Advertising And IMC Principles And Practice 11th E
Advertising and IMC Principles and Practice 11th E
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Test Bank for Advertising and IMC Principles and Practice 11th Edition Moriarty
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Advertising and IMC Principles and Practice 11th E
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Advertising And IMC Principles And Practice 11th E
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 2 Advertising
1) Which of the following is one of the basic functions of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication
Answer: A
Learning Objective: 2.1: ...
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,DOWNLOAD THE Test Bank for Advertising and IMC Principles and Practice
11th Edition Moriarty
Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)
Chapter 2 Advertising
1) Which of the following is one of the basic functions of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication
Answer: A
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Moderate
AACSB: Written and oral communication
2) Which of the following is the central purpose of advertising?
A) to inform consumers about a product
B) to position a product
C) to create a brand image
D) to develop a brand relationship
E) to sell a product
Answer: E
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Moderate
AACSB: Written and oral communication
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 Era of Integration
E) the Scientific Era
Answer: B
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Moderate
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 and interactive media
Answer: C
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Easy
AACSB: Written and oral communication
,DOWNLOAD THE Test Bank for Advertising and IMC Principles and Practice
11th Edition Moriarty
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
Answer: A
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Easy
AACSB: Written and oral communication
6) Advertising is usually paid for by the ________.
A) audience
B) target
C) agency
D) advertiser
E) media
Answer: D
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Moderate
7) In traditional advertising, the message is conveyed through different kinds of ________ media
using mostly ________ messages.
A) interactive; personal
B) interactive; nonpersonal
C) word-of-mouth; personal
D) mass; nonpersonal
E) mass; personal
Answer: D
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Moderate
AACSB: Written and oral communication
8) Which of the following distinguishes advertising from publicity?
A) the media channel in which it appears
B) whether it is paid for by the advertiser
C) whether it is generated by the advertiser or by consumers
D) the audience it is intended to reach
E) whether its message is aimed to inform or persuade
Answer: B
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Moderate
AACSB: Written and oral communication
, DOWNLOAD THE Test Bank for Advertising and IMC Principles and Practice
11th Edition Moriarty
9) Advertising began as ________.
A) consumer-generated content
B) direct-response promotion
C) word-of-mouth
D) two-way communication
E) one-way communication
Answer: E
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Moderate
AACSB: Written and oral communication
10) The effectiveness of an advertisement is based on ________.
A) the number of new customers the advertisement attracts
B) the profit the advertiser makes as a result of the advertisement
C) whether the stated objectives for the advertisement are met
D) the number of potential customers who are exposed to the advertisement
E) the number of awards the advertisement receives
Answer: C
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Easy
AACSB: Written and oral communication
11) Which of the following is TRUE of the rational view of advertising?
A) It focuses on images.
B) It sees advertising's role as a way to provide information.
C) It prioritizes creating buzz.
D) It focuses on nonprice appeals.
E) It sees advertising's role as a way to build relationships.
Answer: B
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Moderate
AACSB: Written and oral communication
12) According to the rational view of advertising, which of the following is NOT a type of
information that advertising provides to help consumers assess product value?
A) price cues
B) psychological appeals
C) quality
D) location
E) reputation
Answer: B
Learning Objective: 2.1: Describe the practice of advertising.
Difficulty: Moderate
AACSB: Written and oral communication
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