Question 1

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

Accepted Answer

"Cross-media points" is not a commonly used term in integrated marketing communications (IMC) and brand communication (BC). The other options refer to strategies or concepts used in IMC and BC to ensure consistent messaging across various media and touchpoints.

Question 2

'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

Accepted Answer

The statement indicates a failure in the creative strategy, as it suggests that while the advertisement was likable or memorable, it did not effectively communicate the product or brand it was meant to promote. This is a common issue when the creative aspect of an ad focuses too much on entertainment or abstraction without clearly linking back to the product or service being advertised.

Question 3

________ 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

Accepted Answer

The answer of ________ is responsible for shifting the focus...

Question 4

________ 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

Accepted Answer

The answer of ________ estimates the likelihood that a particular...

Question 5

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

Accepted Answer

The email advertising campaign from Foxtel is designed to prompt an immediate response from households, specifically clicking on a link to sign up for cable TV. This type of advertising is known as direct-response advertising.

Question 6

________ 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)

Accepted Answer

Integrated marketing communications (IMC) is the practice of coordinating all marketing communication tools and tactics so they work together in harmony to send a consistent message using the same basic brand strategy. This includes advertising, sales promotion, public relations, personal selling, direct marketing, and online communications. IMC ensures that all messages and communications are consistent and complementary with each other, leading to more effective marketing communication and a stronger brand image.

Question 7

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

Accepted Answer

In the 1980s, advertising saw a shift towards direct and customised communication, a focus on customer loyalty, an emphasis on measuring the sales effects of advertising, and the growth of CRM. Therefore, all the options mentioned in the question are correct, making choice E the best answer.

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

Suppliers provide the necessary resources and materials for advertising production, such as paper for print ads, cameras for photographers, and software for designers. The other choices either create or distribute advertising content.

Question 10

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.

Accepted Answer

Cost efficiency is the biggest advantage of mass-media advertising. The cost of producing and broadcasting the ad is spread over the large number of people reached, making it a cost-effective way to advertise.

The other options are not accurate as follows:
A) Incorrect. Providing specialized services regarding ad execution is not especially an advantage of mass-media advertising, as this could be done in any other form of advertising as well.
C) Incorrect. While mass-media advertising can be effective, there are many factors that determine its effectiveness, and it is not necessarily a high effectiveness method.
D) Incorrect. There are restrictions in mass-media advertising, such as government regulations, industry standards, and ethical guidelines.
E) Incorrect. While there may be a large inventory of advertising space or airtime available on mass media platforms, this does not necessarily make it an advantage of mass-media advertising.

Question 11

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

Accepted Answer

While diagnostic or prepatory research, developmental research, concurrent research, and post-testing research are all types and stages in evaluating the effectiveness of an advertisement, design research is not typically associated with this process. Design research is more focused on the creation and development of the advertisement itself, rather than evaluating its effectiveness.

Question 12

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

Accepted Answer

The third stage in the era of evolution in advertising began with the introduction of television in Australia. While the other options may have also been significant developments in advertising, they do not mark the beginning of a new stage in the evolution of advertising.

Question 13

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.

Accepted Answer

To measure the effect of their ads on consumers' buying behaviour, Hydroplus skincare would likely ask all the above behavioral questions. This will help them assess whether their ads are increasing brand awareness, driving website traffic, and ultimately leading to more sales or trials of their products.

Question 14

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

Accepted Answer

The procurement department is responsible for coordinating activities with suppliers, such as media, production, and photography. Creating the advertising content is usually done by the creative department or an advertising agency, determining marketing objectives is done by the marketing department, and setting the price for a product is typically done by the pricing department. Therefore, option B is the most appropriate answer.

Question 15

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

Accepted Answer

The term 'convergence' in an advertising context typically refers to the merging of media platforms and the distribution of content across them. This can include the integration of traditional media with digital channels, such as the convergence of television and online advertising, or the convergence of social media, mobile devices, and other digital platforms. This allows advertisers to reach their target audience across multiple channels and devices, creating a more cohesive and effective advertising campaign. None of the other choices accurately reflect the concept of convergence in advertising.

Question 16

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

Accepted Answer

The answer of Delia's is a clothing retailer that targets...

Question 17

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.

Accepted Answer

Effective advertising is defined by its ability to achieve the specific results or objectives set by the marketer, such as increasing brand awareness, generating leads, or driving sales.

Question 18

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

Accepted Answer

Identifying the consumer or prospective customer is the essential first step in developing an effective advertising strategy. This step involves researching the target audience to understand their needs, preferences, and behavior, which will inform the creative concept and media planning. Choosing the agency, specialist supplier, or media vehicles comes later in the process.

Question 19

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

Accepted Answer

While holding consumers' interest, gaining attention, convincing consumers to change their purchasing behaviour, and creating an impression for a product or brand are all important characteristics of an effective ad, the ultimate goal is to achieve the client's objectives. If an ad does not achieve its intended goal, it cannot be considered truly effective.

Question 20

In what year was the ACCC formed?
A)1980
B)1985
C)1990
D)1995
E)2000

Accepted Answer

The Australian Competition and Consumer Commission (ACCC) was formed in 1995.

Quiz 1: Introduction to Advertising

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

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

________ 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.

________ 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.

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.

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

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

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

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

What is the biggest advantage of mass-media advertising?

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

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

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?

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

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

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

All advertising strategy starts with the identification of the ________.

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

In what year was the ACCC formed?