Question 1

Brand advertising is also known as ________ advertising.

Accepted Answer

A)  trade 
B)  local 
C)  consumer 
D)  corporate 
E)  public service 
A)  trade 
B)  local 
C)  consumer 
D)  corporate 
E)  public service

Question 2

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 3

How is public service advertising different from brand advertising?

Accepted Answer

Public service advertising does not seek

Question 4

Describe the roles performed by advertising in the functioning of our economy and society.

Accepted Answer

(1) Economic Role: In societies that hav

Question 5

Over the years,identification,information,and entertainment have been the basic functions of advertising.

Accepted Answer

A) True 
 B)False

Question 6

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 7

Brad is a music industry major in college who wants to work in the advertising industry writing and performing jingles for radio commercials.If Brad gets a contract with an agency to write a jingle for a commercial,then Brad would be a(n)________.

Accepted Answer

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

Question 8

In an advertising agency,which of the following is responsible for internal tracking of completion of projects?

Accepted Answer

A)  research and development department 
B)  production department 
C)  traffic department 
D)  creative department 
E)  copywriter 
A)  research and development department 
B)  production department 
C)  traffic department 
D)  creative department 
E)  copywriter

Question 9

An advertising ________ is a set of related ads that are variations on a theme.

Accepted Answer

A)  brand 
B)  market 
C)  campaign 
D)  position 
E)  target 
A)  brand 
B)  market 
C)  campaign 
D)  position 
E)  target

Question 10

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup.The medium of this ad is ________.

Accepted Answer

A)  Melina Kanakaredes 
B)  Ladies' Home Journal 
C)  readers who redeem the $1-off coupon 
D)  Maybelline 
E)  the target market to whom Melina Kanakaredes appeals 
A)  Melina Kanakaredes 
B)  Ladies' Home Journal 
C)  readers who redeem the $1-off coupon 
D)  Maybelline 
E)  the target market to whom Melina Kanakaredes appeals

Question 11

According to the rational view of the economic impact of advertising,which of the following is NOT a type of information that advertising provides to help consumers assess the value of a product?

Accepted Answer

A)  price cues 
B)  psychological appeals 
C)  quality 
D)  location 
E)  reputation 
A)  price cues 
B)  psychological appeals 
C)  quality 
D)  location 
E)  reputation

Question 12

Advertising can be used to transform a product into a distinctive brand.

Accepted Answer

A) True 
 B)False

Question 13

Companies that need close control over their advertising are more likely to use an agency-of-record than an in-house agency.

Accepted Answer

A) True 
 B)False

Question 14

Why is advertising often seen as the driving force in marketing communications?

Accepted Answer

Of all the marketing communica

Question 15

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 16

The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people.

Accepted Answer

A) True 
 B)False

Question 17

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 18

________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

Accepted Answer

A)  Marketing communications (M
C)  
B)  Integrated advertising execution (IA
E)  
C)  Integrated promotional activities (IP
A)  
D)  Integrated marketing communications (IM
C)  
E)  Global marketing communications (GM
C)  
A)  Marketing communications (M
C)  
B)  Integrated advertising execution (IA
E)  
C)  Integrated promotional activities (IP
A)  
D)  Integrated marketing communications (IM
C)  
E)  Global marketing communications (GM
C)

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which of the following companies is typically among the top advertisers in the United States?

Accepted Answer

A)  Apple 
B)  P&G 
C)  the Gap 
D)  McDonald's 
E)  Marriott 
A)  Apple 
B)  P&G 
C)  the Gap 
D)  McDonald's 
E)  Marriott

Brand advertising is also known as ________ advertising.

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?

How is public service advertising different from brand advertising?

Describe the roles performed by advertising in the functioning of our economy and society.

Over the years,identification,information,and entertainment have been the basic functions of advertising.

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

Brad is a music industry major in college who wants to work in the advertising industry writing and performing jingles for radio commercials.If Brad gets a contract with an agency to write a jingle for a commercial,then Brad would be a(n)________.

In an advertising agency,which of the following is responsible for internal tracking of completion of projects?

An advertising ________ is a set of related ads that are variations on a theme.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup.The medium of this ad is ________.

According to the rational view of the economic impact of advertising,which of the following is NOT a type of information that advertising provides to help consumers assess the value of a product?

Advertising can be used to transform a product into a distinctive brand.

Companies that need close control over their advertising are more likely to use an agency-of-record than an in-house agency.

Why is advertising often seen as the driving force in marketing communications?

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

The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people.

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

________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

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

Which of the following companies is typically among the top advertisers in the United States?

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 1: Advertising

Brand advertising is also known as ________ advertising.

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?

How is public service advertising different from brand advertising?

Describe the roles performed by advertising in the functioning of our economy and society.

Over the years,identification,information,and entertainment have been the basic functions of advertising.

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

Brad is a music industry major in college who wants to work in the advertising industry writing and performing jingles for radio commercials.If Brad gets a contract with an agency to write a jingle for a commercial,then Brad would be a(n)________.

In an advertising agency,which of the following is responsible for internal tracking of completion of projects?

An advertising ________ is a set of related ads that are variations on a theme.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup.The medium of this ad is ________.

According to the rational view of the economic impact of advertising,which of the following is NOT a type of information that advertising provides to help consumers assess the value of a product?

Advertising can be used to transform a product into a distinctive brand.

Companies that need close control over their advertising are more likely to use an agency-of-record than an in-house agency.

Why is advertising often seen as the driving force in marketing communications?

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

The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people.

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

________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

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

Which of the following companies is typically among the top advertisers in the United States?

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters