Advertising Management Exam Solutions
Course Introduction
Advertising Management explores the fundamental principles, strategies, and practical applications involved in planning, executing, and evaluating advertising campaigns. The course covers key topics such as market analysis, target audience identification, media planning and selection, creative strategy development, budgeting, and campaign assessment. Students gain insights into the roles of various stakeholders including advertisers, agencies, and media outlets as well as the impact of digital and traditional platforms on advertising. Through case studies, project work, and industry examples, students develop the critical thinking and managerial skills necessary to design effective advertising strategies that align with organizational objectives and respond to evolving consumer behavior.
Recommended Textbook
Advertising and Promotion
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22 Chapters
2768 Verified Questions
2768 Flashcards
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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) Business-to-business advertising is limited to industrial goods; services such as insurance and finance and banking are not included in this category.
A)True
B)False
Answer: False
Q2) Unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect receives that is beyond the control of the organization.
A)True
B)False
Answer: True
Q3) Most consumers in the millennial generation age cohort are very receptive to traditional advertising.
A)True
B)False
Answer: False
Page 3
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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) The determination of lifestyles is usually based on an analysis of the activities, interests, and opinions (AIOs) of consumers.
A)True
B)False
Answer: True
Q2) _____ relates to the image of a product and/or brand relative to competing products or brands.
A)Segmentation
B)Positioning
C)Neuromarketing
D)Branding
E)Merchandising
Answer: B
Q3) Trade advertising focuses on sales promotion efforts directed toward the ultimate consumer.
A)True
B)False Answer: False
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Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) The layout of a print ad is known as a storyboard.
A)True
B)False
Answer: False
Q2) Superagencies were formed when large advertising organizations disintegrated to form separate, more specialized individual agencies.
A)True
B)False
Answer: False
Q3) Media buying services have found a niche by specializing in the analysis and purchase of advertising time and space.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Perspectives on Consumer Behavior
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Sample Questions
Q1) Marketers encourage _____ by introducing new brands into markets that are already saturated and by using advertising and sales promotion techniques such as free samples, introductory price offers, and coupons.
A)brand switching
B)brand extension
C)brand dilution
D)brand loyalty
E)brand retention
Q2) Which of the following is a possible consequence of postpurchase evaluation?
A)brand extension
B)purchase intention
C)product differentiation
D)cognitive resonance
E)dissatisfaction
Q3) According to classical conditioning theory, there is no preexisting relationship between an unconditioned stimulus and unconditioned response.
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) Jared hears a radio commercial for a weight-loss program that claims significant results in 30 days through the use of hypnosis.Jared thinks to himself, "This sounds promising.I think I should give it a try." This thought would be an example of a(n)
A)positive source derogation.
B)rebuttal.
C)counterargument.
D)support argument.
E)ad executive thought.
Q2) A TV commercial viewed by a person who lives alone is an example of communication through a personal channel.
A)True
B)False
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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Chapter 6: Source, Message, and Channel Factors
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140 Verified Questions
140 Flashcards
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Sample Questions
Q1) The perceived attractiveness of celebrity spokespeople is more important than their perceived expertise or trustworthiness.
A)True
B)False
Q2) According to the persuasion matrix, which of the following is a dependable variable of the communications model?
A)source
B)message
C)comprehension
D)channel
E)type of message appeal
Q3) _____ is the process by which a source perceived by a receiver as having high power can influence the receiver's behavior.
A)Internalization
B)Identification
C)Compliance
D)Retention
E)Scrutiny
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Page 8
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 _____ method of budget determination, advertising is considered an investment, similar to plant and equipment.
A)payout planning
B)objective and task
C)ROI budgeting
D)competitive parity
E)percentage-of-sales
Q2) In the case of the marginal-analysis approach, profits are shown to be a result of
A)advertising expenditure minus sales.
B)sales minus advertising expenditures.
C)gross margin minus advertising expenditures.
D)gross margin minus sales.
E)net worth minus sales.
Q3) DAGMAR is favored by those who argue that the only relevant measure of advertising objectives is sales.
A)True
B)False
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Chapter 8: Creative Strategy: Planning and Development
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) Why are models of the creative process valuable to those working in the creative area of advertising?
A)The models enable the client to see what he or she is paying for.
B)The models provide an organized approach to an advertising problem.
C)The models provide an unstructured approach to an advertising problem.
D)The models are usually developed based on the primacy effect.
E)The models create heuristics needed to determine whether or not an ad will accomplish its goals.
Q2) When Julianna uses books, periodicals, trade publications, research studies, and ads from her client's competitors to assist in the preparation, incubation, and illumination stages, she is using __________________________.
A)general preplanning input
B)copywriting
C)account planning
D)storyboarding
E)production scheduling
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10
Chapter 9: Creative Strategy: Implementation and Evaluation
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) An advertising execution technique that is particularly popular for creating commercials targeted at children is
A)slice of life.
B)demonstration.
C)testimonial.
D)scientific evidence.
E)animation.
Q2) An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as
A)a problem-solution execution.
B)slice-of-death advertising.
C)slice-of-life advertising.
D)a response-stimuli execution.
E)informational advertising.
Q3) Ads for industrial and other business-to-business products generally use straight-sell messages in print ads.
A)True B)False
Page 11
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Chapter 10: Media Planning and Strategy
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132 Verified Questions
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Sample Questions
Q1) The primary objective of _______________ is to time promotional efforts so that they will coincide with the highest potential buying times.
A)scheduling
B)reach
C)frequency
D)mood
E)budgeting
Q2) Which of the following positions in a company is likely to be responsible for determining which target markets should receive the most media emphasis?
A)research manager
B)account executive
C)brand manager
D)media planner
E)market research analyst
Q3) One exposure of an ad to a target group within a purchase cycle has little or no effect in most circumstances.
A)True
B)False
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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) The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.
A)absolute cost
B)reach and frequency
C)inherent drama
D)audience selectivity
E)spectaculars
Q2) 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.
Q3) Advertisers can prevent consumers from zapping commercials by
A)introducing "commercial-free" programming.
B)producing commercials that are meaningful.
C)utilizing 60-second commercials.
D)introducing the concept of zipping.
E)opting for local advertising.
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Page 13
Chapter 12: Evaluation of Media: Magazines and Newspapers
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132 Verified Questions
132 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 publication.
A)Split running
B)Selective binding
C)Cross-media running
D)Controlled circulation
E)Digital jetting
Q2) Which of the following is true of magazine advertising?
A)It offers limited geographic selectivity.
B)It is typically considered to lack permanence.
C)It tends to extend the prestige associated with the magazine to the product.
D)It is generally considered unsuitable for inexpensive consumer products.
E)It is typically used only for B2B marketing.
Q3) The total audience, or readership, of a magazine can be calculated by
A)multiplying the total number of primary readers by the pass-along readers.
B)multiplying the total readership by the average pass-along readership number.
C)subtracting the ancillary readership number from the total readership count.
D)multiplying the readers per copy by the circulation of an average issue.
Page 14
E)subtracting the pass-along readership number from the total readership count.
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Chapter 13: Support Media
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) One of the disadvantages of transit cards is that they can be depressing and intrusive.
A)True
B)False
Q2) Nelson receives a pen and a calendar free of charge from a store where he makes regular purchases.The calendar and the pen could be classified as advertising specialties.
A)True
B)False
Q3) _____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.
A)Aerial advertising
B)Transit advertising
C)In-store advertising
D)Specialty advertising
E)Promotional products marketing
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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) In direct-marketing situations, when it is necessary to screen or qualify potential buyers, it is advisable to use
A)the two-step approach.
B)the one-step approach.
C)direct mail rather than telemarketing.
D)direct-response television.
E)SMRB's data on direct-marketing purchasers.
Q2) Direct marketing in the broadcast industry involves
A)public relations and supplementary promotions.
B)direct-response advertising and support advertising.
C)a one-step direct-marketing approach to sales.
D)add-on marketing.
E)ambient advertising and aerial advertising.
Q3) Unlike traditional marketing, the typical goal of direct marketing is to A)create brand image.
B)generate an immediate behavioral response.
C)utilize telephone communication exclusively.
D)create awareness.
E)convey detailed information.
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Page 16
Chapter 15: The Internet: Digital and Social Media
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Which of the following is true of social media?
A)It is typically not used by firms as a marketing medium.
B)There are numerous ways for consumers to access social media.
C)It can be accessed only using specific Internet protocols.
D)It is a type of content aggregator.
E)It is built on the ideological foundations of Web 1.0.
Q2) The Internet allows companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives.
A)True
B)False
Q3) Which of the following is an Internet-specific measure that is used by companies?
A)recall tests
B)retention tests
C)sales
D)return on investment (ROI)
E)cost per conversion
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Chapter 16: Sales Promotion
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) Got Game, a sports store, ran a promotion campaign in which it offered a box of 15 Pyramid golf balls at the price of 12 balls.This is an example of a A)price-off deal.
B)premium.
C)bonus pack.
D)rebate.
E)trade allowance.
Q2) Dewy, a fruit juice manufacturer, offers its retail accounts a $3.00 per case discount on all purchases of cranberry juice during the month of May.This discount will be deducted straight from the bill.This is an example of A)push money.
B)a slotting allowance.
C)an off-invoice allowance.
D)a display allowance.
E)a fixed trade spending.
Q3) Event sampling is where a package is attached to another item.
A)True B)False
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Page 18
Chapter 17: Public Relations, Publicity, and Corporate Advertising
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) A _____ is a publicity piece produced by publicists so that stations can air it as a news story.
A)video news release
B)celebrity branding
C)spilt-run test
D)news mnemonic
E)dramatization ad
Q2) The new role of public relations is characterized primarily by
A)a less communication-oriented role.
B)a less finance-oriented role.
C)a more sales-oriented role.
D)a less technical role.
E)a more marketing-oriented role.
Q3) Which of the following is true of corporate advertising?
A)It portrays the image that a firm is in trouble.
B)It is typically used to generate greater sales of a particular product.
C)It generates high levels of interest among consumers.
D)It is usually used to promote a service as opposed to a product.
E)It usually brings a significant return on investment.
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) Brine Inc., a manufacturer of salt, places two different ads for Brine salt in alternative copies of the December 2016 issue of Kitchen Queen, a popular food magazine.One ad contains ideas extending the use of salt beyond the kitchen, and the other describes salt as "Flavor Savor." In this scenario, Brine is conducting A)bipolar communications tests.
B)split-run tests.
C)single copy tests.
D)Flesch tests.
E)alpha activity tests.
Q2) Galvanic skin response is also known as
A)electrodermal response.
B)pupillometrics.
C)dermal resolution.
D)beta activity.
E)alpha activity.
Q3) Measuring the effects of advertising helps a firm maximize its investment.
A)True
B)False
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Chapter 19: International Advertising and Promotion
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Which of the following is TRUE of public relations?
A)It is typically considered to be a cheaper alternative to advertising.
B)It is often used to deal with local media and governments.
C)It typically creates a negative perception about the company among consumers.
D)It is also known as publicity.
E)It is synonymous with sales promotions.
Q2) Unlike advertising, which can be conducted on a global basis, sales promotion
A)must refrain from including sales contests in global markets.
B)is unaffected by the rise of global brands.
C)must be adapted to local markets.
D)must adopt consolidation.
E)is restricted to developed countries.
Q3) Which of the following is a political/legal factor that can affect various aspects of a company's international advertising program?
A)education and employment rates of the population
B)a country's financial and distribution networks
C)the use of advertising material prepared outside a country
D)the connotations of signs and symbols used in the company's messages
E)tastes, traditions, and customs of the population
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Page 21
Chapter 20: Regulation of Advertising and Promotion
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Sample Questions
Q1) The _____ is a government regulation that is increasingly being used by companies for filing lawsuits against competitors they believe are making FALSE claims.
A)Federal Trade Commission Act
B)Wheeler-Lea Amendment
C)Lanham Act
D)Robinson-Patman Act
E)Clayton Antitrust Act
Q2) Under the Obama administration, Congress was asked to grant the _________________ increased powers to protect consumers from financial services and products.
A)Federal Communications Commission
B)Food and Drug Administration
C)Federal Trade Commission
D)U.S.Justice Department
E)Promotional Products Marketing Association
Q3) Puffery is as an illegal, deceptive practice.
A)True
B)False
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Page 22
Chapter 21: Evaluating the Social, Ethical, and Economic
Aspects of Advertising and Promotion
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Sample Questions
Q1) American television and print advertising have portrayed men as A)passive.
B)deferent.
C)achieving.
D)lacking intelligence.
E)dependent.
Q2) _____ is a preoccupation with accumulating possessions rather than intellectual or spiritual concerns.
A)Idealism
B)Naturalism
C)Ethnocentrism
D)Materialism
E)Mysticism
Q3) Which of the following statements is true of the relationship between law and ethics?
A)All ethical actions are legal.
B)An action may be within the law and still not be ethical.
C)Legal actions are typically not treated as ethical actions.
D)Ethical actions will not have legal implications.
E)All legal actions are ethical.
Page 23
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Chapter 22: Personal Selling Online
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123 Verified Questions
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Sample Questions
Q1) Which of the following products is most likely to use personal selling as the dominant tool of marketing?
A)pizza
B)pens
C)OTC medications
D)fresh flowers
E)cranes
Q2) Lisa works as a sales manager at Zoroh Inc.She evaluates the members of the sales force based on the number of accounts to which presentations were made and the number of trial offers accepted.Which of the following criteria is Lisa using to evaluate the salespeople?
A)attainment of communications objectives
B)provision of marketing intelligence
C)program implementations
D)follow-up activities
E)provision of promotional intelligence
Q3) Unlike other IMC program elements, personal selling is usually used alone.
A)True
B)False
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