1. How many commercial messages are we thought to encounter each day?

1000
Your Answer:
Correct Answer: 3000

2. Advertising can also be seen to be misleading, _______, false, or even

socially irresponsible.

corrupting
Your Answer:
Correct Answer: offensive

3. The means by which advertising is controlled should always be formal and

legal.

True
Your Answer:
Correct Answer: False

4. The first advertising agencies appeared in the _____ century.

19th
Your Answer:

5. The term ‘soap opera’ arose because early sponsors of television dramas
were soap manufacturers.

False
Your Answer:

6. The move from single sponsor programme support to participation

advertising was due primarily to.........

Increasing competition
Your Answer:
Correct Answer: Rising costs

7. The holy grail of communications is an agency’s ability to offer clients

a single point from which all of their integrated

Your Answer: communication needs can be met.
8. Clients have responded to the environmental developments and industry
concentration by

centralising their own communications needs into a single

Your Answer: agency

9. Unwin (1974) suggests the creative style used to communicate brand

ideas and associations constitutes a _______ __ _________

culture of values
Your Answer:
Correct Answer: language of advertising

10 Culture is acquired through

.
The media
Your Answer:
Correct Answer: Learning

11 One of the most important international, culturally oriented research

exercises, was undertaken by
.
Hofsmann
Your Answer:
Correct Answer: Hofstede

12 Collectivist cultures emphasise ______________________.

.
group skills and outcomes
Your Answer:
Correct Answer: good group membership and participation

13 In high-context languages, information /content is assumed to be

___________________
.
implicit: it is known and does not need to be set out.
Your Answer:

14 Which of the following is not a school of art to have been represented in

advertising, can all be observed in billboards and post
.
Corkism
Your Answer:
 15 Music is used frequently in advertising as ___________
.
background
Your Answer:
Correct Answer: an executional cue

16 Advertising that uses emotional appeals, such as fear, rather than those
that use rational, information based messages, are better at motivating a
. change in behaviour

False
Your Answer:
Correct Answer: True

17 Richards and Curran (2002) labelled the definition ‘Advertising is a paid,

mediated form of communication from an identifiable source, designed to
. persuade the receiver to take some action, now or in the future.’ as
a.............

retrospective definition
Your Answer:
Correct Answer: proposed definition

18 Which of the following is not a recognised type of advertising

.
Place
Your Answer:
Correct Answer: Agency

19 The role of advertising is to ..............

.
remind audiences
Your Answer:
Correct Answer: engage audiences

20 Engagement seeks to generate one two main types of response....

.
Brand Happiness and Brand Response
Your Answer:
Correct Answer: Brand Values and Brand Response

Questions
How many commercial messages are we thought to encounter each
day?

  3000
  
1000
  
5000
  
100
  

Advertising can also be seen to be misleading, _______, false, or

even socially irresponsible.
  long winded
  
offensive
  
bureaucratic
  
corrupting
  

The means by which advertising is controlled should always be

formal and legal.
   True
 False

The first advertising agencies appeared in the _____ century.

  17th
  
20th
  
4th
  
19th
  

The term ‘soap opera’ arose because early sponsors of television

dramas were soap manufacturers.
   True
  False

The move from single sponsor programme support to participation

advertising was due primarily to.........
  Rising costs
  
Improving technology
  
Increasing competition
  
The need for more varied creative content
  

The holy grail of communications is an agency’s ability to offer

clients
  a single point from which all of their integrated communication needs can be
   met.
a single point from which all of their strategic needs can be met.
  
a single point from which all the best creative process are located
  
a single point from which all of their planning needs can be met.
  

Clients have responded to the environmental developments and

industry concentration by
  centralising their own communications needs into a single agency
  
demanding single-stop shopping
  
doing nothing
  
undertaking their advertising in-house
  

Unwin (1974) suggests the creative style used to communicate

brand ideas and associations constitutes a _______ __ _________
  language of advertising
  
culture of values
  
form of communication
  
vision of realism
  
 Culture is acquired through
  The media
  
Experimentation
  
Parents
  
Learning
  

One of the most important international, culturally oriented research

exercises, was undertaken by
  Hofshouse
  
Hofsmann
  
Hofstede
  
Hofsvelt
  

Collectivist cultures emphasise ______________________.

  good group membership and participation
  
group skills and outcomes
  
group outcomes and cohesion
  
group identity and performance
  

In high-context languages, information /content is assumed to be

___________________
  implicit: it is known and does not need to be set out.
  
implicit: it is known but needs to be elaborated
  
explicit: it is not known and needs to be set out.
  
explicit: it is known but needs to be elaborated
  

Which of the following is not a school of art to have been

represented in advertising, can all be observed in billboards and post
  Impressionism
  
Symbolism
  
Corkism
  
 Art Deco
  

Music is used frequently in advertising as ___________

  a standout feature
  
a mood setter
  
background
  
an executional cue
  

Advertising that uses emotional appeals, such as fear, rather than

those that use rational, information based messages, are better at
motivating a change in behaviour
   True
 False

Richards and Curran (2002) labelled the definition ‘Advertising is a

paid, mediated form of communication from an identifiable source,
designed to persuade the receiver to take some action, now or in the
future.’ as a.............
  proposed definition
  
current definition
  
classic definition
  
retrospective definition
  

Which of the following is not a recognised type of advertising

  Place
  
Source
  
Message
  
Agency
  
 The role of advertising is to ..............
  stimulate audiences
  
remind audiences
  
engage audiences
  
inform audiences
  

Engagement seeks to generate one two main types of response....

  Brand Happiness and Brand Response
  
Brand Values and Brand Response
  
Brand Equity and Brand Response
  
Brand Values and Brand Activation