Question 1

Which of the following is NOT a consideration for advertisers when developing a creative strategy?

Accepted Answer

A)  the tone of the appeal 
B)  the extent of information provided 
C)  how the ad is perceived by competitors 
D)  the emphasis on verbal or visual elements 
A)  the tone of the appeal 
B)  the extent of information provided 
C)  how the ad is perceived by competitors 
D)  the emphasis on verbal or visual elements

Question 2

What is an advertising campaign? What can it include?

Accepted Answer

An advertising campaign is a series of d

Question 3

Which of the following is considered to be a recent media trend?

Accepted Answer

A)  corporate logos within the news stream 
B)  15-30 second ads that are difficult to avoid 
C)  streaming headlines run by television stations 
D)  superimposed banner-type logos on arena signage 
A)  corporate logos within the news stream 
B)  15-30 second ads that are difficult to avoid 
C)  streaming headlines run by television stations 
D)  superimposed banner-type logos on arena signage

Question 4

What is cross-promotion and why is it used?

Accepted Answer

Cross-promotion is a promotion in which

Question 5

What is the name for non-product advertising utilized by a profit-seeking firm?

Accepted Answer

A)  cause advertising 
B)  institutional advertising 
C)  informative advertising 
D)  corporate advertising 
A)  cause advertising 
B)  institutional advertising 
C)  informative advertising 
D)  corporate advertising

Question 6

What type of advertising seeks to develop initial demand for a newly introduced good, service, organization, person, place, idea, or cause?

Accepted Answer

A)  informative 
B)  reminder 
C)  comparative 
D)  advocacy 
A)  informative 
B)  reminder 
C)  comparative 
D)  advocacy

Question 7

For what medium is the lack of flexibility the biggest disadvantage compared to other media?

Accepted Answer

A)  television 
B)  radio 
C)  newspapers 
D)  magazines 
A)  television 
B)  radio 
C)  newspapers 
D)  magazines

Question 8

An advertising campaign is a series of different but related ads that use a single theme and appear in different media within a specified time period.

Accepted Answer

A) True 
 B)False

Question 9

What are some of the advantages and disadvantages of celebrity testimonials?

Accepted Answer

Celebrities offer the marketer a chance

Question 10

Advertising is used by marketers to communicate with individuals and business firms, but is inappropriate for reaching not-for-profit organizations.

Accepted Answer

A) True 
 B)False

Question 11

A primary advantage of newspapers is flexibility because advertising can vary from one locality to the next.

Accepted Answer

A) True 
 B)False

Question 12

What type of marketing channel relationship is strengthened by cooperative advertising?

Accepted Answer

A)  vertical 
B)  horizontal 
C)  diagonal 
D)  flat 
A)  vertical 
B)  horizontal 
C)  diagonal 
D)  flat

Question 13

A celebrity who endorses too many products may create marketplace confusion.

Accepted Answer

A) True 
 B)False

Question 14

An advertising agency is a firm whose specialists provide expertise to marketers in planning and preparing advertisements.

Accepted Answer

A) True 
 B)False

Question 15

Post-testing is more desirable than pretesting because it can avoid the cost of placing ineffective ads.

Accepted Answer

A) True 
 B)False

Question 16

A customer visits a company's website and within seconds a link to a competitor's site appears on the screen.What is this recent development in Internet advertising called?

Accepted Answer

A)  interstitial 
B)  advergame 
C)  missile 
D)  product placement 
A)  interstitial 
B)  advergame 
C)  missile 
D)  product placement

Question 17

Unaided recall tests are used to see which advertisements audience members or readers can remember when shown portions of the advertisements later.

Accepted Answer

A) True 
 B)False

Question 18

What does a series of related but different ads that use a single theme and appear in different media within a specified time period signify?

Accepted Answer

A)  an advertising campaign 
B)  a fantasy script 
C)  a special promotion 
D)  an advertising message 
A)  an advertising campaign 
B)  a fantasy script 
C)  a special promotion 
D)  an advertising message

Question 19

The typical advertising agency is divided into departments for creative services, account services, marketing services, finance and management.

Accepted Answer

A) True 
 B)False

Question 20

Magazines can be divided into two broad categories: consumer magazines and business magazines.

Accepted Answer

A) True 
 B)False

Which of the following is NOT a consideration for advertisers when developing a creative strategy?

What is an advertising campaign? What can it include?

Which of the following is considered to be a recent media trend?

What is cross-promotion and why is it used?

What is the name for non-product advertising utilized by a profit-seeking firm?

What type of advertising seeks to develop initial demand for a newly introduced good, service, organization, person, place, idea, or cause?

For what medium is the lack of flexibility the biggest disadvantage compared to other media?

An advertising campaign is a series of different but related ads that use a single theme and appear in different media within a specified time period.

What are some of the advantages and disadvantages of celebrity testimonials?

Advertising is used by marketers to communicate with individuals and business firms, but is inappropriate for reaching not-for-profit organizations.

A primary advantage of newspapers is flexibility because advertising can vary from one locality to the next.

What type of marketing channel relationship is strengthened by cooperative advertising?

A celebrity who endorses too many products may create marketplace confusion.

An advertising agency is a firm whose specialists provide expertise to marketers in planning and preparing advertisements.

Post-testing is more desirable than pretesting because it can avoid the cost of placing ineffective ads.

A customer visits a company's website and within seconds a link to a competitor's site appears on the screen.What is this recent development in Internet advertising called?

Unaided recall tests are used to see which advertisements audience members or readers can remember when shown portions of the advertisements later.

What does a series of related but different ads that use a single theme and appear in different media within a specified time period signify?

The typical advertising agency is divided into departments for creative services, account services, marketing services, finance and management.

Magazines can be divided into two broad categories: consumer magazines and business magazines.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters

Exam 14: Advertising and Digital Communications

Which of the following is NOT a consideration for advertisers when developing a creative strategy?

What is an advertising campaign? What can it include?

Which of the following is considered to be a recent media trend?

What is cross-promotion and why is it used?

What is the name for non-product advertising utilized by a profit-seeking firm?

What type of advertising seeks to develop initial demand for a newly introduced good, service, organization, person, place, idea, or cause?

For what medium is the lack of flexibility the biggest disadvantage compared to other media?

An advertising campaign is a series of different but related ads that use a single theme and appear in different media within a specified time period.

What are some of the advantages and disadvantages of celebrity testimonials?

Advertising is used by marketers to communicate with individuals and business firms, but is inappropriate for reaching not-for-profit organizations.

A primary advantage of newspapers is flexibility because advertising can vary from one locality to the next.

What type of marketing channel relationship is strengthened by cooperative advertising?

A celebrity who endorses too many products may create marketplace confusion.

An advertising agency is a firm whose specialists provide expertise to marketers in planning and preparing advertisements.

Post-testing is more desirable than pretesting because it can avoid the cost of placing ineffective ads.

A customer visits a company's website and within seconds a link to a competitor's site appears on the screen.What is this recent development in Internet advertising called?

Unaided recall tests are used to see which advertisements audience members or readers can remember when shown portions of the advertisements later.

What does a series of related but different ads that use a single theme and appear in different media within a specified time period signify?

The typical advertising agency is divided into departments for creative services, account services, marketing services, finance and management.

Magazines can be divided into two broad categories: consumer magazines and business magazines.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters