Principles of Advertising Question Bank - 2850 Verified Questions

Principles of Advertising Question Bank

Course Introduction

Principles of Advertising introduces students to the foundational concepts, strategies, and practices of advertising within the context of modern media and consumer culture. The course covers the historical development of advertising, the role of advertising in marketing communications, and the psychological principles that drive consumer behavior. Students explore various advertising mediums, campaign planning, creative message development, media selection, and ethical considerations. Emphasis is placed on understanding how to effectively target audiences, measure advertising effectiveness, and adapt to evolving digital platforms. Through case studies and practical assignments, students gain the skills necessary to critically analyze and construct effective advertising campaigns.

Recommended Textbook

Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty

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Page 2

Chapter 1: The New World of Marketing Communication

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Q1) Which of the following is a basic role of advertising?

A)identification

B)entertainment

C)competition

D)public relations

E)two-way communication

Answer: A

Q2) Advertising sent from one business to another is known as direct-response advertising.

A)True

B)False

Answer: False

Q3) Which of the following compensation systems is most commonly used by public relations agencies?

A)set fee

B)value bill

C)commission

D)retainer

E)pay-for-performance

Answer: D

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Chapter 2: Integrated Brand Communication

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Q1) Describe the roles of the four categories of key players in marketing.

Answer: (1)Marketer (a.k.a Advertiser or Client)Any company or organization behind the product (i.e., the organization, company, or manufacturer producing the product and offering it for sale).

(2)Suppliers and VendorsSupply the materials and ingredients used in producing the product. In marketing practice these suppliers and vendors are partners in the creation of a successful product. The term supply chain refers to the network of suppliers who produce components that are sold to manufacturers.

(3)Distributors and RetailersCompanies that are involved in moving a product from its manufacturer into the hands of its buyer. The various companies involved in this are referred to as the channel of distribution.

(4)Marketing partnersDo all or part of the work of advertising, implementing the creative vision of the client (marketer), and helping it to reach its advertising goals.

Q2) What is a brand loyalty program? Give an example of one.

Answer: A brand loyalty program offers consumers rewards for their repeat business. Any program that awards points, money, or free products for repeated purchases could be used as an example.

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Chapter 3: Brand Communication and Society

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Sample Questions

Q1) A(n)________ is any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution.

A)endorsement

B)comparative ad

C)puffed ad

D)one-sided message

E)two-sided message

Answer: A

Q2) A trademark must be registered with the Library of Congress.

A)True

B)False

Answer: False

Q3) Which of the following is an example of a moral system?

A)the Ten Commandments

B)the AAAA's Creative Code

C)the TARES Test of Ethical Advertising

D)the Potter Box

E)the Bill of Rights

Answer: A

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Page 5

Chapter 4: How Brand Communication Works

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Q1) Recognition means people remember seeing the ad, and recall means they remember what the ad said.

A)True

B)False

Q2) Name and describe the most common hierarchy-of-effects model that has been used to explain advertising effects as well as the problems with these types of models.

Q3) High-involvement products are also known as ________.

A)trial purchases

B)conviction purchases

C)direct purchases

D)considered purchases

E)indirect purchases

Q4) Marketing communication should be considered effective when it generates the advertiser's desired response.

A)True

B)False

Q5) The "Stop. Think. Tylenol." ad is an example of a bandwagon appeal.

A)True

B)False

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Chapter 5: Segmenting and Targeting the Audience

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Q1) Consumers who try a product and find it does not meet their expectations may be dissatisfied.

A)True

B)False

Q2) Business buyers are not influenced by emotional factors.

A)True

B)False

Q3) Consumers learn about new products for the first time and make the decision to buy them during the ________.

A)need recognition stage

B)adoption process

C)evaluation process

D)trial process

E)quality assessment

Q4) A person buying a boat would be unlikely to exhibit low-involvement buying behavior.

A)True

B)False

Q5) How might geographic shifts in population impact marketers?

Q6) What is the difference between a consumer's need and a want?

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Chapter 6: Strategic Research

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Questions

Q1) In a(n)________ sample, each person in a population has an equal chance of being selected to be in the sample.

A)aided

B)unaided

C)random

D)selected

E)observed

Q2) You want to determine whether no-smoking policies have impacted employee morale in the United States among workers in companies that employ fewer than 50 workers in Fort Wayne, Indiana. Are any secondary data likely available? Why?

Q3) If Kraft wants to understand the deeper meanings consumers derive from competitors' advertising, what type of research do you suggest and why?

Q4) Researchers use beeper diaries as a way to randomize the recording of consumer activities.

A)True

B)False

Q5) Name and describe some of the primary and secondary research suppliers that Kraft and its agencies might have purchased information from.

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Chapter 7: Strategic Planning

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Q1) When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission too ________.

A)narrowly

B)realistically

C)specifically

D)broadly

E)futuristically

Q2) Under the brand position section of a communication brief, the brand essence, brand personality, and image are described.

A)True

B)False

Q3) Tom was given the task of writing the objectives for an advertising plan. Briefly explain the logic of objectives.

Q4) Which of the following is NOT a requirement for a measurable objective?

A)a specific effect that can be measured

B)a time frame

C)a baseline

D)percentage change

E)a hypothesis

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Chapter 8: Creative Strategy

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Q1) Getting attention reflects the ________ power of an advertisement; keeping attention reflects the ________ power of an ad.

A)stopping; sticking

B)pulling; stopping

C)stopping; pulling

D)pulling; sticking

E)sticking; pulling

Q2) What is typically used at the end of an ad to summarize the point of the ad's message in a highly memorable way?

A)testimonial

B)tagline

C)teaser

D)unique selling proposition

E)signature

Q3) In generating original ideas, which of the following should be avoided?

A)clichés

B)"what if" games

C)punch lines

D)divergent thinking

E)creative risk

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Chapter 9: Copywriting

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Q1) What element is essential in visual storytelling, as shown in audience reactions to the video of Susan Boyle on Britain's Got Talent?

A)animation

B)element of surprise

C)beautiful visuals

D)emotional engagement

E)positive feedback

Q2) Discuss problems advertisers might face when translating copy into another language. How can these problems be addressed?

Q3) Which standard approach to writing body copy does this print ad represent?

Q4) ________ are sectional headlines that can be used to break up a mass of "gray" type in a large block of copy.

A)Captions

B)Subheads

C)Taglines

D)Slogans

E)Direct headlines

Q5) Describe the purpose of product literature. What are the identifying characteristics of product literature?

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Chapter 10: Visual Communication

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Q1) A basic design principle is "Less is more."

A)True

B)False

Q2) Who is the person most responsible for designing images that tell stories and create brand impressions in an advertisement?

A)copywriter

B)art director

C)producer

D)designer

E)photographer

Q3) Which of the following is a reason color is used in advertisements?

A)attract attention

B)provide realism

C)establish moods

D)build brand identity

E)all of the above

Q4) Describe the challenge that was facing the creative team for the Altoids campaign described in the chapter's opening vignette.

Q5) How do banner ads compare to outdoor boards?

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Chapter 11: Media Basics

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Q1) Which of the following most accurately identifies the strength of newspapers and magazines?

A)delivering information in depth

B)tailoring programs to audience tastes

C)bringing entertainment into the home

D)delivering personalized information

E)creating two-way communication

Q2) Compared to Gen Yers, Baby Boomers spend more time with media of all kinds and are more likely to media multitask.

A)True

B)False

Q3) Fishing Gear sells a range of fishing products to outdoor enthusiasts and serious fishermen. Fishing Gear wants to reach its target market in a way that minimizes intrusiveness. Which of the following would be the best fit for Fishing Gear?

A)personal selling

B)print ads in Fishing and Hunting News

C)commercials on cable television

D)emails to all individuals with a fishing license

E)banner ads on websites

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Page 13

Chapter 12: Traditional Media

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Q1) The dominant form of newspaper advertising is classified advertising.

A)True

B)False

Q2) One disadvantage of advertising on radio is lack of control, which means advertisers do not have much control over when their ads will air.

A)True

B)False

Q3) In which type of radio advertising does an advertiser place an advertisement with an individual station?

A)network

B)spot

C)local

D)AM

E)FM

Q4) Name and describe the three major types of radio advertising.

Q5) TiVo is a substantial threat to marketers because it allows consumers to skip commercials completely.

A)True

B)False

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Chapter 13: Digital Media

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Q1) Amie saw the movie The Phantom of the Opera and really liked it. She searched the Internet and found one site that fans use to contact one another and exchange their opinions and experiences. She even rented the silent version of the movie, but the ending was defective. She asked other fans, through the Internet, about the ending and received feedback immediately. From this site she can also link to several fans' personal online "diaries" about Phantom. She has also found an area on Fanfiction.com where people post their own stories about Phantom, and she uploaded one herself and received favorable reviews. Identify the types of sites Amie is using.

Q2) Which of the following is a challenge of advertising through online social networks?

A)Users may resent an intrusive marketing communication message.

B)Existing networks are resistant to advertising.

C)Most existing networks are already controlled by major corporations.

D)Virtual worlds will most likely replace social networks in the near future.

E)Measuring the frequency and volume of social network usage is difficult.

Q3) Name and describe the six types of common Internet advertising.

Q4) How can a company increase the click-through response to its banner ads?

Q5) Discuss the trends in spending on print advertising in comparison to spending on Internet advertising.

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Chapter 14: Media Planning and Buying

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Q1) Why have several advertising agencies unbundled their media buying function?

A)Agencies were required to unbundle their media buying function by the FTC.

B)An agency could become more of an expert in media buying if it was removed from the overall agency structure.

C)This allows media groups to work for clients who may be competitors to some of those handled by the agency.

D)Agencies want to focus on single clients.

E)Agencies could better consolidate it with the media planning function.

Q2) Christie was gathering the information needed for the media plan for a client. She most likely found the ________ to be a good information source for demographic profiles of current customers, previous promotions, and the budget.

A)client information

B)market research

C)competitive advertising

D)media usage profiles

E)media coverage area

Q3) A client has asked its agency "How much is enough and how much is too much?" when it comes to the number of exposures necessary. What should the agency tell the client?

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Page 16

Chapter 15: Public Relations

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Questions

Q1) Which of the following statements regarding advertising and public relations is true?

A)Public relations and advertising differ in how they use the media, the level of control they have over message delivery, and their perceived credibility.

B)The public tends to trust advertising more than they do the public relations.

C)Public relations strategists have little trouble getting exposure through media.

D)Consumers do not perceive public relations information any differently than they do advertising information.

E)The main goal of public relations is sales.

Q2) Companies that provide information to legislators in order to get their support and vote on a particular bill are using ________.

A)bribery

B)lobbying

C)corporate relations

D)gatekeeping

E)cause marketing

Q3) In general, who are potential targets for Kellogg's public relations efforts?

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Chapter 16: Direct-Response

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Q1) Advertising agencies do not play a role in direct-response marketing.

A)True

B)False

Q2) Josh is a broker who sells retirement investments to individuals. He uses direct marketing, but he uses it primarily to get customers to inquire for more information and set up an appointment to discuss investment options with him. Which type of offer is this?

A)one-step

B)two-step

C)primary

D)secondary

E)indirect

Q3) Infomercials have been around since the emergence of the cable industry in the 1980s and have become a multibillion-dollar industry. Explain what an infomercial is and why, today, it is viewed as a viable medium.

Q4) Discuss how legitimate direct marketers can respond to the criticisms surrounding e-mail marketing.

Q5) Many companies have developed databases and have begun database marketing. Explain what this means.

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Chapter 17: Promotions

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Q1) ________ means building a product's marketing program around a sponsored event, such as the Olympics or a golf tournament.

A)Event marketing

B)Sports marketing

C)Co-marketing

D)Co-branding

E)Tie-in marketing

Q2) Bob watched the Wachovia Golf Classic last weekend on television. Name and describe the type of promotion and explain why companies use this kind of promotion.

Q3) The goal of creating a payout plan is to produce promotions that increase

A)awareness and attachment

B)loyalty and attachment

C)loyalty and conviction

D)awareness and interest

E)sales and profits

Q4) The two general types of coupons are immediate and delayed.

A)True

B)False

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Chapter 18: The Imc Umbrella

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Q1) Harriet owns a specialty children's clothing store in Lakeland, Florida. She wants good geographic advertising coverage of her market area, so she will most likely use ________ as an advertising medium, which is the medium that has always made up the bulk of retailers' advertising.

A)television

B)magazines

C)newspaper

D)radio

E)outdoor billboards

Q2) A dealer tag is the time left at the end of a radio or television spot or space left at the bottom of print materials provided by a manufacturer where the local store is mentioned.

A)True

B)False

Q3) The largest purchasers of industrial goods in the United States are federal, state, and local governments.

A)True

B)False

Q4) Name and describe the five types of business-to-business advertising.

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Chapter 19: Evaluation of Effectiveness

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Q1) A favorable or unfavorable disposition toward a person, thing, idea, or situation is known as a(n)________.

A)viewpoint

B)behavior

C)cognition

D)attitude

E)intention

Q2) Good evaluation plans are based on a model of human response to an advertisement.

A)True

B)False

Q3) According to the text, which of the following is NOT a reason for evaluating the effectiveness of the marketing communication program or campaign?

A)The stakes in making an advertising misstep are high.

B)Evaluation helps advertisers reduce their risks.

C)Evaluation helps advertisers identify best practices.

D)Federal regulation requires campaigns to be analyzed for effectiveness.

E)Advertisers want to learn what works and what doesn't.

Q4) What were the three objectives of the UPS campaign described in the chapter?

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