Question 1

Which of the following is NOT one of the four functions of advertising?

Accepted Answer

A) marketing roles 
B) communication roles 
C) economic roles 
D) networking roles 
E) societal roles 
A) marketing roles 
B) communication roles 
C) economic roles 
D) networking roles 
E) societal roles

Question 2

Big companies may have hundreds of agencies working for them, but they normally have a(n)________, which does most of their advertising business and may even manage the other agencies.

Accepted Answer

A) agency-of-record 
B) creative boutique 
C) media-buying service 
D) agency-of-importance 
E) media vehicle 
A) agency-of-record 
B) creative boutique 
C) media-buying service 
D) agency-of-importance 
E) media vehicle

Question 3

The strategy of "ads as news" was not introduced until after World War II.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) advertiser 
B) agency 
C) media 
D) suppliers 
E) audience 
A) advertiser 
B) agency 
C) media 
D) suppliers 
E) audience

Question 5

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 6

Why might an advertiser use an in-house agency?

Accepted Answer

Companies that need closer control over

Question 7

Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

Accepted Answer

A) sales promotion 
B) direct-response 
C) word of mouth 
D) specialties 
E) public relations 
A) sales promotion 
B) direct-response 
C) word of mouth 
D) specialties 
E) public relations

Question 8

The advertiser initiates the advertising effort by employing the services of an agency.

Accepted Answer

A) True 
 B)False

Question 9

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, and 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 10

Advertising agencies make most of their money from ________.

Accepted Answer

A) digital media and personal media 
B) digital media and television spots 
C) print media and personal media 
D) print media and television spots 
E) personal media and television spots 
A) digital media and personal media 
B) digital media and television spots 
C) print media and personal media 
D) print media and television spots 
E) personal media and television spots

Question 11

An advertisement that uses puffery makes an exaggerated promise about the advertised product.

Accepted Answer

A) True 
 B)False

Question 12

Persuasion can involve emotional messages as well as information.

Accepted Answer

A) True 
 B)False

Question 13

Digital media have led to increased word of mouth conversations about advertising among friends.

Accepted Answer

A) True 
 B)False

Question 14

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 15

Which of the following was the top U.S. advertiser with respect to total ad expenditures in 2009?

Accepted Answer

A) Monsanto 
B) Sara Lee 
C) Toyota 
D) General Electric 
E) Procter & Gamble 
A) Monsanto 
B) Sara Lee 
C) Toyota 
D) General Electric 
E) Procter & Gamble

Question 16

Communication with employees and shareholders about brands and campaigns is usually handled by ________.

Accepted Answer

A) sales promotion 
B) direct-response 
C) word of mouth 
D) specialties 
E) public relations 
A) sales promotion 
B) direct-response 
C) word of mouth 
D) specialties 
E) public relations

Question 17

Which of the following is NOT a reason an advertising agency might hire an outside supplier?

Accepted Answer

A) Only suppliers are able to produce commercials. 
B) The agency may not have expertise in that area. 
C) The agency may be overloaded. 
D) The agency may want a fresh perspective. 
E) Suppliers provide specialized services. 
A) Only suppliers are able to produce commercials. 
B) The agency may not have expertise in that area. 
C) The agency may be overloaded. 
D) The agency may want a fresh perspective. 
E) Suppliers provide specialized services.

Question 18

The working relationship between an advertiser and an advertising agency is known as the ________ partnership.

Accepted Answer

A) agency-client 
B) media-client 
C) advertiser-supplier 
D) vendor-client 
E) strategic-tactical 
A) agency-client 
B) media-client 
C) advertiser-supplier 
D) vendor-client 
E) strategic-tactical

Question 19

How is public service advertising different from brand advertising?

Accepted Answer

Public service advertising does not seek

Question 20

A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

Accepted Answer

A) set fee 
B) value bill 
C) commission 
D) retainer 
E) profit-share 
A) set fee 
B) value bill 
C) commission 
D) retainer 
E) profit-share

Which of the following is NOT one of the four functions of advertising?

Big companies may have hundreds of agencies working for them, but they normally have a(n)________, which does most of their advertising business and may even manage the other agencies.

The strategy of "ads as news" was not introduced until after World War II.

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

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?

Why might an advertiser use an in-house agency?

Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

The advertiser initiates the advertising effort by employing the services of an agency.

Advertising agencies make most of their money from ________.

An advertisement that uses puffery makes an exaggerated promise about the advertised product.

Persuasion can involve emotional messages as well as information.

Digital media have led to increased word of mouth conversations about advertising among friends.

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

Which of the following was the top U.S. advertiser with respect to total ad expenditures in 2009?

Communication with employees and shareholders about brands and campaigns is usually handled by ________.

Which of the following is NOT a reason an advertising agency might hire an outside supplier?

The working relationship between an advertiser and an advertising agency is known as the ________ partnership.

How is public service advertising different from brand advertising?

A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 1: The New World of Marketing Communication

Which of the following is NOT one of the four functions of advertising?

Big companies may have hundreds of agencies working for them, but they normally have a(n)________, which does most of their advertising business and may even manage the other agencies.

The strategy of "ads as news" was not introduced until after World War II.

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

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?

Why might an advertiser use an in-house agency?

Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

The advertiser initiates the advertising effort by employing the services of an agency.

Advertising agencies make most of their money from ________.

An advertisement that uses puffery makes an exaggerated promise about the advertised product.

Persuasion can involve emotional messages as well as information.

Digital media have led to increased word of mouth conversations about advertising among friends.

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

Which of the following was the top U.S. advertiser with respect to total ad expenditures in 2009?

Communication with employees and shareholders about brands and campaigns is usually handled by ________.

Which of the following is NOT a reason an advertising agency might hire an outside supplier?

The working relationship between an advertiser and an advertising agency is known as the ________ partnership.

How is public service advertising different from brand advertising?

A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters