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Advertising Final Exam Review

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