WorksheetsMr. Ferrin's Marketing 19 & 20 Pretest
Total questions: 78
Worksheet time: 39mins
Name
Class
Date
1.
This type of advertising is designed to create a favorable image for a company and foster goodwill in the marketplace
a)
Promotional Advertising
b)
Institutional Advertising
c)
Marketing
d)
Sales Promotion
2.
Media measurement cost of exposing 1,000 readers or viewers to an advertising impression
a)
Audience
b)
Impression
c)
CPM
d)
Frequency
3.
Which of the following is an example of a national newspaper?
a)
Papillion Times
b)
Lincoln Journal Star
c)
Omaha World Herald
d)
The Wall Street Journal
4.
The number of times an audience sees or hears an advertisement.
a)
Audience
b)
Impression
c)
CPM
d)
Frequency
5.
Which class is the most expensive form of advertising?
a)
Class AA
b)
Class B
c)
Class C
d)
Class D
6.
This type of advertising includes printed posters on subways, buses, and trains
a)
Magazines
b)
Transit
c)
Direct Mail
d)
Speciality Media
7.
Non personal promotion which promotes ideas, goods, or services by using a variety of media
a)
Public Relations
b)
Advertising
c)
Marketing
d)
Sales Promotion
8.
Magazines usually charge between __________% extra for bleed ads.
a)
5-10%
b)
10-15%
c)
15-20%
d)
20-25%
9.
Traffic builders are an example of this type of advertising.
a)
Print Media
b)
Broadcast Media
c)
Specialty Media
d)
Internet Media
10.
The number of homes or people expose to an ad.
a)
Audience
b)
Impression
c)
CPM
d)
Frequency
11.
The rate that a magazine charges for its advertising space is based on _________________________
a)
CPM
b)
Column Inch
c)
Circulation
12.
Advertising that is known to increase sales
a)
Promotional Advertising
b)
Institutional Advertising
c)
Marketing
d)
Sales Promotion
13.
A single exposure to an advertising message
a)
Audience
b)
Impression
c)
CPM
d)
Frequency
14.
Which type of print medium has the shortest life?
a)
Newspaper
b)
Direct Mail
c)
Transit
d)
Magazine
15.
When is the most expensive time frame to advertise for TV, also called “prime time”
a)
6 am - noon
b)
7-10 pm
c)
10:35 pm - 1 am
d)
noon - 5 pm
16.
TV and radio are known as what type of media?
a)
Print Media
b)
Broadcast Media
c)
Specialty Media
d)
Internet Media
17.
These ads are grouped in specific categories, such as help wanted, real estate, personals, or auto sales.
a)
Classified Ad
b)
Display Ad
c)
Full Ad
d)
Shopper Ad
18.
This type of print advertising yields a low level response
a)
Magazines
b)
Transit
c)
Direct Mail
d)
Internet
19.
A special paper containing no editorial content
a)
Newspaper
b)
Magazine
c)
Shopper
d)
Neditorial
20.
A publication targeted for people with an interest in a particular field.
a)
Shopper
b)
Trade Magazine
c)
Pop Up Ad
d)
Radio Ad
21.
Personal Web sites where individuals share thoughts, pictures, and comments with visitors.
a)
Vlogs
b)
Podcasts
c)
Blogs
d)
Rich Media Ads
22.
This represents the basic charge for a minimum amount of advertising space.
a)
Close Rate
b)
Open Rate
c)
Medium Rate
d)
High Rate
23.
The lowest rates that magazines offer for display ads offer are:
a)
Premium Ads
b)
Full-Color Ads
c)
Black & Whites Ads
d)
Bleed Ads
24.
A typical commission is usually ________%.
a)
20%
b)
15%
c)
10%
d)
5%
25.
The least expensive radio air time class is
a)
Class AA
b)
Class B
c)
Class C
d)
Class D
26.
An advertisement that appears in a wide, shallow rectangle a the top or bottom of Web site
a)
Pop Up Ad
b)
Pop Under Ad
c)
Banner Ad
d)
Rich Media Ad
27.
A brief digital broadcast that includes audio , images, and video delivered separately or in combination.
a)
Promotional Advertising
b)
Podcasts
c)
Blogs
d)
Rich Media Ads
28.
A newspaper ad that includes art or photos, copy, and a business or products logo.
a)
Classified Ad
b)
Display Ad
c)
Full Ad
d)
Shopper Ad
29.
Newspapers quote display by what?
a)
CPM
b)
Column Inch
c)
Circulation
30.
Relatively inexpensive useful products that are imprinted with the company's name, message, or logo
a)
Specialty Media
b)
Transit Media
c)
Shopper
d)
Bleed
31.
Process of selecting the appropriate advertising media and deciding the time or space in which ads should appear to accomplish the marketing objective
a)
CPM
b)
Promotional Advertising
c)
Institutional Advertising
d)
Media Planning
32.
A disadvantage of these is that there is limited viewing time
a)
Radios
b)
TV Commercials
c)
Billboards
d)
Newspapers
33.
An ad that extends to the edge of the page
a)
Blood
b)
Bleed
c)
Open Ad
d)
Closed Ad
34.
Cost of ad x 1,000/circulation is the formula for comparing media rates in terms of what?
a)
CMP
b)
CPM
c)
MPC
35.
The M in CPM stands for mille or _______________
a)
1,000,000
b)
100,000
c)
1,000
d)
100
36.
A percentage of sales given by the magazine to the advertising agency for placing the ad.
a)
Bleed
b)
Open Rate
c)
Closed Rate
d)
Commission
37.
Ads placed on the back cover or the inside of the first page cost more and are known as _______________.
a)
Closed Ads
b)
Premium Ads
c)
Bleed Ads
d)
Four-Color Ads
38.
The purpose of a headline is to draw potential customers into reading the ad's copy.
a)
True
b)
False
39.
A print advertisement for Enterprise Rent-a-Car carries the headline, "To get your business, I'll come get you." The headline is an example of an alliteration.
a)
True
b)
False
40.
According to many advertising and sales experts, copy is the most important part of a print ad.
a)
True
b)
False
41.
A print advertisement should include a generous amount of white space.
a)
True
b)
False
42.
Which is the most true of an effective headline?
a)
It makes use of synonyms
b)
It is brief
c)
It uses familiar words for impact
d)
It details how the product meets the customer's needs
43.
A ___________ layout uses a single illustration as a focal point with a very short headline and little copy.
a)
illustrated
b)
top-heavy
c)
single-visual
d)
Z
44.
Which is NOT a characteristic of a good ad copy?
a)
It is conversational
b)
It appeals to the senses
c)
It uses descriptive adjectives and action words
d)
It includes a call to action written in the first person
45.
The headline "Functional, Fashionable, Formidable..." is an example of
a)
a play on words
b)
a paradox
c)
a pun
d)
a alliteration
46.
Effective ads most often include
a)
a focal point and lines of force
b)
the most dominant item at the bottom
c)
sans serif type and two colors
d)
a signature at the top
47.
Which color might be used to communicate passion, excitement, and power?
a)
red
b)
dark blue
c)
blue and green
d)
purple and yellow
48.
Two-color ads are usually printed in
a)
vivid colors
b)
black and another color
c)
dark blue and another color
d)
black and white
49.
Inserting a color in an advertisement contributes to the ad's effectiveness but also increases the ad's ____________
a)
illustrations
b)
cost
c)
type
d)
proof
50.
A _______________ layout uses photos or other images to show how a product can be used - or to illustrate additional technical concepts.
a)
Ogilvy
b)
Z
c)
illustrated
d)
single-visual
51.
In an advertising agency, the employees who work with individual businesses to identify needs and to create ad plans are part of ____________ services.
a)
advertising
b)
Copywriting
c)
client
d)
print
52.
An advertising agency that performs research, selects media, and develops copy and art for a business is called a(n) _____________ agency.
a)
Full-service
b)
Part-service
c)
large-service
d)
None of the above
53.
In an advertisement containing all four parts of a print ad, the first thing the reader usually sees is the _______________
a)
Headline
b)
Copy
c)
Illustration
d)
Signature
54.
An advertiser who is designing print ads for a target audience over 65 years old must pay careful attention to the size of the _________ in the ad.
a)
Font
b)
Type Placement
c)
Theme
d)
Type
55.
An advertising __________ shows exactly how an ad will appear when printed.
a)
proof
b)
layout
c)
slogan
d)
copy
56.
What is a catch phrase that presents an advertising message?
a)
Copy
b)
Paradox
c)
Slogan
d)
Signature
57.
Which of the following is not a word that would attract most readers' attention?
a)
now
b)
free
c)
tomorrow
d)
new
58.
What is a humorous use of a word that suggests more than one of its meanings?
a)
Paradox
b)
Pun
c)
Alliteration
d)
Slogan
59.
What is a rough draft?
a)
Ad layout
b)
Ad Proof
c)
Copy
d)
Typeface
60.
What is a business's identification symbol; a logo?
a)
Slogan
b)
Copy
c)
Illustration
d)
Signature
61.
Who is the one that creates the text of advertisements?
a)
Account Executive
b)
Copywriter
c)
Executive
d)
None of the above
62.
Adding another color in an ad can increase the cost by as much as _____%.
a)
10%
b)
30%
c)
35%
d)
80%
63.
What is a repeated initial consonant sound?
a)
Paradox
b)
Pun
c)
Alliteration
d)
Rhyme
64.
What is a repeated initial consonant sound?
a)
Paradox
b)
Pun
c)
Alliteration
d)
Rhyme
65.
Who is the one who creates advertising plans to meet client needs?
a)
Account Executive
b)
Copywriter
c)
Executive
d)
Advertising Agency
66.
What is the grammatical structure in which the subject performs the action described by the verb?
a)
Paradox
b)
Active Voice
c)
Pun
d)
Rhyme
67.
What is a true statement that seems to be a contradiction of ideas?
a)
Paradox
b)
Pun
c)
Alliteration
d)
Rhyme
68.
What is a style of printing letters, numbers, or signs?
a)
Copy
b)
Type
c)
Typeface
d)
Illustration
69.
________% of people just read the headline.
a)
20%
b)
80%
c)
50%
d)
100%
70.
A study found that _______ of all readers over the age of 65 do not read ads because the type is too small.
a)
1/3
b)
1/4
c)
1/2
d)
1/5
71.
True or false: research shows that most people view ads in the following order: illustration, photo caption, headline, copy, and signature.
a)
True
b)
False
72.
This type of add layout places the illustration in the upper half to upper two-thirds of the space on in the left side of the layout.
a)
top-heavy layout
b)
Ogilvy layout
c)
illustrated layout
d)
Z layout
73.
What do lines of force do?
a)
force you to read the heading
b)
help you draw a picture
c)
act as illustration sight lines that lead the reader to the copy
d)
attract your attention to the next page
74.
A self-employed person who sells work or services by the hour, day, or job, rather than working on a regular salary is known as a ___________________.
a)
free agent
b)
account executive
c)
freelancer
d)
copywriter
75.
What shows you exactly how an ad will appear when printed?
a)
ad layout
b)
ad proof
c)
final copy
d)
digital proof
76.
This layout arranges each ad element in a specific order. They are presented from top to bottom, the way that most people view them.
a)
Z layout
b)
Ogilvy layout
c)
top-heavy layout
d)
single-visual layout
77.
How is type size measured?
a)
inches
b)
centimeters
c)
millimeters
d)
picas
78.
A virtual advertising agency provides Web Site development but does not provide ad copywriting.
a)
True
b)
False
100 %
