Deck 11: Advertising: Selling a Message

Question 1

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

Answer 1

Cd

Question 2

The process of going from having work done by muscle to being done by machines is which of the following?

A)industrialization
B)modernization
C)urbanization
D)standardization

Answer 2

A

Question 3

Target stores identify pregnant women who might want baby product coupons by ______.

A)tracking their medical records
B)having them register at the Target website
C)having friends recommend them through Facebook
D)tracking the products they buy at the store

Answer 3

D

Question 4

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

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 5

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

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

Question 6

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

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

Question 7

Broadcast and cable networks are experimenting with ______.

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 8

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

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

Question 9

Online advertising has grown from 3.8% of U.S.advertising spending in 2000 to ______% in 2017.

A)10
B)25
C)35
D)70

Question 10

In radio,the term drive time means which of the following?

A)any hour that people might be driving
B)morning and afternoon commute times
C)the time to drive home important points in an ad
D)when people go on vacation

Question 11

Broadcast television networks carry an average of ______ min of advertising and promotion clutter per hour.

A)8
B)10
C)12
D)15

Question 12

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

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 13

According to the text,the gay market is perceived as desirable to advertisers for which of the following reasons?

A)It was a relatively neglected market previously.
B)Gay-targeted ads are easier to produce.
C)It is perceived as relatively upscale.
D)all of these

Question 14

The social process by which people go from having the identities they are born with to being able to decide who they want to be is which of the following?

A)industrialization
B)modernization
C)urbanization
D)standardization

Question 15

The innovation in the way Pears' soap marketed its product was that it was the first to use which of the following?

A)a print ad
B)a catch phrase
C)word of mouth
D)a brand name

Question 16

The advertising agency department responsible for developing the actual advertisements is which of the following?

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

Question 17

The biggest advertising medium in the United States for which audience size is measured is which of the following?

A)television (broadcast and cable/satellite)
B)online
C)magazines
D)radio

Question 18

The advertising agency department responsible for deciding where to place the advertising is which of the following?

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

Question 19

The term economy of abundance means which of the following?

A)People have much disposable income to spend on available products.
B)People study the economy to ensure that they can buy the things they need.
C)There are as many or more goods available as people want to buy.
D)The economy is geared toward serving those who have an abundant income.

Question 20

In advertising,the cost of reaching 1,000 consumers with a particular advertisement in a particular medium is known as which of the following?

A)CPM
B)CPT
C)Y2K
D)A1C

Question 21

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

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

Question 22

When Ladies' Home Journal ceased publication in 2014,it still had plenty of advertisers interested in buying space in the magazine.

Question 23

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

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 24

An example of an indirect action message would be which of the following?

A)an ad selling cleaning services to hotels
B)a political ad promoting reduced government spending
C)an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
D)a local grocery store ad for fresh produce

Question 25

Native advertising is ______.

A)advertising from the parent company of a publication or website
B)advertising designed to blend in with a publication's editorial content
C)advertising targeted at a country's indigenous population
D)advertising that is designed to fit in with sales promotions and public relations campaigns

Question 26

In 2013,a study by eMarketer found that American consumers were spending more time with digital media than with television for the first time.

Question 27

An example of a direct action message would be which of the following?

A)an ad selling cleaning services to hotels
B)a political ad promoting reduced government spending
C)an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
D)a local grocery store ad for fresh produce

Question 28

An advertisement designed to sell soda to a young,hip audience would be called ______ advertising.

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

Question 29

Brand names first became popular for consumer products following the Vietnam War.

Question 30

In which way are newspaper ads more effective than radio or TV ads?

A)More people read newspapers every day than watch TV and listen to radio.
B)Newspaper ads are more entertaining.
C)Newspaper ads allow advertisers to give detailed information.
D)Consumers trust whatever they read in newspapers.

Question 31

An example of an advocacy ad would be which of the following?

A)an ad selling cleaning services to hotels
B)a political ad promoting reduced government spending
C)an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
D)a local grocery store ad for fresh produce

Question 32

An example of a business-to-business ad would be which of the following?

A)an ad selling cleaning services to hotels
B)a political ad promoting reduced government spending
C)an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
D)a local grocery store ad for fresh produce

Question 33

Apple's 1984 Super Bowl commercial was designed to do which of the following?

A)highlight the new features of the Macintosh computer
B)promote the price of the new Macintosh computer
C)make people aware that Apple was introducing a new computer
D)show people how a Macintosh differed from an IBM computer

Question 34

What is an advantage of radio advertising over magazine ads?

A)Radio ads give longer exposure to the message.
B)Radio ads are better at reaching an older audience.
C)Radio ads allow advertisers to give more detailed information.
D)Radio ads have a shorter lead time than magazine ads.

Question 35

Advertising and marketing messages that are posted by people through channels such as YouTube,Snapchat,or Twitter are known as ______.

A)social media
B)online marketing
C)social marketing
D)none of these

Question 36

One of the biggest problems in controlling advertising of junk food to children is which of the following?

A)It is difficult to decide what television programs are aimed at children.
B)It is politically unpopular to regulate advertising directed at children.
C)Children don't pay much attention to commercials.
D)It is difficult to decide on what is junk food and what is healthy fooD.

Question 37

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.

Question 38

An advocacy ad is designed to advocate the purchase of a new,unknown product.

Question 39

The primary purpose of the Super Bowl television broadcast is to deliver 45% of the television audience to advertisers.

Question 40

Integrated marketing communication (IMC)campaigns typically involve ______.

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

Question 41

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

Question 42

Who is Mountain Dew advertising targeted at?

Question 43

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

Question 44

The biggest change in outdoor advertising over the past 10 years has been the growth of digital billboards.

Question 45

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

Question 46

Define the term economy of abundance.

Question 47

Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies.

Question 48

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

Question 49

"Urban marketing" is another way of describing advertising targeted at whom?

Question 50

Because television ads work so well,few companies want to pay for product placement in movies and television shows.

Question 51

The New Coke product,introduced in 1985,failed because most people did not like the taste.

Question 52

What is the VALS system?

Question 53

Most American consumers can easily identify native advertising as paid marketing messages.

Question 54

Google's AdWords and AdSense programs place advertising on web and search pages based on the content the viewer has called up.

Question 55

The "big idea" is an advertising concept that will grab people's attention,make them remember the product,and make them take action.

Question 56

Ads designed to promote a special interest group's point of view are what ads?

Question 57

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

Question 58

Television writers think they should be compensated extra for including product integration into their program scripts.

Question 59

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

Question 60

One disadvantage of advertising in monthly magazines is that you need a long lead time to purchase space for your ads.

Question 61

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.

Question 62

Why is a British ban on advertising junk food to children so controversial?

Question 63

In a brief essay,explain how integrated marketing communication (IMC)differs from traditional advertising and then discuss how Elon Musk made use of IMC to promote his wide variety of brands.

Question 64

What is the central conflict companies' face when they hire you YouTube stars to help promote their brand.Provide an example.

Question 65

What is mobile advertising?

Question 66

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?

Question 67

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?

Question 68

A communication strategy for reaching key audiences using advertising,public relations,sales promotion,and interactive media is known as what?

Question 69

In a brief essay,explain two approaches to social marketing.Make sure you discuss the strengths and weaknesses of each.

Question 70

How did Gildan use native advertising to promote a modern image for their men's underwear?