Advertising Exam 1 Name_________________________________ Instructions: There are 100 multiple choice questions, choose the best answer.

Each question is valued at 1 point (for a total of 100).

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Name:____________________________ 1. An advertisement by Dawn dishwashing liquid that invites you to visit DawnSavesWildlife.com to learn how the product is being used to help our environment is an example of: A. trade advertising. B. product advertising. C. nonproduct advertising. D. noncommercial advertising. E. professional advertising. 2. Which of the following is a major drawback to the use of personal selling? A. Its low frequency and reach B. Its high per-customer costs C. Its inability to convey large amounts of information D. Its ineffectiveness as a motivator E. Its ineffectiveness to build brand value 3. In the receiver dimension of advertising, _____ are the people in the real world who comprise the ad's target audience. A. personae B. actual consumers C. sponsorial consumers D. implied consumers E. creatives director 4. A horse stable operator, who reads an ad for a worming medicine made by Pfizer Animal Health, decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning. In the context of the advertisement, this is referred to as: A. acting as a source. B. providing feedback. C. creating a persona. D. using bi-lateral marketing communications. E. creating a new communication channel. 5. In order to convey the benefits of sponsorship to a potential sponsor, the Fort Worth Stock Show Rodeo would most likely use _____. This enables the marketer to answer the prospect's questions on the spot. A. personal selling B. direct-response advertising C. a sales promotion D. public relations E. nonproduct advertising 6. Which of the following activities refers to all the planned messages that companies and organizations create and disseminate to support their marketing objectives and strategies? A. Personal selling B. Publicity C. Marcom D. The communications process E. Promotion

7. Advertising reaches us through a channel of communication referred to as a(n): A. feedback. B. medium. C. encoding mechanism. D. distribution channel. E. noise. 8. Because advertising is typically directed to groups of people rather than to individuals, advertising is referred to as: A. a non-persuasive communication. B. a network medium. C. a general medium. D. non-directed communication. E. mass communication. 9. In terms of the application of the human communication process to advertising, the restaurant owner who read all of the copy in an ad for Anuga, the international trade show for people in the food and drink industry, would be a(n): A. encoder. B. medium. C. receiver. D. source. E. channel. 10. The process of integrating all the messages created by an advertiser's various communication agencies and sent out by various departments within the company to achieve consistency is called: A. integrated marketing communications. B. integrated project management. C. integrated accountability communications. D. integrated business administration. E. integrated employee communications. 11. An end to the Cold War came as the Berlin Wall came down and Western companies and financiers began to invest heavily in what was once called the Warsaw Pact countries. Big multinational companies and their advertising agencies went on a binge, buying other big companies and adding a new term to the financial lexicon. This term was: A. partnering. B. free market. C. oligopoly. D. megamerger. E. service economy.

12. Which of the following statements most accurately describes the industrializing age? A. Most manufacturers implemented positioning strategies. B. Manufacturers found research groups to study consumer attitudes and preferences. C. Each manufacturer sought to sell its own brand based on its own special qualities. D. Manufacturers were principally concerned with production. E. The invention of television dramatically changed how manufacturers communicated with consumers. 13. Two related economic factors characterized the marketing world of the late 1980s and early 1990s in the United States. One of those factors was: A. an aging upper management, which led to a lack of innovation. B. the growing burden of financial debt, which forced governments to return to high tax policies directed toward businesses. C. the implementation of affirmative action policies. D. the rise of sophisticated and affluent consumers. E. the rise of trade barriers such as import tariffs. 14. _____ is being used when a publishing company prints three monthly magazinesone for horse breeders, one for cat lovers, and one for thrifty senior citizens. A. Multi-marketing B. Market segmentation C. Product differentiation D. Market formatting E. Production focus 15. Because of the emergence of new technology, such as PCs, Internet, CD-ROMs, and cable TV, advertising is evolving into a(n): A. two-way medium. B. reciprocal medium with limited prospects for the future. C. analog medium. D. narrowcasting medium. E. rhetoric advertising medium. 16. An ad in Fit magazine offered a 30-day free at-home trial of a Lifecycle exercise bicycle with free shipping, and return if the customer was not satisfied with the bicycle. The primary function of the ad was to: A. control competitive pricing practices. B. establish exclusive distribution rights for Lifecycle. C. communicate company's quality mission. D. induce consumers to try the bicycle. E. communicate information about Lifecycle's after-sale service. 17. _____ is a type of marketing used to slow down the demand for certain products, such as energy-consuming goods. A. Un-marketing B. Demarketing C. Branding D. Eco-marketing E. Preservation marketing 18. For years, Levi-Strauss advertised its jeans to baby boomers because that is what most baby boomers wore during the 1960s. Unfortunately, this strategy of making Levi's a baby boomer icon has decreased the brand's appeal to today's teens who perceive the Levi's brand as old-fashioned. In this example, the (n) _____ did not produce a positive effect. A. logistical strategy B. universal sales promotion (USP) C. positioning strategy D. market aggregation strategy E. promotional mix 19. There are lots of different types of cosmetics currently on the market. Exhibitor Labs makes a line of cosmetics including eye accents and shampoos for horses. It claims to manufacture "the world's finest equine cosmetics." What kind of strategy is Exhibitor Labs using? A. Market differentiation B. Market diversification C. Positioning D. Product allocation E. Market benefit

20. The period in the evolution of advertising that extended from the beginning of recorded history to roughly the start of the nineteenth century was called the: A. precommercial era. B. preadvertising age. C. industrial age. D. industrializing age. E. preindustrial age. 21. Under current law, the only product claims that are considered deceptive are those that: A. have messages about the social context in which the consumer can use the brand. B. can unjustifiably injure a consumer. C. violate public policy. D. have the potential to deceive or mislead reasonable people. E. exploit vulnerable groups. 22. Socially responsible advertisers: A. are always mindful of man's need for open communication. B. do what the government and federal agencies want. C. do what society views as best for the welfare of people in general. D. do what ethical societies have prescribed for businesses. E. realize their primary responsibility is to provide the greatest good for the largest number of people. 23. Recently, Adolph Coors Co. ran an ad which featured a purported taste test between Aspen Edge and Anheuser-Busch's Michelob Ultra. A tastetester downed a glass of Aspen Edge and took only a sip of Michelob Ultra. A print version of the ad said, "Beer drinkers agree that Aspen Edge has more taste than Michelob Ultra." Coors was forced to remove the television advertisements after Anheuser-Busch said it made unsubstantiated claims about consumer preferences. Anheuser-Busch: A. was exercising its right to protect its trademark. B. accused Coors of violating copyright laws. C. was using laws designed to protect from gray marketing. D. was engaging in anti-competitive behavior. E. issued an unsupported cease-and-desist order. 24. The FTC defines _____ as any ad that contains a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment. A. hazardous IMC B. faux marketing C. unfair advertising D. deceptive advertising E. subversive advertising 25. The National Advertising Division (NAD) of the National Advertising Review Council (NARC): A. promote the benefits of advertising to its critics. B. serves as the appeal board for decisions made by the National Advertising Review Board. C. is a monitoring and investigative body. D. substitutes U.S. district court systems. E. guides new businesses in the development of ethical advertising codes. 26. Ben and Bernice are going to the mall. Ben wants to buy a pair of jeans, and Bernice wants to buy a pair of Levi boot-cut jeans. Ben illustrates _____ demand while Bernice illustrates _____ demand. A. secondary; kinked B. essential; desired C. external; internal D. economic; luxurious E. primary; selective

27. For a snack on a cold day, Teresa wants a cup of soup, and Johanna wants a cup of Progresso brand chicken noodle soup. Teresa is illustrating _____ demand, and Johanna is illustrating _____ demand. A. secondary; kinked B. elastic; inelastic C. external; internal D. primary; selective E. selective; primary 28. _____ refers to exaggerated, subjective claims that can't be proven true or false. A. Covert advertising B. Skepticism C. Invectiveness D. Demarketing E. Puffery 29. _____ means doing what is morally right in a given situation. A. Subliminal advertising B. Ethical advertising C. Truth-in-advertising D. Ethical E. Covert advertising 30. When the Federal Trade Commission determines that an ad is deceptive or unfair, it can: A. require the advertiser to run cooperative advertising. B. convince the advertiser to sign a consent decree. C. require the advertiser to pay reimbursements to all consumers who bought the product. D. force the firm that ran the deceptive ad to get "advance clearance" on all future ad campaigns. E. place a federal representative in the deceptive firm's advertising department to oversee future ad campaigns. 31. A(n) _____ is a document that the advertiser accused of deceptive or unfair advertising signs, in which it agrees to stop the objectionable advertising. A. consent decree B. product substantiation claim C. cessation order D. ad sanctioning agreement E. guilt disclosure 32. Cease-and-desist orders: A. are voluntary statements that have no legal ramifications. B. require that the FTC place a representative in the advertising department of the accused advertiser to monitor further campaigns. C. prohibit further use of the offending advertisement. D. are issued after the advertiser signs a consent decree. E. are not issued by the FTC. 33. Consumer advocate groups: A. substantiate ads. B. sponsor competitor boycotts. C. create communication barriers that make it difficult for advertisers to reach disadvantaged consumers. D. submit complaints about ads to appropriate government agencies. E. regulate themselves. 34. _____ are needs that we learn during our lifetime. A. Values B. Wants C. Ethics D. Desires E. Ideals

35. _____ is the acquired behavior pattern that becomes nearly or completely involuntary. A. Attitude B. Incentive C. Impetus D. Habit E. Stimulus-response 36. Luka was planning to watch a movie last weekend. After trying to read the small print which mentioned the movie timings, he gave up and decided to go to the zoo instead. In this case, _____ screens influenced his perception. A. physiological B. rational C. functional D. psychological E. self-actualizing 37. An advertisement for The Patterson School in Lenoir, North Carolina, invites students "who want to be more, who can be more, and who dare to be more" to call or write for information about the school. According to Maslow's hierarchy of needs, this advertisement is a promotional appeal to the _____ need. A. physiological B. safety C. social D. esteem E. self-actualization 38. _____ is the personalized way we sense, interpret, and comprehend various stimuli. A. Habit B. Learning C. Perception D. Motivation E. Attitude 39. When Tony looks at fishing lures, he sees tools that help him catch delicious fish. When Hugh looks at the same lures, he sees devices that could cause him bodily harm. Their differing opinions most likely result from differences in: A. perceptions. B. motivations. C. attitudes. D. cognitive learning. E. social class. 40. _____ are the basic, often instinctive, human forces that motivate us to do something. A. Needs B. Wants C. Ideals D. Desires E. Inducements 41. Think about the Elaboration Likelihood Model. Which of the following purchases would be most likely to involve the central route to persuasion? A. An engagement ring B. A loaf of bread C. Nail filers D. An umbrella E. File folders 42. In a study in the Netherlands, Belgium, and Germany, respondents were asked several questions that asked them to rate imported meat against locally-produced meat. In all cases, locally-produced meat was rated much higher even though the meat from all three nations is virtually indistinguishable. _____ screens based on learned factors led to this perceived differences. A. Physiological B. Rational C. Functional D. Psychological E. Self-actualizing

43. Which of the following is an example of an interpersonal influence that would affect the purchase of an IRA? A. The individual's current income level. B. The kinds of IRA funds family members participate in. C. What the individual knows about the future value of money. D. The time of year the IRA is being purchased. E. The current political environment. 44. If you receive an invitation to your 25th high school reunion, you will be much more likely to notice ads for various weight-loss programs, diet foods, and skin rejuvenators than if you are invited to an annual family picnic. This is an example of how _____ affects perception. A. the elaboration likelihood model B. an evoked set C. the self-concept D. persuasion E. motivation 45. Some people who enjoy consuming a thick Porterhouse steak often do so because it tastes good, their family members all eat beef, and it is a good reward at the end of a hard day. These reasons for enjoying meat are all examples of _____ motives. A. transformational B. informational C. negatively originated D. transactional E. need-based 46. A manufacturer of wax for snow skis must offer different versions of its product so that it will work in areas where the snow tends to be wet and heavy, in regions where the snow is hardpacked, and in places where the snow is a fine powder. These modifications in response to regional differences are referred to as _____ segmentation. A. demographic B. psychographic C. geographic D. volume E. psychological 47. What is the next step for a marketer once market segmentation has been done? A. Target marketing process B. Budgeting process C. Creating brand equity D. Selection of the promotional objectives E. Competitive assessment 48. Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes. These cell phone companies are using: A. purchase-occasion segmentation. B. psychographic positioning. C. demographic segmentation. D. lifestyle segmentation. E. volume segmentation. 49. Many people give fine chocolates as Christmas presents to friends and co-workers. The only time of year you will see Ferro Rocher chocolates advertised is during November and December as the company tries to create awareness for its product in the minds of consumers looking for that perfect utilitarian gift. This would be an example of: A. purchase-occasion segmentation. B. psychographic positioning. C. demographic segmentation. D. lifestyle segmentation. E. volume segmentation.

50. There are many different brands of soup and soup mixes on the shelves of most supermarkets. The manufacturer of Glen Muir brand organic soup would like to create _____ so that its customers will perceive why it is a better brand of soup than all the rest on the market. A. secondary demand B. selective demand C. primary demand D. pioneering demand E. utility of demand 51. A promotion was launched to position French's as a fun line of condiments for a variety of everyday usage occasions. Its promotions showed vignettes of families, children and older Americans enjoying foods flavored with French's Deli Style, Dijon Style and Honey Mustard flavors as well as its Classic Yellow mustard. The fact that all of these mustards have the French's brand is an example of: A. individual branding. B. regional branding. C. psychological branding. D. private labeling. E. family branding. 52. When Hannah buys almond soap from a vendor at an arts and crafts show, and the vendor actually made the soap from scratch, the purchase was made through a(n) _____ distribution channel. A. selective B. indirect C. direct D. unbranded E. networked 53. Miller Brewing Co. markets caffeinated alcoholic beverage under the Sparks and Steel Reserve brands. Both brands are fast-growing and profitable. Since a distinct target market has been identified for each brand, it was essential that Miller use a(n) _____ branding strategy with this product line. A. private B. lifestyle C. individual D. family E. group 54. In the health care industries, strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families and the fact women use health services more frequently than men. If you are a health care provider, you would want to use _____ segmentation. A. demographic B. psychographic C. diffused D. geographic E. psychological 55. Several new editions of the Bible have recently been published. One new edition is called the Teen Study Bible. It highlights contemporary issues and offers practical advice to Christian teens. Christian teens are the Bible's: A. buying centers. B. reference group. C. evoked set. D. concept segment. E. target market. 56. Seagram of North America provides its resellers with elaborate point-of-purchase displays to encourage the resellers to stock and promote the distillery's products. In this example, Seagram's is using: A. indirect consumer marketing. B. promotion equity. C. scrambled promotion. D. a push strategy. E. a selecting perception.

57. Crowley Foods in Massachusetts makes six different brands of dairy products. They are Crowley, Heluva Good, Rosenberger's Dairy, Axelrod, Maggio Cheese and Penn Maid Dairy. There are a number of different dairy products marketed under each brand. Crowley foods uses a _____ branding strategy. A. individual B. lifestyle C. national D. family E. group 58. For which of the following products is its manufacturer most likely to use intensive distribution? A. Waterford crystal B. Harry Potter books C. Chewing gum D. Refrigerators E. Pepperidge Farm cherry turnovers 59. Jennifer was asked to list all the commercials she remembered seeing while watching the television show Heroes. Jennifer was participating in a(n): A. recall test. B. projective interview. C. focus interview. D. attitude test. E. inquiry test. 60. The shopper at the health food store was asked by a researcher to look at a magazine ad for a line of new organic soups. The researcher asked her if she liked the ad and if she found the ad credible. What method of pretesting was the researcher using? A. portfolio analysis B. central location testing C. focused questioning D. direct questioning E. observational research 61. RadTech, a trade association for the advancement of ultraviolet technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce, and household products. A trained moderator led the group's unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. This was an example of the use of the _____ technique associated with qualitative research. A. projective B. instructive C. intensive D. manipulative E. informative 62. Advertising researchers would be most likely to use portfolio tests, storyboard tests, and consumer juries during _____ for advertising development. A. strategy determination B. posttesting C. pretesting D. media selection E. concept development 63. Effective survey questions have three important attributes. They are: A. lengthy, descriptive, and unspecific. B. double-barreled, leading, and loaded. C. clarity, focus, and brevity. D. embedded with response, length, and complex. E. debatable, difficult, and specific.

64. Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals. Forrester only surveyed a _____, a small portion of the people that represent consumers who shop online. A. probability universe B. pretest population C. focus group D. miniuniverse E. sample 65. Which of the following is an example of a method for posttesting ads? A. Attitude tests B. Theater test C. Order-of-merit test D. Central location test E. Clutter test 66. A marketing researcher designed a questionnaire that asked "In your opinion, how should the government take a more active role in making sure that your food is handled properly?" What type of question would the researcher be using? A. open-ended B. multiple choice C. dichotomous D. bipolar E. tabulation 67. Advertisers use pretesting to help make decisions about a number of variables. These variables are typically referred to as the: A. marketing mix. B. six Ps. C. advertising mix. D. media classes. E. five Ms. 68. An MIS is a: A. set of procedures designed to generate information for making marketing decisions. B. process used to make sure that none of the steps in the research process is ignored. C. hierarchical chart for categorizing the relevance of different types of data. D. process used to assess and prioritize internal environmental strengths, weaknesses, opportunities, and threats. E. set procedures used for gathering information and converting it into secondary data. 69. If an Internet advertiser were to subscribe to Nielsen-NetRatings, it would receive information about the Web surfing habits of various demographic groups. This would be an example of: A. proliferation research. B. recall testing. C. inquiry testing. D. advertising concept testing. E. media research. 70. Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads, and whole advertising campaigns? A. Behavioral research B. Ethnographic research C. Marketing research D. Advertising research E. Ad testing

71. There are very few studies that use data aimed at disentangling the relationship between quality of care and litigation activity against nursing homes. Initial studies in this area are examining the market growth and the competition among nursing homes for patients to better define the research problem. They would be conducting _____ research to better define the problem. A. exploratory B. survey C. nonprobability sampling D. experimental E. unofficial 72. Which of the following statements about the relationship of advertising to sales and profits is true? A. Sales will remain constant if there is additional advertising. B. There will be no sales if there is no advertising. C. The durability of advertising is long-term. D. Increases in profitability are closely related to increases in the marketing budget E. There is no saturation level for advertising. 73. Silly Putty has been around for years. It began as a gag gift sold in specialty stores alongside fake vomit. It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend itself and never really acted like a market leader. Which of the following strategies has Silly Putty successfully followed? A. The strategic square B. Flanking warfare C. Defensive warfare D. Bottom up E. Guerrilla warfare 74. _____ involves creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other items of mutual value. A. Market exchange B. Strategic collaboration C. Relationship marketing D. Creative partnering E. Transactional marketing 75. Roy Harold purchased a new washer/dryer for his apartment. Shortly after the appliances had been installed, a store representative called Harold and asked if he was satisfied with the washer/dryer and how they were installed. The store representative also asked Harold to call if he had any further needs for appliances. This is an example of which relationship level? A. Reactive relationship B. Basic transactional relationship C. Accountable relationship D. Proactive relationship E. Partnership 76. Clos du Bois wine, for example, pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbowan instantly recognizable symbol in the gay community. What approach to positioning is the winery using? A. Product competitor B. Product class C. Product user D. Marketing mix E. Price/quality 77. The share-of-market/share-of-voice method: A. is determined by allocating a percentage of last year's sales. B. rely too heavily on the budget buildup method. C. maintain a lower percentage of media exposure than its competitors. D. is often used for new product introductions. E. is determined by the percentage applied to profit

78. When used to determine how to allocate funds for advertising, the _____ method has three steps: defining objectives, determining strategy, and estimating costs. A. unit-of-sales B. share-of-market/share-of-voice C. percentage-of-sales D. percentage-of-profit E. objective/task 79. Mood-lites are colored light bulbs that were developed according to research on how colors affect moods. According to the advertising pyramid, the first task of the original advertising for Mood-lites is to create: A. awareness. B. action. C. conviction. D. brand loyalty. E. intent to buy. 80. Which of the following statements about IMC is NOT true? A. Many believe that IMC is what makes relationship marketing possible. B. IMC is both a concept and a process. C. Many companies initially take a narrow, inside-out view of IMC. D. Whether a company takes a narrow view or a broad view of IMC depends to a great extent on its corporate culture. E. A principle benefit of IMC is that each element of communication mix is autonomous. 81. The Kite Shack sells kites at Panama City Beach every summer. The proprietor advertises in tourist magazines and local newspapers. To determine the advertising message, he or she typically assigns 3 percent of the previous summer's sales to advertising. Which method of allocating funds is being used? A. Percentage of sales method B. Share-of-market method C. Empirical fund method D. Objective/task method E. Competitive parity method 82. Entrepreneur Chrissy Azzaro is founder of My-Tee, a Los Angeles fashion company. Besides its signature product, the My-Tee T-shirt, the company makes its own line of skirts, shoes, tank tops, and accessories that retail from $32 to $78. Publicists and buyers browse My-Tee's trendy showroom in Los Angeles for the latest trends and clothing lines. The company's promotional strategy relies on publicity. Celebrities from Hilary Duff to Courtney Cox have been photographed in My-Tee clothing. This exposure helped the company rack up $1 million in sales last year. This is a brief description of My-Tee's: A. advertising tracking. B. marketing mix. C. marketing objectives. D. organizational strategy. E. marketing research. 83. Which of the following statements about the objective/task method for allocating advertising expenditures is true? A. It is often difficult to determine in advance the amount of money needed to reach a specific goal. B. It is inadaptable to changing market conditions and cannot be altered. C. It assumes that marketing activities result in demand. D. It considers marketing to be an advertising tool to generate sales. E. It permits quick and ready measurement of the success of an ad campaign. 84. Black Hills Distributing has just completed a detailed, factual study of the distribution company's current situation and how it got there. Its next step in the development of its marketing plan is to: A. decide which advertising media will best reach its target markets. B. determine specific marketing objectives. C. evaluate target market strategy. D. establish an apt advertising strategy. E. design marketing tactics.

85. Advertising that runs on a(n) _____ schedule runs steadily and varies little over the campaign period. A. continuous B. uninterrupted C. flighting D. incessant E. time-sensitive 86. Campbell's soups maintain a low-level of advertising during the entire year, but it advertises heavily during the winter months when the climate is cold and people are looking for something to keep themselves warm. What kind of advertising strategy is Campbell's using? A. Sporadic B. Pulsing C. Rotation D. Bursting E. Periodic 87. The brand development index is: A. another way to express the advertising response curve. B. based on sales of the entire product category--not a specific brand--in a specific target market. C. published annually by the Federal Trade Commission. D. an indication of the economic forecast for a specific product category. E. an indication of the sales potential for a particular brand in a specific target market. 88. Assume that 40 percent of television households had the opportunity to hear a commercial for a new Mexican restaurant five times over a fourweek period. What would be the GRP for the commercial? A. 120 B. 160 C. 180 D. 200 E. 220 89. _____ refers to the number of different people or households exposed, at least once, to a medium during a given period of time, usually four weeks. A. Audience control B. Exposure value C. Reach D. Message weight E. Frequency 90. Why is media planning a more complicated process today than it was ten years ago? A. Because of the discovery of more sophisticated marketing research techniques. B. Due to the decrease in media options. C. Due to the increasing fragmentation of the audience. D. Because huge advertising budgets are becoming the norm. E. Because there is a lack of a competitive environment. 91. Most studies of the _____ indicate that incremental response to advertising actually diminishes, rather than builds, with repeated exposure. A. recency theory B. advertising response curve C. AIDA hierarchy D. FAB response continuum E. consumer response differential 92. Hardcastle Furniture sells fine leather chairs, ottomans, and sofas. To reach its target audience, the owner of the store has decided to advertise in several different media because he believes one medium will not reach all of his potential customers. The retailer is planning to use a(n) _____ approach. A. targeted media B. mixed-media C. mass media D. marketing mix E. environmental

93. _____ measures the intensity of a media schedule. A. Exposure value B. Attention value C. Reach D. OTS E. Frequency 94. A(n) _____ is a possible exposure of the advertising message to one audience member. A. medium reach B. medium receptivity C. advertising impression D. message weight E. medium value 95. The purpose of _____ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time. A. media planning B. promotional strategy C. communications feedback D. promotional feedback E. personal communications 96. In media planning and scheduling, a(n) _____ is useful in evaluating individual vehicles' target audiences and cost efficiency. A. expert system B. computer model C. multiple regression D. correlation equation E. MIS 97. The media planner for a manufacturer of golf clubs wants to attract women to golf. Considering the cost efficiency of advertising on a talk radio station, during the morning drive time, the average number of listeners age 30 and over is 40,000. Of this sixty percent are female, 25 percent earn over $35,000 per year, and 99 percent own automobiles. What is the cost per thousand of this media planner's target audience if a 30-second commercial costs $200? A. $8.33 B. $17.50 C. $80.00 D. $175.00 E. $200.00 98. Two bowling alleys are three miles apart. Customers went to the bowling alley on the eastside of town for relaxation and exercise. The priority wasn't exclusively on bowling; the activity could just as easily have been billiards or swimming. The customers at the bowling alley on the west side of town went bowling primarily to meet and interact with friends. Many of the league bowlers in this facility were employed in repetitive task jobs. The lanes were a place to compete with their peers and excel. This situation describes the _____ for using the bowling alleys. A. primary motivation B. selective perception C. reciprocal activation D. perceptual motivation E. motivational mapping 99. Seagram of North America provides its resellers with elaborate point-of-purchase displays to encourage the resellers to stock and promote the distillery's products. In this example, Seagram's is using: A. indirect consumer marketing. B. promotion equity. C. scrambled promotion. D. a push strategy. E. a selecting perception.

100. IMC is what makes relationship marketing possible. What do the letters IMC stand for? A. Internal management centers B. Internal management of customers C. Interdependent marketing of commodities D. Integrated marketing communications E. Independent manufacture ring conglomerate