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Advertising Final Exam Review

148 Questions  I  By Hath2551
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1.  Which of these is NOT one of the paradigm shifts that helped create the need for advertising?
A.
B.
C.
D.
E.
2.  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.
3.  T/F: the internet is free from promotional advertising
A.
B.
4.  T/F: Media is actually a delivery system delivering news, entertainment and advertising
A.
B.
5.  Which of these is NOT a point at which you use a media mix?
A.
B.
C.
D.
E.
6.  Which of these is NOT a function of agency account services?
A.
B.
C.
D.
7.  Which of the following is NOT a means of building brand loyalty?
A.
B.
C.
D.
E.
8.  What is the intent of Integrated Brand Promotion?
A.
B.
C.
D.
E.
9.  T/F: Vehicles within one media type can reach only 50% of the market
A.
B.
10.  Which of these is NOT a feature of online activity?
A.
B.
C.
D.
11.  T/F: Pop-ups are ads that appear as a layer on top of the visitor's current page
A.
B.
12.  T/F: Once brand loyalty is established, it cannot be lost
A.
B.
13.  Which of these is not a typical media objective?
A.
B.
C.
D.
E.
14.  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.
15.  T/F: Public relations involves messages in paid media
A.
B.
16.  Which of these statements concerning the consumer as a social being is NOT true?
A.
B.
C.
D.
E.
17.  Which of these is true concerning the emotion test?
A.
B.
C.
D.
E.
18.  If part of the market cannot be reached by a single medium, which of the following is true?
A.
B.
C.
D.
E.
19.  Advertising's first account/creative team was composed of:
A.
B.
C.
D.
20.  T/F: Evaluative research occurs prior to the start of a campaign to determine if it will meet its objectives.
A.
B.
21.  T/F: There is a minimum frequency level that says two exposures will have an effect on the audience
A.
B.
22.  T/F: Through the internet, the consumer is more in control of what he'she sees and reads than ever before
A.
B.
23.  Who determined that moral virtue is the appropriate location between two extremes?
A.
B.
C.
D.
24.  T/F: There are two types of advertising agencies based on geography: the local agency and the global agency
A.
B.
25.  Who established "pull" advertising?
A.
B.
C.
D.
26.  Advertising's first account/creative team was composed of:
A.
B.
C.
D.
E.
27.  T/F: Ads are actually attempts at attitude manipulation
A.
B.
28.  Who established the 15% commission as a means of ad agency compensation?
A.
B.
C.
D.
29.  The ad, The Penalty of Leadership, for Cadillac was actually the beginning of:
A.
B.
C.
D.
30.  Which of these helps determine the right frequency number?
A.
B.
C.
D.
31.  The first female principal of an advertising agency was:
A.
B.
C.
D.
32.  Which of these are types of POP?
A.
B.
C.
D.
E.
33.  The advertising agency responsible for the creation of the Honda :power of dreams" campaign is:
A.
B.
C.
D.
34.  Who founded the advertising agency that is now "Foote, Cone and Belding?"
A.
B.
C.
D.
35.  A media plan spells out which of these:
A.
B.
C.
D.
E.
36.  Which of these is NOT an emerging market strategy?
A.
B.
C.
D.
E.
37.  In-page rich media can include which of the following?
A.
B.
C.
D.
38.  Which of these is NOT considered a primary media form?
A.
B.
C.
D.
39.  Which of these criteria is used when determining whether or not to use a media mix?
A.
B.
C.
D.
40.  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.
41.  In the consumer-centric online, which of these categories goes OUT from the consumer?
A.
B.
C.
D.
42.  Which of the following is NOT a section of the media plan?
A.
B.
C.
D.
43.  Some of the disadvantages of clutter are:
A.
B.
C.
D.
44.  T/F: Advertising drives brand equity
A.
B.
45.  Which of these definitions identifies brand strategy?
A.
B.
C.
D.
E.
46.  In the consumer-centric online, which of these categories comes IN to the consumer?
A.
B.
C.
D.
47.  T/F: Two words that best describe the new advertising are innovative and engaging
A.
B.
48.  T/F: Consumers sharing particular interests perceive that their fave sites are less cluttered, more relevant, more fresh and more informative.
A.
B.
49.  Who founded the advertising agency that is now Foote, Cone and Belding?
A.
B.
C.
D.
E.
50.  T/F: The Interactive Advertising Bureau dictates the sizes for online display ads.
A.
B.
51.  T/F: Competitive media spending means setting the budget in relation to the amount of money spent on advertising by competing brands
A.
B.
52.  Which of these is a criteria for creating internet ads that will have a positive impact?
A.
B.
C.
D.
53.  Who established "push" advertising as a form of customer persuasion?
A.
B.
C.
D.
E.
54.  Which of these is an example of contextual targeting?
A.
B.
C.
D.
E.
55.  Who were advertising's Big Three?
A.
B.
C.
D.
56.  Which of the following is NOT a criteria for developing a strong brand name?
A.
B.
C.
D.
57.  The first female principal of an advertising agency was:
A.
B.
C.
D.
E.
58.  Which of these is NOT a standard method of settling the media budget?
A.
B.
C.
D.
E.
59.  Which of these is NOT a form of developmental research?
A.
B.
C.
D.
60.  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.
61.  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.
62.  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.
63.  Which of these is NOT a risk of sales promotions?
A.
B.
C.
D.
E.
64.  Which of these describes the diagnostics test prior to the start of a campaign?
A.
B.
C.
D.
E.
65.  Who created America's first big marketing success?
A.
B.
C.
D.
66.  T/F: All advertising agencies perform new business pitches as ways of obtaining new business
A.
B.
67.  Which of these is NOT ordinarily a part of the media plan?
A.
B.
C.
D.
E.
68.  T/F: National coverage is usually better than covering only the regional geography where the client's product is sold.
A.
B.
69.  Who created the USP?
A.
B.
C.
D.
70.  T/F: A media plan generally spells out objectives, strategies and tactics
A.
B.
71.  Advertising is NOT supposed to accomplish which of the following:
A.
B.
C.
D.
E.
72.  T/F: The consumer's internal search validates the external search and offers alternatives.
A.
B.
73.  Which of these is NOT an online ad category?
A.
B.
C.
D.
74.  Who established "push" advertising as a form of customer persuasion?
A.
B.
C.
D.
75.  Which of the following partially defines the account planning department?
A.
B.
C.
D.
76.  T/F: Rich media can include embedded games, animation, video, registration forms, or interactive marketing brochures
A.
B.
77.  How does advertising promote brand equity?
A.
B.
C.
D.
78.  Which of these is used in determining geotargeting?
A.
B.
C.
D.
E.
79.  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.
80.  T/F: media types are individual broadcast programs of publications by name; for example, law and order, maxim, newsweek, etc.
A.
B.
81.  T/F: Home users and business users consume the internet similarly
A.
B.
82.  Which of these phrases describes the engagement test in post research:
A.
B.
C.
D.
E.
83.  What is brand value?
A.
B.
C.
D.
84.  T/F: television is the fastest growing medium today
A.
B.
85.  Which of these is not a form of evaluative research?
A.
B.
C.
D.
86.  Which of the following is NOT a media type?
A.
B.
C.
D.
87.  T/F: In online advertising, banner ads take full advantage of the vertical format to communicate
A.
B.
88.  T/F: in limited problem solving, the consumer's experience level and involvement are high and more systematic
A.
B.
89.  Which of these tests is conducted during the campaign (concurrent testing)?
A.
B.
C.
D.
E.
90.  Which of these is NOT a system of ad agency compensation?
A.
B.
C.
D.
91.  Which of these is NOT true concerning extended problem solving?
A.
B.
C.
D.
E.
92.  Which of these are NOT criteria for choosing media?
A.
B.
C.
D.
93.  Self-regulation of advertising in the United States is often based on which of these:
A.
B.
C.
D.
94.  T/F: The most popular online ad categories are out-of-frame ads, pop-unders and pop-ups
A.
B.
95.  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.
96.  Which of the following defines brand extension?
A.
B.
C.
D.
97.  T/F: Variety seeking can be overcome by a systematic and intense advertising campaign.
A.
B.
98.  Which of these categories comes IN to the consumer?
A.
B.
C.
D.
E.
99.  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.
100.  Which of these is not a category of stored behavioral data?
A.
B.
C.
D.
E.
101.  Which of these is (are) criteria for choosing the media for your media mix?
A.
B.
C.
D.
E.
102.  Which of the following does NOT regulate advertising to children?
A.
B.
C.
D.
103.  Which of these is NOT considered rich media?
A.
B.
C.
D.
104.  Which of these is NOT considered rich media?
A.
B.
C.
D.
E.
105.  Which of these is NOT a non-traditional media method?
A.
B.
C.
D.
106.  Who established "pull" advertising?
A.
B.
C.
D.
E.
107.  Which of these is NOT a mode of consumer decision-making?
A.
B.
C.
D.
E.
108.  Advertising is at its best when which of the following criteria is met?
A.
B.
C.
D.
109.  Which of these is NOT a sales promotion technique?
A.
B.
C.
D.
E.
110.  Who established the 15% commission as a means of ad agency compensation?
A.
B.
C.
D.
E.
111.  Which of these is NOT an expression of the consumer as a social being?
A.
B.
C.
D.
E.
112.  T/F: Contextual targeting means placing ads on web pages that have relationship to the content of the page
A.
B.
113.  Geographically, which of these is NOT an ad agency type?
A.
B.
C.
D.
114.  T/F: Brand loyalty is achieving a customer satisfaction level that means repeat buying, using and recommendation of the product
A.
B.
115.  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.
116.  T/F: Effective frequency is the number of homes of individuals reached by a media schedule at a given level of frequency.
A.
B.
117.  T/F: When a consumer is variety seeking, h/she is more likely to switch selections in a random pattern
A.
B.
118.  Who created the USP?
A.
B.
C.
D.
E.
119.  Which of the following is NOT a form of post testing?
A.
B.
C.
D.
E.
120.  Which of these is not a purpose of the media plan?
A.
B.
C.
D.
E.
121.  If part of the market cannot be reached by a single medium, which of the following is true?
A.
B.
C.
D.
122.  Which of the following is NOT an online ad category?
A.
B.
C.
D.
E.
123.  Which of the following defines branding?
A.
B.
C.
D.
124.  Which of these is NOT a part of the creative brief outline?
A.
B.
C.
D.
E.
125.  Which of these definition is correct for "bounce rate?"
A.
B.
C.
D.
E.
126.  T/F:  It's possible to track how people connect online through their on-ramps and through stored behavioral data as well
A.
B.
127.  Which of these is NOT a form of advertising scheduling?
A.
B.
C.
D.
128.  Which of these is NOT a criteria for building long term brand equity?
A.
B.
C.
D.
129.  T/F: One criteria for creating online ads that will have a positive impact is to use powerful images
A.
B.
130.  Which of these is the core theory behind day-part targeting?
A.
B.
C.
D.
E.
131.  Which one of these is NOT a type of advertising agency?
A.
B.
C.
D.
E.
132.  Which of the following statements is (are) true?
A.
B.
C.
D.
E.
133.  T/F: An interstitial online display ad appears between one page and another as the bisitor clicks through the site
A.
B.
134.  T/F: if you have a broad consumer spectrum, use multiple media
A.
B.
135.  Which of these steps is necessary before beginning the media plan?
A.
B.
C.
D.
136.  Which of these is NOT an element of the spread sheet or flow chart?
A.
B.
C.
D.
E.
137.  Who said, "Never call the consumer a moron. It could be your wife"?
A.
B.
C.
D.
E.
138.  Which of the following is NOT an ad agency holding company?
A.
B.
C.
D.
139.  Which of these is NOT true concerning targeting strategies:
A.
B.
C.
D.
E.
140.  Which of the categories goes out from the consumer?
A.
B.
C.
D.
E.
141.  Which of these is NOT a criteria for building long term brand loyalty?
A.
B.
C.
D.
142.  The aperture effect is:
A.
B.
C.
D.
E.
143.  T/F: POP puts advertising, products and the consumer together in the same place at the same time
A.
B.
144.  The Consumer's Bill of Rights states all of the following EXCEPT which of these:
A.
B.
C.
D.
145.  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.
146.  T/F: Cookie tracking capabilities allow networks to trace the patterns of clicks and pages viewed across their network
A.
B.
147.  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.
148.  Advertising is NOT supposed to accomplish which of the following:
A.
B.
C.
D.
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