Advertising Principles
Exam Answer Key
Course Introduction
Advertising Principles introduces students to the foundational concepts and strategies that drive effective advertising in todays dynamic media landscape. The course covers the historical development of advertising, its role within the marketing mix, and the psychological and sociological factors influencing consumer behavior. Students will explore topics such as message creation, media selection, campaign planning, and the ethical considerations in advertising practice. Through case studies and practical assignments, learners gain a comprehensive understanding of how to craft persuasive messages, target appropriate audiences, and evaluate advertising effectiveness across traditional and digital platforms.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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19 Chapters
2850 Verified Questions
2850 Flashcards
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Page 2
Chapter 1: The New World of Marketing Communication
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Sample Questions
Q1) ________ advertising focuses on establishing a corporate identity or winning the public over to the organization's point of view.
A)Brand
B)National
C)Public service
D)Institutional
E)Business-to-business
Answer: D
Q2) When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Which basic role of advertising was most likely the focus of the campaign for this new product?
A)providing information
B)providing product identification
C)providing entertainment
D)providing social value
E)providing comparisons
Answer: A
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Page 3
Chapter 2: Integrated Brand Communication
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150 Flashcards
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Sample Questions
Q1) A consumer's ability to gauge the value of a product is referred to as the ________.
A)psychological price
B)price/value proposition
C)exchange rate
D)comparative price
E)value exchange
Answer: B
Q2) Marketers who calculate ROI do not need to use other tools or techniques to evaluate the efficiency and effectiveness of their marketing communications.
A)True
B)False
Answer: False
Q3) The supply chain refers to the various companies that are involved in moving a product from its manufacturer into the hands of its buyer.
A)True
B)False
Answer: False
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Chapter 3: Brand Communication and Society
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Sample Questions
Q1) Which of the following is the landmark corrective advertising case?
A)Valentine v. Chrestensen
B)Warner-Lambert v. FTC
C)44 Liquormart, Inc. v FTC
D)Nike v. FTC
E)Cincinnati v. Discovery Network
Answer: B
Q2) Which of the following CANNOT be copyrighted?
A)an advertisement
B)an idea
C)a package design
D)an illustration
E)a photograph
Answer: B
Q3) A trademark must be registered with the Library of Congress.
A)True
B)False
Answer: False
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Chapter 4: How Brand Communication Works
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Sample Questions
Q1) Some advertising messages are designed to deter rather than encourage behaviors.
A)True
B)False
Q2) The young girls to whom the advertising is targeted represent which element of the basic communication model?
A)source
B)sender
C)encoder
D)channel
E)receiver
Q3) Which of the following is/are NOT drivers of the affective response?
A)wants
B)needs
C)emotions
D)liking
E)resonance
Q4) Describe the AIDA model.
Q5) Preference is measured both as an attitude and by repeat purchases.
A)True
B)False
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Chapter 5: Segmenting and Targeting the Audience
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Sample Questions
Q1) Which approach to segmentation divides the market using such characteristics such as gender, ethnicity, income, and so forth?
A)demographic segmentation
B)geographic segmentation
C)psychographic segmentation
D)benefit segmentation
E)behavioral segmentation
Q2) ________ needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning.
A)Innate
B)Primary
C)Acquired
D)Selective
E)Higher-order
Q3) Describe the three functions of reference groups.
Q4) Explain the role of marketers in the information search step of the consumer decision-making process. Give an example of how the marketer might execute this role.
Q5) Explain how the VALS system categorizes consumers.
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Chapter 6: Strategic Research
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Sample Questions
Q1) Using ________, a researcher might page through a magazine with a respondent and ask whether the respondent remembers seeing a particular ad.
A)pretesting
B)aided recognition
C)unaided recognition
D)media research
E)semiotic analysis
Q2) Government organizations and trade associations are both sources of ________ data.
A)primary
B)secondary
C)ethnographic
D)subscription
E)unregulated
Q3) Sculpting techniques involve physically putting product users in static positions that reflect how they think about or use a brand.
A)True
B)False
Q4) Describe five ways research is used in marketing communication planning.
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Chapter 7: Strategic Planning
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Sample Questions
Q1) The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a ________.
A)communication brief
B)situation analysis
C)business plan
D)marketing plan
E)competitive brief
Q2) For most organizations, strategic planning starts with ________.
A)formulating a business mission statement
B)identifying the target market
C)determining the required return-on-investment
D)conducting an internal and external environment analysis
E)creating the marketing mix
Q3) The situation analysis of a typical advertising or IMC plan includes background research, a SWOT analysis, and key advertising problems to be solved.
A)True
B)False
Q4) Tom was given the task of writing the objectives for an advertising plan. Briefly explain the logic of objectives.
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Chapter 8: Creative Strategy
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Sample Questions
Q1) The first step in the creative process is to read, research, and learn everything you can about the problem.
A)True
B)False
Q2) The technique of creative aerobics is best classified as a ________ process.
A)thought-evaluation
B)thought-starter
C)visualization
D)brainstorming
E)risk-taking
Q3) A particular problem that Big Ideas face is that the message is sometimes so creative that the ad is remembered but not the product. This is known as ________.
A)marketing imperialism
B)the carryover effect
C)overpowering creativity
D)cannibalistic creativity
E)vampire creativity
Q4) Name and describe the six steps in the creative process.
Q5) Explain the function of a key visual.
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Chapter 9: Copywriting
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Sample Questions
Q1) The text of the ad is known as the ________.
A)headline
B)overline
C)body copy
D)subhead
E)tagline
Q2) Compare and contrast display copy and body copy.
Q3) In which print medium can ads be more informative and carry longer copy?
A)newspapers
B)magazines
C)directories
D)posters
E)outdoor advertising
Q4) Commercials shot outside the studio are said to be filmed ________, which means the entire crew and cast are transported somewhere away from the studio.
A)off frame
B)on camera
C)on location
D)off location
E)off camera
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Chapter 10: Visual Communication
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Sample Questions
Q1) The appearance of an ad's printed matter in terms of the style and size of typefaces is known as ________.
A)medium
B)typography
C)layout
D)design
E)classification
Q2) A print advertisement for Bloomingdale's features seven separate photographs of products for a trip to the beach, including sunglasses and a beach bag. The largest image in the ad is a photograph of a famous surfer. The headline for the ad appears above the photographs, and smaller text providing details on the products and the sale appear below the photographs. Which type of layout does this ad use?
A)picture window
B)circus
C)panel
D)nonlinear
E)dominant type
Q3) Compare and contrast the responsibilities of a composer and an arranger working on a broadcast production.
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Page 12
Chapter 11: Media Basics
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Sample Questions
Q1) Most media use intrusiveness to some degree as a way to grab the attention of media consumers.
A)True
B)False
Q2) Newspaper is the ________, and the Wall Street Journal is the ________.
A)vehicle; medium
B)medium; vehicle
C)medium; execution
D)execution; medium
E)reach; impression
Q3) Why is word of mouth such a powerful force in marketing communication?
Q4) Most media plans focus on reach objectives rather than frequency objectives.
A)True
B)False
Q5) Who implements the media plan?
A)media buyers
B)media researchers
C)media planners
D)media reps
E)media brokers
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Chapter 12: Traditional Media
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Sample
Questions
Q1) Rain Forest Car Wash wants to start advertising to increase its business. Rain Forest is looking for an advertising medium that will allow the company to advertise frequently yet still be affordable. Rain Forest also wants the capability to change messages to reflect current conditions that affect a car's appearance, such as the high level of pollen that settles on cars from one day to the next. Based on this information, which advertising medium would you recommend for this business?
A)transit
B)magazines
C)television
D)radio
E)outdoor billboards
Q2) ________ can deliver the same radio stations, regardless of where the listener is in the continental United States.
A)Satellite radio
B)Cable radio
C)Low-power FM (LPFM)
D)AM/FM radio
E)Public radio
Q3) Explain how directory advertising is different from brand-image advertising.
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Page 14
Chapter 13: Digital Media
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Sample Questions
Q1) Little electronic bugs that can be placed on your computer by a Web server to track your movements online are known as ________.
A)blogs
B)instant messengers
C)cookies
D)viruses
E)micro-sites
Q2) The online marketer eBay is an example of a "clicks and bricks" store.
A)True
B)False
Q3) ________ is a growing practice on the Internet through which individuals who have goods and services to sell are linked with people interested in buying those products.
A)Person-to-person commerce
B)Brick-and-mortar business
C)Business-to-person marketing
D)Business-to-person commerce
E)Niche marketing
Q4) Discuss the advantages and disadvantages of Internet advertising.
Q5) How can a company increase the click-through response to its banner ads?
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Chapter 14: Media Planning and Buying
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Sample Questions
Q1) Media companies that have brought the planning and buying functions back together offer ________.
A)value-added services
B)consolidated services
C)make goods
D)bundled media services
E)lead-in services
Q2) Which of the following is NOT a function of a media buyer?
A)provide information to media planners
B)evaluate media choice after campaign
C)negotiate cost and make the media buy
D)handle all billing and payment
E)design and promote advertising campaigns
Q3) When considering scheduling strategies, the most important questions are when to advertise, how long, and how often (timing, duration, and continuity).
A)True
B)False
Q4) List the six functions of a media buyer.
Q5) Compare and contrast continuous, pulsing, and flighting strategies.
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Chapter 15: Public Relations
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Sample Questions
Q1) Kimberly has planned and developed a public relations campaign for her client. Explain how she might assess the effectiveness of this campaign.
Q2) Point-of-view messages are called ________.
A)corporate identity advertising
B)advocacy advertising
C)image advertising
D)house advertising
E)cause marketing
Q3) The process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers is called ________.
A)marketing public relations (MPR)
B)consumer public relations (CPR)
C)efficient consumer response (ECR)
D)public affairs
E)issue management
Q4) How might a business use brand ambassadors as part of a public relations plan?
Q5) Angela is starting the planning phase of a public relations campaign for a client. Explain where she should start.
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Chapter 16: Direct-Response
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Sample Questions
Q1) A ________ is a multipage direct-mail publication that shows a variety of merchandise.
A)letter
B)brochure
C)broadsheet
D)self-mailer
E)catalog
Q2) P&G has developed and purchased huge databases and has more than 30 million consumers in its current database. P&G routinely mines the information in the database to uncover potential buyers whose characteristics match those of their current customers for a given product and brand. What technique is P&G using?
A)skimming
B)searching
C)prospecting
D)relationship marketing
E)converting
Q3) Explain which type of direct-mail list is the most important to Proactive.
Q4) Advertising agencies do not play a role in direct-response marketing.
A)True
B)False
Page 18
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Chapter 17: Promotions
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Sample Questions
Q1) Advertising is often more effective than sales promotion for increasing sales of a parity product when the products in the category are largely undifferentiated.
A)True
B)False
Q2) A beer manufacturer offered grocery stores an elaborate display to position near store entrances. The display included a picnic table, a gas barbeque, coolers to hold beer, and several lounge chairs. Larger stores even had a jet ski included in the display. For their efforts, the manager of each participating store could keep the items in the display. What type of incentive is this?
A)dealer loader
B)bonus
C)buying allowance
D)retailer kit
E)cooperative allowance
Q3) In comparison to sales promotion, advertising is usually viewed as a longer term investment.
A)True
B)False
Q4) Name and describe the four partnership programs discussed in your text.
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Chapter 18: The Imc Umbrella
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Sample Questions
Q1) The stages of international market development include standardization, localization, and a combination of the two.
A)True
B)False
Q2) Lolly, Lolly, Lollypop is a candy manufacturer building its brand nationally. In addition to advertising, the company is careful about what it says, how the company performs, and what the response is from consumers. All of this is to promote one consistent message through many different aspects, also known as brand message ________.
A)synergy
B)adaptation
C)reorganization
D)promotion
E)cooperation
Q3) Cause marketing means adopting a good cause and helping in its fund-raising and other community-oriented efforts.
A)True
B)False
Q4) Name six retail advertising objectives.
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Page 20
Chapter 19: Evaluation of Effectiveness
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Sample Questions
Q1) A common objective of business-to-business advertising is called conversion, which refers to the number of leads that turn into customers who make a purchase.
A)True
B)False
Q2) A favorable or unfavorable disposition toward a person, thing, idea, or situation is known as a(n)________.
A)viewpoint
B)behavior
C)cognition
D)attitude
E)intention
Q3) Studies that periodically measure top-of-mind brand awareness are called
A)diagnostic tests
B)concept tests
C)tracking studies
D)test market studies
E)inquiry tests
Q4) Discuss the use of scanners and scanner research.
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