FBLA Advertising Practice Questions with Explanations
Questions
Paid, nonpersonal communication about a product, service, or idea by an identified sponsor is:
- Advertising
- Publicity
- Personal selling
- Word-of-mouth marketing
The four main elements of the promotional mix are advertising, personal selling, sales promotion, and:
- Public relations
- Product design
- Pricing
- Distribution
Advertising that promotes a specific brand's product is:
- Product advertising
- Institutional advertising
- Public service advertising
- Advocacy advertising
Advertising that promotes a company's image or reputation rather than a specific product is:
- Institutional advertising
- Product (brand-specific) advertising
- Comparative advertising
- Reminder advertising
Advertising that directly compares a brand to a competitor's brand is:
- Comparative advertising
- Institutional advertising
- Reminder advertising
- Pioneering advertising
Advertising that builds demand for a new product category rather than a specific brand is:
- Pioneering advertising
- Competitive advertising
- Reminder advertising
- Corrective (FTC-ordered) advertising
Advertising used to keep a well-known brand's name in customers' minds is:
- Reminder advertising
- Pioneering advertising
- Comparative advertising
- Advocacy advertising
Advertising that persuades consumers to choose one brand over others is:
- Persuasive advertising
- Pioneering advertising
- Institutional (corporate image) advertising
- Public service advertising
Messages that promote causes such as safe driving and are often run free by the media are:
- Public service announcements
- Infomercials (program-length ads)
- Advertorials
- Comparative ads
Advertising paid for jointly by a manufacturer and a retailer is:
- Cooperative advertising
- Institutional (corporate) advertising
- Corrective advertising
- Guerrilla advertising
Advertising that aims to influence public opinion on a social or political issue is:
- Advocacy advertising
- Reminder advertising
- Product advertising
- Retail advertising
A long-form TV commercial, often 30 minutes, that looks like a program is a(n):
- Infomercial
- PSA
- Billboard
- Banner ad
Advertising designed to look like editorial content in a magazine or newspaper is a(n):
- Advertorial
- Classified ad
- PSA
- Teaser ad
Small, inexpensive print ads organized by category, such as "Help Wanted," are:
- Classified ads
- Display ads
- Advertorials
- Infomercials
A print ad that uses headlines, images, and white space, and can appear anywhere in a publication, is a:
- Display ad
- Classified ad
- Legal notice
- Insert
Low-cost, unconventional advertising tactics that surprise people in public places are called:
- Guerrilla marketing
- Mass marketing
- Direct marketing
- Telemarketing
The main goal of most advertising is to:
- Inform, persuade, or remind target customers
- Replace the need for a product
- Set the selling price and control distribution channels
- Manage inventory levels
The model that describes how advertising moves a consumer from awareness to purchase is:
- AIDA
- SWOT (Strengths, Weaknesses, Opportunities, Threats)
- PEST
- SMART
A unique benefit that sets a product apart from competitors and is emphasized in ads is the:
- Unique selling proposition
- Market segment
- Brand extension (line stretching)
- Price point
Advertising placed by stores to promote local sales and events is:
- Retail advertising
- National advertising
- Business-to-business advertising
- Advocacy advertising
Advertising aimed at other businesses rather than consumers, such as ads in trade journals, is:
- Business-to-business advertising
- Consumer advertising
- Retail advertising
- Public service advertising
Advertising designed to produce an immediate, measurable response, such as a call or online order, is:
- Direct-response advertising
- Institutional advertising
- Reminder advertising
- Image advertising
Many historians consider which invention, around 1450, the start of mass advertising?
- Gutenberg's movable-type printing press
- Morse's electric telegraph and the first wire services
- The radio
- The television
The first U.S. radio commercial is generally credited to station WEAF in:
- 1922
- 1902
- 1946
- 1960
The first legal U.S. television commercial, for Bulova watches, aired in:
- 1941
- 1921
- 1955
- 1965
The period of the 1960s known for highly creative advertising led by agencies such as Doyle Dane Bernbach is the:
- Creative Revolution
- Industrial Revolution
- Golden Age of Radio
- Dot-com era
A business that creates, plans, and places advertising for clients is an:
- Advertising agency
- Media outlet
- Research firm
- Public relations department
An agency that offers clients a complete range of services, from research to creative to media buying, is a:
- Full-service agency
- Creative boutique
- Media-buying service
- In-house agency
A small agency that specializes only in creative work, such as writing and design, is a:
- Creative boutique
- Full-service agency
- Media-buying service
- Interactive network
An advertising department that is owned and operated within the advertiser's own company is an:
- In-house agency
- Creative boutique
- Full-service agency
- Independent media service
The agency employee who serves as the main link between the agency and the client is the:
- Account executive
- Copywriter
- Art director
- Media buyer
The agency employee who writes the words for advertisements is the:
- Copywriter
- Art director
- Account planner
- Media planner
The agency employee responsible for the visual look of an ad is the:
- Art director
- Copywriter
- Media buyer
- Traffic manager
The person who decides which media will carry an advertising campaign is the:
- Media planner
- Copywriter
- Art director
- Production manager
The agency department that schedules and tracks work so deadlines are met is:
- Traffic
- Media
- Creative
- Research
The traditional agency commission for placing media was:
- 15% of the media cost
- 50% of the media cost
- 5% of the client's profit
- A flat $1,000 per ad
The organization that creates public service campaigns such as Smokey Bear and "Friends Don't Let Friends Drive Drunk" is:
- The Ad Council
- The FTC
- The FCC
- The Better Business Bureau
The trade association that represents U.S. advertising agencies is the:
- American Association of Advertising Agencies
- American Medical Association
- Federal Communications Commission
- Association of National Advertisers (ANA)
The written document that outlines a campaign's objectives, target audience, and key message for the creative team is the:
- Creative brief
- Media plan
- Storyboard
- Insertion order
The most important element of a print ad, designed to capture attention, is usually the:
- Headline
- Body copy
- Signature (logo)
- Border
The main text of an ad that explains the product and its benefits is the:
- Body copy
- Headline
- Slogan
- Tagline
A short, memorable phrase used repeatedly in a company's advertising is a:
- Slogan
- Headline
- Jingle
- Call to action
A short, catchy song used in advertising is a:
- Jingle
- Slogan
- Logo
- Spokescharacter
The part of an ad that tells the audience exactly what to do next, such as "Call today," is the:
- Call to action
- Headline
- Subheadline
- Disclaimer
A series of drawings that shows the scenes and dialogue of a planned TV commercial is a:
- Storyboard
- Thumbnail sketch
- Comprehensive layout
- Script
A small, rough sketch used to try out different ad layouts is a:
- Thumbnail
- Comprehensive (comp)
- Mechanical
- Proof
A highly polished version of an ad layout that closely resembles the final ad is a:
- Comprehensive
- Thumbnail
- Rough sketch
- Storyboard frame
Areas of a layout intentionally left empty to make an ad easier to read are:
- White space
- Bleed
- Gutter
- Copy block
An ad appeal that uses statistics, product features, and logical reasons is a(n):
- Rational appeal
- Emotional appeal
- Fear appeal
- Humor appeal
An ad appeal that targets feelings such as love, pride, or nostalgia is a(n):
- Emotional appeal
- Rational appeal
- Price appeal
- Comparative appeal