Deck 15: Advertising

Question 1

Advertising serves a(n)_________ function in society.

A)marketing
B)educational
C)economic
D)social
E)all of these

Answer 1

E

Question 2

Tracking studies in advertising are designed to:

A)pretest potential ad messages
B)identify characteristics of the target market
C)determine whether people understand certain ads
D)see how many people recall certain ads
E)none of these

Answer 2

D

Question 3

In an advertising agency,writers and art directors are typically part of the ________ department.

A)administration
B)account services
C)marketing services
D)creative services
E)advertisement support

Answer 3

D

Question 4

Of the following media,which has the lowest reach?

A)outdoor
B)direct mail
C)newspapers
D)magazines
E)radio

Question 5

Which of the following is NOT one of the four main categories of business-to-business ads?

A)agriculture
B)medical/pharmaceutical
C)industrial
D)trade
E)professional

Question 6

Thanks to the Internet,new channels of advertising include all the following except:

A)podcasts
B)cell phones
C)AccessURLs
D)video gaming
E)all of these

Question 7

A coupon placed under the windshield wiper of your car offering "25% off a large pizza this week at Joe's Pizza Shop" is an example of ___________ advertising.

A)market
B)indirect action
C)direct action
D)promotional
E)primary demand

Question 8

In recent years,the advertising agency:

A)was dominated (in terms of income)by big city agencies,just as in earlier years
B)has seen "super" or "mega" agencies as a result of mergers and consolidations
C)has become globalized,with significant foreign ownership
D)all of these
E)none of these

Question 9

The first medium allowing for truly national advertising was:

A)newspapers
B)magazines
C)radio
D)TV
E)none of these

Question 10

An organization which specializes in the creation of ads is a:

A)creative boutique
B)media buying service
C)full service agency
D)cyber agency
E)strategic agency

Question 11

An advertisement encouraging families to "take the kids bowling more often" (without saying exactly where to go bowling)is an example of ______________ advertising.

A)primary demand
B)selective demand
C)public service
D)retail
E)non-strategic

Question 12

The social and media environment for advertisers changed drastically in the 1980s and 1990s because:

A)cable TV presented many new and specialized channels
B)new forms of video marketing (such as infomercials and home shopping)emerged
C)political changes in Europe created opportunities for global marketing
D)advertisers were facing a more culturally diverse marketplace
E)all of these

Question 13

When the ad industry evaluates media,a medium's ability to actually reach potential customers is its:

A)delivery
B)selectivity
C)reach
D)efficiency
E)frequency

Question 14

________ occurs when companies create messages that are so intriguing that consumers share them with others.

A)viral advertising
B)citizen hype
C)advertising-on-demand
D)ad identification
E)vertical mousetrap

Question 15

Retail advertisers are also called _____________ advertisers.

A)national
B)vendor
C)franchise
D)local
E)consumer

Question 16

Which of these phases of an advertising campaign would happen last?

A)executing the campaign
B)buying space/time
C)producing the ads
D)translating the theme
E)selecting the main appeal/theme

Question 17

Identifying the target audience is one goal of ___________ in advertising.

A)tracking studies
B)demographic research
C)formative research
D)message research
E)recall studies

Question 18

Positioning is most commonly considered during the _________ phase of an ad campaign.

A)choosing marketing strategy
B)buying space/time
C)producing the ads
D)translating the theme
E)selecting the main appeal/theme

Question 19

The media mix for business-to-business advertising:

A)differs from that for consumer advertising
B)emphasizes personalized media
C)tends to focus on business and trade publications
D)finds direct mail more effective than it is for consumer advertising
E)all of these

Question 20

When compared to consumer advertising,business-to-business advertising

A)has a narrower,less diverse target audience
B)presents much more technical information
C)generally relies on rationality more than emotional appeals
D)all of these
E)none of these

Question 21

Print ads use thumbnail sketches and rough layouts for a similar purpose as TV ads use storyboards.

Question 22

Advertisements for restaurant supplies are business-to-business ads,while ads for household cleaners are consumer ads.

Question 23

Tropicana orange juice is an example of a national advertiser.

Question 24

The account services department of an ad agency is responsible for preparing advertising copy.

Question 25

Advertisers are developing electronic billboards and other devices that recognize facial expression and gestures to change messages.Besides billboards,what is another medium that could use this new software and in what ways?

Question 26

Because business-to-business ads aren't geared to the consumer,such ads are never found in the mass media.

Question 27

Online banner ads don't generate a lot of traffic for sponsors.

Question 28

According to Barbara Phillips,trade characters like the Jolly Green Giant give meaning and significance to otherwise indistinguishable products.What trade characters have you observed in a recent commercials accomplish this goal? Explain your response.

Question 29

Companies that are trying to reach customers who use new technologies (such as the DVR and iPod)are exploring non-traditional forms of advertising.

Question 30

Ad agencies always receive a 15 percent commission for their services,although trends indicate that amount is increasing.

Question 31

Full service agencies actually create ads,whereas creative boutiques and media buying services do not.

Question 32

Advertising is a relatively new phenomenon,dating back only about 100 years.

Question 33

On a typical ad campaign,before doing anything else,the marketing strategy must be selected.

Question 34

Although business-to-business ads traditionally emphasize lengthy,detailed,and factual copy,recent years have seen the introduction of humor and other creative appeals.

Question 35

Radio ads maximize reach,frequency and selectivity,and minimize cost.

Question 36

Message research is conducted during and after an advertising campaign to see how well the ads perform.

Question 37

Advertising is nonpersonal promotion of items,and is paid for by an identified sponsor.