71) For the Truth® campaign, Crispin Porter + Bogusky was the ________ hired by the
American Legacy Foundation to plan and implement the advertising effort.
A) advertiser
B) media buying company
C) client
D) advertising agency
E) advertising department
72) An ad for Maybelline age-minimizing makeup in Ladies’ Home Journal magazine featured
actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup. The
medium of this ad is ________.
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
73) Brad is a music industry major in college who wants to work in the advertising industry
writing and performing jingles for radio commercials. If Brad gets a contract with an agency to
write a jingle for a commercial, then Brad would be a(n) ________.
A) advertiser
B) agency
C) producer
D) supplier
E) vehicle
74) Bolls and Associates is an advertising agency that will develop a client’s advertising
campaign from strategy through execution and media exposure. However, Bolls and Associates
does not actually produce the television commercials or shoot the photography for print ads;
rather, the agency hires outside experts to produce those elements of the campaign. Which type
of “key player” does Bolls and Associates use to produce client advertisements?
A) advertiser
B) agency
C) media
D) supplier
E) vehicle
75) The cost of purchasing a 30-second advertising spot during the Super Bowl is typically
millions of dollars. From the advertiser’s perspective, what is the most important benefit of
placing an advertisement during the Super Bowl?
A) the ability to reach a mass audience
B) the best media for introducing products
C) the ability to make personal connections with consumers
D) the likelihood that consumers will make an immediate purchase decision
E) the persuasive nature of television commercials
76) The advertisers’ desired impact on the target audience is formally stated as a(n) ________,
which is the measurable goal or result that the advertising is intended to achieve.
A) objective
B) promotion
C) effect
D) strategy
E) image
77) ________ is the practice of coordinating all marketing communication tools so they send a
consistent message using the same basic brand strategy.
A) Marketing communications (MC)
B) Integrated advertising execution (IAE)
C) Integrated promotional activities (IPA)
D) Integrated marketing communications (IMC)
E) Global marketing communications (GMC)
78) What is meant by the term effective with respect to advertising?
A) The advertising delivers the results the marketer has specified for the advertising.
B) The advertising wins creativity awards, such as the Effie or the Clio.
C) The advertising is remembered by at least 50 percent of the target audience.
D) The advertising results in increased sales.
E) The advertising media exposure was purchased at the lowest possible cost to reach the target
audience.
79) Which of the following awards is given to recognize the creativity of an advertisement?
A) Clio
B) Effie
C) Silver Anvil
D) Reggie
E) Cassie
80) Kindles, iPhones, and iPads are all examples of ________.
A) broadcast media
B) outdoor media
C) personal media
D) user-generated content
E) traditional media
81) The Effie award is given to recognize advertisements that are ________.
A) integrated with other marketing efforts
B) both creative and effective
C) developed into complete advertising campaigns
D) cost-efficient
E) created by in-house agencies
82) According to the principles of integrated marketing communication, it is critical for
________.
A) agencies to use consumer-generated content
B) all messages about a brand to present the same basic strategy
C) advertising to be developed in-house to maintain brand image control
D) advertising messages to create buzz
E) brand messages to be delivered through digital media rather than traditional media
83) Which of the following is an example of consumer-generated advertising?
A) Toyota’s presence in online social networks
B) Nike’s Nike Plus running website
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
84) Delia’s is a clothing retailer that targets teenage girls. It runs coordinated promotions for its
catalogs, website, and retail outlets. It uses the same models in its catalog and print ads, as well
as on its website. Delia’s works to make sure its public relations activities and sales promotions
harmonize with its advertising in all venues. From this information, you can infer that Delia’s is
using ________.
A) buzz marketing
B) a full-service agency
C) integrated marketing communication
D) word-of-mouth marketing
E) mass communication
85) For an advertisement to be considered effective, what is the first thing it must do?
A) hold consumers’ interest
B) gain consumers’ attention
C) convince consumers to change their purchasing behavior
D) convince consumers to continue buying the brand
E) remind consumers of the brand and their positive feelings about it
86) The Truth® campaign is a series of advertisements run by the American Legacy Foundation.
The campaign tries to reach teenagers with antismoking messages. Which of the following is
most likely the objective of this campaign?
A) to encourage teens to buy products
B) to change smoking legislation
C) to reduce the percentage of teens who begin smoking
D) to create a public service announcement
E) to encourage teens to become politically active
24
Copyright © 2019 Pearson Education, Inc.
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. 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.
87) Because Polo Ralph Lauren wants to maintain close control over its image and advertising,
which of the following statements is most likely TRUE?
A) Polo Ralph Lauren will most likely use an outside advertising agency to develop and execute
its advertising.
B) Polo Ralph Lauren will most likely use an agency-of-record to develop and execute its
advertising.
C) Polo Ralph Lauren will most likely not use any outside resources, such as suppliers, to assist
in developing and executing its advertising.
D) Polo Ralph Lauren will get better media rates by not using an advertising agency to purchase
advertising time and space.
E) Polo Ralph Lauren will most likely use an in-house agency to develop and execute
advertising.
88) When Polo Ralph Lauren advertises in fashion magazines, it focuses on the company’s brand
identity and image by merely showcasing a beautiful, well-dressed person without giving any
information at all except the brand name. What type of advertising is this?
A) institutional advertising
B) direct-response advertising
C) brand advertising
D) business-to-business advertising
E) indirect advertising
89) Which of the following approaches would Polo Ralph Lauren most likely take in an
advertising campaign?
A) puffery
B) ads as news
C) status appeal
D) classified advertising
E) truth well told
90) Several of Polo Ralph Lauren’s ads have won awards based solely on their creative ideas.
Which award did Polo most likely win?
A) Effie
B) Clio
C) Reggie
D) Silver Anvil
E) Halo
91) Advertising is effective only for informing consumers about products and services.
92) The sponsor is identified in an advertising message.
93) Over the years, identification, information, and entertainment have been the basic functions
of advertising.
94) Persuasion can involve emotional messages as well as information.
95) Products can be services and ideas, as well as goods.
96) Advertising can be used to transform a product into a distinctive brand.
97) Though advertising is used to showcase brands, it cannot actually create consumer demand.
98) As competition in a product category increases, prices tend to increase.
99) The eight major types of advertising include brand, retail/local, direct-response, directory,
political, business-to-business, institutional, and nonprofit advertising.
100) The objectives in local advertising tend to focus on stimulating store traffic and creating a
distinctive image for the retailer.
101) The objective of direct-response advertising is to create an immediate response from the
consumer.
102) Advertising sent from one business to another is known as direct-response advertising.
103) Trade advertising is also known as B2B advertising.
104) The logic and planning behind the advertisement that gives it direction and focus is known
as the creative idea.
105) Advertising does not serve a positive societal role.
106) Advertising helps us shape an image of ourselves by setting up role models with whom we
can identify. Advertising also gives us a way to express ourselves in terms of our personalities
and sense of style through the things we wear and use.
107) During the Early Age of Print stage in advertising’s evolution, ads looked like what we call
classified advertising today.
108) The strategy of “ads as news” was not introduced until after World War II.
109) An advertisement that uses puffery makes an exaggerated promise about the advertised
product.
110) The advertising strategy of status appeal is used to persuade nonwealthy people to imitate
the habits of rich people.
111) The key players in advertising are the advertiser, the agency, the media, and the suppliers.
112) Advertising begins with the agency.
113) Typically, the advertiser initiates the advertising effort by employing the services of a
creative boutique.
114) In an agency, the person in charge of an advertiser’s business is known as the “supplier
manager.”
115) It is typical for large companies to have only one advertising agency working for them,
known as the agency of record.
116) Newspapers, radio or TV stations, billboards, and so forth are known as media vehicles.
117) The primary advantage of advertising’s use of mass media is that the costs are spread over
the large number of people that these media reach.
118) Freelance writers, lighting specialists, and printers are examples of suppliers.
119) A freelance job typically pays better than a staff job in the short term.
120) An in-house agency performs most, and sometimes all, of the functions of an outside
advertising agency.
121) Companies that need close control over their advertising are more likely to use an agency of
record than an in-house agency.
122) Integrated marketing communication (IMC) means that ads can now be customized to
individual consumers.
123) A company that uses consumer-generated advertising will likely have to increase what it
pays its agency of record.
124) Digital media have led to increased word-of-mouth conversations about advertising among
friends.
125) All award-winning ads are effective ads.
126) Describe the roles performed by advertising in the functioning of our economy and society.
127) Name and describe six of the eight common types of advertising.
128) How has the introduction of interactive types of media changed marketing communication
patterns?
129) Define advertising.
130) How can advertising deliver one-to-one communication with a large group of people?
131) Why is advertising often seen as the driving force in marketing communications?
132) How does advertising create cost efficiencies?
133) Calvin Klein used some very controversial ads depicting what looked like drug-addicted
teenagers posing in sexually suggestive poses. What type of advertising is this? Explain your
answer.
134) How is public service advertising different from brand advertising?
135) Ads during the Super Bowl cost an advertiser $3 million for 30 seconds of time. Why
would an advertiser pay this much for advertising time?
136) Why was Apple’s “1984” advertisement so effective?
137) Summarize key events that occurred during the Early Age of Agencies in the evolution of
advertising.
138) How did increasing literacy rates and increased access to printed materials affect
advertising in the Early Age of Print?
139) In the 1880s, advertising was referred to by advertising legend Albert Lasker as
“salesmanship in print driven by a reason why.” Explain what this means.
140) In the 1930s, John Caples published Tested Advertising Methods, which discussed his
theories about the pulling power of headlines. How did Caples’ work change the style of
advertising writing?
141) In the 1960s and 1970s, Leo Burnett used cultural archetypes in his advertisements. What is
a cultural archetype? Give an example.
142) Name and describe the four key players in advertising.
143) Several large corporations have multiple brand offerings in several product categories. How
might such corporations organize for advertising?
144) Why might an advertiser use an in-house agency?
145) Calvin Klein used some very controversial ads depicting what looked like drug-addicted
teenagers posing in sexually suggestive poses. Calvin Klein claimed that all the models in the ads
were adults, but critics claimed that it did not look that way. It was reported that the ads were
produced “in-house.” Why do you think Calvin Klein used an in-house agency to produce these
ads instead of an outside agency?
146) A 30-second spot on a hit TV show can cost advertisers more than $600,000. Why is mass
media considered cost-effective when it costs so much?
147) Several ads for a company have won creativity awards. Does that mean the ads were
effective? Explain your answer.
148) If Joan decides to use advertising, what type of advertising will that be and what should it
emphasize?
149) How could Joan use social media to promote her business?
150) Joan does not have a lot of resources to spend on promoting her business. What key
player(s) in advertising would be most valuable and reasonable to help Joan in her advertising
efforts?