Question 1

Advertising Age magazine estimates that by 2020,two thirds of online advertising will be to mobile devices.

Accepted Answer

A) True 
 B)False  True

Question 2

In a brief essay,define what targeted advertising is.Then provide an example of how it could be used effectively.Finally,explain how targeting can backfire on a company.

Accepted Answer

Targeting is the process of trying to make a product or service appeal to a narrowly defined group.Groups may be targeted using demographics,geo graphics,and psychographics.Students should provide an example of a targeted audience and an ad designed to reach that group.The opening vignette gives an example of how a Target initially had trouble using highly targeted ads to pregnant women.

Question 3

In 2006,the advertising industry revised its guidelines for advertising to children.These included ______.
A.distinguishing between advertising and programming
B.identifying when online games contained advertising
C.showing the advertised food as part of a complete meal
D.all of these

Accepted Answer

Cd

Question 4

An advertisement designed to reach an audience in a set of southern suburbs of Minneapolis would be called ______ coverage.

Accepted Answer

A) targeted 
B) zoned 
C) rated 
D) contracted 
A) targeted 
B) zoned 
C) rated 
D) contracted

Question 5

One advantage of advertising on radio is that you can purchase time for your ads at the last minute.

Accepted Answer

A) True 
 B)False

Question 6

The advertising agency department responsible for deciding on the target market for the advertising is which of the following?

Accepted Answer

A) research and planning 
B) creative activity 
C) media planning 
D) none of these 
A) research and planning 
B) creative activity 
C) media planning 
D) none of these

Question 7

A good advertising campaign can get people to buy a bad product over an extended period of time.

Accepted Answer

A) True 
 B)False

Question 8

The first major mass medium to be supported primarily by advertising in the United States was which of the following?

Accepted Answer

A) newspapers 
B) radio 
C) broadcast television 
D) cable television 
A) newspapers 
B) radio 
C) broadcast television 
D) cable television

Question 9

In a brief essay,define what advertising clutter is,why it is of concern to advertisers,and what are broadcast and cable/satellite television networks doing about it?

Accepted Answer

Clutter is the large number of nonprogra

Question 10

Entrepreneur Elon Musk engaged in integrated marketing communication (IMC)to promote his varied companies by ______.

Accepted Answer

A) painting all of his brand names on the side of the Falcon Heavy rocket on its test flight 
B) giving away a free orbital to the moon 
C) launching his personal Tesla Roadster convertible toward Mars on the test flight of his Falcon Heavy rocket 
D) You can't fool me,Elon Musk runs nothing but conventional television commercials for his brands 
A) painting all of his brand names on the side of the Falcon Heavy rocket on its test flight 
B) giving away a free orbital to the moon 
C) launching his personal Tesla Roadster convertible toward Mars on the test flight of his Falcon Heavy rocket 
D) You can't fool me,Elon Musk runs nothing but conventional television commercials for his brands

Question 11

William Paley became convinced of the potential of radio advertising rights after he did which of the following?

Accepted Answer

A) He founded the CBS radio network. 
B) He made good money selling radio ads. 
C) He used radio advertising for his family's cigar company. 
D) He saw radio advertising revenues superseding print ad revenues of the time. 
A) He founded the CBS radio network. 
B) He made good money selling radio ads. 
C) He used radio advertising for his family's cigar company. 
D) He saw radio advertising revenues superseding print ad revenues of the time.

Question 12

When Sony launched its PlayStation 2 video game system,it did relatively little advertising because it did not have enough of the systems ready to sell.

Accepted Answer

A) True 
 B)False

Question 13

Integrated marketing communication (IMC)campaigns typically involve ______.

Accepted Answer

A) advertising 
B) public relations 
C) sales promotion 
D) all of these 
A) advertising 
B) public relations 
C) sales promotion 
D) all of these

Question 14

Broadcast and cable networks are experimenting with ______.

Accepted Answer

A) only running commercials between programs 
B) cutting back 10-20% on the number of commercials they show during their prime-time programs 
C) running fewer,longer commercials 
D) all of these 
A) only running commercials between programs 
B) cutting back 10-20% on the number of commercials they show during their prime-time programs 
C) running fewer,longer commercials 
D) all of these

Question 15

YouTube star Logan Paul started being dropped by his sponsors after he ______.

Accepted Answer

A) produced an anti-Semitic video 
B) produced a video mocking the products produced by three of his biggest sponsors 
C) was caught copying video ideas from YouTube star PewDiePie 
D) produced a video showing him having a conversation with and about a suicide victim's corpse hanging from a tree in Japan 
A) produced an anti-Semitic video 
B) produced a video mocking the products produced by three of his biggest sponsors 
C) was caught copying video ideas from YouTube star PewDiePie 
D) produced a video showing him having a conversation with and about a suicide victim's corpse hanging from a tree in Japan

Question 16

Advertisers like sending their messages to mobile phone screens because they can reach a highly targeted audience that way.

Accepted Answer

A) True 
 B)False

Question 17

The inclusion of sponsors' products into the plots of television shows and movies is known as product integration.

Accepted Answer

A) True 
 B)False

Question 18

In a brief essay,explain how Burger King worked to integrate the Google Home smart speaker into its advertising for the Whopper.In your essay,you should discuss,with examples,the challenge of grabbing attention for your product with maintaining your product's brand image.What did Burger King gain from this stunt? What were the problems with it?

Accepted Answer

Read the section on Creative Activity on

Question 19

Consumers will often pay more for a product that has a premium image attached to it by advertising.

Accepted Answer

A) True 
 B)False

Question 20

In 2008,companies spent ______ a year advertising to children.

Accepted Answer

A) US$100 million 
B) US$650 million 
C) US$4 billion 
D) US$17 billion 
A) US$100 million 
B) US$650 million 
C) US$4 billion 
D) US$17 billion

Advertising Age magazine estimates that by 2020,two thirds of online advertising will be to mobile devices.

In a brief essay,define what targeted advertising is.Then provide an example of how it could be used effectively.Finally,explain how targeting can backfire on a company.

In 2006,the advertising industry revised its guidelines for advertising to children.These included ______. A.distinguishing between advertising and programming B.identifying when online games contained advertising C.showing the advertised food as part of a complete meal D.all of these

An advertisement designed to reach an audience in a set of southern suburbs of Minneapolis would be called ______ coverage.

One advantage of advertising on radio is that you can purchase time for your ads at the last minute.

The advertising agency department responsible for deciding on the target market for the advertising is which of the following?

A good advertising campaign can get people to buy a bad product over an extended period of time.

The first major mass medium to be supported primarily by advertising in the United States was which of the following?

In a brief essay,define what advertising clutter is,why it is of concern to advertisers,and what are broadcast and cable/satellite television networks doing about it?

Entrepreneur Elon Musk engaged in integrated marketing communication (IMC)to promote his varied companies by ______.

William Paley became convinced of the potential of radio advertising rights after he did which of the following?

When Sony launched its PlayStation 2 video game system,it did relatively little advertising because it did not have enough of the systems ready to sell.

Integrated marketing communication (IMC)campaigns typically involve ______.

Broadcast and cable networks are experimenting with ______.

YouTube star Logan Paul started being dropped by his sponsors after he ______.

Advertisers like sending their messages to mobile phone screens because they can reach a highly targeted audience that way.

The inclusion of sponsors' products into the plots of television shows and movies is known as product integration.

Consumers will often pay more for a product that has a premium image attached to it by advertising.

In 2008,companies spent ______ a year advertising to children.

Living in a Media World: An Introduction to Mass Communication

Mass Communication Effects: How Society and Media Interact

The Media Business: Consolidation, Globalization, and the Long Tail

Books: The Birth of the Mass Media

Magazines: The Power of Words and Images

Newspapers and the News: Reflection of a Democratic Society

Audio: Music and Talk Across Media

Movies: Mass Producing Entertainment

Television: Broadcast and Beyond

Online Media: The Internet, Social Media, and Video Games

Public Relations: Interactions, Relationships, and the News

Media Law: Free Speech and Fairness

Media Ethics: Truthfulness, Fairness, and Standards of Decency

Global Media: Communication Around the World

Filters

Exam 11: Advertising: Selling a Message

Advertising Age magazine estimates that by 2020,two thirds of online advertising will be to mobile devices.

In a brief essay,define what targeted advertising is.Then provide an example of how it could be used effectively.Finally,explain how targeting can backfire on a company.

In 2006,the advertising industry revised its guidelines for advertising to children.These included ______. A.distinguishing between advertising and programming B.identifying when online games contained advertising C.showing the advertised food as part of a complete meal D.all of these

An advertisement designed to reach an audience in a set of southern suburbs of Minneapolis would be called ______ coverage.

One advantage of advertising on radio is that you can purchase time for your ads at the last minute.

The advertising agency department responsible for deciding on the target market for the advertising is which of the following?

A good advertising campaign can get people to buy a bad product over an extended period of time.

The first major mass medium to be supported primarily by advertising in the United States was which of the following?

In a brief essay,define what advertising clutter is,why it is of concern to advertisers,and what are broadcast and cable/satellite television networks doing about it?

Entrepreneur Elon Musk engaged in integrated marketing communication (IMC)to promote his varied companies by ______.

William Paley became convinced of the potential of radio advertising rights after he did which of the following?

When Sony launched its PlayStation 2 video game system,it did relatively little advertising because it did not have enough of the systems ready to sell.

Integrated marketing communication (IMC)campaigns typically involve ______.

Broadcast and cable networks are experimenting with ______.

YouTube star Logan Paul started being dropped by his sponsors after he ______.

Advertisers like sending their messages to mobile phone screens because they can reach a highly targeted audience that way.

The inclusion of sponsors' products into the plots of television shows and movies is known as product integration.

Consumers will often pay more for a product that has a premium image attached to it by advertising.

In 2008,companies spent ______ a year advertising to children.

Living in a Media World: An Introduction to Mass Communication

Mass Communication Effects: How Society and Media Interact

The Media Business: Consolidation, Globalization, and the Long Tail

Books: The Birth of the Mass Media

Magazines: The Power of Words and Images

Newspapers and the News: Reflection of a Democratic Society

Audio: Music and Talk Across Media

Movies: Mass Producing Entertainment

Television: Broadcast and Beyond

Online Media: The Internet, Social Media, and Video Games

Public Relations: Interactions, Relationships, and the News

Media Law: Free Speech and Fairness

Media Ethics: Truthfulness, Fairness, and Standards of Decency

Global Media: Communication Around the World

Filters