Advertising: Quiz 4 Practice Exam

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

  
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  • 1. 
    ______________ is paid communication to promote a product, service, brand or cause through the media.
    • A. 

      Public Relations

    • B. 

      Advertising

    • C. 

      Media

    • D. 

      Marketing

    • E. 

      All of the above


  • 2. 
    ______________ 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. 

      Advertising

    • B. 

      Marketing

    • C. 

      Public Relations

    • D. 

      Media Plan

    • E. 

      None of the above


  • 3. 
    IMC stands for: 
    • A. 

      Integrated Media Communications

    • B. 

      Integrated Media Conglomerates

    • C. 

      Integrated Marketing Communications

    • D. 

      Integrated Marketing Conglomerates


  • 4. 
    What is NOT true of IMC?
    • A. 

      It is easier to administer

    • B. 

      It is more effective

    • C. 

      It is faster

    • D. 

      It is less expensive

    • E. 

      It has more positive communication results


  • 5. 
    T/F: IMC starts with a customer or prospect.
    • A. 

      True

    • B. 

      False


  • 6. 
    T/F: IMC speaks with many voices.
    • A. 

      True

    • B. 

      False


  • 7. 
    T/F: IMC affects behavior.
    • A. 

      True

    • B. 

      False


  • 8. 
    A(n) ___________ is any message medium capable of reaching target customers and presenting the brand in a favorable light. 
    • A. 

      Touchpoint/ Contact

    • B. 

      Target Audience

    • C. 

      IMC

    • D. 

      Target Audience/ Contact


  • 9. 
    T/F: IMC builds brief "flings" with the consumer.
    • A. 

      True

    • B. 

      False


  • 10. 
    T/F: IMC is an example of Customer Relationship Marketing. [Ex.) the use of an identifiable celebrity spokesperson builds brand identity.]
    • A. 

      True

    • B. 

      False


  • 11. 
    T/F: IMC is one media speaking with multiple voices.
    • A. 

      True

    • B. 

      False


  • 12. 
    Which of the following is NOT an example of IMC?
    • A. 

      Direct Mail

    • B. 

      Premiums

    • C. 

      Print Advertising

    • D. 

      Movie Trailers

    • E. 

      All of the above are examples of IMCs


  • 13. 
    ___________ focuses on strategic brand building. ____________ focuses primarily on influencing consumer behavior.
    • A. 

      IBP, IMC

    • B. 

      IMC, Marcom

    • C. 

      Marcom, IMC

    • D. 

      IMC, IBP


  • 14. 
    "Marcom" stands for:
    • A. 

      Marketing and Advertising Communication

    • B. 

      Advertising and Making Communication

    • C. 

      Advertising and Marketing Communication

    • D. 

      Market Communication

    • E. 

      None of the above


  • 15. 
    The market strategy has moved from _____________ to ______________.
    • A. 

      Integrated Brand Promotion, Segmented Marketing

    • B. 

      Integrated Brand Communication, Integrated Promotion

    • C. 

      Integrated Marketing Communication, Integrated Brand Promotion

    • D. 

      Marketing Communication, Segmented Brand Promotion


  • 16. 
    T/F: Media is fragmented.
    • A. 

      True

    • B. 

      False


  • 17. 
    There were 197 different ____________ magazines in the U.S. last year.
    • A. 

      Gossip

    • B. 

      Sports

    • C. 

      News

    • D. 

      Political


  • 18. 
    More sophisticated research methods lead marketers away from ____________ to ___________. 
    • A. 

      Niche Media, Mass Media

    • B. 

      Mass Media, Niche Media

    • C. 

      Target Audiences, Niche Media

    • D. 

      Niche Media, Target Audiences


  • 19. 
    T/F: Proliferation of advertising has increased the effectiveness of any single message.
    • A. 

      True

    • B. 

      False


  • 20. 
    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. 

      Account Planning Firm

    • B. 

      Advertiser

    • C. 

      Media Firm

    • D. 

      Advertising Agency

    • E. 

      None of the above


  • 21. 
    Which of the following is NOT a type of advertising agency?
    • A. 

      Creative Boutiques

    • B. 

      Interactive Agencies

    • C. 

      Direct Marketing Agencies

    • D. 

      Promotion Agencies

    • E. 

      All of the above are types of advertising agencies


  • 22. 
    Which of the following is NOT a financial compensation option for advertising agencies?
    • A. 

      Fee systems (including retainer)

    • B. 

      Media commissions

    • C. 

      Production charges mark-up

    • D. 

      Fluctuating hourly rates

    • E. 

      Merit pay based on results


  • 23. 
    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. 

      True

    • B. 

      False


  • 24. 
    ____________ represents the consumer within the agency, carries out the research function and writes the creative brief.
    • A. 

      Account Planning

    • B. 

      Account Management

    • C. 

      Creative and Production Services

    • D. 

      Media Planning and Buying Services

    • E. 

      Media Directors


  • 25. 
    ____________ represents the client within the agency and works with all departments on behalf of the client.
    • A. 

      Account Planning

    • B. 

      Account Management

    • C. 

      Creative and Production Services

    • D. 

      Media Planning and Buying Services

    • E. 

      Media Directors


  • 26. 
    _______________ 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. 

      Account Planning

    • B. 

      Account Management

    • C. 

      Creative and Production Services

    • D. 

      Media Planning and Buying Services

    • E. 

      Media Directors


  • 27. 
    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. 

      Account Management

    • B. 

      Production Services

    • C. 

      Media Directors

    • D. 

      Media Planning and Buying Services


  • 28. 
    ____________ determines how a client's message can most effectively and efficiently reach the target audience. 
    • A. 

      Account Management

    • B. 

      Media Directors

    • C. 

      Media Planning and Buying Services

    • D. 

      Production Services


  • 29. 
    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. 

      Request for Proposal

    • B. 

      Pitch

    • C. 

      IMC

    • D. 

      Market Strategy


  • 30. 
    Creating an advertising pitch begins with a(n) ____________.
    • A. 

      Account Planner

    • B. 

      Creative Brief

    • C. 

      RFP (Request for Proposal)

    • D. 

      Audience Analysis


  • 31. 
    Which of the following does a creative brief NOT outline?
    • A. 

      Consumer Insights

    • B. 

      Support

    • C. 

      Media Outlet

    • D. 

      Tone

    • E. 

      Brand Imperatives


  • 32. 
    Which of the following is NOT an example of the consumer as a decision maker?
    • A. 

      The Want

    • B. 

      The Battle

    • C. 

      The External Search

    • D. 

      The Internal Search

    • E. 

      The Need


  • 33. 
    Consumer decision making is determined by the consumer's __________ and prior experiences with the product or service in question.
    • A. 

      Knowledge

    • B. 

      Involvement

    • C. 

      Problems

    • D. 

      Opinions


  • 34. 
    Which of the following is NOT one of the four (4) modes of consumer decision making?
    • A. 

      Internal problem solving

    • B. 

      Extended problem solving

    • C. 

      Limited problem solving

    • D. 

      Habit/Variety seeking

    • E. 

      Brand loyalty


  • 35. 
    CGC stands for:
    • A. 

      Constructively Gathered Consumerism

    • B. 

      Consumer Granted Content

    • C. 

      Content Granted Consumerism

    • D. 

      Consumer Generated Content


  • 36. 
    T/F: Attitude is more important than meaning.
    • A. 

      True

    • B. 

      False


  • 37. 
    T/F: Two words that describe the "new" advertising are innovative and engaging.
    • A. 

      True

    • B. 

      False


  • 38. 
    Reading publication advertising, watching TV and listening to the radio are examples of:
    • A. 

      Interactive advertising

    • B. 

      Passive advertising

    • C. 

      Engaging advertising

    • D. 

      Targeted advertising


  • 39. 
    T/F: 82% of today's 18 to 34-year-old demographic use online video games or online entertainment.
    • A. 

      True

    • B. 

      False


  • 40. 
    T/F: The consumer is less in control than ever before.
    • A. 

      True

    • B. 

      False


  • 41. 
    T/F: Digital advertising is a "must" for virtually every client.
    • A. 

      True

    • B. 

      False


  • 42. 
    T/F: Traditional forms of media do not have to contain references to the client's digital sites.
    • A. 

      True

    • B. 

      False


  • 43. 
    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. 

      45%

    • B. 

      0.03%

    • C. 

      82%

    • D. 

      3%


  • 44. 
    T/F: Familiar static forms of online advertising in branding measures outperforms online video advertising. 
    • A. 

      True

    • B. 

      False


  • 45. 
    Targeting allows the advertiser to deliver ___________ messages more precisely to their target audience whenever and wherever they are in the buying process.
    • A. 

      Effective

    • B. 

      Relevant

    • C. 

      Worthwhile

    • D. 

      Agressive


  • 46. 
    What kind of targeting defines the audience according to age, gender, income, occupation and HHI?
    • A. 

      Contextual Targeting

    • B. 

      Behavioral Targeting

    • C. 

      Geographical Targeting

    • D. 

      Demographic Targeting


  • 47. 
    What kind of targeting places ads on web pages that have relationships to the content of the page?
    • A. 

      Contextual Targeting

    • B. 

      Demographic Targeting

    • C. 

      Affinity Targeting

    • D. 

      Geographical Targeting


  • 48. 
    What kind of targeting allows networks to trace the patterns of clicks and pages viewed across their network?
    • A. 

      Daypart Targeting

    • B. 

      Affinity Targeting

    • C. 

      Contextual Targeting

    • D. 

      Behavioral Targeting


  • 49. 
    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. 

      Contextual Targeting

    • B. 

      Geographical Targeting

    • C. 

      Purchase-Based Category Targeting

    • D. 

      Demographic Targeting


  • 50. 
    What kind of targeting is used because consumers use media differently throughout the day?
    • A. 

      Purchase-Based Category Targeting

    • B. 

      Affinity Targeting

    • C. 

      Daypart Targeting

    • D. 

      Geographical Targeting


  • 51. 
    What kind of targeting is used to attract consumers staring particular interests?
    • A. 

      Purchase-Based Category Targeting

    • B. 

      Affinity Targeting

    • C. 

      Geographical Targeting

    • D. 

      Daypart Targeting


  • 52. 
    What kind of targeting serves ads to web surfers whose online persona suggests that they are in a brand's target market?
    • A. 

      Behavioral Targeting

    • B. 

      Affinity Targeting

    • C. 

      Contextual Targeting

    • D. 

      Purchase-Based Category Targeting


  • 53. 
    T/F: Each targeting approach provides marketers with a different consumer lens.
    • A. 

      True

    • B. 

      False


  • 54. 
    T/F: In online targeting, underlying date must be valid, reliable, and current.
    • A. 

      True

    • B. 

      False


  • 55. 
    T/F: Targeting strategies need not support your advertising objective upfront. 
    • A. 

      True

    • B. 

      False


  • 56. 
    ___________ measures the number of  people who came to your side and didn't stay or engage.
    • A. 

      Frequency

    • B. 

      Flee Rate

    • C. 

      Bounce Rate

    • D. 

      Conversion Rate


  • 57. 
    __________ 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. 

      Bounce Rate

    • B. 

      Conversion Rate

    • C. 

      Revenue Stream

    • D. 

      Flee Rate

    • E. 

      Multi-Channel Impact


  • 58. 
    _________ asks if your return is in line with your ultimate goals for the website.
    • A. 

      Return Rate

    • B. 

      Multi-Channel Impact

    • C. 

      Bounce Rate

    • D. 

      Revenue Stream


  • 59. 
    __________ asks if you are funneling more customers to your retail partners or your phone channel.
    • A. 

      Multi-Channel Impact

    • B. 

      Bounce Rate

    • C. 

      Flee Rate

    • D. 

      Revenue Stream


  • 60. 
    Which of the following must be done prior to the beginning of an advertising campaign?
    • A. 

      Concept Testing

    • B. 

      Focus groups of the TA

    • C. 

      Pretesting

    • D. 

      Diagnostics

    • E. 

      All of the above must be done prior to the campaign


  • 61. 
    Which of the following does NOT need to take place during an advertising campaign?
    • A. 

      Diagnostics

    • B. 

      Tracking Studies

    • C. 

      Brand Penetration

    • D. 

      Indication of necessary changes


  • 62. 
    ___________ is the number of customers purchasing the brand relative to the total population of the market.
    • A. 

      Frequency

    • B. 

      Brand Penetration

    • C. 

      Concept Testing

    • D. 

      Diagnostics


  • 63. 
    Which of the following is NOT a type of post-research?
    • A. 

      Engagement Testing

    • B. 

      Likability Testing

    • C. 

      Tracking Studies

    • D. 

      Single Source Research

    • E. 

      Emotion Testing


  • 64. 
    __________ tests to determine both instantaneous effects or carryover effects.
    • A. 

      Single Source Research

    • B. 

      Evaluating the Campaign

    • C. 

      Engagement Testing

    • D. 

      Brand Penetration


  • 65. 
    Which of the following is a reason sales promotion is important to advertisers today?
    • A. 

      It stimulates short-term demand

    • B. 

      It encourages brand switching

    • C. 

      It encourages trial usage

    • D. 

      It obtains vitrually immediate, measurable results

    • E. 

      All of the above are important reasons for sales promotion today.


  • 66. 
    Which of the following is NOT a technique used for sales promotion?
    • A. 

      Price off deals

    • B. 

      Telemarketing

    • C. 

      Phone and gift cards

    • D. 

      Rebates

    • E. 

      Contests and Sweepstakes


  • 67. 
    Which of the following is a risk of sales promotion?
    • A. 

      It creates a price orientation

    • B. 

      It borrows from future sales

    • C. 

      It alienates customers

    • D. 

      Time and expense

    • E. 

      All of the above are risks of sales promotions


  • 68. 
    __________ 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. 

      Sales Promotion

    • B. 

      Point of Purchase Advertising (POP)

    • C. 

      Contests and Sweepstakes

    • D. 

      Brand Penetration


  • 69. 
    Floor stands, shelf talkers, dump bins, and door signs are types of what kind of advertising?
    • A. 

      POP

    • B. 

      Interactive Advertising

    • C. 

      Online Advertising

    • D. 

      Pop-Up Ads/Banners


  • 70. 
    __________ coordinates the message emphasis in advertising with the placement and emphasis of sales promotions-synergy. 
    • A. 

      POP (Point of Purchase)

    • B. 

      IBP (Integrated Brand Promotions)

    • C. 

      Tracking Studies

    • D. 

      Multi-Channel Impact


  • 71. 
    A name, term, symbol or design (or combination thereof) intended to clearly identify and differentiate a seller's product from the competitor's
    • A. 

      Strategy

    • B. 

      Brand

    • C. 

      Social Marketing

    • D. 

      Objectives


  • 72. 
    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. 

      Sales Promotion

    • B. 

      Positioning

    • C. 

      Social Marketing

    • D. 

      Public Relations


  • 73. 
    A marketing document that summarizes the current state of the marketplace as it relates to a specific brand.
    • A. 

      Brand

    • B. 

      Positioning

    • C. 

      Situation Analysis

    • D. 

      Media Strategy


  • 74. 
    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. 

      Sales Promotion

    • B. 

      Situation Analysis

    • C. 

      Positioning

    • D. 

      Brand Management


  • 75. 
    A marketing approach which considers how consumers perceive a product relative to competitive offerings.
    • A. 

      Situation Analysis

    • B. 

      Positioning

    • C. 

      Brand Management

    • D. 

      Marketing Plan


  • 76. 
    Agency function with the responsibility for representing the voice of the consumer in all decision making, particularly creative development.
    • A. 

      Account Management

    • B. 

      Account Planning

    • C. 

      Media Strategy

    • D. 

      Brand


  • 77. 
    The means of accomplishing objectives (the methods used to reach goals.)
    • A. 

      Objectives

    • B. 

      Media Strategy

    • C. 

      Strategies

    • D. 

      Sales Promotion


  • 78. 
    What the advertiser hopes to accomplish as a result of advertising.
    • A. 

      Strategies

    • B. 

      Media Strategy

    • C. 

      Marketing Plan

    • D. 

      Objectives


  • 79. 
    A legal term for paid communications, primarily advertising.
    • A. 

      Commercial Speech

    • B. 

      Public Relations

    • C. 

      Social Marketing

    • D. 

      Marketing Plan


  • 80. 
    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. 

      Positioning

    • B. 

      Brand Management

    • C. 

      Frequency

    • D. 

      Reach


  • 81. 
    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. 

      Frequency

    • B. 

      Reach

    • C. 

      Marketing Plan

    • D. 

      Positioning


  • 82. 
    The particular group of consumers or demographic strata to whom your advertising message is targeted.
    • A. 

      Reach

    • B. 

      Target Audience

    • C. 

      Social Marketing

    • D. 

      Frequency


  • 83. 
    A department within an advertising agency staffed with different levels of managers who serve as a liaison between agency and client.
    • A. 

      Account management

    • B. 

      Account Planning

    • C. 

      Sales Promotion

    • D. 

      Social Marketing


  • 84. 
    Activities designed to generate unpaid news coverage or other positive impact with the "public."
    • A. 

      Positioning

    • B. 

      Target Audience

    • C. 

      Public Relations

    • D. 

      Marketing Plan


  • 85. 
    The quantity of money available for an ad campaign. Often divided into advertising, sales promotion, production, etc. 
    • A. 

      Objectives

    • B. 

      Marketing Plan

    • C. 

      Sales Promotion

    • D. 

      Advertising Budget


  • 86. 
    A written document designed to outline the marketing objective, the rationale for the objective and how it will be fulfilled. 
    • A. 

      Objectives

    • B. 

      Strategies

    • C. 

      Marketing Plan

    • D. 

      Situation Analysis


  • 87. 
    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. 

      Social Marketing

    • B. 

      Sales Promotion

    • C. 

      Commercial Speech

    • D. 

      Media Strategy


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