Exam 12: Advertising

The _____________ department is typically headed by an account executive,who serves as liaison between agency and client,keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client.

The first full-service ad agency was begun in 1869 by

New,interactive technologies give consumers two choices when making a purchasing decision: exit,that is they simply do not buy the product,or ____,that is they explain exactly why they are not buying.

VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles.

Products in a given brand category that are essentially the same are called unique selling propositions (USPs).

Reacting to increasing public criticism and FTC scrutiny in the 1970s,the ad industry established the _____________ to monitor potentially deceptive advertising,still the industry's most important self-regulatory body.

Many in the advertising industry are calling for a new way to measure a commercial's effectiveness,_____________,an accountability-based measure of success.

Detail four defenses of contemporary advertising.Then either support or refute each in detail.

_____________ advertising employs messages aimed at retailers,and does not necessarily push the product or brand,but promotes product issues of importance to the retailer,such as volume,marketing support,profit potential,distribution plans,and promotional opportunities.

How did the hard sell come to advertising?

______________refers toautomated,data-driven buying of online advertising.

At the outbreak of World War II,several national advertising and media associations joined to develop the _____________,using their expertise to promote numerous government programs.

How is CPM computed?

Common fifteenth-century European pinup want ads for all sorts of products and services were called

Clients are increasingly asking advertisers for ___________,agreements on campaign-specific outcomes and consensus on how the effectiveness of a specific ad or campaign be judged.

Ads touting a "midnight madness sale" or "back-to-school sale" are examples of promotional retail advertising.

The _____________ department is where the advertising is developed from idea to ad.It involves copywriting,graphic design,and often the actual production of the piece,for example,radio,television,and Web spots.

Creating advertising to appeal to consumer groups of varying lifestyles,attitudes,values,and behavior patterns is called _____________ segmentation.

In an ad agency,the account management department typically develops an ad's copy and design.

How did industrialization and the Civil War boost the need for advertising?