Exam 2: Advertising

Advertising can be used to transform a product into a distinctive brand.

Over the years,identification,information,and entertainment have been the basic functions of advertising.

Advertising that announces facts about products that are available in nearby stores and focuses on stimulating store traffic and creating a distinctive image for a retailer is known as retail or ________ advertising.

Digital media have led to increased word-of-mouth conversations about advertising among friends.

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

The primary advantage of advertising's use of mass media is that the costs are spread over the large number of people that these media reach.

Advertising is effective only for informing consumers about products and services.

Some critics claim that advertising has a strong impact on how young women view themselves,often resulting in negative self-images.Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models.Which function of advertising does this best illustrate?

Which of the following product categories is typically among the top ten advertisers in the U.S.?

Why might an advertiser use an in-house agency?

Why is advertising often seen as the driving force in marketing communications?

Advertising helps us shape an image of ourselves by setting up role models with whom we can identify.Advertising also gives us a way to express ourselves in terms of our personalities and sense of style through the things we wear and use.

Which of the following is an example of publicity?

According to the rational view of advertising,which of the following is NOT a type of information that advertising provides to help consumers assess product value?

Which major type of advertising is used to communicate a message on behalf of some good cause,such as stopping drug abuse,and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media?

The advertisers' desired impact on the target audience is formally stated as a(n)________,which is the measurable goal or result that the advertising is intended to achieve.

As competition in a product category increases,prices tend to increase.

How has the introduction of interactive types of media changed marketing communication patterns?

In traditional advertising,the message is conveyed through different kinds of ________ media using mostly ________ messages.

Refer to the passage below to answer the following questions. Polo Ralph Lauren manufactures and sells high-quality,expensive brands of clothing as well as accessories,cosmetics,and home products.The company maintains complete control over the brand image and all of the functions necessary to develop,execute,and deliver advertising.Polo appeals to consumers' lifestyle aspirations.Its products are of high quality and better than most competitors' offerings.The objective in the company's advertising is to convey this image and the fashion statement it makes. -When Polo Ralph Lauren advertises in fashion magazines,it focuses on the company's brand identity and image by merely showcasing a beautiful,well-dressed person without giving any information at all except the brand name.What type of advertising is this?