Question 1

Message strategies and decisions most often are the joint enterprise of the companies that advertise and their advertising agencies.

Accepted Answer

A) True 
 B)False  True

Question 2

The fastest growing form of Internet advertising is ____.

Accepted Answer

A)  blogging 
B)  search engine advertising 
C)  rich media advertising 
D)  e-mail advertising 
E)  wireless e-mail advertising B

Question 3

Which of the following is a prominent Internet company that advertisers can use for targeting their ads?

Accepted Answer

A)  Mediamark 
B)  Simmons 
C)  Nielsen 
D)  DoubleClick 
E)  Arbitron D

Question 4

____ is developing ways to determine the demographic characteristics of outdoor audiences.

Accepted Answer

A)  Mediamark Research Company 
B)  Nielsen Media Research 
C)  Buzzone Research 
D)  Starch Media Research 
E)  New Media Research

Question 5

____ is simply the use of the Internet for sending commercial messages to recipients.

Accepted Answer

A)  Web-mail advertising 
B)  Search engine advertising 
C)  E-mail advertising 
D)  Click-through advertising 
E)  Action advertising

Question 6

Evelyn is the advertising director of a chain of health clubs. She is putting together an advertisement, and she wants to enhance the consumers' opportunity to encode information. The best way to accomplish this objective would be to ____.

Accepted Answer

A)  repeat the ad on multiple occasions 
B)  use loud music 
C)  use celebrities 
D)  use colorful ads 
E)  employ verbal framing

Question 7

Zones where wireless Internet connection is possible are referred to as hot spots.

Accepted Answer

A) True 
 B)False

Question 8

Sean is a college student and was born in 1985. To which generation does Sean belong?

Accepted Answer

A)  Baby Boom 
B)  Generation X 
C)  Generation Y 
D)  Generation Z 
E)  Mature Generation

Question 9

An exemplar is a specimen or model of a particular concept or idea.

Accepted Answer

A) True 
 B)False

Question 10

For innovations that are not perceived by consumers as compatible with their lifestyle, a strategy for overcoming this involves heavy ____.

Accepted Answer

A)  sales promotion 
B)  personal selling 
C)  public relations 
D)  trade promotions 
E)  advertising

Question 11

U.S. citizens aged 55 or older represent 40 percent of the total U.S. population.

Accepted Answer

A) True 
 B)False

Question 12

Sites such as MySpace and Facebook are known as ____ sites.

Accepted Answer

A)  social networking 
B)  pop-up 
C)  shopping 
D)  entertainment 
E)  focused

Question 13

Users of yellow pages have household incomes of approximately ____.

Accepted Answer

A)  $25,000 to $30,000 
B)  $30,000 to $35,000 
C)  $35,000 to $40,000 
D)  $40,000 to $50,000 
E)  $60,000 or more

Question 14

Historically, the outdoor industry has relied on information provided by ____ for audience measurement.

Accepted Answer

A)  Nielsen Media Research 
B)  Mediamark 
C)  The Traffic Audit Bureau 
D)  Buzzone Research 
E)  Starch Media Research

Exam 1: Targeting, Internet Advertising, Signage and Point-Of-Purchase Communications and Facilitating the Success of New Brands

Message strategies and decisions most often are the joint enterprise of the companies that advertise and their advertising agencies.

The fastest growing form of Internet advertising is ____.

Which of the following is a prominent Internet company that advertisers can use for targeting their ads?

____ is developing ways to determine the demographic characteristics of outdoor audiences.

____ is simply the use of the Internet for sending commercial messages to recipients.

Evelyn is the advertising director of a chain of health clubs. She is putting together an advertisement, and she wants to enhance the consumers' opportunity to encode information. The best way to accomplish this objective would be to ____.

Zones where wireless Internet connection is possible are referred to as hot spots.

Sean is a college student and was born in 1985. To which generation does Sean belong?

An exemplar is a specimen or model of a particular concept or idea.

For innovations that are not perceived by consumers as compatible with their lifestyle, a strategy for overcoming this involves heavy ____.

U.S. citizens aged 55 or older represent 40 percent of the total U.S. population.

Sites such as MySpace and Facebook are known as ____ sites.

Users of yellow pages have household incomes of approximately ____.

Historically, the outdoor industry has relied on information provided by ____ for audience measurement.