Multiple Choice

Please answer all questions


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 the above


2	An ad that works over time to build a company's image and increase consumer awareness is called a/n
		A)	primary demand ad
		B)	selective demand ad
		C)	direct action ad
		D)	indirect action ad


3	All of the following factors helped advertising thrive from the end of the Civil War to the beginning of the 20^th century except the
		A)	railroad linking all parts of the country
		B)	U.S. population decline
		C)	invention of new communication media
		D)	increase of economic production


4	An organization that specializes in the actual creation of ads is called a
		A)	full-service agency
		B)	media buying service
		C)	creative boutique
		D)	none of the above


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	One company offering banner ad space on its website to another company in exchange for space on their website is called
		A)	banner ads
		B)	free-link exchange
		C)	direct email
		D)	none of the above


7	A person who promotes communication and understanding between the client and the agency is called a/n
		A)	copywriter
		B)	media planner
		C)	account executive
		D)	art director


8	A series of drawings depicting key scenes of a planned ad is called
		A)	comprehensive layout
		B)	story board
		C)	campaign
		D)	none of the above


9	The most expensive ads to produce are those for
		A)	television
		B)	radio
		C)	magazines
		D)	direct mail


10	The type of research completed before the advertising campaign to help guide the creative effort is called
		A)	message research
		B)	tracking studies
		C)	formative research
		D)	none of the above


11	A primary demand ad promotes a specific brand rather than a product category.
		A)	True
		B)	False


12	Internet users are highly likely to click on banner ads and make a purchase.
		A)	True
		B)	False


13	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


14	Since the 1960s, newspapers and magazines have seen a decrease in their relative share of advertising volume.
		A)	True
		B)	False


15	The target audience for business to business advertising is as large or larger than that for consumer advertising.
		A)	True
		B)	False

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