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1In 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


2An 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


3All 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


4An 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


5How much it costs to reach a certain number of people through advertising is called:
A)reach
B)frequency
C)selectivity
D)efficiency


6A 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


7A series of drawings depicting key scenes of a planned ad is called:
A)comprehensive layout
B)storyboard
C)campaign
D)pilot design


8The most expensive ads to produce are those for:
A)television
B)radio
C)magazines
D)direct mail


9The 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


10A primary demand ad promotes a specific brand rather than a product category.
A)True
B)False


11Internet users are more likely to click on banner ads than on pop-up ads.
A)True
B)False


12Positioning 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


13Since the 1960s, newspapers and magazines have seen a decrease in their relative share of advertising volume.
A)True
B)False


14Viral advertising usually is conducted via e-mail or cell phone.
A)True
B)False


15Advertisers 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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