Exam 2 Q&A

Chapter 4

1. Which is a method of secondary research?
   A) Conduct a focus group
   B) Study Nielsen ratings
   C) Hand out questionnaires
   D) Set up phone interviews
   
2. Which is a carryover effect?
   A) Promotion becomes old and boring
   B) Advertising has a negative effect on sales
   C) The product is purchased only when needed
   D) The company stops advertising

Chapter 5

1. Which of these duties is an account executive responsible for?
   A) Writing creative briefs
   B) Ensuring works get completed
   C) Managing schedules and deadlines
   D) Producing and developing ads


2. A company advertises every month, but varying amounts are spent. What type of scheduling strategy is in use?
   A) Continuos
   B) Flighting
   C) Pulsating
   D) Hiatus

Chapter 6

1. An advertisement for perfume is most likely to use a(n) ____ appeal.
   A) Emotional
   B) Humor
   C) Rational
   D) Sex


2. Which type of appeal is based on the hierarchy of effects model?
   A) Scarcity
   B) Rational
   C)Music
   D) Emotional

Chapter 7

1. If Don Taco were to come out with an ad saying that they have "the best Mexican food in Southern Illinois," which cognitive message strategy would they be using?
   A) Preemptive
   B) Comparative
   C) Generic
   D) Hyperbole