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201.

F. Wayland Ayer is credited with _____ in 1877:

A.	Founding the first full-service ad agency	B.	Creating the concept of brands
C.	Writing the first creative ad	D.	None of these

202.

The Audit Bureau of Circulation was established to:

A.	Verify magazine circulation claims	B.	Ensure that advertisers' ads were placed in the most appropriate spot in a given magazine
C.	Count the number of readers who saw each ad in a magazine	D.	None of these

203.

A parity product is one that:

A.	Is essentially the same as others in its product brand category	B.	Is priced fairly in relation to is competitors
C.	Possesses characteristics that set it apart from other brands in the same product category	D.	Possess consistent quality, regardless of when or where it is purchased

204.

Cultter refers specifically to:

A.	The cramming of several short commercial spots into a minute or two of broadcast time	B.	Too many individual brands in a given product category
C.	Too many advertisers chasing a limited number of consumers in a given demographic category	D.	Too much advertising space in a daily newspaper

205.

Account management is the department in an ad agency in which:

A.	An account executive serves as liason between agency and client	B.	The decisions about where and when to place ads are made
C.	A product's market viability is tested	D.	None of these

206.

The standard measurement of the effectiveness of an ad's placement is judged by its:

A.	Cost per million (CPM), the cost of reaching 1,000,000 audience members	B.	Cost per million (CPM), the cost of reaching 1,000,000 audience members
C.	Cost per thousand (CPM), the cost of reaching 1,000 audience members	D.	Cost per hundred (CPK), the cost of reaching 100 audience members

207.

An ad agency that earns revenues through a retainer:

A.	Bills clients at an agreed-upon price for ad production	B.	Bills clients by the hour for essential services
C.	Is compensated through a charge on the placement of ads, typically 15% of the cost of the time or sapce	D.	Bills clients by the day for essential services

208.

Which of the following advertising strategies is legal?

A.	Puffery, such as describing calories as food energy	B.	Misleading implications, such as close-ups to make a toy seem larger
C.	Half-truths, such as claiming that each slice of Profile bread contains half the calories of other breads' but not mentioning that the slices are half as thick	D.	Unsubstantiated claims, such as Wonder Bread's claim that it builds strong bodies 12 ways but cannot list them

209.

Middle-range theories are:

A.	Ideas that explain or predict only limited aspect of the mass communication process.	B.	Theories that explain media's influence over middle-class or typical people.
C.	Explanations and predictions of social phenomena that attempt to relate mass communication to to various aspects of our personal and cultural lives or social systems.	D.	None of these

210.

A paradigm is:

A.	An idea that explains or predicts only limited aspects of the mass communication process.	B.	Another name for grand social theory.
C.	A theory that summarizes and is consistent with all known facts.	D.	None of these