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 about the content and appearance of the ads she remembered. The researcher was using to test the effectiveness of ads in the magazine.

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 about the content and appearance of the ads she remembered. The researcher was using to test the effectiveness of ads in the magazine.

A. inquiry testing
B. concept testing
C. portfolio testing
D. aided recall
E. unaided recall

Answer: E

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 of the ad's copy; and (4) who read at least half of the ad.

A. who felt the ad was vague or ambiguous
B. who felt elements of the ad were inappropriate
C. who saw or read any part of the ad identifying the product or brand
D. who could summarize the key ad points in their own words
E. who remembered having seen the ad before and had already tried the product

Answer: C

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. performance tests
D. jury tests
E. comparison tests

Answer: B

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. performance tests
D. jury tests
E. comparison tests




Answer: B

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. comparison tests



Answer: C

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 tests

Answer: A

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

Answer: E

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 to as .

A. jury testing
B. tracking tests
C. exposure testing
D. posttests
E. pretests

Answer: D

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. in-house agency
C. full-service agency
D. limited-service agency
E. promotion department

Answer: 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. limited-service agency

Answer: C

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. full-service agencies
B. in-house agencies
C. modified-service agencies
D. limited-service agencies
E. promotional firms

Answer: D

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 selection, copy development, artwork, and production, it has input into actual product design.
B. an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.
C. an advertising agency that provides the most complete range of services, including market research, . media selection, copy development, artwork, and production.
D. firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs.
E. one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations in order to save the firm money.

Answer: B

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 previously unpurchased media space, or providing Internet services are referred to as .

A. full-service agencies
B. in-house agencies
C. modified-service agencies
D. promotional firms
E. limited-service agencies

Answer: E

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 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) .

A. full-service agency
B. in-house agency
C. modified-service agency
D. promotional firm
E. limited-service agency

Answer: A

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, . media selection, copy development, artwork, and production, but also has input into actual product design.
B an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.
C an advertising agency that provides the most complete range of services, including market research, . media selection, copy development, artwork, and production.
D firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs.
E an organization that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations in order to save the firm money.

Answer: C

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, and production.

A. limited-service agency
B. full spectrum agency
C. multi-service agency
D. in-house agency
E. full-service agency

Answer: E

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: D

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. theater test
D. attitude test
E. portfolio test

Answer: 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 was, takes place during .

A. focus groups
B. portfolio tests
C. jury tests
D. theater tests
E. performance tests

Answer: C

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, subjects are asked for their impressions of the ads on several evaluative scales.

A. pretest
B. range test
C. group test
D. portfolio test
E. assortment test.

Answer: D

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. In order to accomplish this communication goal, marketers conduct before advertisements are placed in a medium.

A. pretests
B. double blind tests
C. efficacy trials
D. aided recall tests
E. sales tests

Answer: A

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 market.
B tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.
C tests conducted with an advertisement for a product to prospective consumers under realistic purchase . conditions to see if they will buy.
D 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.
E.sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.

Answer: D

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 among alternative versions of the advertisement are referred to as .

A. posttests
B. pretests
C. test screenings
D. aided recall testing
E. sales tests

Answer: B

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. pulsing schedules
E. intermittent schedules

Answer: 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 roses

Answer: E

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 referred to as a .

A. continuous schedule
B. phased schedule
C. pulse schedule
D. turnover schedule
E. intermittent schedule

Answer: C

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

Answer: A

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. flighting
C. dripping
D. pulsing
E. burst

Answer: 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. children's toys

Answer: D

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 to as a

A. continuous schedule.
B. flighting schedule.
C. pulse schedule.
D. relentless schedule.
E. unceasing schedule.

Answer: A

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. continuous, flighting, and pulse.
D. daytime, primetime, and off-peak.
E. sporadic, intermittent, and infrequent.

Answer: 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. the frequency rate.
C. brand awareness rate.
D. forgetting rate.
E. recall dissipation rate.

Answer: D

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 of the firm's product.
B. the number of times a buyer purchases a product during its life cycle.
C. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
D. how frequently a product is purchased over a particular time period.
E. the idea that the more frequently the product is purchased, the less advertising repetition is required.

Answer: E

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 buyers enter the market to buy a product.
C. the amount of time for a buyer to enter and exit a product's life cycle.
D. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.
E. the ratio of repeat purchases to the number of buyers for an offering.

Answer: B

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; (2) the product's attributes; and (3). 

A. cost.
B. the perceived risk.
C. the reputation of the prospective media firm.
D. the length of time required to get the message across.
E. the sustainability of the message.

Answer: A

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. the perceived risk
B. the sustainability of the message
C. the reputation of the prospective media firm
D. the media habits of the target audience
E. the length of time required to get the message across

Answer: D

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 information and contact numbers for immediate help. This is an example of .

A. remote media
B. social network advertising
C. place-based media
D. advocacy advertising
E. cooperative advertising

Answer: C

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 airports, doctors' offices, health clubs, or theaters, which are referred to as .

A. remote media
B. electronic advertising
C. product placements
D. cooperative advertising
E. place-based media

Answer: E

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 place-based media or .

A. out-of-home advertising
B. invasive placements
C. electronic advertising
D. product placements
E. cooperative advertising

Answer: A

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. place-based billboards
C. mobile signage
D. transit advertising
E. transportation advertising

Answer: D

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 painted on screens that cover the windows as well as the body of the bus. These ads are examples of .

A. transit advertising
B. mobile advertising
C. motorized billboards
D. mobile signage
E. transportation advertising

Answer: A

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. Heavy travel times, when audiences are the largest, are not conducive to reading transit advertising copy.
C.Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route.
D.Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention to the own well-being.
E. Transit advertising is highly selective of target audience when used on regular transit routes.

Answer: 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. transit advertising.
D. public advertising.
E. transport advertising.

Answer: 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 are not a good supplemental reinforcement for well-known products.
C. Billboards are well-suited for pioneering advertising.
D. Billboard sites depend on traffic patterns and sight lines.
E. Billboards are often too expensive for small local firms and are better suited for national campaigns.

Answer: D

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 suited to national campaigns.
D. it is especially suited for persuasive advertisements.
E. it has high visibility.

Answer: E

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 suited to national campaigns.
D. it has good reach and frequency.
E. it is especially suited for persuasive advertisements.

Answer: D

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 appeal.
D. it is particularly suited to national campaigns.
E. it is especially suited for pioneering product advertisements.

Answer: B

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. Billboards are well-suited for pioneering product advertising.
C. Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert.
D. Billboards are often too expensive for small local firms and are better suited for national campaigns.
E. Billboards are more effective in rural areas than in metropolitan areas.

Answer: A

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: C

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 called 

A. click hamming
B. click banging
C. clickbotting
D. webtipping
E. webcrawling

Answer: D

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. click bangers
D. click hammers
E. click tippers

Answer: B

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.

Answer: A

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. webtipping.
D. click-theft.
E. clickbotting.

Answer: B

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 media.
B. Although annoying, click fraud and webtipping are not causing real financial damage.
C. Although popular with the younger generation, few Baby Boomers order online.
D. Standards for the various formats used online are still evolving.
E. One way online companies benefit is through employing PTR in order to increase site traffic.

Answer: D

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.

Answer: A

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

Answer: D

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: C

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 search, banner ads, spamming, and video.
C. wikis, RSS feeds, interstitials, and cookies.
D. paid search, banner ads, classified ads, and video.
E. pop-ups, paid search, streaming video, and spamming.

Answer: D

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. interactive media
D. pay-per-click ads
E. infotainment ads

Answer: A

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 rate has been declining because consumers are developing "banner blindness."
C. pay-per-click search ads on Google are expensive and ineffective.
D. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
E. it often creates more traffic than a firm can actually handle.

Answer: B

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 ads on Google are expensive and ineffective.
C. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
D. it often creates more traffic than a firm can actually handle.
E. animation can require a long download time.

Answer: E

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 to translate messages that can be used in social media networks like Facebook and Twitter.
C. the medium is new so standards for various formats are still evolving.
D. it often creates more traffic than a firm can actually handle.
E. pay-per-click search ads on Google are expensive and ineffective.

Answer: C

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 into multiple languages.
C. initial encoding is easily outsourced.
D. there are a variety of online advertising options.
E. online ads almost always result in a "click," an action that leads to the purchasing of a product.

Answer: D

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 into multiple languages.
C. initial encoding is easily outsourced.
D. online ads almost always result in a "click," an action that leads to the purchasing of a product.
E. it can use animation to capture attention.

Answer: E

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 into multiple languages.
C. Internet advertising can use rich media to create interactive ads.
D. initial encoding is easily outsourced.
E. online ads almost always result in a "click," an action that leads to the purchasing of a product.

Answer: C

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 similar to television.
C. initial encoding is easily outsourced.
D. online ads almost always result in a "click," an action that leads to the purchasing of a product.
E. messages are automatically translated into multiple languages.

Answer: B

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 is no need to segment markets.
C. messages are automatically translated into multiple languages.
D. initial encoding is easily outsourced.
E. it is relatively simple to run national online campaign across multiple sites.

Answer: A

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. the difficulty of keeping the ads up-to-date.
D. privacy.
E. the environmental impact of the directories.

Answer: E

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 about the environmental impact of their paper-based print versions.
C. the ads are perishable.
D. few households with telephones have them.
E. advertisers must create extensive databases for delivery.

Answer: B

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 to date.
C. the ads are perishable.
D. few households with telephones have them.
E. advertisers must create extensive databases for delivery.

Answer: B

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 accountability and ROI metrics.
C. the ads are perishable.
D. few households with telephones have them.
E. advertisers must create extensive databases for delivery.

Answer: A

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 use than the Internet.
C. they have a long life span.
D. they are more mobile than other information sources.
E. there are no delivery costs.

Answer: C

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 use than the Internet.
C. they are more mobile than other information sources.
D. they have excellent coverage of geographic segments.
E. there are no delivery costs.

Answer: D

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. the print pages are quicker and easier to use than the Internet.
D. they are more mobile than other information sources.
E. they are available 24/7/365.

Answer: E

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 circulation.
C. Newspapers are increasing the number of printed pages.
D. More cities are increasing the number of newspapers that are available.
E. Cheaper newsstand prices have rekindled an interest in newspapers.

Answer: A

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 number of printed pages.
C. There is a growth in new types of news organizations.
D. More cities are increasing the number of newspapers that are available.
E. Cheaper newsstand prices have rekindled an interest in newspapers.

Answer: C

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 readers.
D. 5 million readers.
E. 10 million readers.

Answer: B

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 national daily print versions of .

A. The National Enquirer and The National Review
B. The Wall Street Journal and USA Today
C. The Trader and The National Enquirer
D. The New York Times and the Washington Post
E. The Christian Science Monitor and The Huffington Post

Answer: B

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 ad.
C. long life span.
D. relatively high cost.
E. competition for reader attention with other features in the newspaper.

Answer: E

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 markets
C. long lead time for placing an ad
D. relatively high cost
E. lack of noise during the communication process

Answer: A

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 when clipping its ads.
C. their short life span.
D. the high cost of ads.
E. their quick consumer response.

Answer: C

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. quick consumer response.
D. relatively high cost.
E. limited distraction from other features.

Answer: 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 clipped and saved.
D. quick consumer response.
E. limited distraction from other features.

Answer: C

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 an ad.
C. excellent color graphics.
D. minimum distraction from other features.
E. the extended life span.

Answer: B

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 ad.
C. the long life span.
D. the relatively high cost.
E. competition for reader attention with other features in the newspaper.

Answer: A

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 on tablet devices and smartphones.
B. newspapers are generally limited to ads that call for an immediate customer response.
C. readers of news-oriented content are moving toward free websites and mobile services.
D. most newspapers have recently experienced a surge in both circulation and advertising revenue.
E. newspapers are an important local medium with excellent reach potential.

Answer: D

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 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?

A. prime time national television
B. magazines targeted toward wealthy residents of Milwaukee
C. radio stations that target millennials
D. flyers sent to all the Milwaukee zip codes
E. Milwaukee regional newspapers

Answer: B

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 four-color graphics too frequently.
C. usually has little competition with other media features.
D. is quickly replacing television advertising.
E. is perceived to be more trustworthy, inspirational, and engaging than other media.

Answer: E

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 an ad.
C. the lack of noise associated with the use of magazines in the communication channel.
D. the infrequent nature of their publication.
E. there is little opportunity to tie in magazine advertisements with rest of an ad campaign.

Answer: D

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 an ad.
C. the relatively high cost.
D. the lack of noise associated with the use of magazines in the communication channel.
E. the trend to create sex or humor appeals often dilutes the effectiveness of the message.

Answer: C

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 to place an ad.
C. the extremely low cost.
D. the trend to create sex or humor appeals often dilutes the effectiveness of the message.
E. the lack of noise associated with their use in the communication channel.

Answer: B