Exam 1: Advertising

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

________ advertising may use any advertising medium,but it differs from other types of advertising in that it tries to stimulate an immediate consumer action.

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 ________.

Which of the following advertising situations would LEAST likely be considered "puffery"?

Independent organizations that are hired by advertisers to create,produce,and distribute part or all of an advertising effort are known as ________.

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?

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?

Integrated marketing communication (IMC)means that ads can now be customized to individual consumers.

A company that uses consumer-generated advertising will likely have to increase what it pays its agency-of-record.

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 ________.

Why might an advertiser use an in-house agency?

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. -Joan does not have a lot of resources to spend on promoting her business.What key player in advertising is most likely to be of value to Joan in assisting her in her advertising efforts?

Define advertising.

Which of the following positions in an advertising agency is most closely involved with creative development?

Kindles,iPhones,and iPads are all examples of ________.

How did increasing literacy rates and increased access to printed materials affect advertising in the Early Age of Print?

In the evolution of advertising,which of the following came before the Early Age of Agencies?

A freelance job typically pays better than a staff job in the short term.

The key players in advertising are the advertiser,the agency,the media,and the suppliers.

Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?