Advertising Quiz: Practice Exam! Trivia

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Advertising Quiz: Practice Exam! Trivia - Quiz


What do you know about advertising, and would you be able to pass this quiz? Advertising is essential for both new and current businesses. It helps to communicate pertinent information to consumers, and it will introduce new relationships. It raises awareness for different brands that are available in the market. Advertising promotes products and creates consumer awareness. If you want to practice before the exam, this is the quiz for you.


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

    Correct Answer
    B. Advertising
    Explanation
    Advertising is the correct answer because it refers to paid communication through the media to promote a product, service, brand, or cause. Public relations, media, and marketing are related concepts but they do not specifically encompass paid communication. Advertising is the specific term used for this purpose.

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  • 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

    Correct Answer
    B. Marketing
    Explanation
    Marketing is the process of planning and executing various strategies such as concept development, pricing, promotion, and distribution, with the aim of creating exchanges that fulfill the objectives of both individuals and organizations. It involves identifying customer needs, designing products or services to meet those needs, and effectively communicating and delivering them to the target market. Marketing encompasses a wide range of activities and plays a crucial role in driving sales, building brand awareness, and maintaining customer satisfaction.

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  • 3. 

    IMC stands for: 

    • A.

      Integrated Media Communications

    • B.

      Integrated Media Conglomerates

    • C.

      Integrated Marketing Communications

    • D.

      Integrated Marketing Conglomerates

    Correct Answer
    C. Integrated Marketing Communications
    Explanation
    IMC stands for Integrated Marketing Communications. This term refers to the strategic coordination and integration of various marketing communication tools and techniques, such as advertising, public relations, sales promotions, direct marketing, and personal selling, to create a consistent and persuasive message to target audiences. Integrated Marketing Communications aims to ensure that all marketing communication efforts work together harmoniously to deliver a unified and impactful message to consumers.

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  • 4. 

    IMC starts with a customer or prospect.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    IMC, which stands for Integrated Marketing Communications, is a strategic approach that involves coordinating and integrating various marketing communication tools and channels to deliver a consistent and unified message to the target audience. This approach starts with understanding the customer or prospect, their needs, preferences, and behaviors. By starting with the customer or prospect, companies can tailor their marketing messages and communication strategies to effectively reach and engage with their target audience. Therefore, the given statement that IMC starts with a customer or prospect is true.

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  • 5. 

    IMC speaks with many voices.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    This statement suggests that IMC (Integrated Marketing Communications) has multiple perspectives or viewpoints. However, this is not true. IMC is a strategic approach that aims to coordinate and integrate various marketing communication tools and channels to deliver a consistent and unified message to the target audience. It emphasizes the importance of consistency and synergy in communication efforts. Therefore, IMC does not speak with many voices, but rather with one consistent voice.

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  • 6. 

    IMC affects behavior.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    IMC stands for Integrated Marketing Communications, which is a strategic approach used by organizations to coordinate their promotional efforts across various communication channels. The statement "IMC affects behavior" is true because a well-executed IMC campaign can influence consumer behavior by creating awareness, shaping attitudes, and ultimately driving purchase decisions. Through consistent messaging and integrated communication tactics, IMC can effectively communicate brand values, benefits, and promotional offers to target audiences, leading to desired behavioral outcomes such as increased brand loyalty, product adoption, or sales.

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  • 7. 

    MC builds a brief "flings" with the consumer.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    The statement "MC builds a brief 'flings' with the consumer" is not true. The term "flings" implies a short and casual relationship, which is not an effective strategy for building a strong and long-lasting connection with consumers. Building a successful relationship with consumers requires sustained effort, trust, and consistent engagement over time. Therefore, the correct answer is false.

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  • 8. 

    IMC is one media speaking with multiple voices.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    IMC stands for Integrated Marketing Communication, which is a strategic approach to marketing that aims to coordinate and integrate various communication channels to deliver a consistent and unified message to the target audience. It emphasizes the importance of maintaining a consistent brand voice across different media platforms. Therefore, IMC is not about speaking with multiple voices, but rather about maintaining a consistent and cohesive message across all communication channels. Therefore, the correct answer is False.

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  • 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

    Correct Answer
    E. All of the above are examples of IMCs
    Explanation
    All of the options listed in the question (Direct Mail, Premiums, Print Advertising, and Movie Trailers) are examples of Integrated Marketing Communications (IMC). IMC refers to the strategic coordination and integration of various marketing communication tools and channels to deliver a consistent and unified message to the target audience. These options represent different forms of marketing communication that can be used together as part of an IMC campaign.

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  • 10. 

    ___________ focuses on strategic brand building. ____________ focuses primarily on influencing consumer behavior.

    • A.

      IBP, IMC

    • B.

      IMC, Marcom

    • C.

      Marcom, IMC

    • D.

      IMC, IBP

    Correct Answer
    A. IBP, IMC
    Explanation
    Integrated Brand Promotion (IBP) focuses on strategic brand building, which involves developing and implementing a comprehensive plan to create and maintain a strong brand image in the market. IBP aims to build brand equity and enhance brand awareness among the target audience.

    On the other hand, Integrated Marketing Communication (IMC) focuses primarily on influencing consumer behavior. IMC is a holistic approach that integrates various marketing communication tools and channels to deliver a consistent and persuasive message to the target audience. It aims to create a seamless and unified communication experience for consumers, ultimately leading to desired consumer actions and behaviors.

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  • 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

    Correct Answer
    C. Advertising and Marketing Communication
    Explanation
    The term "Marcom" is an abbreviation for "Advertising and Marketing Communication." This term is commonly used in the business world to refer to the combined efforts of advertising and marketing departments to communicate with customers and promote products or services. It encompasses various strategies and channels such as advertising campaigns, public relations, sales promotions, and digital marketing.

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  • 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

    Correct Answer
    C. Integrated Marketing Communication, Integrated Brand Promotion
    Explanation
    The correct answer is Integrated Marketing Communication, Integrated Brand Promotion. This answer suggests that the market strategy has shifted from using Integrated Brand Promotion to using Integrated Marketing Communication. This means that instead of focusing solely on promoting the brand, the strategy now involves a more comprehensive approach that integrates various marketing communication channels and techniques. This shift indicates a more holistic and coordinated approach to marketing and promotion.

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  • 13. 

    The media is fragmented.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    The statement "The media is fragmented" is true. This means that the media industry is divided into various platforms, channels, and outlets, making it difficult for any single entity to control or dominate the entire media landscape. With the rise of digital media and the internet, consumers now have access to a wide range of sources for news, entertainment, and information. This fragmentation has led to increased competition, diversity of content, and a shift in power from traditional media gatekeepers to individual consumers who have more control over what they consume.

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  • 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

    Correct Answer
    B. Mass Media, Niche Media
    Explanation
    As research methods become more sophisticated, marketers are moving away from using mass media to target a broad audience. Instead, they are focusing on niche media, which allows them to reach specific target audiences more effectively. This shift is driven by the recognition that targeting a smaller, more specific audience can lead to higher engagement and better results in marketing campaigns.

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  • 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

    Correct Answer
    E. All of the above are types of advertising agencies
    Explanation
    All of the options listed in the question are types of advertising agencies. Creative boutiques specialize in creating unique and innovative advertising campaigns. Interactive agencies focus on digital advertising and engaging with customers through online platforms. Direct marketing agencies concentrate on direct communication and personalized marketing strategies. Promotion agencies specialize in promoting products or services through various promotional activities. Therefore, all of these options are valid types of advertising agencies.

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  • 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

    Correct Answer
    D. Fluctuating hourly rates
    Explanation
    Fluctuating hourly rates is not a financial compensation option for advertising agencies. Fee systems (including retainer), media commissions, production charges mark-up, and merit pay based on results are all common methods of compensating advertising agencies. Fluctuating hourly rates, on the other hand, typically refer to the billing method used by freelancers or consultants who charge clients based on the number of hours worked. This is not a common practice for advertising agencies, as they usually charge clients based on a fixed fee or commission structure.

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  • 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

    Correct Answer
    A. True
    Explanation
    Account services in advertising agencies play a crucial role in identifying the benefits a brand offers, determining the target audience, finding the best competitive positioning, and developing a comprehensive promotion plan. They are responsible for understanding the brand's unique selling points, conducting market research to identify the target market, analyzing competitor strategies, and creating an effective promotional strategy to maximize the brand's reach and impact. Therefore, the statement is true.

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  • 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

    Correct Answer
    A. Account Planning
    Explanation
    Account Planning represents the consumer within the agency, carries out the research function, and writes the creative brief. This role is responsible for understanding the target audience, conducting market research, and developing strategic insights to guide the creative process. Account Planners work closely with clients, account managers, and creative teams to ensure that the advertising and marketing efforts effectively reach and resonate with the intended consumers. They play a crucial role in shaping the overall marketing strategy and ensuring that the creative work aligns with the client's objectives and the target audience's needs.

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  • 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

    Correct Answer
    B. Account Management
    Explanation
    Account Management is the correct answer because it refers to the role within the agency that represents the client. Account Managers are responsible for building and maintaining relationships with clients, understanding their needs and objectives, and coordinating with different departments within the agency to ensure that the client's goals are met. They act as the main point of contact for the client and work closely with all departments to ensure effective communication and execution of the client's projects and campaigns.

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  • 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

    Correct Answer
    C. Media Planning and Buying Services
    Explanation
    Media Planning and Buying Services determine how a client's message can most effectively and efficiently reach the target audience. This involves strategic planning and analysis to identify the best media channels and platforms to use for advertising campaigns. Media planners research target demographics, consumer behavior, and market trends to make informed decisions on where and when to place advertisements. They also negotiate and buy media space or time to maximize the impact of the client's message. Overall, media planning and buying services play a crucial role in ensuring that the client's message reaches the right audience in the most effective and efficient way.

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  • 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

    Correct Answer
    A. Request for Proposal
    Explanation
    A Request for Proposal (RFP) 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."

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  • 22. 

    Creating an advertising pitch begins with a(n) ____________.

    • A.

      Account Planner

    • B.

      Creative Brief

    • C.

      RFP (Request for Proposal)

    • D.

      Audience Analysis

    Correct Answer
    B. Creative Brief
    Explanation
    A creative brief is a document that outlines the objectives, target audience, key messages, and creative direction for an advertising campaign. It serves as a guide for the creative team to develop ideas and concepts that align with the client's goals and resonate with the intended audience. The creative brief is an essential starting point in the advertising process as it provides a clear direction and ensures that all stakeholders are on the same page before the actual creative work begins.

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  • 23. 

    Which of the following does a creative brief NOT outline?

    • A.

      Consumer Insights

    • B.

      Support

    • C.

      Media Outlet

    • D.

      Tone

    • E.

      Brand Imperatives

    Correct Answer
    C. Media Outlet
    Explanation
    A creative brief is a document that outlines the key elements and objectives of a creative project. It provides guidance to the creative team on how to effectively communicate the brand's message. While a creative brief typically includes information about consumer insights, support, tone, and brand imperatives, it does not outline the specific media outlets to be used for the campaign. The decision on which media outlets to use is typically made during the media planning stage, which is separate from the creative brief.

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  • 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

    Correct Answer
    A. The Want
    Explanation
    The want is not an example of the consumer as a decision maker because it refers to a desire or preference for a particular product or service, rather than the actual decision-making process involved in making a purchase. The consumer as a decision maker involves activities such as internal and external searches for information, evaluating alternatives, and ultimately making a choice based on needs and preferences.

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  • 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

    Correct Answer
    B. Involvement
    Explanation
    Consumer decision making is determined by the consumer's involvement and prior experiences with the product or service in question. Involvement refers to the level of interest, importance, or personal relevance that a consumer attaches to a particular product or service. When consumers are highly involved, they are more likely to engage in extensive information search, consider multiple alternatives, and carefully evaluate the attributes and benefits of the product or service. Prior experiences with the product or service also play a crucial role in shaping consumer decision making, as positive experiences can lead to repeat purchases and brand loyalty, while negative experiences can result in avoidance or switching to a different brand.

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  • 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

    Correct Answer
    A. Internal problem solving
    Explanation
    Internal problem solving is not one of the four modes of consumer decision making. The four modes are extended problem solving, limited problem solving, habit/variety seeking, and brand loyalty. Internal problem solving refers to the process of individuals using their own thoughts and reasoning to solve problems, but it is not specifically related to consumer decision making.

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  • 27. 

    CGC stands for:

    • A.

      Constructively Gathered Consumerism

    • B.

      Consumer Granted Content

    • C.

      Content Granted Consumerism

    • D.

      Consumer Generated Content

    Correct Answer
    D. Consumer Generated Content
    Explanation
    CGC stands for Consumer Generated Content. This term refers to any form of content, such as videos, blogs, reviews, or social media posts, that is created by consumers rather than by professional content creators or brands. Consumer Generated Content is valuable for businesses as it allows them to tap into the authentic experiences and opinions of their customers, which can help build trust, increase brand awareness, and drive sales.

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  • 28. 

    Attitude is more important than meaning.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    This statement suggests that attitude holds more significance than meaning, implying that how someone perceives or approaches something is more important than the actual significance or interpretation of it. However, this is not true. While attitude can influence how we perceive and respond to things, meaning provides the foundation for understanding and communication. Meaning helps us make sense of the world, form connections, and convey information effectively. Therefore, meaning is ultimately more important than attitude.

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  • 29. 

    Two words that describe the "new" advertising are innovative and engaging.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    The statement suggests that the "new" advertising is characterized by being innovative and engaging. This means that the advertising is using new and creative approaches to capture the attention and interest of the audience. Therefore, the statement is true as it accurately describes the qualities of the "new" advertising.

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  • 30. 

    82% of today's 18 to 34-year-old demographic use online video games or online entertainment.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    The given statement states that 82% of today's 18 to 34-year-old demographic use online video games or online entertainment. This suggests that a large majority of young adults in this age group are engaged in online gaming or entertainment activities.

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  • 31. 

    The consumer is less in control than ever before.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    The statement "The consumer is less in control than ever before" is incorrect. In today's digital age, consumers have more control than ever before. With the rise of social media and online platforms, consumers have the ability to research, compare, and make informed decisions about products and services. They can easily access information, read reviews, and connect with other consumers to gather insights. Additionally, consumers have the power to voice their opinions and experiences, influencing brands and shaping their offerings. Therefore, the correct answer is false.

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  • 32. 

    Traditional forms of media do not have to contain references to the client's digital sites.

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    This statement is false because traditional forms of media can indeed contain references to the client's digital sites. In fact, many traditional media outlets such as newspapers, magazines, and television often include references to websites, social media accounts, or online content related to the client. This helps to drive traffic and engagement to the client's digital platforms and can be an effective way to integrate traditional and digital marketing strategies.

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  • 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%

    Correct Answer
    D. 3%
    Explanation
    A single exposure to rich media ads resulted in an average increase of 3% across all brand measures compared to the baseline score. This indicates that the rich media ads were effective in improving various aspects of the brand, with the highest improvements seen in awareness and association.

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  • 34. 

    Familiar static forms of online advertising in branding measures outperforms online video advertising.  Familiar static forms of online advertising in branding measures outperforms online video advertising. 

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    The statement is incorrect. It suggests that familiar static forms of online advertising in branding measures outperform online video advertising. However, there is no evidence or explanation provided to support this claim. Therefore, the statement is false.

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  • 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

    Correct Answer
    B. Relevant
    Explanation
    Targeting allows the advertiser to deliver relevant messages more precisely to their target audience whenever and wherever they are in the buying process. By targeting, advertisers can ensure that their messages align with the interests, needs, and preferences of their target audience, increasing the likelihood of engagement and conversion. This helps in delivering the right message to the right people at the right time, maximizing the effectiveness of the advertising campaign.

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  • 36. 

    What kind of targeting places ads on web pages that have relationships with the content of the page?

    • A.

      Contextual Targeting

    • B.

      Demographic Targeting

    • C.

      Affinity Targeting

    • D.

      Geographical Targeting

    Correct Answer
    A. Contextual Targeting
    Explanation
    Contextual targeting is a type of targeting that places ads on web pages based on the content of the page. It analyzes the keywords, themes, and context of the page to determine the most relevant ads to display. This type of targeting ensures that the ads are shown to users who are likely to be interested in the content and therefore more likely to engage with the ads.

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  • 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

    Correct Answer
    D. Behavioral Targeting
    Explanation
    Behavioral targeting allows networks to trace the patterns of clicks and pages viewed across their network. This type of targeting analyzes the behavior and browsing habits of users to deliver more relevant ads and content. By tracking and understanding user behavior, networks can tailor advertisements based on the specific interests and preferences of individual users. This helps to improve the effectiveness of advertising campaigns and increase the likelihood of desired actions, such as clicks or conversions.

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  • 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

    Correct Answer
    B. Geographical Targeting
    Explanation
    Geographical targeting is the correct answer because it refers to the practice of serving ads to specific geographic areas. This technique allows advertisers to reach a specific audience in a particular location, increasing the chances that customers in that area will see the ads. By targeting ads geographically, advertisers can ensure that their messages are relevant to the local audience, increasing the effectiveness of their campaigns.

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  • 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

    Correct Answer
    C. Daypart Targeting
    Explanation
    Daypart targeting is used because consumers use media differently throughout the day. This type of targeting allows advertisers to reach their target audience at specific times of the day when they are most likely to engage with the media. By understanding the patterns of consumer behavior and media consumption throughout the day, advertisers can optimize their ad placements and messaging to effectively reach and engage their target audience during those specific periods. This helps in maximizing the impact and effectiveness of advertising campaigns.

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  • 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

    Correct Answer
    B. Affinity Targeting
    Explanation
    Affinity targeting is used to attract consumers with particular interests. This type of targeting focuses on reaching individuals who have shown a strong affinity or interest in specific topics or categories. By identifying and targeting these consumers, advertisers can tailor their messages and offerings to better resonate with their interests, increasing the likelihood of engagement and conversion. Affinity targeting allows advertisers to reach a more relevant audience and maximize the effectiveness of their marketing efforts.

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  • 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

    Correct Answer
    D. Purchase-Based Category Targeting
    Explanation
    Purchase-Based Category Targeting serves ads to web surfers whose online persona suggests that they are in a brand's target market based on their previous purchase behavior. This means that the targeting is done by analyzing the purchase history and preferences of users, allowing advertisers to reach those who have shown interest or have a higher likelihood of purchasing products or services in a specific category. This type of targeting helps brands to focus their advertising efforts on potential customers who have already demonstrated a purchasing intent in a particular category.

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  • 42. 

    In online targeting, the underlying data must be valid, reliable, and current.

    • A.

      True

    • B.

      False

    Correct Answer
    A. True
    Explanation
    In online targeting, having valid, reliable, and current data is crucial for effective targeting. Without accurate data, it becomes difficult to accurately identify and reach the intended audience. Valid data ensures that the information is accurate and relevant, reliable data ensures that the information is trustworthy and consistent, and current data ensures that the information is up-to-date and reflective of the current market conditions. Therefore, it is important for online targeting to have valid, reliable, and current data.

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  • 43. 

    Targeting strategies need not support your advertising objective upfront. 

    • A.

      True

    • B.

      False

    Correct Answer
    B. False
    Explanation
    Targeting strategies play a crucial role in supporting advertising objectives. By defining and reaching the right audience, targeting strategies ensure that the advertising message reaches the intended audience, increasing the chances of achieving the desired objective. Therefore, targeting strategies do need to support the advertising objective upfront.

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  • 44. 

    ___________ measures the number of people who came to your site and didn't stay or engage.

    • A.

      Frequency

    • B.

      Flee Rate

    • C.

      Bounce Rate

    • D.

      Conversion Rate

    Correct Answer
    C. Bounce Rate
    Explanation
    Bounce Rate measures the number of people who came to your site and didn't stay or engage. It indicates the percentage of visitors who leave your website after only viewing one page. A high bounce rate usually suggests that the website's content or design is not engaging enough to keep visitors interested.

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  • 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

    Correct Answer
    B. Conversion Rate
    Explanation
    The conversion rate refers to the percentage of visitors who respond to the ad's call to action, divided by the number of impressions or visitors. It is a metric that measures the effectiveness of a marketing campaign in terms of converting visitors into customers or taking a desired action. A higher conversion rate indicates a more successful campaign, while a lower rate may indicate the need for optimization or improvement in the ad's call to action.

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  • 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

    Correct Answer
    D. Revenue Stream
    Explanation
    The question is asking about a factor that asks if your return is in line with your ultimate goals for the website. Out of the given options, "Revenue Stream" is the most relevant choice. A revenue stream refers to the income generated from the website, and it is an important factor to consider when evaluating if the return on investment aligns with the website's goals.

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  • 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

    Correct Answer
    A. Multi-Channel Impact
    Explanation
    The given correct answer is "Multi-Channel Impact." This answer suggests that the question is asking about the impact of funneling customers to either retail partners or the phone channel. It implies that the question is related to analyzing the effectiveness and outcomes of utilizing multiple channels for customer acquisition and engagement.

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  • 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

    Correct Answer
    E. All of the above must be done prior to the campaign
    Explanation
    Prior to the beginning of an advertising campaign, it is necessary to conduct concept testing to evaluate the potential effectiveness of different advertising concepts. Focus groups of the target audience are also important to gather feedback and insights on their preferences and opinions. Pretesting involves testing the advertising materials with a sample audience to identify any potential issues or areas for improvement. Diagnostics refer to analyzing the advertising campaign's performance and effectiveness. Therefore, all of these steps must be done prior to the campaign to ensure its success.

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  • 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

    Correct Answer
    B. Brand Penetration
    Explanation
    Brand penetration refers to the number of customers purchasing a specific brand relative to the total population of the market. It is a measure of the brand's market share and its ability to attract and retain customers compared to its competitors. A high brand penetration indicates a strong presence in the market and a large customer base, while a low brand penetration suggests that the brand has limited reach and appeal.

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  • 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

    Correct Answer
    C. Tracking Studies
    Explanation
    Tracking Studies are a type of post-research. They involve the continuous monitoring and measurement of certain variables over a period of time to track changes, trends, or performance. Therefore, the correct answer is Tracking Studies.

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Quiz Review Timeline +

Our quizzes are rigorously reviewed, monitored and continuously updated by our expert board to maintain accuracy, relevance, and timeliness.

  • Current Version
  • Mar 22, 2023
    Quiz Edited by
    ProProfs Editorial Team
  • Apr 20, 2009
    Quiz Created by
    Hath2551
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