Question 1

List and briefly describe the steps of the advertising planning process.

Accepted Answer

The process begins with consideration of...

Question 2

Cross-promotion involves training employees across various functional areas to provide promotional ideas.

Accepted Answer

A) True 
 B)False

Question 3

In general, the effectiveness of sales promotions and direct marketing are easier to determine because they provide measurable consumer responses, while the effectiveness of advertising and public relations are more difficult to access.

Accepted Answer

A) True 
 B)False

Question 4

Though difficult and costly, what is an assessment strategy needed for in a marketing plan?

Accepted Answer

A)   creating advertising
B)   measuring the effectiveness of advertising
C)   defending criticisms of advertising ethics
D)   creating selective perceptionE) A) and C)
F) All of the above

Question 5

Why is pretesting advantageous?

Accepted Answer

A)   it assesses the advertisements immediately after they are used
B)   it adjusts current advertising programs
C)   it decreases costs as compared with alternative methods
D)   it lowers the chance of placing ineffective adsE) B) and D)
F) A) and B)

Question 6

Print media includes newspapers, magazines, outdoor advertising, and direct mail.

Accepted Answer

A) True 
 B)False

Question 7

What are industries turning to when they are facing increased public pressure regarding corporate ethical conduct and environmental issues?

Accepted Answer

A)   advertising agencies
B)   sales promotion firms
C)   increased use of coupons and refunds
D)   public relationsE) A) and D)
F) A) and C)

Question 8

What is cooperative advertising? Whom does it benefit?

Accepted Answer

Cooperative advertising is when a retail...

Question 9

Radio advertising has become one of the fastest-growing media alternatives as a result of the increase in the number of commuters and the need for immediate information and entertainment.

Accepted Answer

A) True 
 B)False

Question 10

What is the goal of persuasive advertising?

Accepted Answer

A)   It reinforces the effect of previous promotional activity.
B)   It increases demand for an existing good or service, organization, or concept.
C)   It develops initial demand for a newly introduced product.
D)   It is used primarily in the maturity and decline stages of the product life cycle.E) All of the above
F) B) and C)

Question 11

The major tasks typically assigned to the marketing services department of an advertising agency can include advertising research, concept design, media analysis, and even the development of trade and sales promotions.

Accepted Answer

A) True 
 B)False

Question 12

The use of cookies or small text files that are automatically downloaded to a user's computer whenever a site is visited is an ethical issue that surrounds online advertising.

Accepted Answer

A) True 
 B)False

Question 13

TD Bank advertises its investment services in TV commercials, radio ads, and highway billboards.All three of these formats are considered broadcast media.

Accepted Answer

A) True 
 B)False

Question 14

Keyword ads dominate online advertising and represent less than 25% of annual online spending internationally.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT an example of an interactive advertising method?

Accepted Answer

A)   the Internet
B)   electronic kiosks
C)   text messaging
D)   direct mailE) None of the above
F) A) and C)

Question 16

What ability of an advertisement does "cutting through the clutter" refer to?

Accepted Answer

A)   informing the audience of the concepts the advertiser wishes to communicate
B)   leading to a purchase or other desired action
C)   gaining the attention and interest of the audience
D)   applying persuasive pressure to the audienceE) All of the above
F) A) and B)

Question 17

What is one of the fastest-growing media alternatives as it can provide immediate information and entertainment at home, at work, and in the car?

Accepted Answer

A)   newspaper
B)   magazine
C)   radio
D)   outdoor advertisingE) All of the above
F) C) and D)

Question 18

Institutional advertising is nonpersonal selling of a good or service marketed by an institution.

Accepted Answer

A) True 
 B)False

Question 19

What is an advantage of interactive marketing?

Accepted Answer

A)   It provides information on one product only.
B)   It is closer to nonpersonal selling.
C)   It places the advertiser in control of the flow of information
D)   It provides consumers with more information in less time.E) A) and B)
F) B) and D)

Question 20

The advertising function within a firm is usually organized as a line department reporting directly to the president or CEO of the firm.

Accepted Answer

A) True 
 B)False

Exam 14: Advertising and Digital Communications

The major tasks typically assigned to the marketing services department of an advertising agency can include advertising research, concept design, media analysis, and even the development of trade and sales promotions.

Correct AnswerverifiedShow Answer

Radio advertising has become one of the fastest-growing media alternatives as a result of the increase in the number of commuters and the need for immediate information and entertainment.

Correct AnswerverifiedShow Answer

Keyword ads dominate online advertising and represent less than 25% of annual online spending internationally.

Correct AnswerverifiedShow Answer

What is one of the fastest-growing media alternatives as it can provide immediate information and entertainment at home, at work, and in the car?

Correct AnswerverifiedShow Answer

Institutional advertising is nonpersonal selling of a good or service marketed by an institution.

Correct AnswerverifiedShow Answer

Which of the following is NOT an example of an interactive advertising method?

Correct AnswerverifiedShow Answer

In general, the effectiveness of sales promotions and direct marketing are easier to determine because they provide measurable consumer responses, while the effectiveness of advertising and public relations are more difficult to access.

Correct AnswerverifiedShow Answer

List and briefly describe the steps of the advertising planning process.

Correct AnswerverifiedThe process begins with consideration of...View AnswerShow Answer

The advertising function within a firm is usually organized as a line department reporting directly to the president or CEO of the firm.

Correct AnswerverifiedShow Answer

Why is pretesting advantageous?

Correct AnswerverifiedShow Answer

Though difficult and costly, what is an assessment strategy needed for in a marketing plan?

Correct AnswerverifiedShow Answer

TD Bank advertises its investment services in TV commercials, radio ads, and highway billboards.All three of these formats are considered broadcast media.

Correct AnswerverifiedShow Answer

Print media includes newspapers, magazines, outdoor advertising, and direct mail.

Correct AnswerverifiedShow Answer

What ability of an advertisement does "cutting through the clutter" refer to?

Correct AnswerverifiedShow Answer

What are industries turning to when they are facing increased public pressure regarding corporate ethical conduct and environmental issues?

Correct AnswerverifiedShow Answer

What is cooperative advertising? Whom does it benefit?

Correct AnswerverifiedCooperative advertising is when a retail...View AnswerShow Answer

Cross-promotion involves training employees across various functional areas to provide promotional ideas.

Correct AnswerverifiedShow Answer

What is an advantage of interactive marketing?

Correct AnswerverifiedShow Answer

What is the goal of persuasive advertising?

Correct AnswerverifiedShow Answer

The use of cookies or small text files that are automatically downloaded to a user's computer whenever a site is visited is an ethical issue that surrounds online advertising.

Correct AnswerverifiedShow Answer

Correct Answer
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The process begins with consideration of...
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Cooperative advertising is when a retail...
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