Test #2 Prep Questions

Chapter 4
1. In the acronym PRIZM, Potential ____ Index by Zip Marketing, what does the "R" stand for?
a. Relevant
b. Rating
c. Retention
d. Reduction
(B)

2. Promotions Opportunity Analysis is the process used by ______ to identify target audiences for a company's goods and services and the communication strategies needed to reach audiences.
a. Wholesalers
b. Consumers
c. Retailers
d. Marketers
(D)

Chapter 5
1. The advertising trend that focuses on a clients total success in the place, instead of selling a specific product is called:
a. The scrambled egg theory
b. The whole enchilada theory
c. The whole egg theory
d. The broken egg theory
(C)

2. What is typically not included as part of a Creative Brief?
a. An objective
b. The message theme
c. The support of the message
d. The budget
(D)

Chapter 6
1. This advertising appeal tends to resonate best with college-age audiences/demographics:
a. Rationality
b. Emotion
c. Humor
d. Scarcity
(C)

2. Seals of approval, money-back guarantees and research findings are categorized as this in the structure of an advertisement:
a. Proof of claim
b. Action to take
c. Amplification
d. Perks
(A)

Chapter 7.
1. In the Executional Framework, an advertisement that attempts to provide a solution for everyday problems that consumer's face is called:
a. Rotoscoping
b. Slice of Life
c. Testimonials
d. Authoritative
(B)