Deck 2: Advertising

Question 1

In which scenario is advertising most likely to thrive in a society?

A)when demand exceeds supply
B)when there is little price competition
C)when public speech is tightly controlled by the government
D)when consumers do not have disposable income
E)when supply is greater than demand

Answer 1

E

Question 2

________ advertising,which is the most visible type of advertising,focuses on the development of a long-term brand identity or image.

A)Retail
B)Institutional
C)Brand
D)Nonprofit
E)Public service

Answer 2

C

Question 3

According to the rational view of advertising,which of the following is NOT a type of information that advertising provides to help consumers assess product value?

A)price cues
B)psychological appeals
C)quality
D)location
E)reputation

Answer 3

B

Question 4

Advertising that announces facts about products that are available in nearby stores and focuses on stimulating store traffic and creating a distinctive image for a retailer is known as retail or ________ advertising.

A)brand
B)local
C)direct-response
D)institutional
E)public-service

Question 5

Advertising began as ________.

A)consumer-generated content
B)direct-response promotion
C)word-of-mouth
D)two-way communication
E)one-way communication

Question 6

________ advertising may use any advertising medium,but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

A)Brand
B)Local
C)Direct-response
D)Institutional
E)Public service

Question 7

Advertising is usually paid for by the ________.

A)audience
B)target
C)agency
D)advertiser
E)media

Question 8

Which of the following is most closely associated with the introduction of mass production and a new emphasis on wider distribution of products?

A)the Renaissance
B)the Industrial Revolution
C)the Dot Com Revolution
D)the Era of Integration
E)the Scientific Era

Question 9

Which of the following is TRUE of the rational view of advertising?

A)It focuses on images.
B)It sees advertising's role as a way to provide information.
C)It prioritizes creating buzz.
D)It focuses on nonprice appeals.
E)It sees advertising's role as a way to build relationships.

Question 10

Buzz is also known as ________.

A)word-of-mouth
B)direct-response
C)public relations
D)publicity
E)branded entertainment

Question 11

Which of the following is the central purpose of advertising?

A)to inform consumers about a product
B)to position a product
C)to create a brand image
D)to develop a brand relationship
E)to sell a product

Question 12

Which of the following is NOT part of the modern definition of advertising?

A)is a paid form of communication
B)has an identified sponsor
C)is usually personal in nature
D)provides information about products
E)uses mass and interactive media

Question 13

Which of the following distinguishes advertising from publicity?

A)the media channel in which it appears
B)whether it is paid for by the advertiser
C)whether it is generated by the advertiser or by consumers
D)the audience it is intended to reach
E)whether its message is aimed to inform or persuade

Question 14

The effectiveness of an advertisement is based on ________.

A)the number of new customers the advertisement attracts
B)the profit the advertiser makes as a result of the advertisement
C)whether the stated objectives for the advertisement are met
D)the number of potential customers who are exposed to the advertisement
E)the number of awards the advertisement receives

Question 15

The ________ behind a marketing communication message is stated in measurable objectives in areas such as sales and brand reputation.

A)creativity
B)media
C)buzz
D)strategy
E)publicity

Question 16

Which of the following is considered a societal role of advertising?

A)creating a more rational economy
B)reaching a mass audience
C)serving an educational function
D)making consumers focus on nonprice benefits
E)all of the above

Question 17

Paid persuasive communication that uses mass and interactive media to reach broad audiences to connect an identified sponsor with a target audience is known as ________.

A)advertising
B)personal selling
C)public relations
D)sponsorship
E)sales promotion

Question 18

Which of the following is one of the basic functions of advertising?

A)identification
B)entertainment
C)competition
D)public relations
E)two-way communication

Question 19

In traditional advertising,the message is conveyed through different kinds of ________ media using mostly ________ messages.

A)interactive;personal
B)interactive;nonpersonal
C)word-of-mouth;personal
D)mass;nonpersonal
E)mass;personal

Question 20

How many times did the "1984" commercial for Apple's Macintosh computer run?

A)1
B)2
C)20
D)50
E)more than 100

Question 21

Radio and television are examples of ________ media.

A)social media
B)interactive
C)digital
D)outdoor
E)broadcast

Question 22

Which of the following is the idea that messages should be directed at particular groups of prospective buyers?

A)positioning
B)targeting
C)branding
D)integrated marketing
E)social responsibility

Question 23

Some critics claim that advertising has a strong impact on how young women view themselves,often resulting in negative self-images.Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models.Which function of advertising does this best illustrate?

A)marketing role
B)economic role
C)societal role
D)public service role
E)institutional role

Question 24

Charities,foundations,associations,hospitals,orchestras,museums,and religious institutions advertise for customers,members,volunteers,and donations and other forms of program participation using which major type of advertising?

A)nonprofit
B)public service
C)consumer
D)institutional
E)trade

Question 25

Signs and posters are examples of ________ media.

A)interpersonal
B)interactive
C)digital
D)outdoor
E)broadcast

Question 26

Brand advertising is also known as ________ advertising.

A)trade
B)local
C)consumer
D)corporate
E)public service

Question 27

In the evolution of advertising,P.T.Barnum is known for which of the following?

A)conducting one of the first full ad campaigns
B)crafting the strategy of advertising as news
C)identifying the pulling power of headlines
D)scientifically measuring the effectiveness of ads
E)introducing the concept of status appeal

Question 28

Advertising regulations have been in place in the United States since the ________.

A)early 1900s
B)end of World War II
C)1950s
D)1960s
E)1970s

Question 29

Which of the following would most likely be created pro bono by an advertising agency?

A)an online direct-response advertisement for school supplies
B)a trade advertisement for a computer components manufacturer
C)an institutional advertisement designed to improve a company's image after a corporate ethics scandal
D)a public service announcement designed to encourage families to regularly exercise together
E)a nonprofit advertisement for a Methodist church encouraging new membership

Question 30

________ advertising focuses on establishing a corporate identity or winning the public over to the organization's point of view.

A)Brand
B)National
C)Public service
D)Institutional
E)Business-to-business

Question 31

Which major type of advertising is used to communicate a message on behalf of some good cause,such as stopping drug abuse,and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media?

A)cause
B)brand
C)direct-response
D)business-to-business
E)public service

Question 32

The "Blue Books" published by the J.Walter Thompson agency published ________.

A)creative copy
B)media data
C)status appeals
D)current Nielsen ratings
E)cultural archetypes

Question 33

________ advertising is sent from one business to another.

A)Brand
B)Retail
C)Direct-response
D)Institutional
E)Trade

Question 34

In the evolution of advertising,which of the following came before the Early Age of Agencies?

A)the Early Age of Print
B)the Scientific Era
C)the Creative Era
D)the Era of Accountability
E)the Era of Integration

Question 35

6SecondAbs,an abdominal workout device,runs an infomercial that lasts 30 minutes and demonstrates the benefits of the product.The infomercial claims that users of the product can reduce their waist and lose one size in a week when following the 6secondAbs workout plan.Viewers can call the 1-800 number provided in the infomercial to purchase the product directly.To stimulate a sale immediately,the infomercial offers several incentives,such as a lower price and additional products,if consumers call in the "next 30 minutes." Which type of advertising is this?

A)retail
B)local
C)public service
D)direct response
E)institutional

Question 36

During the Early Age of Agencies,Baker's Chocolate and Ivory Soap were two of the first products to use ________.

A)the pulling power of headlines
B)brand names
C)status appeal
D)cultural archetypes
E)integrated marketing communication

Question 37

An advertising ________ is a set of related ads that are variations on a theme.

A)brand
B)market
C)campaign
D)position
E)target

Question 38

Which of the following is NOT considered a major type of advertising?

A)brand
B)retail
C)direct-response
D)institutional
E)generational

Question 39

Which of the following is an example of publicity?

A)an email from Amazon.com that offers free shipping on your next purchase of more than $35
B)a newspaper article reporting on a benefit event sponsored by Whole Foods
C)a full-page newspaper advertisement promoting a holiday weekend sale at Macy's
D)a 30-second television commercial introducing the newest iPhone
E)a highway billboard with an image of pancakes and directions to Perkins Restaurant

Question 40

When Procter & Gamble developed the Mr.Clean Magic Eraser,the company needed to explain how the product cleans grime from walls without removing paint.Which basic role of advertising was most likely the focus of the campaign for this new product?

A)providing information
B)providing product identification
C)providing entertainment
D)providing social value
E)providing comparisons

Question 41

When an advertiser hires an advertising agency,the advertiser becomes the agency's ________.

A)supplier
B)client
C)channel
D)vendor
E)vehicle

Question 42

Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?

A)suppliers
B)agency
C)media
D)vendor
E)distributor

Question 43

Through the creation of the National Advertising Review Board during the ________,corporations were challenged on questions of taste and social responsibility.

A)Early Age of Print
B)Era of Accountability and Integration
C)Early Age of Agencies
D)Creative Revolution
E)Scientific Era

Question 44

When using which type of advertising agency does an advertiser produce its own advertising?

A)home agency
B)agency-of-record
C)in-house agency
D)creative boutique
E)agency network

Question 45

Big companies may have hundreds of agencies working for them,but they normally have a(n)________,which does most of their advertising business and may even manage the other agencies.

A)agency of record
B)creative boutique
C)media-buying service
D)agency-of-importance
E)professional consultant

Question 46

Which of the following is NOT a reason an advertising agency might hire an outside supplier?

A)Only suppliers are able to produce commercials.
B)The agency lacks expertise in that area.
C)The agency may be overloaded.
D)The agency may want a fresh perspective.
E)Suppliers provide specialized services.

Question 47

Which of the following advertising situations would LEAST likely be considered "puffery"?

A)Mr.Clean coming to a housewife's rescue
B)instantly toned thighs and legs as a result of using the Thigh Master for only 15 minutes
C)children immediately growing into attractive adults as a result of drinking milk
D)a retired couple drinking a vitamin and protein shake and then going bicycling
E)a sleepy mom who wakes up to a gray day,drinks a cup of coffee,and then looks out her window to see golden sunshine,beautiful flowers blooming,songbirds singing,and a rainbow on the horizon

Question 48

Which type of agency would most likely be able to purchase media at a low cost because it can group several clients' purchases together?

A)creative boutique
B)media-buying service
C)in-house agency
D)traffic department
E)full-service agency

Question 49

When creating an advertisement or complete campaign,it is typically more efficient for an advertiser to use an outside agency rather than an in-house agency for all of the following reasons EXCEPT which one?

A)Outside agencies typically have fewer restrictions on getting ideas approved.
B)Outside agencies have creative expertise.
C)Outside agencies have media knowledge.
D)Outside agencies have workforce talent.
E)Outside agencies have the ability to negotiate good deals for clients.

Question 50

Advertising begins with the ________,the person or organization that uses advertising to send out a message about its products.

A)supplier
B)media
C)agency
D)advertiser
E)vendor

Question 51

Which of the following departments has the primary responsibility for managing the advertising process?

A)accounting department
B)traffic department
C)marketing services
D)art studio
E)print production

Question 52

Artists,writers,songwriters,photographers,directors,producers,and printers are all examples of which type of "key player" in advertising?

A)advertisers
B)agencies
C)media
D)suppliers
E)channels

Question 53

In an advertising agency,which of the following is responsible for the internal tracking of the completion of projects?

A)research and development department
B)production department
C)traffic department
D)creative department
E)copywriter

Question 54

Which of the following companies is typically among the top advertisers in the United States?

A)Apple
B)P&G
C)the Gap
D)McDonald's
E)Marriott

Question 55

Which of the following product categories is typically among the top ten advertisers in the U.S.?

A)housing
B)telecom
C)travel
D)health services
E)education

Question 56

Your local newspaper is an example of ________.

A)broadcast media
B)outdoor media
C)a media channel
D)one-to-one media
E)user-generated media

Question 57

Which key player makes the final decision about the target audience and the size of the advertising budget,in addition to approving the advertising plan?

A)client
B)media
C)agency
D)vendor
E)supplier

Question 58

Independent organizations that are hired by advertisers to create,produce,and distribute part or all of an advertising effort are known as ________.

A)marketing services
B)agencies of record
C)outside agencies
D)media vehicles
E)account services

Question 59

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

A)department
B)holding company
C)network
D)account
E)boutique

Question 60

User-generated content is supplied by ________.

A)market researchers
B)copywriters
C)consumers
D)media planners
E)creative agencies

Question 61

In a new trend in agency compensation called ________,agencies are paid a percentage of their client's sales or a percentage of the client's marketing budget.

A)a retainer system
B)the commission system
C)performance incentives
D)value billing
E)the fee system

Question 62

For the Truth® campaign,Crispin Porter + Bogusky was the ________ hired by the American Legacy Foundation to plan and implement the advertising effort.

A)advertiser
B)media buying company
C)client
D)advertising agency
E)advertising department

Question 63

The cost of purchasing a 30-second advertising spot during the Super Bowl is typically millions of dollars.From the advertiser's perspective,what is the most important benefit of placing an advertisement during the Super Bowl?

A)the ability to reach a mass audience
B)the best media for introducing products
C)the ability to make personal connections with consumers
D)the likelihood that consumers will make an immediate purchase decision
E)the persuasive nature of television commercials

Question 64

Using value billing,an advertising agency is paid for its ________.

A)creative and strategic ideas
B)media placements
C)market research
D)advertising executions
E)share of campaign profits

Question 65

Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure.However,Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads;rather,the agency hires outside experts to produce those elements of the campaign.Which type of "key player" does Bolls and Associates use to produce client advertisements?

A)advertiser
B)agency
C)media
D)supplier
E)vehicle

Question 66

Brad is a music industry major in college who wants to work in the advertising industry writing and performing jingles for radio commercials.If Brad gets a contract with an agency to write a jingle for a commercial,then Brad would be a(n)________.

A)advertiser
B)agency
C)producer
D)supplier
E)vehicle

Question 67

Which of the following awards is given to recognize the creativity of an advertisement?

A)Clio
B)Effie
C)Silver Anvil
D)Reggie
E)Cassie

Question 68

Which of the following departments in an advertising agency fulfills the three functions of research,planning,and buying?

A)account planning department
B)art department
C)traffic department
D)print production department
E)media department

Question 69

A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

A)set fee system
B)value bill
C)commission
D)retainer
E)performance incentive

Question 70

________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

A)Marketing communications (MC)
B)Integrated advertising execution (IAE)
C)Integrated promotional activities (IPA)
D)Integrated marketing communications (IMC)
E)Global marketing communications (GMC)

Question 71

In an advertising agency,the traffic department and print production are part of ________.

A)the media department
B)internal operations
C)account planning and research
D)creative development
E)account management

Question 72

Which of the following positions in an advertising agency is most closely involved with creative development?

A)account executive
B)account planner
C)media buyer
D)copywriter
E)management supervisor

Question 73

Until the 1990s,the main form of compensation for an advertising agency had been a ________.

A)set fee
B)monthly retainer
C)5% commission on media billings
D)15% commission on media billings
E)yearly retainer

Question 74

Kindles,iPhones,and iPads are all examples of ________.

A)broadcast media
B)outdoor media
C)personal media
D)user-generated content
E)traditional media

Question 75

What is meant by the term effective with respect to advertising?

A)The advertising delivers the results the marketer has specified for the advertising.
B)The advertising wins creativity awards,such as the Effie or the Clio.
C)The advertising is remembered by at least 50 percent of the target audience.
D)The advertising results in increased sales.
E)The advertising media exposure was purchased at the lowest possible cost to reach the target audience.

Question 76

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup.The medium of this ad is ________.

A)Melina Kanakaredes
B)Ladies' Home Journal
C)readers who redeem the $1-off coupon
D)Maybelline
E)the target market to whom Melina Kanakaredes appeals

Question 77

In an advertising agency,which functional area acts as a liaison between the advertiser and the agency?

A)account management
B)account planning and research
C)creative development and production
D)media research,planning,and buying
E)internal operations

Question 78

The cost of purchasing a 30-second advertising spot during the Super Bowl is very high,typically millions of dollars.Despite the cost,commercials for products such as Coca-Cola,Doritos,and Bud Light run during the Super Bowl every year.In advertising terms,the Super Bowl is the ________.

A)media vehicle
B)agent
C)message
D)supplier
E)client

Question 79

The advertisers' desired impact on the target audience is formally stated as a(n)________,which is the measurable goal or result that the advertising is intended to achieve.

A)objective
B)promotion
C)effect
D)strategy
E)image

Question 80

In an advertising agency,which of the following is usually responsible for gathering available intelligence on the market and consumers and for acting as the voice of the consumer?

A)account executive
B)account planning group
C)traffic department
D)copywriter
E)human resources department