Question 1

The First Principle of IMC is that ________.

Accepted Answer

A) communication must be two-way 
B) everything communicates 
C) advertising developed in-house is cost-effective 
D) effectiveness is more important than efficiency 
E) efficiency is more important than effectiveness

Question 2

When an advertiser hires an advertising agency, the advertiser becomes the agency's ________.

Accepted Answer

A) supplier 
B) client 
C) channel 
D) vendor 
E) vehicle

Question 3

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

Question 4

Which of the following is considered a societal role of advertising?

Accepted Answer

A) creates a more rational economy 
B) reaches a mass audience 
C) serves an educational function 
D) makes consumers focus on nonprice benefits 
E) all of the above

Question 5

Which of the following is an example of consumer-generated advertising?

Accepted Answer

A) Toyota's presence in online social networks 
B) Nike's Nike Plus running Web site 
C) MasterCard's use of "Priceless" commercials shot by customers 
D) Neiman Marcus's InCircle Rewards program for its best customers 
E) The Lexus Covenant aimed at creating customer delight

Question 6

The idea of positioning was developed in which era of the evolution of advertising?

Accepted Answer

A) the Early Age of Print 
B) the Early Age of Agencies 
C) the Scientific Era 
D) the Creative Revolution 
E) the Era of Accountability

Question 7

Refer to the passage below to answer the following questions.
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. The company maintains complete control over the brand image and all of the functions necessary to develop, execute, and deliver advertising. Polo appeals to consumers' lifestyle aspirations, and its products are of high quality and better than most competitors' offerings. The objective in the company's advertising is to convey this image and the fashion statement it makes.
-Several of Polo Ralph Lauren's ads have won awards based solely on their creative ideas. Of the following, what type of awards might these have been?

Accepted Answer

A) Effie 
B) Clio 
C) Reggie 
D) Silver Anvil 
E) Halo

Question 8

Which of the following positions in an advertising agency is most closely involved with creative development?

Accepted Answer

A) the account executive 
B) the account planner 
C) the media buyer 
D) the copywriter 
E) the management supervisor

Question 9

The sponsor is identified in an advertising message.

Accepted Answer

A) True 
 B)False

Question 10

________ advertising may use any advertising medium, but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

Accepted Answer

A) Brand 
B) Local 
C) Direct-response 
D) Institutional 
E) Public service

Question 11

It is typical for companies to have only one advertising agency working for them, known as the agency-of-record.

Accepted Answer

A) True 
 B)False

Question 12

An in-house agency performs most, and sometimes all, of the functions of an outside advertising agency.

Accepted Answer

A) True 
 B)False

Question 13

Which major type of advertising is used to communicate a message on behalf of some good cause, such as stopping drug abuse, and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media?

Accepted Answer

A) nonprofit 
B) societal role 
C) direct-response 
D) business-to-business 
E) public service

Question 14

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.
-Joan does not have a lot of resources to spend on promoting her business. What key player in advertising is most likely to be of value to Joan in assisting her in her advertising efforts?

Accepted Answer

The answer of Refer to the following passage to answer...

Question 15

For the Truth campaign, Porter + Bogusky and Arnold was the ________ that was hired by the American Legacy Foundation to plan and implement the advertising effort.

Accepted Answer

A) advertiser 
B) media buying company 
C) client 
D) advertising agency 
E) advertising department

Question 16

The ________ initiates the advertising effort by identifying a marketing problem that advertising can solve.

Accepted Answer

A) supplier 
B) media 
C) agency 
D) advertiser 
E) vendor

Question 17

In an advertising agency, which of the following is responsible for internal tracking of completion of projects?

Accepted Answer

A) the research and development department 
B) the production department 
C) the traffic department 
D) the creative department 
E) the copywriter

Question 18

Describe the three major roles of advertising.

Accepted Answer

The answer of Describe the three major roles of advertising....

Question 19

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. The medium of this ad is ________.

Accepted Answer

A) Melina Kanakaredes 
B) Ladies' Home Journal 
C) readers who redeem the $1-off coupon 
D) Maybelline 
E) the target market to whom Melina Kanakaredes appeals

Question 20

In the evolution of advertising, which of the following came before the Early Age of Agencies?

Accepted Answer

A) the Early Age of Print 
B) the Scientific Era 
C) the Creative Revolution 
D) the Era of Accountability 
E) the Era of Integration

Exam 1: The New World of Marketing Communication

The First Principle of IMC is that ________.

When an advertiser hires an advertising agency, the advertiser becomes the agency's ________.

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

Which of the following is considered a societal role of advertising?

Which of the following is an example of consumer-generated advertising?

The idea of positioning was developed in which era of the evolution of advertising?

Which of the following positions in an advertising agency is most closely involved with creative development?

The sponsor is identified in an advertising message.

________ advertising may use any advertising medium, but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

It is typical for companies to have only one advertising agency working for them, known as the agency-of-record.

An in-house agency performs most, and sometimes all, of the functions of an outside advertising agency.

Which major type of advertising is used to communicate a message on behalf of some good cause, such as stopping drug abuse, and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media?

For the Truth campaign, Porter + Bogusky and Arnold was the ________ that was hired by the American Legacy Foundation to plan and implement the advertising effort.

The ________ initiates the advertising effort by identifying a marketing problem that advertising can solve.

In an advertising agency, which of the following is responsible for internal tracking of completion of projects?

Describe the three major roles of advertising.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. The medium of this ad is ________.

In the evolution of advertising, which of the following came before the Early Age of Agencies?