Advertising Strategy
Final Exam
Course Introduction
Advertising Strategy explores the principles and practices used to develop, implement, and evaluate effective advertising campaigns. This course examines audience analysis, message creation, media planning, and campaign measurement within the context of both traditional and digital platforms. Students learn to identify market opportunities, set campaign objectives, develop creative briefs, and allocate resources for maximum impact. Emphasis is placed on integrating research, consumer behavior insights, and brand positioning to craft persuasive advertising strategies that address real-world marketing challenges.
Recommended Textbook
M Advertising 3rd Edition by William Arens
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16 Chapters
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Chapter 1: Out-Of-Home, Direct-Mail, and Promotional Products
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Sample Questions
Q1) Describe how advertising fits into the marketing process.
Answer: Advertising helps an organization achieve its marketing goals.Marketing functions such as marketing research have an impact on the type of advertising a company employs.Companies and organizations use many different types of advertising,depending on their particular marketing strategy.The marketing strategy will determine who the targets of advertising are,where the advertising should appear,what media should be used,and what purposes the advertising should accomplish.
Q2) Which term best refers to items such as shampoo,lipstick,juice,and breakfast cereal?
A) customized packaged goods
B) consumer packaged goods
C) in-house products
D) branded products
E) serviceable goods
Answer: B
Q3) What is the most basic function of branding?
Answer: One of the most basic functions of branding,as well as of advertising,is to identify products and their source and to differentiate them from others.
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Page 3
Chapter 2: The Environment of Advertising
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Q1) Good Housekeeping magazine places its "Seal of Approval" on all the products advertised in it.If any of the products are later found to be defective,Good Housekeeping promises to refund the money paid for the products.This kind of careful screening
A) is required by the Federal Trade Commission.
B) is a way for a medium to monitor its advertisements.
C) was required by legislation passed during the Great Depression.
D) is used by most print media, including the tabloids.
E) is redundant given the watchfulness of federal regulatory agencies.
Answer: B
Q2) Which theory states that advertising allows companies to compete more effectively for consumer dollars and keeps consumers informed of their selection alternatives if the economy produces more goods and services than can be consumed?
A) abundance principle
B) macroeconomic theory of supply and demand
C) economic principle of opportunity costs
D) utilitarian principle of advertising
E) normative theory of supply and demand
Answer: A
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Chapter 3: The Business of Advertising
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Sample Questions
Q1) 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
Q2) The basic principles of advertising are the same for both local and national advertising.
A)True
B)False
Answer: True
Q3) _____ 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
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Chapter 4: Targeting and the Marketing Mix
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Sample Questions
Q1) What is the next step for a marketer once market segmentation has been done?
A) target marketing process
B) budgeting process
C) mission statement
D) SWOT analysis
E) competitive assessment
Q2) In order to get the iPad ordered at retailers like Best Buy,Apple drove up demand through advanced advertising to consumers.Apple knew that consumer demand influences which products the tech retailers would carry.This was an example of
A) indirect consumer marketing.
B) promotion equity.
C) scrambled promotion.
D) a push strategy.
E) a pull strategy.
Q3) Network marketing is also called pyramid marketing.
A)True
B)False
Q4) Describe the steps in the target marketing process.
Q5) What is the utility of a product?
Q6) What are the two steps that make up the market segmentation process?
Page 6
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Chapter 5: Communication and Consumer Behavior
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Sample Questions
Q1) In a study in the Netherlands,Belgium,and Germany,respondents were asked to rate imported meat against locally produced meat.In all cases,locally produced meat was rated much higher even though the meat from all three nations is virtually indistinguishable by sight,taste,or smell._____ screens based on learned factors most likely led to this perceived differences.
A) Physiological
B) Rational
C) Functional
D) Psychological
E) Self-actualizing
Q2) _____ is the personalized way we sense,interpret,and comprehend various stimuli. A) Habit
B) Learning
C) Perception
D) Motivation
E) Attitude
Q3) Why would an advertiser repeat the same commercial numerous times during a sporting event on television? How does the advertiser hope to benefit?
Q4) Describe the model of the consumer perception process.
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Chapter 6: Account Planning and Research
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Sample Questions
Q1) An MIS (Marketing Information System)is a
A) sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions.
B) system used to ensure that none of the steps in the research process is ignored or applied incorrectly.
C) hierarchical chart for categorizing the relevance of different types of primary data.
D) process used to assess and prioritize internal environmental strengths, weaknesses, unidentified opportunities, and threats.
E) set of complex procedures used for gathering information and converting it into manageable secondary data for making advanced advertising decisions.
Q2) The development of ______ facilitated the collection of observation data.
A) research heuristics
B) cross-tab capabilities
C) UPC labeling
D) MIS
E) test marketing specifics
Q3) Compare the benefits and drawbacks of primary and secondary data.
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Chapter 7: Marketing,Advertising,and Imc Planning
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Sample Questions
Q1) What should be the advertising manager's first step when asked to develop an advertising plan?
A) selecting the target audience
B) developing marketing objectives
C) determining the most cost-effective media
D) establishing an advertising budget
E) reviewing the company's marketing plan
Q2) Mood-lites are colored lightbulbs that were developed according to research on how colors affect moods.In allocating funds for advertising the new lightbulbs,the manufacturer decided to budget a certain proportion of last year's sales for advertising expenditures.Which allocation method was the manufacturer using?
A) percentage-of-sales
B) self-defense
C) objective/task
D) share-of-market/share-of-voice
E) budget buildup
Q3) List in order,the five levels of advertising influence depicted in the advertising pyramid.
Q4) What are the four sources of brand messages? Briefly describe each source.
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Chapter 8: Creating Ads: Strategy and Process
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Sample Questions
Q1) Discuss the role of the Judge in the creative process.
Q2) As a group,the people who work in the creative department are generally referred to as the ad agency.
A)True
B)False
Q3) 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?
Q4) The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.
A)True
B)False
Q5) Describe what creatives typically do when fulfilling each of the four imaginary roles identified by Roger von Oech as part of the creative process.
Q6) What is a message strategy? Describe the components of a message strategy.
Q7) Explain the difference between informational ads and transformational ads.
Q8) Visual cues and metaphors can be used to help an ad inform consumers.
A)True
B)False
Page 10
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Chapter 9: Creative Execution: Art and Copy
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Q1) Another name for the poster-style format is the storyboard layout.
A)True
B)False
Q2) Copy for the comp is usually typeset on a computer and positioned with the visuals,and the ad is
A) printed as a full color proof.
B) more correctly called still-life.
C) less expensive to develop than thumbnails.
D) always in black and white.
E) a very small pencil sketch.
Q3) Unlike print ads,broadcast commercials do not use a format or layout.
A)True
B)False
Q4) What is the difference between a rough layout and a thumbnail sketch?
Q5) Since 1999,GEICO Insurance ads feature a polite,demure gecko named Martin after the advertising agency that came up with him.In addition to being a play on the similar sound and look of the words "GEIKO" and "gecko," Martin is an example of the use of animation in advertising.
A)True
B)False
Page 11
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Chapter 10: Print Advertising
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Q1) Newspaper advertisers can sometimes receive _____,a discount applied retroactively as the volume of advertising increases through the year.
A) space discounts
B) earned rates
C) ad overruns
D) short rates
E) acquisition fees
Q2) The ______ of a magazine includes all of the people who buy a publication at a newsstand or bookstore and all of the magazine's subscribers.
A) total market coverage
B) market cost per thousand (CPM)
C) selective market
D) magazine diffusion
E) primary circulation
Q3) Why would Levi's pay an extra 10 to 15 percent to have an ad bleed of the page?
Q4) One of the disadvantages of magazines as an advertising medium is their lack of immediacy.
A)True
B)False
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Television and Radio
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Sample Questions
Q1) Television viewing is highest during _____ time.
A) peripheral
B) late fringe
C) post prime
D) early fringe
E) prime
Q2) A radio advertiser may purchase network,spot,or local radio time.Explain the differences.
Q3) When buying radio time,advertisers usually buy the station's A) format.
B) programs.
C) frequency.
D) reputation.
E) personalities.
Q4) While television tends to be a passive medium that people simply watch,radio actively involves people.
A)True
B)False
Q6) What are the benefits of advertising on cable television? Page 13
Q5) Differentiate between broadcast television and cable television.
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Page 14
Chapter 12: Digital Interactive Media
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Q1) What is AdSense? How does AdSense work? What are its benefits?
Q2) Why do portals want to keep visitors for as long as possible?
Q3) In a distributed network,
A) communication is continuous even if some connections stop working.
B) a single participant controls the content.
C) receivers are left without data if the hub goes down.
D) media content is delivered through one hub.
E) media content is delivered through a single link.
Q4) Many companies like Nielsen Online,HubSpot,and comScore offer ways to track users and help media planners determine where their target audience is hanging out online in the highest _____,or highest concentration or a type of user for a given site.
A) button
B) banner
C) composition
D) interstitial
E) cookie
Q5) A banner ad is typically billed according to a click rate.
A)True
B)False
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Chapter
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Q1) Which of the following are jumbo,full-color transparencies backlighted by fluorescent tubes and running the length of the bus?
A) backlighted posters
B) mobile bulletins
C) bus-o-rama signs
D) transit spectaculars
E) mobile outside posters
Q2) Which of the following is a type of OOH advertising consisting of ready-made posters,available in any quantity and often featuring the work of first-class artists and lithographers?
A) stock posters
B) junior panels
C) bulletins
D) spectaculars
E) standard billboards
Q3) One of the main reasons for the declining popularity of OOH advertising is excessive ad clutter.
A)True
B)False
Page 16
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Chapter 14: Media Planning and Buying
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Q1) Which term refers to a possible exposure of the advertising message to one audience member?
A) advertising reach
B) medium receptivity
C) advertising impression
D) message weight
E) gross impression
Q2) Assume that 40 percent of television households had the opportunity to hear a product commercial five times over a four-week period.What would the gross rating points (GRP)be for the commercial?
A) 120
B) 160
C) 180
D) 200
E) 220
Q3) Why do media planners often define media objectives by the schedule's message weight?
Q4) Explain the importance of continuity.
Q5) What are the two ways to express message weight?
Q6) What information should be provided in a written rationale for a media strategy?
Page 17
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Chapter 15: IMC: Direct Marketing, Personal Selling, Packaging,
and Sales Promotion
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Q1) Telemarketing should never be used if the objective of the sales call is to develop long-term relationships with customers.
A)True
B)False
Q2) Most consumers want tamperproof,sturdy,attractive packages,while most manufacturers want packages to be recyclable and reusable.
A)True
B)False
Q3) Which of the following is the oldest marketing method and is growing quickly today as a result of social and technological changes?
A) direct marketing
B) relationship marketing
C) print advertising
D) interactive marketing
E) direct selling
Q4) Mass marketing is the best way to develop a good database. A)True
B)False
Page 18
Q5) Describe the three main functions of direct marketing.
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Chapter 16: IMC: Public Relations, Sponsorship, and Corporate Advertising
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Q1) What is the benefit of news release formats being standardized?
Q2) An event that is suitable for sponsorship should evoke a key attribute of the product sold by the sponsoring company.
A)True
B)False
Q3) _____ is support of a cause without any commercial incentive.
A) Community involvement
B) Philanthropy
C) Ambush marketing
D) Sponsorship
E) Venue marketing
Q4) Public relations efforts are used to rally public support and respond to inquiries.
A)True
B)False
Q5) Some events have so many sponsors that getting one marketer's message through is extremely difficult,a problem known in advertising as clutter.
A)True
B)False
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