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

Accepted Answer

The Sprocket Shop's advertising is targeting other businesses who would purchase their product, making it an example of business-to-business (B2B) advertising.

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

Accepted Answer

A local radio advertisement promoting a nearby store is considered local advertising. This type of advertising is focused on reaching potential customers in a specific geographic area.

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

Accepted Answer

Media is the key player that is composed of the channels of communication that carry the message from the advertiser to the audience. Media includes different platforms such as television, radio, print, outdoor, and digital media. The other options mentioned are also important players in the advertising industry, but they do not directly carry the message to the audience. The advertiser gives the message, the agency creates the message, the supplier provides materials for the message, and the distributor delivers the message to the right places.

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

Accepted Answer

The basic role of advertising is to identify a product or service and differentiate it from others in the market. This helps consumers make informed choices and can also help increase brand recognition and loyalty. Entertainment, competition, public relations, and two-way communication may be additional functions of advertising, but they are not its primary purpose.

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

Accepted Answer

Hard-sell advertising would be most effective for Hydroplus in this scenario because it directly communicates the product's benefits and superiority over competitors, which is crucial for convincing consumers to switch brands.

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

Accepted Answer

Institutional advertising that focuses on winning public over to the organisation's point of view is known as corporate advertising. It aims to create a positive image, establish goodwill and enhance the reputation of the organisation. It is different from product or service-related advertising, where the focus is on promoting specific products or services. Therefore, the most appropriate choice is (D) corporate. The other options, retailer, seller, manufacturer, and organization, are too broad and do not necessarily refer to advertising aimed at winning the public over to a specific organization's point of view.

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

Accepted Answer

Apple only paid for one media spot during the 1984 Super Bowl, which aired the iconic commercial.

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.

Accepted Answer

The answer of Which of the following is considered a...

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

Accepted Answer

The group of consumers who are targeted by an organization for their goods and services is known as the target market. It is the specific segment of the market that the organization aims to focus its marketing efforts towards. Therefore, option E, 'target market' is the correct answer. Option A refers to the broad category under which a product falls; option B refers to a category of customers who share common characteristics, such as age, income, or gender; option C refers to a group of customers who use a product in a similar way; and option D refers to the portion of the market that a company can realistically serve.

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

Accepted Answer

Advertising does not play a direct role in the environmental aspect of business and society. However, depending on the type of product or service being advertised, it may indirectly impact the environment.

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

Accepted Answer

Not-for-profit advertising is specifically designed for organizations such as charities, foundations, and other entities mentioned, aiming to attract support, donations, and participation rather than commercial profit.

Question 12

Advertising is usually paid for by the ________.
A)audience
B)target
C)agency
D)advertiser
E)media

Accepted Answer

The advertiser is the one who pays for advertising. The audience is the target of the advertising, the agency creates and manages the advertising, and the media displays the advertising.

Question 13

Banking,hairdressing and car washing are all examples of ________.
A)services
B)ideas
C)exchanges
D)goods
E)markets

Accepted Answer

Banking, hairdressing, and car washing are all examples of services, which are intangible products that are provided to customers to meet their needs or wants. Goods, on the other hand, are tangible products that can be bought and sold, while ideas refer to concepts or thoughts that may or may not have economic value. Exchanges and markets are broader concepts that encompass both goods and services, as well as the transactions and places where they are bought and sold. However, the specific examples given in the question all fall under the category of services.

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

Accepted Answer

A brand is a name, term, design, symbol, or other feature that distinguishes one seller's product from those of others. It is a way for consumers to identify and differentiate a product from its competitors. Therefore, when consumers perceive a product to have a distinct identity, it is known as a brand. Advertising, tagline, logo, and trademark are all important elements of branding, but they alone do not constitute a brand.

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

Accepted Answer

The advertiser is ultimately responsible for monitoring the work and paying the bills on an advertising account. The agency or supplier works on behalf of the advertiser and provides the services, but it is the responsibility of the advertiser to ensure the work is satisfactory and the bills are paid on time.

Question 16

Which advertising approach attempts to touch consumers' emotions?
A)Mass
B)Informed
C)Habitual
D)Soft-sell
E)Hard-sell

Accepted Answer

Soft-sell advertising approach aims to appeal to consumers' emotions and persuade them to make a purchase without using forceful or aggressive tactics. This approach often involves storytelling, humor, or creating an emotional connection with the audience.

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

Accepted Answer

The marketing mix is commonly known as the four Ps - Product, Price, Place (Distribution), and Promotion. These elements are the key components of a marketing strategy and are used by companies to promote and sell their products or services to customers.

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

Accepted Answer

The advertiser is the one who initiates the advertising effort by identifying a marketing problem that advertising can solve. The other options might play a role in the advertising effort, but they are not responsible for initiating it.

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.

Accepted Answer

Advertising is not usually personal in nature, it is targeted towards a large audience rather than an individual. Therefore, option C does not define advertising.

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

Accepted Answer

Marketing is the process of identifying consumer needs and wants and then satisfying them through the provision of goods and services. Exchange refers to the act of trading goods or services. Economics is the study of how society allocates scarce resources. Accounting is the process of recording financial transactions and preparing financial statements. Logistics is the management of the flow of goods and services.

Quiz 1: Introduction to Advertising

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

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

Which of the following is a basic role of advertising?

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?

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

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

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

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

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

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 ________.

Advertising is usually paid for by the ________.

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

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

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

Which advertising approach attempts to touch consumers' emotions?

The marketing mix is also known as the ________.

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

Which of the following does NOT define advertising?

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