1. Introduction to Advertising
Chapter One
Introduction to Advertising

2. Advertising is: An unidentified message
A type of marketing communication, which utilizes a range of tools
Conveyed through personal mass media
The least effective way to communicate to the consumer
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3. Advertising is: An unidentified message
A type of marketing communication, which utilizes a range of tools
Conveyed through personal mass media
The least effective way to communicate to the consumer
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4. In its earliest forms, advertising was intended to:
Identify manufacturers and stores
Inform consumers of new products and services
Promote and generate sales for products and services
All of the above
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5. In its earliest forms, advertising was intended to:
Identify manufacturers and stores
Inform consumers of new products and services
Promote and generate sales for products and services
All of the above
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6. The four key components of advertising are:
Strategy, consumers, communication, and media creation
Creative ideas, creative execution, creative media use, and consumers
Advertising strategy, creative idea, creative execution, and media planning and buying
Marketing strategy, creative communication, creative execution, and consumer
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7. The four key components of advertising are:
Strategy, consumers, communication, and creative execution
Creative ideas, creative execution, creative media use, and consumers
Advertising strategy, creative idea, creative execution, and media planning and buying
Advertising strategy, creative communication, creative execution, and consumer
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8. In advertising, a product can be services and ideas, as well as goods.
True
False
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9. In advertising, a product can be services and ideas, as well as goods.
True
False
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10. Marketing is:
The process a business uses to predict consumer needs and wants by providing goods and services
A mix of four important elements: product, price, place/distribution, and promotion
The development of a brand, indistinguishable from the competition
The last step in developing advertising
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11. Marketing is:
The process a business uses to predict consumer needs and wants by providing goods and services
A mix of four important elements: product, price, place/distribution, and promotion
The development of a brand, indistinguishable from the competition
The last step in developing advertising
Prentice Hall, © 2009

12. In its economic role, advertising does all of the following except:
Mirrors fashion and design trends
Creates a demand for a product
Helps consumer assess value of a product
Decreases the likelihood a consumer will switch to an alternative (competitive product)
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13. In its economic role, advertising does all of the following except:
Mirrors fashion and design trends
Creates a demand for a product
Helps consumer assess value of a product
Decreases the likelihood a consumer will switch to an alternative (competitive product)
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14. In its societal role, does advertising help shape an image of ourselves?
Yes No
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15. In its societal role, does advertising help shape an image of ourselves?
Yes No
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16. The soft-sell technique of advertising assumes that:
Consumers have emotions related to their product choice
Consumers make decisions based on the image of the brand
Consumers cannot be persuaded to buy based on symbolic representation
Consumers seek clear, distinctive differences in product benefits
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17. The soft-sell technique of advertising assumes that:
Consumers have emotions related to their product choice
Consumers make decisions based on the image of the brand
Consumers cannot be persuaded to buy based on symbolic representation
Consumers seek clear, distinctive differences in product benefits
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18. The key players in the practice of advertising are:
The advertiser, the agency, the government, and the audience
The advertiser, the agency, the media, and the supplier
The advertiser, the agency, the media, and the television networks
The advertiser, the agency, the media, the supplier, and the target audience
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19. The key players in the practice of advertising are:
The advertiser, the agency, the government, and the audience
The advertiser, the agency, the media, and the supplier
The advertiser, the agency, the media, and the television networks
The advertiser, the agency, the media, the supplier, and the target audience
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20. The emergence of consumer society enabled advertisers to charge a premium for their goods.
True
False
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21. The emergence of consumer society enabled advertisers to charge a premium for their goods.
True
False
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22. Does social responsibility mean that advertisers must sometimes completely stop producing a good or service?
Yes No
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23. Does social responsibility mean that advertisers must sometimes stop producing a good or service?
Yes No
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24. The “new” advertising means everything but:
The “new” advertising is consistent with older forms of mass advertising
Electronic media are changing the media landscape
Communication is now more interactive and personalized
Traditional media revenue is decreasing
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25. The “new” advertising means everything but:
The “new” advertising is consistent with older forms of mass advertising
Electronic media are changing the media landscape
Communication is now more interactive and personalized
Traditional media revenue is decreasing
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26. Interactivity in advertising suggests that one-way communication may no longer work well.
True
False
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27. Interactivity in advertising suggests that one-way communication may no longer work well.
True
False
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28. Integrated Marketing Communication means that:
All elements of marketing must work together
Each element can create its own unique brand message
Stakeholders must be carefully considered in branding decisions
Both a and c
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29. Integrated Marketing Communication means that:
All elements of marketing must work together
Each element can create its own unique brand message
Stakeholders must be carefully considered in branding decisions
Both a and c
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30. If an audience responds to an ad differently than the advertiser intended, was the ad effective?
Yes No
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31. If an audience responds to an ad differently than the advertiser intended, was the ad effective?
Yes No
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2009 Pearson Education, Inc.  
Publishing as Prentice Hall
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