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Chapter Quiz
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1
In addition to helping companies sell their products, advertising:
A)serves an educational purpose
B)plays an economic role
C)performs a social function
D)all of these
2
An ad that works over time to build a company's image and increase consumer awareness is called a _________ advertisement.
A)primary demand
B)selective demand
C)direct action
D)indirect action
3
All of the following factors helped advertising thrive from the end of the Civil War to the beginning of the 20th century except the:
A)railroad linking all parts of the country
B)importing of new colorful inks for print ads
C)invention of new communication media
D)increase of disposable incomes
4
An organization that specializes in creating imaginative and creative ads is called a:
A)full-service agency
B)media buying service
C)creative boutique
D)fantagraphics studio
5
How much it costs to reach a certain number of people through advertising is called:
A)reach
B)frequency
C)selectivity
D)efficiency
6
A reason for the revival of online advertising as of 2004 is:
A)lower prices for online ads
B)innovative technologies
C)people spending more time online
D)all of these
7
A series of drawings depicting key scenes of a planned ad is called:
A)comprehensive layout
B)story board
C)campaign
D)pilot design
8
The most expensive ads to produce are those for:
A)television
B)radio
C)magazines
D)direct mail
9
The type of research completed before the advertising campaign to help guide the creative effort is called:
A)market research
B)tracking studies
C)formative research
D)cursory research
10
A primary demand ad promotes a specific brand rather than a product category.
A)True
B)False
11
Internet users are more likely to click on banner ads than on pop-up ads.
A)True
B)False
12
Positioning refers to fitting a product or service to one or more segments of the broad market to set it apart from the competition without making any change in the product.
A)True
B)False
13
Since the 1960s, newspapers and magazines have seen a decrease in their relative share of advertising volume.
A)True
B)False
14
Viral advertising usually is conducted via e-mail or cell phone.
A)True
B)False
15
Advertisers don't like to embed their products in video games because the product will go unnoticed by gamers.
A)True
B)False





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