Introduction to Advertising Final Exam
Course Introduction
Introduction to Advertising explores the fundamental principles, strategies, and practices that shape the world of advertising. This course provides an overview of the history and evolution of advertising, examines the role of advertising in society and business, and introduces students to the creative process behind developing effective campaigns. Topics include target audience analysis, media planning, message design, branding, and the use of digital platforms. Through case studies, projects, and discussions, students gain practical insights into how advertising influences consumer behavior and learn the ethical considerations and regulatory frameworks guiding the industry.
Recommended Textbook
Advertising Promotion and other aspects of Integrated Marketing Communications 10th Edition
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Page 2
Chapter 1: An Overview of Integrated Marketing Communications
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Sample Questions
Q1) List the primary tools of marketing communications.
Answer: The primary tools of marketing communications include media advertising (e.g.,TV,radio,magazines,newspapers); direct response advertising (e.g.,direct mail,telephone solicitation,online advertising); place advertising (e.g.,billboards and bulletins,posters,transit ads,cinema ads); store signage and point-of-purchase advertising (e.g.,external store signs,in-store shelf signs,shopping cart ads,in-store radio and TV); trade- and consumer-oriented promotions (e.g.,trade deals and buying allowances,display and advertising allowances,trade shows,cooperative advertising,samples,coupons,premiums,refunds/rebates,contests/sweepstakes,promoti onal games,bonus packs,price-off deals); event marketing and sponsorships (e.g.,sponsorship of sporting events,arts,fairs,festivals,and causes); marketing-oriented public relations and publicity; personal selling; social media (e.g.,Facebook,Twitter,Pinterest,Snapchat,Instagram,LinkedIn,YouTube); and digital marketing (e.g.,mobile advertising,placed-based applications,and search engine marketing).
Q2) The integrated marketing communications process starts by determining the strengths and weaknesses of the marketer.
A)True
B)False
Answer: False
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Chapter 2: Enhancing Brand Equity and Accountability
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Sample Questions
Q1) Brand _____ reflects a relatively superficial level of awareness,whereas brand _____ indicates a deeper form of awareness.
A) image; equity
B) equity; image
C) recognition; recall
D) recall; recognition
E) associations; image
Answer: C
Q2) The concept of brand equity should be considered only from the perspective of the customer.
A)True
B)False
Answer: False
Q3) Revenue premium is defined as the revenue difference between a branded item and a corresponding private-labeled brand.
A)True
B)False
Answer: True
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Chapter 3: Brand Adoption, Brand Naming and Intellectual
Property Issues
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Sample Questions
Q1) Patents that protect the appearance or shape,rather than the utilitarian function of an invention,are in the _____ category.
A) utility
B) design
C) plant
D) copyright
E) trademark
Answer: B
Q2) Brand names have been described as _____ that activate images in target audiences' collective minds.
A) cerebral switches
B) silent salespersons
C) consumer cues
D) fact facilitators
E) sensation transferers
Answer: A
Q3) Demographics,distribution,and price are the factors that affect the trier class.
A)True
B)False
Answer: False
Page 5
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Chapter 4: Environmental, Regulatory and Ethical Issues
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Sample Questions
Q1) Green Seal is an eco-labeling program in _____.
A) Germany
B) Sweden
C) Japan
D) the United States
E) Finland
Q2) Discuss the costs and benefits of regulation and who pays for or receives each,respectively.When is regulation justified?
Q3) NAD is the investigative arm of the _____.
A) FTC
B) CARU
C) FDA
D) NARB
E) NAAG
Q4) _____ is the most important ethical issue that is unique to the online medium.
A) Privacy
B) Slotting fees
C) Negative publicity
D) Piracy
E) Short filling
Page 6
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Chapter 5: Segmentation, Targeting, and Positioning
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Sample Questions
Q1) In the U.S.,"olders" (ages 55 to 64)have _____ in recent years.
A) stayed the same in number
B) decreased in number
C) increased in number
D) become less affluent
E) become more affluent
Q2) The _____ category of Generation X has the highest level of education and income.
A) Yup & Comers
B) Bystanders
C) Playboys
D) Drifters
E) Slackers
Q3) Which VALS group is the most likely to structure their social lives around their family and work?
A) Innovators
B) Experiencers
C) Achievers
D) Strivers
E) Makers
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Chapter 6: The Communications Process and Consumer Behavior
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Sample Questions
Q1) The process of translating thought into a symbolic form is known as _____.
A) encoding
B) providing feedback
C) creating noise
D) decoding
E) using the message channel
Q2) Enrico is on his way to the mall to purchase a pair of running shoes.Assume he has established three minimal standards that a suitable pair of running shoes would have to satisfy (good arch support,well-know brand name,priced below $100).If he eliminates all brands that do not satisfy these three minima,his choice from among the remaining brands that do satisfy the criteria would adhere to which heuristic?
A) conjunctive
B) disjunctive
C) affect-referral
D) lexicographic
E) compensatory
Q3) Noise may occur during the encoding of a message.
A)True
B)False
Page 8
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Chapter 7: The Role of Persuasion in IMC
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Sample Questions
Q1) Which tool of influence is being used when a salesperson gives someone a gift with the hope that the person will purchase something?
A) reciprocation
B) commitment and consistency
C) social proof
D) authority
E) scarcity
Q2) The employee's intention to donate or not donate to a charity is best described as the _____ attitude component.
A) cognitive
B) conative
C) instrumental
D) effective
E) planned
Q3) Explain why physical attractiveness and similarity are important.
Q4) Habituation occurs when a stimulus becomes more familiar to people.
A)True
B)False
Q5) Explain how the concept of click-whirr behavior applies to consumers.
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Chapter 8: Imc Objective Setting and Budgeting
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Sample Questions
Q1) When a product has a relatively high share of market and the competitor has a high share of voice,it is best to _____.
A) increase advertising expenditures
B) decrease advertising expenditures
C) cut prices
D) aggressively attack the competitor
E) increase prices
Q2) Most product categories average _____ advertising-to-sales ratios.
A) less than 5 percent
B) 10 percent
C) 20 percent
D) 30 percent
E) more than 50 percent
Q3) According to the traditional view,a brand's sales volume during any given period is the consequence of a host of factors in addition to marcom efforts.
A)True
B)False
Q4) Name and describe the four practical budgeting methods.
Q5) Explain the criteria that good marcom objectives must satisfy.
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Chapter 9: An Overview of Advertising Management
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Sample Questions
Q1) Rebecca's position at an advertising agency has her involved in tactical decision making and frequent contact with brand managers and other client personnel.Rebecca is a(n)_____.
A) line manager
B) product manager
C) assistant supervisor
D) management supervisor
E) account executive
Q2) Advertising management generally involves the organization that has a product or service to advertise and an independent agency,or agencies,responsible for creating ads,making media choices,and measuring results.
A)True
B)False
Q3) There are three basic ways by which companies can add value to their offerings: innovating,altering consumer perceptions,and lowering price.
A)True
B)False
Q4) Describe the advertising management process from the advertiser's perspective.
Q5) Describe the various forms of advertising agency compensation.
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Chapter 10: Effective and Creative Ad Messages
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Sample Questions
Q1) Jif Peanut Butter has long used the slogan "Choosy mothers choose Jif." This campaign does not directly challenge competitors but instead relies upon an understanding of the consumer's desire to be perceived as a good parent.Hence,in the sense that Jif is being advertised as the "good-parent peanut butter," what advertising style is being used?
A) resonance
B) brand image
C) unique selling proposition
D) positioning
E) emotional
Q2) Two distinct forms of corporate advertising are image and issue advertising.
A)True
B)False
Q3) The _____ are what consumers hope to receive or avoid when consuming products.
A) consequences
B) values
C) specifics
D) attributes
E) sections
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Chapter 11: Endorsers and Message Appeals in Advertising
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Sample Questions
Q1) If the source of a message is forgotten or if the source switches to a different position,an internalized attitude will be lost.
A)True
B)False
Q2) When the receiver finds something in an endorser that they consider attractive,persuasion occurs through a process of _____.
A) identification
B) externalization
C) normalization
D) internalization
E) habituation
Q3) For the most part,the willingness of advertisers to make significant monetary investments in celebrity endorsers for their products has been justified.
A)True
B)False
Q4) Explain the significance of the theory of psychological reactance.
Q5) Under what conditions should comparative advertising be used?
Q6) Discuss why the use of humor in an advertisement might NOT be effective?
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Chapter 12: Traditional Ad Media
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Sample Questions
Q1) Monica is the advertising director for a company that manufactures exercise equipment.She wants the advertisements to demonstrate the use of the products and generate excitement.She should use _____ advertising.
A) radio
B) magazine
C) newspaper
D) outdoor
E) television
Q2) One reason that cable advertising is attractive to national advertisers is because cable networks focus on specialized areas of viewing interest.This is called _____.
A) fractionalization
B) focused advertising
C) spot advertising
D) narrowcasting
E) audience tracking
Q3) There are eight column widths in newspapers.
A)True
B)False
Q4) Discuss the strengths and limitations of television advertising.
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Chapter 13: Digital Media: Online, Mobile and App Advertising
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Sample Questions
Q1) Google's AdSense program enables advertisers to run ads on other websites.
A)True
B)False
Q2) Integration and interactivity are key features of online advertising.
A)True
B)False
Q3) Phishing is a criminal activity.
A)True
B)False
Q4) Search engine advertising rests on the concept of _____,which are specific words and short phrases that describe the nature,attributes,and benefits of a marketer's offering.
A) keywords
B) analogies
C) natural words
D) search words
E) word-find
Q5) Electronic files,called brownies,can track users' online behavior.
A)True
B)False
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Chapter 14: Social Media
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Sample Questions
Q1) Social media turns communication into one-way dialogue.
A)True
B)False
Q2) Identify three advantages and three disadvantages of social media.
Q3) Social media brands operating as collaboration tools provide which of the following for users?
A) publishing
B) sharing
C) discussing
D) networking
E) All of these are correct.
Q4) Which of the following is considered the "Goliath" of social media based on monthly active users and unique visitors every month.
A) Instagram
B) Twitter
C) LinkedIn
D) Facebook
E) Pinterest
Q5) Explain three of the five points of comparison between traditional and social media.
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Chapter 15: Direct Marketing, CRM, and Other Media
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Sample Questions
Q1) Who advertised on New York City garbage trucks and street sweepers?
A) Dunkin' Donuts
B) Levi Strauss & Co.
C) Glad trash bags
D) Heineken
E) Coca-Cola
Q2) From a database perspective,each present or prospective customer is viewed as not just an address but rather as a long-term asset.
A)True
B)False
Q3) The problem with databases is that they are small in size with few addresses and few variables for each database entrant.
A)True
B)False
Q4) Describe who uses the Yellow Pages and why they use them.
Q5) Perhaps the major problem with direct mail is that many people consider it excessively intrusive and invasive of privacy.
A)True
B)False
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Chapter 16: Media Planning and Analysis
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Sample Questions
Q1) The shelf-space model assumes that the role of advertising is to teach consumers.
A)True
B)False
Q2) Pablo owns seven children's clothing stores.He spends $5000 a month on advertising from August through April.He spends $1000 a month on advertising from May through July.He is using the _____ advertising schedule.
A) continuous
B) pulsing
C) plotted
D) flighting
E) dated
Q3) _____ is based on the premise that there is a theoretical optimum range of exposures to an advertisement with minimum and maximum limits.
A) Effective reach
B) Advertising reach
C) Precise reach
D) Calculated reach
E) Exact reach
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18
Chapter 17: Measuring Ad Message Effectiveness
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Q1) Single-source systems of advertising measurement address the critical issue of whether an advertising campaign has actually driven increases in _____ and augmented the brand's market share.
A) brand sales
B) consumer awareness
C) audience attention
D) consumer loyalty
E) target market knowledge
Q2) Measures of _____ are used when an advertiser's objective is to influence consumers' attitudes toward and preference for the advertised brand.
A) recognition
B) recall
C) persuasion
D) emotional reactions
E) sales response
Q3) The MSW*ARS Brand Preference method only tests television commercials in finished form.
A)True
B)False
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Page 19
Chapter 18: Sales Promotion Overview and the Role of Trade Promotion
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Sample Questions
Q1) Slotting allowances are a mechanism used by manufacturers to exploit the competition among retailers.
A)True
B)False
Q2) Large retail chains,unlike smaller chains,are able to merchandise their own _____ brands,and because these brands can be sold at lower prices than manufacturers' comparable brands,large chains are able to use their brands to satisfy the needs of price-sensitive consumers while selling manufacturers' brands at their normal price and pocketing the trade allowance as extra profit.
A) generic
B) private
C) national
D) regional
E) local
Q3) Explain how everyday low pricing (M)reduces the usage of diverting and forward buying.
Q4) Pushing and pulling are mutually exclusive activities.
A)True
B)False
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Chapter 19: Consumer Sales Promotion: Sampling and Couponing
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Q1) Research indicates that there is some evidence that FSIs also perform a(n)_____ function.
A) point-of-purchase
B) public relations
C) advocacy
D) advertising
E) personal selling
Q2) Which of the following is NOT a general category of objectives for using promotions?
A) generating trial
B) encouraging repeat purchasing
C) reinforcing brand image
D) encouraging utilitarian attitudes
E) All of these are correct.
Q3) A problem with in- or on-package sampling is that it _____.
A) does not reach the best potential customers
B) is more expensive than other sampling methods
C) excludes consumers who do not buy the carrying brand
D) is not liked by most retailers
E) has the lowest retrial rate
Page 21
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Chapter 20: Consumer Sales Promotion: Premiums and Other Promotions
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Q1) Premiums are articles of merchandise or services offered by manufacturers to induce action on the part of the sales force,trade representatives,or consumers.
A)True
B)False
Q2) Which of the following is one of the manufacturer's disadvantage of using price-offs?
A) the retailer must provide display materials to announce the price-off label offer
B) there must be a hiatus of at least 45 days between price-off label promotions on any given brand size
C) they can be used only on new products
D) retailers often dislike price-offs
E) All of these are correct.
Q3) Retailers can't commit rebate fraud because a rebate occurs between manufacturers and consumers.
A)True
B)False
Q4) Compare and contrast price-off promotions and bonus packs.
Q5) Define what a premium is,and name and describe the four types of premiums.
Page 22
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Chapter 21: Public Relations, Content Marketing, Viral
Marketing, and Sponsorships
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Sample Questions
Q1) Selecting an appropriate cause is a matter of fitting the brand to a cause that is naturally related to the brand's _____.
A) attributes
B) benefits
C) image
D) a and c only
E) a, b, and c
Q2) When negotiating a sponsorship agreement,the sponsor should try to obtain ______,meaning that a competitor will not share in the same benefits of the event.
A) some exclusivity
B) options to renew
C) escape clauses
D) control of the licensing
E) granting of rights
Q3) Companies are able to avoid the clutter inherent in advertising media by attaching their names to special events and causes.
A)True
B)False
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Chapter 22: Packaging, Pop Communications, and Signage
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Q1) Jack is developing a package that should convey lightness and cleanliness.It would be best to use a _____ package.
A) metal
B) plastic
C) paper
D) velvet
E) foil
Q2) Name and describe the VIEW model for evaluating a package and apply it to a real world package that you think could be improved.
Q3) Which type of billboard is 12 feet,3 inches high by 24 feet,6 inches wide?
A) 5-sheet poster
B) 8-sheet poster
C) 20-sheet poster
D) 30-sheet poster
E) 50-sheet poster
Q4) Name and describe the two major forms of billboard advertising.
Q5) POP displays benefit all participants in the marketing process.
A)True
B)False
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Chapter 23: Personal Selling
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Sample Questions
Q1) Implication questions,part of the SPIN method,assess the value or usefulness of a proposed solution.
A)True
B)False
Q2) All of the following are selling activities except _____.
A) working with others
B) designing the product
C) servicing the account
D) entertaining prospects
E) all of the following are selling activities
Q3) Which of following qualities is the least valued in a salesperson?
A) knowledge of competitor products
B) product knowledge
C) presentation ability
D) reliability
E) professionalism
Q4) The real estate market typifies missionary selling.
A)True
B)False
Q5) Explain five of the selling activities which may be managed by a salesperson.
Page 25
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