Fashion Merchandising
Midterm Exam

1. What is the main purpose of advertising?
   1. support newspapers
   2. publish prices
   3. distinguish one's business and products from others.
2. If you were a nationally known shoe manufacturer, would you be more likely to do
   1. Brand advertising
   2. Trade advertising
   3. Retail advertising
3. If you were a national retail chain and wanted to promote your reputation for service, which type of advertising would you choose?
   1. Institutional
   2. Retail
   3. Trade
4. Which best describes an advertising campaign?
   1. A series of ads with a similar appearance
   2. A series of related ads in a variety of mediums over a period of time
   3. Institutional advertising
5. What does the FTC do?
   1. Protect consumers from deceptive ads
   2. Protect businesses form each other
   3. Regulate broadcast media
6. What does the FCC do?
   1. Protect consumers from deceptive ads
   2. Protect businesses form each other
   3. Regulate broadcast media
7. In an advertising agency, what does the traffic manager do?
   1. coordinates the activities of all departments
   2. arranges for shipments and messengers
   3. hires limos for top clients
   4. interfaces with the media to place ads/
8. Material processors would be likely to use which avenue to reach their customers?
   1. ads in trade journals
   2. ads is comsumer magazines
   3. both
   4. TV ads
9. Who is the primary "customer" of designers and manufacturers?
   1. Buyers
   2. Consumers
10. What is the most frequently used media for a retailer?
    1. TV
    2. Radio
    3. Newspaper
11. Is a customer survey an example of primary or secondary research?
    1. primary
    2. secondary
12. A boutique ad agency
    1. services only small fashion shops
    2. specialized in one aspect of advertising
    3. hires mostly subcontractors
13. Magazines were the major focus of fashion advertising until 1950 when what happened:
    1. TV was introduced
    2. Radio was introduced
    3. Elvis became popular
    4. Newspapers ran out of ink
14. Compared to TV, is the message life of a magazine ad
    1. long
    2. short
15. Compared to a newspaper is a magazine expensive or cheap on a per reader basis?
    1. expensive
    2. cheap
16. Is newspaper cicrulation at an all-time high or low?
    1. high
    2. low
17. Which gives the advertiser more creative flexibility; newspaper or tv
    1. newspaper
    2. tv
18. What is the greatest limitation of a TV ad?
    1. short life
    2. high cost
    3. audience size
    4. not enough HD TV
19. What is the greatest limitation of a radio ad?
    1. lack of visuals
    2. short duration
    3. low cost
20. What are the limitations of direct mail?
    1. high cost
    2. innacurate addresses
    3. low response rates
    4. all of the above
21. Outdoor advertising is
    1. cost efficient
    2. long lasting
    3. has minimal competition from other media
    4. all of the above
22. Write a 5 page essay on the role of fashion in our modern culture.
    1. you're kidding right?
    2. give me some paper...fashion is my life
    3. can I settle for a "C"

See you next week!