Introduction to Advertising Chapter Exam Questions
Course Introduction
Introduction to Advertising provides students with a foundational understanding of the principles, strategies, and practices of advertising in the modern business environment. This course covers the historical evolution of advertising, the roles it plays in society, and the various media channels used to reach audiences. Students will explore topics such as advertising ethics, creative message development, audience targeting, media planning, and campaign evaluation. Emphasis is placed on understanding the integration of traditional and digital media, as well as the impact of advertising on consumer behavior and culture. Through case studies and practical assignments, students will gain insight into how advertising campaigns are conceptualized, developed, and executed.
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Kleppners Advertising Procedure 18th Edition by Ron Lane
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Chapter 1: Background of Todays Advertising
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Q1) The Pure Food and Drug Act of 1906 had loopholes that made enforcement of the pure foods and patent medicines provisions of the law difficult. These loopholes were closed by passage of the Pure Food and Drug Act in June of 1938.
A)True
B)False
Answer: False
Q2) Advertising was first used as an instrument for direct social action during:
A)the Civil War.
B)the Spanish American War.
C)World War I.
D)World War II.
E)the Korean Conflict.
Answer: C
Q3) The Pure Food and Drug Act was passed to address:
A)product safety issues.
B)fraudulent claims made by manufacturers.
C)the government's role in production of food.
D)the government's role in labeling of drug and cosmetic products.
E)public health concerns.
Answer: E
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Chapter 2: Roles of Advertising
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Q1) In which of the product categories below would high brand recognition NOT be especially important?
A)beer
B)a people mover
C)cigarettes
D)soft drinks
E)fast food
Answer: B
Q2) Sound advertising proposals depend on knowing the level of product maturity and its marketplace acceptance.
A)True
B)False
Answer: True
Q3) Crucial to market channel efficiency is effective advertising.
A)True
B)False
Answer: True
Q4) Advertising can play both a(n)________ role in the ways it impacts society, Answer: economic and social/cultural
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Chapter 3: Brand Planning and the Advertising Spiral
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Q1) By encouraging people to use their products to create different foods, Egg Beaters increased sales. The technique they used is called ________ advertising, which sparks menu innovation.
Answer: recipe
Q2) The personal relationship between the brand and the consumer provides the most meaningful description of brand equity.
A)True
B)False
Answer: True
Q3) The AFG Planning seven-step planning cycle helps develop a strategic advertising plan by using account planning at every stage.
A)True
B)False
Answer: True
Q4) In order to gain brand insights for planning purposes, some agencies will do a SWOT analysis.
A)True
B)False Answer: True
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Chapter 4: Target Marketing
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Q1) The population for the next 25 years will be smaller, younger and less diverse than ever before in the United States.
A)True
B)False
Q2) Type of market segmentation that looks at consumption patterns.
A)benefits and attitudes
B)micromarketing
C)product-user
D)geodemographic
E)values
Q3) Spending, household income, birthrate and aging are among the types of information available so advertisers can better target their messages.
A)True
B)False
Q4) For target marketing purposes, provide a meaningful snapshot of the African-American population as indicated mainly by recent U.S. Census Bureau information.
Q5) Briefly compare and contrast the old marketing concept and the new marketing concept.
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Chapter 5: The Advertising Agency, Media Services, and Other Services
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Q1) Which of the following is NOT characteristic of WWP's global research study?
A)a research study for Interpublic
B)a research study of 70,000 people worldwide
C)asks consumers questions in 50 categories
D)seeks to better understand how consumers view 3,500 brands
E)available to clients of JWT
Q2) Since the Colonial era, advertising has gone through a no-rebate age, the age of negotiation, and the reengineering age to find itself in the media and digital age.
A)True
B)False
Q3) There is no universal model for the operational structure of a full-service agency. A)True
B)False
Q4) Ogilvy & Mather's effective global advertising stems from creating advertising locally that follows the worldwide strategic plan to maintain the desired brand image.
A)True
B)False
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Chapter 6: The Advertisers Marketingadvertising Operation
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Q1) Discuss the notion of risk and its impact on advertising,
Q2) More than simply a communications function for a company, advertising represents a financial investment in itself and its brand.
A)True
B)False
Q3) One of the newer elements in the traditional Ps of marketing, according to executive Brad Majors, is prospect.
A)True
B)False
Q4) When a client has restructured or key personnel have changed functions, they will send out a:
A)RSVP.
B)RFP.
C)RFID.
D)DOA.
E)UPC.
Q5) Don Schultz, author of Integrated Marketing Communications, has suggestions for successful implementation of IMC. List and discuss them.
Q6) List some of the factors that have created a marketing revolution.
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Chapter 7: Media Strategy
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Q1) Prospects in different sectors of the nation display different attitudes and opinions about various product categories.
A)True
B)False
Q2) Before going to flighting, what factors should be considered?
Q3) List some fundamental characteristics of the media that affect planning.
Q4) It is realistic for advertisers to expect their media planner to find a medium that provides an audience in which every member is of equal benefit to them, that is, with zero waste circulation.
A)True
B)False
Q5) In their attempt to fine-tune cost efficiencies compared to more useful and targeted client prospects, researchers have tried to add:
A)a component to measure communication frequency.
B)a media vehicle element that allows for planner preferences.
C)a component to measure audience awareness.
D)reach and frequency measures.
E)a cost per 100 valuation.
Q6) List factors that changed the role of media and led to unbundling.
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Chapter 8: Using Television
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Q1) Television viewing audiences are at their highest level despite how much time is being spent on the Internet.
A)True
B)False
Q2) If national advertisers decide to buy time from local stations, they are making:
A)secondary buys.
B)smart buys.
C)spot buys.
D)affiliate buys.
E)target buys.
Q3) From a marketing perspective, TV is the homogeneous medium that restricts the variety of offerings advertisers have for their commercials.
A)True
B)False
Q4) Called ________, it is where companies offer stations the right to run a show in return for a portion of the commercial time in that show, rather than selling the show to the stations for cash.
Q5) What are qualitative ratings, and how are they derived?
Q6) Describe the evolution of TV programming since 1940 to today.
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Chapter 9: Using Radio
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Questions
Q1) Regarding amplitude modulation (AM), which of the following applies?
A)a method of transmitting electromagnetic signals by varying the height of the wave
B)can be heard at shorter distance, especially at night, than frequency modulated signals
C)quality of signal is superior to frequency modulation
D)quality of signal decreases the further away listeners are from a station
E)a method of changing variations in a sound wave by varying its frequency
Q2) The height of an electronic wave is called ________, which has both range and speed.
Q3) Dollars received from radio network and spot advertising far exceed the revenue from local advertising.
A)True
B)False
Q4) Each week, radio reaches about what percentage of all adults and teenagers?
A)94 percent, 91 percent
B)74 percent, 73 percent
C)64 percent, 63 percent
D)54 percent, 53 percent
E)34 percent, 33 percent
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Chapter 10: Using Newspapers
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Q1) Of the following, which is a criterion for being recognized as a national newspaper?
A)must have more than 50 percent of its advertising from national advertising
B)has no more than 50 percent of its content devoted to advertising
C)publishes at least weekly
D)has printed copies that are sold, distributed, and available nationwide
E)must not have more than 67 percent circulation in a single area
Q2) The success of any vehicles of the ethnic press is largely a function of the revenue they receive from advertising.
A)True
B)False
Q3) Once an enduring newspaper tradition, the Sunday magazine supplement published by most major dailies has been replaced by: A)Viva.
B)USA Today Weekend and Parade.
C)Our World.
D)Reader's Digest Weekly.
E)Vista.
Q4) Discuss three trends that pose challenges for newspaper publishers.
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Chapter 11: Using Magazines
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Q1) ________ have been established for virtually all media, not just radio and television, providing advertisers a convenient and efficient way to buy multiple vehicles.
Q2) Challenges that consumer magazines are encountering include all of the following EXCEPT:
A)declining gross revenues.
B)rising cost of paper.
C)greater delivery expenses.
D)greater marketing expenses.
E)need to discount subscriptions.
Q3) Which of the following is NOT an appealing feature of cross-media buys for national advertisers?
A)provides extended reach
B)complementary nature of TV and magazines to reach segments of the general public
C)provides welcomed variety in advertising themes
D)allows for creative executions
E)annoys heavy users of other media
Q4) A magazine publisher that distributes its product free to selective readers is practicing ________ circulation.
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Chapter 12: Out-Of-Home Advertising
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Q1) Which of the following were among the top-10 outdoor advertisers in 2008?
A)Coors
B)ESPN
C)AT& T
D)Geico
E)Gillette
Q2) Messages carried on billboards at no charge to local and national service projects are part of the outdoor industry's commitment to ________.
Q3) Although several high-profile national advertisers use out-of-home, it is still essentially a local vehicle.
A)True
B)False
Q4) Briefly discuss the evolution of outdoor advertising from its early use in the Middle East to its use in the United States in the early twentieth century.
Q5) Since enactment of the Highway Beautification Act of 1965, the number of outdoor signs has risen from 400,000 to 1.2 million and continues to climb.
A)True
B)False
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Chapter 13: Digital and Direct-Response Advertising
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Q1) For the last 25 years, marketers have moved toward more personal relationships with customers, moving from marketing to broad demographic categories to the next phase of focusing on more narrowly defined:
A)one-to-one marketing.
B)niche marketing.
C)category marketing.
D)community or group marketing.
E)integrated marketing communications.
Q2) A form of package inserts, ________ are included in a company's own packages and go to that company's loyal customers with whom they have a proven and recent sales relationship.
Q3) If you wanted to reach consumers under the age of 18, you might want to place your Internet advertising during which daypart?
A)evenings and weekends
B)early morning
C)daytime
D)overnights
E)early and mid-mornings
Q4) Discuss the importance of list protection in direct-mail advertising.
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Chapter 14: Sales Promotion
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Q1) Which of the following is a type of co-op fraud?
A)applying co-op dollars to more than one medium
B)double booking ads
C)retailers billing manufacturers for ads that run beyond the period agreed upon for the program
D)double billing
E)asking the media for the placement incentive fee
Q2) What is the historic ratio between expenditures on trade and sales promotions versus expenditures on advertising?
A)1:1
B)2:1
C)3:1
D)4:1
E)5:1
Q3) By the 1960s, promotion firms began to transform themselves into:
A)full-service merchandising firms.
B)full-service public relations firms.
C)full-service marketing consultants.
D)full-service branding firms.
E)full-service boutique firms.
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Chapter 15: Research in Advertising
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Q1) Typical uses for research include all of the following EXCEPT:
A)to assure the client success.
B)to monitor activities.
C)to identify causes of possible problems.
D)to look for new ideas in products and services.
E)to help in developing communication approaches.
Q2) ________ informs us about the product, market, consumer, and competition.
Q3) Starch Readership Service classifies respondents who read half or more of the written material in the ad under scrutiny as:
A)associated.
B)noted.
C)read most.
D)halfers.
E)disassociated.
Q4) In VALS, terms like ideals, achievement, and self-expression appear as the lifestyle categories.
A)True
B)False
Q5) Discuss the role and importance of the account planner, especially from the consumer perspective.
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Chapter 16: Creating the Message
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Q1) What are message tools? List and describe the various types and how they might help advertisers reach prospective customers.
Q2) The following are all characteristic of a headline EXCEPT:
A)most important part of a print ad.
B)if glossed over, the reader goes to the first line of copy.
C)first thing read.
D)must arouse interest.
E)should be as long as you want it to be.
Q3) A copy approach is a method of opening the text of an advertisement.
A)True
B)False
Q4) According to Philip Sawyer, editor of Starch Tested Copy, which of the following will help you to develop effective advertising?
A)KIWSS, keep it within size and style
B)Sell the product not the benefits.
C)Go with the flow.
D)Spice it up with sex, always.
E)You're always selling the product-don't forget that!
Q5) Define copy style, and list and discuss various approaches to achieving it.
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Chapter 17: The Total Concept: Words and Visuals
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Q1) Which of the following does NOT gauge the weight of an element in an ad?
A)its shape
B)its symmetry
C)its color
D)its size
E)its degree of blackness
Q2) Under what conditions are you likely to use stock images, at least according to 80 percent of graphic design professionals?
Q3) Which of the following is NOT, according to Jim Aichison, a source of inspiration for an idea?
A)where or how a product is made
B)lack of awareness about what happens to a product
C)history of the product
D)the packaging
E)gaining new ideas from a product's old advertising
Q4) Since the events of 9/11, color trends are no longer strictly evolutionary.
A)True
B)False
Q5) Describe the importance of visualization in developing a creative idea for advertising.
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Chapter 18: Print Production
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Q1) The conversion process that moves the original layout to the finished piece is the responsibility of the agency or advertiser and is called ________.
Q2) The ________ date is the time/date when all material needed for printing must arrive at the publication.
Q3) Describe some of the technical considerations of digital advertising and production.
Q4) The letterpress printing process involves use of a plate with a raised surface.
A)True
B)False
Q5) Discuss the importance of and uses of color proofing.
Q6) All of the following functions are the responsibility of a typical print production group in an agency EXCEPT:
A)traffic.
B)illustration buyers.
C)typographers.
D)print producers.
E)printing buyers.
Q7) Any art, type or image that is made up of a solid color is called ________.
Q8) Discuss why using all capitals is not a good idea in advertising.
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Chapter 19: Video and the Commercial
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Q1) Compare and contrast what is involved in creating a video to creating a commercial.
Q2) The person involved in production who must combine talents as a coordinator, diplomat, watchdog, and businessperson is called the:
A)specs officer.
B)agency coordinator.
C)producer.
D)director.
E)external director.
Q3) Combining sound with picture, inserting transitional effects, and adding titles occur in which phase of TV production?
A)shooting
B)postproduction
C)preproduction
D)postflighting
E)CGI mixing
Q4) List some of the characteristics and elements of good television advertising, which if used appropriately can make it a powerful marketing tool in the twenty-first century.
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Chapter 20: The Radio Commercial
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Q1) A key attribute of words demonstrated in the Motel 6 spots is:
A)do what it takes to be attention grabbing.
B)the intimacy of the human voice to communicate a message.
C)the more a person shouts, the more the prospect desires his/her product or service.
D)as long as they describe the product or service, your message is effective.
E)it is better to hire professional voice talent.
Q2) When you're in the studio producing a radio spot, the engineer and the talent should remain in the studio until the account executive and the client give final approval.
A)True
B)False
Q3) An advantage radio does NOT have over other media.
A)flexibility
B)price
C)marketability
D)believabilty
E)promotability
Q4) What essential elements can advertisers draw upon to make radio an effective advertising medium?
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Chapter 21: Trademarks and Packaging
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Q1) Which of the following prompted companies to more widely use packaging as a promotional tool?
A)realization that the label alone would fulfill that role
B)the precedent set by Uneeda biscuit
C)dramatically lowered ad budgets during the depression of the 1930s
D)the lack of paper at the onset of World War II
E)the increased budget allocation for promotion of packaged goods
Q2) The longer a trademark is associated with a brand, the more people recognize it and the greater it is.
A)True B)False
Q3) What is a trademark and what is a logo? Discuss their relationship to one another and their role in company and product identification.
Q4) Discuss the role color plays in packaging and why an appropriate choice of color is important.
Q5) Once a brand is assimilated into a culture, it has arrived and is no longer a trend.
A)True B)False
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Chapter 22: The Complete Campaign
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Q1) Advertisers design a regional or national campaign to run, on average, for:
A)12 months.
B)17 months.
C)23 months.
D)three to four years.
E)rarely more than five years.
Q2) The second stage of the ________ helps managers determine if advertising campaign goals were met.
Q3) Advertising appeals that motivate people do NOT appeal to their:
A)desires.
B)good nature.
C)goals.
D)problems.
E)needs.
Q4) Nike's Just Do It and Pepsi Cola Company Pepsi Generation campaigns communicate attitude.
A)True
B)False
Q5) Explain what a situation analysis should accomplish, and list the major steps involved in conducting one.
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Chapter 23: International Advertising
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Q1) This type of advertising is extremely popular in parts of Europe but relatively minor in the United States.
A)pop-up advertising
B)personal selling
C)billboard advertising
D)cinema advertising
E)skywriting
Q2) As multinational companies have evolved and matured over the last 30 years, they have moved through a number of phases, the most recent of which is:
A)local emphasis in marketing strategy.
B)moving into foreign markets.
C)creating global messages.
D)research-supported localization and segmentation.
E)Internet-based global cyber-shopping.
Q3) In the coming decade, New York will become the largest city on Earth due to increases in immigration.
A)True
B)False
Q4) Describe the evolution of the multinational advertising agency.
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Chapter 24: Economic, Social, and Legal Effects of Advertising
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Q1) The economic and social components of advertising are mutually exclusive.
A)True
B)False
Q2) All of the following apply to comparison advertising EXCEPT:
A)companies may be sued by competitors for commercials that unfairly disparage that competitor's brand.
B)require substantiation of qualities for only your own brand.
C)the first comparison advertising used was in the 1930s by Chrysler, inviting customers to "try all three."
D)comparative advertising perceived as unfair by consumers may damage advertising in general.
E)it may inadvertently promote the competitors' brands.
Q3) Today, large corporations are engaging in ________ in which they market their good deeds in the same way they market their products.
Q4) The use of inappropriate humor, messages in poor taste
A)True
B)False
Q5) A means of leverage used by large retailers, ________ are fees paid by manufacturers to retailers to gain shelf space.
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