Advertising: Quiz 4 Practice Exam

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Quiz 4:-Targeting Approaches-The Consumer and the Message-IMC What and Why-Sales and Promotion-Vocabulary Unit 4


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. 
    T/F: IMC starts with a customer or prospect.
    • A. 

      True

    • B. 

      False

  • 5. 
    • A. 

      True

    • B. 

      False

  • 6. 
    T/F: IMC affects behavior.
    • A. 

      True

    • B. 

      False

  • 7. 
    T/F: IMC builds brief "flings" with the consumer.
    • A. 

      True

    • B. 

      False

  • 8. 
    T/F: 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. 
    T/F: 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. 
    T/F: Account services in advertising agencies identify the benefits a brand offers, the target audience, the best competitive positioning and develops 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

  • 26. 
    Which of the following is NOT one of the four (4) modes of consumer decision making?
    • A. 

      Internal problem solving

    • B. 

      Extended problem solving

    • C. 

      Limited problem solving

    • D. 

      Habit/Variety seeking

    • E. 

      Brand loyalty

  • 27. 
    CGC stands for:
    • A. 

      Constructively Gathered Consumerism

    • B. 

      Consumer Granted Content

    • C. 

      Content Granted Consumerism

    • D. 

      Consumer Generated Content

  • 28. 
    T/F: Attitude is more important than meaning.
    • A. 

      True

    • B. 

      False

  • 29. 
    T/F: Two words that describe the "new" advertising are innovative and engaging.
    • A. 

      True

    • B. 

      False

  • 30. 
    T/F: 82% of today's 18 to 34-year-old demographic use online video games or online entertainment.
    • A. 

      True

    • B. 

      False

  • 31. 
    T/F: The consumer is less in control than ever before.
    • A. 

      True

    • B. 

      False

  • 32. 
    T/F: Traditional forms of media do not have to contain references to the client's digital sites.
    • A. 

      True

    • B. 

      False

  • 33. 
    One single exposure to rich media ads lifted all brand measures an average of _______ over the composite baseline score, showing the greatest gains for awareness and association.
    • A. 

      45%

    • B. 

      0.03%

    • C. 

      82%

    • D. 

      3%

  • 34. 
    T/F: Familiar static forms of online advertising in branding measures outperforms online video advertising. 
    • A. 

      True

    • B. 

      False

  • 35. 
    Targeting allows the advertiser to deliver ___________ messages more precisely to their target audience whenever and wherever they are in the buying process.
    • A. 

      Effective

    • B. 

      Relevant

    • C. 

      Worthwhile

    • D. 

      Agressive

  • 36. 
    What kind of targeting places ads on web pages that have relationships to the content of the page?
    • A. 

      Contextual Targeting

    • B. 

      Demographic Targeting

    • C. 

      Affinity Targeting

    • D. 

      Geographical Targeting

  • 37. 
    What kind of targeting allows networks to trace the patterns of clicks and pages viewed across their network?
    • A. 

      Daypart Targeting

    • B. 

      Affinity Targeting

    • C. 

      Contextual Targeting

    • D. 

      Behavioral Targeting

  • 38. 
    What kind of targeting is used when ads are served to particular geographic areas. It is a powerful technique to increase the likelihood that customers see ads and find them relevant.
    • A. 

      Contextual Targeting

    • B. 

      Geographical Targeting

    • C. 

      Purchase-Based Category Targeting

    • D. 

      Demographic Targeting

  • 39. 
    What kind of targeting is used because consumers use media differently throughout the day?
    • A. 

      Purchase-Based Category Targeting

    • B. 

      Affinity Targeting

    • C. 

      Daypart Targeting

    • D. 

      Geographical Targeting

  • 40. 
    What kind of targeting is used to attract consumers staring particular interests?
    • A. 

      Purchase-Based Category Targeting

    • B. 

      Affinity Targeting

    • C. 

      Geographical Targeting

    • D. 

      Daypart Targeting

  • 41. 
    What kind of targeting serves ads to web surfers whose online persona suggests that they are in a brand's target market?
    • A. 

      Behavioral Targeting

    • B. 

      Affinity Targeting

    • C. 

      Contextual Targeting

    • D. 

      Purchase-Based Category Targeting

  • 42. 
    T/F: In online targeting, underlying date must be valid, reliable, and current.
    • A. 

      True

    • B. 

      False

  • 43. 
    T/F: Targeting strategies need not support your advertising objective upfront. 
    • A. 

      True

    • B. 

      False

  • 44. 
    ___________ measures the number of  people who came to your side and didn't stay or engage.
    • A. 

      Frequency

    • B. 

      Flee Rate

    • C. 

      Bounce Rate

    • D. 

      Conversion Rate

  • 45. 
    __________ is the number of visitors who respond to the ad's call to action divided by the number of impressions (or visitors) expressed as a percentage.
    • A. 

      Bounce Rate

    • B. 

      Conversion Rate

    • C. 

      Revenue Stream

    • D. 

      Flee Rate

    • E. 

      Multi-Channel Impact

  • 46. 
    _________ asks if your return is in line with your ultimate goals for the website.
    • A. 

      Return Rate

    • B. 

      Multi-Channel Impact

    • C. 

      Bounce Rate

    • D. 

      Revenue Stream

  • 47. 
    __________ asks if you are funneling more customers to your retail partners or your phone channel.
    • A. 

      Multi-Channel Impact

    • B. 

      Bounce Rate

    • C. 

      Flee Rate

    • D. 

      Revenue Stream

  • 48. 
    Which of the following must be done prior to the beginning of an advertising campaign?
    • A. 

      Concept Testing

    • B. 

      Focus groups of the TA

    • C. 

      Pretesting

    • D. 

      Diagnostics

    • E. 

      All of the above must be done prior to the campaign

  • 49. 
    ___________ is the number of customers purchasing the brand relative to the total population of the market.
    • A. 

      Frequency

    • B. 

      Brand Penetration

    • C. 

      Concept Testing

    • D. 

      Diagnostics

  • 50. 
    Which of the following is NOT a type of post-research?
    • A. 

      Engagement Testing

    • B. 

      Likability Testing

    • C. 

      Tracking Studies

    • D. 

      Single Source Research

    • E. 

      Emotion Testing

  • 51. 
    __________ tests to determine both instantaneous effects or carryover effects.
    • A. 

      Single Source Research

    • B. 

      Evaluating the Campaign

    • C. 

      Engagement Testing

    • D. 

      Brand Penetration

  • 52. 
    Which of the following is a reason sales promotion is important to advertisers today?
    • A. 

      It stimulates short-term demand

    • B. 

      It encourages brand switching

    • C. 

      It encourages trial usage

    • D. 

      It obtains vitrually immediate, measurable results

    • E. 

      All of the above are important reasons for sales promotion today.

  • 53. 
    Which of the following is NOT a technique used for sales promotion?
    • A. 

      Price off deals

    • B. 

      Telemarketing

    • C. 

      Phone and gift cards

    • D. 

      Rebates

    • E. 

      Contests and Sweepstakes

  • 54. 
    Which of the following is a risk of sales promotion?
    • A. 

      It creates a price orientation

    • B. 

      It borrows from future sales

    • C. 

      It alienates customers

    • D. 

      Time and expense

    • E. 

      All of the above are risks of sales promotions

  • 55. 
    __________ puts advertising, products and the consumer together in the same place at the same time. It is designed to catch the consumer at their most vulnerable times: while they're shopping.
    • A. 

      Sales Promotion

    • B. 

      Point of Purchase Advertising (POP)

    • C. 

      Contests and Sweepstakes

    • D. 

      Brand Penetration

  • 56. 
    Floor stands, shelf talkers, dump bins, and door signs are types of what kind of advertising?
    • A. 

      POP

    • B. 

      Interactive Advertising

    • C. 

      Online Advertising

    • D. 

      Pop-Up Ads/Banners

  • 57. 
    __________ coordinates the message emphasis in advertising with the placement and emphasis of sales promotions-synergy. 
    • A. 

      POP (Point of Purchase)

    • B. 

      IBP (Integrated Brand Promotions)

    • C. 

      Tracking Studies

    • D. 

      Multi-Channel Impact

  • 58. 
    A name, term, symbol or design (or combination thereof) intended to clearly identify and differentiate a seller's product from the competitor's
    • A. 

      Strategy

    • B. 

      Brand

    • C. 

      Social Marketing

    • D. 

      Objectives

  • 59. 
    The use of an incentive to stimulate sales. The three major consumer incentives are: Save (discount), Free (added value), and Win (offer a chance at a prize.)
    • A. 

      Sales Promotion

    • B. 

      Positioning

    • C. 

      Social Marketing

    • D. 

      Public Relations

  • 60. 
    A marketing document that summarizes the current state of the marketplace as it relates to a specific brand.
    • A. 

      Brand

    • B. 

      Positioning

    • C. 

      Situation Analysis

    • D. 

      Media Strategy

  • 61. 
    A system of running competing brands of products within the same company. Each brand group is a team that operates as a relatively independent marketing organization within the larger organization while utilizing common resources.
    • A. 

      Sales Promotion

    • B. 

      Situation Analysis

    • C. 

      Positioning

    • D. 

      Brand Management

  • 62. 
    A marketing approach which considers how consumers perceive a product relative to competitive offerings.
    • A. 

      Situation Analysis

    • B. 

      Positioning

    • C. 

      Brand Management

    • D. 

      Marketing Plan

  • 63. 
    Agency function with the responsibility for representing the voice of the consumer in all decision making, particularly creative development.
    • A. 

      Account Management

    • B. 

      Account Planning

    • C. 

      Media Strategy

    • D. 

      Brand

  • 64. 
    The means of accomplishing objectives (the methods used to reach goals.)
    • A. 

      Objectives

    • B. 

      Media Strategy

    • C. 

      Strategies

    • D. 

      Sales Promotion

  • 65. 
    What the advertiser hopes to accomplish as a result of advertising.
    • A. 

      Strategies

    • B. 

      Media Strategy

    • C. 

      Marketing Plan

    • D. 

      Objectives

  • 66. 
    A legal term for paid communications, primarily advertising.
    • A. 

      Commercial Speech

    • B. 

      Public Relations

    • C. 

      Social Marketing

    • D. 

      Marketing Plan

  • 67. 
    The number of people, households or businesses in a target audience exposed to media vehicles of messages scheduled at least once during a given time period.
    • A. 

      Positioning

    • B. 

      Brand Management

    • C. 

      Frequency

    • D. 

      Reach

  • 68. 
    The number of times an individual, household or business within a specified target market is exposed to a particular ad within a specified time period.
    • A. 

      Frequency

    • B. 

      Reach

    • C. 

      Marketing Plan

    • D. 

      Positioning

  • 69. 
    The particular group of consumers or demographic strata to whom your advertising message is targeted.
    • A. 

      Reach

    • B. 

      Target Audience

    • C. 

      Social Marketing

    • D. 

      Frequency

  • 70. 
    A department within an advertising agency staffed with different levels of managers who serve as a liaison between agency and client.
    • A. 

      Account management

    • B. 

      Account Planning

    • C. 

      Sales Promotion

    • D. 

      Social Marketing

  • 71. 
    Activities designed to generate unpaid news coverage or other positive impact with the "public."
    • A. 

      Positioning

    • B. 

      Target Audience

    • C. 

      Public Relations

    • D. 

      Marketing Plan

  • 72. 
    The quantity of money available for an ad campaign. Often divided into advertising, sales promotion, production, etc. 
    • A. 

      Objectives

    • B. 

      Marketing Plan

    • C. 

      Sales Promotion

    • D. 

      Advertising Budget

  • 73. 
    A written document designed to outline the marketing objective, the rationale for the objective and how it will be fulfilled. 
    • A. 

      Objectives

    • B. 

      Strategies

    • C. 

      Marketing Plan

    • D. 

      Situation Analysis

  • 74. 
    A phenomenon of interactive marketing; a new category of non-constructed advertising/marketing aimed at social groups in which they group participants create the system of communication.
    • A. 

      Social Marketing

    • B. 

      Sales Promotion

    • C. 

      Commercial Speech

    • D. 

      Media Strategy