Advertising Management Test Questions
Course Introduction
Advertising Management explores the strategic and operational aspects of planning, executing, and evaluating advertising campaigns in various media platforms. The course delves into the principles of effective messaging, target audience analysis, budget allocation, media selection, and campaign evaluation, while considering ethical and legal frameworks. Students will examine real-world case studies and trends in digital and traditional advertising, gaining practical knowledge to craft compelling ads and manage relationships with creative agencies and stakeholders, ultimately developing skills essential for effective decision-making in the dynamic advertising industry.
Recommended Textbook
M Advertising 3rd Edition by William Arens
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Page 2
Chapter 1: Out-Of-Home, Direct-Mail, and Promotional Products
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Sample Questions
Q1) The term integrated marketing communications means
A) developing a long-term marketing strategy.
B) communicating marketing information to a target audience.
C) linking the sales and communication departments in a firm.
D) training a sales force to use proper marketing skills.
E) coordinating a firm's brand messages from a variety of sources.
Answer: E
Q2) To differentiate its candy from that produced by other candy manufacturers,the manufacturer of Green & Black brand confections advertises that it is the only company to make its chocolate organically.This commitment to market only organic chocolate is an example of a(n)
A) perceptual value.
B) unique selling proposition.
C) economic differential.
D) economic advantage.
E) differential value.
Answer: B
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Chapter 2: The Environment of Advertising
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Sample Questions
Q1) Distinguish between deceptive advertising and unfair advertising.
Answer: The FTC defines deceptive advertising as any ad that contains a misrepresentation,omission,or other practice that can mislead a significant number of reasonable consumers to their detriment.Unfair advertising occurs when a consumer is "unjustifiably injured" or there is a "violation of public policy" (such as other government statutes).
Q2) The Better Business Bureau operates primarily at the national level and is funded by the dues of media groups.
A)True
B)False
Answer: False
Q3) The U.S.Supreme Court has ruled that "commercial speech" is not entitled to any First Amendment protections.
A)True
B)False
Answer: False
Q4) What is consumerism?
Answer: The consumer movement gave rise to consumerism,which is social action to dramatize the rights of the buying public.
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Chapter 3: The Business of Advertising
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Sample Questions
Q1) What is probably the greatest disadvantage associated with in-house ad agencies?
A) loss of revenues
B) adherence to the organizational mission
C) reluctant acknowledgement by the mass media
D) loss of objectivity
E) staff-line relationships
Answer: D
Q2) What are the disadvantages of establishing an in-house ad agency?
Answer: While an in-house agency offers greater flexibility,it is often at the expense of creativity.Outside agencies typically offer greater experience,versatility,and a larger talent pool.In-house agencies often find it very difficult to attract and keep the best creative talent.There is also a loss of objectivity that an independent agency normally brings to the client.
Q3) What are the two key purposes of cooperative (co-op)advertising?
Answer: Cooperative (co-op)advertising has two key purposes: to build the manufacturer's brand image and to help distributors,dealers,or retailers increase sales.
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Chapter 4: Targeting and the Marketing Mix
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Sample Questions
Q1) Market segmentation is a two-step strategic process,and the first step is to A) conduct advertising research that determines consumers' reactions to various ad campaigns.
B) identify groups of people with certain shared characteristics within the broad product market.
C) locate as many market niches as possible that will be profitable for the firm.
D) develop place, time, service, and possession utility.
E) determine which personal influences will have the appropriate effect on consumers.
Q2) Advertisers use NAICS codes to obtain lists of companies for direct mailings.
A)True
B)False
Q3) What are the stages in a product life cycle? Discuss each stage in brief.
Q4) List the four most important variables used in behavioristic segmentation.
Q5) Exclusive distribution is a strategy commonly used in the high fashion apparel industry.
A)True
B)False
Q6) Distinguish between primary demand and selective demand.
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Chapter 5: Communication and Consumer Behavior
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Q1) _____ refer to the basic,often instinctive,human forces that motivate us to do something.
A) Needs
B) Wants
C) Ideals
D) Habits
E) Attitudes
Q2) The number of Hispanics in the United States is growing rapidly.In Mexico,a prescription is not needed to get medication,so the idea of bringing prescriptions to the pharmacist in order to get the needed medicine is foreign to Mexican immigrants.Developing a method of explaining prescriptions to recent immigrants is a response to _____ differences.
A) social class
B) economic
C) cultural
D) ethical
E) psychographic
Q3) What are transformational motives? List three examples of transformational motives.
Q4) What are physiological screens and how do they affect the advertising process?
Page 7
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Chapter 6: Account Planning and Research
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Sample Questions
Q1) A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.
A)True
B)False
Q2) Effective survey questions have three important attributes.They are
A) completeness, clarity, and measurability.
B) timeliness, directness, and efficiency.
C) clarity, focus, and brevity.
D) specificity, measurability, and timeliness.
E) completeness, timeliness, and specificity.
Q3) Describe what marketing research does.
Q4) What is ethnographic research?
Q5) The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships.
A) stimulus-response
B) results-oriented
C) observation
D) experimental
E) source-based
Q6) What are the roles and responsibilities of account planners?
Page 8
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Chapter 7: Marketing,Advertising,and Imc Planning
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Q1) Transactional marketing involves creating,maintaining,and enhancing long-term relationships with customers and stakeholders rather than making a single sale.
A)True
B)False
Q2) _____ objectives can be categorized as either general need-satisfying objectives or specific sales-target objectives.
A) Environmental
B) Functional
C) Corporate
D) Marketing
E) Entrepreneurial
Q3) Why would a company set need-satisfying objectives?
A) to modify the hierarchical structure from transformational to transactional
B) to shift the organization's focus from production to the target market
C) to take advantage of a consumer-oriented economic trend
D) to provide equity to every stakeholder of the firm
E) to stir demand in a static environment
Q4) Distinguish between corporate objectives and marketing objectives.
Q5) What is a SWOT analysis and what does it examine?
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Chapter 8: Creating Ads: Strategy and Process
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Q1) According to creativity consultant Roger von Oech,which role in the creative process strives to evaluate the results of experimentation and decide which approach is most practical?
A) Warrior
B) Evaluator
C) Judge
D) Explorer
E) Artist
Q2) Creatives serving in the role of _____ will most likely benefit from brainstorming.
A) Intuitives
B) Creators
C) Mediators
D) Explorers
E) Collaborators
Q3) The creative strategy addresses the most important issues to be considered in the development of an ad or campaign.
A)True
B)False
Q4) Describe a fact-based thinker.
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Chapter 9: Creative Execution: Art and Copy
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Q1) Campbell's Soup uses the slogan or _____,"M'm! M'm! Good!".
A) tagline
B) logo
C) trademark
D) masthead
E) signature cut
Q2) The storyboard is an approximation of the final commercial that helps the creative visualize the sequence of action.
A)True
B)False
Q3) The primary purpose of a banner ad is to
A) facilitate the use of a firm's Facebook page by offering free product samples.
B) bring Internet users to a website other than the one they intended to visit.
C) ensure that website users are engaged with a firm's product or brand.
D) encourage Internet users to share entertaining messages with others.
E) achieve synergy by ensuring that artwork and headlines work together.
Q4) Name any four rules of the layout that an artist must follow when creating an ad.
Q5) What are the characteristics and benefits of a well-designed company website?
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Chapter 10: Print Advertising
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Q1) The standard advertising unit (SAU)system standardized the newspaper column width,page sizes,and ad sizes.
A)True
B)False
Q2) In single-newspaper cities,reader demographics usually reflect a cross section of the general population.
A)True
B)False
Q3) In terms of advertising volume,newspapers are the largest medium.
A)True
B)False
Q4) A tire manufacturer wants to ensure their ad appears in the sports section.To make sure they receive this spot,the company will need to pay a _____ rate.
A) power location
B) choice ad site
C) dominant-position
D) prime-position
E) preferred-position
Q5) What are some of the disadvantages of magazine advertising?
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Chapter 11: Broadcast,Cable,Digital,and Satellite Media:
Television and Radio
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Q1) TurboTax wanted to appeal to women viewers to get a jump on their taxes.Besides targeting the content of the ad at women,they also aired the ad during The Ellen DeGeneres Show,which is broadcast daily at 4:30 p.m.,or _____ time,a time when women are more likely to be watching.
A) peripheral
B) late fringe
C) prep rime
D) early fringe
E) prime access
Q2) When Red Bull underwrote Felix Baumgartner's televised 24-mile free fall from the cusp of space,the company was engaged in
A) promotional placement.
B) sponsorship.
C) TV aggregation.
D) full-spot participation.
E) narrowcasting.
Q3) What is another name for barter syndication? Describe how it works.
Q4) If an advertiser wanted to promote its brand,what advantage would television offer in achieving this goal?
Page 13
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Chapter 12: Digital Interactive Media
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Q1) Many companies like Nielsen Online,HubSpot,and comScore offer ways to track users and help media planners determine where their target audience is hanging out online in the highest _____,or highest concentration or a type of user for a given site.
A) button
B) banner
C) composition
D) interstitial
E) cookie
Q2) One form of mobile advertising is sponsored SMS.SMS stands for
A) Strict Message Style.
B) Short Message Service.
C) Short Mail System.
D) Stylized Message System.
E) Small Mobile Stickers.
Q3) The more people a portal attracts,the more it can charge for ads on popular pages.
A)True
B)False
Q4) Who were "keyword entrepreneurs"?
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Chapter
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Q1) Transit ads cost more than any other medium.
A)True
B)False
Q2) In Piccadilly Square in London,TDK has a giant,elaborate,animated electronic sign that incorporates movements and flashy graphics to gain attention in a high traffic area.This form of outdoor advertising is an example of a(n)
A) spectacular.
B) standard billboard.
C) ornate panel.
D) fantasy bulletin.
E) extravaganza.
Q3) Bulletin structures
A) are most effective in spots where traffic is heavy and visibility is good.
B) are most effective when letters are in lightface rather than boldface.
C) are smaller than structures with eight-sheet posters.
D) are designed for short-term use only.
E) generally measure 8 by 12 inches.
Q4) Why might an advertiser prefer an junior poster over a 30-sheet poster?
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Q5) What is the difference between purchasing a basic bus and a total bus in transit advertising?
Chapter 14: Media Planning and Buying
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Q1) Which of the following statements about media planning is true?
A) One reason media planning is easier today than it was 20 years ago is the increasing number of media choices.
B) The ability to advertise to larger and larger segments has made the job of media planning easier.
C) The cost of all media is less today than it was 10 years ago.
D) The job of media planning has been made more difficult by changes in the way advertising is bought and sold.
E) The job of media planning has been made more difficult by legislation that prohibits repetitive advertising.
Q2) Six factors are known to increase attention value.List five of these factors.
Q3) Telmar software is most likely used to help media planners
A) calculate the reach and frequency of print ads.
B) negotiate with media vehicles for appropriate rates.
C) monitor the creative development process in ad agencies.
D) determine the potential effectiveness of marketing plans.
E) measure audience responses to public relations activities.
Q4) List at least three trends that have made media selection much more complicated than it used to be.
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Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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Q1) By mailing in .95 and two proofs of purchase from Dannon yogurt,Laura can receive a digital calorie counter.Each counter costs Dannon .75 and is most likely an example of a(n)
A) in-pack premium.
B) self-liquidating premium.
C) coupon premium.
D) on-pack premium.
E) sweepstakes.
Q2) Including a free sample of Advil PM,a new pain reliever designed to aid in sleeping,in the same delivery bag as the Atlanta Journal is an example of A) in-store sampling.
B) premium sampling.
C) polybagging.
D) a tie-in promotion.
E) a spiff.
Q3) Consumer sales promotions are examples of push strategies.
A)True B)False
Q4) Contrast the two strategies for direct sales and give the benefits of each.
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Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Q1) Starbucks,The Body Shop,and Walmart are examples of companies that have conducted brand building primarily through
A) mass media advertising.
B) image management.
C) corporate blogging.
D) social media.
E) publicity.
Q2) How can a sponsoring company measure the results of its relationship building effort?
Q3) The key to effective public relations is running a short campaign that focuses on consumers as buyers.
A)True
B)False
Q4) Public relations practitioners often engage in speechwriting.
A)True
B)False
Q5) Why are video news releases considered controversial?
Q6) What is the function of corporate identity advertising?
Q7) What is the function of marketing public relations (MPR)?
Q8) What is the primary role of public relations? Page 18
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