Advertising Quiz: Practice Exam! Trivia
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- 1.______________ is paid communication to promote a product, service, brand or cause through the media.
- A.
Public Relations
- B.
Advertising
- C.
Media
- D.
Marketing
- E.
All of the above
- 2.______________ is the process of planning and executing the concepts, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.
- A.
Advertising
- B.
Marketing
- C.
Public Relations
- D.
Media Plan
- E.
None of the above
- 3.IMC stands for:
- A.
Integrated Media Communications
- B.
Integrated Media Conglomerates
- C.
Integrated Marketing Communications
- D.
Integrated Marketing Conglomerates
- 4.IMC starts with a customer or prospect.
- A.
True
- B.
False
- 5.IMC speaks with many voices.
- A.
True
- B.
False
- 6.IMC affects behavior.
- A.
True
- B.
False
- 7.MC builds a brief "flings" with the consumer.
- A.
True
- B.
False
- 8.IMC is one media speaking with multiple voices.
- A.
True
- B.
False
- 9.Which of the following is NOT an example of IMC?
- A.
Direct Mail
- B.
Premiums
- C.
Print Advertising
- D.
Movie Trailers
- E.
All of the above are examples of IMCs
- 10.___________ focuses on strategic brand building. ____________ focuses primarily on influencing consumer behavior.
- A.
IBP, IMC
- B.
IMC, Marcom
- C.
Marcom, IMC
- D.
IMC, IBP
- 11."Marcom" stands for:
- A.
Marketing and Advertising Communication
- B.
Advertising and Making Communication
- C.
Advertising and Marketing Communication
- D.
Market Communication
- E.
None of the above
- 12.The market strategy has moved from _____________ to ______________.
- A.
Integrated Brand Promotion, Segmented Marketing
- B.
Integrated Brand Communication, Integrated Promotion
- C.
Integrated Marketing Communication, Integrated Brand Promotion
- D.
Marketing Communication, Segmented Brand Promotion
- 13.The media is fragmented.
- A.
True
- B.
False
- 14.More sophisticated research methods lead marketers away from ____________ to ___________.
- A.
Niche Media, Mass Media
- B.
Mass Media, Niche Media
- C.
Target Audiences, Niche Media
- D.
Niche Media, Target Audiences
- 15.Which of the following is NOT a type of advertising agency?
- A.
Creative Boutiques
- B.
Interactive Agencies
- C.
Direct Marketing Agencies
- D.
Promotion Agencies
- E.
All of the above are types of advertising agencies
- 16.Which of the following is NOT a financial compensation option for advertising agencies?
- A.
Fee systems (including retainer)
- B.
Media commissions
- C.
Production charges mark-up
- D.
Fluctuating hourly rates
- E.
Merit pay based on results
- 17.Account services in advertising agencies identify the benefits a brand offers, the target audience, the best competitive positioning, and develop a complete promotion plan.
- A.
True
- B.
False
- 18.____________ represents the consumer within the agency, carries out the research function, and writes the creative brief.
- A.
Account Planning
- B.
Account Management
- C.
Creative and Production Services
- D.
Media Planning and Buying Services
- E.
Media Directors
- 19.____________ represents the client within the agency and works with all departments on behalf of the client.
- A.
Account Planning
- B.
Account Management
- C.
Creative and Production Services
- D.
Media Planning and Buying Services
- E.
Media Directors
- 20.____________ determines how a client's message can most effectively and efficiently reach the target audience.
- A.
Account Management
- B.
Media Directors
- C.
Media Planning and Buying Services
- D.
Production Services
- 21.A(n) ____________ is the first notification of possible new business for the agency. It is sent from a prospective advertising client to advertising agencies requesting a presentation of what the agency can do for the advertiser. It results in a presentation or "new business pitch," often called a "dog and pony show."
- A.
Request for Proposal
- B.
Pitch
- C.
IMC
- D.
Market Strategy
- 22.Creating an advertising pitch begins with a(n) ____________.
- A.
Account Planner
- B.
Creative Brief
- C.
RFP (Request for Proposal)
- D.
Audience Analysis
- 23.Which of the following does a creative brief NOT outline?
- A.
Consumer Insights
- B.
Support
- C.
Media Outlet
- D.
Tone
- E.
Brand Imperatives
- 24.Which of the following is NOT an example of the consumer as a decision maker?
- A.
The Want
- B.
The Battle
- C.
The External Search
- D.
The Internal Search
- E.
The Need
- 25.Consumer decision making is determined by the consumer's __________ and prior experiences with the product or service in question.
- A.
Knowledge
- B.
Involvement
- C.
Problems
- D.
Opinions
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