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

2)
The word advertisement first appeared in the ________.
A)
1550s
B)
1650s
C)
1750s
D)
1850s
E)
1950s

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

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

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

6)
Advertising is usually paid for by the ________.
A)
audience
B)
target
C)
agency
D)
advertiser
E)
media

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

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

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

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