Exam (elaborations)
CAA201
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- CSB337 Exam Revision
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- CSB337 Exam Revision
Exam of 18 pages for the course CSB337 Exam Revision at CSB337 Exam Revision (CAA201)
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CAA201Communication 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 - correct answer-E
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 - correct answer-D
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 - correct answer-D
Advertising is usually paid for by the ________.
A) audience
B) target
C) agency
D) advertiser
E) media - correct answer-D
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 - correct answer-A
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 - correct answer-C
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 - correct answer-B
The word advertisement first appeared in the ________.
A) 1550s
B) 1650s
C) 1750s
D) 1850s
E) 1950s - correct answer-B
Which of the following is a basic role of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication - correct answer-A
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 - correct answer-B
________ 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 - correct answer-B
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 - correct answer-D
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 - correct answer-E
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 - correct answer-E
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 - correct answer-A
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 - correct answer-C
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 - correct answer-B
________ advertising is the most visible type of advertising; it focuses on the developmentof
a long-term brand identity or image.
A) Retail
B) Institutional
C) Brand
D) Nonprofit
E) Public service - correct answer-C
________ 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
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