Exam 1: The New World of Marketing Communication

Over the years, identification, information, and entertainment have been the basic elements of marketing communication.

When did television commercials first come on the scene?

The agency person in charge of an advertiser's business is the ________.

The word advertisement first appeared in the ________.

Which of the following would most likely be created pro bono by an advertising agency?

An agency ________ is a large conglomeration of agencies under a central ownership.

Refer to the following passage to answer the questions below. 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. -If Joan decides to use advertising, what type of advertising will that be and what should it emphasize?

Advertising begins with the agency.

For an advertisement to be considered effective, what is the first thing it must do?

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.

The key players in advertising are the advertiser, the agency, the media, and the suppliers.

Which of the following is NOT one of the four major staff functions in a full-service advertising agency?

Define advertising.

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, and 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. -Which of the following approaches would Polo Ralph Lauren most likely take in an advertising campaign?

During the ________ in the late 1990s, corporations were challenged on questions of taste and social responsibility.

Direct-response advertising tries to stimulate a sale directly.

An advertising ________ is a set of related ads that are variations on a theme.

The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people.

Radio and television are examples of ________ media.

Refer to the following passage to answer the questions below. 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. -What other communications tools besides advertising can Joan use? Give two specific examples.