Deck 1: Targeting, Internet Advertising, Signage and Point-Of-Purchase Communications and Facilitating the Success of New Brands

Question 1

U.S. citizens aged 55 or older represent 40 percent of the total U.S. population.

Answer 1

False

Question 2

Sean is a college student and was born in 1985. To which generation does Sean belong?

A) Baby Boom
B) Generation X
C) Generation Y
D) Generation Z
E) Mature Generation

Answer 2

Generation Y

Question 3

Sites such as MySpace and Facebook are known as ____ sites.

A) social networking
B) pop-up
C) shopping
D) entertainment
E) focused

Answer 3

social networking

Question 4

For innovations that are not perceived by consumers as compatible with their lifestyle, a strategy for overcoming this involves heavy ____.

A) sales promotion
B) personal selling
C) public relations
D) trade promotions
E) advertising

Question 5

Historically, the outdoor industry has relied on information provided by ____ for audience measurement.

A) Nielsen Media Research
B) Mediamark
C) The Traffic Audit Bureau
D) Buzzone Research
E) Starch Media Research

Question 6

____ is developing ways to determine the demographic characteristics of outdoor audiences.

A) Mediamark Research Company
B) Nielsen Media Research
C) Buzzone Research
D) Starch Media Research
E) New Media Research

Question 7

Users of yellow pages have household incomes of approximately ____.

A) $25,000 to $30,000
B) $30,000 to $35,000
C) $35,000 to $40,000
D) $40,000 to $50,000
E) $60,000 or more

Question 8

Zones where wireless Internet connection is possible are referred to as hot spots.

Question 9

____ is simply the use of the Internet for sending commercial messages to recipients.

A) Web-mail advertising
B) Search engine advertising
C) E-mail advertising
D) Click-through advertising
E) Action advertising

Question 10

The fastest growing form of Internet advertising is ____.

A) blogging
B) search engine advertising
C) rich media advertising
D) e-mail advertising
E) wireless e-mail advertising

Question 11

Which of the following is a prominent Internet company that advertisers can use for targeting their ads?

A) Mediamark
B) Simmons
C) Nielsen
D) DoubleClick
E) Arbitron

Question 12

An exemplar is a specimen or model of a particular concept or idea.

Question 13

Evelyn is the advertising director of a chain of health clubs. She is putting together an advertisement, and she wants to enhance the consumers' opportunity to encode information. The best way to accomplish this objective would be to ____.

A) repeat the ad on multiple occasions
B) use loud music
C) use celebrities
D) use colorful ads
E) employ verbal framing

Question 14

Message strategies and decisions most often are the joint enterprise of the companies that advertise and their advertising agencies.