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