Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 2 Advertising
1) Which of the following is one of the basic functions of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication
2) Which of the following is the central purpose of advertising?
A) to inform consumers about a product
B) to position a product
C) to create a brand image
D) to develop a brand relationship
E) to sell a product
3) Which of the following is most closely associated with the introduction of mass production
and a new emphasis on wider distribution of products?
A) the Renaissance
B) the Industrial Revolution
C) the Dot Com Revolution
D) the Era of Integration
E) the Scientific Era
4) Which of the following is NOT part of the modern definition of advertising?
A) is a paid form of communication
B) has an identified sponsor
C) is usually personal in nature
D) provides information about products
E) uses mass and interactive media
5) Paid persuasive communication that uses mass and interactive media to reach broad audiences
to connect an identified sponsor with a target audience is known as ________.
A) advertising
B) personal selling
C) public relations
D) sponsorship
E) sales promotion
6) Advertising is usually paid for by the ________.
A) audience
B) target
C) agency
D) advertiser
E) media
7) In traditional advertising, the message is conveyed through different kinds of ________ media
using mostly ________ messages.
A) interactive; personal
B) interactive; nonpersonal
C) word-of-mouth; personal
D) mass; nonpersonal
E) mass; personal
8) Which of the following distinguishes advertising from publicity?
A) the media channel in which it appears
B) whether it is paid for by the advertiser
C) whether it is generated by the advertiser or by consumers
D) the audience it is intended to reach
E) whether its message is aimed to inform or persuade
9) Advertising began as ________.
A) consumer-generated content
B) direct-response promotion
C) word-of-mouth
D) two-way communication
E) one-way communication
10) The effectiveness of an advertisement is based on ________.
A) the number of new customers the advertisement attracts
B) the profit the advertiser makes as a result of the advertisement
C) whether the stated objectives for the advertisement are met
D) the number of potential customers who are exposed to the advertisement
E) the number of awards the advertisement receives
11) Which of the following is TRUE of the rational view of advertising?
A) It focuses on images.
B) It sees advertising’s role as a way to provide information.
C) It prioritizes creating buzz.
D) It focuses on nonprice appeals.
E) It sees advertising’s role as a way to build relationships.
12) According to the rational view of advertising, which of the following is NOT a type of
information that advertising provides to help consumers assess product value?
A) price cues
B) psychological appeals
C) quality
D) location
E) reputation
13) In which scenario is advertising most likely to thrive in a society?
A) when demand exceeds supply
B) when there is little price competition
C) when public speech is tightly controlled by the government
D) when consumers do not have disposable income
E) when supply is greater than demand
14) Buzz is also known as ________.
A) word-of-mouth
B) direct-response
C) public relations
D) publicity
E) branded entertainment
15) How many times did the “1984” commercial for Apple’s Macintosh computer run?
A) 1
B) 2
C) 20
D) 50
E) more than 100
16) Which of the following is considered a societal role of advertising?
A) creating a more rational economy
B) reaching a mass audience
C) serving an educational function
D) making consumers focus on nonprice benefits
E) all of the above
17) Advertising that announces facts about products that are available in nearby stores and
focuses on stimulating store traffic and creating a distinctive image for a retailer is known as
retail or ________ advertising.
A) brand
B) local
C) direct-response
D) institutional
E) public-service
18) ________ advertising, which is the most visible type of advertising, focuses on the
development of a long-term brand identity or image.
A) Retail
B) Institutional
C) Brand
D) Nonprofit
E) Public service
19) ________ advertising may use any advertising medium, but it differs from other types of
advertising in that it tries to stimulate an immediate consumer action.
A) Brand
B) Local
C) Direct-response
D) Institutional
E) Public service
20) The ________ behind a marketing communication message is stated in measurable
objectives in areas such as sales and brand reputation.
A) creativity
B) media
C) buzz
D) strategy
E) publicity
21) Signs and posters are examples of ________ media.
A) interpersonal
B) interactive
C) digital
D) outdoor
E) broadcast
22) Radio and television are examples of ________ media.
A) social media
B) interactive
C) digital
D) outdoor
E) broadcast
23) Which of the following is NOT considered a major type of advertising?
A) brand
B) retail
C) direct-response
D) institutional
E) generational
24) Brand advertising is also known as ________ advertising.
A) trade
B) local
C) consumer
D) corporate
E) public service
25) ________ advertising is sent from one business to another.
A) Brand
B) Retail
C) Direct-response
D) Institutional
E) Trade
26) ________ advertising focuses on establishing a corporate identity or winning the public over
to the organization’s point of view.
A) Brand
B) National
C) Public service
D) Institutional
E) Business-to-business
27) Charities, foundations, associations, hospitals, orchestras, museums, and religious
institutions advertise for customers, members, volunteers, and donations and other forms of
program participation using which major type of advertising?
A) nonprofit
B) public service
C) consumer
D) institutional
E) trade
28) 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?
A) cause
B) brand
C) direct-response
D) business-to-business
E) public service
29) An advertising ________ is a set of related ads that are variations on a theme.
A) brand
B) market
C) campaign
D) position
E) target
30) When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed to
explain how the product cleans grime from walls without removing paint. Which basic role of
advertising was most likely the focus of the campaign for this new product?
A) providing information
B) providing product identification
C) providing entertainment
D) providing social value
E) providing comparisons
31) Which of the following is an example of publicity?
A) an email from Amazon.com that offers free shipping on your next purchase of more than $35
B) a newspaper article reporting on a benefit event sponsored by Whole Foods
C) a full-page newspaper advertisement promoting a holiday weekend sale at Macy’s
D) a 30-second television commercial introducing the newest iPhone
E) a highway billboard with an image of pancakes and directions to Perkins Restaurant
32) Some critics claim that advertising has a strong impact on how young women view
themselves, often resulting in negative self-images. Some critics have even claimed that
advertising is a major cause of eating disorders for young women because ads targeted to this
demographic use unreasonably thin models. Which function of advertising does this best
illustrate?
A) marketing role
B) economic role
C) societal role
D) public service role
E) institutional role
33) 6SecondAbs, an abdominal workout device, runs an infomercial that lasts 30 minutes and
demonstrates the benefits of the product. The infomercial claims that users of the product can
reduce their waist and lose one size in a week when following the 6secondAbs workout plan.
Viewers can call the 1-800 number provided in the infomercial to purchase the product directly.
To stimulate a sale immediately, the infomercial offers several incentives, such as a lower price
and additional products, if consumers call in the “next 30 minutes.” Which type of advertising is
this?
A) retail
B) local
C) public service
D) direct response
E) institutional
34) Which of the following would most likely be created pro bono by an advertising agency?
A) an online direct-response advertisement for school supplies
B) a trade advertisement for a computer components manufacturer
C) an institutional advertisement designed to improve a company’s image after a corporate ethics
scandal
D) a public service announcement designed to encourage families to regularly exercise together
E) a nonprofit advertisement for a Methodist church encouraging new membership
35) In the evolution of advertising, which of the following came before the Early Age of
Agencies?
A) the Early Age of Print
B) the Scientific Era
C) the Creative Era
D) the Era of Accountability
E) the Era of Integration
36) In the evolution of advertising, P.T. Barnum is known for which of the following?
A) conducting one of the first full ad campaigns
B) crafting the strategy of advertising as news
C) identifying the pulling power of headlines
D) scientifically measuring the effectiveness of ads
E) introducing the concept of status appeal
37) The “Blue Books” published by the J. Walter Thompson agency published ________.
A) creative copy
B) media data
C) status appeals
D) current Nielsen ratings
E) cultural archetypes
38) During the Early Age of Agencies, Baker’s Chocolate and Ivory Soap were two of the first
products to use ________.
A) the pulling power of headlines
B) brand names
C) status appeal
D) cultural archetypes
E) integrated marketing communication
39) Which of the following is the idea that messages should be directed at particular groups of
prospective buyers?
A) positioning
B) targeting
C) branding
D) integrated marketing
E) social responsibility
40) Advertising regulations have been in place in the United States since the ________.
A) early 1900s
B) end of World War II
C) 1950s
D) 1960s
E) 1970s
41) Through the creation of the National Advertising Review Board during the ________,
corporations were challenged on questions of taste and social responsibility.
A) Early Age of Print
B) Era of Accountability and Integration
C) Early Age of Agencies
D) Creative Revolution
E) Scientific Era
42) Which of the following advertising situations would LEAST likely be considered “puffery”?
A) Mr. Clean coming to a housewife’s rescue
B) instantly toned thighs and legs as a result of using the Thigh Master for only 15 minutes
C) children immediately growing into attractive adults as a result of drinking milk
D) a retired couple drinking a vitamin and protein shake and then going bicycling
E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her
window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on
the horizon
43) Advertising begins with the ________, the person or organization that uses advertising to
send out a message about its products.
A) supplier
B) media
C) agency
D) advertiser
E) vendor
44) Which of the following companies is typically among the top advertisers in the United
States?
A) Apple
B) P&G
C) the Gap
D) McDonald’s
E) Marriott
45) Which key player makes the final decision about the target audience and the size of the
advertising budget, in addition to approving the advertising plan?
A) client
B) media
C) agency
D) vendor
E) supplier
46) When an advertiser hires an advertising agency, the advertiser becomes the agency’s
________.
A) supplier
B) client
C) channel
D) vendor
E) vehicle
47) Which of the following product categories is typically among the top ten advertisers in the
U.S.?
A) housing
B) telecom
C) travel
D) health services
E) education
48) Independent organizations that are hired by advertisers to create, produce, and distribute part
or all of an advertising effort are known as ________.
A) marketing services
B) agencies of record
C) outside agencies
D) media vehicles
E) account services
49) Your local newspaper is an example of ________.
A) broadcast media
B) outdoor media
C) a media channel
D) one-to-one media
E) user-generated media
50) When creating an advertisement or complete campaign, it is typically more efficient for an
advertiser to use an outside agency rather than an in-house agency for all of the following
reasons EXCEPT which one?
A) Outside agencies typically have fewer restrictions on getting ideas approved.
B) Outside agencies have creative expertise.
C) Outside agencies have media knowledge.
D) Outside agencies have workforce talent.
E) Outside agencies have the ability to negotiate good deals for clients.
51) Which of the following departments has the primary responsibility for managing the
advertising process?
A) accounting department
B) traffic department
C) marketing services
D) art studio
E) print production
52) Big companies may have hundreds of agencies working for them, but they normally have
a(n) ________, which does most of their advertising business and may even manage the other
agencies.
A) agency of record
B) creative boutique
C) media-buying service
D) agency-of-importance
E) professional consultant
53) When using which type of advertising agency does an advertiser produce its own
advertising?
A) home agency
B) agency-of-record
C) in-house agency
D) creative boutique
E) agency network
54) Which “key player” in the advertising world is composed of the channels of communication
that carry the message from the advertiser to the audience and from consumers back to
companies?
A) suppliers
B) agency
C) media
D) vendor
E) distributor
55) Artists, writers, songwriters, photographers, directors, producers, and printers are all
examples of which type of “key player” in advertising?
A) advertisers
B) agencies
C) media
D) suppliers
E) channels
56) Which of the following is NOT a reason an advertising agency might hire an outside
supplier?
A) Only suppliers are able to produce commercials.
B) The agency lacks expertise in that area.
C) The agency may be overloaded.
D) The agency may want a fresh perspective.
E) Suppliers provide specialized services.
57) User-generated content is supplied by ________.
A) market researchers
B) copywriters
C) consumers
D) media planners
E) creative agencies
58) In an advertising agency, which of the following is responsible for the internal tracking of
the completion of projects?
A) research and development department
B) production department
C) traffic department
D) creative department
E) copywriter
59) A creative ________ is typically a small ad agency that concentrates entirely on preparing
the creative execution of the idea or the creative product.
A) department
B) holding company
C) network
D) account
E) boutique
60) Which type of agency would most likely be able to purchase media at a low cost because it
can group several clients’ purchases together?
A) creative boutique
B) media-buying service
C) in-house agency
D) traffic department
E) full-service agency
61) In an advertising agency, which functional area acts as a liaison between the advertiser and
the agency?
A) account management
B) account planning and research
C) creative development and production
D) media research, planning, and buying
E) internal operations
62) In an advertising agency, which of the following is usually responsible for gathering
available intelligence on the market and consumers and for acting as the voice of the consumer?
A) account executive
B) account planning group
C) traffic department
D) copywriter
E) human resources department
63) Which of the following positions in an advertising agency is most closely involved with
creative development?
A) account executive
B) account planner
C) media buyer
D) copywriter
E) management supervisor
64) Which of the following departments in an advertising agency fulfills the three functions of
research, planning, and buying?
A) account planning department
B) art department
C) traffic department
D) print production department
E) media department
65) Until the 1990s, the main form of compensation for an advertising agency had been a
________.
A) set fee
B) monthly retainer
C) 5% commission on media billings
D) 15% commission on media billings
E) yearly retainer
66) A ________ is a form of compensation that involves the agency billing the client each month
based on the projected amount of work and the hourly rate charged for that work.
A) set fee system
B) value bill
C) commission
D) retainer
E) performance incentive
67) In a new trend in agency compensation called ________, agencies are paid a percentage of
their client’s sales or a percentage of the client’s marketing budget.
A) a retainer system
B) the commission system
C) performance incentives
D) value billing
E) the fee system
68) Using value billing, an advertising agency is paid for its ________.
A) creative and strategic ideas
B) media placements
C) market research
D) advertising executions
E) share of campaign profits
69) In an advertising agency, the traffic department and print production are part of ________.
A) the media department
B) internal operations
C) account planning and research
D) creative development
E) account management
70) The cost of purchasing a 30-second advertising spot during the Super Bowl is very high,
typically millions of dollars. Despite the cost, commercials for products such as Coca-Cola,
Doritos, and Bud Light run during the Super Bowl every year. In advertising terms, the Super
Bowl is the ________.
A) media vehicle
B) agent
C) message
D) supplier
E) client