Introduction to Advertising
Introduction to Advertising

Introduction to Advertising

Lead Author(s): Saylor Academy

Source: Saylor

Student Price: FREE

This question pack explores introductory concepts in the field of advertisement, covering basic terms, ideas, and examples.

This content is licensed under the Creative Commons Attribution 3.0 Unported License.

Introduction to Advertising Question 1

According to SS+K, which of the following is both about engaging the audience and discovering opportunities to connect with them?

A

Asymmetric idea

B

Guerrilla marketing stunt

C

Audience leverage point

D

Empathetic persuasion

Introduction to Advertising Question 2

General Mills has sponsored bake‑offs around the country to stimulate interest in baking cakes and pies. General Mills invites its “customer bakers” to share stories and recipes on its website. The company has found that this group often creates original ads about General Mills’ products to share with their friends on the bakers’ chat room on the website. This form of advertising is known as which of the following?

A

Synergistic advertising

B

Hype

C

Consumer‑generated advertising

D

Local advertising

Introduction to Advertising Question 3

Janet looks on the back of her grocery store receipt and is somewhat surprised to see a sweepstakes entry form. If she wins, the prizes are substantial. She fills out the entry form and turns it into the store the next time she visits. What form of promotion and advertising has the store used to interact with Janet?

A

Point‑of‑purchase advertising

B

Online advertising

C

Customized advertising

D

Bait‑and‑switch promotion

Introduction to Advertising Question 4

Simon has decided to support his company’s efforts to distribute information to customers via a catalog that will be shipped to their homes. Which of the following mass media forms will Simon’s company be using if they distribute information in this way?

A

Sales promotion premiums

B

Direct mail

C

Word‑of‑mouth (WOM)

D

Internet

Introduction to Advertising Question 5

The pitch process can be very costly for both client and agency alike. Assuming that you represent an ad agency that is considering submitting a pitch to a client inquiry, which of the following statements most accurately characterizes the costs that agencies face when pitching a client?

A

The client eventually reimburses all costs incurred by agencies during the pitch process.

B

In order to pitch effectively, the agency must allocate material resources and a tremendous number of team hours to meetings, research, and creating the pitch.

C

The cost of the pitch is not as high as it might be, because much of the information contained in a pitch can be used in other pitches.

D

The costs of the pitch are categorized as fixed costs in the ad agency business.

Introduction to Advertising Question 6

What is advertising’s primary function?

A

To inform, persuade, and remind

B

To make the client happy

C

To win coveted advertising awards

D

To cover for marketing mistakes

Introduction to Advertising Question 7

What type of sales promotion uses logo‑emblazoned cups, calendars, pens, and logo clothing?

A

Sweepstakes

B

Specialty advertising

C

Contests

D

Bounce‑back

Introduction to Advertising Question 8

What would be the best descriptive term for content that is explicitly created or modified to feature products or services?

A

Placement control

B

Product focus

C

Hype

D

Ad‑supported content

Introduction to Advertising Question 9

Which of the following events in history is associated with the rise of advertising?

A

The Great Depression

B

World War I

C

World War II

D

The Industrial Revolution

Introduction to Advertising Question 10

Which of the following is NOT a way that advertising is different from other marketing communications?

A

Advertising is non‑personal communication.

B

Advertising comes from an identified sponsor.

C

Advertising is the least costly of the promotional elements

D

Advertising persuades.

Introduction to Advertising Question 11

Advertising not only furnishes useful information to consumers, but it also plays a major role in the economy. Which of the following statements about why advertising plays a role in the economy is true?

A

This is because advertising causes an economic chain reaction.

B

This is because advertising costs little compared to other promotional communication.

C

This is because advertising is expected from any successful company.

D

This is because advertising is directly responsible for almost all sales made to consumers.

Introduction to Advertising Question 12

All of the following are common objections we hear about advertising EXCEPT:

A

Ads make us feel bad about ourselves as they constantly throw images of perfect, beautiful people in our faces.

B

Ads constantly make subliminal suggestions that we should smoke, drink alcohol, and have poor morals.

C

Ads invade our privacy.

D

Ads reinforce insulting ethnic and racial stereotypes.

Introduction to Advertising Question 13

Select the correct word from below options.

A

deny

B

substantiate

C

counter

D

renounce

E

reinforce

Introduction to Advertising Question 14

The “economics of information” perspective means that the information provided by advertising helps reduce ______________.

A

Utility

B

Involvement

C

Emotional benefits

D

Disutility

Introduction to Advertising Question 15

When a company communicates misleading information about a product’s environmental benefits, they are said to be guilty of ______________.

A

Brainwashing

B

Cultural disinformation

C

Self‑praise and false adulation

D

Greenwashing

Introduction to Advertising Question 16

New products and new businesses are stimulated by advertising’s ability to help suppliers communicate with customers and its ability to also do which of the following?

A

Guarantee new product and business success

B

Carry client credit

C

Champion social causes

D

Stimulate demand

Introduction to Advertising Question 17

Proponents of advertising’s positive role in our culture would most likely see advertising as which of the following?

A

A mechanism to establish social order

B

Simply a “mirror” of culture

C

A means to enforce the regulations found within social classes

D

A “distorted mirror” of culture

Introduction to Advertising Question 18

The Word‑of‑Mouth Marketing Association (WOMMA) is said to promote Honesty ROI. WOMMA uses the acronym to describe how the industry must be honest. All of the following are components of WOMMA’s ROI EXCEPT:

A

Honesty of relationship.

B

Honesty of opinion.

C

Honesty of information.

D

Honesty of identity.

Introduction to Advertising Question 19

You are part of a group that is trying to reduce what it sees as rampant commercialism in all of our mass media. By sending out counter‑messages, your group hopes to disrupt efforts by the corporate world to dominate our cultural landscape. Which of the following terms is most applicable to what your group does?

A

deny

B

substantiate

C

counter

D

renounce

E

reinforce

F

Cultural jamming

G

Greenwashing

H

Cultural cleansing

I

Corporate defragging

Introduction to Advertising Question 20

You work for a nonprofit organization that has important social information for expectant mothers. Though your organization has raised some money for advertising, there will be a serious shortfall in the budget. Which of the following organizations would be the best for providing advertising assistance as long as your group can demonstrate that it has a message that will improve society as a whole?

A

American Association of Advertising Agencies

B

Ad Council

C

American Marketing Association

D

Small Business Administration

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