source-based

A. experimental

A recent study conducted by New Products Magazine wanted to determine how consumers really feel about fortified products. In order to conduct in-depth research of this issue, researchers determined that they needed to know how consumers perceive fortified foods and why they would make them apart of their daily lives. These researchers first conducted a(n) _____ research. A. exploratory B. survey C. non-probability sampling

A. exploratory

When buying radio time, advertisers usually buy the station's: A. format. B. programs. C. frequency. D. reputation. E. personalities.

A. format.

Smaller companies typically use a bottom-up marketing format plan because: A. handling daily problems leaves little time for formal planning. B. they don't need to create a competitive advantage in the market. C. long-term strategies are needed to keep a business focused on the future. D. failure to have a mission is one of the major reasons for small-business failure. E. bottom-up planning allows more time for development of a customer relationship strategy.

A. handling daily problems leaves little time for formal planning.

By publicizing the material, social, and cultural opportunities of a free enterprise society, advertising has encouraged: A. increased productivity by both management and labor. B. interactive consumption. C. relationship marketing. D. a service economy. E. public sector organizations.

A. increased productivity by both management and labor.

An ad for Toshiba office machines suggests that unless you use Toshiba office products, you will be victimized by corporate espionage. The ad is _____ because it offers a product that will protect your important business information. A. informational B. transactional C. psychological D. transformational E. charismatic

A. informational

The reach of magazines: A. is adversely affected by declining magazine circulations. B. is reduced when long headlines are used. C. is better when reverse type is used. D. enhances audience selectivity. E. equals the number of times an advertising message is seen by the same person or household.

A. is adversely affected by declining magazine circulations.

A trademark: A. is any word, name, symbol or device or combination thereof, which identifies one particular product or line of products from a single source. B. prevents the whole ad from being legally used by another. C. is required by law to be significantly different from the trade name of the organization that owns the trademark. D. is registered and protected by the Library of Congress. E. grants exclusive rights to the trademarked material for the life span of its owner plus an additional 50 years.

A. is any word, name, symbol or device or combination thereof, which identifies one particular product or line of products from a single source.

When advertisers spend millions of dollars trying to convince people that their products will make them sexier, healthier and more successful, they are trying to: A. manipulate consumers' value systems. B. shorten product life cycles. C. avoid the need to use peripheral advertising. D. proliferate stereotypical consumers. E. avoid the use of puffery.

A. manipulate consumers' value systems.

The owner of a Greek restaurant has accepted a run-of-paper (ROP) advertising rate. This means that the retail advertiser: A. may find its ad anywhere in the newspaper, wherever space permits. B. is testing the pull rate of two identical size ads with different content for the same product. C. will not require the newspaper to rerun its ad if production quality is less than desirable. D. will be penalized if it decides to pull its ad before the closing date. E. can ensure a choice position in the newspaper by paying the higher run-of-paper (ROP) rate.

A. may find its ad anywhere in the newspaper, wherever space permits.

During the pre-industrial age, most advertisements took the form of signs with symbols such as a beer tankard indicating a tavern because: A. most people were illiterate and could not read. B. most advertisers could not afford more sophisticated advertisements. C. there were laws prohibiting advertising in newspapers. D. the churches would not approve other forms of advertising. E. signs and symbols were considered lucky.

A. most people were illiterate and could not read.

A. need-satisfying

Alan did not see the ad for Goodwater riding equipment that was in his latest copy of Western Horseman because he was much more interested in an article on Argentine cowboys that began on the Page opposite the equipment ad. In terms of the communication process, the article on Argentine cowboys served as _____ for the Goodwater ad. A. noise B. feedback C. Information overload D. a source maze

A. noise

A researcher became a chef with a resort hotel chain for six months so he could observe food-handling practices. He saw food preparers using the same towel to wipe their hands, the counter, the food slicer and cooking utensils during one food preparation episode. In addition, he found every cook (and several hotel administrators) engaged in taste testing using their fingers. He used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations. A. observation B. simulation C. experimental D. manipulation E. survey

A. observation

The three basic research methods used to collect quantitative data are: A. observation, experiment, and survey. B. observation, simulation, and experimentation. C. role-playing, simulation, and observation. D. field tests, market tests, and laboratory tests.

A. observation, experiment, and survey.

In the special bride edition of Martha Stewart's Living magazine, its editors describe the latest trends in weddings and give advice on how to create the perfect wedding. In this situation, the editors of the magazine could be considered: A. opinion leaders. B. reinforcers. C. a reference point. D. selective communicators.

A. opinion leaders.

When Mary finishes reading her subscriber's copy of Cooking Light magazine, she gives the copy to her sister Cathy. Cathy is part of the magazine's: A. pass-along readership. B. primary circulation. C. derived readership. D. secondary target audience. E. subsidiary target audience.

A. pass-along readership.

The term "creatives" refers to the: A. people who work in the creative department. B. most important elements of the marketing mix. C. roles played by all of the people within an advertising agency. D. stages of integration between the visual and nonvisual elements of an ad. E. final presentation of an advertising and marketing campaign to the client.

A. people who work in the creative department.

When Lisa thinks about taking a class in conversational Italian, she thinks of it as a way to challenge her intellect. When Megan thinks about taking a class in conversational Italian, she thinks how much fun it will be to visit Italy once she knows the language. Their differing opinions most likely result from differences in: A. perceptions. B. motivations. C. attitudes. D. cognitive learning

A. perceptions.

Every year as Election Day approaches, especially during presidential campaigns, critics of American politics decry low voter turnout. Advertising can be used to encourage people to change their habits. Before advertising thorough research needs to be done to determine how the advertising should be worded, its target audience, media selection, etc. The first step that needs to be done is to: A. perform a situation analysis that pays special attention to consumer attitudes about politics and politicians. B. develop an organizational budget for the campaign to increase voting. C. select media vehicles that target people who have voted in the past. D. use quantitative research to predict the impact of advertising on voting habits. E. develop research objectives.

A. perform a situation analysis that pays special attention to consumer attitudes about politics and politicians.

An ad encouraging golfers to subscribe to Golf Magazine has the following headline: "Play at the Top of Your Game." In this example, the creative message of the ad was used to: A. persuade consumers to subscribe to Golf Magazine. B. inform readers that Golf Magazine is available through subscriptions. C. persuade customers to buy multiple copies of Golf Magazine. D. persuade retailers to carry Golf Magazine. E. remind customers that Golf Magazine is the best-selling golf magazine available.

A. persuade consumers to subscribe to Golf Magazine.

An ad for Asian Sensations' newest product line of snack foods encourages readers to "Thai something new." In this example, the word play is used to: A. persuade consumers to try an Asian Sensations snack. B. inform customers that Asian Sensations sells nutritious snacks. C. persuade customers to check the Web site of Asian Sensations. D. persuade retailers to carry more Asian Sensations snack foods. E. remind customers that Asian Sensations has been reformulated.

A. persuade consumers to try an Asian Sensations snack.

Thomas was planning on seeing a movie last weekend. After trying to read the small print which told the times the movie would be shown, he gave up and decided to go to the zoo instead. In this case, _____ screens influenced his perception. A. physiological B. rational C. functional D. psychological

A. physiological

For years Levi-Strauss advertised its jeans to baby boomers because that is what most baby boomers wore during the 1960s and baby boomers are trying to buy back their youth. Unfortunately, this strategy of making Levi's a baby boomer icon has decreased the brand's appeal to today's teens who perceive the Levi brand as old-fashioned. In this example, the _____ did not produce a positive effect. A. positioning strategy B. market aggregation strategy C. logistical strategy

A. positioning strategy

Each year Kate looks forward to her two-week vacation. She treats herself to some exotic location and stays in luxurious surroundings. Just before her last vacation, her car broke down and she had to spend her vacation money on repairs. The desire for a luxurious vacation is produced by a(n) _____ motive, while the necessity of paying to have the car repaired is an example of a(n) _____ motive. A. positively originated; negatively originated B. transformational; transactional C. informational; transformational D. negatively originated; positively originated

A. positively originated; negatively originated

To increase the likelihood of preparing the most effective advertising messages, companies use: A. pretesting. B. inquiry tests. C. attitude tests. D. post-testing. E. unaided recall.

A. pretesting.

Before beginning its advertising campaign, for its new Snickers Charged, the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchase and eventual brand loyalty. In other words, before developing a creative and a media strategy for the new candy bar, Mars had to conduct research on: A. product concept. B. media selection. C. the advertising budget. D. message format.

A. product concept.

The 4 Ps of the marketing mix are: A. product, price, place, and promotion. B. product, people, process and promotion. C. people, price, place and product. D. product, process, people and physical evidence.

A. product, price, place, and promotion.

When engaging in qualitative research, a researcher has the choice of either using _____ or _____ techniques. A. projective; intensive B. random or universal C. voluntary; involuntary D. formal; informal E. pioneering; selective

A. projective; intensive

The primary purpose of the National Advertising Review Council is to: A. promote and enforce standards of truth, accuracy, taste, morality and social responsibility in advertising. B. supplant the Federal Trade Commission as the chief advertising regulatory agency. C. work with the Department of Justice to prevent any one company from monopolizing a particular media. D. protect consumers from unfair and deceptive advertising. E. promote the benefits of advertising to its critics.

A. promote and enforce standards of truth, accuracy, taste, morality and social responsibility in advertising.

When Jonas was asked to list all of the commercials he remembering seeing when he watched the SEC football game between Alabama and Auburn, he was participating in a(n): A. recall test. B. projective interview. C. focus interview. D. attitude test. E. inquiry test.

A. recall test.

A designated market area: A. refers to the geographic area in which the local TV station attracts the most viewing. B. is the area of greatest impact (AGI) for a television commercial. C. consists of all potential advertisers within a region. D. is composed of all the target audiences within a 50-mile radius of a television station. E. is the number of households in a market area according to Nielsen.

A. refers to the geographic area in which the local TV station attracts the most viewing.

A marketing research firm is testing consumer reaction to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general population give remarkably different survey results. With certainty, it can be said that the firm's test lacks: A. reliability. B. distinctiveness. C. clarity. D. standardization. E. validity.

A. reliability.

If promotion (and namely, advertising) is the dominant element in a company's marketing mix, then a(n) _____ test is the best type of posttest to be used. A. sales B. clutter C. differential D. attitude E. inquiry

A. sales

Within a timeframe of five to seven years Orco Construction Supply, a regional distributor of tools and hardware to framing and foundation contractor markets, plans to hit a revenue mark of $500 million which will more than double its 2010 gross sales. This would be an example of a(n) _____ objective. A. sales-target B. target market C. need-satisfying D. market tracking E. environmental

A. sales-target

An MIS (Marketing Information System) is a: A. set of procedures used to generate information for decision making. B. process used to make sure that none of the steps in the research process is ignored. C. hierarchical chart for categorizing the relevance of different types of data. D. process used to assess and prioritize internal environmental strengths, weaknesses, opportunities and threats.

A. set of procedures used to generate information for decision making.

After decades of fabulous growth, the trade show industry is experiencing business decline. A report by the National Trade Show Industry stated, "The trade show industry will face more competition for marketing dollars in the next five years than it has in the last 25 years." This statement is best described as a(n) _____. A. situation analysis B. external market analysis C. market survey D. product audit E. stakeholder audit

A. situation analysis

People who enjoy a thick Porterhouse steak often does so because it tastes good, their family members all eat beef and it is a good reward at the end of a hard day. These reasons for enjoying meat are all examples of _____ motives. A. transformational B. informational C. negatively originated D. transactional

A. transformational

Due to PCs, Internet connections, DVDs and cable TV, advertising is evolving into a(n): A. two-way medium B. reciprocal medium with limited prospects for the future C. analog medium. D. narrowcasting medium. E. reiterative advertising medium.

A. two-way medium

One way that copywriters create interest in their ads is to: A. use the word "you" frequently. B. write lengthy, technical copy. C. use multimedia components. D. write three-word headlines. E. use actual consumers.

A. use the word "you" frequently.

Lumberman is a magazine targeted at people who operate sawmills. The publication is only read by people in this field and is, therefore, an example of a(n) _____ publication. A. vertical B. Video Management Software C. demographic D. integrated E. audience-selective

A. vertical

Benjamin Franklin: A. was the first American known to use illustrations in ads. B. was the first to print color ads. C. was the first to use copy in ads. D. printed ads with no clutter. E. was the first to use testimonials in advertising.

A. was the first American known to use illustrations in ads.

_____ identifies the average number of people listening to a specific station for at least five minutes during a 15-minute period.

AQH persons

The Federal Trade Commission (FTC) regulates:

Advertising for products sold in interstate commerce

A(n) _____ performs all the administrative planning, budgeting, and coordinating functions at a small local business

Advertising manager

During a sales call, guy gave an owner of a bag with their slogan on it. The bag is an____.

Advertising specialty

Which of the following would be an example of so-called subliminal advertising?

Airbrushing naked figures into ice cubes

Which of the following would most likely involve a Public Service Announcement (PSA)?

American Red Cross promoting blood donation opportunities

Which of the following statements about the use of television in IMC is NOT true?

An advertiser might take advantage of the relatively high CPM of television to reach out to many prospects.

An ad for Calvin Klein's Eternity fragrance for men and women contains a black-and-white full-size photograph of an attractive, young couple in a romantic embrace. Who is in charge of the photograph portion of the ad, its placement on the page, and the location and appearance of the product in the ad?

Art director

What is the first step when analyzing a publication's potential effectiveness?

Assess its audience

A billboard for Target features the Target dog, with his signature eye painted with the Target logo with large text reading "Sit. Stay. Shop." The creative team that designed the ad likely intended the photo and large text to be A. psychosocial consequences. B. attention-getting devices. C. copy platforms. D. credibility-builders. E. action-stimulators.

A locally produced morning television show has 4,000 homes viewing it. Only 24,000 households that receive the station's programs have TV sets. What is its program rating? A. 6 percent B. 16.7 percent C. 40 percent D. 60 percent E. 83.3 percent

Abe Cooley, a local handyman, likes to advertise that he will come to your home and do any task you need on KBGA, the local college radio station. The station serves a community of 70,000, and the average quarter-hour persons for KBGA are 9,900. Abe buys 20 spots. What is his number of GRPs? A. 2,828.57 GRPs B. 282.86 GRPs C. 28.28 GRPs D. 2.82 GRPs E. .28 GRPs

According to the creative pyramid, the first step in copywriting and art design is to A. create interest. B. attract the prospect's attention. C. make the prospect aware of the product D. make the prospect aware of the brand name. E. create a two-way communications medium.

According to the human communication process, a person who responds to an online Starbucks survey is most likely A. acting as a source. B. providing feedback. C. creating Internet noise. D. low in brand loyalty. E. initiating a new communication channel.

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed. Which of the following was most likely responsible for the tennis ball photo? A. the copywriter B. the art director C. the publicity expert D. the layout artist E. the PR representative

An ad for the global TED conferences describes the talks as "Ideas worth spreading." This ad is _____ because it has a positively originated motive. A. transactional B. transformational C. charismatic D. informational E. functional

An advertising researcher would most likely use _____ to measure the effectiveness of a television commercial in getting attention and increasing brand awareness. A. portfolio tests B. clutter tests C. perceptual meaning studies D. paired-comparison methods E. order-of-merit tests

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. Which of the following is the sales-target objective for the bakery to use? A. to increase cheesecake sales to the point where demand exceeds supply every week B. to increase sales of pecan pies by 3 percent during the next six months C. to raise net profit by 50 percent during the next three weeks D. to have most of the staff attend a marketing seminar E. to build a website that attracts new customers

Besides its signature product, the My-Tee T-shirt Company makes a line of skirts, shoes, tank tops, and accessories that retail from $32 to $78. Publicists and buyers browse My-Tee's online and storefront showrooms for the latest trends and clothing lines. The company's promotional strategy relies on publicity. Celebrities have been photographed in My-Tee clothing, which helped the company earn $1 million in sales last year. This is a brief description of My-Tee's A. advertising mix. B. marketing mix. C. marketing objectives. D. organizational strategy. E. product differentiation.

By the name of the MTV reality show, Dr. Pepper Band in a Bubble, you can infer that Dr. Pepper brand soda was most likely engaged in A. promotional production. B. sponsorship. C. full-spot participation. D. TV aggregation. E. narrowcasting.

Caylin is an avid video game player. Her favorite series is Fallout, though she also likes Halo and World of Warcraft for their depth of narrative. When she buys new video games, Caylin chooses releases only from these three brands, which are her A. evaluated set. B. evoked set. C. standardized set. D. selected criteria. E. alternative list.

During _____, an advertising researcher would be most likely to use aided recall, sales tests, and inquiry tests. A. strategy determination B. posttesting C. pretesting D. marketing integration E. concept development

Estimates suggest that nearly _____ people around the world have access to the Internet. A. 7 billion B. 4 billion C. 3.5 billion D. 2 billion E. 750 million

Four examples of _____ magazines, which are purchased for entertainment, information, or both, are Cosmo, The New Yorker, Nature, and Time. A. demographic B. consumer C. regional D. psychographic E. statistical

Goodreads is a _____ where users can see what books their friends are reading, track their own reading, learn about new books, and join groups to talk about books they love. A. interactive protocol B. social media site C. interactive hub D. search engine E. web browser

Gopal bought a Schwinn road bike in good condition from a used bike shop for $160, thinking he got a steal. When he got home and searched for his bike on the Internet, he found the same model for sale from Walmart for $149 new. Rather than getting upset at the price difference, Gopal justifies the purchase to himself by deciding it was better to support a local bike shop than a chain. Gopal's rationalization is an example of someone trying to A. use selective perception. B. reduce cognitive dissonance. C. increase perceptual dissonance. D. reduce negative motivation. E. explain attitudinal dissatisfaction.

Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness, and grilled tastes as well as an array of aromas, textures, and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chains. This description relates to the restaurant's _____ strategy. A. segmentation design B. positioning C. market segmentation D. marketing mix E. diversification

Horizontal publications are very effective advertising vehicles because they A. offer minimal reach. B. tend to be very well read. C. have low pass-along readership. D. cover a specific industry in all of its aspects. E. provide controlled circulation to industry leaders.

Hype International manufactures fragrances used in a variety of products. When the firm develops a new fragrance, it asks consumers to create collages based on how the smell makes them feel. Highly experienced researchers are needed to interpret the consumers' subconscious feelings, but Hype believes the expense is worth it. Which term best describes the method Hype uses? A. involvement sampling B. projective technique C. focus group sampling D. open-ended research E. interrogative sampling

If a publication is available on a controlled basis, it means the A. publisher must run a series of marketing tests before new subscriptions can begin. B. magazine is free to individuals believed to be in a unique position to influence the purchase of advertised products. C. publisher limits the number of copies available so that a premium price can be charged for each issue. D. publisher limits the number of advertisers in the publication to a maximum of 20. E. magazine is distributed through exclusive distribution channels rather than sent through the mail.

If you know a particular radio station has a high cume rating, you know with reasonable certainty that it has A. high accountability and satisfaction. B. many different people tuning in. C. very little message clutter. D. an ROS programming format. E. a network affiliation.

In 2016, after years of development, a small Montana guest ranch decided to launch a unique social website for seniors to watch live cameras documenting the activities of the ranch for a small monthly fee. With no advertising budget, the ranch owner took horses and donkeys around to senior centers, gave away coupons for free membership to visitors, went to parades, and posted heavily on social media. In addition, the ranch spent any revenue from visitors to promote the website. The ranch used the _____ method to raise awareness of their website. A. percentage-of-sales B. all available funds C. objective/task D. share-of-market E. budget buildup

In a recent video ad for the Squatty Potty, a cartoon unicorn keeps viewers engaged by demonstrating and performing a number of funny gags as a spokesperson explains the product. The unicorn functions to create _____ throughout the ad. A. incentives B. interest C. reversals D. credibility E. connections

In the final step of the creative process, the Warrior would perform all of the following activities except A. carry the concept into action. B. evaluate the practicality of the big idea. C. help the account manager present the campaign to the client. D. turn the agency account team into allies for the client presentation. E. get the big idea approved, produced, and placed in the media.

Lance, an advertising researcher, is selecting potential survey participants from a list of all the people who have ordered HMR dietary products by mail since January 2012. The respondents will be sent a collection of ads and asked to select the ad that is most relevant to their health needs. Since every person in the target population has an equal and known likelihood of being picked, the group he selects will be a A. projective group. B. probability sample. C. nonprobability sample. D. focus group. E. mini-universe.

Maria runs a thriving dog training business in her town. She also loves her local National Public Radio station, KUFM, and wants to sponsor her favorite program, But she's concerned that if she does pay to sponsor the program, the _____ will keep people from seeing how successful her training methodology is. A. segmented audience B. limitations of sound C. clutter D. half-heard commercial E. high production cost

Most mass media advertising probably receives _____ processing because very few people are actually in the market for a particular product at any given time. A. elaborate B. peripheral C. central D. habitual E. perceptual

Most nursing home lawsuits are settled out of court and never go to trial, so little public information is available about the total money expended by nursing homes and their insurance companies on litigation-related costs. One national study questioned lawyers and found that 88% of all nursing home cases were resolved through settlements and that the average recovery of claims was $406,000. The information gathered by this study would be an example of A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

Newspaper advertisers can sometimes receive _____, a discount applied retroactively as the volume of advertising increases through the year. A. space discounts B. earned rates C. ad overruns D. short rates E. acquisition fees

Nielsen randomly recruits individuals to download and utilize a desktop meter that tracks all of their Internet activity. Based on a limited sample size, the company then projects usage for target demographics around the internet. For example, they project that 50 percent of all men aged 18 to 34 visit ESPN.com every day, where most other sites receive only 25 percent of this group's traffic. Media planners would use this information to determine the _____ of the target they are trying to reach. A. button B. composition C. banner D. interstitial E. cookie

One form of mobile advertising is sponsored SMS. SMS stands for A. Strict Message Style. B. Short Message Service. C. Short Mail System. D. Stylized Message System. E. Small Mobile Stickers.

One of the advantages that cable TV advertising offers to advertisers is _____ because the ads can run anywhere from a minute to an hour (as in the case of an infomercial). A. fragmented dayparts B. flexibility C. selectivity D. unduplicated scheduling E. extended reach

Pallet Enterprise magazine is a business publication aimed at people who are in the pallet and container industries. It is only sold through subscriptions. Therefore, Pallet Enterprise is an example of a _____ business magazine. A. flat-circulation B. paid-circulation C. controlled-circulation D. fixed-circulation E. variable-circulation

Robert is writing a report about Ty Cobb, a famous baseball player, and needs to gather information. He types "Ty Cobb" into his computer and is given over 30 website addresses that contain information about the baseball player. Robert most likely used a(n) A. central network. B. search engine. C. wi-fi browser. D. addressable medium. E. web directory portal.

Television stations, newspaper publishers, and cable companies have traditionally used _____ networks A. grapevine B. centralized C. decentralized D. protocol-based E. distributed

The _____ for an organization assembles all the pertinent facts about the organization, the markets it serves, and its products, services, customers, and competition. A. vision B. marketing plan C. advertising plan D. marketing mix E. competitive strategy

The _____ is the number of clicks on an ad divided by the number of ad impressions. A. PageRank B. click rate C. interstitial D. cost per thousand (CPM) E. ad conversation rate

The _____ nature of the Internet has blurred the line between content creators and content consumers. A. flexible B. interactive C. centralized D. creative E. limited

The creative in the role of the _____ would most likely state that a full-page ad for free checking accounts in The Wall Street Journal is a waste of resources for a community bank. A. Artist B. Judge C. Mediator D. Warrior E. Liaison

The four quadrants of the FCB grid are high involvement or low involvement and A. need or want. B. think or feel. C. culture or society. D. peripheral or route persuasion. E. cognitive or conditioned thinking.

The stored memories in our minds are called A. cognitive files. B. mental files. C. the personal database. D. a data mine. E. an information warehouse.

To better understand if an ad campaign for the Keurig coffeemaker was acceptable to consumers, the company sponsored _____ research. A test market was established in Portland, Oregon, where the new ads for the coffeemaker ran, and then sales in the area were compared to national sales where the ad did not run. The research showed sales increased in Portland, so the company moved forward with a national rollout of the new campaign. A. results-oriented B. experimental C. observational D. stimulus-response E. regional

To establish an evoked set, consumers must A. have brand loyalty. B. establish evaluative criteria. C. recognize personal influences. D. avoid post-purchase evaluation. E. experience cognitive dissonance.

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents which reason best described why they wanted to eat more nutritiously: (a) to lose weight; (b) to prevent health problems later in life; (c) to follow their doctor's advice; or (d) to manage an existing medical condition. This was more than likely an example of a(n) _____ question. A. open-ended B. multiple choice C. dichotomous D. bipolar E. tabulation

What are two simple ways to measure the Internet audience for your advertising banner? A. reach and frequency B. ad impressions and click rate C. cookies and CPM D. response rate and viewing time E. viewing frequency and viewing time

What is the greatest shortcoming of the percentage-of-sales method of setting the advertising budget? A. The percentage-of-sales method is too expensive to be used by small business owners. B. The percentage-of-sales method violates the principle that marketing activities should stimulate sales rather than occur as a result of sales. C. The percentage-of-sales method assumes that a certain level of spending is needed to sell a certain number of units of a product. D. The percentage-of-sales method encourages top management to think of growth in terms of percentages. E. The percentage-of-sales method assumes the marketplace will be dynamic.

What is the last step in developing an advertising strategy? A. determining the key components of the advertising mix B. delivering the creative strategy to the creative department C. developing a message strategy that meets the client's needs D. evaluating how well the strategy supports the marketing plan E. conducting a budget allocation based on local and industry standards

When Red Bull underwrote Felix Baumgartner's televised 24-mile free fall from the cusp of space, the company was engaged in A. promotional placement. B. sponsorship. C. TV aggregation. D. full-spot participation. E. narrowcasting.

When an ad for a master's program encourages potential students to "Realize your full potential," which level of Maslow's hierarchy of needs is being appealed to? A. safety B. self-actualization C. love D. physiological E. social

When designing the new ad campaign for Glad ForceFlex garbage bags, one of the creatives asked, "What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was most likely used in this example? A. compare B. imagine C. reverse D. connect E. parody

When would an advertiser be charged a short rate? A. If the advertiser requests its ads to be placed in a particular section of the newspaper. B. If the advertiser contracts for a full year's worth of advertising and fails to buy it. C. If the ad is not ready by the closing date specified by the newspaper publisher. D. If the newspaper advertiser wants to change an ad after the closing date E. If the advertiser wants to use a preprinted insert in addition to a display ad.

Which of the following advertising media has the highest level of credibility according to studies? A. word-of-mouth B. newspaper C. radio D. digital E. television

Which of the following best explains why an advertiser would choose radio advertising over other available media? A. Radio commercials are fleeting. B. Radio production is inexpensive C. Radio restricts the number of creative options that a radio advertiser has D. Radio stations with the most appeal to advertisers have the greatest number of commercials. E. Radio audiences are highly segmented, which saves money for advertisers that need to blanket a market.

Which of the following is an advantage of newspaper advertising? A. Newspapers offer overlapping circulation. B. Newspapers are an active rather than a passive medium. C. Newspapers have clear color reproductions. D. Newspapers offer advertisers prestige for advertised products. E. Newspapers are the most selective of all media available.

Which of the following is least likely to be a problem associated with using digital interactive advertising? A. complexity B. few sponsors C. cluttered media D. lack of accountability E. privacy and security issues

Which of the following is most likely a benefit of using digital media in an IMC program? A. a non-addressable web portal B. immediate customer feedback C. pay-per-click sponsorships D. legitimate e-mail ads E. group buying potential

Which of the following is software that interprets HTML and makes it easy for users to interact with all kinds of content over the Internet? A. social media B. web browsers C. search engines D. portals E. protocols

Which of the following statements about dates that affect purchases of advertising in magazines is true? A. The in-hand date is the date printed on the magazine cover. B. The closing date is when the publisher needs all ad materials. C. The on-sale date typically coincides with the closing date. D. The cover date is the date the magazine is actually issued. E. The cover date and the on-sale date are synonymous.

Which of the following statements is true about sponsored links? A. Ads that receive a lot of clicks are paid less due to the supply and demand theory. B. Advertisers do not pay for impressions as with banner ads. C. Advertisers pay only when a consumer receives e-mail. D. Advertisers pay on a cost-per-thousand basis. E. Higher bids guarantee better listings.

Which of the following would most likely increase a reader's perception that a product being advertised has a high degree of quality? A. using bright colors B. including a pie chart C. using a clever metaphor D. including interesting artwork E. using a black-and-white photo

Which of the following would most likely involve testing ad slogans prior to production? A. advertising strategy research B. creative concept research C. storyboard testing D. posttesting E. pretesting

Which term refers to a possible exposure of the advertising message to one audience member? A. cookies B. ad impression C. interstitial D. reach E. ad network

Who is ultimately responsible for the final form an ad takes? A. the graphic designer B. the creative director C. the media planner D. the art director E. the PR representative

Why do newspapers typically charge national advertisers more for national ads than they charge local advertisers for local ads? A. National advertisers typically demand an (run-of-paper) ROP schedule. B. Newspapers incur additional costs in serving national advertisers. C. National advertisers refuse to use a local or regional promotional schedule. D. The Federal Trade Commission has decreed that discounts for interstate ad rates are illegal. E. The reach for local ads is much higher than the reach for national ads.

Why is most network TV advertising sold on a participating basis? A. Most advertisers find the full network lineup coincides most effectively with their target markets. B. Smaller advertisers are able to buy a limited amount of time and still have nationwide coverage. C. Network advertising requires only a short lead-time due to the flexibility of the medium. D. All advertisers receive an identical number of commercial slots from the FCC. E. All commercials have to be approved by the FCC

Why would a company set need-satisfying objectives? A. to modify the hierarchical structure from transformational to transactional B. to shift the organization's focus from production to the target market C. to take advantage of a consumer-oriented economic trend D. to provide equity to every stakeholder of the firm E. to stir demand in a static environment

Zoroastrianism was the dominant world religion during the Persian empires (559 BC to AD 651) and was thus the most powerful world religion at the time of Jesus. It is still practiced worldwide, especially in Iran and India. Within these two countries, the religion's members share a set of beliefs that set them apart from others who reside in the country. Believers in this religion would be classified as a(n) A. classless society. B. subculture. C. national reference group. D. transformational group. E. opinion group.

_____ determine the specific short-term actions to be taken, internally and externally, by whom and when. A. Corporate objectives B. Tactics C. Organizational structures D. Environmental objectives E. Strategic postures

_____ is a distributed network where content providers and users communicate through HTML. A. A protocol B. The web C. A portal D. A search engine E. Broadband

_____ syndication involves original shows, like Inside Edition and Judge Judy, which are produced specifically for the syndication market. A. Classic B. First-run C. Audience-supported D. Off-network E. Barter

_____ uses research to focus the creative process in order to nurture a relationship between consumer and brand. A. Empowerment B. Account planning C. Customer transformation D. Relationship marketing E. Relationship research

B. 16.7 percent

B. 412.5 GRPs

Takasago International Corp. in New Jersey manufactures flavors, fragrances, fine and aroma chemicals used in variety of products. When it has developed a new flavor, it asks consumers to generate collages based on how the taste made them feel and then to generate stories based on their collages. The stories give the company ideas for who to market the new flavor to as well as how to promote it. What kind of a qualitative research technique is Takasago using? A. Involvement sampling B. A projective technique C. An interpretative technique D. Open-ended research E. Interrogative sampling

B. A projective technique

What effect does advertising have on consumer demand? A. Advertising creates trade barriers that prevent new competitors from entering the marketplace. B. Advertising slows the rate of product decline. C. Advertising moves the product quickly to the point in the product life cycle where it can be replaced by more efficient IMC. D. Advertising slows the adoption process and thus, lengthens the product life cycle. E. Advertising is intended to provide a smooth layoff to products in the latter stages of their PLC.

B. Advertising slows the rate of product decline.

Who is the father of advertising art? A. Francis Ayer B. Benjamin Franklin C. Volney B. Palmer D. Johannes Gutenberg

B. Benjamin Franklin

Which of the following is the largest of the U.S. business-monitoring organizations? A. Office of Consumer Affairs B. Better business bureau C. Consumer protection agency D. American Association of Consumers E. U.S. Chamber of commerce

B. Better business bureau

How do advertisers show their social responsibility? A. By refraining from the use of advertising clutter B. By providing millions of dollars of pro bono work to nonprofit organizations C. By obeying FTC regulations D. By creating markets for new products E. By creating self-regulatory agencies

B. By providing millions of dollars of pro bono work to nonprofit organizations

To promote responsible children's advertising and to respond to public concerns, the Council of Better Business Bureaus established the: A. Children's Protection Agency (CPA). B. Children's Advertising Review Unit (CARU). C. Children's Board of Information. D. Board of Advertising Review. E. Code for Ethical Children's Advertising (CECA).

B. Children's Advertising Review Unit (CARU).

_____ is defined as social action designed to dramatize the rights of the buying public. A. De-marketing B. Consumerism C. Social responsibility D. Socialization E. Consumer lobbying

B. Consumerism

_____ is a type of marketing used to slow down the demand for certain products, such as energy-consuming goods. A. Co-marketing B. De-marketing C. Environmental advertising

B. De-marketing

What is the last step in developing an advertising strategy? A. Determining the key components of the advertising mix B. Delivering the creative strategy to the creative department C. Developing a message strategy that meets the client's needs D. Evaluating how well the strategy supports the marketing plan E. Conducting a budget allocation based on local and industry standards

B. Delivering the creative strategy to the creative department

The _____ has indirect control over advertising through its authority to license or revoke the license of all broadcasting stations. A. Federal Trade Commission B. Federal Communications Commission C. Better Business Bureau D. National advertising review council E. Office of Consumer Affairs

B. Federal Communications Commission

B. First-run

When would an advertiser be charged a short rate? A. If the advertiser requests its ads to be placed in a particular section of the newspaper. B. If the advertiser contracts for a full year's worth of advertising and fails to buy it. C. If the ad is not ready by the closing date specified by the newspaper publisher. D. If the newspaper advertiser wants to change an ad after the closing date. E. If the advertiser wants to use a preprinted insert in addition to a display ad.

B. If the advertiser contracts for a full year's worth of advertising and fails to buy it.

B. Imagine

Which of the following statements best describes how Volney B. Palmer influenced advertising? A. In 1729, he became the first to use "white space" and illustration in ads. B. In 1841, he set up the first professional advertising agency in the United States. C. In 1869, his advertising agency becomes the first to prepare ads for manufacturers. D. In 1888, he founded Printer's Ink magazine. E. In 1912, he became the first advertising agent to reach $2 million in sales.

B. In 1841, he set up the first professional advertising agency in the United States.

Which of the following would most likely increase a reader's perception that a product being advertised has a high degree of quality? A. Using bright colors B. Including a pie chart C. Using a clever metaphor D. Including interesting artwork E. Using a black and white photo

B. Including a pie chart

Which of the following statements is true about word-of-mouth advertising? A. It is not a communication medium. B. It is not an advertising medium. C. It is a paid form of advertising

B. It is not an advertising medium.

The creative in the role of the _____ would most likely state that a full-page ad for free checking accounts in "The Wall Street Journal" is a waste of resources for a community bank. A. Artist B. Judge C. Mediator D. Warrior E. Liaison

B. Judge

Which of the following advertising media has the highest level of credibility according to studies? A. Word-of-mouth B. Newspaper C. Radio D. Digital E. Television

B. Newspaper

B. Newspapers are an active rather than a passive medium.

B. Newspapers incur additional costs in serving national advertisers.

Which of the following best explains why an advertiser would choose radio advertising over other available media? A. Radio commercials are fleeting. B. Radio production is inexpensive. C. Radio restricts the number of creative options that a radio advertiser has. D. Radio stations with the most appeal to advertisers have the greatest number of commercials. E. Radio audiences are highly segmented which saves money for advertisers that need to blanket a market.

B. Radio production is inexpensive.

What level of Maslow's hierarchy of needs is the ad for Spiegel when it uses the following promotional appeal: "Create your signature style?" A. Safety B. Self-actualization C. Love D. Physiological

B. Self-actualization

B. Smaller advertisers are able to buy a limited amount of time and still have nationwide coverage.

B. Tactics

An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed. Which of the following was most likely responsible for the tennis ball photo? A. The copywriter B. The art director C. The publicity expert D. The layout artist E. The PR representative

B. The art director

B. The closing date is when the publisher needs all ad materials.

Who is ultimately responsible for the final form an ad takes? A. The graphic designer B. The creative director C. The media planner D. The art director E. The PR representative

B. The creative director

Which of the following statements about consumer privacy issues is true? A. Concern about privacy is declining from a high reached during the 1990s. B. The fact Web sites gather information about visitors without knowledge of the visitors is a privacy concern. C. Internet companies use the information they gather about consumers to create personalized files about each individual. D. The Federal Communications Commission regulates privacy rights. E. Enabling cookies help the Internet users to safeguard their personal information.

B. The fact Web sites gather information about visitors without knowledge of the visitors is a privacy concern.

Which of the following is an example of an interpersonal influence that would affect the purchase of an IRA (Individual Retirement Account)? A. The individual's current income level B. The kinds of IRA funds family members participate in C. What the individual knows about the future value of money D. The time of year the IRA is being purchased

B. The kinds of IRA funds family members participate in

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. Which of the following is the BEST sales-target objective for the bakery to use? A. To increase cheesecake sales to the point where demand exceeds supply every week B. To increase sales of pecan pies by 3 percent during the next six months C. To raise net profit by 50 percent during the next three weeks D. To have most of the staff attend a marketing seminar E. To build a Web site that attracts new customers

B. To increase sales of pecan pies by 3 percent during the next six months

Why would a company set need-satisfying objectives? A. To modify the hierarchical structure from transformational to transactional B. To shift the organization's focus from production to the target market C. To take advantage of a consumer-oriented economic trend D. To provide equity to every stakeholder of the firm E. To stir demand in a static environment

B. To shift the organization's focus from production to the target market

_____ is needs that we learn during our lifetime. A. Values B. Wants C. Ethics D. Desires

B. Wants

The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads. A. empowerment B. account planning C. customer transformation D. relationship marketing E. relationship research

B. account planning

In the summer of 2002, Kelly Flatley and Brendan Synnott joined forces to launch a homemade granola business out of Flatley's parents' home. They had no advertising budget, so they had to find other ways to let consumers know about Bear Naked Granola. The entrepreneurs went door-to-door to small specialty and natural food stores. They also set up tables and tents at community events and 5K charity runs where they gave away samples of their granola. From this information, you can infer that Flatley and Synnott used the _____ method for promoting their product. A. percentage-of-sales B. all available funds C. objective/task D. share-of-market E. budget buildup

B. all available funds

According to the creative pyramid, the first step in copywriting and art design is to: A. get the prospect's interest. B. attract the prospect's attention. C. make the prospect aware of the product D. make the prospect aware of the brand name. E. create a two-way communications medium.

B. attract the prospect's attention.

Nike's Air Jordan XX3, the 23rd edition of the series of shoes endorsed by retired basketball star Michael Jordan, differs from its predecessors because it is the first basketball shoe shaped by what Nike calls "Nike Considered," an approach to design that favors environmentally-preferable materials, reduces toxic chemicals and curbs waste. By adopting such environmentally-supportive standards to make its products, Nike is: A. manipulating the consumer. B. behaving in a socially responsible fashion. C. perpetuating a materialistic viewpoint. D. complying with federal regulations. E. initiating a market development strategy.

B. behaving in a socially responsible fashion.

When the dark or colored background of an ad extends to the edge of the printed page, it is said to be a(n): A. page wrap. B. bleed. C. enveloped page. D. overrun. E. masked page.

B. bleed.

An advertising researcher could use _____ to measure the effectiveness of a television commercial in getting attention and increasing brand awareness. A. portfolio test B. clutter test C. perceptual meaning study D. paired-comparison method

B. clutter test

Last week, Gopal paid $359.00 for a sewing machine for his wife. He purchased the machine from an Internet retailer and believed he had received a bargain. This week he found the identical sewing machine at Walmart for $169.00. He is likely to experience: A. selective perception. B. cognitive dissonance. C. perceptual dissonance. D. negative motivation.

B. cognitive dissonance.

Runner's World, Better Homes and Gardens, and Glamour are all examples of _____ magazines. A. demographic B. consumer C. regional D. psychographic E. statistical

B. consumer

New brands of consumer luxury and convenience goods developed by fresh mass markets can be referred to as: A. product differentiation. B. consumer packaged goods. C. market segmentation. D. positioning.

B. consumer packaged goods.

When Mollie buys a box of disposable diapers and June purchases a copy of the Wall Street Journal, both are acting as: A. buying centers. B. consumers. C. product innovators. D. strategic points of service. E. product adopters.

B. consumers.

When the Federal Trade Commission determines that an ad is deceptive or unfair, it can: A. require the advertiser to run cooperative advertising. B. convince the advertiser to sign a consent decree. C. require the advertiser to pay reimbursements to all consumers who bought the product. D. force the firm that ran the deceptive ad to get "advance clearance" on all future ad campaigns. E. place a federal representative in the deceptive firm's advertising department to oversee future ad campaigns.

B. convince the advertiser to sign a consent decree.

The Federal Trade Commission has filed a complaint against Provide Commerce, the parent company of Pro-Flowers, for "false and misleading" advertising. Pro-Flowers claim that it ships inventory "directly from the fields". The ads imply that the flowers are not picked until they are ordered. Pro-Flowers actually stores flowers in refrigerated warehouses and ships from these warehouses. The FTC can order Pro-Flowers to run _____ and inform its customers that its flowers do not come fresh from the field. A. substantiated advertisement B. corrective advertisement C. cease-desist orders D. consent orders E. cessation order

B. corrective advertisement

During _____ an advertising research would measure the target audience's acceptance of different creative ideas at the concept stage. A. advertising strategy research B. creative concept research C. pretesting D. post-testing E. positioning research

B. creative concept research

Desert Knight Golf Resort has just completed a detailed, factual study of the resort's strengths and weaknesses as well as external threats and opportunities. The resort's next step in the development of a marketing plan is to: A. decide which advertising media will best reach its target markets. B. determine specific marketing objectives. C. evaluate potential marketing objectives. D. establish advertising strategy. E. design marketing tactics.

B. determine specific marketing objectives.

B. earned rates

To establish an evoked set, consumers must: A. have brand loyalty. B. establish evaluative criteria. C. must be motivated by personal influences. D. avoid post-purchase evaluation.

B. establish evaluative criteria.

In the final step of the creative process, the Warrior would perform all of the following activities EXCEPT: A. carry the concept into action. B. evaluate the practicality of the big idea. C. help the account manager present the campaign to the client. D. turn the agency account team into allies for the client presentation. E. get the big idea approved, produced, and placed in the media.

B. evaluate the practicality of the big idea.

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This is called a(n): A. island half. B. insert. C. gatefold. D. junior unit. E. full unit.

B. insert.

Good Housekeeping magazine places its "Seal of Approval" on all the products advertised in it. If any of the products are later found to be defective, Good Housekeeping promises to refund the money paid for the products. This kind of careful screening: A. is required by the Federal Trade Commission. B. is a way for a medium to monitor its advertisements. C. was required by legislation passed during the Great Depression and Good Housekeeping has continued the practice. D. is used by most print media, including the tabloids. E. is redundant given the watchfulness of federal regulatory agencies.

B. is a way for a medium to monitor its advertisements.

The abundance principle states that in an economy that produces more goods and services than can be consumed, advertising: A. maintains high prices. B. keeps consumers informed of their selection alternatives. C. contributes to the earth's waste disposal problem. D. prevents companies from successfully competing for consumer dollars. E. acts as a stabilizing factor during a business cycle downturn.

B. keeps consumers informed of their selection alternatives.

An advertiser would most likely avoid using network TV advertising because of: A. government control. B. lengthy lead times. C. identical coverage. D. sponsorship demands. E. a lack of regulation.

B. lengthy lead times.

If a publication is available on a controlled basis, it means the: A. publisher must run a series of marketing tests before new subscriptions can begin. B. magazine is free to individuals believed to be in a unique position to influence the purchase of advertised products. C. publisher limits the number of copies available so that a premium price can be charged for each issue. D. publisher limits the number of advertisers in the publication to a maximum of 20. E. magazine is distributed through exclusive distribution channels rather than sent through the mail.

B. magazine is free to individuals believed to be in a unique position to influence the purchase of advertised products.

If you know a particular radio station has a high cume rating, you know with reasonable certainty that it has: A. high accountability and satisfaction. B. many different people tuning in. C. very little message clutter. D. an ROS programming format. E. a network affiliation.

B. many different people tuning in.

besides its signature product, the My-Tee T-shirt Company makes a line of skirts, shoes, tank tops, and accessories that retail from $32 to $78. Publicists and buyers browse My-Tee's online and storefront showrooms for the latest trends and clothing lines. The company's promotional strategy relies on publicity. Celebrities have been photographed in My-Tee clothing, which helped the company earn $1 million in sales last year. This is a brief description of My-Tee's: A. advertising mix. B. marketing mix. C. marketing objectives. D. organizational strategy. E. product differentiation.

B. marketing mix.

B. marketing plan

Advertising reaches us through various channels of communication referred to as: A. feedback mechanisms. B. medium. C. encoding mechanisms. D. distribution channels. E. information channels.

B. medium.

The mind is like a memory bank. The stored memories in our minds are called: A. cognitive files. B. mental files. C. the personal database. D. a data mine.

B. mental files.

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents if they wanted to eat more nutritiously in order to lose weight, to prevent health problems later in life, to follow their doctor's advice or to manage an existing medical condition. This was more than likely an example of a(n) _____ question. A. open-ended B. multiple choice C. dichotomous D. bipolar E. tabulation

B. multiple choice

B. paid-circulation

Because very few people are actually in the market at any given time, most mass media advertising probably receives _____ processing. A. elaborate B. peripheral C. probable D. habitual

B. peripheral

Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness, and grilled tastes as well as an array of aromas, textures, and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy. A. segmentation design B. positioning C. market segmentation D. marketing mix E. diversification

B. positioning

During _____ an advertising researcher would be most likely to use aided recall, sales tests and inquiry tests. A. strategy determination B. post-testing C. pretesting D. marketing information system E. concept development

B. post-testing

The Harvard School of Public Health College Alcohol Study studied popular marketing campaigns that try to curb college binge drinking by easing peer pressure among students and determined they are failures. The information gathered by this study would be an example of _____ because it was collected from college campuses for a specific purpose. A. qualitative information B. primary data C. projective data D. advertising information E. secondary data

B. primary data

A recent study conducted by New Products Magazine wanted to determine how consumers really feel about fortified products. The publication created a Web site where respondents could go to answer questions about how they feel about good nutrition, their own personal health, convenience and taste. In other words, New Products Magazine gathered: A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

B. primary data.

Since the vast majority of nursing home lawsuits are settled out of court and never go to trial, there is little public information available about the total dollars expended by nursing homes and their insurance companies to pay for litigation related costs. One national study questioned lawyers and found that 88 percent of all nursing home cases were resolved through settlements and that the average recovery of claims was $406,000. The information gathered by this study would be an example of: A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

B. primary data.

According to the history of advertising, the _____ made possible the first advertising formats—posters, handbills, signs and newspapers. A. quill pen B. printing press C. silk screen D. ability to mold lead E. ability to copy and draw

B. printing press

Lance is an advertising researcher. He is selecting potential survey participants from a list of all the people who have mail-ordered HMR dietary products since January 2006. The respondents will be sent a collection of ads and asked to select the ad that is most relevant to their health needs. Since every person in the target population has an equal and known likelihood of being picked, the group he selects will be a: A. projective group. B. probability sample. C. non-probability sample. D. focus group. E. mini-universe.

B. probability sample.

According to the human communication process, the baby boomer who read all of the copy in an ad for Lyrica, a prescription for people who feel tingling or burning sensations in their feet and decided to ask his physician if the drug would cure the pain he felt in his feet would be: A. acting as a source. B. providing feedback. C. creating a persona. D. using integrated marketing communications.

B. providing feedback.

According to the text, externalities are: A. unseen opportunity costs. B. social costs. C. factors used to increase the reach of advertising. D. environmental tangibility that act as barriers to communications. E. inexpensive ways to increase perceptual value to a product.

B. social costs.

By the name of the MTV reality show, Dr. Pepper Band in a Bubble, you can infer that Dr. Pepper brand soda was most likely engaged in: A. promotional production. B. sponsorship. C. full-spot participation. D. TV aggregation. E. narrowcasting.

B. sponsorship.

Horizontal publications are very effective advertising vehicles because they: A. offer minimal reach. B. tend to be very well read. C. have low pass-along readership. D. cover a specific industry in all of its aspects. E. provide controlled circulation to industry leaders.

B. tend to be very well read.

The percentage-of-sales method is: A. expensive and complicated to implement. B. the simplest to use of all budgeting methods. C. based on the average of the previous five years sales. D. generally linked to future tax audits and investigations. E. a bold attempt to link advertising dollars with sales objectives.

B. the simplest to use of all budgeting methods.

The four quadrants of the FCB grid are high involvement or low involvement and: A. a need and a want. B. think and feel. C. cultural or social environments. D. peripheral or route persuasion. E. cognitive or conditioned thinking.

B. think and feel.

A complaint was filed with the Federal Trade Commission that accused the film industry regularly advertised R-rated movies during television shows and in magazines most popular with children. In other words, the FTC investigated to see if the film industry was guilty of: A. hazardous advertising. B. unfair advertising. C. deceptive advertising. D. an ethical dilemma. E. anti-competitive advertising.

B. unfair advertising.

A product's _____ is a feature or features that differentiate it from competitive products. A. perceptual value B. unique selling proposition C. economic differential D. economic advantage E. differential value

B. unique selling proposition

To differentiate its candy from that produced by other candy manufacturers, the manufacturer of Green & Black brand confections advertises that it is the only company to make its chocolate organically. This commitment to market only organic chocolate is an example of a(n): A. perceptual value. B. unique selling proposition. C. economic differential. D. economic advantage.

B. unique selling proposition.

The most common form of mobile adv. Is?

Banner advertising

Who is considered the father of advertising art?

Benjamin franklin

Which of the following is the largest of the U.S. business-monitoring organizations?

Better Business Bureau

"Lloyd's List" was founded in Edward Lloyd's London coffee shop in 1734; it is still published as a daily business newspaper. How would you categorize this newspaper?

By its type of audience

A company that specializes in pool and spa installations plans to buy TV commercial time during a home improvement program on a local TV station. The company has learned the show has a rating of 20, reaches 10,000 people in the primary target audience, and a 30-second spot costs $700. What is the cost per rating point (CPP)? A. $10 B. $20 C. $35 D. $50 E. $70

A magazine ad for United Airlines shows a flight map overlaid on a photo of Manhattan with one of the lines arcing into a smile. The ad reads "NYC friendly. Fly the friendly skies." The phrase "Fly the friendly skies" is meant to stimulate A. awareness. B. conviction. C. action. D. credibility. E. comprehension.

A(n) _____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry. A. audience-selective publication B. integrated publication C. vertical publication D. functional medium E. Video Management Software medium

According to creativity consultant Roger von Oech, which role in the creative process strives to evaluate the results of experimentation and decide which approach is most practical? A. Warrior B. Evaluator C. Judge D. Explorer E. Artist

According to the human communication process, the person who read all of the copy in an ad for Lyrica, a prescription for people who feel tingling or burning sensations in their feet, would be a(n) A. encoder. B. medium. C. receiver. D. source. E. channel.

An ad for Asian Sensations newest product line of snack foods encourages readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n) A. psychosocial consequence. B. copy platform. C. attention-getting device. D. credibility-builder. E. action-stimulator.

An ad for Google uses colorful explanatory charts, colorful images, and tables to depict mobile usage percentages for websites. These elements inform potential ad purchasers of the numbers of clicks on ads from mobile phones. This ad uses _____ to persuade potential customers to try mobile advertising through Google. A. reinforcement B. value-based thinking C. infographics D. brand perception E. the creative wheel

An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a women's pocketbook. The woman is screaming, and the copier is rolling away with the purse. The comparison of a purse snatcher to corporate espionage is an example of how _____ can be used in advertising. A. selective perception B. memory files C. creativity D. sarcasm E. reinforcement

As the leading manufacturer of bleach in the nation, Clorox must guard itself against challenges from detergent manufacturers who are using bleach as a detergent additive. According to Jack Trout and Al Reis's Marketing Warfare, which type of strategy should Clorox use? A. protective B. aggressive C. defensive D. offensive E. guerrilla

Clos du Bois wine pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow—an instantly recognizable symbol in the gay community. What approach to positioning is the winery using? A. use/application B. product class C. product user D. product competitor E. price/quality

Effective survey questions have three important attributes. They are A. completeness, clarity, and measurability. B. timeliness, directness, and efficiency. C. clarity, focus, and brevity. D. specificity, measurability, and timeliness. E. completeness, timeliness, and specificity.

Globetrotter needed to create an ad that showed its sleeping bags would keep customers warm and happy wherever they went. It was up to the art director to create a mental picture that captured the concept and presented it in a bold way before any copy or art could be created. She _____ an idea for the ad by playing on how closely the sleeping bags resembled happy seals taking a nap on a beach. A. researched B. free associated C. conceptualized D. positioned E. defended

Great ads have certain characteristics in common, which can be placed into two dimensions of greatness, which are A. metaphors and similes. B. emotional and rational appeals. C. audience resonance and strategic relevance. D. perceptual barriers and complete information. E. informational and transformational dimensions.

Guaranteed circulation in magazines A. equals the delivered circulation. B. is the number of copies of the magazine sold on newsstands. C. is the minimum number of copies of the magazine that the publisher expects to circulate. D. is the maximum number of magazines that will be distributed through all channels. E. equals the primary circulation plus pass-along readership minus a safety measure of 10 percent.

In 2009, Mountain Dew introduced radical new _____, including the "Dewmocracy" campaign that asked consumers to choose new flavors. A. marketing objectives B. creative mechanisms C. tactics D. strategic postures E. organizational positions

In newspaper advertising, each ad competes with editorial content and with all the other ads on the same page or spread. This is due to A. geographic selectivity of newspapers. B. creative flexibility of newspapers. C. clutter in newspapers. D. long life span of the newspapers. E. overlapping circulation of newspapers.

In order to spread awareness about its ride-sharing service, Uber ran a social media ad campaign with a slogan meant to reach out to both riders and drivers: "What's your destination? Get there. The day belongs to you." The ad suggests that people driving cars could have more flexibility in their work schedules, while people ordering rides could have faster rides and more personal, helpful drivers. The ad is _____ because it offers a service that consumers may not have known existed. A. transactional B. psychological C. informational D. transformational E. charismatic

In trying to break into the Canadian market, Target had to develop new and inspired ads that appealed to Canadians. Which of the following processes could Target's art director and lead copywriter have used to find inspiration? A. idea swiping B. lateral thinking C. brainstorming D. collaborating research E. critical examination

Jerome stopped at Brewster's and purchased a chocolate ice cream cone. As he was exiting the store, the cone developed a leak and dripped ice cream all over his expensive suit. At that point, he swore to never buy Brewster's ice cream again. In terms of the messages that stakeholders receive, Jerome received a(n) _____ message. A. planned B. functional C. unplanned D. product E. service

Kraft Foods aired a new advertisement "The Calcium They Need" in five _____, including Austin, Olympia, and Raleigh. They found a 10 percent increase in sales where the ad ran. Following the successful experimental research, the company rolled out the new ad nationally. A. probability samples B. surveys C. test markets D. nonprobability samples E. target markets

Mobile banner advertising is also known as A. SMS. B. HTML. C. WAP. D. portal. E. pop-up.

Most large advertisers use ad agencies or media-buying services to buy TV time because A. FCC regulations require an intermediary. B. money is saved by purchasing many slots. C. the process is complex and time-consuming. D. stipulations require a certain degree of special expertise. E. in-house media buyers are not allowed to handle such transactions.

On a survey, students were asked to answer "yes" or "no" to the following questions: (a) Do you ever have to do homework outside of school? (b) Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions. A. open-ended B. multiple choice C. dichotomous D. bipolar E. tabulation

Once a month, Morgan buys a case of wine. She will buy either the Charles Shaw brand, the Livingston brand, or the Sutter Home brand because she knows that these three brands are inexpensive and tasty. Inexpensive and tasty would be classified as her A. peripheral responses. B. selective tools. C. evaluative criteria. D. evoked set. E. acquired attitude.

Once a research project on the viability of a cable channel designed to meet the needs of the Hispanic market has concluded its secondary research, it should next A. engage in qualitative research. B. determine the target market size. C. establish research objectives. D. conduct a competitive analysis. E. hire a product manager.

One con of newspaper advertising is A. organizational structures may slow ad production. B. market research data is often insuffecient. C. a lack of selectivity of specific socioeconomic groups. D. that increasing subscription rates hamper circulation. E. that they primarily cover today's news.

Participants were asked whether a Budweiser beer commercial using the Clydesdale horses created a favorable image for Budweiser. This is most likely an example of a(n) _____ being used to posttest an ad. A. inquiry test B. projective interview C. attitude test D. sales test E. recall test

RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries, including automotive, fresh produce, and household products. A trained moderator led the group's unstructured discussions and guided the participants to reveal their true feelings about the use of ultraviolet technology. This was an example of the use of the _____ technique associated with qualitative research. A. projective B. instructive C. intensive D. manipulative E. informative

Radio stations base the rates they charge their advertisers on A. the size of the station's DMA. B. the number of advertisers that have purchased ROS. C. the time of day the advertiser wants an ad to run. D. demographic parameters. E. the size of the advertiser's advertising budget.

Roy Harold purchased a new washer/dryer for his apartment. Shortly after the appliances had been installed, a store representative called Harold and asked if he was satisfied with the washer/dryer and the installation. The store representative also asked Harold to call if he had any further needs. This is most likely an example of which relationship level? A. reactive relationship B. basic transactional relationship C. accountable relationship D. proactive relationship E. partnership

Someone who is a vegetarian often becomes so due to the belief that killing animals is cruel and that processed meat contains harmful chemicals. Both of these reasons are examples of _____ motives. A. transformational B. stimulus C. negatively originated D. transactional E. need-based

Sophie loves Crunch bars. On her way home from a long day of work, she stops at a gas station to get a Crunch bar. However, when she reads Rolling Stone and finds an ad with the Snickers logo that reads "SNKRS Fnlly! Snkrs minis," she gives a chuckle and thinks maybe she will try a Snickers after work tomorrow. Which of the following describes her decision to try Snickers? A. consumer loyalty B. brand disparity C. brand interest D. brand perception E. criteria evaluation

Starbucks expanded from bottled Frappuccino to two canned products—Doubleshot and Starbucks Iced Coffee. While all are coffee-based products, each has a slightly different consumer base. Doubleshot is advertised as a morning beverage, Frappuccino as an afternoon treat, and Starbucks Iced Coffee as an all-day product. What approach to positioning is Starbucks most likely using? A. cultural symbol B. product class C. use/application D. product competitor E. price/quality

Sunday supplements are distinct from other sections of the newspaper in that they A. never contain editorial material. B. primarily attract local rather than national advertisers. C. are more conducive to color printing than newsprint. D. contain cheaper ad space. E. contain photographs.

Taking into account the Elaboration Likelihood Model, which of the following purchases would most likely involve the peripheral route to persuasion? A. a wedding dress B. a Mediterranean cruise C. a can of soda D. an infant car seat E. a set of golf clubs

The Community Food Coop, a local for-profit grocery cooperative, has decided to purchase an ad on a popular local TV show . The show reaches 12,000 people in the primary target audience, is rated 10, and a 15-second spot costs $600. What is the cost per thousand (CPM)? A. $20.00 B. $40.00 C. $50.00 D. $60.00 E. $70.00

The Internet A. gathers user information through cookies. B. was developed by the Department of Defense in the early 1980s. C. is a global network of computers that communicate through protocols. D. uses a centralized network to create its power. E. is now the same as ARPAnet.

The _____ is perceived as a consumer advocate during the advertising planning process. A. agency B. art director C. account planner D. ad producer E. ad source

The _____ marketing strategy reverses the traditional model and is used by smaller companies to keep their product focused on a single concept. A. relationship B. transformational C. bottom-up D. transactional E. top-down

The acquired mental position we hold regarding some idea or object is called a(n) A. cognition. B. perception. C. attitude. D. motivation. E. stimulation.

The ad for the newest Calvin Klein brand of perfume on the inside back cover of Martha Stewart Living magazine would be an example of an ad on the A. first cover. B. bleed page. C. third cover. D. island half. E. gatefold

The development of ______ facilitated the collection of observation data. A. research heuristics B. cross-tab capabilities C. UPC labeling D. MIS E. test marketing specifics

The number of Hispanics in the United States is growing rapidly. In Mexico, a prescription is not needed to get medication, so the idea of bringing prescriptions to the pharmacist in order to get the needed medicine is foreign to Mexican immigrants. Developing a method of explaining prescriptions to recent immigrants is a response to _____ differences. A. social class B. economic C. cultural D. ethical E. psychographic

The observation method of data collection A. seeks in-depth, open-ended responses from targeted groups. B. is a projective technique that relies on highly skilled experts. C. monitors the actions of people being studied. D. is the most common way to gather primary data. E. is designed to measure cause-and-effect relationships.

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as A. total audience composition. B. TV households (TVHH). C. households using television (HUT). D. gross viewing percentage (GVP). E. consumer composition percentages (CCPs)

The role of the _____ would be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an insurance plan is not a good idea and will probably open the agency and its client to a great deal of ridicule. A. Artist B. Evaluator C. Judge D. Liaison E. Warrior

The two sub-strategies of the advertising strategy are the A. stakeholder strategy and the creative strategy. B. message strategy and the media strategy. C. creative strategy and media strategy. D. planning strategy and the implementation strategy. E. customer-satisfaction strategy and the profit strategy.

To prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that A. a black border be placed around the reading notice. B. all reading notices appear in a back cover position. C. the word advertisement appear at the top of all reading notices. D. reading notices never appear on or near a newspaper's editorial page. E. the typeface of a reading notice differs from the one used on the editorial page.

To take advantage of the lowest radio ad rates, the owner of a local pet grooming salon can order spots on an ROS basis. ROS means A. right of selectivity. B. right-of-service. C. run-of-station. D. rate-on-sale. E. radio organized sales.

Tom is an agriculturist who reads the Ranch On. If it gives information about the equipment, supplies, and services Tom will find useful specifically for his work, Ranch On is most likely to be a A. geographic publication. B. demographic publication. C. farm publication. D. business magazine. E. retailers magazine.

What does the acronym HTML represent? A. Heavy Transmission through Multiple Lines B. Hyperbole, Thought, Memory, and Language C. HyperText Markup Language D. Hypertext Transmission Marketing Language E. High-Tech Multi-user Language

What is a strong indicator of the best time to run a radio ad? A. ROS B. TAP C. AQH D. CPM E. GRP

What is the first step in the traditional top-down marketing plan? A. developing marketing tactics B. forming a marketing strategy C. conducting a situation analysis D. evaluating potential marketing objectives E. establishing beneficial advertising objectives

What is the focus of CRM programs? A. utilizing social media marketing B. monitoring Internet privacy C. retaining current customers D. gaining website sponsors E. prospecting for new clients

When Ahmid visited ESPN.com to check on when the Cubs were playing the Indians, he noticed an ad that ran across the top of the page for FiveThirtyEight, a live election blog, that invited him to click to see live coverage of the presidential election across the country. What type of ad did Ahmid encounter? A. button B. interstitial C. banner D. classified E. spam

When an entire episode of Modern Family focuses on Apple's iPad, or all the judges on American Idol can't help but put thier Coke cups with the logo facing the camera, it's likely that the brands have paid the television programs for A. a synergistic promotion. B. creative licensing. C. product placement. D. product diversification. E. residual fee payment.

When buying cable TV, advertisers buy _____ positioning, which is multiple ad purchases that can be placed throughout a channel's daily schedule. A. targeted B. insertion schedule C. run-of-schedule D. demographic fragmentation E. limited segmentation

Which ad format accounts for nearly half of all digital interactive ad revenue? A. rich media ads B. banner ads C. search engine ads D. classified ads E. mobile ads

Which of the following is a method of delivering ads from one central source, or server, across multiple web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements? A. broadbanding B. narrowbanding C. third party ad servers D. behavioral targeting E. rich media advertising

Which of the following is a potential problem with the objective/task method of setting a budget? A. It does not permit the quick and ready measurement of the success of an ad campaign. B. It assumes that marketing activities result from demand. C. It requires determining in advance the amount of money needed to reach a specific goal. D. It assumes a static external environment and renders marketing strategies inflexible. E. It is rarely used by major advertisers and is therefore unfamiliar and alienating to consumers.

Which of the following is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways? A. creative aggregation B. intuitive procedure C. creative process D. innovative promotional process E. ideation methodology

Which of the following is the Internet version of word-of-mouth advertising? A. rich media advertising B. spam C. viral marketing D. Google E. ad networking

Which of the following is used as a basis for classifying newspaper categories? A. their organizational structures B. their method of gathering marketing research data C. their delivery frequency D. their subscription rates E. their primary and secondary readership

Which of the following organizations would be responsible for verifying that a magazine's circulation figures are accurate? A. Better Business Bureau (BBB) B. Advertising Federation of America (AFA) C. Audit Bureau of Circulation (ABC) D. U.S. Department of Commerce (Audits Division) E. ACNielsen company

_____ is the personalized way we sense, interpret, and comprehend various stimuli. A. Habit B. Learning C. Perception D. Motivation E. Attitude

_____ is, at present, the most popular search engine on the web. A. Hotmail B. Yahoo C. Google D. Facebook E. Twitter

_____ objectives can be stated in terms of profit, return on investment, net worth, growth, or corporate reputation. A. Environmental B. Functional C. Corporate D. Operational E. Entrepreneurial

_____ occurs when an advertiser underwrites the cost of a program. A. Market aggregation B. Full-spot participation C. Sponsorship D. Narrowcasting E. Television customization

_____ refers to the place a brand occupies competitively in the minds of consumers. A. Product segmentation B. Product placement C. Positioning D. The perceptual pyramid E. The strategic map

Much of the state legislation that deals with advertising is based on the: A. constitution of Great Britain. B. self-regulation codes published by the advertising profession. C. "truth-in-advertising" model developed by Printer's Ink, the industry trade paper for many years. D. U.S. Supreme court's "code of commercial speech." E. federal government's "General Code of Advertising Ethics."

C. "truth-in-advertising" model developed by Printer's Ink, the industry trade paper for many years.

C. $35

C. 350 GRPs

Taking into account the Elaboration Likelihood Model, which of the following purchases would be most likely to involve the peripheral route to persuasion? A. A wedding dress B. A Mediterranean cruise C. A can of soda D. A car seat for a new baby

C. A can of soda

80. What is a strong indicator of the best time to run a radio ad? A. ROS B. TAP C. AQH D. CPM E. GRP

C. AQH

_____ identifies the average number of people listening to a specific station for at least five minutes during a 15-minute period. A. CPM B. TAP quota C. AQH persons D. Frequency E. Reach

C. AQH persons

Roy Harold purchased a new washer/dryer for his apartment. Shortly after the appliances had been installed, a store representative called Harold and asked if he was satisfied with the washer/dryer and the installation. The store representative also asked Harold to call if he had any further needs. This is most likely an example of which relationship level? A. Reactive relationship B. Basic transactional relationship C. Accountable relationship D. Proactive relationship E. Partnership

C. Accountable relationship

_____ is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media. A. Marketing B. Sales promotion C. Advertising D. Feedback E. Message channeling

C. Advertising

Which of the following companies would be responsible for verifying that a magazine's circulation figures are accurate? A. Better Business Bureau (BBB) B. Advertising Federation of America (AFA) C. Audit Bureau of Circulation (ABC) D. U.S. Department of Commerce (Audits Division) E. ACNielsen company

C. Audit Bureau of Circulation (ABC)

Harrison has walked past a Mercedes dealership every weekday for the last eight months. Each time he passes, he examines the red Mercedes convertible in the showroom. He is now wondering whether he should buy the convertible and sell his SUV. Which of the following terms best describes what Harrison is doing or showing by his actions? A. Consumer loyalty B. Brand disparity C. Brand interest D. Brand perception

C. Brand interest

in 2008, Helen's Foods, the maker of pre-baked and frozen meals, introduced a line of vegetarian Comfort Meals. When the art director was asked to create an ad for Comfort Meals, he needed to create a visual picture which illustrated how yummy and nutritious the meals were, as well as attract the attention of readers. What is the term used to describe this step in the creative process? A. Message strategizing B. Free association C. Conceptualization D. Product positioning E. Brainstorming

C. Conceptualization

What is the first step in the traditional top-down marketing plan? A. Developing marketing tactics B. Forming a marketing strategy C. Conducting a situation analysis D. Evaluating potential marketing objectives E. Establishing beneficial advertising objectives

C. Conducting a situation analysis

_____ objectives can be stated in terms of profit, return on investment, net worth, growth, or corporate reputation. A. Environmental B. Functional C. Corporate D. Operational E. Entrepreneurial

C. Corporate

Which of the following is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways? A. Creative aggregation B. Intuitive procedure C. Creative process D. Innovative promotional process E. Ideation methodology

C. Creative process

As the leading manufacturer of bleach in the nation, Clorox must guard itself against challenges from detergent manufacturers who are using bleach as a detergent additive. According to Jack Trout and Al Reis's Marketing Warfare, which type of strategy should Clorox use? A. Protective B. Aggressive C. Defensive D. Offensive E. Guerrilla

C. Defensive

_____ has driven the growth of advertising since its earliest beginnings and has made it one of the hallmarks of the free enterprise system. A. The cultural environment B. Tactical management strategy C. Economics D. Literacy E. Socialism

C. Economics

Which of the following statements about the experimental method of data collection is true? A. It is the most commonly used method for gathering primary research data. B. The method is inexpensive and easy to use. C. It is commonly used in the test marketing of new products in isolated geographic areas. D. It is useful in obtaining information on consumer interests and opinions. E. It is commonly used to gather external secondary data.

C. It is commonly used in the test marketing of new products in isolated geographic areas.

What role did the firm N.W. Ayer & Son play in the history of U.S. advertising? A. It was the first printer to use illustrations in its ads. B. It was the first manufacturer to use national advertising. C. It was the first ad agency to charge a commission based on the "net cost of space." D. Its advertising claims were the first examined by the Food & Drug Administration. E. It published the first colonial newspaper with ads.

C. It was the first ad agency to charge a commission based on the "net cost of space."

C. Judge

Which of the following statements about the proliferation of advertising is true? A. The proliferation of advertising is purely a consumer misperception. B. While consumers believe there is a potential for too much advertising, advertisers do not believe it. C. Most people tolerate ad clutter as the price they must pay for freedom of the press, free TV and a high standard of living. D. The FCC has imposed no restraints on advertising clutter in any media. E. The proliferation of advertising has plateaued.

C. Most people tolerate ad clutter as the price they must pay for freedom of the press, free TV and a high standard of living.

Which of the following is an example of a good? A. A medical examination B. A church service where music-ministry is the primary theme C. Paper clips D. A haircut E. An extended warranty for a new truck

C. Paper clips

What type of strategy is being used by a Web site like www.CNNMoney.com when it describes itself as "a one-stop destination covering everything a small-business owner needs to know" in order to associate itself with benefits that are important to small business owners? A. Market penetration B. Product differentiation C. Positioning D. Market segmentation E. Sales promotion

C. Positioning

_____ refers to the place a brand occupies competitively in the minds of consumers. A. Product segmentation B. Product placement C. Positioning D. The perceptual pyramid E. The strategic map

C. Positioning

Clos du Bois wine pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow—an instantly recognizable symbol in the gay community. What approach to positioning is the winery using? A. Cultural symbol B. Product class C. Product user D. Marketing mix E. Price/quality

C. Product user

C. Relationship marketing

As the U.S. economy slowed over the last decade, companies have used which cost-effective method to trim their advertising budgets? A. Operational strategy B. Tactical implementation of advertising strategy C. Sales promotions D. Internet advertising E. Word-of-mouth advertising

C. Sales promotions

The magazine cover showed most viewers an exciting photograph of how a brave, skillful cowboy won the bull-riding event at a national rodeo. Because of her strong feelings about the safety of animals, Kaye saw the picture as fostering cruelty to animals. _____ prevented her from seeing the athleticism in the rodeo event. A. Physiological filtering B. Stimulus blocking C. Selective perception D. Perceptual blocking

C. Selective perception

An ad in a 1940 Time magazine states, "Listerine mouthwash reduces germs on up to 96.7% of tissue surfaces 15 minutes after a Listerine gargle". Which federal agency would have the authority to determine if this claim was correct A. The Library of Congress B. The Patent and Trademark Office C. The Food and Drug Administration D. The united states post office E. The federal communications commission

C. The Food and Drug Administration

Which federal agency would have the authority to deal with the fact that a brand of hotdog marked "Low Fat" contains only ten percent less fat than regular hotdogs? A. The Library of Congress B. The Patent and Trademark Office C. The Food and Drug Administration D. The united states post office E. The federal communications commission

C. The Food and Drug Administration

Which of the following statements about how advertising affects price is true? A. Advertising has a strong effect on the price of agricultural products such as leaf tobacco, soybeans and wheat B. Advertising always increases the price of a product—never lowers it C. The consumer who buys the product pays for the advertising D. Advertising has had a significant impact on the prices charged by utilities E. The amount typically spent on advertising is large compared with total sales

C. The consumer who buys the product pays for the advertising

Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women? A. The layout artist B. The creative director C. The copywriter D. The graphic designer E. The art director

C. The copywriter

Which statement about the use of directories and Yellow Pages is most likely true? A. Yellow Pages advertising is sold on a weekly or monthly basis. B. Advertising in the Yellow Pages is inexpensive and necessary. C. The directory industry is shifting toward local search services. D. Both printed and Internet Yellow Pages are difficult to revise. E. Less than 2 million telephone directories are published annually.

C. The directory industry is shifting toward local search services.

How does advertising affect the value of a product? A. Advertising cannot add value to a product if the advertising is needed to educate, consumers about a new product use. B. By adding value to a product, advertising eliminates all perceptual barriers to purchase. C. The value of advertising explains why someone would buy the more expensive Bayer aspirin rather than the store brand of aspirin that treats the same symptoms. D. Advertising always gives added value to generic brands. E. Advertising has no effect on the value of a brand or product.

C. The value of advertising explains why someone would buy the more expensive Bayer aspirin rather than the store brand of aspirin that treats the same symptoms.

Which of the following is used as a basis for classifying newspaper categories? A. Their organizational structures B. Their method of gathering marketing research data C. Their frequency of deliveries D. Their subscription rates E. Their primary and secondary readership

C. Their frequency of deliveries

Which of the following statements is true about cease-and-desist orders? A. They are voluntary statements that have no legal ramifications. B. They require that the FTC place a representative in the advertising department of the accused advertiser to monitor further campaigns. C. They prohibit further use of the offending advertisement. D. They prohibit any kind of advertisement by the offending company. E. They are issued by the Better Business Bureau.

C. They prohibit further use of the offending advertisement.

_____ advertising occurs when a consumer is "unjustifiably injured" or there is a "violation of public policy". A. Deceptive B. Corrective C. Unfair D. Hazardous E. Injurious

C. Unfair

Which type of brand message is exemplified by negative posts on a company's Facebook page? A. Planned B. Functional C. Unplanned D. Product E. Service

C. Unplanned

Starbucks expanded from bottled Frappuccino to two canned products—Doubleshot and Starbucks Iced Coffee. While all are coffee-based products, each has a slightly different consumer base. Doubleshot is advertised as a morning beverage, Frappuccino, an afternoon treat, and Starbucks Iced Coffee as an all-day product. What approach to positioning is Starbucks most likely using? A. Cultural symbol B. Product class C. Use/application D. Product competitor E. Price/quality

C. Use/application

Which of the following statements about the effects of advertising on the business cycle is true? A. Historically, when business cycles dip, advertising expenditures increase. B. The increased advertising expenditures that occur during business cycle dips always produce an increase in personal consumption expenditures. C. When business cycles are down, advertising may act as a stabilizing force. D. The effect of advertising on business cycles is easily determined and monitored. E. Advertising does not affect the business cycle.

C. When business cycles are down, advertising may act as a stabilizing force.

Which of the following best describes the target market of Mountain Dew? A. Young, health-conscious women B. Mature, professional males C. Young, active adult males D. Pre-teen children E. Latino women

C. Young, active adult males

The _____ is perceived as a consumer advocate during the advertising planning process. A. agency B. art director C. account planner D. ad producer E. ad source

C. account planner

C. action programs

The acquired mental position we hold in regard to some idea or object is called a(n): A. cognition. B. perception. C. an attitude. D. motivation.

C. an attitude.

Sunday supplements are distinct from other sections of the newspaper in that they: A. never contain editorial material. B. primarily attract local rather than national advertisers. C. are more conducive to color printing than newsprint. D. contain cheaper ad space. E. contain photographs.

C. are more conducive to color printing than newsprint.

An ad for Asian Sensations newest product line of snack foods encourages readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n): A. psychosocial consequence. B. copy platform. C. attention-getting device. D. credibility-builder. E. action-stimulator.

C. attention-getting device.

The print ad for a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion. The creatives who designed this ad most likely intended the photo to be a(n): A. psychosocial consequence. B. copy platform. C. attention-getting device. D. credibility-builder. E. action-stimulator.

C. attention-getting device.

Participants were asked what feelings they experienced when they saw the Clydesdale horses in a Budweiser beer seasonal ad and how they felt about those feelings. This is an example of a(n) _____ being used to posttest an ad. A. inquiry test B. projective interview C. attitude test D. sales test E. recall test

C. attitude test

In 2008, Florida's Natural brand orange juice introduced a new marketing campaign to alert consumers that their brand is not made with any imported orange juice. The campaign by the co-op of citrus growers that produce Florida's Natural features television advertisements that question why other premium orange juice brands would use imported juices when America produces such fresh fruit. To determine if this campaign created a positive image for Florida-grown oranges, the co-op could use a(n): A. inquiry test. B. projective interview. C. attitude test. D. sales test. E. recall test.

C. attitude test.

Great ads have certain characteristics in common. These characteristics are referred to as: A. metaphors and similes. B. emotional and rational appeals. C. audience resonance and strategic relevance. D. perceptual barriers and complete information. E. informational and transformational dimensions.

C. audience resonance and strategic relevance.

The development of _____ marketing requires marketers to focus on ingenious tactics first and then develop tactics into a strategies. A. relationship B. transformational C. bottom-up D. transactional E. top-down

C. bottom-up

n 2008, Mars Snack Foods' Dove brand launched a line of dark chocolates called Dove Vitalize that support cardiovascular health. During the creation of the ad campaign designed to show the nutritional value of the new Dove Vitalize bars, the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of. There was no criticism of any idea allowed during the session even when the art director suggested showing a Dove Vitalize bar as a substitute for broccoli. The creatives were engaged in: A. idea swiping. B. lateral thinking. C. brainstorming. D. collaborating. E. critical thinking.

C. brainstorming.

Effective survey questions have three important attributes. They are: A. completeness, clarity, and measurability. B. timeliness, directness, and efficiency. C. clarity, focus, and brevity. D. specificity, measurability, and timeliness. E. completeness, timeliness, and specificity.

C. clarity, focus, and brevity.

In newspaper advertising, each ad competes with editorial content and with all the other ads on the same page or spread. This is due to: A. geographic selectivity of newspapers. B. creative flexibility of newspapers. C. clutter in newspapers. D. long life span of the newspapers. E. overlapping circulation of newspapers.

C. clutter in newspapers.

C. comparative

Two companies, Le Shuttle and P&O European Ferries, provide Europeans with the ability to cross the English Channel. An advertisement for Le Shuttle claimed it was more popular with travelers than P&O European Ferries. This is an example of _____ advertising. A. corrective B. professional C. comparative D. cease-desist E. consent

C. comparative

71. The two sub-strategies of the advertising strategy are the: A. stakeholder strategy and the creative strategy. B. message strategy and the media strategy. C. creative strategy and media strategy. D. planning strategy and the implementation strategy. E. customer-satisfaction strategy and the profit strategy.

C. creative strategy and media strategy.

C. creativity

During the current drought in the southeastern United States, marketing campaigns were implemented to encourage consumers to use less water by increasing rates and issuing fines to those who used more than their fair share. A marketing effort such as this would be classified as: A. co-marketing. B. eco-marketing. C. de-marketing. D. relationship marketing. E. un-marketing.

C. de-marketing.

Safeway, a UK supermarket chain, was reprimanded by a government agency in the United Kingdom because it distributed a leaflet titled "More reasons NOT to shop at Morrisons". (Morrisons is one of Safeway's primary competitors in the UK). In the leaflet, Safeway depicted two shopping receipts, one for Safeway and one for Morrisons. The Safeway receipt claimed goods purchased at Safeway were much cheaper than the same goods purchased at Morrisons. Morrsions said that the goods on the imaginary receipt were not typical purchases and that the reason they were cheaper on the Safeway receipt was because the goods were on sale in the Safeway store. The FTC would have said that Safeway was guilty of: A. an ethical lapse. B. unethical advertising. C. deceptive advertising. D. an ethical dilemma. E. non-competitive advertising.

C. deceptive advertising.

U.S. Caviar ran ads in an onboard American Airlines magazine offering real Russian caviar at substantially lower prices than it typically sold for. Later FTC investigators determined that the caviar U.S. Caviar was selling as exotic Russian caviar was produced in the U.S. and was actually overpriced given its quality. U.S. Caviar engaged in: A. an ethical lapse. B. unethical advertising. C. deceptive advertising. D. an ethical dilemma. E. anti-competitive advertising.

C. deceptive advertising.

On the survey, the students were asked to answer "yes" or "no" to the following questions: (a) Do you ever have to do homework outside of school? (b) Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions. A. open-ended B. multiple choice C. dichotomous D. bipolar E. tabulation

C. dichotomous

All of the following are recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation EXCEPT: A. structuring the presentation. B. focusing on the client's needs. C. discussing the strategy last. D. rehearsing the presentation. E. solving the client's problem.

C. discussing the strategy last.

Socially responsible advertisers: A. are always is mindful of man's need for open communication. B. do what the government wants. C. do what society views as best for the welfare of people in general. D. do what ethical societies have prescribed for businesses. E. realize there primary responsibility is to provide the greatest good for the largest number of people.

C. do what society views as best for the welfare of people in general.

Once a research project on the viability of a cable channel designed to meet the needs of the gay market has concluded its informal research, it should: A. engage in formal research. B. determine the effective size of its target market. C. establish its research objectives. D. conduct a competitive analysis. E. hire a product manager.

C. establish its research objectives.

Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the Livingston brand or the Sutter Home brand because she knows that these three brands are inexpensive and tasty. Inexpensive and tasty would be classified as her: A. peripheral responses. B. selective tools. C. evaluative criteria. D. evoked set.

C. evaluative criteria.

Tom is an agriculturist who reads the Ranch On. If it gives information about the equipment, supplies, and services Tom will find useful specifically for his work, Ranch On is most likely to be a _____. A. geographic publication B. demographic publication C. farm publication D. business magazine E. retailers magazine

C. farm publication

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as: A. total audience composition. B. TV households (TVHH). C. households using television (HUT). D. gross viewing percentage (GVP). E. consumer composition percentages (CCPs).

C. households using television (HUT).

With respect to the evolution of advertising in the United States, the _____ age started around the turn of the twentieth century and lasted well into the 1970s. A. service marketing B. relationship marketing C. industrial D. production E. mercantile

C. industrial

During the _____ age, manufacturers were principally concerned with production. The primary burden of marketing fell on the wholesalers. They used advertising primarily as an information vehicle. Advertising to the consumer was the job of the retailers and the large mail-order catalog companies. A. preindustrial B. postindustrial C. industrializing D. industrial E. isolation

C. industrializing

An ad from the National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad's illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle. In this example, creativity was used to: A. remind customers that peanut butter is an inexpensive snack. B. persuade bagel manufacturers to provide peanut butter coupons. C. inform customers about the health benefits of eating peanut butter. D. convince customers to eat peanut butter even when they are dieting. E. persuade retailers to carry different varieties and brands of peanut butter.

C. inform customers about the health benefits of eating peanut butter.

RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce and household products. A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. This was an example of the use of the _____ technique associated with qualitative research. A. projective B. instructive C. intensive D. manipulative E. informative

C. intensive

In its ads, Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid, this type of problem-solving ad will most likely build an ad's: A. desirability B. creativity. C. interest. D. clarity. E. credibility.

C. interest.

The National Advertising Division (NAD) of the National Advertising Review Council (NARC): A. promotes the benefits of advertising to its critics. B. serves as the appeal board for decisions made by the National Advertising Review Board. C. is a monitoring and investigative body. D. protect consumers from unfair and deceptive advertising. E. guides new businesses in the development of ethical advertising codes.

C. is a monitoring and investigative body.

Guaranteed circulation in magazines: A. equals the delivered circulation. B. is the number of copies of the magazine sold on newsstands. C. is the minimum number of copies of the magazine that the publisher expects to circulate. D. is the maximum number of magazines that will be distributed through all channels. E. equals the primary circulation plus pass-along readership minus a safety measure of 10 percent.

C. is the minimum number of copies of the magazine that the publisher expects to circulate.

Most marketing researchers use a non-probability sample because it: A. is an exact replica of the results that would be gained from surveying the universe. B. is more expensive than probability sampling. C. is useful when random probability sampling is not feasible. D. requires more time than probability sampling. E. always provides the researcher with a representative sample.

C. is useful when random probability sampling is not feasible.

The observation method of data collection: A. seeks in-depth open-ended responses from targeted groups. B. is a projective technique. C. monitors the actions of people being studied. D. is the most common way to gather primary marketing research data. E. is designed to measure actual cause-and-effect relationships.

C. monitors the actions of people being studied.

The local vocational college wants to run an ad on the same page as an article congratulating recent high school graduates. To ensure receiving this spot, the college will need to pay a _____ rate. A. power location B. choice ad site C. preferred-position D. dominant-position E. prime-position

C. preferred-position

The term _____ can be used to explain why most of the automobile manufacturers produce almost similar products and yet consumers have developed preferences for specific brands. A. market segmentation B. market formatting C. product differentiation D. strategic marketing E. product segmentation

C. product differentiation

As the new television season unfolds, take note of the number of times your favorite character casually mentions a name-brand prescription drug. It will happen more than you think. During the first months of the 2012 television season, more than 500 pharmaceuticals were cleverly woven into primetime plot lines. The manufacturers that owned these brands paid the television programs to feature their products. This is an example of: A. a synergistic promotion. B. creative licensing. C. product placement. D. product diversification. E. residual fee payment.

C. product placement.

C. receiver.

For a quantitative test to be valid, the test must: A. use a random sample. B. be cost-efficient. C. reflect the true status of the market. D. be open-ended. E. be repetitive.

C. reflect the true status of the market.

When buying cable TV, advertisers buy _____ programming that can be placed throughout a channel's daily schedule. This programming is effective because cable television appeals to distinct demographic markets. A. targeted B. insertion schedule C. run-of-schedule D. demographic fragmentation E. limited segmentation

C. run-of-schedule

To take advantage of the lowest radio ad rates, the owner of a local pet grooming salon can order spots on an ROS basis. ROS means: A. right of selectivity. B. right-of-service. C. run-of-station. D. rate-on-sale. E. radio organized sales.

C. run-of-station.

The manufacturer of Classic Equine equestrian equipment would most likely choose to advertise its saddles during the televising of the World Championship Rodeo Finals on ABC in order to take advantage of the _____ offered by broadcast television. A. flexibility B. tangibility C. selectivity D. potential for creativity E. productivity

C. selectivity

If you receive an invitation to your 25th high school reunion, you will be much more likely to notice ads for various weight-loss programs, diet foods and skin rejuvenators than if you are invited to an annual family picnic. This is an example of how _____ affects perception. A. user-set B. an evoked set C. self-concept D. persuasion

C. self-concept

The basic premise of _____ is that advertisers intentionally create ads with sexual messages that are hidden in the illustrations just below the limen. A. suggestive selling B. hidden attribution communication C. subliminal advertising D. periliminal communication E. faux marketing

C. subliminal advertising

When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, the firm used several different _____ including creating a launch kit for its brokers and distributors. The kit contained sell sheets, samples, a media kit, and gift items, such as a branded memory stick and an ice cream scoop to help "Scoop Up Sales!" A. marketing objectives B. creative mechanisms C. tactics D. strategic postures E. organizational positions

C. tactics

NSSF, the National Shooting Sports Foundation, tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California, Oklahoma and New England. The results were promising, with all three businesses experiencing increases in sales, profit, participation and a spike in new shooters asking how to get started in a variety of shooting sports. NSSF plans a national rollout for the campaign. The gun retailers in southern California, Oklahoma and New England were its: A. probability sample. B. universe. C. test market. D. non-probability sample. E. target market.

C. test market.

Consumers' evoked sets are: A. those members of the buyer's family who must be considered when a product is selected for purchase. B. the combination of products that consumers finally select for their use. C. the alternatives that consumers evaluate before making decisions. D. the environments that affect the decision-making process.

C. the alternatives that consumers evaluate before making decisions.

A decade after World War I ended, a significant event occurred that caused consumer sales resistance, corporate budget cutting and advertising expenditures to plummet. This event was: A. the imposition of a personal income tax by the federal government. B. the defeat of Germany and its default on loans that had been granted to them by the victors of the conflict C. the crashing of the stock market in October 29, 1929. D. the creation of the World Bank, which made additional revenues available to state and federal banks. E. strong challenges to the idea of a system of consumer credit that had been advocated by the federal government.

C. the crashing of the stock market in October 29, 1929.

Nielsen Media Research is best described as: A. an international media buying organization. B. a firm that determines commercial lengths. C. the major audience rating service for television. D. a demographic survey firm that pretests TV shows. E. an industry monitoring system that investigates ethics

C. the major audience rating service for television.

Most large advertisers use ad agencies or media-buying services to buy TV time because: A. FCC regulations require an intermediary. B. money is saved by purchasing many slots. C. the process is complex and time consuming. D. stipulations require a certain degree of special expertise. E. in-house media buyers are not allowed to handle such transactions.

C. the process is complex and time consuming.

Radio stations base the rates they charge their advertisers on: A. the size of the station's DMA. B. the number of advertisers that have purchased ROS. C. the time of day the advertiser wants an ad to run. D. demographic parameters. E. the size of the advertiser's advertising budget.

C. the time of day the advertiser wants an ad to run.

To prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that: A. a black border be placed around the reading notice. B. all reading notices appear in a back cover position. C. the word advertisement appear at the top of all reading notices. D. reading notices never appear on or near a newspaper's editorial page. E. the print face of a reading notice differs from the one used on the editorial page.

C. the word advertisement appear at the top of all reading notices.

The ad for the newest Calvin Klein brand of perfume on the inside back cover of Martha Stewart Living magazine would be an example of a(n): A. first cover. B. bleed page. C. third cover. D. island half. E. gatefold.

C. third cover.

Newspapers are classified according to: A. organizational structures. B. market research data. C. type of audience. D. subscription rates. E. percentage of advertisements.

C. type of audience.

Jerome stopped at Brewster's and purchased a chocolate ice cream cone. As he was exiting the store, the cone developed a leak and dripped ice cream all over his expensive suit. At that point, he swore to never buy Brewster's ice cream ever again. In terms of the messages that stakeholders receive, Jerome received a(n) _____ message. A. planned B. functional C. unplanned D. product E. service

C. unplanned

C. vertical publication

According to Wilson Bryan Key, subliminal advertising: A. works by creating a need for a previously unsought product. B. consumers cannot be forced to perceive what cannot be seen. C. works through embedded messages that seduce consumers into buying the good or service. D. faux advertising is unethical. E. results in a normative demand cycle for products.

C. works through embedded messages that seduce consumers into buying the good or service.

On what do magazines base their advertising rates?

Circulation

A___ occurs when a visitor moves the mouse pointer to select a web link and get to another page.

Click

Which of the following statements about how advertising affects price is most likely true?

Consumer bias, product pays to be advertised

A shopper at Whole Foods was asked by a researcher to look at a magazine ad for a new line of organic soups. The researcher asked the shopper if the ad seemed credible. What method of pretesting was the researcher using? A. portfolio analysis B. central location testing C. focused questioning D. direct questioning E. observational research

Advertisers are reluctant to use magazines as an advertising medium because A. the results of magazine advertising cannot be measured. B. magazines have a low cost per thousand (CPM). C. magazines printing costs are increasing because of mass circulations. D. magazines cannot deliver high frequency. E. online magazine circulation is inefficient.

An advertiser that wanted to make certain that the station would run a percentage of its spots in the better dayparts and not just late at night should buy a A. co-sponsorship production package. B. radio organized sales (ROS) package. C. cume audience plan. D. total audience plan (TAP) package. E. targeted daypart plan

Art direction is the A. integration of the efforts of the copywriter and the artist. B. execution of the step-by-step process outlined in the creative brief. C. whole presentation, including all visual, verbal, and aural elements. D. process of managing the visual presentation of the ad. E. technique for transforming concepts into verbal and nonverbal ad components.

As an advertising medium, one of broadcast television's greatest disadvantages is A. too much selectivity. B. its lack of immediacy. C. the absence of a media image. D. the high cost of production and airtime. E. the longevity of the image created by commercials.

Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are there just to pick up a prescription, drugstores have found it profitable to stock a variety of products that have typically been found in supermarkets and convenience stores. Stakeholders receive a(n) _____ message when they go to a drugstore to pick up a prescription and are able to buy milk and bread without having to go to another store. A. planned B. functional C. unplanned D. product E. service

Broadcasters use the viewership numbers collected during four annual periods known as ______ to set advertising rates for the rest of the year. A. interconnects B. CPM planning C. reach strategy D. sweeps E. avails

Charlotte is an avid Cosmopolitan reader. In fact, she has a subscription. She also wants her best friend, Unica, to read Cosmopolitan every month so they can compare notes, but Unica doesn't want to pay for a subscription, so Charlotte passes on her copy. Unica is a member of the magazine's A. primary circulation. B. derived readership. C. secondary target audience. D. pass-along readership. E. subsidiary target audience.

Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian community. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow. Gay publications are examples of _____ for Clos du Bois wine. A. reference groups B. target audiences C. target markets D. stakeholders E. environmental curators

Consumer concern about food contamination from pathogenic bacteria is generally nonexistent because most people view food safety as a government issue. The element of perception responsible for this interpretation is called A. attitude. B. learning. C. motivation. D. cognition. E. screening.

During Carl's first semester in college, he walks through his student union building everyday on his way to classes. At the beginning of the semester, he easily gets distracted and stops to look at all the posters and to talk to all the groups giving out information about various causes. He was often late for class. However, by the middle of the semester, he would walk through the student union without even noticing the new groups and signs. Carl has likely created _____ to shield him from all the competing messages. A. noise B. feedback C. mental files D. perceptual screens E. cognitive dissonance

EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how to create a customized closet. The ads will run in the December edition of Martha Steward Living magazine. The ad that generates the most responses will be considered most effective and will be run in future publications. What kind of a test is the firm conducting? A. advertising pretest B. sales test C. recall test D. inquiry test E. attitude test

In a study in the Netherlands, Belgium, and Germany, respondents were asked to rate imported meat against locally produced meat. In all cases, locally produced meat was rated much higher even though the meat from all three nations is virtually indistinguishable by sight, taste, or smell. _____ screens based on learned factors most likely led to this perceived differences. A. Physiological B. Rational C. Functional D. Psychological E. Self-actualizing

Jerry looked at a rate card for Equus magazine and saw that the one-time cost for a full-page black-and-white ad was $795. He knows that the magazine has a total circulation of 15,000. Calculate the magazine's CPM. A. $0.53 B. $5.03 C. $18.87 D. $53.00 E. $188.87

Kotler and Armstrong have identified five levels of relationships that can be formed between a company and its various stakeholders. Charlotte purchased a book on how to crochet from a website. After purchasing the book, she was pleased to receive regular e-mails from the site offering her other products that she might be interested in. The e-mails also tell her about current trends in yarn and offer troubleshooting advice as well as free patterns. The relationship between Charlotte and the website is at what level? A. reactive relationship B. basic transactional relationship C. accountable relationship D. proactive relationship E. partnership

Kraft Foods brought together a group of twenty mothers to discuss their views of Kraft Singles in comparison to less expensive brands. The conversation was run by a trained researcher who led the _____ to reveal the participants' true feelings about the products. A. experiment B. simulation C. observations D. focus group E. survey sample

Levis wants to know what college-aged consumers think about their new ad campaign for their Desperado style jeans. The college-aged consumers polled for this marketing research are known as a population or a(n) A. reliability quotient. B. focus group. C. sample. D. universe. E. validity quotient.

Most national newspapers charge a(n) _____, which means they do not allow discounts for large or repeated space buys. A. open rate B. one-time rate C. leveraged rate D. flat rate E. contribution rate

Procter & Gamble and Leo Burnett use three components in their creative strategies. They are A. creative definition, creative execution, and creative implementation. B. informational, transactional, and transformational dimensions. C. verbal, nonverbal, and technical dimensions. D. objective, support, and tone statements. E. copy, illustrations, and layout.

Some of the primary benefits of advertising on the radio are A. mass-audience appeal and low production costs. B. lack of clutter and high auditory appeal. C. creative flexibility and low clutter. D. high reach and frequency, selectivity, and cost-efficiency. E. immediacy, mass-audience appeal, and high reach

Ted's cooking blog contains a banner ad for Kenstar Appliances. Every time an appliance is purchased at the Kenstar website after the purchaser clicked on Ted's banner, Ted receives a commission for showing the banner. Which of the following is most likely being used? A. keyword purchase B. click-through C. cost per thousand D. affiliate marketing program E. ad impression method

The FoldzFlat Pen, which folds in half to the size of a business card, makes a perfect "billboard" on which to print advertising and company logos. The pen can be shaped into a bookmark, a business card, a race car, or a skateboard. Its manufacturer wants to advertise this new product to people in the specialty products industry. Which method of setting an advertising budget should the firm typically use for this new product? A. percentage-of-sales B. self-defense C. objective/task D. share-of-market/share-of-voice E. budget buildup

The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories. A. creative definition B. informational C. transactional D. technical E. transformational

The _____ date is the date all ad material must be in the publisher's hands for a specific issue. A. controlled B. press C. publication D. closing E. printing

The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products. A. basic consumer decision model B. FCB grid C. traditional model of consumer involvement D. Kim-Lord grid E. continuum of purchase expectations

The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships. A. stimulus-response B. results-oriented C. observation D. experimental E. source-based

The ability to monitor people's actions on the Internet is known as A. enhanced interactivity. B. digital reading. C. narrowcasting. D. behavioral tracking E. broadband stickiness.

The cost of a classified ad in a newspaper is typically based on A. desired reach. B. anticipated response rates. C. the number of run-of-paper (ROP) rates it requires. D. the number of lines the ad occupies. E. the amount of creativity required for the ad design.

The first step in the research process is to A. quantify the desired findings. B. conduct exploratory research. C. determine research mode. D. define the problem. E. set a budget.

The price of a bottle of Chivas Regal Scotch, the use of UPS by Lands' End, and the workmanship found in a well-crafted wicker rocking chair are all examples of which type of company/brand-related messages that are sent to company stakeholders? A. planned B. functional C. unplanned D. product E. service

The total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported daypart is referred to as its A. total audience participation (TAP). B. duplicated audience. C. AQH persons. D. cume persons. E. GRP.

The traditional _____ method of developing a marketing plan has four main elements: situation analysis, marketing objectives, marketing strategy, and marketing tactics (or action programs). A. hierarchical B. IMC C. bottom-up D. top-down E. functional

The two basic physical sizes of newspaper formats are A. normal size and pocket-size. B. insert size and oversize. C. oversize and carrier size. D. standard size and tabloid. E. gatefold and standard size

Three of the primary advantages of cable TV as an advertising medium are its A. rates, availability, and unduplicated audiences. B. quality, selectivity, and reach. C. reach, clutter, and selectivity. D. selectivity, low cost, and flexibility. E. reach, fragmentation, and quality.

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study that asked respondents which of four reasons best explained why they wanted to eat more nutritiously: to lose weight, to prevent health problems later in life, to follow their doctor's advice, or to manage an existing medical condition. The answer to this question is an example of _____ research. A. qualitative B. informal C. experimental D. quantitative E. observational

TurboTax wanted to appeal to women viewers to get a jump on their taxes. Besides targeting the content of the ad at women, they also aired the ad during The Ellen DeGeneres Show, which is broadcast daily at 4:30 p.m., or _____ time, a time when women are more likely to be watching. A. peripheral B. late fringe C. prep rime D. early fringe E. prime access

What is the first step when analyzing a publication's potential effectiveness? A. counting its outlets of distribution B. verifying its circulation figures C. auditing its circulation procedures D. assessing its audience E. performing a competitive audit

When Joe Coulombe designed his chain of grocery stores, Trader Joe's, he decided he wanted to attract well-educated, adventurous, particular shoppers, which became his company's A. marketing mix. B. advertising mix. C. product concept. D. target market. E. segmentation variable.

When Southwest Airlines runs an ad stating, "Some airlines run ads that talk to business travelers. We running an ad that says WE LISTEN to them," it shows the company views its passengers as A. reference groups. B. target audiences. C. target markets. D. stakeholders. E. environmental curators.

Which of the following is a company that specializes in working behind the scenes to meet advertiser's CPM guarantees by tagging users to create consumer profiles, but is not a ad network? A. Google-global B. Bing C. Baidu D. Tacoda E. Yahoo

Which of the following is a good guideline to use for developing an effective questionnaire? A. Posttest the questionnaire frequently. B. Write lengthy questions to keep respondents interested. C. Avoid developing specific research objectives. D. Put demographic questions at the end of the questionnaire. E. Ask leading questions to get the desired results.

Which of the following is an example of habit acquisition? A. For every ten cups of coffee you purchase at a local convenience store, you get one free. B. A salesclerk gives out free samples of Bush's brand home style chili at Sam's Club. C. Reynar, a long-time Crest toothpaste user, receives a coupon for a free trial-size of Rembrandt toothpaste in the mail. D. Verizon wireless offers customers a discount on their new phone purchase in exchange for signing a two-year contract when they sign up for service. E. The new Kroger supermarket is holding a grand opening with numerous buy-one-get-one-free items to attract shoppers from other supermarkets.

Which of the following is the fundamental building block for the creative pyramid? A. credibility B. comprehension C. interest D. attention E. desire

Which of the following is the term used to describe direct links to deeper areas of the website that advertising drives consumers to beyond the homepage? A. website B. web page C. microsite D. landing page E. search results page

Which of the following refers to electronic junk mail? A. banner B. button C. blog D. spam E. cookie

Which of the following statements best explains the popularity of magazines as an advertising medium? A. Magazines have a high cost per thousand (CPM). B. Magazines support a high frequency strategy. C. Magazines deliver to mass audiences at low prices. D. Magazines offer flexibility in both readership and advertising. E. Magazines have a short lead time when compared with other media.

Which of the following states how a firm is going to accomplish its marketing objectives? A. SWOT analysis B. situation analysis C. stakeholder analysis D. marketing strategy E. marketing mix

Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads, and whole advertising campaigns? A. consumer behavior B. ethnographics C. marketing research D. advertising research E. strategic marketing

Which of the following would be likely to be included in a creative strategy? A. definition of the target audience B. objective of the advertising C. the brand's personality D. budget procedures E. key benefits

Which question would be used to gather qualitative research? A. Would you pay $69.98 annually for movie-on-demand capabilities? B. Do you watch cable television more than ten hours per week? C. Have you ever felt like you watch too much cable television? D. How would you describe your ideal cable television channel? E. Do you currently have access to satellite television?

Which term refers to web pages that provide starting points to other resources on the Internet? A. protocol B. browser C. HTML D. portal E. web crawler

Why would an advertiser be willing to pay a 15 percent premium price for an ad that bleeds off the page? A. the ability to use red unlike in other formats B. a volume discount to reuse the ad in later publications C. a guaranteed better quality reproduction D. greater flexibility in expressing the advertising idea E. a slightly smaller printing area to maximize impact

Why would radio be a poor advertising medium for a fabric store trying to increase its market by carrying a new line of brightly-colored upholstery fabric? A. Radio is too selective. B. Radio is programmed to suit listeners' moods. C. Radio is very expensive compared to other media. D. Radio is only a sound medium. E. Radio lacks creative flexibility

_____ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience. A. Stimulation B. Perception C. Dissonance D. Learning E. Substantiated cognition

_____ is the acquired behavior pattern that becomes nearly or completely involuntary. A. Attitude B. Incentive C. Impetus D. Habit E. Motive

_____ objectives can be categorized as either general need-satisfying objectives or specific sales-target objectives. A. Environmental B. Functional C. Corporate D. Marketing E. Entrepreneurial

_____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs. A. Pretesting B. A trailer test C. A clutter test D. Posttesting E. A galvanometer

_____ refers to the underlying forces that contribute to an individual's purchasing actions. A. Conditioned learning B. Perception C. Inducement D. Motivation E. Corroboration

Jerry looked at a rate card for Equus magazine and saw that the one-time cost for a full-page black- and-white ad was $795. He knows that the magazine has a total circulation of 15,000. Calculate the magazine's CPM. A. $0.53 B. $5.03 C. $18.87 D. $53.00 E. $188.87

D. $53.00

For which of the following purchasers would cognitive dissonance be the greatest? A. A mother purchased acne medicine for her teenage son. B. A secretary rented a car for her boss's business trip. C. A jogger purchased a bottle of water for himself. D. A car owner spent $3700 to have her car body straightened and repainted.

D. A car owner spent $3700 to have her car body straightened and repainted.

Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads and whole advertising campaigns? A. Consumer behavior B. Ethnographics C. Marketing research D. Advertising research

D. Advertising research

The ____, an association of the largest ad agencies in the United States, monitors industry-wide advertising practices. A. American Advertising Federation B. Association of National Advertisers C. Consumer Federation of America D. American Association of Advertising Agencies E. National Advertising Review Council

D. American Association of Advertising Agencies

EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how you can create a customized closet. The ads will run in the December edition of Martha Steward Living magazine. The ad that generates the most responses will be considered most effective and will be run in future publications. What kind of a test is the resort conducting? A. An advertising pretest B. A sales test C. A recall test D. An inquiry test E. An attitude test

D. An inquiry test

What is the first step when analyzing a publication's potential effectiveness? A. Count its outlets of distribution B. Verify its circulation figures C. Audit its circulation procedures D. Assess its audience E. Perform a competitive audit

D. Assess its audience

Which of the following is the fundamental building block for the creative pyramid? A. Credibility B. Comprehension C. Interest D. Attention E. Desire

D. Attention

Under which situation might advertising not be paid for? A. Dell recalling its laptops to correct the manufacturing defects. B. Airtel advertisement promoting it's new logo. C. Wal-Mart advertising year-end discount sells. D. CRY advertisement requesting donation for the children of famine affected Somalia. E. Inaugural advertisement of a new Chevrolet showroom in Texas.

D. CRY advertisement requesting donation for the children of famine affected Somalia.

Which of the following statements is most likely true about cable TV? A. Approximately 60 percent of American households get cable. B. There are no regional cable networks in the U.S. C. Cable TV has been available since the late 1960s. D. Cable subscription fees represent about one-third of cable TV revenues. E. Cable TV attracts the largest volume of national advertising and is the dominant entertainment medium.

D. Cable subscription fees represent about one-third of cable TV revenues.

_____ means doing what the advertiser and the advertiser's peers believe is morally right in a given situation. A. Principled advertising B. Situational advertising C. Truth-in-advertising D. Ethical advertising E. Responsible advertising

D. Ethical advertising

According to creativity consultant Roger von Oech, the _____ role in the creative process is to search for new information and pay attention to unusual patterns. A. Artist B. Judge C. Warrior D. Explorer E. Researcher

D. Explorer

Creatives serving as _____ will most likely benefit from brainstorming. A. Intuitives B. Creators C. Mediators D. Explorers E. Collaborators

D. Explorers

RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce and household products. A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. Which of the following techniques/methods is described in the above example? A. Experimental B. Simulation C. Observation D. Focus group E. Survey

D. Focus group

Why would an advertiser be willing to pay a 15 percent premium price for an ad that bleeds off the page? A. The ability to use red unlike in other formats B. A volume discount to reuse the ad in later publications C. A guaranteed better quality reproduction D. Greater flexibility in expressing the advertising idea E. A slightly smaller printing area to maximize impact

D. Greater flexibility in expressing the advertising idea

_____ is the acquired behavior pattern that becomes nearly or completely involuntary. A. Attitude B. Incentive C. Impetus D. Habit

D. Habit

Which of the following questions would be most likely asked when an advertising researcher for the television cable industry is using qualitative research? A. Would you pay $69.98 annually for movie-on-request capabilities? B. Do you watch cable television more than ten hours per week? C. Have you ever felt like you watch too much cable television? D. How would you describe your ideal cable television channel? E. Do you currently have access to satellite television?

D. How would you describe your ideal cable television channel?

According to Von Oech, Explorers should believe that good information is available and that they have the skills to find and use the information. Which term best describes this concept? A. Big idea B. Visualization C. Transformation D. Insight outlook E. Free association

D. Insight outlook

How has the U.S. Supreme Court intervened in the rights of advertisers under the First Amendment? A. It has supported the ban against professional advertising. B. It has established strict control over packaged-goods advertising. C. It has banned all cigarette advertisements from the broadcast media. D. It has distinguished between "speech" and "commercial speech" and offered significant protection for truthful commercial speech. E. It has made social responsibility mandatory for publicly traded firms.

D. It has distinguished between "speech" and "commercial speech" and offered significant protection for truthful commercial speech.

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter? A. Island halves and gatefolds B. Gatefolds and inserts C. Quarter-page units and half-page units D. Junior units and island halves E. Junior units and inserts

D. Junior units and island halves

D. Kim-Lord grid

______ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience. A. Stimulation B. Perception C. Mental corroboration D. Learning

D. Learning

D. Magazines offer flexibility in both readership and advertising.

_____ is a process by which marketers searched for unique groups of people whose needs could be addressed through more specialized products. A. Product segmentation B. Targeted diversification C. De-marketing D. Market segmentation

D. Market segmentation

What are the three components of the creative strategy used by Leo Burnett? A. Creative definition, creative execution, and creative implementation B. Informational, transactional, and transformational dimensions C. Verbal, nonverbal, and technical dimensions D. Objective, support, and tone statements E. Copy, illustrations, and layout

D. Objective, support, and tone statements

D. Post-testing

Kotler and Armstrong have identified five levels of relationships that can be formed between a company and its various stakeholders. Charlotte purchased a book on how to crochet from a Web site. After purchasing the book, she was pleased to receive regular e-mails from the site offering her other products that she might be interested in. The e-mails also tell her about current trends in yarn and offer troubleshooting advice as well as free patterns. The relationship between Charlotte and the Web site is at what level? A. Reactive relationship B. Basic transactional relationship C. Accountable relationship D. Proactive relationship E. Partnership

D. Proactive relationship

The price of a bottle of Chivas Regal Scotch, the use of UPS by Lands' End, and the workmanship found in a well-crafted wicker rocking chair are all examples of which type of company/brand-related messages that are sent to company stakeholders? A. Planned B. Functional C. Unplanned D. Product E. Service

D. Product

In a study in the Netherlands, Belgium and Germany, respondents were asked several questions that asked them to rate imported meat against locally-produced meat. In all cases, locally-produced meat was rated much higher even though the meat from all three nations is virtually indistinguishable. _____ Screens based on learned factors led to this perceived differences. A. Physiological B. Rational C. Functional D. Psychological

D. Psychological

Which of the following is a good guideline to use for developing an effective questionnaire? A. No data collected should ever be considered to be irrelevant. B. Write long, convoluted questions to keep respondents interested. C. Avoid developing specific research objectives. D. Put the demographic questions at the end of the questionnaire. E. Ask leading questions to get the desired results.

D. Put the demographic questions at the end of the questionnaire.

D. Radio is only a sound medium.

Which out of the following assumptions of free market economics, suggest that people are acquisitive and always want more—for less? A. Many buyers and sellers B. Absence of externalities C. Presence of opportunity costs D. Self-interest E. Complete information

D. Self-interest

The FoldzFlat Pen, which folds in half to the size of a business card, makes a perfect "billboard" on which to print advertising and company logos. The pen can be shaped into a bookmark, a business card, a race car, or a skateboard. Its manufacturer wants to advertise this new product to people in the specialty products industry. Which method of setting an advertising budget should the firm typically use for this new product? A. Percentage-of-sales B. Self-defense C. Objective/task D. Share-of-market/share-of-voice E. Budget buildup

D. Share-of-market/share-of-voice

According to creativity consultant Roger von Oech, which of the following is NOT a strategy typically used by a good Artist to manipulate and transform concepts? A. Connect B. Imagine C. Reverse D. Summarize E. Eliminate

D. Summarize

Which of the following is the largest advertising medium in terms of advertising revenues? A. Internet B. News papers C. Magazines D. Television E. Radio

D. Television

Which of the following is an example of a non-personal influence that would affect the purchase of a burial (funeral) plan? A. An individual's perception of himself as invincible B. A dream about a heart attack C. An ad showing retired people enjoying themselves D. The fact that there is no convenient place to buy it other than a funeral home

D. The fact that there is no convenient place to buy it other than a funeral home

Which of the following factors occurred near the end of the nineteenth century and was one of the most responsible reasons for accelerating the usage of print ads by manufacturers who wished to sell their products? A. The nation had not been in a war for over thirty years B. The advertising agency had become a reality C. Newspaper ads were relatively inexpensive D. The nation had reached a 90 percent literacy rate E. English was the established language of the United States

D. The nation had reached a 90 percent literacy rate

Advertisers have three habit-related goals. Which of the following promotions is intended to help the advertiser meet the goal of habit acquisition? A. For every ten cups of coffee you purchase at a local convenience store, you get one free. B. A sales clerk gives out free samples of Bush's brand home style chili at Sam's Club. C. Reynar, a long-time Gleem toothpaste user, receives a coupon for a free trial-size of Rembrandt toothpaste in the mail D. To entice you to join the Mystery Book Club, the organization offers six free books to new members.

D. To entice you to join the Mystery Book Club, the organization offers six free books to new members.

A tearsheet is: A. a perforated, preprinted insert. B. another term for an ad paste-up. C. a guarantee that the ad will receive run-of-paper (ROP) positioning. D. a page that verifies that an ad ran as it was supposed to. E. the receipt that the media salesperson gives to the advertiser.

D. a page that verifies that an ad ran as it was supposed to.

Mycogen Seeds has announced details of its Over-the-Top program for 2014. This unique program offers cash rebates to customers who purchase both Mycogen brand products and any of 16 selected crop protection products from Dow AgroSciences. According to the advertising pyramid, the purpose of this rebate is to encourage: A. conviction. B. comprehension. C. brand loyalty. D. action. E. awareness.

D. action.

The first step in the research process is to: A. define desired findings. B. conduct exploratory research. C. determine research mode. D. analyze the situation and define the problem. E. set research budget.

D. analyze the situation and define the problem.

Under current law, the only product claims that are considered deceptive are those that: A. unjustifiably injures the consumer. B. contain inadequate information. C. violate public policy. D. are factually false and have the potential of misleading reasonable people. E. produce claims without prior substantiation.

D. are factually false and have the potential of misleading reasonable people.

A firm that has used the share-of-market/share-of-voice method for allocating advertising funds for a number of years will most likely have a tendency to: A. become overly competitive in all marketing activities. B. rely too heavily on the budget-buildup method. C. maintain a lower percentage of media exposure than its competitors. D. be bold in its attempt to link advertising dollars with sales objectives. E. overreact if competitors increase their advertising budgets.

D. be bold in its attempt to link advertising dollars with sales objectives.

Suppose an advertising researcher needs to know what hunters think about an ad campaign for Zeiss rifle scope that had been designed specifically for hunting in heavy bush and demanding terrain. The entire target population for the marketing research is: A. determined by a reliability quotient. B. called the focus group. C. called the sample. D. called the universe. E. determined by a validity quotient.

D. called the universe.

78. The total number of different people who listen to a radio station for at least five minutes in a quarter- hour within a reported daypart is referred to as its: A. total audience participation (TAP). B. duplicated audience. C. AQH persons. D. cume persons. E. GRP.

D. cume persons.

There is some of the most beautiful scenery in the world at the Banff National Park in Canada. Too many tourists have led to potential ecological disasters in the park. In response, park officials are trying to decrease the number of visitors to the park. They could use _____ to accomplish this objective. A. positioning B. eco-marketing C. co-marketing D. de-marketing E. relationship marketing

D. de-marketing

The FTC defines _____ as any ad that contains a misrepresentation, omission or other practice that can mislead a significant number of reasonable consumers to their detriment. A. hazardous IMC B. faux marketing C. unfair advertising D. deceptive advertising E. subversive advertising

D. deceptive advertising

A preemption rate will only save an advertiser money if: A. the supply of advertising time is small. B. the economy is booming. C. the station offers a frequency discount. D. demand for advertising time is down. E. the station offers a functional discount.

D. demand for advertising time is down.

The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships. A. stimulus-response B. results-oriented C. observation D. experimental E. source-based

D. experimental

The two general categories of theories of thinking are: A. divergent and convergent. B. functional and hierarchical. C. creative and technical. D. fact-based and value-based. E. transformational and transactional.

D. fact-based and value-based.

Most national newspapers charge a(n) _____, which means they allow no discounts for large or repeated space buys. A. open rate B. one-time rate C. leveraged rate D. flat rate E. contribution rate

D. flat rate

As an advertising medium, one of broadcast television's greatest disadvantages is: A. too much selectivity. B. its lack of immediacy. C. the absence of a media image. D. high cost of production and airtime. E. the longevity of the image created by commercials.

D. high cost of production and airtime.

The primary benefits of advertising on the radio are: A. mass-audience appeal and low production costs. B. lack of clutter and high auditory appeal. C. creative flexibility and low clutter. D. high reach and frequency, selectivity, and cost efficiency. E. immediacy, mass-audience appeal, and high reach.

D. high reach and frequency, selectivity, and cost efficiency.

A gatefold is a(n): A. rate card used for cover positions. B. three-dimensional ad in a magazine. C. method used to decrease advertising clutter. D. insert with pages that extend and fold over to fit into a magazine. E. ad that generates interest by repetition throughout the publication.

D. insert with pages that extend and fold over to fit into a magazine.

An ad for a book entitled Run for Fun appears in the middle of a page of Runner's World magazine. An article about stretching surrounds the ad. The book ad is an example of a(n): A. trade promotion. B. gatefold. C. centerpiece. D. island half. E. floater.

D. island half.

Many urban hotels are creating women-only floors for female travelers. Enhanced security and toiletries more likely to appeal to women such as bubble bath and curling irons are made available. To specifically target women who are traveling on their own, these hotels have implemented a _____ strategy. A. product segmentation B. targeted diversification C. demarketing D. market segmentation E. market aggregation

D. market segmentation

Of all the business functions, _____ is the only function whose primary role is to bring in revenues. A. finance B. operation management C. human relations management D. marketing E. accounting

D. marketing

An end to the Cold War came as the Berlin Wall came down and Western companies and financiers began to invest heavily in what were once called Warsaw Pact countries. Big multinational companies and their advertising agencies went on a binge, buying other big companies and adding a new term to the financial lexicon. This term was referred to as: A. partnering. B. free market. C. oligopoly. D. mega merger. E. service economy.

D. mega merger.

The availability of cable networks devoted to food, home repair, golf, history and animals is explained by the term: A. tivo. B. two-way media. C. relationship marketing. D. narrowcasting. E. segmentation broadcasting.

D. narrowcasting.

Baywatch was a program that failed to attract a sufficient audience when programmed by NBC in 1989. NBC canceled the show after a single season. It then went into production for additional seasons in _____ syndication and has become enormously successful in international markets. A. classic B. first-run C. audience-supported D. off-network E. barter

D. off-network

The _____ age has been a period of cataclysmic change. For the first time, people became truly aware of the sensitive environment in which we live and became alarmed by our dependence on vital natural resources. A. service-market B. post-production C. market relationship D. postindustrial E. customization

D. postindustrial

Mike and Lou are going to the mall. Mike wants to buy a pair of jeans and Lou wants to buy a pair of Levi boot-cut jeans. Mike illustrates _____ demand while Lou illustrates _____ demand. A. secondary; kinked B. longitudinal; circular C. external; internal D. primary; selective E. selective; primary

D. primary; selective

Art direction is the: A. integration of the efforts of the copywriter and the artist. B. execution of the step-by-step process outlined in the creative brief. C. whole presentation, including all visual, verbal, and aural elements. D. process of managing the visual presentation of the ad. E. technique for transforming concepts into verbal and nonverbal ad components.

D. process of managing the visual presentation of the ad.

D. product

All of the characters on the CBS crime drama Hawaii 5-0 drive Chevrolet vehicles. This is most likely an example of: A. a synergistic promotion B. creative licensing C. product diversification D. product placement E. residual fee payment

D. product placement

In a 1940 issue of Time magazine, the Chesapeake and Ohio train lines advertised that riding its trains would provide travelers with "the most pleasant trip they have ever known." This advertiser is using: A. unfair advertising. B. hyperbole. C. deceptive advertising. D. puffery. E. exploitative advertising.

D. puffery.

When the city of Pensacola, Florida, advertises itself as "the perfect place for the perfect Florida vacation", it is using: A. unfair advertising. B. advertising hyperbole. C. deceptive advertising. D. puffery. E. exploitative advertising.

D. puffery.

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents if they wanted to eat more nutritiously in order to lose weight, to prevent health problems later in life, to follow their doctor's advice or to manage an existing medical condition. The answer to this question is an example of _____ research. A. qualitative B. informal C. experimental D. quantitative

D. quantitative

The two types of formal marketing research are: A. universal and sampled. B. selective and pioneering. C. consumer and business. D. quantitative and qualitative. E. primary and secondary.

D. quantitative and qualitative.

The primary advantages of cable TV as an advertising medium are its: A. rates, availability, and unduplicated audiences. B. quality, selectivity, and reach. C. reach, clutter, and selectivity. D. selectivity, low cost, and flexibility. E. reach, fragmentation, and quality.

D. selectivity, low cost, and flexibility. E. reach, fragmentation, and quality.

Under Armour has announced it will underwrite the total cost of televising the ESPY Awards on ESPN cable network for three years. The performance apparel manufacturer is engaged in: A. promotional placement. B. TV aggregation. C. full-spot participation. D. sponsorship. E. narrowcasting.

D. sponsorship.

D. stakeholders

The two basic physical sizes of newspaper formats are: A. normal size and pocket-size. B. insert size and oversize. C. oversize and carrier size. D. standard size and tabloid. E. gatefold and standard size.

D. standard size and tabloid.

Ever since the Napoleonic Wars, the British have used the derogatory term 'frogs' to refer to the French. When the London-based Institute Francais advertised French language courses at all levels from beginners to advanced students, it pictured the development of a frog in stages from egg through tadpole to full maturity. This would be an example of: A. deliberate deception. B. advertising manipulation. C. faux marketing. D. stereotype perpetuation. E. cultural malfeasance.

D. stereotype perpetuation.

Consumer advocate groups: A. substantiate ads. B. sponsor competitor boycotts. C. create communications barriers that make it difficult for advertisers to reach consumers. D. submit complaints about ads to appropriate government agencies. E. issue trademarks and copyrights.

D. submit complaints about ads to appropriate government agencies.

A much-hyped rescue on Chicago Fire and the season finales of The Amazing Race and Survivor are intended to get viewers to tune in. Broadcasters use the viewership numbers collected during four annual periods to set advertising rates for the rest of the year. In other words, _____ commonly co- occur when networks are trying to make themselves look attractive to advertisers. A. interconnects B. CPM planning C. reach strategy D. sweeps E. avails

D. sweeps

Two related economic factors characterized the marketing world of the late 1980s and early 1990s in the United States. One of those factors was: A. an aging upper management led to a lack of innovation. B. the growing burden of financial debt, which forced governments to return to high tax policies directed toward business. C. the implementation of affirmative action policies. D. the aging of traditional products and a corresponding growth of competition. E. the development of strong consumer trust.

D. the aging of traditional products and a corresponding growth of competition.

The cost of a classified ad in a newspaper is typically based on: A. desired reach. B. anticipated response rates. C. the number of run-of-paper (ROP) rates it requires. D. the number of lines the ad occupies. E. the amount of creativity required for the ad design.

D. the number of lines the ad occupies.

According to the ____, people strive to justify their behavior by reducing the degree to which their beliefs or impressions are inconsistent with reality. A. cognitive theory of satisfaction B. stimulus-response theory C. equity theory D. theory of cognitive dissonance

D. theory of cognitive dissonance

The most common format used to develop a marketing plan is the _____ plan. A. hierarchical B. IMC C. bottom-up D. top-down E. functional

D. top-down

In television, gross rating points (GRPs) represent the: A. sum of the potential number of viewers from each target audience. B. minimum audience share required by a national advertiser on a local station. C. total number of viewers of a particular media vehicle within a specific geographic area. D. total audience delivery or weight of a specific media schedule. E. targeted rating points achieved by a syndicated program.

D. total audience delivery or weight of a specific media schedule.

An ad for Breitling watches describes the watches as "prestigious, professional-grade instruments that perform exceedingly well." The Breitling ad is _____ because it has a positively originated motive. A. transactional B. charismatic C. informational D. transformational E. functional

D. transformational

In 2005, Adolph Coors Co. ran an ad which featured a purported taste test between Aspen Edge and Anheuser-Busch's Michelob Ultra. A taste-tester downed a glass of Aspen Edge and took only a sip of Michelob Ultra. A print version of the ad said, "Beer drinkers agree that Aspen Edge has more taste than Michelob Ultra". Coors was forced to remove the television advertisements after Anheuser-Busch said it made unsubstantiated claims about consumer preferences. Anheuser-Busch: A. was exercising its right to protect its trademark. B. accused Coors of violating copyright laws. C. was using laws designed to protect protects from gray marketing. D. wanted to see the research data that supported this claim of superior taste. E. issued an unsupported cease-and-desist order.

D. wanted to see the research data that supported this claim of superior taste.

Olive oil is usually advertised using terms such as "pure olive oil" and "extra virgin," a phrase that denotes the highest grade of olive oil. However, studies have shown that olive oil is one of the most adulterated products on the market. Many of the oils sold in grocery stores are of lower quality than advertised or, even worse, are diluted with other products such as sunflower oil. Olive oil producers who claim to sell extra virgin, pure olive oil but really provide an impure product have engaged in

Deceptive Advertising

The FTC defines _____ as any ad that contains a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment.

Deceptive advertising

Socially responsible advertisers:

Do what society views as best for the welfare of people in general.

A 116-page Calvin Klein ad in Vanity Fair was made to look like its own magazine in order to promote the company's jeans. It cost over $1 million for Calvin Klein to produce and pay Vanity Fair to include the ad in their magazine, but it also became an exemplar of A. island halves. B. a full unit. C. a gatefold. D. a junior unit. E. an insert.

A disadvantage of collecting primary data is that it is A. not available freely. B. difficult to interpret. C. usually outdated. D. overly quantitative. E. typically expensive.

A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000, the sample would most likely lack A. reliability. B. bias. C. clarity. D. standardization. E. validity.

A question such as "Why do you allow your child to have a pet?" would most likely be a part of a(n) _____ research project. A. experimental B. quantitative C. observational D. secondary E. qualitative

A tire manufacturer wants to ensure their ad appears in the sports section. To make sure they receive this spot, the company will need to pay a _____ rate. A. power location B. choice ad site C. dominant-position D. prime-position E. preferred-position

An Electrolux commercial features talk-show host Kelly Ripa juggling a busy schedule that includes cooking a meal, washing clothes, and cleaning dishes using Electrolux appliances. Which aspect of the creative pyramid is the advertiser most likely seeking to establish by using Kelly Ripa in the ad? A. action B. awareness C. conviction D. comprehension E. credibility

An ad for Fila USA showed a praying mantis sprinting away from his murderous mate along a tree branch. Which of the following techniques for manipulating and transforming ideas was most likely used in this example? A. compare B. imagine C. reverse D. connect E. parody

An ad for Shiny Toothpaste states, "Nine out of ten dentists recommend Shiny Toothpaste to their patients. Why don't you give it a try?" This ad would be more likely to appeal to _____ than to _____ thinkers. A. functional; hierarchical B. value-based; fact-based C. transformational; transactional D. transactional; transformational E. fact-based; value-based

Any ad for Samsonite luggage must contain its slogan—"Life's a Journey"—and the Samsonite logo. These required ad elements are referred to as A. visual enhancers. B. requisite features. C. ad perquisites. D. ad stipulations. E. mandatories.

Brand Packaging and Flexible Packaging are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods. These magazines are examples of _____ publications. A. vertical B. functional C. diffused D. HMS E. horizontal

Creativity helps advertising _____ by creating new myths and heroes, like the Energizer Bunny, the Jolly Green Giant, and the Geico gecko. A. explore B. judge C. narrate D. adapt E. persuade

Destini Heavy-Runner is looking to diversify her investments. She talks to her grandmother and then reads up on several companies she might buy stock in before discussing them with her financial advisor. Which of the following best describes the method Destini is using to learn more about her investing options? A.stimulus-response theory B. peripheral route to persuasion C. central route to persuasion D. conditioning theory E. cognitive theory

Eby-Brown, a large distributor of candies and snacks to convenience stores in the eastern United States, describes itself as "a service-oriented company." Its corporate guidelines state, "Without our customers, we don't exist as an organization. So our priority in life is to make sure that our customers are happy, that we're taking good care of them, and addressing their needs." What type of relationship does Eby-Brown most likely strive to maintain with its customers? A. reactive relationship B. basic transactional relationship C. accountable relationship D. proactive relationship E. partnership

For a quantitative test to be reliable, the test must A. use a random sample of the population. B. be cost-efficient. C. reflect the true status of the market. D. be open-ended. E. produce the same results each time it is administered.

If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the web surfing habits of various demographic groups. This would be an example of A. proliferation research. B. recall testing. C. inquiry testing. D. advertising concept testing. E. media research.

In comparison to primary data, secondary data A. are more costly to gather. B. are always valid even if they are not always reliable. C. are more time-consuming to gather. D. availability guarantees the researcher will do a better job. E. can be gathered from internal sources as well as external sources.

In order to create a new marketing plan for Mountain Dew, the company has completed a detailed SWOT analysis to assess the current strengths, weaknesses, opportunities, and threats to the brand. The next step in creating a marketing plan will be to A. decide which advertising media will best reach its target markets. B. evaluate potential marketing objectives. C. establish advertising strategy. D. design marketing tactics. E. determine specific marketing objectives.

In terms of the human communication process model, what role does the sponsor of the advertisement play? A. feedback B. channel C. message D. receiver E. source

In the creative process, the big idea A. joins the product benefit with the consumer desire in a recognizable, familiar way. B. helps the audience to ignore the ad if it does not apply to them. C. is rarely expressed through a combination of art and copy. D. describes the direction the message should take. E. is defined as a bold, creative initiative.

Jad is an advertising manager for a new line of vitamins. He needs to research other competitors' current expenditures on advertising, so he looks into information from www.statista.com, which most likely contains A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

Maslow's hierarchy of needs helps researchers A. create habit-breaking attitudes. B. learn how to control selective perception. C. understand how culture influences consumer behavior. D. control the amount and type of feedback. E. better understand what motivates consumers.

More than half of the ads for Wheel of Fortune, a game show that is offered to local stations for free or a reduced rate, are pre-sold to national advertisers. Which term best describes this situation? A. classic programming B. first-run syndication C. specialized programming D. off-network syndication E. barter syndication

Rikka lost her wallet in a taxi in New York City. When she gets home, she types "lost wallet cab NYC" into Google and hits search. An official looking website comes up at the top of the results called YellowCabNYC.com, and Rikka clicks on the link and fills out a form to report her lost wallet, but the site requests that she pay $40 to submit the form. It turns out the website takes advantage of people who have lost items in taxis and has paid to have its ad displayed at the top of Google's search results through a method called A. request for ad responses. B. click-through request. C. word-search responsive device. D. base banner purchase. E. keyword purchase.

Silly Putty has been around for years as a gag gift sold in specialty stores. It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend and never really acting like a market leader. Which of the following strategies has Silly Putty most likely followed? A. aggressive B. flanking C. defensive D. circumventing E. guerrilla

Spot announcements A. limit the flexibility of an advertiser. B. are unaffected by message clutter. C. are too costly for most small advertisers. D. are only sold at a national level. E. run in clusters between programs.

Square Space ran a research study to see how consumers use existing website building platforms. In the study, they cited findings from Google that tracked consumers' behavior as they built websites through several different services. The information Square Space pulled from Google's survey is A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

The ______ of a magazine includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers. A. total market coverage B. market cost per thousand (CPM) C. selective market D. magazine diffusion E. primary circulation

The abbreviation GRP, in television, refers gross rating points, which are the A. sum of the potential number of viewers from each target audience. B. minimum audience share required by a national advertiser on a local station. C. total number of viewers of a particular media vehicle within a specific geographic area. D. targeted rating points achieved by a syndicated program. E. total rating points achieved by a particular media schedule over a specific period.

The local Advance Auto Parts retailer agreed to advertise during the live broadcast of a local parade. Due to equipment problems, the parade was not televised, and the station showed an old episode of 7th Heaven instead. Because of its advertising agreement with the network, Advance Auto Parts would most likely receive a(n) _____ to compensate for the lower ratings than expected. A. affidavit of nonperformance B. audience compensation C. do-over D. preemption notice E. makegood

Tina is a new student at a private academy. She values the opinions of her new classmates and tries to dress just like them. She watches the same television shows they watch and tries to copy their hairstyles and the way they stand. For Tina, her new classmates are a(n) A. approval center. B. focus group. C. standard bearer. D. cultural norm. E. reference group.

What should be the advertising manager's first step when asked to develop an advertising plan? A. selecting the target audience B. developing marketing objectives C. determining the most cost-effective media D. establishing an advertising budget E. reviewing the company's marketing plan

When _____ has occurred, a person experienced a change in a belief, an attitude, or a behavioral intention due to a message such as an advertisement. A. evaluation B. corroboration C. motivation D. substantiation E. persuasion

When used to determine how to allocate funds for advertising, the _____ method has three steps—defining objectives, determining strategy, and estimating cost. A. unit-of-sales B. share-of-market/share-of-voice C. percentage-of-sales D. percentage-of-profit E. objective/task

Which of the following act as brokers for advertisers and websites by pooling hundreds or thousands of web pages together and facilitate advertising across these pages? A. interstitials B. cookies C. ad agencies D. bloggers E. ad networks

Which of the following has become the largest source of programming in the United States? A. affiliates B. independents C. local cable system channels D. network broadcasts E. syndication

Which of the following statements is true of daily newspapers? A. They must have a morning and an evening edition to be considered a daily publication. B. They must be published on all seven days of the week to be considered a daily publication. C. There are more evening daily papers than morning daily papers. D. Morning papers tend to have a narrow geographic circulation. E. Evening papers are read more by women than by men.

Which term refers to a simple explanation of the overall creative approach to be used by the ad campaign? A. marketing platform B. action plan C. tactics D. logistics E. message strategy

Which type of mobile advertising does not require that the end user have a smartphone? A. advertising HTML B. rich media ads C. banner ads D. interstitials E. sponsored SMS

_____ are groups of people we try to emulate or whose approval concerns us. A. Approval centers B. Emulation groups C. Norm standard bearers D. Cultural norms E. Reference groups

_____ is the presentation digital content by a sole advertiser who is not the publisher. A. An interstitial B. Cookie C. Ad impression D. Banner E. Sponsorship

_____ is the ratio of perceived benefits to the price of the product. A. Net worth B. Contribution margin C. ROI D. Retained earning E. Value

_____ thinkers tend to be linear thinkers and make decisions based on hard data. A. Value-based B. Transformational-based C. Transactional-based D. Objectivity-based E. Fact-based

Which statement about the use of television in IMC is LEAST likely true? A. There is no better medium than television for image advertising. B. Many advertisers find that television is a good leverage tool. C. There is no better medium than television for imparting brand meaning to viewers. D.Advertisers should remember that whether TV viewers like an ad has a lot to do with the popularity of the brand being advertised. E. Advertisers can take advantage of the relatively high CPM of television to reach out to many prospects.

E. Advertisers can take advantage of the relatively high CPM of television to reach out to many

46. More than half of the ads for Wheel of Fortune, a game show, are pre-sold to national advertisers. The rest of the advertisements for Wheel of Fortune are offered to local stations either for free or for a reduced rate. Which term best describes this situation? A. Classic programming B. First-run syndication C. Specialized programming D. Off-network syndication E. Barter syndication

E. Barter syndication

Which of the following statements is true of daily newspapers? A. They must have a morning and an evening edition to be considered a daily publication. B. They must be published on all seven days of the week to be considered a daily publication. C. The number of evening daily papers is more than morning papers. D. Morning papers tend to have a narrow geographic circulation. E. Evening papers are read more by women than by men.

E. Evening papers are read more by women than by men.

_____ thinkers tend to be linear thinkers and make decisions based on hard data. A. Value-based B. Transformational-based C. Transactional-based D. Objectivity-based E. Fact-based

E. Fact-based

Silly Putty has been around for years as a gag gift sold in specialty stores. It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend and never really acting like a market leader. Which of the following strategies has Silly Putty most likely followed? A. Aggressive B. Flanking C. Defensive D. Circumventing E. Guerrilla

E. Guerrilla

Which term refers to a simple explanation of the overall approach to be used by the ad campaign? A. Marketing platform B. Action plan C. Tactics D. Logistics E. Message strategy

E. Message strategy

An ad for Snapple featured a retreat where the good fruit that makes up Snapple's drinks can go in order to avoid mixing with additives and preservatives. Which of the following techniques for manipulating and transforming ideas was most likely used in this example? A. Compare B. Imagine C. Reverse D. Connect E. Parody

E. Parody

Eby-Brown, a large distributor of candies and snacks to convenience stores in the eastern U.S., describes itself as "a service-oriented company." Its corporate guidelines state, "Without our customers, we don't exist as an organization. So our priority in life is to make sure that our customers are happy, that we're taking good care of them, and addressing their needs." What type of relationship does Eby-Brown most likely strive to maintain with its customers? A. Reactive relationship B. Basic transactional relationship C. Accountable relationship D. Proactive relationship E. Partnership

E. Partnership

_____ occurs when the change in belief, attitude or behavioral intention is caused by promotion communication. A. Learning B. Corroboration C. Motivation D. Substantiation E. Persuasion

E. Persuasion

_____ refers to exaggerated, subjective claims that can't be proven true or false. A. Misleading advertising B. Hyperbole C. Advertising manipulation D. Exploitative advertising E. Puffery

E. Puffery

_____ are groups of people whom we try to emulate or whose approval concerns us. A. Approval centers B. Emulation groups C. Norm standard bearers D. Cultural norms E. Reference groups

E. Reference groups

What should be the advertising manager's first step when asked to develop an advertising plan? A. Selecting the target audience B. Developing marketing objectives C. Determining the most cost-effective media D. Establishing an advertising budget E. Reviewing the company's marketing plan

E. Reviewing the company's marketing plan

Which of the following statements about secondary data is true? A. Secondary data are more costly to gather than primary data. B. Secondary data are always valid even if they are not always reliable. C. Secondary data are more time consuming to gather than primary data. D. The wealth of secondary data available guarantees the researcher will do a good job. E. Secondary data can be gathered from internal as well as external sources.

E. Secondary data can be gathered from internal as well as external sources.

In terms of the human communication process model, what role does the sponsor of the advertisement play? A. Feedback B. Channel C. Message D. Receiver E. Source

E. Source

Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals. Which research method was most likely to be used to learn consumer's perceptions of online retailers? A. Experimental B. Simulation C. Observation D. Manipulation E. Survey

E. Survey

Which of the following has become the largest source of programming in the United States? A. Affiliates B. Independents C. Local cable system channels D. Network broadcasts E. Syndication

E. Syndication

Why is 1896 considered to be an extremely important year for direct mail advertising and mail-order selling? A. Advertising agencies were allowed to charge commissions for their services B. The U.S. Post Office was created C. The Office of Consumer Affairs guaranteed that consumers could return products that did not meet their needs D. The Federal Communications Commission took over control of all mail order and direct mail advertising E. The Federal Government inaugurated rural free mail delivery

E. The Federal Government inaugurated rural free mail delivery

Which of the following can be copyrighted? A. An idea for an ad campaign featuring comic characters from the 1930s B. The dynamic ribbon used in Coca-Cola ads C. The U.S. Marine Corps symbol D. The NBC peacock E. The newest book by Dan Brown

E. The newest book by Dan Brown

_____ is the ratio of perceived benefits to the price of the product. A. Net worth B. Contribution margin C. ROI D. Retained earning E. Value

E. Value

When Grace looked at the container of Roundup weed and grass killer, she saw a notice that read, "Avoid contact with eyes. This product can cause eye irritation". This _____ would be important to all of us who wanted to take the best possible care of our eyes. A. package requirement B. testimonial C. nutritional claim D. consent decree E. affirmative disclosure

E. affirmative disclosure

Maslow's hierarchy of needs helps researchers: A. create habit-breaking attitudes. B. learn how to control selective perception. C. understand how culture influences consumer behavior. D. control the amount and type of feedback. E. better understand what motivates consumers.

E. better understand what motivates consumers.

Katherine has been baking for years and she has tried many different brands of ingredients to find the best one for making biscuits. Her belief that White Lily brand flour is superior to either Pillsbury or Gold Medal brands for baking biscuits can most readily be explained through application of: A. stimulus-response theory. B. peripheral route to persuasion. C. central route to persuasion. D. conditioning theory. E. cognitive theory.

E. cognitive theory.

Meat Marketing & Technology is mailed free to a selected list of individuals who the publisher feels are in a unique position to influence the purchase of the merchandise it advertises, such as meat slicers and packaging trays. It is distributed on a(n) _____ circulation basis. A. pro bono B. free exchange C. autonomous D. generic E. controlled

E. controlled

E. fact-based; value-based

E. horizontal

With respect to offensiveness in advertising, Benetton ads frequently come under attack for its usage of nudity and sexual innuendo. Professionals indicate that the ultimate regulator of such ads is the fact that: A. the government is currently forming policy that will completely control this form of advertising. B. companies such as this will never be able to successfully expand worldwide where moral standards are higher than in the United States. C. trends will eventually change and the problem will take care of itself. D. such companies will eventually run out of money and the advertising will cease. E. if the ads don't pull in the audience, the campaign will falter and die—the marketplace has the ultimate veto power.

E. if the ads don't pull in the audience, the campaign will falter and die—the marketplace has the ultimate veto power.

The term integrated marketing communications means: A. integrating the concept of marketing and communication. B. communicating the marketing information to the target audience. C. integrating sales and communication of the company. D. integrating the sales force of the company with proper marketing skills to achieve the desired results E. integrating all their marketing communications with what the companies actually do.

E. integrating all their marketing communications with what the companies actually do.

In the creative process, the big idea: A. joins the product benefit with the consumer desire in a recognizable, familiar way. B. allows the audience to stop, look, and listen if they find the ad interesting. C. is almost never expressed through a combination of art and copy. D. describes the direction the message should take. E. is defined as a bold, creative initiative.

E. is defined as a bold, creative initiative.

E. makegood

Any ad for Samsonite luggage must contain its slogan, "Life's a Journey" and the Samsonite logo. These required ad elements are referred to as: A. visual enhancers. B. requisite features. C. ad perquisites. D. ad stipulations. E. mandatories.

E. mandatories.

If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the Web surfing habits of various demographic groups. This would be an example of: A. proliferation research. B. recall testing. C. inquiry testing. D. advertising concept testing. E. media research.

E. media research.

Since advertising is typically directed to groups of people rather than to individuals, advertising is defined as: A. a channeled form of communication. B. a subtle medium. C. sponsor-driven strategy. D. a market segmentation strategy. E. non-personal or mass communication.

E. non-personal or mass communication.

When used to determine how to allocate funds for advertising, the _____ method has three steps— defining objectives, determining strategy, and estimating cost. A. unit-of-sales B. share-of-market/share-of-voice C. percentage-of-sales D. percentage-of-profit E. objective/task

E. objective/task

According to the owner of NPC & Associates, Maryland's largest African-American-owned ad agency, "If you were to come from another planet and watch American television, you would think that all black people did was play basketball and hang out on street corners and do rap music." He is accusing advertising of: A. making consumers too materialistic. B. being excessive. C. manipulating people into buying things they don't need. D. being deliberately deceptive. E. perpetuating stereotypes.

E. perpetuating stereotypes.

The period in the evolution of advertising that extended from the beginning of recorded history to roughly the start of the nineteenth century was called the: A. sales era. B. positioning age. C. industrial age. D. industrializing age. E. preindustrial age.

E. preindustrial age.

E. primary circulation

Television viewing is highest during _____ time. A. peripheral B. late fringe C. post prime D. early fringe E. prime

E. prime

For a quantitative test to be reliable, the test must: A. use a random sample. B. be cost-efficient. C. reflect the true status of the market. D. be open-ended. E. produce the same results each time it is administered.

E. produce the same results each time it is administered.

A question such as "Why do you allow your child to have a pet?" would most likely be a part of a _____ research project. A. experimental B. quantitative C. observational D. secondary E. qualitative

E. qualitative

Tina is a new student at a private academy. She values the opinions of her new classmates and tries to dress just like them. She watches the same television shows they watch and tries to copy their hair style and the way they stand. For Tina, her new classmates are a(n): A. approval center. B. focus group. C. standard bearer. D. cultural norm. E. reference group.

E. reference group.

Spot announcements: A. limit the flexibility of an advertiser. B. are unaffected by message clutter. C. are too costly for most small advertisers. D. are only sold at a national level. E. run in clusters between programs.

E. run in clusters between programs.

Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the Web sites helped them achieve their goals. Forrester only surveyed a ____, a small portion of the people that represent consumers who shop online. A. probability universe B. pretest population C. target market D. mini-universe E. sample

E. sample

A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000, the sample would lack: A. reliability. B. bias. C. clarity. D. standardization. E. validity.

E. validity.

T/F: A regional magazine ad for Target lists the local stores in the area served by the magazine. This part of the ad would be classified as a support statement.

T/F: Advertising strategy research occurs after the creative work has started, and it typically involves free-association tests and sales tests.

T/F: By definition, marketing plans should be short and specific.

T/F: In advertising, it is important for the creative who plays the role of the Hunter to look in new and uncommon places for information.

T/F: In most ad agencies, the people who first conceptualize the target markets, strategy, and budget process are the members of the creative team.

T/F: Most ads, whether they are informational or transformational, do resonate with their audiences.

T/F: One of the benefits of bottom-up marketing is that it allows advertisers to use multiple action programs.

T/F: One of the problems with primary data is the high probability of information obsolescence.

T/F: People who are value-based thinkers can also be described as linear thinkers.

T/F: Qualitative research is most useful for testing hypotheses and providing data for mathematical modeling and projections.

T/F: Researchers often use probability samples because they are easier, less expensive, and less time-consuming than nonprobability samples.

T/F: Some of the methods used in posttesting are direct questioning, focus groups, trailer tests, and voice pitch analysis.

T/F: The final step in the research process is ad posttesting.

T/F: The following question would most likely be part of a qualitative research study: "Do you feel the decorations in the downtown shopping area reflect the TRUE meaning of the holiday season?"

T/F: The principal benefit of integrated marketing communications (IMC) is cost-efficiency.

T/F: The two main components of an advertising strategy are the segmentation strategy and the message strategy.

T/F: The two types of marketing objectives are positioning and segmentation.

T/F: Transactional marketing involves creating, maintaining, and enhancing long-term relationships with customers and stakeholders rather than making a single sale.

T/F: When the agency presents the ad concept, the client assumes the role of the Warrior.

The _____ has indirect control over advertising through its authority to license or to revoke a license of all direct stations

FCC

A dummy is a rough, rapidly produced pencil sketch that is used for trying out ideas.

False

Advertising critics universally extol the virtues of institutional advertising.

False

An ad for Asian Sensations newest product line of snack foods that encourages its readers to "Thai something new" is using a mnemonic.

False

Another name for the poster-style format is the storyboard layout.

False

Audience objectives define the number of people the advertiser wants to reach. (true/false)

False

Banner advertising is the dominant approach used in Internet advertising.

False

Designing ads for the Internet uses the identical skills required for advertising in print and broadcast media.

False

Essentially, print production managers and producers perform the four classic functions of management: planning, executing, motivating, and controlling.

False

In terms of the roles of the advertising artists, the roles played by photographers and illustrators are very different.

False

One of the advantages of radio adv. is that there is little clutter(true/false)

False

T/F A banner ad is typically billed according to a click rate.

False

T/F A gatefold occurs when a magazine page is not cut properly, and the page inadvertently is not in alignment with other pages.

False

T/F A magazine's ad rates are based on its contents

False

T/F A magazine's ad rates are based on its contents.

False

T/F Advertising agencies work for the media

False

T/F Audience composition is the percentage of homes with television sets in use that are turned to a specific program.

False

T/F Cable TV penetration is down due to a dramatic increase in streaming program over the last couple of years

False

T/F Cable TV penetration is down due to the dramatic increase in streaming programming over the last several years.

False

T/F DSL connections offer faster Internet surfing and data downloads than broadband, which is significantly slower.

False

T/F First-run syndication is also called barter syndication.

False

T/F If People magazine ran an ad for Calvin Klein on the back of the magazine, advertisers would describe it as on the third cover.

False

T/F In 2013, Facebook reported that only 10 percent of its advertising revenue came from ads on mobile platforms, which suggested that Facebook's success on mobile devices was dwindling.

False

T/F In 2013, Facebook was the third most popular social media site after Twitter and Pinterest.

False

T/F In Internet advertising, advertisers can use the same tools used to measure other media, such as the cost per thousand views of an ad, rating points, and share of audience, because they apply in the same way.

False

T/F In terms of advertising volume, newspapers are the largest medium.

False

T/F It is easier to gather reliable information about the audiences for cable TV programs than for broadcast TV programming.

False

T/F Nearly a third of all ad spending goes to newspapers.

False

T/F Nielsen reports that the average U.S. home receives almost 200 TV channels, although most viewers watch only 5 to 10 of those channels.

False

T/F One disadvantage of print advertising is that since it offers limited opportunities for brands to engage consumers in niche environments, there is brand wastage.

False

T/F One of the advantages of radio advertising is that there is little clutter.

False

T/F Regional magazines are simply national publications with a regional focus.

False

T/F Research shows that readership increase considerably if an ad contains more than 50 words

False

T/F Some of the methods used in post testing are direct questioning, focus groups, trailer tests, and voice pitch analysis

False

T/F Spending on online ads fell back below that of combined newspaper and magazine advertising in 2012.

False

T/F Surveys that give the ratio TVs turned on at a particular time to the number of television are measuring HUT

False

T/F Television is not the most cost-effective way to deliver messages to large, well-defined audiences.

False

T/F The US Supreme Court has ruled that commercial speech is not entitled to any first amendment protection

False

T/F The ability to fragment the mass audience is one of the principal benefits of cable television.

False

T/F The average quarter-hour audience refers to the ratio of the number radios on in an area during an average 15-minute period as compared to the total number of radios.

False

T/F The simplest way to measure the Internet audience for an ad is the click rate.

False

T/F Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.

False

T/F: Evaluative criteria are universal traits or attributes`[ that pertain to all product categories, used as rating factors when considering purchases and reviewing a consideration set.

False

The Campbell's' soup and Volvo ads are used in class illustrated a violation of the FTC policy and were ruled unfair advertising.

False

The classic manual print production process consists of preproduction, production, and printing/distribution.

False

True/False: The Parent's Television Council was upset with Miller Mite because of the illegal act portrayed in the tv ad in which the referees ran away with the beer.

False

Unlike print ads, broadcast commercials do not use a format or layout.

False

T/F The ultimate goal of the marketing process is to build a strong brand image

False (goal is into increase sales)

One of the advantages that cable TV advertising offers to advertisers is ____, which means the advs can run anywhere from a minute to an hour (as in the case of an infomercial).

Flexibility

Every issue of "Trucker's Connection" magazine contains a full-page ad that describes employment opportunities at Schugel Trucking. What kind of discount will this advertiser most likely receive from the publisher of this magazine?

Frequency discount

What is the most likely advantage of using an independent advertising agency instead of an in-house agency?

Greater experience

Why would an advertiser be willing to pay a 15 percent premium price for an ad that bleeds off the page?

Greater flexibility in expressing the advertising idea.

Which of the following is most likely a benefit of using digital media in an IMC program?

Immediate customer feedback

Why is media planning a more complicated process today than it was 10 years ago?

Increasing fragmentation of the audience

_____ advertising attempts to create a favorable long-term perception of the business as a whole, not just a particular good or service.

Institutional

Before starting pedigree pajamas, the owner of the company realized he was treating his dog as if it were a child and that a lot of his friends did the same. So in what he perceived as a dog friendly environment he launched a line of doggy pajamas available in size 6 for chihuahuas to size 30 for great danes. The ads for pedigree pajamas had to convince people that dogs slept better in pajamas. A product that has to create primary demand is more likely in what stage of the product lifecycle?

Introductory

Is a way for a medium to monitor its advertisements

How does the layout of an advertisement help ensure its success?

It shows the size and placement of each element

What role did the firm N. W. Ayer & Son play in the history of U.S. advertising?

It was the first ad agency to charge a commission based on the "net cost of space."

Which of the following are two types of ads placed in the middle of magazine pages and surrounded by editorial matter?

Junior units and island halves

The abundance principle states that in an economy that produces more goods and services than can be consumed, advertising:

Keep consumers informed of their alternatives.

Since advertising is typically directed to groups of people rather than to individuals, advertising is defined as a:

Kind of nonpersonal communication.

Which of the following statements helps to explain the popularity of magazines as an advertising medium?

Magazines offer flexibility in both readership and advertising.

The activity, set of institutions and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.

Marketing

_____ is a process by which marketers search for unique groups of people whose needs can be addressed through more specialized products.

Marketing segmentation

Which of the following advantage does broadcast TV provide its adv.?

Mass coverage, Low cost per exposure, Some selectivity, Impact, Creativity, Prestige, Social dominance (all of these are correct)

Advertising reaches us through various channels of communication referred to as a:

Medium

What does an Outdoor Advertiser buy when it buys 100 showings?

Message displayed on enough panels as needed to provide a daily exposure equal to 100% of the population

Which of the following is a supplement to a website that is typically singular focus and delivers on the current adv. Page?

Microsite

Which of the following statements about The Social Impact of Advertising is most likely true?

Most people tolerate ad clutter as the price for free TV and an information-rich Internet.

Which of the following statements describes an advantage that has traditionally set newspapers apart from other media?

Newspapers are an active medium

Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media?

Newspapers may have overlapping circulation

Which of the following statements about developing copy for radio advertising is true?

One of the most challenging aspects of writing for broadcast media is making the script fit the time slot.

The period in the evolution of advertising that extended from the beginning of recorded history to roughly the start of the nineteenth century was called the:

Preindustrial age

The period in the evolution of advertising that extended from the beginning of recorder history to roughly the start of the nineteenth century was called the:

Preindustrial age

According to the history of advertising, the _____ made possible the first advertising formats—posters,handbills, signs, and newspapers

Printing press

The 4 Ps of the marketing mix are:

Product, price, place, and promotion.

____are common rules for linking and sharing information.

Protocols

Which fundamental assumption of free market economics suggests that people are acquisitive and always want more -- for less?

Self-interest

Externalities are best described as:

Social costs

_____ occurs when an advertiser underwrites the total cost of a program.

Sponsorship

Inside monthly statement for Tex.-oil there is an Ad. for air-conditioning adv. The adv. is an example of?

Statement stuffer

Which of the following has become the largest source of programming in the United States?

Syndication

T/F: A bold, creative initiative that builds on the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the audience stop, look, and listen is called the big idea.

T/F: A creative brief is a synonym for a creative strategy or a copy platform.

T/F: A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.

T/F: Advertising is one of the largest costs in a company's marketing budget.

T/F: Advertising research uncovers the information needed to make advertising decisions.

T/F: In radio, catchy phrases or sound effects are used to trigger interest in an ad.

T/F: In the observation method, researchers monitor people's actions.

T/F: The U.S. Census would be an effective source of secondary data for a health care provider seeking information about locations with high concentrations of senior citizens.

T/F: The creative pyramid serves as a model to help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.

T/F: The creative strategy addresses the most important issues to be considered in the development of an ad or campaign.

T/F: The creative who evaluates the results of experimentation and decides which approach is most practical is called the Judge.

T/F: The creative who takes on the role of Explorer will most likely study the market, the product, and the competition.

T/F: The projective technique of qualitative research would typically involve researchers asking questions such as, "What kind of people watch the Saw movies?"

T/F: The three steps involved in the objective/task method are defining objectives, determining strategy, and estimating cost.

T/F: There is no one best method for pretesting advertising variables.

T/F: To influence customers' perceptions, marketers must understand that every corporate activity has a message component.

T/F: Value-based thinkers are typically better able to embrace change than fact-based thinkers.

T/F: Visual cues and metaphors can be used to help an ad inform consumers.

T/F: When conducting quantitative research, the interviewer should rely heavily on the script provided and should avoid improvising when asking questions.

Which of the following statements about the Food and Drug Administration is most likely true?

The FDA has authority over the labeling of cosmetics, drugs, and vitamin supplements

Which of the following statements about the Food and Drug Administration (FDA) is most likely true?

The FDA has authority over the labeling of cosmetics, drugs, and vitamin supplements.

Which of the following is an interactive broadband television news network that allows Web users to customize their news broadcast to their personal preference? a. Burke and Simmons b. Business Objects c. The FeedRoom d. SRI

The FeedRoom

Which of the following organizations is most likely to use a public service announcement (PSA)?

The Humane Society

Which of the following statements is true about cable TV?

The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues.

Which of the following is used as a basis for classifying newspaper categories?

Their frequency of deliveries

Why is most network TV advertising sold on a participating basis?

This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.

GE uses "Imagination at Work" as its slogan. La-Z-Boy Incorporated uses the slogan "Comfort. It's what we do." Why do these international companies find it necessary to use slogans?

To provide continuity for an ad campaign

Commercials for Lamisil, a prescription medicine, feature an evil animated foot fungus that stands in front of a big toe and explains that all he wants to do is to get into your nail bed. This is an example of animation.

True

Digital interactive media enables business to develop and nurture relationships with their customers through the use of interactivity. (true/false)

True

Once the best ad design is chosen, the layout serves as a blueprint.

True

T/F A web portal is a site that attempts to provide a broad array of content and services.

True

T/F Advertising is just one type of marketing communications tool

True

T/F As advertising tools, buttons take up less space than banners.

True

T/F Because digital media are interactive, they blur the line between content providers and consumers.

True

T/F Cinema advertising includes lobby based videos sampling special events and

True

T/F In controlled circulation, the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.

True

T/F Negatively oriented purchase motives are organized by the foundation for many information advertising ad's

True

T/F Old Spice's campaign that targeted women with the slogan "The man your man could smell like" was also an example of a successful IMC approach that used 30-second commercials to draw audiences to digital media online where they can have a deeper, richer brand experience.

True

T/F One of the disadvantages of magazines as an advertising medium is their lack of immediacy.

True

T/F One of the main disadvantages of the Internet is that it is too cluttered.

True

T/F One of the primary differences between the Internet and traditional media is the cost of time and/or space.

True

T/F Outdoor advertisers can use global positioning systems to determine the exact latitude and longtime of particular billboards

True

T/F Product placement offers marketers the opportunity to link a brand with a popular character.

True

T/F Selecting the most appropriate media mix for a campaign requires understanding the unique characteristics of the various media alternatives and determining which media will most efficiently reach the target audience.

True

T/F Some people think that the first era of the web has already passed and the new philosophy driving web development is driven by the idea that the Internet should be a place for users to collaborate and share, as they do on Wikipedia.

True

T/F Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials.

True

T/F Surveys that give the ratio of televisions turned on at a particular time to the number of total televisions are measuring HUT.

True

T/F Television is a good leverage tool.

True

T/F The Gross Rating Points or GRPs can be calculated by adding the ratings of several media vehicles

True

T/F The U.S Census would be an effective source of secondary data for a health care provider seeking information about locations with high concentrations of senior citizens

True

T/F The Universal Ad Package was developed to simplify process of planning and buying online media.

True

T/F The advertising plan is a natural outgrowth of the marketing plan

True

T/F The broadest classifications of magazine content are consumer magazines, farm magazines, and business magazines.

True

T/F The development of web browsers improved the ease of web usage.

True

T/F The heaviest viewers of broadcast TV are middle-income, high school-educated individuals, and their families.

True

T/F The leading national advertisers spend less than 7 percent of their marketing communications budget on interactive media.

True

T/F The more people a portal attracts, the more it can charge for ads on popular pages

True

T/F The most common form of mobile advertising is banner advertising.

True

T/F The national rate for advertising in newspapers is usually significantly higher than for local advertising, so many national advertisers have been rejecting the higher rates and taking their business elsewhere.

True

T/F The standard advertising unit (SAU) system standardized the newspaper column width, page sizes, and ad sizes.

True

T/F There are over 20 national radio networks making a resurgence in the industry by distributing programs to 80 percent of licensed radio stations to complement local programing.

True

T/F There is no one best method for pretesting advertising variables

True

T/F Use of the Internet increased dramatically during the 1990s due in part to decreasing computer costs.

True

T/F Vertical publications cover a specific industry in all of its aspects

True

T/F Vertical publications cover a specific industry in all of its aspects.

True

T/F Virtually all metropolitan news organizations and national magazines have established an online presence. Online publications are offering pushdowns, floating ads, billboards, interstitials, videos, and more.

True

T/F What are the primary differences between local and national advertisers: national plan strategically and local plan tactically

True

T/F When an ad states that chicken soup made with Swanson chicken broth "taste as good as good as Grandma's", the advertiser is using puffery.

True

T/F When buying radio time, advertisers usually buy the station's format, not it's program

True

T/F When buying radio time, advertisers usually buy the station's format, not its programs.

True

T/F While television tends to be a passive medium that people simply watch, radio actively involves people.

True

T/F With integrated marketing communications advertisers are able to cultivate identical relationships with all stakeholders

True

T/F Writing for radio requires clearer forms of copywriting as opposed to other forms of media

True

T/F: A product's USP includes the features and benefits that differentiate it from others.

True

T/F: Advertising did not fall under the protection of the first amendment of the U.S Constitution until 1964 in the landmark case New York Times v. Sullivan

True

T/F: In the United States more than 40% of all retail sales are made through franchise outlets.

True

T/F: Kia glances into her shopping cart and realizes she never tries a "new "brand, an "off" brand, or a "store "brand, but always seems to pick the traditional, well-known products that are practically "household" names -Crest, Tide Kleenex. This preference for certain products is called brand attitudes

True

T/F: The basic principles of advertising are the same for local and national.

True

T/F: Wheaties breakfast cereal is using product differentiation when it calls themselves the breakfast of champions.

True

The benefit headline for Pepperidge Farm whole-grain breads reads, "The bread you love does your heart good".

True

The best ads focus on one big idea.

True

The storyboard is only an approximation of the final commercial.

True

True/False: In 2011, the latest James Bond film Skyfall featured Mr. Bomd drinks Heineken instead of his usual martini. This change was the result of $45 million product placement effort.

True

When buying radio time, adv. usually buy the station's format, not its programming (true/false)

True

When designing ads for use in other countries, the art director must be familiar with each country's artistic preferences and peculiarities.

True

Writing for radio requires clearer copywriting than writing done for any other media

True

Due to mobile phones, PCs, the Internet, e-mail, and cable TV, advertising is evolving into a(n):

Two-way medium

Which product is most likely to involve intensive distribution

Waterford crystal

A commercial for Bailey's Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other's company and drinking the liqueur. This commercial uses:

a lifestyle technique.

The person at the ad agency responsible for looking at the advertiser's product from a consumer's point of view is the __________ a. account executive b. marketing manager c. agency head d. art director e. account planning

account planning

Performs all the administrative budgeting, planning and coordinating functions at a small local business

advertising manager

Which of the following events directly affected the growth of advertising in the nineteenth century? (1 point) the increased literacy rate in the late 1800s the invention of the telegraph the development of a nationwide railroad system the inauguration of rural free delivery (RFD) all of the above

all of the above

Which of the following are NOT marketing mix characteristics illustrated by Paul Brady a. PR b. influencer c. advertising d. experiential/event e. all of the above are characteristics of marketing mix

all of the above are characteristics of marketing mix

Different consumers perceive the same product and ads differently because off all following but: a. physiological traits b. risk c. interpretation of brand image d. all of the above are reasons why consumers perceive ads differently e. only a and b

all of the above are reasons why consumers perceive ads differently

An advertiser that wants to add weight and drama to its advertising message can have the ad printed on high-quality paper stock and placed in the magazine for a premium price. This is called:

an insert.

Infomercials:

are long TV commercials that give consumers detailed information about a product

Infomercials:

are long TV commercials that give consumers detailed information about a product.

Sunday supplements are distinct from other sections of the newspaper in that they:

are more conducive to color printing than newsprint.

Thumbnail sketches:

are very small, rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process.

art director

A(n)____ is the total number of people or households exposed to a vehicle. -audience

audience

One of the disadvantages that commonly plagues advertisers on contemporary cable television is:

audience fragmentation

One of the disadvantages that commonly plagues advertisers on contemporary cable television is:

audience fragmentation.

The program's ___ is defined as the number of households watching a particular TV program, expressed as a percentage of the total homes that have sets in use.

audience share

The program's _____ is defined as the number of households watching a particular TV program, expressed as a percentage of the total homes that have sets in use.

audience share

The three categories of places where we experience digital media today are based on:

audience size.

_______ are needs that we learn during our lifetime a.Values b.Wants c.Ethics d.Desires e.Ideals

b.Wants

the most common form of mobile advertising

banner

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space pre sold to national advertisers. This cartoon show was an example of:

barter syndication

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers. This cartoon show was an example of:

barter syndication.

In 2005, Ford Motor Company and designer Lily Pulitzer teamed to produce a scarf. Ten dollar from the sale of each scarf was donated to the Susan G. Komen Breast Cancer Foundation. By helping find a cure for breast cancer, Ford is: manipulating the consumer behaving in a socially responsible fashion perpetuating a materialistic viewpoint complying with federal regulations initiating a market development strategy

behaving in a socially responsible fashion

the ability to monitor people's actions on the internet is known as

behavioral tracking

when the dark colored background of an ad extends tot he edge of the printed page, it is said to be a...

bleed

The ad for the horse medication contains a photo of and a testimonial by Monty Roberts, a noted horse trainer. The background of the ad was designed to look like leather and extends to the very edge of the page. The advertiser probably had to pay the magazine a 15 percent premium for this extended background called a(n):

bleed page.

When the dark or colored background of an ad extends to the edge of the printed page, it is said to be a(n):

bleed.

An up-and-coming chain of "greengrocers has reasonable prices, friendly staff, local produce and a focus of organic and natural products. The company wants to connect with consumers in a fresh way and considers creating a show on the Food Network. What concept is this grocer considering? a. brand loyalty b. branded entertainment c. product placement d. madison and vine

branded entertainment

One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is:

brevity.

"Brand Packaging" and "Flexible Packaging" are monthly publications that target businesses in the consumer goods industry. They are examples of _____ magazines.

business

When several advertisers buy 30- or 60-second segments within a program, they are:

buying on a participation basis.

What do we call it when we are trying to identify the average number of people listening to a specific station for at least five minutes on the radio? 5 minutes during a 15 minute period what are those people called? a. CPM b. TAP quota c. AQH persons d. Frequency e. Reach

c. AQH persons

Which on the following is an example of subliminal advertising? a. Choosing ethnically diverse actors for commercials that will appear in urban areas b. Relying on gender role stereotypes in an advertisement c. Airbrushing naked figures into ice cubes in a liquor ad d. Repeating a slogan to embed in a consumer's mind e. Using puffery instead of actual claims

c. Airbrushing naked figures into ice cubes in a liquor ad

Which of the following statements about how advertising affect price is most likely true? a. Advertising has a strong effect on the price of agricultural products, b. Advertising always increases the price of products c. The consumer who buys the product pays for the advertising d. Advertising has had a significant impact on the prices charged by utilities e. The amount typically spent on advertising is large compared with the total cost of the product

c. The consumer who buys the product pays for the advertising

how does GPS influence the outdoor advertising purchased by a media buyer?

can be used to determine the best locations for the billboards

Dannon Activia Yogurt and Lumosity ads were both issued a ____________ by the FTC. a. publicity b. advisory opinions c. trade regulation rules d. cease and desist order e. a & b

cease and desist order

In making an attitude connection, using the _________ route, a consumer's attitude can be modified by persuasion in the form of product information. a. product b. feeling c. cognitive d. reverse e. central

central

In the video, Free Speech and Advertising, the American Medical Association spokesperson noted that their number one priority was ________. a. alcohol advertising. b. AIDS c. contraceptives d. cigarette Advertising e. none of the above

cigarette advertising

A ______ occurs when a visitor moves the mouse pointer and gets to another page.

click

The bottom of an advertisement for Horizon brand organic milk asks readers to visit http://www.horizonorganic.com/DHA to learn more about why you should drink organic milk. This is an example of a(n):

close.

The _____ date is the date all ad material must be in the publisher's hands for a specific issue.

closing

_____ is the mental and emotional process and physical activity of people who purchase and use goods and services to satisfy particular needs and wants

cognitive learning

A bicyclist hears a radio commercial and suddenly realizes everything she believes about the best cycling system is coming into question and being challenged. These types of thoughts, occurring just as beliefs and attitudes are challenged by persuasive communication are called a. brand beliefs b. selective demand preferences c. habitual purchase criteria d. cognitive responses

cognitive response

We discussed three components to an attitude. Which of the following best describes those components? a. feeling, doing, saying b. psychological, sociological, interpersonal c. touching, doing, feelings d. cognitive, affective, action-tendency e. affective, cognitive, thinking

cognitive, affective, action-tendency

Brighton is a purse manufacturer that developed a line of red, heart-shaped purses to sell on Valentine's Day. The headline of the ad in which the purses were introduced read, "Share your heart!" Brighton used a(n) _____ headline.

command

"Runner's World", "New York" magazine, "Better Homes and Gardens", and "Allure" are all examples of _____ magazines.

consumer

"The Gentleman's Magazine", first published in 1731, is considered the first general-interest magazine ever printed. Edward Cave who edited "The Gentleman's Magazine", was the first to use the term "magazine" (meaning "storehouse") for a periodical. "The Gentleman's Magazine" would be classified as a _____ magazine.

consumer

When Mollie buys a box of disposable diapers and June purchases a copy of the Wall Street Journal, both are acting as:

consumers

"Meat Marketing & Technology" is mailed free to a selected list of individuals who the publisher feels are in a unique position to influence the purchase of the merchandise it advertises, such as meat slicers and packaging trays. It is distributed on a(n) _____ circulation basis.

controlled

_______ must have the skill to condense all that is said about a product info a few salient and pertinent points

copywriters

The total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported day part is referred to as its:

cume persons

What test takes place over several days, usually with viewers watching a show at a particular time, then being called later and questioned about its commercials? a. day-after-recall b. secondary research c. focus group d. eye tracking

day-after-recall

The FTC defines _____ as any ad that contains a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment.

deceptive advertising

A preemption rate will only save an advertiser money if:

demand for advertising time is down

A television commercial shows Finishing Touch Hair Remover, an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their face. This commercial is an example of a(n) _____ commercial.

demonstration

In order to appeal to women before they start cooking supper, a family-style restaurant that specializes in supper buffets has chosen to advertise during "The Ellen DeGeneres Show", which is broadcast daily at 4:30 p.m. by the Virginia TV station. The restaurant is advertising during _____ time.

early fringe

Which research technique was employed to create the "got milk" campaign, one that involves observation in real-life situations, and is so popular that it's hard to find a company that doesn't use it? a. online netnography b embedded field work c. geographic clustering d. consumer panel

embedded field work

Another name for selective distribution is cooperative distribution.

false

Average quarter-hour audience identifies the average number of people listening to a specific station for 15 minutes.

false

First-run syndication is also called barter syndication.

false

From the master tape, the engineer makes dupes and sends them to radio stations for broadcast.

false

In 2013, Facebook was the third most popular media site after twitter and Pinterest. (true/false)

false

Most color separations are still done using a photographic process.

false

Network marketing is also called pyramid marketing.

false

Newspapers charge premium rates to carry legal public notices.

false

Newspapers that offer volume discounts have flat rates and contract rates, but no open rates.

false

One disadvantage of print advertising is that since it offers limited opportunities for brands to engage consumers in niche environments, there is brand wastage.

false

One of the advantages of radio advertising is the absence of clutter.

false

Psychographics are useful in the marketing of all products.

false

Regional magazines are simply national publications with a regional focus.

false

Surveys that give the ratio of TV's tuned on at a particular time to the number of total TV's are measuring HOT. (true/false)

false

T/F The creativity strategy identifies how the ad will be executed

false

T/F: Perceptual screens refer to the images we carry in our minds of the type of person we are and who we desire to be.

false

T/F: Personal reference groups are people outside the family we wish to emulate.

false

T/F: The FCB grid is used to determine how personal and nonpersonal factors influence consumer behavior.

false

T/F: The cognitive theory of learning is also called the stimulus-response theory.

false

T/F: The same cognitive dissonance process occurs with low-involvement purchases and high-involvement purchases.

false

T/F: The source for the Nissan Maxima ad in Fortune magazine is the copywriter and the art director who created the ad.

false

T/F: The three nonpersonal influences that have direct impact on a consumer's final purchase decision are time, place, and target market.

false

T/F: There are a total of five personal processes that govern the way we discern raw data and translate them into feelings, thoughts, beliefs, and actions.

false

T/F: When discussing needs and wants in an advertising context, Rae needs a Kombucha Wonder Drink because she wants to quench her thirst.

false

Television is no longer the most cost-effective way to deliver messages to large, well-defined audiences.

false

The FTC can request a company use corrective advertising, but it may not legally require a company to do so.

false

The U.S. Supreme Court does not differentiate between speech and commercial speech.

false

The ability to fragment the mass audience is one of the principal benefits of cable television.

false

The chief function of the consumer protection agencies found in many cities and counties is to act as a watchdog for the federal regulators.

false

The death of the TV commercial is imminent.

false

The preferred position for a newspaper ad is lengthwise across the bottom of the page.

false

The preproduction process of making a television commercial includes all the work done the actual day the commercial is made.

false

The process of buying television advertising time is so simple that even the largest advertisers perform the task in-house.

false

The same process is used for creating commercials for digital media as is used for creating television commercials.

false

The soundtrack for a film commercial should be recorded only during production.

false

The task of quality control begins in the preproduction phase itself.

false

Three times each year, Nielsen compiles the ratings from various markets, and television stations use this information to determine how much they can charge for commercial time.

false

To reach people who love to hunt, markets would use psychographic segmentation.

false

User status is one way marketers create benefit segmentation.

false

When the manufacturer of Minute Maid brand orange juice introduced Minute Maid brand lemonade, it used private labeling.

false

Yellow Pages are only useful to local advertisers

false

a magazines ad rates are based on its contents

false

the most common form of OOH media is transit advertising

false

the process of market segmentation is a three-step process that begins with planning, then goes to product definition, and ends with market identification.

false

Cable TV penetration is down due to increase in streaming programming over the last few years. (true/false)

false (its way up)

an intermittent scheduling pattern that alternates periods of advertising with periods of no advertising

fighting

The number of times a person or household is exposed to program is referred to as?

frequency

Barlow and Bailey Inc. an advertisement agency, handles the clients needs from account planning to creative media to production in both digital and traditional areas. Barlow and Bailey Inc. is an example of an a. full-service agency b. in-house agency c. interactive agency d. database consultant

full-service agency

Which of the following is the best example of a good? math tutoring a church service where music-ministry is the primary theme greeting cards an accountant's tax preparation business a dry cleaner's spot removal certification guarantee

greeting cards

a drawback of using direct-mail advertising is that it...

has the highest cost per exposure of any medium

A _____ is the term for the words in the leading position of an advertisement. These words are usually in larger type than the rest of the ad.

headline

The company's database of current, recent, and long past customers as well as identified prospects comprises the ___for direct mail purposes.

house list

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

households using television (HUT)

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

households using television (HUT).

A(n) _____ is a visual image of some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

icon

With respect to the evolution of advertising in the United States, the _____ age started around the turnof the twentieth century and lasted well into the 1970s.

industrial

An ad for the retailer Coldwater Creek does not promote the clothing the store chain sells. Rather the ad was designed to promote the Susan G. Komen Breast Cancer Race for the Cure. The _____ copy in this ad described how important it was for women to receive annual mammograms and support breast cancer research.

institutional

Cargill, Incorporated is a privately held, multinational corporation. Its business activities include purchasing, processing, and distributing grain and other agricultural commodities, and the manufacture and sale of livestock feed and ingredients for processed foods and pharmaceuticals. In 2007, Cargill launched an ad campaign in which it used advertising in business publications to extol its virtues. In other words, Cargill used _____ copy in its print ads.

institutional

____ advertising attempts to create a favorable long-term perception fo the business as a whole, not just a particular good or service.

institutional

As one of models for managing Ad/PR functions, ___________ divides a company into units based on the consumers who they deal with. a. product management model b. integrated communications model c. brand management model d. function model e. consumer involvement model

integrated communications model

Which of the following most likely promotes user engagement on a website

interactivity

Effective Web sites should always offer:

interactivity.

is a way for a medium to monitor its advertisements

Reliable information on the audiences for cable programs:

is hard to gather

Reliable information on the audiences for cable programs:

is hard to gather.

the DMA

is the geographic area

Nielsen Media Research

is the major audience rating service for television

Nielsen Media Research:

is the major audience rating service for television.

Guaranteed circulation in magazines:

is the number of copies of the magazine that the publisher expects to circulate

An ad for a DVD entitled Run for Fun appeared in the middle of a page in an issue of "Runner's World" magazine. An article running warm-ups surrounds the ad. This ad is an example of:

island halves.

which of the following best explains why an advertiser should use OOH advertising

it's cheap, low cost per exposure

The director of a promotional agency has several clients who might be interested in branded entertainment. He looks into marketing history to better understand how this concept has progressed over the years. What would he find regarding the history of branded entertainment? a. It began with the birth of television and the first variety show b. Its longest-running vehicle was Guiding Light, a soap opera what ran for more than 70 years on radio and TV c. It has involved many firms but none that match the marketing collaboration of Kraft Foods d. It began with a radio show based on Campbell's soup.

it's longest-running vehicle was Guiding Light, a soap opera what ran for more than 70 years on radio and TV

In an advertisement in print media, the _____ is a bridge between the headline, the subheads, and the sales ideas presented in the text.

lead-in paragraph

For businesspeople that believe that freedom of commercial speech should be afforded equal protection under the First Amendment, the _____ is ominous. banning of puffery legislation against tobacco advertising establishment of the Children's Advertising Review Unit that wants to ban all advertising targeted to children need to avoid any semblance of stereotyping concern with political correctness

legislation against tobacco advertising

Account executives are ____.

lesions

Which of the following is NOT a popular buying motive illustrated in class? a. saving money b. recognition c. love d. idependence e. all of the above

love

Which of the following best explains why an adv. should use OOH adv.?

low cost per exposure

If a publication is available on a controlled basis, it means the:

magazine is received free of charge by those individuals believed to be in a unique position to influence the purchase of advertised products.

Advertisers are reluctant to use magazines as an advertising medium because:

magazines cannot deliver high frequency.

Assume that the local Advance Auto Parts retailer had agreed to advertise on the live televising of the local parade and tree lighting ceremony. Due to equipment problems, the event was not televised and the station showed an old episode of "7th Heaven" instead. Because of its advertising agreement with the network, the retailer would receive a(n) ______ to compensate for the lower ratings than expected.

make good

_____ is a process by which marketers search for unique groups of people whose needs can be addressed through more specialized products.

market segmentation

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) ______; it triggers instant recall of the product.

mnemonic device

during the preindustrial age, most advertisements took the form of signs with symbols such as tankard indicating a tavern because:

most people were illiterate and could not read

A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.

narrative

Which of the following terms explains the availability of cable networks devoted to food, home repair,golf, history, or animals?

narrowcasting

A ______ arises when a consumer's desired state of affairs is different from the actual state of affairs a. evoked set b. need state c. consideration set d. top-of-mind awareness

need state

Some advertisers avoid using network TV advertising because:

network advertising requires such a long lead-time.

The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

news/information

Groups within a larger culture that keep distinctive lifestyle/values while adopting important features of the dominant culture are known as __________. a. deviants b. culture clashers c. typologies d. mainstream e. none of the above

none of the above

Solving the question of "What's for dinner tonight?" would typically be referred to as ______ involvement decision-making a. high b. medium c. secondary d. extended e. none of the above

none of the above

The person at the ad agency who works with the creative team and is responsible for message strategy is the ___________. a. account executive b. marketing manager c. agency head d. art director e. none of the above

none of the above

________________ is how the consumer senses and interprets the world around them. a. psychology b. culture c. attitude d. influence e. none of the above

none of the above

The three basic research methods used to collect quantitative data are

observation, experiment, and survey

what is the most commonly used to type of OOH media?

on-premise signage

While Gillian watched the latest episode of "The Amazing Race", she saw commercials advertising Wendy's restaurants, Carnival Cruise Lines, a new action movie, The Home Depot, and Pillsbury great products. Advertising on the show was more tag likely sold on a(n) _____ basis.

participation

A consumer's attitude toward a product or brand can be modified by attitude toward the ad itself and especially by whether it's viewed as credible and likeable. This theory of attitude is known as: a. cognitive processing b. external search c. central route d. persuasive route e. peripheral route

peripheral route

The ______________ process filters in material that actively engages the consumer and filters out what is not understood or perceived as relevant. a. memory b. cognitive dissonance c. beliefs d. perpetual screening e. alternative evaluation

perpetual screening

An ad for Pûr water filters has a photo which shows a woman enjoying a glass of water from her Pûr water filter while her dog is on the counter gnawing on a freshly cooked turkey. The _____ copy under the picture begins with the following statement: "The only thing you'll notice is how great it tastes."

picture-caption

Another name for the poster-style format is the:

picture-window layout.

_______ refers to the place a brand occupies in the mind of consumers

positioning

The _____ age, which began around 1980, has been a period of cataclysmic change due to increased environmental awareness

postindustrial

The local vocational college wants to run an ad for on the same page as an article congratulating recent high school graduates. To ensure receiving this spot, the college will need to pay a _____ rate.

preferred-position

Which of the following is NOT one of the assumptions of the free-market economics that our market-driven society believes in? self-interest absence of externalities presence of opportunity costs many buyers and sellers complete information

presence of opportunity costs

John Slack is a noted equestrian and a World Champion rider. He appeared in a _____ commercial to tell other horse lovers about the Purina Mills Equine Education Series, which provides advice on your horse's care and training.

presenter

The ______ of a magazine includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers.

primary circulation

Television viewing is highest during ___ time.

prime

Television viewing is highest during _____ time.

prime

television viewing is highest during...

prime time

Consumer decisions process model includes the 5 steps. Which one is in the correct order. a. problem recognition, exposure to advertising, search, purchase, evaluation b. problem recognition, search, alternative eval, choice, outcomes c. problem recognition, search, alternative evaluation, choice, outcomes d. exposure to advertising, problem recognition, search, alternative eval, choice

problem recognition, search, alternative evaluation, choice, outcome

The term _____ best explains why most automobile manufacturers produce similar products yet consumers have preferences for specific brands.

product differentiation

The term _____ can be used to explain why automobile manufacturers have continued to produce similar products and yet consumers have developed preferences for specific brands. market segmentation market formatting product differentiation strategic marketing product segmentation

product differentiation

The top pharmaceutical product integrated into television shows during 2007 was Organon Pharmaceuticals' NuvaRing, a vaginal insert birth control device infused with slow-release hormones. Organon is one of the few companies that readily admit that it has budgeted money for its product to appear on TV programming. As a result of its strategy, NuvaRing's logo and the product has been seen or talked about on several primetime TV programs, including "Scrubs", "Grey's Anatomy", and CBS's "King of Queens". This is an example of:

product placement

As the new television season unfolds, take note of the number of times your favorite character casually mentions a name-brand prescription drug. It will happen more than you think. During the first months of the 2007 television season, 705 pharmaceuticals were cleverly woven into primetime plot lines. The manufacturers that owned these brands paid the television programs to feature their products. This is an example of:

product placement.

4 P's

product, price, place, promotion

The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.

production artist

______________ provide the physical favorites, including sets, stage equipment, and crew needed for broadcasting a. production houses b. creative boutiques c. fulfillment centers d. interactive agencies

production houses

Dialogue balloons, story construction and sentence and ZMET are all types of __________ techniques. a. quantitative b. predictive c. survey d. projective

projective

How is corporate adv. different from consumer adv.?

promoting entire company rather than product

`______ are common rules for linking and sharing information

protocols

According to the Human Communication Process, a person responds to an online Starbucks survey is most likely to:

provide feedback

Survey, single source data, and big data customization are all methods for doing which of the following? a. brand research b. media research c. qualitative research d. attitude research e. quantitative research

quantitative research

The____ is the percentage of homes exposed to an adv. medium.

rating

_____ are groups of people we try to emulate or whose approval concerns us

reference groups

A designated market area:

refers to the geographic area in which the local TV station attracts the most viewing.

Which concept is used when identifying and calculating the percentage of people who accurately recalled specific elements of an ad when tested? a. claim recall b. related recall c. unaided recall d. aided recall

related recall

In an effort to do a better job of _____, companies are now learning that they must be consistent in both what they say and what they do. transactional exchange charismatic marketing relationship marketing promotional marketing strategic marketing

relationship marketing

What started as the internal manifestation of Tyson's mission statement—a set of core values that includes being a faith-based company—has turned into marketing to "faithful" consumers, with the beef, chicken and pork marketer recently offering free prayer books with mealtime words of thanks expressed across different beliefs.http://news1.diversityinc.com/t/1847309/2580016/7020/0/http://news1.diversityinc.com/t/1847309/2580016/7020/0/ By being consistent in both what it says and what it does, Tyson is engaged in: (1 point) transactional exchange charismatic marketing relationship marketing promotional marketing strategic marketing

relationship marketing

According to Wilson Bryan Key, subliminal advertising:

relies on embossed messages that seduce consumers into making purchases

Spot announcements:

run in clusters between programs

Spot announcements:

run in clusters between programs.

An advertising agency hires Starch INRA Hooper to act as an external facilitator. Most likely, Starch INRA Hooper will be assessed to: a. run recognition tests on print advertising. b. aid the agency in the production process c. examine the agency's billing structure for inefficiencies d. oversee the agencies' IBP efforts.

run recognition tests on print advertising

run-of-schedule

___________ are experts in designing incentive programs, point-of-purchase material and in-store merchandising a. database agencies b. sales promotion agencies c. fulfillment centers e. event-planning agencies

sales promotion agencies

The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association, an independent organization.

seal

Ben and Berneice are going to the mall. Ben wants to buy a pair of jeans, and Berneice wants to buy a pair of Levi boot-cut jeans. Ben illustrates _____ demand while Berneice illustrates _____ demand. secondary; kinked longitudinal; circular external; internal primary; selective selective; primary

selective; primary

The manufacturer of Classic Equine equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals on ABC in order to take advantage of the _____ offered by broadcast television.

selectivity

The primary advantages of cable TV as an advertising medium are its:

selectivity, low cost, and flexibility.

Which fundamental assumption of free-market economics suggests that people are acquisitive andalways want more—for less?

self-interest

A _____ commercial for the Pentax waterproof point-n-shoot digital camera showed how the camera survived when a toddler grabbed the camera and dropped it into her grungy bathwater.

slice-of-life

The only effect advertising has on consumer demand is to: create trade barriers that prevent new competitors from entering the marketplace slow the rate of product decline move the product quickly to the point in the product life cycle where advertising can be replaced by more IMC reduce the diffusion process create a pioneering advantage

slow the rate of product decline

______ occurs when an advertiser underwrites (pays for it all) the cost of a program.

sponsorship

______ occurs when an advertiser underwrites the cost of programing

sponsorship

By the name of the MTV reality show, "Dr Pepper Band in a Bubble", you should be able to infer that Dr Pepper brand soda was more than likely engaged in:

sponsorship.

The two basic physical sizes of newspaper formats are:

standard size and tabloid.

Is physical information we receive through our senses

stimulus

The layout for the script of a television commercial is first seen as a ____, a series of frames or pictures that correspond to the commercial.

storyboard

The art director for a television commercial creates the _____ to present the artistic approach, the action sequences, and the style of the commercial.

storyboard roughs

A(n) _____ commercial for an electronic home security system showed a family's home that had been robbed, while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

straight announcement

The _____ commercial is the oldest and simplest type of television commercial to produce.

straight announcement

In an ad for the Fidelity Investment Bank, _____ copy is used, which explains how to create your own IRA account and to get the maximum benefits from it.

straight-sell

The headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20 to 60 percent less," and the _____ copy explains the fuel economy achieved by owners of this brand of small airplane.

straight-sell

An ad shows a young woman laying in a meadow with small farmhouses dotting the landscape horizon. As she looks at the clouds and smoke coming from the chimneys of the farmhouses, the ad shows what appears to be the words "Soup's On" in smoky letters coming from one of the chimneys. If Campbell's Soup were to run an ad such as this, the ad would be a form of which of the following? suggestive selling hidden attribution communication subliminal advertising peripheral communication faux marketing

subliminal advertising

A much-hyped rescue on "Lost", an all-star, and a host of blockbuster movies-of-the-week can only mean that the networks are using shameless stunts to get viewers to tune in. Broadcasters use the viewership numbers collected during four annual periods to set advertising rates for the rest of the year. In other words, _____ commonly co-occur when networks are trying to make themselves look attractive to advertisers.

sweeps

Keith Richards feels that the recipe for creative achievement has 3 ingredients. They are: a. talent, skill, passion b. money, passion, creativity c. analytics, media understanding, insights d. passion, insight, expertise e. Keith Richards never had a recipe for achievement

talent, skill, passion

Which of the following is the largest advertising medium in terms of advertising revenues?

television

_____is a cross between traditional billboards and transit adv.?

the mobile billboard

Which of the following images best describes the chain reaction of economic events that takes place once a company begins to advertise?

the opening break shot in billiards

What's the most critical factor in an agency client relationship.

the personal chemistry between the clients, employees, and the agency Staff

The ad for the newest Calvin Klein brand of perfume on the inside back cover of a "Martha Stewart Living" magazine would be an example of a(n):

third cover.

What would a reasonable audience for Annie's Pasta in tomato and cheese sauce canned product?

to concentrate ads. In areas where canned foods have greater sales

media people use the term effective reach...

to describe the quality of as exposure

An advertiser that wanted to make certain that the station would run a percentage of its spots in the better day parts-and not just late at night-should buy:

total audience plan (TAP) package

An advertiser that wanted to make certain that the station would run a percentage of its spots in the better day parts-and not just late at night-should buy:

total audience plan (TAP) package.

Why would an advertiser use a mixed media approach

total effect is greater than smaller parts (synergy)

In television, gross rating points (GRPs) represent the:

total rating points achieved by a particular media schedule over a specific time period.

which term refers to an OOH medium that includes bus and taxicab advertising?

transit advertising

A marketer of Muir Glen brand organic soups would want to stimulate selective demand for its brand of soups.

true

A television commercial for Totino's Pizza Rolls that shows three boys sneaking down to the kitchen to enjoy a late night snack of pizza rolls uses a live action production technique.

true

Advertisers can use NAICS codes to obtain lists of companies in particular businesses for direct mailings.

true

Advertising for a movie that tells you the movie is a "family-filled riot of fun" is using benefit segmentation.

true

Although it adds realism to a commercial, location shooting is often a logistical nightmare.

true

Any artwork or type that is comprised of a solid color is called line art.

true

Because an ad for Swanson chicken broth covers the entire page in the "Better Homes and Gardens" magazine, it would be an example of a bleed.

true

In controlled circulation, the publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products.

true

In single-newspaper cities, reader demographics usually reflect a cross section of the general population.

true

National newspaper rates are on average 75 percent higher than local rates.

true

One of the most important parts of any direct mail program is the mailing list because each list identifies a market segment. (true/false)

true

T/F: A consumer engaged in peripheral route processing is more likely to make an impulse buy than a consumer engaged in central route processing.

true

T/F: As Ross has a keen sense of smell and an extraordinary sense of taste, it can be said that his physiological screens are superior to what most people have.

true

T/F: Brand loyalty occurs when a consumer perceives that a brand has the right features and quality at the right price.

true

T/F: Choosing a credible spokesperson requires understanding the tastes and interests of the company's target market.

true

T/F: Conditioning theory of learning applies to the simple, basic, and low involvement purchases that consumers make every day.

true

T/F: Habit is the natural extension of learning.

true

T/F: Information in our long-term memory is not stored randomly, but can be thought of as being kept in a ranked system of mental files.

true

T/F: Informational motives are the negatively originated motives, such as problem removal or problem avoidance.

true

T/F: The Kim-Lord grid portrays the degree and the kind of involvement a consumer brings to the purchase decision.

true

T/F: Zainab wants to make an omelet for dinner, but she is out of eggs. Negative motivation is the force that moves Zainab to go to the grocery store to buy eggs.

true

Television is a good leverage tool.

true

Television time is divided into dayparts.

true

The broadest classifications of magazine content are consumer magazines, farm magazines, and business magazines.

true

The economic effect of advertising is like the opening break in billiards.

true

The fineness of the halftone screen determines the quality of the illusion used in a print ad.

true

The first step in market aggregation is to determine the primary demand trend within the targeted market.

true

The four considerations for type selection are readability, emphasis, harmony/appearance, and appropriateness.

true

The heaviest viewers of broadcast TV are middle-income, high school-educated individuals and their families.

true

The mechanical is the camera-ready paste-up of the artwork in a print ad.

true

The percentage of homes in a given area that have one or more TV sets turned on at a particular time is expressed as HUT.

true

The standard advertising unit (SAU) system standardized the newspaper column width, page sizes, and ad sizes.

true

Travelocity's Roaming Gnome and the mute king that appears in Burger King commercials are examples of mnemonic devices.

true

True/False: Blogs have emerged as sophisticated sources of brand and product information and can synergize with social media

true

True/False: Using events, product placement, and branded entertainment in an INP entails the consumer experience and sponsorship fo such can be examples of activating a sponsorship if they reinforce the sponsorship

true

Vertical publications cover a specific industry in all of its aspects.

true

When State Farm insurance uses advertising to show that it has lower rates than Progressive insurance, it is using comparative advertising.

true

When a Mexican restaurant advertises that it gives its customers "the biggest Marguerites," it is using puffery.

true

Traditional mechanicals are:

type and line art pasted in place on a piece of white art board, called paste-ups.

Since advertising is typically directed towards groups of people rather than to individuals, advertising is defined as

type of non personal communication

Another name for cume persons is:

unduplicated audience.

Joe Camel, used as a trade character was ruled by the FTC to be __________ advertising and was banned from future use. a. deceptive b. gross c. misleading d. both a and c e. unfair

unfair

Federal Trade Commission Act prohibits _______ methods of competition in or affecting commerce, and __________ or ___________ acts or practices in or affecting commerce. Which of the following best describes those components? a. unethical, fair, offensive b. offensive, unethical unfair c. offense, aggressive, deceptive d. unfair, unethical, aggressive e. unfair, unfair, deceptive

unfair, unfair, deceptive

Refers to the selling point benefits that make it different from any other

unique selling proposition

The most effective radio commercials should:

use familiar sound effects.

A(n) _____ covers a specific industry in all its aspects and is of interest only to an individual employed in that industry.

vertical publication

Which of the following is the internet version of word-of-mouth

viral

Which is the internet version of word of mouth?

viral marketing

T/F: It's important for global advertisers to perform research.

The Target dog, the Jolly Green Giant, and the Geico gecko are examples of: A. information graphics. B. memory files. C. brand icons. D. narrators. E. metaphors.

C. brand icons.

______ identifies the average number of people listening to a specific station for at least 5 minutes during a 15-minute period.

AQH (Average Quarterly Hour)

____ identifies the average number of people listening to a specific station for at least five minutes during a 15-minute period.

AQH persons

Which of the following statements about comprehensive layouts or comps is true?

At the comp stage, all visuals are in final form

Zoroastrianism was the dominant world religion during the Persian empires (559 BC to 651 AC) and was thus the most powerful world religion at the time of Jesus. It is still practiced world-wide, especially in Iran and India. Within these two countries, the religion's members share a set of beliefs that set them apart from others who reside in the country. Believers in this religion would be classified as a(n): A. classless society. B. subculture. C. national reference group. D. transformational group.

B. subculture.

Burton Snowboards pays a premium to advertise during ESPN's X-games broadcast of snowboarding events in order to take advantage of the cable station's A. flexibility. B. tangibility. C. selectivity. D. potential for creativity. E. productivity.

Flex company manufactures rivets used on heavy loaded conveyer belts which carry or ... an underground and surface mine of flex would most likely higher a ____ to create the company's advertising.

Business to business

A preemption rate is a lower rate paid by the advertiser when the advertiser agrees A. to allow the station to play the ad at any point during the day. B. to accept a rerun of an ad that was initial run incorrectly. C. to buy a specific amount of ad time. D. to be bumped if another advertiser pays the higher, original rate. E. to a year-long contract.

If you know a particular radio station has a high _____, you know with reasonable certainty that it has _______ tuning in.

Cume rating

A firm that has used the share-of-market/share-of-voice method for allocating advertising funds for a number of years will most likely have a tendency to A. become overly competitive in all marketing activities. B. rely too heavily on the budget-buildup method. C. maintain a lower percentage of media exposure than its competitors. D. be bold in its attempt to link advertising dollars with sales objectives. E. overreact if competitors increase their advertising budgets.

A(n) _____ is physical information we receive through our senses. A. motivator B. selective perception C. attitude D. stimulus

D. stimulus

The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories. A. creative definition B. informational C. transactional D. technical E. transformational

D. technical

Interactive agencies:

Design Web pages and ads for Internet

____is at present the most popular search engine.

Google

As an adv. medium, one of broadcast TV's greatest disadvantages is?

High production cost, High airtime cost, Limited selectivity, Brevity, Clutter, Zipping and zapping

Which of the following statements about word-of-mouth advertising is NOT true?

Highly effective paid form of advertising

The___ is the legislation that controls outdoor adv. on US highways is?

Highway Beautification Act of 1965

_______ advertising attempts to create a favorable long-term perception of a business as a whole not just a particular good or service or brand

Institutional

Which company has become a media conglomerate on the Web, amassing its own digital empire of diverse Internet sites? a. ABC Broadcasting Network b. Facebook c. Dell d. InterActiveCorp

InterActive Corp

Which of the following statements about advertising is true?

It has an identifiable sponsor.

How has the U.S. Supreme Court intervened in the rights of advertisers under the First Amendment?

It has offered significant protection for truthful commercial speech.

The abundance principle states that in an economy that produces more goods and services than can be consumed, advertising does what?

It informs consumers of alternatives

Which of the following statements is true about word-of-mouth advertising

It is not an advertising medium

T/F: Telephone and mail surveys tend to be more expensive than focus groups and online surveys.

Of all the business functions, _____ is the only function whose primary role is to bring in revenue.

Marketing

What type of strategy is being used by a Web site like www.CNNMoney.com when it describes itself as "a one-stop destination everything a small-business owner needs to know" in order to associate itself with benefits that are important to small business owners?

Positioning

What type of strategy is being used by a web site like www.CNNMoney.com when it describes itself as "a one-stop destination covering everything a small-business owner needs to know" in order to associate itself with benefits that are important to small business owners?

Positioning

Which of the following statements about the use of radio in IMC is true?

Radio enables advertisers to maintain strategic consistency.

Why would radio be a poor advertising medium for a fabric store that was trying to increase its market by carrying a new line of brightly-colored upholstery fabric?

Radio is only a sound medium

Which of the following best explains why an advertiser would choose radio adv. over other available media?

Radio production is inexpensive

Which of the following statements describes a reason why an advertiser would choose radio advertising over other available media?

Radio production is inexpensive

T/F: Researchers run clutter tests by showing test commercials along with noncompeting control commercials in order to determine the effectiveness of the test commercials.

T/F: Small firms with limited capital typically budget using an all-available-funds method.

T/F: Strategy is at the root of all great creative work.

Which of the following has become the largest source of programing in the US

Syndication (friends, reruns, shows played on a lot of different stations in the same city)

Which of the following images best describes the chain reaction of economic events that takes place once a company begins to advertise?

The opening break shot in billiards

A decade after World War I ended, a significant event occurred that caused consumer sales resistance, corporate budget cutting, and advertising expenditures to plummet. This event was:

The stock market crash and the beginning of the Great Depression.

Research has proven that high-priced celebrity talent and extravagant effects do not always increase ad memorability.

True

Second and third cover rates typically cost less than the fourth cover.

True

Slogans serve as brief, repeatable positioning statements.

True

T/F A short rate is the difference between the contracted rate and the earned rate for the actual inches run.

True

By 2001, a decline in advertising activity impacted the U.S. economy. The decline resulted from: (1 point) the natural cyclical nature of advertising the decline of television has a mass market medium a mild recession, a weak stock market, and the bursting of the dot.com bubble deregulation and a new tax on services the increasing use of the Internet as an advertising medium

a mild recession, a weak stock market, and the bursting of the dot.com bubble

Which of the follow statements about food and drug administration is true? a. The FDA has authority of the labeling of cosmetic drugs and vitamin supplements b. The FDA monitors all copyrighted material owned by the united states and abroad c. The FDA does not require food manufacturers to list the products ingredients on labels d. The FDA has no control over promotional statements that are printed on package labels e. The FDA is a branch of the Federal Communication Committee and under its jurisdiction

a. The FDA has authority of the labeling of cosmetic drugs and vitamin supplements

According to the video on the 1st amendment, one side argued that advertising for cigarettes should not be banned because: a. the facts from the study demonstrate cigarette advertising does not cause people to start smoking b. advertising does not really relate to the amount of consumption, therefore the ban on ad has no effects on diminishing cigarette consumption c. cutting off and controlling the flow of information about the lawful products would risk the efficiency of free market d. the better way to deal with a smoking issue is that public will make autonomous rational choice about smoking when they get all side of information about tobacco through various media e. all of the above

all of the above

Which of the following is an example of a product? a dog obedience training course a box of chocolate candy the script for a new Broadway-bound musical an idea for a new reality television show all of the above

all of the above

The set of brands that comes to mind when a category is mentioned is referred to as a. external search b. conversion c. cognitive dissonance d. an evoked set

an evoked set

The BDI (brand development index) is?

an indication of the sales potential for a particular brand in a specific target market

An ad for Coldwater Creek, a retailer of women's clothing in "Martha Stewart Living" magazine was printed on high-quality paper stock to add weight and drama to the advertising message. The finished ad was shipped to the magazine publisher for inclusion in its March issue. The ad for which the advertiser paid a premium price exemplifies:

an insert.

A trademark is:

any word, name, or symbol that identifies one particular product or line of goods from a single source

what are the three most common ways to categorize or classify a magazine?

content, geography, and size

Hudson pool owned by (so and so) runs a newspaper ad and features the beach corner and hudson pool service together

cooperative advertising

__________ is research on the actual ads or promotional texts themselves, finished or unfinished. a. results-oriented research b. copy research c. industry nonprofit research d. promotional research

copy research

CPM

cost per thousand

a manhole cover thats been converted to look like a cup of coffee is a...

guerilla

As an advertising medium, one of broadcast television's greatest disadvantages is:

high cost of production and airtime.

as an advertising medium, one of broadcast television greatest disadvantage is...

the high cost of production and airtime

the term reach refers to...

the intensity of a media schedule based on repeated exposures to a medium

frequency measures...

the length of the advertisement

The cost of a classified ad in a newspaper is typically based on:

the number of lines the ad occupies.

T/F: Corporate objectives are often stated in terms of profit or return on investment.

Product placement offers marketers the opportunity to link a brand with popular character. (true/false)

True

T/F Makegoods offered by television stations are sold to advertisers at about half the normal rate.

False

T/F Newspapers charge premium rates to carry legal public notices.

False

T/F Because the public considers TV the most authoritative and influential medium, it is able to offer advertisers a prestigious image.

True

T/F Broadcast TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

True

T/F Compared to TV and radio, print advertising has more permanence

True

T/F Compared to television or radio, print advertising has more permanence.

True

T/F Consumer targeting on the Internet is very cost intensive.

True

T/F Cume persons is also referred to as reach.

True

T/F Digital interactive media enables businesses to develop and nurture relationships with their customers through the use of interactivity.

True

what is an advantage of using direct-mail advertising?

advertisers can personalize direct mail to the needs of specific audiences

The Federal Trade Commission (FTC) regulates:

advertising for products sold in interstate commerce

In CYMK printing, the K stands for "strikeover."

false

In Yellow Pages ads, the ad should tell people why to make the purchase, not how.

false

In terms of advertising volume, newspapers are the largest medium.

false

Intense competition cannot reduce the number of businesses in an industry.

false

It is easier to gather reliable information about the audiences for cable TV programs than for broadcast TV programming

false

Through the insurance of ____, the government provides incentives to incentives, incest in, and disclose new technology worldwide.

patents

Which of the following companies would be responsible for verifying that a magazine's circulation figures are accurate?

Audit Bureau of Circulation (ABC)

T/F: Dove soap sells itself as the soap for women with dry skin. The positioning strategy for Dove is most likely based on the use/application approach.

T/F Twice each year, Nielsen compiles the ratings from various markets, and television stations use this information to determine how much they can charge for commercial time.

False

T/F: Advertising agencies work for the media

False

T/F: Effective survey questions must have focus, they must be clear, and they must be brief.

The Snuggle bear appears as the spokesperson in the demonstration commercial format used by Snuggle fabric softener.

False

The key to effective slice-of-life commercials is realism.

False

The simplest way to measure the internet audience for an ad is the click rate. (true/false)

False

T/F: For a test to be valid, its results must be free of bias and reflect the true status of the market.

T/F: In consumer goods marketing, increases in market share are closely related to increases in marketing budgets.

JWT company, an ad agency designed a quarter page magazine--* MATH QUESTION* how you get an agency commision-- pay $200 for a photographer company to come in. pay the 200 and bill client and markup 15% (17.65%) profit

$235

A company that specializes in pool and spa installations plans to buy TV commercial time during a home improvement program on a local TV station. The company has learned the show has a rating of 20, reaches 10,000 people in the primary target audience and a 30-second spot costs $700. What is the cost per rating point (CPP)?

$35

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of the "Coach's Corner", a weekly high school retrospective. The owner of the store has learned the show has a rating of 10, reaches 12,000 people in the primary target audience, and a 15-second spot costs $600. What is the cost per thousand (CPM)?

$50.00

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of the "Coach's Corner", a weekly high school retrospective. The owner of the store has learned the show has a rating of 10, reaches 12,000 people in the primary target audience, and a 150second spot costs $600. What is the cost per thousand (CPM)?

$50.00 CPM = $600/(12,000/1,000)

T/F: In print media, colorful charts and tables have been shown to raise readers' perception of quality.

True/False: The Campbell's Soup and Volvo ads used in class illustrated a violation of the FTC policy and were ruled unfair advertising.

False

Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement? A. For every ten cups of coffee you purchase at a local convenience store, you get one free. B. A salesclerk gives out free samples of Bush's brand home style chili at Sam's Club. C. Sam sees a comparative ad showing the superiority of Coors beer over Anheuser-Busch beer. D. A vacuum cleaner salesperson offers to clean the living room carpet of the Truman household. E. A new laundry shop offers a one-time free trial for all customers.

Which of the following statements describes the greatest benefit of television for an advertiser? A. There is no better medium than television for awareness and image advertising. B. Many advertisers find that television is a good tool to drive coupon use, as good ads will encourage people to pick up the newspaper. C. There is no better mobile medium than television for reaching viewers just before they make a purchase. D. Whether TV viewers like an ad has nothing to do with the popularity of the brand being advertised. E. Advertisers can take advantage of the relatively high CPM of television to reach out to many prospects.

Which of the following can most likely be copyrighted?

A novel written in 1998 by Stephen King

For which of the following projects would an ad agency be MOST likely to develop a dummy?

A point-of-purchase display for Claritin allergy medication.

Considering the Elaboration Likelihood Model, which of the following purchases would be most likely to involve the central route to persuasion? A. A Mother's Day card B. A box of paper clips C. A bag of Lays potato chips D. A carton of eggs

A. A Mother's Day card

Which of the following is NOT a major classification of newspaper advertising? A. Gatefold B. Display C. Classified D. Public notices E. Preprinted inserts

A. Gatefold

Which of the following statements is true about how advertising affects competition? A. Some observers believe that advertising actually restricts competition. B. Advertising is not a barrier to competition. C. Advertising is regulated so that it does not impede competition. D. Intense advertising often encourages the entry of new brands and manufacturers into the marketplace. E. Non-advertised products cannot compete with advertised products.

A. Some observers believe that advertising actually restricts competition.

According to the text, which of the following images best describes the chain reaction of economic events that takes place once a company begins to advertise? A. The opening break shot in billiards B. A beautiful woman entering a room C. A car speeding up as it goes downhill D. Throwing darts and hitting the bull's eye E. The knocking over of a line of dominoes

A. The opening break shot in billiards

According to creativity consultant Roger von Oech, which role in the creative process has to overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization? A. Warrior B. Judge C. Artist D. Explorer E. Evaluator

A. Warrior

In the final step of the creative process, the _____ carries the concept into action. A. Warrior B. Referee C. Artist D. Judge E. Opponent

A. Warrior

According to the ____, if an economy produces more goods and services than can be consumed, advertising allows companies to compete more effectively for consumer dollars and keeps consumers informed of their selection alternatives. A. abundance principle B. macroeconomic theory of supply and demand C. economic principle of normalization D. utilitarian principle of advertising E. normative theory of supply and demand

A. abundance principle

A. audience share

Which of the following is an example of product advertising?

An ad for Toyota announcing that new car buyers can receive $3,000 off any new mode

Which of the following statements about the use of television in IMC is NOT true?

An advertiser might take advantage of the relatively high CPM of television to reach out to many prospects

What is the greatest shortcoming for the percentage-of-sales method of setting the advertising budget? A. The percentage-of-sales method is too expensive to be used by small business owners. B.The percentage-of-sales method violates the principle that marketing activities should stimulate sales rather than occur as a result of sales. C. The percentage-of-sales method assumes that a certain number of dollars are needed to sell a certain number of units. D. The percentage-of-sales method encourages top management to think of growth in terms of percentages. E. The percentage-of-sales method assumes the marketplace will be dynamic.

B.The percentage-of-sales method violates the principle that marketing activities should stimulate

Company that is trying to reach someone else in the same category or the same industry would hire what kind of ad agency?

B2B - Business to Business

Most common form of mobile Advertising?

Banner advertising

Which of the following advantages does broadcast television provide to its advertisers?

Mass coverage

Verizon provider of cell phone service featured a series of maps, one map shows how much verizon covers, the other shows how much the competitor covers. This is an example of:

Comparative Advertising

When Mollie buys a box of disposable diapers and June purchases a copy of the Wall Street Journal, both are acting as:

Consumers

When Mollie buys a box of disposable diapers and June purchases a copy of the Wall Street Journal, both are acting as:

Consumers.

What are the three most common ways to categorize or classify magazines?

Content, geography, and size

The term IMC refers to

Coordinating a firm's brand message from a variety of sources

_____ must have the skills to convince all that can be said about a product into a few salient pertinent points.

Copywriters

An ad for Covenant Transport, a national trucking company, is on a page that is wider than the normal pages found in Trucker's Connection magazine. To view the entire insert, the reader must open the folded pages. The Covenant Transport ad is an example of a: A. folded insert. B. partitioned unit. C. folded unit. D. gatefold. E. larger-than-life unit.

D. gatefold.

A gatefold is a(n) A. rate card used for cover positions. B. three-dimensional ad in a magazine. C. method used to decrease advertising clutter. D. insert with pages that extend and fold over to fit into a magazine. E. ad that generates interest by repetition throughout the publication.

A(n) _____ is physical information we receive through our senses. A. motivator B. selective perception C. attitude D. stimulus E. habit

A(n) _____ occurs when a visitor moves the mouse's pointer to select a web link and get to another page. A. impression B. visit C. pop-up D. click E. interstitial

An ad for Covenant Transport, a national trucking company, is on a page that is wider than the normal pages found in Trucker's Connection magazine. To view the entire insert, the reader must open the folded pages. The Covenant Transport ad is an example of a A. folded insert. B. partitioned unit. C. folded unit. D. gatefold. E. larger-than-life unit.

Cable TV A. is currently used by approximately 60 percent of American households. B. has no regional networks in the United States. C. has been available since the late 1960s D. subscription fees represent about one-third of cable TV revenues. E. attracts the largest volume of national advertising and is the dominant entertainment medium.

_____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.

Device

Forrester Research carried out an evaluation of ShoeSource.com. Users of the ShoeSource website were asked questions about the ease of using the website and their perceptions of the site. Which research method was most likely used to learn consumer's perceptions of ShoeSource.com? A. experimental B. simulation C. observation D. ethnographic E. survey

Forrester Research has carried out an evaluation of European online retailers by asking consumers how well the websites helped them achieve their goals. Forrester surveyed only a _____, a small portion of the people that represent consumers who shop online. A. probability universe B. pretest population C. target market D. mini-universe E. sample

Recently New Products Magazine conducted a research study to determine how consumers really feel about fortified products. Some of the data used to produce the findings of the study were taken from a recent study conducted by Kraft Foods. The Kraft survey examined how important convenience of food preparation was to consumers. The New Products Magazine obtained _____ from Kraft Foods. A. qualitative information B. primary data C. projective data D. advertising information E. secondary data

E. secondary data

There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes. Lobbying groups have funded most of the recent national studies of this issue. Researchers began by looking at the nursing home information stored in Westlaw's Adverse Filings, a lawsuits database. This database would contain: A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.

E. secondary data.

Maria is very upset because the writers' strike has caused her to have to live without learning what's to come with the women on Desperate Housewives and how dangerous the secret organization depicted in Heroes is. Her husband is happy as long as something mindless is on television. Maria is exhibiting _____ demand. A. primary B. kinked C. secondary D. seasoned E. selective

E. selective

In February 2012, Light Full Foods Inc. in San Francisco developed Light Full Satiety Smoothies, which are shelf-stable, all-natural, dairy-based smoothies for adult women. Adult women are the smoothie manufacturer's: A. marketing mix. B. advertising mix. C. product concept. D. segmentation variable. E. target market.

E. target market.

____ means doing what the advertiser and the advertiser's peers believe is morally right in a given situation.

Ethical advertising

_____ means doing what the advertiser and the advertiser's peers believe is morally right in a given situation.

Ethical advertising

T/F: According to the advertising pyramid, the first task of advertising is to communicate enough information about the product to develop consumer conviction.

T/F: Because Google e-mails Gmail customers with suggestions about new applications and products based on their Internet searches, it has a basic transactional relationship with its users.

T/F: Domestic research tends to be more expensive than international research.

T/F: Endcap promotions are messages communicated through packaging and distribution.

T/F: Primary research is the first step in the research process.

)Viral marketing is a form of spam that spreads to computers in the same way that a cold spread through a classroom. (true/false)

False

All that appears on a typical radio script is the ad dialog.

False

T/F A proof copy is the same as a tearsheet.

False

T/F: Negatively originated purchase motives provide the foundation for many informational ads.

T/F: Pretesting and posttesting are categories of advertising research.

Which respect to the evolution of advertising in the United States, the _____ age started around the turn of the twentieth century and lasted well into the 1970's.

Industrial

The ___nature of the internet has blurred the line between content creators and content numbers.

Interactive

Which of the following creates online ads?

Internet boutiques

Why did magazines become the ideal medium for advertising in the 1840s? Magazines offered customized capabilities. Magazines were less expensive media than newspapers. Magazines were read more often than newspapers Advertisers were tired of using newspapers to carry their messages. No taxes were imposed on magazine advertising.

Magazines offered customized capabilities.

Western International purchases unsold television and media and resells the time and space to advertising agencies. Western International is most likely a _____.

Media buying service

T/F: Aided recall tests, unaided recall tests, attitude tests, inquiry tests, and sales tests are methods used for posttesting ads.

Which of the following statements about The Social Impact Of Advertising is most likely true?

Most people tolerate ad clutter as the price for free TV and an information-rich Internet.

Why do newspapers typically charge national advertisers more for national ads than they charge local advertisers for local ads?

Newspapers incur additional costs in serving national advertisers.

Since advertising is usually directed to a group of people rather than individuals it is defined as

Non personal communication

why should an advertiser use OOH advertising?

OOH advertising offers a low cost per exposure

Through the issuance of _____, the government provides incentives to invent, invest in, and disclose new technology worldwide.

Patents

If you're trying to reach someone who hunts, what kind of information would you look for?

Psychographic

Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?

Public relations value

_____ refers to exaggerated, subjective advertising claims that can't be proven true or false.

Puffery

T/F: Conducting original international research can be fraught with problems including understanding the nuances of another culture, translating accurately, and gaining the trust of consumers who may view strangers suspiciously.

T/F: A creative strategy is a written statement that serves as the creative team's guide for producing an ad.

T/F: A database of customer behavior containing information on customer demographics can be used as the basis for planning future marketing and communications activities.

T/F: A magazine that writes a feature about Amazon is a stakeholder for the company.

T/F: A product's position in the market is based on consumer perceptions.

Which of the following organizations is most likely to use a public service announcement (PSA)?

The Human Society

Which of the following statements about dates that affect purchases of advertising in magazines is true?

The closing date is the date all material must be in the publisher's hands for a specific issue.

Which of the following statements about subheads is true?

The purpose of the subhead is to act as a stepping stone between the body copy and the headline.

Many experts believe that headlines with 10 words or more gain greater readership.

True

Printers often refer to paste-ups and mechanicals as camera-ready art.

True

An ad for Sensodyne toothpaste has the following example of a question and provocative headline: "What worries your dentist more, chocolate or a slice of lemon?"

True

Because the public considers TV the most authoritative and influential medium it is able to offer adv. a prestigious method. (true/false)

True

Ideally, headlines communicate the complete selling idea.

True

Which of the following organizations is most likely to benefit from a PSA? (1 point) United Way The Home Depot Purina dog chow FedEx State Farm insurance

United Way

According to the principles guiding how ads should be laid out?

a directional pattern should be evident so that readers know in what sequence to read.

is perceived as a consumer advocate during the advertising planning process

account planner

A marketing director for a bicycle helmet manufacturer has run a number of ads in traditional forms of media, Now she wants to directly measure the effectiveness for the first national bike race that the company is about to sponsor, She should compare the _____ with the ______. a. Sales figures in the weeks before and after the race; sales figures before and after traditional advertising placement b. Brand-preference figures in the weeks before and after the race; brand-preference figures before and after traditional advertising placement c. Brand exposures at the race and from media coverage of the race; brand exposures from the same amount spent on traditional advertising d. Expenditures to sponsor the race; expenditures needed to run traditional advertising over the same time period.

brand exposures at the race and from media coverage of the race; brand exposures from the same amount spent on traditional advertising

One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is:

brevity

Socially responsible advertisers:

do what society views as best for the welfare of people in general

Who are the groups that you try to emulate? a. Approval spinners b. Emulation groups c. Normal standard bearers d. Cultural norm e. Reference group

e. Reference group

early fringe

Newspaper advertisers can sometimes receive ____, a discount applied retroactively as the volume of advertising increases through the year.

earned rates

The ______ of an Ad. is defined as the average number of times a person must hear or see a message before its truly received.

effective frequency (3-5 times)

Weekly newspapers are the fastest-growing class of newspapers because they:

emphasize local news and advertising.

A gatefold occurs when a magazine page is not cut properly and the page inadvertently is not in alignment with other pages.

false

A magazine's ad rates are based on its contents.

false

A marketer of Muir Glen brand organic soups would want to stimulate primary demand for its brand of soups.

false

A proof copy is the same as a tear sheet.

false

Advertisers today do not perpetuate male and female stereotypes in their ads.

false

Although cable subscribers may receive more than 160 channels, most households only watch 5 to 10 channels.

false

An ad for Double-H brand Boots on the back inside cover of "Western Horseman" magazine would be on the second cover.

false

BMW of LA. He finds a low BDI and a high CDI indicating a low potential in LA but a large market share. (t/f)

false

Consumers are immune to psychological pricing.

false

Critics have yet to argue there is too much advertising due to the proliferation of new media.

false

DTV sends and receives moving images and sound by analog signals rather than the digital signals.

false

Deceptive advertising occurs when a consumer is "unjustifiably injured" or there is a "violation of public policy."

false

Depending on the nature of the spot, a session generally lasts from one day to a week.

false

Differences between products that are really apparent are called visible differences.

false

As an advertising medium, one of broadcast television's greatest disadvantages is:

high cost of production and airtime

"Brand Packaging" and "Flexible Packaging" are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods. These magazines are examples of _____ publications.

horizontal

What is most likely true about media buyers?

media buyers tend to specialize in a single medium

During the 2008 Super Bowl, SoBe ran a commercial for its SoBe Life Water, a new product. The ad featured a model and hundreds of geckos. Because Geico has made such good use of the gecko in its advertising, many viewers actually thought the ad was for insurance instead of a new drink. In this case, the SoBe commercial acted as a _____ for the insurance provider.

mnemonic device

"Baywatch" was a program that failed to attract a sufficient audience when programmed by NBC in 1989. NBC canceled the show after a single season. It then went into production for additional seasons in _____ syndication and has become enormously successful in international markets.

off-network

While Gillian watched the latest episode of "The Amazing Race", she saw commercials advertising Wendy's restaurants, Carnival Cruise Lines, a new action movie, The Home Depot, and Pillsbury bread products. Advertising on the show was more than likely sold on a(n) _____ basis.

participation

As the new television season unfolds, take note of the number of times your favorite character casually mentions a name-brand prescription drug. It will happen more than you think. During the first months of the 2007 television season, 705 pharmaceuticals were cleverly woven into primetime plot lines. The manufacturers that owned these brands paid the television programs to feature their products. This is an example of:

product placement

A trap occurs when the edge of one color or shape overlaps its neighbor by a fraction of an inch to make sure the white paper underneath does not show through.

true

Advertising adds value to a brand by educating customers about new uses for a product.

true

Because the public considers TV the most authoritative and influential medium, it is able to offer advertisers a prestigious image.

true

Brand equity is the totality of what consumers, distributors, deals, and competitors feel and think about a brand over an extended period of time.

true

Broadcast TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

true

Cinema adv. and product placement are examples of nontraditional media. (true/false)

true

Cinema adv. includes lobby based videos, sampling, special events. (t/f)

true

Compared to television or radio, print advertising has more permanence.

true

Critics claim advertising is so powerful that consumers are helpless to defend themselves against it.

true

Cume persons is also referred to as reach.

true

Demographic segmentation would most likely be used to sell Fulla, a doll designed to embody the image of a proper Muslim woman.

true

Due to purchase-occasion variables, many people traditionally buy turkeys for Thanksgiving meals but not for Easter, Christmas, or any other holiday meals.

true

During the preproduction stage of making a commercial, the producer or casting director searches for the right talent.

true

One of the primary roles of advertising is to communicate product utility.

true

Outdoor adv. can use GPS system to determine exact location of billboard. (true/false)

true

Second and third cover rates typically cost less than the fourth cover

true

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