Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
Which of the following is NOT a fundamental concept of advertising?
1)
A)
pricing
B)
media
C)
creative idea
D)
strategy
E)
creative execution
2)
Which best describes a critical aspect of advertising that drives the entire field of advertising?
2)
A)
mass
B)
nonpersonal
C)
strategic
D)
media
E)
creative
3)
In which type of advertising agency does an advertiser produce its own advertising?
3)
A)
onsite agency
B)
home agency
C)
agency–of–record
D)
advertising department
E)
in–house agency
4)
Which of the following statements is true?
4)
A)
A product can be services and ideas, as well as goods.
B)
The term product refers only to tangible goods, such as automobiles, clothing, or soft drinks.
C)
A tagline is the distinctive identity of a particular product that distinguishes it from its
competitors.
D)
Product category refers to whether the product is a good, a service, or an idea.
E)
Advertising is the process a business uses to satisfy consumer needs and wants by providing
goods and services to a target market.
5)
The ________ initiates the advertising effort by identifying a marketing problem the advertising can
solve.
5)
A)
agency
B)
media
C)
vendor
D)
advertiser
E)
government
D
6)
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.
6)
A)
strategy
B)
outcome
C)
effect
D)
image
E)
objective
E
7)
In which types of societies does advertising tend to flourish?
7)
A)
ones in which government does not regulate commercial speech
B)
ones where there are few distinguishing characteristics among product offerings by
competitors
C)
ones where supply exceeds demand
D)
ones where demand exceeds supply
E)
ones where there is little price competition
C
A
8)
Coke and Pepsi are examples of different ________ of soft drinks.
8)
A)
ideas
B)
taglines
C)
products
D)
trademarks
E)
brands
9)
________ advertising can use any advertising medium, but the message is different from other
types of advertising in that it tries to stimulate a sale directly.
9)
A)
Brand
B)
Public service
C)
Direct–response
D)
Institutional
E)
Local
10)
Which of the following is considered a strength of advertising as a marketing technique?
10)
A)
best communication tool for persuading consumers
B)
directly affects sales
C)
can reach a mass audience
D)
it’s inexpensive
E)
all of the above
11)
The cost to advertisers to purchase a 30–second advertising spot during the Super Bowl is very
high. From the advertiser’s perspective, what is the most important strength of advertising if they
decide to use this media vehicle?
11)
A)
persuades
B)
explains important changes
C)
reminds and reinforces
D)
can reach a mass audience
E)
introduces products
12)
Which of the following is a role advertising plays in business and in society?
12)
A)
marketing
B)
societal
C)
communication
D)
all of the above
E)
economic
13)
Advertising begins with the ________, the person or organization that uses advertising to send out
a message about its products.
13)
A)
advertiser
B)
media
C)
agency
D)
government
E)
vendor
14)
What is the biggest advantage of mass media advertising?
14)
A)
cost efficiency–because costs are spread over the large number of people reached by the ad
B)
unlimited inventory available for advertisers
C)
few restrictions
D)
provide specialized services regarding ad execution
E)
high level of effectiveness
15)
Pepsi–Cola is a brand of soft drink that has been around for a long time and has been advertised
continuously over the last 50 years. From Pepsi’s perspective, what is the most likely strength of
advertising for them?
15)
A)
can reach a mass audience
B)
persuades
C)
introduces products
D)
reminds and reinforces
E)
explains important changes
D
16)
On which level do ads and their goals work?
16)
A)
satisfying consumers’ objectives by engaging them with a relevant message that catches their
attention, speaks to their interests, and remains in their memories
B)
are recognized by peers in the industry for their creativity
C)
achieves the company’s marketing objectives
D)
A and B
E)
A, B, and C
D
A
17)
Which of the following is considered a social role of advertising?
17)
A)
makes consumers focus on nonprice benefits
B)
creates a more rational economy
C)
can reach a mass audience
D)
plays an educational role
E)
all of the above
18)
Not–for–profit organizations, such as charities, foundations, associations, hospitals, orchestras,
museums, and religious entities, advertise for customers, members, volunteers, and donations and
other forms of program participation using which major type of advertising?
18)
A)
nonprofit
B)
institutional
C)
business–to–business
D)
direct–response
E)
local
19)
The four tools of product, price, place (distribution), and promotion are collectively referred to as
the ________.
19)
A)
promotion mix
B)
product mix
C)
marketing elements
D)
exchange elements
E)
marketing mix
20)
During the ________ in the late 1990s corporations were challenged on questions of social
responsibility and insensitivity to diverse viewpoints.
20)
A)
Age of Agencies
B)
Age of Print
C)
Modern Advertising Era
D)
Age of Social Responsibility
E)
Creative Era
21)
Which of the following is NOT considered a social role of advertising?
21)
A)
Advertising helps consumers compare products and features, and generally keeps consumers
informed about innovations and issues.
B)
Advertising informs consumers about new and improved products.
C)
Advertising reinforces past purchases and brand experiences.
D)
Advertising mirrors fashion and design trends and adds to our aesthetic sense.
E)
Advertising teaches consumers about new products and how to use them.
22)
Some critics claim that advertising has a strong impact on how young women view themselves,
resulting in negative self–images. Some 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 role of advertising does this illustrate?
22)
A)
economic role
B)
soft–sell role
C)
marketing role
D)
communication role
E)
societal role
Explanation:
23)
________ is the practice of unifying all marketing communication tools so they send a consistent,
persuasive message promoting company goals.
23)
A)
Integrated promotional activities (IPA)
B)
Integrated marketing communications (IMC)
C)
Global marketing communications (GMC)
D)
Marketing communications (MC)
E)
Integrated advertising execution (IAE)
24)
Mini–Case Question. Because Polo Ralph Lauren wants to maintain close control over its image
and advertising, which of the following statements is most likely true?
24)
A)
They will most likely not use any outside resources, such as vendors, to assist in developing
and executing their advertising.
B)
They will most likely use an in–house agency to develop and execute their advertising.
C)
They will most likely use an outside advertising agency to develop and execute their
advertising.
D)
They will get better media rates by not using an advertising agency to purchase their
advertising time and space.
E)
They will most likely use an agency–of–record to develop and execute their advertising.
B
25)
________ is the logic and planning behind the advertisement that gives it direction and focus.
25)
A)
Execution
B)
Strategy
C)
Creative idea
D)
Media
E)
Idea generation
B
B
26)
Who is ultimately responsible for monitoring the work and paying the bills on an advertising
account?
26)
A)
agency
B)
vendor
C)
advertiser
D)
traffic
E)
accountant
27)
Which “key player” is composed of the channels of communication that carry the message from the
advertiser to the audience?
27)
A)
vendor
B)
advertiser
C)
media
D)
distributors
E)
agency
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?
28)
A)
business–to–business
B)
public service
C)
social cause
D)
nonprofit
E)
direct–response
29)
________ advertising is sent from one business to another.
29)
A)
Retail
B)
Brand
C)
Business–to–business
D)
Institutional
E)
Direct
30)
When creating an advertisement or complete campaign, it is typically more efficient to use an
outside agency for all of the following reasons, EXCEPT
30)
A)
Agencies typically have fewer restrictions getting ideas approved.
B)
Agencies have the ability to negotiate good deals for clients.
C)
Agencies have workforce talent.
D)
Agencies have media knowledge.
E)
Agencies have creative expertise.
31)
The classification to which a product is assigned is known as the ________.
31)
A)
good
B)
product category
C)
product class
D)
product mix
E)
service
32)
In which product category is the most spent on advertising in the United States in 2006?
32)
A)
food, beverages, and confectionary
B)
entertainment and events
C)
restaurants
D)
airline travel, hotels, and resorts
E)
telecommunications
Explanation:
33)
The marketing mix is also known as the ________.
33)
A)
four Es
B)
PSI
C)
four Ps
D)
P matrix
E)
tangible/intangible continuum
34)
Which major type of advertising demands creative, original messages that are strategically sound
and well executed?
34)
A)
brand
B)
business–to–business
C)
nonprofit
D)
direct–response
E)
all of the above
35)
Which of the following is NOT a characteristic of effective ads?
35)
A)
hold consumers’ interest
B)
convince consumers to change their purchasing behavior
C)
convince consumers to continue buying the brand
D)
provides all the necessary information so that consumers can make a purchase
E)
gain consumers’ attention
Explanation:
36)
________ advertising focuses on establishing a corporate identity or winning the public over to the
organization’s point of view.
36)
A)
Informational
B)
Organizational
C)
Business–to–business
D)
Brand
E)
Institutional
37)
Which of the following is NOT a reason other advertising players hire a vendor?
37)
A)
may be overloaded
B)
vendors provide specialized services
C)
may not have expertise in that area
D)
vendors are the only ones that can produce commercials
E)
may want a fresh perspective
D
38)
Companies that need closer control over their advertising usually ________ that performs most,
and sometime all, of the functions of advertising.
38)
A)
have their own agency–of–record
B)
hire an outside agency
C)
hire a vendor
D)
have their own advertising department
E)
have their own in–house agency
E
39)
Which key player makes the final decisions about the target audience and the size of the
advertising budget and also approves the advertising plan?
39)
A)
vendor
B)
audience
C)
advertiser
D)
agency
E)
media
C
E
40)
Bolls and Associates is a full–service 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, but
rather, they hire outside experts to produce those elements of the campaign for them because they
don’t have that expertise and it is more cost effective to pay others to do it for them. Which type of
“key player” is Bolls and Associates advertising agency using to produce the advertisements for
their client?
40)
A)
vendor
B)
agency
C)
media
D)
advertiser
E)
creative
41)
6SecondABS, an abdominal workout device, runs an infomercial that lasts 30 minutes and
demonstrates the benefits of their product. They claim that users of their product can reduce their
waist and lose one size in a week when following their workout plan. Viewers can call the 1–800
number on 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?
41)
A)
direct–to–consumer
B)
deceptive
C)
national
D)
direct response
E)
retail
42)
The primary responsibility of this department is to act as a liaison between the marketing
department in large organizations and the advertising agency (or agencies) and other vendors.
42)
A)
advertising department
B)
accounting department
C)
brand manager
D)
communications department
E)
traffic department
43)
All groups of people who have an interest in the brand, including such groups as employees,
vendors and suppliers, distributors, investors, government and regulators, the community,
watchdog groups, the media, and so forth, are known as ________.
43)
A)
constituencies
B)
interest groups
C)
regulators
D)
social forces
E)
stakeholders
44)
Mini–Case Question. What type of advertising approach would be the most appropriate for Polo
Ralph Lauren’s objectives?
44)
A)
hard–sell
B)
soft–sell
C)
direct–sell
D)
creative–sell
E)
image–sell
45)
Independent organizations that are hired by advertisers to plan and implement part or all of their
advertising efforts are known as ________.
45)
A)
agencies
B)
clients
C)
professionals
D)
externals
E)
media
46)
Which of the following was the top U.S. advertiser with respect to total ad expenditures in 2006?
46)
A)
General Electric
B)
Proctor & Gamble
C)
Sara Lee
D)
Toyota
E)
Monsanto
47)
Roach–B–Gone is a brand of bug spray available to consumers to combat pests in their home. This
brand has an ingredient that instantly kills roaches on contact, which is superior to all the other
competitive bug sprays available in the consumer market. Which type of advertising approach
should Roach–B–Gone use to persuade consumers that their brand is superior to all others?
47)
A)
creative–sell
B)
image–sell
C)
hard–sell
D)
direct–sell
E)
soft–sell
48)
Which of the following is NOT a role that advertising plays in business and in society?
48)
A)
all of the above
B)
economic
C)
network
D)
marketing
E)
communication
Explanation:
49)
What of the following is NOT a stage in the evolution of advertising?
49)
A)
information
B)
identification
C)
sales
D)
promotion
E)
pricing
50)
Mini–Case Question. When Polo Ralph Lauren advertises in fashion magazines, they focus on
their brand identity and image by merely illustrating a beautiful, well–dressed person without
giving any information at all except the brand name. What type of advertising is this?
50)
A)
image advertising
B)
retail advertising
C)
brand advertising
D)
direct–response advertising
E)
indirect advertising
51)
________ advertising is the most visible type of advertising, and it focuses on the development of a
long–term brand identity or image.
51)
A)
Retail
B)
Institutional
C)
Brand
D)
Image
E)
Public service
52)
Which of the following is NOT a task performed by an advertiser’s advertising department?
52)
A)
determines whether the work has achieved prescribed objectives
B)
coordinates activities with vendors, such as media, production, and photography
C)
makes sure the work gets done as scheduled
D)
creates the advertising
E)
all of the above
53)
Which of the following is NOT considered a strength of advertising as a marketing technique?
53)
A)
reminds and reinforces
B)
persuades
C)
influences culture
D)
explains important changes
E)
introduces products
54)
Computers, automobiles, and toothpaste are all examples of ________.
54)
A)
markets
B)
ideas
C)
services
D)
exchanges
E)
goods
55)
In the 1990s, McCann–Erickson developed a television ad for Coke to kick off that year’s summer
campaign. The ad was trying to convey a father and son from another planet, with the father
explaining that, in the summer, earthlings worship something called the “sun.” The camera zoomed
in on a beach as though the two were flying in from outer space when the picture showed a
beautiful, young woman drinking a refreshing Coke in front of a Coke vending machine on the
beach, and the son asked his father, “Is that the sun?” The agency struggled with the commercial to
get the message across that they wanted Coke to be perceived as the center of our universe,
eventually coming up with a new editing technique to convey the meaning they wanted. According
to a McCann–Erickson professional working on the campaign, they wanted to do it because “it had
never been done before.” In spite of these creative efforts and the highly professional execution, the
ad was not effective and ran for only a short time on television. In terms of the four fundamental
concepts that must work in concert for an ad to be truly effective, which one was deficient in this
campaign that caused it to be ineffective?
55)
A)
media
B)
creative idea
C)
execution
D)
strategy
E)
all of the above
56)
The target market of an organization is ________.
56)
A)
referred to as the marketing objective
B)
demographically homogeneous
C)
made up of services and ideas, as well as goods
D)
the particular group of consumers thought to be potential customers for the organization’s
goods and services
E)
the largest market segment
57)
For the truth® campaign Porter + Bogusky and Arnold was the ________ that planned and
implemented the advertising effort.
57)
A)
media buying company
B)
advertising agency
C)
advertising department
D)
account manager
E)
marketer
18
58)
The process a business uses to satisfy consumer needs and wants by providing goods and services
is called ________.
58)
A)
exchange
B)
accounting
C)
economics
D)
value
E)
marketing
59)
All advertising strategy starts with the identification of the ________.
59)
A)
media vehicles to be used
B)
desired audience
C)
agency to be used
D)
creative concept
E)
outcomes to be gained by the advertising
60)
Which of the following is NOT considered a tool available in the marketing mix?
60)
A)
customer relationship management
B)
price
C)
marketing communication
D)
product
E)
distribution
Explanation:
61)
The distinctive identity of a particular product that distinguishes it from its competitors is known
as the ________.
61)
A)
advertising
B)
logo
C)
trademark
D)
brand
E)
tagline
62)
The working relationship between an advertiser and an advertising agency is known as the
________ partnership.
62)
A)
advertising
B)
strategic
C)
professional–client
D)
agency–client
E)
vendor–client
63)
Paid persuasive communication that uses nonpersonal mass media to reach broad audiences–as
well as other forms of interactive communication–to connect an identified sponsor with a target
audience is known as ________.
63)
A)
sponsorship
B)
personal selling
C)
marketing communication
D)
public relations
E)
advertising
64)
When an advertiser hires an advertising agency, the advertiser becomes the agency’s ________.
64)
A)
vendor
B)
partner
C)
customer
D)
supervisor
E)
client
Explanation: