Chapter 4
1. The study of population characteristics is known as what?
a. Psychographics
b. Cultural assimilator
c. Demographics
d. Tactics
2. Declines in advertising effectiveness that occur when advertising stops and consumers begin to forget about the company is known as what?
a. Wear- out effects
b. Decay effects
c. Carryover effects
d. Threshold effects
Chapter 5
1. Who are the people who actually develop and produce advertisements?
a. Advertising account executives
b. Traffic Manager
c. General Manger
d. Creatives
2. When asked to identify tissue brands, Kleenex is always at the head of the list. This is known as?
a. Top of the mind brands
b. Promotional campaign
c. Message theme
d. Brand image
Chapter 6
1. In the Hierarchy of Effects knowledge leads to what?
a. Preference
b. Liking
c. Conviction
d. Purchase
2. The final key phrase in an ad, used to make the key point and reinforce the company’s image to the consumer is known as what?
a. Visual Esperanto
b. Means-end chain
c. Tagline
d. Leverage points
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