Question 1

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

Accepted Answer

A)   department
B)   holding company
C)   network
D)   account
E)   boutiqueF) B) and E)
G) A) and B)

Question 2

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

Accepted Answer

A)   the media department
B)   internal operations
C)   account planning and research
D)   creative development
E)   account managementF) C) and D)
G) All of the above

Question 3

Radio and television are examples of ________ media.

Accepted Answer

A)   print
B)   interactive
C)   digital
D)   outdoor
E)   broadcastF) B) and D)
G) A) and E)

Question 4

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

Accepted Answer

A)   Only suppliers are able to produce commercials.
B)   The agency lacks expertise in that area.
C)   The agency may be overloaded.
D)   The agency may want a fresh perspective.
E)   Suppliers provide specialized services.F) C) and D)
G) A) and E)

Question 5

In the 1930s,John Caples published Tested Advertising Methods,which discussed his theories about the pulling power of headlines.How did Caples' work change the style of advertising writing?

Accepted Answer

Caples' research led to a shif...

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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?

Accepted Answer

A)   creative boutiques
B)   media-buying services
C)   in-house agencies
D)   traffic departments
E)   full-service agenciesF) A) and C)
G) A) and B)

Question 8

Which of the following departments in an advertising agency fulfills the three functions of research,planning,and buying?

Accepted Answer

A)   account planning department
B)   art department
C)   traffic department
D)   print production department
E)   media departmentF) A) and D)
G) C) and E)

Question 9

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

Accepted Answer

A)   accounting department
B)   traffic department
C)   marketing services
D)   art studio
E)   print productionF) C) and E)
G) D) and E)

Question 10

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

Accepted Answer

A)   the pulling power of headlines
B)   brand names
C)   status appeal
D)   cultural archetypes
E)   integrated marketing communicationF) B) and C)
G) All of the above

Question 11

Refer to the passage below to answer the following questions.
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. The company maintains complete control over the brand image and all of the functions necessary to develop, execute, and deliver advertising. Polo appeals to consumers' lifestyle aspirations. Its products are of high quality and better than most competitors' offerings. The objective in the company's advertising is to convey this image and the fashion statement it makes.
-Because Polo Ralph Lauren wants to maintain close control over its image and advertising,which of the following statements is most likely true?

Accepted Answer

A)   Polo Ralph Lauren will most likely use an outside advertising agency to develop and execute its advertising.
B)   Polo Ralph Lauren will most likely use an agency-of-record to develop and execute its advertising.
C)   Polo Ralph Lauren will most likely not use any outside resources, such as suppliers, to assist in developing and executing its advertising.
D)   Polo Ralph Lauren will get better media rates by not using an advertising agency to purchase advertising time and space.
E)   Polo Ralph Lauren will most likely use an in-house agency to develop and execute advertising.F) All of the above
G) A) and B)

Question 12

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

Accepted Answer

A)   account services
B)   account planning and research
C)   creative development and production
D)   media research, planning, and buying
E)   internal operationsF) C) and E)
G) D) and E)

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

The sponsor is identified in an advertising message.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)   conducting one of the first full ad campaigns
B)   crafting the strategy of advertising as news
C)   identifying the pulling power of headlines
D)   scientifically measuring the effectiveness of advertisements
E)   introducing the concept of status appealF) A) and D)
G) B) and E)

Question 16

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

Accepted Answer

A)   when demand exceeds supply
B)   when there is little price competition
C)   when public speech is tightly controlled by the government
D)   when consumers do not have disposable income
E)   when supply is greater than demandF) None of the above
G) All of the above

Question 17

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

Accepted Answer

A)   the Clio
B)   the Effie
C)   the Silver Anvil
D)   the Reggie
E)   the CassieF) A) and D)
G) None of the above

Question 18

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

Accepted Answer

A)   is a paid form of communication
B)   has an identified sponsor
C)   is usually personal in nature
D)   provides information about products
E)   uses mass and interactive mediaF) A) and D)
G) C) and D)

Question 19

Advertising begins with the agency.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)   home agency
B)   agency-of-record
C)   in-house agency
D)   creative boutique
E)   agency networkF) A) and E)
G) None of the above

Exam 1: Advertising

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Radio and television are examples of ________ media.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The sponsor is identified in an advertising message.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Advertising begins with the agency.

Correct Answer
verified

Correct Answer
verified

In the 1930s,John Caples published Tested Advertising Methods,which discussed his theories about the pulling power of headlines.How did Caples' work change the style of advertising writing?

Correct Answer
verified
Caples' research led to a shif...
View Answer

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

Correct Answer
verified

Which of the following departments in an advertising agency fulfills the three functions of research,planning,and buying?

Correct Answer
verified

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

Correct Answer
verified

Exam 1: Advertising

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Radio and television are examples of ________ media.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The sponsor is identified in an advertising message.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advertising begins with the agency.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the 1930s,John Caples published Tested Advertising Methods,which discussed his theories about the pulling power of headlines.How did Caples' work change the style of advertising writing?

Correct AnswerverifiedCaples' research led to a shif...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following departments in an advertising agency fulfills the three functions of research,planning,and buying?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Caples' research led to a shif...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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