Advertising Final Exam Review

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  • 1/146 Questions

    T/F: Brand loyalty is achieving a customer satisfaction level that means repeat buying, using and recommendation of the product

    • True
    • False
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About This Quiz

The marketing world is currently knocking on the door and the key is passing your exam finals. Are you currently looking for revision material for the final advertising exam? The test below is designed to help you review all your course work and ensure you don’t fail. Give it a try and. All the best!

Advertising Final Exam Review - Quiz

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  • 2. 

    T/F: a media plan is a document which specifies the media in which advertising will be placed to reach the desired target audience and satisfy the stated objectives

    • True

    • False

    Correct Answer
    A. True
    Explanation
    A media plan is indeed a document that outlines the specific media channels where advertising will be placed in order to effectively reach the desired target audience and achieve the stated objectives. It includes details such as the chosen platforms, timing, budget allocation, and messaging strategies. By creating a comprehensive media plan, advertisers can ensure that their advertising efforts are strategically targeted and aligned with their goals, maximizing the impact and effectiveness of their campaigns.

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  • 3. 

    T/F: Cookie tracking capabilities allow networks to trace the patterns of clicks and pages viewed across their network

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Cookie tracking capabilities allow networks to trace the patterns of clicks and pages viewed across their network. Cookies are small text files that are stored on a user's computer when they visit a website. These cookies contain information about the user's browsing behavior, such as the pages they have visited and the links they have clicked on. By tracking these cookies, networks can gather data on user behavior and use it for various purposes, such as targeted advertising or website optimization. Therefore, the statement that cookie tracking capabilities allow networks to trace the patterns of clicks and pages viewed across their network is true.

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  • 4. 

    T/F: Media is actually a delivery system delivering news, entertainment and advertising

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Media refers to various communication channels such as television, radio, newspapers, and the internet. These channels serve as a delivery system for transmitting news, entertainment, and advertising to a wide audience. Through media, information and content are disseminated, allowing people to stay informed, entertained, and exposed to various advertisements. Therefore, it is correct to say that media is a delivery system for news, entertainment, and advertising.

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  • 5. 

    T/F: Consumers sharing particular interests perceive that their fave sites are less cluttered, more relevant, more fresh and more informative.

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Consumers sharing particular interests perceive that their favorite sites are less cluttered, more relevant, more fresh, and more informative. This suggests that when individuals have a strong interest in a particular topic or subject, they are more likely to find the content on websites related to that interest to be organized, applicable, up-to-date, and informative. This perception could be influenced by the fact that individuals with specific interests are more likely to actively seek out and engage with websites that cater to those interests, leading to a more positive perception of the site's quality.

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  • 6. 

    T/F: Advertising drives brand equity

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Advertising drives brand equity because it helps to create awareness and recognition of a brand among consumers. Through advertising, companies can communicate their brand values, benefits, and unique selling points, which can positively influence consumers' perceptions and attitudes towards the brand. By consistently delivering impactful advertising messages, companies can build a strong brand image and reputation, leading to increased brand equity. Additionally, advertising can also contribute to brand loyalty and advocacy, as it reminds and reinforces the brand's presence in consumers' minds, encouraging repeat purchases and positive word-of-mouth.

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  • 7. 

    T/F: Rich media can include embedded games, animation, video, registration forms, or interactive marketing brochures

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Rich media refers to digital advertising that incorporates interactive elements such as embedded games, animation, video, registration forms, or interactive marketing brochures. These elements enhance user engagement and provide a more immersive and interactive experience. Therefore, it is correct to say that rich media can include all of these components.

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  • 8. 

    T/F: A media plan generally spells out objectives, strategies and tactics

    • True

    • False

    Correct Answer
    A. True
    Explanation
    A media plan is a comprehensive document that outlines the objectives, strategies, and tactics for a marketing campaign. It serves as a roadmap for the implementation of various media channels and activities to achieve the desired goals. By clearly defining the objectives, strategies, and tactics, a media plan helps ensure that all stakeholders are aligned and working towards a common goal. Therefore, the statement that a media plan generally spells out objectives, strategies, and tactics is true.

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  • 9. 

    T/F: One criteria for creating online ads that will have a positive impact is to use powerful images

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Using powerful images in online ads can have a positive impact because visually appealing and attention-grabbing images are more likely to capture the audience's attention and leave a lasting impression. Powerful images can evoke emotions, create a sense of urgency, and effectively communicate the message or benefits of the product or service being advertised. This can lead to higher engagement, click-through rates, and ultimately, increased conversions or sales.

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  • 10. 

    T/F: In online display advertising, brand logo and benefit statement should appear at the top of the ad unit, or at both the bottom and the top

    • True

    • False

    Correct Answer
    A. True
    Explanation
    In online display advertising, it is recommended to place the brand logo and benefit statement at the top of the ad unit, or at both the bottom and the top. This ensures that the brand and its message are prominently displayed and easily noticeable by viewers. Placing them at the top helps grab attention and make a strong first impression, while also reinforcing the message when placed at the bottom. This strategy increases the chances of effectively communicating the brand's identity and value proposition to the target audience.

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  • 11. 

    T/F: Through the internet, the consumer is more in control of what he'she sees and reads than ever before

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The statement is true because with the internet, consumers have access to a vast amount of information and have the ability to choose what they want to see and read. They can search for specific topics, follow certain websites or social media accounts, and customize their online experience through various settings and preferences. This level of control allows consumers to filter out unwanted content and focus on what is relevant and interesting to them.

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  • 12. 

    Which of the following is NOT a media type?

    • Newspapers

    • Magazines

    • Esquire

    • Internet

    Correct Answer
    A. Esquire
    Explanation
    Esquire is not a media type because it is a specific magazine title, not a general category of media. Newspapers, magazines, and the internet are all types of media that can be used to disseminate information or entertainment to a wide audience. Esquire, on the other hand, is a specific magazine that focuses on men's lifestyle and interests.

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  • 13. 

    T/F: The consumer realizes a need for a product of service when h/she decides to change his/her actual state of affairs for a desired state of affairs.

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The statement is true because when a consumer realizes a need for a product or service, it means they are aware of a discrepancy between their current state and their desired state. They recognize that they are lacking something or that there is room for improvement in their current situation, and this realization prompts them to seek out a solution or make a change in order to achieve their desired state of affairs.

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  • 14. 

    T/F: Contextual targeting means placing ads on web pages that have relationship to the content of the page

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Contextual targeting refers to the practice of placing advertisements on web pages that are relevant to the content of the page. This means that the ads are displayed in a contextually appropriate manner, increasing the likelihood that they will be seen by the target audience who are interested in the topic being discussed on the page. By matching ads to relevant content, contextual targeting aims to improve the effectiveness and relevance of advertising campaigns. Therefore, the given answer "True" is correct.

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  • 15. 

    T/F: Competitive media spending means setting the budget in relation to the amount of money spent on advertising by competing brands

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Competitive media spending refers to the practice of determining the advertising budget based on the amount of money spent on advertising by rival brands. This approach ensures that the company remains competitive in the market by allocating a budget that is in line with the industry standards and the spending patterns of competitors. By considering the advertising expenditures of competing brands, a company can make informed decisions about its own budget allocation and strive to maintain a level playing field in terms of advertising presence and impact.

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  • 16. 

    T/F: Once brand loyalty is established, it cannot be lost

    • True

    • False

    Correct Answer
    A. False
    Explanation
    Brand loyalty is not permanent and can be lost over time. Factors such as changes in consumer preferences, negative experiences with the brand, competitive offerings, or shifts in market trends can all contribute to the erosion of brand loyalty. Therefore, the statement that once brand loyalty is established, it cannot be lost is false.

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  • 17. 

    T/F: When a consumer is variety seeking, h/she is more likely to switch selections in a random pattern

    • True

    • False

    Correct Answer
    A. True
    Explanation
    When a consumer is variety seeking, it means that they actively seek out different options and enjoy trying new things. This behavior suggests that they are more likely to switch selections in a random pattern, as they are not specifically loyal to any particular brand or product. This randomness allows them to explore different options and avoid getting stuck in a routine. Therefore, the statement "When a consumer is variety seeking, he/she is more likely to switch selections in a random pattern" is true.

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  • 18. 

    T/F:  It's possible to track how people connect online through their on-ramps and through stored behavioral data as well

    • True

    • False

    Correct Answer
    A. True
    Explanation
    It is possible to track how people connect online through their on-ramps and through stored behavioral data. On-ramps refer to the entry points or channels through which individuals access the internet, such as Wi-Fi networks or internet service providers. By monitoring these on-ramps and analyzing stored behavioral data, such as browsing history or online interactions, it is possible to track and understand how people connect online, their preferences, and behaviors. Therefore, the statement is true.

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  • 19. 

    T/F: if you have a broad consumer spectrum, use multiple media

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Having a broad consumer spectrum means that your target audience is diverse and includes people from different demographics. In order to effectively reach and engage with this diverse audience, it is recommended to use multiple media channels. By using multiple media, such as television, radio, print, and online platforms, you can reach a wider range of consumers and increase the chances of your message being seen or heard by your target audience. This allows for a more comprehensive and effective marketing strategy.

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  • 20. 

    T/F: Effective frequency is the number of homes of individuals reached by a media schedule at a given level of frequency.

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The statement is true because effective frequency refers to the number of times an individual is exposed to a particular advertisement or message within a specific time period. It measures the reach of a media schedule in terms of the number of homes or individuals reached at a certain level of frequency. Therefore, the correct answer is true.

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  • 21. 

    Following America's industrialization, advertising was all about pitching products to the American people until what event caused a change in emphasis?

    • Prohibition

    • Presidential election

    • World War II

    • Mass Education

    Correct Answer
    A. World War II
    Explanation
    During World War II, there was a shift in advertising emphasis due to the war effort. Advertisements started focusing more on patriotism and supporting the war rather than solely pitching products. The war created a sense of unity and national pride, and advertisers capitalized on this by promoting products that were essential for the war effort or portrayed as patriotic. This change in emphasis was a result of the war's impact on society and the need to rally the American people behind the war cause.

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  • 22. 

    T/F: The Interactive Advertising Bureau dictates the sizes for online display ads.

    • True

    • False

    Correct Answer
    A. True
    Explanation
    The Interactive Advertising Bureau (IAB) is a prominent industry organization that sets standards and guidelines for online advertising. They have established specifications for various ad formats, including display ads. These specifications include guidelines for ad sizes, such as the dimensions and aspect ratios that are recommended for optimal visibility and compatibility across different platforms. Therefore, it can be inferred that the IAB does indeed dictate the sizes for online display ads, making the statement true.

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  • 23. 

    Which of these steps is necessary before beginning the media plan?

    • Determine the target audience

    • Determine objectives

    • Determine budget

    • All of the above

    Correct Answer
    A. All of the above
    Explanation
    Before beginning the media plan, it is necessary to determine the target audience, objectives, and budget. Determining the target audience helps in understanding who the campaign is intended for and how to effectively reach them. Determining objectives sets clear goals and outcomes that the media plan aims to achieve. Determining the budget helps in allocating resources and determining the scope of the media plan. Therefore, all of these steps are necessary before starting the media plan.

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  • 24. 

    T/F: the internet is free from promotional advertising

    • True

    • False

    Correct Answer
    A. False
    Explanation
    The statement "the internet is free from promotional advertising" is false. The internet is full of promotional advertising in various forms such as banner ads, pop-up ads, sponsored content, and targeted advertisements. Companies and businesses use the internet as a platform to promote their products and services to a wide audience. Additionally, many websites and social media platforms rely on advertising revenue to sustain their operations, further emphasizing the presence of promotional advertising on the internet.

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  • 25. 

    In the consumer-centric online, which of these categories goes OUT from the consumer?

    • Online shopping and buying

    • Targeting

    • News

    • Entertainment

    Correct Answer
    A. Online shopping and buying
    Explanation
    Online shopping and buying goes out from the consumer because it involves the consumer purchasing products or services from online platforms. The consumer is actively engaged in the process of selecting and buying items online, making it a category that is driven by consumer demand and choice. On the other hand, targeting, news, and entertainment are categories that are directed towards the consumer, providing them with personalized content, information, or entertainment options.

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  • 26. 

    T/F: POP puts advertising, products and the consumer together in the same place at the same time

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Point of Purchase (POP) refers to the location where a consumer makes a purchasing decision. It includes physical stores, online platforms, or any other place where products are available for sale. The statement suggests that POP brings advertising, products, and the consumer together in the same place and at the same time, which is true. When a consumer is at the point of purchase, they are exposed to advertising and have the opportunity to interact with the products directly, making it an effective marketing strategy.

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  • 27. 

    Self-regulation of advertising in the United States is often based on which of these:

    • Money versus ethics

    • Strategy versus ethics

    • Ad agency's own moral judgement

    • All of the above

    Correct Answer
    A. All of the above
    Explanation
    The correct answer is "All of the above". Self-regulation of advertising in the United States is often based on a combination of factors including money versus ethics, strategy versus ethics, and the ad agency's own moral judgment. This means that advertising practices can be influenced by financial considerations, ethical considerations, strategic considerations, and the personal beliefs and values of the agency.

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  • 28. 

    Advertising is NOT supposed to accomplish which of the following:

    • Persuade the consumer to buy, try or consider a product

    • Provide sufficient information for the consumer to decide to buy or not to buy

    • Encourage the consumer to buy regardless of need

    • Make a conscious effort to ethically enhance the image of the product or company

    Correct Answer
    A. Encourage the consumer to buy regardless of need
    Explanation
    Advertising is not supposed to encourage the consumer to buy regardless of need. The purpose of advertising is to persuade the consumer to buy, try, or consider a product, provide sufficient information for the consumer to make a decision, and make a conscious effort to ethically enhance the image of the product or company. However, encouraging consumers to buy regardless of need goes against the ethical responsibility of advertising, as it may lead to wasteful consumption and exploitation of consumers.

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  • 29. 

    T/F: Home users and business users consume the internet similarly

    • True

    • False

    Correct Answer
    A. False
    Explanation
    Home users and business users do not consume the internet similarly. Home users typically use the internet for personal purposes such as browsing, social media, and entertainment, while business users rely on the internet for professional purposes such as communication, research, and online transactions. The usage patterns, bandwidth requirements, and security needs differ significantly between home and business users, making their internet consumption distinct.

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  • 30. 

    T/F: television is the fastest growing medium today

    • True

    • False

    Correct Answer
    A. False
    Explanation
    The statement "television is the fastest growing medium today" is false. While television remains a popular medium, it is not the fastest growing one. In recent years, digital platforms and streaming services have experienced significant growth, surpassing traditional television viewership. The rise of social media, online video platforms, and mobile devices has contributed to the growth of these digital mediums, making them the fastest growing in terms of audience reach and engagement.

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  • 31. 

    Which of these is NOT an online ad category?

    • Rectangles and pop-ups

    • Banners and buttons

    • Full bleed pages

    • Skyscrapers

    Correct Answer
    A. Full bleed pages
    Explanation
    Full bleed pages are not an online ad category. Full bleed refers to an image or design that extends to the edge of the page without any margins or borders. While rectangles and pop-ups, banners and buttons, and skyscrapers are all common types of online ads, full bleed pages do not fall into this category as they pertain to the layout and design of a webpage rather than an advertisement format.

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  • 32. 

    In-page rich media can include which of the following?

    • Embedded games

    • Registration forms

    • Video

    • All of the above

    Correct Answer
    A. All of the above
    Explanation
    In-page rich media refers to various types of interactive content that can be displayed on a webpage. This can include embedded games, registration forms, and videos. All of these options are valid examples of in-page rich media as they enhance user engagement and provide interactive experiences on a website.

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  • 33. 

    T/F: Vehicles within one media type can reach only 50% of the market

    • True

    • False

    Correct Answer
    A. False
    Explanation
    The statement suggests that vehicles within one media type can only reach 50% of the market, which means that they are limited in their reach. However, the correct answer is False, indicating that this statement is not true. This implies that vehicles within one media type are not limited to reaching only 50% of the market, and they may have the potential to reach a larger portion of the market.

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  • 34. 

    When a product needs updating or revising, particularly if it has a quality or reputation problem in the market, it's called:

    • Restructuring

    • Brand value

    • Rebranding

    • Brand equity

    • Renaming

    Correct Answer
    A. Rebranding
    Explanation
    Rebranding refers to the process of updating or revising a product, especially when it has quality or reputation issues in the market. This involves changing the brand image, name, design, or other elements to improve the perception and appeal of the product among consumers. It is a strategic move aimed at revitalizing the product and enhancing its market position.

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  • 35. 

    The National Advertising Review Council (NARC) was established to provide guidance for standards of truth and accuracy for which of these units?

    • The National Advertising Review Board (NARB)

    • The Children's Advertising Unit (CARU)

    • The Electronic Retailing Self-Regulation Program (ERSP)

    • All of the above

    Correct Answer
    A. All of the above
    Explanation
    The National Advertising Review Council (NARC) was established to provide guidance for standards of truth and accuracy for all of the mentioned units: The National Advertising Review Board (NARB), The Children's Advertising Unit (CARU), and The Electronic Retailing Self-Regulation Program (ERSP). This means that NARC oversees and ensures that these units adhere to the principles of truth and accuracy in advertising.

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  • 36. 

    When a product needs updating or revising, particularly if it has a quality or reputation problem in the market, it's called:

    • Restructuring

    • Brand Value

    • Rebranding

    • Brand Equity

    Correct Answer
    A. Rebranding
    Explanation
    Rebranding is the correct answer because it refers to the process of updating or revising a product, especially when there are quality or reputation issues in the market. This involves changing the brand image, name, logo, or other elements to create a fresh perception among consumers. It helps to distance the product from its previous negative associations and rebuild its reputation in the market.

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  • 37. 

    T/F: An interstitial online display ad appears between one page and another as the bisitor clicks through the site

    • True

    • False

    Correct Answer
    A. True
    Explanation
    An interstitial online display ad is a type of advertisement that appears between one page and another as the visitor clicks through the site. This means that when a user navigates from one page to another on a website, they may encounter an interstitial ad before reaching their desired destination. This ad format is often used to grab the user's attention and promote a product or service. Therefore, the statement "An interstitial online display ad appears between one page and another as the visitor clicks through the site" is true.

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  • 38. 

    Which of these is a criteria for creating internet ads that will have a positive impact?

    • Use powerful images

    • Follow the flow

    • Understand and leverage the unique strength of each ad unit

    • All of the above

    Correct Answer
    A. All of the above
    Explanation
    The correct answer is "All of the above". This means that all the options mentioned - using powerful images, following the flow, and understanding and leveraging the unique strength of each ad unit - are criteria for creating internet ads that will have a positive impact. Each of these factors plays a role in capturing the attention of the audience, maintaining their interest, and effectively conveying the message of the ad. By incorporating all these elements, advertisers can increase the chances of creating impactful internet ads.

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  • 39. 

    Which of these is NOT a feature of online activity?

    • Psychographics

    • Connectivity

    • Touch Points

    • CPC (Cost Per Click)

    Correct Answer
    A. Psychographics
    Explanation
    Psychographics is not a feature of online activity. Psychographics refers to the study and analysis of people's attitudes, interests, and opinions, which are used to understand consumer behavior. While online activity may involve connectivity, touch points (interactions with a brand or product), and CPC (a pricing model for online advertising), it does not directly involve psychographics.

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  • 40. 

    T/F: In online advertising, banner ads take full advantage of the vertical format to communicate

    • True

    • False

    Correct Answer
    A. True
    Explanation
    Banner ads in online advertising are designed to take full advantage of the vertical format to effectively communicate with the audience. The vertical format allows for a larger and more visually appealing ad space, enabling advertisers to showcase their message, graphics, and call-to-action more prominently. This format also ensures that the ad is displayed prominently on websites and mobile devices, maximizing visibility and engagement. Therefore, the statement that banner ads take full advantage of the vertical format to communicate is true.

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  • 41. 

    Some of the disadvantages of clutter are:

    • It lowers overall consumers awareness

    • It makes it difficult to establish favorable brand attitudes

    • It can hide some really good advertising that would otherwise be effective

    • All of the above

    Correct Answer
    A. All of the above
    Explanation
    Clutter has several disadvantages. Firstly, it lowers overall consumer awareness as too many advertisements can overwhelm consumers and make it difficult for them to pay attention to any specific brand or message. Secondly, clutter makes it difficult to establish favorable brand attitudes as consumers may become annoyed or disinterested with the excessive amount of advertising. Lastly, clutter can hide some really good advertising that would otherwise be effective, as it may get lost among the numerous other advertisements. Thus, all of the given options correctly highlight the disadvantages of clutter.

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  • 42. 

    Advertising is NOT supposed to accomplish which of the following:

    • Persuade the consumer to buy, try or consider a product

    • Provide sufficient information for the consumer to decide to buy or not to buy

    • Encourage the consumer to buy regardless of need

    • Make a conscious effort to ethically enhance the image of the product of company

    • All the above are criteria for advertising

    Correct Answer
    A. Encourage the consumer to buy regardless of need
    Explanation
    Advertising is not supposed to encourage the consumer to buy regardless of need. The purpose of advertising is to persuade the consumer to buy, try, or consider a product, provide sufficient information for the consumer to decide to buy or not to buy, and make a conscious effort to ethically enhance the image of the product or company. However, encouraging the consumer to buy regardless of need goes against the ethical aspect of advertising, as it promotes unnecessary consumption and can be seen as manipulative.

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  • 43. 

    How does advertising promote brand equity?

    • It has the potential to be noticed and remembered

    • It can register the brand name with the consumer and convey its message or image

    • It can persuade the consumer to buy or use the brand

    • All of the above

    Correct Answer
    A. All of the above
    Explanation
    Advertising promotes brand equity by having the potential to be noticed and remembered, registering the brand name with the consumer and conveying its message or image, as well as persuading the consumer to buy or use the brand. By achieving all of these objectives, advertising helps to build a strong brand identity and reputation, which in turn increases brand equity.

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  • 44. 

    Which of these is NOT considered rich media?

    • Animation

    • Streaming media

    • Optimized landing page

    • Dynamic HTML

    Correct Answer
    A. Optimized landing page
    Explanation
    An optimized landing page is not considered rich media because it refers to a webpage that is designed to convert visitors into leads or customers. It focuses on providing relevant information and a clear call-to-action, rather than using interactive elements like animation or streaming media. Rich media typically includes multimedia elements that engage users, such as videos, audio, or interactive graphics.

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  • 45. 

    Which of these is (are) criteria for choosing the media for your media mix?

    • Flexibility, ability to target, response rate, availability

    • Ability target, compatible editorial environment, adult programming, availability

    • Compatible editorial environment, availability, flexibility, ability to roadblock

    • Flexibility, ability to target, response rate, narrow market

    • None of the above

    Correct Answer
    A. Flexibility, ability to target, response rate, availability
    Explanation
    The criteria for choosing the media for your media mix include flexibility, which allows for adjustments and changes in the advertising strategy as needed. The ability to target specific audiences is important to ensure that the message reaches the intended demographic. Response rate is a measure of how well the media can generate a response or engagement from the audience. Availability refers to the accessibility and presence of the media channel. These criteria help in selecting the most effective media mix for a successful advertising campaign.

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  • 46. 

    Following america's industrialization, advertising was all about pitching products to the American people until what event caused a change in emphasis?

    • Prohibition

    • Presidential election

    • World war II

    • Mass education

    • None of the above

    Correct Answer
    A. World war II
    Explanation
    World War II caused a change in emphasis in advertising. During this time, the focus shifted from pitching products to the American people to supporting the war effort. Advertising became more patriotic and aimed at promoting war bonds, rationing, and encouraging citizens to contribute to the war in various ways. The war had a significant impact on the economy and society, leading to a change in advertising strategies to align with the wartime priorities.

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  • 47. 

    If part of the market cannot be reached by a single medium, which of the following is true?

    • Market reach can be increased with the roadblock tactic

    • Percentage not covered may not the worth the cost of an additional medium

    • Most target audiences consume only one medium

    • Use duplicate audiences and programming

    Correct Answer
    A. Percentage not covered may not the worth the cost of an additional medium
    Explanation
    If part of the market cannot be reached by a single medium, it implies that there are certain segments of the target audience that cannot be effectively reached through a single advertising channel. The correct answer suggests that it may not be worth the cost of adding another medium to cover the percentage of the market that is not covered. This implies that the cost of using an additional medium may outweigh the potential benefits of reaching a small portion of the market that cannot be reached through the initial medium.

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  • 48. 

    Which of these are types of POP?

    • Window and door signs

    • Dump bin

    • Cart advertising

    • Mobile or banner

    • All the above

    Correct Answer
    A. All the above
    Explanation
    All the options listed (window and door signs, dump bin, cart advertising, mobile or banner) are types of POP (Point of Purchase) advertising. POP advertising refers to promotional materials or displays that are strategically placed at the point of purchase, such as in-store or at checkout counters, to attract customers and encourage impulse buying. These various types of POP advertising are commonly used by businesses to capture the attention of customers and promote their products or services.

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  • 49. 

    The first female principal of an advertising agency was:

    • Helen Resor

    • Mary Wells

    • Lydia Pinkham

    • Celia Overton

    Correct Answer
    A. Mary Wells
    Explanation
    Mary Wells is considered the first female principal of an advertising agency. She co-founded the advertising agency Wells Rich Greene in 1966 and served as its president. Wells was a pioneer in the industry, known for her creative and innovative campaigns. She broke barriers and shattered glass ceilings, paving the way for future women in advertising.

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  • Mar 25, 2009
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