Exam 1: The New World of Marketing Communication

By using which type of advertising agency does an advertiser produce its own 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?

Name and describe the four major players in advertising.

Newspapers, radio or TV stations, billboards, and so forth are known as media vehicles.

________ refers to all forms of communication about a brand that appear in a variety of media.

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, and 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. -When Polo Ralph Lauren advertises in fashion magazines, it focuses on the company's brand identity and image by merely showcasing a beautiful, well-dressed person without giving any information at all except the brand name. What type of advertising is this?

In which product category was the most spent on advertising in the United States in 2009?

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

In traditional advertising, the message is conveyed through different kinds of ________ media using ________ messages.

How does advertising create cost efficiencies?

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 on 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?

Why was Apple's "1984" advertisement so effective?

Which of the following departments in an advertising agency fulfills the three functions of research, planning, and buying?

________ advertising is sent from one business to another.

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?

Advertising does not serve a positive societal role.

When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Which basic role of advertising was most likely the focus of the campaign for this new product?

A 30-second spot on a hit TV show can cost advertisers more than $600,000. Why is mass media considered cost-effective when it costs so much?

Several large corporations have several brand offerings in several product categories. How might such corporations organize for advertising?

Advertising is effective only for informing consumers about products and services.