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
- 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
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