Question 1

Critique the statement, "Advertising has no redeeming social value." Why do you think some hold this view of advertising?

Accepted Answer

The answer of Critique the statement, "Advertising has no redeeming...

Question 2

Which advertising approach uses reasons to persuade consumers?

Accepted Answer

A)  mass-sell 
B)  logical-sell 
C)  hard-sell 
D)  soft-sell 
E)  informative-sell 
A)  mass-sell 
B)  logical-sell 
C)  hard-sell 
D)  soft-sell 
E)  informative-sell

Question 3

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. Joan does not have a lot of resources to spend on promoting her business. What key player in advertising is most likely to be of value to Joan in assisting her in her advertising efforts?

Accepted Answer

The answer of MINI-CASE
Joan recently opened a store in her...

Question 4

For the truth campaign Porter + Bogusky and Arnold was the _______ that planned and implemented the advertising effort.

Accepted Answer

A)  marketer 
B)  media buying company 
C)  account manager 
D)  advertising agency 
E)  advertising department 
A)  marketer 
B)  media buying company 
C)  account manager 
D)  advertising agency 
E)  advertising department

Question 5

The target market of an organization is ________.

Accepted Answer

A)  demographically homogeneous 
B)  the particular group of consumers thought to be potential customers for the organization's goods and services 
C)  the largest market segment 
D)  made up of services and ideas, as well as goods 
E)  referred to as the marketing objective 
A)  demographically homogeneous 
B)  the particular group of consumers thought to be potential customers for the organization's goods and services 
C)  the largest market segment 
D)  made up of services and ideas, as well as goods 
E)  referred to as the marketing objective

Question 6

During the "Age of Print" stage of advertising's evolution, ads were primarily like classified advertising in format, and print media carried them.

Accepted Answer

A) True 
 B)False

Question 7

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. Because Polo Ralph Lauren wants to maintain close control over its image and advertising, which of the following statements is most likely true?

Accepted Answer

A)  They will most likely use an outside advertising agency to develop and execute their advertising. 
B)  They will most likely use an agency-of-record to develop and execute their advertising. 
C)  They will most likely not use any outside resources, such as vendors, to assist in developing and executing their advertising. 
D)  They will get better media rates by not using an advertising agency to purchase their advertising time and space. 
E)  They will most likely use an in-house agency to develop and execute their advertising. 
A)  They will most likely use an outside advertising agency to develop and execute their advertising. 
B)  They will most likely use an agency-of-record to develop and execute their advertising. 
C)  They will most likely not use any outside resources, such as vendors, to assist in developing and executing their advertising. 
D)  They will get better media rates by not using an advertising agency to purchase their advertising time and space. 
E)  They will most likely use an in-house agency to develop and execute their advertising.

Question 8

Coke and Pepsi are examples of different ________ of soft drinks.

Accepted Answer

A)  trademarks 
B)  taglines 
C)  products 
D)  brands 
E)  ideas 
A)  trademarks 
B)  taglines 
C)  products 
D)  brands 
E)  ideas

Question 9

In the 1990s, McCann-Erickson developed a television ad for Coke to kick off that year's summer campaign. The ad was trying to convey a father and son from another planet, with the father explaining that, in the summer, earthlings worship something called the "sun." The camera zoomed in on a beach as though the two were flying in from outer space when the picture showed a beautiful, young woman drinking a refreshing Coke in front of a Coke vending machine on the beach, and the son asked his father, "Is that the sun?" The agency struggled with the commercial to get the message across that they wanted Coke to be perceived as the center of our universe, eventually coming up with a new editing technique to convey the meaning they wanted. According to a McCann-Erickson professional working on the campaign, they wanted to do it because "it had never been done before." In spite of these creative efforts and the highly professional execution, the ad was not effective and ran for only a short time on television. In terms of the four fundamental concepts that must work in concert for an ad to be truly effective, which one was deficient in this campaign that caused it to be ineffective?

Accepted Answer

A)  creative idea 
B)  execution 
C)  media 
D)  strategy 
E)  all of the above 
A)  creative idea 
B)  execution 
C)  media 
D)  strategy 
E)  all of the above

Question 10

The cost to advertisers to purchase a 30-second advertising spot during the Super Bowl is very high. From the advertiser's perspective, what is the most important strength of advertising if they decide to use this media vehicle?

Accepted Answer

A)  can reach a mass audience 
B)  introduces products 
C)  explains important changes 
D)  reminds and reinforces 
E)  persuades 
A)  can reach a mass audience 
B)  introduces products 
C)  explains important changes 
D)  reminds and reinforces 
E)  persuades

Question 11

Which of the following is NOT a reason other advertising players hire a vendor?

Accepted Answer

A)  vendors are the only ones that can produce commercials 
B)  may not have expertise in that area 
C)  may be overloaded 
D)  may want a fresh perspective 
E)  vendors provide specialized services 
A)  vendors are the only ones that can produce commercials 
B)  may not have expertise in that area 
C)  may be overloaded 
D)  may want a fresh perspective 
E)  vendors provide specialized services

Question 12

Strategy, the creative idea, the creative executions, and the media must work in concert for an ad to be truly ________.

Accepted Answer

A)  efficient 
B)  effective 
C)  creative 
D)  interesting 
E)  entertaining 
A)  efficient 
B)  effective 
C)  creative 
D)  interesting 
E)  entertaining

Question 13

Roach-B-Gone is a brand of bug spray available to consumers to combat pests in their home. This brand has an ingredient that instantly kills roaches on contact, which is superior to all the other competitive bug sprays available in the consumer market. Which type of advertising approach should Roach-B-Gone use to persuade consumers that their brand is superior to all others?

Accepted Answer

A)  hard-sell 
B)  soft-sell 
C)  image-sell 
D)  direct-sell 
E)  creative-sell 
A)  hard-sell 
B)  soft-sell 
C)  image-sell 
D)  direct-sell 
E)  creative-sell

Question 14

The distinctive identity of a particular product that distinguishes it from its competitors is known as the ________.

Accepted Answer

A)  advertising 
B)  brand 
C)  tagline 
D)  logo 
E)  trademark 
A)  advertising 
B)  brand 
C)  tagline 
D)  logo 
E)  trademark

Question 15

Which major type of advertising demands creative, original messages that are strategically sound and well executed?

Accepted Answer

A)  nonprofit 
B)  brand 
C)  direct-response 
D)  business-to-business 
E)  all of the above 
A)  nonprofit 
B)  brand 
C)  direct-response 
D)  business-to-business 
E)  all of the above

Question 16

Which best describes a critical aspect of advertising that drives the entire field of advertising?

Accepted Answer

A)  strategic 
B)  media 
C)  nonpersonal 
D)  mass 
E)  creative 
A)  strategic 
B)  media 
C)  nonpersonal 
D)  mass 
E)  creative

Question 17

Purchasers and product users are synonymous terms.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is NOT considered a "key player" in advertising?

Accepted Answer

A)  media 
B)  advertiser 
C)  government 
D)  agency 
E)  suppliers 
A)  media 
B)  advertiser 
C)  government 
D)  agency 
E)  suppliers

Question 19

Which of the following is considered a strength of advertising as a marketing technique?

Accepted Answer

A)  directly affects sales 
B)  best communication tool for persuading consumers 
C)  it's inexpensive 
D)  can reach a mass audience 
E)  all of the above 
A)  directly affects sales 
B)  best communication tool for persuading consumers 
C)  it's inexpensive 
D)  can reach a mass audience 
E)  all of the above

Question 20

In which types of societies does advertising tend to flourish?

Accepted Answer

A)  ones where demand exceeds supply 
B)  ones where there is little price competition 
C)  ones where there are few distinguishing characteristics among product offerings by competitors 
D)  ones in which government does not regulate commercial speech 
E)  ones where supply exceeds demand 
A)  ones where demand exceeds supply 
B)  ones where there is little price competition 
C)  ones where there are few distinguishing characteristics among product offerings by competitors 
D)  ones in which government does not regulate commercial speech 
E)  ones where supply exceeds demand

Critique the statement, "Advertising has no redeeming social value." Why do you think some hold this view of advertising?

Which advertising approach uses reasons to persuade consumers?

For the truth campaign Porter + Bogusky and Arnold was the _______ that planned and implemented the advertising effort.

The target market of an organization is ________.

During the "Age of Print" stage of advertising's evolution, ads were primarily like classified advertising in format, and print media carried them.

Coke and Pepsi are examples of different ________ of soft drinks.

The cost to advertisers to purchase a 30-second advertising spot during the Super Bowl is very high. From the advertiser's perspective, what is the most important strength of advertising if they decide to use this media vehicle?

Which of the following is NOT a reason other advertising players hire a vendor?

Strategy, the creative idea, the creative executions, and the media must work in concert for an ad to be truly ________.

The distinctive identity of a particular product that distinguishes it from its competitors is known as the ________.

Which major type of advertising demands creative, original messages that are strategically sound and well executed?

Which best describes a critical aspect of advertising that drives the entire field of advertising?

Purchasers and product users are synonymous terms.

Which of the following is NOT considered a "key player" in advertising?

Which of the following is considered a strength of advertising as a marketing technique?

In which types of societies does advertising tend to flourish?

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters

Exam 1: Introduction to Advertising

Critique the statement, "Advertising has no redeeming social value." Why do you think some hold this view of advertising?

Which advertising approach uses reasons to persuade consumers?

For the truth campaign Porter + Bogusky and Arnold was the _______ that planned and implemented the advertising effort.

The target market of an organization is ________.

During the "Age of Print" stage of advertising's evolution, ads were primarily like classified advertising in format, and print media carried them.

Coke and Pepsi are examples of different ________ of soft drinks.

The cost to advertisers to purchase a 30-second advertising spot during the Super Bowl is very high. From the advertiser's perspective, what is the most important strength of advertising if they decide to use this media vehicle?

Which of the following is NOT a reason other advertising players hire a vendor?

Strategy, the creative idea, the creative executions, and the media must work in concert for an ad to be truly ________.

The distinctive identity of a particular product that distinguishes it from its competitors is known as the ________.

Which major type of advertising demands creative, original messages that are strategically sound and well executed?

Which best describes a critical aspect of advertising that drives the entire field of advertising?

Purchasers and product users are synonymous terms.

Which of the following is NOT considered a "key player" in advertising?

Which of the following is considered a strength of advertising as a marketing technique?

In which types of societies does advertising tend to flourish?

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Internet and Nontraditional Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters