Advertising Design Practice Questions
Course Introduction
Advertising Design explores the creative and strategic processes involved in developing compelling visual communications for advertising campaigns across various media platforms. Students will learn the fundamentals of concept development, layout, typography, imagery, and brand identity. The course emphasizes critical thinking, audience analysis, and the integration of marketing principles to create persuasive and impactful advertisements. Through hands-on projects and critiques, students will develop a professional portfolio showcasing their ability to address real-world advertising challenges using industry-standard design software and techniques.
Recommended Textbook
Contemporary Advertising 13th Edition by William Arens
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Chapter 1: What Is Advertising Today
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Sample Questions
Q1) _____ is the structured and composed nonpersonal communication of information,usually paid for and usually persuasive in nature,about products or ideas by identified sponsors through various media.
A) Marketing
B) Sales promotion
C) Advertising
D) Personal selling
E) Collateral materials
Answer: C
Q2) Every business organization typically performs a number of diverse activities that are usually classified as operations,finance/administration,and marketing.
A)True
B)False
Answer: True
Q3) What is the primary role of marketing in a business?
Answer: The primary role of marketing is to bring in revenue.
Q4) What are the two main types of target markets?
Answer: The two main types of target markets are consumers and businesses.
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Chapter 2: The Evolution of Advertising
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Sample Questions
Q1) One of the functions of advertising is to lower the overall cost of sales.
A)True
B)False
Answer: True
Q2) A _____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the consumer's priority list.
A) logistical strategy
B) universal sales promotion
C) positioning strategy
D) market aggregation strategy
E) promotional mix
Answer: C
Q3) What did the first English-language ad advertise?
Answer: The first English-language ad advertised a prayer book.
Q4) What type of strategy is being used by the American Red Cross when it uses the slogan "When you help the American Red Cross,you help America," as a way to associate itself with benefits that are important to contributors?
Answer: Positioning strategy.
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Chapter 3: The Economic, Social, and Regulatory Aspects of Advertising
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Sample Questions
Q1) How has the U.S.Supreme Court defined the rights of advertisers under the First Amendment?
A) It has supported the ban against professional advertising.
B) It has established strict control over packaged-goods advertising.
C) It has banned all cigarette advertisements from the broadcast media.
D) It has suggested that truthful commercial speech is entitled to significant, if not full protection under the Act.
E) It has made social responsibility mandatory for publicly traded firms.
Answer: D
Q2) Which of the following statements about the effects of advertising on the business cycle is true?
A) Historically, when business cycles dip, advertising expenditures remain high.
B) The increased advertising expenditures that occur during business cycle dips always produce an increase in personal consumption expenditures.
C) When business cycles are down; advertising may act as a stabilizing force.
D) The effect of advertising on business cycles is easily determined.
E) Businesses that continue to advertise during a recession lose market share due to puffery and overexposure.
Answer: C
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Chapter 4: The Scope of Advertising
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Sample Questions
Q1) The modern _____ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients.
A) entrepreneurial
B) institutional
C) organizational
D) full-service
E) multi-tasking
Q2) _____ advertising promotes a specific good or service and stimulates short-term action while building awareness of the business.
A) Interactive
B) For-profit
C) Product
D) Institutional
E) Agency
Q3) List the four stages in the agency/client relationship.
Q4) The basic principles of advertising are the same in both local and national advertising.
A)True
B)False
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Chapter 5: Marketing and Consumer Behavior
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Sample Questions
Q1) Which of the following is an example of a nonpersonal influence that would affect the purchase of a burial plan?
A) An individual's perception of himself/herself as invincible.
B) A dream about a heart attack.
C) An ad showing retired people enjoying themselves.
D) Approaching a funeral home to buy the plan.
E) The speaker at an investment seminar.
Q2) There are a total of five personal processes that govern the way we discern raw data and translate them into feelings,thoughts,beliefs,and actions.
A)True
B)False
Q3) One of the roles of advertising is to communicate product utility.
A)True B)False
Q4) List the interpersonal influences that serve as guidelines for consumer behavior.
Q5) Brand loyalty is a conscious decision expressed through intention or behavior.
A)True
B)False
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Chapter 6: Market Segmentation and the Marketing Mix
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Sample Questions
Q1) _____ includes basic principles,tangible markers of success or accomplishment,or a desire for experiences or to take risks.
A) Primary motivation
B) Elaboration likelihood model
C) Reciprocal activation
D) Conditioning theory
E) Motivational mapping
Q2) Several new editions of a popular Christian book have recently been published.One is targeted to 17-year-old girls,and one is targeted to Christian sports fans.What type of segmentation strategies are the publishers using?
A) Usage rate and sole users
B) Behavioristic and geographic
C) Geographic and demographic
D) Demo-clustering
E) Psychographic and demographic
Q3) Free samples and premiums belong to the communication function of the marketing mix.
A)True
B)False
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Page 8
Chapter 7: Research: Gathering Information for Advertising Planning
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Sample Questions
Q1) Standardization is important in global advertising research.
A)True
B)False
Q2) When engaging in qualitative research,a researcher has the choice of either using _____ or _____ techniques.
A) projective; intensive
B) random; universal
C) voluntary; involuntary
D) formal; informal
E) pioneering; selective
Q3) The observation method of data collection:
A) seeks in-depth open-ended responses from targeted groups.
B) is a projective technique.
C) monitors the actions of people being studied.
D) is the most common way to gather primary marketing research data.
E) is designed to measure actual cause-and-effect relationships.
Q4) What are the defining sample units? Describe the types.
Q5) Define marketing research.
Page 9
Q6) What method of sampling offers the marketing researcher the greatest accuracy when projecting requests to the larger population?
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Page 10
Chapter 8: Marketing and Advertising Planning
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Sample Questions
Q1) Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives.Which of the following is the BEST sales-target objective for the bakery to use?
A) To increase sales of pecan pies by 3 percent during the next six months
B) To have most of the staff attend a marketing seminar
C) To increase sales of cheesecake to the point where demand exceeds supply every week
D) To raise the net profit by 50 percent during the next three weeks
E) To build a Web site
Q2) Which of the following is not a sales-target objective?
A) To increase sales volume by product line
B) To increase brand awareness or recognition
C) To increase gross profits by product line
D) To increase sales volume by distribution point.
E) To increase market share.
Q3) What is the simplest method for determining an advertising budget?
Q4) What is integrated marketing communications?
Q5) List three reasons why it is essential that an organization actively engages in relationship marketing.Be sure to explain why each is essential.
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Chapter 9: Planning Media Strategy
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Sample Questions
Q1) The structure of the advertising industry has completely changed over the last few years.
A)True
B)False
Q2) Assume the audience for its six o'clock news on channel 5 is 115,000.During the months of April and May,a marketer of above-ground swimming pools ran 16 ads during the show.This is the only advertising the marketer did during those two months.Its _____ equals 1,840,000.
A) message value
B) medium specificity
C) effective frequency
D) BDI
E) gross impression
Q3) The elements of the _____ are the product concept,target audience,advertising message,and communications media.
A) media action plan
B) advertising mission
C) creative mix
D) media vision
E) reach/frequency plan
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) _____ can occur when an agency has served an account for a long time and all the fresh ideas have been worked and reworked.
A) Creative overload
B) Creative fatigue
C) Overextension
D) Creative brainstorming
E) Perceptive interference
Q2) List the three components of the message strategy.
Q3) What is the fundamental building block for the creative pyramid?
A) Credibility
B) Comprehension
C) Interest
D) Attention
E) Desire
Q4) Radio commercials use sound to create _____ in the minds of listeners.
A) the big idea
B) resonance
C) comparison
D) sensory appeal
E) word pictures
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) One purpose of the ad layout is to:
A) indicate budgetary requirements.
B) serve as an ad blueprint.
C) decode the message.
D) create a needs hierarchy.
E) to posttest the ad.
Q2) Many experts believe that headlines with ten words or more gain greater readership.
A)True
B)False
Q3) What kind of headlines makes a direct promise to the reader?
Q4) The product was a recipe organizer.The agency designed a _____ commercial that identified the problem of trying to find a recipe when it is time to cook the meal.Realistically,it showed every kind of kitchen confusion,then serenity reigning once the recipe organizer was in place.
A) straight presentation
B) benefit
C) slice-of-life
D) narrative
E) straight-sell
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Chapter 12: Producing Ads for Print, Electronic, and Digital Media
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Sample Questions
Q1) Which form of animation scores the highest viewer interest and generally has the longest life?
Q2) What is the difference between line art and halftone screens?
Q3) What is a job jacket? In which stage of the print production process would it be created?
Q4) To translate rough or comprehensive designs into mechanicals and then to convert the mechanicals into negatives that a printer can use to make printing plates is the job of the:
A) creative director.
B) print production manager.
C) account planner.
D) print director.
E) producer.
Q5) Dubs of radio commercials are created:
A) as audio storyboards for advertisers.
B) in the postproduction phase of radio commercial production.
C) as a form of speculative presentation during the commercial bidding process.
D) as the special effects that are superimposed on the radio commercial once the copy has been read.
E) to measure the master volume of the commercial.
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Chapter 13: Using Print Media
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Sample Questions
Q1) List six benefits of magazine advertising.
Q2) Many national newspapers charge a(n)_____,which means they allow no discounts no matter how much space an advertiser buys.
A) open rate
B) contract rate
C) leveraged rate
D) flat rate
E) contribution rate
Q3) Some dailies and weeklies serve specific ethnic markets.Such papers are generally categorized on the basis of:
A) physical size.
B) audience.
C) frequency of delivery.
D) organizational structure.
E) price.
Q4) A gatefold occurs when a magazine page is not cut properly,and the page inadvertently stands out.
A)True
B)False
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Chapter 14: Using Electronic Media
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Sample Questions
Q1) Because the public considers TV as the most authoritative and influential medium,it is able to offer advertisers a prestigious image.
A)True
B)False
Q2) An advertiser that wants to make certain that the station would run a percentage of its spots in the better dayparts-and not just late at night-should buy a:
A) co-sponsorship production package.
B) radio organized sales package.
C) cume audience plan.
D) total audience plan package.
E) targeted daypart plan.
Q3) Audience composition is the percentage of homes with sets in use turned to a specific program.
A)True
B)False
Q4) List three disadvantages that are associated with cable television advertising.
Q5) On what basis do most advertisers on network television buy their advertising?
Q6) List five advantages that help to explain the popularity of broadcast television advertising.
Page 17
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) _____ is often cited as an example of the new Internet philosophy that the future of the Web is in companies that encourage user sharing and collaboration.
A) Ebay
B) Google
C) Wikipedia
D) Amazon
E) Youtube
Q2) Two simple ways to measure the Internet audience for your advertising banner are:
A) reach and frequency.
B) ad impressions and click rates.
C) cookies and CPMs.
D) response rates and viewing time.
E) viewing frequency and viewing time.
Q3) Describe classified ad Web sites.
Q4) Mention three reasons why an advertiser would NOT want to use the Internet as its advertising medium.
Q5) Other than the Internet,list some of the interactive media used by advertisers.
Q6) What kind of network do interactive media use to deliver their content?
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Sample Questions
Q1) You are riding a bus in Boston and see a sign advertising a local dry cleaning establishment in the wall rack above one of the bus's windows.What kind of transit advertising is this?
A) Mobile panel advertising
B) Mini-panel advertising
C) Junior poster advertising
D) Inside card advertising
E) Mini-bulletin advertising
Q2) Which of the following statements about outdoor advertising is true?
A) By far, the biggest outdoor advertisers are snack food manufacturers.
B) Outdoor advertising can be used as a directional medium for motorists.
C) The company that owns the outdoor structures used for advertising is called an outdoor communications specialist.
D) Outdoor advertising is not used in any other country except the U.S.
E) In an IMC program, outdoor reinforces the advertiser's core message with high frequency at a very high cost.
Q3) According to the text,where traffic is heavy and visibility is good,effective advertisers find that certain outdoor advertising structures work best.What are these structures called?
Page 19
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Chapter 17: Relationship Building: Direct Marketing, personal
Selling, and Sales Promotion
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Sample Questions
Q1) Overly aggressive sales promotion or advertising can draw competitors into a _____,which leads to reduced sales and profits for everyone.
A) push strategy
B) withdrawal from the market
C) diversification strategy
D) cartel
E) price war
Q2) _____ is the use of promotional discounts to purchase large quantities of an item in one region,then shipping portions of the buy to areas where the discount is not offered.
A) A tying agreement
B) Forward buying
C) Diverting
D) Front loading
E) Backward buying
Q3) Today,Rome's newspaper was delivered in a plastic bag.Inside the plastic bag was a small pouch containing a sample of the new,more rugged Glad trash bags.What is this practice called?
Q4) List three disadvantages of personal selling as a marketing communications tool.
Page 20
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Chapter 18: Relationship Building
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Sample Questions
Q1) For most companies,it's easier to create an event of their own.
A)True
B)False
Q2) According to the text,when a company is confronted with a crisis management situation it should first:
A) actively cooperate with authorities where the problem occurred.
B) quickly rebuild the company name and reputation with advertising.
C) have the CEO talk to the public.
D) identify the problem and take immediate corrective action.
E) help law enforcement agencies generate leads.
Q3) How does advertising differ from public relations? How are they similar?
Q4) Nancy Weathers is the public relations officer at SkyMeetings,a ski promotion group.She is looking forward to start a corporate blog for enthusiasts and members.Which of the following should Nancy avoid when formulating the guidelines for the blog?
A)Know what people are saying about your products or services
B)Postings should be regular
C)Update your Wikipedia page
D)Include controlled portions of hype and puffery.
E)Make the blog part of your IMC.
Page 21
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