Advertising Final Exam Review

148 Questions  I  By Hath2551
Multiple Choice

  
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1.  Which one of these is NOT a type of advertising agency?
A.
B.
C.
D.
E.
2.  Which of these is NOT true concerning extended problem solving?
A.
B.
C.
D.
E.
3.  Advertising is NOT supposed to accomplish which of the following:
A.
B.
C.
D.
4.  T/F: Effective frequency is the number of homes of individuals reached by a media schedule at a given level of frequency.
A.
B.
5.  In the consumer-centric online, which of these categories goes OUT from the consumer?
A.
B.
C.
D.
6.  T/F: Two words that best describe the new advertising are innovative and engaging
A.
B.
7.  A media plan spells out which of these:
A.
B.
C.
D.
E.
8.  T/F: Public relations involves messages in paid media
A.
B.
9.  Who established the 15% commission as a means of ad agency compensation?
A.
B.
C.
D.
10.  How does advertising promote brand equity?
A.
B.
C.
D.
11.  Which of these categories comes IN to the consumer?
A.
B.
C.
D.
E.
12.  T/F: television is the fastest growing medium today
A.
B.
13.  Which of these is NOT an element of the spread sheet or flow chart?
A.
B.
C.
D.
E.
14.  The first female principal of an advertising agency was:
A.
B.
C.
D.
E.
15.  T/F: There is a minimum frequency level that says two exposures will have an effect on the audience
A.
B.
16.  Which of these is NOT an expression of the consumer as a social being?
A.
B.
C.
D.
E.
17.  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.
18.  Which of these tests is conducted during the campaign (concurrent testing)?
A.
B.
C.
D.
E.
19.  Some of the disadvantages of clutter are:
A.
B.
C.
D.
20.  Which of these are types of POP?
A.
B.
C.
D.
E.
21.  Which of these is NOT true concerning targeting strategies:
A.
B.
C.
D.
E.
22.  T/F: Competitive media spending means setting the budget in relation to the amount of money spent on advertising by competing brands
A.
B.
23.  The ad, The Penalty of Leadership, for Cadillac was actually the beginning of:
A.
B.
C.
D.
24.  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.
25.  Which of these describes the diagnostics test prior to the start of a campaign?
A.
B.
C.
D.
E.
26.  Who created the USP?
A.
B.
C.
D.
27.  Which of these is NOT a mode of consumer decision-making?
A.
B.
C.
D.
E.
28.  Advertising is NOT supposed to accomplish which of the following:
A.
B.
C.
D.
E.
29.  Which of the following is NOT an online ad category?
A.
B.
C.
D.
E.
30.  T/F: Once brand loyalty is established, it cannot be lost
A.
B.
31.  Which of these is NOT a criteria for building long term brand equity?
A.
B.
C.
D.
32.  Which of these is NOT considered a primary media form?
A.
B.
C.
D.
33.  Which of these is an example of contextual targeting?
A.
B.
C.
D.
E.
34.  Self-regulation of advertising in the United States is often based on which of these:
A.
B.
C.
D.
35.  T/F: The most popular online ad categories are out-of-frame ads, pop-unders and pop-ups
A.
B.
36.  Who said, "Never call the consumer a moron. It could be your wife"?
A.
B.
C.
D.
E.
37.  Which of these is NOT considered rich media?
A.
B.
C.
D.
38.  Advertising's first account/creative team was composed of:
A.
B.
C.
D.
E.
39.  T/F: Ads are actually attempts at attitude manipulation
A.
B.
40.  Advertising's first account/creative team was composed of:
A.
B.
C.
D.
41.  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.
42.  If part of the market cannot be reached by a single medium, which of the following is true?
A.
B.
C.
D.
43.  Which of these are NOT criteria for choosing media?
A.
B.
C.
D.
44.  Which of these is not a typical media objective?
A.
B.
C.
D.
E.
45.  Which of these is NOT a criteria for building long term brand loyalty?
A.
B.
C.
D.
46.  Who created the USP?
A.
B.
C.
D.
E.
47.  T/F: Vehicles within one media type can reach only 50% of the market
A.
B.
48.  The aperture effect is:
A.
B.
C.
D.
E.
49.  T/F: One criteria for creating online ads that will have a positive impact is to use powerful images
A.
B.
50.  Who determined that moral virtue is the appropriate location between two extremes?
A.
B.
C.
D.
51.  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.
52.  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.
53.  Which of these is NOT an emerging market strategy?
A.
B.
C.
D.
E.
54.  What is brand value?
A.
B.
C.
D.
55.  T/F: Media is actually a delivery system delivering news, entertainment and advertising
A.
B.
56.  Which of these is NOT a system of ad agency compensation?
A.
B.
C.
D.
57.  T/F: Pop-ups are ads that appear as a layer on top of the visitor's current page
A.
B.
58.  Which of these is true concerning the emotion test?
A.
B.
C.
D.
E.
59.  Which of these steps is necessary before beginning the media plan?
A.
B.
C.
D.
60.  Which of these is NOT a sales promotion technique?
A.
B.
C.
D.
E.
61.  Which of the following statements is (are) true?
A.
B.
C.
D.
E.
62.  Which of these is NOT ordinarily a part of the media plan?
A.
B.
C.
D.
E.
63.  Which of these is not a purpose of the media plan?
A.
B.
C.
D.
E.
64.  Who established the 15% commission as a means of ad agency compensation?
A.
B.
C.
D.
E.
65.  Which of these is NOT a risk of sales promotions?
A.
B.
C.
D.
E.
66.  Who founded the advertising agency that is now Foote, Cone and Belding?
A.
B.
C.
D.
E.
67.  T/F: if you have a broad consumer spectrum, use multiple media
A.
B.
68.  In the consumer-centric online, which of these categories comes IN to the consumer?
A.
B.
C.
D.
69.  Which of the following defines brand extension?
A.
B.
C.
D.
70.  Who established "push" advertising as a form of customer persuasion?
A.
B.
C.
D.
71.  Who founded the advertising agency that is now "Foote, Cone and Belding?"
A.
B.
C.
D.
72.  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.
73.  In-page rich media can include which of the following?
A.
B.
C.
D.
74.  Which of these is a criteria for creating internet ads that will have a positive impact?
A.
B.
C.
D.
75.  Who created America's first big marketing success?
A.
B.
C.
D.
76.  T/F: the internet is free from promotional advertising
A.
B.
77.  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.
78.  T/F: Evaluative research occurs prior to the start of a campaign to determine if it will meet its objectives.
A.
B.
79.  Which of these is NOT an online ad category?
A.
B.
C.
D.
80.  T/F: Home users and business users consume the internet similarly
A.
B.
81.  T/F: There are two types of advertising agencies based on geography: the local agency and the global agency
A.
B.
82.  Which of the following defines branding?
A.
B.
C.
D.
83.  Which of these phrases describes the engagement test in post research:
A.
B.
C.
D.
E.
84.  Which of these is NOT a non-traditional media method?
A.
B.
C.
D.
85.  T/F: POP puts advertising, products and the consumer together in the same place at the same time
A.
B.
86.  Which of the following is NOT a section of the media plan?
A.
B.
C.
D.
87.  T/F: Contextual targeting means placing ads on web pages that have relationship to the content of the page
A.
B.
88.  The advertising agency responsible for the creation of the Honda :power of dreams" campaign is:
A.
B.
C.
D.
89.  Which of these is NOT considered rich media?
A.
B.
C.
D.
E.
90.  Geographically, which of these is NOT an ad agency type?
A.
B.
C.
D.
91.  T/F: Advertising drives brand equity
A.
B.
92.  The first female principal of an advertising agency was:
A.
B.
C.
D.
93.  Which of these is NOT a feature of online activity?
A.
B.
C.
D.
94.  T/F: Variety seeking can be overcome by a systematic and intense advertising campaign.
A.
B.
95.  Which of these is the core theory behind day-part targeting?
A.
B.
C.
D.
E.
96.  Which of these definitions identifies brand strategy?
A.
B.
C.
D.
E.
97.  Which of these is NOT one of the paradigm shifts that helped create the need for advertising?
A.
B.
C.
D.
E.
98.  Which of these is (are) criteria for choosing the media for your media mix?
A.
B.
C.
D.
E.
99.  T/F: Consumers sharing particular interests perceive that their fave sites are less cluttered, more relevant, more fresh and more informative.
A.
B.
100.  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.