Advertising Management Exam Questions
Course Introduction
Advertising Management explores the strategic and operational aspects of planning, executing, and evaluating advertising campaigns within organizations. The course covers fundamental concepts such as market analysis, target audience identification, message development, media selection, budgeting, and campaign effectiveness measurement. Emphasis is placed on both traditional and digital advertising platforms, integrating theory with real-world case studies to develop skills in creative strategy, media planning, and brand communication. Students will gain insights into the dynamic role of advertising in marketing communications and learn to manage advertising processes in a rapidly evolving marketplace.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 8th Edition by
Available Study Resources on Quizplus
22 Chapters
2396 Verified Questions
2396 Flashcards
Source URL: https://quizplus.com/study-set/2049
Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/40789
Sample Questions
Q1) Which of the following statements about publicity and public relations is true?
A)Publicity generally has a broader purpose and objective than public relations.
B)Publicity is the only tool used in a firm's public relations efforts.
C)Publicity is one of the most important communication techniques used in public relations
D)Publicity has more of a long term,on-going purpose than public relations.
E)Publicity and public relations are synonyms for each other.
Answer: C
Q2) Which of the following organizations is most likely to rely heavily on personal selling?
A)marketers of packaged goods products like detergent,cake mixes,and sugar
B)the hotel and restaurant industry
C)governmental regulatory agencies
D)business-to-business marketers of robotic surgical equipment
E)a retailer that sells professional sports uniforms
Answer: D
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Role of Imc in the Marketing Process
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/40788
Sample Questions
Q1) Gatorade sports drink has defined its target market as 18-34 year old males who are active in sports.Which two bases of segmentation is Gatorade employing?
A)benefit and demographic
B)psychographic and geographic
C)demographic and psychographic
D)geographic and benefit
E)benefit and psychographic
Answer: C
Q2) The market segmentation process:
A)divides a market into distinct groups that have heterogeneous needs
B)divides a market into distinct groups that will respond similarly to marketing actions
C)offers one version of the product to all markets
D)identifies markets with unfulfilled needs
E)positions products in the minds of prospects and customers
Answer: B
To view all questions and flashcards with answers, click on the resource link above.
4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing Communication Organizations
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/40787
Sample Questions
Q1) Which of the following describes a limitation associated with the decentralized organizational structure for advertising?
A)Brand managers are often overqualified and want too much input into advertising.
B)Brand mangers are typically highly experienced in advertising and understand exactly what advertising can do for a brand.
C)Brand managers do not devote enough attention to short-term planning and administrative tasks.
D)Brand managers often end up competing for management attention,marketing budgets,and other resources.
E)With their reliance on intuition,brand managers often jeopardize the creative activities of the advertising agency.
Answer: D
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Perspectives on Consumer Behavior
Available Study Resources on Quizplus for this Chatper
114 Verified Questions
114 Flashcards
Source URL: https://quizplus.com/quiz/40786
Sample Questions
Q1) External sources of information used in the consumer decision-making process include:
A)personal experiences
B)public sources
C)commercial sources
D)personal sources
E)all of the above
Q2) In the opening vignette "It's Not Just about Products and Price: Think Sustainability" all of the following EXCEPT ___________ are important to conscious consumers.
A)promoting health and safety benefits
B)manufacturing efficiency
C)promoting Al Gore's book Earth in the Balance
D)supporting fair labor and trade practices
E)being committed to environmentally friendly practices See opening vignette.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 5: The Communication Process
Available Study Resources on Quizplus for this Chatper
132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40785
Sample Questions
Q1) The _____ model involves selective learning,whereby the consumer seeks information that supports the purchase choices made and avoids information that would raise doubts about the decision.
A)standard learning
B)dissonance/attribution
C)low-involvement
D)cognitive response
E)5-Ws
Q2) _____ channel of communication.
A)individualized
B)direct-response
C)nonpersonal
D)semiotic
E)verbal
Q3) _____ is any unplanned distortion or interference in the communication process.
A)Semiotics
B)Selective perception
C)Noise
D)Feedback
E)Blocking
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Source,message,and Channel Factors
Available Study Resources on Quizplus for this Chatper
133 Verified Questions
133 Flashcards
Source URL: https://quizplus.com/quiz/40784
Sample Questions
Q1) Which of the following statements describes a reason why American celebrities such as Brad Pitt,Meg Ryan,and Harrison Ford are used to promote products in Japan:
A)Few Japanese identify with the Western life style.
B)Japanese commercials emphasize substance rather than style and focus on the intellect.
C)Japanese commercials are much longer than ads in other countries so celebrities are needed to hold viewers' attention.
D)Japanese commercials average only 15 seconds,and popular Western celebrities help capture viewers' attention.
E)Western celebrities are not willing to endorse products in Japan.
Q2) Expertise and trustworthiness are very important when focusing on source _____,one of the categories of source attributes.
A)power
B)attractiveness
C)credibility
D)identification
E)image
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/40783
Sample Questions
Q1) Why might a small company with limited resources NOT want to use the DAGMAR approach to setting objectives?
A)DAGMAR does not support the use of communications objectives.
B)DAGMAR requires managers to use more subjectivity in setting objectives than other methods.
C)Small companies are unlikely to want to spend money on marketing research to develop benchmark measures and track advertising effects.
D)Small companies often cannot identify their real target audience.
E)All of the above are reasons why a small company with limited resources may not want to use the DAGMAR approach to setting objectives.
Q2) 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)all of the above
To view all questions and flashcards with answers, click on the resource link above.
9
Chapter 8: Creative Strategy: Planning and Development
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/40782
Sample Questions
Q1) _____ is generate fresh,unique and appropriate ideas that can be used as solutions to communication problems.
A)A unique selling plan (USP)
B)Promotional uniqueness
C)Problem detection
D)Positioning
E)Advertising creativity
Q2) The goal of the Las Vegas Convention and Visitors Authority's ad campaign was to:
A)undercut new gambling destinations in other parts of the country
B)reduce the promiscuous image of Las Vegas
C)position Las Vegas as a full-blown vacation destination
D)increase tax revenue
E)promote Las Vegas as a retirement destination
Q3) Advertising creative personnel tend to:
A)be more concrete and formalized than intuitive when solving a problem
B)have majored in marketing in college
C)rely on intuition more than logic
D)be highly structured and organized individuals
E)be no different from people with business executive backgrounds
To view all questions and flashcards with answers, click on the resource link above.
Page 10
Chapter 9: Creative Strategy: Implementation and Evaluation
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/40781
Sample Questions
Q1) A written version of a television commercial that provides a detailed description of its video and audio content is known as a:
A)layout
B)jingle
C)voice-over
D)script
E)storyboard
Q2) Consumers perceive Maytag appliance as dependable.Consumers have assigned a _____ to the brand.
A)product benefit
B)personality
C)product features
D)unique selling proposition
E)market rank
Q3) Imagery executions are particularly well suited for which type of medium?
A)television
B)newspapers
C)radio
D)magazines
E)direct mail
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Media Planning and Strategy
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/40780
Sample Questions
Q1) The market potential in a given metropolitan area,as compared to the United States as a whole,can be determined by using:
A)the Nielsen Rating Index
B)BAR/LNA
C)Simmons Market Research Bureau (SMRB)
D)Mediamark Research Inc.(MRI)
E)the survey of buying power index
Q2) A media selection problem whereby the coverage of the media vehicle goes beyond the scope of the target audience is known as:
A)rate differentials
B)pass-along audience problems
C)excess frequency
D)waste coverage
E)weighted exposure
To view all questions and flashcards with answers, click on the resource link above.
12
Chapter 11: Evaluation of Broadcast Media
Available Study Resources on Quizplus for this Chatper
146 Verified Questions
146 Flashcards
Source URL: https://quizplus.com/quiz/40779
Sample Questions
Q1) The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S.watched American Idol last week even though only half of the households were actually watching television during this time period.The program rating for the show is approximately:
A)18
B)21
C)29
D)42
E)cannot be determined from the information given
Q2) Which of the following has contributed to the problem of advertising clutter on television?
A)the increased use of 30-second and 15-second commercials
B)the use of zipping and zapping techniques by some advertisers
C)the mandate of the National Association of Broadcasters to increase the amount of time available for commercials
D)decisions by the major networks to decrease the number of minutes they make available for commercials
E)all of the above
To view all questions and flashcards with answers, click on the resource link above.
Page 13
Chapter 12: Evaluation of Print Media
Available Study Resources on Quizplus for this Chatper
145 Verified Questions
145 Flashcards
Source URL: https://quizplus.com/quiz/40778
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)Ink-jet imaging
B)Selective binding
C)Cross media binding
D)Controlled circulation
E)Desk top publishing
Q2) Natural Health,Paintball Sports,and Guns magazine are all examples of:
A)general interest consumer magazines
B)special interest consumer magazines
C)trade publications
D)professional magazines
E)special interest business magazines
Q3) Gatefolds,bleed pages,inserts,and creative space buys are ways of increasing:
A)the cost efficiency of magazines
B)the geographic flexibility of magazines
C)the selectivity of magazines
D)the creativity of magazine ads and their ability to attract readers' attention
E)all of the above
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Support Media
Available Study Resources on Quizplus for this Chatper
83 Verified Questions
83 Flashcards
Source URL: https://quizplus.com/quiz/40777
Sample Questions
Q1) Which of the following is a disadvantage associated with transit advertising?
A)low frequency of exposure
B)high costs
C)copy and creative limitations
D)short exposure times
E)all of the above
Q2) Advertainment,content sponsorship,and ad-supported video on demand are examples of:
A)branded public interest advertising
B)product integration
C)systematic brainwashing
D)alternative outdoor advertising
E)publicity
Q3) Which support medium would probably be most effective for expensive cologne where the target audience for the product is upscale businessmen?
A)billboards
B)product placements
C)advertising specialties
D)in-flight advertising
E)Yellow Pages
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Direct Marketing
Available Study Resources on Quizplus for this Chatper
66 Verified Questions
66 Flashcards
Source URL: https://quizplus.com/quiz/40776
Sample Questions
Q1) _____ is the use of specific information about individual customers and/or prospects to implement more effective and efficient marketing communications.
A)Information mining
B)The preapproach
C)Data warehousing
D)A marketing information system (MIS)
E)Database marketing
Q2) Which effectiveness measure is most commonly employed in direct marketing?
A)cost per order (CPO)
B)cost per thousand (CPM)
C)cost per man-hour (CPMH)
D)cost per new prospect (CPNP)
E)sales per database name (SDN)
Q3) All of the following have contributed to the growth of direct marketing EXCEPT:
A)direct-marketing syndicates
B)rapid development of computers and electronic media
C)increased consumer credit card use
D)the fact many Americans are "money-rich and time-poor"
E)postage rate increases
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: The Internet and Interactive Media
Available Study Resources on Quizplus for this Chatper
76 Verified Questions
76 Flashcards
Source URL: https://quizplus.com/quiz/40775
Sample Questions
Q1) A professional fisherman who has freshly-caught salmon in Oregon that he wants to sell can go to www.GoFish.com and locate and negotiate a sale with a restaurant owner in New Jersey who is interested in serving salmon to restaurant patrons. The connecting of buyers and sellers is one way the Internet can perform which promotional activity?
A) direct marketing
B) personal selling
C) television advertising
D) public relations
E) sales promotions
Q2) Yesterday when Eli checked his e-mail,he had an offer to buy software that would make it easier for him to file his income tax next year.This e-mail offer is an example of how the Internet and _____ can complement each other.
A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)interconnects
To view all questions and flashcards with answers, click on the resource link above. Page 17
Chapter 16: Sales Promotion
Available Study Resources on Quizplus for this Chatper
161 Verified Questions
161 Flashcards
Source URL: https://quizplus.com/quiz/40774
Sample Questions
Q1) Sweepstakes and contests:
A)are primarily used to move consumers into the conviction stage of the hierarchy of effects model
B)can be used to generate excitement and involvement with a popular and timely event
C)contribute minimally to consumer franchise building
D)do not distract from consumer franchise building activities
E)are accurately described by all of the above
Q2) The use of rebates by marketers has increased dramatically partly because:
A)bonus packs are no longer effective in creating customer loyalty
B)situational factors are increasing the likelihood of rebate redemption
C)price-off deals are correlated with rebate redemption
D)consumers prefer rebates over lower prices
E)they know 40 percent of rebates never get redeemed Ethical Perspective 16.1
Q3) Frequency programs:
A)are also called continuity programs
B)have become popular with supermarkets
C)are also called loyalty programs
D)give marketers the opportunity to develop databases
E)are accurately described by all of the above
To view all questions and flashcards with answers, click on the resource link above.
Page 18
Chapter 17: Public Relations,Publicity,and Corporate Advertising
Available Study Resources on Quizplus for this Chatper
83 Verified Questions
83 Flashcards
Source URL: https://quizplus.com/quiz/40773
Sample Questions
Q1) The new role of public relations is one characterized by:
A)less of a communication role
B)less of a marketing orientation
C)a tighter,more tightly defined role
D)a broader,less marketing-oriented role
E)a broader,more marketing-oriented role
Q2) Offering a press release to only one particular medium may be termed:
A)an exclusive
B)an advertorial
C)advocacy advertising
D)lobbying
E)image advertising
Q3) Which of the following is a recommended tool for improving the likelihood that the public relations story will be told?
A)press conferences
B)interviews
C)the Internet
D)exclusives
E)all of the above
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Personal Selling
Available Study Resources on Quizplus for this Chatper
73 Verified Questions
73 Flashcards
Source URL: https://quizplus.com/quiz/40772
Sample Questions
Q1) According to the text, the key ingredient to any sales presentation is the:
A)close
B)two-way feedback
C)objection
D)demonstration
E)preapproach
Q2) In personal selling,the communications sender is able to immediately receive and evaluate feedback from the receiver.This is referred to as _____ communications.
A)synergistic
B)adaptive
C)dyadic
D)indirect
E)consultative
Q3) Relationship marketing requires:
A)mutual trust
B)working toward the same goals
C)sharing information
D)cost-effective link between customer and salesperson
E)all of the above
To view all questions and flashcards with answers, click on the resource link above.
Page 20
Chapter 19: Measuring the Effectiveness of the Promotional Program
Available Study Resources on Quizplus for this Chatper
90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/40771
Sample Questions
Q1) Which of the following is a potential disadvantage associated with DAR tests?
A)the use of a prerecruited sample
B)question formats often cause bias-related error
C)DAR tests may favor unemotional appeals
D)program content may influence recall
E)all of the above
Q2) _____ traces the behaviors of consumers from the television set to the supermarket checkout counter.It can be used to pretest and to posttest advertising effectiveness.
A)Contextual testing
B)The Starch test
C)The Burke follow-up test
D)Single-source tracking
E)Bipolar tracking
Q3) Test measures of an ad's effectiveness are classified as:
A)internal or external
B)physiological and psychological
C)post-testing or pretesting
D)individual or group
E)broadcast or print
21
To view all questions and flashcards with answers, click on the resource link above.
Chapter 20: International Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/40770
Sample Questions
Q1) Because personal selling requires personal contact and communication and is very culture bound,many companies will:
A)hire sales reps from the host country and decentralize management of the sales force
B)hire sales reps from the home country of the company who understand the company and its products very well
C)not use personal selling unless they absolutely have to
D)use a globalized personal sales approach
E)use a highly centralized sales management approach to make sure all sales efforts are complementary
Q2) ,Dutch and German because all three languages are commonly spoken in Belgium.This language difficulty represents a _____ problem for a U.S.company trying to sell its products on the Belgian home shopping channel.
A)demographic
B)economic
C)cultural
D)political
E)infrastructure
To view all questions and flashcards with answers, click on the resource link above.
Page 22
Chapter 21: Regulation of Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/40769
Sample Questions
Q1) Many areas of consumer and trade promotions are regulated by the:
A)Federal Communications Commission
B)Food and Drug Administration
C)Federal Trade Commission
D)U.S.Justice Department
E)Promotional Products Marketing Association
Q2) The FTC program that requires an advertiser who is found guilty of false or misleading advertising claims to run ads to rectify the situation is known as:
A)the fairness doctrine
B)ad substantiation
C)an affirmative disclosure
D)corrective advertising
E)puffery
Q3) The advertising industry's most effective self-regulatory mechanism is the:
A)Association of National Advertisers
B)Federal Trade Commission
C)NAD/NARB
D)Distilled Spirits Council
E)National Association of Broadcasters
To view all questions and flashcards with answers, click on the resource link above.
Page 23
Chapter 22: Evaluating the Social,Ethical,and Economic
Aspects of Advertising and Promotion
Available Study Resources on Quizplus for this Chatper
88 Verified Questions
88 Flashcards
Source URL: https://quizplus.com/quiz/40768
Sample Questions
Q1) Which of the following is an argument against the charge that advertisers control the media?
A)It is in the best self-interest of the media not to be influenced too much by advertisers.
B)Advertisers need the media more than the media needs any individual advertiser.
C)Many media have a broad base of advertiser support and can afford to lose individual advertisers who attempt to exert control over them.
D)To retain public confidence,the media must report the news fairly without showing any bias or attempt to avoid controversial topics.
E)All of the above are arguments against the charge that advertisers control the media.
Q2) Critics of advertising contend:
A)the amount of advertising directed at consumers is excessive
B)advertising exploits consumers
C)advertising has a negative impact on the economic system
D)advertising makes consumers want products they don't really need
E)all of the above are true
To view all questions and flashcards with answers, click on the resource link above.
Page 24