Question 1

The period when advertising grew in importance and size was the "Modern Advertising" era.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT considered a strength of advertising as a marketing technique?

Accepted Answer

A)  persuades 
B)  influences culture 
C)  introduces products 
D)  explains important changes 
E)  reminds and reinforces 
A)  persuades 
B)  influences culture 
C)  introduces products 
D)  explains important changes 
E)  reminds and reinforces

Question 3

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 ________.

Accepted Answer

A)  constituencies 
B)  interest groups 
C)  stakeholders 
D)  regulators 
E)  social forces 
A)  constituencies 
B)  interest groups 
C)  stakeholders 
D)  regulators 
E)  social forces

Question 4

Which of the following is NOT considered a tool available in the marketing mix?

Accepted Answer

A)  product 
B)  distribution 
C)  price 
D)  marketing communication 
E)  customer relationship management 
A)  product 
B)  distribution 
C)  price 
D)  marketing communication 
E)  customer relationship management

Question 5

Companies that need closer control over their advertising usually ________ that performs most, and sometime all, of the functions of advertising.

Accepted Answer

A)  hire an outside agency 
B)  hire a vendor 
C)  have their own advertising department 
D)  have their own in-house agency 
E)  have their own agency-of-record 
A)  hire an outside agency 
B)  hire a vendor 
C)  have their own advertising department 
D)  have their own in-house agency 
E)  have their own agency-of-record

Question 6

Which of the following is NOT a task performed by an advertiser's advertising department?

Accepted Answer

A)  creates the advertising 
B)  coordinates activities with vendors, such as media, production, and photography 
C)  makes sure the work gets done as scheduled 
D)  determines whether the work has achieved prescribed objectives 
E)  all of the above 
A)  creates the advertising 
B)  coordinates activities with vendors, such as media, production, and photography 
C)  makes sure the work gets done as scheduled 
D)  determines whether the work has achieved prescribed objectives 
E)  all of the above

Question 7

What is the evidence that the truth campaign worked?

Accepted Answer

There were four areas in which the campa

Question 8

Define advertising and discuss where it fits in the marketing process.

Accepted Answer

The answer of Define advertising and discuss where it fits...

Question 9

Advertising can be used to build a brand, which is the distinctive identity of a particular product that distinguishes it from its competitors.

Accepted Answer

A) True 
 B)False

Question 10

The particular group of consumers thought to be potential customers for the goods and services constitute the target market.

Accepted Answer

A) True 
 B)False

Question 11

MINI-CASE
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. They maintain complete control over the brand image and all of the functions necessary to develop, execute, and deliver their advertising. They appeal to consumers' lifestyle aspirations even though their products are of high quality and better than most competitors' offerings. The objective in their advertising is to convey their image and the fashion statement it makes.
-Refer to Mini-Case. What type of advertising approach would be the most appropriate for Polo Ralph Lauren's objectives?

Accepted Answer

A)  hard-sell 
B)  soft-sell 
C)  image-sell 
D)  direct-sell 
E)  creative-sell 
A)  hard-sell 
B)  soft-sell 
C)  image-sell 
D)  direct-sell 
E)  creative-sell

Question 12

Which fundamental concept of advertising involves the details, the photography, the writing, the acting, the setting, the printing, and the way the product is depicted all reflecting the highest production values available to the industry?

Accepted Answer

A)  advertising strategy 
B)  creative idea 
C)  creative execution 
D)  creative media 
E)  creative strategy 
A)  advertising strategy 
B)  creative idea 
C)  creative execution 
D)  creative media 
E)  creative strategy

Question 13

Which of the following is NOT a fundamental concept of advertising?

Accepted Answer

A)  strategy 
B)  creative idea 
C)  creative execution 
D)  media 
E)  pricing 
A)  strategy 
B)  creative idea 
C)  creative execution 
D)  media 
E)  pricing

Question 14

During the _______ in the late 1990s corporations were challenged on questions of social responsibility and insensitivity to diverse viewpoints.

Accepted Answer

A)  Age of Print 
B)  Age of social responsibility 
C)  Age of agencies 
D)  Creative era 
E)  Modern advertising era 
A)  Age of Print 
B)  Age of social responsibility 
C)  Age of agencies 
D)  Creative era 
E)  Modern advertising era

Question 15

What message was Apple trying to convey with its "1984" advertisement, which aired only once during the 1984 Super Bowl?

Accepted Answer

The answer of What message was Apple trying to convey...

Question 16

Which of the following statements is true?

Accepted Answer

A)  Product category refers to whether the product is a good, a service, or an idea. 
B)  The term product refers only to tangible goods, such as automobiles, clothing, or soft drinks. 
C)  A product can be services and ideas, as well as goods. 
D)  Advertising is the process a business uses to satisfy consumer needs and wants by providing goods and services to a target market. 
E)  A tagline is the distinctive identity of a particular product that distinguishes it from its competitors. 
A)  Product category refers to whether the product is a good, a service, or an idea. 
B)  The term product refers only to tangible goods, such as automobiles, clothing, or soft drinks. 
C)  A product can be services and ideas, as well as goods. 
D)  Advertising is the process a business uses to satisfy consumer needs and wants by providing goods and services to a target market. 
E)  A tagline is the distinctive identity of a particular product that distinguishes it from its competitors.

Question 17

________ is the practice of unifying all marketing communication tools so they send a consistent, persuasive message promoting company goals.

Accepted Answer

A)  Marketing communications (M
C)  
B)  Integrated advertising execution (IA
E)  
C)  Integrated promotional activities (IP
A)  
D)  Integrated marketing communications (IM
C)  
E)  Global marketing communications 
A)  Marketing communications (M
C)  
B)  Integrated advertising execution (IA
E)  
C)  Integrated promotional activities (IP
A)  
D)  Integrated marketing communications (IM
C)  
E)  Global marketing communications

Question 18

Which of the following is NOT a characteristic of effective ads?

Accepted Answer

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)  provides all the necessary information so that consumers can make a purchase 
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)  provides all the necessary information so that consumers can make a purchase

Question 19

Builds awareness of products and brands, creates a brand image, provides product and brand information, persuades people, provides incentives to take action, provides brand reminders, and reinforces past purchases and brand experiences are all ________ of advertising.

Accepted Answer

A)  criticisms 
B)  strengths 
C)  definitions 
D)  roles 
E)  functions 
A)  criticisms 
B)  strengths 
C)  definitions 
D)  roles 
E)  functions

Question 20

What of the following is NOT a stage in the evolution of advertising?

Accepted Answer

A)  identification 
B)  information 
C)  promotion 
D)  pricing 
E)  sales 
A)  identification 
B)  information 
C)  promotion 
D)  pricing 
E)  sales

The period when advertising grew in importance and size was the "Modern Advertising" era.

Which of the following is NOT considered a strength of advertising as a marketing technique?

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 ________.

Which of the following is NOT considered a tool available in the marketing mix?

Companies that need closer control over their advertising usually ________ that performs most, and sometime all, of the functions of advertising.

Which of the following is NOT a task performed by an advertiser's advertising department?

What is the evidence that the truth campaign worked?

Define advertising and discuss where it fits in the marketing process.

Advertising can be used to build a brand, which is the distinctive identity of a particular product that distinguishes it from its competitors.

The particular group of consumers thought to be potential customers for the goods and services constitute the target market.

Which fundamental concept of advertising involves the details, the photography, the writing, the acting, the setting, the printing, and the way the product is depicted all reflecting the highest production values available to the industry?

Which of the following is NOT a fundamental concept of advertising?

During the _______ in the late 1990s corporations were challenged on questions of social responsibility and insensitivity to diverse viewpoints.

What message was Apple trying to convey with its "1984" advertisement, which aired only once during the 1984 Super Bowl?

Which of the following statements is true?

________ is the practice of unifying all marketing communication tools so they send a consistent, persuasive message promoting company goals.

Which of the following is NOT a characteristic of effective ads?

Builds awareness of products and brands, creates a brand image, provides product and brand information, persuades people, provides incentives to take action, provides brand reminders, and reinforces past purchases and brand experiences are all ________ of advertising.

What of the following is NOT a stage in the evolution of advertising?

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters

Exam 1: Introduction to Advertising

The period when advertising grew in importance and size was the "Modern Advertising" era.

Which of the following is NOT considered a strength of advertising as a marketing technique?

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 ________.

Which of the following is NOT considered a tool available in the marketing mix?

Companies that need closer control over their advertising usually ________ that performs most, and sometime all, of the functions of advertising.

Which of the following is NOT a task performed by an advertiser's advertising department?

What is the evidence that the truth campaign worked?

Define advertising and discuss where it fits in the marketing process.

Advertising can be used to build a brand, which is the distinctive identity of a particular product that distinguishes it from its competitors.

The particular group of consumers thought to be potential customers for the goods and services constitute the target market.

Which fundamental concept of advertising involves the details, the photography, the writing, the acting, the setting, the printing, and the way the product is depicted all reflecting the highest production values available to the industry?

Which of the following is NOT a fundamental concept of advertising?

During the _______ in the late 1990s corporations were challenged on questions of social responsibility and insensitivity to diverse viewpoints.

What message was Apple trying to convey with its "1984" advertisement, which aired only once during the 1984 Super Bowl?

Which of the following statements is true?

________ is the practice of unifying all marketing communication tools so they send a consistent, persuasive message promoting company goals.

Which of the following is NOT a characteristic of effective ads?

Builds awareness of products and brands, creates a brand image, provides product and brand information, persuades people, provides incentives to take action, provides brand reminders, and reinforces past purchases and brand experiences are all ________ of advertising.

What of the following is NOT a stage in the evolution of advertising?

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters