Question 1

The media mix for business-to-business advertising:

Accepted Answer

A) differs from that for consumer advertising 
B) emphasizes personalized media 
C) tends to focus on business and trade publications 
D) finds direct mail more effective than it is for consumer advertising 
E) all of these 
A) differs from that for consumer advertising 
B) emphasizes personalized media 
C) tends to focus on business and trade publications 
D) finds direct mail more effective than it is for consumer advertising 
E) all of these E

Question 2

When the ad industry evaluates media,a medium's ability to actually reach potential customers is its:

Accepted Answer

A) delivery 
B) selectivity 
C) reach 
D) efficiency 
E) frequency 
A) delivery 
B) selectivity 
C) reach 
D) efficiency 
E) frequency B

Question 3

Advertisers are developing electronic billboards and other devices that recognize facial expression and gestures to change messages.Besides billboards,what is another medium that could use this new software and in what ways?

Accepted Answer

Another medium that could use this new software is digital signage in retail stores. Retailers could use facial expression and gesture recognition to customize the messages and promotions displayed on digital signs based on the customer's reactions. For example, if a customer looks interested in a particular product, the digital sign could display more information or a special offer for that product. This technology could also be used to gather data on customer reactions and preferences, allowing retailers to tailor their marketing strategies and product offerings more effectively. Additionally, this software could be used in interactive kiosks at events or in public spaces to provide personalized information and services based on the user's facial expressions and gestures.

Question 4

Advertisements for restaurant supplies are business-to-business ads,while ads for household cleaners are consumer ads.

Accepted Answer

A) True 
 B)False

Question 5

Tracking studies in advertising are designed to:

Accepted Answer

A) pretest potential ad messages 
B) identify characteristics of the target market 
C) determine whether people understand certain ads 
D) see how many people recall certain ads 
E) none of these 
A) pretest potential ad messages 
B) identify characteristics of the target market 
C) determine whether people understand certain ads 
D) see how many people recall certain ads 
E) none of these

Question 6

Advertising is a relatively new phenomenon,dating back only about 100 years.

Accepted Answer

A) True 
 B)False

Question 7

Although business-to-business ads traditionally emphasize lengthy,detailed,and factual copy,recent years have seen the introduction of humor and other creative appeals.

Accepted Answer

A) True 
 B)False

Question 8

Because business-to-business ads aren't geared to the consumer,such ads are never found in the mass media.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT one of the four main categories of business-to-business ads?

Accepted Answer

A) agriculture 
B) medical/pharmaceutical 
C) industrial 
D) trade 
E) professional 
A) agriculture 
B) medical/pharmaceutical 
C) industrial 
D) trade 
E) professional

Question 10

Advertising serves a(n)_________ function in society.

Accepted Answer

A) marketing 
B) educational 
C) economic 
D) social 
E) all of these 
A) marketing 
B) educational 
C) economic 
D) social 
E) all of these

Question 11

Print ads use thumbnail sketches and rough layouts for a similar purpose as TV ads use storyboards.

Accepted Answer

A) True 
 B)False

Question 12

An advertisement encouraging families to "take the kids bowling more often" (without saying exactly where to go bowling)is an example of ______________ advertising.

Accepted Answer

A) primary demand 
B) selective demand 
C) public service 
D) retail 
E) non-strategic 
A) primary demand 
B) selective demand 
C) public service 
D) retail 
E) non-strategic

Question 13

According to Barbara Phillips,trade characters like the Jolly Green Giant give meaning and significance to otherwise indistinguishable products.What trade characters have you observed in a recent commercials accomplish this goal? Explain your response.

Accepted Answer

In recent commercials, I have observed t

Question 14

When compared to consumer advertising,business-to-business advertising

Accepted Answer

A) has a narrower,less diverse target audience 
B) presents much more technical information 
C) generally relies on rationality more than emotional appeals 
D) all of these 
E) none of these 
A) has a narrower,less diverse target audience 
B) presents much more technical information 
C) generally relies on rationality more than emotional appeals 
D) all of these 
E) none of these

Question 15

Ad agencies always receive a 15 percent commission for their services,although trends indicate that amount is increasing.

Accepted Answer

A) True 
 B)False

Question 16

Tropicana orange juice is an example of a national advertiser.

Accepted Answer

A) True 
 B)False

Question 17

Thanks to the Internet,new channels of advertising include all the following except:

Accepted Answer

A) podcasts 
B) cell phones 
C) AccessURLs 
D) video gaming 
E) all of these 
A) podcasts 
B) cell phones 
C) AccessURLs 
D) video gaming 
E) all of these

Question 18

Message research is conducted during and after an advertising campaign to see how well the ads perform.

Accepted Answer

A) True 
 B)False

Question 19

A coupon placed under the windshield wiper of your car offering "25% off a large pizza this week at Joe's Pizza Shop" is an example of ___________ advertising.

Accepted Answer

A) market 
B) indirect action 
C) direct action 
D) promotional 
E) primary demand 
A) market 
B) indirect action 
C) direct action 
D) promotional 
E) primary demand

Question 20

Positioning is most commonly considered during the _________ phase of an ad campaign.

Accepted Answer

A) choosing marketing strategy 
B) buying space/time 
C) producing the ads 
D) translating the theme 
E) selecting the main appeal/theme 
A) choosing marketing strategy 
B) buying space/time 
C) producing the ads 
D) translating the theme 
E) selecting the main appeal/theme

The media mix for business-to-business advertising:

When the ad industry evaluates media,a medium's ability to actually reach potential customers is its:

Advertisers are developing electronic billboards and other devices that recognize facial expression and gestures to change messages.Besides billboards,what is another medium that could use this new software and in what ways?

Advertisements for restaurant supplies are business-to-business ads,while ads for household cleaners are consumer ads.

Tracking studies in advertising are designed to:

Advertising is a relatively new phenomenon,dating back only about 100 years.

Although business-to-business ads traditionally emphasize lengthy,detailed,and factual copy,recent years have seen the introduction of humor and other creative appeals.

Because business-to-business ads aren't geared to the consumer,such ads are never found in the mass media.

Which of the following is NOT one of the four main categories of business-to-business ads?

Advertising serves a(n)_________ function in society.

Print ads use thumbnail sketches and rough layouts for a similar purpose as TV ads use storyboards.

An advertisement encouraging families to "take the kids bowling more often" (without saying exactly where to go bowling)is an example of ______________ advertising.

According to Barbara Phillips,trade characters like the Jolly Green Giant give meaning and significance to otherwise indistinguishable products.What trade characters have you observed in a recent commercials accomplish this goal? Explain your response.

When compared to consumer advertising,business-to-business advertising

Ad agencies always receive a 15 percent commission for their services,although trends indicate that amount is increasing.

Tropicana orange juice is an example of a national advertiser.

Thanks to the Internet,new channels of advertising include all the following except:

Message research is conducted during and after an advertising campaign to see how well the ads perform.

A coupon placed under the windshield wiper of your car offering "25% off a large pizza this week at Joe's Pizza Shop" is an example of ___________ advertising.

Positioning is most commonly considered during the _________ phase of an ad campaign.

Communication: Mass and Other Forms

Perspectives on Mass Communication

Historical and Cultural Context

The Internet and Social Media

Newspapers

Magazines

Books

Radio

Sound Recording

Motion Pictures

Broadcast Television

Cable, Satellite and Internet Television

News Gathering and Reporting

Public Relations

Formal Controls: Laws, Rules, Regulations

Ethics and Other Informal Controls

Social Effects of Mass Communicationglossary

Filters

Exam 15: Advertising

The media mix for business-to-business advertising:

When the ad industry evaluates media,a medium's ability to actually reach potential customers is its:

Advertisers are developing electronic billboards and other devices that recognize facial expression and gestures to change messages.Besides billboards,what is another medium that could use this new software and in what ways?

Advertisements for restaurant supplies are business-to-business ads,while ads for household cleaners are consumer ads.

Tracking studies in advertising are designed to:

Advertising is a relatively new phenomenon,dating back only about 100 years.

Although business-to-business ads traditionally emphasize lengthy,detailed,and factual copy,recent years have seen the introduction of humor and other creative appeals.

Because business-to-business ads aren't geared to the consumer,such ads are never found in the mass media.

Which of the following is NOT one of the four main categories of business-to-business ads?

Advertising serves a(n)_________ function in society.

Print ads use thumbnail sketches and rough layouts for a similar purpose as TV ads use storyboards.

An advertisement encouraging families to "take the kids bowling more often" (without saying exactly where to go bowling)is an example of ______________ advertising.

According to Barbara Phillips,trade characters like the Jolly Green Giant give meaning and significance to otherwise indistinguishable products.What trade characters have you observed in a recent commercials accomplish this goal? Explain your response.

When compared to consumer advertising,business-to-business advertising

Ad agencies always receive a 15 percent commission for their services,although trends indicate that amount is increasing.

Tropicana orange juice is an example of a national advertiser.

Thanks to the Internet,new channels of advertising include all the following except:

Message research is conducted during and after an advertising campaign to see how well the ads perform.

A coupon placed under the windshield wiper of your car offering "25% off a large pizza this week at Joe's Pizza Shop" is an example of ___________ advertising.

Positioning is most commonly considered during the _________ phase of an ad campaign.

Communication: Mass and Other Forms

Perspectives on Mass Communication

Historical and Cultural Context

The Internet and Social Media

Newspapers

Magazines

Books

Radio

Sound Recording

Motion Pictures

Broadcast Television

Cable, Satellite and Internet Television

News Gathering and Reporting

Public Relations

Formal Controls: Laws, Rules, Regulations

Ethics and Other Informal Controls

Social Effects of Mass Communicationglossary

Filters