Advertising and Society Exam Review
Course Introduction
This course explores the complex relationship between advertising and society, examining how advertising both reflects and shapes cultural values, social norms, and consumer behavior. Students will analyze advertising strategies, representations of identity, and the ethical considerations surrounding persuasive communication in various media. Through critical discussion and case studies, the course investigates issues such as gender, race, consumerism, and the role of advertising in public discourse, fostering an understanding of the broader social impact of advertising in the modern world.
Recommended Textbook
Contemporary Advertising 13th Edition by William Arens
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1896 Verified Questions
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Chapter 1: What Is Advertising Today
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Sample Questions
Q1) A car wash is an example of a good.
A)True
B)False
Answer: False
Q2) _____ is the process of planning and executing the conception,pricing,distribution,and promotion of ideas,goods,and services to create exchanges that satisfy the perceived needs,wants,and objectives of individuals and organizations.
A) Management
B) Advertising
C) Communications
D) Logistics
E) Marketing
Answer: E
Q3) What kind of advertising would typically be used by nonprofit organizations?
Answer: Nonprofit organizations would typically use noncommercial advertising to seek donations,volunteer support,or changes in consumer behavior.
Q4) What is the primary role of marketing in a business?
Answer: The primary role of marketing is to bring in revenue.
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Chapter 2: The Evolution of Advertising
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Sample Questions
Q1) _____ is being used when a publishing company prints three monthly magazines-one for horse breeders,one for cat lovers,and one for thrifty senior citizens.
A) Multi-marketing
B) Market segmentation
C) Product differentiation
D) Market formatting
E) Production focus
Answer: B
Q2) For Americans,the profession of advertising began when Volney B. Palmer set up business in Philadelphia is 1841.
A)True
B)False
Answer: True
Q3) What did the first English-language ad advertise?
Answer: The first English-language ad advertised a prayer book.
Q4) The most important economic factor during the postindustrial age was competition. A)True
B)False
Answer: True
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Chapter 3: The Economic, Social, and Regulatory Aspects of Advertising
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Sample Questions
Q1) List the three courses of action open to the Federal Trade Commission (FTC)once it has determined an ad is deceptive or unfair.
Answer: When the FTC determines that an ad is deceptive or unfair,it may take three courses of action: negotiate with the advertiser for a consent decree,issue a cease-and-desist order,and/or require corrective advertising.
Q2) To promote responsible children's advertising and to respond to public concerns,the Council of Better Business Bureaus established the:
A) Children's Protection Agency to raise money for ethical children's advertising.
B) Children's Advertising Review Unit.
C) Children's Board of Information to review all children's advertising.
D) Board of Advertising Review to rate ads in the same manner that movies are rated.
E) Code for Ethical Children's Advertising.
Answer: B
Q3) What does is mean to be ethical?
Answer: Being ethical means doing what is morally right in a given situation.
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Page 5
Chapter 4: The Scope of Advertising
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Sample Questions
Q1) Why is local advertising often referred to as retail advertising? Is all retail advertising local advertising?
Q2) Local newspapers typically allow all advertisers a commission.
A)True
B)False
Q3) Medium and large advertising agencies are usually structured according to the:
A) account manager.
B) group or departmental system.
C) media availability.
D) designers and illustrators.
E) suppliers.
Q4) Which of the following is NOT a category of advertising media?
A) Print
B) Digital interactive
C) Direct mail
D) Electronics
E) Creative boutiques
Q5) What type of advertising seeks to create a favorable long-term perception of the business as a whole?
Q6) Explain how art studios and web designers help advertisers.
Page 6
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Chapter 5: Marketing and Consumer Behavior
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Sample Questions
Q1) Paula always drinks soda with her meals.If the restaurant where she is eating does not carry the soda products she likes,she refuses to eat there and goes to another restaurant that does sell what she wants.Paula has a strong degree of:
A) selective retention.
B) brand loyalty.
C) brand tolerance.
D) selective exposure.
E) cognitive dissonance.
Q2) When Tony looks at fishing lures,he sees tools that help him catch delicious fish.When Hugh looks at the same lures,he sees devices that could cause him bodily harm.Their differing opinions most likely result from differences in:
A) perceptions.
B) motivations.
C) attitudes.
D) cognitive learning.
E) social class.
Q3) List the three most important nonpersonal influences on consumer behavior and how they apply to consumers.
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7
Chapter 6: Market Segmentation and the Marketing Mix
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Sample Questions
Q1) Which organization is responsible for classifying all businesses and collects and publishes data about them by using North American Industry Classification System codes?
Q2) What kind of branding strategy is one company using while it uses its brand name on all of its cookies and cracker products?
Q3) Brand equity is the totality of what consumers,distributors,dealers,and competitors feel and think about a brand over an extended period of time.
A)True
B)False
Q4) Consumer demand for a whole product category such as DVD players,pickles,or laptop computers is called _____ demand.
A) primary
B) selective C) positioned
D) category
E) maturity
Q5) List the two basic methods of distribution.
Q6) What is another name for network marketing?
Q7) List the four variables used in behavioristic segmentation.
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Chapter 7: Research: Gathering Information for Advertising Planning
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Sample Questions
Q1) For a quantitative test to be reliable,the test must:
A) use a random sample.
B) be cost-efficient.
C) reflect the true status of the market.
D) be open-ended.
E) be repeatable.
Q2) At the second stage of the marketing research process,a researcher would:
A) engage primarily in brainstorming activities.
B) define marketing objectives.
C) conduct exploratory research.
D) create research methodology.
E) establish a research budget.
Q3) Describe an inquiry test.What exactly is the researcher trying to test when he or she conducts an inquiry test?
Q4) All of the following are elements of the creative mix except A) the research strategy.
B) the product concept.
C) the target audience.
D) the communication media.
E) the creative message.
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Chapter 8: Marketing and Advertising Planning
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Sample Questions
Q1) What does a SWOT analysis examine?
Q2) _____ involves creating,maintaining,and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other items of mutual value.
A) Market exchange
B) Strategic collaboration
C) Relationship marketing
D) Creative partnering
E) Transactional marketing
Q3) Which method used by advertisers for the allocation of advertising funds violates the marketing principle that marketing activities are supposed to stimulate demand,not occur as a result of sales?
A) Percentage-of-sales method
B) Budget breakdown method
C) Objective/task method
D) Share-of-market/share-of-voice method
E) Budget buildup method
Q4) The principal benefit of IMC is cost efficiency.
A)True
B)False
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Chapter 9: Planning Media Strategy
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Sample Questions
Q1) Which of the following statements about a medium's audience is true?
A) It is unethical for media vehicles to try to attract advertisers by using audience demographics.
B) Data on the size of media audiences are almost nonexistent.
C) The media planner needs to know how closely the medium's audience matches the target market.
D) Audience refers to the number of people who remember seeing or hearing an ad.
E) The media planner is not concerned about media audience size because all information on audience demographics is typically fabricated.
Q2) If a fast-food restaurant calculated that consumers must be exposed to a radio message for its new dipping sauces for its buffalo wings four times on an average before they make a decision about whether to try the new product,the restaurant would have calculated:
A) medium value.
B) exposure value.
C) message satiation.
D) effective reach.
E) effective frequency.
Q3) List the six factors that are known to increase attention value.
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Page 11
Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) The creative in the role of the Judge evaluates the practicality of the big ideas and decides whether to implement,modify,or discard them.
A)True
B)False
Q2) List and define the three components of the message strategy.
Q3) Ads that are characterized by negatively originated motives resonate with the audience by being highly _____,by offering relief from negative mental state.
A) informational
B) transactional
C) psychological
D) transformational
E) charismatic
Q4) In advertising,it is important for the creative who plays the role of the hunter to look in new and uncommon places for information.
A)True
B)False
Q5) Describe the characteristics of fact-based thinkers.
Q6) List the five steps of the creative pyramid,starting at its top.
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) List the basic rules of layout that an artist must follow when creating an ad.
Q2) Printers often refer to pasteups and mechanicals as camera-ready art.
A)True
B)False
Q3) What is the oldest and simplest type of television commercial?
Q4) When designing the initial ad layout,the creative team must be very sensitive to the desired image of the product or business.
A)True
B)False
Q5) Slogans serve as brief,repeatable positioning statements.
A)True
B)False
Q6) Which of the following statements about comprehensive layouts or comps is true?
A) At the comp stage, all visuals are in final form.
B) Comps are generally simplistic.
C) The headlines and subheads are hand-lettered on a comp.
D) Comps present the handheld look and feel of brochures, multipage materials, or point-of-purchase displays.
E) The body copy on a comp is simulated by using pencil lines.
Q7) What are the four basic format elements used to construct a long ad copy?
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Chapter 12: Producing Ads for Print, Electronic, and Digital Media
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Sample Questions
Q1) When an ad is to be printed in two colors,sometimes two separate art boards are made (one for each color),and sometimes the second image is glued onto a piece of clear plastic that is placed on top of the first image.The clear plastic is called the: A) top art.
B) overlay.
C) superimposition.
D) second cover.
E) art wrap.
Q2) If the budget is small and the retailer needs to promote an upcoming sale,it would spend the least amount of money producing a commercial for:
A) a theater show.
B) radio.
C) broadcast television.
D) network television.
E) a kiosk.
Q3) Who would be a recipient of a dupe?
Q4) What is another name for a virtual storefront?
Q5) List the three categories of paper used in print advertising.
Q6) What are the four colors used in the four-color process or CYMK printing?
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Chapter 13: Using Print Media
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Sample Questions
Q1) The ad for a dance company is in the middle of the magazine page,and is surrounded on all sides by an article on luxury cruises.The ad occupies about 40 percent of the page.What is the name given to this type of special advertising? What would it be called if the ad was enlarged to cover 75 percent of the same page?
Q2) An institutional ad for a car company is on a page that is wider than the normal pages found in magazines.To view the entire insert,the reader must open the folded pages.The ad is an example of a:
A) folded insert.
B) partitioned unit.
C) folded unit.
D) gatefold.
E) larger-than-life unit.
Q3) The two basic physical sizes of newspaper formats are:
A) independent and specialized.
B) weekly and daily.
C) specific and generic.
D) standard-size and tabloid.
E) gatefold and standard-size.
Q4) In terms of buying advertising media,what is a short rate?
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Chapter 14: Using Electronic Media
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Sample Questions
Q1) _____ allow advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight.
A) Average frequency measures
B) Program ratings
C) Average quarter-hour ratings
D) Average reach measures
E) Gross rating points
Q2) Differentiate between broadcast television and cable television.
Q3) The first step in preparing a radio schedule is to:
A) identify by demographics, stations with the greatest cume of the advertiser's target market.
B) determine which stations have the cheapest rates.
C) select the best ROS plan.
D) gather up several different stations' rate cards for comparison.
E) set the advertising budget in terms of reach and frequency.
Q4) When buying radio time,advertisers usually buy the station's format,not its programs.
A)True
B)False
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) _____ digital data transmission enables single wires to carry multiple signals,or channels.This technology makes it possible to download large graphic files and play games online.
A) Narrowband
B) Wideband
C) Ultraband
D) Broadband
E) Baseband
Q2) Who are the users of the Internet?
Q3) The majority of people who use the Internet are well-educated,upscale,white males.
A)True
B)False
Q4) What is viral marketing?
Q5) One of the major advantages of the Internet is its centralized authority and accountability.
A)True
B)False
Q6) Other than the Internet,list some of the interactive media used by advertisers.
Q7) What are digital video recorders also known as?
Page 17
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Sample Questions
Q1) What are the three standardized outdoor structures forms?
Q2) How does an advertising specialty differ from a premium?
A) Premium is typically more valuable than an advertising specialty and usually bears no advertising message; consumers typically have to do something to get a premium.
B) Premiums are always emblazoned with the name of the company that gave them away; specialties are not.
C) Advertising specialties are typically more expensive than premiums.
D) Premiums are always free; advertising specialties are not.
E) Advertising specialties are promotional items; premiums are not.
Q3) Standardized outdoor advertising uses _____ to deliver an advertiser's message to markets around the world.
A) business newspapers
B) special messengers
C) scientifically located structures
D) the internet
E) billboards
Q4) How do advertisers extend the coverage of painted bulletins?
Q5) When designing a package,designers must consider three factors.What are these factors?
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Chapter 17: Relationship Building: Direct Marketing, personal
Selling, and Sales Promotion
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Q1) Seamless,consistent communication,from every corner of the company,is how a firm earns a good reputation.
A)True
B)False
Q2) Direct marketing expert Bob Stone recommends using the RFM formula to identify the best customers.What do the letters "RFM" stand for?
Q3) Because the commercial for Bowflex exercise equipment asked readers to phone for a CD on how the exercise system could help them strengthen their muscles,the promotional message would be characterized as direct-response advertising.
A)True
B)False
Q4) The trend toward self-service retailing is decreasing the importance of P-O-P materials.
A)True
B)False
Q5) What is a premium? Why do marketers offer premiums?
Q6) What is meant by linkage media?
Q8) Differentiate between a push and a pull strategy. Page 19
Q7) What is another name for direct-response advertising?
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Page 20
Chapter 18: Relationship Building
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Sample Questions
Q1) What is ambush marketing and how is it used?
Q2) Ansett Airlines sued Qantas Airways,a rival Australian carrier,claiming that it engaged in _____ that was detrimental to Ansett's image as an official sponsor of the Olympic Games.Qantas ran ads in The Sydney Morning Herald and The Age newspapers featuring Australian runner Cathy Freeman and the words 'Sydney 2000,Olympic Games and the new millennium' and 'The Spirit of Australia Qantas.' Located in close proximity to these slogans was the Olympic logo.
A) a violation of FTC regulations
B) ambush marketing
C) guerrilla promotion
D) flanking promotion
E) venue marketing
Q3) What is the function of corporate identity advertising?
Q4) The goal of public relations activities is to develop and maintain goodwill with most,if not all,of a company's publics.
A)True
B)False
Q5) Respond to the following statement: "Sponsorship is the same thing as philanthropy."
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