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Multiple Choice Quiz
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1
Which of the following qualifies as advertising, according to the definition given by the American Marketing Association?
A)designers' name and logo on clothing
B)product placement in movies and television
C)television commercials for products
D)all of these
2
Which of these had a business message on one side and artwork on the other, and were given out in department stores in the late 1800s?
A)Display ads
B)Hand bills
C)Trade ads
D)Trade cards
3
Ad brokers became ad agencies when they began to
A)buy ad space from newspapers
B)be proficient at designing ads
C)help advertisers advertise in several newspapers at once
D)consider the principles of ethics in advertising.
4
Which was established in 1914 as a national watchdog of business and advertising?
A)American Association of Advertising Agencies
B)National Advertising Review Council
C)Federal Trade Commission
D)Securities and Exchange Commission
5
The term "circulation waste" refers to
A)more advertising than is necessary to reach a targeted market
B)circulation of ads that are not well received or effective
C)advertising that interests more consumers than the advertiser is prepared to sell to
D)advertising that is received by people whom the advertisers has no interest in reaching
6
Early advertising was prone to puffery, which refers to
A)bragging about the benefits of the product
B)exaggeration in advertising claims
C)appealing to a customer's sentimental side
D)all of these
7
Which type of ad agency is built into the product manufacturer's corporate structure?
A)full service agency
B)in-house agency
C)boutique agency
D)all of these
8
The VALS model is a well known approach to
A)demographics
B)pitching accounts
C)copy research
D)psychographics
9
Which of the following has the shortest lead time for placing an ad?
A)Newspapers
B)Yellow Pages
C)Magazines
D)Direct Mail
10
In TV advertising, the concept of clutter is
A)too many concepts in the same commercial
B)an ad placed in too many types of media at once
C)too many people in the same commercial
D)too many commercials competing for the public's attention
11
Which type of ads are often required by legal settlement to rectify previous inaccurate claims?
A)advocacy
B)corrective
C)counteradvertising
D)public service announcements
12
A parity statement about a product
A)is an assertion of superiority over other competing products
B)says the product is as good as it has been in the past
C)says the product has received as many good reviews as its competition
D)is an assertion of equality that sounds like an assertion of superiority
13
Product placement in television is a way for advertisers to deal with
A)more stringent FTC rulings about the number of ads per show
B)consumer demand for more product information
C)consumer complaints about controversial ads
D)consumers' skipping over ads in various ways
14
Ads directed from one business to other businesses are known as
A)retail ads
B)trade ads
C)consumer ads
D)display ads
15
Which of the following would be a duty of the creative department of a full service agency?
A)overseeing and maintaining quality
B)hiring illustrators and graphic designers
C)psychographics and copy research
D)all of these





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