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Marketing and Advertising Fundamentals

Test your knowledge of advertising concepts, communication strategies, regulatory frameworks, and marketing terminology.

15 Questions Published
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Questions

Question 1 Multiple Choice (Single Answer)

Which of the following is an advertising agency personnel who gathers information that is relevant to a client's product or service?

  1. Account Executive
  2. Account Planner
  3. Adjacencies
  4. Advertising Manager
  5. None of these
Question 2 Multiple Choice (Single Answer)

What is meant by Account Specific Marketing?

  1. The use of specific information about individual customers and/or prospects to implement more effective and efficient marketing communications.
  2. Development of customised promotional programs for individual retail accounts by marketers.
  3. The use of non traditional media to market one's product often employing a typical effort and often attempting to capitalise on competitor's promotional efforts.
  4. Advertising done by companies within the limited geographic area where they do business.
  5. None of these
Question 3 Multiple Choice (Single Answer)

Which of the following is the Federal Trade Commission regulatory program that requires advertisers to have documentation to support the claims made in their advertisement?

  1. Advertising Substantiation
  2. Advertising Campaign
  3. Affirmative Disclosure
  4. Qualitative Audit
  5. None of these
Question 4 Multiple Choice (Single Answer)

Which of the following is expressed as a percentage of the population being measured and used by Arbitron in measuring the size of radio audiences?

  1. Average Frequency
  2. Average Quarter-Hours
  3. Average Quarter-Hour Rating
  4. Average Quarter-Hour Share
  5. None of these
Question 5 Multiple Choice (Single Answer)

Which of the following is a measure of degree of brain activity that can be used to assess an individual's reactions to an advertisement?

  1. Alpha Activity
  2. Audimeter
  3. Audiotex
  4. Carryover Effect
  5. None of these
Question 6 Multiple Choice (Single Answer)

The measures, which are taken at the beginning of an advertising or promotional campaign to determine the degree to which a target audience must be changed or moved by a promotional campaign, is known as

  1. the Benchmark Measures
  2. the Brand Development Index
  3. the Category Development Index
  4. the Combinations Rate
  5. none of these
Question 7 Multiple Choice (Single Answer)

Magazine advertisements where the printed area extends to the edge of the pages, eliminating any white margin or border around the ad is known as

  1. the bleed pages
  2. the blog
  3. the body copy
  4. the interstitial
  5. none of these
Question 8 Multiple Choice (Single Answer)

Which of the following is a non program material that appears in a broadcast environment, including commercials, promotional messages for shows, public service announcements and the like?

  1. Coverage
  2. Clutter
  3. Gatefolds
  4. Close
  5. Pattern Advertising
Question 9 Multiple Choice (Single Answer)

Which of the following is quantitative-based models that are used to determine the relative contribution of advertising expenditures on sales response?

  1. Concave-Downward Function Model
  2. Computer Simulations Models
  3. Attribution Model
  4. Hierarchy of Effects Model
  5. All of the above
Question 10 Multiple Choice (Single Answer)

Which of the following is a four-part test used by the courts for determining restrictions on a commercial speech?

  1. Central Hudson Test
  2. Comprehension and Reaction Test
  3. Cume
  4. On-air Test
  5. Inquiry Test
Question 11 Multiple Choice (Single Answer)

Which of the following is said to be a determination of what an advertising message will say or communicate to a target audience?

  1. Creative Tactics
  2. Creative Strategy
  3. Creative Execution Style
  4. Creative Selling
  5. None of these
Question 12 Multiple Choice (Single Answer)

Which of the following is a model that identifies two processes by which communication can lead to persuasion-central and peripheral routes?

  1. Elaboration likelihood Model
  2. Information Processing Model
  3. Innovation Adoption Model
  4. Multiattribute Attitude Model
  5. None of these
Question 13 Multiple Choice (Single Answer)

Which of the following is/are the sales promotion activities that communicate(s) distinctive brand attribute and contribute(s) to the development and enforcement of brand identity?

  1. Consumer Franchise-Building Promotions
  2. Creative Selling
  3. Dyadic Communication
  4. Selective Attention
  5. Heuristics
Question 14 Multiple Choice (Single Answer)

Which of the following is an advertising that is concerned with the propagation of ideas and elucidation of social issues of public importance in a manner that supports the position and interest of the sponsors?

  1. Aerial Advertising
  2. Advocacy Advertising
  3. Corrective Advertising
  4. Ingredient-Sponsored Cooperative Advertising
  5. None of these
Question 15 Multiple Choice (Single Answer)

Which budgeting plan determines the investment value of the advertising and promotion appropriation?

  1. Payout plan
  2. Two-step approach
  3. Percentage of sales method
  4. Top down approach
  5. None of these
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