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Advertising Final Exam Review

148 Questions
Advertising Quizzes & Trivia

Multiple Choice

Questions and Answers
  • 1. 
    Who created the USP?
    • A. 

      Mary Wells

    • B. 

      John Orr Young

    • C. 

      Cyrus Curtis

    • D. 

      Rosser Reeves

  • 2. 
    The first female principal of an advertising agency was:
    • A. 

      Helen Resor

    • B. 

      Mary Wells

    • C. 

      Lydia Pinkham

    • D. 

      Celia Overton

  • 3. 
    Who were advertising's Big Three?
    • A. 

      Stanley Resor, Helen Resor and James Orr Young

    • B. 

      Ray Rubicam, Elmo Caulkins and Theodore McManus

    • C. 

      David Ogilvy, Leo Burnet and Bill Bernbach

    • D. 

      Cyrus Curtis, Rosser Reeves and J. Walter Thompson

  • 4. 
    Who created America's first big marketing success?
    • A. 

      King Gillette

    • B. 

      Rosser Reeves

    • C. 

      Albert Lasker

    • D. 

      J. Walter Thompson

  • 5. 
    Advertising's first account/creative team was composed of:
    • A. 

      Helen and Stanley Resor

    • B. 

      John Kennedy and Claude Hopkins

    • C. 

      Elmo Caulkins and Theodore McManus

    • D. 

      Leo Burnett and Bill Bernbach

  • 6. 
    Who established the 15% commission as a means of ad agency compensation?
    • A. 

      Albert Lasker

    • B. 

      J. Walter Thompson

    • C. 

      Claude Hopkins

    • D. 

      Cyrus Curtis

  • 7. 
    Who established "push" advertising as a form of customer persuasion?
    • A. 

      Elmo Caulkins and Theodore McManus

    • B. 

      Albert Lasker and J. Walter Thompson

    • C. 

      Claude Hopkins and John Kennedy

    • D. 

      Ray Rubicam and John Orr Young

  • 8. 
    Who established "pull" advertising?
    • A. 

      Claude Hopkins and John Kennedy

    • B. 

      Albert Lasker and J. Walter Thompson

    • C. 

      Elmo Caulkins and Theodore McManus

    • D. 

      Cyrus Curtis and Ray Rubicam

  • 9. 
    Who founded the advertising agency that is now "Foote, Cone and Belding?"
    • A. 

      Bruce Barton

    • B. 

      Ray Rubicam

    • C. 

      Albert Lasker

    • D. 

      John Orr Young

  • 10. 
    Following America's industrialization, advertising was all about pitching products to the American people until what event caused a change in emphasis?
    • A. 

      Prohibition

    • B. 

      Presidential election

    • C. 

      World War II

    • D. 

      Mass Education

  • 11. 
    Who determined that moral virtue is the appropriate location between two extremes?
    • A. 

      Emanuel Kant

    • B. 

      Thomas Aquinas

    • C. 

      Aristotle

    • D. 

      J.S. Mill

  • 12. 
    Which of these is NOT one of the paradigm shifts that helped create the need for advertising?
    • A. 

      Mass communication

    • B. 

      Mass education

    • C. 

      Mass production

    • D. 

      Mass distribution

    • E. 

      All of the above ARE paradigm shifts leading to the creation of advertising

  • 13. 
    Self-regulation of advertising in the United States is often based on which of these:
    • A. 

      Money versus ethics

    • B. 

      Strategy versus ethics

    • C. 

      Ad agency's own moral judgement

    • D. 

      All of the above

  • 14. 
    The ad, The Penalty of Leadership, for Cadillac was actually the beginning of:
    • A. 

      Truth in advertising

    • B. 

      The advertising code

    • C. 

      Comparative advertising

    • D. 

      The 15% agency commission

  • 15. 
    Advertising is NOT supposed to accomplish which of the following:
    • A. 

      Persuade the consumer to buy, try or consider a product

    • B. 

      Provide sufficient information for the consumer to decide to buy or not to buy

    • C. 

      Encourage the consumer to buy regardless of need

    • D. 

      Make a conscious effort to ethically enhance the image of the product or company

  • 16. 
    The National Advertising Review Council (NARC) was established to provide guidance for standards of truth and accuracy for which of these units?
    • A. 

      The National Advertising Review Board (NARB)

    • B. 

      The Children's Advertising Unit (CARU)

    • C. 

      The Electronic Retailing Self-Regulation Program (ERSP)

    • D. 

      All of the above

  • 17. 
    The advertising agency responsible for the creation of the Honda :power of dreams" campaign is:
    • A. 

      Young and Rubicam

    • B. 

      Wieden and Kennedy

    • C. 

      Leo Burnett

    • D. 

      David Ogilvy

  • 18. 
    Advertising is at its best when which of the following criteria is met?
    • A. 

      Cost per thousand is lowest

    • B. 

      Level of creativity is Highest

    • C. 

      Media buys are efficient

    • D. 

      All of the above

  • 19. 
    The Consumer's Bill of Rights states all of the following EXCEPT which of these:
    • A. 

      The consumer shall exercise personal responsibility over all buying and consuming experiences

    • B. 

      The consumer shall not be coerced into buying by any legitimate advertising message

    • C. 

      The consumer is free to use any or all of every advertising message they read or hear

    • D. 

      The consumer can tune out any advertising message he/she does not want to hear

  • 20. 
    Which of the following does NOT regulate advertising to children?
    • A. 

      The Children's Advertising Review Unit

    • B. 

      The Children's Online Privacy Act

    • C. 

      The Federal Communications Commission

    • D. 

      All of the above regulate advertising to children

  • 21. 
    How does advertising promote brand equity?
    • A. 

      It has the potential to be noticed and remembered

    • B. 

      It can register the brand name with the consumer and convey its message or image

    • C. 

      It can persuade the consumer to buy or use the brand

    • D. 

      All of the above

  • 22. 
    When a product needs updating or revising, particularly if it has a quality or reputation problem in the market, it's called:
    • A. 

      Restructuring

    • B. 

      Brand Value

    • C. 

      Rebranding

    • D. 

      Brand Equity

  • 23. 
    Which of the following defines brand extension?
    • A. 

      A benchmark that measures the performance of a brand

    • B. 

      A plan for systematic development of a brand to enable it to meet its stated objectives

    • C. 

      Leveraging the values of the brand to take it into new markets and sectors

    • D. 

      How an organization structures and names the brands in its portfolio

  • 24. 
    Some of the disadvantages of clutter are:
    • A. 

      It lowers overall consumers awareness

    • B. 

      It makes it difficult to establish favorable brand attitudes

    • C. 

      It can hide some really good advertising that would otherwise be effective

    • D. 

      All of the above

  • 25. 
    What is brand value?
    • A. 

      A benchmark that measures the performance of a brand

    • B. 

      A plan for systematic development of a brand to enable it to meet its stated objectives

    • C. 

      Leveraging the values of the brand to take it into new markets and sectors

    • D. 

      Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive meaningful and compelling way

  • 26. 
    Which of these is NOT a criteria for building long term brand loyalty?
    • A. 

      Introduction

    • B. 

      Positioning

    • C. 

      Elaboration

    • D. 

      Fortification

  • 27. 
    Which of the following defines branding?
    • A. 

      Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way

    • B. 

      Leveraging the values of a brand to take it into new markets and sector

    • C. 

      A benchmark that measures the performance of a brand

    • D. 

      All of the above

  • 28. 
    Which of the following is NOT a criteria for developing a strong brand name?
    • A. 

      Compelling benefits

    • B. 

      Emotions evoked in the consumer

    • C. 

      A one-word description

    • D. 

      Positioning

  • 29. 
    Which of the following is NOT a media type?
    • A. 

      Newspapers

    • B. 

      Magazines

    • C. 

      Esquire

    • D. 

      Internet

  • 30. 
    Which of these is NOT a non-traditional media method?
    • A. 

      Guerilla

    • B. 

      CRM

    • C. 

      Product Placement

    • D. 

      Journals/Newsletters

  • 31. 
    Geographically, which of these is NOT an ad agency type?
    • A. 

      Local agencies

    • B. 

      Global agencies

    • C. 

      International affiliates

    • D. 

      National affiliates

  • 32. 
    Which of these is NOT a system of ad agency compensation?
    • A. 

      Media commissions

    • B. 

      Fee system

    • C. 

      Rate card plus

    • D. 

      Production charge mark-ups

  • 33. 
    Which of the following is NOT an ad agency holding company?
    • A. 

      Omnicom

    • B. 

      Publicis

    • C. 

      Wieden and Kennedy

    • D. 

      WPP

  • 34. 
    Which of the following partially defines the account planning department?
    • A. 

      Creates concepts and ideas that drive the advertising

    • B. 

      Represents the client within the agency

    • C. 

      Manages and oversees details of producing finished ads

    • D. 

      Represents the consumer within the agency

  • 35. 
    Which of these is NOT a function of agency account services?
    • A. 

      Develops the messages to be delivered

    • B. 

      Develops a complete promotion plan

    • C. 

      Identifies the benefits a brand offers

    • D. 

      Identifies the target audience

  • 36. 
    Which of these is NOT considered rich media?
    • A. 

      Animation

    • B. 

      Streaming media

    • C. 

      Optimized landing page

    • D. 

      Dynamic HTML

  • 37. 
    Which of the following is NOT a section of the media plan?
    • A. 

      Situation analysis

    • B. 

      Objectives and strategies

    • C. 

      Executive summary

    • D. 

      Positioning statement

  • 38. 
    In the consumer-centric online, which of these categories goes OUT from the consumer?
    • A. 

      Online shopping and buying

    • B. 

      Targeting

    • C. 

      News

    • D. 

      Entertainment

  • 39. 
    Which of these is NOT an online ad category?
    • A. 

      Rectangles and pop-ups

    • B. 

      Banners and buttons

    • C. 

      Full bleed pages

    • D. 

      Skyscrapers

  • 40. 
    Which of these steps is necessary before beginning the media plan?
    • A. 

      Determine the target audience

    • B. 

      Determine objectives

    • C. 

      Determine budget

    • D. 

      All of the above

  • 41. 
    If part of the market cannot be reached by a single medium, which of the following is true?
    • A. 

      Market reach can be increased with the roadblock tactic

    • B. 

      Percentage not covered may not the worth the cost of an additional medium

    • C. 

      Most target audiences consume only one medium

    • D. 

      Use duplicate audiences and programming

  • 42. 
    In the consumer-centric online, which of these categories comes IN to the consumer?
    • A. 

      Search Engine Advertising

    • B. 

      Unaided Search

    • C. 

      WOM

    • D. 

      All of the above

  • 43. 
    Which of these is NOT considered a primary media form?
    • A. 

      Electronic

    • B. 

      Out of home

    • C. 

      Print

    • D. 

      Direct Marketing

  • 44. 
    Which of these helps determine the right frequency number?
    • A. 

      Level of brand awareness

    • B. 

      Content of the message

    • C. 

      Sophistication of the target audience

    • D. 

      All of the above

  • 45. 
    Which of these criteria is used when determining whether or not to use a media mix?
    • A. 

      To extend the reach of your media plan

    • B. 

      To reach different kinds of audiences by lifestyle and demographic

    • C. 

      To stress different product benefits based on the different characteristics of each medium

    • D. 

      All of the above

  • 46. 
    Which of these are NOT criteria for choosing media?
    • A. 

      Flexibility

    • B. 

      Audience Flexibility

    • C. 

      Production Flexibility

    • D. 

      Ability to Target

  • 47. 
    Which of these is NOT a form of developmental research?
    • A. 

      Idea generation

    • B. 

      Concept testing

    • C. 

      Tracking study

    • D. 

      Audience definition

  • 48. 
    In-page rich media can include which of the following?
    • A. 

      Embedded games

    • B. 

      Registration forms

    • C. 

      Video

    • D. 

      All of the above

  • 49. 
    Which of these is NOT a form of advertising scheduling?
    • A. 

      Flighting

    • B. 

      Continuous

    • C. 

      Residual

    • D. 

      Pulsing

  • 50. 
    Which of these is not a form of evaluative research?
    • A. 

      Idea generation

    • B. 

      Communications test

    • C. 

      Resonance test

    • D. 

      Recognition test

  • 51. 
    Which of these is a criteria for creating internet ads that will have a positive impact?
    • A. 

      Use powerful images

    • B. 

      Follow the flow

    • C. 

      Understand and leverage the unique strength of each ad unit

    • D. 

      All of the above

  • 52. 
    Which of these is NOT a feature of online activity?
    • A. 

      Psychographics

    • B. 

      Connectivity

    • C. 

      Touch Points

    • D. 

      CPC (Cost Per Click)

  • 53. 
    T/F: The Interactive Advertising Bureau dictates the sizes for online display ads.
    • A. 

      True

    • B. 

      False

  • 54. 
    T/F: National coverage is usually better than covering only the regional geography where the client's product is sold.
    • A. 

      True

    • B. 

      False

  • 55. 
    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. 

      True

    • B. 

      False

  • 56. 
    T/F: Effective frequency is the number of homes of individuals reached by a media schedule at a given level of frequency.
    • A. 

      True

    • B. 

      False

  • 57. 
    Which of these is NOT a standard method of settling the media budget?
    • A. 

      Percent of sales

    • B. 

      Objective and task

    • C. 

      National media standard

    • D. 

      Expenditure per unit

    • E. 

      All you can afford

  • 58. 
    Which of these is NOT a part of the creative brief outline?
    • A. 

      Problem that advertising can solve

    • B. 

      Target Audiences

    • C. 

      Consumer insights

    • D. 

      Distribution channels

    • E. 

      Communication objectives

  • 59. 
    Which one of these is NOT a type of advertising agency?
    • A. 

      Creative Boutiques

    • B. 

      Media specialists

    • C. 

      In-house agency

    • D. 

      Direct marketing agency

    • E. 

      All of the above ARE types of ad agencies

  • 60. 
    Which of these is NOT an element of the spread sheet or flow chart?
    • A. 

      Shows recommended media

    • B. 

      Shows scheduling over time

    • C. 

      Shows budget allocation by medium and by month

    • D. 

      Shows competitor's media selection and budget

    • E. 

      All of the above are elements of the spread sheet/flow chart

  • 61. 
    Which of these is not a purpose of the media plan?
    • A. 

      Show the client how his/her advertising dollars are being spent

    • B. 

      Provides a guide for the media buyer

    • C. 

      Show the marketing situation within the advertiser's firm at the time

    • D. 

      Provides a strategic guide for the creative department

    • E. 

      All of the above are media plan purposes

  • 62. 
    Which of these definitions identifies brand strategy?
    • A. 

      Leveraging the values of the brand to take it into new markets and sectors

    • B. 

      A benchmark that measures the performance of a brand

    • C. 

      A plan for the systematic development of a brand to enable it to meet its stated objectives

    • D. 

      The distinctive position a brand adopts in the competitive environment

    • E. 

      None of the above

  • 63. 
    A media plan spells out which of these:
    • A. 

      The media mix, the media budget, expenditures in each medium, a timetable and survey methods

    • B. 

      The media budget, the media mix, expenditures in each medium, costs, coverage and competitive spending

    • C. 

      Costs, coverage, the media budget, the media mix, audience measurements

    • D. 

      Coverage, the media budget, the media mix, survey methods and audience measurements

    • E. 

      None of the above

  • 64. 
    Which of these is not a typical media objective?
    • A. 

      Reach 60% of the target audience with a frequency of 4 within each 4 week period in which the advertising appears.

    • B. 

      Reach 30% of the target audience where they have an opportunity to interact with the brand and users of the brand.

    • C. 

      Reach a maximum percent of target audience a minimum of 5 times within the first 6 months of advertising.

    • D. 

      Reach 80% of the audience 20% of the time.

    • E. 

      All of the above

  • 65. 
    • A. 

      Reach decreases as frequency increases

    • B. 

      Frequency distribution shows the percentage of audience reached at each level of exposure

    • C. 

      Frequency is the repetition of exposure

    • D. 

      None of the above is true

    • E. 

      All of the above are true

  • 66. 
    Which of these is NOT a point at which you use a media mix?
    • A. 

      When a single medium won't reach the target market in sufficient numbers of with sufficient impact to attain a media objective

    • B. 

      To reach different types of audiences by lifestyle and demographic

    • C. 

      To allow the use of different creative executions

    • D. 

      When media are not compatible with audiences and programming

    • E. 

      All the above are media mix usage points

  • 67. 
    Which of these is (are) criteria for choosing the media for your media mix?
    • A. 

      Flexibility, ability to target, response rate, availability

    • B. 

      Ability target, compatible editorial environment, adult programming, availability

    • C. 

      Compatible editorial environment, availability, flexibility, ability to roadblock

    • D. 

      Flexibility, ability to target, response rate, narrow market

    • E. 

      None of the above

  • 68. 
    Which of these is NOT an emerging market strategy?
    • A. 

      Customer relationship marketing

    • B. 

      Guerilla marketing

    • C. 

      Mobile marketing

    • D. 

      Sports marketing

    • E. 

      Viral marketing

  • 69. 
    Which of the following is NOT a means of building brand loyalty?
    • A. 

      Low sale price can be used to compete

    • B. 

      Distribution channels must remain efficient and open

    • C. 

      Possibly dilutive extensions not consistent with customers' perceptions should be avoided

    • D. 

      Product quality must remain consistent with what consumers expect of the brand

    • E. 

      All of the above are means of building brand loyalty

  • 70. 
    T/F: Variety seeking can be overcome by a systematic and intense advertising campaign.
    • A. 

      True

    • B. 

      False

  • 71. 
    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. 

      True

    • B. 

      False

  • 72. 
    T/F: The consumer's internal search validates the external search and offers alternatives.
    • A. 

      True

    • B. 

      False

  • 73. 
    T/F: Consumers sharing particular interests perceive that their fave sites are less cluttered, more relevant, more fresh and more informative.
    • A. 

      True

    • B. 

      False

  • 74. 
    T/F: Evaluative research occurs prior to the start of a campaign to determine if it will meet its objectives.
    • A. 

      True

    • B. 

      False

  • 75. 
    Which of these phrases describes the engagement test in post research:
    • A. 

      Asks respondent what they remember from being exposed to the ad

    • B. 

      Helps predict sales impact

    • C. 

      Eye tracking traces the path the eye takes in scanning an ad

    • D. 

      Measures the number of responses to an ad

    • E. 

      None of the above

  • 76. 
    Which of these describes the diagnostics test prior to the start of a campaign?
    • A. 

      Tests top-of-mind awareness of the product being advertised

    • B. 

      Assesses strengths and weaknesses of ideas before they become ads

    • C. 

      Compares the effective of various message strategies and their creative ideas

    • D. 

      Indicates whether or not changes need to be made in the campaign to make it more effective

    • E. 

      None of the above

  • 77. 
    Which of these tests is conducted during the campaign (concurrent testing)?
    • A. 

      Diagnostics

    • B. 

      Concept Testing

    • C. 

      Tracking Study

    • D. 

      Engagement Test

    • E. 

      None of the Above

  • 78. 
    Which of these is NOT a mode of consumer decision-making?
    • A. 

      Extended problem solving

    • B. 

      Habit or variety seeking

    • C. 

      Cognitive dissonance

    • D. 

      Limited problem solving

    • E. 

      Brand Loyalty

  • 79. 
    Which of these is NOT a sales promotion technique?
    • A. 

      Coupons

    • B. 

      Price off deals

    • C. 

      Phone and gift cards

    • D. 

      Cash incentives

    • E. 

      All the above are sales promotion techniques

  • 80. 
    Which of these is NOT a risk of sales promotions?
    • A. 

      Creates a price orientation

    • B. 

      Time and expense

    • C. 

      Legality

    • D. 

      Borrows from future sales

    • E. 

      All the above are risks of sales promotions

  • 81. 
    Which of these statements concerning the consumer as a social being is NOT true?
    • A. 

      Values are cultural bedrock. They can't be quickly changed

    • B. 

      Meaning is more important than attitude

    • C. 

      Culture is a person's relative standing in a social system

    • D. 

      Rituals are often repeated formalized behaviors involving symbols

    • E. 

      All the above are true

  • 82. 
    Which of these are types of POP?
    • A. 

      Window and door signs

    • B. 

      Dump bin

    • C. 

      Cart advertising

    • D. 

      Mobile or banner

    • E. 

      All the above

  • 83. 
    Which of these is NOT true concerning extended problem solving?
    • A. 

      Consumer repurchases from same category again and again

    • B. 

      Occurs when decision is not involving

    • C. 

      Consumer switches in a random pattern

    • D. 

      Customer repeatedly buys the same brand as their choice to fill a specific need

    • E. 

      All the above are untrue

  • 84. 
    Which of these is used in determining geotargeting?
    • A. 

      Customer registration databases

    • B. 

      DMA

    • C. 

      Area codes

    • D. 

      Time zones

    • E. 

      All the above

  • 85. 
    Which of these is the core theory behind day-part targeting?
    • A. 

      People in affinity groups consumer the internet at the same times

    • B. 

      The importance of timeliness and cost-efficiency

    • C. 

      A distinctive fingerprint of online behavior

    • D. 

      Establishes a connection between visitors

    • E. 

      All the above are core theories for day-part targeting

  • 86. 
    Which of these is not a category of stored behavioral data?
    • A. 

      Household income

    • B. 

      Cookie based actions that indicate status

    • C. 

      Length of time people interact with ads

    • D. 

      Ads served and their page placement

    • E. 

      All the above are categories of stored behavioral data

  • 87. 
    Which of the following is NOT a form of post testing?
    • A. 

      Engagement test

    • B. 

      Memory test

    • C. 

      Emotion test

    • D. 

      Concept test

    • E. 

      All the above are forms of post testing

  • 88. 
    Which of these is NOT true concerning targeting strategies:
    • A. 

      Must support your advertising objectives

    • B. 

      Helps achieve brand goals

    • C. 

      Prompts direct response actions

    • D. 

      Stimulates off-line sales

    • E. 

      Compares the effectiveness of various message strategies

  • 89. 
    Which of these is true concerning the emotion test?
    • A. 

      Helps predict sales impact

    • B. 

      Measures the number of responses to an ad

    • C. 

      Identifies the positive and negative moments in a commercial

    • D. 

      Determines the concentration and excitement of the consumer

    • E. 

      All of the above are true

  • 90. 
    Who said, "Never call the consumer a moron. It could be your wife"?
    • A. 

      J. Walter Thompson

    • B. 

      Mary Wells Lawrence

    • C. 

      Albert Lasker

    • D. 

      David Ogilvy

    • E. 

      Bill Bernback

  • 91. 
    What is the intent of Integrated Brand Promotion?
    • A. 

      Reach a maximum number of people for the least amount of money using innovative techniques

    • B. 

      Utilize all the available marketing tools in creating a low-cost marketing campaign

    • C. 

      Coordinate the message emphasis in advertising with the placement and emphasis of sales promotion

    • D. 

      To catch the customer at his/her most vulnerable moment while shopping

    • E. 

      None of the above

  • 92. 
    Which of these is NOT an expression of the consumer as a social being?
    • A. 

      Culture

    • B. 

      Values

    • C. 

      Rituals

    • D. 

      Stratification

    • E. 

      Education

  • 93. 
    Which of these is an example of contextual targeting?
    • A. 

      Ads for peanuts in a cosmetic site

    • B. 

      Ads for dog food in a home-improvement site

    • C. 

      Ads for shampoo in a health and beauty site

    • D. 

      Ads for organic foods on a carbonated beverage site

    • E. 

      All the above are examples of contextual targeting

  • 94. 
    Which of these definition is correct for "bounce rate?"
    • A. 

      Measures the number of people who came to your site and didn't engage

    • B. 

      Measures the number of visitors who respond to the ad's call to action divided by the number of impressions multiplied by 100 and expressed as a percentage

    • C. 

      Measures the return and compares it with the goals for the site

    • D. 

      Measures the number of customers funneled to retail partners or phone channels from the web site

    • E. 

      None of the above

  • 95. 
    T/F: Affinity targeting means serving ads to web surfers whose online persona suggest that they are in a brand's target market
    • A. 

      True

    • B. 

      False

  • 96. 
    T/F: Home users and business users consume the internet similarly
    • A. 

      True

    • B. 

      False

  • 97. 
    T/F: Contextual targeting means placing ads on web pages that have relationship to the content of the page
    • A. 

      True

    • B. 

      False

  • 98. 
    T/F: Cookie tracking capabilities allow networks to trace the patterns of clicks and pages viewed across their network
    • A. 

      True

    • B. 

      False

  • 99. 
    T/F: When a consumer is variety seeking, h/she is more likely to switch selections in a random pattern
    • A. 

      True

    • B. 

      False

  • 100. 
    T/F:  It's possible to track how people connect online through their on-ramps and through stored behavioral data as well
    • A. 

      True

    • B. 

      False

  • 101. 
    T/F: POP puts advertising, products and the consumer together in the same place at the same time
    • A. 

      True

    • B. 

      False

  • 102. 
    T/F: Ads are actually attempts at attitude manipulation
    • A. 

      True

    • B. 

      False

  • 103. 
    T/F: the internet is free from promotional advertising
    • A. 

      True

    • B. 

      False

  • 104. 
    T/F: in limited problem solving, the consumer's experience level and involvement are high and more systematic
    • A. 

      True

    • B. 

      False

  • 105. 
    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. 

      True

    • B. 

      False

  • 106. 
    T/F: There is a minimum frequency level that says two exposures will have an effect on the audience
    • A. 

      True

    • B. 

      False

  • 107. 
    T/F: The most popular online ad categories are out-of-frame ads, pop-unders and pop-ups
    • A. 

      True

    • B. 

      False

  • 108. 
    T/F: One criteria for creating online ads that will have a positive impact is to use powerful images
    • A. 

      True

    • B. 

      False

  • 109. 
    T/F: Competitive media spending means setting the budget in relation to the amount of money spent on advertising by competing brands
    • A. 

      True

    • B. 

      False

  • 110. 
    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. 

      True

    • B. 

      False

  • 111. 
    T/F: Pop-ups are ads that appear as a layer on top of the visitor's current page
    • A. 

      True

    • B. 

      False

  • 112. 
    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. 

      True

    • B. 

      False

  • 113. 
    T/F: All advertising agencies perform new business pitches as ways of obtaining new business
    • A. 

      True

    • B. 

      False

  • 114. 
    T/F: There are two types of advertising agencies based on geography: the local agency and the global agency
    • A. 

      True

    • B. 

      False

  • 115. 
    T/F: Advertising drives brand equity
    • A. 

      True

    • B. 

      False

  • 116. 
    T/F: Once brand loyalty is established, it cannot be lost
    • A. 

      True

    • B. 

      False

  • 117. 
    T/F: television is the fastest growing medium today
    • A. 

      True

    • B. 

      False

  • 118. 
    T/F: media types are individual broadcast programs of publications by name; for example, law and order, maxim, newsweek, etc.
    • A. 

      True

    • B. 

      False

  • 119. 
    T/F: Media is actually a delivery system delivering news, entertainment and advertising
    • A. 

      True

    • B. 

      False

  • 120. 
    T/F: In online advertising, banner ads take full advantage of the vertical format to communicate
    • A. 

      True

    • B. 

      False

  • 121. 
    T/F: An interstitial online display ad appears between one page and another as the bisitor clicks through the site
    • A. 

      True

    • B. 

      False

  • 122. 
    T/F: Rich media can include embedded games, animation, video, registration forms, or interactive marketing brochures
    • A. 

      True

    • B. 

      False

  • 123. 
    T/F: Public relations involves messages in paid media
    • A. 

      True

    • B. 

      False

  • 124. 
    T/F: if you have a broad consumer spectrum, use multiple media
    • A. 

      True

    • B. 

      False

  • 125. 
    T/F: Vehicles within one media type can reach only 50% of the market
    • A. 

      True

    • B. 

      False

  • 126. 
    T/F: Brand loyalty is achieving a customer satisfaction level that means repeat buying, using and recommendation of the product
    • A. 

      True

    • B. 

      False

  • 127. 
    T/F: A media plan generally spells out objectives, strategies and tactics
    • A. 

      True

    • B. 

      False

  • 128. 
    T/F: Two words that best describe the new advertising are innovative and engaging
    • A. 

      True

    • B. 

      False

  • 129. 
    T/F: Through the internet, the consumer is more in control of what he'she sees and reads than ever before
    • A. 

      True

    • B. 

      False

  • 130. 
    When a product needs updating or revising, particularly if it has a quality or reputation problem in the market, it's called:
    • A. 

      Restructuring

    • B. 

      Brand value

    • C. 

      Rebranding

    • D. 

      Brand equity

    • E. 

      Renaming

  • 131. 
    Which of these is NOT a criteria for building long term brand equity?
    • A. 

      Introduction

    • B. 

      Positioning

    • C. 

      Elaboration

    • D. 

      Fortification

  • 132. 
    Who founded the advertising agency that is now Foote, Cone and Belding?
    • A. 

      Bruce barton

    • B. 

      Ray rubicam

    • C. 

      John orr young

    • D. 

      Albert lasker

    • E. 

      Bill bernbach

  • 133. 
    Advertising's first account/creative team was composed of:
    • A. 

      John kennedy and claude hopkins

    • B. 

      Elmo caulking and theodore mcmanus

    • C. 

      Leo burnet and bill bernbach

    • D. 

      Helen and stanley resor

    • E. 

      Mary wells and rosser reeves

  • 134. 
    Who created the USP?
    • A. 

      Mary wells

    • B. 

      John orr young

    • C. 

      Cyrus curtis

    • D. 

      Rosser reeves

    • E. 

      J. walter thompson

  • 135. 
    The first female principal of an advertising agency was:
    • A. 

      Helen resor

    • B. 

      Lydia pinkham

    • C. 

      Mary wells

    • D. 

      Celia overton

    • E. 

      None of the above

  • 136. 
    Who established the 15% commission as a means of ad agency compensation?
    • A. 

      Rosser reeves

    • B. 

      Albert lasker

    • C. 

      J. walter thompson

    • D. 

      Claude hopkins

    • E. 

      Cyrus curtis

  • 137. 
    Who established "push" advertising as a form of customer persuasion?
    • A. 

      Elmo caulkins and theodore mcmanus

    • B. 

      Albert lasker and j. walter thompson

    • C. 

      Claude hopkins and john kennedy

    • D. 

      Ray rubicam and john orr young

    • E. 

      None of the above

  • 138. 
    Who established "pull" advertising?
    • A. 

      Claude hopkins and john kennedy

    • B. 

      Albert lasker and j. walter thompson

    • C. 

      Elmo caulkins nd theodore mcmanus

    • D. 

      Cyrus curtis and ray rubicam

    • E. 

      None of the above

  • 139. 
    Following america's industrialization, advertising was all about pitching products to the American people until what event caused a change in emphasis?
    • A. 

      Prohibition

    • B. 

      Presidential election

    • C. 

      World war II

    • D. 

      Mass education

    • E. 

      None of the above

  • 140. 
    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. 

      Production department

    • B. 

      Creative services

    • C. 

      Account management

    • D. 

      Media

    • E. 

      Account services

  • 141. 
    Which of these is NOT considered rich media?
    • A. 

      Animation

    • B. 

      Streaming media

    • C. 

      Java

    • D. 

      Dynamic HTML

    • E. 

      Optimized landing page

  • 142. 
    Advertising is NOT supposed to accomplish which of the following:
    • A. 

      Persuade the consumer to buy, try or consider a product

    • B. 

      Provide sufficient information for the consumer to decide to buy or not to buy

    • C. 

      Encourage the consumer to buy regardless of need

    • D. 

      Make a conscious effort to ethically enhance the image of the product of company

    • E. 

      All the above are criteria for advertising

  • 143. 
    Which of these is NOT ordinarily a part of the media plan?
    • A. 

      Situation analysis

    • B. 

      Objectives

    • C. 

      Executive summary

    • D. 

      Target audience

    • E. 

      Positioning statement

  • 144. 
    The aperture effect is:
    • A. 

      A photographic effect used for maximum shutter effectiveness

    • B. 

      One of more ideal times of places where consumers are most receptive to receiving and remembering a brand message

    • C. 

      The difference between the situation analysis and the executive summary

    • D. 

      An opening for one of more strategic planning memoranda

    • E. 

      All of the above

  • 145. 
    If part of the market cannot be reached by a single medium, which of the following is true?
    • A. 

      Market reach can be increased by using the roadblock tactic

    • B. 

      Percentage not covered may not be worth the cost of an additional medium

    • C. 

      Most target audiences consume only one medium

    • D. 

      Use duplicate audiences and programming

    • E. 

      All the above

  • 146. 
    Which of the following is NOT an online ad category?
    • A. 

      Rectangles and pop-ups

    • B. 

      Banners and buttons

    • C. 

      Full bleed pages

    • D. 

      Skyscrapers

    • E. 

      All the above are online ad categories

  • 147. 
    Which of these categories comes IN to the consumer?
    • A. 

      Unaided search

    • B. 

      Search engine search

    • C. 

      WOM

    • D. 

      Search engine advertising

    • E. 

      All the above

  • 148. 
    Which of the categories goes out from the consumer?
    • A. 

      Online shopping and buying

    • B. 

      Targeting

    • C. 

      News

    • D. 

      Entertainment

    • E. 

      All the above