Principles of Advertising Study Guide Questions
Course Introduction
Principles of Advertising introduces students to the foundational concepts and practices of advertising within the broader field of marketing communication. The course covers key topics such as advertising history, strategy development, creative message design, media planning, research techniques, and the regulatory and ethical considerations affecting the industry. Students gain an understanding of how brands use advertising to build awareness, shape consumer attitudes, and drive sales across various media channels. The course also explores the impact of digital platforms and emerging trends, providing a holistic view of how advertising professionals plan, execute, and evaluate successful campaigns.
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Advertising
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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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Sample Questions
Q1) AdonDemand,a new advertising agency in San Diego,is offering its clients various services such as marketing,sales promotion,research,promotion,package designing,direct marketing,publicity along with planning,creating,and producing the advertising.Company A is a(n):
A)creative boutique.
B)full-service agency.
C)media buying organization.
D)in-house agency.
E)media specialist company.
Answer: B
Q2) A _____ is an agency organizational structure in which each functional area is set up as a separate department.The parts of this structure are called on as needed to perform their particular specialty and serve all of the agency's clients.
A)departmental system
B)group system
C)creative boutique
D)matrix system
E)media buying service system
Answer: A
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Chapter 2: Perspectives on Consumer Behavior
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Q1) The basis for subliminal advertising can be found in:
A)cognitive theory.
B)psychoanalytic theory.
C)behavioral learning theory.
D)affective theory.
E)multiattribute motivational model.
Answer: B
Q2) _____ occurs when consumer's expectations are either met or exceeded.
A)Cognitive Dissonance
B)Satisfaction
C)Dissatisfaction
D)Shaping
E)Post purchase evaluation
Answer: B
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Page 4
Chapter 3: The Communication Process
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Q1) Graduate schools that offer MBA courses are typically rated annually by business publications.When an MBA program rates high on a list,the information is publicized.If the purpose of the communication is to make sure current students know they have made the right choice and are attending a prestigious institution,then the _____ model would be correct.
A)standard learning
B)dissonance/attribution
C)low-involvement
D)cognitive response
E)5-Ws
Answer: B
Q2) According to the FCB planning model,for which of the following products would an affective strategy be most appropriate?
A)Storm windows
B)Bag of cat litter
C)Can of Planter's peanuts
D)A liquid dishwasher
E)Cosmetics
Answer: E
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Chapter 4: Source, Message, and Channel Factors
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Q1) The owner of Shane Corporation,a jewelry retail chain,is the voiceover on all of his stores' commercials.He explains how his company differs from other chain stores and gives advice on buying jewelry.Because he is recognized as a professional jewelry expert,his appearance in his company's ads can enhance the ads' source:
A)credibility.
B)attractiveness.
C)power.
D)recognizability.
E)likability.
Q2) An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as: A)clutter.
B)media flooding.
C)media bombardment.
D)flighting.
E)information overload.
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6
Chapter 5: Establishing Objectives and Budgeting for the Promotional Program
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Q1) The task and objective method of budgeting as well as the payout plan are both examples of the _____ approach.
A)trading up
B)top-down
C)bottom-up
D)build-up
E)trickle up
Q2) Many marketing managers approach promotion from a(n)_____ perspective and believe the objective of advertising and other promotional mix elements is to relay information about a product to customers.
A)informational
B)communications
C)sales-oriented
D)segmentation
E)product development
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Page 7
Chapter 6: Creative Strategy: Planning and Development
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Q1) One of the major determinants of creativity is _____ which reflects the degree to which the various elements of the ad are meaningful,useful,or valuable to the consumer.
A)divergence
B)synthesis
C)relevance
D)illumination
E)elaboration
Q2) Ads are often called _____.
A)animatics
B)copy platforms
C)creative
D)work plans
E)storyboards
Q3) According to Robert Smith,the two ways in which relevance could be achieved are:
A)ad-to-brand relevance and brand-to-ad relevance.
B)ad-to-producer relevance and brand-to producer relevance.
C)ad-to-producer relevance and brand-to-consumer relevance.
D)ad-to-consumer relevance and brand-to-producer relevance.
E)ad-to-consumer relevance and brand-to-consumer relevance.
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Page 8
Chapter 7: Creative Strategy: Implementation and Evaluation
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Q1) To announce sales,special offers,or everyday low prices,retailers often use a _____ appeal.
A)functional
B)popularity
C)favorable price
D)transformational
E)productive
Q2) An ad for Toyota vans shows how easily a child,who needs to use a bathroom,can get out of the vehicle.Which ad execution technique is being used in this ad?
A)Comparison
B)Demonstration
C)Scientific evidence
D)Straight-sell
E)Testimonial
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Chapter 8: Media Planning and Strategy
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Q1) Which of the following situations offers the advertiser the least attractive marketing opportunity?
A)High brand development index (BDI)and high category development index (CDI)
B)High brand development index (BDI)and low category development index (CDI)
C)Low brand development index (BDI)and high category development index (CDI)
D)Low brand development index (BDI)and low category development index (CDI)
E)High survey of buying power index and high brand development index (BDI)
Q2) Disneyworld advertises itself as a vacation spot throughout the year,but it advertises more heavily during the summer months and during the Christmas season when more people are vacationing.This is an example of _____ scheduling.
A)flighting
B)geographical weighting
C)continuity
D)oscillating
E)pulsing
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10
Chapter 9: Evaluation of Media: Television and Radio
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Q1) Which of the following statements concerning advertising on cable television is true?
A)Cable time can only be purchased on a national level.
B)Cable time can be purchased on a national,regional,or local level.
C)Spot cable advertising revenues have decreased dramatically over the past five years.
D)Local cable systems provide advertisers with a great deal of research information on demographics,lifestyles,and viewership patterns.
E)The initial popularity of cable television has passed,and network television is once again the more popular medium.
Q2) _____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.
A)Average quarter-hour figure
B)Average quarter-hour rating
C)Average quarter-hour share
D)Cume
E)Average market share
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11
Chapter 10: Evaluation of Print Media
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Q1) A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000.
A)certified audience
B)calculated market
C)total audience
D)circumscribed market
E)market aggregate
Q2) A(n)_____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication.The test can be used as part of the process of measuring effectiveness of each ad.
A)split run
B)overrun
C)gatefold
D)bleed page
E)day-after-recall
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Page 12
Chapter 11: Support Media
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Q1) Advertising placed on buses and taxis are called:
A)sales promotions.
B)stationary advertising.
C)transit advertising.
D)aerial advertising.
E)free-form advertising.
Q2) Which of the following is an advantage of outdoor advertising?
A)No waste coverage
B)Ease of measurement of audience size
C)Wide coverage of local markets
D)Low costs
E)Slow wearout
Q3) Which of the following is a disadvantage associated with transit advertising?
A)Low frequency of exposure
B)High relative costs
C)Copy and creative limitations
D)Short exposure times
E)High absolute costs
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13
Chapter 12: Direct Marketing
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Q1) To encourage customers to open mail offering them a subscription to Home Companion,the front of the envelope advised there was a gift inside.Inside was an attractively laminated bookmark.This is an example of combining direct marketing with:
A)personal selling.
B)support media.
C)place-based media.
D)product placement.
E)advertising.
Q2) _____ was known as the stepchild of the promotional mix.
A)Advertising
B)Direct marketing
C)Sales promotion
D)Public relations
E)Publicity
Q3) One disadvantage of direct marketing is that it results in a lot of waste coverage.
A)True
B)False
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Page 14
Chapter 13: The Internet and Interactive Media
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Q1) In case of search engine advertising,advertisers pay only when a consumer clicks on their ad or link from a search engine page.
A)True
B)False
Q2) Facebook,Twitter,and other such interactive social networking sites form a part of the Web 1.0 era.
A)True
B)False
Q3) The term _____ is commonly associated with Web applications that facilitate interactive information sharing,interoperability,user-centered design,and collaboration on the World Wide Web.
A)Web 1.0
B)Web 2.0
C)paid search
D)rich media
E)E-commerce
Q4) Internet is both a communications as well as a direct response medium.
A)True
B)False
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Chapter 14: Sales Promotion
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Sample Questions
Q1) In a sales promotion sponsored jointly by Puerto Rico Tourism Board and Rums of Puerto Rico,couples were invited to enter a contest for a chance to win the perfect wedding.According to the ad,enjoying Puerto Rican hospitality is "As Easy As Saying I Do."
The contest is an example of:
A)a nonfranchise building promotion.
B)a franchise building promotion.
C)a high-involvement sales promotion.
D)a sales promotion trap.
E)event marketing.
Q2) Which of the following is an example of consumer-oriented sales promotion activity?
A)Off-invoice allowances
B)Promotional allowances
C)Point-of-purchase displays
D)Trade shows
E)Coupons
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16
Chapter 15: Public Relations, Publicity, and Corporate Advertising
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Q1) Many companies are attracted to event sponsorships because:
A)they help build equity and gain affinity with target audiences.
B)they are unidimensional.
C)they are less expensive forms of advertising.
D)they help in propagating ideas and elucidating controversial social issues of public importance.
E)they explain management's position on a particular environmental or social issue.
Q2) Budweiser's effort to promote "responsible drinking and driving" is an example of:
A)advocacy advertising.
B)image advertising.
C)direct-response advertising.
D)event marketing.
E)aerial advertising.
Q3) One major disadvantage of public relations is the potential for not completing the communications process.
A)True
B)False
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Page 17
Chapter 16: Measuring the Effectiveness of the Promotional Program
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Q1) The principles of Positioning Advertising Copy Testing (PACT)state that a good copy testing system will:
A)use a single measure of a single dependent variable to ensure clarity of interpretation.
B)provide measurements that are relevant to the objectives of the advertising.
C)evaluate responses at a single level of the hierarchy of effects.
D)test alternative executions at various stages of completion.
E)measure needs satisfaction levels proposed by each ad under consideration.
Q2) Participants in a consumer panel rated all aspects of an ad based on the popularity of the product being advertised as being good.This is referred to as a _____ effect.
A)halo
B)recency
C)stimulus-response
D)visual option source
E)contextual
Q3) Testing of ads is required even after the ad and/or the campaign has been implemented.
A)True
B)False
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Chapter 17: International Advertising and Promotion
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Q1) In many countries,sales promotion faces problems with distribution and retailers' resistance to processing coupons,setting up displays and dealing with premiums.These are sales promotion difficulties associated with:
A)the country's stage of economic development.
B)the country's market maturity.
C)the country's consumer perceptions.
D)the country's trade structure.
E)the country's regulation.
Q2) When the CEO of International Partners,Ltd.was in Katmandu,the capital of Nepal,he found that 90 percent of his telephone calls didn't connect to the party he was calling.This represents a problem with Nepal's:
A)demographic environment.
B)economic infrastructure.
C)balance of payments.
D)cultural system.
E)advertising system.
Q3) Product standardization results in higher production costs.
A)True
B)False
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Page 19
Chapter 18: Regulation of Advertising and Promotion
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Q1) The _____ gave the FTC the power to issue cease-and-desist orders and levy fines on violators.
A)Central Hudson Test
B)National Advertising Review Board
C)Lanham Act
D)Wheeler-Lea Amendment
E)Sherman Antitrust Act
Q2) Which of the following statements about the use of puffery in advertising is true?
A)Puffery is illegal.
B)Puffery is banned in a 1996 revision of the Uniform Commercial Code.
C)According to the Federal Trade Commission consumers believe in puffery.
D)Superlatives such as greatest,best,and finest are puffs that are often used in advertising.
E)Puffery is only illegal if it eliminates a competitive advantage.
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Chapter 19: Evaluating the Social, Ethical, and Economic
Aspects of Advertising and Promotion
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Q1) If a marketer for an established company believes potential entrants to the marketplace must overcome established brand loyalty and spend relatively more on advertising,then he or she must believe that advertising equals:
A)market power.
B)materialism.
C)information.
D)empowerment.
E)differentiation.
Q2) Which of the following beliefs takes a positive view of advertising's economic effects?
A)Advertising can create needs
B)Advertising equals market power
C)Economies of scales apply in advertising
D)Advertising creates brand loyalty
E)Advertising equals information
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Chapter 20: Personal Selling Online
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Q1) Personal selling may lead to potential ethical problems.What is the major reason for this?
A)Most personal sale situations demand unethical practices.
B)Many salespeople are compulsive talkers and they do not listen to customers.
C)Sales people often call on customers without specific appointments.
D)Many salespeople engage in sales calls without clear purposes.
E)Managers do not have complete control over the messages of salespeople.
Q2) Dyadic communication is defined as:
A)communication between two people or groups.
B)communication that involves indirect feedback between sender and receiver.
C)the technologically-oriented communication involving two dimensions.
D)a form of verbalized integrated marketing communication.
E)a form of communication that elicits an opinion from the receiver.
Q3) Identify the qualitative measure that is used to evaluate sales-related activities of the sales force.
A)Product knowledge
B)Customer knowledge
C)Execution of selling techniques
D)Customer relations
E)Communication skills
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