El-Murad and West (2004) present a paper in the Journal of Advertising Research which examines which of the following:
1.Advertising message appeals
2.Creating effective advertising
3.Copywriting and art direction
4.Defining advertising creativity
Emerging technologies will continue to influence consumer behaviour in the future by enabling
1.Consumer-centricity
2.Relevance filtering
3.Newspapers
4.Measurement
Engagement seeks to generate one two main types of response ______
1.Brand Equity and Brand Response
2.Brand Values and Brand Response
3.Brand Happiness and Brand Response
4.Brand Values and Brand Activation
ESP stands for
1.emotional selling promise
2.emotional selling process
3.emotional selling proposition
4.editorial selling promise
Extensive local penetration and coverage is indicative of
1.Magazines
2.Newspapers
3.Online Advertising
4.Social Media
Fame campaigns work by _____
1.Getting talked about and making waves
2.Featuring popular celebrities and being likeable
3.Being easily remembered for its creative content
4.Featuring strong product attributes
Feldwick (1996) suggests brand equity is a composite of:
1.Brand association, strength, and dominance
2.Brand future, weight, and description
3.Brand value, strength, and description
4.Brand value, strength, and relationships
For gaming measurement, which measurement method is not used?
1.SOA
2.CPC
3.CTR
4.CPM
For gaming measurement, which measurement method is not used?
1.SOA
2.CPC
3.CTR
4.CPM
Frequency is defined as?
1.All possible exposures to a target audience
2.The total number of duplicated exposures
3.The number of times a reader is exposed to a message
4.Three exposures to the target audience
Goal-directed behaviour by online and mobile users that is satisfied (by a web site) is more likely to
1.Change behaviour
2.Make people want to return to a site
3.Create word-of-mouth conversations
4.Maintain positive brand associations
Gross impressions means
1.The standard for a communication message to have an impact on the consumer
2.All possible exposures to a given medium at a given time
3.Both 1 and 2 above
4.The percentage of the target audience exposed to a message
Grounds for acceptability of advertising include consideration of which of the following:
1.Credibility
2.Legality
3.Decency
4.Honesty
Heath's 'Low Attention Processing Model', was previously referred to as;
1.the Low Attitude Processing Model
2.the Low Engagement Processing Model
3.the Low Involvement Processing Model
4.the Low Participation Processing Model
How many commercial messages are we thought to encounter each day?
1.5000
2.100
3.1000
4.3000
Identify one reason media choices have become more difficult in recent years
1.Segmentation
2.Internet is used more frequently than any other medium
3.Newspapers now use colour
4.Newspapers now use colour
In February 2011 new regulations were introduced allowing __ __ on TV:
1.Tobacco advertising
2.Product enhancements
3.Shock advertising
4.Product placement
In high-context languages, information /content is assumed to be _____
1.implicit: it is known and does not need to be set out.
2.implicit: it is known but needs to be elaborated
3.explicit: it is not known and needs to be set out.
4.explicit: it is known but needs to be elaborated
In most developed markets advertising practice is regulated through a mixture of:
1.Advertising agencies and clients
2.Creatives and media planners
3.Legislation and voluntary controls
4.Trade associations and media owners
In newer, younger agencies, roles are undertaken by the following kinds of individuals:
1.Multi talented
2.Multi skilled
3.Multi taskers
4.Multi activists
In selecting an advertising agency, without clear ___________as a sound starting point you have little chance of success. Complete the blank.
1.Roles
2.Briefs
3.Tasks
4.Ideas
In the advertising agency selection process, the agency credentials meeting is also known as the ___________ meeting:
1.Chemistry
2.Relationship
3.Knowledge
4.Synthesis
Interactive media can be best described as
1.Marketing Mix
2.Customized Marketing Messages
3.Marketing Communications Mix
4.Media that allow two-way messages between company and consumer
Internet advertising has some weaknesses because
1.It is not easy to track
2.It is not emotive
3.It cannot reach a global audience
4.It does not deliver good targeted reach
It has been suggested that organisations practice one of two forms of integration. These are;
1.Content and Process
2.Content and Provision
3.Contingency and Application
4.Process and System
It is the quality of the ___________ between the various elements in the process that determine whether a communication event will be successful.
1.actions
2.research
3.linkages
4.sequencing
Keller believes brand associations comprise information about three elements. Which of the following is not one of these elements?
1.Brand attitudes
2.Brand benefits
3.Brand performance
4.Brand attributes
Littlejohn (1992) identifies four main contexts within which communication occurs. These are
1.interpersonal, group, organisational and interactional communication
2.interpersonal, group, organisational and mass communication
3.interpersonal, group, organisational and linear communication
4.interpersonal, group, organisational and relational communication
Magazine performance has remained stable in recent years due to
1.The development of brand values
2.Low cost
3.Their ability to address segmented audiences
4.Multi-page combinations
Media audience research
1.Is a highly organised discipline with a worldwide presence
2.Is not necessary for the media planner
3.Is carried out individually by each agency
4.Is the same for traditional and newer media
Media planning is carried out through
1.Research and tested formulas
2.An intuitive process
3.Both of the above
4.None of the above
Media selections and scheduling decisions associated with delivering advertising constitute a
1.Problem Solving Equation
2.Message Weight
3.Media Kit
4.Media Plan
Media strategy is making media decisions based on
1.The client's wishes
2.Understanding customers' wants and needs
3.Whims of the market
4.Brand awareness rate
Messengers perceived to be physically attractive lead to two main outcomes. These ads ______
1.are more easily recognised and promote positive associations
2.promote strong engagement and improved responses
3.attract more attention and are evaluated more positively
4.stimulate involvement and increased recall
Mobile marketers are able to reach audiences
1.Using a 'push' strategy
2.Using a 'pull' strategy
3.In real time
4.All of the above
Mobile marketing has innovative ways to reach the consumer. Which of the following is not one of them?
1.Barcode calls-to-action
2.Mobile apps
3.Yellow pages advertising
4.Mobile retail payments
Mobile marketing to-date is most successful among
1.Younger consumers
2.American consumers
3.Asian consumers
4.Spanish consumers
Most of the early advertising models were developed on the principle that individuals are cognitive information processors and that ads are understood as a result of_______
1.emotional involvement processing
2.superior recall
3.information processing
4.advertising triggers
Music is used frequently in advertising as _____
1.an executional cue
2.a standout feature
3.background
4.a mood setter
Name two of the three major types of advertising found in newspapers
1.Classified
2.Display
3.Below-the-line
4.Banner
Of the following, which is not a method of costing media
1.CTR
2.CPA
3.CPR
4.CPM
One advantage of Mobile marketing is that it is not
1.Inferior in its creative possibilities
2.Place-based media
3.Prone to security breaches
4.Dependent on GPS systems
One of the following is not a strength of magazines
1.Inherent design flexibility
2.Shelf-life
3.Quality reproduction
4.Deadline flexibility
One of the main aims of creativity in advertising is to gain:
1.Brand Loyalty
2.Awareness
3.Interest
4.Attention
One of the most important international, culturally oriented research exercises, was undertaken by
1.Hofsvelt
2.Hofshouse
3.Hofstede
4.Hofsmann
One significant change in the paid-for media environment is
1.Terrestrial and satellite radio offerings
2.The number of print vehicles available
3.The presence of social media sites
4.The addition of cable TV
One strength of using mobiles in a media plan is that they
1.Are efficient on slower networks
2.Have short and fleeting messages
3.Are more important than TV as a medium
4.Allow a social peer group to spread an idea quickly
One weakness in using out-of-home media is
1.Difficult to Measure and Control
2.Delivers Excellent Reach
3.Demographic Flexibility
4.Relatively Low Cost
One weakness of using mobiles in a media plan is
1.Rich content delivery is better than on a computer
2.Privacy issues are of great concern among mobile users
3.All devices are standardized for easy use across operating systems
4.The message is long-lived
Opinion leaders and opinion formers are an integral part of which model of communication
1.Linear
2.Interactional
3.Relational
4.Influencer