Number range CHAPTERCHAPTER ONE
Introduction to Advertising
GENERAL CONTENT: MULTIPLE-CHOICE QUESTIONS
1. What do critics of advertising say?
a. Advertising is merely a fashion guide and not informative.
b. Advertising is a waste of an organization’s resources.
c. Advertising is merely entertaining and not informative.
d. Advertising makes people do things they do not want to do.
e. Advertising influences the editorial content or programming in which it is placed.
(d; moderate; p. 5)
2. Which of the following is NOT a component of advertising?
a. paid form of communication
b. sponsor is identified
c. usually personal in nature
d. tries to inform, persuade, or influence the audience
e. uses mass media
(c; easy; p. 5)
3. Paid persuasive communication that uses nonpersonal mass media to reach broad
audiences—as well as other forms of interactive communication—to connect an identified
sponsor with a target audience is known as ________.
, a. advertising
b. personal selling
c. public relations
d. sponsorship
e. marketing communication
(a; easy; p. 5)
4. Which of the following is considered to be a fundamental concept of advertising?
a. strategy
b. creative idea
c. execution
d. media
e. all of the above
(e; easy; pp. 5–6)
,5. ___________ is the logic and planning behind the advertisement that gives it direction and
focus.
a. Creative idea
b. Execution
c. Media
d. Strategy
e. Idea generation
(d; easy; p. 5)
6. Strategy, the creative idea, the advertising executions, and the media must work in concert
for an ad to be truly ________.
a. efficient
b. effective
c. creative
d. interesting
e. entertaining
(b; moderate; p. 6 [Figure 1.1])
7. In which fundamental concept of advertising does the advertiser develop the ad to meet
specific objectives, carefully direct it to a certain audience, create its message to speak to
that audience’s most important concerns, and run it in media that will reach its audience
most effectively?
a. advertising strategy
b. creative strategy
c. execution strategy
d. media strategy
e. evaluation strategy
(a; easy; pp. 5–6)
, 8. The ________ is the ad’s central idea that grabs your attention and sticks in your memory.
a. advertising strategy
b. creative concept
c. creative execution
d. creative media
e. tagline
(b; moderate; p. 6)
Introduction to Advertising
GENERAL CONTENT: MULTIPLE-CHOICE QUESTIONS
1. What do critics of advertising say?
a. Advertising is merely a fashion guide and not informative.
b. Advertising is a waste of an organization’s resources.
c. Advertising is merely entertaining and not informative.
d. Advertising makes people do things they do not want to do.
e. Advertising influences the editorial content or programming in which it is placed.
(d; moderate; p. 5)
2. Which of the following is NOT a component of advertising?
a. paid form of communication
b. sponsor is identified
c. usually personal in nature
d. tries to inform, persuade, or influence the audience
e. uses mass media
(c; easy; p. 5)
3. Paid persuasive communication that uses nonpersonal mass media to reach broad
audiences—as well as other forms of interactive communication—to connect an identified
sponsor with a target audience is known as ________.
, a. advertising
b. personal selling
c. public relations
d. sponsorship
e. marketing communication
(a; easy; p. 5)
4. Which of the following is considered to be a fundamental concept of advertising?
a. strategy
b. creative idea
c. execution
d. media
e. all of the above
(e; easy; pp. 5–6)
,5. ___________ is the logic and planning behind the advertisement that gives it direction and
focus.
a. Creative idea
b. Execution
c. Media
d. Strategy
e. Idea generation
(d; easy; p. 5)
6. Strategy, the creative idea, the advertising executions, and the media must work in concert
for an ad to be truly ________.
a. efficient
b. effective
c. creative
d. interesting
e. entertaining
(b; moderate; p. 6 [Figure 1.1])
7. In which fundamental concept of advertising does the advertiser develop the ad to meet
specific objectives, carefully direct it to a certain audience, create its message to speak to
that audience’s most important concerns, and run it in media that will reach its audience
most effectively?
a. advertising strategy
b. creative strategy
c. execution strategy
d. media strategy
e. evaluation strategy
(a; easy; pp. 5–6)
, 8. The ________ is the ad’s central idea that grabs your attention and sticks in your memory.
a. advertising strategy
b. creative concept
c. creative execution
d. creative media
e. tagline
(b; moderate; p. 6)
