Question 1

In an advertising agency,the traffic department and print production are part of ________.

Accepted Answer

A)  the media department 
B)  internal operations 
C)  account planning and research 
D)  creative development 
E)  account management 
A)  the media department 
B)  internal operations 
C)  account planning and research 
D)  creative development 
E)  account management

Question 2

In the 1930s,John Caples published Tested Advertising Methods,which discussed his theories about the pulling power of headlines.How did Caples' work change the style of advertising writing?

Accepted Answer

Caples' research led to a shif

Question 3

Radio and television are examples of ________ media.

Accepted Answer

A)  print 
B)  interactive 
C)  digital 
D)  outdoor 
E)  broadcast 
A)  print 
B)  interactive 
C)  digital 
D)  outdoor 
E)  broadcast

Question 4

In the evolution of advertising,P.T.Barnum is known for which of the following?

Accepted Answer

A)  conducting one of the first full ad campaigns 
B)  crafting the strategy of advertising as news 
C)  identifying the pulling power of headlines 
D)  scientifically measuring the effectiveness of advertisements 
E)  introducing the concept of status appeal 
A)  conducting one of the first full ad campaigns 
B)  crafting the strategy of advertising as news 
C)  identifying the pulling power of headlines 
D)  scientifically measuring the effectiveness of advertisements 
E)  introducing the concept of status appeal

Question 5

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 lacks 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 lacks expertise in that area. 
C)  The agency may be overloaded. 
D)  The agency may want a fresh perspective. 
E)  Suppliers provide specialized services.

Question 6

During the Early Age of Agencies,Baker's Chocolate and Ivory Soap were two of the first products to use ________.

Accepted Answer

A)  the pulling power of headlines 
B)  brand names 
C)  status appeal 
D)  cultural archetypes 
E)  integrated marketing communication 
A)  the pulling power of headlines 
B)  brand names 
C)  status appeal 
D)  cultural archetypes 
E)  integrated marketing communication

Question 7

Advertising is effective only for informing consumers about products and services.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following departments has the primary responsibility for managing the advertising process?

Accepted Answer

A)  accounting department 
B)  traffic department 
C)  marketing services 
D)  art studio 
E)  print production 
A)  accounting department 
B)  traffic department 
C)  marketing services 
D)  art studio 
E)  print production

Question 9

Which of the following is NOT part of the modern definition of advertising?

Accepted Answer

A)  is a paid form of communication 
B)  has an identified sponsor 
C)  is usually personal in nature 
D)  provides information about products 
E)  uses mass and interactive media 
A)  is a paid form of communication 
B)  has an identified sponsor 
C)  is usually personal in nature 
D)  provides information about products 
E)  uses mass and interactive media

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.
-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 11

In an advertising agency,which functional area acts as a liaison between the advertiser and the agency?

Accepted Answer

A)  account services 
B)  account planning and research 
C)  creative development and production 
D)  media research, planning, and buying 
E)  internal operations 
A)  account services 
B)  account planning and research 
C)  creative development and production 
D)  media research, planning, and buying 
E)  internal operations

Question 12

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

Accepted Answer

A)  department 
B)  holding company 
C)  network 
D)  account 
E)  boutique 
A)  department 
B)  holding company 
C)  network 
D)  account 
E)  boutique

Question 13

In which scenario is advertising most likely to thrive in a society?

Accepted Answer

A)  when demand exceeds supply 
B)  when there is little price competition 
C)  when public speech is tightly controlled by the government 
D)  when consumers do not have disposable income 
E)  when supply is greater than demand 
A)  when demand exceeds supply 
B)  when there is little price competition 
C)  when public speech is tightly controlled by the government 
D)  when consumers do not have disposable income 
E)  when supply is greater than demand

Question 14

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 15

Advertising begins with the agency.

Accepted Answer

A) True 
 B)False

Question 16

When using which type of advertising agency does an advertiser produce its own advertising?

Accepted Answer

A)  home agency 
B)  agency-of-record 
C)  in-house agency 
D)  creative boutique 
E)  agency network 
A)  home agency 
B)  agency-of-record 
C)  in-house agency 
D)  creative boutique 
E)  agency network

Question 17

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

Accepted Answer

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

Question 18

Which of the following types of agencies would most likely be able to purchase media at a low cost because they can group several clients' purchases together?

Accepted Answer

A)  creative boutiques 
B)  media-buying services 
C)  in-house agencies 
D)  traffic departments 
E)  full-service agencies 
A)  creative boutiques 
B)  media-buying services 
C)  in-house agencies 
D)  traffic departments 
E)  full-service agencies

Question 19

The sponsor is identified in an advertising message.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

In an advertising agency,the traffic department and print production are part of ________.

In the 1930s,John Caples published Tested Advertising Methods,which discussed his theories about the pulling power of headlines.How did Caples' work change the style of advertising writing?

Radio and television are examples of ________ media.

In the evolution of advertising,P.T.Barnum is known for which of the following?

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

During the Early Age of Agencies,Baker's Chocolate and Ivory Soap were two of the first products to use ________.

Advertising is effective only for informing consumers about products and services.

Which of the following departments has the primary responsibility for managing the advertising process?

Which of the following is NOT part of the modern definition of advertising?

In an advertising agency,which functional area acts as a liaison between the advertiser and the agency?

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

In which scenario is advertising most likely to thrive in a society?

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

Advertising begins with the agency.

When using which type of advertising agency does an advertiser produce its own advertising?

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

Which of the following types of agencies would most likely be able to purchase media at a low cost because they can group several clients' purchases together?

The sponsor is identified in an advertising message.

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

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

In an advertising agency,the traffic department and print production are part of ________.

In the 1930s,John Caples published Tested Advertising Methods,which discussed his theories about the pulling power of headlines.How did Caples' work change the style of advertising writing?

Radio and television are examples of ________ media.

In the evolution of advertising,P.T.Barnum is known for which of the following?

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

During the Early Age of Agencies,Baker's Chocolate and Ivory Soap were two of the first products to use ________.

Advertising is effective only for informing consumers about products and services.

Which of the following departments has the primary responsibility for managing the advertising process?

Which of the following is NOT part of the modern definition of advertising?

In an advertising agency,which functional area acts as a liaison between the advertiser and the agency?

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

In which scenario is advertising most likely to thrive in a society?

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

Advertising begins with the agency.

When using which type of advertising agency does an advertiser produce its own advertising?

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

Which of the following types of agencies would most likely be able to purchase media at a low cost because they can group several clients' purchases together?

The sponsor is identified in an advertising message.

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

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