Question 1

Several ads for a company have won creativity awards.Does that mean the ads were effective? Explain your answer.

Accepted Answer

Not necessarily.Creativity awards,such as the Clios,are based on an ad's creativity alone.While the creative idea and execution are two of the fundamental concepts necessary for an ad to be effective,they are not necessarily sufficient.Effective ads are ones that satisfy consumers' objectives by engaging them with a relevant message that catches their attention,speaks to their interests,and remains in their memories.From a company's perspective,the ads achieve the company's marketing objectives,which are usually related to growth and sales,and contribute to the success of the business.

Question 2

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.
-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?

Accepted Answer

A)  institutional advertising 
B)  direct-response advertising 
C)  brand advertising 
D)  business-to-business advertising 
E)  indirect advertising 
A)  institutional advertising 
B)  direct-response advertising 
C)  brand advertising 
D)  business-to-business advertising 
E)  indirect advertising C

Question 3

Advertising is usually paid for by the ________.

Accepted Answer

A)  audience 
B)  target 
C)  agency 
D)  advertiser 
E)  media 
A)  audience 
B)  target 
C)  agency 
D)  advertiser 
E)  media D

Question 4

What is meant by the term effective with respect to advertising?

Accepted Answer

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. 
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.

Question 5

Artists,writers,songwriters,photographers,directors,producers,and printers are all examples of which type of "key player" in advertising?

Accepted Answer

A)  advertisers 
B)  agencies 
C)  media 
D)  suppliers 
E)  channels 
A)  advertisers 
B)  agencies 
C)  media 
D)  suppliers 
E)  channels

Question 6

During the ________,corporations were challenged on questions of taste and social responsibility.

Accepted Answer

A)  Early Age of Print 
B)  Era of Accountability and Integration 
C)  Early Age of Agencies 
D)  Creative Revolution 
E)  Scientific Era 
A)  Early Age of Print 
B)  Era of Accountability and Integration 
C)  Early Age of Agencies 
D)  Creative Revolution 
E)  Scientific Era

Question 7

Which of the following is considered a societal role of advertising?

Accepted Answer

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 
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

Question 8

When an advertiser hires an advertising agency,the advertiser becomes the agency's ________.

Accepted Answer

A)  supplier 
B)  client 
C)  channel 
D)  vendor 
E)  vehicle 
A)  supplier 
B)  client 
C)  channel 
D)  vendor 
E)  vehicle

Question 9

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.

Accepted Answer

A)  set fee system 
B)  value bill 
C)  commission 
D)  retainer 
E)  performance incentive 
A)  set fee system 
B)  value bill 
C)  commission 
D)  retainer 
E)  performance incentive

Question 10

The strategy of "ads as news" was not introduced until after World War II.

Accepted Answer

A) True 
 B)False

Question 11

All award-winning ads are effective ads.

Accepted Answer

A) True 
 B)False

Question 12

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?

Accepted Answer

A)  retail 
B)  local 
C)  public service 
D)  direct response 
E)  institutional 
A)  retail 
B)  local 
C)  public service 
D)  direct response 
E)  institutional

Question 13

How many times did the "1984" commercial for Apple's Macintosh computer run?

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 14

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?

Accepted Answer

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. 
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.

Question 15

Which key player makes the final decisions about the target audience and the size of the advertising budget,in addition to approving the advertising plan?

Accepted Answer

A)  advertiser 
B)  media 
C)  agency 
D)  vendor 
E)  audience 
A)  advertiser 
B)  media 
C)  agency 
D)  vendor 
E)  audience

Question 16

The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer.

Accepted Answer

A) True 
 B)False

Question 17

The eight major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,and nonprofit advertising.

Accepted Answer

A) True 
 B)False

Question 18

The logic and planning behind the advertisement that gives it direction and focus is known as the creative idea.

Accepted Answer

A) True 
 B)False

Question 19

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 ________.

Accepted Answer

A)  advertising 
B)  personal selling 
C)  public relations 
D)  sponsorship 
E)  sales promotion 
A)  advertising 
B)  personal selling 
C)  public relations 
D)  sponsorship 
E)  sales promotion

Question 20

In an agency,the person in charge of an advertiser's business is known as the "supplier manager."

Accepted Answer

A) True 
 B)False

Several ads for a company have won creativity awards.Does that mean the ads were effective? Explain your answer.

Advertising is usually paid for by the ________.

What is meant by the term effective with respect to advertising?

Artists,writers,songwriters,photographers,directors,producers,and printers are all examples of which type of "key player" in advertising?

During the ________,corporations were challenged on questions of taste and social responsibility.

Which of the following is considered a societal role of advertising?

When an advertiser hires an advertising agency,the advertiser becomes the agency's ________.

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.

The strategy of "ads as news" was not introduced until after World War II.

All award-winning ads are effective ads.

How many times did the "1984" commercial for Apple's Macintosh computer run?

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?

Which key player makes the final decisions about the target audience and the size of the advertising budget,in addition to approving the advertising plan?

The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer.

The eight major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,and nonprofit advertising.

The logic and planning behind the advertisement that gives it direction and focus is known as the creative idea.

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 ________.

In an agency,the person in charge of an advertiser's business is known as the "supplier manager."

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 1: Advertising

Several ads for a company have won creativity awards.Does that mean the ads were effective? Explain your answer.

Advertising is usually paid for by the ________.

What is meant by the term effective with respect to advertising?

Artists,writers,songwriters,photographers,directors,producers,and printers are all examples of which type of "key player" in advertising?

During the ________,corporations were challenged on questions of taste and social responsibility.

Which of the following is considered a societal role of advertising?

When an advertiser hires an advertising agency,the advertiser becomes the agency's ________.

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.

The strategy of "ads as news" was not introduced until after World War II.

All award-winning ads are effective ads.

How many times did the "1984" commercial for Apple's Macintosh computer run?

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?

Which key player makes the final decisions about the target audience and the size of the advertising budget,in addition to approving the advertising plan?

The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer.

The eight major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,and nonprofit advertising.

The logic and planning behind the advertisement that gives it direction and focus is known as the creative idea.

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 ________.

In an agency,the person in charge of an advertiser's business is known as the "supplier manager."

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters