Advertising

Bài kiểm tra đánh giá: An introduction to advertising

20 câu

35 phút

Có đáp án

Thông tin đề

Môn: Advertising
Số câu: 20 câu
Thời gian: 35 phút
Đáp án: ✓ Có giải thích

Nội dung đề (20 câu)

Câu 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
Câu 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
Câu 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
Câu 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
Câu 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
Câu 6.
According to Table 1.1, which medium had the highest advertising expenditure in 2011?
- A.
  Press
- B.
  Television
- C.
  Internet
- D.
  Direct mail
Câu 7.
According to Table 1.1, which medium had the highest advertising expenditure in 2006?
- A.
  Press
- B.
  Television
- C.
  Internet
- D.
  Direct mail
Câu 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
Câu 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
Câu 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
Câu 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
Câu 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
Câu 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.
Câu 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
Câu 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)
Câu 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
Câu 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
Câu 18.
List three of the five types of advertising according to Figure 1.2.
Câu 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.
Câu 20.
Examine advertising as a form of communication and engagement. Discuss how emotional engagement and integration with other communication forms shape advertising strategy.

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