Question 1. Nicole, a recent college graduate with a degree in advertising,

1. Nicole, a recent college graduate with a degree in advertising,

hopes to gain employment with an agency. She possesses a

great deal of background knowledge but no special skills in a

particular area. The

best

creative position for Nicole would

be as a/an

A.

copywriter.

C.

graphic artist.

B.

art director.

D.

account manager.

2. Principles of design include

A.

balance and unity.

B.

copy and grammar.

C.

illustration format.

D.

proportion and layou

Examination, Lesson 3

58

3. An ad agency uses a hot new advertising fad it discovered at a convention to sell a

new cereal. Sales of the new product decline, and the client fires the ad agency. It

would be safe to say that the agency

A.

has no consistent philosophy.

B.

treated the target audience like a statistic.

C.

imitated campaigns from competitive brands.

D.

created too many campaigns for the product.

4. “Fly Like an Eagle . . . the United States Postal Service” illustrates the _______

method of message recall.

A.

slogan

C.

feel-good

B.

repetition

D.

unique

5. An ad agency decides to show typical teenagers drinking a name-brand cola at a

beach party. Their strategy is probably to

A.

transform the consumption experience.

B.

define the brand image.

C.

pressure the consumer into action.

D.

situate the brand socially.

6. A Denver housewife, Vera Rosario, appears in a television ad for peanut butter.

Mrs. Rosario endorses the brand during the commercial. This is a/an

A.

minority segmentation.

B.

average-user testimonial.

C.

expert spokesperson endorsement.

D.

information-only advertisement.

7. Which of the following message strategy objectives is concerned with making certain

that consumers remember the advertiser’s brand name

first

over others in the market?

A.

Promote brand recall

B.

Invoke a direct response

C.

Instill brand preference

D.

Define the brand image

8. Ads for cruise ships use beautiful photography of exotic places. Which of the following

message strategies do these ads employ?

A.

Slice-of-life

C.

Feel-good

B.

Transformational

D.

Demonstration

Examination, Lesson 3

59

9. An issue of

Sunset Magazine

includes a five-page piece on Hawaii that’s sponsored by

the Hawaiian Visitors and Convention Bureau. This type of advertisement is called a/an

A.

testimonial.

C.

transformational ad.

B.

infomercial.

D.

advertorial.

10. Copy for children’s educational software states: “Learn scientific principles.” The purpose of

this information is to

A.

provide news about the brand.

C.

give advice to the reader.

B.

emphasize a brand claim.

D.

stimulate the reader’s curiosity.

11. A television advertisement for a moisturizer shows a woman in a white lab coat who

lists the product’s merits. This advertising format is known as a/an

A.

spokesperson.

C.

vignette.

B.

narrative.

D.

direct response.

12. An advertising agency wishes to increase attention for a radio spot. The

best

format to

use would be

A.

dialogue and music.

C.

celebrity announcer and music.

B.

music and announcement.

D.

dialogue and announcement.

13. The deadline for receipt of an ad is called the _______ date.

A.

comp

C.

finish

B.

mechanical

D.

closing

14. You hear a radio announcer giving information about an upcoming concert, including

date, venue, and ticket pricing. The announcer speaks rather quickly and in a monotone

voice. You conclude that you’re hearing a _______ radio ad.

A.

fact

C.

narrative

B.

live script

D.

dialogue

15. A television ad campaign for a children’s clothing store contains a series of ads that

feature the same characters in a school setting. This ad uses a _______ format.

A.

narrative

C.

direct response

B.

straight-line

D.

vignette

16. During the postproduction process of a television ad for infant formula, the _______

is added to the video before the final version of the music.

A.

rough cut

C.

supertitle

B.

daily

D.

scratch track

Examination, Lesson 3

60

17. Before a television commercial for mouthwash is filmed, graphic artists create a set of

drawings or

A.

a visual script.

C.

a storyboard.

B.

rough art.

D.

a chromakey.

18. An art director wishes to convey a sense of romance in the visual copy of a print ad.

He must select the correct _______ to achieve his goal.

A.

serif

C.

pica

B.

sans serif

D.

font

19. Sean is an art director for an advertising agency. His latest job is to develop artwork

for a print ad for shoes. Sean will place digital photos on this version of the ad, known

as a

A.

thumbnail.

C.

mechanical.

B.

rough layout.

D.

comp.

20. Which of the following advertising media does

not

use the services of an art director?

A.

Radio

C.

Television

B.

Newspaper

D.

Magazin

Lesson 4Lesson 4

Placing the Message in

Conventional and New Media

When you feel confident that you have mastered the material in

Lesson 4, go to

http://www.takeexamsonline.com

and submit

your answers online. If you don’t have access to the Internet,

you can phone in or mail in your exam. Submit your answers for

this examination as soon as you complete it.

Do not wait until

another examination is ready.

Questions 1–20: Select the one best answer to each question.

1. Burger King plans to concentrate its television ads for a new

Cajun hamburger in Louisiana and Mississippi. This media-

planning technique is called

A.

geo-targeting.

C.

pulsing.

B.

single-source tracking.

D.

flighting.

2. Grill’em Steakhouse wishes to know how its spending on

television advertising compares to competing steakhouses’

expenditures on this medium. Grill’em seeks to know its

A.

cost per thousand.

C.

cost per rating.

B.

share of voice.

D.

cost per target

3. Promoters advertise a new book by Stephen King, but only in newspapers. The promoters

now need to choose media

A.

plans.

C.

classes.

B.

mix.

D.

vehicles.

4. Which effective frequency below would

best

fit a product with many features?

A.

Two

C.

Five

B.

Three

D.

Nine

5. A car ad that airs during a local newscast is seen by 40 percent of the target audience.

This is an example of media

A.

frequency.

C.

gross rating points.

B.

reach.

D.

continuity.

6. Advertisements for gift-boxed candy appear one month before a holiday. The media

strategy illustrated by this example is

A.

pulsing.

C.

flighting.

B.

continuous scheduling.

D.

frequency.

7. A Web site for Lauren Cosmetics products is an example of

A.

within-vehicle duplication.

C.

pulsing.

B.

between-vehicle duplication.

D.

interactive media.

8. All of the following are implications of integrated brand promotion (IBP) for media,

except

A.

greater need for central control.

B.

greater need for exposure rather than impact data.

C.

less reliance on mass media.

D.

broader knowledge of communication tools by media planners.

9. An advertising agency wishes to purchase newspaper space for a print ad about tires.

The agency uses a _______ unit to correctly size the print ad.

A.

run-of-paper

C.

preferred position

B.

standard advertising

D.

full position

10.

National Geographic

is considered a _______ magazine.

A.

business

C.

consumer

B.

trade

D.

governmental

11. The technology that allows people to move extremely large files quickly over short

distances is called

A.

WiFi.

C.

Mobile-Fi.

B.

WiMax.

D.

ultrabroadband.

12. An advertising agency measures the effectiveness of its radio ads through the use of

A.

participation.

C.

zapping.

B.

cume.

D.

v-chips.

13. A newspaper advertising supplement includes a “buy one, get one free” coupon for

Minute Maid Orange Juice. This is an example of a/an

A.

co-op advertisement.

C.

free-standing insert.

B.

classified advertisement.

D.

display insert.

14. General Electric pays the production costs of a made-for-TV movie. During the airing of

the movie, only GE ads are shown. This example illustrates

A.

participation.

C.

sponsorship.

B.

spot advertising.

D.

narrowcasting.

15. The first Web browser was

A.

Netscape.

C.

Mosaic.

B.

America Online.

D.

Prodigy.

16. Many businesses have set up their Web sites inside a virtual mall. This practice works

on the same principle that _______ does in the physical world.

A.

window shopping

B.

point-of-purchase advertising

C.

television advertising

D.

special-event planning

17. When a Web site is able to attract visitors over and over again and keep them for a

long time, the site is said to be

A.

global.

C.

a pop-up site.

B.

techno-universal.

D.

a sticky site.

18. Adbanner click-through rates average about _______ percent.

A.

one

C.

seven

B.

five

D.

ten

19. Media research shows that 40 percent of a target audience viewed a television restaurant

ad at least once when it aired on Monday, Wednesday, and Friday at 4

P

.

M

. This 40

percent figure is called

A.

between-vehicle duplication.

C.

within-vehicle duplication.

B.

gross impression.

D.

message reach.

20. An agency purchases newspaper space to place a clothing-store ad near the top of the

page. The location of this ad is called _______ position.

A.

run-of-paper

C.

full

B.

preferred

D.

gatefold

1. A radio station gives free hats to audience members at a rock
concert. This form of advertising is known as an advertising
A.
premium.
C.
sample.
B.
specialty.
D.
contest.
2. A grocery store places a wall unit filled with Christmas cookie
baking ingredients on the flour aisle. This is an example of
_______ advertising.
A.
P-O-P
B.
premium
C.
transit
D.
riding-the-boards
3. Against the plain white background of a large billboard is a picture of a woman walking
arm-in-arm with a man, though the man is only partially visible. The logo and name
of a perfume appear prominently in the lower right corner of the billboard. The copy
reads, “Entre Nous, the scent of a special woman. Are you that woman?” What’s
wrong with this advertisement?
A.
There are too many words in the copy.
B.
The perfume container isn’t visible.
C.
The man should be pictured completely.
D.
The background is too plain.
4. Jim, a salesperson for a sports equipment manufacturer, receives a Caribbean cruise
from the company in reward for his high sales record. This illustrates
A.
merchandise allowances.
C.
push money.
B.
incentives.
D.
frequency programs.
5. Kitty Kat Chow is sponsoring a pet adoption fair with a local humane society. The
newspaper advertisement for the event includes the Kitty Kat Chow logo. This is
an example of
A.
cooperative advertising.
C.
vertical cooperative advertising.
B.
event sponsorship.
D.
push strategies.
6. A soup company offers an educational CD for $2.00 with the purchase of a can of
soup. This example illustrates a
A.
price-off deal.
B.
trial offer.
C.

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