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Which of the following is NOT considered a programming option or distribution
format available to television stations as well as to advertisers?
a. pay-per-view
b. sponsorships
c. program syndication
d. digital video recorders (DVR)
e. high-definition TV (HDTV) - correct answer ✔ sponsorships
What do critics of advertising say? - correct answer ✔ Advertising makes people
do things they do not want to do
Which of the following is NOT a component of advertising? - correct answer ✔
usually personal in nature
Paid persuasive communication that uses nonpersonal mass media to reach broad
audiences—as well as other forms of interactive communication—to connect an
identified sponsor with a target audience is known as ________.
a. advertising - correct answer ✔ advertising
Which of the following is considered to be a fundamental concept of advertising?
- correct answer ✔ all of the above
___________ is the logic and planning behind the advertisement that gives it
direction and focus. - correct answer ✔ Strategy
Strategy, the creative idea, the advertising executions, and the media must work
in concert for an ad to be truly ________. - correct answer ✔ effective
In which fundamental concept of advertising does the advertiser develop the ad
to meet specific objectives, carefully direct it to a certain audience, create its
message to speak to that audience's most important concerns, and run it in media
that will reach its audience most effectively? - correct answer ✔ advertising
strategy
The ________ is the ad's central idea that grabs your attention and sticks in your
memory. - correct answer ✔ creative concept
Which best describes a critical aspect of advertising that drives the entire field of
advertising? - correct answer ✔ creative
Which fundamental concept of advertising involves the details, the photography,
the writing, the acting, the setting, the printing, and the way the product is
depicted all reflecting the highest production values available to the industry? -
correct answer ✔ creative execution
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Which advertising approach uses reasons to persuade consumers? - correct
answer ✔ hard-sell
Which advertising approach builds an image for a brand and attempts to touch
consumers' emotions? - correct answer ✔ soft-sell
What is meant by the term effective with respect to advertising? - correct answer
✔ The advertising delivers the results the marketer has specified for the
advertising.
Which of the following is NOT a role that advertising plays in business and in
society? - correct answer ✔ network
Which of the following is a role advertising plays in business and in society? -
correct answer ✔ all of the above
The process a business uses to satisfy consumer needs and wants by providing
goods and services is called ________. - correct answer ✔ marketing
Computers, automobiles, and toothpaste are all examples of ________. - correct
answer ✔ goods
The classification to which a product is assigned is known as the ________. -
correct answer ✔ product category
The particular group of consumers thought to be potential customers for the
goods and services of an organization constitute the ________. - correct answer
✔ target market
The target market of an organization is ________. - correct answer ✔ the
particular group of consumers thought to be potential customers for the
organization's goods and services
Which of the following statements is true? - correct answer ✔ A product can be
services and ideas, as well as goods.
Which of the following is NOT considered a tool available in the marketing mix? -
correct answer ✔ all of the above
The four tools of product , price, place (distribution), and promotion are
collectively referred to as the ________. - correct answer ✔ marketing mix
The marketing mix is also known as the ________. - correct answer ✔ four Ps
The distinctive identity of a particular product that distinguishes it from its
competitors is known as the ________. - correct answer ✔ brand
Coke and Pepsi are examples of different ________ of soft drinks. - correct
answer ✔ brands
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The broad term, ________, includes advertising, but it also includes a number of
related communication techniques used in marketing, including sales promotion,
public relations, direct response, events and sponsorships, packaging, and
personal selling. - correct answer ✔ marketing communications
Which of the following is considered a strength of advertising as a marketing
technique? - correct answer ✔ can reach a mass audience
Which of the following is NOT considered a strength of advertising as a marketing
technique? - correct answer ✔ influences culture
In which types of societies does advertising tend to flourish? - correct answer ✔
ones where supply exceeds demand
Which of the following is considered a social role of advertising? - correct answer
✔ plays an educational role
Which of the following is NOT considered a social role of advertising? - correct
answer ✔ Advertising reinforces past purchases and brand experiences.
Builds awareness of products and brands, creates a brand image, provides
product and brand information, persuades people, provides incentives to take
action, provides brand reminders, and reinforces past purchases and brand
experiences are all ________ of advertising. - correct answer ✔ functions
Which of the following is considered a "key player" in advertising? - correct
answer ✔ all of the above
Which of the following is NOT considered a "key player" in advertising? - correct
answer ✔ government
Advertising begins with the ________, the person or organization that uses
advertising to send out a message about its products. - correct answer ✔
advertiser
The ________ initiates the advertising effort by identifying a marketing problem
the advertising can solve. - correct answer ✔ advertiser
Which key player makes the final decisions about the target audience and the size
of the advertising budget and also approves the advertising plan? - correct answer
✔ advertiser
When an advertiser hires an advertising agency, the advertiser becomes the
agency's ________. - correct answer ✔ client
Who is ultimately responsible for monitoring the work and paying the bills on an
advertising account? - correct answer ✔ advertiser
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Independent organizations that are hired by advertisers to plan and implement
part or all of their advertising efforts are known as ________. - correct answer ✔
agencies
The working relationship between an advertiser and an advertising agency is
known as the ________ partnership. - correct answer ✔ agency-client
Which of the following is NOT a reason why an outside agency would be more
efficient in creating an advertisement or a complete campaign for an advertiser
rather than the advertiser doing it in-house? - correct answer ✔ Agencies
typically have fewer restrictions getting ideas approved.
The primary responsibility of this department is to act as a liaison between the
marketing department in large organizations and the advertising agency (or
agencies) and other vendors. - correct answer ✔ advertising department
Many companies may have hundreds of agencies working for them, but they
normally have a(n) ________, which does most of their business and may even
manage the other agencies. - correct answer ✔ agency-of-record
Which of the following is a task performed by an advertiser's advertising
department? - correct answer ✔ coordinates activities with vendors, such as
media, production, and photography
Which of the following is NOT a task performed by an advertiser's advertising
department? - correct answer ✔ creates the advertising
In which type of advertising agency does an advertiser produce its own
advertising? - correct answer ✔ inhouse agency
Companies that need closer control over their advertising usually ________ that
performs most, and sometime all, of the functions of advertising. - correct answer
✔ have their own inhouse agency
Which "key player" is composed of the channels of communication that carry the
message from the advertiser to the audience? - correct answer ✔ media
What is the biggest advantage of mass media advertising? - correct answer ✔
cost efficiency—because costs are spread over the large number of people
reached by the ad
Market researchers, artists, writers, songwriters, photographers, directors,
producers, and printers are all examples of which type of "key player" in
advertising? - correct answer ✔ vendor
Which of the following is NOT a reason other advertising players hire a vendor? -
correct answer ✔ vendors are the only ones that can produce commercials
