Chapter 01 Testbank

Student: ___________________________________________________________________________

1.

The term ‘copywriter’, hired by the ad agency, refers to:

A. the person who controls the media space.

B. the person who designs the creative.
C. the person who writes the headlines, script and body copy of the ad.
D. the person who produces the copy, layout and illustrations.

2.

The _____ is an outside firm that specialises in the creation, production and/or placement of the
communications message and that may provide other marketing and promotions-related services.

A. media organisation
B. sales promotion firm
C. research organisation
D. advertising agency

3.

A full-service advertising agency refers to:

A. an agency that specialises in media buying and strategy.

B. an agency that is based in-house, i.e. within the client organisation.
C. an agency that offers a full range of marketing, communication and promotional services.
D. an agency that specialises in creative strategy and execution.

4.

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the
country is known as _____ advertising.

A. primary demand
B. trade
C. consumer
D. national
5.

Primary demand advertising is designed to:

A. draw particular attention to a particular branded item.

B. stimulate demand for a general product class or industry.
C. help launch a specific line extension.
D. compare two or more competitors in a real-world situation.

6.

_____ advertising is a type of consumer-orientated advertising that focuses on creating demand for a
specific company's brand.

A. Primary demand
B. Selective demand
C. Trade
D. Secondary demand

7.

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make
other products.

A. Professional
B. Primary demand
C. Retail
D. Trade

8.

Superagencies were formed:

A. because advertisers were disenchanted with large agencies.

B. because advertisers wanted agencies that were more flexible and responsive.
C. to save money for clients.
D. so agencies could provide their clients with integrated marketing communications services
worldwide.
9.

In the mid-1990s, a number of mid-sized ad agencies formed alliances with larger agencies:

A. to save money.
B. to offer greater media-buying capabilities.
C. because clients wanted agencies with integrated marketing communication capabilities
worldwide.
D. because all of the given answers are true.

10.

What does CMC mean?

A. customer management communication

B. computer-mediated communication
C. computer management control
D. customer-mediated community

11.

Advertising plays a major role in most organisations today.

True False

12.

Technology has changed the way advertising is exchanged. Today, consumers can initiate conversations
with advertisers, rather than simply being receivers of the message.

True False

13.

Brand image plays an important role in the purchase of many products and services.

True False

14.

The Communications Council is the key advertising agency body that exists today.

True False
15.

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.

True False

16.

Advertising is still the most cost-effective way to reach large audiences, which makes it a very important
IMC tool.

True False

17.

For marketers interested in building or maintaining brand awareness, there is no effective substitute for
free-to-air television.

True False

18.

An account manager is the link between the creative department and accounting.

True False

19.

Advertising done by retailers such as Target and Myer for the purpose of building store traffic and
encouraging consumers to make a purchase now is known as business-to-business advertising.

True False

20.

Advertising cannot stimulate demand for a product category.

True False
21.

Like traditional advertising, all interactive advertising is a paid form of advertising.

True False

22.

Mass media advertising is dying.

True False

23.

Describe the difference between the traditional push model of advertising and a ‘push–pull’ model

24.

How have expectations of ad agencies changed and what does the future hold for them?
Chapter 01 Testbank Key

1.

The term ‘copywriter’, hired by the ad agency, refers to:

广告代理商雇用的“广告撰稿人”一词指的是撰写广告标题，剧本和正文的人。

A. the person who controls the media space.

B. the person who designs the creative.
C. the person who writes the headlines, script and body copy of the ad.
D. the person who produces the copy, layout and illustrations.

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function

2.

The _____ is an outside firm that specialises in the creation, production and/or placement of the
communications message and that may provide other marketing and promotions-related services.
广告代理商是一家外部公司，专门从事通信消息的创建，生产和/或放置，并可提供其他营销和促销相关服务。

A. media organisation
B. sales promotion firm
C. research organisation
D. advertising agency

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function

3.

A full-service advertising agency refers to:

全方位服务广告代理商是指提供全方位营销，沟通和促销服务的代理商。

A. an agency that specialises in media buying and strategy.

B. an agency that is based in-house, i.e. within the client organisation.
C. an agency that offers a full range of marketing, communication and promotional services.
D. an agency that specialises in creative strategy and execution.

Bloom's: Comprehension
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function
4.

Advertising done by manufacturers of well-known brands on a nationwide basis or in most regions of the
country is known as _____ advertising.
由全国知名品牌的制造商或在该国大部分地区进行的广告被称为国家广告。

A. primary demand
B. trade
C. consumer
D. national

Bloom's: Comprehension
Difficulty: Easy
Learning Objective: 1.4 To introduce marketing communication concepts—such as consumer empowerment and
engagement, the push–pull marketplace and interactive advertising, digital and social media—that will be fundamental to
the rest of the book

5.

Primary demand advertising is designed to:

主要需求广告旨在刺激对一般产品类别或行业的需求。

A. draw particular attention to a particular branded item.

B. stimulate demand for a general product class or industry.
C. help launch a specific line extension.
D. compare two or more competitors in a real-world situation.

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function

6.

_____ advertising is a type of consumer-orientated advertising that focuses on creating demand for a
specific company's brand.
选择性需求广告是一种面向消费者的广告，专注于创造对特定公司品牌的需求。

A. Primary demand
B. Selective demand
C. Trade
D. Secondary demand

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function
7.

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make
other products.
贸易广告的目标是影响购买用于制造其他产品的商品和服务的个人。

A. Professional
B. Primary demand
C. Retail
D. Trade

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function

8.

Superagencies were formed:

形成了超级机构，因此各机构可以为其客户提供全球的综合营销传播服务。

A. because advertisers were disenchanted with large agencies.

B. because advertisers wanted agencies that were more flexible and responsive.
C. to save money for clients.
D. so agencies could provide their clients with integrated marketing communications services
worldwide.

Bloom's: Knowledge
Difficulty: Medium
Learning Objective: 1.2 To trace the history of advertising in Australia and New Zealand

9.

In the mid-1990s, a number of mid-sized ad agencies formed alliances with larger agencies:
在20世纪90年代中期，许多中型广告代理商与大型代理商建立了联盟，因为客户希望代理商在全球范围内拥有整合的营销传播能力。

A. to save money.
B. to offer greater media-buying capabilities.
C. because clients wanted agencies with integrated marketing communication capabilities
worldwide.
D. because all of the given answers are true.

Bloom's: Knowledge
Difficulty: Medium
Learning Objective: 1.2 To trace the history of advertising in Australia and New Zealand
10.

What does CMC mean?

A. customer management communication

B. computer-mediated communication
C. computer management control
D. customer-mediated community

Bloom's: Comprehension
Difficulty: Medium
Learning Objective: 1.4 To introduce marketing communication concepts—such as consumer empowerment and
engagement, the push–pull marketplace and interactive advertising, digital and social media—that will be fundamental to
the rest of the book

11.

Advertising plays a major role in most organisations today.

TRUE

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function

12.

Technology has changed the way advertising is exchanged. Today, consumers can initiate conversations
with advertisers, rather than simply being receivers of the message.

TRUE

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.3 To explore the changing advertising environment

13.

Brand image plays an important role in the purchase of many products and services.

TRUE

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function
14.

The Communications Council is the key advertising agency body that exists today.

TRUE

Bloom's: Knowledge
Difficulty: Medium
Learning Objective: 1.2 To trace the history of advertising in Australia and New Zealand

15.

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.

TRUE

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function

16.

Advertising is still the most cost-effective way to reach large audiences, which makes it a very important
IMC tool.

TRUE

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To define advertising—looking at its importance and its function

17.

For marketers interested in building or maintaining brand awareness, there is no effective substitute for
free-to-air television.

TRUE

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.3 To explore the changing advertising environment
18.

An account manager is the link between the creative department and accounting.

FALSE
An account manager is the link between the ad agency and its clients.

Bloom's: Knowledge
Difficulty: Easy
Learning Objective: 1.2 To trace the history of advertising in Australia and New Zealand

19.

Advertising done by retailers such as Target and Myer for the purpose of building store traffic and
encouraging consumers to make a purchase now is known as business-to-business advertising.

FALSE
This is known as retail/local advertising.

Bloom's: Application
Difficulty: Easy
Learning Objective: 1.2 To trace the history of advertising in Australia and New Zealand

20.

Advertising cannot stimulate demand for a product category.

FALSE

Bloom's: Knowledge
Difficulty: Medium
Learning Objective: 1.4 To introduce marketing communication concepts—such as consumer empowerment and
engagement, the push–pull marketplace and interactive advertising, digital and social media—that will be fundamental to
the rest of the book

21.

Like traditional advertising, all interactive advertising is a paid form of advertising.

FALSE
There are many free digital media channels for both marketers and non-marketers. Your mother, for example,
could post a video on YouTube, without having to pay the cost of a 30-second commercial.

Bloom's: Application
Difficulty: Medium
Learning Objective: 1.4 To introduce marketing communication concepts—such as consumer empowerment and
engagement, the push–pull marketplace and interactive advertising, digital and social media—that will be fundamental to
the rest of the book
22.

Mass media advertising is dying.

FALSE
The death of advertising has been claimed; see for instance the Rust and Oliver (1994) quote. However, rather
than dying, the industry is changing to accommodate innovations in technology, leading to fragmentation and
a new empowered consumer.

Bloom's: Application
Difficulty: Medium
Learning Objective: 1.4 To introduce marketing communication concepts—such as consumer empowerment and
engagement, the push–pull marketplace and interactive advertising, digital and social media—that will be fundamental to
the rest of the book

23.

Describe the difference between the traditional push model of advertising and a ‘push–pull’ model
描述传统推广广告模式与“推拉式”模式之间的区别

As consumers, we are overloaded by commercial messages and armed with remote controls and
blocking devices so we have resisted the push of advertising and have built our own barrier.
Behind the barrier, we pull together the information we need when we need it using Google, new
media and even instant, global, chat-charged word of mouth. This gives us, as consumers, greater
control and greater influence over other consumers. This push–pull marketplace is shown in Figure
1.7

作为消费者，我们被商业信息所淹没，并配备了遥控器和阻止设备，因此我们抵制了广告的推动，并建立了自己的障碍。 在障碍的背后，
我们利用谷歌，新媒体甚至即时，全球，聊天充满口碑的方式将我们需要的信息整合在一起。 这使我们作为消费者对其他消费者有更大的
控制力和更大的影响力。 这种推拉式市场如图1.7所示

Bloom's: Application
Difficulty: Hard
Learning Objective: 1.4 To introduce marketing communication concepts—such as consumer empowerment and
engagement, the push–pull marketplace and interactive advertising, digital and social media—that will be fundamental to
the rest of the book
24.

How have expectations of ad agencies changed and what does the future hold for them?
广告代理商的期望如何变化，未来对他们有何影响？

数字频道的发展是一个重大变化，许多机构需要更好地将数字使用（例如社交媒体）整合到传统媒体决策中。 在未来，有人建议，各机构
将拥有两项能力之一：发电和/或整合。 从本质上讲，第一个是产生媒体中立的想法，另一个是决定使用的最佳媒体渠道。 一位评论员表
示，这个角色将涉及成为“营销大师” - 最佳创意及其实施的策展人。 将数字与其他媒体渠道分开只会暂时实现真正的IMC理想。 未来的代
理商将获得“全局”，并从“中断”模式转变为“参与”。

The growth of digital channels has been a major change, and many agencies need to better integrate digital
use (social media, for instance) into traditional media decisions. In future, it is suggested, agencies will have
one of two competencies: generation and/or integration. Essentially, the first is to generate media-neutral
ideas, the other to decide the best media channel(s) to use. One commentator has said that the role would
involve becoming a ‘marketing maestro’—curators of best-of-class ideas and their implementation. Separating
digital away from other media channels will only be temporary—fulfilling a true IMC ideal. Future agencies
will get the ‘whole picture’ and move from a model of ‘interruption’ to ‘engagement’.

Bloom's: Application
Difficulty: Hard
Learning Objective: 1.4 To introduce marketing communication concepts—such as consumer empowerment and
engagement, the push–pull marketplace and interactive advertising, digital and social media—that will be fundamental to
the rest of the book
Chapter 01 Testbank Summary

Category # of
Ques
tions
Bloom's: Application 5
Bloom's: Comprehension 3
Bloom's: Knowledge 16
Difficulty: Easy 15
Difficulty: Hard 2
Difficulty: Medium 7
Learning Objective: 1.1 To define advertising—looking at its importance and its function 10
Learning Objective: 1.2 To trace the history of advertising in Australia and New Zealand 5
Learning Objective: 1.3 To explore the changing advertising environment 2
Learning Objective: 1.4 To introduce marketing communication concepts—such as consumer empo 7
werment and engagement, the push–pull marketplace and interactive advertising, digital and social
media—that will be fundamental to the rest of the book