Advertising Principles and Practices
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Course Introduction
Advertising Principles and Practices provides a comprehensive introduction to the field of advertising, covering foundational theories, strategies, and current industry practices. The course explores the role of advertising within the marketing mix, examines the creative process behind message development, and discusses media planning, budgeting, and campaign evaluation. Students will analyze how advertising influences consumer behavior, the importance of ethics and social responsibility, and the impact of digital technologies on the industry. Through case studies and practical assignments, learners develop the skills needed to design, implement, and assess effective advertising campaigns in diverse markets.
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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Sample Questions
Q1) For Americans,the profession of advertising began when Volney
B.Palmer set up business in Philadelphia in 1841.
B.Palmer set up business in Philadelphia is 1841.
For Americans,the profession of advertising began when Volney
A)True
B)False
Answer: True
Q2) In 2005,Comcast created AZN,a network for Asian Americans.What type of strategy did Comcast use when it found this unique group of consumers who were not being currently reached by a cable station devoted to their specific needs?
A)Positioning
B)De-marketing
C)Product differentiation
D)Market aggregation
E)Market segmentation
Answer: E
Q3) Our economy is based on the concept of perfect competition.
A)True
B)False Answer: False
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Chapter 2: The Economic,Social,and Regulatory Aspects of Advertising
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Sample Questions
Q1) 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
Q2) How has the U.S.Supreme Court intervened in the rights of advertisers under the First Amendment?
A)It has supported the ban against professional advertising.
B)It has established strict control over packaged-goods advertising.
C)It has banned all cigarette advertisements from the broadcast media.
D)It has distinguished between "speech" and "commercial speech" and offered significant protection for truthful commercial speech.
E)It has made social responsibility mandatory for publicly traded firms.
Answer: D
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4
Chapter 3: The Business of Advertising
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Sample Questions
Q1) Flexco manufactures rivets used on heavily loaded conveyor belts which carry ore in underground and surface mining operations.Flexco would most likely hire a(n)_____ agency to create the company's advertising.
A)general consumer
B)intermediary
C)institutional
D)non-commissioned
E)business-to-business
Answer: E
Q2) General consumer agencies:
A)provide advertising for products that are used in the manufacture of consumer products.
B)concentrate on institutional advertising accounts.
C)represent the widest variety of accounts.
D)are not paid on a commission basis.
E)do not operate internationally.
Answer: C
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Page 5
Chapter 4: Segmentation,Targeting,and the Marketing Mix
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Sample Questions
Q1) Harris Teeter is a chain of supermarkets in the Atlanta area.In one of its stores in a predominantly Jewish neighborhood,the store has three rabbis on staff who make sure the foods sold at the store are kosher.Each of the other Harris Teeter stores has distinct characteristics that ally it with the neighborhood in which it is located.The chain is using _____ segmentation.
A)geodemographic
B)psychographic
C)behavioristic
D)geographic
E)psychological
Q2) There are many different brands of candy on the shelves of most supermarkets.The manufacturer of Dale Jr.'s Big Mo candy bars,a sweet treat aimed at NASCAR fans;hope to create _____ so that its customers will perceive why it is a better brand of candy than all the rest on the market.
A)secondary demand
B)selective demand
C)primary demand
D)pioneering demand
E)utility of demand
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Chapter 5: Communication and Consumer Behavior
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Sample
Questions
Q1) Last week,Gopal paid $359.00 for a sewing machine for his wife.He purchased the machine from an Internet retailer and believed he had received a bargain.This week he found the identical sewing machine at Walmart for $169.00.He is likely to experience:
A)selective perception.
B)cognitive dissonance.
C)perceptual dissonance.
D)negative motivation.
E)attitudinal dissatisfaction.
Q2) Habit is the natural extension of learning.
A)True
B)False
Q3) Choosing a spokesperson to reach a target market is easy when advertisers use opinion leaders.
A)True
B)False
Q4) The cognitive theory of learning is also called the stimulus-response theory.
A)True
B)False
Q5) What is culture? How does it differ from a subculture?
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Chapter 14: Out-Of-Home, Direct Mail, and Specialty Advertising
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Sample Questions
Q1) Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the Web sites helped them achieve their goals.Forrester only surveyed a ____,a small portion of the people that represent consumers who shop online.
A)probability universe
B)pretest population
C)target market
D)mini-universe
E)sample
Q2) During _____ an advertising research would measure the target audience's acceptance of different creative ideas at the concept stage.
A)advertising strategy research
B)creative concept research
C)pretesting
D)post-testing
E)positioning research
Q3) What is a focus group? How does it contribute to a research study?
Q4) Define marketing research.
Q5) What three basic research methods are used to collect quantitative data?
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Chapter 7: Marketing,Advertising and IMC Planning
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Sample Questions
Q1) The full-page ad that Xerox ran in Fortune magazine is an example of which type of company/brand-related messages being sent to company stakeholders?
A)Planned
B)Inadvertent
C)Unplanned
D)Product
E)Service
Q2) What are the two general types of marketing objectives?
Q3) Endcap promotion are messages communicated by a product,its packaging,price,or distribution elements.
A)True
B)False
Q4) By definition,marketing plans should be short and specific.
A)True
B)False
Q5) Corporate objectives are stated in terms of profit or return on investment.
A)True
B)False
Q6) What are the four principal elements in a traditional top-down marketing plan?
Page 9
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Chapter 8: Creating ADS: Strategy and Process
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Sample Questions
Q1) Which of the following statements about brainstorming is true?
A)A brainstorming session is often a source of sudden inspiration.
B)Brainstorming uses techniques called linking and laddering.
C)Brainstorming is performed by the Expressive role.
D)Brainstorming is a process in which visual and verbal metaphors are created.
E)All ideas in a brainstorming session are open to criticism.
Q2) In advertising,the decoding of messages is the responsibility of the creative team.
A)True
B)False
Q3) According to creativity consultant Roger von Oech,which role in the creative process is to overcome excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization?
A)The Warrior
B)The Referee
C)The Critic
D)The Detractor
E)The Opponent
Q4) What are the four roles of creativity in advertising?
Q5) The creative strategy has several other names.What are they?
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Chapter 9: Creative Execution: Art and Copy
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Sample Questions
Q1) Printers often refer to paste-ups and mechanicals as camera-ready art.
A)True
B)False
Q2) When designing ads for use in other countries,the art director must be familiar with each country's artistic preferences and peculiarities.
A)True
B)False
Q3) The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."
A)news/information
B)provocative
C)command
D)question
E)benefit
Q4) The ad for Freschetta frozen pizza asks,"What's it like to be rolling in dough?" Which copy technique was the ad's copywriter using?
Q5) Name any four rules of the layout that an artist must follow when creating an ad.
Q6) Print advertising uses many standard subjects for ad visuals.List five of them.
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Chapter 10: Producing ADS
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Sample Questions
Q1) Prior to announcing to consumers that its was recalling 95,000 Polaris All-Terrain Vehicles (ATVs),Polaris Industries conducted an Internet meeting with all of its dealers to explain why the recall was necessary,how it was to be handled,and what help dealers could expect from the manufacturer.This is an illustration of the use of which of the following digital media venues?
A)Private audience venue
B)Personal audience venue
C)Individual audience venue
D)Interactive network
E)Mass audience venue
Q2) _____ is the process of converting a script or storyboard into a finished commercial for use on radio,TV,or digital media.
A)Electronic production
B)Digital mixing for media
C)Multimedia composition
D)Art production
E)Creative design
Q3) What is the primary determinant of the cost of a radio commercial?
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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Sample Questions
Q1) Selecting the most appropriate media mix for a campaign requires understanding the unique characteristics of the various media alternatives and determining which media will most efficiently reach the target audience.
A)True
B)False
Q2) Calculate the cost per thousand (CPM)for "North Georgia Living" magazine if the full-page rate is $750.00 and its circulation is 30,000.
Q3) Horizontal publications are very effective advertising vehicles because they:
A)offer minimal reach.
B)tend to be very well read.
C)have low pass-along readership.
D)cover a specific industry in all of its aspects.
E)deal with a particular job function across a variety of industries.
Q4) Vertical publications cover a specific industry in all of its aspects.
A)True
B)False
Q5) A proof copy is the same as a tear sheet.
A)True
B)False
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Chapter 12: Electronic Media: Television and Radio
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Sample Questions
Q1) The primary advantages of cable TV as an advertising medium are its:
A)rates,availability,and unduplicated audiences.
B)quality,selectivity,and reach.
C)reach,clutter,and selectivity.
D)selectivity,low cost,and flexibility.
E)reach,fragmentation,and quality.
Q2) In order to appeal to women before they start cooking supper,a family-style restaurant that specializes in supper buffets has chosen to advertise during "The Ellen DeGeneres Show",which is broadcast daily at 4:30 p.m.by the Virginia TV station.The restaurant is advertising during _____ time.
A)peripheral
B)late fringe
C)prep rime
D)early fringe
E)prime access
Q3) It is easier to gather reliable information about the audiences for cable TV programs than for broadcast TV programming.
A)True
B)False
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Page 14
Chapter 13: Digital Interactive Media
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101 Flashcards
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Sample Questions
Q1) Internet enables customers and stakeholders to respond to a company's media communications in real time,using the same channel for feedback that the company used for promotion.
A)True
B)False
Q2) Give one advantage and disadvantage of using ad networks for advertising.
Q3) The interactive nature of the Internet makes it difficult to differentiate between content creators and consumers.
A)True
B)False
Q4) ____,on the Internet,break down the geographical barriers and allows people to meet virtually to discuss and share their interests with each other.
A)Search engines
B)Ad networks
C)Interstitials
D)Social media
E)Web browsers
Q5) Traditionally,what kind of communication network provided consumers with their information?
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Chapter 14: Out-Of-Home, Direct Mail, and Specialty Advertising
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100 Flashcards
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Sample Questions
Q1) One of the main reasons to the declining popularity of outdoor advertising is excessive ad clutter.
A)True
B)False
Q2) What are the three basic components of direct-mail advertising?
Q3) The most common form of out-of-home media is transit advertising.
A)True
B)False
Q4) The mobile billboard is a cross between billboards and transit advertising.
A)True B)False
Q5) Transit ads cost less than any other medium.
A)True B)False
Q6) The most common form of direct-mail is the:
A)statement stuffer.
B)brochure.
C)self-mailer.
D)broadside.
E)sales letter.
Page 16
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Page 17
Chapter 15: Media Planning and Buying
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Sample Questions
Q1) The Franklin Review has 30,000 subscribers.A new restaurant in town pays $500 for a half-page ad in the newspaper.What is the cost per thousand (CPM)?
A)$60
B)$16.67
C)$166.67
D)$600
E)Cannot be determined from the information given here
Q2) Why would an advertiser use a mixed-media approach?
A)It is less expensive than a homogeneous media mix.
B)It gives more exposure than a heterogeneous media plan.
C)It is easier to schedule than any other type of media mix.
D)It produces an effect where the sum of the parts is greater than that expected by adding the individual parts.
E)It produces a homogeneous effect,which reflects the segmentation variables of the targeted audience.
Q3) Media objectives translate the advertising strategy into goals that media can accomplish.
A)True
B)False
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Page 18
Chapter 16: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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Sample Questions
Q1) _____ is face-to-face selling away from a fixed retail location.
A)Interactive commerce
B)Direct selling
C)Telemarketing
D)Direct-response marketing
E)Relationship marketing
Q2) What are the two basic strategy decisions faced by all direct marketers?
Q3) While sales promotions play an important part in the marketing mix,they also:
A)typically stimulate repeat purchases.
B)are poor sources of primary research data.
C)are relatively inexpensive when compared to the CPM cost of media vehicles.
D)tend to draw the competition into a price wars.
E)are ineffective if the advertiser sets its budget using the objective-and-task method.
Q4) Why are manufacturers opposed to paying slotting allowances?
Q5) Explain the main function of loyalty programs.
Q6) List three reasons why a marketer might be at a disadvantage if it used personal selling as a marketing communications tool.
Q8) List and describe the two direct selling strategies. 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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Sample Questions
Q1) You are likely to find feature articles in trade journals.
A)True
B)False
Q2) What is the goal of community involvement?
Q3) _____ is the promotional function that focuses on the relationships and communications those individuals and organizations have with other groups.
A)Human resources management
B)Image management
C)Public relations
D)Corporate identity advertising
E)Relationship management
Q4) Which of the following statements about publicity is true?
A)Publicity is always unintentional.
B)Unintentional publicity is an unplanned message.
C)Publicity is free.
D)Publicity is synonymous to public relations.
E)To attract media attention,publicity must be paid.
Q5) Most public relations people engage in press agentry.
A)True
B)False
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