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Preguntas del test (39)
1Which of the following statements about advertising is true?
- AIn their ads, advertisers always speak directly to "you" the consumer, so, advertising is a personal form of communication
- BAdvertising as a practice has remained the same since the last century
- CAdvertising is simply a business process with the objective to make profits
- DAdvertising impacts all the 4Ps of the marketing mix
- EAdvertising is always paid for by for-profit and non-profit organizations
2Which of the following is considered owned media?
- ATV ads
- BWord of mouth
- CWebsite
- DAds on mobile devices
3.
- AAdvertisers
- BAd Agencies
- CSuppliers
- DMedia
- EProduction Houeses
4Unlike local advertisers, national advertisers
- AAre focused on location rather than long-term brand building
- BHave resources to hire many specialists or ad agencies
- CAre concerned about marketshare rather than sales volume
- DView their customers as individuals rather than markets
- EB & C only
5.
- AAre the targets similar in different nations?
- BDo consumers share the same wants and needs?
- CHas Each countries market for the product developed in the same way?
- DA & B only
- EA, B & C
6.
- ASubstantiation
- BTruthfulness
- CMeasurable characteristic
- DAll of the above
- ENone of the above
7.
- AWar Advertising Council
- BOutreach Council
- CAd Council
- DProtection council
- EAdvertising Protection Council
8Which of the following about Integrated marketing communications (IMC) is NOT true?
- AIMC became crucial to advertisers due to rising consumer sophistication that led to cynicism and distrust towards brands
- BIMC became popular due to the limitations of traditional media (TV, radio, print)
- CRelationship marketing is not an important component of IMC
- DIMC helps to achieve "synergy" -- the whole being greater than the sum of its parts
- EIMC utilizes all communication messages to attain clarity, consistency, and maximum communication impact
9.
- APersonal chemistry between the client and agency
- BPoor communication
- CChanges in relationships
- DHigher fees
- EConduct or performance
10The social impact of advertising focuses on which two principles of a free market economy?
- AMany buyers and sellers & self-interest
- BExternalities & self-interest
- CSelf interest & complete information
- DComplete information & many buyers and sellers
- EComplete information & externalities
11.
- AEthical
- BMoral
- CSocial responsibility
- DMarketing
- ESales promotion
12Which of the following is NOT a principle of a free market economics?
- ASupply and demand
- BComplete information
- CMany buyers and sellers
- DExternalities
- ESelf interest
13As a marketing tool, advertising is used for all of the following purposes, EXCEPT:
- Ato ensure that all product types are offered at everyday low prices
- Bto identify products and differentiate them from others
- Cto induce consumers to try new products and to suggest reuse
- Dto increase product use
- Eto build value, brand preference, and loyalty
14What role did the firm N.W. Ayer & Son play in the history of U.S. advertising?
- AIt was the first printer to use illustrations in its ads
- BIt was the first manufacturer to use national advertising
- CIt was the first ad agency to charge fees from advertisers for planning, creating, and executing ad campaigns
- DIts advertising claims were the first of its kind, examined by the Food & Drug Administration
- EIt was the first advertiser to be caught for deceptive advertising
15The abundance principle states that in an economy that produces more goods and services than can be consumed, advertising:
- Amaintains high prices
- Bkeeps consumers informed of their selection alternatives
- Ccontributes to the earth's waste disposal problem
- Dprevents companies from successfully competing for consumer dollars
- Eacts as a stabilizing factor during a business cycle downturn
16.
- Amaking consumers too materialistic
- Bbeing excessive
- Cmanipulating people into buying things they don't need
- Dbeing deliberately deceptive
- Eperpetuating stereotypes
17Which of the following statements best describes 'Account Managers/Executives'?
- Abrokers of advertising services to small companies that have limited advertising budgets
- Bthe liaisons between the agency and the client
- Ctypically employed by non-profit organizations as fund raisers
- Dagents that handle multiple small noncompeting advertising accounts
- Ethe sole media buyers at most large agencies
18Under which agency fee structure do media commissions have to be returned back to the client?
- AMedia commission
- BFee-commission
- CMarkups
- DStraight fee or retainer
- EIncentive-system
19.
- APuffery
- BUnfair
- CDeceptive
- DOffensive
- EAd Clutter
20/Users/julianaburton/Desktop/Screen Shot 2014-10-09 at 7.56.21 PM.png
- ADe-marketing
- BRe-marketing
- CEco-marketing
- DRelationship Marketing
- EUn-marketing
21/Users/julianaburton/Desktop/Screen Shot 2014-10-09 at 7.58.36 PM.png
- AUnfair Advertising
- BAdvertising Hyperbole
- CDeceptive Advertising
- DPuffery
- EExploitative Advertising
22Advertisers who are socially responsible:
- Aare always is mindful of man's need for open communication
- Bdo what the government wants for society should be of paramount importance in creating ads
- Cdo what society views as best for the welfare of people in general
- Ddo what ethical societies have prescribed for businesses
- Erealize their primary responsibility is to provide the greatest good for the largest number of people
23/Users/julianaburton/Desktop/Screen Shot 2014-10-09 at 8.06.47 PM.png
- Aa media commission
- Ba fee or retainer
- Cperformance
- Da mark up
- Eincentive
24_________ must have the skill to condense all that can be said about a product into a few salient and pertinent points.
- AAccount directors
- Bcopywriters
- CAdvertising Supervisors
- DCommunication specialists
- EAdvertising Planners
25.
- AEntrepreneurial Agency
- BPromotional Facilitator
- CCreative Boutique
- DMedia-buying service
- EPromotional Broker
26/Users/julianaburton/Desktop/Screen Shot 2014-10-09 at 8.12.26 PM.png
- ASecondary; kinked
- BLongitudinal; circular
- CExternal; internal
- DPrimary; selective
- ESelective; primary
27`
- ACompanies such as this will never be able to successfully expand worldwide where moral standards are higher than in the United States
- BTrends will eventually change and the problem will take care of itself
- CCompanies such as Calvin Klein will eventually run out of money and the advertising will cease
- DIf the ads don't pull in the audience, the campaign will falter and die -- the marketplace has the ultimate veto power
- EThe government is currently forming policy that will completely control this form of advertising
28.
- AAn ethical lapse
- BUnfair advertising
- CDeceptive advertising
- Dan ethical dilemma
- EAnti-competetive advertising
29.
- ACorrective
- BProfessional
- CComparative
- DCease-desist
- EConsent
30When the Federal Trade Commission determines that an ad is deceptive or unfair, it can:
- Arequire the advertiser to run cooperative advertising
- Bnegotiate with the advertising for consent decree
- Crequire reimbursements to all consumers who bought the product
- Dfor the firm that ran the deceptive ad to get "advance clearance" on all future ad campaigns
- Eplace a representative in the deceptive firms advertising department to oversee future ad campaigns
31_____ must have the skill to research on consumer insights and understand what it is consumers value to make sure ads are relevant
- AAccount directors
- BAdvertising Supervisors
- CCopywriters
- DCommunication specialists
- EAccount Planners
32.
- Adeceptive; unsubstantiated
- Bdeceptive; exaggeration
- Cpuffery; unsubstantiated
- Dpuffery; exaggeration
- Epuffer; non-products facts
33Which of the following statements is NOT true about advertising's effect on the economic environment
- Aadvertising adds value to a brand by educating customers about new uses for a product
- BAdvertising increases competition, which also serves the consumers self interest
- Cthe freedom to advertise encourages more sellers to enter the market
- DCompetition generally results in more and better products at higher prices
- EAdvertising encourages businesses to create new brands and improve old products
34Ads for Vitamine Water were shown by Claudia, claiming, "flue shots are so last year." to be considered deceptive by the FTC the ad must:
- Aconvince a doctor that drinking vitamin water will prevent the flu
- Bconvince a reasonable person that drinking vitamin water will prevent the flu
- Cmaterially harms a significant number of consumers
- DA & B
- EB & C
35Why do advertiser hire independent ad agencies instead of relying on their own employees?
- AIt is cheaper to work with independent agencies then using their own employees
- Bindependent agencies can offer an objective and unbiased outside perceptive
- CIndependent agencies allow the advertiser for tighter control over the advertising process
- DAll of the above
- ENone of the above
36The beginning of the Great depression:
- Aempowered marketers to advertise more
- Bcreate greater demand for commodities advertising
- Cforced the advertising industry to turn to creative art to sell products
- Dcause the temporary disappearance of advertising
- Esaw the rise in use of product differentiation
37./Users/julianaburton/Desktop/Screen Shot 2014-10-09 at 8.49.19 PM.png
- Aaffirmative disclosure
- Bpackaging requirement
- Ctestimonial of goodness
- Dnutritional claim
- Esubstantiation
38/Users/julianaburton/Desktop/Screen Shot 2014-10-09 at 8.50.10 PM.png
- AProduct Segmentation
- BTargeted diversification
- CPositioning
- DMarket segmentation
- EMarket aggregation
39/Users/julianaburton/Desktop/Screen Shot 2014-10-09 at 8.52.04 PM.png
- AStrategy
- BTactics
- CNarrowcasting
- DBroadcasting
- ERelationships
Información
- Descripción
- Test sobre Sin título, creado por klprice el 08/10/2014.
- Autor
- klprice
- Idioma
- English
- Visitas
- 11
- Historial
- Creado el 8 oct 2014 · actualizado el 19 feb 2016
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