1 .		_______________ is non-personal communication paid for by an identified sponsor using mass media to persuade or inform an audience. [Hint]   Personal Selling   Advertising   Sales Promotion   Publicity
2 .		Product advertising usually has one of three purposes. Which of the following is not one of those purposes? [Hint]   To entertain consumers   To educate consumers about products   To convince consumers to choose their product over other products   To remind consumers about the product offering
3 .		Some institutional messages state a firm's position on an issue to sway public opinion, a strategy called __________. [Hint]   Publicity   Image advertising   Statement advertising   Advocacy advertising
4 .		A ____________ agency provides one or more specialized services such as media buying or creative development. [Hint]   Full-service   Specialized-service   Limited-service   Specific-service
5 .		Which of the following would not be a task that would be required to produce an advertising campaign? [Hint]   Account Management   Product development   Research and Marketing Services   Media Planning
6 .		Which of the following is not a step in the process of developing an advertising campaign? [Hint]   Evaluate the alternatives   Identify the target market   Design the ad campaign   Choose the media and media schedule
7 .		An advertiser can choose among a number of goals when "setting the message goals". Which of the following is not one of those goals? [Hint]   Increase brand awareness   Boost sales by a certain percentage   Changing the image of a product   All of the above are goals that could be set
8 .		Full-service agencies traditionally make a commission of ___________ of the cost of the media they purchase to run the ads, although this price may change. [Hint]   10%   20%   15%   5%
9 .		________________ is the process that turns a concept into an advertisement. [Hint]   Interesting strategy   Creative strategy   Duplicating strategy   Developing strategy
10 .		Which of the following is not one of the common appeal types used in developing advertising appeal? [Hint]   Outdoor   Slice of life   Humor   Fear
11 .		The type of appeal that presents a (dramatized) scene from everyday life is called what? [Hint]   Testimonial   Demonstration   Fear appeal   Slice of life
12 .		Which of the following types of appeal is described as an effective way to break through advertising clutter? [Hint]   Slogans and jingles   Sex appeals   Humorous appeals   Fear appeals
13 .		The research that goes on in the early stage of a campaign and centers on gathering basic information that will help planners to be sure they've accurately defined the product's market, consumers, and competitors is called what? [Hint]   Post-testing   Pre-testing   Early testing   Basic testing
14 .		___________________ is a problem-solving process for getting to a target audience in the most effective fashion. [Hint]   Media planning   Marketing   Advertising   Media scheduling
15 .		A _________________ consists of affiliate stations that agree to carry programming supplied by a central source for at least part of a day. [Hint]   Local station   Station satellite   Television ring   Television network
16 .		______________________ allows magazine publishers to personalize their editions so that advertisers for local businesses can be included in issues mailed to specific locations only. [Hint]   Geographic binding   Local binding   Selective binding   Important binding
17 .		Which of the following would not be an example of out-of-home media that an advertiser could use to reach its target market? [Hint]   Blimps   Television   Transit ads   Billboards
18 .		Which of the following is not a tool used in Internet advertising? [Hint]   Clips   Banners   Buttons   Spamming
19 .		Many Web sites that offer e-mail give surfers the opportunity to refuse unsolicited e-mail. This is called what? [Hint]   Allowance e-mail   Allowance marketing   Permission marketing   Permission e-mail
20 .		___________________ is the number of times a person in the target group would be exposed to the message. [Hint]   Reach   Impression   Frequency   Gross Rating Point
21 .		Advertising is non-personal communication paid for by an identified sponsor using mass media to persuade or inform an audience. [Hint]  True  False
22 .		Institutional advertising promotes the activities, personality, or point-of-view of a product. [Hint]  True  False
23 .		A public service advertisement is an advertisement that media runs for a fee for not-for-profit organizations that serve society. [Hint]  True  False
24 .		An advertising campaign is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time. [Hint]  True  False
25 .		One of the tasks required to produce an advertising campaign is media planning. [Hint]  True  False
26 .		An advertising appeal is the central idea of the advertisement. [Hint]  True  False
27 .		Comparative advertising is not one of the common types of advertising appeals. [Hint]  True  False
28 .		Slogans seek to link the brand to a simple linguistic device that is memorable. [Hint]  True  False
29 .		One of the common types of copy-testing techniques used is concept testing which helps to determine if initial ideas will work. [Hint]  True  False
30 .		Because of television's ability to reach so many people at once, it's the medium of choice for regional or national companies. [Hint]  True  False
31 .		Place-based media transmits messages in public places, such as doctors' offices and airports where certain types of people congregate. [Hint]  True  False
32 .		Clips are an example of advertisements used in Internet advertising. [Hint]  True  False
33 .		Reach is the number of times a person in the target group would be exposed to the message. [Hint]  True  False
34 .		A pulsing schedule varies the amount of advertising throughout the year based on when the product is likely to be in demand. [Hint]  True  False
35 .		One of the challenges facing the advertising industry is the fact that there is an erosion of brand loyalty. [Hint]  True  False
36 .		Describe each of the different types of advertising. Give an example of each. [Hint] To create paragraphs in your essay response, type <p> at the beginning of the paragraph, and </p> at the end.
37 .		Describe the steps in developing an advertising campaign. [Hint] To create paragraphs in your essay response, type <p> at the beginning of the paragraph, and </p> at the end.
38 .		What is direct marketing and what are some types of direct marketing tools used by advertisers? [Hint] To create paragraphs in your essay response, type <p> at the beginning of the paragraph, and </p> at the end.