CAA201 Full

1) Which of the following is a basic role of advertising?

A) identification

B) entertainment

C) competition

D) public relations

E) two-way communication

A

2) The word advertisement first appeared in the ________.

A) 1550s

B) 1650s

C) 1750s

D) 1850s

E) 1950s

B

3) Which of the following is most closely associated with the introduction of mass production and a new emphasis on wider distribution of products?

A) the Renaissance

B) the Industrial Revolution

C) the Dot Com Revolution

D) the Early Age of Agencies

E) the Scientific Era

B

4) Which of the following is NOT part of the modern definition of advertising?

A) is a paid form of communication

B) has an identified sponsor

C) is usually personal in nature

D) provides information about products

E) uses mass media

C

5) Paid persuasive communication that uses mass and interactive media to reach broad audiences to connect an identified sponsor with a target audience is known as ________.

A) advertising

B) personal selling

C) public relations

D) sponsorship

E) sales promotion

A

6) Advertising is usually paid for by the ________.

A) audience

B) target

C) agency

D) advertiser

E) media

D

7) In traditional advertising, the message is conveyed through different kinds of ________ media using ________ messages.

A) interactive; personal

B) interactive; nonpersonal

C) word of mouth; personal

D) mass; nonpersonal

E) mass; personal

D

8) Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

A) sales promotion

B) direct-response

C) word of mouth

D) specialties

E) public relations

B

9) Communication with employees and shareholders about brands and campaigns is usually

handled by ________.

A) sales promotion

B) direct-response

C) word of mouth

D) specialties

E) public relations

E

10) In which product category was the most spent on advertising in the United States in 2009?

A) financial services

B) automotive

C) airline travel, hotels, and resorts

D) restaurants

E) food, beverages, and confectionary

B

11) ________ refers to all forms of communication about a brand that appear in a variety of media

A) Integrated marketing communication

B) Marketing communication

C) Marketing network

D) Brand identity

E) Brand differentiation

B

12) Which of the following is NOT one of the four functions of advertising?

A) marketing roles

B) communication roles

C) economic roles

D) networking roles

E) societal roles

D

13) In which scenario is advertising most likely to flourish in a society?

A) when demand exceeds supply

B) when there is little price competition

C) when public speech is tightly controlled by the government

D) when consumers do not have disposable income

E) when supply is greater than demand

E

14) Which of the following was the top U.S. advertiser with respect to total ad expenditures in 2009?

A) Monsanto

B) Sara Lee

C) Toyota

D) General Electric

E) Procter & Gamble

E

15) How many times did the "1984" commercial for Apple's Macintosh computer run?

A) 1

B) 2

C) 20

D) 50

E) more than 100

A

16) Which of the following is considered a societal role of advertising?

A) creates a more rational economy

B) reaches a mass audience

C) serves an educational function

D) makes consumers focus on nonprice benefits

E) all of the above

C

17) Advertising that announces facts about products that are available in nearby stores and focuses on stimulating store traffic and creating a distinctive image for a retailer is known as retail or ________ advertising.

A) brand

B) local

C) direct-response

D) institutional

E) public-service

B

18) ________ advertising is the most visible type of advertising; it focuses on the development of a long-term brand identity or image.

A) Retail

B) Institutional

C) Brand

D) Nonprofit

E) Public service

C

19) ________ advertising may use any advertising medium, but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

A) Brand

B) Local

C) Direct-response

D) Institutional

E) Public service

C

20) Which of the following is NOT considered a major type of advertising?

A) brand

B) retail

C) direct-response

D) institutional

E) generational

E

21) Brand advertising is also known as ________ advertising.

A) trade

B) local

C) consumer

D) corporate

E) public service

C

22) ________ advertising is sent from one business to another.

A) Brand

B) Retail

C) Direct-reponse

D) Institutional

E) Trade

E

23) ________ advertising focuses on establishing a corporate identity or winning the public over to the organization's point of view

A) Brand

B) National

C) Public service

D) Institutional

E) Business-to-business

D

24) Charities, foundations, associations, hospitals, orchestras, museums, and religious institutions advertise for customers, members, volunteers, and donations and other forms of program participation using which major type of advertising?

A) nonprofit

B) local

C) consumer

D) institutional

E) trade

A

25) Which major type of advertising is used to communicate a message on behalf of some good cause, such as stopping drug abuse, and is usually created by advertising professionals free of

charge with the necessary time and space often donated by the media?

A) nonprofit

B) societal role

C) direct-response

D) business-to-business

E) public service

E

26) An advertising ________ is a set of related ads that are variations on a theme.

A) brand

B) market

C) campaign

D) position

E) target

C

27) In the evolution of advertising, which of the following came before the Early Age of Agencies?

A) the Early Age of Print

B) the Scientific Era

C) the Creative Revolution

D) the Era of Accountability

E) the Era of Integration

A

28) In the evolution of advertising, P.T. Barnum is known for which of the following?

A) conducting one of the first full ad campaigns

B) crafting the strategy of advertising as news

C) identifying the pulling power of headlines

D) scientifically measuring the effectiveness of advertisements

E) introducing the concept of status appeal

A

29) When did television commercials first come on the scene?

A) during the Great Depression

B) during World War II

C) during the 1950s

D) during the 1960s

E) during the Great Recession

C

30) The idea of positioning was developed in which era of the evolution of advertising?

A) the Early Age of Print

B) the Early Age of Agencies

C) the Scientific Era

D) the Creative Revolution

E) the Era of Accountability

C

31) Which of the following is the idea that messages should be directed at particular groups of prospective buyers?

A) positioning

B) targeting

C) branding

D) integrated marketing

E) social responsibility

B

32) In the evolution of advertising, the 1960s and 1970s are most closely associated with which of the following?

A) the Early Age of Print

B) the Early Age of Agencies

C) the Scientific Era

D) the Creative Revolution

E) the Era of Accountability

D

33) During the ________ in the late 1990s, corporations were challenged on questions of taste and social responsibility.

A) Early Age of Print

B) Era of Accountability and Integration

C) Early Age of Agencies

D) Creative Revolution

E) Scientific Era

B

34) ________ is the logic and planning behind an advertisement that gives it direction and focus.

A) The creative idea

B) Execution

C) Evaluation

D) Strategy

E) Idea generation

D

35) Signs and posters are examples of ________ media.

A) interpersonal

B) interactive

C) digital

D) outdoor

E) broadcast

D

36) Radio and television are examples of ________ media.

A) print

B) interactive

C) digital

D) outdoor

E) broadcast

E

37) Advertising begins with the ________, the person or organization that uses advertising to send out a message about its products

A) supplier

B) media

C) agency

D) advertiser

E) vendor

D

38) The ________ initiates the advertising effort by identifying a marketing problem that advertising can solve.

A) supplier

B) media

C) agency

D) advertiser

E) vendor

D

39) Which key player makes the final decisions about the target audience and the size of the advertising budget and also approves the advertising plan?

A) advertiser

B) media

C) agency

D) vendor

E) audience

A

40) When an advertiser hires an advertising agency, the advertiser becomes the agency's ________.

A) supplier

B) client

C) channel

D) vendor

E) vehicle

B

41) The agency person in charge of an advertiser's business is the ________.

A) creative director

B) account manager

C) media buyer

D) account producer

E) copywriter

B

42) Independent organizations that are hired by advertisers to create, produce, and distribute part or all of an advertising effort are known as ________.

A) mass media

B) in-house agencies

C) outside agencies

D) media vehicles

E) account services

C

43) The working relationship between an advertiser and an advertising agency is known as the ________ partnership.

A) agency-client

B) media-client

C) advertiser-supplier

D) vendor-client

E) strategic-tactical

A

44) When creating an advertisement or complete campaign, it is typically more efficient for an advertiser to use an outside agency rather than an in-house agency for all of the following reasons EXCEPT which one?

A) Agencies typically have fewer restrictions on getting ideas approved.

B) Agencies have creative expertise.

C) Agencies have media knowledge.

D)Agencies have workforce talent.

E) Agencies have the ability to negotiate good deals for clients.

A

45) The primary responsibility of which of the following departments is managing the advertising process?

A) accounting department

B) traffic department

C) marketing services

D) art studio

E) print production

C

46) Big companies may have hundreds of agencies working for them, but they normally have a(n) ________, which does most of their advertising business and may even manage the other agencies.

A) agency-of-record

B) creative boutique

C) media-buying service

D) agency-of-importance

E) media vehicle

A

47) By using which type of advertising agency does an advertiser produce its own advertising?

A) home agency

B) agency-of-record

C) in-house agency

D) creative boutique

E) agency network

C

48) Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?

A) advertiser

B) agency

C) media

D) vendor

E) distributors

C

49) Artists, writers, songwriters, photographers, directors, producers, and printers are all examples of which type of "key player" in advertising?

A) advertiser

B) agency

C) media

D) suppliers

E) audience

D

50) Which of the following is NOT a reason an advertising agency might hire an outside supplier?

A) Only suppliers are able to produce commercials.

B) The agency may not have expertise in that area.

C) The agency may be overloaded.

D) The agency may want a fresh perspective.

E) Suppliers provide specialized services.

A

51) Which of the following is NOT one of the four major staff functions in a full-service advertising agency?

A) marketing research

B) account management

C) creative services

D) media planning

E) account planning

A

52) In an advertising agency, which of the following is responsible for internal tracking of completion of projects?

A) the research and development department

B) the production department

C) the traffic department

D) the creative department

E) the copywriter

C

53) A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

A) department

B) holding company

C) network

D) account

E) boutique

E

54) An agency ________ is a large conglomeration of agencies under a central ownership.

A) boutique

B) service

C) department

D) network

E) client

D

55) In an advertising agency, who is usually responsible for interpreting the client's marketing research and strategy for the rest of the agency?

A) the account executive

B) the account planner

C) the traffic department

D) the copywriter

E) the human resources department

A

56) In an advertising agency, who is usually responsible for gathering available intelligence on the market and consumers and acting as the voice of the consumer?

A) the account executive

B) the account planner

C) the traffic department

D) the copywriter

E) the human resources department

B

57) Which of the following positions in an advertising agency is most closely involved with creative development?

A) the account executive

B) the account planner

C) the media buyer

D) the copywriter

E) the management supervisor

D

58) Which of the following departments in an advertising agency fulfills the three functions of research, planning, and buying?

A) the account planning department

B) the art department

C) the traffic department

D) the print production department

E) the media department

E

59) The traditional form of compensation for an advertising agency was a ________.

A) set fee

B) monthly retainer

C) 5% commission on media billings

D) 15% commission on media billings

E) yearly retainer

D

60) A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

A) set fee

B) value bill

C) commission

D) retainer

E) profit-share

D

61) Which of the following compensation systems is most commonly used by public relations agencies?

A) set fee

B) value bill

C) commission

D) retainer

E) pay-for-performance

D

62) Using value billing, an advertising agency is paid for its ________.

A) creative and strategic ideas

B) media placements

C) market research

D) advertising executions

E) share in the profits from a successful campaign

A

63) Advertising agencies make most of their money from ________.

A) digital media and personal media

B) digital media and television spots

C) print media and personal media

D) print media and television spots

E) personal media and television spots

D

64) The advertisers' desired impact on the target audience is formally stated as a(n) ________, which is the measurable goal or result that the advertising is intended to achieve.

A) objective

B) promotion

C) effect

D) strategy

E) image

A

65) ________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

A) Marketing communications (MC)

B) Integrated advertising execution (IAE)

C) Integrated promotional activities (IPA)

D) Integrated marketing communications (IMC)

E) Global marketing communications (GMC)

D

66) What is meant by the term effective with respect to advertising?

A) The advertising delivers the results the marketer has specified for the advertising.

B) The advertising wins creativity awards, such as the Effie or the Clio.

C) The advertising is remembered by at least 50 percent of the target audience.

D) The advertising results in increased sales.

E) The advertising media exposure was purchased at the lowest possible cost to reach the target audience

A

67) Which of the following awards is given based on the creativity of an advertisement?

A) the Clio

B) the Effie

C) the Silver Anvil

D) the Reggies

E) the AME award

A

68) Which of the following awards recognizes outstanding public relations efforts?

A) the Clio

B) the Effie

C) the Silver Anvil

D) the Reggies

E) the AME award

C

69) The Effie award in advertising is given by which organization?

A) New York Chapter of the American Marketing Association

B) Institute of Practitioners

C) New York Festivals Company

D)Adweek

E) Promotion Marketing Association

A

70) The First Principle of IMC is that ________.

A) communication must be two-way

B) everything communicates

C) advertising developed in-house is cost-effective

D) effectiveness is more important than efficiency

E) efficiency is more important than effectiveness

B

71) When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Which basic role of advertising was most likely the focus of the campaign for this new product?

A) providing information

B) providing product identification

C) providing entertainment

D) providing social value

E) providing comparisons

A

72) An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.

A) sales promotion

B) publicity

C) public relations

D) word of mouth

E) mass media

A

73) Some critics claim that advertising has a strong impact on how young women view themselves, often resulting in negative self-images. Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models. Which of the four functions of advertising does this best illustrate?

A) marketing role

B) economic role

C) societal role

D) public service role

E) institutional role

C

74) 6SecondABS, an abdominal workout device, runs an infomercial that lasts 30 minutes and demonstrates the benefits of the product. The infomercial claims that users of the product can reduce their waist and lose one size in a week when following the 6secondabs workout plan. Viewers can call the 1-800 number on the infomercial to purchase the product directly. To stimulate a sale immediately, the infomercial offers several incentives, such as a lower price and additional products, if consumers call in the "next 30 minutes." Which type of advertising is this?

A) retail

B) local

C) public service

D) direct response

E) institutional

D

75) Which of the following would most likely be created pro bono by an advertising agency?

A) an online direct-response advertisement for school supplies

B) a trade advertisement for a computer components manufacturer

C) an institutional advertisement designed to improve a company's image after a corporate ethics scandal

D) a public service announcement designed to encourage families to regularly exercise together

E) a nonprofit advertisement for a Methodist church encouraging new membership

D

76) The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. Despite the cost, commercials for products such as Coca-Cola, Doritos, and Bud Light run during the Super Bowl every year. In advertising terms, the Super

Bowl is the ________.

A) media vehicle

B) agent

C) message

D) supplier

E) client

A

77) For the Truth® campaign, Porter + Bogusky and Arnold was the ___

_____ that was hired by the American Legacy Foundation to plan and implement the advertising effort.

A) advertiser

B) media buying company

C) client

D) advertising agency

E) advertising department

D

78) 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

B

79)

Brad is a music industry major in college, and he wants to work in the advertising industry writing and performing jingles for radio commercials. If Brad gets a contract with an agency to write a jingle for a commercial, then Brad would be a(n) ________.

A) advertiser

B) agency

C) media

D) supplier

E) vehicle

D

80) Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure. However, Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads; rather, the agency hires outside experts to produce those elements of the campaign. Which type of "key player" is Bolls and Associates advertising agency using to produce the advertisements for their client?

A) advertiser

B) agency

C) media

D) supplier

E) vehicle

D

81) Which of the following is an example of consumer-generated advertising?

A) Toyota's presence in online social networks

B) Nike's Nike Plus running Web site

C) MasterCard's use of "Priceless" commercials shot by customers

D) Neiman Marcus's InCircle Rewards program for its best customers

E) The Lexus Covenant aimed at creating customer delight

C

82) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.

A) buzz marketing

B) public relations

C) integrated marketing communication

D) word of mouth marketing

E) mass communication

C

83) 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

A

84) For an advertisement to be considered effective, what is the first thing it must do?

A) hold consumers' interest

B) gain consumers' attention

C) convince consumers to change their purchasing behavior

D) convince consumers to continue buying the brand

E) remind consumers of the brand and their positive feelings about it

B

85) The truth® campaign is a series of advertisements run by the American Legacy Foundation. The campaign tries to reach teenagers with antismoking messages. Which of the following is most likely the objective of this campaign?

A) to encourage teens to buy products

B) to change smoking legislation

C) to reduce the percentage of teens who begin smoking

D) to create a public service announcement

E) to encourage teens to become politically active

C

86) Which of the following advertising situations would LEAST likely be considered "puffery"?

A) Mr. Clean coming to a housewife's rescue

B) instantly toned thighs and legs as a result of using the Thigh Master for only 15 minutes

C) children immediately growing into attractive adults as a result of

drinking milk

D) a retired couple drinking a vitamin and protein shake and then going bicycling

E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon

D

87) Advertising is effective only for informing consumers about products and services (T/F)

F

88) The sponsor is identified in an advertising message

T

89) Over the years, identification, information, and entertainment have been the basic elements of marketing communication (T/F)

F

90) Persuasion can involve emotional messages as well as information (T/F)

T

91) Products can be services and ideas, as well as goods (T/F)

T

92) Advertising can be used to transform a product into a distinctive brand (T/F)

T

93) Though advertising is used to showcase brands, it cannot actually create consumer demand (T/F)

F

94) As competition in a product category increases, prices tend to increase (T/F)

F

95) The major types of advertising include brand, retail/local, direct-response, directory, political, business-to-business, institutional, nonprofit, and public service advertising (T/F)

F

96) The objectives in local advertising tend to focus on stimulating store traffic and creating adistinctive image for the retailer

T

97) Direct-response advertising tries to stimulate a sale directly (T/F)

T

98) Advertising sent from one business to another is known as direct-response advertising (T/F)

F

99) Trade advertising is also known as B2B advertising (T/F)

T

100) During the Early Age of Print stage in advertising's evolution, ads looked like what we call classified advertising today (T/F)

T