Exam 1: Advertising

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.

________ advertising,which is the most visible type of advertising,focuses on the development of a long-term brand identity or image.

Catalogs and flyers sent to the office or home are examples of which type of promotional tool?

In which of the following marketing communication patterns does word-of-mouth play the most important role?

Persuasion can involve emotional messages as well as information.

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

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

The primary advantage of advertising's use of mass media is that the costs are spread over the large number of people that these media reach.

Name and describe six of the eight common types of advertising.

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

The promotional tool of publicity is also known as ________.

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

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. 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. -Several of Polo Ralph Lauren's ads have won awards based solely on their creative ideas.Of the following,what type of awards might these have been?

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

Name and describe the four key players in advertising.

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.

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

________ advertising is sent from one business to another.

Which major type of advertising is used to communicate a message on behalf of some good cause,such as stopping drug abuse,and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media?

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.