Page 1 of 40

INITAO COLLEGE
Jampason, Initao, Misamis Oriental
1st Semester, S.Y. 2022 2023
MM8: ADVERTISING
MIDTERM EXAM

Name: _____________________________________ Group Section: ______________________

Instructor: __________________________________ Contact Number: ____________________

ERASURES STRICTLY NOT ALLOWED.

1. You're watching a movie and notice one of the main characters is drinking a popular
brand of soda. What form of advertising does this illustrate?
a. Product placement
b. Direct marketing
c. Product marketing
d. Product advertising

2. The most effective level of fear would _______.

a. be a strong level
b. be a weak level
c. be a weak level with a humorous message
d. depend upon the targeted audience
e. be a weak level with a credible spokesperson

3. The most popular form of advertising which reaches the masses is __________.
a. Social Media
b. Email
c. Television
d. Print

4. The first step in formulating an advertising strategy is ____________.

a. stating the primary marketing problem
b. specifying the key fact
c. stating the advertising objective
d. implementing the creative message strategy
e. establishing mandatory corporate/divisional requirements

5. Showing the product in a picture bigger than it actually is an example of _________.

a. Deception
b. Subliminal Ads
c. Obscene Ads
d. Campaign

6. Ads are measured for effectiveness to:

a. Choose a medium
 Page 2 of 40

b. Avoid costly mistakes

c. Focus the brand
d. Judge ad liking

7. Advertising is generally a better promotional tool than sales promotion when it comes to
closing a sale. TRUE or FALSE? If your answer is True, write your family name on the
space provided. Encirle the letter if your answer is False or Neither True or False.
____________________________.
a. True
b. False
c. Neither True or False

8. The fastest growing media outlet for advertising is the ____________.

a. Newspaper
b. Mobile
c. Internet
d. Television

9. Black Label Company sells all sorts of standalone fires (e.g. paraffin heaters and electric
fan heaters). Most of their customers are businesses who have a short-term problem such
as a heating breakdown. In order to increase sales, they have decided to try and persuade
people who live in rented accommodation, and who may want to increase the warmth of their
homes without investing in the property, to buy these fires. Who is the primary target market
for this campaign?
a. landlords of rented property
b. business owners
c. people who live in rented accommodation
d. heating engineers
e. homeowners

10. _________________ offers the benefit of reaching large numbers in a single exposure.
Yet because it is a mass medium capable of being seen by nearly anyone, it lacks the ability
to deliver an advertisement to highly targeted customers compared to other media outlets.
a. Video Advertising
b. Television Advertising
c. Outdoor Advertising
d. Print Advertising

11. What is one of the primary goals of reminder advertising?

a. Maintain Customer Relationship
b. Build Brand Preference
c. Correct False Impressions
d. Inform the market of a price change

12. ____________ adds credibility, has more data, is cost-effective, and is faster way of
creating media attention on a service, product, or business by writing commercially important
information on it in the media and not paying for time or space directly.
 Page 3 of 40

a. Advertisement
b. Publicity
c. Personal Selling
d. Marketing

13. Radio is a mass medium. TRUE or FALSE? If your answer is True, write your family
name on the space provided. Encirle the letter if your answer is False or Neither True or
False. ____________________________.
a. True
b. False
c. Neither True or False

14. The best promotional tool in any marketing is ________.

a. Word-of-mouth Publicity
b. Direct Selling
c. Self-liquidating Promotion
e. Dealers Promotion Method

15. ____________ is less expensive than telemarketing but more expensive than e-mail
marketing.
a. Direct-mail
b. Web-mail
c. Leaflets
d. All of the given options

16. Which of the following activities is not part of personal selling?

a. Making sales calls
b. Closing the sale
c. Generating leads
d. Managing profit

17. Which of the following is an important factor that advertising executives will consider
when selecting celebrity endorsers?
a. celebrity and audience matchup
b. celebrity and brand matchup
c. cost consideration
d. All of the above
e. None of the above

18. A limitation of magazine advertising is _____________.

a. the inability to pinpoint specific audiences
b. the short-life of the magazine
c. the inability to convey a sense of authority
d. fewer geographic options than other media
e. the inability to get consumers involved in the ad
 Page 4 of 40

19. Digital marketing is __________.

a. Marketing through emails
b. Marketing on Facebook
c. Online Advertisement
d. All of the above

20. Any form of advertising that appears on moving objects is called ____________.
a. Flyers
b. Out of home advertising
c. Transit advertising
d. Out Door advertising

21. Today, the emphasis of most advertisers is on:

a. Publicity
b. Billboards
c. Print media
d. Electronic media

22. Advertising is a mass-mediated communication, for communication to be classified as

paid for, delivered to an audience via mass media, and ____________
a. be attempting to follow up
b. be attempting to chase
c. Be attempting to persuade
d. be attempting to compete

23. _____________ often appears when you access a certain website.

a. Pop-ups
b. Banners
c. Links
d. Interstitials

24. The campaign plan of a commercial producer of goods includes press conferences,
which are important components of _____________.
a. Marketing
b. Advertisement
c. Sales
d. Publicity

25. The simplest meaning of an advertisement is that it is a ‘public announcement’. TRUE

or FALSE? If your answer is True, write your family name on the space provided. Encirle
the letter if your answer is False or Neither True or False.
____________________________.
a. True
b. False
c. Neither True or False

26. The advertisement of a newspaper has a very short life span of _________.
 Page 5 of 40

a. One day
b. One week
c. One month
d. One year

27. Advertising creates employment as it increases the volume of sales and ________.
a. Production
b. Marketing
c. Promotion
d. Personal Selling

28. A company is practicing ______________ if it focuses on sub segments with distinctive

traits that may seek a special combination of benefits.
a. Micromarketing
b. Niche marketing
c. Mass marketing
d. Distinctive marketing

29. Which of the following statements about newspapers as an advertising medium is true?
a. Newspapers have excellent local reach potential
b. National companies rarely use newspapers except in conjunction with local
distributors of their products
c. Color reproduction is not very good
d. All of the above

30. The central theme of media planning is ______________

a. Message dissemination
b. Appeal
c. Media scheduling
d. Media selection

31. Monica is the advertising director for a company that manufactures exercise equipment.
She wants the advertisements to demonstrate the use of the products and generate
excitement. She should use __________ advertising.
a. radio
b. magazine
c. newspaper
d. outdoor
e. television

32. The two forms of search engine advertising available to online advertisers are _______.
a. wired and wireless
b. keyword-matching and content-targeted
c. primary and secondary
d. Internet and intranet
e. Internet and Ethernet
 Page 6 of 40

33. The word `advertising´ is originated from;

a. Latin
b. French
c. German
d. Greek

34. The cost of advertising for most products is especially high during ______________.
a. Peak seasons
b. Morning news shows
c. Prime-time programs
d. Late-night programming

35. An advertising appeal that is appealing to people by making them feel that something
will run out soon or is about to end.
a. Emotional appeal
b. Rational appeal
c. Scarcity appeal
d. Fear appeal

36. The goal of _____________ appeal is to grab and increase attention toward a product or
service by making people feel attracted to or desirous of the people using the product.
a. Sexual appeal
b. Rational appeal
c. Humor appeal
d. Musical appeal

37. Social media sites can provide all of the following types of marketing information except
_______________.
a. consumer feedback
b. market share
c. brand sentiment
d. product improvement ideas
e. competitive insights

38. Direct, yellow-pages, and video-game advertising can perform an invaluable role when
used ____________.
a. with sales promotion
b. with greater frequency than traditional media
c. as the main tools in a marcom program
d. in a supplementary capacity in an IMC program
e. only with younger target markets

39. Effective media strategy requires first that the target audience be pinpointed. Failure to
precisely define the audience results in _________, where some non-purchase candidates
see the advertisements, while prime candidates are missed.
a. miscommunication
b. noise
 Page 7 of 40

c. wasted exposure
d. suboptimum frequency
e. a flighting schedule

40. Which of the following terms is interchangeable with reach?

a. 1+
b. gross coverage
c. unduplicated audience
d. 3+
e. target audience

41. The cost of a 30-second commercial is Php 600,000 and 20,000 people have been
exposed to this commercial. Half of the people who have been exposed to the commercial
are the target market. What is the CPM?
a. Php 30,000
b. Php 60,000
c. Php 30
d. Php 60
e. None of the above

42. Which of the following is FALSE regarding effective advertising?

a. It must extend from sound marketing strategy.
b. Effective advertising must take the advertiser’s view.
c. Advertising must find a unique way to break through the clutter.
d. Good advertising should never promise more than it can deliver.
e. Good advertising prevents the creative idea from overwhelming the strategy.

43. Whether sexual content elicits a positive or negative reaction depends on the ________.
a. appropriateness or relevance of the sexual content
b. explicitness of the sexual content
c. number of people portrayed in the sexual content
d. the seductiveness of the sexual content
e. extent of nudity in the sexual content

44. The most useful information in an advertisement would be:

a. the price
b. comments from production users
c. a list of product accessories
d. an endorsement from a well-known person

45. _____________ aim to influence the way consumers view themselves and how buying
certain products can prove to be beneficial for them.
a. Advertising campaign
b. Publicity
c. Advertising appeals
d. Emotional appeal
 Page 8 of 40

46. 9. Digital convergence enabled to use GPS in advertising schemes; what is GPS?
a. Global Positioning System
b. Geographic Positioning System
c. Geographic Projection System
d. General Production System

47. ______________ are generic terms describing the most common forms of online
advertising, the 468x60 image or rich media ad displayed at the top of many commercial web
sites.
a. Banner Ads
b. Floating Ads
c. Pop-ups
d. Flash ads

48. The cost of advertising for most products is especially high during peak season. TRUE
or FALSE? If your answer is True, write your family name on the space provided. Encirle the
letter if your answer is False or Neither True or False. ____________________________.
a. True
b. False
c. Neither True or False

49. _____________ is often used to supplement other advertising media.

a. directory advertising
b. video advertising
c. mobile advertising
d. search engine advertising
e. product placement advertising

50. Which is the following statement is false?

a. In choosing media, the advertiser faces both a macro-scheduling and micro-
scheduling problem
b. Pulsing calls for advertising for a period, followed by a period with no advertising,
followed by a second period of advertising activity
c. Continuity means exposures appear evenly throughout a given period
d. Buyer turnover expresses the rate at which new buyers enter the market

Test 2.

1. Assume that after you graduate you set yourself up in a direct mail advertising-service
business. You offer to plan and execute direct mail advertising campaigns for retailers, local
clubs, hospitals and other local organizations. At lunch one fine day, a local businesswoman
tells you that she thinks that most of the money spent on direct mail is wasted because most
of the mail that comes to her is immediately thrown in the wastebasket. She is confident that
the same practice is followed by the great majority of people. If that is true, she reasons,
advertisers would be foolish to spend much (if any) money in direct mail. What is your
response? (5 points)
__________________________________________________________________________
 Page 9 of 40

__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

2. A local attorney has asked for your advice regarding the best media to use to advertise
his new law practice. What recommendation/s will you make? Explain why,. (5 points)
a. Television
b. Radio
c. Print Advertising
d. Outdoor Advertising
e. Online Advertising
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

3. You are the marketer for a home security business that sells a variety of home security
devices, such as surveillance systems, alarms, and motion detector lighting systems. The
owner of the business would like you to develop a new advertising campaign that targets
senior citizens in affluent neighborhoods. He wants to suggest that the city’s crime rate is at
an all-time high. To persuade senior citizens that their only line of defense against rising
crime rates is a complete home security system, what advertising appeal/s do you think
would be appropriate? Explain why. (5 points)
a. Emotional Appeal
b. Rational Appeal
c. Fear Appeal
d. Musical Appeal
e. Sexual Appeal
f. Scarcity Appeal
g. Humor Appeal
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
 Page 10 of 40

What appeals are used by the ad? (2 points each)

4. a. Fear Appeal
b. Sexual Appeal
c. Rational Appeal
d. Humor Appeal

5. a. Rational Appeal
b. Scarcity Appeal
c. Musical Appeal
d. Emotional Appeal

6. a. Emotional Appeal
b. Scarcity Appeal
c. Rational Appeal
d. Fear Appeal

7. a. Fear Appeal
b. Sexual Appeal
c. Rational Appeal
d. Humor Appeal

8. a. Rational Appeal
b. Fear Appeal
c. Emotional Appeal
d. Musical Appeal

GOOD LUCK!
INITAO COLLEGE
Jampason, Initao, Misamis Oriental
 Page 11 of 40

1st Semester, S.Y. 2022 2023

MM8: ADVERTISING
MIDTERM EXAM

Name: _____________________________________ Group Section: ______________________

Instructor: __________________________________ Contact Number: ____________________

ERASURES STRICTLY NOT ALLOWED.

1. What is one of the primary goals of reminder advertising?

a. Maintain Customer Relationship
b. Build Brand Preference
c. Correct False Impressions
d. Inform the market of a price change

2. The most popular form of advertising which reaches the masses is __________.
a. Social Media
b. Email
c. Television
d. Print

3. The best promotional tool in any marketing is ____________.

a. Word-of-mouth Publicity
b. Push Promotion
c. Self-liquidating Promotion
d. Dealers Promotion Method

4. Showing the product in a picture bigger than it actually is an example of _________.

a. Deception
b. Subliminal Ads
c. Obscene Ads
d. Challenging

5. Advertising space usually purchased in small amounts by the public and published by
categories in its own section of the newspaper is called _____________.
a. Classified Advertising
b. Retail Advertising
c. National Advertising
d. Section Advertising

6. Which of these contain No Illustrations or Logos ?

a. TV
b. Magazine
c. Classified Advertisement
d. Cinema
7. Majority of the ads appearing online are
a. Banner advertisements
 Page 12 of 40

b. Pop-up advertising
c. Display advertising
d. Corner advertising

8. This form of advertising is closely related to billboard advertising.

a. Flyer
b. Cinema advertising
c. Transit advertising
d. Website Advertising
e. Banner

9. Digital convergence enabled to use GPS in advertising schemes; what is GPS?

a. Global Positioning System
b. Geographic Positioning System
c. Geographic Projection System
d. General Production System

10. ______________ are generic terms describing the most common forms of online
advertising, the 468x60 image or rich media ad displayed at the top of many commercial web
sites.
a. Banner Ads
b. Floating Ads
c. Pop-ups
d. Flash ads

11. The cost of advertising for most products is especially high during peak season. TRUE
or FALSE? If your answer is True, write your family name on the space provided. Encirle the
letter if your answer is False or Neither True or False. ____________________________.
a. True
b. False
c. Neither True or False

12. _____________ is often used to supplement other advertising media.

a. directory advertising
b. video advertising
c. mobile advertising
d. search engine advertising
e. product placement advertising

13. Which is the following statement is false?

a. In choosing media, the advertiser faces both a macro-scheduling and micro-
scheduling problem
b. Pulsing calls for advertising for a period, followed by a period with no advertising,
followed by a second period of advertising activity
c. Continuity means exposures appear evenly throughout a given period
d. Buyer turnover expresses the rate at which new buyers enter the market
 Page 13 of 40

14. The advertising messages are ______________ and ______________

a. Precise and witty
b. Responsive and Informative
c. Persuasive and Productive
d. Persuasive and Informative

15. ______________ are ads that appear while subscribers are surfing online services or
Web sites, including banners, pop-up windows, "tickers," and "roadblocks."
a. Online infomercials
b. Online ads
c. Online broadcasts
d. Online bullets

16. The songs or tunes about a product or service that usually carry the ad theme and a
message are,
a. Slogans
b. Jingles
c. Beats
d. Themes

17. Strategic planning is required to ensure that a business’s advertising message is carried
out effectively. TRUE or FALSE? If your answer is True, write your family name on the
space provided. Encirle the letter if your answer is False or Neither True or False.
____________________________.
a. True
b. False
c. Neither True or False

18. _____________ define(s) the job that advertising must do in the total market program.
a. Advertising objectives
b. Advertising budget
c. Advertising strategy
d. Advertising campaigns

19. The most common form of outdoor advertising is

a. Stadium advertising
b. Advertising on taxis
c. Advertising on bus backs
d. Billboard advertising

20. Which of the following statements about magazines as an advertising medium is true?
a. Magazines have distinct profiles for well-defined target audiences
b. Some nationally distributed magazines publish regional or metro editions to
reduce the'cost of ads and wasted coverage
c. Magazine ads can convey complex information
d. All of these
 Page 14 of 40

21. Unwanted e-mail advertisings are categorized as,

a. Viruses
b. Malwares
c. Spams
d. Threats

22. Three common advertising appeals include

a. Objectivity, timeliness and frequency
b. Fear, sex, and humour
c. Guilt, ego and enrichment
d. Possessiveness, pride and social status

23. Keeping consumers thinking about the product is the objective for which type of
advertising?
a. Informative advertising
b. Psychological advertising
c. Reminder advertising
d. Persuasive advertising

24. The first printed advertisements were single sheets, printed on one side, that today
would be called
a. Fliers
b. Barrages
c. Flights
d. Brochures

25. Frequency is defined as the

a. Number of different advertisements, sales promotions, or publicity events in a
promotional campaign of a marketing program
b. Total number of times an advertisement is broadcast on network and cable
television or radio
c. Number of times an advertisement must be shown before a given percentage of
the audience can recall key points of information
d. Average number of times a person in the target audience is exposed to an
advertisement

26. Personal selling is commonly used for which of the following purposes?
a. Building up buyer's preferences
b. Pressurising the customer into making a decision
c. Developing customer convictions and feelings about a product and company
d. All of the above

27. Which of the following is not an advantage of the use of outdoor media forms?
a. Flexibility
b. No audience selectivity
c. High repeat exposure
d. Good positional selectivity
 Page 15 of 40

28. The possible exposure of the advertising message to one audience member,
a. Impression
b. Hit
c. GRP
d. Exposure rate

29. ______________ suggest to the consumer that he or she can avoid some negative
experience through the purchase and use of a product or through a change in behavior.
a. Responsibility appeal
b. Fear appeals
c. Sex appeals
d. Family appeals

30. Why is 'fear' or 'rational appeal' type advertising used frequently for charities and non-
profit organizations?
a. Attracts attention
b. Designed to educate
c. Designed to shock
d. All of the above

31. The most effective level of fear would _______.

a. be a strong level
b. be a weak level
c. be a weak level with a humorous message
d. depend upon the targeted audience
e. be a weak level with a credible spokesperson

32. The most popular form of advertising which reaches the masses is __________.
a. Social Media
b. Email
c. Television
d. Print

33. The first step in formulating an advertising strategy is ____________.

a. stating the primary marketing problem
b. specifying the key fact
c. stating the advertising objective
d. implementing the creative message strategy
e. establishing mandatory corporate/divisional requirements

34. Showing the product in a picture bigger than it actually is an example of _________.
a. Deception
b. Subliminal Ads
c. Obscene Ads
d. Campaign
 Page 16 of 40

35. Which of the following terms is interchangeable with reach?

a. 1+
b. gross coverage
c. unduplicated audience
d. 3+
e. target audience

36. The cost of a 30-second commercial is Php 600,000 and 20,000 people have been
exposed to this commercial. Half of the people who have been exposed to the commercial
are the target market. What is the CPM?
a. Php 30,000
b. Php 60,000
c. Php 30
d. Php 60
e. None of the above

37. Which of the following is FALSE regarding effective advertising?

a. It must extend from sound marketing strategy.
b. Effective advertising must take the advertiser’s view.
c. Advertising must find a unique way to break through the clutter.
d. Good advertising should never promise more than it can deliver.
e. Good advertising prevents the creative idea from overwhelming the strategy.

38. A limitation of magazine advertising is _____________.

a. the inability to pinpoint specific audiences
b. the short-life of the magazine
c. the inability to convey a sense of authority
d. fewer geographic options than other media
e. the inability to get consumers involved in the ad

39. Whether sexual content elicits a positive or negative reaction depends on the ________.
a. appropriateness or relevance of the sexual content
b. explicitness of the sexual content
c. number of people portrayed in the sexual content
d. the seductiveness of the sexual content
e. extent of nudity in the sexual content

40. The most useful information in an advertisement would be:

a. the price
b. comments from production users
c. a list of product accessories
d. an endorsement from a well-known person

41. _____________ aim to influence the way consumers view themselves and how buying
certain products can prove to be beneficial for them.
a. Advertising campaign
b. Publicity
 Page 17 of 40

c. Advertising appeals
d. Emotional appeal

42. The word `advertising´ is originated from;

a. Latin
b. French
c. German
d. Greek

43. The cost of advertising for most products is especially high during ______________.
a. Peak seasons
b. Morning news shows
c. Prime-time programs
d. Late-night programming

44. An advertising appeal that is appealing to people by making them feel that something
will run out soon or is about to end.
a. Emotional appeal
b. Rational appeal
c. Scarcity appeal
d. Fear appeal

45. The goal of _____________ appeal is to grab and increase attention toward a product or
service by making people feel attracted to or desirous of the people using the product.
a. Sexual appeal
b. Rational appeal
c. Humor appeal
d. Musical appeal

46. The two media that are most effective for reaching segmented audiences are _______.
a. radio and television
b. radio and magazine
c. radio and newspaper
d. newspaper and magazine
e. billboards and magazine

47. Monica is the advertising director for a company that manufactures exercise equipment.
She wants the advertisements to demonstrate the use of the products and generate
excitement. She should use _________________ advertising.
a. radio
b. magazine
c. newspaper
d. outdoor
e. television

48. Which of the following is an Internet advertising format?

a. web sites
 Page 18 of 40

b. search engine advertising

c. superstitials
d. e-mail advertising
e. All of these are correct.

49. The two forms of search engine advertising available to online advertisers are _____.
a. wired and wireless
b. keyword-matching and content-targeted
c. primary and secondary
d. Internet and intranet
e. Internet and Ethernet

50. Black Label Company sells all sorts of standalone fires (e.g. paraffin heaters and electric
fan heaters). Most of their customers are businesses who have a short-term problem such
as a heating breakdown. In order to increase sales, they have decided to try and persuade
people who live in rented accommodation, and who may want to increase the warmth of their
homes without investing in the property, to buy these fires. Who is the primary target market
for this campaign?
a. landlords of rented property
b. business owners
c. people who live in rented accommodation
d. heating engineers
e. homeowners

Test 2.

1. A local attorney has asked for your advice regarding the best media to use to advertise
his new law practice. What recommendation/s will you make? Explain why,. (5 points)
a. Television
b. Radio
c. Print Advertising
d. Outdoor Advertising
e. Online Advertising
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

2. Assume that after you graduate you set yourself up in a direct mail advertising-service
business. You offer to plan and execute direct mail advertising campaigns for retailers, local
clubs, hospitals and other local organizations. At lunch one fine day, a local businesswoman
tells you that she thinks that most of the money spent on direct mail is wasted because most
 Page 19 of 40

of the mail that comes to her is immediately thrown in the wastebasket. She is confident that
the same practice is followed by the great majority of people. If that is true, she reasons,
advertisers would be foolish to spend much (if any) money in direct mail. What is your
response? (5 points)
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

3. You are the marketer for a home security business that sells a variety of home security
devices, such as surveillance systems, alarms, and motion detector lighting systems. The
owner of the business would like you to develop a new advertising campaign that targets
senior citizens in affluent neighborhoods. He wants to suggest that the city’s crime rate is at
an all-time high. To persuade senior citizens that their only line of defense against rising
crime rates is a complete home security system, what advertising appeal/s do you think
would be appropriate? Explain why. (5 points)
a. Emotional Appeal
b. Rational Appeal
c. Fear Appeal
d. Musical Appeal
e. Sexual Appeal
f. Scarcity Appeal
g. Humor Appeal
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

What appeals are used by the ad? (2 points each)

4. a. Fear Appeal
b. Sexual Appeal
c. Rational Appeal
d. Humor Appeal
 Page 20 of 40

5. a. Fear Appeal
b. Sexual Appeal
c. Rational Appeal
d. Humor Appeal

6.. a. Humor Appeal

b. Fear Appeal
c. Emotional Appeal
d. Scarcity Appeal

6. a. Emotional Appeal
b. Scarcity Appeal
c. Rational Appeal
d. Fear Appeal

7. a. Rational Appeal
b. Fear Appeal
c. Emotional Appeal
d. Musical Appeal

8. a. Rational Appeal
b. Scarcity Appeal
c. Emotional Appeal
d. Fear Appeal

GOOD LUCK!
INITAO COLLEGE
Jampason, Initao, Misamis Oriental
 Page 21 of 40

1st Semester, S.Y. 2022 2023

MM8: ADVERTISING
MIDTERM EXAM

Name: _____________________________________ Group Section: ______________________

Instructor: _______________________ Contact Number: ____________________

ERASURES STRICTLY NOT ALLOWED.

1. A new window which opens in front of the current one, displaying an advertisement is a,
a. Pop-up ad
b. Tricky banner ad
c. Floating ad
d. Expanding ad

2. No matter how big the advertising budget, advertising can succeed only if commercials:
a. are economically feasible
b. gain attention and communicate well
c. are acceptable on a global level
d. are artistically pleasing

3. One reason for using magazines as an advertising medium is

a. Their ability to target specific audiences
b. The short lead time needed to place an ad
c. Their low cost
d. The lack of noise associated with the use of magazines in the communication
channel

4. _________________ is used heavily when introducing a new product category.

a. Persuasive advertising
b. Inferential advertising
c. Reminder advertising
d. Informative advertising

5. ______________ is defined as the number of different people or households exposed to

an advertisement.
a. Scope
b. Share
c. Reach
d. Span

6. What is the main objective of informative advertising?

a. To create selective demand
b. To stimulate primary demand
c. To keep the brand in consumers' minds during the mature stage of the product life
cycle
d. None of the above
 Page 22 of 40

7. If an advertiser wants flexibility, timeliness, good local market coverage, broad

acceptability, and high believability, the advertiser will probably choose which of the following
mass media types?
a. Newspapers
b. Television
c. Direct Mail
d. Radio

8. The cost of a 30-second commercial is Php 600,000 and 20,000 people have been
exposed to this commercial. Half of the people who have been exposed to the commercial
are the target market. What is the CPM?
a. Php 30,000
b. Php 60,000
c. Php 30
d. Php 60
e. None of the above

9. CPM comparative analysis is one of the

a. Basic units to measure cost efficiency
b. Units used exclusively for TV measurement
c. Units to measure duplicated audience
d. Basic units to measure total audience

10. The measure of the percentage of people in the target market who are exposed to the
ad campaign during a given period of time is called:
a. Reach
b. Frequency
c. Impact
d. Performance

11. Which of the following is NOT a problem with television advertising?

a. escalating advertising costs
b. erosion of television viewing audiences
c. substantial audience fractionalization
d. clutter
e. inability to achieve impact

12. Using sexual appeal can generally _______________________

a. Lure attention
b. Enhance recall
c. Evoke emotional responses
d. all of the above
e. Only a and b

13. An appeal is the ______________ of an advertisement

a. Theme
 Page 23 of 40

b. Image
c. Color
d. Information

14. Which of the following mass media forms has the disadvantages of long ad-purchase
lead time, high cost, no guarantee of position?
a. Newspapers
b. Television
c. Magazines
d. Radio

15. The sense of attraction created by an ad is known as ______________

a. Attraction
b. Appeal
c. Entertainment
d. Ad copy

16. Which of the following WOULD NOT be one of the primary advertising objectives as
classified by primary purpose?
a. To inform
b. To persuade
c. To remind
d. To make profits

17. ______________ has the advantage of being high in selectivity, low cost, immediacy,
and interactive capabilities.
a. Direct mail
b. Outdoor
c. Online
d. Radio

18. Which of the following statements about the Internet as an advertising medium is true?
a. The Internet provides audio and video capabilities
b. Ads are black and white.
c. Internet ads are similar to print ads in that they offer only a visual message.
d. Internet advertising is the most effective form of advertising

19. One reason for using radio as an advertising medium is

a. Its high cost
b. Its long lead time required for the placement of an ad
c. Its inability to use humour
d. It is segmented

20. Which type of advertising appeal encourages purchase of a product or service by

providing a conviction on the benefits the product or service will provide?
a. Emotional appeals
b. Rational appeals
 Page 24 of 40

c. Scarcity appeals
d. Fear appeals

21. _____________ is a type of social engineering attack often used to steal user data,
including login credentials and credit card numbers.
a. Phishing
b. Spam
c. Fraud
d. Scam

22. Which advertising appeal tends to have a lower level of brand recall than other appeals?
a. Sexual appeals
b. Humor appeals
c. Scarcity appeals
d. Fear appeals

23. Webisodes are video ads that run as a series of episodes on a website . TRUE or
FALSE? If your answer is True, write your family name on the space provided. Encirle the
letter if your answer is False or Neither True or False. ____________________________.
a. True
b. False
c. Neither True or False

24. ______________ one person’s opportunity to be exposed one time to an ad in a

broadcast program, newspaper, magazine, or outdoor location.
a. Frequency
b. Lead time
c. Reach
d. impressions

25. _____________are communication strategies that marketing and advertising

professionals use to grab attention and persuade people to buy or act.
a. Media Planning
b. Advertising appeals
c. Media strategy
d. Advertising plan

26. Black Label Company sells all sorts of standalone fires (e.g. paraffin heaters and electric
fan heaters). Most of their customers are businesses who have a short-term problem such
as a heating breakdown. In order to increase sales, they have decided to try and persuade
people who live in rented accommodation, and who may want to increase the warmth of their
homes without investing in the property, to buy these fires. Who is the primary target market
for this campaign?
a. landlords of rented property
b. business owners
c. people who live in rented accommodation
d. heating engineers
 Page 25 of 40

e. homeowners

27. This advertising appeal is appealing to a person’s logic and evaluative reasoning.
a. Emotional appeal
b. Rational appeal
c. Scarcity appeal
d. Humor appeal

28. An advertising appeal that is appealing to people by making them feel that something
will run out soon or is about to end.
a. Emotional appeal
b. Rational appeal
c. Scarcity appeal
d. Fear appeal

29. The goal of _____________ appeal is to grab and increase attention toward a product or
service by making people feel attracted to or desirous of the people using the product.
a. Sexual appeal
b. Rational appeal
c. Humor appeal
d. Musical appeal

30. _______________ are designed to make an audience associate positive feelings with
your brand.
a. Emotional appeal
b. Rational appeal
c. Scarcity appeal
d. Musical appeal

31. Social media sites can provide all of the following types of marketing information except
_______________.
a. consumer feedback
b. market share
c. brand sentiment
d. product improvement ideas
e. competitive insights

32. Direct, yellow-pages, and video-game advertising can perform an invaluable role when
used _______________.
a. with sales promotion
b. with greater frequency than traditional media
c. as the main tools in a marcom program
d. in a supplementary capacity in an IMC program
e. only with younger target markets

33. _____________ are the general communication methods that carry advertising
messages, such as television, magazines, newspapers, and so on.
 Page 26 of 40

a. Media
b. Vehicles
c. Channels
d. Conduits
e. Delivery mechanisms

34. An advertising appeal that can appeal to people when a product or service is needed to
help reduce risk in someone’s life – such as risk of financial failure, poor health issues,
security of losing a home and even political choices.
a. Emotional appeal
b. Rational appeal
c. Scarcity appeal
d. Fear appeal

35. ______________ has the advantage of being high in selectivity, low cost, immediacy,
and interactive capabilities.
a. Direct mail
b. Outdoor
c. Online
d. Radio

36. Which of the following terms is interchangeable with reach?

a. 1+
b. gross coverage
c. unduplicated audience
d. 3+
e. target audience

37) What does one outdoor gross rating point (GRP) mean?
a. reaching 1 percent of the population in a particular market a single time
b. reaching 1 percent of the population 100 percent of the time
c. reaching 10 percent of the population in a particular market a single time
d. reaching 100 percent of the population in a particular market a single time
e. reaching 100 percent of the population in a particular market 100 percent of the
time

38. One limitation of outdoor advertising is ________________.

a. lack of geographic flexibility
b. high cost per thousand
c. narrow reach and frequency levels
d. inability to pinpoint specific market segments
e. audience fragmentation

39. Which of the following statements about the Internet as an advertising medium is true?
a. The Internet provides audio and video capabilities
b. Ads are black and white.
c. Internet ads are similar to print ads in that they offer only a visual message.
 Page 27 of 40

d. Internet advertising is the most effective form of advertising

40. One reason for using radio as an advertising medium is

a. Its high cost
b. Its long lead time required for the placement of an ad
c. Its inability to use humour
d. It is segmented

41. Which of the following is FALSE regarding effective advertising?

a. It must extend from sound marketing strategy.
b. Effective advertising must take the advertiser’s view.
c. Advertising must find a unique way to break through the clutter.
d. Good advertising should never promise more than it can deliver.
e. Good advertising prevents the creative idea from overwhelming the strategy.

42. Whether sexual content elicits a positive or negative reaction depends on the _____.
a. appropriateness or relevance of the sexual content
b. explicitness of the sexual content
c. number of people portrayed in the sexual content
d. the seductiveness of the sexual content
e. extent of nudity in the sexual content

43. Personal selling is commonly used for which of the following purposes?
a. Building up buyer's preferences
b. Pressurising the customer into making a decision
c. Developing customer convictions and feelings about a product and company
d. All of the above

44. Which of the following is not an advantage of the use of outdoor media forms?
a. Flexibility
b. No audience selectivity
c. High repeat exposure
d. Good positional selectivity

45. The possible exposure of the advertising message to one audience member,
a. Impression
b. Hit
c. GRP
d. Exposure rate

46. Using sexual appeal can generally _______________________

a. Lure attention
b. Enhance recall
c. Evoke emotional responses
d. the seductiveness of the sexual content
e. extent of nudity in the sexual content
 Page 28 of 40

26. _________________ offers the benefit of reaching large numbers in a single exposure.
Yet because it is a mass medium capable of being seen by nearly anyone, it lacks the ability
to deliver an advertisement to highly targeted customers compared to other media outlets.
a. Video Advertising
b. Television Advertising
c. Outdoor Advertising
d. Print Advertising

47. What is one of the primary goals of reminder advertising?

a. Maintain Customer Relationship
b. Build Brand Preference
c. Correct False Impressions
d. Inform the market of a price change

48. The most useful information in an advertisement would be:

a. the price
b. comments from production users
c. a list of product accessories
d. an endorsement from a well-known person

49. Advertising appeal that uses logic, facts, and data to convince consumers to buy
products, and are often found in advertisements for medications, cookware, and cleaning
products.
a. Scarcity appeal
b. Rational appeal
c. Fear appeal
d. Humor appeal

50. The goal of this appeal is to make people feel like they will be more attractive, more
desirable, and more likely to get the person of their dreams if they use a certain product or
take certain actions.
a. Emotional appeal
b. Rational appeal
c. Sexual appeal
d. Humor appeal

Test 2.

1. You are the marketer for a home security business that sells a variety of home security
devices, such as surveillance systems, alarms, and motion detector lighting systems. The
owner of the business would like you to develop a new advertising campaign that targets
senior citizens in affluent neighborhoods. He wants to suggest that the city’s crime rate is at
an all-time high. To persuade senior citizens that their only line of defense against rising
crime rates is a complete home security system, what advertising appeal/s do you think
would be appropriate? Explain why. (5 points)
a. Emotional Appeal
b. Rational Appeal
 Page 29 of 40

c. Fear Appeal
d. Musical Appeal
e. Sexual Appeal
f. Scarcity Appeal
g. Humor Appeal
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

2. A local attorney has asked for your advice regarding the best media to use to advertise
his new law practice. What recommendation/s will you make? Explain why,. (5 points)
a. Television
b. Radio
c. Print Advertising
d. Outdoor Advertising
e. Online Advertising
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

3. Assume that after you graduate you set yourself up in a direct mail advertising-service
business. You offer to plan and execute direct mail advertising campaigns for retailers, local
clubs, hospitals and other local organizations. At lunch one fine day, a local businesswoman
tells you that she thinks that most of the money spent on direct mail is wasted because most
of the mail that comes to her is immediately thrown in the wastebasket. She is confident that
the same practice is followed by the great majority of people. If that is true, she reasons,
advertisers would be foolish to spend much (if any) money in direct mail. What is your
response? (5 points)
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
What appeals are used by the ad? (2 points each)
 Page 30 of 40

4. a. Rational Appeal
b. Fear Appeal
c. Emotional Appeal
d. Musical Appeal

5. a. Rational Appeal
b. Humor Appeal
c. Emotional Appeal
d. Musical Appeal

6. a. Rational Appeal
b. Scarcity Appeal
c. Emotional Appeal
d. Fear Appeal

7. a. Humor Appeal
b. Sexual Appeal
c. Scarcity Appeal
d. Emotional Appeal

8. a. Fear Appeal
b. Sexual Appeal
c. Rational Appeal
d. Humor Appeal

GOOD LUCK!
INITAO COLLEGE
Jampason, Initao, Misamis Oriental
1st Semester, S.Y. 2022 2023
 Page 31 of 40

MM8: ADVERTISING
MIDTERM EXAM

Name: _____________________________________ Group Section: ______________________

Instructor: _______________________ Contact Number: ____________________

ERASURES STRICTLY NOT ALLOWED.

1. An advertising appeal that can appeal to people when a product or service is needed to
help reduce risk in someone’s life – such as risk of financial failure, poor health issues,
security of losing a home and even political choices.
a. Emotional appeal
b. Rational appeal
c. Scarcity appeal
d. Fear appeal

2. ______________ has the advantage of being high in selectivity, low cost, immediacy, and
interactive capabilities.
a. Direct mail
b. Outdoor
c. Online
d. Radio

3. Which of the following statements about the Internet as an advertising medium is true?
a. The Internet provides audio and video capabilities
b. Ads are black and white.
c. Internet ads are similar to print ads in that they offer only a visual message.
d. Internet advertising is the most effective form of advertising

4. One reason for using radio as an advertising medium is

a. Its high cost
b. Its long lead time required for the placement of an ad
c. Its inability to use humour
d. It is segmented

5. The measure of the percentage of people in the target market who are exposed to the ad
campaign during a given period of time is called:
a. Reach
b. Frequency
c. Impact
d. Performance

6. Unwanted e-mail advertisings are categorized as,

a. Viruses
b. Malwares
c. Spams
d. Threats
 Page 32 of 40

7. This advertising appeal is appealing to the comic sense in people.

a. Sexual appeal
b. Rational appeal
c. Humor appeal
d. Musical appeal

8. Keeping consumers thinking about the product is the objective for which type of
advertising?
a. Informative advertising
b. Psychological advertising
c. Reminder advertising
d. Persuasive advertising

9. The first printed advertisements were single sheets, printed on one side, that today would
be called
a. Fliers
b. Barrages
c. Flights
d. Brochures

10. Black Label Company sells all sorts of standalone fires (e.g. paraffin heaters and electric
fan heaters). Most of their customers are businesses who have a short-term problem such
as a heating breakdown. In order to increase sales, they have decided to try and persuade
people who live in rented accommodation, and who may want to increase the warmth of their
homes without investing in the property, to buy these fires. Who is the primary target market
for this campaign?
a. landlords of rented property
b. business owners
c. people who live in rented accommodation
d. heating engineers
e. homeowners

11. ____________ is a great way for brands to get noticed and make an audience
remember their products.
a. Musical appeal
b. Rational appeal
c. Emotional appeal
d. Humor appeal

12. It is an inexpensive way to send an advertisement to the mass market and has
proven to be effective.
a. Flyer
b. Cinema
c. Website
d. Spam
 Page 33 of 40

13. _____________ use logic, facts, and data to convince consumers to buy products, and
are often found in advertisements for medications, cookware, and cleaning products.
a. Sexual appeal
b. Rational appeal
c. Humor appeal
d. Musical appeal

14. CPM comparative analysis is one of the

a. Basic units to measure cost efficiency
b. Units used exclusively for TV measurement
c. Units to measure duplicated audience
d. Basic units to measure total audience

15. Three common advertising appeals include

a. Objectivity, timeliness and frequency
b. Fear, sex, and humour
c. Guilt, ego and enrichment
d. Possessiveness, pride and social status

16. Webisodes are video ads that run as a series of episodes on a website . TRUE or
FALSE? If your answer is True, write your family name on the space provided. Encirle the
letter if your answer is False or Neither True or False. ____________________________.
a. True
b. False
c. Neither True or False

17. The best promotional tool in any marketing is ____________.

a. Word-of-mouth Publicity
b. Push Promotion
c. Self-liquidating Promotion
d. Dealers Promotion Method

18. Showing the product in a picture bigger than it actually is an example of _________.
a. Deception
b. Subliminal Ads
c. Obscene Ads
d. Challenging

19. Personal selling is commonly used for which of the following purposes?
a. Building up buyer's preferences
b. Pressurising the customer into making a decision
c. Developing customer convictions and feelings about a product and company
d. All of the above

20. Which of the following is not an advantage of the use of outdoor media forms?
a. Flexibility
b. No audience selectivity
 Page 34 of 40

c. High repeat exposure

d. Good positional selectivity

21. The possible exposure of the advertising message to one audience member,
a. Impression
b. Hit
c. GRP
d. Exposure rate

22. Using sexual appeal can generally _______________________

a. Lure attention
b. Enhance recall
c. Evoke emotional responses
d. all of the above
e. Only a and b

23. Advertising is generally a better promotional tool than sales promotion when it comes to
closing a sale. TRUE or FALSE? If your answer is True, write your family name on the
space provided. Encirle the letter if your answer is False or Neither True or False.
____________________________.
a. True
b. False
c. Neither True or False

24. ______________ ______________ is used heavily when introducing a new product

category.
a. Persuasive advertising
b. Inferential advertising
c. Reminder advertising
d. Informative advertising

25. ______________ is defined as the number of different people or households exposed to

an advertisement.
a. Scope
b. Share
c. Reach
d. Span

26. _________________ offers the benefit of reaching large numbers in a single exposure.
Yet because it is a mass medium capable of being seen by nearly anyone, it lacks the ability
to deliver an advertisement to highly targeted customers compared to other media outlets.
a. Video Advertising
b. Television Advertising
c. Outdoor Advertising
d. Print Advertising

27. What is one of the primary goals of reminder advertising?

 Page 35 of 40

a. Maintain Customer Relationship

b. Build Brand Preference
c. Correct False Impressions
d. Inform the market of a price change

28. ___________ is popularly known as free form of promotion

a. Advertisement
b. Publicity
c. Personal Selling
d. Marketing

29. Radio is a mass medium. TRUE or FALSE? If your answer is True, write your family
name on the space provided. Encirle the letter if your answer is False or Neither True or
False. ____________________________.
a. True
b. False
c. Neither True or False

30. Majority of the ads appearing online are

a. Banner advertisements
b. Pop-up advertising
c. Display advertising
d. Corner advertising

31. You're watching a movie and notice one of the main characters is drinking a popular
brand of soda. What form of advertising does this illustrate?
a. Product placement
b. Direct marketing
c. Product marketing
d. Product advertising

32. The most effective level of fear would _______.

a. be a strong level
b. be a weak level
c. be a weak level with a humorous message
d. depend upon the targeted audience
e. be a weak level with a credible spokesperson

33. The most popular form of advertising which reaches the masses is __________.
a. Social Media
b. Email
c. Television
d. Print

34. The first step in formulating an advertising strategy is ____________.

a. stating the primary marketing problem
b. specifying the key fact
 Page 36 of 40

c. stating the advertising objective

d. implementing the creative message strategy
e. establishing mandatory corporate/divisional requirements

35. The cost of a 30-second commercial is Php 600,000 and 20,000 people have been
exposed to this commercial. Half of the people who have been exposed to the commercial
are the target market. What is the CPM?
a. Php 30,000
b. Php 60,000
c. Php 30
d. Php 60
e. None of the above

36. Which of the following is FALSE regarding effective advertising?

a. It must extend from sound marketing strategy.
b. Effective advertising must take the advertiser’s view.
c. Advertising must find a unique way to break through the clutter.
d. Good advertising should never promise more than it can deliver.
e. Good advertising prevents the creative idea from overwhelming the strategy.

37. A limitation of magazine advertising is _____________.

a. the inability to pinpoint specific audiences
b. the short-life of the magazine
c. the inability to convey a sense of authority
d. fewer geographic options than other media
e. the inability to get consumers involved in the ad

38. The most useful information in an advertisement would be:

a. the price
b. comments from production users
c. a list of product accessories
d. an endorsement from a well-known person

39. Monica is the advertising director for a company that manufactures exercise equipment.
She wants the advertisements to demonstrate the use of the products and generate
excitement. She should use ____________ advertising.
a. radio
b. magazine
c. newspaper
d. outdoor
e. television

40. Which of the following is an Internet advertising format?

a. web sites
b. search engine advertising
c. superstitials
d. e-mail advertising
 Page 37 of 40

e. All of these are correct

41. Websites are different from other online ad formats because users seek out websites in
a(n) ___________________ fashion.
a. goal-oriented
b. leaning backward
c. haphazard
d. multi-dimensional
e. interactive

42. The two forms of search engine advertising available to online advertisers are _______.
a. wired and wireless
b. keyword-matching and content-targeted
c. primary and secondary
d. Internet and intranet
e. Internet and Ethernet

43. Traditional media still outscores social media on _____________.

a. reach
b. usability
c. cost
d. immediacy
e. changeability

44. Social media sites can provide all of the following types of marketing information except
____________.
a. consumer feedback
b. market share
c. brand sentiment
d. product improvement ideas
e. competitive insights

45. Direct, yellow-pages, and video-game advertising can perform an invaluable role when
used ______________.
a. with sales promotion
b. with greater frequency than traditional media
c. as the main tools in a marcom program
d. in a supplementary capacity in an IMC program
e. only with younger target markets

46. ______________ are the general communication methods that carry advertising
messages, such as television, magazines, newspapers, and so on.
a. Media
b. Vehicles
c. Channels
d. Conduits
e. Delivery mechanisms
 Page 38 of 40

47. Effective media strategy requires first that the target audience be pinpointed. Failure to
precisely define the audience results in _________, where some non-purchase candidates
see the advertisements, while prime candidates are missed.
a. miscommunication
b. noise
c. wasted exposure
d. suboptimum frequency
e. a flighting schedule

48. The most meaningful basis for segmenting target audiences is _________ data.
a. demographic
b. geographic
c. lifestyle/psychographic
d. product usage
e. geodemographic

49. Which of the following terms is interchangeable with reach?

a. 1+
b. gross coverage
c. unduplicated audience
d. 3+
e. target audience

50. One limitation of outdoor advertising is _____.

a. lack of geographic flexibility
b. high cost per thousand
c. narrow reach and frequency levels
d. inability to pinpoint specific market segments
e. audience fragmentation

Test 2.

1. A local attorney has asked for your advice regarding the best media to use to advertise
his new law practice. What recommendation/s will you make? Explain why,. (5 points)
a. Television
b. Radio
c. Print Advertising
d. Outdoor Advertising
e. Online Advertising
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
 Page 39 of 40

__________________________________________________________________________
__________________________________________________________________________

2. You are the marketer for a home security business that sells a variety of home security
devices, such as surveillance systems, alarms, and motion detector lighting systems. The
owner of the business would like you to develop a new advertising campaign that targets
senior citizens in affluent neighborhoods. He wants to suggest that the city’s crime rate is at
an all-time high. To persuade senior citizens that their only line of defense against rising
crime rates is a complete home security system, what advertising appeal/s do you think
would be appropriate? Explain why. (5 points)
a. Emotional Appeal
b. Rational Appeal
c. Fear Appeal
d. Musical Appeal
e. Sexual Appeal
f. Scarcity Appeal
g. Humor Appeal
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

3. Assume that after you graduate you set yourself up in a direct mail advertising-service
business. You offer to plan and execute direct mail advertising campaigns for retailers, local
clubs, hospitals and other local organizations. At lunch one fine day, a local businesswoman
tells you that she thinks that most of the money spent on direct mail is wasted because most
of the mail that comes to her is immediately thrown in the wastebasket. She is confident that
the same practice is followed by the great majority of people. If that is true, she reasons,
advertisers would be foolish to spend much (if any) money in direct mail. What is your
response? (5 points)
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
 Page 40 of 40

4. a. Fear Appeal
b. Scarcity Appeal
c. Rational Appeal
d. Humor Appeal

5. a. Humor Appeal
b. Rational Appeal
c. Musical Appeal
d. Emotional Appeal

6. a. Humor Appeal
b. Fear Appeal
c. Emotional Appeal
d. Scarcity Appeal

7. a. Fear Appeal
b. Sexual Appeal
c. Rational Appeal
d. Humor Appeal

8. a. Fear Appeal
b. Sexual Appeal
c. Rational Appeal
d. Humor Appeal

60-GOOD LUCK!