Advertising Strategy
Final Exam
Course Introduction
Advertising Strategy explores the principles and practices involved in creating effective advertising campaigns that align with organizational objectives and target audience needs. The course covers key topics such as market analysis, brand positioning, message development, media selection, budgeting, and campaign evaluation. Students learn to integrate research, creativity, and data-driven insights to formulate strategic advertising plans across traditional and digital platforms. Through case studies and project-based learning, participants develop the skills to craft compelling advertising strategies that drive brand awareness, customer engagement, and measurable business results.
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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77 Verified Questions
77 Flashcards
Source URL: https://quizplus.com/quiz/31583
Sample Questions
Q1) All of these terms EXCEPT ________ refer to concepts in integrated marketing communications (IMC)and brand communication (BC).
A)connection planning
B)media neutrality
C)cross-media points
D)multimedia advertising
E)multi-touch-point approach
Answer: C
Q2) 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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77 Verified Questions
77 Flashcards
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Sample Questions
Q1) According to Frank-Martin Belz,a sustainable marketing orientation is one that encompasses all of these principles EXCEPT:
A)ecological
B)viable
C)ethical
D)relationship-based
E)ethnocentric
Answer: E
Q2) Which method of adding value to a product is purely psychological?
A)Branding
B)Reliability
C)Features
D)Availability
E)Durability
Answer: A
Q3) The first step in the marketing process is to write a marketing plan.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Regulation and Ethics of Advertising
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77 Verified Questions
77 Flashcards
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Sample Questions
Q1) ___________ are the 'shoulds' and 'oughts' of behaviour.
A)Missions
B)Ethics
C)Regulations
D)Customs
E)Traditions
Answer: B
Q2) Explain the purpose of the Australian Competition and Consumer Commision.
Answer: The Federal Government established the Australian Competition and Consumer Commission (ACCC)in 1995.The concept of an overall industry competition watchdog emerged out of the 1993 Hilmer Report on a national competition policy for Australia.The ACCC is the primary agency that governs the advertising industry's adherence to the law and is especially concerned with anti-competitive practices and deceptive and misleading conduct.Its main focus,with respect to advertising,is to identify and eliminate ads that deceive or mislead the consumer.
Q3) To say that 'women are bad drivers' is an example of stereotyping.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Brands and the Advertising Contribution
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77 Flashcards
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Sample Questions
Q1) Conviction is the process by which we receive information through our five senses and assign meaning to it.
A)True
B)False
Q2) Lauren is very particular about her coffee in the morning,using bottled water because the tap water in her office smells of chlorine and makes her coffee taste funny.She saw an ad for a coffee maker that had a filter to clear impurities from the water when making coffee.The ad had the headline,'Come on,this is your coffee we're talking about!' When Lauren saw that,she exclaimed,'Yes!' because she could identify with it on a personal level.What component of the affective response best signifies that aspect of self-interest like this ad does?
A)Wants
B)Emotions
C)Liking
D)Resonance
E)Needs
Q3) What tangible and intangible attributes make up a brand?
Q4) What is the major difference between the basic communication model and an interactive communication model?
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Chapter 5: Defining Audiences for Advertising
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77 Verified Questions
77 Flashcards
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Sample Questions
Q1) Products for personal health and natural lifestyles could be appealing to the segments of consumers who are concerned about sustainability and willing and able to act on it.
A)True
B)False
Q2) ________ 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
Q3) Ron is single and not a very good cook,so he eats a lot of pizza.So much so that he orders it sometimes five nights per week from his favourite pizza place,Pizza Hut.Why is Ron an important customer for Pizza Hut?
Q4) Define psychographics,and explain what makes psychographic measures important to advertisers.
Q5) Compare and contrast the terms family and household.
Q6) How do innovator categories help marketers understand consumer behaviour?
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Chapter 6: Strategic Research in Advertising
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Sample Questions
Q1) Emily works as the marketing insights coordinator of a credit union.She conducted a focus group in which 10 consumers discussed their attitudes toward credit unions.Based on this research,she concluded that most people think credit unions don't offer the same range of products and services as banks,and aren't aware of the key benefits of credit unions.Which of the following statements regarding this situation is TRUE?
A)Emily can feel confident that what she learned in this research is representative of the perceptions held by the rest of the consumer population that makes up the target market for credit unions.
B)Emily should really conduct one more focus group interview with a different age group of consumers before she should draw any conclusions.
C)Emily should have only conducted survey research.
D)Focus groups are a type of qualitative research and should not solely be used to draw conclusions.
E)Focus groups are the only type of qualitative research from which conclusions can be drawn.
Q2) You are conducting research and want to make sure that it adheres to the 'scientific method'.Discuss the two basic research criteria you need to be concerned about.
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Page 8
Chapter 7: Advertising Strategy and Planning
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77 Flashcards
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Sample Questions
Q1) Which of the following statements describes a change in the role of planners today?
A)Characteristics such as 'logic' and 'magic' no longer apply.
B)Planning is a more collaborative process with many inputs and answers.
C)Today's planner needs to be a purely strategic thinker.
D)The role of the planner is no longer to inspire creativity because the focus is on business goals.
E)Planning takes place in the realm of advertising solutions.
Q2) Safety for Volvo,Help for NRMA and Unbreakable for Toyota Hilux are all:
A)catch phrases
B)jingles
C)benefit-related positions
D)trademarks
E)advertising strategies
Q3) A product must be differentiated on tangible differences for it to create long-lasting product differentiation.
A)True
B)False
Q4) Explain insight mining and why it is important.
Q5) Define account planning,and describe the account planner's job.
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Chapter 8: Print and Out-Of-Home Media
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77 Flashcards
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Sample Questions
Q1) Which of the following activities best describes 'connection planning'?
A)Deciding how advertisers can use media to connect with consumers
B)Investigating how consumers use media to connect with one another
C)Planning how to create a media-drenched environment
D)Determining how to change consumers' use of media
E)Connecting media plans with channel plans
Q2) MOVE is the acronym used for the recently developed eye-tracking-based measurement system for outdoor advertising.
A)True
B)False
Q3) A spectacular is a billboard that:
A)is extraordinarily eye catching
B)is built across a highway
C)is situated at the Super Bowl
D)exceeds 500 square metres
E)can be seen from 10 kilometres away
F) None of these
Q4) Professional magazines are those that target manufacturers and advertisers.
A)True
B)False
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Chapter 9: Broadcast Media
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77 Flashcards
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Sample Questions
Q1) The great advantage of brand-funded entertainment and product placement is that:
A)consumers like these products more
B)they are novel to consumers
C)they are not noticed
D)none of the above
Q2) Television has the ability to create a brand image and personality in a way that no other medium can.
A)True
B)False
Q3) 37 Movies or cinemas sell time before the film starts for ________ and local and national advertising.
A)prestarts
B)captive showings
C)selective showings
D)trailers
E)movie advertising
Q4) What are the three main reasons why practitioners need to find new ways to advertise brands?
Q5) Describe the difference between internet protocol TV and internet TV.
Q6) Discuss three advantages and three disadvantages of advertising on radio.
Page 11
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Chapter 10: Interactive and Digital Media
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77 Flashcards
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Sample Questions
Q1) ________ are restricted communication systems that connect a company and its employees to key external stakeholders,such as clients,photographers,producers,artists and other suppliers involved in producing an ad.
A)Internets
B)Intranets
C)Extranets
D)Connectnets
E)Technets
Q2) An online retailer would best use offline advertising as a way to _________.
A)present a compelling sales story
B)send spam
C)drive traffic to its website
D)use proximity marketing
E)conduct data mining
Q3) The most popular social media site in 2013 was Facebook.
A)True
B)False
Q4) Identify two advantages and two disadvantages of advertising on the internet.
Q5) Name and define the five types of common internet advertising.
Q6) How does internet advertising fulfil the primary purposes of advertising?
Page 12
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Chapter 11: Media Strategy, planning and Buying
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77 Flashcards
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Sample Questions
Q1) Your aunt asks you about your studies,and you start to tell her about what you're learning in your advertising course.Because you are currently studying media planning and buying,that's mostly what you talk about.However,you're confusing your aunt,so she asks you to tell her the two most important concepts necessary for media planners to effectively do their job.Explain two concepts that are the basis for most media planning and are familiar to everyone who works in advertising.
Q2) An advantage of unbundled media services is that media companies can negotiate better rates for their clients.
A)True
B)False
Q3) According to an audit by Trinity P3,advertising in which of the following media had the highest carbon footprint?
A)Newspapers
B)Magazines
C)Television
D)The internet
E)Billboards
Q4) Your friend is considering advertising on the internet.How do you respond?
Q5) Describe three situations in which an advertiser would seek a make-good.
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Chapter 12: The Creative Side of Advertising Strategy
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Sample Questions
Q1) Which of the following is a creative strategy that drives persuasion?
A)Using an emotional appeal to connect with the consumer
B)Using stopping power to attract attention
C)Using pulling power to generate interest
D)Identifying the product's most important features
E)Including a call to action in the message
Q2) Explain what the creative brief is and the elements that are commonly included in one.
Q3) ________ is what the advertisement says and ________ is how it is said.
A)Execution;creative strategy
B)Message strategy;media strategy
C)Creative strategy;execution
D)Media strategy;message strategy
E)Cognition;affect
Q4) Head and heart creative strategies address the think and feel dimensions of a consumer's decision.
A)True
B)False
Q5) Explain how hard- and soft-sell creative strategies are related to head and heart strategies.
14
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Chapter 13: Copywriting
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Sample Questions
Q1) Copywriters working on a radio commercial use a standard storyboard format to write the copy to certain time blocks-including all the words,dialogue,lyrics,sound effects,instructions and descriptions.
A)True
B)False
Q2) To attract attention and stimulate a response,web copywriters should make extensive use of animations in banner advertising.
A)True
B)False
Q3) Jingle houses are businesses that specialise in writing and producing commercial music,catchy songs about a product that carry the theme and product identification.
A)True
B)False
Q4) Humour,in particular,works well on TV.
A)True
B)False
Q5) Discuss problems advertisers might face when translating copy into another language.How can these problems be addressed?
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Chapter 14: Art Direction and Production
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77 Flashcards
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Sample Questions
Q1) What is the most common point size range used for body copy in newspaper and magazine advertisements?
A)16-18
B)14-16
C)12-14
D)10-12
E)None of the above
Q2) One of the most difficult problems that art directors face is deciding what comes out rather than what goes in an ad.
A)True
B)False
Q3) Print ads with colour tend to get more attention than ads without colour.
A)True
B)False
Q4) Which of the following is NOT a stage in the normal development of a print ad?
A)Storyboards
B)Thumbnails and rough layouts
C)Comprehensive layouts
D)Semi-comps
E)All of the above are stages in the normal development of a print ad.
Page 16
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