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SPRING Study Questions-2013

SPRING Study Questions-2013 - Chapter 1 Multiple Choice...

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Chapter 1 Multiple Choice Questions           January 2007 27. _____, who is regarded as the father of modern advertising, defined advertising as “salesmanship in print, driven by a  reason why.”  A) J. Walter Thompson  B) Sam Wannamaker  C) David Ogilvy  D) Albert Lasker  E) Jack Trout  29. Advertising:  A) is nonpersonal communication  B) is usually free  C) has no identifiable sponsor  D) is usually derogatory in nature  E) communicates virtual information  31. Since advertising is typically directed to groups of people rather than to individuals, advertising is defined as:  A) an unstructured form of applied communication  B) a hidden-persuasive art form  C) sponsor-driven  D) segment free  E) nonpersonal or mass communication  33. Which of the following statements about advertising is true?  A) Advertising is an unstructured form of applied communication.  B) The purpose of most advertising is persuasion.  C) Even if the sponsor is not identified, a message can still be considered advertising.  D) All advertising is paid for.  E) Advertising should be used only to promote tangibles items.  35. Which of the following is the best example of a tangible good?  A) golf lessons  B) a church service where music-ministry is the primary theme  C) olive oil from Italy  D) an accountant's tax preparation business  E) a dry cleaner's spot removal certification guarantee  37. Advertising reaches us through a channel of communication referred to as:  A) feedback  B) a medium  C) a decoding mechanism  D) an information distribution channel  E) a marketing channel  39. Which of the following is NOT an example of an advertising medium?  A) radio  B) cable television  C) newspaper  D) word-of-mouth between consumers  E) the Goodyear Blimp  41. There are many ways to reach consumers with advertising messages.  Which of the following is the best example of  nontraditional media A) direct mail  B) the Internet  C) telemarketing 
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D) magazines targeted to specific demographic groups  E) grocery store shopping carts  43. Once a message has been encoded, the message is sent to another party via a(n):  A) receiver  B) feedback mechanism  C) channel  D) decoder  E) sponsor  51. Advertising messages typically use one of, or a blend of, the following three literary forms:  A) narrative, autobiography, and drama  B) mystery, romance, and nonfiction  C) demonstrative, narrative, and human-interest  D) simile, personification, and metaphor  E) comedy, drama, and nonfiction  55. If an ad's message format uses a third-person persona to tell a story about others to an imaginary audience, then the ad is  delivering a(n) _____ message.  A) autobiographical  B) drama  C) demonstrative  D) narrative  E)
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