Advertising and Promotion Exam Review - 1707 Verified Questions

Advertising and Promotion Exam Review

Course Introduction

Advertising and Promotion explores the principles and practices used by organizations to communicate persuasive messages to target audiences. The course covers the strategic development of advertising campaigns, the integration of promotional tools such as sales promotions, public relations, sponsorships, and direct marketing, and the use of digital and traditional media channels. Students learn to evaluate market environments, identify target demographics, and craft compelling messages that align with brand objectives. Emphasis is placed on creative strategy, budgeting, media planning, and measuring campaign effectiveness, providing a comprehensive foundation for understanding how advertising and promotion influence consumer behavior and drive business outcomes.

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M Advertising 1st Edition by William Arens1

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Page 2

Chapter 1: The Evolution of Advertising

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Q1) The industrial age ended shortly after World War II.

A)True

B)False Answer: False

Q2) As a social force,advertising has been a major factor in improving the standard of living in the United States.

A)True

B)False

Answer: True

Q3) Which out of the following assumptions of free market economics,suggest that people are acquisitive and always want more-for less?

A)Many buyers and sellers

B)Absence of externalities

C)Presence of opportunity costs

D)Self-interest

E)Complete information

Answer: D

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Page 3

Chapter 2: The Economic,Social,and Regulatory Aspects of Advertising

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Q1) Through the issuance of ____,the government provides incentives to invent,invest in and disclose new technology worldwide.

A)trademarks

B)copyrights

C)patents

D)venture capital

E)differential advantages

Answer: C

Q2) The basic premise of _____ is that advertisers intentionally create ads with sexual messages that are hidden in the illustrations just below the limen.

A)suggestive selling

B)hidden attribution communication

C)subliminal advertising

D)periliminal communication

E)faux marketing

Answer: C

Q3) What is consumerism?

Answer: The consumer movement gave rise to consumerism,social action to dramatize the rights of the buying public.

Page 4

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Chapter 3: The Business of Advertising

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Q1) Define account planning.

Answer: Account planning: A hybrid discipline that bridges the gap between traditional research,account management,and creative direction whereby agency people represent the view of the consumer in order to better define and plan the client's advertising program.

Q2) _____ supply agencies with artwork and illustrations for advertisements.

A)Ad intermediaries

B)Art studios

C)Art agencies

D)Production houses

E)Art directors

Answer: B

Q3) Local newspapers typically charge all advertisers the same commission-no matter what the size of the company.

A)True

B)False

Answer: False

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Page 5

Chapter 4: Segmentation,Targeting,and the Marketing Mix

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Q1) Hard apple cider is making a comeback.Cider consumption should hit 15 million cases annually this decade.Early adopters of cider are the same group that first gravitated to the microbreweries.Apple cider's drinkers like the notion that it is basically a fruit drink.It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs.What segmentation variable would you recommend Woodchuck draft cider use to define its market?

A)Usage rate

B)Geographic

C)Demographic

D)Psychographic

E)Purchase occasion

Q2) The Values and Lifestyles (VALS)typology uses a two-dimensional structure based on:

A)geographic variables and consumer perceptions.

B)consumer behavior and product characteristics.

C)primary motivation and resources.

D)self-orientation and product differentiation.

E)target marketing strategy and product positioning strategy.

Q3) What are business markets?

Q4) List in order the four major stages in the product life cycle.

Page 6

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Chapter 5: Communication and Consumer Behavior

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Q1) Zoroastrianism was the dominant world religion during the Persian empires (559 BC to 651 AC)and was thus the most powerful world religion at the time of Jesus.It is still practiced world-wide,especially in Iran and India.Within these two countries,the religion's members share a set of beliefs that set them apart from others who reside in the country.Believers in this religion would be classified as a(n):

A)classless society.

B)subculture.

C)national reference group.

D)transformational group.

E)opinion group.

Q2) In terms of the human communication process model,what role does the sponsor of the advertisement play?

A)Feedback

B)Channel

C)Message

D)Receiver

E)Source

Q3) What is culture? How does it differ from a subculture?

Q4) What is the difference between a habit and an attitude?

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Chapter 14: Out-Of-Home, Direct Mail, and Specialty Advertising

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Q1) The U.S.Census would provide a health care provider with secondary data on where the highest concentration of senior citizens lived.

A)True

B)False

Q2) NSSF,the National Shooting Sports Foundation,tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California,Oklahoma and New England.The results were promising,with all three businesses experiencing increases in sales,profit,participation and a spike in new shooters asking how to get started in a variety of shooting sports.NSSF plans a national rollout for the campaign.The gun retailers in southern California,Oklahoma and New England were its:

A)probability sample.

B)universe.

C)test market.

D)non-probability sample.

E)target market.

Q3) What three basic research methods are used to collect quantitative data?

Q4) The first step in the research process is exploratory research.

A)True

B)False

Page 8

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Chapter 7: Marketing,Advertising and IMC Planning

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Q1) List in order,the five levels of advertising influence depicted in the advertising pyramid.

Q2) _____ refers to the place a brand occupies competitively in the minds of consumers.

A)Product segmentation

B)Product placement

C)Positioning

D)The perceptual pyramid

E)The strategic map

Q3) What are the types of marketing plan choices available to the companies?

Q4) The two sub-strategies of the advertising strategy are the:

A)stakeholder strategy and the creative strategy.

B)message strategy and the media strategy.

C)creative strategy and media strategy.

D)planning strategy and the implementation strategy.

E)customer-satisfaction strategy and the profit strategy.

Q5) What is the integration triangle? How is this triangle associated with the brand message sources? When does constructive integration occur?

Q6) Define the term 'synergy.'

Q7) What is integrated marketing communications?

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Chapter 8: Creating ADS: Strategy and Process

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Q1) The creative who takes on the role of Explorer may want to conduct a situation analysis.

A)True

B)False

Q2) In its ads,Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid,this type of problem-solving ad can be used to build an ad's:

A)desire.

B)awareness.

C)interest.

D)comprehension.

E)attention.

Q3) A creative strategy should have a ____,advertising objectives,and the problem the advertising must address.

A)policy statement

B)corporate vision

C)value statement

D)definition of the target audience

E)budget

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Page 10

Chapter 9: Creative Execution: Art and Copy

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Q1) How does the layout of an advertisement help ensure its success?

A)It is an elaboration of the advertising company's vision

B)It decodes the product's message

C)It creates new target markets

D)It shows the size and placement of each element

E)It shows the manner in which a thought or image is expressed

Q2) Ideally,headlines communicate the complete selling idea.

A)True

B)False

Q3) Advertising critics universally extol the virtues of institutional advertising.

A)True

B)False

Q4) A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.

A)narrative

B)institutional

C)dialog/monolog

D)device

E)slice-of-life

Q5) What is the difference between a rough layout and a thumbnail sketch?

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Chapter 10: Producing ADS

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Q1) Which of the following statements about the production process for television commercials is true?

A)Most commercials can be shot in an hour.

B)Scenes in a commercial are not always shot in order.

C)Because of the preproduction planning,scenes for the commercial are shot one right after the other with no waits in between.

D)During the production process,each scene is shot from only one angle to keep production costs low.

E)The on location shoot offers the most control in staging for a commercial.

Q2) The three categories of places where we experience digital media today are based on:

A)geographical location.

B)benefits desired.

C)usage rates.

D)audience size.

E)demographic characteristics.

Q3) What do production managers and art directors need to look for in a proof?

Q4) How does the production manager schedule when each part of the production process for a print commercial must be finished?

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Chapter 11: Print Advertising

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Q1) The preferred position for a newspaper ad is lengthwise across the bottom of the page.

A)True

B)False

Q2) The standard advertising unit (SAU)system standardized the newspaper column width,page sizes,and ad sizes.

A)True B)False

Q3) Vertical publications cover a specific industry in all of its aspects.

A)True B)False

Q4) Regional magazines are simply national publications with a regional focus.

A)True

B)False

Q5) Newspapers may be classified according to:

A)organizational structures.

B)method of gathering marketing research data.

C)type of audience.

D)subscription rates.

E)percentage of advertisements.

Page 13

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Chapter 12: Electronic Media: Television and Radio

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Q1) Nielsen Media Research:

A)is a media buying organization.

B)is the company responsible for determining the length of commercials.

C)is the major audience rating service for television.

D)uses demographically-specific surveys to pretest ads.

E)is an industry monitoring system that seeks to make sure that all television commercials are ethical.

Q2) The primary advantages of cable TV as an advertising medium are its:

A)rates,availability,and unduplicated audiences.

B)quality,selectivity,and reach.

C)reach,clutter,and selectivity.

D)selectivity,low cost,and flexibility.

E)reach,fragmentation,and quality.

Q3) A preemption rate will only save an advertiser money if:

A)the supply of advertising time is small.

B)the economy is booming.

C)the station offers a frequency discount.

D)demand for advertising time is down.

E)the station offers a functional discount.

Q4) List three advantages that are associated with cable television advertising.

Page 14

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Chapter 13: Digital Interactive Media

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Q1) In an Internet ad for Absolute liquor,viewers see the bottom of the Absolute bottle surrounded by space.This clean use of space and depth draws the user in.When you mouse over the bottle it shakes.One by one,lemons begin falling into the foreground of the ad until all the lemons fall-surrounding a bottle of Absolute Citron and the message: "Absolute Lemon drop" coming to rest as a lemon tree leaf falls gently to the base of the ad unit.The ad,which conveys the experience of shaking a lemon tree interactively is an example of _____ advertising.

A)iconic

B)rich-media

C)viral

D)device

E)mnemonic

Q2) Buttons:

A)are more expensive than banners.

B)are the most common unit of Web advertising.

C)often look like icons.

D)are not typically linked to the advertiser's landing page.

E)are larger than banner ads.

Q3) What are the benefits of DVDs and Blue-ray technologies?

Q4) Give one advantage and disadvantage of using ad networks for advertising.

Page 15

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Chapter 14: Out-Of-Home, Direct Mail, and Specialty Advertising

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Q1) Taylor received a brochure in the mail that promoted a low-cost insurance plan for retired teachers.It did not come in an envelope but was a single page,folded and stapled.Her address was written in a blank area on one side.This advertisement is an example of a:

A)broadside.

B)marketing avail.

C)self-mailer.

D)telemarketing form.

E)gatefold.

Q2) Painted bulletins are very costly,but some advertisers overcome this expense by:

A)moving them to different choice locations every 2 to 3 months.

B)repainting and modifying the display every 30 days.

C)using a mobile outdoor structure.

D)co-opting the costs with plant operators.

E)using three-dimensional displays that break through clutter.

Q3) Name the law that controls outdoor advertising on U.S.interstate highways.

Q4) The 30-sheet poster panel is sometimes referred to as the poster extravaganza.

A)True

B)False

Q5) What are the three basic components of direct-mail advertising?

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Chapter 15: Media Planning and Buying

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Q1) Assume 8.1 percent of the total sales of instant rice occur in Baton Rouge and assume that 0.78 percent of the entire population of the United States lives in Baton Rouge.Calculate the category development index (CDI).

A)09

B)6.32

C)9.63

D)963

E)1038.46

Q2) The media plan is not influenced by the location and makeup of the target audience.

A)True

B)False

Q3) Which of the following products would most likely advertise using a continuous scheduling pattern?

A)Cat food

B)Allergy pills

C)Christmas ornaments

D)Suntan lotion

E)Swimming pool chemicals

Q4) Six factors are known to increase attention value.List five of these factors.

Page 17

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Chapter 16: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

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Q1) Within the communications process,the task of personal selling is to make a sale.

A)True

B)False

Q2) In 2005,the airwaves of KFFI-AM were saturated with commercials that asked listeners to dial advertisers' toll-free numbers or visit their Web sites.The approach accounted for nearly half the advertising on KFFI and it's a big reason why the station has climbed nearly to the top of the Los Angeles market in revenues and to No.4 nationwide.In this example,a broadcast medium is prospering from the use of:

A)unduplicated marketing.

B)customized marketing.

C)direct-response advertising.

D)advocacy selling.

E)direct-sales advertising.

Q3) Direct marketing interaction can take place at any location.

A)True

B)False

Q4) What advantages do print catalogs provide over other marketing tools?

Q5) What are the functions of direct marketing?

Page 18

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Chapter 17: IMC: Public Relations, Sponsorship, and Corporate Advertising

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Q1) _____ is a partnership between a for-profit company and a non-profit company,which increases the company's sales while raising money and visibility of the organization's cause.

A)Sponsorship

B)Ambush marketing

C)Venue marketing

D)Social networking

E)Cause marketing

Q2) _____ refers to informing and persuading government officials to promote or thwart administrative action or legislation in the interest of the client.

A)Persuasive communication

B)Lobbying

C)Informative communication

D)Consumerism

E)Press gentry

Q3) Public affairs usually requires a specialist.

A)True

B)False

Q4) What is the function of marketing public relations (MPR)?

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