Advertising Exam Review
Course Introduction
This course provides an in-depth exploration of the principles, strategies, and practices of advertising in todays dynamic media environment. Students will examine the historical development of advertising, its role in marketing and society, and the impact of digital technologies on advertising campaigns. The course covers key topics such as consumer behavior, creative message development, media planning, branding, ethical considerations, and the regulatory landscape. Through case studies and hands-on projects, students will gain practical skills in planning, creating, and evaluating advertising campaigns for a variety of media platforms.
Recommended Textbook Advertising and Promotion
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22 Chapters
2768 Verified Questions
2768 Flashcards
Source URL: https://quizplus.com/study-set/2048
Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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134 Verified Questions
134 Flashcards
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Sample Questions
Q1) When Bumble Bee Tuna participates in a trade show to encourage retailers to stock and promote its products, it is engaged in a consumer-oriented sales promotion.
A)True
B)False
Answer: False
Q2) According to the definition of integrated marketing communications (IMC) given by Don Schultz, which of the following is true of IMC?
A)It is a tactical separation of various communication activities.
B)It does not view the audience as an important part of the IMC process.
C)It does not view the employees as an important part of the IMC process.
D)It is viewed as an ongoing strategic business process.
E)It simply involves bundling promotional mix elements together.
Answer: D
Q3) An advantage of publicity over other forms of promotion is its credibility.
A)True
B)False
Answer: True
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Chapter 2: The Role of IMC in the Marketing Process
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Which of the following is a primary variable defined in psychographic segmentation?
A)personality
B)income
C)education
D)family size
E)gender
Answer: A
Q2) Saturn Inc., a fruit juice manufacturer, came up with an advertising campaign based around the slogan, "It's a wholesome meal." The ad speaks about the nutritious content of the fruit juice and how it can assist in losing weight.With respect to the positioning strategies, this is an example of positioning by A)quality.
B)use or application.
C)product class.
D)competition.
E)cultural symbols.
Answer: B
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Page 4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing
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133 Verified Questions
133 Flashcards
Source URL: https://quizplus.com/quiz/40765
Sample Questions
Q1) Account planners work with the client as well as other agency personnel, including the account executives, creative team members, research department personnel, and media specialists.
A)True
B)False
Answer: True
Q2) The primary function of promotional planners is to provide information or entertainment to their subscribers, viewers, or readers.
A)True
B)False
Answer: False
Q3) Under a decentralized system, the advertising department is generally a part of A)finance.
B)sales.
C)product development.
D)marketing services.
E)research and development.
Answer: D
Page 5
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Chapter 4: Perspectives on Consumer Behavior
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) With respect to the alternative evaluation stage of the consumer decision-making process, how a golf cart handles, how the brakes on a bicycle work, and how well a stain remover eliminates dirt stains are all examples of
A)functional consequences.
B)psychosocial consequences.
C)schedules of reinforcement.
D)subjective bundles.
E)physiological stimuli.
Q2) While psychologists study consumer responses to advertising and other forms of communication in controlled settings, sociologists and anthropologists study behavior in context.
A)True B)False
Q3) Although problem recognition is caused by a difference between the consumer's ideal state and actual state, the problem does not always imply a negative state.
A)True B)False
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Page 6
Chapter 5: The Communication Process
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) According to the AIDA model, a customer expressing interest and desire is in the
A)affective stage.
B)cognitive stage.
C)behavioral stage.
D)action stage.
E)adoption stage.
Q2) According to the dissonance/attribution model, during the decision-making process, through which of the following response sequences does a consumer pass?
A)learn \(\rarr\)feel \(\rarr\) do
B)learn \(\rarr\) do \(\rarr\) feel
C)feel \(\rarr\) learn \(\rarr\) do
D)do \(\rarr\) feel \(\rarr\) learn
E)do \(\rarr\) learn \(\rarr\) feel
Q3) Which of the following is true of nonpersonal channels of communication?
A)They include direct mail and billboards.
B)They include methods such as e-mail and social media.
C)The Internet cannot be considered a nonpersonal channel.
D)They do not include include print media.
E)They do not include broadcast media.
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Page 7
Chapter 6: Source, Message, and Channel Factors
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140 Verified Questions
140 Flashcards
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Sample Questions
Q1) Advertisers who want to advertise during award-winning television shows are looking to transfer the favorable impressions of the shows onto their products.This transference is called a
A)self-paced impact.
B)favorable quantitative media effect.
C)cluttered effect.
D)shaping effect.
E)positive qualitative media effect.
Q2) According to the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from
A)their association with the companies whose products they endorse.
B)their popularity among consumers and their perceived level of attractiveness.
C)the image the media portrays about them through various channels such as television, magazines, and the Internet.
D)the roles they assume in their careers and the objects, persons, and contexts these roles bring them in contact with.
E)their family and cultural background that influence their decisions about the types of products they want to endorse.
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Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) In the social consumer decision journey, the final objective, amplification, deals with designing the communications program, particularly as it relates to social media, to take the consumer to long-term behavioral changes.
A)True
B)False
Q2) Critics of communications-oriented objectives argue that it is too difficult to translate a sales goal into a specific communications objective.
A)True
B)False
Q3) Which of the following is a quantitative model used to budget advertising expenditures?
A)ROI budgeting model
B)competitive parity model
C)computer simulation model
D)arbitrary allocation model
E)percentage-of-sales model
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Chapter 8: Creative Strategy: Planning and Development
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130 Verified Questions
130 Flashcards
Source URL: https://quizplus.com/quiz/40760
Sample Questions
Q1) Which of the following is true of the concept of the unique selling proposition (USP)?
A)USP usually mirrors the concept of bait-and-switch advertising.
B)The concept states that a product's attribute claim must be excluded from advertising.
C)The concept of USP is applicable only for B2B advertising.
D)USP must be emphasized through repetitive advertising.
E)The concept of USP must be used only for C2C advertising.
Q2) An idea develops during the _____ step of Young's creative process model.
A)reality
B)illumination
C)verification
D)originality
E)Immersion
Q3) Lifestyle research, attitude studies, and perceptual mapping are examples of
A)general preplanning inputs.
B)product/service-specific preplanning inputs.
C)verification studies.
D)revision studies.
E)demographic studies for B2B clients.
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Chapter 9: Creative Strategy: Implementation and Evaluation
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) A(n) _____ refers to the approach used in an advertisement to elicit some consumer response or to influence the feelings of consumers toward a product, service, or cause.
A)brand dilution
B)brand parity
C)business plan
D)advertising appeal
E)advertising character
Q2) A widely used advertising execution style for packaged products, which attempts to portray situations consumers might face while using them in their daily activities, is known as _____ execution.
A)endorsement
B)slice-of-life
C)emotional
D)dramatization
E)demonstration
Q3) Only 20 percent of readers go beyond an ad's headline and read the body copy.
A)True
B)False
Page 11
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Chapter 10: Media Planning and Strategy
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) Warm Weave Inc., a manufacturer of woolen garments, spends heavily on advertising during the months of December, January, and February.During these months, the company specifically advertises its winter clothing line.Warm Weave is most likely to be using a(n) _____ scheduling method.
A)continuity
B)weighting
C)flighting
D)circulation
E)oscillating
Q2) Which of the following media is described as having few valid measurement techniques, a flexible message platform, and a direct selling potential?
A)television
B)interactive media
C)radio
D)direct mail
E)newspapers
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Page 12
Chapter 11: Evaluation of Media: Television and Radio
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) Which television daypart has the highest rates and is dominated by national advertisers?
A)daytime
B)early fringe
C)prime time
D)late news
E)late fringe
Q2) Which of the following statements about commercial length is true?
A) Fifteen-second spots are the most common commercial length.
B) Increasing media costs have resulted in advertisers preferring shorter commercials.
C) Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials.
D) Fifteen-second spots typically sell for about the same amount as 30-second spots.
E) Most 15-second commercials are being converted to 5-second commercials that are known as split commercials.
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13
Chapter 12: Evaluation of Media: Magazines and Newspapers
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40756
Sample Questions
Q1) Which of the following is a distinctive advantage offered by magazine ads?
A)low lead time
B)greater frequency
C)higher reach
D)long life span
E)low costs
Q2) Which of the following is a characteristic of magazine ads?
A)They create lower customer receptivity.
B)They do not offer permanence.
C)They offer a potential for gaining prestige.
D)They offer poor reproduction quality.
E)They generally cost lower than newspaper ads.
Q3) A magazine ad for Relish Soda featured a pop-up cardboard replica of its soda cans.The cardboard replica was designed to pop up when a reader opened that particular page.This scenario is an illustration of a A)bleed page.
B)gatefold.
C)multisensory ad.
D)printacular.
E)run-of-page ad.
Page 14
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Chapter 13: Support Media
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Advertisements for restaurants, TVs, radio stations, or other products and services placed above the seats and luggage areas in commuter buses are known as A)aerial ads.
B)in-store ads.
C)terminal posters.
D)inside cards.
E)mobile ads.
Q2) The costs of mobile billboards depend on the area and the mobile board company's fees.
A)True
B)False
Q3) An ad in a subway for a local Mexican restaurant is an example of A)a sales promotion.
B)specialty advertising.
C)transit advertising.
D)aerial advertising.
E)free-form advertising.
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Page 15
Chapter 14: Direct Marketing
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) Unlike magazines, in direct-response advertising, ________________ is limited to the surrounding program or editorial content.
A)mood creation
B)profit
C)image
D)telemarketing
E)spiffs
Q2) Which of the following products is likely to be sold using a nonrepetitive person-to-person selling technique?
A)detergents
B)T-shirts
C)dairy products
D)encyclopedias
E)shoes
Q3) Which of the following is a form of direct selling?
A)party plans
B)home shopping
C)out-of-home shopping
D)ambient advertising
E)sales promotions
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Chapter 15: The Internet: Digital and Social Media
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Ronnie is most likely to come across an interstitial while he is waiting for a download link of a software to load.
A)True B)False
Q2) The Internet can be used as an effective medium by marketers for stimulating trial of their products or services.
A)True B)False
Q3) After Jones finished reading an article titled "101 Places To Visit Before You Die" in the travel website Excursion 2.0, he closed the page.Subsequently, he saw an ad on his screen that invited him to subscribe to the print version of 2.0 magazine.This ad is an example of
A)content sponsorship.
B)a pop-up.
C)push technology.
D)functional sponsorship.
E)a pop-under.
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Page 17
Chapter 16: Sales Promotion
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) Which of the following statements is true of slotting allowances?
A)Retailers justify slotting allowances by pointing to the costs associated with taking on a new product.
B)Retailers are not justified in charging slotting allowances since most new products are successful.
C)Large companies with popular brands are the most likely to have to pay slotting allowances.
D)Slotting allowances are illegal and banned by the federal government.
E)The costs slotting allowances add to new product introductions are minimal.
Q2) _____ is generally considered the most effective method for generating trial of a new product.
A)Couponing
B)Sampling
C)Rebating
D)Sweepstakes promotion
E)A contest
Q3) Sampling is generally considered the least effective way to generate trial.
A)True
B)False
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Chapter 17: Public Relations, Publicity, and Corporate Advertising
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40751
Sample Questions
Q1) Companies help _____ by making financial contributions, offering sponsorships, and delivering speeches at functions to create goodwill.
A)suppliers
B)financial groups
C)educators
D)civic organizations
E)the media
Q2) Public relations is usually controlled by a firm or its agent.
A)True
B)False
Q3) Corporate advertising does not promote any one specific product or service.
A)True
B)False
Q4) Public relations is limited to business management.
A)True
B)False
Page 19
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) Which of the following is true of exposure methods?
A)They are specifically designed to evaluate purchase intentions in specific markets.
B)They are synonymous with recognition tests.
C)They are used to evaluate preferences engendered by sponsorship.
D)They are commonly employed by organizations.
E)They are designed to evaluate awareness.
Q2) Promotion Decisions Inc.examined the impact of freestanding inserts (FSIs) and found that FSI coupons generated significant trial by new and lapsed users of the product.
A)True
B)False
Q3) Which of the following is true of test marketing?
A)It is used to test advertising effects in specific target areas.
B)The disadvantage of test marketing of ads is its unrealism.
C)A high degree of control cannot be obtained through test marketing.
D)The effectiveness is measured while the ads are being run.
E)It favors unemotional appeals because respondents are asked to verbalize the message.
Page 20
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Chapter 19: International Advertising and Promotion
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/40749
Sample Questions
Q1) Products such as Swiss watches, Japanese automobiles, and French wine are automatically assumed to be superior to similar products from other countries because
A)of the halo effect.
B)they are perceived as high-quality products owing to their high prices.
C)of the country-of-origin effect.
D)they lend themselves to visual and image advertising.
E)they appeal to a market segment with universally similar tastes, interests, needs, and values.
Q2) Product standardization results in higher production costs.
A)True
B)False
Q3) The communications, transportation, financial, and distribution networks of a country are part of its
A)political/legal environment.
B)cultural environment.
C)economic infrastructure.
D)demographic environment.
E)international interface.
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Page 21
Chapter 20: Regulation of Advertising and Promotion
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) A number of self-regulatory mechanisms have been established by the business community in an effort to control advertising practices, and among them, the largest and best known is the
A)Federal Trade Commission.
B)Federal Communications Commission.
C)Better Business Bureau.
D)World Trade Organization.
E)Chamber of Deputies.
Q2) Self-regulation and control of advertising emanate from individual advertisers and their agencies.
A)True
B)False
Q3) Cease-and-desist orders
A)are used to regulate public service announcements.
B)require an advertiser to run comparative advertisements.
C)are issued by the Federal Trade Commission.
D)are made legally binding by the Robinson-Patman Act.
E)do not impose punishments upon violation.
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Page 22
Chapter 21: Evaluating the Social, Ethical, and Economic
Aspects of Advertising and Promotion
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) A common criticism of inappropriate sexual appeals in advertisements is that they
A)are deceptive in nature.
B)mislead consumers.
C)are conservative and boring.
D)make false claims.
E)demean women.
Q2) _____ are moral principles and values that govern the actions and decisions of an individual or group.
A)Regulations
B)Guidelines
C)Policies
D)Ethics
E)Norms
Q3) Persuasive advertising is criticized for
A)ignoring the psychological needs of consumers.
B)fostering discontent among consumers.
C)encouraging people to focus on intellectual growth.
D)providing too much information in advertisements.
E)ignoring consumers' emotions and anxieties.
Page 23
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Chapter 22: Personal Selling Online
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) Rafael visits an agent from whom he has purchased auto insurance to clarify some queries.Once the agent clarifies his queries, he asks Rafael if he has renters' insurance.After a briefing by the agent, Rafael is convinced that he needs renters' insurance and signs up for it.The agent's act of striking a second deal is an example of
A)missionary selling.
B)cross selling.
C)field-order taking.
D)lead hunting.
E)order giving.
Q2) Management should determine the specific responsibilities of personal selling and the role it will assume relative to the other promotional-mix elements.Which of the following questions would best guide the management in determining these roles?
A)What is the workflow followed in the advertising department?
B)What is the total sales revenue of the industry in which the company operates?
C)How many people work in each department of the organization?
D)What is the market capitalization of the company?
E)What specific information must be exchanged with potential customers?
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Page 24