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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
The Dimensions of Advertising

Multiple Choice Quiz





1

Which of the following is NOT an example of a traditional advertising medium?
A) television
B) word-of-mouth
C) newspaper
D) billboards
E) radio



2

Which of the following statements describes how the human communication process relates to advertising?
A) The advertising agency that prepares the ad is the decoder.
B) The medium in which the ad is placed is called its message.
C) Feedback occurs from the source to the receiver.
D) The person who sees or hears the ad is called the receiver.
E) The same channel that carries the message also carried the feedback.



3

Advertising messages typically use one or a blend of three literary forms. They are:
A) autobiography, narrative, and drama
B) metaphor, simile and personification
C) self-oriented, other-oriented, and event-oriented
D) biography, autobiography, and fiction
E) first-person, second-person, and third-person



4

Sponsorial consumers:
A) are liaisons between the marketing intermediary and the final consumer
B) are equivalent to the receiver in oral communication
C) are gatekeepers who decide whether an ad will run
D) are imagined by the ad's creators to be ideal consumers
E) comprise the ad's target audience



5

A(n) _____ advertisement in Turf, the magazine for turf care professionals, was for the Dixie Chopper, a lawn mover that is easily transportable and that can cut a six-foot wide swath.
A) business-to-consumer
B) noncommercial
C) professional
D) business-to-business
E) trade



6

In 1908, Bell Telephone Company ran a(n) _____ ad in which it thanked its 850,000 investors for believing in the potential of the company. The ad made no mention of the services provided by the company.
A) nonproduct
B) noncommercial
C) direct-response
D) product
E) sponsorial



7

A(n) _____ ad for the 102nd U.S. Amateur Golf Open made tickets to the golf tournament available through a postcard that could be filled out and mailed in, a toll-free phone number to call to order tickets, and a Web site where tickets could be purchased.
A) nonproduct
B) action
C) sponsorial
D) professional
E) insitutional



8

The _____ ad in Ladies' Home Journal for the American Cancer Society asks you to help reduce the number of people who die annually from breast cancer by asking a female friend or relative to get a mammogram.
A) product
B) noncommercial
C) direct-response
D) trade
E) sponsorial



9

Collateral materials:
A) may be either costly or inexpensive
B) include flyers, brochures, catalogs, posters, and sales kits
C) are considered an important tool for closing sales
D) are used as reminder advertising
E) are accurately described by all of the above



10

While there is no such thing as perfect competition, there are four fundamental assumptions of free-market economies that our market-driven society believes in and/or strives to achieve. Which of the following is an example of one of those assumptions?
A) a situation in which there are few buyers and many sellers
B) a situation in which there are many buyers and few sellers
C) the absence of externalities that might have adverse effects on people who are not involved in the transaction
D) enough information to make a reasonable decision, even if it is not the best possible decision
E) all of the above



11

As a marketing tool, advertising is intended to do all of the following EXCEPT:
A) build value, brand preference, and loyalty
B) stimulate the distribution of a product
C) increase product use
D) increase the total costs associated with the sale of a product
E) identify products and differentiate them from others



12

Which of the following statements about the industrializing age is true?
A) The industrializing age started in 1900 and ended in the 1970s.
B) During the industrializing age, magazines became an ideal medium for reaching a national audience.
C) The development of the printing press marked the beginning of the industrializing period.
D) The first newspaper ad was published during the industrializing age.
E) The industrializing age was marked by tremendous growth and maturation of the country's industrial base.



13

The slogan for BMW is "the ultimate driving machine," the slogan for Wheaties cereal is "the breakfast of champions," and the slogan for Maxwell House coffee is "good to the last drop." These slogans are reflective of the _____ used by each of these companies.
A) positioning strategy
B) sales promotion strategy
C) product segmentation strategy
D) organizational mission
E) marketing objective



14

The postindustrial age is characterized by:
A) a decrease in competition
B) escalating advertising costs to reach target audiences
C) the declining affluence of the consumer market
D) less sophisticated consumers
E) all of the above



15

Which of the following statements describes the effect advertising has had on society?
A) For the good of society, false and misleading ads do not appear during times of economic crises.
B) Advertising stymies freedom of the press.
C) Advertising practitioners have formed both the Association of National Advertisers and the American Advertising Federation to safeguard the integrity of the advertising industry.
D) By publicizing the material, social, and cultural opportunities of a free enterprise society, advertising has led to reduced productivity by both management and labor.
E) Advertising has only been a positive influence on our society.








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