Question 1

What is the MOST common style of Internet advertising?

Accepted Answer

A)  the interstitial 
B)  the banner 
C)  the missile 
D)  the pop-up 
A)  the interstitial 
B)  the banner 
C)  the missile 
D)  the pop-up

Question 2

The attractiveness of television advertising is that advertisers can reach local and national markets.

Accepted Answer

A) True 
 B)False

Question 3

What is comparative advertising and who typically uses it?

Accepted Answer

Comparison advertising is an advertising

Question 4

Which of the following statements is NOT considered to be an advantage of celebrity testimonials?

Accepted Answer

A)  Using a celebrity in an advertisement is a way to break through the clutter and capture the consumer's attention. 
B)  Celebrities provide a marketing bridge to capture the attention of consumers of other cultures domestically or internationally. 
C)  The more visibility a celebrity receives through product endorsements, the more valuable he or she is to marketers. 
D)  Consumers look at the product in a new way because the endorsement of the celebrity is seen as credible in their eyes. 
A)  Using a celebrity in an advertisement is a way to break through the clutter and capture the consumer's attention. 
B)  Celebrities provide a marketing bridge to capture the attention of consumers of other cultures domestically or internationally. 
C)  The more visibility a celebrity receives through product endorsements, the more valuable he or she is to marketers. 
D)  Consumers look at the product in a new way because the endorsement of the celebrity is seen as credible in their eyes.

Question 5

Differentiate among product advertising, institutional advertising, and corporate advertising.

Accepted Answer

a.Product advertising is nonpersonal sel

Question 6

What part of an ad serves to inform, persuade, and stimulate buying action?

Accepted Answer

A)  the body copy 
B)  the headline 
C)  the illustration 
D)  the signature 
A)  the body copy 
B)  the headline 
C)  the illustration 
D)  the signature

Question 7

Comparative advertising makes direct comparisons of the advertiser's product with dominant brands in its industry.

Accepted Answer

A) True 
 B)False

Question 8

The end of an ad may contain a name, address, website address, logo, or any other company symbol.What is this element called?

Accepted Answer

A)  the slogan 
B)  the sign-off 
C)  the tag line 
D)  the signature 
A)  the slogan 
B)  the sign-off 
C)  the tag line 
D)  the signature

Question 9

In print advertising, headlines and illustrations are intended to impart information, while the signature informs and stimulates buying action.

Accepted Answer

A) True 
 B)False

Question 10

What type of advertising is MOST closely related to public relations?

Accepted Answer

A)  product 
B)  institutional 
C)  informative 
D)  newspaper 
A)  product 
B)  institutional 
C)  informative 
D)  newspaper

Question 11

A national insurance company promotes identity theft insurance with an advertisement that warns of stolen credit cards and falsified social insurance numbers.What appeal is being used in this commercial to motivate the viewer to action?

Accepted Answer

A)  objective facts 
B)  humour 
C)  sex 
D)  fear 
A)  objective facts 
B)  humour 
C)  sex 
D)  fear

Question 12

In media scheduling, "frequency" refers to the number of times an individual person is exposed to an advertisement during a certain time period.

Accepted Answer

A) True 
 B)False

Question 13

Magazines offer the advantages of good colour reproduction, ability to target specific audiences, and flexibility in modifying the message on short notice.

Accepted Answer

A) True 
 B)False

Question 14

The unit of measurement that companies use to determine the cost of advertising is called the cost per thousand (CPM).

Accepted Answer

A) True 
 B)False

Question 15

Which of the following are two major tasks often organized as part of the advertising department of a firm?

Accepted Answer

A)  market research and sales management 
B)  advertising research and copywriting 
C)  public relations and risk management 
D)  sales promotions and product development 
A)  market research and sales management 
B)  advertising research and copywriting 
C)  public relations and risk management 
D)  sales promotions and product development

Question 16

Which of the following tasks is NOT necessary for successful advertisement?

Accepted Answer

A)  gaining attention and interest 
B)  offering the consumer an entertaining message 
C)  informing and/or persuading 
D)  eventually leading to a purchase or other desired action 
A)  gaining attention and interest 
B)  offering the consumer an entertaining message 
C)  informing and/or persuading 
D)  eventually leading to a purchase or other desired action

What is the MOST common style of Internet advertising?

The attractiveness of television advertising is that advertisers can reach local and national markets.

What is comparative advertising and who typically uses it?

Which of the following statements is NOT considered to be an advantage of celebrity testimonials?

Differentiate among product advertising, institutional advertising, and corporate advertising.

What part of an ad serves to inform, persuade, and stimulate buying action?

Comparative advertising makes direct comparisons of the advertiser's product with dominant brands in its industry.

The end of an ad may contain a name, address, website address, logo, or any other company symbol.What is this element called?

In print advertising, headlines and illustrations are intended to impart information, while the signature informs and stimulates buying action.

What type of advertising is MOST closely related to public relations?

A national insurance company promotes identity theft insurance with an advertisement that warns of stolen credit cards and falsified social insurance numbers.What appeal is being used in this commercial to motivate the viewer to action?

In media scheduling, "frequency" refers to the number of times an individual person is exposed to an advertisement during a certain time period.

Magazines offer the advantages of good colour reproduction, ability to target specific audiences, and flexibility in modifying the message on short notice.

The unit of measurement that companies use to determine the cost of advertising is called the cost per thousand (CPM).

Which of the following are two major tasks often organized as part of the advertising department of a firm?

Which of the following tasks is NOT necessary for successful advertisement?

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

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Exam 14: Advertising and Digital Communications

What is the MOST common style of Internet advertising?

The attractiveness of television advertising is that advertisers can reach local and national markets.

What is comparative advertising and who typically uses it?

Which of the following statements is NOT considered to be an advantage of celebrity testimonials?

Differentiate among product advertising, institutional advertising, and corporate advertising.

What part of an ad serves to inform, persuade, and stimulate buying action?

Comparative advertising makes direct comparisons of the advertiser's product with dominant brands in its industry.

The end of an ad may contain a name, address, website address, logo, or any other company symbol.What is this element called?

In print advertising, headlines and illustrations are intended to impart information, while the signature informs and stimulates buying action.

What type of advertising is MOST closely related to public relations?

A national insurance company promotes identity theft insurance with an advertisement that warns of stolen credit cards and falsified social insurance numbers.What appeal is being used in this commercial to motivate the viewer to action?

In media scheduling, "frequency" refers to the number of times an individual person is exposed to an advertisement during a certain time period.

Magazines offer the advantages of good colour reproduction, ability to target specific audiences, and flexibility in modifying the message on short notice.

The unit of measurement that companies use to determine the cost of advertising is called the cost per thousand (CPM).

Which of the following are two major tasks often organized as part of the advertising department of a firm?

Which of the following tasks is NOT necessary for successful advertisement?

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