CHAP 1

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

3000
2. Advertising can also be seen to be misleading, _______, false, or even
socially irresponsible. Offensive
3. The means by which advertising is controlled should always be formal and
legal. FALSE
4. The first advertising agencies appeared in the _____ century. 19TH
5. The term ‘soap opera’ arose because early sponsors of television dramas
were soap manufacturers. FALSE - radio dramas
6. The move from single sponsor programme support to participation
advertising was due primarily to......... 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 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
agency
9. Unwin (1974) suggests the creative style used to communicate brand ideas
and associations constitutes a language of advertising
10.Culture is acquired through Learning
11.One of the most important international, culturally oriented research
exercises, was undertaken by Hofstede
12.Collectivist cultures emphasise 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.
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
15.Music is used frequently in advertising as  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 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.
PROPOSED DEFINITION
18.The role of advertising is to . ENGAGE AUDIENCES.............
19.Engagement seeks to generate one two main types of response.... Brand
Values and Brand Response
 CHAP 2
1. Schramm (1955) determined that communication consisted of a series of
core, essentially sequential activities. These are: ENCODING, SIGNAL,
AND DECODING
2. It is the quality of the ___________ between the various elements in the
process that determine whether a communication event will be
successful. LINKAGES
3. The core model of communication has been criticised for its
OVERSIMPLIFICATION, AND POTENTIAL FOR INFORMATION
DEVIANCE.
4. There are two particular influences on the communication process. These
are MEDIA AND PEOPLE
5. The Influencer model depicts information flowing via media channels to
particular types of people True
6. Opinion leaders and opinion formers are an integral part of which model
of communication Influencer
7. Editors of travel sections in the Sunday press and television presenters of
travel programmes can influence the decisions of prospective travellers
through THEIR FORMALISED KNOWLEDGE
8. The multistep model is the same as the Influencer model True
9. The Interactional model of communication attempts to assimilate the
variety of ____________ acting upon the ____________ process. These
include the ____________ people give to communications received from
people and machines. INFLUENCES, COMMUNICATION,
RESPONSES
10.Arising out of interaction is DIALOGUE
11.Which of the following is not one of the four forms of interactive digital
advertising, identified by Cheng et al (2009) RSS
12.Littlejohn (1992) identifies four main contexts within which
communication occurs. These are INTERPERSONAL, GROUP,
ORGANISATIONAL AND MASS COMMUNICATION
13.There are two key characteristics associated with a message source.
These are: SOURCE CREDIBILITY AND ATTRACTIVENESS
14.Credibility consists of three core elements. They are.... EXPERTISE,
MOTIVATION AND TRUSTWORTHINESS
15.Messengers perceived to be physically attractive lead to two main
outcomes. These ads ATTRACT MORE ATTENTION AND ARE
EVALUATED MORE POSITIVELY
16.Which one of the following is not one of the four main types of
spokesperson. CRITICS
17.The information processing school believe that the cognitive
interpretation is a valid approach to understanding how information is
used. TRUE
18.Classical psychological theory considers attitudes to consist of three
components. These are.... COGNITIVE,CONATIVE,AFFECTIVE
19.The ELM proposes that there are two main routes to attitude change.
These are CENTRAL AND PERIPHERAL ROUTES
20.Peripheral cues are a short-hand representation of a brand. FALSE
 CHAP 3
1. USP stands for unique selling proposition
2. ESP stands for emotional selling proposition
3. Ads that have substantial emotional content are more effective than
informational ads and lead to: stronger levels of engagement
4. Emotional and informational messages should together, not
independently. TRUE
5. Most of the early advertising models were developed on the principle that
individuals are cognitive information processors and that ads are
understood as a result of information processing
6. A great deal of advertising is directed towards __________ of the target
audience. Getting the attention
7. Where low levels of awareness are matched by low involvement, the
prime objective has to be to create awareness of the product to create
awareness of the product
8. Perception is concerned with how individuals ______, ________, ____,
_______ stimuli so that they can understand the world. select, organise
and interpret
9. The presentation of (advertising) stimuli that conflict with an individual’s
expectations will invariably receive more attention
10.Interpretation is the process by which individuals give meaning to the
stimuli once they have been organised. TRUE
11.AIDA stands for Attention, Interest, Desire and Action
12.The major criticism of Hierarchy of Effects models is that they assume
that consumers move through the decision making stages in a logical,
rational manner TRUE
13.The salience interpretation is based upon the premise that advertising
works by standing out
14.The To-Go model of advertising works by persuading people to search,
and find out more
15.The Weak theory of advertising was developed by Ehrenberg
16.ATR model of advertising stands for awareness–trial–reinforcement
17.The dimensions used on the vertical axis of the FCB Grid is Think-Feel
18.Rossiter and Percy suggest that involvement is a continuum FLASE
19.Fame campaigns work by Getting talked about and making waves
20.Reinforcement campaigns work by Reinforcing existing behaviour
CHAP 4
1. Strategy can be applied at which of the following levels? Advertising –
Marketing – Corporate – Communications
2. The main levels of organisational strategy are: Tactical – Functional –
Corporate
3. Integration can be either strategic or tactical? TRUE
4. Target audiences should perceive communications and associated cues as:
Relevant, likeable, timely and of value
5. DAGMAR stands for _________ Advertising _______for __________
Advertising __________ Defined, Goals, Measured, Results
6. Advertising strategy is concerned with Audiences – Positioning
7. Which of the following activities are pre requisites for successful
positioning? Market segmentation - Target marketing
8. A Pull positioning strategy targets: End users
9. Name three generic marketing communications positioning strategies. Pull,
push and profile
10.Complete the following statement which argues the IPA’s approach to
planning-
A _________approach to planning how a _________ engages it’s
______________holistic/brand/audience
11.Which of the following might be considered as influencing strategies?
Emotional involvement – Information – Persuasion – Reinforcement
12.What kind of appeals to Dens and De Pelsmacker suggest as most successful
in high involvement purchase situations? Informational
13.Effective strategic development at all levels needs to be based on the setting
of clear and detailed: Objective
14.Strategic balance considers the relation between Push, pull and profile
strategies
15.All objectives should be – complete these words
1. S------------
2. M-----------
3. A-------------
4. R-------------
5. T------------- Specific, Measurable, Achievable, Realistic, Timed
16.What do the letters MCPF stand for? Marketing Communications Planning
Framework
17.Identify the four main elements of a Context Analysis Business, Customer,
Internal and External
18.Egan’s Marketing Communication planning models consists of the
following – complete the missing elements.
1. Situation
2. O----------
3. Strategy
 4. T----------
5. C----------
6. Evaluation
Objectives/Tactics/Control
19.Which of the following would be considered as part of a Customer Context
analysis? Level of involvement - Types of perceived risk - Levels of
awareness, perception and attitudes towards the brand/organization -
Segment characteristics
20.There is some concensus within the communications industry that one of the
key planning principles is the need for detailed Customer information
21.When undertaking customer targeting, options to be recommended are based
on which of the following criteria? User Behaviours - Geo demographics
22.Identify four types of platforms for developing a positioning strategy. Price,
quality, benefits, functions/features, lifestyles, experience, tradition,
nationality, performance, security, guarantee, distribution/logistics,
overcoming perceived risks, product usage, segmentation variables, abstract
23.Successful and effective positioning is based on short term applications –
FALSE
24.Perceptual mapping is an effective tool for evaluation of: Competitive
positioning
25.The first academics to outline positioning strategy were: Ries and Trout
 CHAP 5
1. Creativity is only relevant to TV advertising. FLASE
2. Shimp (2010) proposes creative advertising consists of three elements –
complete:
1. C---------------
2. A---------------
3. N---------------
Connectedness, Appropriateness and Novelty
3. One of the main aims of creativity in advertising is to gain: Attention
4. Complete the following statement: _________ is a critical component of
__________ advertising effectiveness as it _______ how consumers in
different countries and regions perceive advertising.
Culture/International/influences
5. El-Murad and West (2004) present a paper in the Journal of Advertising
Research which examines which of the following: Defining advertising
creativity
6. The creative partnership in a typical advertising agency consists of which
two roles Art Director and Copywriter
7. Who would normally be responsible for developing the creative brief in an
advertising agency? Account planner
8. Creativity can be influenced by the relationship between an agency and:
Clients
9. Sir John Hegarty is the Global Artistic Director for which agency: BBH
10.Advertisers in many Asian nations use emotional rather than cognitive or
rational appeals -TRUE
11.Name three types of products where appeals based on sex might be effective
Perfume, fashion, jewellery
12.Music has the potential to gain _________ and assist product ________ in
advertisements. Attention/ differentiation
13.Divergence dimensions of advertising creativity include which of the
following: Artistic value – Originality – Flexibility – Synthesis
14.Stuhlfaut (2011) offers a concept which he refers to as the Creative ______.
CODE
15.Successful creativity leads from identifying a client’s: NEED
16.Burtenshaw et al (2006: 90) suggest that a good creative brief ‘should be
written in a way that ________ creativity and promotes __________ ideas’.
Complete missing words. Stimulates/original
17.The principle of building a border around an idea or story and then
presenting a contained and managed view of an issue is known as
FRAMING
18.UGC stands for what? User Generated Content
19.UGC can be derived through which of the following processes: Open
sources - Crowd sources - Friend sources
20.Shimp (2010) identifies that although advertisers aim for their ads to be
creative, they also need them to _________ in the memory of the receiver.
Complete blank: STICK
21.Can advertising messages be positive or negative? TRUE
22.Which brand is well known for ‘edgy’ advertising? Benetton
23.Name four types of Information based appeals Factual/ Slice of
Life/Demonstration/Comparison
24.Name four types of Emotional based appeals
Fear/Humour/Animation/Sex/Music/Fantasy and Surrealism
25.The Cannes Lions Creative Effectiveness Awards are based on cinema
advertising FALSE