Question 1

A flighting 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) a phased schedule.
C) a pulse schedule.
D) a turnover schedule.
E) an intermittent schedule.

Accepted Answer

A pulse schedule combines continuous advertising with flighting during peak times to accommodate increased demand or promotional activities.

Question 2

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 full-service agency.
B) an in-house agency.
C) a modified-service agency.
D) a limited-service agency.
E) a sales promotion firm.

Accepted Answer

A limited-service agency specializes in specific aspects of the advertising process, such as creative work, and is compensated based on contractual agreements for those services.

Question 3

An in-house agency
A) provides the most complete range of services.
B) is compensated by a contractual arrangement.
C) may provide a range of services from limited to full.
D) avoids an integrated marketing approach.
E) engages only in social media strategies.

Accepted Answer

An in-house agency can offer a range of services, from limited to full, depending on the company's needs and resources.

Question 4

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.

Accepted Answer

Jury tests involve showing ad copy to a panel of consumers who then rate the ad on various aspects such as likability, attention, and attractiveness.

Question 5

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

Accepted Answer

Pulsing schedules combine continuous and flighting strategies, maintaining a base level of advertising while increasing intensity during peak times, making them effective for maintaining brand awareness and capitalizing on high-demand periods.

Question 6

Pretests are
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 between alternative versions of the advertisement.
E) sample ad campaigns submitted by competing advertising agencies before receiving a formal contract for that account.

Accepted Answer

Pretests are conducted to evaluate whether an advertisement effectively communicates the intended message or to choose between different versions before it is released to the public.

Question 7

The most sophisticated form of pretest is the
A) portfolio test.
B) sales test.
C) attitude test.
D) theater test.
E) jury test.

Accepted Answer

The theater test is considered the most sophisticated form of pretest as it involves showing advertisements to a target audience in a controlled environment, such as a theater, and gathering feedback on their reactions and attitudes.

Question 8

A full-service advertising agency is
A) an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it 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) a firm that is large enough to carry its 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 itself.

Accepted Answer

A full-service advertising agency provides a comprehensive range of services, including market research, media selection, copy development, artwork, and production.

Question 9

________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
A) A turnkey agency
B) A complete spectrum agency
C) A multi-service agency
D) An in-house agency
E) A full-service agency

Accepted Answer

A full-service agency offers a comprehensive range of advertising services, including market research, media selection, copy development, artwork, and production.

Question 10

A limited-service agency is
A) an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it 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 Internet services.
C) an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
D) a firm that is large enough to carry its 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 to save the firm money.

Accepted Answer

A limited-service agency specializes in one aspect of the advertising process, such as developing advertising copy or providing Internet services.

Question 11

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) posttesting.
E) pretesting.

Accepted Answer

Posttesting is conducted after an advertisement has been shown to the target audience to evaluate its effectiveness and determine if it achieved its intended objectives.

Question 12

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

Accepted Answer

Pretests are conducted before advertisements are placed to ensure they effectively communicate the intended message to the target audience.

Question 13

Advertising agencies that specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies), or providing Internet services (Internet agencies), are referred to as
A) full-service agencies.
B) in-house agencies.
C) modified-service agencies.
D) functional agencies.
E) limited-service agencies.

Accepted Answer

Limited-service agencies specialize in one aspect of the advertising process, such as creative services, media buying, or Internet services.

Question 14

Though the most common form of compensation is a fee-based model, ________ may also be compensated with a commission-based or an incentive-based model.
A) a full-service agency
B) an in-house agency
C) a modified-service agency
D) a promotional firm
E) a limited-service agency

Accepted Answer

Full-service agencies often have the flexibility to be compensated through various models, including commission-based or incentive-based, depending on the services they provide and the agreements they have with their clients.

Question 15

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.

Accepted Answer

Pretests are conducted before an advertisement is placed to evaluate its effectiveness and ensure it communicates the intended message.

Question 16

When a company uses ________, it is using its own advertising staff to provide the promotional services needed by the company.
A) an intra-firm agency
B) a promotion department
C) an in-house agency
D) a full-service agency
E) a limited-service agency

Accepted Answer

An in-house agency refers to a company's own advertising staff that provides promotional services internally, rather than outsourcing to an external agency.

Question 17

In a ________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.
A) theater test
B) range test
C) group test
D) portfolio test
E) jury test

Accepted Answer

In a portfolio test, the test ad is placed among other ads, and consumers evaluate the ads after reviewing the collection.

Question 18

A limited-service agency
A) provides the most complete range of services.
B) is compensated by a contractual agreement.
C) provides a range of services from limited to full.
D) avoids an integrated marketing approach.
E) engages only in social media strategies.

Accepted Answer

A limited-service agency is typically compensated through a contractual agreement for specific services rather than offering a full range of marketing services.

Question 19

Pulse scheduling would most likely be used for advertising
A) bathroom cleaning supplies.
B) breakfast cereal.
C) socks.
D) motor oil.
E) board games.

Accepted Answer

Pulse scheduling is often used for products like board games that have seasonal demand, such as during holidays or special events, where advertising is intensified during peak times.

Question 20

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called
A) a sales test.
B) a jury test.
C) a theater test.
D) an attitude test.
E) a portfolio test.

Accepted Answer

A theater test involves inviting consumers to watch new television shows or movies in a theater setting where test commercials are also shown to gauge their reactions.

Quiz 19: Using Social Media and Mobile Marketing to Connect With Consumers

A flighting 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

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as

An in-house agency

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

Some studies show that ________ are superior to other advertising strategies.

Pretests are

The most sophisticated form of pretest is the

A full-service advertising agency is

________ 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 is

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

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.

Advertising agencies that specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies) , or providing Internet services (Internet agencies) , are referred to as

Though the most common form of compensation is a fee-based model, ________ may also be compensated with a commission-based or an incentive-based model.

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

When a company uses ________, it is using its own advertising staff to provide the promotional services needed by the company.

In a ________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

A limited-service agency

Pulse scheduling would most likely be used for advertising

A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called