A earcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions...
The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) ; (3) who read any part of the ad's copy; and (4) who read at least half of the ad.
The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) ; (3) who read any part...
There are five common approaches to posttests: aided recall, unaided recall, attitude tests, , and sales tests.
There are five common approaches to posttests: aided recall, unaided recall, attitude tests, , and sales tests.
A. exposure tests
B. inquiry tests
C....
There are five common approaches to posttests: aided recall, unaided recall, inquiry tests, and sales tests.
There are five common approaches to posttests: aided recall, unaided recall, inquiry tests, and sales tests.
A. exposure tests
B. attitude tests
C....
There are five common approaches to posttests: aided recall, sales tests.
There are five common approaches to posttests: aided recall, sales tests.
A. exposure tests
B. performance tests
C. unaided recall
D. jury tests
E....
There are five common approaches to posttests: and sales tests.
There are five common approaches to posttests: and sales tests.
A. aided recall
B. jury tests
C. tracking testing
D. performance tests
E. comparison...
All of the following are examples of post tests EXCEPT:
All of the following are examples of post tests EXCEPT:
A. inquiry test
B. sales test
C. attitude test
D. unaided recall test
E. jury test...
Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as .
Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred...
The company's own advertising staff, which may provide full services or a limited range of services, is referred to as a(n) .
The company's own advertising staff, which may provide full services or a limited range of services, is referred to as a(n) .
A. intra-firm agency
B....
When a company uses a(n) services needed by the company.
When a company uses a(n) services needed by the company.
A. intra-firm agency
B. promotion department
C. in-house agency
D. full-service agency
E....
An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as
An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as
A....
A limited-service agency refers to
A limited-service agency refers to
A. an advertising agency that not only provides a complete range of services, including market research, . media...
Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as .
Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying...
An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of agency is referred to as a(n) .
An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on...
A full-service advertising agency refers to
A full-service advertising agency refers to
A an advertising agency that not only provides a complete range of services, including market research,...
A(n) is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
A(n) is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork,...
The most sophisticated form of pretest is the .
The most sophisticated form of pretest is the .
A. portfolio test
B. sales test
C. attitude test
D. theater test
E. jury test
Answer:...
At where consumers are invited to view new television shows or movies that also include test commercials is called the .
At where consumers are invited to view new television shows or movies that also include test commercials is called the .
A. sales test
B. jury test
C....
Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during .
Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it...
In a(n) test, the test ad is placed in a collection with several other ads and stories, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.
In a(n) test, the test ad is placed in a collection with several other ads and stories, and consumers are asked to read through the collection. Afterward,...
Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct before advertisements are placed in a medium.
Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience....
Pretests refer to
Pretests refer to
A tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target...
Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as .
Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select...
Some studies show that are superior to other advertising strategies.
Some studies show that are superior to other advertising strategies.
A. flighting schedules
B. continuous schedules
C. opportunistic schedules
D....
Pulse scheduling would most likely be used for advertising .
Pulse scheduling would most likely be used for advertising .
A. bathroom cleaner
B. breakfast cereal
C. socks
D. motor oil
E. long-stemmed...
A lighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a .
A lighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is...
Flighting schedules would most likely be used for advertising .
Flighting schedules would most likely be used for advertising .
A. snowboards
B. automobiles
C. bottled water
D. toothpaste
E. bathroom cleaners...
Periods of advertising scheduled between periods of no advertising to reflect seasonal demand, represent the schedule of advertising.
Periods of advertising scheduled between periods of no advertising to reflect seasonal demand, represent the schedule of advertising.
A. steady
B....
Continuous scheduling would most likely be used for advertising .
Continuous scheduling would most likely be used for advertising .
A. fishing rods
B. bathing suits
C. gardening supplies
D. bathroom cleaners
E....
A ic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a
A ic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred...
The three approaches to setting advertising schedules are
The three approaches to setting advertising schedules are
A. flexible, seasonal, and continuous.
B. spontaneous, continuous, and intermittent.
C....
In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as
In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as
A. buyer turnover.
B....
In terms of scheduling advertising, purchase frequency refers to
In terms of scheduling advertising, purchase frequency refers to
A. the number of times a buyer tries a product before becoming a brand loyal customer...
In terms of scheduling advertising, buyer turnover refers to
In terms of scheduling advertising, buyer turnover refers to
A. the amount of time between repeat purchases for a given product.
B. how often new...
There are three key factors when choosing among place-based media options for an advertising campaign: (1) the media habits of the target audience; (2) the product's attributes; and (3).
There are three key factors when choosing among place-based media options for an advertising campaign: (1) the media habits of the target audience;...
There are three key factors when choosing among place-based media options for an advertising campaign: (1) ; (2) the product's attributes; (3) and cost.
There are three key factors when choosing among place-based media options for an advertising campaign: (1) ; (2) the product's attributes; (3) and cost.
A....
Several hospitals placed signs on the inside door of ladies' bathroom stalls encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of .
Several hospitals placed signs on the inside door of ladies' bathroom stalls encouraging women to seek help if they are being abused. The signs included...
As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options—in airports, doctors' offices, health clubs, or theaters, which are referred to as .
As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options—in...
As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or .
As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called...
Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses. These ads are examples of .
Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses. These ads are examples of .
A. mobile advertising
B....
Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of .
Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message...
Which of the following statements regarding transit advertising is MOST accurate?
Which of the following statements regarding transit advertising is MOST accurate?
A. Transit advertising is well-suited for pioneering advertising.
B....
Messages on the interior and exterior of buses, subway cars, and taxis are referred to as
Messages on the interior and exterior of buses, subway cars, and taxis are referred to as
A. transportation messages.
B. public service announcements.
C....
Which of the following statements regarding billboards is MOST accurate?
Which of the following statements regarding billboards is MOST accurate?
A. Billboards offer opportunities for lengthy advertising copy.
B. Billboards...
One advantage of using billboards as an advertising medium is
One advantage of using billboards as an advertising medium is
A. it is environmentally friendly.
B. it has universal appeal.
C. it is particularly...
One advantage of using billboards as an advertising medium is
One advantage of using billboards as an advertising medium is
A. it is environmentally friendly.
B. it has universal appeal.
C. it is particularly...
One advantage of using billboards as an advertising medium is
One advantage of using billboards as an advertising medium is
A. it is environmentally friendly.
B. it is relatively low-cost.
C. it has universal...
Which of the following statements regarding billboards is MOST accurate?
Which of the following statements regarding billboards is MOST accurate?
A. Billboards are a good supplemental reinforcement for well-known products.
B....
The most common form of outdoor advertising is/are
The most common form of outdoor advertising is/are
A. transit
B. point-of-purchase displays
C. billboards
D. kiosks
E. in-store signage
Answer:...
Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free. This practice is called
Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site to keep them free. This practice is...
Software programs called , are a form of click fraud where the software is used to produce automatic clicks on ads.
Software programs called , are a form of click fraud where the software is used to produce automatic clicks on ads.
A. click spiders
B. clickbots
C....
A m of click fraud is called "PTR," which is an acronym for
A m of click fraud is called "PTR," which is an acronym for
A. Paid-to-Read.
B. Ping-to-Read.
C. Profit-to-Read.
D. Place-to-Read E. Priced-to-Read....
The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as
The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as
A. deceptive advertising.
B. click fraud.
C....
Which of the following statements about online advertising is MOST accurate?
Which of the following statements about online advertising is MOST accurate?
A. It is easier to measure the impact of online advertising than other...
Experts estimate that consumers conduct approximately
Experts estimate that consumers conduct approximately
A. 17 billion
B. 23 billion
C. 39 billion
D. 68 billion
E. 92 billion
searches each month....
Two of the largest portals for Internet advertising are and
Two of the largest portals for Internet advertising are and
A. Google; AOL
B. Google; Tubenet
C. Google; MSN
D. Google; Yahoo!
E. Google; Bing...
The fastest growing form of Internet advertising is .
The fastest growing form of Internet advertising is .
A. interstitials
B. rich media
C. paid search
D. spam
E. wikis
Answer:...
There are a variety of online advertising options. The most popular are:
There are a variety of online advertising options. The most popular are:
A. free search, classifieds, interactives, and interstitials.
B. free...
Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as .
Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as .
A. rich media
B. banner ads
C....
One disadvantage of using the Internet as an advertising medium is
One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. the click-through...
One disadvantage of using the Internet as an advertising medium is
One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. pay-per-click search...
One disadvantage of using the Internet as an advertising medium is
One disadvantage of using the Internet as an advertising medium is
A. as a relatively new medium, it has attracted limited use.
B. it is difficult...
One advantage of using the Internet as an advertising medium is
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated...
One advantage of using the Internet as an advertising medium is
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated...
One advantage of using the Internet as an advertising medium is
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. messages are automatically translated...
One advantage of using the Internet as an advertising medium is
One advantage of using the Internet as an advertising medium is
A. there is no need to segment markets.
B. it has video and audio capabilities...
One advantage of using the Internet as an advertising medium is
One advantage of using the Internet as an advertising medium is
A. it is similar to print advertising since it offers a visual message.
B. there...
Yellow pages publishers are facing increasing public concern about
Yellow pages publishers are facing increasing public concern about
A. the competition among directories.
B. the lack of online yellow pages.
C....
One disadvantage of using the yellow pages as an advertising medium is
One disadvantage of using the yellow pages as an advertising medium is
A. there is no similar competition.
B. they are facing increasing public concern...
One disadvantage of using the yellow pages as an advertising medium is
One disadvantage of using the yellow pages as an advertising medium is
A. there is no similar competition.
B. they are difficult to keep up...
One disadvantage of using the yellow pages as an advertising medium is
One disadvantage of using the yellow pages as an advertising medium is
A. the proliferation of directories in many cities.
B. they have extensive...
One advantage of using the yellow pages as an advertising medium is
One advantage of using the yellow pages as an advertising medium is
A. there is no competition.
B. the print pages are quicker and easier to...
One advantage of using the yellow pages as an advertising medium is
One advantage of using the yellow pages as an advertising medium is
A. there is no competition.
B. the print pages are quicker and easier to...
One advantage of using the yellow pages as an advertising medium is
One advantage of using the yellow pages as an advertising medium is
A. the short life span.
B. they are used more than 150 billion times annually.
C....
Which of the following is a trend that influences newspapers today?
Which of the following is a trend that influences newspapers today?
A. There is a growth in online newspapers.
B. Newspapers are enjoying increasing...
Which of the following is a trend that influences newspapers today?
Which of the following is a trend that influences newspapers today?
A. Newspapers are enjoying increasing circulation.
B. Newspapers are increasing...
The Wall Street Journal and USA Today each have a national distribution of more than
The Wall Street Journal and USA Today each have a national distribution of more than
A. 500,000 readers.
B. 1 million readers.
C. 2 million...
National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be national daily print versions of .
National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be...
One disadvantage of using newspapers as an advertising medium is their
One disadvantage of using newspapers as an advertising medium is their
A. inability to cover local markets.
B. long lead time for placing an...
One disadvantage of using newspapers as an advertising medium is their .
One disadvantage of using newspapers as an advertising medium is their .
A. relatively poor color reproduction
B. inability to cover local...
One disadvantage of using newspapers as an advertising medium is
One disadvantage of using newspapers as an advertising medium is
A. their inability to cover local markets.
B. readers damage the newspaper...
One advantage of using newspapers as an advertising medium is their
One advantage of using newspapers as an advertising medium is their
A. ability to cover national markets.
B. excellent use of color graphics.
C....
One advantage of using newspapers as an advertising medium is
One advantage of using newspapers as an advertising medium is
A. their long life span.
B. the excellent use of color graphics.
C. ads can be...
One advantage of using newspapers as an advertising medium is
One advantage of using newspapers as an advertising medium is
A. the ability to cover national markets.
B. the short lead time for placing...
One advantage of using newspapers as an advertising medium is
One advantage of using newspapers as an advertising medium is
A. their ability to cover local markets.
B. the long lead time for placing an...
All of the following statements are true about newspapers EXCEPT:
All of the following statements are true about newspapers EXCEPT:
A.many newspapers are adding complementary digital versions that can be viewed...
Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach potential customers with colorful long-lasting images and remind them that Trice is the source for all their gift- giving needs?
Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which...
Recent studies comparing advertising in different media suggest that magazine advertising
Recent studies comparing advertising in different media suggest that magazine advertising
A. takes a relatively short time to read.
B. incorporates...
One disadvantage of using magazines as an advertising medium is
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the short lead-time needed to place...
One disadvantage of using magazines as an advertising medium is
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the short lead-time needed...
One disadvantage of using magazines as an advertising medium is
One disadvantage of using magazines as an advertising medium is
A. the inability to target specific audiences.
B. the long lead-time needed...
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