Q&A Hero

Q: Which of the following statements about inquiry tests is MOST accurate? a. With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. b. With inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. c. Inquiry tests involve studies such as controlled experiments and consumer purchase tests. d. In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. e. In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Q: Product advertisements refer to advertisements that focus on a. a product class rather than on an individual brand. b. building goodwill or an image for an organization. c. counteracting negative opinions. d. selling a product or service. e. clarifying misconceptions.

Q: A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using __________ to test the effectiveness of ads in the magazine. a. inquiry testing b. concept testing c. portfolio testing d. aided recall e. unaided recall

Q: Advertisements basically consist of two types: __________ and __________. a. re-purchase; postpurchase b. promotional; reinforcement c. promotional; informative d. product; service e. product; institutional

Q: The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) __________; (3) who read any part of the ad's copy; and (4) who read at least half of the ad. a. who felt the ad was vague or ambiguous b. who felt elements of the ad were inappropriate c. who saw or read any part of the ad identifying the product or brand d. who could summarize the key ad points in their own words e. who remembered having seen the ad before and had already tried the product

Q: Advertising refers to a. any non-paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. b. any paid form of personal communication about an organization, product, service, or idea by an identified sponsor. c. any non-paid form of personal communication about an organization, product, service, or idea by an unidentified sponsor. d. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. e. any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

Q: The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad, (2) _________, (3) read any part of the ad, and (4) read at least half of the ad. a. felt the ad was vague or ambiguous b. felt elements of the ad were inappropriate c. could summarize the key ad points in their own words d. saw or read any part of the ad identifying the product or brand e. remembered having seen the ad before and had already tried the product

Q: Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________. a. publicity b. sales promotion c. advertising d. personal selling e. direct marketing

Q: The Starch test used aided recall to determine the percentage of those (1) __________, (2) who saw or read any part of the ad identifying the product or brand, (3) who read any part of the ad's copy, and (4) who read at least half of the ad. a. who remember seeing a specific magazine ad b. who felt the ad was vague or ambiguous c. who felt elements of the ad were inappropriate d. who could summarize the key ad points in their own words e. who remembered having seen the ad before and had already tried the product

Q: Advertisers are excited about online TV because a. ads look better on computer screens. b. it will offer target audiences who are engaged in the programming. c. there will be more advertising space available. d. its utilizes new technology. e. measuring effectiveness will be easier.

Q: The Starch test uses aided recall to determine the percentage of those who: (1) __________, (2) saw or read any part of the ad identifying the product or brand, (3) read any part of the ad's copy, and (4) read at least half of the ad. a. felt the ad was vague or ambiguous b. felt elements of the ad were inappropriate c. could summarize the key ad points in their own words d. remember seeing a specific magazine ad e. remembered having seen the ad before and had already tried the product

Q: The next big change coming to television is a. OTV or online TV. b. digital video recorders (DVRs). c. more cable programming. d. 90-second commercials. e. flat screens.

Q: The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad. a. attitude test b. prompted response test c. inquiry test d. concept test e. aided recall test

Q: The Starch test is a(n) __________ to determine the percentage of those who (1) remember seeing a specific magazine ad (noted), (2) saw or read any part of the ad identifying the product or brand (seen-associated), (3) read any part of the ad's copy (read some), and (4) read at least half of the ad (read most). a. aided recall test b. attitude test c. prompted response test d. inquiry test e. concept test

Q: Starch Test Image The Starch test shown above is an example of a(n) a. sales test b. unaided recall test c. aided recall test d. inquiry test e. concept test

Q: There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests. a. exposure tests b. inquiry tests c. performance tests d. jury tests e. comparison tests

Q: There are five common approaches to posttests: aided recall, unaided recall, __________, inquiry tests, and sales tests. a. exposure tests b. attitude tests c. performance tests d. jury tests e. comparison tests

Q: There are five common approaches to posttests: aided recall, __________, attitude tests, inquiry tests, and sales tests. a. exposure tests b. performance tests c. unaided recall d. jury tests e. comparison tests

Q: There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests. a. aided recall b. jury tests c. tracking testing d. performance tests e. comparison tests

Q: All of the following are examples of posttests EXCEPT: a. inquiry test b. sales test c. attitude test d. unaided recall test e. jury test

Q: Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as __________. a. jury testing b. tracking tests c. exposure testing d. posttests e. pretests

Q: The company's own advertising staff, which may provide full services or a limited range of services, is referred to as a(n) __________. a. intra-firm agency b. in-house agency c. full-service agency d. limited-service agency e. promotion department

Q: When a company uses a(n) _________, it is using its own advertising staff to provide the advertising services needed by the company. a. intra-firm agency b. promotion department c. in-house agency d. full-service agency e. limited-service agency

Q: An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as _________. a. full-service agencies b. in-house agencies c. modified-service agencies d. limited-service agencies e. promotional firms

Q: A limited-service agency refers to a. an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, it has input into actual product design. b. an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services. c. an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. d. firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs. e. one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations in order to save the firm money.

Q: Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as __________. a. full-service agencies b. in-house agencies c. modified-service agencies d. promotional firms e. limited-service agencies

Q: An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of agency is referred to as a(n) _________. a. full-service agency b. in-house agency c. modified-service agency d. promotional firm e. limited-service agency

Q: A full-service advertising agency refers to a. an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but also has input into actual product design. b. an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services. c. an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. d. firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs. e. an organization that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations in order to save the firm money.

Q: A(n) ___________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. a. limited-service agency b. full spectrum agency c. multi-service agency d. in-house agency e. full-service agency

Q: Figure 1. According to Figure 1. above, "C" is the definition for which type of advertising agency? a. a full-service agency b. a limited-service agency c. a multi-media agency d. an in-house agency e. a social media agency

Q: Figure 1. According to Figure 1. above, "B" is the definition for which type of advertising agency? a. a full-service agency b. a limited-service agency c. an in-house agency d. a multi-media agency e. a social media agency

Q: Figure 1. According to Figure 1. above, "A" is the definition for which type of advertising agency? a. a full-service agency b. a limited-service agency c. an in-house agency d. a multi-media agency e. a social media agency

Q: The most sophisticated form of pretest is the __________. a. portfolio test b. sales test c. attitude test d. theater test e. jury test

Q: A test where consumers are invited to view new television shows or movies that also include test commercials is called the _________. a. sales test b. jury test c. theater test d. attitude test e. portfolio test

Q: Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during __________. a. focus groups b. portfolio tests c. jury tests d. theater tests e. performance tests

Q: In a(n) __________ test, the test ad is placed in a collection with several other ads and stories, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales. a. pretest b. range test c. group test d. portfolio test e. assortment test.

Q: Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium. a. pretests b. double blind tests c. efficacy trials d. aided recall tests e. sales tests

Q: Pretests refer to a. tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market. b. tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives. c. tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy. d. tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement. e. sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.

Q: Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as __________. a. posttests b. pretests c. test screenings d. aided recall testing e. sales tests

Q: Some studies show that __________ are superior to other advertising strategies. a. flighting schedules b. continuous schedules c. opportunistic schedules d. pulsing schedules e. intermittent schedules

Q: Pulse scheduling would most likely be used for advertising __________. a. bathroom cleaner b. breakfast cereal c. socks d. motor oil e. long-stemmed roses

Q: A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a __________. a. continuous schedule b. phased schedule c. pulse schedule d. turnover schedule e. intermittent schedule

Q: Flighting schedules would most likely be used for advertising __________. a. snowboards b. automobiles c. bottled water d. toothpaste e. bathroom cleaners

Q: Periods of advertising scheduled between periods of no advertising to reflect seasonal demand, represent the __________ schedule of advertising. a. steady b. flighting c. dripping d. pulsing e. burst

Q: Continuous scheduling would most likely be used for advertising _________. a. fishing rods b. bathing suits c. gardening supplies d. bathroom cleaners e. children's toys

Q: A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a a. continuous schedule. b. flighting schedule. c. pulse schedule. d. relentless schedule. e. unceasing schedule.

Q: The three approaches to setting advertising schedules are a. flexible, seasonal, and continuous. b. spontaneous, continuous, and intermittent. c. continuous, flighting, and pulse. d. daytime, primetime, and off-peak. e. sporadic, intermittent, and infrequent.

Q: In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as a. buyer turnover. b. the frequency rate. c. brand awareness rate. d. forgetting rate. e. recall dissipation rate.

Q: In terms of scheduling advertising, purchase frequency refers to a. the number of times a buyer tries a product before becoming a brand loyal customer of the firm's product. b. the number of times a buyer purchases a product during its life cycle. c. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. d. how frequently a product is purchased over a particular time period. e. the idea that the more frequently the product is purchased, the less advertising repetition is required.

Q: In terms of scheduling advertising, buyer turnover refers to a. the amount of time between repeat purchases for a given product. b. how often new buyers enter the market to buy a product. c. the amount of time for a buyer to enter and exit a product's life cycle. d. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. e. the ratio of repeat purchases to the number of buyers for an offering.

Q: There are three key factors when choosing among place-based media options for an advertising campaign: (1) the media habits of the target audience; (2) the product's attributes; and (3) __________. a. cost. b. the perceived risk. c. the reputation of the prospective media firm. d. the length of time required to get the message across. e. the sustainability of the message.

Q: There are three key factors when choosing among place-based media options for an advertising campaign: (1) __________; (2) the product's attributes; (3) and cost. a. the perceived risk b. the sustainability of the message c. the reputation of the prospective media firm d. the media habits of the target audience e. the length of time required to get the message across

Q: Several hospitals placed signs on the inside door of ladies' bathroom stalls encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of __________. a. remote media b. social network advertising c. place-based media d. advocacy advertising e. cooperative advertising

Q: As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising optionsin airports, doctors' offices, health clubs, or theaters, which are referred to as __________. a. remote media b. electronic advertising c. product placements d. cooperative advertising e. place-based media

Q: As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or _________. a. out-of-home advertising b. invasive placements c. electronic advertising d. product placements e. cooperative advertising

Q: Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses. These ads are examples of __________. a. mobile advertising b. place-based billboards c. mobile signage d. transit advertising e. transportation advertising

Q: Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of __________. a. transit advertising b. mobile advertising c. motorized billboards d. mobile signage e. transportation advertising

Q: Which of the following statements regarding transit advertising is MOST accurate? a. Transit advertising is well-suited for pioneering advertising. b. Heavy travel times, when audiences are the largest, are not conducive to reading transit advertising copy. c. Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route. d. Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention to the own well-being. e. Transit advertising is highly selective of target audience when used on regular transit routes.

Q: Messages on the interior and exterior of buses, subway cars, and taxis are referred to as a. transportation messages. b. public service announcements. c. transit advertising. d. public advertising. e. transport advertising.

Q: Which of the following statements regarding billboards is MOST accurate? a. Billboards offer opportunities for lengthy advertising copy. b. Billboards are not a good supplemental reinforcement for well-known products. c. Billboards are well-suited for pioneering advertising. d. Billboard sites depend on traffic patterns and sight lines. e. Billboards are often too expensive for small local firms and are better suited for national campaigns.

Q: One advantage of using billboards as an advertising medium is a. it is environmentally friendly. b. it has universal appeal. c. it is particularly suited to national campaigns. d. it is especially suited for persuasive advertisements. e. it has high visibility.

Q: One advantage of using billboards as an advertising medium is a. it is environmentally friendly. b. it has universal appeal. c. it is particularly suited to national campaigns. d. it has good reach and frequency. e. it is especially suited for persuasive advertisements.

Q: One advantage of using billboards as an advertising medium is a. it is environmentally friendly. b. it is relatively low-cost. c. it has universal appeal. d. it is particularly suited to national campaigns. e. it is especially suited for pioneering product advertisements.

Q: Which of the following statements regarding billboards is MOST accurate? a. Billboards are a good supplemental reinforcement for well-known products. b. Billboards are well-suited for pioneering product advertising. c. Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert. d. Billboards are often too expensive for small local firms and are better suited for national campaigns. e. Billboards are more effective in rural areas than in metropolitan areas.

Q: The most common form of outdoor advertising is/are __________. a. transit b. point-of-purchase displays c. billboards d. kiosks e. in-store signage

Q: Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free. This practice is called _________. a. click hamming b. click banging c. clickbotting d. webtipping e. webcrawling

Q: Software programs called _________, are a form of click fraud where the software is used to produce automatic clicks on ads. a. click spiders b. clickbots c. click bangers d. click hammers e. click tippers

Q: A form of click fraud is called "PTR," which is an acronym for a. Paid-to-Read. b. Ping-to-Read. c. Profit-to-Read. d. Place-to-Read e. Priced-to-Read.

Q: The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as a. deceptive advertising. b. click fraud. c. webtipping. d. click-theft. e. clickbotting.

Q: Which of the following statements about online advertising is MOST accurate? a. It is easier to measure the impact of online advertising than other media. b. Although annoying, click fraud and webtipping are not causing real financial damage. c. Although popular with the younger generation, few Baby Boomers order online. d. Standards for the various formats used online are still evolving. e. One way online companies benefit is through employing PTR in order to increase site traffic.

Q: Experts estimate that consumers conduct approximately __________searches each month. a. 17 billion b. 23 billion c. 39 billion d. 68 billion e. 92 billion

Q: Figure 1. Two of the largest portals for Internet advertising are _________ and __________. a. Google; AOL b. Google; Tubenet c. Google; MSN d. Google; Yahoo! e. Google; Bing

Q: Figure 1. According to Figure 1. above, which firm has the largest share of the Internet search market? a. Ask b. AOL c. Microsoft d. Yahoo! e. Google

Q: The fastest growing form of Internet advertising is __________. a. interstitials b. rich media c. paid search d. spam e. wikis

Q: There are a variety of online advertising options. The most popular are: a. free search, classifieds, interactives, and interstitials. b. free search, banner ads, spamming, and video. c. wikis, RSS feeds, interstitials, and cookies. d. paid search, banner ads, classified ads, and video. e. pop-ups, paid search, streaming video, and spamming.

Q: Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as __________. a. rich media b. banner ads c. interactive media d. pay-per-click ads e. infotainment ads

Q: One disadvantage of using the Internet as an advertising medium is a. as a relatively new medium, it has attracted limited use. b. the click-through rate has been declining because consumers are developing "banner blindness." c. pay-per-click search ads on Google are expensive and ineffective. d. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter. e. it often creates more traffic than a firm can actually handle.

Q: One disadvantage of using the Internet as an advertising medium is a. as a relatively new medium, it has attracted limited use. b. pay-per-click search ads on Google are expensive and ineffective. c. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter. d. it often creates more traffic than a firm can actually handle. e. animation can require a long download time.

Q: One disadvantage of using the Internet as an advertising medium is a. as a relatively new medium, it has attracted limited use. b. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter. c. the medium is new so standards for various formats are still evolving. d. it often creates more traffic than a firm can actually handle. e. pay-per-click search ads on Google are expensive and ineffective.

Q: One advantage of using the Internet as an advertising medium is a. there is no need to segment markets. b. messages are automatically translated into multiple languages. c. initial encoding is easily outsourced. d. there are a variety of online advertising options. e. online ads almost always result in a "click," an action that leads to the purchasing of a product.