Advertising questions

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

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

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)