Advertising Final Exam Review

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

  

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1.  The first female principal of an advertising agency was:
A.
B.
C.
D.
E.
2.  Which of these definition is correct for "bounce rate?"
A.
B.
C.
D.
E.
3.  A media plan spells out which of these:
A.
B.
C.
D.
E.
4.  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.
5.  Which of these categories comes IN to the consumer?
A.
B.
C.
D.
E.
6.  Geographically, which of these is NOT an ad agency type?
A.
B.
C.
D.
7.  Which of these is NOT one of the paradigm shifts that helped create the need for advertising?
A.
B.
C.
D.
E.
8.  In-page rich media can include which of the following?
A.
B.
C.
D.
9.  Which of these is NOT an emerging market strategy?
A.
B.
C.
D.
E.
10.  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.
11.  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.
12.  Which of these is not a typical media objective?
A.
B.
C.
D.
E.
13.  T/F: Competitive media spending means setting the budget in relation to the amount of money spent on advertising by competing brands
A.
B.
14.  Which of the following does NOT regulate advertising to children?
A.
B.
C.
D.
15.  T/F: A media plan generally spells out objectives, strategies and tactics
A.
B.
16.  The ad, The Penalty of Leadership, for Cadillac was actually the beginning of:
A.
B.
C.
D.
17.  T/F: Ads are actually attempts at attitude manipulation
A.
B.
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.  T/F: the internet is free from promotional advertising
A.
B.
20.  Which of these is NOT a point at which you use a media mix?
A.
B.
C.
D.
E.
21.  Which of the categories goes out from the consumer?
A.
B.
C.
D.
E.
22.  The advertising agency responsible for the creation of the Honda :power of dreams" campaign is:
A.
B.
C.
D.
23.  T/F: There are two types of advertising agencies based on geography: the local agency and the global agency
A.
B.
24.  Which of these is an example of contextual targeting?
A.
B.
C.
D.
E.
25.  What is brand value?
A.
B.
C.
D.
26.  Which of these is NOT considered rich media?
A.
B.
C.
D.
E.
27.  T/F: Consumers sharing particular interests perceive that their fave sites are less cluttered, more relevant, more fresh and more informative.
A.
B.
28.  T/F: Through the internet, the consumer is more in control of what he'she sees and reads than ever before
A.
B.
29.  Which of these criteria is used when determining whether or not to use a media mix?
A.
B.
C.
D.
30.  Which of these is NOT ordinarily a part of the media plan?
A.
B.
C.
D.
E.
31.  T/F:  It's possible to track how people connect online through their on-ramps and through stored behavioral data as well
A.
B.
32.  Which of the following is NOT a criteria for developing a strong brand name?
A.
B.
C.
D.
33.  Self-regulation of advertising in the United States is often based on which of these:
A.
B.
C.
D.
34.  Which of these is used in determining geotargeting?
A.
B.
C.
D.
E.
35.  Which of these is NOT considered a primary media form?
A.
B.
C.
D.
36.  Which of these is NOT a criteria for building long term brand loyalty?
A.
B.
C.
D.
37.  Which of the following statements is (are) true?
A.
B.
C.
D.
E.
38.  Who said, "Never call the consumer a moron. It could be your wife"?
A.
B.
C.
D.
E.
39.  Advertising is at its best when which of the following criteria is met?
A.
B.
C.
D.
40.  Which of the following partially defines the account planning department?
A.
B.
C.
D.
41.  If part of the market cannot be reached by a single medium, which of the following is true?
A.
B.
C.
D.
42.  Which of these is NOT a criteria for building long term brand equity?
A.
B.
C.
D.
43.  T/F: Once brand loyalty is established, it cannot be lost
A.
B.
44.  Who founded the advertising agency that is now "Foote, Cone and Belding?"
A.
B.
C.
D.
45.  Who created the USP?
A.
B.
C.
D.
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: Effective frequency is the number of homes of individuals reached by a media schedule at a given level of frequency.
A.
B.
48.  Which of these is NOT a system of ad agency compensation?
A.
B.
C.
D.
49.  Which of these is NOT a part of the creative brief outline?
A.
B.
C.
D.
E.
50.  Which of these is not a form of evaluative research?
A.
B.
C.
D.
51.  T/F: POP puts advertising, products and the consumer together in the same place at the same time
A.
B.
52.  Which of these is NOT a sales promotion technique?
A.
B.
C.
D.
E.
53.  Advertising's first account/creative team was composed of:
A.
B.
C.
D.
E.
54.  Which of these is NOT considered rich media?
A.
B.
C.
D.
55.  Which of these helps determine the right frequency number?
A.
B.
C.
D.
56.  The first female principal of an advertising agency was:
A.
B.
C.
D.
57.  Which of these is NOT a risk of sales promotions?
A.
B.
C.
D.
E.
58.  T/F: television is the fastest growing medium today
A.
B.
59.  T/F: Public relations involves messages in paid media
A.
B.
60.  Who established "push" advertising as a form of customer persuasion?
A.
B.
C.
D.
E.
61.  Which of these is NOT a feature of online activity?
A.
B.
C.
D.
62.  T/F: There is a minimum frequency level that says two exposures will have an effect on the audience
A.
B.
63.  T/F: Advertising drives brand equity
A.
B.
64.  Which of these is true concerning the emotion test?
A.
B.
C.
D.
E.
65.  T/F: Contextual targeting means placing ads on web pages that have relationship to the content of the page
A.
B.
66.  How does advertising promote brand equity?
A.
B.
C.
D.
67.  The aperture effect is:
A.
B.
C.
D.
E.
68.  Who established the 15% commission as a means of ad agency compensation?
A.
B.
C.
D.
E.
69.  Which of these is not a purpose of the media plan?
A.
B.
C.
D.
E.
70.  Which of these is NOT true concerning extended problem solving?
A.
B.
C.
D.
E.
71.  Which of these is NOT a function of agency account services?
A.
B.
C.
D.
72.  T/F: Home users and business users consume the internet similarly
A.
B.
73.  Which of the following is NOT a form of post testing?
A.
B.
C.
D.
E.
74.  Which of the following defines brand extension?
A.
B.
C.
D.
75.  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.
76.  T/F: The most popular online ad categories are out-of-frame ads, pop-unders and pop-ups
A.
B.
77.  T/F: An interstitial online display ad appears between one page and another as the bisitor clicks through the site
A.
B.
78.  Which of these is NOT a form of developmental research?
A.
B.
C.
D.
79.  T/F: All advertising agencies perform new business pitches as ways of obtaining new business
A.
B.
80.  Which of these is NOT an element of the spread sheet or flow chart?
A.
B.
C.
D.
E.
81.  Some of the disadvantages of clutter are:
A.
B.
C.
D.
82.  Who established "pull" advertising?
A.
B.
C.
D.
E.
83.  T/F: Two words that best describe the new advertising are innovative and engaging
A.
B.
84.  Who created America's first big marketing success?
A.
B.
C.
D.
85.  T/F: if you have a broad consumer spectrum, use multiple media
A.
B.
86.  Which of the following is NOT a means of building brand loyalty?
A.
B.
C.
D.
E.
87.  Which of the following is NOT a section of the media plan?
A.
B.
C.
D.
88.  T/F: National coverage is usually better than covering only the regional geography where the client's product is sold.
A.
B.
89.  Which of these is NOT a non-traditional media method?
A.
B.
C.
D.
90.  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.
91.  In the consumer-centric online, which of these categories comes IN to the consumer?
A.
B.
C.
D.
92.  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.
93.  Who established "pull" advertising?
A.
B.
C.
D.
94.  Which of the following is NOT a media type?
A.
B.
C.
D.
95.  Who determined that moral virtue is the appropriate location between two extremes?
A.
B.
C.
D.
96.  Which of the following is NOT an online ad category?
A.
B.
C.
D.
E.
97.  Which of the following is NOT an ad agency holding company?
A.
B.
C.
D.
98.  T/F: Media is actually a delivery system delivering news, entertainment and advertising
A.
B.
99.  Which of these definitions identifies brand strategy?
A.
B.
C.
D.
E.
100.  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.
101.  Which of these is NOT a standard method of settling the media budget?
A.
B.
C.
D.
E.
102.  Who created the USP?
A.
B.
C.
D.
E.