Advertising Management Exam Practice Tests
Course Introduction
Advertising Management explores the strategic and operational aspects of planning, implementing, and evaluating advertising campaigns in contemporary organizations. The course covers key concepts such as market analysis, audience segmentation, creative strategy, media planning, budget allocation, campaign execution, and effectiveness measurement. Students will examine the roles of traditional and digital media, the integration of advertising within broader marketing strategies, and the ethical and regulatory considerations in the industry. Case studies and practical projects will provide hands-on experience in designing effective advertising solutions to address real-world business challenges.
Recommended Textbook
M Advertising 3rd Edition by William Arens
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Page 2
Chapter 1: Out-Of-Home, Direct-Mail, and Promotional Products
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Sample Questions
Q1) National Park officials are concerned that the growing numbers of visitors to the national park system of the United States pose a threat to the very national wonders they want to see.If the park officials decided to try to decrease the number of visitors to the park,they could most likely use _____ to accomplish this objective.
A) positioning
B) eco-marketing
C) market segmentation
D) demarketing
E) relationship marketing
Answer: D
Q2) In 2005,Comcast created AZN,a television network for Asian Americans.What type of strategy did Comcast use when it found this unique group of consumers whose specific needs were not being addressed by a cable station?
A) positioning
B) demarketing
C) product differentiation
D) market aggregation
E) market segmentation
Answer: E
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Chapter 2: The Environment of Advertising
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Sample Questions
Q1) Explain in brief the effect of advertisements on consumers and businesses.
Answer: The question of advertising's effect on consumer demand is complex.Studies show that promotional activity does affect aggregate consumption,but they disagree as to the extent of its influencE For example,the demand for tablets,smartphones,and laptop computers expanded at a tremendous rate,thanks in part to advertising but more to favorable market conditions.At the same time,advertising has not reversed declining sales of such items as hats,fur coats,and print newspapers.
Q2) NBC's stylized peacock logo is an example of a trademark.
A)True
B)False Answer: True
Q3) What is ethical advertising?
Answer: Ethical advertising means doing what the advertiser and the advertiser's peers believe is morally right in a given situation.
Q4) The FTC may require corrective advertising for an ad that is deemed deceptive or unfair.
A)True
B)False Answer: True
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Chapter 3: The Business of Advertising
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Sample Questions
Q1) _____ must have the skill to condense all that can be said about a product into a few salient and pertinent points.
A) Account directors
B) Advertising supervisors
C) Copywriters
D) Communication specialists
E) Advertising planners
Answer: C
Q2) One of the primary differences between national and local advertisers is that national advertisers plan strategically and local advertisers think tactically.
A)True
B)False
Answer: True
Q3) What are the four distinct groups that form the advertising business?
Answer: The four distinct groups in the advertising business are the advertisers (clients),advertising agencies,suppliers,and the mediA
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Page 5
Chapter 4: Targeting and the Marketing Mix
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Sample Questions
Q1) The Visitors Bureau of Greenville,Mississippi,uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from that part of the state.The message in this headline indicates the city is using _____ to attract tourists.
A) psychographic positioning
B) benefit segmentation
C) demographic segmentation
D) geodemographic segmentation
E) volume segmentation
Q2) Network marketing is also called pyramid marketing.
A)True
B)False
Q3) Which product would most likely involve intensive distribution?
A) Waterford crystal
B) Harry Potter books
C) Wrigley's chewing gum
D) Whirlpool refrigerators
E) Pepperidge Farm turnovers
Q4) What is the advantage of defining a target market?
Q5) Describe the steps in the target marketing process.
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Chapter 5: Communication and Consumer Behavior
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Sample Questions
Q1) The interpersonal influences affecting the mental processes and the behavior of the consumers are time,place,and environment.
A)True
B)False
Q2) _____ are needs that we learn during our lifetime.
A) Values
B) Wants
C) Ethics
D) Desires
E) Ideals
Q3) What is the first step in the basic consumer decision process?
A) evaluating options
B) identifying motivations
C) making comparisons
D) recognizing a problem
E) seeking more information
Q4) What are transformational motives? List three examples of transformational motives.
Q5) What is the difference between a habit and an attitude?
Q6) What are physiological screens and how do they affect the advertising process?
Page 7
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Chapter 6: Account Planning and Research
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Sample Questions
Q1) Discuss the challenges faced by international marketers in collecting primary research data.
Q2) Effective survey questions have three important attributes.They are
A) completeness, clarity, and measurability.
B) timeliness, directness, and efficiency.
C) clarity, focus, and brevity.
D) specificity, measurability, and timeliness.
E) completeness, timeliness, and specificity.
Q3) If advertising is the dominant element in a company's marketing mix,then a(n)_____ test is the best type of posttest to use.
A) sales
B) clutter
C) differential
D) attitude
E) inquiry
Q4) What is ethnographic research?
Q5) Describe the effectiveness of inquiry tests in posttesting ads.
Q6) Compare the benefits and drawbacks of primary and secondary data.
Q7) Describe what marketing research does.
Q8) Differentiate between quantitative and qualitative research.
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Chapter 7: Marketing,Advertising,and Imc Planning
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Sample Questions
Q1) A magazine that writes a feature about Amazon is a stakeholder for the company.
A)True
B)False
Q2) Transactional marketing involves creating,maintaining,and enhancing long-term relationships with customers and stakeholders rather than making a single sale.
A)True
B)False
Q3) What is the basis for calculating a budget allocation in the percentage-of-sales method?
Q4) What is the first step in the traditional top-down marketing plan?
A) developing marketing tactics
B) forming a marketing strategy
C) conducting a situation analysis
D) evaluating potential marketing objectives
E) establishing beneficial advertising objectives
Q5) The objective/task method of setting budgets is also known as the budget-buildup method.
A)True
B)False
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Chapter 8: Creating Ads: Strategy and Process
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Sample Questions
Q1) The attention step is important to triggering a print ad's boom factor and may be accomplished with large headlines,dynamic visuals,or vibrant colors.
A)True
B)False
Q2) If negatively originated motives provide the basis for product purchase,then _____ ads will more than likely resonate with the audience.
A) informational
B) transactional
C) psychological
D) transformational
E) charismatic
Q3) Negatively originated purchase motives provide the foundation for many informational ads.
A)True
B)False
Q4) Briefly describe the two dimensions needed for great advertising.
Q5) People who are value-based thinkers can also be described as linear thinkers.
A)True
B)False
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Chapter 9: Creative Execution: Art and Copy
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Sample Questions
Q1) In the creative phase,the _____ uses thumbnails,roughs,and comprehensives (comps)to establish the ad's look and feel.
A) storyboard editor
B) graphic consultant
C) dummy
D) copy editor
E) designer
Q2) The headline for Lay's Potato Chips reads,"Betcha can't eat just one." This headline is designed to be a(n)_____ headline.
A) informative
B) command
C) provocative
D) imperative
E) benefit
Q3) The best ads focus on one big idea.
A)True
B)False
Q4) List the eight basic formats for radio and TV commercials.
Q5) Name any four rules of the layout that an artist must follow when creating an ad.
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Chapter 10: Print Advertising
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Sample Questions
Q1) Marketing News is a magazine from the American Marketing Association that covers all aspects of the marketing industry.It is mainly read by academics and people working directly in marketing.Therefore,it is an example of a(n)_____ publication.
A) vertical
B) vendor
C) demographic
D) integrated
E) audience-selective
Q2) Vertical publications cover a specific industry in all of its aspects.
A)True
B)False
Q3) Newspapers charge premium rates to carry legal public notices.
A)True
B)False
Q4) What is a short rate? How is it calculated?
Q5) Discuss the challenges faced by traditional print media and advertisers from emerging electronic media such as smartphones and the Internet.
Q6) Explain the difference between a vertical publication and a horizontal publication.
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Chapter 11: Broadcast,Cable,Digital,and Satellite Media:
Television and Radio
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Sample Questions
Q1) A locally produced morning television show has 4,000 homes viewing it.Only 24,000 households that receive the station's programs have TV sets.What is its program rating?
A) 6 percent
B) 16.7 percent
C) 40 percent
D) 60 percent
E) 83.3 percent
Q2) Social media has transformed the experience of television,in part because people no longer have to wait until the next day to discuss their favorite shows,but can satisfy the desire to share as the show airs,giving sponsors a chance to engage consumers directly through platforms like Twitter and Facebook.
A)True
B)False
Q3) Cume persons is also referred to as reach.
A)True
B)False
Q4) On what basis do most advertisers on network television buy their advertising?
Q5) Briefly describe the group that watches the most broadcast television.
Q6) What are the benefits of advertising on cable television?
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Chapter 12: Digital Interactive Media
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Q1) Describe the drawbacks of digital interactive media for advertisers.
Q2) When Larina visited a website called BrilliantButCanceled.com,she saw a small icon on the right side of the page,which asked her to click on it to learn more about the college programs provided by the University of Phoenix.The correct name for this icon is a(n)
A) button.
B) portal.
C) banner.
D) interstitial.
E) pop-up.
Q3) What are cookies? Why are Internet advertisers so interested in cookies?
Q4) Which of the following is the Internet version of word-of-mouth advertising?
A) rich media advertising
B) spam
C) viral marketing
D) Google
E) ad networking
Q5) What are the concerns about behavioral tracking?
Q6) What is HTML? How is it useful?
Q7) What is the simplest definition for viral marketing?
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Chapter 13: Out-Of-Home,Direct-Mail,and Promotional Products
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Sample Questions
Q1) Each quarter,an organization that finds homes for greyhounds that can no longer race mails a newsletter to organization volunteers to let them know the current needs of the organization and how well adoption efforts are going.The newsletter is an example of a
A) reprint.
B) catalog.
C) broadside.
D) house organ.
E) statement stuffer.
Q2) Standardized OOH advertising uses scientifically located structures to deliver an advertiser's message to markets around the world.
A)True
B)False
Q3) Disadvantages of direct-mail advertising include its lack of selectivity,poor response rates,and negative image.
A)True
B)False
Q4) How does the Highway Beautification Act of 1965 affect outdoor advertising?
Q5) List three types of direct-mail advertising and describe each.
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Chapter 14: Media Planning and Buying
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Sample Questions
Q1) The category development index (CDI)is
A) published annually by the Federal Trade Commission.
B) another way to express the advertising response curve.
C) an indication of the sales potential of a particular brand in a specific target market.
D) based on sales of the entire product category-not a specific brand-in a specific target market.
E) an indication of the economic forecast for a specific product category.
Q2) What are the various factors that influence media strategy decisions?
Q3) What is the primary function of media objectives?
Q4) Cinema advertising and product placements are examples of nontraditional media.
A)True
B)False
Q5) Which of the following refers to the number of people who read a magazine without actually buying it?
A) gross impressions
B) pass-along rate
C) ad impressions
D) opportunity to see
E) message weight
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Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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Sample Questions
Q1) Personal selling is labor-intensive and has a poor reputation among many people.
A)True
B)False
Q2) Blue Buffalo dog food offers its retailers a 30 percent discount on its dog food lines for one month in the hope that retailers will pass the savings on to consumers,thereby increasing Blue Buffalo's market share.However,Sit Happens,a small local retailer,buys enough dog food to sell at a normal rate for the next year.Sit happens is engaging in A) a tying agreement.
B) diverting.
C) forward buying.
D) front loading.
E) backwards buying.
Q3) What characteristics of a trade-show booth are likely to attract customers?
Q4) Describe the three main functions of direct marketing.
Q5) Why are manufacturers opposed to paying slotting allowances?
Q6) What factors explain the tremendous growth of direct marketing in recent years?
Q7) What three factors make sales promotions a unique communication form?
Q8) Why is GEICO a good example of IMC?
Q9) What are the various challenges that direct marketers face in foreign markets? Page 17
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Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Sample Questions
Q1) Which of the following is the most widely used public relations tool?
A) a data warehouse
B) a press kit
C) a trade show
D) a house organ
E) a press release
Q2) Most public relations people engage in press agentry.
A)True
B)False
Q3) What is the most likely reason for the term public relations 2.0?
A) growth of new publics due to globalization
B) impact of social media on public relations activities
C) development of new public relations guidelines
D) increased use of IMC programs
E) demand for more public relations oversight
Q4) Public relations efforts are used to rally public support and respond to inquiries. A)True
B)False
Q5) What is the benefit of news release formats being standardized?
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