1. Regarding the expression "Keep the message simple," which is true?
a) It is not an advertising principle
b) It is an advertising principle that is followed by most advertising campaigns
c) It is an advertising principle that is violated by most advertising campaigns
d) None of the above corr...
MAR 3023 FINAL || with 100% Correct Answers.
1. Regarding the expression "Keep the message simple," which is true?
a) It is not an advertising principle
b) It is an advertising principle that is followed by most advertising campaigns
c) It is an advertising principle that is violated by most advertising campaigns
d) None of the above correct answers c) It is an advertising principle that is violated by most
advertising campaigns
2. Which of the following is NOT one of the fundamental advertising principles?
a) If you have something to say, advertise. If not, don't
b) Keep your message simple and powerful; otherwise, it will be lost in the advertising clutter
c) Communicate first with your existing customers to keep their business
d) Communicate second with your hottest prospects
e) None of the above correct answers e) None of the above
3. As attention-grabbing advertising devices continually advance on the supply side, the sensory-
system adaptation of buyers and their ability to screen out advertising continually advance on the
demand side.
a) True
b) False correct answers a) True
4. In which of the following countries is advertising much more effective?
a) Canada
b) Japan
c) Russia
d) China
e) Both C and D correct answers e) Both C and D
5. Answers to "How believable are ads?" scored _____ out of 9 in the 1950s and_______ out of
9 in the 1970s?
a) Under 3, around 8
b) Around 8, under 3,
c) Neither of the above correct answers b) Around 8, under 3,
6. Advertising in the new media such as the Internet is trusted ________ television, newspaper,
magazine, radio and billboard advertising.
a) Less than
b) About the same as
c) More than
7. Which of the following advertising functions is a hierarchy-of-effects model of advertising
effect because consumer learning about the product leads to belief changes, which lead to
changes in feelings (attitude) toward the product, which lead to buying the product?
a) BFL
b) LFB
,c) FBL correct answers b) LFB
8. Which advertising model assumes thoughtful decision-making?
a) LFB
b) BFL
c) FBL
d) Both A and B
e) All of the above correct answers LFB
9. Romantic fragrance ads are an example of which advertising model?
a) LFB
b) BFL
c) FBL
d) Both A and C
e) All of the above correct answers c) FBL
10. What type of advertising persuasion is the basis for the advertising message theme "Try me"?
a) LFB messages
b) BFL messages
c) FBL messages correct answers b) BFL messages
11. What type of advertising persuasion is the basis for the advertising message theme "Have
you got this problem? I have the solution"?
a) BFL messages
b) FBL messages
c) LFB messages correct answers c) LFB messages
12. Whose responsibility is it to put together a creative brief that describes the target market,
product competitive positioning, quality-added claims and sales increase goals?
a) An ad agency
b) The company
c) Both A and B correct answers b) The company
1. Regarding where to place your ads, which of the following statements is correct?
a) By their very evident evolutionary success, the new mass communication technologies and
advertising processes have increased the efficiency of markets
b) Spending on television broadcast, cable and satellite advertising in the United States continues
to grow from around $55 billion in 2002 to a projected $86 billion in 2009 and dominates all
media advertising spending
c) Spending on TV advertising can be argued to be a good allocation of shareholder's funds
d) Both A and B
e) A, B and C correct answers d) Both A and B
2. With each revolution in marketing communication, the entire media market is spurred on by
the new competition to become:
a) Less competitive
,b) More competitive
c) More innovative
d) Both B and C correct answers d) Both B and C
3. Media suitability depends on:
a) The target market
b) The basic message strategy
c) The creative tactics used to execute the message strategy
d) All of the above correct answers d) All of the above
4. Regarding POP advertising:
a) It is often much less cost effective (per thousand target shopper exposures) than any other
media
b) The advertising exposure often occurs only moments before purchase, so it is less timely than
any other advertising
c) It is the first priority in advertising placement
d) POP end-of-aisle displays are also very effective promotion devices and such displays are
much less expensive than placing shelf-talkers on the regular product display shelves correct
answers c) It is the first priority in advertising placement
5. The price per click is increasing as advertisers discover:
a) The payoff they get from search advertising
b) It is not worth it to allocate too much budget in Internet advertising any more
c) It is more subjective to rapid improvement than the traditional mass media advertising process
d) Both A and C correct answers d) Both A and C
6. Which of the following statements is true about Internet advertising?
a) Internet advertising can be fine-tuned and improved in a few days of testing in ways that no
TV or other mass media advertising can
b) The art of Internet advertising is to select the right companies
c) Every company shouldn't have a Yellow Pages campaign, but should have Google advertising
campaign and invest in a high quality website
d) Both A and C
e) All of the above correct answers a) Internet advertising can be fine-tuned and improved in a
few days of testing in ways that no TV or other mass media advertising can
7. The problem with Facebook's business model is?
a) Increasing concern of regulators over privacy issues
b) Increasing concern of its users over privacy issues
c) Very low click-through rates
d) It does not have problems correct answers c) Very low click-through rates
1. The productivity of advertising expenditure can be improved by one or more of the following
approaches:
a) Improving the way you find media that delivers the lowest cost-per thousand members of the
target audience
, b) Achieving the most effective mix of ad reach and exposure frequency
c) Improving the timing of the ad campaign
d) Both A and B
e) All of the above correct answers e) All of the above
2. How are media costs generally measured?
a) Costs for every media used for advertisements
b) Cost-per-hundred of delivered audience
c) Cost-per-thousand of delivered audience (CPM)
d) None of the above correct answers c) Cost-per-thousand of delivered audience (CPM)
3. A number of researchers have argued that having ________________ exposures within a
purchase cycle (time between purchases) is optimal.
a) Two exposures
b) Three exposures
c) Four exposures
d) Five exposures
e) It is irrelevant correct answers b) Three exposures
4. The effective reach of a proposed media schedule is:
a) The percentage of the target audience exposed to an ad the total number of times (frequency)
that is judged necessary for the ad to be effective
b) The percentage of the target audience exposed to an ad the maximum number of times
(frequency) that is judged necessary for the ad to be effective
c) The percentage of the target audience exposed to an ad the minimum number of times
(frequency) that is judged necessary for the ad to be effective
d) None of the above correct answers c) The percentage of the target audience exposed to an ad
the minimum number of times (frequency) that is judged necessary for the ad to be effective
5. According to the article "More Weeks, Less Weight: The Shelf-Space Model of Advertising,"
what kind of products need to have constant advertising to maintain their share-of-voice, share-
of-mind and market shares?
a) High-involvement products that sell as much on their brand name as on their features and have
short repurchase cycles
b) High-involvement products that sell as much on their brand name as on their features and have
long repurchase cycles
c) Low-involvement products that sell as much on their brand name as on their features and have
long repurchase cycles
d) Low-involvement products that sell as much on their brand name as on their features and have
short repurchase cycles correct answers d) Low-involvement products that sell as much on their
brand name as on their features and have short repurchase cycles
6. How should small companies advertise?
a) They should advertise in the same media channels as the large companies
b) They should maintain a low level of advertising, often in a single medium
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