Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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Which of the following is NOT a form of media advertising?
a. | television | b. | radio | c. | magazines | d. | sales promotions | e. | newspapers |
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2.
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Most successful companies are aware that ____ spending is the key factor
underlying successful advertising.
a. | increased | b. | decreased | c. | consistent
investment | d. | maximum | e. | minimum |
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3.
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Which is NOT a function performed by advertising?
a. | Persuading | b. | Reminding | c. | Adding
value | d. | Assisting production | e. | Informing |
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4.
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A Beef Council sponsored a variety of advertisements encouraging people to eat
more meat. These advertisements were designed to create ____ demand.
a. | secondary | b. | derived | c. | elastic | d. | joint | e. | primary |
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5.
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A Korean brand of television was perceived as “low quality” by over
70% of consumers who were surveyed. However, after an extensive advertising campaign, the percentage
of consumers who perceived this brand as low quality fell to 20%. In this instance, advertising has
successfully altered consumers’ perceptions and performed which function?
a. | Adding value | b. | Informing | c. | Persuading | d. | Reminding | e. | Assisting other
company efforts |
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6.
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Which of the following is NOT a basic function performed by a full-service
advertising agency?
a. | Account management | b. | Creative services | c. | Product research and
development services | d. | Media services | e. | Research
services |
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7.
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____ act as liaisons so that the client does not need to interact directly with
several different service departments and specialists in a full-service advertising agency.
a. | Account managers | b. | Account planners | c. | Media
managers | d. | Account directors | e. | Client managers |
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8.
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The effectiveness of sexual content depends on ____.
a. | the appropriateness of it to the advertised subject matter | b. | the extent to which
the product is liked or disliked | c. | its use with fear and guilt | d. | the credibility of
the celebrity endorser | e. | all of the
above |
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9.
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The practice in which advertisers directly or indirectly compare their products
against competitive offerings, typically claiming that the promoted item is superior in one or
several important purchase considerations, is called ____.
a. | competitive advertising | b. | head-to-head advertising | c. | comparative
advertising | d. | frontal-attack advertising | e. | attack
advertising |
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10.
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CampusTown Foods, a local grocery store, has decided to run a series of
advertisements. For this to be considered an advertising campaign, which one of the following
conditions must be met?
a. | The advertisements must communicate a cohesive and integrated idea or
theme. | b. | The advertisements must appear over an extended period of time. | c. | The advertisements
must appear in multiple media. | d. | The advertisements must focus on store products
rather than store services. | e. | The advertisements must be part of a larger
promotional effort. |
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