Question 1

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

Accepted Answer

A)   supplier
B)   client
C)   channel
D)   vendor
E)   vehicleF) All of the above
G) A) and B)

Question 2

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)   audienceF) A) and B)
G) C) and D)

Question 3

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.F) A) and B)
G) A) and E)

Question 4

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 5

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

Accepted Answer

A) True 
 B)False

Question 6

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 7

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 EraF) B) and C)
G) D) and E)

Question 8

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 9

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 advertisingF) A) and B)
G) A) and C) C

Question 10

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 100F) B) and C)
G) D) and E)

Question 11

Advertising is usually paid for by the ________.

Accepted Answer

A)   audience
B)   target
C)   agency
D)   advertiser
E)   mediaF) A) and D)
G) C) and D) D

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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.F) None of the above
G) A) and D)

Question 14

All award-winning ads are effective ads.

Accepted Answer

A) True 
 B)False

Question 15

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 incentiveF) B) and E)
G) A) and E)

Question 16

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 promotionF) B) and D)
G) C) and E)

Question 17

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)   channelsF) A) and E)
G) D) and E)

Question 18

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)   institutionalF) C) and D)
G) D) and E)

Question 19

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 20

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 aboveF) A) and E)
G) A) and B)

Exam 1: Advertising

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

Correct Answer
verified

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?

Correct Answer
verified

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?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
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C

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

Correct Answer
verified

Advertising is usually paid for by the ________.

Correct Answer
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D

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

Correct Answer
verified

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

Correct Answer
verified

All award-winning ads are effective ads.

Correct Answer
verified

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.

Correct Answer
verified

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 ________.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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

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

Correct Answer
verified

Exam 1: Advertising

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

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedC

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

Correct AnswerverifiedShow Answer

Advertising is usually paid for by the ________.

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All award-winning ads are effective ads.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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 ________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

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C

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D

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