123 test bank for advertising and IMC principles and practice 10th edition by moriarty

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123 Test Bank for Advertising and IMC Principles and Practice 10th Edition by Moriarty

True - False Questions

During the Early Age of Print stage in advertising's evolution, ads looked like what we call classified advertising today

Persuasion can involve emotional messages as well as information

1 True

2 False

In an agency, the person in charge of an advertiser's business is known

as the "supplier manager."

Advertising helps us shape an image of ourselves by setting up role

models with whom we can identify Advertising also gives us a way to express ourselves in terms of our personalities and sense of style through the things we wear and use

As competition in a product category increases, prices tend to increase

An in-house agency performs most, and sometimes all, of the functions of

an outside advertising agency

The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer

direct-1 True

2 False

Companies that need close control over their advertising are more likely

to use an agency-of-record than an in-house agency

1 True

2 False

Multiple choice Questions - Page 1

advertising, which is the most visible type of advertising, focuses on the development of a long-term brand identity or image

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

1 A) the Early Age of Print

2 B) the Scientific Era

3 C) the Creative Era

4 D) the Era of Accountability

5 E) the Era of Integration

When an advertiser hires an advertising agency, the advertiser becomes the agency's

5 E) business to consumer to consumer

refers to all forms of communication about a brand that appear

5 E) Public service

Which key player makes the final decisions about the target audience and the size of the advertising budget, in addition to approving the advertising plan?

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

1 A) creating a more rational economy

2 B) reaching a mass audience

3 C) serving an educational function

4 D) making consumers focus on nonprice benefits

5 E) all of the above

Signs and posters are examples of media

5 E) integrated marketing communication

Brand advertising is also known as advertising

1 A) trade

1 A) conducting one of the first full ad campaigns

2 B) crafting the strategy of advertising as news

3 C) identifying the pulling power of headlines

4 D) scientifically measuring the effectiveness of advertisements

5 E) introducing the concept of status appeal

Advertising is usually paid for by the

Which of the following companies is typically among the top advertisers

in the United States?

Radio and television are examples of media

1 A) advertising

2 B) personal selling

1 A) is a paid form of communication

2 B) has an identified sponsor

3 C) is usually personal in nature

4 D) provides information about products

5 E) uses mass and interactive media

In traditional advertising, the message is conveyed through different kinds

of media using mostly messages

2 B) end of World War II

In which scenario is advertising most likely to thrive in a society?

1 A) when demand exceeds supply

2 B) when there is little price competition

3 C) when public speech is tightly controlled by the government

4 D) when consumers do not have disposable income

5 E) when supply is greater than demand

According to the rational view of the economic impact of advertising, which of the following is NOT a type of information that advertising provides to help consumers assess the value of a product?

During the , corporations were challenged on questions of taste and social responsibility

1 A) Early Age of Print

2 B) Era of Accountability and Integration

3 C) Early Age of Agencies

1 A) brand

2 B) local

3 C) direct-response

2 B) the Industrial Revolution

3 C) the Dot Com Revolution

4 D) the Era of Integration

5 E) the Scientific Era

Communication with employees and shareholders about brands and campaigns is usually handled by

83 Free Test Bank for Advertising and IMC Principles and Practice 10th Edition by Moriarty Multiple choice Questions - Page 2

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

1 A) set fee system

2 B) value bill

1 A) Melina Kanakaredes

2 B) Ladies' Home Journal

3 C) readers who redeem the $1-off coupon

4 D) Maybelline

5 E) the target market to whom Melina Kanakaredes appeals

Which of the following departments has the primary responsibility for managing the advertising process?

Using value billing, an advertising agency is paid for its

1 A) creative and strategic ideas

2 B) media placements

3 C) market research

4 D) advertising executions

5 E) share in the profits from a successful campaign

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

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

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

advertising.

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

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

4 D) The advertising results in increased sales.

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

For the Truth® campaign, Crispin Porter + Bogusky was the hired by the American Legacy Foundation to plan and implement the advertising effort

1 A) hold consumers' interest

2 B) gain consumers' attention

3 C) convince consumers to change their purchasing behavior

4 D) convince consumers to continue buying the brand

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

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

1 A) Toyota's presence in online social networks

2 B) Nike's Nike Plus running website

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

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

5 E) The Lexus Covenant aimed at creating customer delight

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

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?

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

The Effie award is given to recognize advertisements that are

1 A) integrated with other marketing efforts

2 B) both creative and effective

3 C) developed into complete advertising campaigns

4 D) cost-efficient

5 E) created by in-house agencies

In an advertising agency, the traffic department and print production are part of

1 A) the media department

3 C) creative development and production

4 D) media research, planning, and buying

5 E) internal operations

In a new trend in agency compensation called , agencies are paid

a percentage of their client's sales or a percentage of the client's

5 E) the fee system

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?

1 A) to encourage teens to buy products

2 B) to change smoking legislation

3 C) to reduce the percentage of teens who begin smoking

4 D) to create a public service announcement

5 E) to encourage teens to become politically active

When Procter & 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?

1 A) providing information

2 B) providing product identification

1 A) Only suppliers are able to produce commercials.

2 B) The agency lacks expertise in that area.

3 C) The agency may be overloaded.

4 D) The agency may want a fresh perspective.

5 E) Suppliers provide specialized services.

The cost of purchasing a 30-second advertising spot during the Super Bowl is typically millions of dollars From the advertiser's perspective, what is the most important benefit of placing an advertisement during the Super Bowl?

1 A) the ability to reach a mass audience

2 B) the best media for introducing products

3 C) the ability to make personal connections with consumers

4 D) the likelihood that consumers will make an immediate purchase decision

5 E) the persuasive nature of television commercials

Independent organizations that are hired by advertisers to create,

produce, and distribute part or all of an advertising effort are known as

1 A) mass media

2 B) in-house agencies

3 C) outside agencies

4 D) media vehicles

5 E) account services

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?

1 A) Marketing communications (MC)

2 B) Integrated advertising execution (IAE)

3 C) Integrated promotional activities (IPA)

4 D) Integrated marketing communications (IMC)

5 E) Global marketing communications (GMC)

In an advertising agency, who is usually responsible for gathering

available intelligence on the market and consumers and for acting as the voice of the consumer?

1 A) account executive

2 B) account planning group

3 C) traffic department

4 D) copywriter

5 E) human resources department

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?

1 A) Outside agencies typically have fewer restrictions on getting ideas approved.

2 B) Outside agencies have creative expertise.

3 C) Outside agencies have media knowledge.

4 D) Outside agencies have workforce talent.

5 E) Outside agencies have the ability to negotiate good deals for clients.

Your local newspaper is an example of

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

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

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

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

5 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

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

1 A) agencies to use consumer-generated content

2 B) all messages about a brand to present the same basic strategy

3 C) advertising to be developed in-house in order to maintain brand image control

4 D) advertising messages to create buzz

5 E) brand messages to be delivered through digital media rather than traditional media

User-generated content is supplied by

Kindles, iPhones, and iPads are all examples of

Brad is a music industry major in college who 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)

3 C) 5% commission on media billings

4 D) 15% commission on media billings

2 B) a trade advertisement for a computer components manufacturer

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

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

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

Free Text Questions

Name and describe the four key players in advertising.

advertising departments or through their in-house agencies Advertising

departments act as a liaison between the marketing department and the

advertising agency and other vendors In-house agencies perform most, and sometimes all, of the functions of an outside advertising agency; (3) Media— Composed of the channels of communication that carry the message from the advertiser to the audience as well as from the audience back to companies Media are referred to as channels of communication, with mass media being the most cost-efficient form; (4) Suppliers—The group of service organizations that assist advertisers, agencies, and the media in creating and placing the ads by providing specialized services Members of this group include artists, writers,

photographers, directors, and so on The other players might hire a supplier because of his or her expertise, they may be overloaded, they might want a fresh perspective, and/or for cost efficiency.

Several ads for a company have won creativity awards Does that mean the ads were effective? Explain your answer.

Answer Given

Not necessarily Creativity awards, such as the Clios, are based on an ad's

creativity alone While the creative idea and execution are two of the fundamental concepts necessary for an ad to be effective, they are not necessarily sufficient Effective ads are ones that satisfy consumers' objectives by engaging them with a relevant message that catches their attention, speaks to their interests, and

remains in their memories From a company's perspective, the ads achieve the company's marketing objectives, which are usually related to growth and sales, and contribute to the success of the business.

Describe the roles performed by advertising in the functioning of our economy and society.

Describe the Early Age of Agencies in the evolution of advertising.

Answer Given

The first ad agency was opened in 1848, and the J Walter Thompson agency was formed in 1864 This agency is still in existence Large-scale ad campaigns

began, as well as the commission system for agency compensation

Professionalism in advertising began to take shape as advertisers and marketers became more concerned about creating effective ads Different philosophies of advertising also began to take shape, such as "ads as news" and "truth well told." The end of this era saw the introduction of brand names such as Baker's

Chocolate and Ivory Soap Many ads used puffery, or exaggerated claims, as well

stimulating store traffic and creating a distinctive image for the retailer Local advertising can refer to a retailer, manufacturer, or distributor who offers products

in a fairly restricted geographic area;(3) Direct-Response Advertising This can use any advertising medium, including direct mail, but the message is different from that of national and retail advertising in that it tries to stimulate a sale directly; (4) Business-to-Business Advertising It is sent from one business to another and

is not directed at general consumers;(5) Institutional Advertising (a.k.a Corporate Advertising) These messages focus on establishing a corporate identity or

winning the public over to the organization's point of view; (6) Nonprofit