1. Nicole, a recent college graduate
with a degree in advertising,

hopes to gain employment with an
agency. She possesses a

great deal of background knowledge
but no special skills in a

particular area. The

best

creative position for Nicole would

be as a/an

A.

copywriter.

C.

graphic artist.

B.

art director.

D.

account manager.

2. Principles of design include

A.

balance and unity.

B.

copy and grammar.

C.

illustration format.

D.

proportion and layou

Examination, Lesson 3

58

3. An ad agency uses a hot new
advertising fad it discovered at a convention to sell a

new cereal. Sales of the new product
decline, and the client fires the ad agency. It

would be safe to say that the agency

A.

has no consistent philosophy.

B.

treated the target audience like a
statistic.

C.

imitated campaigns from competitive
brands.

D.

created too many campaigns for the
product.

4. “Fly Like an Eagle . . . the
United States Postal Service” illustrates the _______

method of message recall.

A.

slogan

C.

feel-good

B.

repetition

D.

unique

5. An ad agency decides to show
typical teenagers drinking a name-brand cola at a

beach party. Their strategy is
probably to

A.

transform the consumption
experience.

B.

define the brand image.

C.

pressure the consumer into action.

D.

situate the brand socially.

6. A Denver housewife, Vera Rosario,
appears in a television ad for peanut butter.

Mrs. Rosario endorses the brand
during the commercial. This is a/an

A.

minority segmentation.

B.

average-user testimonial.

C.

expert spokesperson endorsement.

D.

information-only advertisement.

7. Which of the following message
strategy objectives is concerned with making certain

that consumers remember the
advertiser’s brand name

first

over others in the market?

A.

Promote brand recall

B.

Invoke a direct response

C.

Instill brand preference

D.

Define the brand image

8. Ads for cruise ships use
beautiful photography of exotic places. Which of the following

message strategies do these ads
employ?

A.

Slice-of-life

C.

Feel-good

B.

Transformational

D.

Demonstration

Examination, Lesson 3

59

9. An issue of

Sunset Magazine

includes a five-page piece on Hawaii
that’s sponsored by

the Hawaiian Visitors and Convention
Bureau. This type of advertisement is called a/an

A.

testimonial.

C.

transformational ad.

B.

infomercial.

D.

advertorial.

10. Copy for children’s educational
software states: “Learn scientific principles.” The purpose of

this information is to

A.

provide news about the brand.

C.

give advice to the reader.

B.

emphasize a brand claim.

D.

stimulate the reader’s curiosity.

11. A television advertisement for a
moisturizer shows a woman in a white lab coat who

lists the product’s merits. This
advertising format is known as a/an

A.

spokesperson.

C.

vignette.

B.

narrative.

D.

direct response.

12. An advertising agency wishes to
increase attention for a radio spot. The

best

format to

use would be

A.

dialogue and music.

C.

celebrity announcer and music.

B.

music and announcement.

D.

dialogue and announcement.

13. The deadline for receipt of an
ad is called the _______ date.

A.

comp

C.

finish

B.

mechanical

D.

closing

14. You hear a radio announcer
giving information about an upcoming concert, including

date, venue, and ticket pricing. The
announcer speaks rather quickly and in a monotone

voice. You conclude that you’re
hearing a _______ radio ad.

A.

fact

C.

narrative

B.

live script

D.

dialogue

15. A television ad campaign for a
children’s clothing store contains a series of ads that

feature the same characters in a
school setting. This ad uses a _______ format.

A.

narrative

C.

direct response

B.

straight-line

D.

vignette

16. During the postproduction
process of a television ad for infant formula, the _______

is added to the video before the
final version of the music.

A.

rough cut

C.

supertitle

B.

daily

D.

scratch track

Examination, Lesson 3

60

17. Before a television commercial
for mouthwash is filmed, graphic artists create a set of

drawings or

A.

a visual script.

C.

a storyboard.

B.

rough art.

D.

a chromakey.

18. An art director wishes to convey
a sense of romance in the visual copy of a print ad.

He must select the correct _______
to achieve his goal.

A.

serif

C.

pica

B.

sans serif

D.

font

19. Sean is an art director for an
advertising agency. His latest job is to develop artwork

for a print ad for shoes. Sean will
place digital photos on this version of the ad, known

as a

A.

thumbnail.

C.

mechanical.

B.

rough layout.

D.

comp.

20. Which of the following
advertising media does

not

use the services of an art director?

A.

Radio

C.

Television

B.

Newspaper

D.

Magazin

Lesson 4Lesson 4

Placing the Message in

Conventional and New Media

When you feel confident that you
have mastered the material in

Lesson 4, go to

http://www.takeexamsonline.com

and submit

your answers online. If you don’t
have access to the Internet,

you can phone in or mail in your
exam. Submit your answers for

this examination as soon as you
complete it.

Do not wait until

another examination is ready.

Questions 1–20: Select the one best
answer to each question.

1. Burger King plans to concentrate
its television ads for a new

Cajun hamburger in Louisiana and
Mississippi. This media-

planning technique is called

A.

geo-targeting.

C.

pulsing.

B.

single-source tracking.

D.

flighting.

2. Grill’em Steakhouse wishes to
know how its spending on

television advertising compares to
competing steakhouses’

expenditures on this medium.
Grill’em seeks to know its

A.

cost per thousand.

C.

cost per rating.

B.

share of voice.

D.

cost per target

3. Promoters advertise a new book by
Stephen King, but only in newspapers. The promoters

now need to choose media

A.

plans.

C.

classes.

B.

mix.

D.

vehicles.

4. Which effective frequency below
would

best

fit a product with many features?

A.

Two

C.

Five

B.

Three

D.

Nine

5. A car ad that airs during a local
newscast is seen by 40 percent of the target audience.

This is an example of media

A.

frequency.

C.

gross rating points.

B.

reach.

D.

continuity.

6. Advertisements for gift-boxed
candy appear one month before a holiday. The media

strategy illustrated by this example
is

A.

pulsing.

C.

flighting.

B.

continuous scheduling.

D.

frequency.

7. A Web site for Lauren Cosmetics
products is an example of

A.

within-vehicle duplication.

C.

pulsing.

B.

between-vehicle duplication.

D.

interactive media.

8. All of the following are
implications of integrated brand promotion (IBP) for media,

except

A.

greater need for central control.

B.

greater need for exposure rather
than impact data.

C.

less reliance on mass media.

D.

broader knowledge of communication
tools by media planners.

9. An advertising agency wishes to
purchase newspaper space for a print ad about tires.

The agency uses a _______ unit to
correctly size the print ad.

A.

run-of-paper

C.

preferred position

B.

standard advertising

D.

full position

10.

National Geographic

is considered a _______ magazine.

A.

business

C.

consumer

B.

trade

D.

governmental

11. The technology that allows
people to move extremely large files quickly over short

distances is called

A.

WiFi.

C.

Mobile-Fi.

B.

WiMax.

D.

ultrabroadband.

12. An advertising agency measures
the effectiveness of its radio ads through the use of

A.

participation.

C.

zapping.

B.

cume.

D.

v-chips.

13. A newspaper advertising
supplement includes a “buy one, get one free” coupon for

Minute Maid Orange Juice. This is an
example of a/an

A.

co-op advertisement.

C.

free-standing insert.

B.

classified advertisement.

D.

display insert.

14. General Electric pays the
production costs of a made-for-TV movie. During the airing of

the movie, only GE ads are shown.
This example illustrates

A.

participation.

C.

sponsorship.

B.

spot advertising.

D.

narrowcasting.

15. The first Web browser was

A.

Netscape.

C.

Mosaic.

B.

America Online.

D.

Prodigy.

16. Many businesses have set up
their Web sites inside a virtual mall. This practice works

on the same principle that _______
does in the physical world.

A.

window shopping

B.

point-of-purchase advertising

C.

television advertising

D.

special-event planning

17. When a Web site is able to
attract visitors over and over again and keep them for a

long time, the site is said to be

A.

global.

C.

a pop-up site.

B.

techno-universal.

D.

a sticky site.

18. Adbanner click-through rates
average about _______ percent.

A.

one

C.

seven

B.

five

D.

ten

19. Media research shows that 40
percent of a target audience viewed a television restaurant

ad at least once when it aired on
Monday, Wednesday, and Friday at 4

P

.

M

. This 40

percent figure is called

A.

between-vehicle duplication.

C.

within-vehicle duplication.

B.

gross impression.

D.

message reach.

20. An agency purchases newspaper
space to place a clothing-store ad near the top of the

page. The location of this ad is
called _______ position.

A.

run-of-paper

C.

full

B.

preferred

D.

gatefold

ch 5 marketing

1. A radio station gives free hats to audience members at a rock
concert. This form of advertising is known as an advertising
A.
premium.
C.
sample.
B.
specialty.
D.
contest.
2. A grocery store places a wall unit filled with Christmas cookie
baking ingredients on the flour aisle. This is an example of
_______ advertising.
A.
P-O-P
B.
premium
C.
transit
D.
riding-the-boards
3. Against the plain white background of a large billboard is a picture of a woman walking
arm-in-arm with a man, though the man is only partially visible. The logo and name
of a perfume appear prominently in the lower right corner of the billboard. The copy
reads, “Entre Nous, the scent of a special woman. Are you that woman?” What’s
wrong with this advertisement?
A.
There are too many words in the copy.
B.
The perfume container isn’t visible.
C.
The man should be pictured completely.
D.
The background is too plain.
4. Jim, a salesperson for a sports equipment manufacturer, receives a Caribbean cruise
from the company in reward for his high sales record. This illustrates
A.
merchandise allowances.
C.
push money.
B.
incentives.
D.
frequency programs.
5. Kitty Kat Chow is sponsoring a pet adoption fair with a local humane society. The
newspaper advertisement for the event includes the Kitty Kat Chow logo. This is
an example of
A.
cooperative advertising.
C.
vertical cooperative advertising.
B.
event sponsorship.
D.
push strategies.
6. A soup company offers an educational CD for $2.00 with the purchase of a can of
soup. This example illustrates a
A.
price-off deal.
B.
trial offer.
C.
self-liquidating premium.
D.
consumer market sales promotion.
7. A television show features a character using a Sony laptop computer. This promotional
technique is known as
A.
media coordination.
C.
product placement.
B.
mobile sampling.
D.
trade-market sales.
8. A soft drink company places redemption points for merchandise on beverage labels.
This sales promotion is an example of a
A.
rebate.
C.
premium.
B.
frequency program.
D.
push strategy.
Examination, Lesson 5
89
9. A wirelessphonecompany that sponsors an outdoor concert expects to receive both
direct contact with consumers and opportunities for
A.
media coverage.
C.
merchandise allowances.
B.
repeat sales.
D.
brand placement.
10. A cosmetic company offers a free perfume sample to customers who call a toll-free
number. This marketing strategy illustrates
A.
direct mail.
C.
direct response.
B.
telemarketing.
D.
frequency marketing.
11. P-O-P advertising is one of the fastest-growing categories in today’s advertising
marketplace because of
A.
parallel growth in the retail sector.
B.
myriad options in P-O-P technology.
C.
how the growth in support media always outpaces growth in other forms of
advertising.
D.
the positive effect P-O-P advertising has been shown to have on product sales.
12. To identify a company’s best customers in its marketing database, you should use a/an
A.
frequency-marketing analysis.
C.
list enhancement.
B.
RFM analysis.
D.
direct marketing.
13. There are several specific objectives that sales promotion can accomplish. When a
firm wants to stimulate _______ purchases, sales-promotion tools can help reduce
the consumer’s risk of trying something new.
A.
trial
C.
larger
B.
repeat
D.
group
14. Wendy’s Hamburger Restaurants promote the XXXXX XXXXX Foundation for Adoption.
This is an example of _______ advertising.
A.
advocacy
C.
corporate image
B.
cause-related
D.
public relations
15. You work for a company that manufactures large appliances, like refrigerators and
stoves. In an effort to move your product, you offer a hundred dollars to any retail
salesperson who can sell 10 of your appliances in a week. This is an example of
a/an
A.
sweepstakes.
C.
slotting fee.
B.
allowance.
D.
incentive.
Examination, Lesson 5
90
16. A _______ requires a consumer to pay most of the cost of an item received as a
premium.
A.
complimentary premium
C.
self-liquidating premium
B.
price-off deal
D.
trial offer
17. Several hundred children sustained injuries while riding scooters manufactured by
Lindsay Toys. The company should make use of a/an
A.
proactive public relations strategy.
B.
advocacy advertising campaign.
C.
reactive public relations program.
D.
corporate image advertisement.
18. Powerful retailers are demanding cash payments from manufacturers for access to
shelf space. These payments are known as
A.
inducement fees.
C.
merchandise allowances.
B.
slotting fees.
D.
co-op advertising fees.
19. The one characteristic that makes direct marketing different from marketing in general
is that
A.
the success of direct marketing is ultimately determined by consumer response.
B.
direct marketing relies on audience segmentation.
C.
direct marketing typically has a lower cost per contact.
D.
direct marketing has an emphasis on developing a database.