Digital Advertising Question Bank
Course Introduction
Digital Advertising explores the strategies, tools, and platforms used to create, manage, and evaluate advertising campaigns in the digital space. The course covers key topics such as search engine marketing (SEM), social media advertising, programmatic buying, display advertising, and mobile marketing. Students learn how to leverage data analytics, targeting, and creative optimization to drive brand awareness and conversion. Practical assignments provide hands-on experience with current digital advertising technologies, campaign planning, and performance analysis to prepare students for careers in the dynamic digital marketing industry.
Recommended Textbook
Advertising Principles and Practice 3rd Edition by Sandra Moriarty
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14 Chapters
1078 Verified Questions
1078 Flashcards
Source URL: https://quizplus.com/study-set/1591
Page 2
Chapter 1: Introduction to Advertising
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77 Verified Questions
77 Flashcards
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Sample Questions
Q1) 'I liked the ad,but what was it for?' describes advertising that has failed because of a flaw in the ________ strategy.
A)media
B)marketing
C)advertising
D)creative
E)research
Answer: D
Q2) The major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,no t-for-profit and public service advertising.
A)True
B)False
Answer: False
Q3) How is social advertising different from brand advertising?
Answer: Social service advertising does not seek to develop a brand identity or image,which is the aim of brand advertising.Instead,social advertising is typically created pro bono (free of charge)and is aired or printed for free;the message is on behalf of a good cause,such as stopping drunk driving or child abuse.
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Page 3
Chapter 2: Advertisings Role in Marketing
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77 Flashcards
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Sample Questions
Q1) Describe the different markets in which marketers may compete.
Answer: Today,marketers and advertising practitioners refer to markets as either the region where goods are sold,or a particular type or group of buyers-consumer,business,institutional or intermediary markets. Consumer markets consist of people who buy products and services for personal or household use.Business markets consist of companies that buy products or services to use themselves or in making other products.This includes the purchase of commodities,components,heavy equipment and services.Institutional markets include a wide variety of profit-making and not-for-profit organisations-hospitals,government agencies,schools-that provide goods and services for the benefit of society.Intermediaries form the links in the distribution chain between sellers and buyers.Every seller needs to decide whether it will sell directly to the consumer or through someone else.The chain can include wholesalers,distributors and retailers,who might buy finished or semi-finished products and resell them for a profit.
Q2) Sales promotion is aimed at developing long-term relationships with customers.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Regulation and Ethics of Advertising
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Sample Questions
Q1) When the shoe company,Windsor Smith,refused to uphold the Australian industry's Code of Conduct and withdraw its advertising when asked to do so,what problem did it highlight?
A)The ethics of exposing all consumers to advertising
B)Weak sanctions and the lack of a statutory body
C)An adequate voluntary compliance system
D)A way to gain competitive advantage
E)The need for attention-getting images in outdoor advertising
Answer: B
Q2) Critics of advertising say that advertising lacks subjectivity.
A)True
B)False
Answer: False
Q3) ___________ are the 'shoulds' and 'oughts' of behaviour.
A)Missions
B)Ethics
C)Regulations
D)Customs
E)Traditions
Answer: B
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Chapter 4: Brands and the Advertising Contribution
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Sample Questions
Q1) Name and describe the components of persuasion and how they work in advertising.
Q2) A brand is sometimes called a brand identity because it establishes a familiar image and an expectation level based on familiarity,consistency and predictability.
A)True
B)False
Q3) Cognitive learning occurs when a presentation of facts,information and explanations leads to understanding.
A)True
B)False
Q4) As advertisers engage in activities to demonstrate their commitment to being socially responsible,the connection between the brand and social awareness has become more important and profitable.
A)True
B)False
Q5) The degree to which consumers are engrossed in making a product decision or attending to an advertisement is referred to as conviction.
A)True
B)False
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Chapter 5: Defining Audiences for Advertising
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Sample Questions
Q1) 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?
Q2) A group of people identified and selected by the marketer,with similar needs and characteristics and who are most likely to be receptive to the marketer's product and messages,is known as a ________.
A)market segment
B)viable segment
C)sustainable segment
D)viable market
E)target market
Q3) ________ are professional researchers hired by advertisers to identify trends that may affect consumer behaviour.
A)Fortune tellers
B)Futurists
C)Trend spotters
D)Demographers
E)Fashionistas
Q4) Compare and contrast the terms family and household.
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Chapter 6: Strategic Research in Advertising
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Sample Questions
Q1) Government organisations and trade associations are both sources of ________ data.
A)primary
B)secondary
C)ethnographic
D)subscription
E)unregulated
Q2) Louis is preparing to develop an advertising campaign for a client.What type of research should he conduct to compile information about the product,the product category and other details of the marketing situation that will affect the development of the advertising strategy?
A)Market research
B)Consumer research
C)Advertising research
D)IMC research
E)Strategic research
Q3) The social and cultural environment is particularly relevant to advertisers because attitudes continually change.
A)True
B)False
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Chapter 7: Advertising Strategy and Planning
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Sample Questions
Q1) ________ are what a business wants to accomplish with a strategic plan.
A)Strategies
B)Objectives
C)Tactics
D)Motives
E)Ends
Q2) Keller (2003)argues that the building block on which all components of brand equity are founded is brand ________.
A)resonance
B)persistence
C)salience
D)resilience
E)permanence
Q3) Who in an advertising agency is most accurately described as the 'consumer's advocate' or the 'voice of the consumer'?
A)Account manager
B)Account planner
C)Media director
D)Creative director
E)Research director
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Chapter 8: Print and Out-Of-Home Media
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Sample Questions
Q1) Magazine rates are based on the number of copies of the publication printed.
A)True
B)False
Q2) _________ describes the practice of using more than one medium to 'wrap the consumer in layers'.
A)Connection planning
B)Context planning
C)Analysing touch points
D)Multimedia
E)Advertising
Q3) ________ is an independent auditing group that represents advertisers,agencies and publishers.Its mission is to achieve credibility for circulation claims and form a basis for setting rates.
A)The Audit Bureau of Circulations (ABC)
B)The Circulation Audit Board
C)Roy Morgan Research
D)The Australian Standards Board
E)None of the above verify circulation and readership.
Q4) Describe the three main types of newspaper advertising.
Q5) What role do directories play in business-to-business marketing?
Page 10
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Chapter 9: Broadcast Media
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Sample Questions
Q1) What is the biggest disadvantage of movie advertising?
A)People may not read or talk to others.
B)Movies will eventually be released on DVD.
C)Consumers are in a relaxed environment.
D)Consumers who paid for a ticket feel they shouldn't have to watch ads.
E)Consumers may prefer films of a different nature than the one they are viewing.
Q2) In television audience measurement,the term exposure is interchangeable with which term?
A)Impacts
B)Opportunity to see
C)Share
D)Rating
E)Homes using television
Q3) Which of the following statements is true of advertising in broadcast media?
A)Broadcast messages are static.
B)Broadcast messages may be bought by centimetres of film.
C)Broadcast messages are fleeting.
D)The direct route to persuasion is often uppermost in the ad strategy.
E)Broadcast is a medium of space.
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Page 11
Chapter 10: Interactive and Digital Media
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Sample Questions
Q1) The majority of spending on online advertising is in:
A)display advertising
B)classified advertising
C)editorial advertising
D)search advertising
E)leaderboards
Q2) What type of advertising appears in conventional media to drive traffic to a website?
A)Offline advertising
B)Banner advertising
C)Directory advertising
D)Directional advertising
E)Online advertising
Q3) ________ are internal communication systems that connect employees.
A)Internets
B)Webnets
C)Extranets
D)Intranets
E)Technets
Q4) Describe the challenges of the web in international advertising.
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Chapter 11: Media Strategy, planning and Buying
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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) 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) Which of the following is the key function of media buying?
A)Provide information to media planners.
B)Select the media vehicles that best fit the audience.
C)Negotiate cost and make the media buy.
D)Handle all billing and payment.
E)Monitor the media plan performance.
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Page 13
Chapter 12: The Creative Side of Advertising Strategy
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Sample Questions
Q1) A vivid image that the advertiser hopes will linger in the viewer's mind is communicated through a ________.
A)tagline
B)slogan
C)signature
D)key visual
E)super
Q2) ________ 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-
Q3) 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
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Chapter 13: Copywriting
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Sample Questions
Q1) ________ occurs when the visuals from the TV version of an ad are re-created in a listener's mind by the use of key phrases and ideas on radio.
A)Adese
B)Mental imagery
C)Call to action
D)Image transfer
E)Brevity
Q2) Television copywriters have two primary tools: visual and audio techniques.
A)True
B)False
Q3) Name and describe the five standard approaches to writing body copy in print ads.
Q4) Compare and contrast copywriting for radio and copywriting for television.
Q5) Name and describe the types of direct- and indirect-action headlines.
Q6) In contrast to copywriters for other media,web copywriters appeal to consumers engaged in a linear information search,so elements of the copy depend on one another to be meaningful.
A)True
B)False
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Chapter 14: Art Direction and Production
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Sample Questions
Q1) White letters written on a dark background is known as ornamental type.
A)True
B)False
Q2) Handspan sketches are quick,miniature preliminary sketches.
A)True
B)False
Q3) During a television commercial shoot,which technician moves props and sets and lays tracks for the dolly on which the camera is mounted?
A)Grip
B)Gaffer
C)Camera crew
D)Shoot clerk
E)Mixer
Q4) Areas of the layout that aren't covered by art or type are called blank space.
A)True
B)False
Q5) The Outdoor Media Association (OMA)recommends several tips for art directors.Discuss five of them.
Q6) What are the responsibilities of an art director in advertising?
Q7) How should differences in the length and use of videos affect their design?
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