CAA: QUESTIONS AND ANSWERS, LATEST UPDATE. ALREADY GRADED
A+
A(n) ________ is a tendency, inclination, or mental readiness to react to a situation in a given way.
A) attitude
B) argument
C) motivation
D) influence
E) association
A
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
E
The young girls to whom the advertising is targeted represent which element of the
basiccommunication model?
A) source
B) sender
C) encoder
D) channel
E) receiver
E
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
D
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
,D
Advertising is usually paid for by the ________.
A) audience
B) target
C) agency
D) advertiser
E) media
D
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
A
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
C
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
B
The word advertisement first appeared in the ________.
A) 1550s
B) 1650s
C) 1750s
D) 1850s
E) 1950s
B
,Which of the following is a basic role of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication
A
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
B
________ 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
B
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
D
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
E
Which of the following was the top U.S. advertiser with respect to total ad expenditures in 2009?
A) Monsanto
B) Sara Lee
C) Toyota
, D) General Electric
E) Procter & Gamble
E
How many times did the "1984" commercial for Apple's Macintosh computer run?
A) 1
B) 2
C) 20
D) 50
E) more than 100
A
Which of the following is considered a societal role of advertising?
A) creates a more rational economy
B) reaches a mass audience
C) serves an educational function
D) makes consumers focus on nonprice benefits
E) all of the above
C
Advertising that announces facts about products that are available in nearby stores and focuses on
stimulating store traffic and creating a distinctive image for a retailer is known as retail or ________
advertising.
A) brand
B) local
C) direct-response
D) institutional
E) public-service
B
________ advertising is the most visible type of advertising; it focuses on the developmentof a long-
term brand identity or image.
A) Retail
B) Institutional
C) Brand
D) Nonprofit
E) Public service
C
________ advertising may use any advertising medium, but it differs from other types of advertising in
that it tries to stimulate an immediate consumer action.
A) Brand
B) Local
C) Direct-response
A+
A(n) ________ is a tendency, inclination, or mental readiness to react to a situation in a given way.
A) attitude
B) argument
C) motivation
D) influence
E) association
A
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
E
The young girls to whom the advertising is targeted represent which element of the
basiccommunication model?
A) source
B) sender
C) encoder
D) channel
E) receiver
E
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
D
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
,D
Advertising is usually paid for by the ________.
A) audience
B) target
C) agency
D) advertiser
E) media
D
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
A
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
C
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
B
The word advertisement first appeared in the ________.
A) 1550s
B) 1650s
C) 1750s
D) 1850s
E) 1950s
B
,Which of the following is a basic role of advertising?
A) identification
B) entertainment
C) competition
D) public relations
E) two-way communication
A
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
B
________ 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
B
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
D
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
E
Which of the following was the top U.S. advertiser with respect to total ad expenditures in 2009?
A) Monsanto
B) Sara Lee
C) Toyota
, D) General Electric
E) Procter & Gamble
E
How many times did the "1984" commercial for Apple's Macintosh computer run?
A) 1
B) 2
C) 20
D) 50
E) more than 100
A
Which of the following is considered a societal role of advertising?
A) creates a more rational economy
B) reaches a mass audience
C) serves an educational function
D) makes consumers focus on nonprice benefits
E) all of the above
C
Advertising that announces facts about products that are available in nearby stores and focuses on
stimulating store traffic and creating a distinctive image for a retailer is known as retail or ________
advertising.
A) brand
B) local
C) direct-response
D) institutional
E) public-service
B
________ advertising is the most visible type of advertising; it focuses on the developmentof a long-
term brand identity or image.
A) Retail
B) Institutional
C) Brand
D) Nonprofit
E) Public service
C
________ advertising may use any advertising medium, but it differs from other types of advertising in
that it tries to stimulate an immediate consumer action.
A) Brand
B) Local
C) Direct-response
