 |
1 | |
U.S. corporations spend an average of only about __________ of their sales dollar on advertising. |
| | A) | 2.5% |
| | B) | 10% |
| | C) | 15% |
| | D) | 25% |
|
|
2 | |
The major expense for advertising expenditures is to cover payroll for the large number of people employed in the advertising industry. |
| | A) | True |
| | B) | False |
|
|
3 | |
__________ advertising tries to sell a product, and may be aimed at final users or channel members. |
| | A) | Institutional |
| | B) | Pioneering |
| | C) | Product |
| | D) | Competitive |
|
|
4 | |
A kind of advertising that tries to develop primary demand for a product category rather than demand for a specific brand is called ___________________. |
| | A) | Institutional advertising |
| | B) | Product advertising |
| | C) | Competitive advertising |
| | D) | Pioneering advertising |
|
|
5 | |
The ________ type of competitive advertising points out product advantages to affect future buying decisions. |
| | A) | Direct |
| | B) | Indirect |
| | C) | Comparative |
| | D) | Prospective |
|
|
6 | |
The Federal Trade Commission currently bans comparative advertising. |
| | A) | True |
| | B) | False |
|
|
7 | |
Media research generally focuses on _____________. |
| | A) | Demographic characteristics |
| | B) | Costs of different advertising media available |
| | C) | The specific needs of an individual advertiser |
| | D) | None of the above |
|
|
8 | |
Which kind of media has the advantage of being very targeted, good detail, good "pass along", and the disadvantage of being inflexible with long lead times? |
| | A) | Television and cable |
| | B) | Radio |
| | C) | Newspaper |
| | D) | Magazine |
|
|
9 | |
An Internet __________ is a headline that appears on a web page. |
| | A) | Banner ad |
| | B) | Net header |
| | C) | IT ad |
| | D) | All of the above |
|
|
10 | |
Monitoring the content a net surfer is viewing and then serving up related ads is called _______________. |
| | A) | Inter-relational advertising |
| | B) | Context advertising |
| | C) | Parallel advertising |
| | D) | Limited-scope advertising |
|
|
11 | |
__________________ means displaying an ad only to an individual who meets certain qualifications. |
| | A) | Context advertising |
| | B) | Type-casting |
| | C) | Point-casting |
| | D) | Reminder advertising |
|
|
12 | |
When advertisers are paid by the number of people who actually click on the ad and link to the advertiser's website, it is called _______________. |
| | A) | Percentage payment |
| | B) | Volume payment |
| | C) | Click-through payment |
| | D) | Relative use payment |
|
|
13 | |
After you decide how a message will reach a target audience, you next have to decide what the words and illustrations should communicate, called the __________. |
| | A) | Copy thrust |
| | B) | Copy content |
| | C) | Target message |
| | D) | Message code |
|
|
14 | |
An advertising strategy that tries to appeal to a global "mass market" is typically very successful. |
| | A) | True |
| | B) | False |
|
|
15 | |
Most advertising agencies are large firms, employing 50-75 people. |
| | A) | True |
| | B) | False |
|
|
16 | |
If the FTC decides that a particular advertising practice is unfair or deceptive, it can require _________________ to correct this. |
| | A) | Corrective advertising |
| | B) | Remedial advertising |
| | C) | Retracting advertising |
| | D) | Cooperative advertising |
|
|
17 | |
In the U.S., the FTC has the power to control unfair or deceptive business practices, including deceptive advertising. |
| | A) | True |
| | B) | False |
|
|
18 | |
An activity other than advertising, publicity, or personal selling, that stimulates interest, trial or purchase by final customers or others in the channel, is called _________________. |
| | A) | Marketing promotion |
| | B) | Product promotion |
| | C) | Sales promotion |
| | D) | Distribution promotion |
|
2003 McGraw-Hill Higher Education