Question 1

Advertising account managers are typically responsible for which of the following?

Accepted Answer

A)  writing the advertising copy 
B)  acting as liaison between the agency and client 
C)  posttesting advertisements 
D)  collecting data to make informed strategic decisions 
E)  identifying the most effective communication vehicles for the advertising campaign

Question 2

Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at their local dealer through a test-drive promotion. According to the communication model, the people coming into the dealership to test-drive a vehicle are the ________.

Accepted Answer

A)  encoders 
B)  message 
C)  source 
D)  medium 
E)  feedback

Question 3

________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.

Accepted Answer

A)  Integrated marketing communications (IM
C)  
B)  Word-of-mouth communication 
C)  Mass communication 
D)  Database marketing 
E)  Experiential marketing

Question 4

The Federal Trade Commission can require companies that have used deceptive advertising to run ________.

Accepted Answer

A)  corrective advertising 
B)  do-it-yourself ads 
C)  greenwashing campaigns 
D)  public service advertisements 
E)  advocacy advertising

Question 5

Which of the following is a term that includes online consumer comments, discussions, reviews, photos, images, videos, podcasts, and webcasts?

Accepted Answer

A)  crowd-generated media 
B)  community-generated media 
C)  consumer-generated media 
D)  content-graded media 
E)  consumer-generated messaging

Question 6

Which promotional mix strategy directs marketing efforts toward market channel members?

Accepted Answer

A)  push 
B)  pull 
C)  hierarchy of effects 
D)  permission marketing 
E)  crowdsourcing

Question 7

A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.

Accepted Answer

A)  mass communication 
B)  a push strategy 
C)  word-of-mouth communication 
D)  public relations 
E)  one-to-one marketing

Question 8

Marketers found to be using puffery in advertising are likely to be required to run corrective advertising.

Accepted Answer

A) True 
 B)False

Question 9

How do marketers of free smartphone apps make their products profitable?

Accepted Answer

The answer of How do marketers of free smartphone apps...

Question 10

Promotional video messages that play before content selected by a user are called ________.

Accepted Answer

A)  vlogs 
B)  native advertising 
C)  pre-roll ads 
D)  buttons 
E)  pop-up ads

Question 11

Marketers can choose from two basic strategies: push or pull. Compare these two strategies.

Accepted Answer

The answer of Marketers can choose from two basic strategies:...

Question 12

For which of the following products would a continuous advertising schedule be most appropriate?

Accepted Answer

A)  swimming pool chemicals 
B)  ski goggles 
C)  heaters 
D)  mosquito repellent 
E)  lightbulbs

Question 13

The creative strategy for an advertising campaign is summarized in a(n) ________.

Accepted Answer

A)  agency contract 
B)  account plan 
C)  media plan 
D)  creative brief 
E)  message objective

Question 14

Which method of setting an advertising budget is based on analyzing competitors' spending?

Accepted Answer

A)  the percentage-of-sales method 
B)  the top-down method 
C)  the bottom-up method 
D)  the objective-task method 
E)  the competitive-parity method

Question 15

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Accepted Answer

A)  sales promotion 
B)  personal selling 
C)  public relations 
D)  direct marketing 
E)  advertising

Question 16

Which of the following is the type of advertising run by the media without charge?

Accepted Answer

A)  product advertisements 
B)  advocacy advertisements 
C)  public service advertisements 
D)  institutional advertisements 
E)  local advertisements

Question 17

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

Accepted Answer

A)  the account executive 
B)  the account planner 
C)  the creative director 
D)  the media planner 
E)  the art director

Question 18

In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message.

Accepted Answer

A)  noise 
B)  feedback 
C)  translating 
D)  encoding 
E)  decoding

Question 19

Business-to-consumer companies are more likely to emphasize a ________ strategy, while business-to-business companies are more likely to emphasize a ________ strategy.

Accepted Answer

A)  pull; push 
B)  push; pull 
C)  push; pulse 
D)  pulse; pull 
E)  pulse; push

Question 20

QR code advertising is one way for marketers to engage consumers using their mobile devices.

Accepted Answer