ARE 136 Midterm Exam STUDYGUIDE
ACTUAL QUESTIONS AND CORRECT
ANSWERS
Based on the criteria that defines advertising, which of the following examples would be
considered advertising?
A)A candidate for city council going door to door
B)A car manufacturer stating efficiency of his product to motivate customers to make a
purchase
C)A PSA about talking on the phone while driving
D)An actor being interviewed on TV about his campaign to aid people with disabilities -
CORRECT ANSWER B
The reality of today's promotions, beyond all else, centers around a strong emphasis on the
A)brand
B)communication
C)corporation
D)media - CORRECT ANSWER A
Product differentiation is the process of - CORRECT ANSWER Creating a perceived
difference between a brand and its competitor
Which of the following is a major factor that gave rise to advertising?
A)The industrial revolution
B)The rise of socialism
C)The reduced importance of branding
D)The rise of social media - CORRECT ANSWER A
, Ads in the 1920's showed slices of life in a way that depicted - CORRECT
ANSWER How consumers should have a good time
Vertical cooperative advertising is usually legal except when - CORRECT
ANSWER advertising allowances are given in the form of hidden price concessions
Ethan owns a Redwood Bike, known among bike enthusiasts. His friends admire him. This
scenario demonstrates the concept of - CORRECT ANSWER Cultural capital
Developmental research looks at consumers' identities, wants, and habits early in the
production process so these elements can influence the final ad before a lot of money is spent.
This ad research is called - CORRECT ANSWER Consumer insight
Both advertising and promotion are used to build brands. For which of the two is it easier to
measure effects that estimate contribution to sales, and why? - CORRECT
ANSWER Promotion because responses can be better identified and tracked
In theory, of the major options for advertising objectives, which asks the least and which asks
the most of consumers? - CORRECT ANSWER Brand awareness and brand switching
Combining sales objectives with communications objectives
A)will make an ad plan less simple and succinct
B)may confuse customers during the campaign
C)allows to identify a truly quantitative benchmark for the campaign
D)is a good way to develop an ad campaign - CORRECT ANSWER D
Sparkles Inc. has launched an ad campaign on a local TV channel. The ad says the first 5
people to call will get a free sample. This is an example of - CORRECT
ANSWER Direct response advertising
ACTUAL QUESTIONS AND CORRECT
ANSWERS
Based on the criteria that defines advertising, which of the following examples would be
considered advertising?
A)A candidate for city council going door to door
B)A car manufacturer stating efficiency of his product to motivate customers to make a
purchase
C)A PSA about talking on the phone while driving
D)An actor being interviewed on TV about his campaign to aid people with disabilities -
CORRECT ANSWER B
The reality of today's promotions, beyond all else, centers around a strong emphasis on the
A)brand
B)communication
C)corporation
D)media - CORRECT ANSWER A
Product differentiation is the process of - CORRECT ANSWER Creating a perceived
difference between a brand and its competitor
Which of the following is a major factor that gave rise to advertising?
A)The industrial revolution
B)The rise of socialism
C)The reduced importance of branding
D)The rise of social media - CORRECT ANSWER A
, Ads in the 1920's showed slices of life in a way that depicted - CORRECT
ANSWER How consumers should have a good time
Vertical cooperative advertising is usually legal except when - CORRECT
ANSWER advertising allowances are given in the form of hidden price concessions
Ethan owns a Redwood Bike, known among bike enthusiasts. His friends admire him. This
scenario demonstrates the concept of - CORRECT ANSWER Cultural capital
Developmental research looks at consumers' identities, wants, and habits early in the
production process so these elements can influence the final ad before a lot of money is spent.
This ad research is called - CORRECT ANSWER Consumer insight
Both advertising and promotion are used to build brands. For which of the two is it easier to
measure effects that estimate contribution to sales, and why? - CORRECT
ANSWER Promotion because responses can be better identified and tracked
In theory, of the major options for advertising objectives, which asks the least and which asks
the most of consumers? - CORRECT ANSWER Brand awareness and brand switching
Combining sales objectives with communications objectives
A)will make an ad plan less simple and succinct
B)may confuse customers during the campaign
C)allows to identify a truly quantitative benchmark for the campaign
D)is a good way to develop an ad campaign - CORRECT ANSWER D
Sparkles Inc. has launched an ad campaign on a local TV channel. The ad says the first 5
people to call will get a free sample. This is an example of - CORRECT
ANSWER Direct response advertising
