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| 1 | |
An ad for Hampton Inns is an example of product advertising. |
| | A) | True |
| | B) | False |
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| 2 | |
National advertisers plan tactically to launch, build, and sustain brands while local advertisers think strategically. |
| | A) | True |
| | B) | False |
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| 3 | |
The two methods by which agencies are paid fees are the straight-fee and the retainer methods. |
| | A) | True |
| | B) | False |
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| 4 | |
The final stage in the client/agency relationship is the maintenance stage. |
| | A) | True |
| | B) | False |
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| 5 | |
Which of the following businesses is LEAST likely to use local advertising? |
| | A) | The Salvation Army |
| | B) | A local cable company |
| | C) | An H&R Block franchise |
| | D) | CDW, a manufacturer of data storage devices |
| | E) | JCPenney in Asheville |
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| 6 | |
The three primary types of ads placed in local media are institutional, product, and: |
| | A) | service. |
| | B) | retail. |
| | C) | governmental. |
| | D) | corrective. |
| | E) | classified. |
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| 7 | |
To create effective local advertising, the owner of a cleaning service would need to do all of the following except: |
| | A) | avoid being too clever. |
| | B) | use tie-ins with local or special news events. |
| | C) | make the headline count. |
| | D) | don't be afraid of using white space. |
| | E) | make excessive claims. |
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| 8 | |
Cooperative advertising serves two key purposes. One of those purposes is to build the manufacturer's brand image. The second purpose is to: |
| | A) | reduce the probability that distributors, dealers, or retailers will do no advertising at all. |
| | B) | decrease the probability that distributors, dealers, or retailers will present poor advertising to a manufacturer's customers. |
| | C) | help a manufacturer's distributors, dealers, or retailers make more sales. |
| | D) | save the manufacturer money by reducing its variable costs. |
| | E) | reduce dependence on institutional advertising. |
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| 9 | |
Piggly-Wiggly is a supermarket chain that is only found in the southeastern United States. You would expect the supermarket to use _____ advertising if it were trying to convince Southerners its products were competitive, and its prices were lowest. |
| | A) | geographic |
| | B) | local |
| | C) | national |
| | D) | regional |
| | E) | adjacency |
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| 10 | |
Imagine an agency bought an ad in Thrasher magazine (a publication for skateboard enthusiasts) for a company that sells customized helmets, and the media cost for the helmet manufacturer was $500. Basing the commission rates on the textbook example, how much money would the agency pay the publication for the ad? |
| | A) | $425 |
| | B) | $485 |
| | C) | $500 |
| | D) | $515 |
| | E) | $575 |
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| 11 | |
What is the first distinct stage in the client/agency relationship? |
| | A) | Introduction |
| | B) | Development |
| | C) | Referral |
| | D) | Growth |
| | E) | Prerelationship |
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