Exam 1: Introduction to Advertising

In the early 20^th century _______ was referred to by advertising legend Albert Lasker as "salesmanship in print driven by a reason why" which became the model for stating a claim and explaining the support behind it.

Synergistic marketing communication (SMC) is the practice of unifying all marketing communication tools so they send a consistent, persuasive message promoting company goals.

The ________ is the ad's central idea that grabs your attention and sticks in your memory.

Advertising strategy starts with the identification of the customer or prospective customer.

Which of the following is NOT a role that advertising plays in business and in society?

Critique the statement, "Advertising is the communications arm of the marketing process."

In advertising, only the creative idea and execution require creative thinking.

Pepsi-Cola is a brand of soft drink that has been around for a long time and has been advertised continuously over the last 50 years. From Pepsi's perspective, what is the most likely strength of advertising for them?

Advertising has no redeeming social value.

Name and describe the four fundamental concepts of advertising and what makes an ad truly effective.

Why do businesses advertise?

MINI-CASE Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. They maintain complete control over the brand image and all of the functions necessary to develop, execute, and deliver their advertising. They appeal to consumers' lifestyle aspirations even though their products are of high quality and better than most competitors' offerings. The objective in their advertising is to convey their image and the fashion statement it makes. -Refer to Mini-Case. When Polo Ralph Lauren advertises in fashion magazines, they focus on their brand identity and image by merely illustrating a beautiful, well-dressed person without giving any information at all except the brand name. What type of advertising is this?

What was the objective of the truth campaign run by the American Legacy Foundation discussed in the opening vignette?

Which of the following is a role advertising plays in business and in society?

MINI-CASE Joan recently opened a store in her community that specializes in home decor, including some furniture, such as sofas, chairs, and end tables, but mostly home-decorating accessories. She is also a certified interior decorator, and she provides expertise in assisting do-it-yourself home decorators in "putting it all together." She has not been pleased with her sales so far, and she decides she needs to promote her business. -Refer to Mini-Case. If Joan decides to use advertising, what type of advertising will that be and what should it emphasize?

The advertising question with respect to globalization is whether to standardize ads or advertising strategies across all cultures or to adapt ads and strategies to local markets.

In which fundamental concept of advertising does the advertiser develop the ad to meet specific objectives, carefully direct it to a certain audience, create its message to speak to that audience's most important concerns, and run it in media that will reach its audience most effectively?

Polo Ralph Lauren clothing is of high quality and style. Instead of stressing the quality of their clothing, Polo Ralph Lauren does not even include copy (i.e., words) other than their brand name in their print ads and merely shows beautiful people wearing their clothing performing activities of the "rich," such as attending a polo match, or merely depicting a very well dressed, handsome man. What approach is Polo using?

Brad is a music industry major in college, and he wants to work in the advertising industry writing and performing jingles for radio commercials. Which "key player" in the advertising industry will Brad likely be associated with after he graduates?

MINI-CASE Joan recently opened a store in her community that specializes in home decor, including some furniture, such as sofas, chairs, and end tables, but mostly home-decorating accessories. She is also a certified interior decorator, and she provides expertise in assisting do-it-yourself home decorators in "putting it all together." She has not been pleased with her sales so far, and she decides she needs to promote her business. -Refer to Mini-Case. What other communications tools besides advertising can Joan use? Give some specific examples.