Principles of Advertising Exam Questions
Course Introduction
Principles of Advertising introduces students to the fundamental concepts and practices of advertising in modern business environments. The course covers the history, role, and evolution of advertising, examining how it influences both consumers and society. Students will explore key elements such as target markets, creative strategy, media selection, branding, copywriting, and campaign evaluation. The course also addresses the legal, ethical, and social implications of advertising, providing a comprehensive overview of how advertising operates within the wider field of marketing communications. Through case studies and project-based learning, students will gain foundational skills to critically assess and develop advertising strategies.
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Advertising and Promotion An Integrated Marketing Communications Perspective 9th Edition by
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Chapter 1: Organizing for Advertising and Promotion: the
Role of AD Agencies and Other Marketing Communication Organizations
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Q1) Under which type of compensation system might an agency be more inclined to recommend expensive media such as network television and national magazines to its clients?
A)Commission system
B)Fee arrangement system
C)Cost-plus system
D)Incentive-based compensation system
E)Objective-and-task compensation system
Answer: A
Q2) The function of gathering,analyzing and interpreting information that is useful in developing advertising is the responsibility of the agency's _____ department.
A)production
B)traffic
C)media
D)account management
E)research
Answer: E
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Chapter 2: Perspectives on Consumer Behavior
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Q1) Learning occurs most rapidly under a(n)_____ reinforcement schedule,but the behavior is likely to cease when the reinforcement stops.
A)continuous
B)partial
C)intermittent
D)modeled
E)flexible
Answer: A
Q2) According to those who believe in subliminal advertising,effective symbols,such as skulls and cross bones,phallic symbols and words such as "sex",are embedded in the ads.The use of these symbols to stimulate consumers' motives would receive support from _____ theory.
A)cognitive
B)reinforcement
C)behavioral learning
D)psychoanalytical
E)operant learning
Answer: D
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Chapter 3: The Communication Process
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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
Answer: B
Q2) A company that wants to generate a source bolster could:
A)create a rational message.
B)hire a popular celebrity to serve as a spokesperson.
C)use non-traditional channels.
D)eliminate noise from the communication process.
E)encode without consideration for the target audience's field of reference.
Answer: B
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Chapter 4: Source, Message, and Channel Factors
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Sample Questions
Q1) According to the sleeper effect phenomenon,
A)the impact of persuasive messages diminishes over time.
B)people retain advertising messages when they see them right before going to bed and rehearse them in their sleep.
C)the impact of persuasive messages from low-credibility sources can increase over time,since the message content becomes disassociated from the source.
D)the impact of persuasive messages from low-credibility sources decreases over time,since people forget the content of the message.
E)people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message.
Q2) Refutational appeals,where an communicator presents both sides of an issue then refutes the opposing viewpoint,may be effective because they:
A)present only arguments favoring the advertiser's position.
B)put the strongest arguments at the middle of the message.
C)inoculate the target audience against a competitor's counterclaim.
D)increase the level of counterargument.
E)are easily understood.
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Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Q1) As a result of ____,large advertisers can maintain advertising expenditure shares that are smaller than their market shares because they get lower advertising rates and accrue the advantages of advertising several products jointly.
A)economies of scale
B)differential advertising advantages
C)competitive parity
D)a concave-downward response
E)multiple advertising channels
Q2) The _____ method of budgeting is being employed when expenditures are allocated based on information about industry averages for advertising.The budget is set to maintain a level consistent with industry spending.
A)arbitrary allocation
B)percentage of sales
C)objective and task
D)return on investment
E)competitive parity
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Chapter 6: Creative Strategy: Planning and Development
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Q1) Psychographic studies are used by advertising agencies to:
A)identify age,educational level,and ethnic background of the target audience.
B)provide creative personnel with a better understanding of the target audience for whom they are developing the advertising message.
C)determine how to allocate the advertising budget.
D)understand specific consumption problems consumers encounter with various products and services.
E)determine the problems encountered by the customers while using a product.
Q2) With the growth of integrated marketing communications,advertisers are being challenged to think beyond traditional mass media and develop creative advertising that:
A)offsets the weaknesses associated with storyboard ad design.
B)provides opportunities for effective government oversight.
C)centralizes American consumer values in a global marketplace.
D)engages consumers and enters into a dialogue with them.
E)minimizes the risk of offending technology-savvy consumers.
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Chapter 7: Creative Strategy: Implementation and Evaluation
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Q1) Straight-sell message executions are commonly used with _____ advertising appeals.
A)informational
B)emotional
C)teaser
D)transformational
E)emotional integration
Q2) Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use?
A)Comparison
B)Demonstration
C)Scientific evidence
D)Straight-sell
E)Animation
Q3) Advertisers create emotional advertising appeals by using:
A)comparative advertisements.
B)feature appeals.
C)transformational advertising.
D)news appeals.
E)popularity appeals.
Page 9
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Chapter 8: Media Planning and Strategy
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Q1) Consider the following media buy: 70 percent of the audience is reached 1 time. 20 percent of the audience is reached 4 times.
10 percent of the audience is reached 6 times.
Based on this information,what does the media buyer know?
A)The media buyer can use this information to calculate GRP and should not be concerned that 70 percent of the audience will only see the ad once.
B)The media buyer will need to use this in making a final decision because effective frequency cannot be determined.
C)The media buyer will not be able to maximize reach even if he or she has established a minimum frequency goal.
D)The media buyer can only calculate average frequency from these figures because average frequency is often misleading.
E)The media buy will be cost-effective.
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Chapter 9: Evaluation of Media: Television and Radio
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Q1) The share of a television audience indicates the:
A)percentage of the defined target market that is exposed to a message at least once during the relevant time period.
B)percentage of households using TV tuned to a particular program in a specified time period.
C)average number of exposures to a message received by each member of the target market.
D)percentage of all households using television during a specific time period.
E)number of people who responded to a televised direct-response ad.
Q2) Advertisers can prevent consumers from zapping commercials by:
A)introducing "commercial-free" programming.
B)producing commercials that are meaningful and that attract and hold attention.
C)devising shorter commercial formats.
D)using product placements.
E)advertising more on cable television.
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Chapter 10: Evaluation of Print Media
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Q1) Ads in magazines that utilize pop-ups,heavy inserts,talking ads or other techniques to attract readers' attention are sometimes referred to as:
A)multisensory ads.
B)enhanced advertising pages.
C)printaculars.
D)fine-tuned sensory interceptors (FSIs).
E)distracters.
Q2) Many publications base their rates on _____ and give refunds to advertisers if the number of delivered magazines is below that quantity.
A)total circulation
B)primary circulation
C)guaranteed circulation
D)circulation verification
E)rebate circulation
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Chapter 11: Support Media
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Q1) Ads on small billboards that are mounted on trailers and driven around or parked in the geographic areas being targeted are known as:
A)aerial ads.
B)mobile billboards.
C)advertising specialities.
D)skyscrapers.
E)pop - ups.
Q2) Promotional products marketing is employed by both small as well as large companies.
A)True
B)False
Q3) Ambient advertising often uses digital technology to send its messages.
A)True
B)False
Q4) Nelson receives a beautiful pen and a calendar from a company of which he has been an old customer.The calendar and the pen could be termed as advertising specialty.
A)True B)False
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Chapter 12: Direct Marketing
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Q1) ____ conducts an annual study of customers who buy at home via mail,telephone,or Internet.It compiles information on total orders placed,types of products purchased,demographics,and purchase satisfaction,among others.
A)The U.S census Bureau
B)Standard Rate and Data Service (SRDS)
C)The U.S Postal Service
D)Direct Mail lists and data
E)Simmons Market Research Bureau (SMRB)
Q2) Which of the following statements is true about mailing lists?
A)They lead to a lot of waste coverage.
B)They have become more current and selective leading to increased effectiveness.
C)The most commonly used lists include a set of heterogeneous people.
D)The most commonly used lists are of people who have never tried the product.
E)The most commonly used lists are of individuals who have used competitor's products.
Q3) Both direct marketing and advertising could support one another.
A)True
B)False
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Chapter 13: The Internet and Interactive Media
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Q1) _____ are short featured films in which companies create their own content to advertise their products.
A)Online commercials
B)Video on demand
C)Blogs
D)Webisodes
E)Interstitials
Q2) A _____ is a Web-based publication consisting primarily of periodic articles,normally presented in reverse chronological order.
A)widget
B)button
C)link
D)blog
E)podcast
Q3) The largest growing mediums in the United States are mobile and the Internet.
A)True
B)False
Q4) Pop-ups are usually smaller than banner ads.
A)True
B)False
Page 15
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Chapter 14: Sales Promotion
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Q1) _____ is an intangible asset of added value or goodwill that results from consumers' favorable image,impressions of differentiation,and/or strength of attachment to a brand.
A)Brand position
B)Patent
C)Brand equity
D)Customer loyalty
E)Logo
Q2) Money that must be paid to a retailer so it will take on a company's new product is known as:
A)slotting allowances.
B)failure fees.
C)spiffs.
D)new product fees.
E)trade discounts.
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Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Q1) Mobil Oil ran an ad in which it addressed the potential problem of global warming.The ad encouraged others to take time to truly understand the problem and to not act hastily.This ad is an example of:
A)advocacy advertising.
B)publicity.
C)a sponsorship.
D)public relations advertising.
E)image advertising.
Q2) Because public relations communications are typically perceived as ____,they are not subject to the problems with clutter that are common to other forms of promotional communication.
A)corporate-sponsored advertisements
B)altruistic
C)image builders
D)news items
E)exclusives
Q3) Public relations is always positive while publicity is always negative.
A)True
B)False
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Chapter 16: Measuring the Effectiveness of the Promotional Program
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Q1) An example of _____ would be a test of two different ads for Morton's salt.One ad contained ideas extending the use of salt beyond the kitchen,and the other described salt as "The Spice of Life." Both ads were run in alternative copies of the March 2003 issue of Better Homes & Gardens.
A)bipolar communications tests
B)split-run tests
C)dual copy tests
D)Flesch tests
E)tests of alpha activity
Q2) In _____ tests,people are brought to a particular location where they are shown ads and/or commercials.The testers either ask questions about them or measure participants' responses by other methods-for example,pupil dilation,eye tracking,or galvanic skin response.
A)field
B)ground
C)laboratory
D)closed
E)recognition
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Chapter 17: International Advertising and Promotion
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Q1) _____ refers to consumers' general perceptions of quality for products made in a given country.
A)Cross-selling
B)Country-of- origin effect
C)Halo effect
D)Global imaging
E)Central Hudson test
Q2) Since the European Union banned the use of food dyes in seafood,the salmon market has suffered.People mistakenly believe that salmon is naturally pink.Unfortunately,salmon is an unappetizing gray color.This is an example of how _____ factors can inadvertently hurt small businesses.
A)economic
B)demographic
C)political/legal
D)geographic
E)infrastructure
Q3) Brands or messages that have a primarily verbal appeal are best suited for worldwide ad campaigns.
A)True
B)False
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Chapter 18: Regulation of Advertising and Promotion
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Q1) Which of the following divisions of the Federal Trade Commission protects consumers from deceptive and unsubstantiated advertising and enforces the provisions of the FTC Act that forbid misrepresentation,unfairness,and deception in general advertising at the national and regional level?
A)The division of Consumer Protection
B)The division of Broadcasting
C)The division of Marketing Practices
D)The division of Advertising Practices
E)The division of Economic Practices
Q2) Television advertising:
A)is generally used for hard liquor advertising.
B)is regulated through codes developed and enforced by the Federal Trade Commission.
C)is regulated by affiliates.
D)is more stringently self-regulated than any other medium.
E)is experiencing a tightening of the rules concerning the rating system used for commercials.
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Chapter 19: Evaluating the Social, Ethical, and Economic Aspects of
Advertising and Promotion
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Q1) Large advertisers usually sell more of a product or service,which means they may have lower production costs and can allocate more monies to advertising,so they can afford the costly but more efficient media like network television.Which of the following phenomena describes this effect?
A)Economies of scale
B)Differentiation
C)Diversification
D)Protestant Ethic
E)Economic censorship
Q2) Which of the following statements support the idea that advertisements do not promote materialism?
A)Advertisements create brand loyalty.
B)Material possessions can be used as symbols of status and success.
C)Advertisements can increase or decrease the price elasticity.
D)The society in which they live frame people's values.
E)Advertising can create needs that didn't exist before.
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Chapter 20: Personal Selling Online
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Q1) Which of the following terms is most closely associated with relationship marketing?
A)Persuasion
B)Compliance
C)Consultation
D)Partnership
E)Autonomy
Q2) What happens typically when an order taker meets with a situation that involves a major purchase decision?
A)The order-taker directly attempts to close the sale.
B)The sale may be turned over to the creative seller.
C)The sale could be diverted to a missionary salesperson.
D)The order-taker makes an indirect attempt to close the sale.
E)She/he moves on to the next sale without wasting much time.
Q3) Quantitative measures used to evaluate sales personnel include:
A)product knowledge.
B)selling expenses per call.
C)attainment of communications objectives.
D)customer feedback.
E)marketing intelligence.
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