Exam #2 Questions and Answers

Chap. 4

1. Which of these are NOT examined in a communication market analysis?
A. Opportunities
B. Customers
C. Product Positioning
D. Annual Reports
E. Target Markets

Answer: D

2. A payout planning budget is based on which of the following?
A. A ratio of advertising to sales or market share.
B. What the competition is spending on advertising
C. Sales from the previous year.
D. The objects the company intends to pursue.
E. None of the above

Answer: A

Chap. 5

1. What concentrates on montivation, cognition, and learning?
A. Anthropology
B. Psychology
C. Sociology
D. Biology
E. Geology

Answer: B

2. Who is the key go-between for both the advertising agency and the client company?
A. Traffic Manager
B. Creatives
C. Advertising Account Executive
D. Administrative Assitant
E. Accountant

Answer: C

Chap. 6

1. White space is defined as what?
A. Anything that is the color white on an advertisement.
B. A space between lines of text.
C. All text on an advertisement.
D. Images on an advertisement.
E. The absence of copy in a printed text.

Answer: E

2. An example of advertising appeals would be _____.
A. Fear
B. Humor
C. Sex
D. Music
E. All of the Above

Answer: E

Chap. 7

1. The manner in which an ad appeal is presented is called a(n) ________.
A. Cognitive Strategy
B. Executional Framework
C. Resonance Advertising
D. Unique Selling Proposition
E. Hyperbole

Answer: B