Advertising Final Exam Review

146 Questions | Total Attempts: 729

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Advertising Final Exam Review

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

  • 2. 
    The first female principal of an advertising agency was:
    • A. 

      Helen Resor

    • B. 

      Mary Wells

    • C. 

      Lydia Pinkham

    • D. 

      Celia Overton

  • 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

  • 4. 
    Who created America's first big marketing success?
    • A. 

      King Gillette

    • B. 

      Rosser Reeves

    • C. 

      Albert Lasker

    • D. 

      J. Walter Thompson

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

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