Advertising Exam Materials
Course Introduction
This course provides an in-depth exploration of the principles and practices of advertising, examining its role within the broader marketing communications mix. Students will learn about the development and execution of advertising strategies, including audience analysis, message creation, media planning, and the evaluation of campaign effectiveness. The course also discusses ethical considerations, regulatory environments, and current trends shaping the industry, offering a comprehensive understanding of how advertising influences consumer behavior and the marketplace. Through case studies, practical assignments, and critical discussions, students will gain the skills needed to design and assess impactful advertising campaigns.
Recommended Textbook
20 Chapters
2061 Verified Questions
2061 Flashcards
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Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) The role of the advertising department in a company using a decentralized product management system is to:
A)plan and coordinate the advertising campaign.
B)provide advertising and promotion related support to the brand managers.
C)conduct marketing research based on the problems identified during segmentation.
D)develop sales programs that would be effective against the target market.
E)check manufacturing of the products according to the demand in the market.
Answer: B
Q2) Critics argue the use of _____ can encourage agencies to ignore cost accounting systems and avoid media such as direct mail and sales promotions.
A)percentage charges
B)fixed fee arrangements
C)cost-plus agreements
D)the commission system
E)the objective-and-task compensation system
Answer: D
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Chapter 2: Perspectives on Consumer Behavior
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) An ad for Lowe's Home Improvement Warehouses shows a U.S.flag made out of flowers and has the headline,"Hooray for the red,white,and bloom." The ad associates Lowe's with the beauty of flowers as well as patriotism-both of which evoke positive responses in consumers and by association should evoke positive responses for Lowe's.This is an example of:
A)the application of classical conditioning theory.
B)the wheel of retailing hypothesis.
C)cognitive planning.
D)using functional consequences to make a positioning statement.
E)perception retrieval.
Answer: A
Q2) _____ are factors that compel or drive a consumer to take a particular action.
A)Motives
B)Impulses
C)Wants
D)Evaluative criterion
E)Attributes
Answer: A
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Page 4
Chapter 3: The Communication Process
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) Individual and group audiences,niche markets,market segments,and mass markets are all examples of:
A)different stages of the response process.
B)hierarchies of effects.
C)levels of audience aggregation.
D)communication elements.
E)nonpersonal channels of target audiences.
Answer: C
Q2) _____ is the process of interpreting a sender's message into thought.
A)Decoding
B)Encoding
C)Channeling
D)Responding
E)Transmitting
Answer: A
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Chapter 4: Source, Message, and Channel Factors
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109 Flashcards
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Sample Questions
Q1) When a source is able to administer rewards and punishments to the receiver,influence occurs through a process known as:
A)compliance.
B)identification.
C)internalization.
D)retention.
E)perceived concern.
Q2) Ad campaigns centered around the theme,"Pork,the Other White Meat" is designed to show consumers that pork is not all fat as some people think.These ads are using _____ to convince consumers that pork is as lean as chicken.
A)conclusion drawing
B)fear appeal
C)refutational appeal
D)humorous appeal
E)affective conclusion
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Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Sales-oriented objectives are appropriate for:
A)all Internet marketing.
B)retail advertising promoting a sale or special event.
C)products that have been introduced in a highly volatile market.
D)any advertising campaign aimed at maintaining brand awareness.
E)creating favorable attitudes and images for a brand or a product before purchase could occur.
Q2) A disadvantage associated with the _____ method is its assumption that because firms have similar promotional expenditures their programs will be equally effective.
A)return on investment
B)affordable
C)competitive parity
D)objective and task
E)payout planning
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Chapter 6: Creative Strategy: Planning and Development
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101 Flashcards
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Sample Questions
Q1) The _____ step of the creative process deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work.
A)problem detection
B)illumination
C)immersion
D)reality
E)incubation
Q2) _____ is a process that involves conducting research and gathering all information about a client's product or service,brand,and members of the target audience.
A)Incubation
B)Germination
C)Account planning
D)Creative research
E)Account seeding
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Chapter 7: Creative Strategy: Implementation and Evaluation
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102 Flashcards
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Sample Questions
Q1) Marlboro used a cowboy to advertise Marlboro cigarettes for a number of years.This is an example of:
A)testimonial advertising execution technique.
B)demonstration advertising execution technique.
C)personality symbol advertising execution technique.
D)slice-of-death advertising execution technique.
E)imagery advertising execution technique.
Q2) The agency that developed the 'Jack-in-the-Box' fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years,thereby creating a(n):
A)advertising appeal.
B)creative plan.
C)marketing plan.
D)sales approach.
E)sales presentation.
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Chapter 8: Media Planning and Strategy
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) _____ is a summary measure that combines reach and frequency.
A)Brand development index (BDI)
B)Program rating
C)Category development index (CDI)
D)Target ratings points (TRPs)
E)Gross ratings points (GRPs)
Q2) Which of the following statements is true about the media mix?
A)It is not possible to use only one medium or vehicle to deliver the message.
B)The characteristics of the product or service helps in determining the combination of media that should be used.
C)Individual preferences have no effect on the combination of media to be used to deliver a message.
D)Radio would be the most effective medium for a product that requires visual demonstration.
E)By employing a media mix,advertisers could lower the versatility to their media strategies resulting in high amount of clutter.
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Chapter 9: Evaluation of Media: Television and Radio
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) _____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.
A)Average quarter-hour figure
B)Average quarter-hour rating
C)Average quarter-hour share
D)Cume
E)Average market share
Q2) Audience selectivity on television is possible as a result of:
A)the use of brand development indexes.
B)variations in program content.
C)zipping and zapping.
D)the use of interconnects.
E)the use of network advertising.
Q3) The Nielsen Station Index (NSI)refers to local television markets as:
A)areas of dominant influence.
B)metropolitan rating areas (MRAs).
C)designated market areas (DMAs).
D)local markets.
E)geodemographic areas.
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Chapter 10: Evaluation of Print Media
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) _____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine.
A)Split runs
B)Selective binding
C)Cross media binding
D)Controlled circulation
E)Desk top publishing
Q2) The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and,therefore,pay a(n)_____ rate.
A)flat
B)run-of-paper
C)preferred position
D)agate
E)bleed page
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Chapter 11: Support Media
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) The use of Nike shoes in the movie Forest Gump and the appearance of the Marriott Hotel logo in the movie True Lies are both examples of:
A)product placement.
B)specialty advertising.
C)promotional products marketing.
D)free-form marketing.
E)transactional advertising.
Q2) _____ include digital video screens that appear in offices,stores,theaters,inside transit networks,and entertainment venues such as health clubs,sporting arenas,bars,and restaurants.
A)Aerial advertising
B)Speciality advertising
C)Video advertising networks
D)Network advertising
E)Mobile billboards
Q3) Aerial advertising is very expensive in terms of absolute costs especially when employed to reach specific target markets.
A)True
B)False
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Page 13
Chapter 12: Direct Marketing
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) Direct marketing is a form of advertising.
A)True
B)False
Q2) One of the reasons for the recent,rapid growth of direct marketing in American society is due to the:
A)the fact the U.S.has moved from an industrialized nation to a service nation.
B)increase in the number of hours individuals spend watching television.
C)proliferation of cellular phones.
D)increased use of consumer credit cards.
E)development of four-color printing presses.
Q3) Which of the following are forms of direct selling?
A)Repetitive person-to-person selling,non-repetitive person-to-person selling,and party plans
B)Home shopping,out-of-home shopping,vending,and manufacturers' agents
C)Party plans,out-of-home shopping,and non-repetitive person-to-person selling
D)Manufacturers' sales representatives,party plans,and non-repetitive person-to-person selling
E)Brokers,manufacturers' agents,party plans,and professional sales
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Page 14
Chapter 13: The Internet and Interactive Media
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100 Flashcards
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Sample Questions
Q1) _____ is a specification that uses XML to organize and format Web-based content in a standard way.
A)Podcasting
B)Blog
C)Pop-up
D)Really Simple Syndication
E)Interstitial
Q2) _____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic)results as opposed to paid inclusions.
A)Search engine optimization
B)Linking
C)Rich media marketing
D)Behavioral targeting
E)Contextual targeting
Q3) One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated.
A)True
B)False
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Chapter 14: Sales Promotion
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118 Flashcards
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Sample Questions
Q1) When Campbell Soup Company introduced its V8 Splash fruit medley juices,the company gave out free samples at Sam's Clubs and distributed millions of 50-cents-off coupons.The objective(s)of these sales promotion tools was to:
A)defend the brand's customer base.
B)obtain trial and repurchase.
C)target a specific market.
D)increase consumption of an established brand.
E)create long-term brand equity.
Q2) _____ is an intangible asset of added value or goodwill that results from consumers' favorable image,impressions of differentiation,and/or strength of attachment to a brand.
A)Brand position
B)Patent
C)Brand equity
D)Customer loyalty
E)Logo
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Publicity information may be perceived as endorsed by the medium in which it appears.
A)True
B)False
Q2) There are some who believe Beanie Babies,Ninja Turtles,and other high-selling products were the beneficiaries of staged events in which buyers were paid to stand in line in attempts to purchase the products.If this is true,what strategy were these companies employing?
A)Press conferences
B)The management of publicity
C)Press releases
D)Video news releases
E)Sponsorships
Q3) To be used by the press,information must be of interest to the medium as well as to its audience.
A)True
B)False
Q4) Public relations is always positive while publicity is always negative.
A)True
B)False
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) The primary measure used in on-air testing is:
A)focus group results.
B)portfolio analysis.
C)day-after recall scores.
D)comprehension and reaction tests.
E)consumer jury results.
Q2) _____ is defined as research "which is undertaken when a decision is to be made about whether advertising should run in the marketplace."
A)Concept testing
B)Copy testing
C)Observational research
D)Market testing
E)Posttesting
Q3) The most commonly employed method for post testing print ads is:
A)the recognition method.
B)focus groups.
C)theater testing.
D)inquiry testing.
E)consumer juries.
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Chapter 17: International Advertising and Promotion
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Gillette had a worldwide advertising campaign for its Sensor razors using the ad campaign theme "Gillette-the best a man can get." Some of the ads featured sports stars from the host country rather than using only one sports star in all of the ads.This is an example of a(n):
A)localized advertising approach.
B)application of the "think global,act regionally" approach to international advertising.
C)totally global or standardized approach.
D)totally customized approach.
E)ethnocentric approach to advertising.
Q2) Marketers who think it is important to have advertising done by an agency that has a very good understanding of each international market in which it sells its products are likely to use a(n):
A)U.S.-based international agency.
B)U.S.-based agency with regional offices that could serve each country.
C)local agency for each national market.
D)in-house agency.
E)specialty agency.
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Page 19
Chapter 18: Regulation of Advertising and Promotion
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Sample Questions
Q1) Texaco claimed its ClearSystem gasoline cleaned car engines,boosted mileage,and reduced pollution emissions better than any other gas.Chevron contended its products were just as good as Texaco's.The _____ made it easier for Chevron to sue Texaco for this perceived misrepresentation.
A)Wheeler-Lea Amendment
B)FTC Improvements Act
C)Clayton Antitrust Act
D)Lanham Act
E)Competitor Trademark Act
Q2) Federal Trade Commission's (FTC's)???_____ program required advertisers to have supporting documentation for their claims and to prove the claims are truthful.
A)Central Hudson
B)Lanham
C)Cease-and-Desist
D)advertising substantiation
E)affirmative disclosure
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Chapter 19: Evaluating the Social, Ethical, and Economic
Aspects of Advertising and Promotion
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Sample Questions
Q1) Persuasive advertising is criticized for:
A)ignoring the psychological needs of consumers.
B)fostering discontent among consumers.
C)encouraging people to purchase products to solve simple problems.
D)providing too much information in the advertising.
E)ignoring consumers' emotions and anxieties.
Q2) _____ models were more likely than members of other minority groups to appear in background roles in advertisements.
A)Hispanics
B)Asian
C)African
D)Latino American
E)Irish
Q3) Critics have been particularly concerned about the use of sexual appeals in the advertising of products such as:
A)health drinks.
B)medicines.
C)automobiles.
D)liquor.
E)consumer goods.
Page 21
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Chapter 20: Personal Selling Online
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100 Flashcards
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Sample Questions
Q1) Which of the following types of sales jobs requires the most skill and preparation?
A)Missionary sales representative
B)Creative seller
C)Problem solver
D)Persuader
E)Order taker
Q2) Personal selling is the most appropriate sales method when:
A)the margin of sales is low.
B)channel system is relatively long and direct to end-users.
C)advertising media provide an effective link with market targets.
D)features and performance of the product is relatively simple.
E)final price is negotiated between buyer and seller.
Q3) Which of the following is an example of a direct marketing effort of a company?
A)Selling through sales people
B)Selling through resellers
C)Missionary selling
D)Territory distribution
E)Advertising
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