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Advertising Final Exam Review

148 Questions  I  By Hath2551
Advertising FINAL Exam Review
Multiple Choice

  
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1.  When a product needs updating or revising, particularly if it has a quality or reputation problem in the market, it's called:
A.
B.
C.
D.
2.  T/F: Through the internet, the consumer is more in control of what he'she sees and reads than ever before
A.
B.
3.  T/F: Cookie tracking capabilities allow networks to trace the patterns of clicks and pages viewed across their network
A.
B.
4.  Which of these is NOT an element of the spread sheet or flow chart?
A.
B.
C.
D.
E.
5.  T/F: Advertising drives brand equity
A.
B.
6.  T/F: Variety seeking can be overcome by a systematic and intense advertising campaign.
A.
B.
7.  Which of the categories goes out from the consumer?
A.
B.
C.
D.
E.
8.  Which of these categories comes IN to the consumer?
A.
B.
C.
D.
E.
9.  The Consumer's Bill of Rights states all of the following EXCEPT which of these:
A.
B.
C.
D.
10.  Who founded the advertising agency that is now "Foote, Cone and Belding?"
A.
B.
C.
D.
11.  In the consumer-centric online, which of these categories comes IN to the consumer?
A.
B.
C.
D.
12.  Following America's industrialization, advertising was all about pitching products to the American people until what event caused a change in emphasis?
A.
B.
C.
D.
13.  Which of these is NOT a feature of online activity?
A.
B.
C.
D.
14.  A media plan spells out which of these:
A.
B.
C.
D.
E.
15.  Which of these is NOT a point at which you use a media mix?
A.
B.
C.
D.
E.
16.  T/F: Once brand loyalty is established, it cannot be lost
A.
B.
17.  Which of these is NOT a standard method of settling the media budget?
A.
B.
C.
D.
E.
18.  Which of these tests is conducted during the campaign (concurrent testing)?
A.
B.
C.
D.
E.
19.  Who established "push" advertising as a form of customer persuasion?
A.
B.
C.
D.
E.
20.  When a product needs updating or revising, particularly if it has a quality or reputation problem in the market, it's called:
A.
B.
C.
D.
E.
21.  Who established "pull" advertising?
A.
B.
C.
D.
E.
22.  T/F: Brand loyalty is achieving a customer satisfaction level that means repeat buying, using and recommendation of the product
A.
B.
23.  T/F: In online display advertising, brand logo and benefit statement should appear at the top of the ad unit, or at both the bottom and the top
A.
B.
24.  T/F: the internet is free from promotional advertising
A.
B.
25.  Which of these is the core theory behind day-part targeting?
A.
B.
C.
D.
E.
26.  Which of the following partially defines the account planning department?
A.
B.
C.
D.
27.  Who founded the advertising agency that is now Foote, Cone and Belding?
A.
B.
C.
D.
E.
28.  Which one of these is NOT a type of advertising agency?
A.
B.
C.
D.
E.
29.  T/F: There is a minimum frequency level that says two exposures will have an effect on the audience
A.
B.
30.  Which of these describes the diagnostics test prior to the start of a campaign?
A.
B.
C.
D.
E.
31.  Which of these is used in determining geotargeting?
A.
B.
C.
D.
E.
32.  T/F: The most popular online ad categories are out-of-frame ads, pop-unders and pop-ups
A.
B.
33.  T/F: Affinity targeting means serving ads to web surfers whose online persona suggest that they are in a brand's target market
A.
B.
34.  Who determined that moral virtue is the appropriate location between two extremes?
A.
B.
C.
D.
35.  Which of these is not a category of stored behavioral data?
A.
B.
C.
D.
E.
36.  Which of these is NOT a non-traditional media method?
A.
B.
C.
D.
37.  Following america's industrialization, advertising was all about pitching products to the American people until what event caused a change in emphasis?
A.
B.
C.
D.
E.
38.  Which of these is NOT a sales promotion technique?
A.
B.
C.
D.
E.
39.  The ad, The Penalty of Leadership, for Cadillac was actually the beginning of:
A.
B.
C.
D.
40.  In-page rich media can include which of the following?
A.
B.
C.
D.
41.  Who created America's first big marketing success?
A.
B.
C.
D.
42.  T/F: The form of media scheduling known as pulsing involves a period of no media support followed by periods of intense media support.
A.
B.
43.  Which of these phrases describes the engagement test in post research:
A.
B.
C.
D.
E.
44.  Which of these is NOT a part of the creative brief outline?
A.
B.
C.
D.
E.
45.  If part of the market cannot be reached by a single medium, which of the following is true?
A.
B.
C.
D.
46.  T/F: if you have a broad consumer spectrum, use multiple media
A.
B.
47.  The aperture effect is:
A.
B.
C.
D.
E.
48.  T/F: television is the fastest growing medium today
A.
B.
49.  T/F: An interstitial online display ad appears between one page and another as the bisitor clicks through the site
A.
B.
50.  Who were advertising's Big Three?
A.
B.
C.
D.
51.  Which of these is NOT true concerning targeting strategies:
A.
B.
C.
D.
E.
52.  Advertising is NOT supposed to accomplish which of the following:
A.
B.
C.
D.
E.
53.  Advertising's first account/creative team was composed of:
A.
B.
C.
D.
54.  Which of these is NOT considered rich media?
A.
B.
C.
D.
E.
55.  Which of these is NOT considered a primary media form?
A.
B.
C.
D.
56.  T/F: The Interactive Advertising Bureau dictates the sizes for online display ads.
A.
B.
57.  T/F: The consumer realizes a need for a product of service when h/she decides to change his/her actual state of affairs for a desired state of affairs.
A.
B.
58.  T/F: media types are individual broadcast programs of publications by name; for example, law and order, maxim, newsweek, etc.
A.
B.
59.  T/F: Effective frequency is the number of homes of individuals reached by a media schedule at a given level of frequency.
A.
B.
60.  Who established "pull" advertising?
A.
B.
C.
D.
61.  T/F: When a consumer is variety seeking, h/she is more likely to switch selections in a random pattern
A.
B.
62.  T/F: A media plan generally spells out objectives, strategies and tactics
A.
B.
63.  T/F: Vehicles within one media type can reach only 50% of the market
A.
B.
64.  Which of these are NOT criteria for choosing media?
A.
B.
C.
D.
65.  The first female principal of an advertising agency was:
A.
B.
C.
D.
E.
66.  Advertising's first account/creative team was composed of:
A.
B.
C.
D.
E.
67.  Which of these is not a typical media objective?
A.
B.
C.
D.
E.
68.  Which of these is NOT a risk of sales promotions?
A.
B.
C.
D.
E.
69.  Which of these statements concerning the consumer as a social being is NOT true?
A.
B.
C.
D.
E.
70.  How does advertising promote brand equity?
A.
B.
C.
D.
71.  Which of these is NOT a function of agency account services?
A.
B.
C.
D.
72.  T/F: One criteria for creating online ads that will have a positive impact is to use powerful images
A.
B.
73.  Geographically, which of these is NOT an ad agency type?
A.
B.
C.
D.
74.  T/F: in limited problem solving, the consumer's experience level and involvement are high and more systematic
A.
B.
75.  Who established the 15% commission as a means of ad agency compensation?
A.
B.
C.
D.
E.
76.  The first female principal of an advertising agency was:
A.
B.
C.
D.
77.  Which of these steps is necessary before beginning the media plan?
A.
B.
C.
D.
78.  Which of these is NOT a form of developmental research?
A.
B.
C.
D.
79.  Which of these is NOT a criteria for building long term brand equity?
A.
B.
C.
D.
80.  T/F: Home users and business users consume the internet similarly
A.
B.
81.  Advertising is at its best when which of the following criteria is met?
A.
B.
C.
D.
82.  Advertising is NOT supposed to accomplish which of the following:
A.
B.
C.
D.
83.  T/F: POP puts advertising, products and the consumer together in the same place at the same time
A.
B.
84.  Who said, "Never call the consumer a moron. It could be your wife"?
A.
B.
C.
D.
E.
85.  Which of these criteria is used when determining whether or not to use a media mix?
A.
B.
C.
D.
86.  T/F: a media plan is a document which specifies the media in which advertising will be placed to reach the desired target audience and satisfy the stated objectives
A.
B.
87.  If part of the market cannot be reached by a single medium, which of the following is true?
A.
B.
C.
D.
E.
88.  Who created the USP?
A.
B.
C.
D.
E.
89.  Self-regulation of advertising in the United States is often based on which of these:
A.
B.
C.
D.
90.  Which of the following is NOT a media type?
A.
B.
C.
D.
91.  Which of the following defines branding?
A.
B.
C.
D.
92.  T/F: Competitive media spending means setting the budget in relation to the amount of money spent on advertising by competing brands
A.
B.
93.  Which of the following is NOT a form of post testing?
A.
B.
C.
D.
E.
94.  Which of these is NOT considered rich media?
A.
B.
C.
D.
95.  Some of the disadvantages of clutter are:
A.
B.
C.
D.
96.  Which of these is not a purpose of the media plan?
A.
B.
C.
D.
E.
97.  Which of these is NOT a system of ad agency compensation?
A.
B.
C.
D.
98.  Who established "push" advertising as a form of customer persuasion?
A.
B.
C.
D.
99.  T/F: Two words that best describe the new advertising are innovative and engaging
A.
B.
100.  T/F: In online advertising, banner ads take full advantage of the vertical format to communicate
A.
B.
101.  Which of these is NOT a criteria for building long term brand loyalty?
A.
B.
C.
D.
102.  Which of these is a criteria for creating internet ads that will have a positive impact?
A.
B.
C.
D.
103.  Which of these is NOT ordinarily a part of the media plan?
A.
B.
C.
D.
E.
104.  Who created the USP?
A.
B.
C.
D.
105.  T/F: National coverage is usually better than covering only the regional geography where the client's product is sold.
A.
B.
106.  Which of these is NOT a form of advertising scheduling?
A.
B.
C.
D.
107.  Which of these is NOT an online ad category?
A.
B.
C.
D.
108.  T/F: There are two types of advertising agencies based on geography: the local agency and the global agency
A.
B.
109.  T/F: Public relations involves messages in paid media
A.
B.
110.  Which of these is NOT an expression of the consumer as a social being?
A.
B.
C.
D.
E.
111.  Which of the following does NOT regulate advertising to children?
A.
B.
C.
D.
112.  Which of the following defines brand extension?
A.
B.
C.
D.
113.  Which of the following is NOT an online ad category?
A.
B.
C.
D.
E.
114.  Which of these helps determine the right frequency number?
A.
B.
C.
D.
115.  T/F: Ads are actually attempts at attitude manipulation
A.
B.
116.  T/F: Rich media can include embedded games, animation, video, registration forms, or interactive marketing brochures
A.
B.
117.  Which of these is not a form of evaluative research?
A.
B.
C.
D.
118.  T/F: Evaluative research occurs prior to the start of a campaign to determine if it will meet its objectives.
A.
B.
119.  Which of the following is NOT a section of the media plan?
A.
B.
C.
D.
120.  T/F: The consumer's internal search validates the external search and offers alternatives.
A.
B.
121.  Which department in an ad agency fulfills these responsibilities: manages and oversees the details of producing finished advertisements for all media to be used by the client
A.
B.
C.
D.
E.
122.  T/F: All advertising agencies perform new business pitches as ways of obtaining new business
A.
B.
123.  Which of the following is NOT an ad agency holding company?
A.
B.
C.
D.
124.  The advertising agency responsible for the creation of the Honda :power of dreams" campaign is:
A.
B.
C.
D.
125.  T/F: Consumers sharing particular interests perceive that their fave sites are less cluttered, more relevant, more fresh and more informative.
A.
B.
126.  Which of these is (are) criteria for choosing the media for your media mix?
A.
B.
C.
D.
E.
127.  Which of these definition is correct for "bounce rate?"
A.
B.
C.
D.
E.
128.  Which of these is NOT one of the paradigm shifts that helped create the need for advertising?
A.
B.
C.
D.
E.
129.  Which of these are types of POP?
A.
B.
C.
D.
E.
130.  Which of the following is NOT a criteria for developing a strong brand name?
A.
B.
C.
D.
131.  What is the intent of Integrated Brand Promotion?
A.
B.
C.
D.
E.
132.  Which of the following statements is (are) true?
A.
B.
C.
D.
E.
133.  The National Advertising Review Council (NARC) was established to provide guidance for standards of truth and accuracy for which of these units?
A.
B.
C.
D.
134.  Which of these is NOT an emerging market strategy?
A.
B.
C.
D.
E.
135.  What is brand value?
A.
B.
C.
D.
136.  Which of these is NOT a mode of consumer decision-making?
A.
B.
C.
D.
E.
137.  T/F: Contextual targeting means placing ads on web pages that have relationship to the content of the page
A.
B.
138.  Which of these is true concerning the emotion test?
A.
B.
C.
D.
E.
139.  T/F: The reach objective exhibits how many different members of the target audience can be exposed to the message in a particular time frame
A.
B.
140.  Which of the following is NOT a means of building brand loyalty?
A.
B.
C.
D.
E.
141.  Who established the 15% commission as a means of ad agency compensation?
A.
B.
C.
D.
142.  T/F: Pop-ups are ads that appear as a layer on top of the visitor's current page
A.
B.
143.  Which of these is NOT true concerning extended problem solving?
A.
B.
C.
D.
E.
144.  T/F:  It's possible to track how people connect online through their on-ramps and through stored behavioral data as well
A.
B.
145.  T/F: Media is actually a delivery system delivering news, entertainment and advertising
A.
B.
146.  Which of these definitions identifies brand strategy?
A.
B.
C.
D.
E.
147.  Which of these is an example of contextual targeting?
A.
B.
C.
D.
E.
148.  In the consumer-centric online, which of these categories goes OUT from the consumer?
A.
B.
C.
D.
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