Advertising Final Exam Review
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The marketing world is currently knocking on the door and the key is passing your exam finals. Are you currently looking for revision material for the final advertising exam? The test below is designed to help you review all your course work and ensure you don’t fail. Give it a try and. All the best!
Questions and Answers
- 1.
Who created the USP?
- A.
Mary Wells
- B.
John Orr Young
- C.
Cyrus Curtis
- D.
Rosser Reeves
Correct Answer
D. Rosser ReevesExplanation
Rosser Reeves is credited with creating the USP, which stands for Unique Selling Proposition. The USP is a marketing concept that emphasizes the unique and compelling aspects of a product or service to differentiate it from competitors and attract customers. Reeves believed that a strong USP was essential for successful advertising campaigns and brand positioning. He popularized the term and developed strategies to effectively communicate the USP to consumers. Reeves' contributions to advertising and marketing have had a lasting impact on the industry.Rate this question:
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- 2.
The first female principal of an advertising agency was:
- A.
Helen Resor
- B.
Mary Wells
- C.
Lydia Pinkham
- D.
Celia Overton
Correct Answer
B. Mary WellsExplanation
Mary Wells is considered the first female principal of an advertising agency. She co-founded the advertising agency Wells Rich Greene in 1966 and served as its president. Wells was a pioneer in the industry, known for her creative and innovative campaigns. She broke barriers and shattered glass ceilings, paving the way for future women in advertising.Rate this question:
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- 3.
Who were advertising's Big Three?
- A.
Stanley Resor, Helen Resor and James Orr Young
- B.
Ray Rubicam, Elmo Caulkins and Theodore McManus
- C.
David Ogilvy, Leo Burnet and Bill Bernbach
- D.
Cyrus Curtis, Rosser Reeves and J. Walter Thompson
Correct Answer
C. David Ogilvy, Leo Burnet and Bill BernbachExplanation
David Ogilvy, Leo Burnett, and Bill Bernbach were known as advertising's Big Three. They were influential figures in the advertising industry and made significant contributions to the field. David Ogilvy is considered the "Father of Advertising" and founded the agency Ogilvy & Mather. Leo Burnett founded the agency Leo Burnett Worldwide and is known for creating iconic advertising campaigns. Bill Bernbach co-founded the agency Doyle Dane Bernbach (DDB) and revolutionized the industry with his creative and innovative approach to advertising. Together, these three individuals played a major role in shaping the modern advertising landscape.Rate this question:
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- 4.
Who created America's first big marketing success?
- A.
King Gillette
- B.
Rosser Reeves
- C.
Albert Lasker
- D.
J. Walter Thompson
Correct Answer
A. King GilletteExplanation
King Gillette is credited with creating America's first big marketing success because he invented the disposable safety razor and successfully marketed it to the masses. His innovation revolutionized the shaving industry and his marketing strategies, such as giving away the razor handle for free and making profits from selling the disposable blades, became a model for future marketing campaigns. Gillette's success not only transformed the shaving industry but also set a precedent for other industries to adopt similar marketing techniques.Rate this question:
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- 5.
Advertising's first account/creative team was composed of:
- A.
Helen and Stanley Resor
- B.
John Kennedy and Claude Hopkins
- C.
Elmo Caulkins and Theodore McManus
- D.
Leo Burnett and Bill Bernbach
Correct Answer
A. Helen and Stanley ResorExplanation
Helen and Stanley Resor were the first account/creative team in advertising. They were pioneers in the field and played a crucial role in shaping the industry. Their collaboration and expertise paved the way for future advertising professionals and set a high standard for creativity and innovation in advertising campaigns.Rate this question:
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- 6.
Who established the 15% commission as a means of ad agency compensation?
- A.
Albert Lasker
- B.
J. Walter Thompson
- C.
Claude Hopkins
- D.
Cyrus Curtis
Correct Answer
D. Cyrus CurtisExplanation
Cyrus Curtis established the 15% commission as a means of ad agency compensation.Rate this question:
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- 7.
Who established "push" advertising as a form of customer persuasion?
- A.
Elmo Caulkins and Theodore McManus
- B.
Albert Lasker and J. Walter Thompson
- C.
Claude Hopkins and John Kennedy
- D.
Ray Rubicam and John Orr Young
Correct Answer
C. Claude Hopkins and John KennedyExplanation
Claude Hopkins and John Kennedy established "push" advertising as a form of customer persuasion. They were pioneers in the field of advertising and developed techniques to actively promote products and persuade customers to make purchases. Their work laid the foundation for modern advertising strategies and greatly influenced the industry.Rate this question:
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- 8.
Who established "pull" advertising?
- A.
Claude Hopkins and John Kennedy
- B.
Albert Lasker and J. Walter Thompson
- C.
Elmo Caulkins and Theodore McManus
- D.
Cyrus Curtis and Ray Rubicam
Correct Answer
C. Elmo Caulkins and Theodore McManusExplanation
Elmo Caulkins and Theodore McManus established "pull" advertising.Rate this question:
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- 9.
Who founded the advertising agency that is now "Foote, Cone and Belding?"
- A.
Bruce Barton
- B.
Ray Rubicam
- C.
Albert Lasker
- D.
John Orr Young
Correct Answer
C. Albert LaskerExplanation
Albert Lasker is the correct answer because he founded the advertising agency that eventually became known as "Foote, Cone and Belding." Lasker was a prominent figure in the advertising industry and played a significant role in shaping modern advertising practices. He was known for his innovative and persuasive advertising campaigns, and his agency played a key role in the development of the industry.Rate this question:
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- 10.
Following America's industrialization, advertising was all about pitching products to the American people until what event caused a change in emphasis?
- A.
Prohibition
- B.
Presidential election
- C.
World War II
- D.
Mass Education
Correct Answer
C. World War IIExplanation
During World War II, there was a shift in advertising emphasis due to the war effort. Advertisements started focusing more on patriotism and supporting the war rather than solely pitching products. The war created a sense of unity and national pride, and advertisers capitalized on this by promoting products that were essential for the war effort or portrayed as patriotic. This change in emphasis was a result of the war's impact on society and the need to rally the American people behind the war cause.Rate this question:
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- 11.
Who determined that moral virtue is the appropriate location between two extremes?
- A.
Emanuel Kant
- B.
Thomas Aquinas
- C.
Aristotle
- D.
J.S. Mill
Correct Answer
C. AristotleExplanation
Aristotle is the correct answer because he believed that moral virtue lies between two extremes. He argued that a person should avoid both excess and deficiency, finding the right balance in their actions and emotions. This concept of the "golden mean" influenced his ethical theory and had a significant impact on Western philosophy.Rate this question:
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- 12.
Which of these is NOT one of the paradigm shifts that helped create the need for advertising?
- A.
Mass communication
- B.
Mass education
- C.
Mass production
- D.
Mass distribution
- E.
All of the above ARE paradigm shifts leading to the creation of advertising
Correct Answer
E. All of the above ARE paradigm shifts leading to the creation of advertisingExplanation
The correct answer is "All of the above ARE paradigm shifts leading to the creation of advertising." This means that all of the options listed (mass communication, mass education, mass production, and mass distribution) are considered paradigm shifts that contributed to the development of advertising. These shifts in society, such as the ability to reach a large audience through mass communication or the increase in production and distribution capabilities, created a need for advertising to effectively reach and inform consumers.Rate this question:
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- 13.
Self-regulation of advertising in the United States is often based on which of these:
- A.
Money versus ethics
- B.
Strategy versus ethics
- C.
Ad agency's own moral judgement
- D.
All of the above
Correct Answer
D. All of the aboveExplanation
The correct answer is "All of the above". Self-regulation of advertising in the United States is often based on a combination of factors including money versus ethics, strategy versus ethics, and the ad agency's own moral judgment. This means that advertising practices can be influenced by financial considerations, ethical considerations, strategic considerations, and the personal beliefs and values of the agency.Rate this question:
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- 14.
The ad, The Penalty of Leadership, for Cadillac was actually the beginning of:
- A.
Truth in advertising
- B.
The advertising code
- C.
Comparative advertising
- D.
The 15% agency commission
Correct Answer
C. Comparative advertisingExplanation
The correct answer is Comparative advertising. The ad, The Penalty of Leadership, for Cadillac marked the beginning of comparative advertising. Comparative advertising involves directly comparing one's product or brand with a competitor's in order to highlight its superiority or unique features. This type of advertising strategy aims to persuade consumers to choose their product over competitors by showcasing its advantages. The ad for Cadillac set a precedent for future advertising campaigns that would employ comparative advertising techniques.Rate this question:
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- 15.
Advertising is NOT supposed to accomplish which of the following:
- A.
Persuade the consumer to buy, try or consider a product
- B.
Provide sufficient information for the consumer to decide to buy or not to buy
- C.
Encourage the consumer to buy regardless of need
- D.
Make a conscious effort to ethically enhance the image of the product or company
Correct Answer
C. Encourage the consumer to buy regardless of needExplanation
Advertising is not supposed to encourage the consumer to buy regardless of need. The purpose of advertising is to persuade the consumer to buy, try, or consider a product, provide sufficient information for the consumer to make a decision, and make a conscious effort to ethically enhance the image of the product or company. However, encouraging consumers to buy regardless of need goes against the ethical responsibility of advertising, as it may lead to wasteful consumption and exploitation of consumers.Rate this question:
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- 16.
The National Advertising Review Council (NARC) was established to provide guidance for standards of truth and accuracy for which of these units?
- A.
The National Advertising Review Board (NARB)
- B.
The Children's Advertising Unit (CARU)
- C.
The Electronic Retailing Self-Regulation Program (ERSP)
- D.
All of the above
Correct Answer
D. All of the aboveExplanation
The National Advertising Review Council (NARC) was established to provide guidance for standards of truth and accuracy for all of the mentioned units: The National Advertising Review Board (NARB), The Children's Advertising Unit (CARU), and The Electronic Retailing Self-Regulation Program (ERSP). This means that NARC oversees and ensures that these units adhere to the principles of truth and accuracy in advertising.Rate this question:
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- 17.
The advertising agency responsible for the creation of the Honda :power of dreams" campaign is:
- A.
Young and Rubicam
- B.
Wieden and Kennedy
- C.
Leo Burnett
- D.
David Ogilvy
Correct Answer
A. Young and RubicamExplanation
Young and Rubicam is the correct answer because they are the advertising agency responsible for creating the "power of dreams" campaign for Honda. They have a reputation for creating successful and memorable advertising campaigns and have worked with numerous high-profile clients in the past. Their expertise and creativity make them a likely choice for a campaign as iconic as "power of dreams".Rate this question:
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- 18.
Advertising is at its best when which of the following criteria is met?
- A.
Cost per thousand is lowest
- B.
Level of creativity is Highest
- C.
Media buys are efficient
- D.
All of the above
Correct Answer
B. Level of creativity is HighestExplanation
The level of creativity being highest is the best criteria for advertising because it allows for unique and attention-grabbing advertisements that are more likely to resonate with the target audience. Creative advertisements stand out from the competition and can leave a lasting impression on consumers, increasing brand awareness and potential sales. Additionally, creative advertisements have the potential to go viral and generate organic buzz, further amplifying their impact. Therefore, when the level of creativity is highest, advertising is more likely to be effective and successful.Rate this question:
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- 19.
The Consumer's Bill of Rights states all of the following EXCEPT which of these:
- A.
The consumer shall exercise personal responsibility over all buying and consuming experiences
- B.
The consumer shall not be coerced into buying by any legitimate advertising message
- C.
The consumer is free to use any or all of every advertising message they read or hear
- D.
The consumer can tune out any advertising message he/she does not want to hear
Correct Answer
C. The consumer is free to use any or all of every advertising message they read or hearExplanation
The Consumer's Bill of Rights includes the right for consumers to exercise personal responsibility over their buying and consuming experiences, the right to not be coerced into buying by any legitimate advertising message, and the right to tune out any advertising message they do not want to hear. Therefore, the correct answer is that the consumer is not necessarily free to use any or all of every advertising message they read or hear.Rate this question:
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- 20.
Which of the following does NOT regulate advertising to children?
- A.
The Children's Advertising Review Unit
- B.
The Children's Online Privacy Act
- C.
The Federal Communications Commission
- D.
All of the above regulate advertising to children
Correct Answer
D. All of the above regulate advertising to childrenExplanation
All of the options listed in the question regulate advertising to children. The Children's Advertising Review Unit is an organization that monitors and regulates advertising targeted at children. The Children's Online Privacy Act also includes provisions to protect children from targeted advertising online. The Federal Communications Commission has the authority to regulate advertising on television and radio, including advertisements directed at children. Therefore, all of the options mentioned in the question are involved in regulating advertising to children.Rate this question:
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- 21.
How does advertising promote brand equity?
- A.
It has the potential to be noticed and remembered
- B.
It can register the brand name with the consumer and convey its message or image
- C.
It can persuade the consumer to buy or use the brand
- D.
All of the above
Correct Answer
D. All of the aboveExplanation
Advertising promotes brand equity by having the potential to be noticed and remembered, registering the brand name with the consumer and conveying its message or image, as well as persuading the consumer to buy or use the brand. By achieving all of these objectives, advertising helps to build a strong brand identity and reputation, which in turn increases brand equity.Rate this question:
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- 22.
When a product needs updating or revising, particularly if it has a quality or reputation problem in the market, it's called:
- A.
Restructuring
- B.
Brand Value
- C.
Rebranding
- D.
Brand Equity
Correct Answer
C. RebrandingExplanation
Rebranding is the correct answer because it refers to the process of updating or revising a product, especially when there are quality or reputation issues in the market. This involves changing the brand image, name, logo, or other elements to create a fresh perception among consumers. It helps to distance the product from its previous negative associations and rebuild its reputation in the market.Rate this question:
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- 23.
Which of the following defines brand extension?
- A.
A benchmark that measures the performance of a brand
- B.
A plan for systematic development of a brand to enable it to meet its stated objectives
- C.
Leveraging the values of the brand to take it into new markets and sectors
- D.
How an organization structures and names the brands in its portfolio
Correct Answer
C. Leveraging the values of the brand to take it into new markets and sectorsExplanation
Brand extension refers to leveraging the values and reputation of an existing brand to enter new markets and sectors. This strategy allows a brand to capitalize on its existing customer base and brand equity to expand its product or service offerings. By extending the brand into new markets, the company can potentially reach a wider audience and generate additional revenue streams. This approach also helps to strengthen the brand's overall presence and increase its market share.Rate this question:
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- 24.
Some of the disadvantages of clutter are:
- A.
It lowers overall consumers awareness
- B.
It makes it difficult to establish favorable brand attitudes
- C.
It can hide some really good advertising that would otherwise be effective
- D.
All of the above
Correct Answer
D. All of the aboveExplanation
Clutter has several disadvantages. Firstly, it lowers overall consumer awareness as too many advertisements can overwhelm consumers and make it difficult for them to pay attention to any specific brand or message. Secondly, clutter makes it difficult to establish favorable brand attitudes as consumers may become annoyed or disinterested with the excessive amount of advertising. Lastly, clutter can hide some really good advertising that would otherwise be effective, as it may get lost among the numerous other advertisements. Thus, all of the given options correctly highlight the disadvantages of clutter.Rate this question:
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- 25.
What is brand value?
- A.
A benchmark that measures the performance of a brand
- B.
A plan for systematic development of a brand to enable it to meet its stated objectives
- C.
Leveraging the values of the brand to take it into new markets and sectors
- D.
Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive meaningful and compelling way
Correct Answer
A. A benchmark that measures the performance of a brandExplanation
Brand value refers to a benchmark that measures the performance of a brand. This means that it is a way to assess the success and effectiveness of a brand in achieving its goals and objectives. By measuring various factors such as brand recognition, customer loyalty, market share, and financial performance, brand value provides a quantitative measure of how well a brand is performing in the marketplace. It helps businesses understand the overall worth and impact of their brand on consumers and the market.Rate this question:
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- 26.
Which of these is NOT a criteria for building long term brand loyalty?
- A.
Introduction
- B.
Positioning
- C.
Elaboration
- D.
Fortification
Correct Answer
B. PositioningExplanation
Positioning is not a criteria for building long term brand loyalty. Positioning refers to the process of creating an image or perception of a brand in the minds of consumers. While positioning is important for establishing a brand's identity and differentiation in the market, it is not directly linked to building long term brand loyalty. Building brand loyalty requires factors such as consistent product quality, customer satisfaction, trust, emotional connection, and delivering value to customers over time.Rate this question:
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- 27.
Which of the following defines branding?
- A.
Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way
- B.
Leveraging the values of a brand to take it into new markets and sector
- C.
A benchmark that measures the performance of a brand
- D.
All of the above
Correct Answer
A. Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling wayExplanation
Branding is the process of selecting and blending tangible and intangible attributes in order to differentiate a product, service, or corporation. This involves creating a unique and appealing identity that sets it apart from competitors. By combining both tangible elements (such as design, packaging, and features) and intangible elements (such as values, emotions, and experiences), a brand can create a meaningful and compelling image that attracts customers. This definition encompasses the essence of branding and explains how it helps in establishing a distinct and attractive presence in the market.Rate this question:
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- 28.
Which of the following is NOT a criteria for developing a strong brand name?
- A.
Compelling benefits
- B.
Emotions evoked in the consumer
- C.
A one-word description
- D.
Positioning
Correct Answer
D. PositioningExplanation
Positioning is not a criteria for developing a strong brand name. While positioning is important for a brand's overall strategy and marketing efforts, it is not directly related to the development of a brand name. A strong brand name should have compelling benefits, evoke emotions in the consumer, and ideally, be described in one word. Positioning, on the other hand, refers to how a brand positions itself in relation to its competitors in the market.Rate this question:
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- 29.
Which of the following is NOT a media type?
- A.
Newspapers
- B.
Magazines
- C.
Esquire
- D.
Internet
Correct Answer
C. EsquireExplanation
Esquire is not a media type because it is a specific magazine title, not a general category of media. Newspapers, magazines, and the internet are all types of media that can be used to disseminate information or entertainment to a wide audience. Esquire, on the other hand, is a specific magazine that focuses on men's lifestyle and interests.Rate this question:
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- 30.
Which of these is NOT a non-traditional media method?
- A.
Guerilla
- B.
CRM
- C.
Product Placement
- D.
Journals/Newsletters
Correct Answer
D. Journals/NewslettersExplanation
Journals/Newsletters are not considered non-traditional media methods. Non-traditional media methods refer to unconventional advertising or promotional techniques that go beyond traditional channels such as television, radio, and print. Guerilla marketing involves using unconventional and unexpected methods to promote a product or service. CRM (Customer Relationship Management) is a strategy that focuses on building and maintaining relationships with customers. Product Placement is a form of advertising where products or brands are featured in movies, TV shows, or other forms of media. Journals/Newsletters, on the other hand, are more traditional forms of media that have been used for a long time to disseminate information and news.Rate this question:
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- 31.
Geographically, which of these is NOT an ad agency type?
- A.
Local agencies
- B.
Global agencies
- C.
International affiliates
- D.
National affiliates
Correct Answer
D. National affiliatesExplanation
National affiliates are not an ad agency type in terms of geography. While local agencies operate within a specific local area, global agencies have a presence worldwide, and international affiliates are agencies that are part of a global network but operate in specific countries or regions, national affiliates do not fall under any specific geographic categorization.Rate this question:
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- 32.
Which of these is NOT a system of ad agency compensation?
- A.
Media commissions
- B.
Fee system
- C.
Rate card plus
- D.
Production charge mark-ups
Correct Answer
C. Rate card plusExplanation
Rate card plus is not a system of ad agency compensation. Media commissions, fee system, and production charge mark-ups are all commonly used methods of compensating ad agencies. Rate card plus, however, is not a recognized system of ad agency compensation.Rate this question:
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- 33.
Which of the following is NOT an ad agency holding company?
- A.
Omnicom
- B.
Publicis
- C.
Wieden and Kennedy
- D.
WPP
Correct Answer
C. Wieden and KennedyExplanation
Wieden and Kennedy is not an ad agency holding company because it is an independent advertising agency, rather than a company that owns multiple advertising agencies. Unlike Omnicom, Publicis, and WPP, Wieden and Kennedy does not have a network of subsidiary agencies under its ownership.Rate this question:
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- 34.
Which of the following partially defines the account planning department?
- A.
Creates concepts and ideas that drive the advertising
- B.
Represents the client within the agency
- C.
Manages and oversees details of producing finished ads
- D.
Represents the consumer within the agency
Correct Answer
D. Represents the consumer within the agencyExplanation
The account planning department represents the consumer within the agency. This means that they are responsible for understanding the needs, preferences, and behaviors of the target audience. They gather insights and data about the consumer to inform the development of advertising strategies and campaigns. By representing the consumer, the account planning department ensures that the agency's work is relevant and effective in reaching and engaging the intended audience.Rate this question:
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- 35.
Which of these is NOT a function of agency account services?
- A.
Develops the messages to be delivered
- B.
Develops a complete promotion plan
- C.
Identifies the benefits a brand offers
- D.
Identifies the target audience
Correct Answer
A. Develops the messages to be deliveredExplanation
Agency account services is responsible for managing client relationships and overseeing the execution of advertising and marketing campaigns. They develop a complete promotion plan, identify the benefits a brand offers, and identify the target audience. However, developing the messages to be delivered is typically the responsibility of the creative department or copywriters within the agency, rather than account services.Rate this question:
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- 36.
Which of these is NOT considered rich media?
- A.
Animation
- B.
Streaming media
- C.
Optimized landing page
- D.
Dynamic HTML
Correct Answer
C. Optimized landing pageExplanation
An optimized landing page is not considered rich media because it refers to a webpage that is designed to convert visitors into leads or customers. It focuses on providing relevant information and a clear call-to-action, rather than using interactive elements like animation or streaming media. Rich media typically includes multimedia elements that engage users, such as videos, audio, or interactive graphics.Rate this question:
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- 37.
Which of the following is NOT a section of the media plan?
- A.
Situation analysis
- B.
Objectives and strategies
- C.
Executive summary
- D.
Positioning statement
Correct Answer
D. Positioning statementExplanation
A positioning statement is not a section of the media plan because it is a separate marketing tool used to communicate the unique value and positioning of a product or brand to the target audience. The media plan, on the other hand, includes sections such as situation analysis, objectives and strategies, and an executive summary, which outline the current market situation, the goals and tactics for the media campaign, and a summary of the plan respectively.Rate this question:
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- 38.
In the consumer-centric online, which of these categories goes OUT from the consumer?
- A.
Online shopping and buying
- B.
Targeting
- C.
News
- D.
Entertainment
Correct Answer
A. Online shopping and buyingExplanation
Online shopping and buying goes out from the consumer because it involves the consumer purchasing products or services from online platforms. The consumer is actively engaged in the process of selecting and buying items online, making it a category that is driven by consumer demand and choice. On the other hand, targeting, news, and entertainment are categories that are directed towards the consumer, providing them with personalized content, information, or entertainment options.Rate this question:
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- 39.
Which of these is NOT an online ad category?
- A.
Rectangles and pop-ups
- B.
Banners and buttons
- C.
Full bleed pages
- D.
Skyscrapers
Correct Answer
C. Full bleed pagesExplanation
Full bleed pages are not an online ad category. Full bleed refers to an image or design that extends to the edge of the page without any margins or borders. While rectangles and pop-ups, banners and buttons, and skyscrapers are all common types of online ads, full bleed pages do not fall into this category as they pertain to the layout and design of a webpage rather than an advertisement format.Rate this question:
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- 40.
Which of these steps is necessary before beginning the media plan?
- A.
Determine the target audience
- B.
Determine objectives
- C.
Determine budget
- D.
All of the above
Correct Answer
D. All of the aboveExplanation
Before beginning the media plan, it is necessary to determine the target audience, objectives, and budget. Determining the target audience helps in understanding who the campaign is intended for and how to effectively reach them. Determining objectives sets clear goals and outcomes that the media plan aims to achieve. Determining the budget helps in allocating resources and determining the scope of the media plan. Therefore, all of these steps are necessary before starting the media plan.Rate this question:
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- 41.
If part of the market cannot be reached by a single medium, which of the following is true?
- A.
Market reach can be increased with the roadblock tactic
- B.
Percentage not covered may not the worth the cost of an additional medium
- C.
Most target audiences consume only one medium
- D.
Use duplicate audiences and programming
Correct Answer
B. Percentage not covered may not the worth the cost of an additional mediumExplanation
If part of the market cannot be reached by a single medium, it implies that there are certain segments of the target audience that cannot be effectively reached through a single advertising channel. The correct answer suggests that it may not be worth the cost of adding another medium to cover the percentage of the market that is not covered. This implies that the cost of using an additional medium may outweigh the potential benefits of reaching a small portion of the market that cannot be reached through the initial medium.Rate this question:
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- 42.
In the consumer-centric online, which of these categories comes IN to the consumer?
- A.
Search Engine Advertising
- B.
Unaided Search
- C.
WOM
- D.
All of the above
Correct Answer
A. Search Engine AdvertisingExplanation
Search Engine Advertising comes IN to the consumer in the consumer-centric online. This means that the consumer is exposed to search engine advertisements while they are engaging in online activities. Search Engine Advertising involves placing ads on search engine result pages, targeting specific keywords or search queries. These ads are displayed to consumers who are actively searching for information or products online, making it an effective way to reach potential customers and drive traffic to a website.Rate this question:
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- 43.
Which of these is NOT considered a primary media form?
- A.
Electronic
- B.
Out of home
- C.
Print
- D.
Direct Marketing
Correct Answer
D. Direct MarketingExplanation
Direct Marketing is not considered a primary media form because it is a form of marketing that involves directly reaching out to individual customers through various channels such as email, direct mail, telemarketing, or SMS. It is a marketing technique rather than a media form itself. Primary media forms typically refer to the main channels or platforms through which advertising or content is distributed, such as electronic media (TV, radio, internet), print media (newspapers, magazines), and out of home media (billboards, transit ads).Rate this question:
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- 44.
Which of these helps determine the right frequency number?
- A.
Level of brand awareness
- B.
Content of the message
- C.
Sophistication of the target audience
- D.
All of the above
Correct Answer
D. All of the aboveExplanation
All of the factors mentioned in the options - level of brand awareness, content of the message, and sophistication of the target audience - contribute to determining the right frequency number. The level of brand awareness helps in understanding how familiar the target audience is with the brand and its message. The content of the message plays a crucial role in determining how frequently it needs to be communicated to effectively reach and engage the target audience. The sophistication of the target audience influences their receptiveness and understanding of the message, which in turn affects the optimal frequency of communication.Rate this question:
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- 45.
Which of these criteria is used when determining whether or not to use a media mix?
- A.
To extend the reach of your media plan
- B.
To reach different kinds of audiences by lifestyle and demographic
- C.
To stress different product benefits based on the different characteristics of each medium
- D.
All of the above
Correct Answer
D. All of the aboveExplanation
A media mix is determined by considering various criteria. One criterion is to extend the reach of the media plan, which means using multiple media channels to reach a larger audience. Another criterion is to reach different kinds of audiences based on their lifestyle and demographic characteristics. Lastly, a media mix allows for stressing different product benefits based on the unique characteristics of each medium. Therefore, all of these criteria are considered when determining whether or not to use a media mix.Rate this question:
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- 46.
Which of these are NOT criteria for choosing media?
- A.
Flexibility
- B.
Audience Flexibility
- C.
Production Flexibility
- D.
Ability to Target
Correct Answer
B. Audience FlexibilityExplanation
Audience flexibility is not a criteria for choosing media. This means that the ability to adapt or cater to different types of audiences is not a factor when selecting a media platform. The other criteria listed, such as flexibility, production flexibility, and ability to target, are all relevant factors that are considered when choosing media.Rate this question:
-
- 47.
Which of these is NOT a form of developmental research?
- A.
Idea generation
- B.
Concept testing
- C.
Tracking study
- D.
Audience definition
Correct Answer
C. Tracking studyExplanation
A tracking study is a form of research that involves monitoring and measuring changes over time. It is used to track the progress or performance of a specific variable or set of variables. In contrast, idea generation, concept testing, and audience definition are all forms of developmental research. Idea generation focuses on generating new ideas or concepts, concept testing involves evaluating the feasibility and appeal of a specific concept, and audience definition aims to identify and understand the characteristics and preferences of a target audience.Rate this question:
-
- 48.
In-page rich media can include which of the following?
- A.
Embedded games
- B.
Registration forms
- C.
Video
- D.
All of the above
Correct Answer
D. All of the aboveExplanation
In-page rich media refers to various types of interactive content that can be displayed on a webpage. This can include embedded games, registration forms, and videos. All of these options are valid examples of in-page rich media as they enhance user engagement and provide interactive experiences on a website.Rate this question:
-
- 49.
Which of these is NOT a form of advertising scheduling?
- A.
Flighting
- B.
Continuous
- C.
Residual
- D.
Pulsing
Correct Answer
C. ResidualExplanation
Residual is not a form of advertising scheduling because it refers to the remaining or leftover advertising budget that is not allocated to any specific schedule or campaign. It is typically used for ad hoc or unplanned advertising placements, rather than being a deliberate scheduling strategy like flighting, continuous, or pulsing.Rate this question:
-
- 50.
Which of these is not a form of evaluative research?
- A.
Idea generation
- B.
Communications test
- C.
Resonance test
- D.
Recognition test
Correct Answer
A. Idea generationExplanation
Evaluative research is a type of research that aims to assess the effectiveness or value of something. It involves evaluating existing ideas, concepts, products, or services. Idea generation, on the other hand, is a type of exploratory research that focuses on generating new ideas or concepts. It is not a form of evaluative research as it does not involve assessing or evaluating existing ideas. Therefore, idea generation is not a form of evaluative research.Rate this question:
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Current Version
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Mar 21, 2023Quiz Edited by
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Mar 25, 2009Quiz Created by
Hath2551
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