Question 1

The use of cookies or small text files that are automatically downloaded to a user's computer whenever a site is visited is an ethical issue that surrounds online advertising.

Accepted Answer

A) True 
 B)False

Question 2

What is the goal of persuasive advertising?

Accepted Answer

A)  It reinforces the effect of previous promotional activity. 
B)  It increases demand for an existing good or service, organization, or concept. 
C)  It develops initial demand for a newly introduced product. 
D)  It is used primarily in the maturity and decline stages of the product life cycle.

Question 3

Print media includes newspapers, magazines, outdoor advertising, and direct mail.

Accepted Answer

A) True 
 B)False

Question 4

The advertising function within a firm is usually organized as a line department reporting directly to the president or CEO of the firm.

Accepted Answer

A) True 
 B)False

Question 5

What is one of the fastest-growing media alternatives as it can provide immediate information and entertainment at home, at work, and in the car?

Accepted Answer

A)  newspaper 
B)  magazine 
C)  radio 
D)  outdoor advertising

Question 6

List and briefly describe the steps of the advertising planning process.

Accepted Answer

The answer of List and briefly describe the steps of...

Question 7

Why is pretesting advantageous?

Accepted Answer

A)  it assesses the advertisements immediately after they are used 
B)  it adjusts current advertising programs 
C)  it decreases costs as compared with alternative methods 
D)  it lowers the chance of placing ineffective ads

Question 8

Which of the following is NOT an example of an interactive advertising method?

Accepted Answer

A)  the Internet 
B)  electronic kiosks 
C)  text messaging 
D)  direct mail

Question 9

Keyword ads dominate online advertising and represent less than 25% of annual online spending internationally.

Accepted Answer

A) True 
 B)False

Question 10

What is an advantage of interactive marketing?

Accepted Answer

A)  It provides information on one product only. 
B)  It is closer to nonpersonal selling. 
C)  It places the advertiser in control of the flow of information 
D)  It provides consumers with more information in less time.

Question 11

Cross-promotion involves training employees across various functional areas to provide promotional ideas.

Accepted Answer

A) True 
 B)False

Question 12

What ability of an advertisement does "cutting through the clutter" refer to?

Accepted Answer

A)  informing the audience of the concepts the advertiser wishes to communicate 
B)  leading to a purchase or other desired action 
C)  gaining the attention and interest of the audience 
D)  applying persuasive pressure to the audience

Question 13

Though difficult and costly, what is an assessment strategy needed for in a marketing plan?

Accepted Answer

A)  creating advertising 
B)  measuring the effectiveness of advertising 
C)  defending criticisms of advertising ethics 
D)  creating selective perception

Question 14

What are industries turning to when they are facing increased public pressure regarding corporate ethical conduct and environmental issues?

Accepted Answer

A)  advertising agencies 
B)  sales promotion firms 
C)  increased use of coupons and refunds 
D)  public relations

Question 15

Institutional advertising is nonpersonal selling of a good or service marketed by an institution.

Accepted Answer

A) True 
 B)False

Question 16

In general, the effectiveness of sales promotions and direct marketing are easier to determine because they provide measurable consumer responses, while the effectiveness of advertising and public relations are more difficult to access.

Accepted Answer

A) True 
 B)False

Question 17

The major tasks typically assigned to the marketing services department of an advertising agency can include advertising research, concept design, media analysis, and even the development of trade and sales promotions.

Accepted Answer

A) True 
 B)False

Question 18

TD Bank advertises its investment services in TV commercials, radio ads, and highway billboards.All three of these formats are considered broadcast media.

Accepted Answer

A) True 
 B)False

Question 19

Radio advertising has become one of the fastest-growing media alternatives as a result of the increase in the number of commuters and the need for immediate information and entertainment.

Accepted Answer

A) True 
 B)False

Question 20

What is cooperative advertising? Whom does it benefit?

Accepted Answer

The answer of What is cooperative advertising? Whom does it...

Exam 14: Advertising and Digital Communications

The use of cookies or small text files that are automatically downloaded to a user's computer whenever a site is visited is an ethical issue that surrounds online advertising.

What is the goal of persuasive advertising?

Print media includes newspapers, magazines, outdoor advertising, and direct mail.

The advertising function within a firm is usually organized as a line department reporting directly to the president or CEO of the firm.

What is one of the fastest-growing media alternatives as it can provide immediate information and entertainment at home, at work, and in the car?

List and briefly describe the steps of the advertising planning process.

Why is pretesting advantageous?

Which of the following is NOT an example of an interactive advertising method?

Keyword ads dominate online advertising and represent less than 25% of annual online spending internationally.

What is an advantage of interactive marketing?

Cross-promotion involves training employees across various functional areas to provide promotional ideas.

What ability of an advertisement does "cutting through the clutter" refer to?

Though difficult and costly, what is an assessment strategy needed for in a marketing plan?

What are industries turning to when they are facing increased public pressure regarding corporate ethical conduct and environmental issues?

Institutional advertising is nonpersonal selling of a good or service marketed by an institution.

In general, the effectiveness of sales promotions and direct marketing are easier to determine because they provide measurable consumer responses, while the effectiveness of advertising and public relations are more difficult to access.

The major tasks typically assigned to the marketing services department of an advertising agency can include advertising research, concept design, media analysis, and even the development of trade and sales promotions.

TD Bank advertises its investment services in TV commercials, radio ads, and highway billboards.All three of these formats are considered broadcast media.

Radio advertising has become one of the fastest-growing media alternatives as a result of the increase in the number of commuters and the need for immediate information and entertainment.

What is cooperative advertising? Whom does it benefit?