True/False
Indicate whether the sentence or statement is true or
false.
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1.
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Advertising demonstrates the
features and benefits of a product or service.
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2.
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Within a specific geographical
area, newspapers appeal to a greater number of people than magazines do.
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3.
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A return of 10 percent for
printed direct mail is usually considered excellent.
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4.
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Less than half of adults in the
U.S. read the newspaper every day.
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5.
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A business can receive a free
listing of its name, address, and phone number in the White Pages of a telephone
directory.
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6.
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The fastest growing advertising
medium is the Internet
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7.
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The biggest problem with
Internet advertising is low usage by potential customers
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8.
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Advertising that presents
information about a business’s contributions to the community rather than about the
business’s products is called institutional advertising.
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9.
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Billboards are the most
effective advertisments with regards to reaching the target market.
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10.
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The afternoon rush hour is the
best time to air a radio advertisement in order to reach the largest potential market.
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Multiple
Choice
Identify the letter of the choice that best completes the statement or answers the
question.
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11.
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What is one characteristic of
advertising? a. | it always presents its message so well that the customer accepts the
idea presented | b. | it always identifies the name of the business or individual that paid
for it | c. | it always explains a product | d. | it always attempts to create a favorable impression for a
business | | |
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12.
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Businesses that advertise in
newspapers can target their ads to people with particular interests or to those living in a
particular region. Why can businesses do this targeting? a. | newspapers have a variety of high-interest, reader-attracting
features | b. | newspaper advertising costs are relatively low, so additional money
can be spent on market research | c. | newspaper circulation is documented and
verifiable within a geographic region | d. | newspaper ads can be adapted to the target
market | | |
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13.
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What is one of the biggest
benefit in direct mail advertising? a. | the timing of the
mailing | b. | the accuracy of the mailing list | c. | the choice of the advertisement’s format | d. | the cost of the mailing | | |
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14.
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In which type of print medium
is an advertisement’s life the shortest? a. | trade
magazine | c. | directory | b. | poster | d. | newspaper | | | | |
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15.
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Which printed media is found in
98 percent of American homes? a. | phone
books | c. | television | b. | monthly
magazine | d. | weekly magazine | | | | |
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16.
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The biggest benefit of internet
advertising is a. | a customer can immediately buy | c. | a customer is move involved with the
purchase | b. | a customer will typically spend more
money | d. | all of the above | | | | |
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17.
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The most expensive place to
advertise in a magazine is the a. | front
cover | c. | centerfold | b. | back cover | d. | first page | | | | |
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18.
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The most expensive type of
broadcast media is a. | billboards | c. | radio | b. | television | d. | magazines | | | | |
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19.
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The biggest benefits of
advertising in magazines are a. | known
demographics | c. | diverse audience | b. | wide
distribution | d. | color printing | | | | |
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20.
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The biggest benefit to
cooperative advertising is a. | reduced cost for both the retailer and
manufacturer | c. | increased exposure for the brand name | b. | increased consumer traffic to the featured store | d. | all of the
above. | | | | |
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Matching
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Match each item with the
correct statement. a. | shopper | g. | trade magazine | b. | lead time | h. | iAd | c. | specialty
media | i. | barter agreement | d. | transit
advertising | j. | billboard | e. | promotional
advertising | k. | CPM | f. | national spot
advertising | l. | click throughs | | | | |
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21.
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printed posters on subways,
buses, and trains
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22.
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a new way for advertisers to
reach consumers, being developed by Apple
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23.
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a special newspaper containing
mostly advertisements, usually very locally based
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24.
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standard for setting the price
of advertisments, Cost Per Impression
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25.
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useful items, like pens,
imprinted with an advertiser’s name
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26.
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advertising designed to
increase sales
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27.
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the period from when an order
is placed, to when it is received or filled
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28.
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publication targeted for people
with an interest in a particular field
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29.
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an advertising form that is
banned in some states
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30.
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a selective way to advertise to
major markets over the radio
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Short
Answer
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31.
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Identify one type of print
media advertising and one other type of advertising that your product should use. For each type, give
two reasons why it would increase your business’s sales or profits.
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32.
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You need to make a choice
between advertising on radio or on television. Explain the advantages and limitations of both media,
and then explain which media you will choose and why you will choose it.
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