Course Introduction
Principles of Advertising Question Bank
Principles of Advertising introduces students to the fundamental concepts, strategies, and techniques used in the advertising industry. The course explores the role of advertising in marketing communication, the development and execution of effective advertising campaigns, audience analysis, and creative message design. Students learn about media planning, budgeting, and the ethical and legal issues surrounding advertising practices. Through case studies, real-world examples, and collaborative projects, students gain an understanding of how advertising influences consumer behavior and shapes brand perception in various media environments.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
Available Study Resources on Quizplus
19 Chapters
1892 Verified Questions
1892 Flashcards
Source URL: https://quizplus.com/study-set/2495
Page 2
Chapter 1: Advertising and IMC Today
Available Study Resources on Quizplus for this Chatper
105 Verified Questions
105 Flashcards
Source URL: https://quizplus.com/quiz/49635
Sample Questions
Q1) Fresh Zone is a supermarket based in New York that has branches in two other states, Ohio and Illinois. It uses _____, in which ads are placed in the local media or territorial editions of the national media.
A)international advertising
B)local advertising
C)regional advertising
D)national advertising
E)global advertising
Answer: C
Q2) The company that is advertising a product or idea is known as the _____.
A)author
B)sponsor
C)persona
D)actor
E)player
Answer: B
Q3) Synergy is the principal benefit of IMC.
A)True
B)False
Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Big Picture: The Evolution of Imc
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/49634
Sample Questions
Q1) Demarketing is used by marketers primarily to identify unique groups of people whose needs can be addressed through more specialized products.
A)True
B)False
Answer: False
Q2) Two related economic factors characterized the marketing world of the 1980s in the United States. One of those factors was:
A)an aging higher management, which led to a lack of innovation.
B)the growing burden of financial debt, forcing governments to return to aggressive high tax policies.
C)the implementation of affirmative action policies.
D)the aging of traditional products, with a corresponding growth in competition.
E)the rise of trade barriers such as import tariffs.
Answer: D
Q3) Beginning around 1980, the postindustrial age has been a period of relative stability. A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
4
Chapter 3: The Big Picture: Economic and Regulatory Aspects
Available Study Resources on Quizplus for this Chatper
105 Verified Questions
105 Flashcards
Source URL: https://quizplus.com/quiz/49633
Sample Questions
Q1) Consumer advocate groups investigate advertising complaints received from the public and those that grow out of their own research.
A)True
B)False
Answer: True
Q2) The FTC defines _____ as any ad that contains a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment.
A)action advertising
B)nonproduct advertising
C)deceptive advertising
D)unfair advertising
E)subversive advertising
Answer: C
Q3) Proponents of advertising say advertised products are unsafe because they do not put a company's name and reputation on the line.
A)True
B)False
Answer: False
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: The Scope of Advertising: From Local to Global
Part Two: Crafting Marketing and Advertising Strategies
Available Study Resources on Quizplus for this Chatper
105 Verified Questions
105 Flashcards
Source URL: https://quizplus.com/quiz/49632
Sample Questions
Q1) A speculative presentation allows an advertiser to see what the agency can do for it before signing any contractual agreement.
A)True
B)False
Q2) The advertising business has evolved into four distinct groups. Which of the following is not one of these groups?
A)Media
B)Customers
C)Advertising agencies
D)Suppliers
E)Advertisers
Q3) Local advertising is also referred to as retail advertising.
A)True
B)False
Q4) What is the job title used for the individual in the ad agency that serves as the liaison between the agency and the client?
Q5) Advertising agencies work for the media.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Marketing and Consumer Behavior: The
Foundations of Advertising
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/49631
Sample Questions
Q1) The evoked set refers to:
A)members of the consumer's family who influence the purchase decision.
B)the combination of products that consumers finally select for purchase.
C)the alternatives that consumers evaluate before making a purchase decision.
D)the environments that affect the purchase decision.
E)the relevant reference group(s) for a particular purchase.
Q2) Which of the following defines an exchange?
A)It is the mental and emotional processes of people who purchase and use goods and services to satisfy needs and wants.
B)It refers to exaggerated, subjective claims that cannot be proven true or false.
C)It refers to doing what society views as best for the welfare of people in general.
D)It is a process by which marketers search for unique groups of people whose needs can be addressed through specialized products.
E)It is a transaction in which one person or organization trades something of value with someone else.
Q3) Briefly describe mental files.
Q4) What are government markets?
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/49630
Sample Questions
Q1) The North American Industry Classification System (NAICS) codes:
A)will soon be replaced by the strategic industrial classification.
B)are published by the North American Treaty Alliance.
C)organize all industries into 20 broad sectors such as mining, manufacturing, wholesale trade, and information.
D)have no relevance for industries outside the United States.
E)were developed in co-operation with Brazil and China.
Q2) VALS, a psychographic segmentation scheme, divides consumers into eight psychological categories, including "I am driven" (motto: nothing ventured, nothing gained) and "I measure twice" (motto: an ounce of prevention).
A)True
B)False
Q3) The product's package is a component of the promotion element of the marketing mix.
A)True
B)False
Q4) How is product pricing affected by market demand?
Q5) What is meant by product concept?
Q6) Describe the communication element of marketing.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Research: Gathering Information for Imc Planning
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/49629
Sample Questions
Q1) List the factors that can affect the quality and costs of e-mail surveys.
Q2) List the five Ms of pretesting.
Q3) Which of the following is the final step in the marketing research process?
A)Analyzing the situation and defining the problem
B)Conducting informal research
C)Establishing research objectives
D)Interpreting and reporting the data
E)Conducting secondary research
Q4) The _____ method of conducting marketing research is used to measure cause-and-effect relationships.
A)experimental
B)survey
C)observation
D)projective
E)intensive
Q5) Marketing research refers to information gathered about a particular market or market segment.
A)True
B)False
Q6) What are the disadvantages of inquiry tests? Page 9
To view all questions and flashcards with answers, click on the resource link above.
Page 10
Chapter 8: Marketing and Imc Planning
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/49628
Sample Questions
Q1) The IMC pyramid reflects the traditional mass marketing monologue where the customer talks and the marketer listens.
A)True
B)False
Q2) Describe the importance of IMC to the study of advertising.
Q3) The _____ method of developing an IMC budget, also known as the budget buildup method, treats IMC as a marketing tool for generating sales.
A)percentage of sales
B)competitive parity
C)objective/task
D)unit of sale
E)percentage of profit
Q4) In a new product category, a company should ideally set low sales-target objectives.
A)True
B)False
Q5) In terms of product concept, briefly describe the FCB grid and the Kim-Lord grid.
Q6) What is the key benefit of IMC?
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 9: Planning Media Strategy: Disseminating the
Message Part Three: Creating Advertisements and Commercials
Available Study Resources on Quizplus for this Chatper
102 Verified Questions
102 Flashcards
Source URL: https://quizplus.com/quiz/49627
Sample Questions
Q1) _____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing.
A)Value-added packages
B)Spillover media
C)Television households
D)Mixed-media approaches
E)Media scheduling
Q2) Media planning decisions may require hard scientific research and detailed mathematical analysis, aided by sophisticated software programs.
A)True
B)False
Q3) _____, a method for scheduling media, refers to buying air time on all networks simultaneously.
A)Pulsing
B)Roadblocking
C)Bursting
D)Flighting
E)Blinking
Page 12
Q4) What are the five Ms of an effective media strategy?
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: Creative Strategy and the Creative Process
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/49626
Sample Questions
Q1) Explain the difference between informational ads and transformational ads.
Q2) In the Judge's role, creatives evaluate the value of the big ideas and decide whether to implement, modify, or discard them.
A)True
B)False
Q3) List and define the three components of a message strategy.
Q4) In terms of the Artist's role, creating a mental picture of a message is known as
A)brainstorming
B)characterization
C)visualization
D)abstraction
E)lateral thinking
Q5) One method to alleviate creative blocking is to allow the problem to incubate in the subconscious mind.
A)True
B)False
Q6) Describe Roger Von Oech's four-step creative model.
Q7) What is brainstorming?
Q8) Describe the four roles of creativity in advertising.
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 11: Creative Execution: Art and Copy
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/49625
Sample Questions
Q1) Which of the following characteristics should websites have in order to be effective?
A)They should avoid using numbered lists and bulleted items.
B)They should always provide interactivity.
C)They should ensure that style is given more importance than substance.
D)They should make sure that the content provided is lengthy and elaborate instead of comprehensive.
E)They should replace content with images wherever possible.
Q2) Which of the following is true of command headlines?
A)They aim to ask the reader questions about the product.
B)Their goal is to provide information to the reader.
C)They simply state a product's most important benefit.
D)They order or request the reader to do something.
E)All command headlines make a request to the reader.
Q3) The body copy in a print ad handles the credibility and desire steps of the creative pyramid.
A)True
B)False
Q4) List the eight basic formats used for radio and TV commercials.
Q5) Briefly describe the guidelines for creating effective radio commercials.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
Available Study Resources on Quizplus for this Chatper
98 Verified Questions
98 Flashcards
Source URL: https://quizplus.com/quiz/49624
Sample Questions
Q1) Who is responsible for ensuring that the mechanical is converted into a correct set of negatives for the printer to use to make printing plates?
A)Copywriter
B)Creative director
C)Art director
D)Production manager
E)Graphics engineer
Q2) A(n) _____ is a complete assortment of capitals, small capitals, lowercase letters, numerals, and punctuation marks for a particular typeface and size.
A)symmetry
B)emphasis
C)font
D)accent
E)point
Q3) Describe television in terms of the cost of electronic production.
Q4) Letters and fliers commonly use cover paper.
A)True
B)False
Q5) What is a wireframe?
Page 15
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Using Print Media
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/49623
Sample Questions
Q1) A date that affects magazine purchases is the _____ date that refers to the date the magazine is actually issued
A)publication
B)cover
C)closing
D)press
E)on-sale
Q2) List any six disadvantages of magazine advertising.
Q3) According to the classification of magazines by geography, _____ publications are targeted to a specific area of a country.
A)horizontal
B)consumer
C)regional
D)combined
E)vertical
Q4) For a magazine, cost per thousand (CPM) is computed by dividing the cost of a full-page ad by the number of thousands of subscribers.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 14: Using Electronic Media: Television and Radio
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/49622
Sample Questions
Q1) Which of the following is true of direct-response TV?
A)It refers to the process of gathering responses of viewers regarding various TV shows by directly communicating with them.
B)It includes direct screening of television series and programs in malls and stores.
C)It includes an exclusive show which invites viewers of various programs in order to obtain their opinions and feedback.
D)It attempts to pick a representative sample of the market and furnish data on the number and characteristics of the viewers or listeners by directly interacting with them.
E)It includes short ads that ask consumers to order a product, as well as cable networks that feature round-the-clock sales.
Q2) First-run syndication are first-run programs offered free or for a reduced rate, but with some of the ad space (usually 50 percent) presold to national advertisers.
A)True
B)False
Q3) Describe the benefits of digital television over analog television.
Q4) Mention one advantage of sponsorship.
To view all questions and flashcards with answers, click on the resource link above.
Page 17
Chapter 15: Using Digital Interactive Media
Available Study Resources on Quizplus for this Chatper
95 Verified Questions
95 Flashcards
Source URL: https://quizplus.com/quiz/49621
Sample Questions
Q1) Rich mail allows graphics, video, and audio to be included in the e-mail message.
A)True
B)False
Q2) Describe the growth of the Internet as a medium.
Q3) Which of the following is true about rich-media advertising?
A)It does not incorporate ads with audio elements.
B)It includes graphical animations.
C)It does not incorporate ads with video elements.
D)They can typically display 15-minute animations.
E)It restricts ads from floating over the page.
Q4) Interactive TV is powered by digital video recorders, sometimes also called personal video recorders.
A)True
B)False
Q5) Describe classified ad Web sites.
Q6) Briefly describe the inception of the Internet.
Q7) List a disadvantage of Internet advertising.
Q8) What are cookies?
Q9) What was the network used by ARPAnet?
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 16: Using Out-Of-Home, Exhibitive, and
Supplementary Media Part Five: Integrating Advertising
With Other Elements of Imc
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/49620
Sample Questions
Q1) Outdoor companies use _____ to give the exact location of particular billboards using satellite technology.
A)global positioning systems
B)management information systems
C)electronic displays
D)brand trains
E)mobile billboards
Q2) Bulletins, a type of outdoor advertising, are created as a whole and then hung on the billboard structure.
A)True
B)False
Q3) The construction of trade-show booths and exhibits is a major factor in sales promotion plans.
A)True
B)False
Q4) Variations of bulletin structures include temperature units called digital displays.
A)True
B)False
Q5) What are junior posters? Page 19
To view all questions and flashcards with answers, click on the resource link above.
Page 20
Chapter 17: Introducing Social Media
Available Study Resources on Quizplus for this Chatper
86 Verified Questions
86 Flashcards
Source URL: https://quizplus.com/quiz/49619
Sample Questions
Q1) _____ is the term used to describe those Web sites where people congregate based on some shared interest.
A)Social bookmarking
B)Schmoozing
C)Trending
D)Emailing
E)Social networking
Q2) What is RSS?
Q3) Which of the following is true about blogs?
A)Typically blogs are personal in nature.
B)Blogs are not multimedia in nature.
C)Web sites cannot use the blog format for their homepage.
D)Bloggers are allowed to use up to 140 characters of text in their blogs.
E)Blogs are not opinionated in nature.
Q4) In traditional media the consumption is inherently active.
A)True
B)False
Q5) Briefly explain, with a suitable example, the concepts of transparency and authenticity with respect to social media?
Q6) What are blogs?
Page 21
To view all questions and flashcards with answers, click on the resource link above.
Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/49618
Sample Questions
Q1) Describe folders and broadsides, two types of direct-mail formats.
Q2) With the christmas season around the corner, Yoko, a brand of watches, wants to generate more traffic to its stores. To do this, the company decides to use P-O-P materials. Which of the following should Yoko use to implement this?
A)Print ads to announce discounted offers on watches
B)Broadcast media to advertise its new line of watches
C)Window displays to showcase its most popular line of watches
D)Billboards that inform customers about seasonal offers
E)Freestanding inserts that are distributed with daily mail
Q3) _____ lists are the house lists of other direct-mail advertisers and they can be rented with a wide variety of demographic breakdowns.
A)Self-mailer
B)Sampling
C)Rebate
D)Premium
E)Mail-response
Q4) List three factors that make sales promotions a unique communication form.
Q5) How are contests and sweepstakes similar to one another? Explain.
Q6) Differentiate between a push and a pull strategy.
To view all questions and flashcards with answers, click on the resource link above. Page 22
Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
Available Study Resources on Quizplus for this Chatper
99 Verified Questions
99 Flashcards
Source URL: https://quizplus.com/quiz/49617
Sample Questions
Q1) The primary goal of public relations is to gain commercial incentives from all sectors of its public.
A)True
B)False
Q2) For _____, the publicity person deals with program directors, assignment editors, or news editors.
A)broadcast media
B)photo ads
C)print media
D)house organs
E)opinion samples
Q3) For its upcoming match, the Kent League football team's PR agents have issued a _____ which contains pictures and biographical data of all the players, background details about the upcoming match, and basic information about the event.
A)news bulletin
B)sample
C)feature article
D)compiled list
E)press kit
To view all questions and flashcards with answers, click on the resource link above. Page 23