問題一覧
1
1) In the communications model, the sender is:
A) the company seeking to sell a product.
B) a television set.
C) the consumer viewing an ad on the internet.
D) a consumer ignoring an ad in a newspaper.
A
2
2) In the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in:
A) encoding.
B) transmission.
C) decoding.
D) noise or clutter.
A
3
3) In the communication process, encoding is:
A) a sales pitch recited by a salesperson.
B) the database manager finding a statistical oddity.
C) a social media network.
D) a purchase decision by a consumer.
A
4
4) A consumer sees a billboard while driving. The billboard is a(n):
A) encoding device.
B) decoding device.
C) transmission device.
D) form of feedback.
C
5
5) A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?
A) Encoding
B) Transmission
C) Decoding
D) Feedback
C
6
6) The person viewing a message sent by a celebrity on Twitter endorsing a product plays which role in the communications model?
A) Sender
B) Decoder
C) Receiver
D) Object
C
7
7) While browsing the internet, a consumer encounters a new pop-up ad whenever a page is opened. This is an example of:
A) advertising effectiveness.
B) perceptual distortion.
C) clutter.
D) brand parity.
C
8
8) Marketing account executives are facing increasing pressures related to:
A) accountability.
B) affordability.
C) accessibility.
D) applicability.
A
9
9) An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of:
A) marketing myopia.
B) standardization.
C) adaptation.
D) accountability.
D
10
10) The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:
A) digital and alternative communication venues.
B) pull marketing strategies.
C) integrated marketing communication firms.
D) their own marketing departments instead of advertising agencies.
A
11
11) Current trends affecting marketing communications include each of the following except:
A) explosion of digital media.
B) emphasis on push marketing strategies.
C) emphasis on accountability and measurable outcomes.
D) integration of media platforms.
B
12
12) Buying online from Amazon.com rather than a brick-and-mortar store is an example of:
A) a power shift to the consumer.
B) a power shift to the producer.
C) a decline in the effectiveness of mass media.
D) a new form of wholesaling.
A
13
13) Promotions offered by manufacturers that serve as enticements to push the product through the channel are:
A) consumer promotions.
B) rebate programs.
C) direct marketing programs.
D) trade promotions.
D
14
14) The term "alternative marketing" includes each of the following except:
A) buzz marketing.
B) social networks and blogs.
C) guerrilla marketing.
D) product placement.
B
15
15) Which of the following is an example of standardization?
A) Pepsi using the same theme in all of its global markets.
B) Featuring women with their faces covered in ads for Islamic countries.
C) Developing a website in several languages.
D) Featuring local salespeople in a global market.
A
16
16) In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the remainder of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?
A) Awareness
B) Knowledge
C) Conviction
D) The actual purchase
D
17
17) The hierarchy of effects model:
A) only works in the correct sequence of the model.
B) is designed to build recall more than an actual purchase decision.
C) clarifies the advertising approach to use by showing what to emphasize during each stage of the model.
D) leads to impulse buying decisions if applied correctly.
C
18
18) In terms of the visual element of an advertisement, an abstract image has a:
A) higher level of recall than a concrete image.
B) lower level of recall than a concrete image.
C) greater impact on the affective component of attitude than a concrete image.
D) greater impact on the cognitive component of attitude than on the affective component.
B
19
19) Which is present when consumers begin to think of an advertisement as old or stale?
A) A sales-response curve
B) Wear out effects
C) Decay effects
D) Carryover effects
B
20
20) Advantages of an in-house advertising department include all of the following except:
A) greater expertise and talent on creating ads.
B) lower costs.
C) the message can be aligned with the brand and other company communications.
D) the CEO and upper management can work closely with the marketing team
A
21
21) Crowdsourcing is the process of:
A) outsourcing the creative aspect of an advertisement to the public.
B) outsourcing the production aspect of an advertisement to the public.
C) outsourcing both the creative and production aspect of an advertisement to the public.
D) selecting creatives from the public domain rather than from an advertising agency.
A
22
22) The first step in selecting an advertising agency is to:
A) set goals.
B) screen an initial list of applicants.
C) request client references.
D) select the process to be used and the criteria for selection.
A
23
23) In terms of selecting an advertising agency, company leaders at Atco Electronics do not have a clear idea of what they want to accomplish and therefore disagree as to what type of agency should be hired. This situation occurred because the company failed to:
A) develop selection criteria to be used in the ad selection process.
B) set goals before starting their search for an agency.
C) solicit client references before discussing what type of agency they want.
D) ask for a creative pitch.
B
24
24) An agency representing convenience stores that has previously created ads for grocery stores would have:
A) relevant experience.
B) a conflict of interest.
C) interpersonal chemistry.
D) company complexity.
A
25
25) One simple method used to judge an advertising agency's creative reputation is to:
A) contact the company's competition.
B) ask for a list of awards the company has won.
C) conduct a shootout.
D) review the most recent media buys the agency has made
B
26
26) The key phrase in an advertisement that is memorable and identifies the uniqueness of the brand is:
A) the creative brief.
B) product positioning.
C) variability theory.
D) a tagline.
D
27
27) In a creative brief, the message theme is the:
A) rationale behind a unique selling point.
B) benefit or promise the advertiser wants to convey.
C) written or verbal component of the ad.
D) information provided in the ad to support the key idea.
B
28
28) A unique selling proposition cognitive message strategy is a(n):
A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor.
B) direct promotion of product attributes or benefits without any claim of superiority.
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner.
D) untestable claim based upon some attribute or benefit.
C
29
29) In terms of attitude formation, the sequence being used with a cognitive message strategy is:
A) affective → conative → cognitive.
B) conative → cognitive → affective.
C) cognitive → conative → affective.
D) cognitive → affective → conative.
D
30
30) Using music to build emotions surrounding a product is tied to which type of message strategy?
A) Cognitive
B) Affective
C) Brand
D) Conative
B
31
31) For products with no real tangible differences among the various brands, which message strategy is best at developing positive feelings toward a particular brand?
A) Affective
B) Cognitive
C) Conative
D) Generic
A
32
32) Which message strategy is designed to trigger impulse buys?
A) Unique selling proposition
B) Resonance
C) Affective
D) Conative
D
33
33) Which message strategy is used to support promotions, such as coupons, premiums, and sweepstakes?
A) Cognitive
B) Emotional
C) Affective
D) Conative
D
34
34) In the hierarchy of effects model, cognitive message strategies would be most closely tied to which stage(s)?
A) Awareness and knowledge
B) Liking, preference, and conviction
C) Actual purchase
D) Knowledge and preference
A
35
35) Most advertisers believe which level of fear is most likely to succeed in an advertisement?
A) Low, non-threatening
B) Moderate
C) High
D) Severe
B
36
36) The appeal that has proven to be one of the most effective at cutting through clutter is:
A) humor.
B) music.
C) sex.
D) fear.
A
37
37) Using a popular song in an advertisement:
A) does not have as much of an effect as writing a new tune.
B) transfers the emotional affinity for the song to the product.
C) creates brand parity.
D) interferes with brand recall ability.
B
38
38) Which type of appeal closely follows the steps in the hierarchy of effects model?
A) Sexual
B) Emotional
C) Rational
D) Scarcity
C
39
39) Which are the best outlets for rational appeals?
A) Broadcast media
B) Television and direct mail
C) Print media and the internet
D) Non-traditional media
C
40
40) Rational appeals work best when:
A) there is low involvement and the product is simple.
B) there is high involvement, but no emotion.
C) there is high involvement and the viewer is willing to pay attention to the ad.
D) they are related more to the product than the amount of involvement.
C
41
41) Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs?
A) Sex
B) Emotional
C) Humor
D) Rational
D
42
42) The primary benefit of using a scarcity appeal is that it:
A) increases brand awareness.
B) encourages consumer action.
C) offers an excellent method of conveying product information.
D) offers an excellent method of gaining attention.
B
43
43) A media strategy is the process of:
A) investigating the media usage of a product's target market.
B) analyzing and choosing media for an advertising and promotions campaign.
C) selecting the outlets of each media that will be used for an advertising campaign.
D) choosing the proper appeal, message, strategy, and execution.
B
44
44) The part of the media plan that notes when and where ads will appear is the:
A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) media schedule
D
45
45) The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:
A) creative side of the agency.
B) account side of the agency.
C) media planning and buying side of agencies.
D) client.
C
46
46) What is the relationship between the size of an ad agency and the price it pays for spots on television or radio?
A) The bigger the company, the more that will be paid for advertising.
B) The bigger the company, the less that will be paid for advertising.
C) Medium-sized companies get the best deal.
D) There is no consistent relationship.
D
47
47) Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period?
A) Reach
B) Frequency
C) Demographics
D) Impressions
A
48
48) Which of the following measures the average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period?
A) Reach
B) Frequency
C) Demographics
D) Impressions
B
49
49) Among the following ad campaigns, frequency would be highest for ________ second television spots.
A) six 15
B) one 45
C) five 30
D) four 15
A
50
50) A company seeking to build brand awareness through repeated exposures of the same ads is using high:
A) frequency.
B) continuity.
C) exposure.
D) reach.
A
51
51) OTS stands for:
A) outstanding test series.
B) overview of theory sequence.
C) opportunity to see.
D) oldest time score.
C
52
52) Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:
A) cost per thousand.
B) gross rating points.
C) opportunities to see.
D) reach and frequency.
B
53
53) If an advertisement appears on a television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP) would be:
A) 4.1.
B) 12.3.
C) 36.9.
D) there is not enough information to calculate the GRP.
C
54
54) The dollar cost of reaching 1,000 members of a media vehicle's audience is the:
A) cost per thousand.
B) gross rating points.
C) cost per million.
D) effective reach.
A
55
55) If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to reach:
A) the selected target audience.
B) one thousand readers.
C) 1,644 readers.
D) one million readers.
B
56
56) If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:
A) $50.00.
B) $500.00.
C) $20.00.
D) cannot be determined from the information given.
A
57
57) Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market?
A) Gross rating points
B) Opportunities to see
C) Gross impressions
D) Cost per rating point
D
58
58) CPRP stands for:
A) cost per rotation program.
B) closest programmed ratings plan.
C) cost per rating point.
D) cumulative program for ratings points.
C
59
59) Cost per rating point is calculated as:
A) cost of media buy divided by the vehicle's rating.
B) cost of media buy multiplied by the number of viewers.
C) ratings divided by gross exposures.
D) cost of media buy divided by gross exposures.
A
60
60) Using media time in a steady stream throughout an entire year is which type of media budget schedule?
A) Continuous
B) Pulsating
C) Flighting, or discontinuous
D) Frequency
A
61
61) The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:
A) continuous.
B) gross impressions.
C) pulsating.
D) flighting, or discontinuous.
C
62
62) Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using?
A) A continuous campaign
B) Gross impressions
C) A pulsating campaign
D) A flighting (or discontinuous) campaign
C
63
63) When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used?
A) Continuous
B) Gross impressions
C) Pulsating
D) Flighting, or discontinuous
D
64
64) A summer camp that offers horse riding lessons that is open only from March to September would tend to budget media using which type of schedule?
A) Continuous
B) Reach-based
C) Pulsating
D) Flighting, or discontinuous
D
65
65) Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?
A) 10,000
B) 40,000
C) 50,000
D) Gross impressions can't be calculated with the information provided
C
66
66) The three-exposure hypothesis suggests that:
A) ads in three different media need to be used to have the maximum impact.
B) a minimum of three exposures to an ad is necessary to be effective.
C) a maximum of three exposures to an ad is necessary to be effective.
D) three exposures to an ad will only work if the person viewing the ad is in the market for that particular product.
B
67
67) Effective frequency refers to the:
A) number of times a target audience must be exposed to an ad for it to be effective.
B) percentage of the audience that must be exposed to an ad to achieve an objective.
C) percentage of the audience that has seen the ad a minimum of three times.
D) degree of selective attention given by the target audience relative to the objective
A
68
68) The percentage of a target audience that must be exposed to a message to achieve a particular objective is called:
A) gross rating points.
B) effective reach.
C) effective frequency.
D) opportunities to see.
B
69
69) If the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on:
A) the visual presentation of the product and/or logo.
B) a high level of frequency.
C) using persuasive advertising.
D) using an emotional appeal.
A
70
70) Television advertising rates are primarily determined by:
A) Nielsen ratings.
B) television share.
C) frequency and reach.
D) GRPs.
A
71
71) Which of these media offers the most extensive coverage and the highest reach?
A) Radio
B) Newspapers
C) Television
D) The internet
C
72
72) The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:
A) rating.
B) recall.
C) relevance.
D) reach.
A
73
73) Ratings measure the:
A) relative efficiency of a media vehicle in hitting a target market.
B) percentage of households tuned into a particular television show or viewing a medium such as a magazine.
C) quality of the vehicle relative to its promotional impact.
D) degree of clutter on a given night.
B
74
74) A Nielsen rating of 15.3 for a CSI television show means:
A) 15.3 percent of viewers of CSI watched the ads during the show.
B) of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show.
C) 15.3 percent of all televisions in the U.S. were tuned to the CSI show.
D) of those watching the CSI show, 15.3 percent matched the advertisers target market.
C
75
75) Many Super Bowl advertisers are now:
A) keeping the Super Bowl ads secret until game time.
B) releasing the ads on social media during the Super Bowl game.
C) placing information about the ads on social media prior to the Super Bowl game.
D) releasing pre-roll teasers of its Super Bowl ads on social media prior to the game.
D
76
76) Digital marketing combines each of the following except:
A) e-commerce.
B) mobile marketing.
C) internet marketing.
D) indirect response marketing.
D
77
77) When goods and services are sold on the internet, the approach to marketing is:
A) retail by email.
B) viral marketing.
C) e-commerce.
D) interactive marketing.
C
78
78) Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:
A) personalization.
B) web analytics.
C) channel integration.
D) intrusive web design.
A
79
79) Eileen makes frequent purchases from the Victoria Secret website. She notices that each time she logs onto the site merchandise similar to what she has already purchased or looked at on previous visits to the site appears on the main page, often with special offers to make a purchase. This is an example of:
A) personification.
B) web analytics.
C) channel integration.
D) customization.
D
80
80) Social media is:
A) the utilization of social media and/or social networks to market a product, company, or brand.
B) a social structure of individuals and/or organizations that are tied together in some manner.
C) a website that focuses on a specific interest, hobby, or demographic group.
D) any digital tool or venue that allows individuals to socialize on the web.
D
81
81) Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?
A) Vanessa truly likes Guess jeans and tells others about how great they are.
B) Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand.
C) Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad.
D) Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are.
A
82
82) According to the Word of Mouth Marketing Association, when a company uses its employees or those of its agency as advocates or brand evangelists, then these individuals should:
A) be upfront and clearly identify themselves as being with the company.
B) only identify they are with the company if a consumer asks.
C) never reveal they are with the company or its agency.
D) identify they are being sponsored by the company, but not say they are an employee.
A
83
83) Buzz marketing works because consumers:
A) receive information that is not paid for by the company.
B) receive information when it is not expected.
C) can choose if they want to listen or not to the recommendation.
D) trust the opinions of other people and people like to give their opinions.
D
84
84) The primary benefit of database marketing is:
A) the enhancement of customer loyalty.
B) higher sales.
C) greater profits.
D) greater brand parity.
A
85
85) Typical goals for frequency or loyalty programs include each of the following except:
A) build brand parity.
B) induce cross-selling to existing customers.
C) differentiate a parity brand.
D) preempt the entry of a new brand.
A
86
86) When a manufacturer offers a special promotion on its products to other companies for their consumption and not for resale, it is a:
A) consumer promotion.
B) bonus program.
C) trade promotion.
D) brand awareness program.
A
87
87) A coupon for $10.00 off on a package of baseballs placed on a baseball glove is a:
A) response offer coupon.
B) cross-ruffing coupon.
C) premium.
D) bonus offer.
B
88
88) A gift sent by mail to a customer, based on a proof-of-purchase receipt, is which type of premium?
A) Free-in-the-mail
B) Self-liquidating
C) Bounce-back
D) Instant redemption
A
89
89) Each of the following is an important key to building a successful premium program except:
A) match the premium to the target market.
B) select premiums that are highly popular and current fads.
C) select premiums that reinforce the firm's product and image.
D) integrate the premium with other IMC tools.
B
90
90) A "write our new slogan" event that awards a prize to the winner is a(n):
A) contest.
B) sweepstakes.
C) premium.
D) illegal activity.
A
91
91) Which of the following is related to the actual attractiveness of a prize in a contest?
A) Intrinsic value
B) Extrinsic value
C) Redemption rates
D) Internet inquiries
B
92
92) For most people, a free trip to Hawaii is an example of a prize with high:
A) intrinsic value.
B) extrinsic value.
C) redemption rates.
D) intrusion value.
B
93
93) The enjoyment of playing or participating in a contest or sweepstakes has which type of value?
A) Intrinsic
B) Extrinsic
C) Redemption
D) Historic
A
94
94) Contests and sweepstakes offered through which of the following have grown during the past decade?
A) Print media
B) Newspapers and magazines
C) Television through infomercials
D) The internet and social media
D
95
95) When marketers for time-share properties offer to let you stay for a night or weekend on the condition you listen to a sales pitch, they are using which consumer promotion technique?
A) Sampling
B) A premium
C) Price-off
D) Coupon
A
96
96) Which of the following consumer promotions is the best method for encouraging consumers to try a new product?
A) Coupons
B) Sampling
C) Premiums
D) Contests or sweepstakes
B
97
97) Folks Southern Kitchen advertises an $8.99 lunch special in the local newspaper for a meal that normally costs $10.99 during March. What type of promotion is being used?
A) Coupon
B) Sampling
C) Premium
D) Price-off
D
98
98) Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is which type of consumer?
A) promotion prone
B) brand loyal
C) price sensitive
D) shopper prone
B
99
99) Trade promotions are distinguished from other marketing and IMC tools since trade promotions:
A) involve extensive advertising.
B) are offered to consumers.
C) are used to entice other members of the marketing channel to make purchases or stock an item.
D) are limited to activities by manufacturers.
C
100
100) Each of the following is a company stakeholder, except:
A) suppliers of raw materials.
B) foreign governments for a non-international company.
C) the media.
D) contributors to an unrelated charity.
B
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問題一覧
1
1) In the communications model, the sender is:
A) the company seeking to sell a product.
B) a television set.
C) the consumer viewing an ad on the internet.
D) a consumer ignoring an ad in a newspaper.
A
2
2) In the communication process, a person at an advertising agency preparing an ad is most likely going to be involved in:
A) encoding.
B) transmission.
C) decoding.
D) noise or clutter.
A
3
3) In the communication process, encoding is:
A) a sales pitch recited by a salesperson.
B) the database manager finding a statistical oddity.
C) a social media network.
D) a purchase decision by a consumer.
A
4
4) A consumer sees a billboard while driving. The billboard is a(n):
A) encoding device.
B) decoding device.
C) transmission device.
D) form of feedback.
C
5
5) A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?
A) Encoding
B) Transmission
C) Decoding
D) Feedback
C
6
6) The person viewing a message sent by a celebrity on Twitter endorsing a product plays which role in the communications model?
A) Sender
B) Decoder
C) Receiver
D) Object
C
7
7) While browsing the internet, a consumer encounters a new pop-up ad whenever a page is opened. This is an example of:
A) advertising effectiveness.
B) perceptual distortion.
C) clutter.
D) brand parity.
C
8
8) Marketing account executives are facing increasing pressures related to:
A) accountability.
B) affordability.
C) accessibility.
D) applicability.
A
9
9) An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of:
A) marketing myopia.
B) standardization.
C) adaptation.
D) accountability.
D
10
10) The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:
A) digital and alternative communication venues.
B) pull marketing strategies.
C) integrated marketing communication firms.
D) their own marketing departments instead of advertising agencies.
A
11
11) Current trends affecting marketing communications include each of the following except:
A) explosion of digital media.
B) emphasis on push marketing strategies.
C) emphasis on accountability and measurable outcomes.
D) integration of media platforms.
B
12
12) Buying online from Amazon.com rather than a brick-and-mortar store is an example of:
A) a power shift to the consumer.
B) a power shift to the producer.
C) a decline in the effectiveness of mass media.
D) a new form of wholesaling.
A
13
13) Promotions offered by manufacturers that serve as enticements to push the product through the channel are:
A) consumer promotions.
B) rebate programs.
C) direct marketing programs.
D) trade promotions.
D
14
14) The term "alternative marketing" includes each of the following except:
A) buzz marketing.
B) social networks and blogs.
C) guerrilla marketing.
D) product placement.
B
15
15) Which of the following is an example of standardization?
A) Pepsi using the same theme in all of its global markets.
B) Featuring women with their faces covered in ads for Islamic countries.
C) Developing a website in several languages.
D) Featuring local salespeople in a global market.
A
16
16) In an advertisement for Curves for Women, consumers are encouraged to "join now" by offering them the remainder of the summer free. This portion of the ad corresponds to which step in the hierarchy of effects model?
A) Awareness
B) Knowledge
C) Conviction
D) The actual purchase
D
17
17) The hierarchy of effects model:
A) only works in the correct sequence of the model.
B) is designed to build recall more than an actual purchase decision.
C) clarifies the advertising approach to use by showing what to emphasize during each stage of the model.
D) leads to impulse buying decisions if applied correctly.
C
18
18) In terms of the visual element of an advertisement, an abstract image has a:
A) higher level of recall than a concrete image.
B) lower level of recall than a concrete image.
C) greater impact on the affective component of attitude than a concrete image.
D) greater impact on the cognitive component of attitude than on the affective component.
B
19
19) Which is present when consumers begin to think of an advertisement as old or stale?
A) A sales-response curve
B) Wear out effects
C) Decay effects
D) Carryover effects
B
20
20) Advantages of an in-house advertising department include all of the following except:
A) greater expertise and talent on creating ads.
B) lower costs.
C) the message can be aligned with the brand and other company communications.
D) the CEO and upper management can work closely with the marketing team
A
21
21) Crowdsourcing is the process of:
A) outsourcing the creative aspect of an advertisement to the public.
B) outsourcing the production aspect of an advertisement to the public.
C) outsourcing both the creative and production aspect of an advertisement to the public.
D) selecting creatives from the public domain rather than from an advertising agency.
A
22
22) The first step in selecting an advertising agency is to:
A) set goals.
B) screen an initial list of applicants.
C) request client references.
D) select the process to be used and the criteria for selection.
A
23
23) In terms of selecting an advertising agency, company leaders at Atco Electronics do not have a clear idea of what they want to accomplish and therefore disagree as to what type of agency should be hired. This situation occurred because the company failed to:
A) develop selection criteria to be used in the ad selection process.
B) set goals before starting their search for an agency.
C) solicit client references before discussing what type of agency they want.
D) ask for a creative pitch.
B
24
24) An agency representing convenience stores that has previously created ads for grocery stores would have:
A) relevant experience.
B) a conflict of interest.
C) interpersonal chemistry.
D) company complexity.
A
25
25) One simple method used to judge an advertising agency's creative reputation is to:
A) contact the company's competition.
B) ask for a list of awards the company has won.
C) conduct a shootout.
D) review the most recent media buys the agency has made
B
26
26) The key phrase in an advertisement that is memorable and identifies the uniqueness of the brand is:
A) the creative brief.
B) product positioning.
C) variability theory.
D) a tagline.
D
27
27) In a creative brief, the message theme is the:
A) rationale behind a unique selling point.
B) benefit or promise the advertiser wants to convey.
C) written or verbal component of the ad.
D) information provided in the ad to support the key idea.
B
28
28) A unique selling proposition cognitive message strategy is a(n):
A) claim of superiority based on a product's specific attribute or benefit, which cannot be made by a competitor.
B) direct promotion of product attributes or benefits without any claim of superiority.
C) explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner.
D) untestable claim based upon some attribute or benefit.
C
29
29) In terms of attitude formation, the sequence being used with a cognitive message strategy is:
A) affective → conative → cognitive.
B) conative → cognitive → affective.
C) cognitive → conative → affective.
D) cognitive → affective → conative.
D
30
30) Using music to build emotions surrounding a product is tied to which type of message strategy?
A) Cognitive
B) Affective
C) Brand
D) Conative
B
31
31) For products with no real tangible differences among the various brands, which message strategy is best at developing positive feelings toward a particular brand?
A) Affective
B) Cognitive
C) Conative
D) Generic
A
32
32) Which message strategy is designed to trigger impulse buys?
A) Unique selling proposition
B) Resonance
C) Affective
D) Conative
D
33
33) Which message strategy is used to support promotions, such as coupons, premiums, and sweepstakes?
A) Cognitive
B) Emotional
C) Affective
D) Conative
D
34
34) In the hierarchy of effects model, cognitive message strategies would be most closely tied to which stage(s)?
A) Awareness and knowledge
B) Liking, preference, and conviction
C) Actual purchase
D) Knowledge and preference
A
35
35) Most advertisers believe which level of fear is most likely to succeed in an advertisement?
A) Low, non-threatening
B) Moderate
C) High
D) Severe
B
36
36) The appeal that has proven to be one of the most effective at cutting through clutter is:
A) humor.
B) music.
C) sex.
D) fear.
A
37
37) Using a popular song in an advertisement:
A) does not have as much of an effect as writing a new tune.
B) transfers the emotional affinity for the song to the product.
C) creates brand parity.
D) interferes with brand recall ability.
B
38
38) Which type of appeal closely follows the steps in the hierarchy of effects model?
A) Sexual
B) Emotional
C) Rational
D) Scarcity
C
39
39) Which are the best outlets for rational appeals?
A) Broadcast media
B) Television and direct mail
C) Print media and the internet
D) Non-traditional media
C
40
40) Rational appeals work best when:
A) there is low involvement and the product is simple.
B) there is high involvement, but no emotion.
C) there is high involvement and the viewer is willing to pay attention to the ad.
D) they are related more to the product than the amount of involvement.
C
41
41) Byron has an interest in purchasing a motorcycle and is now looking at different models and gathering information about each one. Which type of appeal would be the most effective in developing or changing Byron's attitude and in establishing specific brand beliefs?
A) Sex
B) Emotional
C) Humor
D) Rational
D
42
42) The primary benefit of using a scarcity appeal is that it:
A) increases brand awareness.
B) encourages consumer action.
C) offers an excellent method of conveying product information.
D) offers an excellent method of gaining attention.
B
43
43) A media strategy is the process of:
A) investigating the media usage of a product's target market.
B) analyzing and choosing media for an advertising and promotions campaign.
C) selecting the outlets of each media that will be used for an advertising campaign.
D) choosing the proper appeal, message, strategy, and execution.
B
44
44) The part of the media plan that notes when and where ads will appear is the:
A) marketing analysis.
B) advertising analysis.
C) media strategy.
D) media schedule
D
45
45) The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the:
A) creative side of the agency.
B) account side of the agency.
C) media planning and buying side of agencies.
D) client.
C
46
46) What is the relationship between the size of an ad agency and the price it pays for spots on television or radio?
A) The bigger the company, the more that will be paid for advertising.
B) The bigger the company, the less that will be paid for advertising.
C) Medium-sized companies get the best deal.
D) There is no consistent relationship.
D
47
47) Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period?
A) Reach
B) Frequency
C) Demographics
D) Impressions
A
48
48) Which of the following measures the average number of times an individual, household, or business in a target market is exposed to an advertisement during a specific time period?
A) Reach
B) Frequency
C) Demographics
D) Impressions
B
49
49) Among the following ad campaigns, frequency would be highest for ________ second television spots.
A) six 15
B) one 45
C) five 30
D) four 15
A
50
50) A company seeking to build brand awareness through repeated exposures of the same ads is using high:
A) frequency.
B) continuity.
C) exposure.
D) reach.
A
51
51) OTS stands for:
A) outstanding test series.
B) overview of theory sequence.
C) opportunity to see.
D) oldest time score.
C
52
52) Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:
A) cost per thousand.
B) gross rating points.
C) opportunities to see.
D) reach and frequency.
B
53
53) If an advertisement appears on a television show three times and the show has a Nielsen rating of 12.3, the gross rating points (GRP) would be:
A) 4.1.
B) 12.3.
C) 36.9.
D) there is not enough information to calculate the GRP.
C
54
54) The dollar cost of reaching 1,000 members of a media vehicle's audience is the:
A) cost per thousand.
B) gross rating points.
C) cost per million.
D) effective reach.
A
55
55) If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to reach:
A) the selected target audience.
B) one thousand readers.
C) 1,644 readers.
D) one million readers.
B
56
56) If the cost for a 4-color print ad is $150,000 and the magazine has 3,000,000 readers, the CPM would be:
A) $50.00.
B) $500.00.
C) $20.00.
D) cannot be determined from the information given.
A
57
57) Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market?
A) Gross rating points
B) Opportunities to see
C) Gross impressions
D) Cost per rating point
D
58
58) CPRP stands for:
A) cost per rotation program.
B) closest programmed ratings plan.
C) cost per rating point.
D) cumulative program for ratings points.
C
59
59) Cost per rating point is calculated as:
A) cost of media buy divided by the vehicle's rating.
B) cost of media buy multiplied by the number of viewers.
C) ratings divided by gross exposures.
D) cost of media buy divided by gross exposures.
A
60
60) Using media time in a steady stream throughout an entire year is which type of media budget schedule?
A) Continuous
B) Pulsating
C) Flighting, or discontinuous
D) Frequency
A
61
61) The media budget schedule that maintains some minimal level of advertising at all times during the year, but increases advertising at periodic intervals is:
A) continuous.
B) gross impressions.
C) pulsating.
D) flighting, or discontinuous.
C
62
62) Hershey advertises throughout the year but more during the holidays. Which type of approach is Hershey using?
A) A continuous campaign
B) Gross impressions
C) A pulsating campaign
D) A flighting (or discontinuous) campaign
C
63
63) When advertisements are used at special intervals with no advertisements in-between, which type of media budgeting method is being used?
A) Continuous
B) Gross impressions
C) Pulsating
D) Flighting, or discontinuous
D
64
64) A summer camp that offers horse riding lessons that is open only from March to September would tend to budget media using which type of schedule?
A) Continuous
B) Reach-based
C) Pulsating
D) Flighting, or discontinuous
D
65
65) Five advertisements placed in a newspaper during a four-week period with a readership of 10,000 would create how many gross impressions?
A) 10,000
B) 40,000
C) 50,000
D) Gross impressions can't be calculated with the information provided
C
66
66) The three-exposure hypothesis suggests that:
A) ads in three different media need to be used to have the maximum impact.
B) a minimum of three exposures to an ad is necessary to be effective.
C) a maximum of three exposures to an ad is necessary to be effective.
D) three exposures to an ad will only work if the person viewing the ad is in the market for that particular product.
B
67
67) Effective frequency refers to the:
A) number of times a target audience must be exposed to an ad for it to be effective.
B) percentage of the audience that must be exposed to an ad to achieve an objective.
C) percentage of the audience that has seen the ad a minimum of three times.
D) degree of selective attention given by the target audience relative to the objective
A
68
68) The percentage of a target audience that must be exposed to a message to achieve a particular objective is called:
A) gross rating points.
B) effective reach.
C) effective frequency.
D) opportunities to see.
B
69
69) If the objective of an advertising campaign is to increase brand recognition, then the emphasis should be on:
A) the visual presentation of the product and/or logo.
B) a high level of frequency.
C) using persuasive advertising.
D) using an emotional appeal.
A
70
70) Television advertising rates are primarily determined by:
A) Nielsen ratings.
B) television share.
C) frequency and reach.
D) GRPs.
A
71
71) Which of these media offers the most extensive coverage and the highest reach?
A) Radio
B) Newspapers
C) Television
D) The internet
C
72
72) The number of households tuned into a program divided by the total number of households in the United States calculates a television program's:
A) rating.
B) recall.
C) relevance.
D) reach.
A
73
73) Ratings measure the:
A) relative efficiency of a media vehicle in hitting a target market.
B) percentage of households tuned into a particular television show or viewing a medium such as a magazine.
C) quality of the vehicle relative to its promotional impact.
D) degree of clutter on a given night.
B
74
74) A Nielsen rating of 15.3 for a CSI television show means:
A) 15.3 percent of viewers of CSI watched the ads during the show.
B) of the televisions that were turned on in the U.S., 15.3 percent were tuned to the CSI show.
C) 15.3 percent of all televisions in the U.S. were tuned to the CSI show.
D) of those watching the CSI show, 15.3 percent matched the advertisers target market.
C
75
75) Many Super Bowl advertisers are now:
A) keeping the Super Bowl ads secret until game time.
B) releasing the ads on social media during the Super Bowl game.
C) placing information about the ads on social media prior to the Super Bowl game.
D) releasing pre-roll teasers of its Super Bowl ads on social media prior to the game.
D
76
76) Digital marketing combines each of the following except:
A) e-commerce.
B) mobile marketing.
C) internet marketing.
D) indirect response marketing.
D
77
77) When goods and services are sold on the internet, the approach to marketing is:
A) retail by email.
B) viral marketing.
C) e-commerce.
D) interactive marketing.
C
78
78) Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:
A) personalization.
B) web analytics.
C) channel integration.
D) intrusive web design.
A
79
79) Eileen makes frequent purchases from the Victoria Secret website. She notices that each time she logs onto the site merchandise similar to what she has already purchased or looked at on previous visits to the site appears on the main page, often with special offers to make a purchase. This is an example of:
A) personification.
B) web analytics.
C) channel integration.
D) customization.
D
80
80) Social media is:
A) the utilization of social media and/or social networks to market a product, company, or brand.
B) a social structure of individuals and/or organizations that are tied together in some manner.
C) a website that focuses on a specific interest, hobby, or demographic group.
D) any digital tool or venue that allows individuals to socialize on the web.
D
81
81) Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans?
A) Vanessa truly likes Guess jeans and tells others about how great they are.
B) Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand.
C) Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinions, good and bad.
D) Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are.
A
82
82) According to the Word of Mouth Marketing Association, when a company uses its employees or those of its agency as advocates or brand evangelists, then these individuals should:
A) be upfront and clearly identify themselves as being with the company.
B) only identify they are with the company if a consumer asks.
C) never reveal they are with the company or its agency.
D) identify they are being sponsored by the company, but not say they are an employee.
A
83
83) Buzz marketing works because consumers:
A) receive information that is not paid for by the company.
B) receive information when it is not expected.
C) can choose if they want to listen or not to the recommendation.
D) trust the opinions of other people and people like to give their opinions.
D
84
84) The primary benefit of database marketing is:
A) the enhancement of customer loyalty.
B) higher sales.
C) greater profits.
D) greater brand parity.
A
85
85) Typical goals for frequency or loyalty programs include each of the following except:
A) build brand parity.
B) induce cross-selling to existing customers.
C) differentiate a parity brand.
D) preempt the entry of a new brand.
A
86
86) When a manufacturer offers a special promotion on its products to other companies for their consumption and not for resale, it is a:
A) consumer promotion.
B) bonus program.
C) trade promotion.
D) brand awareness program.
A
87
87) A coupon for $10.00 off on a package of baseballs placed on a baseball glove is a:
A) response offer coupon.
B) cross-ruffing coupon.
C) premium.
D) bonus offer.
B
88
88) A gift sent by mail to a customer, based on a proof-of-purchase receipt, is which type of premium?
A) Free-in-the-mail
B) Self-liquidating
C) Bounce-back
D) Instant redemption
A
89
89) Each of the following is an important key to building a successful premium program except:
A) match the premium to the target market.
B) select premiums that are highly popular and current fads.
C) select premiums that reinforce the firm's product and image.
D) integrate the premium with other IMC tools.
B
90
90) A "write our new slogan" event that awards a prize to the winner is a(n):
A) contest.
B) sweepstakes.
C) premium.
D) illegal activity.
A
91
91) Which of the following is related to the actual attractiveness of a prize in a contest?
A) Intrinsic value
B) Extrinsic value
C) Redemption rates
D) Internet inquiries
B
92
92) For most people, a free trip to Hawaii is an example of a prize with high:
A) intrinsic value.
B) extrinsic value.
C) redemption rates.
D) intrusion value.
B
93
93) The enjoyment of playing or participating in a contest or sweepstakes has which type of value?
A) Intrinsic
B) Extrinsic
C) Redemption
D) Historic
A
94
94) Contests and sweepstakes offered through which of the following have grown during the past decade?
A) Print media
B) Newspapers and magazines
C) Television through infomercials
D) The internet and social media
D
95
95) When marketers for time-share properties offer to let you stay for a night or weekend on the condition you listen to a sales pitch, they are using which consumer promotion technique?
A) Sampling
B) A premium
C) Price-off
D) Coupon
A
96
96) Which of the following consumer promotions is the best method for encouraging consumers to try a new product?
A) Coupons
B) Sampling
C) Premiums
D) Contests or sweepstakes
B
97
97) Folks Southern Kitchen advertises an $8.99 lunch special in the local newspaper for a meal that normally costs $10.99 during March. What type of promotion is being used?
A) Coupon
B) Sampling
C) Premium
D) Price-off
D
98
98) Trey likes to drink Pepsi and will use a consumer promotion, such as a coupon or premium, only if it is for Pepsi. Trey is which type of consumer?
A) promotion prone
B) brand loyal
C) price sensitive
D) shopper prone
B
99
99) Trade promotions are distinguished from other marketing and IMC tools since trade promotions:
A) involve extensive advertising.
B) are offered to consumers.
C) are used to entice other members of the marketing channel to make purchases or stock an item.
D) are limited to activities by manufacturers.
C
100
100) Each of the following is a company stakeholder, except:
A) suppliers of raw materials.
B) foreign governments for a non-international company.
C) the media.
D) contributors to an unrelated charity.
B