Question 1

Michael Lee,Executive Director of the International Advertising Association (IAA),stated: 'It has become increasingly clear that the complexities of ________ issues present a communications challenge with both policy makers and the general public.'
A)ecology
B)climate change
C)fossil fuels
D)global warming
E)tsunami

Accepted Answer

Climate change is a complex issue that presents significant communication challenges with both policymakers and the general public, as it involves scientific, economic, and social dimensions.

Question 2

Advertising begins with the advertiser-the person or organisation using advertising to send out a message about their products.

Accepted Answer

The statement accurately describes the starting point of advertising, which is the advertiser who wants to promote their products or services.

Question 3

As an integral part of the socioeconomic and cultural systems,advertising contributes to the ________ of the economic system and can help determine the types of goods or services to be offered and ensure their acceptance.
A)creation portion
B)implementation facet
C)delivery mechanisms
D)distribution aspect
E)dissemination ability

Accepted Answer

Advertising plays a crucial role in the distribution aspect of the economic system by influencing what goods or services are offered and facilitating their acceptance in the market.

Question 4

Advertising can be paid for indirectly.

Accepted Answer

Advertising can be paid for indirectly through various methods such as sponsorships, product placements, and influencer marketing.

Question 5

In Australia,the new LOHAS market for products ranging from eco-tourism to solar energy panels of some four million adult consumers is valued at ________.
A)$2.15 million
B)$215 million
C)$21.5 billion
D)$215 billion
E)none of these

Accepted Answer

The LOHAS market in Australia, catering to consumers interested in lifestyles of health and sustainability, is valued at $21.5 billion. This significant figure reflects the growing interest and investment in eco-friendly and sustainable products and services among Australian consumers.

Question 6

The primary advantage of advertising's use of mass media is that the costs are spread over the large number of people that these media reach.

Accepted Answer

Advertising through mass media such as television, radio, or newspapers allows a message to reach a large audience. The cost of creating and distributing the ad is spread over this large audience, making it more cost-effective than other forms of targeted advertising. However, it should also be noted that the effectiveness of this broad reach may vary depending on the specific target audience and the type of product or service being advertised.

Question 7

The advertiser always initiates their advertising effort by employing the services of an agency.

Accepted Answer

Advertisers can initiate their advertising efforts through various means, not just by employing the services of an agency. They might use in-house teams, direct media buying, digital platforms, or other methods.

Question 8

Already,a market segment in the United States named '________',or LOHAS,has been estimated to be worth than US$200 billion,with purchases in eco-tourism (adventure,travel),green building (energy star appliances),alternative energies (wind and solar),alternative transport (bio-fuels),alternatively fuelled cars (hybrids)and personal health (organic foods).
A)lifestyles of health and safety
B)longevity of health and sustainability
C)lifecycles of healthcare and wellness
D)life signs of health and sustenance
E)lifestyles of health and sustainability

Accepted Answer

The correct term for the market segment described is "lifestyles of health and sustainability" (LOHAS). This is a well-known term in the sustainability industry and has been used in numerous studies and reports to describe consumers who prioritize health and sustainability in their purchasing decisions.

Question 9

All large businesses have an in-house agency.

Accepted Answer

Not all large businesses have an in-house agency; some may outsource their marketing, advertising, or other specialized needs to external agencies.

Question 10

One point of view about advertising's role is that it is so persuasive that it decreases the likelihood that a consumer will switch to an alternative product.

Accepted Answer

Advertising's main purpose is to persuade consumers to choose a particular brand or product, and often, it is so influential that it creates brand loyalty, making it less likely that a consumer will switch to a different brand or product. Therefore, the statement is true.

Question 11

The classification to which a product is assigned is known as the mix.

Accepted Answer

The classification to which a product is assigned is known as its category or classification, not the mix. The marketing mix refers to the 4 Ps of marketing: product, price, place, and promotion.

Question 12

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

Accepted Answer

Advertising plays a crucial role in brand building by creating awareness, showcasing unique product features, and establishing brand values and personality. Effective advertising can help differentiate a product from its competitors and turn it into a distinctive brand identity.

Question 13

The key players in advertising are the advertiser,the agency,the media,the supplier and the audience.

Accepted Answer

This statement is true. The advertiser is the individual or organization that wants to promote their product or service. The agency creates and manages the advertisement campaign. The media is the means through which the advertisement is presented to the audience. The supplier provides the materials and resources for the advertisement. And finally, the audience is the target group for the advertisement.

Question 14

The particular group of consumers thought to be potential customers for the goods and services constitutes the target market and the target audience for brand communications.

Accepted Answer

This statement is true. The target market refers to the specific group of consumers that a brand or business is trying to appeal to with its products or services. The target audience refers to the specific group of people that a brand is trying to reach with its marketing and advertising efforts. Both the target market and target audience are important considerations for any brand looking to effectively reach and engage with its potential customers.

Question 15

The term 'prosumer' means that:
A)someone is paid to consume
B)the boundary between producers and consumers would merge
C)the consumer is a business
D)none of the above

Accepted Answer

The term 'prosumer' refers to the merging of the boundaries between producers and consumers, meaning that consumers are also producers. This concept typically involves individuals or small businesses producing goods or services for their own use or for sale to others, blurring the distinction between production and consumption. None of the other options accurately describe the meaning of 'prosumer.'

Question 16

Key players that provide specialised services that assist advertisers,advertising agencies and the media in creating and placing ads are known as suppliers.

Accepted Answer

The statement is correct. Suppliers are key players in the advertising industry that provide specialised services to assist advertisers, advertising agencies, and the media in creating and placing ads.

Question 17

A product can be services and ideas,as well as goods.

Accepted Answer

This is true. Products can include services and ideas in addition to physical goods.

Question 18

The sponsor is identified in an advertising message.

Accepted Answer

The sponsor is usually identified in advertising messages as it is required by law to disclose the identity of the sponsor in the advertising message.

Question 19

The major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,not-for-profit and public service advertising.

Accepted Answer

The answer of The major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,not-for-profit...

Question 20

Newspapers,radio or TV stations,billboards and so forth are known as media vehicles.

Accepted Answer

Media vehicles refer to various forms of media such as newspapers, radio, TV stations, billboards, etc. that are used by advertisers to promote their products and services.

Quiz 1: Introduction to Advertising

Michael Lee,Executive Director of the International Advertising Association (IAA) ,stated: 'It has become increasingly clear that the complexities of ________ issues present a communications challenge with both policy makers and the general public.'