Exam 1: The New World of Marketing Communication

Which key player makes the final decisions about the target audience and the size of the advertising budget and also approves the advertising plan?

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

During the Early Age of Print stage in advertising's evolution, ads looked like what we call classified advertising today.

Which of the following is the idea that messages should be directed at particular groups of prospective buyers?

Advertising helps us shape an image of ourselves by setting up role models with whom we can identify; advertising also gives us a way to express ourselves in terms of our personalities and sense of style through the things we wear and use.

Several ads for a company have won creativity awards. Does that mean the ads were effective? Explain your answer.

Ads during the Super Bowl cost an advertiser more than $2 million for 30 seconds of time. Why would an advertiser pay this much for advertising time?

All award-winning ads are effective ads.

The Effie award in advertising is given by which organization?

________ advertising focuses on establishing a corporate identity or winning the public over to the organization's point of view.

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

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" is Bolls and Associates advertising agency using to produce the advertisements for their client?

The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. Despite the cost, commercials for products such as Coca-Cola, Doritos, and Bud Light run during the Super Bowl every year. In advertising terms, the Super Bowl is the ________.

Though advertising is used to showcase brands, it cannot actually create consumer demand.

Synergistic marketing communication (SMC)is the practice of ensuring that all brand messages present the same basic brand strategy.

Name and describe the four roles advertising plays in business and in society.

Advertising that announces facts about products that are available in nearby stores and focuses on stimulating store traffic and creating a distinctive image for a retailer is known as retail or ________ advertising.

Advertising can be used to transform a product into a distinctive brand.

Name and describe the seven common types of advertising.

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