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Mkt101-Chap 15-Part 2

An advertisement consists of three key elements: an illustration, a headline, and copy. The main block of text in a print ad is referred to as the copy. Consumer-generated content, such as a 30-second video telling the story of Etsy.com, illustrates consumer-generated messages. Reach is a measure of the percentage of people in a target market exposed to an ad campaign during a given period.

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55 views3 pages

Mkt101-Chap 15-Part 2

An advertisement consists of three key elements: an illustration, a headline, and copy. The main block of text in a print ad is referred to as the copy. Consumer-generated content, such as a 30-second video telling the story of Etsy.com, illustrates consumer-generated messages. Reach is a measure of the percentage of people in a target market exposed to an ad campaign during a given period.

Uploaded by

Hải Yến Nguyễn
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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An illustration, a headline, and a copy are the three elements of an advertisement.

A) tone
B) mood
C) format
D) reach
E) frequency
C
The main block of text in a print ad is referred to as the
A) copy
B) testimonial evidence
C) headline
D) slogan
E) message strategy statement
A
Which of the following is illustrated by an amateur 30-second video, developed by a
consumer, telling the story of the online crafts marketplace, Etsy.com?
A) personal selling
B) consumer-generated messages
C) consumer ethnocentrism
D) sales promotion
E) consumerism
B
Television, as a medium of advertisement, is characterized by
A) high audience selectivity
B) low absolute costs
C) poor mass-marketing coverage
D) fleeting exposure
E) high cost per exposure
D
What is an advantage of consumer-generated content?
A) It will be less expensive.
B) It cannot be controlled by the company.
C) It can provide new creative ideas.
D) It can entice customers to become brand evangelists.
E) It can use social media sites more effectively than the company can.
C
Which of the following is a major step in selecting advertising media?
A) determining reach, frequency, and impact
B) selecting message execution style
C) developing a compelling creative concept
D) deciding on format elements
E) planning a message strategy
A
is a measure of the percentage of people in a target market who are exposed to an ad
campaign during a given period of time.
A) Frequency
B) Qualitative value
C) Impact
D) Premium
E) Reach
E
Which of the following is an advantage of using newspapers as an advertising medium?
A) long life
B) good reproduction quality
C) large pass-along audience
D) broad acceptability
E) no ad competition within the same medium
D
You receive a report that 68 percent of your target market has been exposed to your ad
campaign during a given period of time. Which of the following aspects of media
selection is represented by this information?
A) frequency
B) reach
C) impact
D) engagement
E) qualitative value
B
Which of the following statements about magazines as an advertising medium is true?
A) Magazines have long ad purchase lead times.
B) Magazines cannot offer high geographic selectivity.
C) Magazines lack credibility.
D) Magazines provide better local coverage than newspapers.
E) Magazines have poor reproduction of images.
A
The number of times an average person in the target market is exposed to a message
is known as the ___ of the message.
A) quantitative value
B) reach
C) frequency
D) exposure rate
E) turnover rate
C
74) Which of the following is a disadvantage of using direct mail as an advertising
medium?
A) low audience selectivity
B) no flexibility
C) severe ad competition
D) relatively high cost per exposure
E) lack of personalization
D
75) Which term refers to the qualitative value of message exposure through a given
medium?
A) reach
B) turnover rate
C) efficiency
D) media impact
E) frequency
D

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