Chapter 4 Test Bank questions and Answers Grade
A+ 2023
A type of ad agency that takes on only particular types of clients, such as a company marketing a
new drug, is called a
a. Business to business agency
b. Consumer agency
c. General agency
d. Specialty agency - -d. Specialty agency
-Specialty agency - -take on clients that have particular needs and products that might have laws
regulating their advertising.
-An ad agency that creates advertising for Web sites such as Facebook is called a(n)
a. Consumer agency
b. Internet agency
c. Online agency
d. General agency - -b. Internet agency
-Internet agencies - -work in both B2B and consumer advertising, implementing new
technologies to reach consumers online.
-Of the three types of public relations work, which one deals with news reporters calling for
information?
a. Internal relations
b. External relations
c. Media relations
d. News relations - -c. Media relations
-Media relations - -deal with the media directly. Internal connects with employees; external
connects with the public.
-The appearance of Coca-Cola and Ford on American Idol is an example of which type of
integrated marketing communications?
a. Event marketing
b. Event sponsorship
c. Product placement
d. Direct marketing - -c. Product placement
-Product Placements - -the process of bringing products into fiction and nonfiction
entertainment.
-A program of study that people don't realize they are taking is called a(n)
a. Hidden curriculum
b. Persuasive advertising
, c. Commercial messages
d. Subliminal advertising - -a. Hidden curriculum
-hidden curriculum - -part of what critics accuse advertisers of doing, in that advertising teaches
people to buy products instead of seek alternatives.
-According to Table 4.1, which one of the following media industries received more advertising
money in 2014 than it did in 2013?
a. broadcast television
b. newspapers
c. broadcast and satellite radio
d. consumer magazines - -a. broadcast television
-What is the capacity to aim media content and ads at particular individuals called?
a. tailoring
b. selecting
c. targeting
d. branding - -a. tailoring
-What does CPM stand for?
a. cost per million
b. cost production module
c. costo pro mondi
d. cost per thousand - -d. cost per thousand
-Creating a specific image of a product that makes it stand out in the marketplace is known as
what?
a. positioning
b. prompting
c. branding
d. pitching - -c. branding
-Which of the following is not one of the Big Four agency holding companies?
a.Publicis
b. WPP
c.Omnicom
d. Mather - -d. Mather
-Table 4.3 lists the top ten agency networks based on worldwide revenue. Which of the
following cities does not have an agency headquartered in that list?
a. Chicago
b. Tokyo
c. New York
d. Paris - -a. Chicago
A+ 2023
A type of ad agency that takes on only particular types of clients, such as a company marketing a
new drug, is called a
a. Business to business agency
b. Consumer agency
c. General agency
d. Specialty agency - -d. Specialty agency
-Specialty agency - -take on clients that have particular needs and products that might have laws
regulating their advertising.
-An ad agency that creates advertising for Web sites such as Facebook is called a(n)
a. Consumer agency
b. Internet agency
c. Online agency
d. General agency - -b. Internet agency
-Internet agencies - -work in both B2B and consumer advertising, implementing new
technologies to reach consumers online.
-Of the three types of public relations work, which one deals with news reporters calling for
information?
a. Internal relations
b. External relations
c. Media relations
d. News relations - -c. Media relations
-Media relations - -deal with the media directly. Internal connects with employees; external
connects with the public.
-The appearance of Coca-Cola and Ford on American Idol is an example of which type of
integrated marketing communications?
a. Event marketing
b. Event sponsorship
c. Product placement
d. Direct marketing - -c. Product placement
-Product Placements - -the process of bringing products into fiction and nonfiction
entertainment.
-A program of study that people don't realize they are taking is called a(n)
a. Hidden curriculum
b. Persuasive advertising
, c. Commercial messages
d. Subliminal advertising - -a. Hidden curriculum
-hidden curriculum - -part of what critics accuse advertisers of doing, in that advertising teaches
people to buy products instead of seek alternatives.
-According to Table 4.1, which one of the following media industries received more advertising
money in 2014 than it did in 2013?
a. broadcast television
b. newspapers
c. broadcast and satellite radio
d. consumer magazines - -a. broadcast television
-What is the capacity to aim media content and ads at particular individuals called?
a. tailoring
b. selecting
c. targeting
d. branding - -a. tailoring
-What does CPM stand for?
a. cost per million
b. cost production module
c. costo pro mondi
d. cost per thousand - -d. cost per thousand
-Creating a specific image of a product that makes it stand out in the marketplace is known as
what?
a. positioning
b. prompting
c. branding
d. pitching - -c. branding
-Which of the following is not one of the Big Four agency holding companies?
a.Publicis
b. WPP
c.Omnicom
d. Mather - -d. Mather
-Table 4.3 lists the top ten agency networks based on worldwide revenue. Which of the
following cities does not have an agency headquartered in that list?
a. Chicago
b. Tokyo
c. New York
d. Paris - -a. Chicago
