Question 1

Marketers recognise the difference between the buyer and the consumer.Explain the difference between buyers and consumers,and why this matters,using an example.

Accepted Answer

In the case of cold cereal,for example,parents may purchase the cereal but their children consume it and definitely influence the purchase.Kellogg's Sultana Bran's 'Don't tell them it's healthy,and they'll eat it by the boxful' can be used as an example of target marketing because buyers are not necessarily users,an example of where the needs of both parents and children are taken into account to avoid the need for separate advertising.

Question 2

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.

Accepted Answer

A) True 
 B)False  True

Question 3

Michael Lee,Executive Director of the International Advertising Association (IAA),stated: 'It has become increasingly clear that the complexities of ________ issues present a communications challenge with both policy makers and the general public.'

Accepted Answer

A) ecology 
B) climate change 
C) fossil fuels 
D) global warming 
E) tsunami 
A) ecology 
B) climate change 
C) fossil fuels 
D) global warming 
E) tsunami B

Question 4

How is social advertising different from brand advertising?

Accepted Answer

Social service advertising does not seek

Question 5

All of these EXCEPT ________ are types and stages in evaluating the effectiveness of an advertisement.

Accepted Answer

A) diagnostic or prepatory research 
B) design research 
C) developmental research 
D) concurrent research 
E) post-testing research 
A) diagnostic or prepatory research 
B) design research 
C) developmental research 
D) concurrent research 
E) post-testing research

Question 6

The type of advertising used by charities,foundations,associations,hospitals,orchestras,museums and religious entities to gain customers,members,volunteers,donations and other forms of program participation is referred to as ________.

Accepted Answer

A) not-for-profit 
B) local 
C) direct-response 
D) institutional 
E) business-to-business 
A) not-for-profit 
B) local 
C) direct-response 
D) institutional 
E) business-to-business

Question 7

The term 'prosumer' means that:

Accepted Answer

A) someone is paid to consume 
B) the boundary between producers and consumers would merge 
C) the consumer is a business 
D) none of the above 
A) someone is paid to consume 
B) the boundary between producers and consumers would merge 
C) the consumer is a business 
D) none of the above

Question 8

Calvin Klein used some very controversial ads depicting what looked like drug-addicted teenagers 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?

Accepted Answer

One reason advertisers use an in-house a

Question 9

________ is responsible for shifting the focus from distribution (i.e.the product)to consumption (i.e. ,the consumer),which has given IMC a new lease on life.

Accepted Answer

A) The internet 
B) Social media 
C) Email 
D) Television 
E) Video games 
A) The internet 
B) Social media 
C) Email 
D) Television 
E) Video games

Question 10

In the 1980s,the trend in advertising was a(n):

Accepted Answer

A) drive toward direct and customised communication 
B) drive for customer loyalty 
C) emphasis on the measurement of the sales effects of advertising 
D) growth of CRM 
E) all of the above 
A) drive toward direct and customised communication 
B) drive for customer loyalty 
C) emphasis on the measurement of the sales effects of advertising 
D) growth of CRM 
E) all of the above

Question 11

Which of the following is a basic role of advertising?

Accepted Answer

A) Identification 
B) Entertainment 
C) Competition 
D) Public relations 
E) Two-way communication 
A) Identification 
B) Entertainment 
C) Competition 
D) Public relations 
E) Two-way communication

Question 12

The particular group of consumers thought to be potential customers for the goods and services of an organisation constitutes the ________.

Accepted Answer

A) product category 
B) demographic segment 
C) product use segment 
D) feasible market 
E) target market 
A) product category 
B) demographic segment 
C) product use segment 
D) feasible market 
E) target market

Question 13

The key players in advertising are the advertiser,the agency,the media,the supplier and the audience.

Accepted Answer

A) True 
 B)False

Question 14

Compare and contrast hard-sell and soft-sell approaches,and give an example of each.

Accepted Answer

Hard-sell approaches use reasons to pers

Question 15

One point of view about advertising's role is that it is so persuasive that it decreases the likelihood that a consumer will switch to an alternative product.

Accepted Answer

A) True 
 B)False

Question 16

Which 'key player' is composed of the channels of communication that carry the message from the advertiser to the audience?

Accepted Answer

A) Advertiser 
B) Agency 
C) Media 
D) Supplier 
E) Distributor 
A) Advertiser 
B) Agency 
C) Media 
D) Supplier 
E) Distributor

Question 17

How many media spots did Apple pay for when it ran the 1984 Super Bowl TV commercial?

Accepted Answer

A) 1 
B) 2 
C) 20 
D) 50 
E) More than 100 
A) 1 
B) 2 
C) 20 
D) 50 
E) More than 100

Question 18

________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

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 (GM
C)  
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 (GM
C)

Question 19

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogues,website and retail outlets.It uses the same models in its catalogue and in its print ads as well as on its Web site.Delia's works to make sure its public relations activities as well as its sales promotions harmonise with its advertising in all venues.From this information,you can infer that Delia's is using ________.

Accepted Answer

A) buzz 
B) public relations 
C) integrated marketing communications 
D) word of mouth 
E) mass communication 
A) buzz 
B) public relations 
C) integrated marketing communications 
D) word of mouth 
E) mass communication

Question 20

Which of the following does NOT define advertising?

Accepted Answer

A) Paid form of communication. 
B) Sponsor is identified. 
C) Usually personal in nature. 
D) Tries to inform,persuade or influence the audience. 
E) Uses mass media. 
A) Paid form of communication. 
B) Sponsor is identified. 
C) Usually personal in nature. 
D) Tries to inform,persuade or influence the audience. 
E) Uses mass media.

Marketers recognise the difference between the buyer and the consumer.Explain the difference between buyers and consumers,and why this matters,using an example.

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.

Michael Lee,Executive Director of the International Advertising Association (IAA),stated: 'It has become increasingly clear that the complexities of ________ issues present a communications challenge with both policy makers and the general public.'

How is social advertising different from brand advertising?

All of these EXCEPT ________ are types and stages in evaluating the effectiveness of an advertisement.

The type of advertising used by charities,foundations,associations,hospitals,orchestras,museums and religious entities to gain customers,members,volunteers,donations and other forms of program participation is referred to as ________.

The term 'prosumer' means that:

________ is responsible for shifting the focus from distribution (i.e.the product)to consumption (i.e. ,the consumer),which has given IMC a new lease on life.

In the 1980s,the trend in advertising was a(n):

Which of the following is a basic role of advertising?

The particular group of consumers thought to be potential customers for the goods and services of an organisation constitutes the ________.

The key players in advertising are the advertiser,the agency,the media,the supplier and the audience.

Compare and contrast hard-sell and soft-sell approaches,and give an example of each.

One point of view about advertising's role is that it is so persuasive that it decreases the likelihood that a consumer will switch to an alternative product.

Which 'key player' is composed of the channels of communication that carry the message from the advertiser to the audience?

How many media spots did Apple pay for when it ran the 1984 Super Bowl TV commercial?

________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

Which of the following does NOT define advertising?

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters

Exam 1: Introduction to Advertising

Marketers recognise the difference between the buyer and the consumer.Explain the difference between buyers and consumers,and why this matters,using an example.

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.

Michael Lee,Executive Director of the International Advertising Association (IAA),stated: 'It has become increasingly clear that the complexities of ________ issues present a communications challenge with both policy makers and the general public.'

How is social advertising different from brand advertising?

All of these EXCEPT ________ are types and stages in evaluating the effectiveness of an advertisement.

The type of advertising used by charities,foundations,associations,hospitals,orchestras,museums and religious entities to gain customers,members,volunteers,donations and other forms of program participation is referred to as ________.

The term 'prosumer' means that:

________ is responsible for shifting the focus from distribution (i.e.the product)to consumption (i.e. ,the consumer),which has given IMC a new lease on life.

In the 1980s,the trend in advertising was a(n):

Which of the following is a basic role of advertising?

The particular group of consumers thought to be potential customers for the goods and services of an organisation constitutes the ________.

The key players in advertising are the advertiser,the agency,the media,the supplier and the audience.

Compare and contrast hard-sell and soft-sell approaches,and give an example of each.

One point of view about advertising's role is that it is so persuasive that it decreases the likelihood that a consumer will switch to an alternative product.

Which 'key player' is composed of the channels of communication that carry the message from the advertiser to the audience?

How many media spots did Apple pay for when it ran the 1984 Super Bowl TV commercial?

________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

Which of the following does NOT define advertising?

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters