Question 1

Using value billing,an advertising agency is paid for its ________.

Accepted Answer

A)  creative and strategic ideas 
B)  media placements 
C)  market research 
D)  advertising executions 
E)  share in the profits from a successful campaign 
A)  creative and strategic ideas 
B)  media placements 
C)  market research 
D)  advertising executions 
E)  share in the profits from a successful campaign

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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.
-If Joan decides to use advertising,what type of advertising will that be and what should it emphasize?

Accepted Answer

The type of advertising will be retail,o

Question 4

Products can be services and ideas,as well as goods.

Accepted Answer

A) True 
 B)False

Question 5

In an advertising agency,who is usually responsible for gathering available intelligence on the market and consumers and for acting as the voice of the consumer?

Accepted Answer

A)  account executive 
B)  account planning group 
C)  traffic department 
D)  copywriter 
E)  human resources department 
A)  account executive 
B)  account planning group 
C)  traffic department 
D)  copywriter 
E)  human resources department

Question 6

The advertisers' desired impact on the target audience is formally stated as a(n)________,which is the measurable goal or result that the advertising is intended to achieve.

Accepted Answer

A)  objective 
B)  promotion 
C)  effect 
D)  strategy 
E)  image 
A)  objective 
B)  promotion 
C)  effect 
D)  strategy 
E)  image

Question 7

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 8

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 9

As competition in a product category increases,prices tend to increase.

Accepted Answer

A) True 
 B)False

Question 10

Your local newspaper is an example of ________.

Accepted Answer

A)  broadcast media 
B)  outdoor media 
C)  media channels 
D)  one-to-one media 
E)  user-generated media 
A)  broadcast media 
B)  outdoor media 
C)  media channels 
D)  one-to-one media 
E)  user-generated media

Using value billing,an advertising agency is paid for its ________.

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

Products can be services and ideas,as well as goods.

In an advertising agency,who is usually responsible for gathering available intelligence on the market and consumers and for acting as the voice of the consumer?

The advertisers' desired impact on the target audience is formally stated as a(n)________,which is the measurable goal or result that the advertising is intended to achieve.

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 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?

As competition in a product category increases,prices tend to increase.

Your local newspaper is an example of ________.

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

Using value billing,an advertising agency is paid for its ________.

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

Products can be services and ideas,as well as goods.

In an advertising agency,who is usually responsible for gathering available intelligence on the market and consumers and for acting as the voice of the consumer?

The advertisers' desired impact on the target audience is formally stated as a(n)________,which is the measurable goal or result that the advertising is intended to achieve.

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 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?

As competition in a product category increases,prices tend to increase.

Your local newspaper is an example of ________.

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