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Advertising Test Answers

1. What is an example of brand identity?
 Answers: • All of these

 2. The part of a Web page that visitors can see on their computer monitor without the need to scroll down is called:
 Answers: • Above the fold

 3. What is an Elevator Pitch?
 Answers: • A clear, concise presentation of your product or idea in a short amount of time, usually less than 30 seconds.

 4. How many views of an ad in Mille?
 Answers: • 1000

 5. True or False: Each ad should appeal to a specific group of people
 Answers: • True

 6. Which of the following is a feature associated with Interactive Video Advertising?
 Answers: • All of these

 7. Which is an ambient ad?
 Answers: • All of these

 8. What does CPC stand for?
 Answers: • Cost Per Click

 9. Which of the following is illegal in a television commercial?
 Answers: • All of these

 10. What is one of the best ways to have people come to your site?
 Answers: • Quality Content

 11. Which is the most persuasive channel for advertising?
 Answers: • Television commercials

 12. True or False: You should change your print ads every few months
 Answers: • True

 13. The portion of ad copy that prompts customers to take a specific action is called:
 Answers: • The call-to-action

 14. Which of the following is an example of display advertising on the Internet?
 Answers: • All of these

 15. What are ads that are geared toward one group of people called?
 Answers: • Targeted ads

 16. What does SWOT stand for?
 Answers: • Strengths, Weaknesses, Opportunities, Threats

 17. True or False: A media kit does include BOTH a rate card and a sample issue
 Answers: • True

 18. Which federal agency enforces advertising laws?
 Answers: • The Federal Trade Commission (FTC)

 19. True or False? Google's main source of revenue comes from Google AdWords.
 Answers: • True

 20. What are heatmaps?
 Answers: • A visual representation of where your visitors are clicking on your site

 21. True or False: A Rate Card includes positioning data
 Answers: • True

 22. How are AdWords priced?
 Answers: • CPC and CPM

 23. How are Facebook Ads priced?
 Answers: • CPC and CPM

 24. True or False: Magazine ads require a large amount of lead time to run your ad, and see results
 Answers: • True

 25. What is the bleed in ads?
 Answers: • The area around the printing that will be trimmed off

 26. An appeal to a consumer's psychological and social needs to buy certain items and services is referred to as an:
 Answers: • Emotional appeal

 27. What is the name of Google's online ad service?
 Answers: • AdWords

 28. True or False: You should run the same type of ad in a newspaper as online
 Answers: • False

 29. When placing a magazine ad, what is the most important statistic to look at?
 Answers: • Subscriptions

 30. What is Bait and Switch advertising?
 Answers: • Advertising a product that is unavailable. Once the customer comes into the store, offer a more expensive product

 31. Which is NOT an online-advertising term?
 Answers: • All are correct

 32. Which annual television event has 39% of people watching more for the commercials, while only 28% claim they like the show second best?
 Answers: • The Super Bowl

 33. What is the name of a web page that is customized for a specific ad you have placed?
 Answers: • A Landing Page

 34. What is an example of a misleading advertisement?
 Answers: • "Get rich quick!"

 35. Which is NOT a law enforced by the Federal Trade Commission?
 Answers: • Print advertisements must be watermarked with the FTC logo.

 36. What kind of advertisements do the FTC focus on the most?
 Answers: • Ads that make claims about health or safety

 37. What is another name for paid subscribers?
 Answers: • Qualified Subscribers

 38. Where do you get the subscription numbers of a magazine?
 Answers: • Statement of Circulation

 39. What is real-time bidding?
 Answers: • An electronic trading system that sells ad space directly to web pages people frequent while they are visiting them.

 40. True or False: If your ad has a white border, bleed is not required?
 Answers: • True

 41. Ronald McDonald, Smokey the Bear, and the Trix Rabbit are example of:
 Answers: • Mascots

 42. What is a Half banner ad size?
 Answers: • 234 x 60

 43. What is the "Mona Lisa Effect" for advertising photography?
 Answers: • A photograph in which the model is looking directly at the viewer

 44. If a blogger receives either cash or free products from a company with an agreement that they will advertise a product on their blog, they must:
 Answers: • Disclose the material connection they share with the company.

 45. What is a Leaderboard ad size?
 Answers: • 728 x 90

 46. True or False? It is possible to use your targeted keyword too many times in your ad copy.
 Answers: • True

 47. What is a Skyscraper ad size?
 Answers: • 160 x 600

 48. What is the order of the Hierarchy of Effects Model?
 Answers: • Awareness, Knowledge, Liking, Preference, Conviction, Purchase

 49. When is it legal to compare your product to another company's product in an advertisement.
 Answers: • When the comparison reflects the truth

 50. What does CPM stand for?
 Answers: • Cost Per Mille

 51. What is the difference between advertising and public relations?
 Answers: • Advertising is paid for, while public relations is free media coverage

 52. How do you know what type of demographics a magazine caters to?
 Answers: • Order a Media Kit

 53. What is a common banner ad size?
 Answers: • 468 x 60

 54. A type of advertisement that is automatically displayed in a second smaller browser window behind the current window is called:
 Answers: • A pop-under

 55. When a celebrity is endorsing a product, who is liable for false or unsubstantiated claims made about the product?
 Answers: • Both the celebrity and the advertiser

 56. What do you use to measure the circulation of a small magazine or newsletter that doesn't have a Statement Of Circulation?
 Answers: • Bulk Postage Permit Receipt

 57. According to the FTC’s Green Guide, a packaged product may be advertised as simply “recyclable” if:
 Answers: • Both the product and the packaging are recyclable

 58. What do you use Trafficvance for?
 Answers: • Pop-unders

 59. If you spent $200 for 10,000 ad impressions, what is your CPM?
 Answers: • $20

 60. Which is NOT a main provision of the CAN-SPAM act?
 Answers: • You must include an accurate phone number in your email advertisement where your company can be reached

 61. What is another name for the response of an ad?
 Answers: • Pull

 62. Which of the following is an acceptable way to display the "fine print" of a print advertisement?
 Answers: • In the last line of an advertisement in a regularly-sized font

 63. "3 out of 10 doctors prefer antibacterial soap" is an example of a:
 Answers: • Numerical claim

 64. Which of the following is NOT an example of visual semiosis?
 Answers: • Company logos

 65. What is a sub id?
 Answers: • An id that you can use to track individual ads

 66. What is a Button ad size?
 Answers: • 120 x 90

 67. True or False? When featuring a consumer’s testimonial in an advertisement, the consumer may describe the product or service’s unusual results as long as a disclaimer such as “results not typical” is included.
 Answers: • False

 68. How frequently over the course of a year may a company advertise a special where customers receive a single product for “free?”
 Answers: • No more than 6 months out of the year

 69. What does DSP stand for?
 Answers: • Demand Side Platforms

 70. What is a Supermarket Special?
 Answers: • Advertising a product that is no longer in stock

 71. True or False? Product Life Cycle is important in advertising because companies spend more money reminding customers of their older product than they do on marketing new ones.
 Answers: • False

 72. Which industry spends the most on advertising?
 Answers: • Automotive

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