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) Brand equity is the reputation,meaning and value that the brand name or symbol has acquired over time and measures the financial value the brand contributes to the company.
A)True
B)False
Answer: True
Q3) Consumer markets consist of people who buy products and services for personal or household use.
A)True
B)False
Answer: True
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Chapter 5: Defining Audiences for Advertising
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Q1) ________ describes how individuals or groups select,purchase,use or dispose of products,as well as describing the needs that motivate these behaviours.
A)Marketing
B)Consumption
C)Consumer behaviour
D)Psychology
E)Sociology
Q2) ________ are descriptions of the target audience that read like a description of someone you know.They are used in developing media and message decisions.
A)Stories
B)Outlines
C)Profiles
D)None of these
Q3) According to the Pareto Rule,10% of the users buy 80% of the products.
A)True
B)False
Q4) Buyers and users have the same needs.
A)True
B)False
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Chapter 6: Strategic Research in Advertising
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Q1) Information that has been collected and published by someone else is known as ________ research.
A)market
B)consumer
C)primary
D)secondary
E)government
Q2) Mark owns his own advertising agency and is pitching for a new client's account.Discuss two sources of secondary research that might be of use to him as he conducts strategic research.
Q3) Sometimes consumers are asked to record their activities through the use of
A)surveys
B)focus groups
C)diaries
D)monitors
E)purpose-driven games
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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Q1) The location in the consumer's mind,based on what a product offers and how that compares with the competition,is called its:
A)benchmarking
B)positioning
C)targeting
D)segmenting
E)competitive advantage
Q2) Briefly describe the five-stage iterative process of brand assessment.
Q3) Questioning is a characteristic of a good account planner.
A)True
B)False
Q4) An objective must be specific,quantified and ________,which means using a comparable effort to predict a logical goal.
A)positioned
B)differentiated
C)segmented
D)benchmarked
E)predictable
Q5) Describe the outline of a brand communication plan.
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Chapter 8: Print and Out-Of-Home Media
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Q1) What sustainability concern did Fairfax address by announcing that its new operations in Melbourne would attract a five-star energy rating?
A)Visual pollution
B)Energy consumption
C)Fair labour practices
D)Water pollution
E)Rainforest preservation
Q2) Newspapers,magazines,packaging,outdoor and directories are known as ________ media.
A)broadcast
B)narrowcast
C)print
D)directional
E)interactive
Q3) Imagine you have been hired to help with the marketing of a local chain of three motorcycle repair shops that are expanding into a broader region,with locations opening in two more cities.Describe how you could apply the principles of multimedia,using messages in newspapers,magazines,packaging,out-of-home advertising and directories.
Q4) What role do directories play in business-to-business marketing?
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Chapter 9: Broadcast Media
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Q1) Real box-office expenditure on feature films has fallen in the past decade.
A)True
B)False
Q2) Recording television programs without the hassles of videotape,letting users pause,do instant replays and begin watching programs even before the recording has finished,is known as ________.
A)broadband
B)high-definition TV
C)time-shifting
D)interactive television
E)syndication
Q3) Community radio flourishes in Australia because of:
A)Australia's population growth
B)government-imposed limits on commercial licences
C)consumer demand
D)control of content by minority groups
E)all of the above
Q4) The radio day part that goes from 4 p.m.to 7 p.m.is called drive.
A)True
B)False
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Chapter 10: Interactive and Digital Media
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Q1) In Australia,expenditure on online advertising topped ________ in 2013.
A)$1 million
B)$3 million
C)$1 billion
D)$3 billion
E)$3 trillion
Q2) The web is an international marketing and advertising medium,but marketers face consumer access,legal,linguistic,currency and technological barriers.
A)True
B)False
Q3) Online businesses may use offline advertising to address the problem of _______.
A)messages gone in a flash
B)gaining mass awareness
C)providing a way for consumers to respond
D)limited access to mobile devices
E)limited interactivity
Q4) The top website in Australia for 2013 was Google.
A)True
B)False
Q5) Name and define the five types of common internet advertising.
Page 12
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Chapter 11: Media Strategy, planning and Buying
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Q1) The American Association of Advertising Agencies (AAAA)lists no fewer than ________ elements in the authorisation for a media buy.
A)5
B)11
C)21
D)37
E)52
Q2) A ________ strategy can be applicable to products with a short or finite life span,such as movies,books,children's games and toys.
A)seasonal
B)half-year
C)short-fad
D)hype
E)none of these
Q3) List the six functions of a media buyer.
Q4) Describe two basic ways in which advertisers measure the cost-efficiency of media vehicles.
Q5) Identify three kinds of sources of information for media planning,giving examples of the information available from each source.
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Chapter 12: The Creative Side of Advertising Strategy
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Q1) ________ testing attempts to assess the strength of the finished message and predict how well it will perform.
A)Slice-of-life
B)Spokesperson
C)Concept
D)Pre-
Q2) Explain how hard- and soft-sell creative strategies are related to head and heart strategies.
Q3) Focus is a characteristic of an effective creative concept.
A)True
B)False
Q4) Usually the creative brief starts with a statement of the target audience.
A)True
B)False
Q5) What is the difference between concept testing and pretesting of messages?
Q6) When and how would a marketer most likely use a message that informs?
Q7) Mary is a creative consultant who visits agencies or organisations to conduct 'creative aerobic' sessions.Explain what she does and discuss the four-step,idea-generating process that she assists businesses in implementing.
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Chapter 13: Copywriting
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Q1) Television copywriters have two primary tools: visual and audio techniques.
A)True
B)False
Q2) Headlines can be grouped into which two general categories?
A)Call-outs and call to actions
B)How-to and how-not-to
C)Taglines and slogans
D)Direct- and indirect-action
E)Display and body
Q3) An ad without the ________ is just a fancy piece of art.
A)buy
B)sell
C)trade
D)creativity
E)proofreading
Q4) If it's not obvious who the ad is for with the logo missing,it may not be worth the client's investment.
A)True
B)False
Q5) Name and describe the types of direct- and indirect-action headlines.
Page 15
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Chapter 14: Art Direction and Production
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Q1) The purpose of proofs is to check that there have been no problems in transmission.
A)True
B)False
Q2) Colour that aligns exactly with the image in a print ad is said to be in ________.
A)registration
B)alignment
C)specs
D)tolerances
E)allowance
Q3) Areas of the layout that aren't covered by art or type are called blank space.
A)True
B)False
Q4) Designers know that web pages,particularly the first screen,should follow the same layout rules as posters.
A)True
B)False
Q5) What is desktop publishing?
Q6) Name and describe the two major typeface families,their benefits and uses.
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