- Which is an important gauge of an advertisement's effectiveness?
Your answer:
The musical background.
The color contrasts used in designing the commercial.
The professionalism of the actors who performed in the commercial.
Recall by consumers.
The editing.
- Why did sales for the original Beetle get off to a slow start?
Your answer:
The design was too "cute" for macho Americans.
The size of one's car was associated with one's sense of self esteem.
The car had been designed in the 1930s under Hitler's orders.
Americans couldn't get used to having the engine in the back.
Americans were used to driving much larger cars.
- How does advertising contribute to prosperity?
Your answer:
By encouraging thoughtful and planned purchasing.
By inspiring people to greater productivity so they can have more income to buy things that are advertised.
By discouraging product improvement and innovation.
By encouraging waste.
By discouraging conspicuous consumption.
- Where did advertising first take off?
Your answer:
Japan.
United States.
Great Britain.
France.
China.
- What was the first form of printed advertisement?
Your answer:
Flyers.
Newspapers.
Posters.
Books.
Magazines.
- In what context did national advertising take root?
Your answer:
Revolutionary Americans made frequent use of advertisements within political pamphlets during the 1770s.
The railroad spawned new networks for mass distribution of manufactured goods during the 1840s.
Advertising was essential to newspapers and magazines during the yellow journalism era of the late 19th century.
John Campbell's advertisements within newsletters were popular in the British colonies during the early 18th century.
William Caxton's flyers were widely used in England in the 15th century.
- Which represents a service provided by the Ayer agency?
Your answer:
Expertise on placing advertisements in advantageous media.
In-house newsletters for companies.
Lobbying of government officials.
Research on audience demographics.
Research on product development.
- The account executives who work with clients are housed in which ad agency department?
Your answer:
Research.
Media Relations.
Creativity.
Liaison.
Buying.
- The commission revenue an advertising agency earns goes
Your answer:
mostly to investments.
entirely to profit.
substantially to client liaisons.
to overhead, production costs, and profit.
primarily to lobbying.
- The performance system entails
Your answer:
the agency billing clients a certain percentage above the media charge for time and space.
cash up front.
a retainer with bonuses for jobs well done.
the agency billing for expenses and modest profit, but making extra rewards available for successful campaigns.
a fee arrangement where agencies bill clients for expenses as they are incurred.
- Where would a media buyer go to verify circulation claims by newspapers?
Your answer:
Standard Rate and Data Service.
Government Data Review.
Nielsen.
Arbitron.
Audit Bureau of Circulations.
- What is a disadvantage of newspaper advertising?
Your answer:
The hot relationship between newspapers and their readers.
The number of young adults who read newspapers.
Space for ads usually can be reserved as late as 48 hours ahead.
Newspaper readers are predisposed to consider advertisements seriously.
The level of income and education of most newspaper readers.
- Which is unique to online advertising?
Your answer:
Technology is available for sound.
Technology is available for moving pictures.
Low production costs.
Low ad rates.
Readers can explore deeper and deeper levels of information about advertised products.
- Which represents a lowest common denominator approach?
Your answer:
Unique selling proposition.
Stealth Ads.
Infomercials.
New Site Ads.
Positioning.
- Which of the following is an example of a successful brand image?
Your answer:
Cafe Latte.
Light bulb.
Cola.
Croissant.
Kleenex.
- Which of the following is an example of a successful brand image?
Your answer:
Michelin tires.
Kleenex toilet tissue.
Schweppes.
Kleenex paper towels.
Jeno's pizza rolls.
- Which is a unique selling proposition?
Your answer:
Mazola corn oil margarine.
Taco Bell.
Hathaway shirts.
Grand Dad whiskey.
R-O-L-A-I-D-S spells relief.
- What does positioning do?
Your answer:
Locates the ad within the consumer's highest level of awareness.
Guarantees the product's name will be the first word in an advertisement.
Guarantees the advertisement's placement within a newspaper.
Helps distinguish products from all the LCD clamor and noise.
Guarantees the advertisement's placement within a magazine.
- What is the print version of an infomercial?
Your answer:
Circulazine.
Advertizine.
Magizement.
Infozine.
'Zine.
- Psychologists have identified a phenomenon in which certain behavior sometimes seems to be triggered by messages perceived subliminally. The phenomenon is called
Your answer:
limnation.
deceptive-receptive.
receptiveness.
gullibility.
subception.
- What is the result of global consolidation of advertising agencies?
Your answer:
German domination of American advertising.
Fewer but bigger agencies.
Cultural imperialism.
British domination of American advertising.
A resurgence of American domination of international advertising.
- How did David Ogilvy respond to claims of cultural imperialism as a result of multinational advertising?
Your answer:
The Cream rises to the Top.
Successful advertising always adapts to local conditions.
Whoever has the most influence has earned it.
The West knows Best.
Diversity will emerge from a plethora of voices.
- Which type of advertisements have been rejected by newspapers?
Your answer:
Clairvoyant services.
Old time music CDs.
In-line skates.
Ketchup because the ad used the catsup spelling.
Magazine subscriptions