Question 1

For an advertisement to be considered effective,what is the first thing it must do?

Accepted Answer

A) hold consumers' interest 
B) gain consumers' attention 
C) convince consumers to change their purchasing behavior 
D) convince consumers to continue buying the brand 
E) remind consumers of the brand and their positive feelings about it 
A) hold consumers' interest 
B) gain consumers' attention 
C) convince consumers to change their purchasing behavior 
D) convince consumers to continue buying the brand 
E) remind consumers of the brand and their positive feelings about it

Question 2

How can advertising deliver one-to-one communication with a large group of people?

Accepted Answer

Direct-response advertising,pa

Question 3

The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer.

Accepted Answer

A) True 
 B)False

Question 4

The Truth campaign is a series of advertisements run by the American Legacy Foundation.The campaign tries to reach teenagers with antismoking messages.Which of the following is most likely the objective of this campaign?

Accepted Answer

A) to encourage teens to buy products 
B) to change smoking legislation 
C) to reduce the percentage of teens who begin smoking 
D) to create a public service announcement 
E) to encourage teens to become politically active 
A) to encourage teens to buy products 
B) to change smoking legislation 
C) to reduce the percentage of teens who begin smoking 
D) to create a public service announcement 
E) to encourage teens to become politically active

Question 5

Until the 1990s,the main form of compensation for an advertising agency had been a ________.

Accepted Answer

A) set fee 
B) monthly retainer 
C) 5% commission on media billings 
D) 15% commission on media billings 
E) yearly retainer 
A) set fee 
B) monthly retainer 
C) 5% commission on media billings 
D) 15% commission on media billings 
E) yearly retainer

Question 6

Integrated marketing communication (IMC)means that ads can now be customized to individual consumers.

Accepted Answer

A) True 
 B)False

Question 7

Radio and television are examples of ________ media.

Accepted Answer

A) social media 
B) interactive 
C) digital 
D) outdoor 
E) broadcast 
A) social media 
B) interactive 
C) digital 
D) outdoor 
E) broadcast

Question 8

Summarize key events that occurred during the Early Age of Agencies in the evolution of advertising.

Accepted Answer

The first ad agency was opened in 1848,a

Question 9

Which of the following would most likely be created pro bono by an advertising agency?

Accepted Answer

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 
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

Question 10

Ads during the Super Bowl cost an advertiser $3 million for 30 seconds of time.Why would an advertiser pay this much for advertising time?

Accepted Answer

Super Bowl advertising can rea

Question 11

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.
-Because Polo Ralph Lauren wants to maintain close control over its image and advertising,which of the following statements is most likely TRUE?

Accepted Answer

A) Polo Ralph Lauren will most likely use an outside advertising agency to develop and execute its advertising. 
B) Polo Ralph Lauren will most likely use an agency-of-record to develop and execute its advertising. 
C) Polo Ralph Lauren will most likely not use any outside resources,such as suppliers,to assist in developing and executing its advertising. 
D) Polo Ralph Lauren will get better media rates by not using an advertising agency to purchase advertising time and space. 
E) Polo Ralph Lauren will most likely use an in-house agency to develop and execute advertising. 
A) Polo Ralph Lauren will most likely use an outside advertising agency to develop and execute its advertising. 
B) Polo Ralph Lauren will most likely use an agency-of-record to develop and execute its advertising. 
C) Polo Ralph Lauren will most likely not use any outside resources,such as suppliers,to assist in developing and executing its advertising. 
D) Polo Ralph Lauren will get better media rates by not using an advertising agency to purchase advertising time and space. 
E) Polo Ralph Lauren will most likely use an in-house agency to develop and execute advertising.

Question 12

The effectiveness of an advertisement is based on ________.

Accepted Answer

A) the number of new customers the advertisement attracts 
B) the profit the advertiser makes as a result of the advertisement 
C) whether the stated objectives for the advertisement are met 
D) the number of potential customers who are exposed to the advertisement 
E) the number of awards the advertisement receives 
A) the number of new customers the advertisement attracts 
B) the profit the advertiser makes as a result of the advertisement 
C) whether the stated objectives for the advertisement are met 
D) the number of potential customers who are exposed to the advertisement 
E) the number of awards the advertisement receives

Question 13

Typically,the advertiser initiates the advertising effort by employing the services of a creative boutique.

Accepted Answer

A) True 
 B)False

Question 14

During the Early Age of Print stage in advertising's evolution,ads looked like what we call classified advertising today.

Accepted Answer

A) True 
 B)False

Question 15

Name and describe six of the eight common types of advertising.

Accepted Answer

(1)Brand Advertising.The most visible ty

Question 16

Which of the following awards is given to recognize the creativity of an advertisement?

Accepted Answer

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

Question 17

Refer to the following passage to answer the questions below.
Joan recently opened a store in her community that specializes in home decor,including some furniture,such as sofas,chairs,and end tables,but mostly home-decorating accessories.She is also a certified interior decorator,and she provides expertise in assisting do-it-yourself home decorators in "putting it all together." She has not been pleased with her sales so far,and she decides she needs to promote her business.
-Joan does not have a lot of resources to spend on promoting her business.What key player(s)in advertising would be most valuable and reasonable to help Joan in her advertising efforts?

Accepted Answer

The key players in advertising are the a

Question 18

Buzz is also known as ________.

Accepted Answer

A) word-of-mouth 
B) direct-response 
C) public relations 
D) publicity 
E) branded entertainment 
A) word-of-mouth 
B) direct-response 
C) public relations 
D) publicity 
E) branded entertainment

Question 19

Artists,writers,songwriters,photographers,directors,producers,and printers are all examples of which type of "key player" in advertising?

Accepted Answer

A) advertisers 
B) agencies 
C) media 
D) suppliers 
E) channels 
A) advertisers 
B) agencies 
C) media 
D) suppliers 
E) channels

Question 20

The key players in advertising are the advertiser,the agency,the media,and the suppliers.

Accepted Answer

A) True 
 B)False

For an advertisement to be considered effective,what is the first thing it must do?

How can advertising deliver one-to-one communication with a large group of people?

The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer.

The Truth campaign is a series of advertisements run by the American Legacy Foundation.The campaign tries to reach teenagers with antismoking messages.Which of the following is most likely the objective of this campaign?

Until the 1990s,the main form of compensation for an advertising agency had been a ________.

Integrated marketing communication (IMC)means that ads can now be customized to individual consumers.

Radio and television are examples of ________ media.

Summarize key events that occurred during the Early Age of Agencies in the evolution of advertising.

Which of the following would most likely be created pro bono by an advertising agency?

Ads during the Super Bowl cost an advertiser $3 million for 30 seconds of time.Why would an advertiser pay this much for advertising time?

The effectiveness of an advertisement is based on ________.

Typically,the advertiser initiates the advertising effort by employing the services of a creative boutique.

During the Early Age of Print stage in advertising's evolution,ads looked like what we call classified advertising today.

Name and describe six of the eight common types of advertising.

Which of the following awards is given to recognize the creativity of an advertisement?

Buzz is also known as ________.

Artists,writers,songwriters,photographers,directors,producers,and printers are all examples of which type of "key player" in advertising?

The key players in advertising are the advertiser,the agency,the media,and the suppliers.

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

For an advertisement to be considered effective,what is the first thing it must do?

How can advertising deliver one-to-one communication with a large group of people?

The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer.

The Truth campaign is a series of advertisements run by the American Legacy Foundation.The campaign tries to reach teenagers with antismoking messages.Which of the following is most likely the objective of this campaign?

Until the 1990s,the main form of compensation for an advertising agency had been a ________.

Integrated marketing communication (IMC)means that ads can now be customized to individual consumers.

Radio and television are examples of ________ media.

Summarize key events that occurred during the Early Age of Agencies in the evolution of advertising.

Which of the following would most likely be created pro bono by an advertising agency?

Ads during the Super Bowl cost an advertiser $3 million for 30 seconds of time.Why would an advertiser pay this much for advertising time?

The effectiveness of an advertisement is based on ________.

Typically,the advertiser initiates the advertising effort by employing the services of a creative boutique.

During the Early Age of Print stage in advertising's evolution,ads looked like what we call classified advertising today.

Name and describe six of the eight common types of advertising.

Which of the following awards is given to recognize the creativity of an advertisement?

Buzz is also known as ________.

Artists,writers,songwriters,photographers,directors,producers,and printers are all examples of which type of "key player" in advertising?

The key players in advertising are the advertiser,the agency,the media,and the suppliers.

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