C2U8 Advertising

Question 1

The AIDA approach does not include:

a. attention.
b. demand.
c. interest.
d. action.

Answer 1

b. demand

AIDA = attention, interest, desire, action

Question 2

Personal advertising includes:

a. name tags.
b. blog websites.
c. car signs.
d. all of these.

Answer 2

d. all of these

Question 3

What does the term LOGO refer to?

a. Your firm name
b. An identifying design or symbol
c. Length of gross opportunity, which refers to the time span of attention generated by an ad
c. none of these

Answer 3

b. An identifying design or symbol

Question 4

Blind ads are ads that fail to include:

a. a price.
b. the address of the property.
c. broker identification.
d. property specifics.

Answer 4

a. broker identification.

Question 5

The MOST cost effective advertising medium for selling a home likely would be:

a. television.
b. the internet.
c. classified newspaper ads.
d. billboards.

Answer 5

b. the internet.

Question 6

The average real estate brokerage is likely to spend the greatest portion of its advertising dollars on:

a. internet postings.
b. classified ads.
c. radio and television.
d. personal advertising.

Answer 6

a. internet postings.

Question 7

A billboard reads, “Joe’s Realty - Servicing Price County.” The billboard would be considered:

a. personal advertising.
b. specific advertising.
c. operational advertising.
d. institutional advertising.

Answer 7

d. institutional advertising

Sells the firm, not a specific property

Question 8

An advertiser with an extremely low advertising budget would most likely avoid:

a. press releases.
b. For Sale signs.
c. billboards.
d. the internet.

Answer 8

c. billboards.

Question 9

Which statement is FALSE about display ads?

a. Readers’ eyes tend to move from upper left to lower right.
b. One large picture is generally more effective than several smaller ones.
c. Short words are easier to read than long words.
d. Capital letters are easier to read than lowercase letters.

Answer 9

a. Capital letters are easier to read than lowercase letters.

Question 10

In preparing display ads, an advertiser should:

a. eliminate as much white space in the ad as possible for maximum effect.
b. use different logos in different ads to avoid repetition.
c. use no more than two typefaces in an ad.
d. avoid using a serif typeface in the text.

Answer 10

c. use no more than two typefaces in an ad.