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WorksheetsTruyền thông Quảng cáo
Total questions: 25
Worksheet time: 20mins
Name
Class
Date
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.
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
3.
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
4.
By using which type of advertising agency does an advertiser produce its own advertising?
a)
home agency
b)
agency-of-record
c)
in-house agency
d)
creative boutique
e)
agency network
5.
Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?
a)
advertiser
b)
agency-of-record
c)
media
d)
vendor
e)
distributors
6.
A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.
a)
department
b)
holding company
c)
network
d)
_x001d_account
e)
boutique
7.
In an advertising agency, who is usually responsible for interpreting the client's marketing research and strategy for the rest of the agency?
a)
the account executive
b)
the account planner
c)
the traffic department
d)
the copywriter
e)
the human resources department
8.
Which of the following positions in an advertising agency is most closely involved with creative development?
a)
the account executive
b)
the account planner
c)
the media buyer
d)
the copywriter
e)
the management supervisor
9.
Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.
a)
buzz marketing
b)
public relations
c)
integrated marketing communication
d)
word of mouth marketing
e)
mass communication
10.
Over the years, identification, information, and entertainment have been the basic elements of marketing communication
a)
True
b)
False
11.
Which of the following is NOT a traditional advertising medium?
a)
Television
b)
Radio
c)
Social media
d)
Newspaper
12.
What does SWOT stand for in the context of business analysis?
a)
Strengths, Weaknesses, Opportunities, Threats
b)
Sales, Worth, Objectives, Trends
c)
Strategies, Workflow, Organization, Tools
d)
Systems, Wins, Outreach, Technology
13.
What is the purpose of a PEST analysis in business?
a)
Identifying internal strengths and weaknesses
b)
Analyzing the competitive landscape
c)
Assessing external factors that may affect the business
d)
Evaluating customer feedback
14.
When conducting a PEST analysis, which of the following is an example of a "Political" factor?
a)
Changes in consumer preferences
b)
Government regulations
c)
Technological advancements
d)
Economic trends
15.
Which type of segmentation is based on consumer behavior, such as purchase history and product usage?
a)
Demographic segmentation
b)
Psychographic segmentation
c)
Behavioral segmentation
d)
Geographic segmentation
16.
In advertising, the "Key Message" refers to:
a)
The brand's history
b)
The campaign's color scheme
c)
The primary message you want to convey
d)
The target audience's demographics
e)
The campaign evaluation metrics
17.
What is a primary consideration in "Campaign Evaluation"?
a)
Setting the campaign budget
b)
Choosing the right media channels
c)
Identifying target audience demographics
d)
Creating a brand logo
e)
Measuring the effectiveness of campaign efforts
18.
What is the primary purpose of a "SWOT Analysis" in the context of advertising?
a)
To outline the media plan
b)
To identify internal strengths and weaknesses and external opportunities and threats
c)
To select the campaign's spokesperson
d)
To choose the color scheme for the campaign
e)
To create a catchy jingle
19.
What is the primary goal of "Integrated Marketing Communications (IMC)"?
a)
Ensuring consistency in all marketing and communication efforts
b)
Identifying external opportunities
c)
Setting the campaign budget
d)
Identifying target audience demographics
20.
What is the purpose of "Media Planning" in advertising?
a)
Setting the campaign budget
b)
Creating the brand's logo
c)
Identifying external opportunities
d)
Selecting the optimal mix of media channels and placements
e)
Designing the creative elements of an ad
21.
"Demographic factors" in segmentation may include:
a)
The brand's history
b)
The color scheme of an ad
c)
Age, gender, income, and education level
d)
The media channels selected for advertising
e)
The number of employees in a company
22.
"Psychographic segmentation" considers:
a)
Geographical location of the target audience
b)
Income and education level of the target audience
c)
The media channels selected for advertising
d)
The lifestyle, values, and interests of the target audience
e)
Creating a brand's logo
23.
In a "Creative Brief," what is the purpose of "Unique Selling Proposition (USP)"?
a)
To identify external opportunities
b)
To determine the campaign budget
c)
To define what sets the product or service apart from competitors
d)
To select the media channels
e)
To create a brand logo
24.
"Customer Persona" in advertising is a representation of:
a)
The brand's history
b)
A fictional character that represents the target audience's demographics
c)
The media channels selected for advertising
d)
The competition in the market
e)
The budget allocated for creative work
25.
"Integrated Marketing Communications (IMC)" emphasizes:
a)
The brand's history
b)
The media calendar
c)
The budget allocation for advertising
d)
The key message of a campaign
e)
The use of multiple communication channels and strategies to
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