(Test Bank) Advertising Principles & Practice

Wells,Moriarty,Burnett, 7

Business

Test Bank

7th Edition

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Test Bank for Advertising Principles & Practice, The downloadable file consists of 652 pages, and the total size of the file is 3.03 MB. Purchase now only for highly discounted price.

Author(s): Wells, Moriarty, Burnett

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Test Bank on Advertising Principles & Practice (Advertising : Principles and Practice) 7th Edition by Wells , Moriarty and Burnett All chap ters com plete Question and Answers Dow nload for Answer Key Test Bank on Advertising Principles & Practice (Advertising : Principles and Practice) 7th Edition by Wells , Moriarty and Burnett CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising ................................ ................................ ....................... 1 Chapter Two: Advertising’s Role in Marketing ................................ ................................ ............ 34 Chapter Three: Advertising and Society ................................ ................................ ........................ 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works ................................ ................................ ....................... 103 Chapter Five: The Consumer Audience ................................ ................................ ....................... 135 Chapter Six: Strategic Research ................................ ................................ ................................ ...169 Chapter Seven: Strategic Planning ................................ ................................ ............................... 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out -of-Home Media ................................ ................................ ............. 239 Chapter Nine: Broadcast Media ................................ ................................ ................................ ...274 Chapter Ten: Interactive and Alternative Media ................................ ................................ .......... 310 Chapter Eleven: Media Planning and Buying ................................ ................................ .............. 345 Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy ................................ ......................... 378 Chapter Thirteen: Copywriting ................................ ................................ ................................ ....411 Chap ter Fourteen: Design and Production ................................ ................................ .................. 443 Part Two: Planning and Strategy Part Five: Integration and Evaluation Chapter Fifteen: Direct Response ................................ ................................ ............................... 476 Chapter Sixteen: Sales Promotion, Events, and Sponsorships ................................ .................... 508 Chapter Seventeen: Public Relations ................................ ................................ .......................... 542 Chapter Eighteen: Special Advertising Situations ................................ ................................ ......576 Chapter Nineteen: Evaluation of Effectiveness ................................ ................................ .......... 610 INTRODUCTION Welcome to the Test Item File for the Wells/Moriarty/Burnett Advertising: Principles and Practice , 7th edition text. This test bank was designed with the student and instructor in mind. All questions in this manual are drawn directly from the master text. APPLICATION QUESTIONS : New to the seventh edition of the Test Item File is a section dedicated entirely to application questions. This section, available in each chapter of the test bank, offers real-life situations that take students beyond basic chapter concepts and vocabulary covered in the General Content section, and asks them to apply concepts covered in the chapters. Each chapter in the Test Item File contains 150 questions, with the following breakdown: 110 General Content questions: 70 Multiple cho ice 35 True/false 5 Essay 40 Application questions: 20 Multiple choice 20 Short answer Each question in the Test Item File is formatted with the question number, the question itself, potential answers, the correct answer, a difficulty scale, and the page where the question and answer may be found in the textbook. The page number suggests where the material for the question begins, not necessarily where it ends. The question information may continue to other pages, figures, or tables. For each chapter in the textbook, the questions within a given type of question in the Test Item File begin at the first page of the chapter and follow a logical sequence to the end of the chapter. Answers to essay and short -answer questions are provided for the convenience of the instructor. The answer provided in the Test Item File includes all of the information that was given in the text for the instructor’s benefit. However, use discretion as to how mu ch the student needs to provide to answer the question adequately. Before giving students examinations from the material contained in this Test Item File , the students should be encouraged to read and question the material in the textbook. If there is a term or concept in bold or italics, there is a question about it. They should also understand that a “best answer” will always be available to a question. Careful reading of the question to determine differences between potential answers would be prudent. In addition, students should be encouraged to read the opening vignettes, tables, and figures provided in each chapter of the textbook. The Difficulty Scale The instructor will notice the scale used at the end of each question. The scale is intended to aid the instructor in determining the degree of difficulty of the question and answer. The degree of difficulty scale appears as either “easy,” “moderate,” or “difficult.” Questions noted as “easy” do not require detailed knowledge of the topic, require only a casual reading of the text, and have rather obvious answers. The questions noted as “moderate” require the student to demonstrate understan ding and see distinctions in the material offered in the text, while the questions noted as “difficult” require the student to synthesize and apply the information covered. Also, a question is labeled as “difficult” if it covers very specific information f rom the applied material in the chapter. Good luck with your course preparation, instruction strategies, and examination of your students. It is this author’s hope that this manual will help with your effort to conduct a successful and meaningful learning experience for your students. Should you have any difficulty with any questions or need assistance, please feel free to contact me. Thank you for using the Wells/Moriarty/Burnett 7th edition text. CHAPTER ONE Introduction to Advertising GENERAL CONTENT: MULTIPLE -CHOICE QUESTIONS 1. What do critics of advertising say? a. Advertising is merely a fashion guide and not informative. b. Advertising is a waste of an organization’s resources. c. Advertising is merely entertaining and not informative. d. Advertising makes people do things they do not want to do. e. Advertising influences the editorial content or programming in which it is placed. (d; moderate; p. 5) 2. Which of the following is NOT a component of advertising? a. paid form of communication b. sponsor is identified c. usually personal in nature d. tries to inform, persuade, or influence the audience e. uses mass media (c; easy; p. 5) 3. Paid persuasive communication that uses nonpersonal mass media to reach broad audiences —as well as other forms of interactive communication —to connect an identified sponsor with a target audience is known as . a. advertising b. personal selling c. public relations d. sponsorship e. marketing communication (a; easy; p. 5) 4. Which of the following is considered to be a fundamental concept of advertising? a. strategy b. creative idea c. execution d. media e. all of the above (e; easy; pp. 5 –6) Part Two: Planning and Strategy 5. is the logic and planning behind the advertisement that gives it direction and focus. a. Creative idea b. Execution c. Media d. Strategy e. Idea generation (d; easy; p. 5) 6. Strategy, the creative idea, the advertising executions, and the media must work in concert for an ad to be truly . a. efficient b. effective c. creative d. interesting e. entertaining (b; moderate; p. 6 [Figure 1.1]) 7. In which fundamental concept of advertising does the advertiser develop the ad to meet specific objectives, carefully direct it to a certain audience, create its message to speak to that audience’s most important concerns, and run it in media that will reach its audience most effectively? a. advertising strategy b. creative strategy c. execution strategy d. media strategy e. evaluation strategy (a; easy; pp. 5 –6) 8. The is the ad’s central idea that grabs your attention and sticks in your memory. a. advertising strategy b. creative concept c. creative execution d. creative media e. tagline (b; moderate; p. 6) Chapter Six: Strategic Research 9. Which best describes a critical aspect of advertising that drives the entire field of advertising? a. strategic b. media c. nonpersonal d. mass e. creative (e; moderate; p. 6) 10. Which fundamental concept of advertising involves the details, the photography, the writing, the acting, the setting, the printing, and the way the product is depicted all reflecting the highest production values available to the industry? a. advertising strategy b. creative idea c. creative execution d. creative media e. creative strategy (c; moderate; p. 6) 11. Which advertising approach uses reasons to persuade consumers? a. mass -sell b. logical -sell c. hard-sell d. soft-sell e. informative -sell (c; moderate; p. 6) 12. Which advertising approach builds an image for a brand and attempts to touch consumers’ emotions? a. mass -sell b. logical -sell c. hard-sell d. soft-sell e. emotional -sell (d; moderate; p. 6) 13. What is meant by the term effective with respect to advertising? a. The advertising delivers the results the marketer has specified for the advertising. b. The advertising wins creativity awards, such as the EFFIE or the CLIO. c. The advertising is remembered by at least 50 percent of the target audience. d. The advertising resulted in increased sales. e. The advertising media exposure was purchased at the lowest possible cost to reach the target audience. (a; difficult; p. 7) Part Two: Planning and Strategy 14. Which of the following is NOT a role that advertising plays in business and in society? a. marketing b. communication c. economic d. network e. all of the above (d; moderate; p. 7) 15. Which of the following is a role advertising plays in business and in society? a. marketing b. communication c. economic d. societal e. all of the above (e; easy; p. 7) 16. The process a business uses to satisfy consumer needs and wants by providing goods and services is called . a. exchange b. economics c. marketing d. accounting e. value (c; easy; p. 8) 17. Computers, automobiles, and toothpaste are all examples of . a. services b. ideas c. exchanges d. goods e. markets (d; easy; p. 8) 18. The classification to which a product is assigned is known as the . a. product category b. good c. service d. product class e. product mix (a; moderate; p. 8) Chapter Six: Strategic Research 19. The particular group of consumers thought to be potential customers for the goods and services of an organization constitute the . a. product category b. demographic segment c. product use segment d. feasible market e. target market (e; easy; p. 8) 20. The target market of an organization is . a. demographically homogeneous b. the particular group of consumers thought to be potential customers for the organization’s goods and services c. the largest market segment d. made up of services and ideas, as well as goods e. referred to as the marketing objective (b; moderate; p. 8) 21. Which of the following statements is true? a. Product category refers to whether the product is a good, a service, or an idea. b. The term product refers only to tangible goods, such as automobiles, clothing, or soft drinks. c. A product can be services and ideas, as well as goods. d. Advertising is the process a business uses to satisfy consumer needs and wants by providing goods and services to a target market. e. A tagline is the distinctive identity of a particular product that distinguishes it from its competitors. (c; moderate; p. 8) 22. Which of the following is NOT considered a tool available in the marketing mix? a. product b. distribution c. price d. marketing communication e. all of the above (e; easy; p. 8) 23. The four tools of product, price, place (distribution), and promotion are collectively referred to as the . a. product mix b. promotion mix c. marketing mix d. marketing elements e. exchange elements (c; easy; p. 8) Part Two: Planning and Strategy 24. The marketing mix is also known as the . a. four Es b. PSI c. P matrix d. tangible/intangible continuum e. four Ps (e; easy; p. 8) 25. The distinctive identity of a particular product that distinguishes it from its competitors is known as the . a. advertising b. brand c. tagline d. logo e. trademark (b; moderate; p. 8) 26. Coke and Pepsi are examples of different of soft drinks. a. trademarks b. taglines c. products d. brands e. ideas (d; easy; p. 8) 27. The broad term, , includes advertising, but it also includes a number of related communication techniques used in marketing, including sales promotion, public relations, direct response, events and sponsorships, packaging, and personal selling. a. marketing communications b. communications c. integrated marketing communications d. integrated communications e. product (a; moderate; p. 8) 28. Which of the following is considered a strength of advertising as a marketing technique? a. directly affects sales b. best communication tool for persuading consumers c. it’s inexpensive d. can reach a mass audience e. all of the above (d; moderate; p. 8 [Table 1.1]) Chapter Six: Strategic Research 29. Which of the following is NOT considered a strength of advertising as a marketing technique? a. persuades b. influences culture c. introduces products d. explains important changes e. reminds and reinforces (b; difficult; p. 8 [Table 1.1]) 30. In which types of societies does advertising tend to flourish? a. ones where demand exceeds supply b. ones where there is little price competition c. ones where there are few distinguishing characteristics among product offerings by competitors d. ones in which government does not regulate commercial speech e. ones where supply exceeds demand (e; difficult; p. 8) 31. Which of the following is considered a social role of advertising? a. creates a more rational economy b. can reach a mass audience c. plays an educational role d. makes consumers focus on nonprice benefits e. all of the above (c; moderate; p. 10) 32. Which of the following is NOT considered a social role of advertising? a. Advertising informs consumers about new and improved products. b. Advertising teaches consumers about new products and how to use to use them. c. Advertising helps consumers compare products and features, and generally keeps consumers informed about innovations and issues. d. Advertising reinforces past purchases and brand experiences. e. Advertising mirrors fashion and design trends and adds to our aesthetic sense. (d; difficult; p. 10) 33. Builds awareness of products and brands, creates a brand image, provides product and brand information, persuades people, provides incentives to take action, provides brand reminders, and reinforces past purchases and brand experiences are all of advertising. a. criticisms b. strengths c. definitions d. roles e. functions (e; moderate; p. 10) Part Two: Planning and Strategy 34. Which of the following is considered a “key player” in advertising? a. media b. advertiser c. agency d. audience e. all of the above (e; easy; p. 10) 35. Which of the following is NOT considered a “key player” in advertising? a. media b. advertiser c. government d. agency e. suppliers (vendors) (c; moderate; p. 10) 36. Advertising begins with the , the person or organization that uses advertising to send out a message about its products. a. government b. media c. agency d. advertiser e. vendor (d; easy; p. 11) 37. The initiates the advertising effort by identifying a marketing problem the advertising can solve. a. government b. media c. agency d. advertiser e. vendor (d; easy; p. 11) 38. Which key player makes the final decisions about the target audience and the size of the advertising budget and also approves the advertising plan? a. advertiser b. media c. agency d. vendor e. audience (a; easy; p. 11) Chapter Six: Strategic Research 39. When an advertiser hires an advertising agency, the advertiser becomes the agency’s . a. customer b. client c. partner d. vendor e. supervisor (b; moderate; p. 13) 40. Who is ultimately responsible for monitoring the work and paying the bills on an advertising account? a. agency b. vendor c. accountant d. traffic e. advertiser (e; moderate; p. 13) 41. Independent organizations that are hired by advertisers to plan and implement part or all of their advertising efforts are known as . a. media b. professionals c. agencies d. externals e. clients (c; easy; p. 13) 42. The working relationship between an advertiser and an advertising agency is known as the partnership. a. agency -client b. professional -client c. advertising d. vendor -client e. strategic (a; moderate; p. 13) 43. Which of the following is NOT a reason why an outside agency would be more efficient in creating an advertisement or a complete campaign for an advertiser rather than the advertiser doing it in-house? a. Agencies typically have fewer restrictions getting ideas approved. b. Agencies have creative expertise. c. Agencies have media knowledge. d. Agencies have workforce talent. e. Agencies have the ability to negotiate good deals for clients. (a; difficult; p. 13)