Advertising Unit 1 T/F Practice Exam Questions

53 Questions | Total Attempts: 156

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Practice Exam Quizzes & Trivia

Advertising is what differentiates a company that gets new clientele regularly and one that rarely get them. Do you believe you are up to date with the advertising methods of today from what we covered in unit 1? Take up the quiz to test what you understood and share your score. All the best!


Questions and Answers
  • 1. 
    In media planning, you use a media mix when a single medium won't reach the target in sufficient number or with sufficient impact to attain a media objective.
    • A. 

      True

    • B. 

      False

  • 2. 
    With rich media ads, one single exposure can lift all brand measures an average of 6% over the composite baseline score.
    • A. 

      True

    • B. 

      False

  • 3. 
    CPM means cost per million
    • A. 

      True

    • B. 

      False

  • 4. 
    Under 80%/20% rule of product consumption/media usage, if 20% of the population accounts for 80% of the product's consumption, it is cost efficient to try and research the higher percentage.
    • A. 

      True

    • B. 

      False

  • 5. 
    You use rich media interactivity to build new brand interest.
    • A. 

      True

    • B. 

      False

  • 6. 
    The Interactive Advertising outperforms the static forms of online advertising in branding measures, achieving larger results faster.
    • A. 

      True

    • B. 

      False

  • 7. 
    Most consumers prefer out-of-frame ads, pop-unders and pop-ups.
    • A. 

      True

    • B. 

      False

  • 8. 
    Your brand is only as strong as the association between the consumer and the particular make or product and a desired attribute.
    • A. 

      True

    • B. 

      False

  • 9. 
    A brand must find a product attribute, some innovation that allows them to build a unique selling proposition.
    • A. 

      True

    • B. 

      False

  • 10. 
    Buzz marketing is WOM (word of mouth.)
    • A. 

      True

    • B. 

      False

  • 11. 
    Customer relationship marketing is designed to attract customers, not to ensure their longevity.
    • A. 

      True

    • B. 

      False

  • 12. 
    Online video advertising outperforms the static forms of online advertising in branding measures, achieving larger results faster.
    • A. 

      True

    • B. 

      False

  • 13. 
    The internet is consumer-centric, which means the consumer is more in control than ever before.
    • A. 

      True

    • B. 

      False

  • 14. 
    Forty-three percent of online gamers are women.
    • A. 

      True

    • B. 

      False

  • 15. 
    Cost-per-point is based on the rating points of a television show.
    • A. 

      True

    • B. 

      False

  • 16. 
    A pop-up ad appears as a layer on top of the visitor's current page.
    • A. 

      True

    • B. 

      False

  • 17. 
    In online advertising, banner ads take full advantage of the vertical format to communicate.
    • A. 

      True

    • B. 

      False

  • 18. 
    Ads created in Adobe Flash are called "rich media" ads.
    • A. 

      True

    • B. 

      False

  • 19. 
    Frequency refers to the repetition of exposure and is always an average.
    • A. 

      True

    • B. 

      False

  • 20. 
    Guerilla marketing is an expensive form of new media delivery forms.
    • A. 

      True

    • B. 

      False

  • 21. 
    To ensure media efficiency, always match the target audience with the media audience.
    • A. 

      True

    • B. 

      False

  • 22. 
    The internet and other non-traditional and on-line media can stand alone and are not effective when used in combination with each other. 
    • A. 

      True

    • B. 

      False

  • 23. 
    Advertising creative burnout occurs at three exposures. 
    • A. 

      True

    • B. 

      False

  • 24. 
    The ideal time/place when prospective customers are most receptive to receiving and remembering a brand message is called the aperture effect.
    • A. 

      True

    • B. 

      False

  • 25. 
    In building brand loyalty, it isn't necessary for product quality to remain consistent.
    • A. 

      True

    • B. 

      False

  • 26. 
    Media is actually a delivery system delivering information, public relations and marketing.
    • A. 

      True

    • B. 

      False

  • 27. 
    Magazines are known as the timely medium.
    • A. 

      True

    • B. 

      False

  • 28. 
    Television is known as "the theatre of the mind."
    • A. 

      True

    • B. 

      False

  • 29. 
    Buzz marketing and guerilla marketing are examples of traditional media.
    • A. 

      True

    • B. 

      False

  • 30. 
    WOM is actually buzz marketing.
    • A. 

      True

    • B. 

      False

  • 31. 
    Media is basically divided into three groups: print, broadcast, and internet. 
    • A. 

      True

    • B. 

      False

  • 32. 
    Media types are individual broadcast programs or publications by name.
    • A. 

      True

    • B. 

      False

  • 33. 
    Advertising is guaranteed commercial free speech under the First Amendment.
    • A. 

      True

    • B. 

      False

  • 34. 
    CPP means cost per point, which is the cost for one rating point.
    • A. 

      True

    • B. 

      False

  • 35. 
    Brand strategy is the measure of how similar or different brands in the same category are perceived by the consumer to be.
    • A. 

      True

    • B. 

      False

  • 36. 
    CPM, a measure of a campaign's efficiency, means cost per million.
    • A. 

      True

    • B. 

      False

  • 37. 
    Ethicality is the principle of right or good conduct.
    • A. 

      True

    • B. 

      False

  • 38. 
    Advertising does not have an obligation to society to ensure the ethical and moral quality of its messages
    • A. 

      True

    • B. 

      False

  • 39. 
    Two of advertising's biggest sins are marginalization and objectification
    • A. 

      True

    • B. 

      False

  • 40. 
    Four paradigm shifts in America led to industrialization and to the eventual evolution of advertising.
    • A. 

      True

    • B. 

      False

  • 41. 
    The double-edge razor blade was the first successfully market product in the U.S.
    • A. 

      True

    • B. 

      False

  • 42. 
    Advertising practitioners face only the ethical issues which are common to all businesspeople.
    • A. 

      True

    • B. 

      False

  • 43. 
    Advertising does not have a problem recognizing ethical issues.
    • A. 

      True

    • B. 

      False

  • 44. 
    All clients attracted to an agency are "good" clients in terms of ethicality.
    • A. 

      True

    • B. 

      False

  • 45. 
    Refusing to take on potential clients and dropping existing clients for ethical issues should be viewed as acceptable alternatives.
    • A. 

      True

    • B. 

      False

  • 46. 
    Moral muteness is the unwillingness of advertising practitioners to acknowledge and discuss ethical problems.
    • A. 

      True

    • B. 

      False

  • 47. 
    Moral myopia is the inability to see clearly ethical issues when they arise.
    • A. 

      True

    • B. 

      False

  • 48. 
    The type of advertising agency in which one works is not important in enhancing ethical awareness. 
    • A. 

      True

    • B. 

      False

  • 49. 
    Two words that describe the new advertising are innovative and engaging.
    • A. 

      True

    • B. 

      False

  • 50. 
    An interstitial online display ad appears between one page and another as the visitor clicks through the site
    • A. 

      True

    • B. 

      False

  • 51. 
    Less than 40% of internet users play online games.
    • A. 

      True

    • B. 

      False

  • 52. 
    Virtue is the quality of moral excellence, righteousness and responsibility
    • A. 

      True

    • B. 

      False

  • 53. 
    Agencies in which moral advertising practitioners work tend to be smaller, privately held firms.
    • A. 

      True

    • B. 

      False