Question 1

Persuasion can involve emotional messages as well as information.

Accepted Answer

A) True 
 B)False

Question 2

Name and describe the four key players in advertising.

Accepted Answer

(1)Advertiser-The person or organization

Question 3

Calvin Klein used some very controversial ads depicting what looked like drug-addicted teenagers posing in sexually suggestive poses.What type of advertising is this? Explain your answer.

Accepted Answer

This is an example of brand advertising

Question 4

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup.The medium of this ad is ________.

Accepted Answer

A) Melina Kanakaredes 
B) Ladies' Home Journal 
C) readers who redeem the $1-off coupon 
D) Maybelline 
E) the target market to whom Melina Kanakaredes appeals 
A) Melina Kanakaredes 
B) Ladies' Home Journal 
C) readers who redeem the $1-off coupon 
D) Maybelline 
E) the target market to whom Melina Kanakaredes appeals

Question 5

Calvin Klein used some very controversial ads depicting what looked like drug-addicted teenagers posing in sexually suggestive poses.Calvin Klein claimed that all the models in the ads were adults,but critics claimed that it did not look that way.It was reported that the ads were produced "in-house." Why do you think Calvin Klein used an in-house agency to produce these ads instead of an outside agency?

Accepted Answer

One reason advertisers use an in-house a

Question 6

The cost of purchasing a 30-second advertising spot during the Super Bowl is typically millions of dollars.From the advertiser's perspective,what is the most important benefit of placing an advertisement during the Super Bowl?

Accepted Answer

A) the ability to reach a mass audience 
B) the best media for introducing products 
C) the ability to make personal connections with consumers 
D) the likelihood that consumers will make an immediate purchase decision 
E) the persuasive nature of television commercials 
A) the ability to reach a mass audience 
B) the best media for introducing products 
C) the ability to make personal connections with consumers 
D) the likelihood that consumers will make an immediate purchase decision 
E) the persuasive nature of television commercials

Question 7

All award-winning ads are effective ads.

Accepted Answer

A) True 
 B)False

Question 8

The Effie award is given to recognize advertisements that are ________.

Accepted Answer

A) integrated with other marketing efforts 
B) both creative and effective 
C) developed into complete advertising campaigns 
D) cost-efficient 
E) created by in-house agencies 
A) integrated with other marketing efforts 
B) both creative and effective 
C) developed into complete advertising campaigns 
D) cost-efficient 
E) created by in-house agencies

Question 9

Brand advertising is also known as ________ advertising.

Accepted Answer

A) trade 
B) local 
C) consumer 
D) corporate 
E) public service 
A) trade 
B) local 
C) consumer 
D) corporate 
E) public service

Question 10

When creating an advertisement or complete campaign,it is typically more efficient for an advertiser to use an outside agency rather than an in-house agency for all of the following reasons EXCEPT which one?

Accepted Answer

A) Outside agencies typically have fewer restrictions on getting ideas approved. 
B) Outside agencies have creative expertise. 
C) Outside agencies have media knowledge. 
D) Outside agencies have workforce talent. 
E) Outside agencies have the ability to negotiate good deals for clients. 
A) Outside agencies typically have fewer restrictions on getting ideas approved. 
B) Outside agencies have creative expertise. 
C) Outside agencies have media knowledge. 
D) Outside agencies have workforce talent. 
E) Outside agencies have the ability to negotiate good deals for clients.

Question 11

In an advertising agency,which of the following is responsible for the internal tracking of the completion of projects?

Accepted Answer

A) research and development department 
B) production department 
C) traffic department 
D) creative department 
E) copywriter 
A) research and development department 
B) production department 
C) traffic department 
D) creative department 
E) copywriter

Question 12

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.
-If Joan decides to use advertising,what type of advertising will that be and what should it emphasize?

Accepted Answer

The type of advertising will be retail,o

Question 13

Which of the following is the central purpose of advertising?

Accepted Answer

A) to inform consumers about a product 
B) to position a product 
C) to create a brand image 
D) to develop a brand relationship 
E) to sell a product 
A) to inform consumers about a product 
B) to position a product 
C) to create a brand image 
D) to develop a brand relationship 
E) to sell a product

Question 14

During the Early Age of Agencies,Baker's Chocolate and Ivory Soap were two of the first products to use ________.

Accepted Answer

A) the pulling power of headlines 
B) brand names 
C) status appeal 
D) cultural archetypes 
E) integrated marketing communication 
A) the pulling power of headlines 
B) brand names 
C) status appeal 
D) cultural archetypes 
E) integrated marketing communication

Question 15

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogs,website,and retail outlets.It uses the same models in its catalog and print ads,as well as on its website.Delia's works to make sure its public relations activities and sales promotions harmonize with its advertising in all venues.From this information,you can infer that Delia's is using ________.

Accepted Answer

A) buzz marketing 
B) a full-service agency 
C) integrated marketing communication 
D) word-of-mouth marketing 
E) mass communication 
A) buzz marketing 
B) a full-service agency 
C) integrated marketing communication 
D) word-of-mouth marketing 
E) mass communication

Question 16

In the evolution of advertising,P.T.Barnum is known for which of the following?

Accepted Answer

A) conducting one of the first full ad campaigns 
B) crafting the strategy of advertising as news 
C) identifying the pulling power of headlines 
D) scientifically measuring the effectiveness of ads 
E) introducing the concept of status appeal 
A) conducting one of the first full ad campaigns 
B) crafting the strategy of advertising as news 
C) identifying the pulling power of headlines 
D) scientifically measuring the effectiveness of ads 
E) introducing the concept of status appeal

Question 17

In an agency,the person in charge of an advertiser's business is known as the "supplier manager."

Accepted Answer

A) True 
 B)False

Question 18

Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure.However,Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads;rather,the agency hires outside experts to produce those elements of the campaign.Which type of "key player" does Bolls and Associates use to produce client advertisements?

Accepted Answer

A) advertiser 
B) agency 
C) media 
D) supplier 
E) vehicle 
A) advertiser 
B) agency 
C) media 
D) supplier 
E) vehicle

Question 19

Products can be services and ideas,as well as goods.

Accepted Answer

A) True 
 B)False

Question 20

A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

Accepted Answer

A) set fee system 
B) value bill 
C) commission 
D) retainer 
E) performance incentive 
A) set fee system 
B) value bill 
C) commission 
D) retainer 
E) performance incentive

Persuasion can involve emotional messages as well as information.

Name and describe the four key players in advertising.

Calvin Klein used some very controversial ads depicting what looked like drug-addicted teenagers posing in sexually suggestive poses.What type of advertising is this? Explain your answer.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup.The medium of this ad is ________.

The cost of purchasing a 30-second advertising spot during the Super Bowl is typically millions of dollars.From the advertiser's perspective,what is the most important benefit of placing an advertisement during the Super Bowl?

All award-winning ads are effective ads.

The Effie award is given to recognize advertisements that are ________.

Brand advertising is also known as ________ advertising.

When creating an advertisement or complete campaign,it is typically more efficient for an advertiser to use an outside agency rather than an in-house agency for all of the following reasons EXCEPT which one?

In an advertising agency,which of the following is responsible for the internal tracking of the completion of projects?

Which of the following is the central purpose of advertising?

During the Early Age of Agencies,Baker's Chocolate and Ivory Soap were two of the first products to use ________.

In the evolution of advertising,P.T.Barnum is known for which of the following?

In an agency,the person in charge of an advertiser's business is known as the "supplier manager."

Products can be services and ideas,as well as goods.

A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

Strategic Brand Communication

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 2: Advertising

Persuasion can involve emotional messages as well as information.

Name and describe the four key players in advertising.

Calvin Klein used some very controversial ads depicting what looked like drug-addicted teenagers posing in sexually suggestive poses.What type of advertising is this? Explain your answer.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon to try the new makeup.The medium of this ad is ________.

The cost of purchasing a 30-second advertising spot during the Super Bowl is typically millions of dollars.From the advertiser's perspective,what is the most important benefit of placing an advertisement during the Super Bowl?

All award-winning ads are effective ads.

The Effie award is given to recognize advertisements that are ________.

Brand advertising is also known as ________ advertising.

When creating an advertisement or complete campaign,it is typically more efficient for an advertiser to use an outside agency rather than an in-house agency for all of the following reasons EXCEPT which one?

In an advertising agency,which of the following is responsible for the internal tracking of the completion of projects?

Which of the following is the central purpose of advertising?

During the Early Age of Agencies,Baker's Chocolate and Ivory Soap were two of the first products to use ________.

In the evolution of advertising,P.T.Barnum is known for which of the following?

In an agency,the person in charge of an advertiser's business is known as the "supplier manager."

Products can be services and ideas,as well as goods.

A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.

Strategic Brand Communication

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters