Exam 1: Introduction to Advertising

Who is ultimately responsible for monitoring the work and paying the bills on an advertising account?

Which of the following roles does advertising NOT play in business and society?

The marketing mix is also known as the ________.

All large businesses have an in-house agency.

Explain why advertising is criticised from an economic perspective and provide an opposing argument.

Describe the social role of advertising.

Name and describe the six basic components of advertising.

The major change occurring in broadcast is divergence-the so called 'digital revolution'-which describes how media (television,radio,print,telecommunication and the computer)are coming together to distribute content.

Advertising is usually paid for by the ________.

All of these terms EXCEPT ________ refer to concepts in integrated marketing communications (IMC)and brand communication (BC).

A local radio advertisement for the Beachside Surf'N'Ski shop,announcing the products available in this nearby store,is called ________ advertising.

Why was Apple's 1984 Super Bowl advertisement so effective?

Already,a market segment in the United States named '________',or LOHAS,has been estimated to be worth than US$200 billion,with purchases in eco-tourism (adventure,travel),green building (energy star appliances),alternative energies (wind and solar),alternative transport (bio-fuels),alternatively fuelled cars (hybrids)and personal health (organic foods).

Award-winning ads are always effective ads.

Independent organisations that are hired by advertisers to plan and implement part or all of their advertising efforts are known as ________.

Which of the following is a task performed by an advertiser's procurement department?

________ estimates the likelihood that a particular strategy or advertising idea will work,or that one idea or expression of an idea is better than another.

Advertisers can have little to no impact on how ecologically conscious consumers are in their purchasing decisions.

Joan recently opened a store in her community that specialises in home décor,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.However,Joan does not have a lot of resources to spend on promotion.What key player in advertising is most likely to be of value to Joan in assisting her in her advertising efforts?

Concurrent research deconstructs the brand's identity to understand which elements of its advertising and communications have contributed positively or negatively,or has no effect.