Deck 1: Introduction to Advertising

Question 1

The Sprocket Shop sells sprockets to businesses,so they advertise in trade press.These sprockets are used in the production of goods,which are later sold to consumers.The Sprocket Shop's advertising is an example of ________ advertising.

A)retail
B)direct
C)institutional
D)business-to-business

Answer 1

D

Question 2

A local radio advertisement for the Beachside Surf'N'Ski shop,announcing the products available in this nearby store,is called ________ advertising.

A)brand
B)local
C)direct-response
D)institutional
E)informational

Answer 2

B

Question 3

Which 'key player' is composed of the channels of communication that carry the message from the advertiser to the audience?

A)Advertiser
B)Agency
C)Media
D)Supplier
E)Distributor

Answer 3

C

Question 4

Which of the following is a basic role of advertising?

A)Identification
B)Entertainment
C)Competition
D)Public relations
E)Two-way communication

Question 5

Hydroplus is a skincare brand.It has a new product that effectively reduces skin blemishes and has proven more effective in clinical trials than the leading skincare brands.Which approach should they take to their advertising to communicate this superiority?

A)Hard-sell
B)Soft-sell
C)Image
D)Sensual
E)None of the above

Question 6

Institutional advertising that focuses on winning the public over to the organisation's point of view is also referred to as ________ advertising.

A)retailer
B)seller
C)manufacturer
D)corporate
E)organisation

Question 7

How many media spots did Apple pay for when it ran the 1984 Super Bowl TV commercial?

A)1
B)2
C)20
D)50
E)More than 100

Question 8

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

A)Creates a more rational economy.
B)Reaches a mass audience.
C)Plays an educational role.
D)Provides consumers with objective price-value information.
E)All of the above.

Question 9

The particular group of consumers thought to be potential customers for the goods and services of an organisation constitutes the ________.

A)product category
B)demographic segment
C)product use segment
D)feasible market
E)target market

Question 10

Which of the following roles does advertising NOT play in business and society?

A)Marketing
B)Communication
C)Economic
D)Environmental
E)Sociocultural

Question 11

The type of advertising used by charities,foundations,associations,hospitals,orchestras,museums and religious entities to gain customers,members,volunteers,donations and other forms of program participation is referred to as ________.

A)not-for-profit
B)local
C)direct-response
D)institutional
E)business-to-business

Question 12

Advertising is usually paid for by the ________.

A)audience
B)target
C)agency
D)advertiser
E)media

Question 13

Banking,hairdressing and car washing are all examples of ________.

A)services
B)ideas
C)exchanges
D)goods
E)markets

Question 14

When at least some consumers consider a product to have a distinct identity from its competitors,it is known as the ________.

A)advertising
B)brand
C)tagline
D)logo
E)trademark

Question 15

Who is ultimately responsible for monitoring the work and paying the bills on an advertising account?

A)Agency
B)Supplier
C)Accountant
D)Traffic
E)Advertiser

Question 16

Which advertising approach attempts to touch consumers' emotions?

A)Mass
B)Informed
C)Habitual
D)Soft-sell
E)Hard-sell

Question 17

The marketing mix is also known as the ________.

A)four Ms
B)PSI
C)P matrix
D)tangible/intangible continuum
E)four Ps

Question 18

The ________ initiates the advertising effort by identifying a marketing problem the advertising can solve.

A)government
B)media
C)agency
D)advertiser
E)supplier

Question 19

Which of the following does NOT define advertising?

A)Paid form of communication.
B)Sponsor is identified.
C)Usually personal in nature.
D)Tries to inform,persuade or influence the audience.
E)Uses mass media.

Question 20

The process a business uses to satisfy consumer needs and wants by providing goods and services is called ________.

A)exchange
B)economics
C)marketing
D)accounting
E)logistics

Question 21

All of these terms EXCEPT ________ refer to concepts in integrated marketing communications (IMC)and brand communication (BC).

A)connection planning
B)media neutrality
C)cross-media points
D)multimedia advertising
E)multi-touch-point approach

Question 22

'I liked the ad,but what was it for?' describes advertising that has failed because of a flaw in the ________ strategy.

A)media
B)marketing
C)advertising
D)creative
E)research

Question 23

________ is responsible for shifting the focus from distribution (i.e.the product)to consumption (i.e. ,the consumer),which has given IMC a new lease on life.

A)The internet
B)Social media
C)Email
D)Television
E)Video games

Question 24

________ estimates the likelihood that a particular strategy or advertising idea will work,or that one idea or expression of an idea is better than another.

A)Developmental research
B)Diagnostic research
C)Concurrent research
D)Post-testing research
E)All of the above

Question 25

An email advertising campaign from Foxtel to encourage households to click on a link to sign up for cable TV is an example of ________ advertising.

A)direct-response
B)business-to-business
C)institutional
D)brand
E)not-for-profit

Question 26

________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

A)Marketing communications (MC)
B)Integrated advertising execution (IAE)
C)Integrated promotional activities (IPA)
D)Integrated marketing communications (IMC)
E)Global marketing communications (GMC)

Question 27

In the 1980s,the trend in advertising was a(n):

A)drive toward direct and customised communication
B)drive for customer loyalty
C)emphasis on the measurement of the sales effects of advertising
D)growth of CRM
E)all of the above

Question 28

Independent organisations that are hired by advertisers to plan and implement part or all of their advertising efforts are known as ________.

A)media
B)corporates
C)agencies
D)externals
E)clients

Question 29

Market researchers,artists,writers,songwriters,photographers,directors,producers and printers are all examples of which type of 'key player' in advertising?

A)Advertiser
B)Agency
C)Media
D)Supplier
E)Audience

Question 30

What is the biggest advantage of mass-media advertising?

A)Provide specialised services regarding ad execution.
B)Cost efficiency because costs are spread over the large number of people reached by the ad.
C)High effectiveness.
D)Few restrictions.
E)Unlimited inventory available for advertisers.

Question 31

All of these EXCEPT ________ are types and stages in evaluating the effectiveness of an advertisement.

A)diagnostic or prepatory research
B)design research
C)developmental research
D)concurrent research
E)post-testing research

Question 32

The third stage in the era of evolution in advertising began in Australia with the words:

A)Turn up the music
B)Pick up the newspaper
C)Welcome to television
D)Surfs up on the internet
E)All of these

Question 33

Hydroplus skincare want to know if their ads work.Which behavioural questions are they likely to ask to measure the effect of their ads on consumers,either buying more of their product/more often or trialling their brand?

A)Have you seen this ad before?
B)Have you bought this brand before?
C)Did you visit the website after seeing the ad?
D)Did you buy the brand for the first time after seeing the ad?
E)All of the above.

Question 34

Which of the following is a task performed by an advertiser's procurement department?

A)Creates the advertising
B)Coordinates activities with suppliers,such as media,production and photography
C)Determines the marketing objectives
D)Sets the price for an advertised product
E)All of the above

Question 35

In an advertising context,the term 'convergence' means that:

A)consumers will converge on new technology
B)group public events such as flashmobs will be targeted by advertisers
C)media are coming together to distribute content
D)none of the above

Question 36

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogues,website and retail outlets.It uses the same models in its catalogue and in its print ads as well as on its Web site.Delia's works to make sure its public relations activities as well as its sales promotions harmonise with its advertising in all venues.From this information,you can infer that Delia's is using ________.

A)buzz
B)public relations
C)integrated marketing communications
D)word of mouth
E)mass communication

Question 37

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

A)The advertising delivers the results the marketer has specified for the advertising.
B)The advertising wins creativity awards,such as the Effie or the Clio.
C)The advertising is remembered by at least 50% of the target audience.
D)The advertising results in increased sales.
E)The advertising media exposure was purchased at the lowest possible cost to reach the target audience.

Question 38

All advertising strategy starts with the identification of the ________.

A)creative concept
B)consumer or prospective customer
C)media vehicles to be used
D)agency to be used
E)specialist supplier with expertise

Question 39

Which of the following is the most important characteristic of an effective ad?

A)Holds consumers' interest
B)Gains consumers' attention
C)Convinces consumers to change their purchasing behaviour
D)Achieves the client's objectives
E)Creates an impression for a product or brand

Question 40

In what year was the ACCC formed?

A)1980
B)1985
C)1990
D)1995
E)2000

Question 41

Michael Lee,Executive Director of the International Advertising Association (IAA),stated: 'It has become increasingly clear that the complexities of ________ issues present a communications challenge with both policy makers and the general public.'

A)ecology
B)climate change
C)fossil fuels
D)global warming
E)tsunami

Question 42

Advertising begins with the advertiser-the person or organisation using advertising to send out a message about their products.

Question 43

As an integral part of the socioeconomic and cultural systems,advertising contributes to the ________ of the economic system and can help determine the types of goods or services to be offered and ensure their acceptance.

A)creation portion
B)implementation facet
C)delivery mechanisms
D)distribution aspect
E)dissemination ability

Question 44

Advertising can be paid for indirectly.

Question 45

In Australia,the new LOHAS market for products ranging from eco-tourism to solar energy panels of some four million adult consumers is valued at ________.

A)$2.15 million
B)$215 million
C)$21.5 billion
D)$215 billion
E)none of these

Question 46

The primary advantage of advertising's use of mass media is that the costs are spread over the large number of people that these media reach.

Question 47

The advertiser always initiates their advertising effort by employing the services of an agency.

Question 48

Already,a market segment in the United States named '________',or LOHAS,has been estimated to be worth than US$200 billion,with purchases in eco-tourism (adventure,travel),green building (energy star appliances),alternative energies (wind and solar),alternative transport (bio-fuels),alternatively fuelled cars (hybrids)and personal health (organic foods).

A)lifestyles of health and safety
B)longevity of health and sustainability
C)lifecycles of healthcare and wellness
D)life signs of health and sustenance
E)lifestyles of health and sustainability

Question 49

All large businesses have an in-house agency.

Question 50

One point of view about advertising's role is that it is so persuasive that it decreases the likelihood that a consumer will switch to an alternative product.

Question 51

The classification to which a product is assigned is known as the mix.

Question 52

Advertising can be used to transform a product into a distinctive brand.

Question 53

The key players in advertising are the advertiser,the agency,the media,the supplier and the audience.

Question 54

The particular group of consumers thought to be potential customers for the goods and services constitutes the target market and the target audience for brand communications.

Question 55

The term 'prosumer' means that:

A)someone is paid to consume
B)the boundary between producers and consumers would merge
C)the consumer is a business
D)none of the above

Question 56

Key players that provide specialised services that assist advertisers,advertising agencies and the media in creating and placing ads are known as suppliers.

Question 57

A product can be services and ideas,as well as goods.

Question 58

The sponsor is identified in an advertising message.

Question 59

The major types of advertising include brand,retail/local,direct-response,directory,political,business-to-business,institutional,not-for-profit and public service advertising.

Question 60

Newspapers,radio or TV stations,billboards and so forth are known as media vehicles.

Question 61

Calvin Klein used some very controversial ads depicting what looked like drug-addicted teenagers in sexually suggestive poses.Calvin Klein claimed that all the models in the ads were adults,but critics claimed that it did not look that way.It was reported that the ads were produced in-house.Why do you think Calvin Klein used an in-house agency to produce these ads instead of an outside agency?

Question 62

Compare and contrast hard-sell and soft-sell approaches,and give an example of each.

Question 63

Concurrent research deconstructs the brand's identity to understand which elements of its advertising and communications have contributed positively or negatively,or has no effect.

Question 64

Describe the social role of advertising.

Question 65

Award-winning ads are always effective ads.

Question 66

Marketers recognise the difference between the buyer and the consumer.Explain the difference between buyers and consumers,and why this matters,using an example.

Question 67

Why might an advertiser use an in-house agency?

Question 68

Compare and contrast the terms product category and brand,and give examples of each.

Question 69

Name and describe the six basic components of advertising.

Question 70

A 30-second spot on a hit TV show in the United States can cost advertisers more than US$600 000.Why is mass media considered cost-effective when it costs so much?

Question 71

The logic and planning behind the advertisement that gives it direction and focus is known as the creative idea.

Question 72

Why was Apple's 1984 Super Bowl advertisement so effective?

Question 73

Advertisers can have little to no impact on how ecologically conscious consumers are in their purchasing decisions.

Question 74

The major change occurring in broadcast is divergence-the so called 'digital revolution'-which describes how media (television,radio,print,telecommunication and the computer)are coming together to distribute content.

Question 75

Joan recently opened a store in her community that specialises in home décor,including some furniture,such as sofas,chairs and end tables,but mostly home-decorating accessories.She is also a certified interior decorator,and she provides expertise in assisting do-it-yourself home decorators in 'putting it all together'.She has not been pleased with her sales so far,and she decides she needs to promote her business.However,Joan does not have a lot of resources to spend on promotion.What key player in advertising is most likely to be of value to Joan in assisting her in her advertising efforts?

Question 76

How is social advertising different from brand advertising?

Question 77

Explain why advertising is criticised from an economic perspective and provide an opposing argument.