QN1: Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies?
a. push
b. pull
c. push and pull
d. pulse
e. continuity
Answer
Answer: c. push and pull
QN2: If you are attempting to create primary demand toward your product, you will use ____ ads.
a. informative
b. persuasive
c. reminder
d. developmental
e. cooperative
Answer
Answer: a. informative
QN3: Avis positioned itself against market-leading Hertz by claiming, “We’re number two, so we try harder.” This is an example of ____.
a. informative advertising
b. reminder advertising
c. comparative advertising
d. persuasive advertising
e. none of the above
Answer
Answer: c. comparative advertising
QN4: Expensive Coca-Cola television ads that build and maintain the brand are a type of ____.
a. informative advertising
b. comparative advertising
c. persuasive advertising
d. reminder advertising
e. institutional advertising
Answer
Answer: d; reminder advertising
QN5: Chris Stemen, the owner of an independent gift store, is developing an advertising budget. Chris has totaled his company’s revenues and deducted operating expenses and capital outlays. He intends to use a percentage of the remaining funds for advertising. Which budget setting method is Chris using?
a. affordable method
b. integrated method
c. percentage-of-sales method
d. competitive-parity method
e. objective-and-task method
Answer
Answer: a
QN6: Ideally, Modern Tool & Die Company’s advertising message strategy will follow directly from the company’s ____ strategy.
a. objective
b. cash refund
c. broader positioning
d. patronage reward
e. operational
Answer
Answer: c
QN7: In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, while Rolex stresses luxury and status. These are all examples of ____ appeals.
a. creative
b. meaningful
c. believable
d. entertainment
e. distinctive
Answer
Answer: e
QN8: When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used?
a. mood or image
b. fantasy
c. personality symbol
d. technical expertise
e. musical
Answer
Answer: C
QN9: When Maxwell House shows one of its buyers carefully selecting coffee beans, which type of execution style is being used?
a. mood or image
b. fantasy
c. personality symbol
d. musical
e. technical expertise
Answer
Answer: e
QN10: Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used?
a. personality symbol
b. testimonial evidence
c. scientific evidence
d. lifestyle
e. fantasy
Answer
Answer: b
QN11: Mike’s Bike Shop’s readers will notice which of the following first in its new print advertisement?
a. headline
b. illustration
c. copy
d. subheadlines
e. color
Answer
Answer: b
QN12: You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ____.
a. reach
b. frequency
c. impact
d. engagement
e. qualitative value
Answer
Answer: a
QN13: You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should go with ____ as your advertising media.
a. newspaper
b. radio
c. outdoor
d. television
e. direct mail
Answer
Answer: d
QN14: Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ____ function of public relations.
a. press relations
b. product publicity
c. public affairs
d. lobbying
e. development
Answer
Answer: a
QN15: Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is called ____.
a. interactive marketing
b. advertising
c. public relations
d. Personal selling
Answer
Answer: b. adversiting
QN16: ___attempts to influence the attitudes and perception of consumers, stockholders, and stakeholders towards companies, brands, politicians, celebrities, and not-for-profit organizations.
a. Cause marketing
b. Lobbying
c. Public relations
d. Personal selling
Answer
Answer: c. Public relations
QN17: Which of the following is a function of an integrated marketing communications system?
a. designing products using environmentally-friendly techniques
b. sharing company forecasting details with shareholders
c. allowing suppliers or vendors to manage the inventory of products
d. delivering a consistent message on the product to each brand contact
e. controlling production levels by feedback received from customers
Answer
Answer: d. delivering a consistent message on the product to each brand contact
QN18: Pearl Sands Resort and Spa is a popular summer attraction located in hilly town of Rockten. They usually attract customers in the summer. During the pre-summer period, Pearl Sands Resort began sponsoring shows on TV, and putting up billboards around Rockten and the surrounding towns advertising the resort. The ads hinted at the coming summer, and how the resort has always been the place to go for a welcome break from everyday life. Which of the following approaches has Pearl Sands Resort used?
a. pull strategy
b. publish-subscribe method
c. direct marketing
d. push strategy
e. vertical integration
Answer
Answer: a. pull strategy
QN19: Samsung recently released the Galaxy Gem Smartwatch, a wearable digital watch. Samsung has started an advertising campaign that focuses on this new product, making consumers aware of the Smartwatches specific functionality. What is they type, or primary purpose, of this advertising?
a. reminder advertising
b. celebration advertising
c. network advertising
d. informative advertising
Answer
Answer: d. informative advertising
QN20: Lizar Telecommunications are manufactures of cell phones and related accessories. Michael Starr, a movie director, contacted Lizar to help fund his new movie. Lizar agreed to provide funding on the condition that Lizar cellphones be used in the movie, and that the brand be prominent in its scenes. What kind of advertising technique has Lizar adopted here?
a. vertical integration
b. product placement
c. advertainment
d. genofencing
e. subliminal advertising
Answer
Answer: b. product placement
QN21: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ____.
A) sales promotion
B) direct marketing
C) advertising
D) personal selling
E) public relations
Answer
Answer: C
QN22: A company’s total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ____.
A) the communications method
B) integrated marketing
C) the promotion mix
D) competitive marketing
E) target marketing
Answer
Answer: C
QN23: Advertising is used mostly by which of the following?
A) governments
B) business firms
C) social agencies
D) independent professionals
E) not-for-profit organizations
Answer
Answer: B
QN24: Advertising ____ define the task that advertising must accomplish with a specific target audience during a specific period of time.
A) objectives
B) budgets
C) strategies
D) campaigns
E) evaluations
Answer
Answer: A
QN25: An advertising objective is classified by its primary purpose, which is to inform, persuade, or ____.
A) convince
B) compete
C) remind
D) explain
E) encourage
Answer
Answer: C
QN26: A product in the maturity stage will often require ____ advertising.
A) informative
B) comparative
C) persuasive
D) reminder
E) cooperative
Answer
Answer: D
QN27: After determining its advertising objectives, the company’s next step in developing an advertising program is to ____.
A) set its advertising budget
B) determine the media vehicle
C) use cash rebate offers
D) plan its advertising campaign
E) develop its message strategy
Answer
Answer: A
QN28: Some large corporations have developed ____ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales.
A) impact studies
B) sales techniques
C) statistical models
D) advertising budgets
E) advertising strategies
Answer
Answer: C
QN29: Which of the following is the most likely result of reducing brand-building advertising for a product?
A) reduced short-term sales
B) reduced long-term market share
C) improved brand image
D) increased short-term sales
E) increased long-term market share
Answer
Answer: B
QN30: Which of the following is an element of developing an advertising strategy?
A) selecting advertising media
B) using sophisticated statistical models
C) setting advertising objectives
D) evaluating advertising campaigns
E) setting the advertising budget
Answer
Answer: A
QN31: According to the opening scenario, GEICO has become the fourth-largest insurance company by ____.
A) integrating humor and creativity into its minicampaigns
B) targeting a niche market of people with exceptional driving records
C) offering cost savings directly to customers without sales personnel
D) marketing its product through creative print ads in major magazines
E) creating a website that is appealing to both young and old drivers
Answer
Answer: A
QN32: Which of the following is an objective of informative advertising?
A) build brand preference
B) change customer perceptions of brand value
C) encourage customers to switch brands
D) suggest new uses for a product
E) keep brand in customer minds during off-seasons
Answer
Answer: D
QN33: All of the following are important decisions during the process of developing an advertising program EXCEPT ____.
A) setting advertising objectives
B) setting the advertising budget
C) developing advertising strategy
D) selecting a target market
E) evaluating advertising campaigns
Answer
Answer: D
QN34:____ advertising becomes more important as competition increases. The company’s objective is to build selective demand.
A) Reminder-oriented
B) Informative
C) POP promotion
D) Patronage
E) Persuasive
Answer
Answer: E
QN35: Persuasive advertising becomes ____ advertising when a company directly or indirectly compares its brand with one or more other brands.
A) informative
B) reminder
C) comparative
D) POP promotion
E) institutional
Answer
Answer: C
QN36: What is a potential problem associated with comparative advertising?
A) Consumers confuse the positive and negative aspects of the brands involved in the ad war.
B) Competitors develop new and improved products in an attempt to win the advertising contest.
C) Consumers are bombarded with competing ads, which causes them to leave the market completely.
D) Competitors respond with their own ads, which often results in negative publicity for both brands.
E) Consumers alternate between competing products and never develop brand loyalties.
Answer
Answer: D
QN37: Familiar products such as Coca-Cola are more likely to use ____.
A) informative advertising
B) comparative advertising
C) persuasive advertising
D) reminder advertising
E) institutional advertising
Answer
Answer: D
QN38: All of the following require high advertising budgets EXCEPT ____.
A) products in competitive markets
B) undifferentiated brands
C) new products
D) low-share brands
E) mature brands
Answer
Answer: E
QN39: Which of the following may require heavy advertising in order to be set apart from similar products?
A) undifferentiated brands
B) specialty brands
C) international brands
D) mature brands
E) flanker brands
Answer
Answer: A
QN40: Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ____.
A) advertising budget objectives
B) competitive parity
C) humor in advertisements
D) branded entertainment
E) media planning
Answer
Answer: E
QN41: The success of the MINI Let’s Motor campaign exemplifies the partnership between which two elements?
A) advertising and Internet
B) message and media
C) image and strategy
D) technology and creativity
E) brand and objective
Answer
Answer: B
QN42: To be successful, an advertisement must ____.
A) guarantee the highest quality product
B) offer the highest quality service
C) reach consumers frequently
D) promise the lowest market price
E) gain the attention of consumers
Answer
Answer: E
QN43: Which of the following represents the merge between advertising and entertainment?
A) Madison & Vine
B) Wall St. & Fifth Ave
C) Buzz marketing
D) product placement
E) webisodes
Answer
Answer: A
QN44: What is the term used to describe the idea that will be communicated to consumers through an advertisement?
A) advertising appeal
B) message strategy
C) consumer-generated message
D) creative concept
E) message execution
Answer
Answer: B
QN45: Developing an effective message strategy begins with identifying ____ that can be used as advertising appeals.
A) consumer trends
B) competitor’s weaknesses
C) competitor’s strengths
D) customer benefits
E) consumer emotions
Answer
Answer: D
QN46:____ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.
A) Promotion mix plans
B) Message strategy statements
C) Creative concept strategies
D) Big idea statements
E) Branded entertainment plans
Answer
Answer: B
QN47: After creating message strategy statements, the advertiser must develop a compelling ____ that will bring the message strategy to life in a distinctive and memorable way.
A) creative concept
B) customer strategy
C) customer benefit
D) execution style
E) media vehicle
Answer
Answer: A
QN48: The big idea or the creative concept may emerge as a(n) ____, a phrase, or a combination of the two.
A) appeal
B) visualization
C) differentiation
D) strategy
E) evaluation
Answer
Answer: B
QN49: Which of the following are the three characteristics of an advertising appeal?
A) engaging, informative, and stylish
B) trendy, compelling, and appealing
C) meaningful, believable, and distinctive
D) unique, emotional, and entertaining
E) humorous, memorable, and interesting
Answer
Answer: C
QN50: The goal of ____ is to make an advertisement so useful that people want to watch it.
A) branded entertainment
B) advertainment
C) audience engagement
D) continuity scheduling
E) pulse scheduling
Answer
Answer: B
QN51: American Eagle Outfitters has increased interest in its clothing products using which of the following advertising forms?
A) text messaging
B) brand integrations
C) product placement
D) webisodes
E) memorable print ads
Answer
Answer: D
QN52: Product placement in television programs and movies is an example of ____.
A) branded entertainment
B) advertainment
C) brand contact
D) message execution
E) pulsing
Answer
Answer: A
QN53: According to experts, what is the biggest potential problem facing advertainment?
A) The cost of creating clever advertisements will become too steep.
B) The marketplace will become cluttered with ads that lack helpful information.
C) Consumers will remember the advertisement but forget the brand.
D) Local networks will oppose running potentially offensive advertisements.
E) Consumer demand for entertaining advertising will become difficult to match.
Answer
Answer: C
QN54: Which message execution style depicts average people using a product in an everyday setting?
A) lifestyle
B) scientific evidence
C) slice of life
D) personality symbol
E) testimonial evidence
Answer
Answer: C
QN55: Advertisements built around dream themes are using which type of execution style?
A) mood or image
B) musical
C) fantasy
D) lifestyle
E) personality symbol
Answer
Answer: C
QN56: The AFLAC duck and Tony the Tiger are examples of ____ used in successful advertising campaigns.
A) character creations
B) creative endorsements
C) fantasy figures
D) celebrity spokespeople
E) personality symbols
Answer
Answer: E
QN57: What is the first element that a reader notices in a print ad?
A) copy
B) illustration
C) headline
D) slogan
E) color
Answer
Answer: B
QN58: An amateur video showing the result of mixing Diet Coke with Mentos candies exemplifies which growing trend in advertising?
A) YouTube webisodes
B) consumer-generated messages
C) multiple minicampaigns
D) consumer-driven promotions
E) competitive consumer messages
Answer
Answer: B
QN59: How can consumer-generated ads benefit companies and their products?
A) Consumers trust the opinions of people similar to themselves.
B) Viewers find user-generated advertisements more humorous than professional ads.
C) Consumer criticism of a competitor’s product is believable and valuable.
D) Viewers enjoy participating in product contests and being in commercials.
E) Consumers become engaged in the product and consider its value in their lives.
Answer
Answer: E
QN60: All of the following are major steps in advertising media selection EXCEPT ____.
A) deciding on reach, frequency, and impact
B) choosing among major media types
C) selecting specific media vehicles
D) deciding on format elements
E) deciding on media timing
Answer
Answer: D
QN61: What was one of the results of the “Quiznos vs. Subway TV Ad Challenge”?
A) Quiznos developed an advertising contest asking its customers to counter the Subway claims.
B) Most of the submitted ads included negative health information about eating fast food.
C) Quiznos filed a lawsuit against the winner of the Subway contest who created the winning ad.
D) Consumer-generated ads are now rarely used by companies concerned about legal issues.
E) Subway filed a lawsuit asserting that Quiznos ads made false claims about Subway.
Answer
Answer: E
QN62:____ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
A) Reach
B) Qualitative value
C) Format
D) Premium
E) Frequency
Answer
Answer: A
QN63: The number of times an average person in the target market is exposed to an ad is known as the ____.
A) impact
B) reach
C) frequency
D) exposure
E) engagement
Answer
Answer: C
QN64: The advertiser must decide on the ____, or desired media impact, of a message in a specific medium.
A) reach
B) illustration
C) qualitative value
D) exposure costs
E) frequency
Answer
Answer: C
QN65: For many years, ____ have dominated the media mix used by national advertisers.
A) radio and television
B) television and magazines
C) direct mail and billboards
D) radio and digital media
E) newspapers and direct mail
Answer
Answer: B
QN66: Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following is harmed the MOST by such a shift?
A) radio
B) cable television
C) network television
D) satellite television systems
E) Internet
Answer
Answer: C
QN67: All of the following are examples of specialized and highly-targeted media that an advertiser might use to reach smaller customer segments EXCEPT ____.
A) cable television channels
B) e-mail
C) podcasts
D) magazines
E) product placement in video games
Answer
Answer: D
QN68: The Internet, direct mail, magazines, and radio all offer advertisers which of the following advantages?
A) audience selectivity
B) low costs
C) timeliness
D) flexibility
E) credibility
Answer
Answer: A
QN69: 30 Rock and Newsweek are both examples of ____, specific media within each general media type.
A) alternative media
B) major media
C) media vehicles
D) media multitaskers
E) micromedia
Answer
Answer: C
QN70: The media planner looks both at the total cost of using a medium and at the ____.
A) cost per thousand persons reached
B) cost of premium offers
C) cost of the magazine it is using
D) opportunity cost
E) continuity cost
Answer
Answer: A
QN71: When a media planner determines whether an advertisement for dishwashing soap should be placed in Sports Illustrated or Good Housekeeping, the planner is evaluating the media vehicle’s ____.
A) audience engagement
B) editorial quality
C) market coverage
D) audience quality
E) cost per exposure
Answer
Answer: D
QN72:____ means scheduling ads evenly within a given period. ____ means scheduling ads unevenly over a given time period.
A) Pulsing; Continuity
B) Continuity; Hard hitting
C) Continuity; Pulsing
D) Pulsing; Hard hitting
E) Sequencing; Routing
Answer
Answer: C
QN73: Scheduling ads unevenly, which is called ____, builds awareness that is intended to be carried over to the next advertising period.
A) continuity
B) pulsing
C) shuffling
D) sequencing
E) segmenting
Answer
Answer: B
QN74: According to the Association of National Advertisers, what is the most important issue for today’s advertisers?
A) determining the favorite media for all demographics
B) measuring advertising’s efficiency and effectiveness
C) estimating the overall costs of an advertising campaign
D) managing advertising campaigns on tight budgets
E) calculating the communication effects of an ad campaign
Answer
Answer: B
QN75: Sales and profit effects of advertising are difficult to measure because of factors outside of the ad campaign such as ____.
A) price and availability
B) seasons and attitude changes
C) knowledge and product features
D) budgets and communication tools
E) brand loyalty and media vehicles
Answer
Answer: A
QN76: One way to measure the ____ effects of advertising is to ____ past sales and past advertising expenditures.
A) communication; average
B) promotion; analyze
C) communication; identify
D) sales; compare
E) sales; combine
Answer
Answer: D
QN77: All of the following are benefits of standardized global advertising EXCEPT ____.
A) lower advertising costs
B) greater global advertising coordination
C) higher appeal to varying demographics
D) more consistent worldwide image
E) greater consistency among international Web sites
Answer
Answer: C
QN78: Most international advertisers develop global ____ for the sake of efficiency, but they adapt their advertising ____ to make them responsive to local market needs and expectations.
A) programs; strategies
B) campaigns; objectives
C) strategies; programs
D) objectives; programs
E) strategies; objectives
Answer
Answer: C
QN79: Apple has modified its “I’m a Mac; I’m a PC” ad campaign in Japan for which of the following reasons?
A) The Japanese government opposes direct-comparison advertisements.
B) Japanese culture frowns upon humorous advertisements on television.
C) Most Japanese would not notice the differences in style between the two men in the ad.
D) Most Japanese computer users prefer PCs to Apples.
E) The Japanese culture views bragging as rude.
Answer
Answer: E
QN80: What is the primary question that must be asked by an advertiser before deciding to run a commercial during the Super Bowl?
A) Will the commercial deliver a high return on advertising investment?
B) What will be the reach of the commercial?
C) What will be the production costs of the commercial?
D) Does our product match the demographics of the viewing audience?
E) Will the commercial generate enough buzz to justify the cost?
Answer
Answer: A
QN81: Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove ____.
A) received little buzz after running its commercial during the game
B) earned a better response for less money through an outdoor campaign
C) discovered that most of the audience did not watch the sentimental commercial
D) spent too much money on one commercial that received low consumer ratings
E) received negative publicity for running a beauty ad during a sporting event
Answer
Answer: B
QN82: Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
E) direct marketing
Answer
Answer: D
QN83: Which of the following functions is LEAST likely to be performed by a public relations department?
A) product publicity
B) development
C) public affairs
D) investor relations
E) media vehicle selection
Answer
Answer: E
QN84: When nonprofit organizations need financial or volunteer support they often turn to public relations experts to help them in the area of ____.
A) public affairs
B) press relations
C) investor relations
D) development
E) lobbying
Answer
Answer: D
QN85: Trade associations have used ____ to rebuild interest in declining commodities such as eggs, pork, and milk.
A) lobbying
B) press relations
C) development
D) public relations
E) mass marketing
Answer
Answer: D
QN86: Why was the introduction of Nintendo’s Wii game console especially successful?
A) The company’s public relations department held preview parties and encouraged people to blog about the system.
B) The company paid for demonstrations on morning news and talk shows to develop interest.
C) The company spent millions of dollars on Internet ads and website development.
D) The company’s public relations department wrote press releases and blogs to create buzz.
E) The company’s marketing department used product placement to generate excitement.about the system before it was released to the public.
Answer
Answer: A
QN87: Why is public realtions often overlooked as a tool for supporting product marketing objectives?
A) Public relations departments are typically small divisions within corporations.
B) The time and costs associated with public relations can be prohibitive.
C) Public relations specialists lack the skills necessary to work with marketing experts.
D) Many public relations professionals see their jobs as simply communicating, not necessarily brand building.
E) The public relations department only wants to handle stockholders, employees, and government officials.
Answer
Answer: D
QN88: The authors of the book The Fall of Advertising and the Rise of PR state that all of the following firms found success with very little advertising EXCEPT ____.
A) Starbucks Coffee
B) Body Shop
C) Wal-Mart
D) Amazon
E) Nike
Answer
Answer: E
QN89:____ use several tools, including the news, speeches, corporate identity materials, and special events.
A) Advertising agencies
B) Advertising specialists
C) Public relations professionals
D) Computer programmers
E) Media planners
Answer
Answer: C
QN90: Logos, uniforms, brochures, and company trucks are all examples of ____ that can be used to help a company create a visual image for the public.
A) direct marketing
B) social marketing
C) public service activities
D) corporate identity materials
E) buzz marketing materials
Answer
Answer: D
QN91: News conferences, press tours, and grand openings are examples of ____ , one of the tools commonly used by public relations professionals.
A) public service activities
B) special events
C) social networking
D) development
E) investor relations
Answer
Answer: B
QN92: Johnson & Johnson used ____ when it launched its Aveeno Positively Ageless product line through a YouTube video of an artist’s chalk drawing; consumers spread the word about the video, which was viewed by nearly one million people.
A) social networking
B) public service ads
C) endorsements
D) advertainment
E) product publicity
Answer
Answer: A
QN93: U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be answered first?
A) What percentage of the budget should be for U-Frame-It radio ads?
B) Which type of media vehicle is most appropriate for U-Frame-It ads?
C) What are the communication and sales objectives of U-Frame-It?
D) How does U-Frame-It’s competition advertise?
E) What is the demographic of U-Frame-It’s customer base?
Answer
Answer: C
QN94: Suave ran ads featuring a woman with beautiful hair questioning “Suave or Matrix? Can You Tell?” This is an example of ____.
A) informative advertising
B) reminder advertising
C) comparative advertising
D) persuasive advertising
E) buzz marketing
Answer
Answer: C
QN95: When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by Proctor & Gamble for the Mr. Clean Magic Eraser?
A) informative advertising
B) persuasive advertising
C) reminder advertising
D) developmental advertising
E) comparative advertising
Answer
Answer: A
QN96: Apex detergent is relatively undifferentiated from two other detergent brands: Acme and Brighton detergent; therefore, Apex may require ____.
A) a different target market
B) a new package
C) heavy advertising to set it apart from others
D) a higher price
E) none of the above
Answer
Answer: C
QN97: When AFLAC uses a duck to represent its product, which type of execution style is being employed?
A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical
Answer
Answer: C
QN98: When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication, which type of execution style is being used?
A) mood or image
B) fantasy
C) personality symbol
D) musical
E) technical expertise
Answer
Answer: E
QN99: Mike’s Bike Shop’s has a new print advertisement appearing in the local newspaper. What will be the first element readers will notice in the advertisement?
A) headline
B) illustration
C) copy
D) subheadlines
E) color
Answer
Answer: B
QN100: You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to ____.
A) reach
B) frequency
C) impact
D) engagement
E) qualitative value
Answer
Answer: A
