RCI- Advertising Principles and Practices

QUIZ NO. 1 Midterm

I. Write the letter of the correct answer.

1. It provides direction for advertising planning and other areas.
a. business plan b. marketing plan c. account plan d. both A & B
2. This refer to the line of products or all offerings of a brand.
a. SBU b. ROI c. MSA d. none of the above
3. What do you call the revenue earned above the amount invested?
a. SBU b. ROI c. MSA d. none of the above
4. ______________ is an expression of goals and policies of the business.
a. mission b. statement c. mission statement d. AOTA
5. A ______________ assesses the environment affecting marketing.
a. market situation analysis b. return on investments c. campaign plan d. objective
6. It includes a variety of messages carried in different media and sometimes targeted to different audiences.
a. market situation analysis b. return on investments c. campaign plan d. objective
7. It is the formal goal statement outlining what the message is supposed to achieve and how it will be
measured.
a. market situation analysis b. return on investments c. campaign plan d. objective
8. Objectives must be __________so advertisers know if the campaign or advertising is effective.
a. accurate b. measurable c. persuasive d. economical
9. The following statements define Targeting, except?
a. identifying an audience b. profiling an audience
c. getting inside the heads and hearts of the audience d. AOTA
10. Must be distinctive and familiar in terms of name, logo, colors, typeface, design, and slogan.
a. Brand Identity b. Brand Personality c. Brand Position d. Brand Image
11. Human characteristics like loving, trustworthy, sophisticated.
a. Brand Identity b. Brand Personality c. Brand Position d. Brand Image
12. The mental image consumers construct for a product based on symbols and associations that customer
link to a brand.
a. Brand Identity b. Brand Personality c. Brand Position d. Brand Image
13. The soul or essence of the brand; it stands for something that matters to consumers
a. Brand Identity b. Brand Personality c. Brand Position d. Brand Image
14. This method of budgeting uses competitors’ budgets as benchmarks and relates to the product’s share of
market
a. Historic Method b. Objective-Task Method
c. Percentage-of-Sales Method d. Competitive Budgets
15. ____________is the research and analysis process used to gain knowledge of the consumer and uncover
key consumer insights about how people relate to a brand or product.
a. business plan b. marketing plan c. account plan d. both A & B

II. Enumeration
16-21 KEY MEDIA PLAYERS (IN MEDIA ADVERTISING)
22-27 KEY MEDIA CONCEPTS (IN MEDIA ADVERTISING)
28-31 TYPES OF NEWSPAPER ADVERTISING

III. Fill in the blank to complete the principles

32. A________ is the last ad a customer sees before making a decision on which brand to buy.

33. The goal of a media plan is to reach as many people in the target audience as often as the _____allows.

34-35 The _______is seen as the voice of the client, and the ________is seen as the voice of the consumer.
 DEFINE MARKETING 38-40

Key answer:

Test I
1. d
2. a
3. b
4. c
5. a
6. c
7. d
8. b
9. d
10. a
11. b
12. d
13. c
14. d
15. c

32. package
33. budget
34. account manager
35. account planner