Question 1

What of the following is NOT a stage in the evolution of advertising?
A) identification
B) information
C) promotion
D) pricing
E) sales

Accepted Answer

Pricing is not considered a stage in the evolution of advertising. Advertising focuses on identifying, informing, promoting, and selling products or services, rather than setting their prices.

Question 2

In the early 20^th century _______ was referred to by advertising legend Albert Lasker as "salesmanship in print driven by a reason why" which became the model for stating a claim and explaining the support behind it. A) advertising B) communications C) integrated marketing communications D) integrated communications E) product

Accepted Answer

Albert Lasker, known as the father of modern advertising, described advertising as "salesmanship in print driven by a reason why," highlighting the importance of presenting a compelling reason to persuade consumers to buy a product or service.

Question 3

Which of the following is NOT a fundamental concept of advertising?
A) strategy
B) creative idea
C) creative execution
D) media
E) pricing

Accepted Answer

Pricing is not a fundamental concept of advertising. Advertising focuses on promoting and selling products or services, including strategy, creative ideas, creative execution, and media selection. Pricing, however, is related to the strategy of setting the cost of a product or service, which is a separate aspect of marketing and business management.

Question 4

Strategy, the creative idea, the creative executions, and the media must work in concert for an ad to be truly ________.
A) efficient
B) effective
C) creative
D) interesting
E) entertaining

Accepted Answer

For an ad to be truly effective, all its components including strategy, creative idea, executions, and media must work together harmoniously. This ensures the ad achieves its intended goals, such as increasing brand awareness or driving sales.

Question 5

In which fundamental concept of advertising does the advertiser develop the ad to meet specific objectives, carefully direct it to a certain audience, create its message to speak to that audience's most important concerns, and run it in media that will reach its audience most effectively?
A) advertising strategy
B) creative strategy
C) execution strategy
D) media strategy
E) evaluation strategy

Accepted Answer

Advertising strategy encompasses developing ads to meet specific objectives, targeting a specific audience, crafting messages that address that audience's concerns, and choosing the most effective media to reach them.

Question 6

The ________ is the ad's central idea that grabs your attention and sticks in your memory.
A) advertising strategy
B) creative concept
C) creative execution
D) creative media
E) tagline

Accepted Answer

The creative concept is the core idea behind an advertisement that makes it memorable and grabs the audience's attention.

Question 7

Which best describes a critical aspect of advertising that drives the entire field of advertising?
A) strategic
B) media
C) nonpersonal
D) mass
E) creative

Accepted Answer

Creativity is a critical aspect that drives the entire field of advertising. It differentiates ads, engages audiences, and makes messages memorable, thus playing a central role in the effectiveness of advertising campaigns.

Question 8

Which fundamental concept of advertising involves the details, the photography, the writing, the acting, the setting, the printing, and the way the product is depicted all reflecting the highest production values available to the industry?
A) advertising strategy
B) creative idea
C) creative execution
D) creative media
E) creative strategy

Accepted Answer

Creative execution involves the meticulous details such as photography, writing, acting, setting, printing, and product depiction, all reflecting the highest production values to ensure the advertisement is presented in the best possible way.

Question 9

Which advertising approach uses reasons to persuade consumers?
A) mass-sell
B) logical-sell
C) hard-sell
D) soft-sell
E) informative-sell

Accepted Answer

The answer of Which advertising approach uses reasons to persuade...

Question 10

Which of the following is NOT a role that advertising plays in business and in society?
A) marketing
B) communication
C) economic
D) network
E) all of the above

Accepted Answer

Advertising does not inherently play a role as a "network." While it can be disseminated through various networks, its primary roles are marketing (promoting products or services), communication (conveying messages to target audiences), and economic (influencing purchasing decisions and stimulating economic activity).

Question 11

Which of the following is a role advertising plays in business and in society?
A) marketing
B) communication
C) economic
D) societal
E) all of the above

Accepted Answer

Advertising plays multiple roles in both business and society, including marketing products or services, communicating messages to target audiences, influencing economic activities by driving demand and competition, and impacting societal norms and values.

Question 12

The target market of an organization is ________.
A) demographically homogeneous
B) the particular group of consumers thought to be potential customers for the organization's goods and services
C) the largest market segment
D) made up of services and ideas, as well as goods
E) referred to as the marketing objective

Accepted Answer

The target market of an organization refers to the specific group of consumers identified as potential customers for the organization's products or services. This group is selected based on various factors such as demographics, interests, and behaviors, making it the focus of the organization's marketing efforts.

Question 13

Which of the following statements is true?
A) Product category refers to whether the product is a good, a service, or an idea.
B) The term product refers only to tangible goods, such as automobiles, clothing, or soft drinks.
C) A product can be services and ideas, as well as goods.
D) Advertising is the process a business uses to satisfy consumer needs and wants by providing goods and services to a target market.
E) A tagline is the distinctive identity of a particular product that distinguishes it from its competitors.

Accepted Answer

A product can include goods, services, and ideas, not just tangible items.

Question 14

Which of the following is NOT considered a tool available in the marketing mix?
A) product
B) distribution
C) price
D) marketing communication
E) customer relationship management

Accepted Answer

Customer Relationship Management (CRM) is not considered a traditional tool in the marketing mix. The marketing mix typically includes Product, Price, Place (Distribution), and Promotion (Marketing Communication). CRM is a strategy for managing an organization's relationships and interactions with customers and potential customers, rather than a marketing mix component.

Question 15

The distinctive identity of a particular product that distinguishes it from its competitors is known as the ________.
A) advertising
B) brand
C) tagline
D) logo
E) trademark

Accepted Answer

A brand is the distinctive identity that distinguishes a particular product from its competitors, encompassing elements like name, design, and reputation.

Question 16

Coke and Pepsi are examples of different ________ of soft drinks.
A) trademarks
B) taglines
C) products
D) brands
E) ideas

Accepted Answer

Coke and Pepsi are distinct brands, each representing a specific trademark and product line within the soft drink industry.

Question 17

Which of the following is considered a strength of advertising as a marketing technique?
A) directly affects sales
B) best communication tool for persuading consumers
C) it's inexpensive
D) can reach a mass audience
E) all of the above

Accepted Answer

Advertising's ability to reach a mass audience is one of its key strengths, allowing businesses to communicate their message to a large number of potential customers simultaneously.

Question 18

Which of the following is NOT considered a strength of advertising as a marketing technique?
A) persuades
B) influences culture
C) introduces products
D) explains important changes
E) reminds and reinforces

Accepted Answer

Advertising's primary strengths include persuading consumers, introducing products, explaining important changes, and reminding or reinforcing messages about products or services. Influencing culture, while a potential effect of advertising, is not typically considered a direct strength of advertising as a marketing technique. Instead, influencing culture is more of an indirect outcome or broader impact of advertising campaigns over time.

Question 19

In which types of societies does advertising tend to flourish?
A) ones where demand exceeds supply
B) ones where there is little price competition
C) ones where there are few distinguishing characteristics among product offerings by competitors
D) ones in which government does not regulate commercial speech
E) ones where supply exceeds demand

Accepted Answer

Advertising tends to flourish in societies where supply exceeds demand because businesses need to differentiate their products and persuade consumers to choose their offerings over others.

Question 20

Which of the following is NOT considered a social role of advertising?
A) Advertising informs consumers about new and improved products.
B) Advertising teaches consumers about new products and how to use them.
C) Advertising helps consumers compare products and features, and generally keeps consumers informed about innovations and issues.
D) Advertising reinforces past purchases and brand experiences.
E) Advertising mirrors fashion and design trends and adds to our aesthetic sense.

Accepted Answer

Advertising reinforcing past purchases and brand experiences is more of a marketing strategy to maintain customer loyalty rather than a social role. Social roles typically involve informing, educating, and influencing societal norms and trends.

Quiz 1: Introduction to Advertising

What of the following is NOT a stage in the evolution of advertising?

In the early 20th century _______ was referred to by advertising legend Albert Lasker as "salesmanship in print driven by a reason why" which became the model for stating a claim and explaining the support behind it.

Which of the following is NOT a fundamental concept of advertising?

Strategy, the creative idea, the creative executions, and the media must work in concert for an ad to be truly ________.

In which fundamental concept of advertising does the advertiser develop the ad to meet specific objectives, carefully direct it to a certain audience, create its message to speak to that audience's most important concerns, and run it in media that will reach its audience most effectively?

The ________ is the ad's central idea that grabs your attention and sticks in your memory.

Which best describes a critical aspect of advertising that drives the entire field of advertising?

Which fundamental concept of advertising involves the details, the photography, the writing, the acting, the setting, the printing, and the way the product is depicted all reflecting the highest production values available to the industry?

Which advertising approach uses reasons to persuade consumers?

Which of the following is NOT a role that advertising plays in business and in society?

Which of the following is a role advertising plays in business and in society?

The target market of an organization is ________.

Which of the following statements is true?

Which of the following is NOT considered a tool available in the marketing mix?

The distinctive identity of a particular product that distinguishes it from its competitors is known as the ________.

Coke and Pepsi are examples of different ________ of soft drinks.

Which of the following is considered a strength of advertising as a marketing technique?

Which of the following is NOT considered a strength of advertising as a marketing technique?

In which types of societies does advertising tend to flourish?

Which of the following is NOT considered a social role of advertising?

In the early 20^th century _______ was referred to by advertising legend Albert Lasker as "salesmanship in print driven by a reason why" which became the model for stating a claim and explaining the support behind it.