Deck 12: Advertising

Question 1

Who founded the first ad agency in Canada?

A) Dave Nichol
B) Benjamin Day
C) F. Wayland Ayer
D) Anson McKim
E) David Ogilvy

Answer 1

D

Question 2

Advertising is most associated with which political system?

A) Oligarchy
B) Democracy
C) Communism
D) Socialism
E) Monarchy

Answer 2

B

Question 3

At most ad agencies,who decides which ads to place and where to place them?

A) Creative directors
B) Account executives
C) Media buyers
D) Placement directors
E) Media managers

Answer 3

C

Question 4

How are advertising agencies compensated under an equity contract?

A) In cash
B) With shares of stock
C) With goods and services
D) With a flat fee
E) With a percentage of time and space

Question 5

The first printed advertisements were

A) newspaper inserts.
B) flyers.
C) magazine ads.
D) newspaper ads.
E) posters.

Question 6

How did Benjamin Day cover the production expenses of his newspaper,The New York Sun?

A) By hiring fewer reporters
B) Through advertising
C) By not printing in colour
D) By making the paper smaller
E) By using a cheaper quality of paper

Question 7

In advertising,the performance system entails

A) billing for expenses and modest profit with extra compensation for successful campaigns.
B) paying only for advertisements that work.
C) a fee arrangement where agencies bill clients for expenses as they are incurred.
D) billing clients a certain percentage above the media charge for time and space.
E) payment with shares in the company.

Question 8

Which is not a mass medium but relies on media to carry its messages?

A) Radio
B) Newspapers
C) Advertising
D) Internet
E) Television

Question 9

According to John Kenneth Galbraith,advertising creates

A) income.
B) needs.
C) wants.
D) expenses.
E) power.

Question 10

Why does advertising continue to grow in our society?

A) This is a plentiful society.
B) There is a shortage of goods.
C) There is a growth in services.
D) This is a democratic society.
E) People have no discretionary income.

Question 11

Who is the major player in web advertising?

A) Google
B) Yahoo!
C) Facebook
D) Wikipedia
E) YouTube

Question 12

At most ad agencies,who is the key person in charge of ad campaigns?

A) Creative director
B) Account executive
C) Media buyer
D) Commission director
E) Media manager

Question 13

Which is both an advantage and a disadvantage of radio for advertising?

A) Radio provides no visual display.
B) Time can be bought on short notice.
C) Radio is inexpensive.
D) Radio stations have narrow formats.
E) Radio lends itself to repeated play of advertisements.

Question 14

What is the major disadvantage of magazines for advertising?

A) Opportunities for last-minute changes are limited.
B) Magazines offer narrowly defined audiences.
C) Magazines have high pass-along circulation.
D) Magazines are prestigious.
E) Magazines have a long shelf life.

Question 15

Which formula is used to compare the effectiveness of different advertising strategies?

A) MPI
B) ADC
C) PPM
D) MPG
E) CPM

Question 16

What is a major advantage of television advertising?

A) Advertising rates
B) Large and diverse mass audience
C) Targeting potential customers
D) Production costs
E) Ad clutter

Question 17

What has been the standard commission for advertising agencies?

A) 30 percent
B) 25 percent
C) 2 percent
D) 15 percent
E) 10 percent

Question 18

Keith Tuckwell estimates that Canadian companies spend how much on advertising each year?

A) $15 million
B) $500 million
C) $40 billion
D) $2 billion
E) $12 billion

Question 19

What is a major advantage of advertising in newspapers?

A) High-resolution, precise colour reproduction
B) The number of young adults who read newspapers
C) That most people carefully read colourful inserts
D) That ads can be updated in mid-edition as the presses are rolling
E) That readers are predisposed to consider the advertising seriously

Question 20

Who founded the first ad agency in the United States?

A) Dave Nichol
B) Benjamin Day
C) F. Wayland Ayer
D) Anson McKim
E) David Ogilvy

Question 21

Advertising provides information to consumers.

Question 22

Which advertising strategy is used as a response to TiVo and DVR?

A) Bunching
B) Barraging
C) Product placement
D) Branding
E) Trailing

Question 23

Which award is given for creativity in advertising?

A) Gemini
B) Juno
C) Addy
D) Emmy
E) Clio

Question 24

Which approach is geared to the largest possible audience?

A) LCD
B) RBC
C) CPM
D) ASC
E) USP

Question 25

Advertising can create economic inefficiency.

Question 26

Who was the Loblaws executive who was a store-brand pioneer?

A) Sam Walton
B) William Caxton
C) Jim Vicary
D) Anson McKim
E) Dave Nichol

Question 27

Which organization regulates advertising in Canada?

A) CRTC
B) CBC
C) NFB
D) NACA
E) CAAT

Question 28

Which term describes a sponsored online game,usually for an established brand at its own site?

A) Branding.com
B) Gamertisement
C) Advergame
D) Geek appeal
E) Online marketing

Question 29

In which mass medium is ad clutter less of an issue?

A) Internet
B) Print
C) Television
D) Radio
E) Movies

Question 30

The claim by Colgate that it "Cleans Your Breath While It Cleans Your Teeth" is an example of

A) product placement.
B) unique selling position.
C) lowest common denominator.
D) product positioning.
E) subliminal advertising.

Question 31

Which is a simple way to get an advertising buzz going?

A) Social media
B) Television
C) Radio
D) Newspapers
E) Flyers

Question 32

Canadian companies spend more than $12 billion a year on advertising.

Question 33

There is a theory that advertising and democracy are linked.

Question 34

Advertising's continued growth is a result of a plentiful society.

Question 35

Which term describes the loss of indigenous cultures,which are displaced by cultural icons and values from more powerful countries and societies?

A) Cultural imperialism
B) Ethnocentrism
C) Globalization
D) Commercialization
E) Foreign advertising

Question 36

How might a company distinguish its product from the competition?

A) Innovating
B) Branding
C) Positioning
D) Redundancing
E) Barraging

Question 37

Promoting a product in a limited time period is called

A) subception.
B) positioning.
C) bunching.
D) redundancy.
E) receptiveness.

Question 38

Which is a popular Canadian store brand?

A) President's Choice
B) Kellogg's
C) Kleenex
D) Sony
E) Kraft

Question 39

Which word-of-mouth tactic spreads quickly through email and social media?

A) Viral advertising
B) Blitz advertising
C) Buzz advertising
D) Focused advertising
E) Position advertising

Question 40

Which company is among the best Canadian brands?

A) Tim Hortons
B) Grand Dad
C) Pears
D) Google
E) Jack Daniels

Question 41

Advertising is mostly a persuasive type of communication.

Question 42

Advertising is the eighth mass medium.

Question 43

Media buyers decide which ads to place,and where to place them.

Question 44

Both Coke and Kleenex are brand names.

Question 45

Equity contracts have the least amount of risk for advertising agencies.

Question 46

In Canada,CARD publishes information on media audiences,circulations,and advertising rates.

Question 47

In 2008,the internet was responsible for a third of all advertising revenue spent in Canada.

Question 48

Internet advertising is now the most expensive form of advertising.

Question 49

Flyers were the first form of printed advertising.

Question 50

Ad clutter is an effective way of increasing an ad's impact.

Question 51

Without advertising,many mass media might not even exist.

Question 52

The traditional advertising commission was usually 5 percent of what the advertising client spent for time and space.

Question 53

Radio has the longest shelf life for advertising.

Question 54

Tim Hortons has become a part of Canadian culture.

Question 55

Anson McKim founded the first ad agency in Canada.

Question 56

Benjamin Day used advertising to cover his production expenses.

Question 57

CPM stands for cost per million readers,listeners,or viewers.

Question 58

In 2008,online advertising was worth $1.6 billion in Canada.

Question 59

Newspaper readers tend to be older and better educated than television and radio audiences.

Question 60

Magazines are a good way to reach a large and diverse audience.

Question 61

With a/an __________________ contract,an advertising agency is compensated with shares of stock in an advertising client.

Question 62

The financial base of newspapers,magazines,radio,television,and the internet depends on __________________.

Question 63

A Clio is an award for advertising creativity.

Question 64

USP advertising emphasizes a single feature of the product.

Question 65

Because it first took off in the United States and Canada,there is a theory that advertising and __________________ are connected.

Question 66

In advertising,credibility is never a problem.

Question 67

Dave Nichol invented store brands.

Question 68

__________________ decide where to place ads.

Question 69

The internet search engine Google charges some advertisers with a __________________ fee.

Question 70

In advertising,the LCD approach targets specific audiences,such as those with high IQs.

Question 71

Marshall McLuhan said that advertising is only important before the sale.

Question 72

Besides being a product of economic prosperity,__________________ contributes to prosperity.

Question 73

Advertising's phenomenal continuing growth has been a product of a __________________.

Question 74

In Canada,there is no agency that regulates advertising.

Question 75

Viral advertising refers to making consumers buy products that may be dangerous to their health.

Question 76

In the United States and Canada,national advertising took root with the construction of the __________________.

Question 77

To be effective,an advertising message must be repeated thousands of times.

Question 78

Word-of-mouth is the weakest form of advertising.

Question 79

__________________ founded the first advertising agency in Canada.

Question 80

__________________ were the first form of printed advertising.