Deck 1: Advertising

Question 1

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

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

Answer 1

B

Question 2

________ 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

Answer 2

C

Question 3

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 3

E

Question 4

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

A) creativity
B) media choice
C) buzz
D) strategy
E) information

Question 5

The promotional tool of publicity is also known as ________.

A) buzz marketing
B) sales promotion
C) public relations
D) direct-response
E) marcom

Question 6

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 7

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 8

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 9

________ 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

Question 10

Marketers who have the objective of creating ________ are focused on getting people to talk about their brand.

A) customer value
B) buzz
C) social responsibility
D) a campaign
E) logos

Question 11

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 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

Advertising is usually paid for by the ________.

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

Question 14

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 15

________ refers to all forms of communication about a brand that appear in a variety of media.

A) Integrated marketing communication
B) Marketing communication
C) Marketing network
D) Brand identity
E) Brand differentiation

Question 16

Communication with employees and shareholders about brands and campaigns is usually handled by ________.

A) sales promotion
B) direct-response
C) word-of-mouth
D) specialties
E) public relations

Question 17

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 18

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 19

In which of the following marketing communication patterns does word-of-mouth play the most important role?

A) business to business
B) business to business to consumer
C) business to consumer
D) consumer to business
E) business to consumer to consumer

Question 20

Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

A) trade advertising
B) direct-response
C) word-of-mouth
D) specialties
E) public relations

Question 21

Signs and posters are examples of ________ media.

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

Question 22

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

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

Question 23

Brand advertising is also known as ________ advertising.

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

Question 24

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 25

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 26

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

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

Question 27

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

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

Question 28

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 29

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 30

Radio and television are examples of ________ media.

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

Question 31

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 advertisements
E) introducing the concept of status appeal

Question 32

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 33

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 34

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 35

________ advertising is sent from one business to another.

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

Question 36

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 37

________ 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 38

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 39

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 40

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 41

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 42

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 43

Your local newspaper is an example of ________.

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

Question 44

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 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) media vehicle

Question 46

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 47

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 48

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

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

Question 49

User-generated content is supplied by ________.

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

Question 50

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 51

In an advertising agency,who 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

Question 52

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 53

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 54

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 55

Which of the following types of agencies would most likely be able to purchase media at a low cost because they can group several clients' purchases together?

A) creative boutiques
B) media-buying services
C) in-house agencies
D) traffic departments
E) full-service agencies

Question 56

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

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

Question 57

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 58

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) advertiser
B) agency
C) media
D) vendor
E) distributors

Question 59

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

A) mass media
B) in-house agencies
C) outside agencies
D) media vehicles
E) account services

Question 60

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 61

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 62

The eight major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,and nonprofit advertising.

Question 63

The sponsor is identified in an advertising message.

Question 64

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

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

Question 65

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 66

According to the principles of integrated marketing communication,it is critical for ________.

A) agencies to use consumer-generated content
B) all messages about a brand to present the same basic strategy
C) advertising to be developed in-house in order to maintain brand image control
D) advertising messages to create buzz
E) brand messages to be delivered through digital media rather than traditional media

Question 67

Advertising can be used to transform a product into a distinctive brand.

Question 68

As competition in a product category increases,prices tend to increase.

Question 69

Advertising is effective only for informing consumers about products and services.

Question 70

Over the years,identification,information,and entertainment have been the basic functions of advertising.

Question 71

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 72

Though advertising is used to showcase brands,it cannot actually create consumer demand.

Question 73

The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer.

Question 74

The Effie award is given to recognize advertisements that are ________.

A) integrated with other marketing efforts
B) both creative and effective
C) developed into complete advertising campaigns
D) cost-efficient
E) created by in-house agencies

Question 75

________ 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 76

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 77

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 78

Products can be services and ideas,as well as goods.

Question 79

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 in the profits from a successful campaign

Question 80

Persuasion can involve emotional messages as well as information.