Principles of Advertising Exam Solutions
Course Introduction
Principles of Advertising introduces students to the fundamental concepts and techniques used in the advertising industry. The course explores the history and evolution of advertising, the role of advertising in marketing and society, and the psychological principles that underlie persuasive communication. Students will learn about target audience identification, media planning, message strategy, creative execution, and campaign evaluation. Ethical considerations, regulatory frameworks, and emerging trends in digital and social media advertising are also examined. Through case studies and practical assignments, students gain a foundational understanding of how advertising shapes consumer behavior and brand perception.
Recommended Textbook
Advertising and IMC Principles and Practice 10th Edition by Sandra Moriarty
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19 Chapters
2827 Verified Questions
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Page 2
Chapter 1: Advertising
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150 Verified Questions
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Sample Questions
Q1) Advertising helps us shape an image of ourselves by setting up role models with whom we can identify.Advertising also gives us a way to express ourselves in terms of our personalities and sense of style through the things we wear and use.
A)True
B)False
Answer: True
Q2) Which of the following would most likely be created pro bono by an advertising agency?
A) an online direct-response advertisement for school supplies
B) a trade advertisement for a computer components manufacturer
C) an institutional advertisement designed to improve a company's image after a corporate ethics scandal
D) a public service announcement designed to encourage families to regularly exercise together
E) a nonprofit advertisement for a Methodist church encouraging new membership
Answer: D
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Chapter 2: Brand Communication
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Sample Questions
Q1) Integrated marketing communication (IMC)is a recent trend that uses databases to drive communication with customers and keep track of their interactions with a company.
A)True
B)False
Answer: False
Q2) Most advertising dollars are spent on ________ markets.
A) consumer
B) business-to-business
C) media
D) channel
E) institutional Answer: A
Q3) Institutional markets consist of people who buy products and services for personal use.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Brand Communication and Society
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Sample Questions
Q1) The corrective advertising required by the Warner-Lambert v.FTC case shows how corrective advertising can change consumers' impressions created by deceptive advertising.
A)True
B)False
Answer: False
Q2) An advertisement by the manufacturer of Flonase,a prescription allergy nasal spray,compared its product with another nasal spray on the market,Nasonex,and claimed that it controlled allergy symptoms for a longer period of time.The ad was effective,resulting in a two percent increase in market share for Flonase.Manufacturers of Nasonex claimed that the advertisement misrepresented their product and basically made a false comparison.Nasonex would have to prove all of the following EXCEPT which one to support its claim?
A) False statements had been made about Nasonex or Flonase.
B) The ads actually deceived a substantial segment of the audience.
C) Both Nasonex and Flonase are sold in interstate commerce.
D) Nasonex has been injured or is likely to be injured as a result of the false statements.
E) Flonase relied on puffery in the ads.
Answer: E
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Page 5
Chapter 4: How Brand Communication Works
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151 Flashcards
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Sample Questions
Q1) In the SMCR communication process,what is noise and why is it important?
Q2) Feedback interrupts the sending as well as the receiving of the message.
A)True
B)False
Q3) Explain how cognitive and affective factors are related in the persuasion facet of the Facets Model of Effects.
Q4) Brand ________ reflects the degree to which the associations presented in a marketing message,as well as the consumer's interest,are connected to the brand.
A) resonance
B) linkage
C) synergy
D) stickiness
E) image
Q5) Mass communication is a conversation or dialogue in which the source and receiver change positions as the message bounces back and forth between them.
A)True
B)False
Q6) Name the components of persuasion and describe how they work in advertising.
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Chapter 5: Segmenting and Targeting the Audience
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Sample Questions
Q1) Lexus works to keep customers happy after each sale,aiming to delight the customer in order to gain a customer for life.In this pursuit,Lexus is focused on which step of the buyer decision process?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase evaluation
Q2) Which of the following describes people with low levels of brand loyalty who may be willing to try a new brand?
A) switchers
B) light users
C) early adopters
D) innovators
E) laggards
Q3) Consumers with higher education tend to prefer print media,the Internet,and selected radio and cable stations.
A)True
B)False
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Page 7
Chapter 6: Strategic Research
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Sample Questions
Q1) When an agency gets a new client,the first thing the agency team should do is learn about the ________.
A) competition
B) social media
C) network of associations
D) brand
E) target market
Q2) A marketer of frozen dinners has decided to collect consumer feedback via a focus group interview.How might the marketer use the focus group interview to determine whether peas or green beans should be included with the turkey entrée?
Q3) Copy testing is a way to take apart the signs and symbols in a message to uncover layers and types of meanings.
A)True
B)False
Q4) Research used to evaluate the relative power of various creative ideas before the launch of a product is called copy testing.
A)True
B)False
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Chapter 7: Strategic Planning
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Sample Questions
Q1) SWOT analysis is a type of ________.
A) situation analysis
B) brand strategy
C) feature analysis
D) perceptual analysis
E) consumer insight
Q2) What is at the core of all account planning?
A) consumer research
B) pricing plans
C) situation analysis
D) competitive advantage
E) distribution management
Q3) Of the following,it is most important for marketers to develop ________ for their brands.
A) preemptive positions
B) unique market positions
C) cross-functional organizations
D) marketing ROI data
E) value positions
Q4) Explain insight mining and why it is important.
Page 9
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Chapter 8: The Creative Side
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Sample Questions
Q1) One commercial was particularly effective because viewers watched the entire commercial to see the bunny do something funny at the end.It is most accurate to say that this commercial had ________.
A) stopping power
B) pulling power
C) sticking power
D) credibility
E) repetition
Q2) An advertising objective associated with achieving the behavior Facet of Effect is to touch emotions and create feelings.
A)True
B)False
Q3) A(n)________ states the logic behind the sales offer.
A) attribute
B) appeal
C) feature
D) point of differentiation
E) selling premise
Q4) Name and describe any five common message approaches.
Q5) Explain the function of a key visual.
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Chapter 9: Promotional Writing
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Sample Questions
Q1) The visual that sticks in the mind and becomes the image that viewers remember when they think about the commercial is known as the ________.
A) brand personality
B) key frame
C) tagline
D) elemental visual
E) scripted visual
Q2) Which of the following is another name for the first paragraph of the body copy?
A) tagline
B) lead
C) underline
D) overline
E) headline
Q3) Subheads are short,catchy,and particularly memorable phrases used at the end of an ad to complete or wrap up the creative idea.
A)True
B)False
Q4) List and describe five techniques copywriters can use to create catchy,memorable slogans.
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Chapter 10: Visual Communication
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Sample Questions
Q1) Which of the following is NOT an aspect of typeface selection that designers must work with?
A) digitization
B) capitalization
C) vertical height
D) legibility
E) column width
Q2) What term refers to the postproduction process of assembling the various pieces of the film into the same sequence as the storyboard?
A) dubbing
B) release printing
C) refocusing
D) video editing
E) transitioning
Q3) The result of the editor's initial work is called an interlock,which is a preliminary edited version of the story that is created when the editor chooses the best shots and assembles them to create a scene.
A)True
B)False
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Page 12
Chapter 11: Media Basics
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Sample Questions
Q1) The television and radio industries use ratings rather than gross impression figures.
A)True
B)False
Q2) The Internet is the most multidimensional medium available to advertisers.
A)True
B)False
Q3) The Internet,mail,and telephone are all examples of ________ media.
A) interactive
B) traditional
C) addressable
D) earned
E) owned
Q4) The animate program City Hunters,created for the Axe brand,is an example of
A) advertainment
B) viral marketing
C) alternative media
D) subliminal advertising
E) guerilla marketing
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Chapter 12: Paid Media
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Sample Questions
Q1) Haley and Lauren want to hold a special event for the USM college women in an attempt to get them into their store.Would advertising in the local newspaper be a good advertising medium to make them aware of the special event? Why or why not?
Q2) Which type of billboard is normally created onsite and can even be painted on the sides of buildings,roofs,and natural structures,such as the side of a mountain?
A) painted outdoor bulletin
B) printed outdoor bulletin
C) painted outdoor poster
D) printed outdoor poster
E) outdoor extension
Q3) ________ is the practice of maximizing the link between topics and brand-related websites in an effort to drive more traffic to a company's site.
A) Search optimization
B) Search placement
C) Key wording
D) Rich media
E) Quick-response coding
Q4) Name and describe the three major types of radio advertising.
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Page 14
Chapter 13: Owned, Interactive, and Earned Media
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Sample Questions
Q1) Burger King's "Subservient Chicken" was one of the first ________.
A) social games
B) viral hits
C) brand communities
D) fake sites
E) branded apps
Q2) The "Fourth Screen" of marketing is ________.
A) television
B) mobile phones
C) movies
D) personal computers
E) tablets
Q3) ________ invites viewers to share games and hangouts.
A) Twitter
B) Instagram
C) Tumblr
D) Angie's List
E) Google+
Q4) Explain the potential disadvantage of viral marketing.
Q5) What is the B2C2C model and why is it an important marcom tool?
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Chapter 14: Media Planning and Negotiation
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Sample Questions
Q1) To be more precise in determining the efficiency of a potential media buy,planners often look at the ________.
A) targeted cost per thousand (TCPM)
B) gross ratings points (GRP)
C) cost per impression (CPI)
D) category development index (CDI)
E) brand development index (BDI)
Q2) The newspaper in Panama City,Florida,The News Herald,charges national advertisers $45.00 per column inch.On Sunday,which is the day most national advertisers would want to advertise,this newspaper has a circulation of 70,000 households.Calculate the approximate CPM for one column inch.
A) $0.64
B) $1.12
C) $6.40
D) $11.30
E) $18.00
Q3) Several full-service advertising agencies have made their media buying functions available to advertisers who want one agency to purchase their media.What is this called and why is it becoming more common?
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Page 16
Chapter 15: Public Relations
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Sample Questions
Q1) Marketers tend to believe that public relations is more effective at providing credibility than at driving sales for a brand.
A)True
B)False
Q2) ________ is a perception based on messages delivered by advertising and other marketing communication tools,whereas ________ is based on an organization's actual behavior.
A) Goodwill; integrity
B) Integrity; image
C) Image; reputation
D) Reputation; image
E) Equity; reputation
Q3) Which of the following groups is made up of those who are unaware of their connection to an organization regarding some particular problem?
A) active public
B) inactive public
C) latent public
D) aware public
E) strategic public
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Page 17
Chapter 16: Direct Response
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Sample Questions
Q1) Which type of direct-marketing list is a list of some specific category,such as sports car owners,new homebuyers,graduating seniors,or subscribers to a magazine?
A) data list
B) house list
C) compiled list
D) response list
E) prospect list
Q2) One advantage of direct marketing is that it affords flexibility in both form and timing.
A)True
B)False
Q3) Sorting information in a company's database in order to better target customers is called ________.
A) behavioral targeting
B) merging
C) variable data marketing
D) data mining
E) opt-in marketing
Q4) Compare and contrast the three types of direct-marketing lists.
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Chapter 17: Promotions
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Sample Questions
Q1) James was with his mother in the grocery store,and near the cheese section he saw that there was a cardboard display filled with little soccer balls.James saw them,grabbed one,and immediately started dribbling it down the aisles of the store.His mother looked more closely at the display and learned that the soccer ball was free with the purchase of two Kraft cheese products that were on the shelf nearby.What type of consumer promotion is this? What kind of trade promotion is this?
Q2) Which are the most common types of trade deals?
A) point-of-purchase displays
B) push money and pull money
C) spiffs and self-liquidators
D) contests and games
E) buying allowances and advertising allowances
Q3) In a practice that is sometimes referred to as ________,trade promotions are directed at distribution channel members.
A) value-added marketing
B) payout planning
C) channel marketing
D) partner relationship management
E) customer relationship management
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Page 19
Chapter 18: The Principles and Practice of IMC
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Sample Questions
Q1) In a SWOT analysis,Acme's new patent is an example of a(n)________.
A) trend
B) opportunity
C) strength
D) threat
E) obligation
Q2) Brand essence and brand position are two terms that describe the same concept.
A)True
B)False
Q3) In a SWOT analysis,what would be Head Over Heels' strengths?
Q4) Increasing immediate sales,attracting attention at decision points,creating interest,stimulating urgency,and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.
A) direct marketing
B) guerilla marketing
C) advertising
D) point-of-purchase
E) public relations
Q5) How does the IMC approach to campaign planning and implementation differ from the silo approach?
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Chapter 19: Evaluating Imc Effectiveness
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Sample Questions
Q1) What are the differences between a recognition test,an unaided recall test and an aided recall test?
Q2) Which of the following is NOT a surrogate measure for the sales impact of an advertising campaign?
A) brand awareness
B) number of purchases made
C) consumer liking of a brand
D) change in brand perception
E) intent to purchase
Q3) Which of the following is a service that measures audiences for print media?
A) RADAR
B) Ameritest
C) Mediamark
D) Millward Brown
E) A.C. Nielsen
Q4) Direct-response communication is measured in terms of cost-per-lead.
A)True
B)False
Q5) How might a marketer use Google to create an experiment to judge the effectiveness of a campaign?
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