Advertising Test Bank
Course Introduction
Advertising is a dynamic course that explores the principles, strategies, and processes involved in creating effective promotional messages for products, services, or brands. Students will learn about the role of advertising in marketing, the psychological and cultural factors that influence consumer behavior, and the integration of traditional and digital media platforms. The course covers key topics such as campaign planning, copywriting, visual design, media selection, and the measurement of advertising effectiveness. Through practical assignments and case studies, students will develop skills to design, implement, and analyze impactful advertising campaigns, while considering ethical and legal aspects of the industry.
Recommended Textbook
Advertising and Promotion
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22 Chapters
2768 Verified Questions
2768 Flashcards
Source URL: https://quizplus.com/study-set/2048
Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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134 Verified Questions
134 Flashcards
Source URL: https://quizplus.com/quiz/40767
Sample Questions
Q1) Typically, a marketing plan usually includes
A)a corporate mission statement.
B)individual job specifications.
C)a media schedule.
D)a detailed situation analysis.
E)articles of incorporation.
Answer: D
Q2) Which promotional mix element would best suit a firm that wants to reach a large consumer audience while keeping the cost per contact low and creating a symbolic image or appeal for a new brand?
A)advertising
B)personal selling
C)sampling
D)couponing
E)door-to-door selling
Answer: A
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Chapter 2: The Role of IMC in the Marketing Process
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131 Verified Questions
131 Flashcards
Source URL: https://quizplus.com/quiz/40766
Sample Questions
Q1) Jolly Green Giant, the Keebler elves, and Mr.Peanut are all examples of positioning by A)price/quality.
B)use or application.
C)product class.
D)distribution intensity.
E)cultural symbols.
Answer: E
Q2) Premium Sports Apparels came up with an ad for shorts that are specially designed for athletes.The ad, which was featured in a sports magazine, shows how these shorts do not shrink over time and are made of a light fabric that helps keep the wearer dry and cool.With respect to positioning strategies, the company is using positioning by A)product user.
B)product demographics.
C)cultural symbols.
D)product class.
E)distribution intensity.
Answer: A
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Page 4
Chapter 3: Organizing for Advertising and Promotion: The
Role of Ad Agencies and Other Marketing
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133 Verified Questions
133 Flashcards
Source URL: https://quizplus.com/quiz/40765
Sample Questions
Q1) An advantage of the centralized system is that each brand receives concentrated managerial attention, resulting in faster response to both problems and opportunities.
A)True
B)False
Answer: False
Q2) The role of account representatives is likely to disappear as agencies and their clients are beginning to liaise directly with each other.
A)True
B)False
Answer: False
Q3) An agency with integrated marketing capabilities can create a single image for the product or service and address everyone, from wholesalers to consumers, with one voice.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Perspectives on Consumer Behavior
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) When it comes to neuroscience, Ray Poynter, social media consultant, believes that neuroscience is
A)more hype than science.
B)the way to identify a common truth.
C)an effective way to identify the single scientific reality.
D)sufficiently understood to draw conclusions.
E)the best multidimensional method.
Q2) As an outcome of the alternative evaluation stage, the consumer develops
A)a heuristic tendency toward a particular brand.
B)a predisposition to buy a certain brand.
C)brand heuristics.
D)individual brand recognition.
E)a postpurchase evaluation set.
Q3) Which of the following is a possible consequence of postpurchase evaluation?
A)brand extension
B)purchase intention
C)product differentiation
D)cognitive resonance
E)dissatisfaction
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Page 6
Chapter 5: The Communication Process
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135 Verified Questions
135 Flashcards
Source URL: https://quizplus.com/quiz/40763
Sample Questions
Q1) According to the elaboration likelihood model (ELM), a receiver lacks the ability or motivation to process information under the _____ route to persuasion.
A)central
B)peripheral
C)cognitive
D)high-involvement
E)affective
Q2) Pluto Inc., a dairy products manufacturer, recognizes that many customers are passive learners and are generally averse to active information seeking.In order to reach out to these customers, the company incorporated jingles and slogans in its ads.In this scenario, Pluto is assuming that customers make purchases based on the _____ hierarchy.
A)standard learning
B)low-involvement
C)dissonance/attribution
D)habit formation
E)information processing
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Chapter 6: Source, Message, and Channel Factors
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140 Verified Questions
140 Flashcards
Source URL: https://quizplus.com/quiz/40762
Sample Questions
Q1) Which of the following statements is true about source credibility?
A)The influence of a knowledgeable source will be increased if audience members think he or she has underlying personal motives for advocating a position.
B)Enhanced counterarguing should result in greater message acceptance and persuasion.
C)The persuasiveness of a low-credibility source may decline over time due to the sleeper effect phenomenon.
D)A very credible source is more effective when message recipients are not in favor of the position advocated in a message.
E)Advertisers can increase the perception that their sources are trustworthy by using hidden cameras to show that a consumer is a paid spokesperson.
Q2) Advertisers who are concerned about the negative effects of acknowledging a weakness in their brand are likely to choose two-sided messages.
A)True
B)False
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8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40761
Sample Questions
Q1) The first task in the objective and task method of budgeting is to
A)conduct a system analysis.
B)create an organizational budget.
C)isolate advertising objectives.
D)determine what tasks need to be accomplished.
E)reevaluate objectives.
Q2) In the social consumer decision journey, _____ deals with designing the communications program.
A)benchmarking
B)monitoring
C)amplification
D)leading
E)responding
Q3) In the social consumer decision journey, the final objective, amplification, deals with designing the communications program, particularly as it relates to social media, to take the consumer to long-term behavioral changes.
A)True
B)False
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Chapter 8: Creative Strategy: Planning and Development
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130 Verified Questions
130 Flashcards
Source URL: https://quizplus.com/quiz/40760
Sample Questions
Q1) Work plan is another name given to the _____
A)campaign theme.
B)creative brief.
C)advertising message.
D)creative channel.
E)account planning process.
Q2) According to the creative process outlined by Graham Wallas, which of the following stages deals with refining and polishing the idea and seeing if it is an appropriate solution?
A)dramatization
B)illumination
C)verification
D)incubation
E)Preparation
Q3) The people who develop ads and commercials are known as _____
A)mnemonics.
B)animatics.
C)copy makers.
D)creative types.
E)media planners.
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Chapter 9: Creative Strategy: Implementation and Evaluation
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40759
Sample Questions
Q1) Research has shown that the first thing people look at in a print ad is the A)illustration.
B)visual.
C)body copy.
D)subhead.
E)headline.
Q2) A print ad for Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." This is an example of a(n)
A)direct headline.
B)indirect headline.
C)subhead.
D)jingle.
E)noise.
Q3) Advertisers create emotional advertising appeals by using A)comparative advertisements.
B)product feature appeals.
C)transformational advertising.
D)news appeals.
E)popularity appeals.
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Chapter 10: Media Planning and Strategy
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40758
Sample Questions
Q1) After calculating both the brand development index (BDI) and the category development index (CDI), a media planner obtains the following results: high BDI and high CDI.Which of the following is likely to be true of the product class and the product?
A)high market share and good market potential
B)low market share and good market potential
C)high market share with required monitoring for sales decline
D)low market share and poor market potential
E)high market share but not a good market to advertise in
Q2) Juno Inc., a confectionery company, introduces a new line of peanut brittle.The company wants to make all its potential customers aware of its new product.The company should concentrate on
A)maximizing frequency.
B)maximizing reach.
C)maximizing coverage.
D)using maximum continuity.
E)using a pulsing push strategy.
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Chapter 11: Evaluation of Media: Television and Radio
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128 Verified Questions
128 Flashcards
Source URL: https://quizplus.com/quiz/40757
Sample Questions
Q1) Which of the following is true for participations?
A)In participations, advertisers have financial responsibility for production of the program.
B)Participations involve long-term commitment on the part of advertisers.
C)Participations offer advertisers a lower reach than sponsorships.
D)In participations, advertisers have little control over the placement of ads.
E)Participations are not suitable for small advertisers with limited budgets.
Q2) Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.
A)True B)False
Q3) The interaction of sight and sound in TV commercials offers creative flexibility. A)True B)False
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Chapter 12: Evaluation of Media: Magazines and Newspapers
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40756
Sample Questions
Q1) Newspapers are the second largest of all advertising media in terms of total dollar volume.
A)True
B)False
Q2) The Suave Teen is a Canadian publication that primarily targets high school students.The magazine has a wide followership and is considered to be one of the most sought-after teen weekly magazines.In this scenario, the magazine would offer marketers greater _____ selectivity.
A)demographic
B)psychographic
C)lifestyle
D)affective
E)Behavioural
Q3) Which of the following is a primary advantage of magazines?
A)high selectivity
B)low clutter level
C)low lead time
D)high reach
E)large frequency
Page 14
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Chapter 13: Support Media
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106 Verified Questions
106 Flashcards
Source URL: https://quizplus.com/quiz/40755
Sample Questions
Q1) Which of the following support media should be employed if the objective is to achieve high levels of retention and make the communication a frequent reminder of a company's name and message?
A)mobile billboards
B)product placements
C)advertising specialties
D)in-flight advertising
E)Yellow Pages
Q2) A disadvantage of transit advertising is its inability to provide exposure to a large number of people.
A)True
B)False
Q3) Another name for alternative media is
A)functional communications.
B)nontraditional media.
C)measured media.
D)above-the-line media.
E)nonstructured communications.
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Page 15
Chapter 14: Direct Marketing
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107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/40754
Sample Questions
Q1) Under the two-step approach of direct marketing, the first effort is designed to screen, or qualify, potential buyers, and the second effort
A)generates the response.
B)creates brand awareness.
C)reduces the postpurchase dissonance.
D)increases source bolsters.
E)creates interest in a product.
Q2) It is not possible to generate a behavioral response by relying solely on direct marketing.
A)True
B)False
Q3) _____ is when a salesperson visits a buyer's home, job site, or other location to sell infrequently purchased products or services.
A)Repetitive person-to-person selling
B)Nonrepetitive person-to-person selling
C)Party plans
D)Home shopping
E)Telemarketing
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Page 16
Chapter 15: The Internet: Digital and Social Media
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106 Verified Questions
106 Flashcards
Source URL: https://quizplus.com/quiz/40753
Sample Questions
Q1) Ruminate Inc., an architectural design firm, pays for name association on a section of placeproperty.com, a real estate website.Ruminate also sponsors a section on assetplus.com, another real estate website.Ruminate is using A)guerrilla sponsorship.
B)paid search.
C)regular sponsorship.
D)pay-per-click advertisement.
E)content sponsorship.
Q2) Behavioral targeting can be done by
A)compiling clickstream data and Internet protocol information.
B)providing regular and content sponsorship in a section of a website.
C)including animation and flash in websites.
D)placing a website higher on a search engine page.
E)employing pay-per-click advertising.
Q3) Online commercials are significantly different from traditional television commercials.
A)True
B)False
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Page 17
Chapter 16: Sales Promotion
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123 Verified Questions
123 Flashcards
Source URL: https://quizplus.com/quiz/40752
Sample Questions
Q1) Yummy Oats cereal included tubes of ToothFairy Junior toothpaste inside each of its boxes.This is an example of a A)free premium.
B)self-liquidating premium.
C)rebate.
D)bonus pack.
E)nonsubsidized premium.
Q2) Which of the following promotions is targeted toward the trade rather than consumers?
A)spiffs
B)coupons
C)premiums and sweepstakes
D)bonus packs
E)bounce-back coupons
Q3) A _____ is a promotion where winners are determined purely by chance.
A)contest
B)sweepstakes
C)rebate
D)premium
E)loss leader
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Chapter 17: Public Relations, Publicity, and Corporate Advertising
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40751
Sample Questions
Q1) One of the main disadvantages of publicity is the
A)lack of control over the information conveyed.
B)low credibility it offers.
C)lack of support that is often shown by the media.
D)lack of confidence people have in such information.
E)minimal frequency of exposure that it generates.
Q2) In the traditional perspective, public relations is a _____ function whose primary responsibility is to maintain mutually beneficial relationships between an organization and its publics.
A)financial
B)human resources
C)nonmanagement
D)nonmarketing
E)sales
Q3) Which of the following is true of corporate advertising?
A)It portrays the image that a firm is in trouble.
B)It is typically used to generate greater sales of a particular product.
C)It generates high levels of interest among consumers.
D)It is usually used to promote a service as opposed to a product.
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E)It usually brings a significant return on investment.
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) The major disadvantage of laboratory tests is the lack of control of independent variables.
A)True
B)False
Q2) _____ tests are tests of an ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home.
A)Concept
B)Readability
C)Rough
D)Field
E)Portfolio
Q3) The portfolio test for ads assumes that
A)ads that yield the highest recall are the most effective.
B)reliability and validity are the most important parts of the testing process.
C)a consumer will closely scrutinize all ads that he or she sees.
D)field and laboratory tests produce the same results.
E)there is no contextual difference between an animatic rough and a photomatic rough.
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Chapter 19: International Advertising and Promotion
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110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/40749
Sample Questions
Q1) Which of the following is TRUE of ethnocentrism?
A)It refers to the receptive and heterogeneous attitude prevalent in a host country.
B)It refers to people's tendency to view their own group as the center of the universe.
C)It is synonymous with the concept of xenocentrism.
D)It is typically considered a negligible aspect of international marketing.
E)It is synonymous with cultural relativism.
Q2) When Frito-Lay decided to move to a global campaign to connect worldwide fans with a consistent storyline, look, and feel from the Doritos brand, it created
A)higher advertising production costs.
B)longer lead times to introduce products into world markets.
C)a consistent international brand image.
D)more complex coordination of marketing and promotional programs.
E)less desirable economies in production and distribution.
Q3) Direct broadcast by satellite employs low-cost satellite dishes.
A)True
B)False
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Chapter 20: Regulation of Advertising and Promotion
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130 Verified Questions
130 Flashcards
Source URL: https://quizplus.com/quiz/40748
Sample Questions
Q1) Which of the following statements concerning advertising by attorneys is TRUE?
A)The right for attorneys to advertise is protected under the First Amendment.
B)The U.S.Supreme Court does not permit lawyers to advertise if they earn more than $100,000 per year.
C)Ads soliciting personal injury victims help in enhancing the public's perception of attorneys.
D)The American Bar Association recently removed all restrictions on the type of advertising attorneys can use.
E)Typically, traditional law firms are in favor of using advertising, particularly on TV, because they believe that it might boost a profession's image.
Q2) Which of the following is a federal agency that controls advertising?
A)the National Advertising Review Board
B)the Better Business Bureau
C)the National Advertising Review Council
D)the Food and Drug Administration
E)the National Association of Attorneys General
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22
Chapter 21: Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) It is illegal for tobacco companies to target advertising and promotion for new brands to African Americans.
A)True
B)False
Q2) Which of the following supports the view that advertising encourages materialism?
A)Most advertisements are shown during prime time.
B)Ads seek to create needs rather than show how a product fulfills needs.
C)Advertising seeks to promote intellectual rather than materialistic growth.
D)Many ads are broadcast through nontraditional media.
E)Advertisements promote violence rather than showing images of the good life.
Q3) Advertisers use shock advertising primarily to
A)increase the brand association of certain products.
B)get consumers' attention amid the clutter.
C)create an ethical model of shock advertising for others to follow.
D)avoid controversy and scrutiny and deliver a direct message.
E)reach conservative or older audiences.
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Page 23
Chapter 22: Personal Selling Online
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123 Verified Questions
123 Flashcards
Source URL: https://quizplus.com/quiz/40746
Sample Questions
Q1) People who work at desk-jobs in the sales office and receive orders by phone, mail, or the Internet are called
A)field order takers.
B)virtual order takers.
C)virtual order getters.
D)inside order takers.
E)inside order getters.
Q2) When the final price is to be negotiated between the buyer and the seller, personal selling is effective.
A)True
B)False
Q3) By servicing accounts, and by cooperating and empathizing with clients, salespeople are engaging in _____ activities on behalf of their firm.
A)promotional
B)advertising
C)public relations
D)direct-marketing
E)telemarketing
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Page 24