1) Advertising objectives usually focus around two major issues; audience objectives and ___________objectives.

A. creativity

B. competition

C. cost

D. message distribution

E. sales

2) Which one of the following is NOT an advantage of TV as an advertising media vehicle?

A. ability to reach large number of viewers at a low cos

B. captive audience who gets exposed to ad messages through TV

C. it is very effective in image building

D. low production costs

E. it is a high impact media in terms of reach and frequency

3) ______ measures product category performance in a region (per capita consumption of category)

A.CDI

B.CPM

C.CPRP

D.BPI

E.BDI

4) Which one of the following is NOT one of the disadvantages of direct marketing?

A. Products may not be examined before purchase

B. Clutter and so many alternative choices

C. Rising costs of direct mail and shipping

D. Negative perceptions of the industry

E. Targeting specific segments of the market

5) Which one of the following answers is NOT an argument against research for measuring advertising effectiveness?

A.It is costly

B.No clear agreement with respect to what to measure

C.Does not allow decision makers to evaluate alternatives of communicating to consumers

D.Many advertising agencies do not provide effective copy testing procedures

E.None of the above