83 free test bank for advertising and IMC principles and practice 10th edition

83 Free Test Bank for Advertising and IMC Principles and Practice 10th Edition by Moriarty Multiple choice Questions - Page 1 ________ advertising, which is the most visible type of adv

83 Free Test Bank for Advertising and IMC Principles and Practice 10th Edition

by Moriarty Multiple choice Questions - Page 1

advertising, which is the most visible type of advertising, focuses on the development of a long-term brand identity or image

1 A) Retail

2 B) Institutional

3 C) Brand

4 D) Nonprofit

5 E) Public service

The "Blue Books" published by the J Walter Thompson agency published

1 A) creative copy

2 B) media data

3 C) status appeals

4 D) current Nielsen ratings

5 E) cultural archetypes

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

1 A) 1

2 B) 2

3 C) 20

4 D) 50

5 E) more than 100

advertising is sent from one business to another

1 A) Brand

2 B) Retail

3 C) Direct-response

4 D) Institutional

5 E) Trade

Advertising that announces facts about products that are available

in nearby stores and focuses on stimulating store traffic and

creating a distinctive image for a retailer is known as retail or

advertising

1 A) brand

2 B) local

3 C) direct-response

4 D) institutional

5 E) public-service

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?

1 A) advertiser

2 B) media

3 C) agency

4 D) vendor

5 E) audience

Communication with employees and shareholders about brands and campaigns is usually handled by

1 A) sales promotion

2 B) direct-response

3 C) word-of-mouth

4 D) specialties

5 E) public relations

Radio and television are examples of media

1 A) print

2 B) interactive

3 C) digital

4 D) outdoor

5 E) broadcast

In the evolution of advertising, P.T Barnum is known for which of the following?

1 A) conducting one of the first full ad campaigns

2 B) crafting the strategy of advertising as news

3 C) identifying the pulling power of headlines

4 D) scientifically measuring the effectiveness of advertisements

5 E) introducing the concept of status appeal

Marketers who have the objective of creating are focused

on getting people to talk about their brand

1 A) customer value

2 B) buzz

3 C) social responsibility

4 D) a campaign

5 E) logos

Which of the following is NOT part of the modern definition of

advertising?

1 A) is a paid form of communication

2 B) has an identified sponsor

3 C) is usually personal in nature

4 D) provides information about products

5 E) uses mass and interactive media

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

1 A) creating a more rational economy

2 B) reaching a mass audience

3 C) serving an educational function

4 D) making consumers focus on nonprice benefits

5 E) all of the above

Which of the following is the idea that messages should be directed

at particular groups of prospective buyers?

1 A) positioning

2 B) targeting

3 C) branding

4 D) integrated marketing

5 E) social responsibility

Brand advertising is also known as advertising

1 A) trade

2 B) local

3 C) consumer

4 D) corporate

5 E) public service

Which major type of advertising is used to communicate a message

on behalf of some good cause, such as stopping drug abuse, and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media?

1 A) cause

2 B) brand

3 C) direct-response

4 D) business-to-business

5 E) public service

Charities, foundations, associations, hospitals, orchestras,

museums, and religious institutions advertise for customers,

members, volunteers, and donations and other forms of program participation using which major type of advertising?

1 A) nonprofit

2 B) public service

3 C) consumer

4 D) institutional

5 E) trade

Which of the following companies is typically among the top

advertisers in the United States?

1 A) Apple

2 B) P&G

3 C) the Gap

4 D) McDonald's

5 E) Marriott

According to the rational view of the economic impact of

advertising, which of the following is NOT a type of information that advertising provides to help consumers assess the value of a

product?

1 A) price cues

2 B) psychological appeals

3 C) quality

4 D) location

5 E) reputation

In traditional advertising, the message is conveyed through different kinds of media using mostly messages

1 A) interactive; personal

2 B) interactive; nonpersonal

3 C) word-of-mouth; personal

4 D) mass; nonpersonal

5 E) mass; personal

Advertising regulations have been in place in the United States since the

1 A) early 1900s

2 B) end of World War II

5 E) 1970s

Which of the following is most closely associated with the

introduction of mass production and a new emphasis on wider

distribution of products?

1 A) the Renaissance

2 B) the Industrial Revolution

3 C) the Dot Com Revolution

4 D) the Era of Integration

5 E) the Scientific Era

advertising may use any advertising medium, but it

differs from other types of advertising in that it tries to stimulate an immediate consumer action

1 A) Brand

2 B) Local

3 C) Direct-response

4 D) Institutional

5 E) Public service

advertising focuses on establishing a corporate identity

or winning the public over to the organization's point of view

1 A) Brand

2 B) National

3 C) Public service

4 D) Institutional

5 E) Business-to-business

Which of the following is NOT considered a major type of

advertising?

1 A) brand

2 B) retail

3 C) direct-response

4 D) institutional

5 E) generational

In which scenario is advertising most likely to thrive in a society?

1 A) when demand exceeds supply

2 B) when there is little price competition

3 C) when public speech is tightly controlled by the government

4 D) when consumers do not have disposable income

5 E) when supply is greater than demand

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

1 A) Early Age of Print

2 B) Era of Accountability and Integration

3 C) Early Age of Agencies

4 D) Creative Revolution

5 E) Scientific Era

Advertising begins with the , the person or organization that uses advertising to send out a message about its products

1 A) supplier

2 B) media

3 C) agency

4 D) advertiser

5 E) vendor

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

1 A) supplier

2 B) client

3 C) channel

4 D) vendor

5 E) vehicle

The behind a marketing communication message is stated in measurable objectives in areas such as sales and brand reputation

1 A) creativity

2 B) media choice

3 C) buzz

4 D) strategy

5 E) information

During the Early Age of Agencies, Baker's Chocolate and Ivory Soap were two of the first products to use

1 A) the pulling power of headlines

2 B) brand names

3 C) status appeal

4 D) cultural archetypes

5 E) integrated marketing communication

In the evolution of advertising, which of the following came before the Early Age of Agencies?

1 A) the Early Age of Print

2 B) the Scientific Era

3 C) the Creative Era

4 D) the Era of Accountability

5 E) the Era of Integration

An advertising is a set of related ads that are variations

on a theme

1 A) brand

2 B) market

3 C) campaign

4 D) position

5 E) target

In which of the following marketing communication patterns does word-of-mouth play the most important role?

1 A) business to business

2 B) business to business to consumer

3 C) business to consumer

4 D) consumer to business

5 E) business to consumer to consumer

The promotional tool of publicity is also known as

1 A) buzz marketing

2 B) sales promotion

3 C) public relations

4 D) direct-response

Which of the following is one of the basic functions of advertising?

1 A) identification

2 B) entertainment

3 C) competition

4 D) public relations

5 E) two-way communication

Signs and posters are examples of media

1 A) interpersonal

2 B) interactive

3 C) digital

4 D) outdoor

5 E) broadcast

refers to all forms of communication about a brand that appear in a variety of media

1 A) Integrated marketing communication

2 B) Marketing communication

3 C) Marketing network

4 D) Brand identity

5 E) Brand differentiation

Advertising is usually paid for by the

1 A) audience

2 B) target

3 C) agency

4 D) advertiser

5 E) media

Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

1 A) trade advertising

2 B) direct-response

3 C) word-of-mouth

4 D) specialties

5 E) public relations

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

1 A) advertising

2 B) personal selling

3 C) public relations

4 D) sponsorship

5 E) sales promotion

83 Free Test Bank for Advertising and IMC Principles and Practice 10th Edition by Moriarty Multiple choice Questions - Page 2

According to the principles of integrated marketing communication,

it is critical for

1 A) agencies to use consumer-generated content

2 B) all messages about a brand to present the same basic strategy

3 C) advertising to be developed in-house in order to maintain brand image control

4 D) advertising messages to create buzz

5 E) brand messages to be delivered through digital media rather than

traditional media

For the Truth® campaign, Crispin Porter + Bogusky was the

hired by the American Legacy Foundation to plan and implement the advertising effort

1 A) advertiser

2 B) media buying company

3 C) client

4 D) advertising agency

5 E) advertising department

Independent organizations that are hired by advertisers to create, produce, and distribute part or all of an advertising effort are known

as

1 A) mass media

2 B) in-house agencies

3 C) outside agencies

4 D) media vehicles

5 E) account services

Which of the following is NOT a reason an advertising agency might hire an outside supplier?

1 A) Only suppliers are able to produce commercials.

2 B) The agency lacks expertise in that area.

3 C) The agency may be overloaded.

4 D) The agency may want a fresh perspective.

5 E) Suppliers provide specialized services.

In an advertising agency, who is usually responsible for gathering available intelligence on the market and consumers and for acting

as the voice of the consumer?

1 A) account executive

2 B) account planning group

3 C) traffic department

4 D) copywriter

5 E) human resources department

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

1 A) set fee system

2 B) value bill

3 C) commission

4 D) retainer

5 E) performance incentive

Which of the following product categories is typically among the top ten advertisers in the U.S.?

1 A) housing

2 B) telecom

3 C) travel

4 D) health services

5 E) education

The cost of purchasing a 30-second advertising spot during the Super Bowl is typically millions of dollars From the advertiser's perspective, what is the most important benefit of placing an

advertisement during the Super Bowl?

1 A) the ability to reach a mass audience

2 B) the best media for introducing products

3 C) the ability to make personal connections with consumers

4 D) the likelihood that consumers will make an immediate purchase decision

5 E) the persuasive nature of television commercials

Big companies may have hundreds of agencies working for them, but they normally have a(n) , which does most of their advertising business and may even manage the other agencies

1 A) agency-of-record

2 B) creative boutique

3 C) media-buying service

4 D) agency-of-importance

5 E) media vehicle

Which of the following departments has the primary responsibility for managing the advertising process?

1 A) accounting department

2 B) traffic department

3 C) marketing services

4 D) art studio

5 E) print production

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

advertising?

1 A) advertisers

2 B) agencies

4 D) suppliers

5 E) channels

The Effie award is given to recognize advertisements that are

1 A) integrated with other marketing efforts

2 B) both creative and effective

3 C) developed into complete advertising campaigns

4 D) cost-efficient

5 E) created by in-house agencies

In a new trend in agency compensation called , agencies are paid a percentage of their client's sales or a percentage of the client's marketing budget

1 A) a retainer system

2 B) the commission system

3 C) performance incentives

4 D) value billing

5 E) the fee system

When using which type of advertising agency does an advertiser produce its own advertising?

1 A) home agency

2 B) agency-of-record

3 C) in-house agency

4 D) creative boutique

5 E) agency network

Kindles, iPhones, and iPads are all examples of

1 A) broadcast media

2 B) outdoor media

3 C) personal media

4 D) user-generated content

5 E) traditional media

For an advertisement to be considered effective, what is the first thing it must do?

1 A) hold consumers' interest

2 B) gain consumers' attention

3 C) convince consumers to change their purchasing behavior

4 D) convince consumers to continue buying the brand

5 E) remind consumers of the brand and their positive feelings about it

The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars Despite the cost, commercials for products such as Coca-Cola, Doritos, and Bud Light run during the Super Bowl every year In advertising terms, the Super Bowl is the

1 A) media vehicle

2 B) agent

3 C) message

4 D) supplier

5 E) client

Brad is a music industry major in college who wants to work in the advertising industry writing and performing jingles for radio

commercials If Brad gets a contract with an agency to write a jingle for a commercial, then Brad would be a(n)

1 A) advertiser

2 B) agency

4 D) supplier

5 E) vehicle

Which of the following awards is given to recognize the creativity of

an advertisement?

1 A) the Clio

2 B) the Effie

3 C) the Silver Anvil

4 D) the Reggie

5 E) the Cassie

Which of the following positions in an advertising agency is most closely involved with creative development?

1 A) account executive

2 B) account planner

3 C) media buyer

4 D) copywriter

5 E) management supervisor

An email from Amazon.com offers free shipping on your next

purchase of more than $35 This is an example of

1 A) sales promotion

2 B) publicity

3 C) public relations

4 D) word-of-mouth

5 E) mass media

Which of the following advertising situations would LEAST likely be considered "puffery"?

1 A) Mr Clean coming to a housewife's rescue

2 B) instantly toned thighs and legs as a result of using the Thigh Master for only 15 minutes

3 C) children immediately growing into attractive adults as a result of drinking milk

4 D) a retired couple drinking a vitamin and protein shake and then going

bicycling