MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1 Which of the following is NOT considered a social role of advertising? 1 A Advertising helps consumers compare products and features, and generally ke

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Which of the following is NOT considered a social role of advertising? 1) A) Advertising helps consumers compare products and features, and generally keeps consumers informed about innovations and issues. B) Advertising reinforces past purchases and brand experiences. C) Advertising informs consumers about new and improved products. D) Advertising mirrors fashion and design trends and adds to our aesthetic sense. E) Advertising teaches consumers about new products and how to use them. 2) Which of the following is considered a "key player" in advertising? 2) A) advertiser B) media C) agency D) audience E) all of the above 3) Strategy, the creative idea, the creative executions, and the media must work in concert for an ad to be truly ________. 3) A) creative B) efficient C) effective D) entertaining E) interesting 4) All groups of people who have an interest in the brand, including such groups as employees, vendors and suppliers, distributors, investors, government and regulators, the community, watchdog groups, the media, and so forth, are known as ________. 4) A) stakeholders B) social forces C) constituencies D) regulators E) interest groups 5) The primary responsibility of this department is to act as a liaison between the marketing department in large organizations and the advertising agency (or agencies) and other vendors. 5) A) communications department B) advertising department C) brand manager D) accounting department E) traffic department 1 Chapter 1 Advertising 8e Sandra Moria rty Nancy Mitchell William Wells (Test Bank All Chapters, 100% Original Verified, A+ Grade) Answers At T he End Of Each Chapter 1 / 4

6) Which of the following is NOT a task performed by an advertiser's advertising department? 6) A) creates the advertising B) makes sure the work gets done as scheduled C) determines whether the work has achieved prescribed objectives D) coordinates activities with vendors, such as media, production, and photography E) all of the above 7) The ________ is the ad's central idea that grabs your attention and sticks in your memory. 7) A) advertising strategy B) tagline C) creative media D) creative concept E) creative execution 8) Which of the following is NOT a reason other advertising players hire a vendor? 8) A) vendors provide specialized services B) may be overloaded C) may not have expertise in that area D) may want a fresh perspective E) vendors are the only ones that can produce commercials 9) In the early 20th century ________ was referred to by advertising legend Albert Lasker as "salesmanship in print driven by a reason why" which became the model for stating a claim and explaining the support behind it. 9) A) integrated communications B) advertising C) communications D) product E) integrated marketing communications 10) Not - for - profit organizations, such as charities, foundations, associations, hospitals, orchestras, museums, and religious entities, advertise for customers, members, volunteers, and donations and other forms of program participation using which major type of advertising? 10) A) direct - response B) institutional C) business - to - business D) nonprofit E) local 11) Which key player makes the final decisions about the target audience and the size of the advertising budget and also approves the advertising plan? 11) A) agency B) media C) vendor D) advertiser E) audience 12) For the truth ® campaign Porter + Bogusky and Arnold was the ________ that planned and implemented the advertising effort. 12) A) account manager B) advertising agency C) advertising department D) media buying company E) marketer 2 2 / 4

13) What of the following is NOT a stage in the evolution of advertising? 13) A) sales B) promotion C) identification D) information E) pricing 14) The classification to which a product is assigned is known as the ________. 14) A) product class B) product category C) service D) good E) product mix 15) For an advertisement to be considered effective, what is the first thing it must do? 15) A) convince consumers to change their purchasing behavior B) gain consumers' attention C) convince consumers to continue buying the brand D) hold consumers' interest E) remind consumers of the brand and their positive feelings about it 16) 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. 16) A) effect B) strategy C) objective D) image E) outcome 17) Which advertising approach uses reasons to persuade consumers? 17) A) soft - sell B) informative - sell C) logical - sell D) mass - sell E) hard - sell 18) What was the objective of the truth ® campaign run by the American Legacy Foundation discussed in the opening vignette? 18) A) to develop a campaign that was consistent with traditional preachy anti - smoking ads B) to empower teens against manipulation by tobacco company's tactics C) to encourage teens to buy products D) to sell lighters E) to win an EFFIE award 19) Which fundamental concept of advertising involves the details, the photography, the writing, the acting, the setting, the printing, and the way the product is depicted all reflecting the highest production values available to the industry? 19) A) creative media B) advertising strategy C) creative idea D) creative strategy E) creative execution 3 3 / 4

20) Which of the following is NOT considered a major type of advertising? 20) A) direct - response B) retail C) informational D) brand E) institutional 21) Which major type of advertising demands creative, original messages that are strategically sound and well executed? 21) A) direct - response B) brand C) business - to - business D) nonprofit E) all of the above 22) Which of the following was the top U.S. advertiser with respect to total ad expenditures in 2006? 22) A) General Electric B) Sara Lee C) Toyota D) Proctor & Gamble E) Monsanto 23) Big companies may have hundreds of agencies working for them, but they normally have a(n) ________, which does most of their business and may even manage the other agencies. 23) A) agency - of - importance B) lead agency C) agency manager D) agency - of - record E) primary agency 24) The Effie award in advertising is given by which organization? 24) A) Promotion Marketing Association B) Institute of Practitioners C) New York Festivals Company D) New York Chapter of the American Marketing Association E) Adweek 25) The target market of an organization is ________. 25) A) demographically homogeneous B) referred to as the marketing objective C) the largest market segment D) made up of services and ideas, as well as goods E) the particular group of consumers thought to be potential customers for the organization's goods and services 4

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