Exam 15: Advertising

Full service agencies actually create ads,whereas creative boutiques and media buying services do not.

Retail advertisers are also called _____________ advertisers.

On a typical ad campaign,before doing anything else,the marketing strategy must be selected.

An organization which specializes in the creation of ads is a:

Online banner ads don't generate a lot of traffic for sponsors.

The account services department of an ad agency is responsible for preparing advertising copy.

Identifying the target audience is one goal of ___________ in advertising.

________ occurs when companies create messages that are so intriguing that consumers share them with others.

Which of these phases of an advertising campaign would happen last?

In an advertising agency,writers and art directors are typically part of the ________ department.

Of the following media,which has the lowest reach?

In recent years,the advertising agency:

The first medium allowing for truly national advertising was:

Advertising is nonpersonal promotion of items,and is paid for by an identified sponsor.

The social and media environment for advertisers changed drastically in the 1980s and 1990s because:

Companies that are trying to reach customers who use new technologies (such as the DVR and iPod)are exploring non-traditional forms of advertising.

Radio ads maximize reach,frequency and selectivity,and minimize cost.