Exam 2: Advertising

Through the creation of the National Advertising Review Board during the ________,corporations were challenged on questions of taste and social responsibility.

Your local newspaper is an example of ________.

Independent organizations that are hired by advertisers to create,produce,and distribute part or all of an advertising effort are known as ________.

How many times did the "1984" commercial for Apple's Macintosh computer run?

________ advertising focuses on establishing a corporate identity or winning the public over to the organization's point of view.

Advertising began as ________.

Which of the following departments has the primary responsibility for managing the advertising process?

An advertisement that uses puffery makes an exaggerated promise about the advertised product.

Which of the following is most closely associated with the introduction of mass production and a new emphasis on wider distribution of products?

Charities,foundations,associations,hospitals,orchestras,museums,and religious institutions advertise for customers,members,volunteers,and donations and other forms of program participation using which major type of advertising?

Which of the following is NOT considered a major type of advertising?

An advertising ________ is a set of related ads that are variations on a theme.

The strategy of "ads as news" was not introduced until after World War II.

Which of the following companies is typically among the top advertisers in the United States?

Big companies may have hundreds of agencies working for them,but they normally have a(n)________,which does most of their advertising business and may even manage the other agencies.

The "Blue Books" published by the J.Walter Thompson agency published ________.

In the evolution of advertising,which of the following came before the Early Age of Agencies?

The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people.

In the 1880s,advertising was referred to by advertising legend Albert Lasker as "salesmanship in print driven by a reason why." Explain what this means.

Refer to the passage below to answer the following questions. Polo Ralph Lauren manufactures and sells high-quality,expensive brands of clothing as well as accessories,cosmetics,and home products.The company maintains complete control over the brand image and all of the functions necessary to develop,execute,and deliver advertising.Polo appeals to consumers' lifestyle aspirations.Its products are of high quality and better than most competitors' offerings.The objective in the company's advertising is to convey this image and the fashion statement it makes. -Which of the following approaches would Polo Ralph Lauren most likely take in an advertising campaign?