Exam 1: What Is Advertising Today

A horse stable operator,who reads an ad for a worming medicine,decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning.In the context of the advertisement,this is referred to as:

To the consumers of cosmetics,Halle Berry,who appears as a spokesperson in commercials,is a(n):

Sponsorial consumers are the gatekeepers who decide whether the ad will run or not.

Designing a successful advertising campaign requires a broad understanding of the whole marketing process.

List and briefly describe the elements of the human communication process model described in the text.

The three source dimensions are the sponsor,the narrative,and the author.

What are the objectives of awareness advertising?

As of January 2006,a supermarket chain operated 142 supermarkets in the New York-New Jersey and Philadelphia metropolitan areas.The store only advertises in those states where it has stores.The store would more than likely use _____ advertising.

The process of integrating all the messages created by an advertiser's various communication agencies and sent out by various departments within the company to achieve consistency is called:

The only element in the marketing strategy that does not influence the type of advertising to be used is the element of place.

In order to convey the benefits of sponsorship to a potential sponsor,a rodeo show would most likely use _____.This enables the marketer to answer the prospect's questions on the spot.

Which of the following is a major drawback to the use of personal selling?

Which marketing communication tool is the most effective at reaching more prospects at lower costs than personal selling?

The three receiver dimensions are implied,sponsorial,and actual consumers.

The billboard advertising a car dealership is an example of a medium.

In the receiver dimension of advertising,_____ are the gatekeepers who decide whether the ad will run or not.

The ad for sunny Florida beaches is designed to make people want to visit Florida.It contains a Web site address and a toll-free number that can be used by people planning a vacation to Florida.This type of advertising is an example of:

B2B advertising rarely uses consumer mass media and is typically invisible to consumers.

In the _____ advertising message,the characters act out events directly in front of an imagined empathetic audience.

What three literary forms are used in the message dimension of advertising communication?