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1 | |
There were ads in early colonial newspapers, but there was little reason to promote particular products because |
| | A) | many stores could not obtain the items people wanted. |
| | B) | not enough people were literate enough to read the ads. |
| | C) | consumers preferred to produce all goods for themselves. |
| | D) | most manufacturers produced similar goods. |
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2 | |
A new trend of the early 19th century was __________, that is, the replacement of work done by hand, with mass produced, factory made goods. |
| | A) | modernization |
| | B) | industrialization |
| | C) | consumer culture |
| | D) | standardization |
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3 | |
According to the text, Thomas Barratt's Pears' Soap ads, containing sayings such as "Have you had your Pears' today?" represented the original |
| | A) | print ad |
| | B) | brand name |
| | C) | catch phrase |
| | D) | soap |
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4 | |
One reason that magazines like Harpers had only limited advertising in the 1800s was |
| | A) | they had a national circulation. |
| | B) | their readers were not affluent enough to make many purchases. |
| | C) | competing magazines with larger circulations got the ad business |
| | D) | there were few companies advertising at the time. |
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5 | |
An indirect action message is best suited for |
| | A) | local advertising |
| | B) | national advertising |
| | C) | advocacy ads |
| | D) | classified ads |
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6 | |
According to the text, one reason that the New Coke production launch in 1985, did not do well, was that consumers |
| | A) | had not liked the taste of it during taste tests. |
| | B) | did not react well to look of the new packaging. |
| | C) | had emotional attachments to the original Coke. |
| | D) | thoroughly disliked the taste of New Coke. |
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7 | |
The business of the first ad agencies was only to |
| | A) | write ads. |
| | B) | sell newspaper space. |
| | C) | publish newspaper circulation directories. |
| | D) | research media. |
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8 | |
An open contract is one that allowed agencies to |
| | A) | represent any publication, instead of a few. |
| | B) | buy as much space in a publication, (and later in broadcast outlets) as they wanted to. |
| | C) | sell ad space to as many different clients as they want to. |
| | D) | sell space in any publication (and later in broadcast outlets) that they wanted to. |
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9 | |
The ______________ is an advertising concept that will grab people's attention, and make them notice. |
| | A) | brand image |
| | B) | big idea |
| | C) | brand name |
| | D) | ad slogan |
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10 | |
Two media that do not receive a lot of advertising revenue are |
| | A) | movies and newspapers. |
| | B) | newspapers and magazines. |
| | C) | TV and radio. |
| | D) | movies and books. |
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11 | |
According to the text, one advantage newspaper ads have over radio or TV ads is that |
| | A) | people read newspapers more often then they watch TV or listen to the radio. |
| | B) | people believe more in what they read in the paper. |
| | C) | newspaper ads allow advertisers to give detailed information. |
| | D) | newspapers can carry local ads while TV and radio cannot. |
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12 | |
The main advantage of Internet banner ads, over traditional types of advertising, is that |
| | A) | more people surf the Internet than are exposed to other media. |
| | B) | people tend to believe in the validity of information they find on the Internet. |
| | C) | clients can find out how many people have seen their Internet ads. |
| | D) | many people click on the banners to get more product info. |
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13 | |
In order to target a product to a group of people with similar attitudes and interests, the advertiser would specifically need those people's __________________. |
| | A) | geographics |
| | B) | demographics |
| | C) | psychographics |
| | D) | consumer surveys. |
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14 | |
According to the text, some commercials featuring celebrities aren't very successful because |
| | A) | ad agencies don't work as hard to give them a creative concept. |
| | B) | the presence of the celebrity may distract the audience from the product. |
| | C) | musicians have only local appeal. |
| | D) | real celebrities rarely want to endorse products. |
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15 | |
The term clutter on TV refers to |
| | A) | the large numbers of TV shows that people don't watch. |
| | B) | excessive amounts of shots packed into one commercial. |
| | C) | commercials and other non-programming messages on TV. |
| | D) | celebrity endorsement ads. |
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16 | |
The term subliminal advertising means |
| | A) | appealing artwork displayed in ads affects people subconsciously. |
| | B) | the subconscious thoughts of ad creators strongly affect their work. |
| | C) | there are message embedded so deeply in an ad, that they cannot consciously be perceived. |
| | D) | products displayed with their brand names on TV or film sets, subconsciously influence viewers to buy them. |
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17 | |
According to the text, children are a highly desirable audience for advertisers because |
| | A) | when people develop tastes for products as children, they generally keep them throughout their lives. |
| | B) | studies show that children see 1000's of commercials a year. |
| | C) | the bulk of TV programming is aimed at children. |
| | D) | children spend $11 billion a year on consumer products, and influence their parents to spend $160 billion a year. |
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18 | |
Cigarette ads on TV have long been banned by the Federal government. But even though it is not legally prohibited, the Big Three networks, do not accept ads for |
| | A) | contraceptives |
| | B) | beer |
| | C) | wine |
| | D) | Internet services |
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19 | |
The Stanford Research Institute developed the Values and Lifestyle system to help measure _______________________. |
| | A) | product value |
| | B) | psychographics |
| | C) | consumer spending |
| | D) | universal product appeal |
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20 | |
The term economy of abundance refers to |
| | A) | an economy where there are enough consumers to buy the products that are being produced. |
| | B) | the idea that one can save money, and still live in material comfort. |
| | C) | an economy where there are as many goods available as people want to buy. |
| | D) | an economy where people have more disposable income than is necessary to buy the things they want. |
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