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Advertising: Quiz 4 Practice Exam

87 Questions  I  By Hath2551
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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1.  More sophisticated research methods lead marketers away from ____________ to ___________. 
A.
B.
C.
D.
2.  Which of the following is NOT a type of advertising agency?
A.
B.
C.
D.
E.
3.  A(n) ___________ is any message medium capable of reaching target customers and presenting the brand in a favorable light. 
A.
B.
C.
D.
4.  The means of accomplishing objectives (the methods used to reach goals.)
A.
B.
C.
D.
5.  ___________ is the number of customers purchasing the brand relative to the total population of the market.
A.
B.
C.
D.
6.  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.
7.  What kind of targeting allows networks to trace the patterns of clicks and pages viewed across their network?
A.
B.
C.
D.
8.  A legal term for paid communications, primarily advertising.
A.
B.
C.
D.
9.  T/F: Each targeting approach provides marketers with a different consumer lens.
A.
B.
10.  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.
11.  ______________ is paid communication to promote a product, service, brand or cause through the media.
A.
B.
C.
D.
E.
12.  ____________ determines how a client's message can most effectively and efficiently reach the target audience. 
A.
B.
C.
D.
13.  T/F: The consumer is less in control than ever before.
A.
B.
14.  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.
15.  Creating an advertising pitch begins with a(n) ____________.
A.
B.
C.
D.
16.  T/F: IMC affects behavior.
A.
B.
17.  Which of the following is a risk of sales promotion?
A.
B.
C.
D.
E.
18.  Which of the following does NOT need to take place during an advertising campaign?
A.
B.
C.
D.
19.  ____________ represents the client within the agency and works with all departments on behalf of the client.
A.
B.
C.
D.
E.
20.  T/F: 82% of today's 18 to 34-year-old demographic use online video games or online entertainment.
A.
B.
21.  Activities designed to generate unpaid news coverage or other positive impact with the "public."
A.
B.
C.
D.
22.  There were 197 different ____________ magazines in the U.S. last year.
A.
B.
C.
D.
23.  ___________ focuses on strategic brand building. ____________ focuses primarily on influencing consumer behavior.
A.
B.
C.
D.
24.  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.
25.  T/F: IMC speaks with many voices.
A.
B.
26.  Which of the following must be done prior to the beginning of an advertising campaign?
A.
B.
C.
D.
E.
27.  ______________ 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.
28.  Agency function with the responsibility for representing the voice of the consumer in all decision making, particularly creative development.
A.
B.
C.
D.
29.  Reading publication advertising, watching TV and listening to the radio are examples of:
A.
B.
C.
D.
30.  T/F: Targeting strategies need not support your advertising objective upfront. 
A.
B.
31.  __________ 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.
32.  T/F: Attitude is more important than meaning.
A.
B.
33.  A marketing document that summarizes the current state of the marketplace as it relates to a specific brand.
A.
B.
C.
D.
34.  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.
35.  T/F: Media is fragmented.
A.
B.
36.  __________ asks if you are funneling more customers to your retail partners or your phone channel.
A.
B.
C.
D.
37.  ____________ represents the consumer within the agency, carries out the research function and writes the creative brief.
A.
B.
C.
D.
E.
38.  Which of the following is NOT an example of the consumer as a decision maker?
A.
B.
C.
D.
E.
39.  _________ asks if your return is in line with your ultimate goals for the website.
A.
B.
C.
D.
40.  CGC stands for:
A.
B.
C.
D.
41.  What the advertiser hopes to accomplish as a result of advertising.
A.
B.
C.
D.
42.  __________ coordinates the message emphasis in advertising with the placement and emphasis of sales promotions-synergy. 
A.
B.
C.
D.
43.  "Marcom" stands for:
A.
B.
C.
D.
E.
44.  The quantity of money available for an ad campaign. Often divided into advertising, sales promotion, production, etc. 
A.
B.
C.
D.
45.  What is NOT true of IMC?
A.
B.
C.
D.
E.
46.  T/F: In online targeting, underlying date must be valid, reliable, and current.
A.
B.
47.  T/F: Traditional forms of media do not have to contain references to the client's digital sites.
A.
B.
48.  Consumer decision making is determined by the consumer's __________ and prior experiences with the product or service in question.
A.
B.
C.
D.
49.  What kind of targeting places ads on web pages that have relationships to the content of the page?
A.
B.
C.
D.
50.  T/F: Proliferation of advertising has increased the effectiveness of any single message.
A.
B.
51.  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.
52.  What kind of targeting defines the audience according to age, gender, income, occupation and HHI?
A.
B.
C.
D.
53.  The particular group of consumers or demographic strata to whom your advertising message is targeted.
A.
B.
C.
D.
54.  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.
55.  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.
56.  Which of the following is NOT one of the four (4) modes of consumer decision making?
A.
B.
C.
D.
E.
57.  T/F: IMC is an example of Customer Relationship Marketing. [Ex.) the use of an identifiable celebrity spokesperson builds brand identity.]
A.
B.
58.  __________ tests to determine both instantaneous effects or carryover effects.
A.
B.
C.
D.
59.  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.
60.  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.
61.  _______________ 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.
62.  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.
63.  A marketing approach which considers how consumers perceive a product relative to competitive offerings.
A.
B.
C.
D.
64.  The market strategy has moved from _____________ to ______________.
A.
B.
C.
D.
65.  ___________ measures the number of  people who came to your side and didn't stay or engage.
A.
B.
C.
D.
66.  Which of the following does a creative brief NOT outline?
A.
B.
C.
D.
E.
67.  T/F: IMC builds brief "flings" with the consumer.
A.
B.
68.  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.
69.  What kind of targeting is used because consumers use media differently throughout the day?
A.
B.
C.
D.
70.  Which of the following is NOT a type of post-research?
A.
B.
C.
D.
E.
71.  T/F: Familiar static forms of online advertising in branding measures outperforms online video advertising. 
A.
B.
72.  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.
73.  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.
74.  A written document designed to outline the marketing objective, the rationale for the objective and how it will be fulfilled. 
A.
B.
C.
D.
75.  Which of the following is NOT a technique used for sales promotion?
A.
B.
C.
D.
E.
76.  Which of the following is NOT an example of IMC?
A.
B.
C.
D.
E.
77.  IMC stands for: 
A.
B.
C.
D.
78.  Floor stands, shelf talkers, dump bins, and door signs are types of what kind of advertising?
A.
B.
C.
D.
79.  Which of the following is NOT a financial compensation option for advertising agencies?
A.
B.
C.
D.
E.
80.  __________ 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.
81.  T/F: IMC starts with a customer or prospect.
A.
B.
82.  T/F: IMC is one media speaking with multiple voices.
A.
B.
83.  Which of the following is a reason sales promotion is important to advertisers today?
A.
B.
C.
D.
E.
84.  T/F: Digital advertising is a "must" for virtually every client.
A.
B.
85.  What kind of targeting is used to attract consumers staring particular interests?
A.
B.
C.
D.
86.  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.
87.  T/F: Two words that describe the "new" advertising are innovative and engaging.
A.
B.
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