Bài kiểm tra đánh giá: An introduction to advertising

20 questions

35 min

Answer key

Exam info

Subject: Advertising
Exam type: University
Questions: 20
Duration: 35 min
Answers: ✓ With explanations

Questions (20)

Q 1.
According to the chapter, advertising only became a commercial force when:
- A.
  Early civilizations used signs and symbols
- B.
  The Industrial Revolution accelerated the need to stimulate demand
- C.
  The Internet was invented
- D.
  Education and technology declined
Q 2.
Which two developments assisted the growth and increasing sophistication of contemporary advertising practice?
- A.
  Education and technology
- B.
  Agriculture and manufacturing
- C.
  Religion and politics
- D.
  Transportation and housing
Q 3.
Which of the following is NOT listed as part of the significance and scope of the advertising industry?
- A.
  Dimensions of the advertising industry
- B.
  Industry structure
- C.
  Single-stop shopping
- D.
  Product inventory management
Q 4.
In the advertising industry, 'single-stop shopping' most likely refers to:
- A.
  Clients can obtain multiple advertising services from one agency
- B.
  Consumers buy all products from one retailer
- C.
  Advertisers use only one media channel
- D.
  Agencies avoid collaboration with other stakeholders
Q 5.
According to Table 1.1, what was the total UK advertising expenditure in 2011?
- A.
  £16,182m
- B.
  £19,084m
- C.
  £16,988m
- D.
  £4,784m
Q 6.
According to Table 1.1, which medium had the highest advertising expenditure in 2011?
- A.
  Press
- B.
  Television
- C.
  Internet
- D.
  Direct mail
Q 7.
According to Table 1.1, which medium had the highest advertising expenditure in 2006?
- A.
  Press
- B.
  Television
- C.
  Internet
- D.
  Direct mail
Q 8.
According to Table 1.1, what happened to Internet advertising expenditure from 2000 to 2011?
- A.
  It decreased steadily
- B.
  It remained almost unchanged
- C.
  It increased dramatically
- D.
  It was not reported
Q 9.
According to Table 1.1, by how much did Press advertising expenditure decrease from 2006 to 2011?
- A.
  £4,401m
- B.
  £3,945m
- C.
  £8,346m
- D.
  £1,729m
Q 10.
Which area is NOT listed as part of the nature and role of advertising in society?
- A.
  Advertising and culture
- B.
  Advertising and music
- C.
  Advertising and agriculture
- D.
  Advertising and politics
Q 11.
Exhibit 1.4, Andy Warhol's Hamburger print, is described as mimicking:
- A.
  Commercial work
- B.
  Political propaganda
- C.
  Educational material
- D.
  Religious art
Q 12.
Which definition of advertising is given in the chapter?
- A.
  An unpaid, personal form of communication from an anonymous source
- B.
  A paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take action, now or in the future
- C.
  A free, public form of entertainment designed mainly to inform
- D.
  A paid, direct, unmediated communication from a consumer to a producer
Q 13.
Advertising is a ______, ______ form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
Q 14.
Which of the following is NOT one of the types of advertising listed in the chapter?
- A.
  The source
- B.
  The message
- C.
  The recipient
- D.
  The price
Q 15.
Figure 1.2, Types of advertising, is based on:
- A.
  Pelsmaker et al. (2010)
- B.
  Kotler and Keller (2016)
- C.
  Andy Warhol (1960)
- D.
  WARC (2011)
Q 16.
According to the chapter, in an age where values and response are both necessary, advertising strategy will probably need to be based on:
- A.
  Emotional engagement and increased integration with other forms of communication
- B.
  Purely rational arguments and isolated media placements
- C.
  Price competition and reduced media spending
- D.
  Government regulation and public ownership
Q 17.
According to the text, what are necessary ingredients for effective overall communication?
- A.
  Values and response
- B.
  Production and distribution
- C.
  Pricing and placement
- D.
  Regulation and taxation
Q 18.
List three of the five types of advertising according to Figure 1.2.
Q 19.
Discuss the significance and scope of the advertising industry. In your answer, refer to dimensions, industry structure, single-stop shopping, and use examples from Table 1.1 to support your discussion.
Q 20.
Examine advertising as a form of communication and engagement. Discuss how emotional engagement and integration with other communication forms shape advertising strategy.

Answers and explanations are in mode.