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| 1 | |
Product advertisements focus on selling a good or service and take three major forms. They are: |
| | A) | introductory, comparative, and reminder. |
| | B) | pioneering, competitive, and reminder. |
| | C) | institutional, competitive, and reminder. |
| | D) | introductory, competitive, and reminder. |
| | E) | pioneering, comparative, and reminder. |
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| 2 | |
An ad featuring a breast cancer survivor and showing support for survivors and their will to live was sponsored by Springmaid, a manufacturer of items for the bed and bath. Since the ad shows the company's position on breast cancer survivors, it is an example of __________ advertising. |
| | A) | reminder |
| | B) | consumer product |
| | C) | advocacy |
| | D) | goodwill |
| | E) | pioneering |
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| 3 | |
Reminder advertisements are especially effective for products in which stage of the product life cycle? |
| | A) | introduction |
| | B) | maturity |
| | C) | harvesting |
| | D) | growth |
| | E) | decline |
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| 4 | |
The purpose of competitive institutional advertisements is to: |
| | A) | promote a specific brand's features and benefits. |
| | B) | tell people what a company is, what it can do, and where it is located. |
| | C) | state the position of a company on an issue. |
| | D) | reinforce previous knowledge of a product. |
| | E) | promote the advantages of one product class over another. |
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| 5 | |
A Dillard's department store ad for clothing showing attractive young women dressed in silk and lace gowns escorted by equally attractive and well-dressed men most likely was designed to have a __________ appeal. |
| | A) | fear |
| | B) | symbiotic |
| | C) | motivational |
| | D) | sex |
| | E) | persuasive |
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| 6 | |
Which of the following statements describes a problem with using humorous appeals in advertising? |
| | A) | What adults find humorous, children do not. |
| | B) | What children find humorous, adults do not. |
| | C) | Most humorous advertisements offend someone. |
| | D) | Humor tends to wear out quickly, boring the consumer. |
| | E) | Humorous appeals are easily ignored. |
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| 7 | |
The owners of a small hardware store had a limited advertising budget. As such, the owners of the store were very concerned with spending their advertising dollars wisely. One of their primary advertising concerns was to expose customers in a limited market area to their advertising messages as often as possible. The owners of the hardware store were concerned with: |
| | A) | reach. |
| | B) | frequency. |
| | C) | gross rating points. |
| | D) | cost per thousand. |
| | E) | advertising themes. |
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| 8 | |
An infomercial is: |
| | A) | an ad on the Internet that has both movement and sound. |
| | B) | a program-length advertisement on television. |
| | C) | a type of advocacy ad. |
| | D) | any informational ad that is twice as long as industry average. |
| | E) | any informational ad on a broadcast medium. |
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| 9 | |
Which of the following statements about outdoor advertising is true? |
| | A) | Outdoor advertising is most effective for informational advertising. |
| | B) | Outdoor advertising has good reach and good frequency. |
| | C) | Outdoor advertising is most effective for pioneering advertising. |
| | D) | The use of outdoor advertising is declining. |
| | E) | Outdoor advertising is unaffected by legal restrictions. |
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| 10 | |
London Underground (subway) platforms are famous for their lively mix of advertisements—witty and amusing, informative, and large enough to be easily read. Ads change every few weeks. Some are part of a series with a story line that slowly emerges for regular commuters although each ad in the series makes sense to the one-time reader. These ads are examples of: |
| | A) | frequency. |
| | B) | opportunistic advertising. |
| | C) | transitional advertising. |
| | D) | transit advertising. |
| | E) | serial advertising. |
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| 11 | |
Which of the following services would a full-service advertising agency perform for its clients? |
| | A) | marketing research |
| | B) | artwork production |
| | C) | media selection |
| | D) | copy development |
| | E) | all of the above |
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| 12 | |
Portfolio tests: |
| | A) | present a panel of consumers with an ad and ask for their reactions concerning the ad's effectiveness, appeal, etc. |
| | B) | present a panel of consumers with an ad for a limited period of time. The ad is then removed, and the respondents are asked to recall as much pertinent information as possible. |
| | C) | present consumers with a sample of a product and several different advertisements for the product. They are asked to select the one they think is most effective and explain why. |
| | D) | place a test ad in the midst of other ads and stories, instruct consumers to look at the ads and stories, and then ask consumers for their impressions of the ads. |
| | E) | use electronic devices to measure viewer response or feelings after viewing an advertisement. |
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| 13 | |
The ad prepared and paid for by the Cullman Area Chamber of Commerce Visitors Bureau has a telephone number and a web address which can be used to access more information about Cullman. Which posttest would be most appropriate for the bureau to use if the objective of the goal was to have 100 people request additional information about the Cullman area? |
| | A) | inquiry |
| | B) | portfolio |
| | C) | unaided recall |
| | D) | attitude test |
| | E) | jury test |
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| 14 | |
Which of the following statements about unaided recall posttests is true? |
| | A) | With unaided recall posttests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. |
| | B) | With unaided recall posttests, a question such as, "What do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. |
| | C) | Unaided recall posttests involve studies such as controlled experiments and consumer purchase tests. |
| | D) | In an unaided recall posttest, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. |
| | E) | In an unaided recall posttest, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening. |
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| 15 | |
What type of sales promotion is McDonald's using when it sells drinking glasses commemorating the 50th anniversary of Walt Disney theme parks to consumers who also purchase a Happy Meal? |
| | A) | a deal |
| | B) | a premium |
| | C) | a rebate |
| | D) | a coupon |
| | E) | a sample |
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| 16 | |
As Roderick was checking out of Office Depot, the sales clerk said, "You'll probably want to take advantage of this offer." The offer read, "Mail in three UPCs and cash register tapes with the prices circled to receive a check for $25." The offer was an example of a: |
| | A) | point-of-purchase. |
| | B) | deal. |
| | C) | coupon. |
| | D) | rebate. |
| | E) | premium. |
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| 17 | |
When a person is part of a market research experiment about advertising and they are asked, "What ads do you remember seeing yesterday?" without any prompting they are taking part in a(n) __________ posttest. |
| | A) | unaided recall |
| | B) | aided recall |
| | C) | recognition-readership |
| | D) | attitude |
| | E) | inquiry |
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| 18 | |
A full-page back cover ad in Atlanta magazine shows a photo of two stunning pieces of Henry Dunay jewelry. At the bottom of the ad, the reader is told that Henry Dunay jewelry is only available at Mednikow jewelers. The ad includes the address and phone number of the jewelry store in Atlanta. Since the ad was paid for in part by Henry Dunay jewelry, the ad is more than likely an example of: |
| | A) | publicity. |
| | B) | product placement. |
| | C) | trade promotion. |
| | D) | advocacy advertising. |
| | E) | cooperative advertising. |
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| 19 | |
An article claiming fireworks displays at Disneyland are harmful to people living in neighborhoods adjacent to the amusement park appeared in the business section of a California newspaper. The article explained Disney had increased the number of fireworks shows over the past two years. Afterward another article in the same paper declared that Disney welcomed testing by the South Coast Air Quality Management District to make sure it was not polluting the air. This second article was an example of which element of the promotion mix? |
| | A) | public relations |
| | B) | trade promotion |
| | C) | direct marketing |
| | D) | consumer promotion |
| | E) | advertising |
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| 20 | |
An article claiming fireworks displays at Disneyland are harmful to people living in neighborhoods adjacent to the amusement park appeared in the business section of a California newspaper. Which of the following tools could the Disneyland public relations personnel use to counter this negative publicity? |
| | A) | public service announcement |
| | B) | cooperative advertising |
| | C) | news or press release |
| | D) | product placement |
| | E) | all of the above |
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