Advertising Quiz: Practice Exam! Trivia

74 Questions | Total Attempts: 872

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Advertising Quizzes & Trivia

Questions and Answers
  • 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