Question 1

In a new trend in agency compensation called ________,agencies are paid a percentage of their client's sales or a percentage of the client's marketing budget.

Accepted Answer

A) a retainer system 
B) the commission system 
C) performance incentives 
D) value billing 
E) the fee system 
A) a retainer system 
B) the commission system 
C) performance incentives 
D) value billing 
E) the fee system

Question 2

Which key player makes the final decision about the target audience and the size of the advertising budget,in addition to approving the advertising plan?

Accepted Answer

A) client 
B) media 
C) agency 
D) vendor 
E) supplier 
A) client 
B) media 
C) agency 
D) vendor 
E) supplier

Question 3

________ advertising may use any advertising medium,but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

Accepted Answer

A) Brand 
B) Local 
C) Direct-response 
D) Institutional 
E) Public service 
A) Brand 
B) Local 
C) Direct-response 
D) Institutional 
E) Public service

Question 4

Advertising begins with the ________,the person or organization that uses advertising to send out a message about its products.

Accepted Answer

A) supplier 
B) media 
C) agency 
D) advertiser 
E) vendor 
A) supplier 
B) media 
C) agency 
D) advertiser 
E) vendor

Question 5

Which of the following is the idea that messages should be directed at particular groups of prospective buyers?

Accepted Answer

A) positioning 
B) targeting 
C) branding 
D) integrated marketing 
E) social responsibility 
A) positioning 
B) targeting 
C) branding 
D) integrated marketing 
E) social responsibility

Question 6

User-generated content is supplied by ________.

Accepted Answer

A) market researchers 
B) copywriters 
C) consumers 
D) media planners 
E) creative agencies 
A) market researchers 
B) copywriters 
C) consumers 
D) media planners 
E) creative agencies

Question 7

The cost of purchasing a 30-second advertising spot during the Super Bowl is very high,typically millions of dollars.Despite the cost,commercials for products such as Coca-Cola,Doritos,and Bud Light run during the Super Bowl every year.In advertising terms,the Super Bowl is the ________.

Accepted Answer

A) media vehicle 
B) agent 
C) message 
D) supplier 
E) client 
A) media vehicle 
B) agent 
C) message 
D) supplier 
E) client

Question 8

An in-house agency performs most,and sometimes all,of the functions of an outside advertising agency.

Accepted Answer

A) True 
 B)False

Question 9

For the Truth® campaign,Crispin Porter + Bogusky was the ________ hired by the American Legacy Foundation to plan and implement the advertising effort.

Accepted Answer

A) advertiser 
B) media buying company 
C) client 
D) advertising agency 
E) advertising department 
A) advertiser 
B) media buying company 
C) client 
D) advertising agency 
E) advertising department

Question 10

Refer to the passage below to answer the following questions.
Polo Ralph Lauren manufactures and sells high-quality,expensive brands of clothing as well as accessories,cosmetics,and home products.The company maintains complete control over the brand image and all of the functions necessary to develop,execute,and deliver advertising.Polo appeals to consumers' lifestyle aspirations.Its products are of high quality and better than most competitors' offerings.The objective in the company's advertising is to convey this image and the fashion statement it makes.
-Several of Polo Ralph Lauren's ads have won awards based solely on their creative ideas.Which award did Polo most likely win?

Accepted Answer

A) Effie 
B) Clio 
C) Reggie 
D) Silver Anvil 
E) Halo 
A) Effie 
B) Clio 
C) Reggie 
D) Silver Anvil 
E) Halo

Question 11

When Procter & Gamble developed the Mr.Clean Magic Eraser,the company needed to explain how the product cleans grime from walls without removing paint.Which basic role of advertising was most likely the focus of the campaign for this new product?

Accepted Answer

A) providing information 
B) providing product identification 
C) providing entertainment 
D) providing social value 
E) providing comparisons 
A) providing information 
B) providing product identification 
C) providing entertainment 
D) providing social value 
E) providing comparisons

Question 12

Which of the following is one of the basic functions of advertising?

Accepted Answer

A) identification 
B) entertainment 
C) competition 
D) public relations 
E) two-way communication 
A) identification 
B) entertainment 
C) competition 
D) public relations 
E) two-way communication

Question 13

Which of the following departments in an advertising agency fulfills the three functions of research,planning,and buying?

Accepted Answer

A) account planning department 
B) art department 
C) traffic department 
D) print production department 
E) media department 
A) account planning department 
B) art department 
C) traffic department 
D) print production department 
E) media department

Question 14

Which of the following is considered a societal role of advertising?

Accepted Answer

A) creating a more rational economy 
B) reaching a mass audience 
C) serving an educational function 
D) making consumers focus on nonprice benefits 
E) all of the above 
A) creating a more rational economy 
B) reaching a mass audience 
C) serving an educational function 
D) making consumers focus on nonprice benefits 
E) all of the above

Question 15

Advertising regulations have been in place in the United States since the ________.

Accepted Answer

A) early 1900s 
B) end of World War II 
C) 1950s 
D) 1960s 
E) 1970s 
A) early 1900s 
B) end of World War II 
C) 1950s 
D) 1960s 
E) 1970s

Question 16

A company that uses consumer-generated advertising will likely have to increase what it pays its agency of record.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is an example of consumer-generated advertising?

Accepted Answer

A) Toyota's presence in online social networks 
B) Nike's Nike Plus running website 
C) MasterCard's use of "Priceless" commercials shot by customers 
D) Neiman Marcus's InCircle Rewards program for its best customers 
E) The Lexus Covenant aimed at creating customer delight 
A) Toyota's presence in online social networks 
B) Nike's Nike Plus running website 
C) MasterCard's use of "Priceless" commercials shot by customers 
D) Neiman Marcus's InCircle Rewards program for its best customers 
E) The Lexus Covenant aimed at creating customer delight

Question 18

Several large corporations have multiple brand offerings in several product categories.How might such corporations organize for advertising?

Accepted Answer

Most large businesses have advertising d

Question 19

Which of the following positions in an advertising agency is most closely involved with creative development?

Accepted Answer

A) account executive 
B) account planner 
C) media buyer 
D) copywriter 
E) management supervisor 
A) account executive 
B) account planner 
C) media buyer 
D) copywriter 
E) management supervisor

Question 20

________ advertising is sent from one business to another.

Accepted Answer

A) Brand 
B) Retail 
C) Direct-response 
D) Institutional 
E) Trade 
A) Brand 
B) Retail 
C) Direct-response 
D) Institutional 
E) Trade

In a new trend in agency compensation called ________,agencies are paid a percentage of their client's sales or a percentage of the client's marketing budget.

Which key player makes the final decision about the target audience and the size of the advertising budget,in addition to approving the advertising plan?

________ advertising may use any advertising medium,but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

Advertising begins with the ________,the person or organization that uses advertising to send out a message about its products.

Which of the following is the idea that messages should be directed at particular groups of prospective buyers?

User-generated content is supplied by ________.

The cost of purchasing a 30-second advertising spot during the Super Bowl is very high,typically millions of dollars.Despite the cost,commercials for products such as Coca-Cola,Doritos,and Bud Light run during the Super Bowl every year.In advertising terms,the Super Bowl is the ________.

An in-house agency performs most,and sometimes all,of the functions of an outside advertising agency.

For the Truth® campaign,Crispin Porter + Bogusky was the ________ hired by the American Legacy Foundation to plan and implement the advertising effort.

When Procter & Gamble developed the Mr.Clean Magic Eraser,the company needed to explain how the product cleans grime from walls without removing paint.Which basic role of advertising was most likely the focus of the campaign for this new product?

Which of the following is one of the basic functions of advertising?

Which of the following departments in an advertising agency fulfills the three functions of research,planning,and buying?

Which of the following is considered a societal role of advertising?

Advertising regulations have been in place in the United States since the ________.

A company that uses consumer-generated advertising will likely have to increase what it pays its agency of record.

Which of the following is an example of consumer-generated advertising?

Several large corporations have multiple brand offerings in several product categories.How might such corporations organize for advertising?

Which of the following positions in an advertising agency is most closely involved with creative development?

________ advertising is sent from one business to another.

Strategic Brand Communication

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 2: Advertising

In a new trend in agency compensation called ________,agencies are paid a percentage of their client's sales or a percentage of the client's marketing budget.

Which key player makes the final decision about the target audience and the size of the advertising budget,in addition to approving the advertising plan?

________ advertising may use any advertising medium,but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

Advertising begins with the ________,the person or organization that uses advertising to send out a message about its products.

Which of the following is the idea that messages should be directed at particular groups of prospective buyers?

User-generated content is supplied by ________.

The cost of purchasing a 30-second advertising spot during the Super Bowl is very high,typically millions of dollars.Despite the cost,commercials for products such as Coca-Cola,Doritos,and Bud Light run during the Super Bowl every year.In advertising terms,the Super Bowl is the ________.

An in-house agency performs most,and sometimes all,of the functions of an outside advertising agency.

For the Truth® campaign,Crispin Porter + Bogusky was the ________ hired by the American Legacy Foundation to plan and implement the advertising effort.

When Procter & Gamble developed the Mr.Clean Magic Eraser,the company needed to explain how the product cleans grime from walls without removing paint.Which basic role of advertising was most likely the focus of the campaign for this new product?

Which of the following is one of the basic functions of advertising?

Which of the following departments in an advertising agency fulfills the three functions of research,planning,and buying?

Which of the following is considered a societal role of advertising?

Advertising regulations have been in place in the United States since the ________.

A company that uses consumer-generated advertising will likely have to increase what it pays its agency of record.

Which of the following is an example of consumer-generated advertising?

Several large corporations have multiple brand offerings in several product categories.How might such corporations organize for advertising?

Which of the following positions in an advertising agency is most closely involved with creative development?

________ advertising is sent from one business to another.

Strategic Brand Communication

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters