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Advertising: Quiz 4 Practice Exam

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Advertising: Quiz 4 Practice Exam
Quiz 4:-Targeting Approaches-The Consumer and the Message-IMC What and Why-Sales and Promotion-Vocabulary Unit 4

  
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Question Excerpt

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1.  ____________ represents the consumer within the agency, carries out the research function and writes the creative brief.
A.
B.
C.
D.
E.
2.  __________ puts advertising, products and the consumer together in the same place at the same time. It is designed to catch the consumer at their most vulnerable times: while they're shopping.
A.
B.
C.
D.
3.  What kind of targeting allows networks to trace the patterns of clicks and pages viewed across their network?
A.
B.
C.
D.
4.  Consumer decision making is determined by the consumer's __________ and prior experiences with the product or service in question.
A.
B.
C.
D.
5.  T/F: Traditional forms of media do not have to contain references to the client's digital sites.
A.
B.
6.  The quantity of money available for an ad campaign. Often divided into advertising, sales promotion, production, etc. 
A.
B.
C.
D.
7.  What kind of targeting is used when ads are served to particular geographic areas. It is a powerful technique to increase the likelihood that customers see ads and find them relevant.
A.
B.
C.
D.
8.  T/F: IMC builds brief "flings" with the consumer.
A.
B.
9.  A written document designed to outline the marketing objective, the rationale for the objective and how it will be fulfilled. 
A.
B.
C.
D.
10.  Which of the following is NOT a technique used for sales promotion?
A.
B.
C.
D.
E.
11.  __________ is the number of visitors who respond to the ad's call to action divided by the number of impressions (or visitors) expressed as a percentage.
A.
B.
C.
D.
E.
12.  Targeting allows the advertiser to deliver ___________ messages more precisely to their target audience whenever and wherever they are in the buying process.
A.
B.
C.
D.
13.  A legal term for paid communications, primarily advertising.
A.
B.
C.
D.
14.  ______________ is paid communication to promote a product, service, brand or cause through the media.
A.
B.
C.
D.
E.
15.  T/F: IMC affects behavior.
A.
B.
16.  Which of the following is NOT a financial compensation option for advertising agencies?
A.
B.
C.
D.
E.
17.  The market strategy has moved from _____________ to ______________.
A.
B.
C.
D.
18.  A marketing document that summarizes the current state of the marketplace as it relates to a specific brand.
A.
B.
C.
D.
19.  __________ coordinates the message emphasis in advertising with the placement and emphasis of sales promotions-synergy. 
A.
B.
C.
D.
20.  The number of times an individual, household or business within a specified target market is exposed to a particular ad within a specified time period.
A.
B.
C.
D.
21.  __________ tests to determine both instantaneous effects or carryover effects.
A.
B.
C.
D.
22.  T/F: In online targeting, underlying date must be valid, reliable, and current.
A.
B.
23.  T/F: Targeting strategies need not support your advertising objective upfront. 
A.
B.
24.  A phenomenon of interactive marketing; a new category of non-constructed advertising/marketing aimed at social groups in which they group participants create the system of communication.
A.
B.
C.
D.
25.  A name, term, symbol or design (or combination thereof) intended to clearly identify and differentiate a seller's product from the competitor's
A.
B.
C.
D.
26.  A(n) ________________ is an organization of professionals who provide creative and business services to other businesses and organizations that need help preparing, planning and placing advertising. 
A.
B.
C.
D.
E.
27.  Which of the following is NOT a type of post-research?
A.
B.
C.
D.
E.
28.  A marketing approach which considers how consumers perceive a product relative to competitive offerings.
A.
B.
C.
D.
29.  __________ asks if you are funneling more customers to your retail partners or your phone channel.
A.
B.
C.
D.
30.  T/F: Each targeting approach provides marketers with a different consumer lens.
A.
B.
31.  T/F: Two words that describe the "new" advertising are innovative and engaging.
A.
B.
32.  ______________ is the process of planning and executing the concepts, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. 
A.
B.
C.
D.
E.
33.  Which of the following is a reason sales promotion is important to advertisers today?
A.
B.
C.
D.
E.
34.  What kind of targeting places ads on web pages that have relationships to the content of the page?
A.
B.
C.
D.
35.  T/F: Proliferation of advertising has increased the effectiveness of any single message.
A.
B.
36.  T/F: 82% of today's 18 to 34-year-old demographic use online video games or online entertainment.
A.
B.
37.  Which of the following does a creative brief NOT outline?
A.
B.
C.
D.
E.
38.  IMC stands for: 
A.
B.
C.
D.
39.  What kind of targeting is used because consumers use media differently throughout the day?
A.
B.
C.
D.
40.  A(n) ____________ is the first notification of possible new business for the agency. It is sent from a prospective advertising client to advertising agencies requesting a presentation of what the agency can do for the advertiser. It results in a presentation or "new business pitch," often called a "dog and pony show."
A.
B.
C.
D.
41.  Which of the following is NOT a type of advertising agency?
A.
B.
C.
D.
E.
42.  Which of the following is NOT an example of the consumer as a decision maker?
A.
B.
C.
D.
E.
43.  ___________ is the number of customers purchasing the brand relative to the total population of the market.
A.
B.
C.
D.
44.  _______________ comes up with the concepts and ideas that drive the advertising within an agency. This department develops the message that will be delivered and what forms the message will take.
A.
B.
C.
D.
E.
45.  Which of the following is a risk of sales promotion?
A.
B.
C.
D.
E.
46.  The particular group of consumers or demographic strata to whom your advertising message is targeted.
A.
B.
C.
D.
47.  ___________ focuses on strategic brand building. ____________ focuses primarily on influencing consumer behavior.
A.
B.
C.
D.
48.  Reading publication advertising, watching TV and listening to the radio are examples of:
A.
B.
C.
D.
49.  CGC stands for:
A.
B.
C.
D.
50.  What kind of targeting serves ads to web surfers whose online persona suggests that they are in a brand's target market?
A.
B.
C.
D.
51.  The means of accomplishing objectives (the methods used to reach goals.)
A.
B.
C.
D.
52.  Creating an advertising pitch begins with a(n) ____________.
A.
B.
C.
D.
53.  T/F: Digital advertising is a "must" for virtually every client.
A.
B.
54.  T/F: The consumer is less in control than ever before.
A.
B.
55.  T/F: IMC starts with a customer or prospect.
A.
B.
56.  Which of the following is NOT an example of IMC?
A.
B.
C.
D.
E.
57.  A system of running competing brands of products within the same company. Each brand group is a team that operates as a relatively independent marketing organization within the larger organization while utilizing common resources.
A.
B.
C.
D.
58.  ___________ measures the number of  people who came to your side and didn't stay or engage.
A.
B.
C.
D.
59.  A department within an advertising agency staffed with different levels of managers who serve as a liaison between agency and client.
A.
B.
C.
D.
60.  Some advertising agencies have ____________ to manage and oversee the details of producing finished advertisements for all media used by the client. They administratively schedule production and follow-through to completion of the job.
A.
B.
C.
D.
61.  Which of the following does NOT need to take place during an advertising campaign?
A.
B.
C.
D.
62.  Floor stands, shelf talkers, dump bins, and door signs are types of what kind of advertising?
A.
B.
C.
D.
63.  There were 197 different ____________ magazines in the U.S. last year.
A.
B.
C.
D.
64.  T/F: Account services in advertising agencies identify the benefits a brand offers, the target audience, the best competitive positioning and develops a complete promotion plan.
A.
B.
65.  "Marcom" stands for:
A.
B.
C.
D.
E.
66.  What kind of targeting is used to attract consumers staring particular interests?
A.
B.
C.
D.
67.  T/F: Attitude is more important than meaning.
A.
B.
68.  Activities designed to generate unpaid news coverage or other positive impact with the "public."
A.
B.
C.
D.
69.  T/F: IMC is one media speaking with multiple voices.
A.
B.
70.  T/F: IMC is an example of Customer Relationship Marketing. [Ex.) the use of an identifiable celebrity spokesperson builds brand identity.]
A.
B.
71.  The use of an incentive to stimulate sales. The three major consumer incentives are: Save (discount), Free (added value), and Win (offer a chance at a prize.)
A.
B.
C.
D.
72.  One single exposure to rich media ads lifted all brand measures an average of _______ over the composite baseline score, showing the greatest gains for awareness and association.
A.
B.
C.
D.
73.  T/F: Media is fragmented.
A.
B.
74.  ____________ determines how a client's message can most effectively and efficiently reach the target audience. 
A.
B.
C.
D.
75.  More sophisticated research methods lead marketers away from ____________ to ___________. 
A.
B.
C.
D.
76.  ____________ represents the client within the agency and works with all departments on behalf of the client.
A.
B.
C.
D.
E.
77.  Agency function with the responsibility for representing the voice of the consumer in all decision making, particularly creative development.
A.
B.
C.
D.
78.  A(n) ___________ is any message medium capable of reaching target customers and presenting the brand in a favorable light. 
A.
B.
C.
D.
79.  T/F: Familiar static forms of online advertising in branding measures outperforms online video advertising. 
A.
B.
80.  Which of the following is NOT one of the four (4) modes of consumer decision making?
A.
B.
C.
D.
E.
81.  The number of people, households or businesses in a target audience exposed to media vehicles of messages scheduled at least once during a given time period.
A.
B.
C.
D.
82.  Which of the following must be done prior to the beginning of an advertising campaign?
A.
B.
C.
D.
E.
83.  What the advertiser hopes to accomplish as a result of advertising.
A.
B.
C.
D.
84.  _________ asks if your return is in line with your ultimate goals for the website.
A.
B.
C.
D.
85.  What is NOT true of IMC?
A.
B.
C.
D.
E.
86.  What kind of targeting defines the audience according to age, gender, income, occupation and HHI?
A.
B.
C.
D.
87.  T/F: IMC speaks with many voices.
A.
B.
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