Exam 1: The New World of Marketing Communication

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

The primary responsibility of which of the following departments is managing the advertising process?

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.

Brand advertising is also known as ________ advertising.

Freelance writers, lighting specialists, and printers are examples of suppliers.

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

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

Trade advertising is also known as B2B advertising.

As competition in a product category increases, prices tend to increase.

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?

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

Advertising sent from one business to another is known as direct-response advertising.

Companies that need close control over their advertising are more likely to use an agency-of-record than an in-house agency.

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

Which of the following awards recognizes outstanding public relations efforts?

________ is the logic and planning behind an advertisement that gives it direction and focus.

The major types of advertising include brand, retail/local, direct-response, directory, political, business-to-business, institutional, nonprofit, and public service advertising.

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?

Describe the Early Age of Agencies in the evolution of advertising.

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