Exam 1: Introduction to Advertising

On which level do ads and their goals work?

Which of the following is NOT considered a social role of advertising?

The primary responsibility of this department is to act as a liaison between the marketing department in large organizations and the advertising agency (or agencies) and other vendors.

The success of the new VW Beetle was built upon its ability to connect with the antistatus ________ of the original "lowly" Beetle.

Which of the following is considered a "key player" in advertising?

6SecondABS, an abdominal workout device, runs an infomercial that lasts 30 minutes and demonstrates the benefits of their product. They claim that users of their product can reduce their waist and lose one size in a week when following their workout plan. Viewers can call the 1-800 number on the infomercial to purchase the product directly. To stimulate a sale immediately, the infomercial offers several incentives, such as a lower price and additional products, if consumers call in the "next 30 minutes." Which type of advertising is this?

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. Several of Polo Ralph Lauren's ads have won awards based solely on their creative ideas. Of the following, what type of awards might these have been?