Advertising Final Exam Review

148 Questions  I  By Hath2551 on March 25, 2009
Multiple Choice

  
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1.  T/F: Pop-ups are ads that appear as a layer on top of the visitor's current page
A.
B.
2.  Which of the following is NOT a section of the media plan?
A.
B.
C.
D.
3.  Which of these is not a purpose of the media plan?
A.
B.
C.
D.
E.
4.  Who created the USP?
A.
B.
C.
D.
5.  T/F: Media is actually a delivery system delivering news, entertainment and advertising
A.
B.
6.  Who established "pull" advertising?
A.
B.
C.
D.
7.  T/F: National coverage is usually better than covering only the regional geography where the client's product is sold.
A.
B.
8.  Which of these definitions identifies brand strategy?
A.
B.
C.
D.
E.
9.  Advertising is NOT supposed to accomplish which of the following:
A.
B.
C.
D.
10.  Which of these definition is correct for "bounce rate?"
A.
B.
C.
D.
E.
11.  T/F: An interstitial online display ad appears between one page and another as the bisitor clicks through the site
A.
B.
12.  Which of these is a criteria for creating internet ads that will have a positive impact?
A.
B.
C.
D.
13.  In the consumer-centric online, which of these categories comes IN to the consumer?
A.
B.
C.
D.
14.  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.
15.  Which of these phrases describes the engagement test in post research:
A.
B.
C.
D.
E.
16.  Which of these is the core theory behind day-part targeting?
A.
B.
C.
D.
E.
17.  A media plan spells out which of these:
A.
B.
C.
D.
E.
18.  Which of these is NOT a form of advertising scheduling?
A.
B.
C.
D.
19.  Which of these is NOT considered rich media?
A.
B.
C.
D.
20.  T/F: POP puts advertising, products and the consumer together in the same place at the same time
A.
B.
21.  Which one of these is NOT a type of advertising agency?
A.
B.
C.
D.
E.
22.  Which of the following is NOT an online ad category?
A.
B.
C.
D.
E.
23.  Advertising's first account/creative team was composed of:
A.
B.
C.
D.
E.
24.  Which of these is NOT an expression of the consumer as a social being?
A.
B.
C.
D.
E.
25.  Which of the following partially defines the account planning department?
A.
B.
C.
D.
26.  Which of these is NOT an emerging market strategy?
A.
B.
C.
D.
E.
27.  Which of these are NOT criteria for choosing media?
A.
B.
C.
D.
28.  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.
29.  T/F: When a consumer is variety seeking, h/she is more likely to switch selections in a random pattern
A.
B.
30.  Which of these is not a category of stored behavioral data?
A.
B.
C.
D.
E.
31.  Which of the following is NOT a means of building brand loyalty?
A.
B.
C.
D.
E.
32.  The aperture effect is:
A.
B.
C.
D.
E.
33.  Self-regulation of advertising in the United States is often based on which of these:
A.
B.
C.
D.
34.  Which of these criteria is used when determining whether or not to use a media mix?
A.
B.
C.
D.
35.  Who established "push" advertising as a form of customer persuasion?
A.
B.
C.
D.
E.
36.  Which of these is NOT a form of developmental research?
A.
B.
C.
D.
37.  The first female principal of an advertising agency was:
A.
B.
C.
D.
E.
38.  T/F: The Interactive Advertising Bureau dictates the sizes for online display ads.
A.
B.
39.  Who were advertising's Big Three?
A.
B.
C.
D.
40.  Which of these statements concerning the consumer as a social being is NOT true?
A.
B.
C.
D.
E.
41.  T/F: Effective frequency is the number of homes of individuals reached by a media schedule at a given level of frequency.
A.
B.
42.  Advertising's first account/creative team was composed of:
A.
B.
C.
D.
43.  Which of the following defines branding?
A.
B.
C.
D.
44.  T/F: Ads are actually attempts at attitude manipulation
A.
B.
45.  Which of these is NOT a part of the creative brief outline?
A.
B.
C.
D.
E.
46.  T/F: One criteria for creating online ads that will have a positive impact is to use powerful images
A.
B.
47.  T/F: Brand loyalty is achieving a customer satisfaction level that means repeat buying, using and recommendation of the product
A.
B.
48.  Which of these is an example of contextual targeting?
A.
B.
C.
D.
E.
49.  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.
50.  Which of these categories comes IN to the consumer?
A.
B.
C.
D.
E.
51.  Who established the 15% commission as a means of ad agency compensation?
A.
B.
C.
D.
E.
52.  T/F: Vehicles within one media type can reach only 50% of the market
A.
B.
53.  T/F: Variety seeking can be overcome by a systematic and intense advertising campaign.
A.
B.
54.  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.
55.  Which of these is NOT true concerning targeting strategies:
A.
B.
C.
D.
E.
56.  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.
57.  T/F:  It's possible to track how people connect online through their on-ramps and through stored behavioral data as well
A.
B.
58.  Which of these steps is necessary before beginning the media plan?
A.
B.
C.
D.
59.  Which of these is not a typical media objective?
A.
B.
C.
D.
E.
60.  Which of these is NOT a point at which you use a media mix?
A.
B.
C.
D.
E.
61.  Which of these is NOT a risk of sales promotions?
A.
B.
C.
D.
E.
62.  Which of the categories goes out from the consumer?
A.
B.
C.
D.
E.
63.  Who said, "Never call the consumer a moron. It could be your wife"?
A.
B.
C.
D.
E.
64.  If part of the market cannot be reached by a single medium, which of the following is true?
A.
B.
C.
D.
65.  The first female principal of an advertising agency was:
A.
B.
C.
D.
66.  T/F: There are two types of advertising agencies based on geography: the local agency and the global agency
A.
B.
67.  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.
68.  Advertising is NOT supposed to accomplish which of the following:
A.
B.
C.
D.
E.
69.  Which of these is NOT ordinarily a part of the media plan?
A.
B.
C.
D.
E.
70.  T/F: Evaluative research occurs prior to the start of a campaign to determine if it will meet its objectives.
A.
B.
71.  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.
72.  Which of these is NOT a non-traditional media method?
A.
B.
C.
D.
73.  T/F: television is the fastest growing medium today
A.
B.
74.  T/F: There is a minimum frequency level that says two exposures will have an effect on the audience
A.
B.
75.  Which of these is NOT an online ad category?
A.
B.
C.
D.
76.  Who established "push" advertising as a form of customer persuasion?
A.
B.
C.
D.
77.  Which of these is NOT a function of agency account services?
A.
B.
C.
D.
78.  Who determined that moral virtue is the appropriate location between two extremes?
A.
B.
C.
D.
79.  Who founded the advertising agency that is now "Foote, Cone and Belding?"
A.
B.
C.
D.
80.  T/F: in limited problem solving, the consumer's experience level and involvement are high and more systematic
A.
B.
81.  Which of these is NOT a mode of consumer decision-making?
A.
B.
C.
D.
E.
82.  In-page rich media can include which of the following?
A.
B.
C.
D.
83.  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.
84.  T/F: Home users and business users consume the internet similarly
A.
B.
85.  What is brand value?
A.
B.
C.
D.
86.  T/F: Public relations involves messages in paid media
A.
B.
87.  Which of the following is NOT a form of post testing?
A.
B.
C.
D.
E.
88.  T/F: All advertising agencies perform new business pitches as ways of obtaining new business
A.
B.
89.  If part of the market cannot be reached by a single medium, which of the following is true?
A.
B.
C.
D.
E.
90.  The Consumer's Bill of Rights states all of the following EXCEPT which of these:
A.
B.
C.
D.
91.  Which of these is NOT a sales promotion technique?
A.
B.
C.
D.
E.
92.  Which of these helps determine the right frequency number?
A.
B.
C.
D.
93.  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.
94.  T/F: media types are individual broadcast programs of publications by name; for example, law and order, maxim, newsweek, etc.
A.
B.
95.  T/F: Once brand loyalty is established, it cannot be lost
A.
B.
96.  Which of these is NOT an element of the spread sheet or flow chart?
A.
B.
C.
D.
E.
97.  Some of the disadvantages of clutter are:
A.
B.
C.
D.
98.  Which of these is NOT a feature of online activity?
A.
B.
C.
D.
99.  Which of these is NOT a criteria for building long term brand equity?
A.
B.
C.
D.
100.  T/F: Cookie tracking capabilities allow networks to trace the patterns of clicks and pages viewed across their network
A.
B.