The act of portraying more than one typical-person in an advertisement increases the likelihood of ____.
a. generating higher levels of message involvement
b. generating greater message-related thoughts
c. favorably influencing attitudes
d. a and b
e. a, b, and c
Question 2Unlike video content, video advertising is not experiencing substantial growth.
Question 3Which of the following is FALSE regarding popular standard test market cities?
a. They are demographically representative of the larger market in which the product will be ultimately sold.
b. They should be geographically isolated from other cities.
c. They should be located centrally within the U.S.
d. They should be large enough that they have multiple media outlets of their own.
e. They should possess a sufficient number of the right kind of retail outlets.
Question 4Due to the increasing complexities associated with the advertising industry, there is a tendency for organizations to become reliant on ____. However, this can create a problem because these people often lose sight of the overall goals of an effort.
a. vice presidents c. the clerical staff
b. low-level managers d. specialists
Question 5Typical-person endorsements are more effective when ____.
a. the commercial is longer
b. more than one person is portrayed
c. older people are portrayed
d. the commercial is aired during the news
e. there is humor in the advertisements
Question 6Younger Internet users are more active consumers of content than their older counterparts.
Indicate whether the statement is true or false
Question 7Disadvantages of standard test markets include all of the following EXCEPT
a. cost.
b. time.
c. security.
d. All of these are problems associated with standard test markets.
e. None of these represent problems with standard test markets.
Question 8Which of the following statements is true about the history of branded entertainment?
a. It began even before television
b. The longest lasting branded entertainment vehicle is the Guiding Light, a soap opera that has been running continually for just over 70 years
c. No firm has managed this marketing collaboration technique better than P&G
d. All of these statements are true of branded entertainment's history as a marketing tactic
Question 9Which of the following is true regarding the value the investment community places on celebrity endorsers?
a. Stock prices can increase when a company announces celebrity-endorsement contracts.
b. Stock prices can decrease when negative publicity reaches the media about a celebrity who endorses one of the company's brands
c. The investment community does not consider the use of a celebrity endorser when determining stock price.
d. a and b
e. a, b, and c
Quick Reply
