Multiple-Choice Quiz
Problemset
Title
Introductory
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Multiple-Choice Quiz
Question 1
Because the media rely on advertisers for revenue, their audiences become
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Question 2
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Multiple Choice
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commodities.
Correct
media-savvy.
Incorrect
immune to advertising tricks.
Incorrect
informed consumers.
Incorrect
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What is the current trend concerning the number of companies that control
the media?
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The number has been shrinking quite quickly.
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The number has been growing quite quickly.
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The number has remained remarkably unchanged
Incorrect
since the 1960s and the "golden age" of advertising.
The number has had huge upward and downward
swings as the economy has grown increasingly
uncertain.
Question 3
Incorrect
What is the relationship between stereotyping and target marketing?
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It is an inherent, though generally not
acknowledged, part of the targeting process.
Correct
It is widely understood as the basis for the targeting Incorrect
process.
It is unreliable as the basis for the targeting process, Incorrect
and most advertisers realize this.
It is offensive to those in the "target audience," and
once the "targets" realize its use, it can lead to
marketing failure.
Question 4
Incorrect
What is the "coveted" market for advertisers?
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Question 5
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ages 18 to 34
Correct
tweens (though that has different definitions for
different advertisers)
Incorrect
ages 55 and over
Incorrect
ages 18 to 29
Incorrect
A group's recognition as a market is
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manufactured.
Correct
natural.
Incorrect
automatic.
Incorrect
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not understood in its beginnings.
Question 6
Incorrect
Through marketing, how have Latinos come to be identified?
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Question 7
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as a nation within a nation
Correct
as distinct from "Hispanics"
Incorrect
as exemplars of democratic opportunity
Incorrect
as the most multi-faceted "outsider" group in the
U.S.
Incorrect
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According to Carl Kravetz, chairman of the Association of Hispanic
Advertising Agencies, what "kicked off U.S. Hispanic advertising"?
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the Cuban revolution
Correct
the increasing popularity of Tejano music
Incorrect
the agricultural workers' strikes of the 1970s
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the determination of Univision Network's founders Incorrect
to find a wider market
Question 8
Type:
Multiple Choice
The top 500 advertisers in the U.S. spend ________ percent of their
budgets on Hispanics. Hispanics are 15 percent of the population.
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5.4
Correct
6.8
Incorrect
15.1
Incorrect
19
Incorrect
Question 9
Which of the following billboard campaigns was adopted by the Outdoor
Advertising Association of America (OAAA) as its national public service
campaign for 1999?
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Multiple Choice Hint:
Feedback for See pages 160-161.
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Question 10
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the anonymously-sponsored "God Speaks"
campaign
Correct
the United Church of Christ's "Jesus didn't turn
people away. Neither do we." campaign
Incorrect
Georgia Equality's "We Are Your Neighbors"
campaign
Incorrect
the Gay Times cover celebrating the fortieth
anniversary of the decriminalization of
homosexuality
Incorrect
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What type of advertising may media NOT refuse?
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Question 11
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political
Correct
religious
Incorrect
public service
Incorrect
government sponsored
Incorrect
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Who said, "I think that we should be eternally vigilant against attempts to
check the expression of opinions that we loathe and believe to be fraught
with death"?
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Supreme Court Justice Oliver Wendell Holmes
Correct
talk show host Glenn Beck
Incorrect
"shock jock" Howard Stern
Incorrect
talk show host Don Imus
Incorrect
Question 12
What, ultimately, happened to Don Imus's talk show after his "nappyheaded hos" comment about the Rutgers University women's basketball
team?
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Question 13
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Imus returned to radio, though he did apologize.
Correct
He was fired and never rehired.
Incorrect
He refused to apologize and picked up new
sponsors who supported and focused on his freespeech rights.
Incorrect
He was suspended and, during his suspension,
toured the country with well-known free-speech
activists, arguing his case.
Incorrect
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What was the problem with the NBC ad for its show Southland that ran on
the front page of the Los Angeles Times?
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It looked like news, not an advertisement.
Correct
The Times was the first print paper to run an ad on
the front page.
Incorrect
There was no inclusion of the mandatory word
"advertisement."
Incorrect
The show itself is violent and reflected badly on
Los Angeles.
Incorrect
Question 14
According to the Society of Professional Journalists (SPJ) Code of Ethics,
"Journalists believe that ________ is the forerunner of justice and the
foundation of democracy."
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public enlightenment
Correct
truth
Incorrect
integrity
Incorrect
credibility
Incorrect
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Question 15
How did the Los Angeles Times spokesperson, John Conroy, defend the
paper's decision to run the Alice in Wonderland movie ad that wrapped the
entire front page?
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Multiple Choice Hint:
Feedback for See page 169.
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Readers could clearly tell it was an ad and it
represented a unique opportunity to create buzz.
Correct
Readers understand that newspapers, especially
print versions, are facing severe economic
problems.
Incorrect
The public didn't complain; they "got it." It was
Incorrect
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only other media, who envied the creativity, who
complained.
Other papers had been doing the same thing, to a
lesser degree, for decades. It was only because the
Times had resisted for so long that it was notable.
Question 16
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Multiple Choice
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What will be the long-term effects of monetizing newspaper content,
thereby blurring the barriers between advertising and editorial content?
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The foundations of the newspaper and the
profession will erode.
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Consumers (readers) will become much savvier
about what is editorial and what is advertising.
Incorrect
Print newspapers will be able to overcome the
economic hurdles they face in an increasingly
electronic-only world.
Incorrect
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The role of editor will likely change greatly, and the Incorrect
line between editor and advertising executive will
blur as well.
Question 17
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Multiple Choice
Question 18
What product placement turned out to be a factor in the television show
Chuck being renewed?
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a placement of a Subway sandwich
Correct
a placement of Miracle Whip salad dressing
Incorrect
a placement of a Hilton hotel
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a placement of an American Airlines flight
Incorrect
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When was, arguably, the first product placement recorded on film?
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Question 19
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Multiple Choice
Question 20
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Multiple Choice
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in one of Edison's first short films in the late
nineteenth century
Incorrect
in a film in the 1950s (The African Queen)
Incorrect
in a television show in the 1950s (I Love Lucy)
Incorrect
None of these answers is correct.
Correct
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Which of the following is among the reasons that product placement has
become very popular lately?
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technological innovation
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digital competition
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high production costs
Incorrect
All these answers are correct.
Correct
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What is the new term that is replacing "product placement" both in
industry conversation and in concept?
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brand integration
Correct
brand recognition
Incorrect
brand mainstreaming
Incorrect
brand basing
Incorrect
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