Advertising & IMC: Principles and Practice, 9e (Moriarty)
Chapter 1 The New World of Marketing Communication
1) Which of the following is a basic role of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication
Answer: A
Diff: 2 Page Ref: 6
Skill: Concept
Objective: 1-1
2) The word advertisement first appeared in the ________.
A) 1550s
B) 1650s
C) 1750s
D) 1850s
E) 1950s
Answer: B
Diff: 2 Page Ref: 6
Skill: Concept
Objective: 1-1
3) Which of the following is most closely associated with the introduction of mass production
and a new emphasis on wider distribution of products?
A) the Renaissance
B) the Industrial Revolution
C) the Dot Com Revolution
D) the Early Age of Agencies
E) the Scientific Era
Answer: B
Diff: 2 Page Ref: 7
Skill: Concept
Objective: 1-1
1
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
,4) Which of the following is NOT part of the modern definition of advertising?
A) is a paid form of communication
B) has an identified sponsor
C) is usually personal in nature
D) provides information about products
E) uses mass media
Answer: C
Diff: 1 Page Ref: 7
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
5) Paid persuasive communication that uses mass and interactive media to reach broad audiences
to connect an identified sponsor with a target audience is known as ________.
A) advertising
B) personal selling
C) public relations
D) sponsorship
E) sales promotion
Answer: A
Diff: 1 Page Ref: 7
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
6) Advertising is usually paid for by the ________.
A) audience
B) target
C) agency
D) advertiser
E) media
Answer: D
Diff: 2 Page Ref: 7
Skill: Concept
Objective: 1-1
2
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
,7) In traditional advertising, the message is conveyed through different kinds of ________ media
using ________ messages.
A) interactive; personal
B) interactive; nonpersonal
C) word of mouth; personal
D) mass; nonpersonal
E) mass; personal
Answer: D
Diff: 2 Page Ref: 7
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
8) Catalogs and flyers sent to the office or home are examples of which type of promotional
tool?
A) sales promotion
B) direct-response
C) word of mouth
D) specialties
E) public relations
Answer: B
Diff: 2 Page Ref: 8
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
9) Communication with employees and shareholders about brands and campaigns is usually
handled by ________.
A) sales promotion
B) direct-response
C) word of mouth
D) specialties
E) public relations
Answer: E
Diff: 2 Page Ref: 8
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
, 10) In which product category was the most spent on advertising in the United States in 2009?
A) financial services
B) automotive
C) airline travel, hotels, and resorts
D) restaurants
E) food, beverages, and confectionary
Answer: B
Diff: 2 Page Ref: 8
Skill: Concept
Objective: 1-1
11) ________ refers to all forms of communication about a brand that appear in a variety of
media.
A) Integrated marketing communication
B) Marketing communication
C) Marketing network
D) Brand identity
E) Brand differentiation
Answer: B
Diff: 1 Page Ref: 9
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
12) Which of the following is NOT one of the four functions of advertising?
A) marketing roles
B) communication roles
C) economic roles
D) networking roles
E) societal roles
Answer: D
Diff: 2 Page Ref: 9
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
13) In which scenario is advertising most likely to flourish in a society?
A) when demand exceeds supply
B) when there is little price competition
C) when public speech is tightly controlled by the government
D) when consumers do not have disposable income
E) when supply is greater than demand
Answer: E
Diff: 2 Page Ref: 9
Skill: Concept
Objective: 1-1
4
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1 The New World of Marketing Communication
1) Which of the following is a basic role of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication
Answer: A
Diff: 2 Page Ref: 6
Skill: Concept
Objective: 1-1
2) The word advertisement first appeared in the ________.
A) 1550s
B) 1650s
C) 1750s
D) 1850s
E) 1950s
Answer: B
Diff: 2 Page Ref: 6
Skill: Concept
Objective: 1-1
3) Which of the following is most closely associated with the introduction of mass production
and a new emphasis on wider distribution of products?
A) the Renaissance
B) the Industrial Revolution
C) the Dot Com Revolution
D) the Early Age of Agencies
E) the Scientific Era
Answer: B
Diff: 2 Page Ref: 7
Skill: Concept
Objective: 1-1
1
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
,4) Which of the following is NOT part of the modern definition of advertising?
A) is a paid form of communication
B) has an identified sponsor
C) is usually personal in nature
D) provides information about products
E) uses mass media
Answer: C
Diff: 1 Page Ref: 7
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
5) Paid persuasive communication that uses mass and interactive media to reach broad audiences
to connect an identified sponsor with a target audience is known as ________.
A) advertising
B) personal selling
C) public relations
D) sponsorship
E) sales promotion
Answer: A
Diff: 1 Page Ref: 7
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
6) Advertising is usually paid for by the ________.
A) audience
B) target
C) agency
D) advertiser
E) media
Answer: D
Diff: 2 Page Ref: 7
Skill: Concept
Objective: 1-1
2
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
,7) In traditional advertising, the message is conveyed through different kinds of ________ media
using ________ messages.
A) interactive; personal
B) interactive; nonpersonal
C) word of mouth; personal
D) mass; nonpersonal
E) mass; personal
Answer: D
Diff: 2 Page Ref: 7
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
8) Catalogs and flyers sent to the office or home are examples of which type of promotional
tool?
A) sales promotion
B) direct-response
C) word of mouth
D) specialties
E) public relations
Answer: B
Diff: 2 Page Ref: 8
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
9) Communication with employees and shareholders about brands and campaigns is usually
handled by ________.
A) sales promotion
B) direct-response
C) word of mouth
D) specialties
E) public relations
Answer: E
Diff: 2 Page Ref: 8
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
, 10) In which product category was the most spent on advertising in the United States in 2009?
A) financial services
B) automotive
C) airline travel, hotels, and resorts
D) restaurants
E) food, beverages, and confectionary
Answer: B
Diff: 2 Page Ref: 8
Skill: Concept
Objective: 1-1
11) ________ refers to all forms of communication about a brand that appear in a variety of
media.
A) Integrated marketing communication
B) Marketing communication
C) Marketing network
D) Brand identity
E) Brand differentiation
Answer: B
Diff: 1 Page Ref: 9
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
12) Which of the following is NOT one of the four functions of advertising?
A) marketing roles
B) communication roles
C) economic roles
D) networking roles
E) societal roles
Answer: D
Diff: 2 Page Ref: 9
Skill: Concept
AACSB: Communication abilities
Objective: 1-1
13) In which scenario is advertising most likely to flourish in a society?
A) when demand exceeds supply
B) when there is little price competition
C) when public speech is tightly controlled by the government
D) when consumers do not have disposable income
E) when supply is greater than demand
Answer: E
Diff: 2 Page Ref: 9
Skill: Concept
Objective: 1-1
4
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
