Exam 2: Advertising

A freelance job typically pays better than a staff job in the short term.

How is public service advertising different from brand advertising?

The ________ behind a marketing communication message is stated in measurable objectives in areas such as sales and brand reputation.

Brad is a music industry major in college who wants to work in the advertising industry writing and performing jingles for radio commercials.If Brad gets a contract with an agency to write a jingle for a commercial,then Brad would be a(n)________.

Which of the following is NOT part of the modern definition of advertising?

________ advertising,which is the most visible type of advertising,focuses on the development of a long-term brand identity or image.

Refer to the following passage to answer the questions below. Joan recently opened a store in her community that specializes in home decor,including some furniture,such as sofas,chairs,and end tables,but mostly home-decorating accessories.She is also a certified interior decorator,and she provides expertise in assisting do-it-yourself home decorators in "putting it all together." She has not been pleased with her sales so far,and she decides she needs to promote her business. -How could Joan use social media to promote her business?

Trade advertising is also known as B2B advertising.

In an advertising agency,which of the following is usually responsible for gathering available intelligence on the market and consumers and for acting as the voice of the consumer?

Which of the following is NOT a reason an advertising agency might hire an outside supplier?

In the 1960s and 1970s,Leo Burnett used cultural archetypes in his advertisements.What is a cultural archetype? Give an example.

Which type of agency would most likely be able to purchase media at a low cost because it can group several clients' purchases together?

Which of the following is TRUE of the rational view of advertising?

When an advertiser hires an advertising agency,the advertiser becomes the agency's ________.

The sponsor is identified in an advertising message.

Signs and posters are examples of ________ media.

In the 1930s,John Caples published Tested Advertising Methods,which discussed his theories about the pulling power of headlines.How did Caples' work change the style of advertising writing?

How does advertising create cost efficiencies?

What is meant by the term effective with respect to advertising?

6SecondAbs,an abdominal workout device,runs an infomercial that lasts 30 minutes and demonstrates the benefits of the product.The infomercial claims that users of the product can reduce their waist and lose one size in a week when following the 6secondAbs workout plan.Viewers can call the 1-800 number provided in the infomercial to purchase the product directly.To stimulate a sale immediately,the infomercial offers several incentives,such as a lower price and additional products,if consumers call in the "next 30 minutes." Which type of advertising is this?