Advertising Final Exam Review

146 Questions | Total Attempts: 499

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Advertising Quizzes & Trivia

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. 
    • 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. 
    • 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. 
    • 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

  • 26. 
    Which of these is NOT a criteria for building long term brand loyalty?
    • A. 

      Introduction

    • B. 

      Positioning

    • C. 

      Elaboration

    • D. 

      Fortification

  • 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

  • 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

  • 29. 
    Which of the following is NOT a media type?
    • A. 

      Newspapers

    • B. 

      Magazines

    • C. 

      Esquire

    • D. 

      Internet

  • 30. 
    Which of these is NOT a non-traditional media method?
    • A. 

      Guerilla

    • B. 

      CRM

    • C. 

      Product Placement

    • D. 

      Journals/Newsletters

  • 31. 
    Geographically, which of these is NOT an ad agency type?
    • A. 

      Local agencies

    • B. 

      Global agencies

    • C. 

      International affiliates

    • D. 

      National affiliates

  • 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

  • 33. 
    Which of the following is NOT an ad agency holding company?
    • A. 

      Omnicom

    • B. 

      Publicis

    • C. 

      Wieden and Kennedy

    • D. 

      WPP

  • 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

  • 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

  • 36. 
    Which of these is NOT considered rich media?
    • A. 

      Animation

    • B. 

      Streaming media

    • C. 

      Optimized landing page

    • D. 

      Dynamic HTML

  • 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

  • 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

  • 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

  • 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

  • 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

  • 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

  • 43. 
    Which of these is NOT considered a primary media form?
    • A. 

      Electronic

    • B. 

      Out of home

    • C. 

      Print

    • D. 

      Direct Marketing

  • 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

  • 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

  • 46. 
    Which of these are NOT criteria for choosing media?
    • A. 

      Flexibility

    • B. 

      Audience Flexibility

    • C. 

      Production Flexibility

    • D. 

      Ability to Target

  • 47. 
    Which of these is NOT a form of developmental research?
    • A. 

      Idea generation

    • B. 

      Concept testing

    • C. 

      Tracking study

    • D. 

      Audience definition

  • 48. 
    In-page rich media can include which of the following?
    • A. 

      Embedded games

    • B. 

      Registration forms

    • C. 

      Video

    • D. 

      All of the above

  • 49. 
    Which of these is NOT a form of advertising scheduling?
    • A. 

      Flighting

    • B. 

      Continuous

    • C. 

      Residual

    • D. 

      Pulsing

  • 50. 
    Which of these is not a form of evaluative research?
    • A. 

      Idea generation

    • B. 

      Communications test

    • C. 

      Resonance test

    • D. 

      Recognition test

  • 51. 
    Which of these is a criteria for creating internet ads that will have a positive impact?
    • A. 

      Use powerful images

    • B. 

      Follow the flow

    • C. 

      Understand and leverage the unique strength of each ad unit

    • D. 

      All of the above

  • 52. 
    Which of these is NOT a feature of online activity?
    • A. 

      Psychographics

    • B. 

      Connectivity

    • C. 

      Touch Points

    • D. 

      CPC (Cost Per Click)

  • 53. 
    T/F: The Interactive Advertising Bureau dictates the sizes for online display ads.
    • A. 

      True

    • B. 

      False

  • 54. 
    T/F: National coverage is usually better than covering only the regional geography where the client's product is sold.
    • A. 

      True

    • B. 

      False

  • 55. 
    T/F: The form of media scheduling known as pulsing involves a period of no media support followed by periods of intense media support.
    • A. 

      True

    • B. 

      False

  • 56. 
    T/F: Effective frequency is the number of homes of individuals reached by a media schedule at a given level of frequency.
    • A. 

      True

    • B. 

      False

  • 57. 
    Which of these is NOT a standard method of settling the media budget?
    • A. 

      Percent of sales

    • B. 

      Objective and task

    • C. 

      National media standard

    • D. 

      Expenditure per unit

    • E. 

      All you can afford

  • 58. 
    Which of these is NOT a part of the creative brief outline?
    • A. 

      Problem that advertising can solve

    • B. 

      Target Audiences

    • C. 

      Consumer insights

    • D. 

      Distribution channels

    • E. 

      Communication objectives

  • 59. 
    Which one of these is NOT a type of advertising agency?
    • A. 

      Creative Boutiques

    • B. 

      Media specialists

    • C. 

      In-house agency

    • D. 

      Direct marketing agency

    • E. 

      All of the above ARE types of ad agencies

  • 60. 
    Which of these is NOT an element of the spread sheet or flow chart?
    • A. 

      Shows recommended media

    • B. 

      Shows scheduling over time

    • C. 

      Shows budget allocation by medium and by month

    • D. 

      Shows competitor's media selection and budget

    • E. 

      All of the above are elements of the spread sheet/flow chart

  • 61. 
    Which of these is not a purpose of the media plan?
    • A. 

      Show the client how his/her advertising dollars are being spent

    • B. 

      Provides a guide for the media buyer

    • C. 

      Show the marketing situation within the advertiser's firm at the time

    • D. 

      Provides a strategic guide for the creative department

    • E. 

      All of the above are media plan purposes

  • 62. 
    Which of these definitions identifies brand strategy?
    • A. 

      Leveraging the values of the brand to take it into new markets and sectors

    • B. 

      A benchmark that measures the performance of a brand

    • C. 

      A plan for the systematic development of a brand to enable it to meet its stated objectives

    • D. 

      The distinctive position a brand adopts in the competitive environment

    • E. 

      None of the above

  • 63. 
    A media plan spells out which of these:
    • A. 

      The media mix, the media budget, expenditures in each medium, a timetable and survey methods

    • B. 

      The media budget, the media mix, expenditures in each medium, costs, coverage and competitive spending

    • C. 

      Costs, coverage, the media budget, the media mix, audience measurements

    • D. 

      Coverage, the media budget, the media mix, survey methods and audience measurements

    • E. 

      None of the above

  • 64. 
    Which of these is not a typical media objective?
    • A. 

      Reach 60% of the target audience with a frequency of 4 within each 4 week period in which the advertising appears.

    • B. 

      Reach 30% of the target audience where they have an opportunity to interact with the brand and users of the brand.

    • C. 

      Reach a maximum percent of target audience a minimum of 5 times within the first 6 months of advertising.

    • D. 

      Reach 80% of the audience 20% of the time.

    • E. 

      All of the above

  • 65. 
    Which of the following statements is (are) true?
    • A. 

      Reach decreases as frequency increases

    • B. 

      Frequency distribution shows the percentage of audience reached at each level of exposure

    • C. 

      Frequency is the repetition of exposure

    • D. 

      None of the above is true

    • E. 

      All of the above are true

  • 66. 
    Which of these is NOT a point at which you use a media mix?
    • A. 

      When a single medium won't reach the target market in sufficient numbers of with sufficient impact to attain a media objective

    • B. 

      To reach different types of audiences by lifestyle and demographic

    • C. 

      To allow the use of different creative executions

    • D. 

      When media are not compatible with audiences and programming

    • E. 

      All the above are media mix usage points

  • 67. 
    Which of these is (are) criteria for choosing the media for your media mix?
    • A. 

      Flexibility, ability to target, response rate, availability

    • B. 

      Ability target, compatible editorial environment, adult programming, availability

    • C. 

      Compatible editorial environment, availability, flexibility, ability to roadblock

    • D. 

      Flexibility, ability to target, response rate, narrow market

    • E. 

      None of the above

  • 68. 
    Which of these is NOT an emerging market strategy?
    • A. 

      Customer relationship marketing

    • B. 

      Guerilla marketing

    • C. 

      Mobile marketing

    • D. 

      Sports marketing

    • E. 

      Viral marketing

  • 69. 
    Which of the following is NOT a means of building brand loyalty?
    • A. 

      Low sale price can be used to compete

    • B. 

      Distribution channels must remain efficient and open

    • C. 

      Possibly dilutive extensions not consistent with customers' perceptions should be avoided

    • D. 

      Product quality must remain consistent with what consumers expect of the brand

    • E. 

      All of the above are means of building brand loyalty

  • 70. 
    T/F: Variety seeking can be overcome by a systematic and intense advertising campaign.
    • A. 

      True

    • B. 

      False

  • 71. 
    T/F: The consumer realizes a need for a product of service when h/she decides to change his/her actual state of affairs for a desired state of affairs.
    • A. 

      True

    • B. 

      False

  • 72. 
    T/F: The consumer's internal search validates the external search and offers alternatives.
    • A. 

      True

    • B. 

      False

  • 73. 
    T/F: Consumers sharing particular interests perceive that their fave sites are less cluttered, more relevant, more fresh and more informative.
    • A. 

      True

    • B. 

      False

  • 74. 
    T/F: Evaluative research occurs prior to the start of a campaign to determine if it will meet its objectives.
    • A. 

      True

    • B. 

      False

  • 75. 
    Which of these phrases describes the engagement test in post research:
    • A. 

      Asks respondent what they remember from being exposed to the ad

    • B. 

      Helps predict sales impact

    • C. 

      Eye tracking traces the path the eye takes in scanning an ad

    • D. 

      Measures the number of responses to an ad

    • E. 

      None of the above

  • 76. 
    • A. 

      Tests top-of-mind awareness of the product being advertised

    • B. 

      Assesses strengths and weaknesses of ideas before they become ads

    • C. 

      Compares the effective of various message strategies and their creative ideas

    • D. 

      Indicates whether or not changes need to be made in the campaign to make it more effective

    • E. 

      None of the above

  • 77. 
    Which of these tests is conducted during the campaign (concurrent testing)?
    • A. 

      Diagnostics

    • B. 

      Concept Testing

    • C. 

      Tracking Study

    • D. 

      Engagement Test

    • E. 

      None of the Above

  • 78. 
    Which of these is NOT a mode of consumer decision-making?
    • A. 

      Extended problem solving

    • B. 

      Habit or variety seeking

    • C. 

      Cognitive dissonance

    • D. 

      Limited problem solving

    • E. 

      Brand Loyalty

  • 79. 
    Which of these is NOT a sales promotion technique?
    • A. 

      Coupons

    • B. 

      Price off deals

    • C. 

      Phone and gift cards

    • D. 

      Cash incentives

    • E. 

      All the above are sales promotion techniques

  • 80. 
    Which of these is NOT a risk of sales promotions?
    • A. 

      Creates a price orientation

    • B. 

      Time and expense

    • C. 

      Legality

    • D. 

      Borrows from future sales

    • E. 

      All the above are risks of sales promotions

  • 81. 
    Which of these statements concerning the consumer as a social being is NOT true?
    • A. 

      Values are cultural bedrock. They can't be quickly changed

    • B. 

      Meaning is more important than attitude

    • C. 

      Culture is a person's relative standing in a social system

    • D. 

      Rituals are often repeated formalized behaviors involving symbols

    • E. 

      All the above are true

  • 82. 
    Which of these are types of POP?
    • A. 

      Window and door signs

    • B. 

      Dump bin

    • C. 

      Cart advertising

    • D. 

      Mobile or banner

    • E. 

      All the above

  • 83. 
    Which of these is NOT true concerning extended problem solving?
    • A. 

      Consumer repurchases from same category again and again

    • B. 

      Occurs when decision is not involving

    • C. 

      Consumer switches in a random pattern

    • D. 

      Customer repeatedly buys the same brand as their choice to fill a specific need

    • E. 

      All the above are untrue

  • 84. 
    Which of these is used in determining geotargeting?
    • A. 

      Customer registration databases

    • B. 

      DMA

    • C. 

      Area codes

    • D. 

      Time zones

    • E. 

      All the above

  • 85. 
    Which of these is the core theory behind day-part targeting?
    • A. 

      People in affinity groups consumer the internet at the same times

    • B. 

      The importance of timeliness and cost-efficiency

    • C. 

      A distinctive fingerprint of online behavior

    • D. 

      Establishes a connection between visitors

    • E. 

      All the above are core theories for day-part targeting

  • 86. 
    Which of these is not a category of stored behavioral data?
    • A. 

      Household income

    • B. 

      Cookie based actions that indicate status

    • C. 

      Length of time people interact with ads

    • D. 

      Ads served and their page placement

    • E. 

      All the above are categories of stored behavioral data

  • 87. 
    Which of the following is NOT a form of post testing?
    • A. 

      Engagement test

    • B. 

      Memory test

    • C. 

      Emotion test

    • D. 

      Concept test

    • E. 

      All the above are forms of post testing

  • 88. 
    Which of these is NOT true concerning targeting strategies:
    • A. 

      Must support your advertising objectives

    • B. 

      Helps achieve brand goals

    • C. 

      Prompts direct response actions

    • D. 

      Stimulates off-line sales

    • E. 

      Compares the effectiveness of various message strategies

  • 89. 
    Which of these is true concerning the emotion test?
    • A. 

      Helps predict sales impact

    • B. 

      Measures the number of responses to an ad

    • C. 

      Identifies the positive and negative moments in a commercial

    • D. 

      Determines the concentration and excitement of the consumer

    • E. 

      All of the above are true

  • 90. 
    Who said, "Never call the consumer a moron. It could be your wife"?
    • A. 

      J. Walter Thompson

    • B. 

      Mary Wells Lawrence

    • C. 

      Albert Lasker

    • D. 

      David Ogilvy

    • E. 

      Bill Bernback

  • 91. 
    What is the intent of Integrated Brand Promotion?
    • A. 

      Reach a maximum number of people for the least amount of money using innovative techniques

    • B. 

      Utilize all the available marketing tools in creating a low-cost marketing campaign

    • C. 

      Coordinate the message emphasis in advertising with the placement and emphasis of sales promotion

    • D. 

      To catch the customer at his/her most vulnerable moment while shopping

    • E. 

      None of the above

  • 92. 
    Which of these is NOT an expression of the consumer as a social being?
    • A. 

      Culture

    • B. 

      Values

    • C. 

      Rituals

    • D. 

      Stratification

    • E. 

      Education

  • 93. 
    Which of these is an example of contextual targeting?
    • A. 

      Ads for peanuts in a cosmetic site

    • B. 

      Ads for dog food in a home-improvement site

    • C. 

      Ads for shampoo in a health and beauty site

    • D. 

      Ads for organic foods on a carbonated beverage site

    • E. 

      All the above are examples of contextual targeting

  • 94. 
    Which of these definition is correct for "bounce rate?"
    • A. 

      Measures the number of people who came to your site and didn't engage

    • B. 

      Measures the number of visitors who respond to the ad's call to action divided by the number of impressions multiplied by 100 and expressed as a percentage

    • C. 

      Measures the return and compares it with the goals for the site

    • D. 

      Measures the number of customers funneled to retail partners or phone channels from the web site

    • E. 

      None of the above

  • 95. 
    T/F: Affinity targeting means serving ads to web surfers whose online persona suggest that they are in a brand's target market
    • A. 

      True

    • B. 

      False

  • 96. 
    T/F: Home users and business users consume the internet similarly
    • A. 

      True

    • B. 

      False

  • 97. 
    T/F: Contextual targeting means placing ads on web pages that have relationship to the content of the page
    • A. 

      True

    • B. 

      False

  • 98. 
    T/F: Cookie tracking capabilities allow networks to trace the patterns of clicks and pages viewed across their network
    • A. 

      True

    • B. 

      False

  • 99. 
    T/F: When a consumer is variety seeking, h/she is more likely to switch selections in a random pattern
    • A. 

      True

    • B. 

      False

  • 100. 
    T/F:  It's possible to track how people connect online through their on-ramps and through stored behavioral data as well
    • A. 

      True

    • B. 

      False

  • 101. 
    T/F: POP puts advertising, products and the consumer together in the same place at the same time
    • A. 

      True

    • B. 

      False

  • 102. 
    T/F: Ads are actually attempts at attitude manipulation
    • A. 

      True

    • B. 

      False

  • 103. 
    T/F: the internet is free from promotional advertising
    • A. 

      True

    • B. 

      False

  • 104. 
    T/F: in limited problem solving, the consumer's experience level and involvement are high and more systematic
    • A. 

      True

    • B. 

      False

  • 105. 
    T/F: There is a minimum frequency level that says two exposures will have an effect on the audience
    • A. 

      True

    • B. 

      False

  • 106. 
    T/F: The most popular online ad categories are out-of-frame ads, pop-unders and pop-ups
    • A. 

      True

    • B. 

      False

  • 107. 
    T/F: One criteria for creating online ads that will have a positive impact is to use powerful images
    • A. 

      True

    • B. 

      False

  • 108. 
    T/F: Competitive media spending means setting the budget in relation to the amount of money spent on advertising by competing brands
    • A. 

      True

    • B. 

      False

  • 109. 
    T/F: a media plan is a document which specifies the media in which advertising will be placed to reach the desired target audience and satisfy the stated objectives
    • A. 

      True

    • B. 

      False

  • 110. 
    T/F: Pop-ups are ads that appear as a layer on top of the visitor's current page
    • A. 

      True

    • B. 

      False

  • 111. 
    T/F: In online display advertising, brand logo and benefit statement should appear at the top of the ad unit, or at both the bottom and the top
    • A. 

      True

    • B. 

      False

  • 112. 
    T/F: All advertising agencies perform new business pitches as ways of obtaining new business
    • A. 

      True

    • B. 

      False

  • 113. 
    T/F: There are two types of advertising agencies based on geography: the local agency and the global agency
    • A. 

      True

    • B. 

      False

  • 114. 
    T/F: Advertising drives brand equity
    • A. 

      True

    • B. 

      False

  • 115. 
    T/F: Once brand loyalty is established, it cannot be lost
    • A. 

      True

    • B. 

      False

  • 116. 
    T/F: television is the fastest growing medium today
    • A. 

      True

    • B. 

      False

  • 117. 
    T/F: media types are individual broadcast programs of publications by name; for example, law and order, maxim, newsweek, etc.
    • A. 

      True

    • B. 

      False

  • 118. 
    T/F: Media is actually a delivery system delivering news, entertainment and advertising
    • A. 

      True

    • B. 

      False

  • 119. 
    T/F: In online advertising, banner ads take full advantage of the vertical format to communicate
    • A. 

      True

    • B. 

      False

  • 120. 
    T/F: An interstitial online display ad appears between one page and another as the bisitor clicks through the site
    • A. 

      True

    • B. 

      False

  • 121. 
    T/F: Rich media can include embedded games, animation, video, registration forms, or interactive marketing brochures
    • A. 

      True

    • B. 

      False

  • 122. 
    T/F: Public relations involves messages in paid media
    • A. 

      True

    • B. 

      False

  • 123. 
    T/F: if you have a broad consumer spectrum, use multiple media
    • A. 

      True

    • B. 

      False

  • 124. 
    T/F: Vehicles within one media type can reach only 50% of the market
    • A. 

      True

    • B. 

      False

  • 125. 
    T/F: Brand loyalty is achieving a customer satisfaction level that means repeat buying, using and recommendation of the product
    • A. 

      True

    • B. 

      False

  • 126. 
    T/F: A media plan generally spells out objectives, strategies and tactics
    • A. 

      True

    • B. 

      False

  • 127. 
    T/F: Through the internet, the consumer is more in control of what he'she sees and reads than ever before
    • A. 

      True

    • B. 

      False

  • 128. 
    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

    • E. 

      Renaming

  • 129. 
    Which of these is NOT a criteria for building long term brand equity?
    • A. 

      Introduction

    • B. 

      Positioning

    • C. 

      Elaboration

    • D. 

      Fortification

  • 130. 
    Who founded the advertising agency that is now Foote, Cone and Belding?
    • A. 

      Bruce barton

    • B. 

      Ray rubicam

    • C. 

      John orr young

    • D. 

      Albert lasker

    • E. 

      Bill bernbach

  • 131. 
    Advertising's first account/creative team was composed of:
    • A. 

      John kennedy and claude hopkins

    • B. 

      Elmo caulking and theodore mcmanus

    • C. 

      Leo burnet and bill bernbach

    • D. 

      Helen and stanley resor

    • E. 

      Mary wells and rosser reeves

  • 132. 
    Who created the USP?
    • A. 

      Mary wells

    • B. 

      John orr young

    • C. 

      Cyrus curtis

    • D. 

      Rosser reeves

    • E. 

      J. walter thompson

  • 133. 
    The first female principal of an advertising agency was:
    • A. 

      Helen resor

    • B. 

      Lydia pinkham

    • C. 

      Mary wells

    • D. 

      Celia overton

    • E. 

      None of the above

  • 134. 
    Who established the 15% commission as a means of ad agency compensation?
    • A. 

      Rosser reeves

    • B. 

      Albert lasker

    • C. 

      J. walter thompson

    • D. 

      Claude hopkins

    • E. 

      Cyrus curtis

  • 135. 
    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

    • E. 

      None of the above

  • 136. 
    Who established "pull" advertising?
    • A. 

      Claude hopkins and john kennedy

    • B. 

      Albert lasker and j. walter thompson

    • C. 

      Elmo caulkins nd theodore mcmanus

    • D. 

      Cyrus curtis and ray rubicam

    • E. 

      None of the above

  • 137. 
    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

    • E. 

      None of the above

  • 138. 
    Which department in an ad agency fulfills these responsibilities: manages and oversees the details of producing finished advertisements for all media to be used by the client
    • A. 

      Production department

    • B. 

      Creative services

    • C. 

      Account management

    • D. 

      Media

    • E. 

      Account services

  • 139. 
    Which of these is NOT considered rich media?
    • A. 

      Animation

    • B. 

      Streaming media

    • C. 

      Java

    • D. 

      Dynamic HTML

    • E. 

      Optimized landing page

  • 140. 
    • 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 of company

    • E. 

      All the above are criteria for advertising

  • 141. 
    Which of these is NOT ordinarily a part of the media plan?
    • A. 

      Situation analysis

    • B. 

      Objectives

    • C. 

      Executive summary

    • D. 

      Target audience

    • E. 

      Positioning statement

  • 142. 
    The aperture effect is:
    • A. 

      A photographic effect used for maximum shutter effectiveness

    • B. 

      One of more ideal times of places where consumers are most receptive to receiving and remembering a brand message

    • C. 

      The difference between the situation analysis and the executive summary

    • D. 

      An opening for one of more strategic planning memoranda

    • E. 

      All of the above

  • 143. 
    If part of the market cannot be reached by a single medium, which of the following is true?
    • A. 

      Market reach can be increased by using the roadblock tactic

    • B. 

      Percentage not covered may not be worth the cost of an additional medium

    • C. 

      Most target audiences consume only one medium

    • D. 

      Use duplicate audiences and programming

    • E. 

      All the above

  • 144. 
    Which of the following is NOT an online ad category?
    • A. 

      Rectangles and pop-ups

    • B. 

      Banners and buttons

    • C. 

      Full bleed pages

    • D. 

      Skyscrapers

    • E. 

      All the above are online ad categories

  • 145. 
    Which of these categories comes IN to the consumer?
    • A. 

      Unaided search

    • B. 

      Search engine search

    • C. 

      WOM

    • D. 

      Search engine advertising

    • E. 

      All the above

  • 146. 
    Which of the categories goes out from the consumer?
    • A. 

      Online shopping and buying

    • B. 

      Targeting

    • C. 

      News

    • D. 

      Entertainment

    • E. 

      All the above