Question 1

In terms of the source dimension of advertising,the copy writer and the art director are categorized as:

Accepted Answer

A)  receivers. 
B)  authors. 
C)  implied consumers. 
D)  sponsors. 
E)  personae. 
A)  receivers. 
B)  authors. 
C)  implied consumers. 
D)  sponsors. 
E)  personae.

Question 2

What is the difference between global advertising and international advertising?

Accepted Answer

Global advertising uses messag

Question 3

There is an ad for pretzels in a women's magazine.In terms of applying the human communication process model to advertising,the magazine serves as a(n):

Accepted Answer

A)  encoder. 
B)  medium. 
C)  receiver. 
D)  source. 
E)  channel. 
A)  encoder. 
B)  medium. 
C)  receiver. 
D)  source. 
E)  channel.

Question 4

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

Accepted Answer

A)  Sales promotion advertising 
B)  Public relations advertising 
C)  Direct-response advertising 
D)  Nonproduct advertising 
E)  Brand advertising 
A)  Sales promotion advertising 
B)  Public relations advertising 
C)  Direct-response advertising 
D)  Nonproduct advertising 
E)  Brand advertising

Question 5

What kind of advertising would typically be used by nonprofit organizations?

Accepted Answer

Nonprofit organizations would

Question 6

_____ is the structured and composed nonpersonal communication of information,usually paid for and usually persuasive in nature,about products or ideas by identified sponsors through various media.

Accepted Answer

A)  Marketing 
B)  Sales promotion 
C)  Advertising 
D)  Personal selling 
E)  Collateral materials 
A)  Marketing 
B)  Sales promotion 
C)  Advertising 
D)  Personal selling 
E)  Collateral materials

Question 7

In advertising,the sponsor's ad competing with hundreds of other commercial and noncommercial messages is referred to as noise.

Accepted Answer

A) True 
 B)False

Question 8

Which element of the receiver dimension serves as a communication gatekeeper?

Accepted Answer

The element of the receiver di

Question 9

Which of the following aspect of advertising will be determined by the marketing strategy?

Accepted Answer

A)  Which sales person would demonstrate the product to customers? 
B)  What would be the incentive per product sale? 
C)  Who should the target consumer be and what media should be used? 
D)  How to build the company's image in the eyes of the employees and stakeholders? 
E)  What information should be included in product specification sheets? 
A)  Which sales person would demonstrate the product to customers? 
B)  What would be the incentive per product sale? 
C)  Who should the target consumer be and what media should be used? 
D)  How to build the company's image in the eyes of the employees and stakeholders? 
E)  What information should be included in product specification sheets?

Question 10

A firm's marketing activities are always aimed at a particular segment of the population called the target market.

Accepted Answer

A) True 
 B)False

Question 11

Word-of-mouth qualifies as an advertising medium.

Accepted Answer

A) True 
 B)False

Question 12

A restaurant owner,who read all of the copy in an ad for the international trade show for people in the food and drink industry,decided to request a registration form.In the context of advertisement,this is referred to as:

Accepted Answer

A)  acting as a source. 
B)  providing feedback. 
C)  creating a persona. 
D)  using integrated marketing communications. 
E)  creating a new communication channel. 
A)  acting as a source. 
B)  providing feedback. 
C)  creating a persona. 
D)  using integrated marketing communications. 
E)  creating a new communication channel.

Question 13

Of all the business functions,_____ is the only function whose primary role is to bring in revenues.

Accepted Answer

A)  finance 
B)  research and development 
C)  human relations management 
D)  marketing 
E)  accounting 
A)  finance 
B)  research and development 
C)  human relations management 
D)  marketing 
E)  accounting

Question 14

As artful imitations of life,advertising uses one or a blend of three literary forms.These are:

Accepted Answer

A)  sponsor, author, persona. 
B)  implied, actual, and sponsorial. 
C)  invective, philosophy, and saga. 
D)  novel, epic and academic journals. 
E)  narrative, autobiography, and drama. 
A)  sponsor, author, persona. 
B)  implied, actual, and sponsorial. 
C)  invective, philosophy, and saga. 
D)  novel, epic and academic journals. 
E)  narrative, autobiography, and drama.

Question 15

Describe how advertising fits into the marketing process.

Accepted Answer

Advertising helps the organization achie

Question 16

In-store advertising is commonplace.A retail network operates the network of televisions prominently positioned at high-traffic locations in more than 3,000 stores 
ationwide.In 2005,the company offered the store the opportunity to target Hispanic customers by offering bilingual content in stores that have the highest concentration of Spanish-speaking customers.Which of the following statements about this new tactic is FALSE?

Accepted Answer

A)  The flat screen televisions are the channel. 
B)  The network will encode the advertising messages. 
C)  The store is the source. 
D)  The store's customers will decode the advertising messages. 
E)  High-traffic locations are the feedback. 
A)  The flat screen televisions are the channel. 
B)  The network will encode the advertising messages. 
C)  The store is the source. 
D)  The store's customers will decode the advertising messages. 
E)  High-traffic locations are the feedback.

Question 17

A growing concern about accountability,the proliferation of new media,and the increasing cost of competition has led corporate management to realize that:

Accepted Answer

A)  the mass media is the most specialized media. 
B)  consumers are less sophisticated. 
C)  tremendous gaps exist between what companies say in their advertising and what they actually do. 
D)  there is a need to allow multiple forms of marketing communications to work in isolation in order to achieve consistency. 
E)  there is a high degree of coordination among all the messages created by an advertiser's various communication agencies. 
A)  the mass media is the most specialized media. 
B)  consumers are less sophisticated. 
C)  tremendous gaps exist between what companies say in their advertising and what they actually do. 
D)  there is a need to allow multiple forms of marketing communications to work in isolation in order to achieve consistency. 
E)  there is a high degree of coordination among all the messages created by an advertiser's various communication agencies.

Question 18

Which of the following is an example of a source dimension for an ad for jeans?

Accepted Answer

A)  The ad's slogan 
B)  The product itself 
C)  The manufacturer of the jeans 
D)  The dramatic message of the ad 
E)  Sponsorial consumers 
A)  The ad's slogan 
B)  The product itself 
C)  The manufacturer of the jeans 
D)  The dramatic message of the ad 
E)  Sponsorial consumers

Question 19

The two primary types of target markets are _____ markets.

Accepted Answer

A)  domestic and international 
B)  internal and external 
C)  demographic and psychographic 
D)  business and consumer 
E)  non-controllable and controllable 
A)  domestic and international 
B)  internal and external 
C)  demographic and psychographic 
D)  business and consumer 
E)  non-controllable and controllable

Question 20

What is the ultimate goal of the marketing process?

Accepted Answer

The ultimate goal of the marke

In terms of the source dimension of advertising,the copy writer and the art director are categorized as:

What is the difference between global advertising and international advertising?

There is an ad for pretzels in a women's magazine.In terms of applying the human communication process model to advertising,the magazine serves as a(n):

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

What kind of advertising would typically be used by nonprofit organizations?

_____ is the structured and composed nonpersonal communication of information,usually paid for and usually persuasive in nature,about products or ideas by identified sponsors through various media.

In advertising,the sponsor's ad competing with hundreds of other commercial and noncommercial messages is referred to as noise.

Which element of the receiver dimension serves as a communication gatekeeper?

Which of the following aspect of advertising will be determined by the marketing strategy?

A firm's marketing activities are always aimed at a particular segment of the population called the target market.

Word-of-mouth qualifies as an advertising medium.

A restaurant owner,who read all of the copy in an ad for the international trade show for people in the food and drink industry,decided to request a registration form.In the context of advertisement,this is referred to as:

Of all the business functions,_____ is the only function whose primary role is to bring in revenues.

As artful imitations of life,advertising uses one or a blend of three literary forms.These are:

Describe how advertising fits into the marketing process.

A growing concern about accountability,the proliferation of new media,and the increasing cost of competition has led corporate management to realize that:

Which of the following is an example of a source dimension for an ad for jeans?

The two primary types of target markets are _____ markets.

What is the ultimate goal of the marketing process?

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 1: What Is Advertising Today

In terms of the source dimension of advertising,the copy writer and the art director are categorized as:

What is the difference between global advertising and international advertising?

There is an ad for pretzels in a women's magazine.In terms of applying the human communication process model to advertising,the magazine serves as a(n):

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

What kind of advertising would typically be used by nonprofit organizations?

_____ is the structured and composed nonpersonal communication of information,usually paid for and usually persuasive in nature,about products or ideas by identified sponsors through various media.

In advertising,the sponsor's ad competing with hundreds of other commercial and noncommercial messages is referred to as noise.

Which element of the receiver dimension serves as a communication gatekeeper?

Which of the following aspect of advertising will be determined by the marketing strategy?

A firm's marketing activities are always aimed at a particular segment of the population called the target market.

Word-of-mouth qualifies as an advertising medium.

A restaurant owner,who read all of the copy in an ad for the international trade show for people in the food and drink industry,decided to request a registration form.In the context of advertisement,this is referred to as:

Of all the business functions,_____ is the only function whose primary role is to bring in revenues.

As artful imitations of life,advertising uses one or a blend of three literary forms.These are:

Describe how advertising fits into the marketing process.

A growing concern about accountability,the proliferation of new media,and the increasing cost of competition has led corporate management to realize that:

Which of the following is an example of a source dimension for an ad for jeans?

The two primary types of target markets are _____ markets.

What is the ultimate goal of the marketing process?

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters