Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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A(n) ____ agency is often referred to as the advertising department within a
firm.
a. | in-house | b. | interactive | c. | media-buying | d. | creative
boutique |
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2.
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Art directors and copywriters are typically found in the ____ department of an
advertising agency.
a. | account services | b. | marketing services | c. | creative
services | d. | production services |
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3.
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The reason many firms rely on advertising agencies is:
a. | they are lazy. | b. | fewer agencies are providing a full range of
services. | c. | more agencies are hiring marketing people. | d. | agencies house a
collection of professionals with very specialised talent, experience, and expertise that simply
cannot be matched by in-house talent |
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4.
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____ is the design of a strategy that shows how investments in advertising time
and space will contribute to the achievement of marketing objectives.
a. | Media planning | b. | Marketing planning | c. | Communications
planning | d. | Continuity planning | e. | Cost planning |
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5.
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Which of the following is NOT an activity performed in developing the media
strategy?
a. | determining the advertising budget | b. | selecting the target
audience | c. | specifying media objectives | d. | selecting media categories and
vehicles | e. | buying media |
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6.
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In terms of advertising's effect on the mass media,:
a. | newspapers would likely cost two to four times more without the support of
advertising spend. | b. | specialty television programs and special
interest magazines would be more economical without advertising. | c. | cable TV would be
free since advertisers wouldn't demand fees from the cable networks. | d. | magazines would cost
less since all the ads in a magazine increase the size and thus negatively affect printing
costs. |
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7.
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Critics of advertising charge that advertisers purchase airtime only on programs
with high ratings. According to these critics, the negative result of this practice is that:
a. | only people who watch these shows have access to information about
products. | b. | only controversial shows get advertiser support. | c. | cultural and
educational shows don't get support because not as many people watch them. | d. | there is a lack of
product information available when there is a lack of highly rated
shows. |
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8.
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The effectiveness of an industry self-regulatory organisation is largely
dependent on:
a. | how much cooperation it gets from industry members and the policing mechanisms it
uses. | b. | the severity of fines it can assess. | c. | the degree to which the government backs its
decisions. | d. | the extent to which consumer groups are involved in its review
process. |
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9.
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When marketers devise incentives to encourage members of the trade to purchase
the marketer's brand, they are executing a(n):
a. | pull strategy. | b. | push strategy. | c. | illegal
incentive. | d. | bribe. |
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10.
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____ is considered the most crucial of all the design elements. When executed
properly, the result is harmony of the elements on a page.
a. | Balance | b. | Colour | c. | Unity | d. | Order | e. | Shape |
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