Digital Advertising Exam Practice Tests
Course Introduction
Digital Advertising explores the fundamental principles, strategies, and tools of online advertising in the contemporary media landscape. Students will learn about the digital advertising ecosystem, including display ads, search engine marketing, social media campaigns, influencer marketing, programmatic advertising, and emerging technologies. The course covers targeting techniques, campaign planning, creative development, performance analytics, and ethical considerations. Through case studies and hands-on projects, students will gain practical experience in creating and optimizing digital ad campaigns to effectively reach and engage audiences across various digital platforms.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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19 Chapters
2850 Verified Questions
2850 Flashcards
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Page 2
Chapter 1: The New World of Marketing Communication
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150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29169
Sample Questions
Q1) The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. From the advertiser's perspective, what is the most important benefit of placing an advertisement during the Super Bowl?
A)the ability to reach a mass audience
B)the best media for introducing products
C)the ability to make personal connections with consumers
D)the likelihood that consumers will make an immediate purchase decision
E)the persuasive nature of television commercials
Answer: A
Q2) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. The medium of this ad is ________.
A)Melina Kanakaredes
B)Ladies' Home Journal
C)readers who redeem the $1-off coupon
D)Maybelline
E)the target market to whom Melina Kanakaredes appeals
Answer: B
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Page 3
Chapter 2: Integrated Brand Communication
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Businesses are more likely to use advertising in specialized media than in mass media to reach customers in business-to-business markets.
A)True
B)False
Answer: True
Q2) The key players in the marketing industry include the marketer, suppliers or vendors, distributors and retailers, and agencies.
A)True
B)False
Answer: True
Q3) Institutional markets are made up of nonprofit organizations only.
A)True
B)False
Answer: False
Q4) Advertising can add value to a brand.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Brand Communication and Society
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) The Federal Communications Commission (FCC)has the power to ban the airing of messages, including ads, that are deceptive or in poor taste.
A)True
B)False
Answer: True
Q2) The National Advertising Division (NAD)and the National Advertising Review Board (NARB)are government agencies that negotiate the voluntary withdrawal of national advertising that professionals consider deceptive.
A)True
B)False
Answer: False
Q3) All EXCEPT which of the following have governmental authority concerning some form of regulation of advertising?
A)Bureau of Alcohol, Tobacco, and Firearms
B)Federal Communications Commission
C)U.S. Postal Service
D)National Advertising Division
E)Food and Drug Administration
Answer: D
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Page 5
Chapter 4: How Brand Communication Works
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Feedback interrupts the sending as well as the receiving of the message.
A)True
B)False
Q2) Which of the following is NOT a component of the behavior response?
A)mental rehearsal
B)resonance
C)contacting
D)prevention
E)buying
Q3) Mary was extremely satisfied with the product after she tried it, so she purchased the product again. She even told her mother and sister about the benefits of Oust and convinced them to try the product as well. What component of persuasion does this represent, and why do marketers want to attain this level of persuasion?
Q4) Brand loyalty is most closely associated with which facet of advertising?
A)perception
B)cognition
C)behavior
D)emotion
E)persuasion
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Chapter 5: Segmenting and Targeting the Audience
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) When an insurance company tailors its promotional messages to show how its products protect people from being devastated by a natural disaster or an accident, the company is appealing to a secondary need on Maslow's Hierarchy of Needs.
A)True
B)False
Q2) ________ is your view of the relationship between what you gain by trying something new and what you have to lose if it doesn't work out.
A)Adoption
B)Adaptation
C)Perceived risk
D)Selective exposure
E)Selective distortion
Q3) A ________ is a group of people an individual uses as a model for behavior in specific situations.
A)subgroup
B)social class
C)reference group
D)normal group
E)cohort
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Page 7
Chapter 6: Strategic Research
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) ________ research delivers numerical data such as number of users and purchases, their attitudes and knowledge, their exposure to ads, and other market-related information.
A)Secondary
B)Quantitative
C)Qualitative
D)Neural
E)Experimental
Q2) Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers.
A)True
B)False
Q3) Radio Facts, published by the Radio Advertising Bureau, is an example of
A)qualitative research
B)primary information
C)a trade association report that helps advertisers make better decisions
D)a report developed by a secondary research supplier
E)a government report that helps advertisers make better decisions
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Chapter 7: Strategic Planning
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) An advertiser's "share of voice" is determined by comparing the amount spent on advertising to the advertiser's sales.
A)True
B)False
Q2) Which of the following tasks of an account planner has been described as "peering into nooks and crannies without losing sight of the big picture in order to identify a key insight that can transform a client's business"?
A)big idea generating
B)critical thinking
C)creative thinking
D)insight mining
E)insight communicating
Q3) For most organizations, strategic planning starts with ________.
A)formulating a business mission statement
B)identifying the target market
C)determining the required return-on-investment
D)conducting an internal and external environment analysis
E)creating the marketing mix
Q4) Name and describe six of the nine components of a typical communication brief.
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Chapter 8: Creative Strategy
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Lecture as a basic strategy relies on the viewer to make inferences.
A)True
B)False
Q2) The technique of creative aerobics is best classified as a ________ process.
A)thought-evaluation
B)thought-starter
C)visualization
D)brainstorming
E)risk-taking
Q3) A jingle is a valuable memorability device.
A)True
B)False
Q4) Effective advertising is a product of both science and art.
A)True
B)False
Q5) At one time, Michael Jordan was the highest paid celebrity endorser for several products. Why do advertisers use such celebrity endorsers?
Q6) A creative brief is typically completed in outline form.
A)True
B)False
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Chapter 9: Copywriting
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) In which print medium can ads be more informative and carry longer copy?
A)newspapers
B)magazines
C)directories
D)posters
E)outdoor advertising
Q2) Copywriters working on a radio commercial use a standard ________ format to write the copy to certain time blocksincluding all the words, dialogue, lyrics, sound effects, instructions, and descriptions.
A)storyboard
B)radio script
C)transcript
D)dialogue
E)dual-column
Q3) Discuss problems advertisers might face when translating copy into another language. How can these problems be addressed?
Q4) Incorrect grammar has no place in advertising copy.
A)True
B)False
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Chapter 10: Visual Communication
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Arthur works at an advertising agency and is in charge of the visual look of the message, both in print and TV, and how it communicates mood, product qualities, and psychological appeals. He makes decisions about whether to use art or photography in print, film or animation in television, and what type of artistic style to use. He was trained in graphic design and designs ads, but he rarely creates the finished art. What is Arthur's job title?
A)producer
B)art director
C)advertising director
D)creative director
E)creative strategist
Q2) Explain the two ways videographers and photographers handle composition.
Q3) Copywriters and art directors who imagine what the finished ad might look like are engaged in ________.
A)visualization
B)dubbing
C)post production
D)stop action
E)surrealism
Q4) Describe a web designer's toolkit.
Page 12
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Chapter 11: Media Basics
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) The forms that media buys take are ________ and ________.
A)share; impressions
B)space; time
C)circulation; impressions
D)ratings; share
E)reach; frequency
Q2) In one promotional activity, MSN.com had actors dressed as butterflies skate around the streets of New York. What form of advertising media does this represent, why do advertisers use it, and are there any drawbacks?
Q3) Which of the following forms of nontraditional media is most limited by a small reach?
A)product placement
B)branded entertainment
C)advertainment
D)mobile marketing
E)guerrilla marketing
Q4) A package is the last ad a customer sees before making a decision on which brand to buy.
A)True
B)False
Page 13
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Chapter 12: Traditional Media
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150 Verified Questions
150 Flashcards
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Sample
Questions
Q1) A magazine page without outside margins, in which the color extends to the edge of the page, is called a ________.
A)marginless page
B)gatefold
C)double-spread
D)full page
E)bleed
Q2) The two main types of audiences that magazines target are consumer and business audiences.
A)True
B)False
Q3) Communication directed at an audience that may not fit the advertiser's target market is called ________.
A)underwritten advertising
B)wasted reach
C)aperture
D)spillover
E)clutter
Q4) Discuss three advantages and three disadvantages of advertising on television.
Q5) Name and describe one of the three forms of network television advertising.
Page 14
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Chapter 13: Digital Media
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Sample Questions
Q1) ________ refer to content of a commercial nature that is created or posted on the pages of users in social media that promotes a product, service, or cause.
A)Links
B)User-generated ads
C)Interactive ads
D)Trailers
E)Posts
Q2) Which is the most used form of online advertising, comprising 47 percent of all Internet ad sales?
A)display advertising
B)search engine advertising
C)e-mail advertising
D)classified advertising
E)referrals
Q3) One drawback to using e-mail for advertising is the cost.
A)True
B)False
Q4) Explain how the Internet audience is measured and what advertisers' concerns are surrounding those measures.
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Chapter 14: Media Planning and Buying
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) When is it advisable to use the Internet in the media plan?
A)The product is not distributed nationally.
B)There is a need for a situational, place-based message.
C)The target audience is difficult to reach with traditional media.
D)The quality of image is not a factor.
E)The plan calls to "heavy up" in certain cities or regions where sales are higher.
Q2) Media planners determine the most cost-effective media mix that will reach the target audience and satisfy the media objectives through the ________.
A)marketing strategy
B)advertising strategy
C)media strategy
D)media tactics
E)media evaluation
Q3) The idea behind the concept of effective frequency is that you add frequency to reach until you get to the level where people respond.
A)True
B)False
Q4) Explain what is meant by the term effective frequency.
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Page 16
Chapter 15: Public Relations
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Sample
Questions
Q1) Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization?
A)image management
B)crisis management
C)media relations
D)reputation management
E)public affairs
Q2) The tendency of consumers to trust the media more than they do advertisers is called the ________.
A)implied third-party endorsement factor
B)halo effect
C)gatekeeping effect
D)indirect endorsement effect
E)carryover effect
Q3) Which of the following statements about public relations is false?
A)Public relations is used to generate goodwill for an organization.
B)Public relations is practiced by a wide range of organizations.
C)On one level, public relations is a tactical function.
D)Publicity and public relations are synonymous terms.
E)A corporation's publics may be external and internal.
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Chapter 16: Direct-Response
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Sample Questions
Q1) What is the first step in the direct marketing process?
A)setting objectives and making strategic decisions
B)communication of the offer
C)customer ordering
D)fulfillment
E)relationship building
Q2) Name and describe the seven stages of the database marketing process.
Q3) The database marketing process begins with a(n)________ that could include completing a warranty card, entering a contest or sweepstake, or opting in on a website.
A)behavioral target
B)house list
C)information collection point
D)merged list
E)response list
Q4) Name and describe the type of advertising that Proactive Solution uses to promote and sell its product.
Q5) What marketing challenge faced the GEICO campaign as described in the chapter's opening vignette?
Q6) Explain what spam is.
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Chapter 17: Promotions
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Sample Questions
Q1) What type of consumer promotion is the toy in the Happy Meal?
A)direct premium
B)self-liquidator premium
C)sample
D)price deal
E)game
Q2) In a practice that is sometimes referred to as ________, trade promotions are directed at distribution channel members.
A)value-added marketing
B)payout planning
C)channel marketing
D)partner relationship management
E)customer relationship management
Q3) In comparison to sales promotion, advertising is usually viewed as a longer term investment.
A)True
B)False
Q4) Compare and contrast the trade promotions of bonuses and dealer loaders.
Q5) What kind of audience is Kraft targeting with incentives to get its products to consumers in the stores?
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Chapter 18: The Imc Umbrella
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Sample Questions
Q1) On Your Side Worldwide is an international advertising company that has several departments working on different aspects of brand communication for their clients. In order to monitor and plan for this diversity of brand communication, the company must have ________ to deliver a consistent message from all department silos.
A)cooperative advertising
B)house brands
C)standardization
D)cross-functional management
E)localization
Q2) The first strategic consideration in retail advertising is price.
A)True
B)False
Q3) One activity that almost all nonprofits do is fund-raising, sometimes called ________.
A)exporting
B)development
C)importing
D)mission marketing
E)cause marketing
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Page 20
Chapter 19: Evaluation of Effectiveness
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Sample Questions
Q1) Direct-response communication is meant to drive a transaction or generate some other type of immediate behavioral response, and this is easily measurable.
A)True
B)False
Q2) A(n)________ involves researchers surveying individuals who were exposed to the ad, asking questions about the spokesperson, the tone of the ad, its wording, and so forth.
A)pantry check
B)concept test
C)diagnostic test
D)attitude test
E)tracking study
Q3) Which of the following is NOT a category of work that gets evaluated in advertising and marketing communication programs?
A)message execution
B)media
C)campaign
D)other marketing communication areas and their synergistic effect
E)media buyers
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Page 21