Question 1

Which of the following statements about boutique advertising agencies is false?

Accepted Answer

A) Designers and artists might have formed them in order to have more creative freedom. 
B) Many have been bought up by larger agencies, but may still operate semi-independently. 
C) They cater to large clients like Gap and Kmart, just like the mega-agencies do. 
D) They are too small and don't have the staff to offer their clients personalized service. 
E) All of the options are true. 
A) Designers and artists might have formed them in order to have more creative freedom. 
B) Many have been bought up by larger agencies, but may still operate semi-independently. 
C) They cater to large clients like Gap and Kmart, just like the mega-agencies do. 
D) They are too small and don't have the staff to offer their clients personalized service. 
E) All of the options are true.

Question 2

Any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media is referred to as ____________________ speech.

Accepted Answer

The answer of Any print or broadcast expression for which...

Question 3

Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.

Accepted Answer

A) True 
 B)False

Question 4

Use the following to answer questions:
Matching
Match the departments of a typical advertising agency with their duties.
-Account executives

Accepted Answer

A) Handles client liaison 
B) Writes and designs the ads 
C) Collects consumer data 
D) Measures effectiveness of ad placements 
A) Handles client liaison 
B) Writes and designs the ads 
C) Collects consumer data 
D) Measures effectiveness of ad placements

Question 5

Ad agencies rarely use irritation advertising to sell products because people hate it and it doesn't work.

Accepted Answer

A) True 
 B)False

Question 6

An obnoxious car dealer or appliance salesman yelling at the camera in a TV commercial is using which questionable persuasive strategy?

Accepted Answer

A) Hidden-fear appeal 
B) Irritation advertising 
C) Plain-folks pitch 
D) Snob-appeal approach 
E) Product placement 
A) Hidden-fear appeal 
B) Irritation advertising 
C) Plain-folks pitch 
D) Snob-appeal approach 
E) Product placement

Question 7

From the perspective of myth analysis, many advertisements involve all but which of the following elements?

Accepted Answer

A) Resolution 
B) Disassociation corollary 
C) Conflict 
D) A narrative 
E) All of the options are correct. 
A) Resolution 
B) Disassociation corollary 
C) Conflict 
D) A narrative 
E) All of the options are correct.

Question 8

Which statement about blogger product reviews is true?

Accepted Answer

A) You can always trust them to be unbiased. 
B) They are unvarnished truth about products by average people. 
C) Some popular bloggers have been paid to give positive reviews. 
D) Bloggers always disclose when a product has been sent to them for free by a company seeking their endorsement. 
E) None of the above options is correct. 
A) You can always trust them to be unbiased. 
B) They are unvarnished truth about products by average people. 
C) Some popular bloggers have been paid to give positive reviews. 
D) Bloggers always disclose when a product has been sent to them for free by a company seeking their endorsement. 
E) None of the above options is correct.

Question 9

According to myth analysis, most ads are composed of mini-stories involving conflict between people or values.

Accepted Answer

A) True 
 B)False

Question 10

The Edsel car is proof that effective advertising can sell anything.

Accepted Answer

A) True 
 B)False

Question 11

Channel One is an example of ______.

Accepted Answer

A) an online service that tracks the success and placement of VNRs 
B) a campaign finance reform initiative 
C) a boutique agency 
D) advertising in schools 
E) an ABC subsidiary 
A) an online service that tracks the success and placement of VNRs 
B) a campaign finance reform initiative 
C) a boutique agency 
D) advertising in schools 
E) an ABC subsidiary

Question 12

Use the following to answer questions:
Matching
Match the departments of a typical advertising agency with their duties.
-Market research

Accepted Answer

A) Handles client liaison 
B) Writes and designs the ads 
C) Collects consumer data 
D) Measures effectiveness of ad placements 
A) Handles client liaison 
B) Writes and designs the ads 
C) Collects consumer data 
D) Measures effectiveness of ad placements

Question 13

How do Internet advertisers collect information about Internet users? Provide two examples.

Accepted Answer

Internet advertisers collect information

Question 14

One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the Internet.

Accepted Answer

A) True 
 B)False

Question 15

What are the major divisions at most ad agencies and what are the functions of each?

Accepted Answer

At most ad agencies, the major divisions

Question 16

Which of the following are the three primary consumer motivations that the VALS strategy considers when grouping consumers into types?

Accepted Answer

A) Ideals, achievement, and self-expression 
B) Strivers, survivors, and thinkers 
C) Achievers, strivers, and survivors 
D) Ideals, achievers, experiencers 
E) Achievement, self-expression, morals 
A) Ideals, achievement, and self-expression 
B) Strivers, survivors, and thinkers 
C) Achievers, strivers, and survivors 
D) Ideals, achievers, experiencers 
E) Achievement, self-expression, morals

Question 17

Which of the following is not a criticism usually leveled against political advertising?

Accepted Answer

A) It is unfair that political ads help television stations make profits in election years. 
B) Wealthy candidates and well-funded campaigns may get an unfair advantage. 
C) Thirty-second ads are too short to deal with complex and important issues. 
D) So-called "attack ads" may undermine citizens' confidence in the electoral process. 
E) Television will not provide free blocks of time to politicians to express their views. 
A) It is unfair that political ads help television stations make profits in election years. 
B) Wealthy candidates and well-funded campaigns may get an unfair advantage. 
C) Thirty-second ads are too short to deal with complex and important issues. 
D) So-called "attack ads" may undermine citizens' confidence in the electoral process. 
E) Television will not provide free blocks of time to politicians to express their views.

Question 18

Which of the following is one of the WPP Group's top competitors?

Accepted Answer

A) Omnicom 
B) Ogilvy & Mather 
C) J.Walter Thompson 
D) Peterson Milla Hooks 
E) None of the above options is correct. 
A) Omnicom 
B) Ogilvy & Mather 
C) J.Walter Thompson 
D) Peterson Milla Hooks 
E) None of the above options is correct.

Question 19

Television networks have been known to refuse to air issue-based advertising that might upset their traditional advertisers.

Accepted Answer

A) True 
 B)False

Question 20

Trying to persuade consumers that only a specific product can offer relief, the ____________________ appeal plays on people's insecurities.

Accepted Answer

The answer of Trying to persuade consumers that only a...

Which of the following statements about boutique advertising agencies is false?

Any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media is referred to as ____________________ speech.

Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.

Use the following to answer questions: Matching Match the departments of a typical advertising agency with their duties. -Account executives

Ad agencies rarely use irritation advertising to sell products because people hate it and it doesn't work.

An obnoxious car dealer or appliance salesman yelling at the camera in a TV commercial is using which questionable persuasive strategy?

From the perspective of myth analysis, many advertisements involve all but which of the following elements?

Which statement about blogger product reviews is true?

According to myth analysis, most ads are composed of mini-stories involving conflict between people or values.

The Edsel car is proof that effective advertising can sell anything.

Channel One is an example of ______.

Use the following to answer questions: Matching Match the departments of a typical advertising agency with their duties. -Market research

How do Internet advertisers collect information about Internet users? Provide two examples.

One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the Internet.

What are the major divisions at most ad agencies and what are the functions of each?

Which of the following are the three primary consumer motivations that the VALS strategy considers when grouping consumers into types?

Which of the following is not a criticism usually leveled against political advertising?

Which of the following is one of the WPP Group's top competitors?

Television networks have been known to refuse to air issue-based advertising that might upset their traditional advertisers.

Trying to persuade consumers that only a specific product can offer relief, the ____________________ appeal plays on people's insecurities.

Mass Communication- a Critical Approach

The Internet, Digital Media, and Media Convergence

Digital Gaming and the Media Playground

Sound Recording and Popular Music

Popular Radio and the Origins of Broadcasting

Television and Cable- the Power of Visual Culture

Movies and the Impact of Images

Newspapers- the Rise and Decline of Modern Journalism

Magazines in the Age of Specialization

Books and the Power of Print

Public Relations and Framing the Message

Media Economics and the Global Marketplace

The Culture of Journalism- Values, Ethics, and Democracy

Media Effects and Cultural Approaches to Research

Legal Controls and Freedom of Expression

General Questions Covering the Entire Text

Filters

Exam 11: Advertising and Commercial Culture

Which of the following statements about boutique advertising agencies is false?

Any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media is referred to as ____________________ speech.

Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.

Use the following to answer questions: Matching Match the departments of a typical advertising agency with their duties. -Account executives

Ad agencies rarely use irritation advertising to sell products because people hate it and it doesn't work.

An obnoxious car dealer or appliance salesman yelling at the camera in a TV commercial is using which questionable persuasive strategy?

From the perspective of myth analysis, many advertisements involve all but which of the following elements?

Which statement about blogger product reviews is true?

According to myth analysis, most ads are composed of mini-stories involving conflict between people or values.

The Edsel car is proof that effective advertising can sell anything.

Channel One is an example of ______.

Use the following to answer questions: Matching Match the departments of a typical advertising agency with their duties. -Market research

How do Internet advertisers collect information about Internet users? Provide two examples.

One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the Internet.

What are the major divisions at most ad agencies and what are the functions of each?

Which of the following are the three primary consumer motivations that the VALS strategy considers when grouping consumers into types?

Which of the following is not a criticism usually leveled against political advertising?

Which of the following is one of the WPP Group's top competitors?

Television networks have been known to refuse to air issue-based advertising that might upset their traditional advertisers.

Trying to persuade consumers that only a specific product can offer relief, the ____________________ appeal plays on people's insecurities.

Mass Communication- a Critical Approach

The Internet, Digital Media, and Media Convergence

Digital Gaming and the Media Playground

Sound Recording and Popular Music

Popular Radio and the Origins of Broadcasting

Television and Cable- the Power of Visual Culture

Movies and the Impact of Images

Newspapers- the Rise and Decline of Modern Journalism

Magazines in the Age of Specialization

Books and the Power of Print

Public Relations and Framing the Message

Media Economics and the Global Marketplace

The Culture of Journalism- Values, Ethics, and Democracy

Media Effects and Cultural Approaches to Research

Legal Controls and Freedom of Expression

General Questions Covering the Entire Text

Filters