Advertising Principles and Practice
Final Test Solutions
Course Introduction
Advertising Principles and Practice explores the foundational theories, strategies, and practical applications of advertising within the modern media landscape. The course examines the role of advertising in marketing communications, consumer behavior, and brand management, emphasizing the creative and strategic processes involved in developing effective campaigns. Students learn about market analysis, message creation, media selection, budgeting, and ethical considerations, integrating case studies and real-world examples to illustrate core concepts. This course prepares students to critically analyze advertising efforts and develop their own strategic and creative advertising solutions.
Recommended Textbook
M Advertising 1st Edition by William Arens1
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17 Chapters
1707 Verified Questions
1707 Flashcards
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Page 2
Chapter 1: The Evolution of Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) The term mass media includes print media only.The other mediums are part of the general media.
A)True
B)False
Answer: False
Q2) In 1914,Congress passed the Federal Trade Commission Act to protect the public's health and control drug advertising.
A)True
B)False
Answer: False
Q3) As a social force,advertising has been a major factor in improving the standard of living in the United States.
A)True
B)False
Answer: True
Q4) What is the ultimate goal of the marketing process?
Answer: The ultimate goal of the marketing process is to earn a profit by consummating the exchange of goods or services with those customers who need or want them.
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Page 3
Chapter 2: The Economic,Social,and Regulatory Aspects of Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Intense competition cannot reduce the number of businesses in an industry.
A)True
B)False
Answer: False
Q2) Under current law,the only product claims that are considered deceptive are those that:
A)unjustifiably injures the consumer.
B)contain inadequate information.
C)violate public policy.
D)are factually false and have the potential of misleading reasonable people.
E)produce claims without prior substantiation.
Answer: D
Q3) A(n)_____ is a document that the advertiser accused of deceptive or unfair advertising signs in which it agrees to stop the objectionable advertising.
A)consent decree
B)product substantiation claim
C)cessation order
D)ad sanctioning agreement
E)guilt disclosure
Answer: A
Page 4
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Chapter 3: The Business of Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) In medium- and large-sized advertising agencies,the organization is generally formal and is structured according to the:
A)industry served.
B)group or departmental system.
C)media availability.
D)size of client companies served.
E)geographical location.
Answer: B
Q2) What is the difference between international media and foreign media?
Answer: International media serve several countries,usually without change.Foreign media refers to the local media for each individual country.
Q3) The traffic department coordinates all phases of production and makes sure everything is completed before their deadlines.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Segmentation,Targeting,and the Marketing Mix
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Advertisers can use NAICS codes to obtain lists of companies in particular businesses for direct mailings.
A)True
B)False
Q2) When compared to consumer markets,business markets:
A)contain many more buyers.
B)have more systematic purchasing procedures.
C)can be segmented using psychological variables.
D)have more dispersed markets.
E)cannot be segmented by end users.
Q3) Bose manufactures and markets home theater systems surround sound stereos and audio accessories.The company prices its products higher than most other brands on the market to make its products seem more valuable and of a higher quality.In other words,Bose uses:
A)exclusive distribution.
B)psychographic pricing.
C)psychological pricing.
D)intensive distribution.
E)price branding.
Q4) What is the second step in the market segmentation process? Discuss briefly.
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Chapter 5: Communication and Consumer Behavior
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) According to the human communication process,the baby boomer who read all of the copy in an ad for Lyrica,a prescription for people who feel tingling or burning sensations in their feet and decided to ask his physician if the drug would cure the pain he felt in his feet would be:
A)acting as a source.
B)providing feedback.
C)creating a persona.
D)using integrated marketing communications.
E)creating a new communication channel.
Q2) _____ refers to the whole set of meanings,beliefs,attitudes and ways of doing things that are shared by some homogeneous social group and typically handed down from generation to generation.
A)Culture
B)Psychographics
C)Civilization
D)Social evolution
E)Generational learning
Q3) Distinguish between the FCB grid and the Kim-Lord grid.
Q4) What is the difference between the central route and the peripheral route to persuasion?
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Chapter 14: Out-Of-Home, Direct Mail, and Specialty Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Distinguish between marketing research and advertising research.
Q2) Takasago International Corp.in New Jersey manufactures flavors,fragrances,fine and aroma chemicals used in variety of products.When it has developed a new flavor,it asks consumers to generate collages based on how the taste made them feel and then to generate stories based on their collages.The stories give the company ideas for who to market the new flavor to as well as how to promote it.What kind of a qualitative research technique is Takasago using?
A)Involvement sampling
B)A projective technique
C)An interpretative technique
D)Open-ended research
E)Interrogative sampling
Q3) The two types of formal marketing research are:
A)universal and sampled.
B)selective and pioneering.
C)consumer and business.
D)quantitative and qualitative.
E)primary and secondary.
Q4) What are the three important attributes that make survey questions most effective?
Page 8
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Chapter 7: Marketing,Advertising and IMC Planning
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand,it used several different _____ including creating a launch kit,to its brokers and distributors.The kit contains sell sheets,samples,a media kit and gift items,such as branded memory stick and an ice cream scoop to help "Scoop Up Sales!"
A)marketing objectives
B)creative mechanisms
C)tactics
D)strategic postures
E)organizational positions
Q2) Randall Grahm,the owner of Bonny Doon Vineyards,made a name for his wines by injecting an irreverent sense of humor into everything associated with the winery.One of the _____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks" when his company decided to use screw tops.
A)marketing objective
B)control mechanism
C)action program
D)strategic posture
E)organizational structure
Q3) Briefly describe five of the nine methods for setting an advertising budget.
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Page 9
Chapter 8: Creating ADS: Strategy and Process
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100 Flashcards
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Sample Questions
Q1) The _____ is the document that serves as the creative team's guide for writing and producing the ad.
A)creative strategy
B)storyboard
C)graphic ideation
D)message strategy
E)speculative presentation
Q2) Negatively originated motives provide the foundation for many great ads.
A)True
B)False
Q3) A creative strategy should have a ____,advertising objectives,and the problem the advertising must address.
A)policy statement
B)corporate vision
C)value statement
D)definition of the target audience
E)budget
Q4) Strategy is at the root of all great creative work.
A)True
B)False
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Chapter 9: Creative Execution: Art and Copy
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Sample Questions
Q1) List the three reasons why art directors use layouts.
Q2) In terms of the roles of the advertising artists,the roles played by photographers and illustrators are very different.
A)True
B)False
Q3) The most effective radio commercials should:
A)use familiar sound effects.
B)mention the advertiser's name only once.
C)avoid asking for the order.
D)use more adjectives than verbs.
E)act as if radio is an international medium.
Q4) The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.
A)storyboard editor
B)graphic consultant
C)graphic designer
D)copy editor
E)production artist
Q5) What is the difference between a rough layout and a thumbnail sketch?
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Chapter 10: Producing ADS
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100 Flashcards
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Sample Questions
Q1) A(n)_____ commercial for Charmin toilet paper shows cartoon bears in the woods praising the softness and strength of the toilet paper.
A)slice-of-life
B)animated
C)mnemonic
D)special effects
E)presenter-style
Q2) Last night,Barry used his computer to watch last night's episode of "Prison Break." During the show,he saw ads for other FOX programs and was shown clips which were not included in the original broadcast.This is an example of digital media in a(n):
A)private audience venue.
B)personal audience venue.
C)mass audience venue.
D)interactive network.
E)multimedia network.
Q3) Who would receive a residual fee if a commercial created specifically for the Super Bowl was shown past that contracted time period?
Q4) What are the four colors used in the four-color process or CYMK printing?
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Chapter 11: Print Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) The cost of a classified ad in a newspaper is typically based on:
A)the number of lines the ad occupies.
B)the amount of creativity required for the ad design.
C)desired reach.
D)anticipated response rates.
E)the number of ROPs it requires.
Q2) An ad for a DVD entitled Run for Fun appeared in the middle of a page in an issue of "Runner's World" magazine.An article running warm-ups surrounds the ad.This ad is an example of:
A)trade promotion.
B)a gatefold.
C)a centerpiece.
D)island halves.
E)a floater.
Q3) Magazine advertising may not be for everyone.List six disadvantages of magazine advertising.
Q4) What is the difference between a paid circulation and a controlled circulation magazine?
Q5) List the three dates that affect the purchase of magazine advertising.Define each.
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Chapter 12: Electronic Media: Television and Radio
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100 Flashcards
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Sample Questions
Q1) While television tends to be a passive medium that people simply watch,radio actively involves people.
A)True
B)False
Q2) One of the advantages that cable TV advertising offers to advertisers is ____,which means the ads can run anywhere from a minute to an hour (as in the case of an infomercial).
A)fragmented dayparts
B)flexibility
C)selectivity
D)unduplicated scheduling
E)extended reach
Q3) First-run syndication is also called barter syndication.
A)True
B)False
Q4) Because the public considers TV the most authoritative and influential medium,it is able to offer advertisers a prestigious image.
A)True
B)False
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Chapter 13: Digital Interactive Media
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) The most common form of mobile advertising is banner advertising.
A)True
B)False
Q2) What advantage does a distributed network offer that a centralized network does not? (Be sure to define both terms in your answer.)
Q3) In traditional media,the content consumers were also the content creators.
A)True
B)False
Q4) A(n)_____ is a little billboard that spreads across the top or bottom of the Web page.
A)ad network
B)pop-up
C)interstitial
D)banner
E)button
Q5) Why are Internet advertisers so interested in cookies?
Q6) Give one advantage and disadvantage of using ad networks for advertising.
Q7) What is the simplest definition for viral marketing?
Q8) What are the main characteristics of sponsored links?
Q9) What is the difference between a corporate Web site and a commerce Web site? Page 15
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Page 16
Chapter 14: Out-Of-Home, Direct Mail, and Specialty Advertising
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Standardized outdoor advertising uses scientifically located structures to deliver an advertiser's message to markets around the world.
A)True
B)False
Q2) A(n)_____ list is the house list of other direct-mail advertisers and they can be rented with a wide variety of demographic breakdowns.
A)demographic
B)compiled
C)in-house inquiry
D)outsourced inquiry
E)mail-response
Q3) The 30-sheet poster panel is sometimes referred to as the poster extravaganza.
A)True
B)False
Q4) What is the difference between an advertising specialty and a premium?
Q5) One of the benefits offered by outdoor advertising is control of the ad's physical appearance.
A)True
B)False
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Chapter 15: Media Planning and Buying
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) The Lost television show on ABC,Better Homes and Gardens magazine and billboards beside the interstates are all examples of media vehicles.
A)True
B)False
Q2) Advertising that runs on a(n)_____ schedule runs steadily.The amount of advertising varies little over the campaign period.
A)continuous
B)uninterrupted
C)flighting
D)incessant
E)time-sensitive
Q3) What are the two major components of media objectives?
Q4) Cinema advertising and product placements are examples of non-traditional media.
A)True
B)False
Q5) What is the primary function of media objectives?
Q6) Assume 5,500 people heard a local radio ad for the Dogwood Homecoming Festival three times during a two-week period and another 6,000 heard it once during the same period.Calculate gross impressions for the schedule.
Page 18
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Chapter 16: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Personal selling is one of the most expensive medium of promotion.
A)True
B)False
Q2) What is a premium? Why do marketers offer premiums?
Q3) Personal selling is the most costly way to communicate with prospects because:
A)it is very labor intensive.
B)sales cannot occur without advertising.
C)it has an inflexible methodology.
D)sales quotas force the salesperson to use unethical means to close a sale.
E)it cannot be integrated easily into a company's marketing communications strategy.
Q4) Planners for a trade show booth or exhibit have to be particularly concerned with four major areas.List them.
Q5) The trend toward self-service retailing is increasing the importance of point-of-purchase POP material.
A)True
B)False
Q6) Differentiate between a push and a pull strategy.
Q8) How are forward buying and diverting different? How are they similar? Page 19
Q7) List three factors that make sales promotions a unique communication form.
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Page 20
Chapter 17: IMC: Public Relations, Sponsorship, and Corporate Advertising
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) The primary media used for corporate advertising are trade journals.
A)True
B)False
Q2) According to Johnson & Johnson,what is the best action to take in the event of a disaster like the Tylenol poisonings?
A)Be open and candid
B)Refuse to talk to all media representatives
C)Select one media representative and give that person exclusive rights to the story
D)Use the federal government's public relations experts
E)Don't answer any questions until all the facts about the incident are known
Q3) Ambush marketing occurs when a company's name is on the stadium in which the event sponsored by it is occurring.
A)True
B)False
Q4) You are likely to find feature articles in trade journals.
A)True
B)False
Q5) Who can write a feature article?
Q6) What is the goal of community involvement?
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