Deck 9: Advertising: From Clay Tablets to Digital Tablets

Question 1

Channel surfing, zipping, and zapping are disadvantages of advertising on broadcast TV, but not on cable TV.

Answer 1

False

Question 2

New technologies have transformed advertising from "non personal" and "mass mediated" into an "art of engagement."

Answer 2

True

Question 3

The first advertising agency was opened by Volney B.Palmer in Boston.

Answer 3

True

Question 4

The quiz show scandal in the 1950s was initiated by greedy contestants?

Question 5

Broadcast advertising allows audiences to be targeted much more selectively than cable advertising.

Question 6

Advertising serves social, economic, and educational purposes.

Question 7

National spot ads are those airing when a national advertiser buys time on a network of radio stations.

Question 8

One of radio advertising's strengths is that radio is a background medium.

Question 9

Television commercials are aired in groups called clusters or pods.

Question 10

The term market in "upfront markets" refers to time frames.

Question 11

The FCC requires programmers to disclose placement sponsors in the show's credits.

Question 12

Dollar for dollar, television is the most affordable advertising medium.

Question 13

Spam is one form of Internet advertising.

Question 14

Keyword contextual targeting places ads matching the webpage content a user is reading.

Question 15

One of the disadvantages to Internet advertising is that updating/changing the copy and graphics of online ads takes a long time.

Question 16

Which option best describes the relationship between marketing and advertising?

A)advertising is a function of marketing
B)marketing is a subcategory of advertising
C)advertising and marketing are the same thing
D)none of the above

Question 17

Which medium was the first to contain advertisements?

A)Babylonian clay tablets
B)Egyptian papyrus
C)the Boston Newsletter in 1704
D)The New York Times in 1866

Question 18

When was radio advertising first aired?

A)1919, when KDKA aired an advertisement for Westinghouse receivers
B)1926, when General Mills produced a "jingle" for Wheaties
C)1922, when WEAF aired 10 minutes of time paid for by a real estate developer
D)none of the above

Question 19

When radio sponsors produced a program:

A)the radio station was a partner in the production team
B)the network was a partner in the production team
C)the radio station did not control the program content
D)both A & B

Question 20

Spot advertising is also known as:

A)magazine style advertising
B)insert advertising
C)both A & B
D)none of the above

Question 21

Which type of advertising is used when a television program contains ads for a variety of products and brands?

A)sponsorship
B)spot advertising
C)cluster advertising
D)both B & C

Question 22

Which of the following is an example of image advertising?

A)Whole Foods is committed to organic and sustainable products
B)Kellogg's corn flakes taste great
C)Campbell's soup is mm-mm-good
D)Both B & C

Question 23

Which is a consequence of the availability of hundreds of cable channels?

A)increased revenues for broadcasters
B)higher ratings/shares
C)audience fatigue
D)audience fragmentation

Question 24

Advantages of ____ advertising include: local, flexible, low advertising cost, high reach.
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A)radio
B)television
C)cable
D)Internet

Question 25

Advantages of ____ advertising include: select audience, upscale, variety, local advantage.

A)radio
B)television
C)cable
D)Internet

Question 26

Advantages of ____ advertising include: targeting consumers, prestige, and worldwide marketplace.

A)radio
B)television
C)cable
D)Internet

Question 27

Which statement best describes product placement?

A)careful framing of the shot so the product is located in the video "sweet spot"
B)companies pay to have their product used in or visible in a scene
C)an audio cue highlights each appearance of the product in an advertisement
D)none of the above

Question 28

Which is an example of a PSA?

A)Beyonce drinking Pepsi
B)A campaign reminding people not to let their friends drive while intoxicated
C)Volvo touting its safe automobiles
D)Pizza Hut offering $5.00 pizzas - online only, and only for 24 hours

Question 29

Buzz marketing often appears as:
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A)native advertising
B)word of mouth endorsements
C)product placement
D)none of the above

Question 30

A form of online advertisement running down a vertical column on the browser window is:

A)banner ad
B)interstitials
C)extramercial
D)skyscraper ad

Question 31

Which of the following options are considered rich-media ads?

A)interstitial
B)superstitial
C)pop ups
D)all of the above

Question 32

Which type of advertising agency plans, researches, creates, produces, and places ads?

A)full-service agency
B)creative boutique
C)media-buying service
D)none of the above

Question 33

Which type of advertising agency is staffed with copyrighters, artists, and producers but not media buyers?

A)full-service agency
B)creative boutique
C)interactive agency
D)none of the above

Question 34

Which type of advertising agency creates and maintains client websites, and creates and places online ads?

A)DFADs
B)creative boutiques
C)interactive/cyber agencies
D)none of the above

Question 35

Which statement is true of the FTC?

A)it regulates advertising
B)it promotes and supports a free marketplace
C)it issues sanctions when deceptive advertising is found
D)all of the above