QUIZ3

25th of March 2013

Name

: _________________________________

NPM

: _________________________________

1. According to the basic premise of the text, advertising must be:

a. Humorous
b. Effective
c. Oriented around a product
d. Short
2. To
a.
b.
c.
d.

be effective, an advertisement should satisfy consumers objectives by:

Guaranteeing a low price.
Being colorful
Engaging them and delivering a relevant message.
Using a professional spokesperson to deliver the advertising message.

3. Strategy, creativity, and _____________________ must work in concert for an ads to be

truly effective.
a. Execution
b. Control
c. Planning
d. Imagination
4. An ads central idea that grabs your attention and sticks in your memory is the:
a. Strategic plan
b. Production process
c. Goal-direction process
d. Creative concept
5. There are three components of the Model of Key Effects. Which component is most
associated is most associated with feeling and emotion:
a. Learning
b. Behavior
c. Persuasion
d. Understanding
6. A useful surrogate measure of behavior, according to message effectiveness factors
shown in the text, would be:
a. Purchase
b. Exposure
c. Understanding
d. Emotions and involvement
7. Which of the following types of advertising is cited by the text as being the most
visible type of advertising?
a. Political Advertising
b. Retail or Local Advertising
c. Brand Advertising
d. Institutional Advertising

UTA45 JAKARTA

Communication Faculty

QUIZ3

25th of March 2013

Name

: _________________________________

NPM

: _________________________________

8. Which of the following would not be one of advertising as listed by the text?
a. Marketing
b. Public Relations
c. Societal
d. Economic
9. Which of the following roles of advertising would be properly characteristic as being
a vehicle for helping consumers assess value through such mechanisms as price?
a. Marketing Role
b. Communication Role
c. Economic Role
d. Societal Role
10. All of the following would be illustrations of key players in the world of advertising
except?
a. The lobbyist
b. The Advertising Agency
c. The Vendor
d. The Audience
11. Briefly explain the societal role of advertising.
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UTA45 JAKARTA

Communication Faculty

QUIZ3

25th of March 2013

Name

: _________________________________

NPM

: _________________________________

12. Briefly explain the economic role of advertising.

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UTA45 JAKARTA

Communication Faculty