Advertising Principles
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Course Introduction
Advertising Principles introduces students to the foundational concepts and strategies that drive successful advertising campaigns across various media platforms. The course covers key topics such as the role of advertising in the marketing mix, consumer behavior, creative strategy development, media planning, and ethical considerations in advertising. Through the analysis of real-world examples and practical assignments, students gain a comprehensive understanding of how advertising influences target audiences, builds brand awareness, and contributes to organizational goals. By the end of the course, students will be equipped with the essential tools to critically evaluate and create effective advertising messages.
Recommended Textbook
Kleppners Advertising Procedure 18th Edition by Ron Lane
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Page 2
Chapter 1: Background of Todays Advertising
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Q1) Since the beginning of mass advertising in the late 1980s, measuring the return on investment (ROI)of advertising dollars has been relatively easy.
A)True
B)False
Answer: False
Q2) The exchange of goods, with its need to link buyers to sellers, has been a concern for humans since prehistoric times.
A)True
B)False
Answer: True
Q3) The company generally considered the first national marketer was:
A)Ford Motor Co.
B)Quaker Oats.
C)Sears and Roebuck.
D)Eastman Kodak Co.
E)J. C. Penney.
Answer: B
Q4) ________ is considered to be the first national marketer. Answer: Quaker Oats
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Chapter 2: Roles of Advertising
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Q1) Which of the following companies has been identified as adopting a bottom-up, consumer centric model of product development and maintenance?
A)Procter & Gamble
B)Mercedes Benz
C)Volkswagen
D)Kentucky Fried Chicken
E)Haier Group
Answer: A
Q2) Special sales prices, a cents-off coupon, a POP display, or a chance to win a trip to Niagara Falls in a sweepstakes are all examples of ________.
Answer: sales promotion
Q3) Crucial to market channel efficiency is effective advertising.
A)True
B)False
Answer: True
Q4) The value of a particular marketing function is often expressed as ________, that is, how many dollars are produced for every dollar spent.
Answer: return-on-investment (ROI)
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Chapter 3: Brand Planning and the Advertising Spiral
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Q1) Which of the following can cause purchase behaviors to change?
A)changes in consumer's needs
B)changes in life stage
C)changes in income
D)changes in technology
E)All of the above can cause changes in purchase behaviors.
Answer: A
Q2) Products are at their most profitable level in the retentive stage because:
A)developmental costs are back loaded.
B)developmental costs have been amortized.
C)the highest price level can be maintained.
D)sales contacts are still being established.
E)distribution channels compete for the business.
Answer: B
Q3) Pioneering advertising must do more than simply present a product; it must implant a new custom, change habits, develop new usage, or cultivate new standards of living-it must educate.
A)True
B)False
Answer: True
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Chapter 4: Target Marketing
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Q1) Which of the following companies, according to your text, suffered from being so talented at segmenting the market that shortly after it developed its Value Menu, most of its competitors followed suit and diluted their profits?
A)KFC
B)Bama Breeze
C)Taco Bell
D)Arby's
E)McDonald's
Q2) Population is far more than just number of people, especially when we realize that it can indicate significant changes in a country.
A)True
B)False
Q3) Steps in examining an overall market profile include all of the following EXCEPT:
A)determining overall usage of the product type.
B)determining the ad copy approach to reach the prime audience.
C)determining whether the product category is growing, stagnant, or declining.
D)determining our share of the market to that of our competitors.
E)determining the market share trends for the past several years.
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Chapter 5: The Advertising Agency, Media Services, and Other Services
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Q1) Which of the following is an inherent reality that mega-agencies seem to forget when they decide to create an agency to serve a single account?
A)need for even closer financial controls
B)need for top creatives who don't mind working on a single account
C)need for even better management expertise
D)need for even more efficient planning
E)need for even better research data
Q2) OMD Worldwide Media and MindShare are among the leading agencies devoted to planning and buying ________.
Q3) Which of the following is NOT in the list of specialties agencies have acquired through purchase?
A)online communication
B)government and ethics
C)health care
D)interactive
E)mail order
Q4) In a traditional advertising agency, the ________ department is established to keep the work on the account flowing on schedule.
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Q5) List reasons why advertising agencies have spun off their media departments.
Chapter 6: The Advertisers Marketingadvertising Operation
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Q1) Under the marketing services system, all technical marketing services are available to the:
A)promotions manager.
B)product manager.
C)brand manager.
D)product advertising manager.
E)creative manager.
Q2) Among the four approaches to advertising budgeting, the one that bases advertising expenditures on marketing objectives that may differ from yours is:
A)task method.
B)competitive budgeting.
C)payoff plan.
D)percent of profit.
E)objective method.
Q3) Critics indicate that because of its structure, an advertising agency may not be able to implement one-voice marketing.
A)True
B)False
Q4) Describe the impact the digital revolution has had on advertising.
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Chapter 7: Media Strategy
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Q1) Research has shown networks have distinctive brand identities that appeal to specific demographic and buyer categories, but that high brand identification doesn't always translate into short-term viewership.
A)True
B)False
Q2) In the era of interactivity, the need for attention-getting creative techniques and interest-building advertising formats will be:
A)critical to the firm's success.
B)increasing gradually over the next fifteen years.
C)greatly diminished.
D)modified to meet the individual consumer's needs.
E)converted to digitized media.
Q3) The summary phase of a media plan focuses on justification that includes:
A)measuring results against ad goals.
B)measuring budgetary objectives against placements.
C)measuring national demographics against your target audience.
D)measuring the value of a good product demonstration.
E)measuring the significance.
Q4) What is a media plan, and what are its key elements?
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Chapter 8: Using Television
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Q1) Syndication advertising costs vary much less than other types of television programming.
A)True
B)False
Q2) Television serves a variety of purposes for a variety of viewers, but increasingly as:
A)a primary source of entertainment.
B)a source of income based on their placement of advertising.
C)a source of immediate information.
D)a source of out-of- home companionship.
E)a source of security.
Q3) Which of the following pertain to owned-and-operated stations?
A)location in choice, small markets
B)location in a few major markets
C)dual affiliations
D)independence to do something different than what their affiliated cable stations do
E)higher profit percentages than independent stations
Q4) Discuss some of the significant statistics associated with modern television viewing.
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Chapter 9: Using Radio
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Q1) Regarding amplitude modulation (AM), which of the following applies?
A)a method of transmitting electromagnetic signals by varying the height of the wave
B)can be heard at shorter distance, especially at night, than frequency modulated signals
C)quality of signal is superior to frequency modulation
D)quality of signal decreases the further away listeners are from a station
E)a method of changing variations in a sound wave by varying its frequency
Q2) Arbitron is testing the PPM, which:
A)is being used in 20 of the largest radio markets.
B)collects data every other hour, every other day.
C)increases the need for accurate diary loggings.
D)is slightly more intrusive for participants.
E)will be used in an additional 20 of the next largest radio markets.
Q3) Radio ________ is the number of radio waves that pass a given point in a given period.
Q4) If a radio station has a strong signal in a particular territory, listeners receive programs and commercials more clearly.
A)True
B)False
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Chapter 10: Using Newspapers
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Q1) Zoned newspapers help to overcome:
A)the high cost of subscriptions.
B)the problem of insert clutter.
C)lack of excitement from mere black-and-white.
D)lack of features for younger audiences.
E)ROP insert advertising.
Q2) Research indicates that people spend about 11 minutes per month on the top 30 newspaper Web sites.
A)True
B)False
Q3) Compare and contrast the terms full coverage and total market coverage.
Q4) The audience newspapers appeal primarily to is:
A)people with low income.
B)people with medium income.
C)women with higher-than-average income and education.
D)adults with higher-than-average income and education.
E)high school graduates in the trades.
Q5) Describe the role of weeklies in the American newspaper business.
Q6) Readership among key ________ has failed to keep pace with population growth.
Q7) Discuss three trends that pose challenges for newspaper publishers.
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Chapter 11: Using Magazines
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Q1) Which of the following characteristics would make you hesitate to buy advertising in a magazine when you are planning to introduce a new product in a timely fashion?
A)long lead time
B)extended growth of the medium
C)range and number of specialized vehicles available
D)the portability of the magazine
E)poor social image of most magazines
Q2) Discuss some of the techniques agribusiness magazines have employed to compete with the number and diversity of media competing for advertising dollars in the agricultural sector.
Q3) In the United States, above all, the range and number of specialized magazines offer advertisers opportunities to:
A)reach readers with desires for lavish lifestyles.
B)reach readers with limited interests.
C)reach readers with generic demographics.
D)reach readers with narrowly defined targeted audiences.
E)reach readers with concerns about having a portable medium.
Q4) List the major current costs concerns for magazines.
Q5) Discuss what impact the Internet has had on business-to-business advertising.
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Chapter 12: Out-Of-Home Advertising
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Q1) Today, the out-of-home industry does meaningful research in all of the areas below EXCEPT:
A)demographic segmentation information at the zip code level.
B)ownership studies.
C)eye movement studies.
D)basic demographics.
E)audited audience information.
Q2) A study commissioned by the OAAA about communication effectiveness showed overall that:
A)34 percent of subjects noticed outdoor signs.
B)outdoor signs can be effective in building brand recognition.
C)50 percent of people who noticed outdoor signs actually read the copy.
D)increased attention was not affected by the size of boards.
E)retention dropped off 5 percent for every word beyond six on a billboard.
Q3) Outdoor advertising is rarely used as a stand-alone medium in a more general campaign.
A)True
B)False
Q4) List and briefly discuss some of the major changes or trends in the out-of-home Industry.
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Chapter 13: Digital and Direct-Response Advertising
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Q1) Search, referred to as keyword advertising, is expected to help to double digital advertising revenues by 2015.
A)True
B)False
Q2) When NBC began an online-only series, Star Tomorrow, it was trying to:
A)creatively use the Internet and cross-media deals to attract advertisers.
B)reduce production costs for content.
C)transition to a purely digital networking scheme.
D)pre-sell consumers on pilot programs for new broadcast TV series.
E)drum up votes for people they wanted to advance to the next round.
Q3) Because the sheer number of online options can make users impatient, there is a heightened need for companies to:
A)create fewer dot-coms.
B)pay even more attention to branding.
C)link more traditional media more prudently.
D)avoid integration of online with their media mix.
E)phish with Web sites that resemble their competitor's.
Q4) List and describe the advantages of, and most used forms of, direct-response television.
Q5) List and discuss the pros and cons of digital media in the twenty-first century.
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Chapter 14: Sales Promotion
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Q1) Sweepstakes that require consideration are usually illegal.
A)True
B)False
Q2) Displays prepared by manufacturers for where products are sold are part of ________ advertising.
Q3) If, in your promotion strategy, you were concerned most about what competitors' attitudes toward your brand were, you would be looking at:
A)customer attitudes.
B)customer buying attitudes.
C)brand strategy.
D)advertising strategy.
E)trade environment.
Q4) Traditionally, the major marketers of contests and sweepstakes include:
A)liquor companies.
B)dot-com companies.
C)fast-food franchises.
D)magazine publishers.
E)automotive manufacturers.
Q5) Define sampling and discuss some of the growing areas of sampling.
Q6) Discuss some of the major advantages of point-of-purchase advertising.
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Chapter 15: Research in Advertising
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Q1) Describe a focus group, its value to clients in marketing and advertising research, and some criticisms about this research method.
Q2) Segments such as expressive, rock steady, and devoted are part of the system of segmenting consumers known as:
A)VALS.
B)MindBase.
C)FLC.
D)SRI.
E)Spectra.
Q3) Because of mounting competition in the market and on the printed page, you might use the following service to determine whether an ad is being seen.
A)Harris Interactive e-surveys
B)Starch Readership Service
C)Arbitron Reader Survey
D)Photomatics
E)Liveamatics
Q4) Discuss research from the marketing versus advertising perspectives.
Q5) Discuss the role and importance of copy testing in the development of advertisements.
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Chapter 16: Creating the Message
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Q1) Reductive or expansive, what is the key to great marketing, successful advertising?
A)good graphics
B)good typefaces
C)good animation
D)good storytelling
E)good psychographics
Q2) ________ is determined by the positioning of various creative elements in an advertisement; when it's good, it sends the reader's eye over the page to take in all the important elements.
Q3) When Crest White Strips promises you a beautiful smile and offers to refund your purchase if you are not satisfied, it is offering you a warranty.
A)True
B)False
Q4) A brand's story is true to the brand's promise.
A)True
B)False
Q5) List and discuss how creative risk taking is viewed by advertising executives in the twenty-first century.
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Chapter 17: The Total Concept: Words and Visuals
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Q1) Which of the following is NOT, according to Jim Aichison, a source of inspiration for an idea?
A)where or how a product is made
B)lack of awareness about what happens to a product
C)history of the product
D)the packaging
E)gaining new ideas from a product's old advertising
Q2) Sometimes referred to as the basic theme, the ________ is a consumer benefit statement that explains to the prospect what the product will do for them.
Q3) Despite all the strategy employed, most ads are invisible unless they can grab the prospect's attention.
A)True
B)False
Q4) Which of the following is NOT necessary for a well-designed ad?
A)interesting contrast
B)harmonious elements
C)sequence typically in either a Z or S arrangement
D)focusing on a key element
E)an optical center in the middle of the page
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Chapter 18: Print Production
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Q1) As an art director, if you wanted to transform a photograph into a digital file, you would probably use a scanner because it delivers very high-quality results.
A)True
B)False
Q2) Discuss the importance of and uses of color proofing.
Q3) Which of the following is NOT a pattern in line conversion?
A)mezzotint
B)wavy line
C)straight line
D)concentric circles
E)duotone
Q4) Technique in which artwork is photographed twice, the second time from a different angle so that the dots of the second plate fall between those of the first plat.
A)high-resolution scanning
B)line conversion
C)CMYK printing
D)duotone
E)surprint
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Chapter 19: Video and the Commercial
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Q1) Which of the following is NOT a planning tip that can make a spot effective?
A)flash the logo or show the package
B)try to communicate fringe benefits
C)show the brand name to establish identification
D)read the audio aloud to catch tongue twisters
E)make sentences short and uncomplicated
Q2) Which of the following do NOT pertain to online and its terminology, and what advertisers need to know?
A)The concept is far different than what is found on a personal Web site.
B)It is something that creative people need to understand.
C)Its language is different from everyday language.
D)It requires more technical knowledge to use and understand.
E)You need to know how video and text work together.
Q3) A variation on the serial commercial; with this format, two related spots run with a completely unrelated spot between them.
A)vignettes and situations
B)stop motions
C)slice-of-life
D)split and bookend
E)split serials
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Chapter 20: The Radio Commercial
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Q1) A local advertiser can effectively compete with national advertisers on the radio because of the reasonable cost of production.
A)True
B)False
Q2) Historically, ________ have been a popular means of making a slogan or theme line more easily remembered.
Q3) What characteristics does radio have that can help it remain a competitive advertising medium?
Q4) Software has changed audio technology dramatically since the early 1990s, when it was largely associated with which manufacturer's hardware?
A)Macintosh
B)Dell
C)IBM
D)Hewlett-Packard
E)Sony
Q5) There are three basic approaches to how a radio commercial can be delivered. Name and briefly describe them.
Q6) When talent records a commercial, they receive a ________.
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Chapter 21: Trademarks and Packaging
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Q1) For a trademark to be successful, regardless of its form, it must:
A)be avant-garde.
B)offset the manufacturer's product and image.
C)be distinctive and complement the product and image.
D)be inoffensive.
E)be sophisticated looking.
Q2) Even though most large advertisers have each ad checked for legal requirements including trademark protection, an advertising person is responsible for the use of trademarks, logos, and trade names in order to help protect them.
A)True
B)False
Q3) Which of the following were once trademarks but have now become descriptive words used for similar products?
A)Kodachrome
B)A.1. steak sauce
C)nylon
D)Tabasco
E)PC
Q4) What is the USPTO, and what role does it play in trademarks?
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Chapter 22: The Complete Campaign
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Q1) What is one voice, and how might you achieve it in a campaign?
Q2) A series of planned actions is a ________ and it is usually expected to run for an extended period of time-from 17 months to years.
Q3) No longer do agencies and advertisers view their marketing communications as media neutral.
A)True
B)False
Q4) According to your authors, which of the following are reflected in marketing goals?
A)a clear understanding of long- and short-term competitive situations
B)They are often expressed as sales or share-of-market objectives to be accomplished for a given budget and over a specific time.
C)They are derived from the advertising plan.
D)just how much public relations advantage you will gain
E)the persuasive impact of an advertising message
Q5) For an ad to be creative, it must sell.
A)True
B)False
Q6) Explain the role of posttesting in a campaign.
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Chapter 23: International Advertising
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Q1) The Asian-American market is even more difficult to reach through ethnic networks for all of the following reasons EXCEPT:
A)AZN television has a lock on the major markets.
B)the diversity of languages within a relatively small market.
C)the lack of media usage among this ethnic group.
D)the similarity of dialects within a relatively small market.
E)the high income and education levels of that demographic.
Q2) Some ways to avoid cultural missteps in international advertising are to:
A)hire specialists such as cultural anthropologists.
B)use less in-country research and fewer consulting services.
C)exaggerate a country's culture, customs, and buying habits.
D)tie in all local customs with commercialization.
E)link all local holidays with commercialization.
Q3) Describe the evolution of the multinational advertising agency.
Q4) Describe the three trends that make it difficult to market to an ethnically diverse population.
Q5) China allegedly ________ ideas of Western car manufacturers and can produce similar cars at about half the price; yet, there is little objection because of the potential to sell Western cars in China, the world's fastest growing car market.
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Chapter 24: Economic, Social, and Legal Effects of Advertising
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Q1) Which of the following cases could be judged as a victory for commercial speech?
A)Board of Trustees of the State University of New York v. Fox
B)Posadas de Puerto Rico Associates v. Tourism Company of Puerto Rico
C)City of Cincinnati v. Discovery Network
D)Friedman v. Rogers
E)44 Liquormart v. Rhode Island
Q2) The landmark case that allows lawyers to advertise was:
A)Edenfeld v. Fane.
B)Bates v. State Bar of Arizona.
C)Friedman v. Rogers.
D)First National Bank of Boston v. Bellotti.
E)Dewey v. Chetham & Howe.
Q3) The City of Cincinnati v. Discovery Network case has been widely viewed as a victory for proponents of First Amendment protection for commercial speech.
A)True
B)False
Q4) In 1983, when American Express promised to make a donation to the renovation of the Statue of Liberty each time someone used their American Express card, it ushered in the concept of social marketing, or what others call ________ marketing.
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