Test Bank Advertising, An Integrated Marketing Communication Perspective 4th Edition By George E. Belch

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Test Bank Advertising, An Integrated Marketing Communication Perspective 4th Edition By George E. Belch

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Test Bank Advertising, An Integrated Marketing Communication Perspective 4th Edition By George E. Belch 

 

Chapter 01 Testbank

 

 

 

1. According to Denegri-Knott’s typology, which of the following power strategies is concerned with consumers generating content?

 

A. control

 

B. information

 

C. aggregation

 

D. participation

 

 

 

2. When Dakota checked her email after returning from a week's holiday, she found 53 emails. Only two were actually addressed to her and contained information she needed. The rest, which were unwanted and unrequested, are examples of:

 

A. mistargeted email.

 

B. electronic commercial messages.

 

C. spam.

 

D. interconnects.

 

 

 

3. Which of the following is NOT considered data?

 

A. The number of emails you receive per day.

 

B. The number of cars produced in a year.

 

C. The number of files in a rack.

 

D. Advancements in technology.

 

 

 

4. __________ refers to extremely large data sets that may be analysed computationally to reveal patterns, trends and associations, especially relating to human behaviour and interactions.

 

A. Big data

 

B. Touchpoint

 

C. Data world

 

D. Audience measurement

 

 

 

5. What generated the First Industrial Revolution?

 

A. electricity

 

B. steam

 

C. mainframe computing

 

D. intelligence

 

 

 

6. The Advanced Research Project Agency Network was created to connect ________across the US.

 

A. commercial buildings

 

B. vital research agencies

 

C. big cities

 

D. large companies

 

 

 

7. Henry Ford’s moving assembly line arrived during the:

 

A. First Industrial Revolution.

 

B. Second Industrial Revolution.

 

C. Third Industrial Revolution.

 

D. Fourth Industrial Revolution.

 

 

 

8. The Australian Association of National Advertisers, the Internet Advertising Bureau and the Media Federation of Australia collaborated to establish the:

 

A. Australian Digital Advertising Practices.

 

B. Australian Basic Advertising Practices.

 

C. Australian Marketing Practices.

 

D. Australian Business Practices.

 

 

 

9. In 2017, the total advertising spend in Australia was $15.6 billion. Of this, digital accounted for:

 

A. 50.7%.

 

B. 20.9%.

 

C. 11.9%.

 

D. 7.4%.

 

 

 

10. ______ is the practice of advertisers in which they attempt to reach, or target, a specific, desired consumer audience.

 

A. Advertising

 

B. Personalisation

 

C. Retargeting

 

D. Targeting

 

 

 

11. Placing ads on relevant websites is known as:

 

A. contextual targeting.

 

B. audience targeting.

 

C. behavioural targeting.

 

D. data targeting.

 

 

 

12. __________ targeting uses cookies to track individuals’ web-browsing activity.

 

A. Contextual

 

B. Audience

 

C. Behavioural

 

D. Data

 

 

 

13. ________ tracks people who have been exposed to a message on a website, but not converted.

 

A. Retargeting and targeting

 

B. Targeting

 

C. Personalisation

 

D. Retargeting

 

 

 

14. Programmatic is the automated __________of advertising inventory.

 

A. selling

 

B. buying and selling

 

C. buying

 

D. machine

 

 

 

15. Programmatic is built on the _________framework.

 

A. AAD

 

B. DAC

 

C. DAD

 

D. ADD

 

 

 

16. ___________ is the technology that immerses users in a 360-degree, totally digital, virtual world, most commonly experienced via a headset.

 

A. Virtual reality

 

B. 2D animation

 

C. Mobile app

 

D. Mobile app with 2D animation

 

 

 

17. In 2006, Denegri-Knott explored consumer power in the online environment, developing a typology of four:

 

A. online strategies.

 

B. market strategies.

 

C. consumer power strategies.

 

D. offline strategies.

 

 

 

18. The third power strategy of consumer empowerment theory is:

 

A. control over the relationship.

 

B. aggregation.

 

C. information.

 

D. participation.

 

 

 

19. The 2018 Nielsen Digital Ratings showed that every week Australians aged ________ spent 98.16 hours online.

 

A. 18–24

 

B. 25–34

 

C. 35–49

 

D. over 50

 

 

 

20. Digital technologies are changing:

 

A. the way we live.

 

B. the way we work.

 

C. decision-making behaviours.

 

D. all the options listed here are correct.

 

 

 

21. Which of the following can think like humans?

 

A. artificial intelligence

 

B. robots

 

C. neural networks

 

D. all the options listed here are correct

 

 

 

22. Which of the following is the brain behind artificial intelligence?

 

A. procedural learning

 

B. manual learning

 

C. machine learning

 

D. machine learning and procedural learning

 

 

 

23. The control of transactions between an individual and others to enhance autonomy and minimise vulnerability is called:

 

A. privacy.

 

B. precaution.

 

C. prevention.

 

D. betterment.

 

 

 

24. Like artificial intelligence and databases, the legal protection of the right to privacy is also an artefact of technology. This was first mentioned in the:

 

A. Harvard Law Review in 1889.

 

B. Harvard Law Review in 1890.

 

C. Harvard Law Review in 1891.

 

D. Harvard Law Review in 1892.

 

 

 

25. Margulis defines _________ as a trade-off between our freedoms and others’ interference.

 

A. marketing

 

B. control

 

C. privacy

 

D. precaution

 

 

 

26. The idea of privacy as a trade-off is embodied in the important theory framework known as:

 

A. the Privacy Calculus.

 

B. Privacy Protection.

 

C. Secured Data.

 

D. Online Secured.

 

 

 

27. The Privacy Calculus suggests that consumers regard privacy as an entitlement that could be traded for some form of value from the marketer, after first determining the:

 

A. loss.

 

B. risk.

 

C. benefit.

 

D. return calculus.

 

 

 

28. The acronym GDPR stands for:

 

A. General Data Protection Regulation.

 

B. General Data Precaution Regulation.

 

C. General Data Prevention Regulation.

 

D. General Data Purchase Regulation.

 

 

 

29. Audience measurement is not a tool used to quantify the number of people in an audience for a piece of content or advertising.

 

True   False

 

 

 

30. The biggest test of man versus machine came in the Global Financial Crisis of 2017–2018.

 

True   False

 

 

 

31. The IMC approach calls for a centralised messaging function so that everything a company says and does communicates a common theme and positioning.

 

True   False

 

 

 

32. Consumer empowerment theory is the power afforded to consumers by the online environment, giving them the choice to opt in, be informed, participate, aggregate and feel liberated.

 

True   False

 

 

 

33. Interactivity is the opportunity for two-way communication due to the easy modifiability of content and the possibility of instant transmission.

 

True   False

 

 

 

34. Audience targeting is not based on audience demographics, interests, life stage or some such combination and often uses the Nielsen digital campaign rating system.

 

True   False

 

 

 

35. Developed in response to the Fourth Industrial Revolution, the Australian Digital Advertising Practices were designed to help marketers both leverage opportunities and minimise disruption.

 

True   False

 

 

 

36. Touchpoints gather data and enable marketers to make informed decisions.

 

True   False

 

 

 

37. The Turing machine not only changed the course of history but created a prototype for mainframe computers.

 

True   False

 

 

 

38. Large tech giants such as Amazon in 1995, Google in 1998 and Facebook in 2004 amplified computing power and marketing opportunities.

 

True   False

 

 

 

39. Discuss the opportunities versus the risks posed by new technologies.

 

______________________________________________________________________________

 

 

 

40. List the strategies of consumer empowerment theory.

 

______________________________________________________________________________

 

Chapter 01 Testbank Key

 

 

 

1. According to Denegri-Knott’s typology, which of the following power strategies is concerned with consumers generating content?

 

A. control

 

B. information

 

C. aggregation

 

D. participation

 

Ans: D

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.4 To acknowledge how consumers have been empowered in the digital world.
Topic: Empowered consumers

 

 

 

2. When Dakota checked her email after returning from a week's holiday, she found 53 emails. Only two were actually addressed to her and contained information she needed. The rest, which were unwanted and unrequested, are examples of:

 

A. mistargeted email.

 

B. electronic commercial messages.

 

C. spam.

 

D. interconnects.

 

Ans: C

 

Blooms: Application
Difficulty: Medium
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

3. Which of the following is NOT considered data?

 

A. The number of emails you receive per day.

 

B. The number of cars produced in a year.

 

C. The number of files in a rack.

 

D. Advancements in technology.

 

Ans: D

 

Blooms: Application
Difficulty: Medium
Learning Objective: 1.1 To encourage learners to reimagine data and think of digital as a facilitator and integrator.
Topic: Data has always shaped society

 

 

 

4. __________ refers to extremely large data sets that may be analysed computationally to reveal patterns, trends and associations, especially relating to human behaviour and interactions.

 

A. Big data

 

B. Touchpoint

 

C. Data world

 

D. Audience measurement

 

Ans: A

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To encourage learners to reimagine data and think of digital as a facilitator and integrator.
Topic: Data has always shaped society

 

 

 

5. What generated the First Industrial Revolution?

 

A. electricity

 

B. steam

 

C. mainframe computing

 

D. intelligence

 

Ans: B

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.2 To show how the innovative application of data has driven the four industrial revolutions from steam to intelligence.
Topic: Four industrial revolutions

 

 

 

6. The Advanced Research Project Agency Network was created to connect ________across the US.

 

A. commercial buildings

 

B. vital research agencies

 

C. big cities

 

D. large companies

 

Ans: B

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.2 To show how the innovative application of data has driven the four industrial revolutions from steam to intelligence.
Topic: Four industrial revolutions

 

 

 

7. Henry Ford’s moving assembly line arrived during the:

 

A. First Industrial Revolution.

 

B. Second Industrial Revolution.

 

C. Third Industrial Revolution.

 

D. Fourth Industrial Revolution.

 

Ans: B

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.2 To show how the innovative application of data has driven the four industrial revolutions from steam to intelligence.
Topic: Four industrial revolutions

 

 

 

8. The Australian Association of National Advertisers, the Internet Advertising Bureau and the Media Federation of Australia collaborated to establish the:

 

A. Australian Digital Advertising Practices.

 

B. Australian Basic Advertising Practices.

 

C. Australian Marketing Practices.

 

D. Australian Business Practices.

 

Ans: A

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

9. In 2017, the total advertising spend in Australia was $15.6 billion. Of this, digital accounted for:

 

A. 50.7%.

 

B. 20.9%.

 

C. 11.9%.

 

D. 7.4%.

 

Ans: A

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

10. ______ is the practice of advertisers in which they attempt to reach, or target, a specific, desired consumer audience.

 

A. Advertising

 

B. Personalisation

 

C. Retargeting

 

D. Targeting

 

Ans: D

 

Blooms: Comprehension
Difficulty: Easy
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

11. Placing ads on relevant websites is known as:

 

A. contextual targeting.

 

B. audience targeting.

 

C. behavioural targeting.

 

D. data targeting.

 

Ans: A

 

Blooms: Comprehension
Difficulty: Easy
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

12. __________ targeting uses cookies to track individuals’ web-browsing activity.

 

A. Contextual

 

B. Audience

 

C. Behavioural

 

D. Data

 

Ans: C

 

Blooms: Comprehension
Difficulty: Easy
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

13. ________ tracks people who have been exposed to a message on a website, but not converted.

 

A. Retargeting and targeting

 

B. Targeting

 

C. Personalisation

 

D. Retargeting

 

Ans: D

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

14. Programmatic is the automated __________of advertising inventory.

 

A. selling

 

B. buying and selling

 

C. buying

 

D. machine

 

Ans: B

 

Blooms: Comprehension
Difficulty: Medium
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

15. Programmatic is built on the _________framework.

 

A. AAD

 

B. DAC

 

C. DAD

 

D. ADD

 

Ans: C

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

16. ___________ is the technology that immerses users in a 360-degree, totally digital, virtual world, most commonly experienced via a headset.

 

A. Virtual reality

 

B. 2D animation

 

C. Mobile app

 

D. Mobile app with 2D animation

 

Ans: A

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

17. In 2006, Denegri-Knott explored consumer power in the online environment, developing a typology of four:

 

A. online strategies.

 

B. market strategies.

 

C. consumer power strategies.

 

D. offline strategies.

 

Ans: C

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.4 To acknowledge how consumers have been empowered in the digital world.
Topic: Empowered consumers

 

 

 

18. The third power strategy of consumer empowerment theory is:

 

A. control over the relationship.

 

B. aggregation.

 

C. information.

 

D. participation.

 

Ans: B

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.4 To acknowledge how consumers have been empowered in the digital world.
Topic: Empowered consumers

 

 

 

19. The 2018 Nielsen Digital Ratings showed that every week Australians aged ________ spent 98.16 hours online.

 

A. 18–24

 

B. 25–34

 

C. 35–49

 

D. over 50

 

Ans: B

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.4 To acknowledge how consumers have been empowered in the digital world.
Topic: Empowered consumers

 

 

 

20. Digital technologies are changing:

 

A. the way we live.

 

B. the way we work.

 

C. decision-making behaviours.

 

D. all the options listed here are correct.

 

Ans: D

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

21. Which of the following can think like humans?

 

A. artificial intelligence

 

B. robots

 

C. neural networks

 

D. all the options listed here are correct

 

Ans: A

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

22. Which of the following is the brain behind artificial intelligence?

 

A. procedural learning

 

B. manual learning

 

C. machine learning

 

D. machine learning and procedural learning

 

Ans: C

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

23. The control of transactions between an individual and others to enhance autonomy and minimise vulnerability is called:

 

A. privacy.

 

B. precaution.

 

C. prevention.

 

D. betterment.

 

Ans: A

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

24. Like artificial intelligence and databases, the legal protection of the right to privacy is also an artefact of technology. This was first mentioned in the:

 

A. Harvard Law Review in 1889.

 

B. Harvard Law Review in 1890.

 

C. Harvard Law Review in 1891.

 

D. Harvard Law Review in 1892.

 

Ans: B

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

25. Margulis defines _________ as a trade-off between our freedoms and others’ interference.

 

A. marketing

 

B. control

 

C. privacy

 

D. precaution

 

Ans: C

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

26. The idea of privacy as a trade-off is embodied in the important theory framework known as:

 

A. the Privacy Calculus.

 

B. Privacy Protection.

 

C. Secured Data.

 

D. Online Secured.

 

Ans: A

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

27. The Privacy Calculus suggests that consumers regard privacy as an entitlement that could be traded for some form of value from the marketer, after first determining the:

 

A. loss.

 

B. risk.

 

C. benefit.

 

D. return calculus.

 

Ans: D

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

28. The acronym GDPR stands for:

 

A. General Data Protection Regulation.

 

B. General Data Precaution Regulation.

 

C. General Data Prevention Regulation.

 

D. General Data Purchase Regulation.

 

Ans: A

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

29. Audience measurement is not a tool used to quantify the number of people in an audience for a piece of content or advertising.

 

Ans: True

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To encourage learners to reimagine data and think of digital as a facilitator and integrator.
Topic: Data has always shaped society

 

 

 

30. The biggest test of man versus machine came in the Global Financial Crisis of 2017–2018.

 

Ans: False

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.5 To investigate the resulting societal impact, looking at digital megatrends, automation and privacy and data management.
Topic: Changed society

 

 

 

31. The IMC approach calls for a centralised messaging function so that everything a company says and does communicates a common theme and positioning.

 

Ans: True

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To encourage learners to reimagine data and think of digital as a facilitator and integrator.
Topic: Data has always shaped society

 

 

 

32. Consumer empowerment theory is the power afforded to consumers by the online environment, giving them the choice to opt in, be informed, participate, aggregate and feel liberated.

 

Ans: True

 

Blooms: Comprehension
Difficulty: Easy
Learning Objective: 1.4 To acknowledge how consumers have been empowered in the digital world.
Topic: Empowered consumers

 

 

 

33. Interactivity is the opportunity for two-way communication due to the easy modifiability of content and the possibility of instant transmission.

 

Ans: True

 

Blooms: Comprehension
Difficulty: Easy
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

34. Audience targeting is not based on audience demographics, interests, life stage or some such combination and often uses the Nielsen digital campaign rating system.

 

Ans: False

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

35. Developed in response to the Fourth Industrial Revolution, the Australian Digital Advertising Practices were designed to help marketers both leverage opportunities and minimise disruption.

 

Ans: False

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.3 To explore how digital has disrupted marketing, creating opportunities and challenges.
Topic: Disrupted marketers

 

 

 

36. Touchpoints gather data and enable marketers to make informed decisions.

 

Ans: True

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To encourage learners to reimagine data and think of digital as a facilitator and integrator.
Topic: Data has always shaped society

 

 

 

37. The Turing machine not only changed the course of history but created a prototype for mainframe computers.

 

Ans: True

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To encourage learners to reimagine data and think of digital as a facilitator and integrator.
Topic: Data has always shaped society

 

 

 

38. Large tech giants such as Amazon in 1995, Google in 1998 and Facebook in 2004 amplified computing power and marketing opportunities.

 

Ans: True

 

Blooms: Knowledge
Difficulty: Easy
Learning Objective: 1.1 To encourage learners to reimagine data and think of digital as a facilitator and integrator.
Topic: Data has always shaped society

 

 

 

39. Discuss the opportunities versus the risks posed by new technologies.

 

Ans: According to recent research from We Are Social (2018), 58% of Australians believe that new technologies offer more opportunities than risks. Most of us, 55%, prefer to complete tasks digitally whenever possible. Yet 89% of us still believe that data privacy and protection are very important. In saying that, only 39% of us bother to delete cookies from our internet browser to protect our privacy and just over a third (36%) of us use an ad blocker. So maybe we don’t see so many risks. Or we see the risks but just can’t be bothered.

 

Blooms: Analysis
Difficulty: Hard
Learning Objective: 1.4 To acknowledge how consumers have been empowered in the digital world.
Topic: Empowered consumers

 

 

 

40. List the strategies of consumer empowerment theory.

 

Ans: Consumer empowerment theory suggests there are five consumer power strategies in the online environment. These are: (1) the power to opt in or out; (2) information as power; (3) the power of joining together or aggregation; (4) the power to participate; and (5) self-liberation as a powerful driver.

 

Blooms: Knowledge
Difficulty: Medium
Learning Objective: 1.4 To acknowledge how consumers have been empowered in the digital world.
Topic: Empowered consumers

 

 

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