Question 1

The first advertising agency was founded by

Accepted Answer

A)   Wayland Ayer.
B)   Benjamin Day.
C)   William Caxton.
D)   John Campbell.

Question 2

What is the name for a magazine published by a manufacturer to plug a single line of products?

Accepted Answer

A)   viral mag
B)   'zine
C)   product placement
D)   plugger

Question 3

Most ad agencies will offer advertisers all of the following services EXCEPT

Accepted Answer

A)   counsel on selling their products and services.
B)   design services to create the actual ads.
C)   expertise in placing the ads in the most advantageous media.
D)   recommending product improvements and updates.

Question 4

Effective media plans ensure that ads reach their target audiences.

Accepted Answer

A) True 
 B)False

Question 5

The U.S. Army was universally praised for his recruitment efforts aimed at young teens.

Accepted Answer

A) True 
 B)False

Question 6

Newspapers have high pass-along circulation.

Accepted Answer

A) True 
 B)False

Question 7

A 'zine is A magazine with fewer than 10 pages.

Accepted Answer

A) True 
 B)False

Question 8

Benjamin Day created the first advertising agency.

Accepted Answer

A) True 
 B)False

Question 9

What is a disadvantage of magazines for advertising?

Accepted Answer

A)   ads must be placed up to three months in advance
B)   long magazine shelf life
C)   high pass-along circulation
D)   narrowly defined audiences

Question 10

Average advertising agency commissions have dropped below the old standard of 15 percent.

Accepted Answer

A) True 
 B)False

Question 11

When ad guru Bob Greenberg talks about advertising on "the third screen," he's referring to

Accepted Answer

A)   cell phones.
B)   computer monitors.
C)   laptops, iPads, and other tablets.
D)   televisions.

Question 12

Match each person on the left with the appropriate accomplishment in the right column.
-Benjamin Day

Accepted Answer

A)   Coined the term and promoted "unique selling proposition" 
B)   Championed brand imaging
C)   His Pepsi endorsement led other celebrities to endorse products
D)   Printed first advertisement
E)   Celebrity endorser for erectile dysfunction medicationsF)  Developed the idea of positioningG)  Founded BzzAgent for word-of-mouth advertisingH)  Credited with establishing the first brand name productI)  Founded first ad agencyJ)  First newspaper publisher to rely on advertising revenues

Question 13

Match each concept on the left with the best definition or explanation in the right column.
-Flight

Accepted Answer

A)   Length of time an ad remains available to reader 
B)   Intensively scheduled barrage of ads for a product
C)   Subtle ads in unexpected places
D)   Number of copies of a periodical sold
E)   Payment by advertiser for people visiting their online adF)  Linking products to specific types of people, not everyoneG)  Tool to determine cost effectivenessH)  All people beyond original recipient who see a periodicalI)  Testimonial ad featuring a celebrityJ)  Message strategy for the broadest audience possible

Question 14

Procter & Gamble spends the most on advertising in the U.S. media.

Accepted Answer

A) True 
 B)False

Question 15

Match each person on the left with the appropriate accomplishment in the right column.
-Wayland Ayer

Accepted Answer

A)   Coined the term and promoted "unique selling proposition" 
B)   Championed brand imaging
C)   His Pepsi endorsement led other celebrities to endorse products
D)   Printed first advertisement
E)   Celebrity endorser for erectile dysfunction medicationsF)  Developed the idea of positioningG)  Founded BzzAgent for word-of-mouth advertisingH)  Credited with establishing the first brand name productI)  Founded first ad agencyJ)  First newspaper publisher to rely on advertising revenues

Question 16

What is a program-length commercial disguised as a newscast or entertainment called?

Accepted Answer

A)   product placement
B)   branding effort
C)   infomercial
D)   stealth ad

Question 17

Most media plans begin with an examination of

Accepted Answer

A)   potential product placements.
B)   the exact audience or circulation of the prospective media.
C)   the creative concept of the ad.
D)   cost per thousand (CPM)  of possible media.

Question 18

The practice of product placement first began and became popular in

Accepted Answer

A)   motion pictures, especially in the 1980s.
B)   radio during the early years of rock `n' roll.
C)   television when advertisers sponsored entire programs.
D)   women's magazines with small packets of perfume.

Question 19

The primary role of advertising is to provide consumers with information on which to make buying decisions.

Accepted Answer

A) True 
 B)False

Question 20

The term applied to extensive use of word-of-mouth advertising is

Accepted Answer

A)   blitzing.
B)   buzz marketing.
C)   gossip riding.
D)   stealth selling.

Exam 11: Advertising

Most media plans begin with an examination of

Correct AnswerverifiedShow Answer

A 'zine is A magazine with fewer than 10 pages.

Correct AnswerverifiedShow Answer

What is a program-length commercial disguised as a newscast or entertainment called?

Correct AnswerverifiedShow Answer

When ad guru Bob Greenberg talks about advertising on "the third screen," he's referring to

Correct AnswerverifiedShow Answer

What is the name for a magazine published by a manufacturer to plug a single line of products?

Correct AnswerverifiedShow Answer

Average advertising agency commissions have dropped below the old standard of 15 percent.

Correct AnswerverifiedShow Answer

The term applied to extensive use of word-of-mouth advertising is

Correct AnswerverifiedShow Answer

The primary role of advertising is to provide consumers with information on which to make buying decisions.

Correct AnswerverifiedShow Answer

Benjamin Day created the first advertising agency.

Correct AnswerverifiedShow Answer

Match each concept on the left with the best definition or explanation in the right column. -Flight

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Match each person on the left with the appropriate accomplishment in the right column. -Benjamin Day

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Newspapers have high pass-along circulation.

Correct AnswerverifiedShow Answer

The first advertising agency was founded by

Correct AnswerverifiedShow Answer

Most ad agencies will offer advertisers all of the following services EXCEPT

Correct AnswerverifiedShow Answer

Procter & Gamble spends the most on advertising in the U.S. media.

Correct AnswerverifiedShow Answer

What is a disadvantage of magazines for advertising?

Correct AnswerverifiedShow Answer

Match each person on the left with the appropriate accomplishment in the right column. -Wayland Ayer

Correct AnswerverifiedShow Answer

Effective media plans ensure that ads reach their target audiences.

Correct AnswerverifiedShow Answer

The practice of product placement first began and became popular in

Correct AnswerverifiedShow Answer

The U.S. Army was universally praised for his recruitment efforts aimed at young teens.

Correct AnswerverifiedShow Answer

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