Test Questions

Chapter 4
__________ is the process of identifying specific purchasing groups based on their needs, attitudes and interests.
A. Market Segmentation
B. Consumer Benefits
C. Budget Tactics
D. Communication Analysis

The largest part of the money spent in a typical business budget is on which of the following?
A. Advertising
B. Consumer Promotions
C. Trade Promotions
D. Payout Planning

Chapter 5
The key advertising personnel include the account executive, traffic manager and _______.
A. planning
B. marketing
C. creatives
D. janitors

When choosing an advertising agency it is not likely to be profitable for smaller businesses to choose:
A. in-house
B. external agency
C. magazines
D. newspapers

Chapter 6
A creative brief includes the objective,_______, message theme, the support and the constraints.
A. advertising theory
B. the target audience
C. the account execcutive
D. the brand

Visual ______ is the universal language that makes global advertising possible.
A. leverage
B. components
C. abstract images
D. esperanto