Question 1

Advertising&#10;A) is a recent communications innovation&#10;B) has been used for only the last 100 years&#10;C) has only been used for the last 50 years&#10;D) has been used for centuries

Accepted Answer

Advertising has been used for centuries, with evidence of advertising dating back to ancient civilizations such as ancient Egypt and Greece.

Question 2

Wearout is&#10;A) confusion due to complex messages&#10;B) disengagement from advertising as a result of boredom&#10;C) due to advertisements being uninteresting&#10;D) unavoidable

Accepted Answer

Wearout refers to the point at which a consumer becomes disengaged from advertising as a result of boredom. This can occur when the same ad is shown repeatedly or when an ad fails to capture the consumer's attention. It is not necessarily unavoidable and can be mitigated through effective advertising strategies.

Question 3

Consumers&#10;A) rely on mass media for information&#10;B) no longer use mass media&#10;C) collate information from a variety of sources including media&#10;D) avoid technical details in all advertising

Accepted Answer

Consumers today have access to multiple sources of information, including social media, online reviews, and word-of-mouth recommendations. While mass media is still influential, consumers are more likely to collate information from a variety of sources before making a purchase decision. Option A and D are incorrect as consumers do rely on mass media to some extent, and technical details can be essential in advertising for certain products. Option B is also incorrect as mass media is still widely used by consumers.

Question 4

If advertisers are not sure of their targets, they will&#10;A) use mass media&#10;B) develop ads that all age groups will like&#10;C) provide as many product details as possible&#10;D) struggle to design effective advertising

Accepted Answer

If advertisers are not sure of their targets, they will struggle to design effective advertising since they won't be able to tailor their message to the specific needs and interests of their target audience.

Question 5

For advertising to be effective&#10;A) the brand must be seen as part of a group of brands to be considered&#10;B) consumers must feel at least neutral about the brand&#10;C) consumers must have seen or heard most of the advertisements&#10;D) consumers must remember the details of the advertisements

Accepted Answer

Advertising is effective when the brand is considered among a group of brands, as it increases the likelihood of being chosen by consumers.

Question 6

Advertising's role in promoting low involvement products is to&#10;A) explain product attributes&#10;B) generate interest&#10;C) create a personality for a brand&#10;D) encourage people to compare brands

Accepted Answer

For low involvement products, advertising often focuses on creating a brand personality to foster recognition and emotional connection, rather than detailed explanations or comparisons.

Question 7

Hierarchy of effects models&#10;A) are ineffective planning tools&#10;B) do not reflect the reality of marketing&#10;C) explain how advertising actually stimulates sales&#10;D) are only relevant for traditional media activity

Accepted Answer

The answer of Hierarchy of effects models&#10;A) are ineffective planning...

Question 8

The hierarchy of effects model describes a sequence of events&#10;A) within advertising&#10;B) triggered by advertising&#10;C) used to avoid advertising&#10;D) used to find interesting advertising

Accepted Answer

The hierarchy of effects model describes a sequence of events triggered by advertising, outlining how consumers move from awareness to purchase or action as a result of advertising efforts.

Question 9

Advertising's primary purpose is to&#10;A) inform&#10;B) advise&#10;C) remind&#10;D) persuade&#10;E) all of the above

Accepted Answer

Advertising serves multiple purposes: to inform potential customers about products or services, to advise them on choices and options, to remind them of existing products, and to persuade them to make a purchase.

Question 10

A creative brief&#10;A) tells creative staff what type of advertisements to design&#10;B) lets creative staff decide on advertising objectives&#10;C) ensures all parties work towards the same objectives&#10;D) lets creative staff decide on appropriate budgets for advertising

Accepted Answer

A creative brief is a document that outlines the details and objectives of a creative project. Its purpose is to provide clear and concise information about the project so that everyone involved is on the same page. The creative brief outlines the goals and objectives of the project, the target audience, the key messaging, and the tone and style that should be used. It is not the responsibility of the creative staff to determine the advertising objectives or budgets, but rather to work towards the objectives outlined in the creative brief.

Deck 10: Integrated Campaign Development: Advertising