123 test bank for advertising and IMC principles and practice 10th edition by moriarty

123 Test Bank for Advertising and IMC Principles and
Practice 10th Edition by Moriarty

True - False Questions
During the Early Age of Print stage in advertising's evolution, ads looked
like what we call classified advertising today.
1.

True

2.

False

Over the years, identification, information, and entertainment have been
the basic functions of advertising.
1.

True

2.

False

Though advertising is used to showcase brands, it cannot actually create
consumer demand.
1.

True

2.

False

The sponsor is identified in an advertising message.
1.

True

2.

False

The key players in advertising are the advertiser, the agency, the media,
and the suppliers.
1.

True

2.

False


Persuasion can involve emotional messages as well as information.
1.

True

2.

False

In an agency, the person in charge of an advertiser's business is known
as the "supplier manager."
1.

True

2.

False

An advertisement that uses puffery makes an exaggerated promise about
the advertised product.
1.

True

2.

False

Typically, the advertiser initiates the advertising effort by employing the
services of a creative boutique.
1.

True

2.

False

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.
1.

True

2.

False

The logic and planning behind the advertisement that gives it direction
and focus is known as the creative idea.
1.

True

2.

False


Advertising helps us shape an image of ourselves by setting up role
models with whom we can identify. Advertising also gives us a way to
express ourselves in terms of our personalities and sense of style through
the things we wear and use.
1.

True

2.

False

All award-winning ads are effective ads.
1.

True

2.

False

Integrated marketing communication (IMC) means that ads can now be
customized to individual consumers.
1.

True

2.

False

Newspapers, radio or TV stations, billboards, and so forth are known as
media vehicles.
1.

True

2.

False

Digital media have led to increased word-of-mouth conversations about
advertising among friends.
1.

True

2.

False

A company that uses consumer-generated advertising will likely have to
increase what it pays its agency-of-record.
1.

True

2.

False


As competition in a product category increases, prices tend to increase.
1.

True

2.

False

Freelance writers, lighting specialists, and printers are examples of
suppliers.
1.

True

2.

False

An in-house agency performs most, and sometimes all, of the functions of
an outside advertising agency.
1.

True

2.

False

The strategy of "ads as news" was not introduced until after World War II.
1.

True

2.

False

The objective of direct-response advertising is to create an immediate
response from the consumer.
1.

True

2.

False

Advertising is effective only for informing consumers about products and
services.
1.

True

2.

False

It is typical for large companies to have only one advertising agency
working for them, known as the agency-of-record.
1.

True

2.

False

Trade advertising is also known as B2B advertising.
1.

True

2.

False

Advertising sent from one business to another is known as directresponse advertising.
1.

True

2.

False

Products can be services and ideas, as well as goods.
1.

True

2.

False

Advertising does not serve a positive societal role.
1.

True

2.

False

Advertising begins with the agency.
1.

True

2.

False

Advertising can be used to transform a product into a distinctive brand.
1.

True

2.

False

The advertising strategy of status appeal is used to persuade nonwealthy
people to imitate the habits of rich people.

1.

True

2.

False


The objectives in local advertising tend to focus on stimulating store
traffic and creating a distinctive image for the retailer.
1.

True

2.

False

A freelance job typically pays better than a staff job in the short term.
1.

True

2.

False

The eight major types of advertising include brand, retail/local, directresponse, directory, political, business-to-business, institutional, and
nonprofit advertising.

1.

True

2.

False

Companies that need close control over their advertising are more likely
to use an agency-of-record than an in-house agency.
1.

True

2.

False

Multiple choice Questions - Page 1
________ advertising, which is the most visible type of advertising,
focuses on the development of a long-term brand identity or image.
1.

A) Retail

2.

B) Institutional

3.

C) Brand

4.

D) Nonprofit

5.

E) Public service


In the evolution of advertising, which of the following came before the
Early Age of Agencies?
1.

A) the Early Age of Print

2.

B) the Scientific Era

3.

C) the Creative Era

4.

D) the Era of Accountability

5.

E) the Era of Integration

When an advertiser hires an advertising agency, the advertiser becomes
the agency's ________.
1.

A) supplier

2.

B) client

3.

C) channel

4.

D) vendor

5.

E) vehicle

Charities, foundations, associations, hospitals, orchestras, museums, and
religious institutions advertise for customers, members, volunteers, and
donations and other forms of program participation using which major
type of advertising?

1.

A) nonprofit

2.

B) public service

3.

C) consumer

4.

D) institutional

5.

E) trade

Advertising begins with the ________, the person or organization that
uses advertising to send out a message about its products.
1.

A) supplier


2.

B) media

3.

C) agency

4.

D) advertiser

5.

E) vendor

In which of the following marketing communication patterns does wordof-mouth play the most important role?
1.

A) business to business

2.

B) business to business to consumer

3.

C) business to consumer

4.

D) consumer to business

5.

E) business to consumer to consumer

________ refers to all forms of communication about a brand that appear
in a variety of media.
1.

A) Integrated marketing communication

2.

B) Marketing communication

3.

C) Marketing network

4.

D) Brand identity

5.

E) Brand differentiation

________ advertising may use any advertising medium, but it differs from
other types of advertising in that it tries to stimulate an immediate
consumer action.
1.

A) Brand

2.

B) Local

3.

C) Direct-response

4.

D) Institutional


5.

E) Public service

Which key player makes the final decisions about the target audience and
the size of the advertising budget, in addition to approving the advertising
plan?
1.

A) advertiser

2.

B) media

3.

C) agency

4.

D) vendor

5.

E) audience

The "Blue Books" published by the J. Walter Thompson agency published
________.
1.

A) creative copy

2.

B) media data

3.

C) status appeals

4.

D) current Nielsen ratings

5.

E) cultural archetypes

Which of the following is one of the basic functions of advertising?
1.

A) identification

2.

B) entertainment

3.

C) competition

4.

D) public relations

5.

E) two-way communication

Which of the following is considered a societal role of advertising?
1.

A) creating a more rational economy

2.

B) reaching a mass audience


3.

C) serving an educational function

4.

D) making consumers focus on nonprice benefits

5.

E) all of the above

Signs and posters are examples of ________ media.
1.

A) interpersonal

2.

B) interactive

3.

C) digital

4.

D) outdoor

5.

E) broadcast

The promotional tool of publicity is also known as ________.
1.

A) buzz marketing

2.

B) sales promotion

3.

C) public relations

4.

D) direct-response

5.

E) marcom

During the Early Age of Agencies, Baker's Chocolate and Ivory Soap were
two of the first products to use ________.
1.

A) the pulling power of headlines

2.

B) brand names

3.

C) status appeal

4.

D) cultural archetypes

5.

E) integrated marketing communication

Brand advertising is also known as ________ advertising.
1.

A) trade


2.

B) local

3.

C) consumer

4.

D) corporate

5.

E) public service

In the evolution of advertising, P.T. Barnum is known for which of the
following?
1.

A) conducting one of the first full ad campaigns

2.

B) crafting the strategy of advertising as news

3.

C) identifying the pulling power of headlines

4.

D) scientifically measuring the effectiveness of advertisements

5.

E) introducing the concept of status appeal

Advertising is usually paid for by the ________.
1.

A) audience

2.

B) target

3.

C) agency

4.

D) advertiser

5.

E) media

Which of the following companies is typically among the top advertisers
in the United States?
1.

A) Apple

2.

B) P&G

3.

C) the Gap

4.

D) McDonald's

5.

E) Marriott


Radio and television are examples of ________ media.
1.

A) print

2.

B) interactive

3.

C) digital

4.

D) outdoor

5.

E) broadcast

________ advertising focuses on establishing a corporate identity or
winning the public over to the organization's point of view.
1.

A) Brand

2.

B) National

3.

C) Public service

4.

D) Institutional

5.

E) Business-to-business

An advertising ________ is a set of related ads that are variations on a
theme.
1.

A) brand

2.

B) market

3.

C) campaign

4.

D) position

5.

E) target

Paid persuasive communication that uses mass and interactive media to
reach broad audiences to connect an identified sponsor with a target
audience is known as ________.
1.

A) advertising

2.

B) personal selling


3.

C) public relations

4.

D) sponsorship

5.

E) sales promotion

How many times did the "1984" commercial for Apple's Macintosh
computer run?
1.

A) 1

2.

B) 2

3.

C) 20

4.

D) 50

5.

E) more than 100

Marketers who have the objective of creating ________ are focused on
getting people to talk about their brand.
1.

A) customer value

2.

B) buzz

3.

C) social responsibility

4.

D) a campaign

5.

E) logos

Which of the following is NOT part of the modern definition of
advertising?
1.

A) is a paid form of communication

2.

B) has an identified sponsor

3.

C) is usually personal in nature

4.

D) provides information about products

5.

E) uses mass and interactive media


In traditional advertising, the message is conveyed through different kinds
of ________ media using mostly ________ messages.
1.

A) interactive; personal

2.

B) interactive; nonpersonal

3.

C) word-of-mouth; personal

4.

D) mass; nonpersonal

5.

E) mass; personal

Catalogs and flyers sent to the office or home are examples of which type
of promotional tool?
1.

A) trade advertising

2.

B) direct-response

3.

C) word-of-mouth

4.

D) specialties

5.

E) public relations

Which major type of advertising is used to communicate a message on
behalf of some good cause, such as stopping drug abuse, and is usually
created by advertising professionals free of charge with the necessary
time and space often donated by the media?
1.

A) cause

2.

B) brand

3.

C) direct-response

4.

D) business-to-business

5.

E) public service

Advertising regulations have been in place in the United States since the
________.
1.

A) early 1900s


2.

B) end of World War II

3.

C) 1950s

4.

D) 1960s

5.

E) 1970s

In which scenario is advertising most likely to thrive in a society?
1.

A) when demand exceeds supply

2.

B) when there is little price competition

3.

C) when public speech is tightly controlled by the government

4.

D) when consumers do not have disposable income

5.

E) when supply is greater than demand

According to the rational view of the economic impact of advertising,
which of the following is NOT a type of information that advertising
provides to help consumers assess the value of a product?
1.

A) price cues

2.

B) psychological appeals

3.

C) quality

4.

D) location

5.

E) reputation

Which of the following is the idea that messages should be directed at
particular groups of prospective buyers?
1.

A) positioning

2.

B) targeting

3.

C) branding

4.

D) integrated marketing

5.

E) social responsibility


During the ________, corporations were challenged on questions of taste
and social responsibility.
1.

A) Early Age of Print

2.

B) Era of Accountability and Integration

3.

C) Early Age of Agencies

4.

D) Creative Revolution

5.

E) Scientific Era

________ advertising is sent from one business to another.
1.

A) Brand

2.

B) Retail

3.

C) Direct-response

4.

D) Institutional

5.

E) Trade

Which of the following is NOT considered a major type of advertising?
1.

A) brand

2.

B) retail

3.

C) direct-response

4.

D) institutional

5.

E) generational

Advertising that announces facts about products that are available in
nearby stores and focuses on stimulating store traffic and creating a
distinctive image for a retailer is known as retail or ________ advertising.
1.

A) brand

2.

B) local

3.

C) direct-response


4.

D) institutional

5.

E) public-service

The ________ behind a marketing communication message is stated in
measurable objectives in areas such as sales and brand reputation.
1.

A) creativity

2.

B) media choice

3.

C) buzz

4.

D) strategy

5.

E) information

Which of the following is most closely associated with the introduction of
mass production and a new emphasis on wider distribution of products?
1.

A) the Renaissance

2.

B) the Industrial Revolution

3.

C) the Dot Com Revolution

4.

D) the Era of Integration

5.

E) the Scientific Era

Communication with employees and shareholders about brands and
campaigns is usually handled by ________.
1.

A) sales promotion

2.

B) direct-response

3.

C) word-of-mouth

4.

D) specialties

5.

E) public relations


83 Free Test Bank for Advertising and IMC Principles
and Practice 10th Edition by Moriarty Multiple choice
Questions - Page 2
The cost of purchasing a 30-second advertising spot during the Super
Bowl is very high, typically millions of dollars. Despite the cost,
commercials for products such as Coca-Cola, Doritos, and Bud Light run
during the Super Bowl every year. In advertising terms, the Super Bowl is
the ________.
1.

A) media vehicle

2.

B) agent

3.

C) message

4.

D) supplier

5.

E) client

Which of the following types of agencies would most likely be able to
purchase media at a low cost because they can group several clients'
purchases together?
1.

A) creative boutiques

2.

B) media-buying services

3.

C) in-house agencies

4.

D) traffic departments

5.

E) full-service agencies

A ________ is a form of compensation that involves the agency billing the
client each month based on the projected amount of work and the hourly
rate charged for that work.
1.

A) set fee system

2.

B) value bill


3.

C) commission

4.

D) retainer

5.

E) performance incentive

An email from Amazon.com offers free shipping on your next purchase of
more than $35. This is an example of ________.
1.

A) sales promotion

2.

B) publicity

3.

C) public relations

4.

D) word-of-mouth

5.

E) mass media

Which of the following awards is given to recognize the creativity of an
advertisement?
1.

A) the Clio

2.

B) the Effie

3.

C) the Silver Anvil

4.

D) the Reggie

5.

E) the Cassie

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal
magazine featured actress Melina Kanakaredes and offered readers a $1off coupon to try the new makeup. The medium of this ad is ________.
1.

A) Melina Kanakaredes

2.

B) Ladies' Home Journal

3.

C) readers who redeem the $1-off coupon

4.

D) Maybelline

5.

E) the target market to whom Melina Kanakaredes appeals

Which of the following departments has the primary responsibility for
managing the advertising process?
1.

A) accounting department

2.

B) traffic department

3.

C) marketing services

4.

D) art studio

5.

E) print production

Using value billing, an advertising agency is paid for its ________.
1.

A) creative and strategic ideas

2.

B) media placements

3.

C) market research

4.

D) advertising executions

5.

E) share in the profits from a successful campaign

Which of the following positions in an advertising agency is most closely
involved with creative development?
1.

A) account executive

2.

B) account planner

3.

C) media buyer

4.

D) copywriter

5.

E) management supervisor

What is meant by the term effective with respect to advertising?
1.

A) The advertising delivers the results the marketer has specified for the
advertising.

2.

B) The advertising wins creativity awards, such as the Effie or the Clio.

3.

C) The advertising is remembered by at least 50 percent of the target audience.


4.
5.

D) The advertising results in increased sales.
E) The advertising media exposure was purchased at the lowest possible cost to
reach the target audience.

For the Truth® campaign, Crispin Porter + Bogusky was the ________
hired by the American Legacy Foundation to plan and implement the

advertising effort.
1.

A) advertiser

2.

B) media buying company

3.

C) client

4.

D) advertising agency

5.

E) advertising department

For an advertisement to be considered effective, what is the first thing it
must do?
1.

A) hold consumers' interest

2.

B) gain consumers' attention

3.

C) convince consumers to change their purchasing behavior

4.

D) convince consumers to continue buying the brand

5.

E) remind consumers of the brand and their positive feelings about it

Which of the following is an example of consumer-generated advertising?
1.

A) Toyota's presence in online social networks

2.

B) Nike's Nike Plus running website

3.

C) MasterCard's use of "Priceless" commercials shot by customers

4.

D) Neiman Marcus's InCircle Rewards program for its best customers

5.

E) The Lexus Covenant aimed at creating customer delight


A creative ________ is typically a small ad agency that concentrates
entirely on preparing the creative execution of the idea or the creative
product.
1.

A) department

2.

B) holding company

3.

C) network

4.

D) account

5.

E) boutique

When using which type of advertising agency does an advertiser produce
its own advertising?

1.

A) home agency

2.

B) agency-of-record

3.

C) in-house agency

4.

D) creative boutique

5.

E) agency network

Which "key player" in the advertising world is composed of the channels
of communication that carry the message from the advertiser to the
audience and from consumers back to companies?
1.

A) advertiser

2.

B) agency

3.

C) media

4.

D) vendor

5.

E) distributors


The advertisers' desired impact on the target audience is formally stated
as a(n) ________, which is the measurable goal or result that the
advertising is intended to achieve.
1.

A) objective

2.

B) promotion

3.

C) effect

4.

D) strategy

5.

E) image

The Effie award is given to recognize advertisements that are ________.
1.

A) integrated with other marketing efforts

2.

B) both creative and effective

3.

C) developed into complete advertising campaigns

4.

D) cost-efficient

5.

E) created by in-house agencies

In an advertising agency, the traffic department and print production are
part of ________.

1.

A) the media department

2.

B) internal operations

3.

C) account planning and research

4.

D) creative development

5.

E) account management

In an advertising agency, which functional area acts as a liaison between
the advertiser and the agency?
1.

A) account services

2.

B) account planning and research

3.

C) creative development and production

4.

D) media research, planning, and buying

5.

E) internal operations

In a new trend in agency compensation called ________, agencies are paid
a percentage of their client's sales or a percentage of the client's
marketing budget.
1.

A) a retainer system

2.

B) the commission system

3.

C) performance incentives

4.

D) value billing

5.

E) the fee system

The Truth® campaign is a series of advertisements run by the American
Legacy Foundation. The campaign tries to reach teenagers with
antismoking messages. Which of the following is most likely the objective
of this campaign?
1.

A) to encourage teens to buy products

2.

B) to change smoking legislation

3.

C) to reduce the percentage of teens who begin smoking

4.

D) to create a public service announcement

5.

E) to encourage teens to become politically active

When Procter & Gamble developed the Mr. Clean Magic Eraser, the
company needed to explain how the product cleans grime from walls
without removing paint. Which basic role of advertising was most likely
the focus of the campaign for this new product?
1.

A) providing information

2.

B) providing product identification


3.

C) providing entertainment

4.

D) providing social value

5.

E) providing comparisons

Which of the following is NOT a reason an advertising agency might hire
an outside supplier?
1.

A) Only suppliers are able to produce commercials.

2.

B) The agency lacks expertise in that area.

3.

C) The agency may be overloaded.

4.

D) The agency may want a fresh perspective.

5.

E) Suppliers provide specialized services.

The cost of purchasing a 30-second advertising spot during the Super
Bowl is typically millions of dollars. From the advertiser's perspective,
what is the most important benefit of placing an advertisement during the
Super Bowl?
1.

A) the ability to reach a mass audience

2.

B) the best media for introducing products

3.

C) the ability to make personal connections with consumers

4.

D) the likelihood that consumers will make an immediate purchase decision

5.

E) the persuasive nature of television commercials

Independent organizations that are hired by advertisers to create,
produce, and distribute part or all of an advertising effort are known as
________.
1.

A) mass media

2.

B) in-house agencies

3.

C) outside agencies

4.

D) media vehicles