Question 1

An email advertising campaign from Foxtel to encourage households to click on a link to sign up for cable TV is an example of ________ advertising.

Accepted Answer

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

Question 2

In what year was the ACCC formed?

Accepted Answer

A) 1980 
B) 1985 
C) 1990 
D) 1995 
E) 2000

Question 3

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% 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 4

Hydroplus skincare want to know if their ads work.Which behavioural questions are they likely to ask to measure the effect of their ads on consumers,either buying more of their product/more often or trialling their brand?

Accepted Answer

A) Have you seen this ad before? 
B) Have you bought this brand before? 
C) Did you visit the website after seeing the ad? 
D) Did you buy the brand for the first time after seeing the ad? 
E) All of the above.

Question 5

The particular group of consumers thought to be potential customers for the goods and services constitutes the target market and the target audience for brand communications.

Accepted Answer

A) True 
 B)False

Question 6

Advertising begins with the advertiser-the person or organisation using advertising to send out a message about their products.

Accepted Answer

A) True 
 B)False

Question 7

When at least some consumers consider a product to have a distinct identity from its competitors,it is known as the ________.

Accepted Answer

A) advertising 
B) brand 
C) tagline 
D) logo 
E) trademark

Question 8

Hydroplus is a skincare brand.It has a new product that effectively reduces skin blemishes and has proven more effective in clinical trials than the leading skincare brands.Which approach should they take to their advertising to communicate this superiority?

Accepted Answer

A) Hard-sell 
B) Soft-sell 
C) Image 
D) Sensual 
E) None of the above

Question 9

Why might an advertiser use an in-house agency?

Accepted Answer

The answer of Why might an advertiser use an in-house...

Question 10

A product can be services and ideas,as well as goods.

Accepted Answer

A) True 
 B)False

Question 11

Market researchers,artists,writers,songwriters,photographers,directors,producers and printers are all examples of which type of 'key player' in advertising?

Accepted Answer

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

Question 12

Key players that provide specialised services that assist advertisers,advertising agencies and the media in creating and placing ads are known as suppliers.

Accepted Answer

A) True 
 B)False

Question 13

'I liked the ad,but what was it for?' describes advertising that has failed because of a flaw in the ________ strategy.

Accepted Answer

A) media 
B) marketing 
C) advertising 
D) creative 
E) research

Question 14

Compare and contrast the terms product category and brand,and give examples of each.

Accepted Answer

The answer of Compare and contrast the terms product category...

Question 15

In Australia,the new LOHAS market for products ranging from eco-tourism to solar energy panels of some four million adult consumers is valued at ________.

Accepted Answer

A) $2.15 million 
B) $215 million 
C) $21.5 billion 
D) $215 billion 
E) none of these

Question 16

The major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,not-for-profit and public service advertising.

Accepted Answer

A) True 
 B)False

Question 17

The sponsor is identified in an advertising message.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is the most important characteristic of an effective ad?

Accepted Answer

A) Holds consumers' interest 
B) Gains consumers' attention 
C) Convinces consumers to change their purchasing behaviour 
D) Achieves the client's objectives 
E) Creates an impression for a product or brand

Question 19

As an integral part of the socioeconomic and cultural systems,advertising contributes to the ________ of the economic system and can help determine the types of goods or services to be offered and ensure their acceptance.

Accepted Answer

A) creation portion 
B) implementation facet 
C) delivery mechanisms 
D) distribution aspect 
E) dissemination ability

Question 20

What is the biggest advantage of mass-media advertising?

Accepted Answer

A) Provide specialised services regarding ad execution. 
B) Cost efficiency because costs are spread over the large number of people reached by the ad. 
C) High effectiveness. 
D) Few restrictions. 
E) Unlimited inventory available for advertisers.

Exam 1: Introduction to Advertising

An email advertising campaign from Foxtel to encourage households to click on a link to sign up for cable TV is an example of ________ advertising.

In what year was the ACCC formed?

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

Hydroplus skincare want to know if their ads work.Which behavioural questions are they likely to ask to measure the effect of their ads on consumers,either buying more of their product/more often or trialling their brand?

The particular group of consumers thought to be potential customers for the goods and services constitutes the target market and the target audience for brand communications.

Advertising begins with the advertiser-the person or organisation using advertising to send out a message about their products.

When at least some consumers consider a product to have a distinct identity from its competitors,it is known as the ________.

Hydroplus is a skincare brand.It has a new product that effectively reduces skin blemishes and has proven more effective in clinical trials than the leading skincare brands.Which approach should they take to their advertising to communicate this superiority?

Why might an advertiser use an in-house agency?

A product can be services and ideas,as well as goods.

Market researchers,artists,writers,songwriters,photographers,directors,producers and printers are all examples of which type of 'key player' in advertising?

Key players that provide specialised services that assist advertisers,advertising agencies and the media in creating and placing ads are known as suppliers.

'I liked the ad,but what was it for?' describes advertising that has failed because of a flaw in the ________ strategy.

Compare and contrast the terms product category and brand,and give examples of each.

In Australia,the new LOHAS market for products ranging from eco-tourism to solar energy panels of some four million adult consumers is valued at ________.

The major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,not-for-profit and public service advertising.

The sponsor is identified in an advertising message.

Which of the following is the most important characteristic of an effective ad?

As an integral part of the socioeconomic and cultural systems,advertising contributes to the ________ of the economic system and can help determine the types of goods or services to be offered and ensure their acceptance.

What is the biggest advantage of mass-media advertising?