Advertising Management Exam Review
Course Introduction
Advertising Management examines the strategic and operational aspects of managing advertising campaigns within organizations. The course covers the principles of advertising, the development and execution of advertising strategies, media planning and selection, budgeting, and the evaluation of advertising effectiveness. Students will explore consumer behavior, branding, creative message design, and the impact of digital technologies on advertising. Through case studies and real-world projects, students gain practical skills in creating, implementing, and managing advertising programs that align with organizational goals and respond to the dynamic nature of contemporary media environments.
Recommended Textbook
M Advertising 3rd Edition by William Arens
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16 Chapters
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Page 2
Chapter 1: Out-Of-Home, Direct-Mail, and Promotional Products
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Sample Questions
Q1) What was the role of Francis Ayer in the evolution of advertising?
Answer: In 1869,Francis Ayer formed an ad agency in PhiladelphiA N.W.Ayer & Sons was the first agency to charge a commission based on the "net cost of space" and the first to conduct a formal market survey.
Q2) The term _____ best explains why most automobile manufacturers produce similar products yet consumers have preferences for specific brands.
A) market segmentation
B) market formatting
C) product differentiation
D) strategic marketing
E) product segmentation
Answer: C
Q3) Define advertising.
Answer: Advertising is the structured and composed nonpersonal communication of information,usually paid for and usually persuasive in nature,about products or ideas by identified sponsors through various media
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Chapter 2: The Environment of Advertising
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Sample Questions
Q1) The firms eliminated by competition tend to be those that served the consumers most efficiently.
A)True
B)False
Answer: False
Q2) Deceptive advertising occurs when a consumer is "unjustifiably injured" or there is a "violation of public policy."
A)True
B)False
Answer: False
Q3) According to Wilson Bryan Key,subliminal advertising
A) works by creating a need for previously unsought products.
B) involves providing an incomplete amount of information to consumers.
C) relies on embedded messages that seduce consumers into making purchases.
D) degrades people's value systems by promoting materialism and hedonism.
E) results in a normative demand cycle for most mature products and services.
Answer: C
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Chapter 3: The Business of Advertising
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Sample Questions
Q1) Southern California Honda Dealers is a franchise group that coordinates more than 50 Honda Dealers in Southern California.It advertises only in those areas where it has stores.The form of advertising that best describes Southern California Honda Dealers' approach to advertising is
A) institutional.
B) adjacency.
C) regional.
D) national.
E) local.
Answer: C
Q2) How can a large multidivisional company benefit from the use of a decentralized advertising department?
Answer: Decentralization makes it easier to conform to the specific problems and needs of the division.It increases flexibility and makes it easier to adjust to changes in ad campaigns and media schedules.It makes it easier to introduce new,creative ideas.Decentralization allows the results of each division to be measured independently of the others.
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Chapter 4: Targeting and the Marketing Mix
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Sample Questions
Q1) Describe the use of push and pull strategies in different stages of the product life cycle.
Q2) Many book publishers,such as Penguin Books,provide resellers with elaborate point-of-purchase displays to encourage resellers to stock and promote the publisher's lead books.In this example,Penguin is using a
A) penetration strategy.
B) diversification strategy.
C) divestiture strategy.
D) push strategy.
E) pull strategy.
Q3) What is the purpose of North American Industry Classification System (NAICS)codes?
Q4) The _____ element of the marketing mix includes the way the product is designed and classified,positioned,branded,and packaged.
A) utility
B) communication
C) distribution
D) product
E) customer
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Chapter 5: Communication and Consumer Behavior
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Sample Questions
Q1) Why would an advertiser repeat the same commercial numerous times during a sporting event on television? How does the advertiser hope to benefit?
Q2) People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day.These reasons for enjoying steak are all examples of _____ motives.
A) transformational
B) informational
C) negatively originated
D) transactional
E) need-based
Q3) What are the three positively originated (transformational)motives?
Q4) Describe the basic consumer decision process model.Include any processes that precede the actual decisions made by consumers.
Q5) The most common energizers of consumer behavior are the negatively originated motives.
A)True
B)False
Q6) What is the difference between a habit and an attitude?
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Chapter 6: Account Planning and Research
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Sample Questions
Q1) Primary research is the first step in the research process.
A)True
B)False
Q2) The three basic research methods used to collect quantitative data are
A) observation, experiment, and survey.
B) observation, simulation, and experiment.
C) role-playing, simulation, and observation.
D) field tests, market tests, and laboratory tests.
E) survey, role-playing, and market tests.
Q3) _____ uses research to focus the creative process in order to nurture a relationship between consumer and brand.
A) Empowerment
B) Account planning
C) Customer transformation
D) Relationship marketing
E) Relationship research
Q4) Advertising research can be used in basically four different categories of advertising decision making.List and briefly describe each.
Q5) What are the five basic steps in the marketing research process?
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Chapter 7: Marketing,Advertising,and Imc Planning
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Sample Questions
Q1) According to the advertising pyramid,the first task of advertising is to communicate enough information about the product to develop consumer conviction.
A)True
B)False
Q2) Discuss three reasons that it is essential for an organization to engage actively in relationship marketing.
Q3) _____ involves creating,maintaining,and enhancing long-term relationships with customers that result in exchanges of information.
A) Market exchange
B) Strategic collaboration
C) Relationship marketing
D) Creative partnering
E) Transactional marketing
Q4) Why would a company set need-satisfying objectives?
A) to modify the hierarchical structure from transformational to transactional
B) to shift the organization's focus from production to the target market
C) to take advantage of a consumer-oriented economic trend
D) to provide equity to every stakeholder of the firm
E) to stir demand in a static environment
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Chapter 8: Creating Ads: Strategy and Process
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Sample Questions
Q1) Often the creatives will take an ad campaign that they have been putting a lot of time and effort into and put it aside for a while.Why?
Q2) According to creativity consultant Roger von Oech,which role in the creative process strives to evaluate the results of experimentation and decide which approach is most practical?
A) Warrior
B) Evaluator
C) Judge
D) Explorer
E) Artist
Q3) The creative in the role of the _____ would most likely state that a full-page ad for free checking accounts in The Wall Street Journal is a waste of resources for a community bank.
A) Artist
B) Judge
C) Mediator
D) Warrior
E) Liaison
Q4) Explain the difference between informational ads and transformational ads.
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Chapter 9: Creative Execution: Art and Copy
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Sample Questions
Q1) An ad for Pûr water filters has a photo that shows a woman enjoying a glass of water from her Pûr water filter while her dog is on the counter gnawing on a freshly cooked turkey.The _____ copy under the picture begins with the following statement: "The only thing you'll notice is how great it tastes."
A) institutional
B) picture-caption
C) dialogue
D) device
E) straight-sell
Q2) All that appears on a typical radio script is the ad dialog.
A)True
B)False
Q3) The kind of picture to be used in an ad is often determined during the conceptualization process.
A)True
B)False
Q4) Describe what kind of headline Charmin is using when it asks readers to "Please don't squeeze the Charmin" and why advertisers choose this type of headline.
Q5) What type of format traditionally produces the highest level of recall?
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Chapter 10: Print Advertising
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Sample Questions
Q1) Which of the following is used as a basis for classifying newspaper categories?
A) their organizational structures
B) their method of gathering marketing research data
C) their delivery frequency
D) their subscription rates
E) their primary and secondary readership
Q2) On what does a magazine base its distribution?
Q3) Most national newspapers charge a(n)_____,which means they do not allow discounts for large or repeated space buys.
A) open rate
B) one-time rate
C) leveraged rate
D) flat rate
E) contribution rate
Q4) Why would a newspaper send a tearsheet to the Advertising Checking Bureau?
Q5) Calculate the cost per thousand (CPM)for Southern Living magazine if the full-page rate is $750 and its circulation is 30 ,000.
Q6) What are some of the advantages newspapers offer to advertisers?
Q7) What is a short rate? How is it calculated?
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Chapter 11: Broadcast,Cable,Digital,and Satellite Media:
Television and Radio
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Sample Questions
Q1) First-run syndication is also called barter syndication.
A)True
B)False
Q2) A company that specializes in pool and spa installations plans to buy TV commercial time during a home improvement program on a local TV station.The company has learned the show has a rating of 20,reaches 10,000 people in the primary target audience,and a 30-second spot costs $700.What is the cost per rating point (CPP)?
A) $10
B) $20
C) $35
D) $50
E) $70
Q3) By the name of the MTV reality show,Dr.Pepper Band in a Bubble,you can infer that Dr.Pepper brand soda was most likely engaged in
A) promotional production.
B) sponsorship.
C) full-spot participation.
D) TV aggregation.
E) narrowcasting.
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Chapter 12: Digital Interactive Media
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Sample Questions
Q1) One of the primary differences between the Internet and traditional media is the cost of time and/or space.
A)True
B)False
Q2) Which of the following is a portable and personally identifiable medium?
A) direct mail
B) Internet
C) interactive TV
D) cell phone
E) DVR
Q3) _____ are sites that allow people to type a word or phrase into a text box and then quickly find information.
A) Portals
B) Social media
C) Search engines
D) Browsers
E) Broadband pages
Q4) Who were "keyword entrepreneurs"?
Q5) Briefly distinguish between a centralized network and a distributed network.
Q6) What is a landing page?
Page 14
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Chapter 13: Out-Of-Home,Direct-Mail,and Promotional Products
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Sample Questions
Q1) How does the Highway Beautification Act of 1965 affect outdoor advertising?
Q2) Taryn is a media buyer who has been asked to determine the best areas in Montana,South Dakota,North Dakota,and Wyoming to target billboards where Native Americans might see them.How can Taryn find the best place to position these billboards?
A) She can use the annual billboard report issued by the American Advertising Association.
B) She can use a national plant operator that provides a lifestyle location service.
C) She can use Google Maps to examine the locations.
D) She can use a global positioning system (GPS) and sophisticated software.
E) There is nothing she can do except fly to each state and inspect each location personally.
Q3) OOH excels at accessibility.It carries the message 24 hours per day and cannot be fast-forwarded,put aside,zapped,or turned off.
A)True
B)False
Q4) What are the three types of mailing lists used in direct marketing?
Q5) Why might an advertiser prefer an junior poster over a 30-sheet poster?
Q6) What is the last mass medium,and why is it called that?
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Chapter 14: Media Planning and Buying
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Sample Questions
Q1) Due to the maturing marketplace,the media audience has scattered across new media options,resulting in fragmentation and an increasingly complicated role for the media planner.
A)True
B)False
Q2) Media buyers tend to specialize in product categories rather than specific types of media.
A)True
B)False
Q3) Cinema advertising and product placements are examples of nontraditional media. A)True
B)False
Q4) Emotionally-oriented creative messages are best communicated with pulsing. A)True
B)False
Q5) If the Trion Gazette has 7,000 subscribers and a local grocery store pays $700 for a full-page ad in the newspaper,the cost per thousand (CPM)will equal $100 per thousand. A)True B)False
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Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion
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Sample Questions
Q1) Which of the following is an example of consumer sales promotion?
A) spiffs
B) coupons
C) buyback allowances
D) slotting allowances
E) company conventions
Q2) Hallmark Cards introduced a new Touch-Screen Greetings interactive kiosks that retailers can place near registers.The kiosk lets customers buy customized Hallmark cards where they can select messages to print on any card design.The kiosk is an example of a(n)
A) point-of-purchase display.
B) push strategy.
C) retailer spiff.
D) buyback allowance.
E) combination offer.
Q3) Explain the main function of loyalty programs.
Q4) Personal selling is labor-intensive and has a poor reputation among many people.
A)True
B)False
Q5) What advantages do print catalogs provide over other marketing tools?
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Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Sample Questions
Q1) If a company is interested in sponsorship,what two options does it have?
Q2) 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
Q3) A _____ is one or more printed or electronic pages of information issued to generate publicity or shed light on a subject of interest.
A) feature article
B) house organ
C) press bulletin
D) media announcement
E) news release
Q4) Which type of sponsorship is most common in North America?
A) annual events
B) entertainment
C) causes
D) sports
E) arts
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