Course Introduction
Advertising Principles
Textbook Exam Questions
Advertising Principles introduces students to the fundamental concepts, strategies, and practices of advertising in modern media environments. This course covers the history and evolution of advertising, key theoretical frameworks, and the role of advertising within the broader context of marketing and communications. Students will explore elements of persuasive message design, media planning and selection, audience analysis, and ethical considerations. Through case studies, practical projects, and critical analysis, students will gain a foundational understanding of how effective advertising is created, evaluated, and adapted in response to changing consumer behavior and technological developments.
Recommended Textbook
Advertising Principles and Practice 3rd Edition by Sandra Moriarty
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14 Chapters
1078 Verified Questions
1078 Flashcards
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Page 2
Chapter 1: Introduction to Advertising
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Sample Questions
Q1) The term 'prosumer' means that:
A)someone is paid to consume
B)the boundary between producers and consumers would merge
C)the consumer is a business
D)none of the above
Answer: B
Q2) Advertising can be used to transform a product into a distinctive brand.
A)True
B)False
Answer: True
Q3) The type of advertising used by charities,foundations,associations,hospitals,orchestras,museums and religious entities to gain customers,members,volunteers,donations and other forms of program participation is referred to as ________.
A)not-for-profit
B)local
C)direct-response
D)institutional
E)business-to-business
Answer: A
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Chapter 2: Advertisings Role in Marketing
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Q1) The Alchemy brand of disinfectants sell their products to a range of hospitals.This is an example of a(n)________ market.
A)consumer
B)business-to-business (industrial)
C)reseller
D)institutional
E)direct
Answer: D
Q2) Compare and contrast the four main types of markets,and the types of entities that are served by these markets.
Answer: Business markets consist of companies that buy products or services to use themselves or in the making of other products.These may include commodities,components,heavy equipment or services like telecommunications.In consumer markets,purchasers are individuals or households who will consume the products and services for themselves.In institutional markets,purchasers of goods and services include a variety of profit-making and not-for-profit organisations including government agencies,hospitals and universities.Intermediary markets consist of the companies that form the links in the chain between sellers and buyers.Firms in this market may buy finished or unfinished goods for later resale.
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Page 4
Chapter 3: Regulation and Ethics of Advertising
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Sample Questions
Q1) Demand creation becomes a question of ethics when:
A)the products are demanding on resources
B)the people creating the products are demanding
C)the products aren't really needed
D)people's wants are being manipulated unnecessarily
E)both (a)and (b)
F)both (b) and (c)
G)both (c) and (d)
Answer: G
Q2) Describe the six particular areas specified in the Australian Association of National Advertisers Code of Ethics.
Answer: (1)The negative portrayal of people
(2)Violence
(3)Sex,sexuality and nudity
(4)Concern for children
(5)The use of language
(6)Health and safety
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Page 5
Chapter 4: Brands and the Advertising Contribution
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Sample Questions
Q1) When a brand establishes a familiar image and an expectation level based on familiarity,consistency and predictability,this is known as the brand ________.
A)position
B)image
C)promise
D)loyalty
E)personality
Q2) Wants are thought to be influenced by emotion or desire.
A)True
B)False
Q3) ________ is the multitude of messages all competing to get consumers' attention.
A)The medium
B)Feedback
C)Clutter
D)The channel
E)Internal noise
Q4) The brand personality states what the brand is all about,its essence.
A)True
B)False
Q5) Name and describe the components of persuasion and how they work in advertising.
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Chapter 5: Defining Audiences for Advertising
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Q1) Consumer behaviour describes what consumers do (select,purchase,use and dispose of products),rather than the needs motivating those behaviours.
A)True
B)False
Q2) ________ is(are)made up of tangible items,such as art,literature,buildings and music,and intangible concepts,such as knowledge,laws,morals and customs.
A)History
B)Culture
C)Reference groups
D)Consumer behaviour
E)Values
Q3) According to the theory of ________,we tend to compensate or justify the discrepancies between what we actually received and what we thought we would receive.
A)selective satisfaction
B)cognitive dissonance
C)adaptation
D)habituation
E)attribution
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Chapter 6: Strategic Research in Advertising
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Sample Questions
Q1) Compare and contrast quantitative and qualitative research,and discuss uses of each.
Q2) When the Advertising Research Foundation (ARF)compared copy-testing methods for their ability to predict sales impact,________ testing won.
A)awareness
B)recall
C)communication
D)persuasion
E)likeability
Q3) Which of the following questions would be most effective for measuring consumer cognitions related to an advertising message?
A)In category X,why do you buy this brand?
B)How important is this claim to you?
C)After you saw the ad,what thoughts came to mind?
D)If this brand disappeared,how would you feel?
E)Does this ad make you want to buy the brand again?
Q4) For marketers,getting information is more of a problem than making sense of it.
A)True
B)False
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Chapter 7: Advertising Strategy and Planning
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Sample Questions
Q1) Planning contributed to the success of the 'Earth Hour' campaign by identifying a large and high-impact action the target audience should take.
A)True
B)False
Q2) ________ can help to uncover the dominant motivation of the audience towards a particular product and identify an advertising strategy that speaks to it most effectively.
A)Trio of needs
B)Maslow's hierarchy of needs
C)Fishbein's Motivation Model
D)The FCB Grid
E)All of the above
Q3) ________ is the process of determining objectives,deciding upon strategies,and identifying the resources required for implementation.
A)Marketing planning
B)Marketing research
C)Strategic research
D)Strategic planning
E)Advertising planning
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Chapter 8: Print and Out-Of-Home Media
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Sample Questions
Q1) Carla works in a media agency.She receives a brief from one or her clients,Bunnings,the national hardware chain,to help with attracting new customers to their stores in the period leading up to the summer holidays when men have more time to work on home projects.Bunnings has a new print advertisement suitable for placement in newspapers and magazines.What are the five main steps Carla will need to work through to deliver the appropriate media placement?
Q2) What is the last advertisement the consumer is likely to see before making the decision to buy?
A)In-store media
B)Packaging
C)Shelf-talkers
D)Coupons
E)Brand name
Q3) Laurie was with her toddler in the hair-care aisle of Woolworths.Her daughter saw a bottle of shampoo that had a Winnie the Pooh head on the top and begged for it because she wanted to 'Pway wiff Pooh!' Laurie purchased it for her daughter even though it cost almost three times as much as a similar shampoo that wasn't in a cute bottle.Why do you think Laurie did this?
Q4) Describe the three main types of newspaper advertising.
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Chapter 9: Broadcast Media
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Q1) Another recent change in relation to radio is ________ radio,which has the potential to provide services by satellite to remote and regional areas,improving reception particularly for car and portable radios.
A)digital
B)BM
C)Foxtel
D)analogue
E)radioactive
Q2) The only small independent television station left in Australia is:
A)SBS
B)Imparja
C)ABC
D)Foxtel
E)Arena
Q3) What are the advantages of advertising with movie trailers?
Q4) Haley and Lauren are starting a new business and planning their advertising strategy.They met with the local television station,who shared audience data to help them determine whether they should advertise on television.However,they were unfamiliar with the terms 'reach' and 'share of audience'.Explain these two concepts.
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Chapter 10: Interactive and Digital Media
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Q1) Which of the following statements is true of internet use by consumers today?
A)It mostly attracts men aged 25 to 54.
B)It mostly involves use by women aged 25 to 54.
C)Men spend only marginally more time online than women.
D)Women of all ages are more likely than men to be online.
E)Internet use by Australian shoppers is trending downward.
Q2) Which of the following is NOT an example of interactive communication related to a brand?
A)Consumers contributing to a product's campaign
B)An advertiser creating a conversation
C)Modifying the advertiser's activities to allow for co-creation
D)Consumers building brand-related communities
E)Advertisers and consumers co-creating meaning
Q3) What do companies post on their websites detailing how or whether the site is collecting data on its visitors and how that data are used?
A)Privacy policy
B)Cookies
C)Disclaimers
D)Blogs
E)Message boards
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Chapter 11: Media Strategy, planning and Buying
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Sample Questions
Q1) A key factor in the metamorphosis of the media-planning field is the fragmentation of mainstream media.
A)True
B)False
Q2) Cost per ________ is a method of comparing media vehicles by relating the cost of the message to the audience rating.
A)thousand (CPM)
B)impact (CPI)
C)exposure (CPE)
D)head (CPH)
E)TARP (CPT)
Q3) Which concept measures the percentage of total advertising spending by one brand in a product category relative to the competition?
A)Share of market
B)Share of voice
C)Share of media
D)Share of spending
E)Share of category
Q4) Your friend is considering advertising on the internet.How do you respond?
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Chapter 12: The Creative Side of Advertising Strategy
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Q1) Effective advertising is a product of both science and art.
A)True
B)False
Q2) When advertisers are trying to generate creative ideas,where might they look and what practices should they avoid?
Q3) The creative strategy and key execution details are spelt out in a document called a(n)________.
A)creative brief
B)positioning statement
C)execution plan
D)media plan
E)message plan
Q4) Which of the following is a key characteristic of creative people who do well in advertising?
A)Problem solver
B)Able to visualise
C)Open to new experiences
D)Conceptual thinker
E)All of the above
Q5) When and how would a marketer most likely use a message that informs?
Page 14
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Chapter 13: Copywriting
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Sample Questions
Q1) Compare and contrast copywriting for radio and copywriting for television.
Q2) A type of formula writing that is full of clichés,superlatives,stock phrases and vague generalities is known as ________.
A)corporate speak
B)display copy
C)key copy
D)adese
E)your-name-here copy
Q3) Which of the following is a type of direct-action headline?
A)Empathy
B)Puzzles
C)Associations
D)Questions
E)None of the above
Q4) Which of the following is a characteristic of television copy?
A)Action
B)Demonstration
C)Storytelling
D)Emotion
E)All of the above
Page 15
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Chapter 14: Art Direction and Production
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Sample Questions
Q1) The ________ of type refers to how easy it is to perceive the letters.
A)legibility
B)point
C)pica
D)justification
E)typography
Q2) Imagining what the finished ad might look like is called ________.
A)visualisation
B)artistic impression
C)mental imagery
D)stop action
E)surrealism
Q3) White letters written on a dark background is known as ornamental type.
A)True
B)False
Q4) The Outdoor Media Association (OMA)recommends several tips for art directors.Discuss five of them.
Q5) What are the responsibilities of an art director in advertising?
Q6) There are four steps in the production of a television commercial.Name all four and discuss some of the activities associated with them.
Page 16
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