final exam advertising study guide

______ are the basic outdoor advertising structure consisting of blank panels with a standardized size and border. Cards Billboards Posters Signs

Billboards

______ are a type of outdoor advertising that measures 14 by 48 feet (although it may have extensions), and the message it carries may be painted or printed. Multiple choice question. Bulletins Junior posters Poster panels Spectaculars

Bulletins

Which of the following statements about cable TV is accurate? Multiple choice question. Cable TV does not carry local shows. All cable TV programming is commercial free. Cable TV was originally available only in urban areas. Cable TV includes pay channels, such as Showtime.

Cable TV includes pay channels, such as Showtime.

True or false: Direct marketing does not use any advertising media for the marketing process.

False

Identify a key feature of direct marketing. Multiple choice question. It is less accountable than mass advertising. It is less efficient than mass media advertising at building brand awareness. It allows buyers and sellers to exchange information directly. It is not designed to spur immediate purchase behavior.

It allows buyers and sellers to exchange information directly.

Which of the following is a feature of the dummy? Multiple choice question. It has the general look and feel of the final product. It uses thumbnails for visuals. It has rough layouts. It has sketches drawn by the artist.

It has the general look and feel of the final product.

Which of the following accurately describes a thumbnail sketch? Multiple choice question. It is the main image that goes to a client for approval. It is a rough drawing that is produced quickly and is small. It is the best sketch of an idea. It is precise and can be used as the main image.

It is a rough drawing that is produced quickly and is small.

How is a dummy assembled? Multiple choice question. It is assembled by the printer for the client. It is assembled by hand as a miniature copy. It is assembled by hand to the actual size. It is assembled in the exact position of the printer.

It is assembled by hand to the actual size.

Which is a true statement about the comprehensive layout? Multiple choice question. Most of its images are thumbnails. It is elaborate and in color. Any visuals it contains are left as blank spaces. Its illustrations and pictures are roughly sketched.

It is elaborate and in color.

What is the primary purpose of a thumbnail sketch? Multiple choice question. It is used by the artist to study the finer details of an idea. It is directly enlarged and used as the final image. It is used by the artist to visualize the layout. It is the best sketch that goes to the client for approval.

It is used by the artist to visualize the layout.

Which platform is especially attractive to advertisers because it provides them with a great deal of information about the viewer and the viewer's household? Multiple choice question. cable TV broadcast TV radio OTT video

OTT video

Which is a true statement regarding a rough layout? Multiple choice question. Photos and illustrations are sketched in on a rough layout. A rough layout is the size of a small postcard. Final photos are chosen and placed in a rough layout. The final type styles and sizes are displayed on a rough layout.

Photos and illustrations are sketched in on a rough layout.

In 2018, which company was one of the four biggest spenders on magazine advertising? Multiple choice question. Procter & Gamble Amazon General Motors Dell Computers

Procter & Gamble

chapter 15: What is the collective term for websites and applications that focus on communication, community-based input, interaction, content-sharing and collaboration? Multiple choice question. User-based media Social media Interactive media Integrated marketing

Social media

Which statement about the popularity of social media is true? Multiple choice question. The popularity of social media has grown equally quickly across all age groups. Due to teens' lack of buying power, marketers pay little attention to this group's social media activity. Brands that target older markets are usually the fastest to adopt new social media platforms. Some social media platforms, such as Snapchat, are more appealing to younger consumers.

Some social media platforms, such as Snapchat, are more appealing to younger consumers.

What happened to expenditures on out-of-home advertising between 2014 and 2018? Multiple choice question. They grew steadily. They remained the same. They fell significantly. They fell slightly.

They grew steadily.

What are two characteristics of the DAGMAR system?

They have clearly defined outcomes. and They specify an audience.

True or false: In the late 1990s, clients started taking an a la carte approach to agency services. True False

True

An advertiser that advertises on cable TV commonly buy ads over a channel's full schedule because Blank______. Multiple choice question. a cable network targets a relatively narrow audience the full schedule covers a wide range of different audiences it requires the network to run ads during programs geared toward women cable networks do not allow spot announcements

a cable network targets a relatively narrow audience

Brands that want to connect with customers over social media should recognize that social media's primary use originated as: Multiple choice question. a way to expand one's knowledge base a desire for creating or maintaining relationships an outlet for seeking new product sources a tool for expressing one's personal feelings

a desire for creating or maintaining relationships

By combining the strategic planning and media planning groups into one department, agencies have given media planners Blank______. Multiple choice question. a role in creative strategy complete control over all advertising decisions a voice in the framing of organization policy's complete control over compensation of employees

a role in creative strategy

In the design process, a rough draws attention to the Blank______. Multiple choice question. client's vision for the advertisement general ideas presented in the advertisement actual size of an advertisement digital modifications made to the advertisement

actual size of an advertisement

Social media has revolutionized the way we communicate with each other by Blank______. Multiple choice question. providing secure connections to data storage devices allowing people to make phone calls over the Internet allowing people to collaborate, interact, and share information providing visual art communication resources

allowing people to collaborate, interact, and share information

In the past, people who planned and bought media were Blank______. Multiple choice question. irrelevant to the success of the overall marketing plan given the highest salaries for job positions at the entry level ignored since media decisions were made by software programs anonymous in comparison to the employees in the creative department

anonymous in comparison to the employees in the creative department

Tom, an employee of Adworks Inc., develops the visuals for the advertising campaigns the company produces. Which of the following is most likely his role in the organization? Multiple choice question. copywriter art director editor creative director

art director

When can an ad or ad concept be altered or canceled during the design and production process? Multiple choice question. only after the comprehensive layout is produced only during approval only prior to when dummies are produced at any point along the way

at any point along the way

Due to the natural maturation of markets, companies have been increasingly focusing on noncommissionable activities called Blank______ activities. Multiple choice question. under-the-counter below-the-line under-the-table below-the-belt

below-the-line

Which type of advertising medium has been called "the last mass medium"? Multiple choice question. Internet television radio billboards

billboards

A printing term used for the extension of visuals, type, or color of an advertisement to the edge of a magazine's page is called Blank______. Multiple choice question. bleed overrun page wrap gatefold

bleed

From its inception in the 1950s, the only medium that offered sight, sound, and motion in people's homes was Blank______. Multiple choice question. cable TV broadcast TV digital TV satellite TV

broadcast TV

Which medium of television reaches its audience by transmitting electromagnetic waves across a region through the air? Multiple choice question. broadcast TV wire TV cable TV DTV

broadcast TV

PR communication messages are better than ad campaigns for Blank______. Multiple choice question. measuring responses building credibility precise communication control over matter

building credibility

Which of the following is particularly well suited for locations where there is good visibility and lots of traffic? Multiple choice question. poster panels spectaculars terminal posters bulletin structures

bulletin structures

How does a designer set a style? Multiple choice question. by stereotyping the style of a designer by copying the latest trend by minimizing cost by combining artistic elements in a specific way

by combining artistic elements in a specific way

When it comes to communicating an advertisement message, the nonverbal aspect of an ad: Multiple choice question. is not as important as the verbal message of the ad only serves to create a "feeling" for the ad is rarely remembered by consumers, unlike the ad copy carries at least half the burden of communication

carries at least half the burden of communication

Multiple Choice Question Prior to the advent of the Internet, Blank______ networks were used to deliver media content. Multiple choice question. regional scattered centralized dispersed

centralized

As the prominence of media departments rose in the late 1990s, agencies started Blank______. Multiple choice question. focusing more on the rate of returns rather than efficiency demanding more from clients in terms of accountability competing for media buying assignments separately from the creative business selling their services to clients in the form of package deals only

competing for media buying assignments separately from the creative business

As the prominence of media departments rose in the late 1990s, agencies started Blank______. Multiple choice question. focusing more on the rate of returns rather than efficiency selling their services to clients in the form of package deals only demanding more from clients in terms of accountability competing for media buying assignments separately from the creative business

competing for media buying assignments separately from the creative business

Social media platforms have given rise to the Blank______ as content creator. Multiple choice question. marketer producer distributor consumer

consumer

As a result of technological advancements in media, customer feedback has become more: Multiple choice question. indirect and biased incentive-based complicated cost-effective

cost-effective

Advertising space on the front inside, back inside, or back cover pages of a magazine that is usually sold at a premium price is called a(n): Multiple choice question. insert cover position gatefold junior unit

cover position

What is the first step in a marketing strategy? Multiple choice question. determine the strategic position define and select the target market form sales-target and communications objectives develop an appropriate marketing mix

define and select the target market

chapter 11 start: What is the term used when the art director and graphic artist choose and structure the artistic elements of an ad? Multiple choice question. typography campaigns design dimensions

design

What type of publishing prepares print or digital materials using publishing software? Multiple choice question. web publishing magazine publishing digital publishing desktop publishing

desktop publishing

Which type of media currently dominates the advertising landscape? Multiple choice question. television radio digital print media

digital

Based on ad spending, the future of advertising and communication is in: Multiple choice question. television advertising limited advertising print advertising digital advertising

digital advertising

The oldest marketing method is Blank______, which has seen significant growth due to recent social and technological changes. Multiple choice question. mass advertising incorrect guerrilla marketing venue advertising direct marketing

direct marketing

An advertising message that asks a customer to provide feedback straight to the sender is known as: Multiple choice question. cross-media marketing ambush marketing mass advertising direct-response advertising

direct-response advertising

Cord-cutting is the practice of: Multiple choice question. eliminating premium services such as HBO and Showtime and renting movies from less expensive outlets like Redbox moving away from the TV viewing habits of your parents to more independent viewing habits eliminating billing on a "per-show" basis to offering package plans that offer more channels for one fee discontinuing cable TV and switching to Internet-only video

discontinuing cable TV and switching to Internet-only video

True or False: Video marketing is essentially television advertising.

false

Many large media companies are combining their resources and services as an incentive to Blank______. Multiple choice question. simplify the process of selling media be part of the advertiser's contingency plan be a part of the audience advertiser's objectives get a bigger share of the advertiser's budget

get a bigger share of the advertiser's budget

How are a company's ideas for reaching its marketing objectives detailed? Multiple choice question. in its marketing strategy in its mission statement in a DAGMAR system in situation analysis

in its marketing strategy

The network of computers that is spread across the globe and uses a common set of rules for sharing information is called the Blank______. Multiple choice question. internet router intranet lAN

internet

When TV advertising informs prospective customers how to inquire about various products, it functions as Blank______ media. Multiple choice question. linkage entertainment database restricted

linkage

What is used to define and select a target market? Multiple choice question. market segmentation product diversification market penetration product development

market segmentation

Advertising professionals see Blank______ as the main process used by companies to determine the products and services needed by a market and the strategies to distribute and sell them. Multiple choice question. marketing branding public relations sponsors

marketing

What are the clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period called? Multiple choice question. product concepts mission statements marketing tactics marketing objectives

marketing objectives

The Blank______ provides information on an organization's products, services, markets, competition, and consumers. advertising plan vision statement marketing plan marketing mix

marketing plan

An agency's strategic ability to understand the target market and the most optimal time and place to communicate with them is attested by the work of a Blank______. Multiple choice question. supplier media planner logo designer social media manager

media planner

The purpose of ______ is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time. Multiple choice question. audience identification market analysis media planning advertising strategy

media planning

What is the first part of a good marketing plan called? Multiple choice question. mission statement marketing strategy marketing objective situation analysis

mission statement

Where is a short description of an organization's purpose and philosophy stated? Multiple choice question. nondisclosure agreement value chain code of conduct mission statement

mission statement

Broadcast TV attracts the largest volume of Blank______ advertising. Multiple choice question. international national regional local

national

The "boom factor" is associated with the Blank______ of an advertisement. Multiple choice question. relevance conciseness novelty appropriateness

novelty

Which of the following types of out-of-home media is the most common? Multiple choice question. direct mail on-premise signs banner ads free samples

on-premise signs

Companies that do not maintain the level of Blank______ that social media platforms demand are faced with the question of whether their participation in social media is worth the effort. Multiple choice question. competition secrecy flexibility openness

openness

chap 16: Outdoor advertising, advertising on buses and subways, and terminal advertising are examples of Blank______. Multiple choice question. social media news media out-of-home media print media

out-of-home media

A situation analysis provides the information needed for Blank______. Multiple choice question. understanding the growth history of competitors evaluating the individual performance of employees developing a mission statement planning a marketing strategy

planning a marketing strategy

The competitive perception of a brand's image in buyers' minds is referred to as

positioning

Common rules that the worldwide network of computers use to share and link information are known as Blank______. Multiple choice question. web pages portals networks protocols

protocols

Managing a company's reputation is a Blank______ activity. Multiple choice question. press agentry brand recognition public relations sales promotion

public relations

The strategic management of the relationships and communications that a company has with other groups for the purpose of fostering mutual goodwill is called Blank______. Multiple choice question. reputation management incorrect identity advertising publicity public relations

public relations

What is the programmatic advertising technique in which audiences are reached through an auction or bidding process where advertisers who will pay the highest amount get priority? Multiple choice question. real-time bidding priority bidding auction advertising program bidding

real-time bidding

In contrast to a distributed network, when there is a failure of the hub in a centralized system Blank______. Multiple choice question. another hub replaces it immediately each receiver becomes a hub receivers get information from a neighboring hub receivers are left without information

receivers are left without information

The advertisement for a clothing store featured a cute speaking puppy. Although the ad increased the sales for that particular breed of dog, it did not impact the sales in the store. The ad lacked Blank______. resonance incorrect appeal relevance entertainment value

relevance

An ad must be appropriate and have relevance or it will fail—even if it Blank______ with the audience. Multiple choice question. reassures transforms resonates delights

resonates

A well-executed public relations program will: Multiple choice question. help with company sales, but have little effect on public opinion not need to be an ongoing process; it should only be done once reduce the need for marketing and IMC programs serve to establish good long-term relationships

serve to establish good long-term relationships

What is the name of the detailed description of a brand's current marketing position? Multiple choice question. mission statement value chain proposition situation analysis non-disclosure agreement

situation analysis

chapter 12 start: Media buyers rarely specialize in what type of agencies? Multiple choice question. large small multinational medium

small

Compared to other forms of existing media, Blank______ make it easier to cultivate more friendships, locate people with shared interests, and to share photos and videos with friends. Multiple choice question. industrial media traditional media static media social media

social media

Which of the following uses structures that are scientifically placed for delivering advertising effectively? Multiple choice question. Internet advertising radio broadcast advertising newspaper advertising standardized outdoor advertising

standardized outdoor advertising

In the world of advertising, people in the creative and account service departments are often thought of as Blank______. Multiple choice question. consumers stars drones clients

stars

What does a marketing plan of an organization generally aim to do? Multiple choice question. present time-independent marketing objectives assess a competitor's organizational strategy state or restate an organization's mission focus only on the needs of manufacturing units

state or restate an organization's mission

Due to the development of modern technology and the natural maturation of the marketplace, Blank______. Multiple choice question. major advertisers can ensure an audience by advertising on radio television is now fragmented into multiple sections below-the-line activities show the slowest growth in large agencies specialized magazines now aim at narrow business segments

television is now fragmented into multiple sections

Due to the development of modern technology and the natural maturation of the marketplace, Blank______. Multiple choice question. television is now fragmented into multiple sections below-the-line activities show the slowest growth in large agencies incorrect specialized magazines now aim at narrow business segments major advertisers can ensure an audience by advertising on radio

television is now fragmented into multiple sections

DAGMAR systems specify the time frame for moving from Blank______. Multiple choice question. concrete outcomes to flexible outcomes a definite goal to an indefinite goal the current situation to a desired situation measurable outcomes to immeasurable outcomes

the current situation to a desired situation

What does the mechanical produced in the production art phase contain? Multiple choice question. the budget details for each design phase the final artwork along with all the visuals and the actual type in place thumbnails, roughs, dummies and comprehensives the allotment of space for all the characters to be present in the ad.

the final artwork along with all the visuals and the actual type in place

How are ads bought and sold when using programmatic advertising in the digital space? Multiple choice question. through ad sharing with other firms the same way they are purchased in the traditional space through computer algorithms through advertising reps

through computer algorithms

When a company discovers a market position not held by a competitor, how can it rapidly fill in the hole? through bottom-up marketing through product differentiation through price differentiation through top-down marketing

through product differentiation

What is a primary role of a company's public relations? Multiple choice question. to manage the company's reputation to develop economies of scale to improve employee morale to increase the quality of products offered by the company

to manage the company's reputation

Which of the following is a principle of social media that has caused marketers to rethink their traditional promotional messages? Multiple choice question. costliness transparency restrictiveness flexibility

transparency

A copywriter is responsible for the Blank______ of the message, while the art director is responsible for the Blank______ of the message. Multiple choice question. content; accuracy verbal aspects; nonverbal aspects layout; size look and feel; content

verbal aspects; nonverbal aspects

OTT, or over-the-top video, refers to: Multiple choice question. video content streamed over the Internet the airtime cost of television advertising during special events like the Super Bowl the high cost associated with using videos in an IMC program the sharing of video clips with friends on social media

video content streamed over the Internet

The use of video messages in promoting brands, products, or ideas with a focus on ads that most consumers would label commercials is known as: Multiple choice question. viral marketing interactive marketing digital marketing video marketing

video marketing

Cable TV reaches its audience by means of Blank______. Multiple choice question. ultraviolet rays radio signals transmitted through the air wires the Internet

wires

Consumers are more loyal to brands: Multiple choice question. that refrain from engaging in social media content that consistently deliver the lowest-price products with which they have a strong relationship that are selective in how they share brand content

with which they have a strong relationship