Multiple Choice Quiz

1		Which quality of advertising refers to its shocking qualities?
			A)	ubiquitous
			B)	symbioitic
			C)	profane
			D)	magical
2		Which method of measuring audiences refers to the number of exposures each audience member has to an advertisement?
			A)	reach
			B)	frequency
			C)	relationship marketing
			D)	none of the above
3		Which category of television advertising accounts for the most revenue?
			A)	network
			B)	local
			C)	spot
			D)	cable
4		What is the name given to the ability of viewers to fast-forward through commercials in programming they have previously recorded?
			A)	zapping
			B)	zipping
			C)	grazing
			D)	wandering
5		______ refers to the value of a particular brand.
			A)	brand salience
			B)	brand image
			C)	brand equity
			D)	brand position
6		Which term refers to the potential number of times consumers are exposed to an advertiser's message?
			A)	brand
			B)	impression
			C)	multi-placed commercial
			D)	none of the above.
7		Which of the following is not a reason advertisers use relationship marketing?
			A)	It keeps customers loyal.
			B)	It helps advertisers cut through the clutter of today's advertising environment.
			C)	It is easy to create a relationship with customers because they are not part of many relationships today.
			D)	None of the above.
8		Which of Korgaonkar and Wolin's categories for why people use the Internet refers to our use of the web to communicate with people in chat rooms or via e-mail?
			A)	social escapism
			B)	information motivation
			C)	socialization motivation
			D)	economic motivation
9		Which of Korgaonkar and Wolin's categories for why people use the Internet refers to our use of the web to online buying and selling?
			A)	social escapism
			B)	information motivation
			C)	socialization motivation
			D)	economic motivation
10		Which type of Internet advertising strategy is designed to bring similar viewers to a Web site on a repeated basis?
			A)	banner advertising
			B)	pop-up advertising
			C)	Internet communities
			D)	product placement