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Chapter 8 Quiz

2019.04.14 19:51 Views : 718

1 of 10 - What kind of ad usually combines both institutional and product advertising?
Classified
 
Display
Press release
 
Television
You answered incorrectly
The objective of display advertising is to attract sellers to list with the company by combining institutional and product advertising to build name recognition while showing specific properties.
2 of 10 - Which of these words or phrases might be considered discriminatory when used in advertising?
No smoking
 
Couples only
Handicap accessible
Kids welcome
You answered correctly
3 of 10 - Which of these statements is not true?
 
Radio advertising is not as effective as other methods because listeners can be distracted by their activities and not hear the ads.
Newsletters can be a very effective advertising forum for niche marketers.
Advertising in the telephone directory is cost effective because the directories can reach every home in the marketing area.
Magazine ads are significantly more expensive than newspaper ads.
You answered correctly
4 of 10 - Which of these is not a tool to help evaluate advertising effectiveness?
Telephone log
Code in a print ad
 
Advertising budget
 
Designated telephone number
You answered incorrectly
Having a code printed at the bottom of a printed ad or using a separate phone number for different types of ads are both good methods for evaluating the effectiveness of advertising methods. Having the receptionist keep a phone log is another effective evaluation method. The budget tells how much is spent on different types of advertising but not how successful those types are.
5 of 10 - Which kind of advertising aims at increasing sales by informing the public of a company's capabilities?
Operational
 
Institutional
Product
Classified
You answered correctly
6 of 10 - The cost of doing direct mail advertising depends on all of these things except which?
How you target your audience
The frequency of the mailings
The number of pieces you send
 
The date of the mailing
You answered correctly
7 of 10 - All of these would be effective at capturing a reader's attention except which?
 
Use as little white space as possible.
Use a question as a headline.
Use available color.
Make the headline bold and all caps.
You answered correctly
8 of 10 - Which of these is not an AIDA characteristic?
Interest
Attention
Desire
 
Activity
You answered correctly
9 of 10 - Which of these is a free form of advertising?
 
Shopping guides
Telephone directory
 
Press release
Blind ad
You answered incorrectly
Since readers tend to be more impressed with a news story that showcases the expertise of a particular firm than an ad written by the firm itself, press releases about the firm are a form of advertising that is actually free.
10 of 10 - An unlicensed person engages in advertising that conveys the clear impression that he is a licensed real estate broker or is an officer or employee of a corporation who knowingly advertises a false statement concerning any land or subdivision. In this scenario, which of the following is not true?
The advertiser is subject to a fine.
The advertiser can be sentenced to up to a year in prison.
The person is breaking the law.
 
The advertiser must prove he was grandfathered in as a licensee.
You answered correctly

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