Question 1

The ______ is the blueprint or roughly drawn comic strip of a potential ad.

Accepted Answer

A)  focus group 
B)  storyboard 
C)  VALS strategy 
D)  PSA 
E)  space broker 
A)  focus group 
B)  storyboard 
C)  VALS strategy 
D)  PSA 
E)  space broker

Question 2

Which of the following is not an example of the association principle of advertising at work?

Accepted Answer

A)  A store puts up extra flags and red, white, and blue decorations to create an image of national pride. 
B)  A commercial shows a man surrounded by attractive women after using a brand of cologne. 
C)  A noisy, high-powered, gas-guzzling vehicle is shown in a rustic setting. 
D)  A brand of candy bar made by a major candy company is portrayed as a "working-class treat" made by local efforts. 
E)  An ad for a "green" cleaning product shows the bottle in a woodland setting. 
A)  A store puts up extra flags and red, white, and blue decorations to create an image of national pride. 
B)  A commercial shows a man surrounded by attractive women after using a brand of cologne. 
C)  A noisy, high-powered, gas-guzzling vehicle is shown in a rustic setting. 
D)  A brand of candy bar made by a major candy company is portrayed as a "working-class treat" made by local efforts. 
E)  An ad for a "green" cleaning product shows the bottle in a woodland setting.

Question 3

It costs large-volume advertisers much more money to use an ad agency than to use their own staff to create an ad.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

____________________ is a market-research strategy that measures psychological factors to divide consumers into types.

Accepted Answer

The answer of ____________________ is a market-research strategy that measures...

Question 6

An advertising strategy that associates a product with simplicity is called the ____________________ pitch.

Accepted Answer

The answer of An advertising strategy that associates a product...

Question 7

By 2020, Emarketer.com predicts that radio and television ad spending will overtake mobile ad spending.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements is true about the unsolicited commercial e-mail known as spam?

Accepted Answer

A)  Most companies have stopped using it because consumers find it annoying. 
B)  It accounted for more than 85 percent of e-mail messages by 2010. 
C)  It is the only way advertisers can use the Internet to attract customers. 
D)  It is the dominant format of Web advertising. 
E)  None of the options are correct. 
A)  Most companies have stopped using it because consumers find it annoying. 
B)  It accounted for more than 85 percent of e-mail messages by 2010. 
C)  It is the only way advertisers can use the Internet to attract customers. 
D)  It is the dominant format of Web advertising. 
E)  None of the options are correct.

Question 9

How did packaging and trademarks influence advertising?

Accepted Answer

Packaging and trademarks have had a sign

Question 10

Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.

Accepted Answer

A) True 
 B)False

Question 11

The bandwagon effect is an advertising strategy that plays on consumers' sense of insecurity.

Accepted Answer

A) True 
 B)False

Question 12

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 13

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 14

Most advertisements provide little information about how a product was made or how it compares with similar brands.

Accepted Answer

A) True 
 B)False

Question 15

WPP is one of the four global mega-agencies that control over half the world's advertising revenues.

Accepted Answer

A) True 
 B)False

Question 16

What is an example of earned media on the Internet?

Accepted Answer

A)  Irritation ads 
B)  Disassociation corollaries 
C)  Earned media 
D)  Puffery 
E)  Click-throughs 
A)  Irritation ads 
B)  Disassociation corollaries 
C)  Earned media 
D)  Puffery 
E)  Click-throughs

Question 17

Ads that portray women as sex objects exemplify the association principle.

Accepted Answer

A) True 
 B)False

Question 18

Unlike tobacco ads, alcohol ads have yet to target minority populations.

Accepted Answer

A) True 
 B)False

Question 19

About 80 percent of ads in colonial newspapers concerned land sales, transportation announcements, and ______.

Accepted Answer

A)  restaurants and pubs 
B)  runaway slaves 
C)  job notices 
D)  pistols and other firearms 
E)  patent medicines 
A)  restaurants and pubs 
B)  runaway slaves 
C)  job notices 
D)  pistols and other firearms 
E)  patent medicines

Question 20

Which of the following was an early brand name in the United States?

Accepted Answer

A)  Eastman Kodak 
B)  Levi Strauss 
C)  Quaker Oats 
D)  Campbell Soup 
E)  All of the options are correct. 
A)  Eastman Kodak 
B)  Levi Strauss 
C)  Quaker Oats 
D)  Campbell Soup 
E)  All of the options are correct.

The ______ is the blueprint or roughly drawn comic strip of a potential ad.

Which of the following is not an example of the association principle of advertising at work?

It costs large-volume advertisers much more money to use an ad agency than to use their own staff to create an ad.

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

____________________ is a market-research strategy that measures psychological factors to divide consumers into types.

An advertising strategy that associates a product with simplicity is called the ____________________ pitch.

By 2020, Emarketer.com predicts that radio and television ad spending will overtake mobile ad spending.

Which of the following statements is true about the unsolicited commercial e-mail known as spam?

How did packaging and trademarks influence advertising?

Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.

The bandwagon effect is an advertising strategy that plays on consumers' sense of insecurity.

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.

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

Most advertisements provide little information about how a product was made or how it compares with similar brands.

WPP is one of the four global mega-agencies that control over half the world's advertising revenues.

What is an example of earned media on the Internet?

Ads that portray women as sex objects exemplify the association principle.

Unlike tobacco ads, alcohol ads have yet to target minority populations.

About 80 percent of ads in colonial newspapers concerned land sales, transportation announcements, and ______.

Which of the following was an early brand name in the United States?

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

Filters

Exam 11: Advertising and Commercial Culture

The ______ is the blueprint or roughly drawn comic strip of a potential ad.

Which of the following is not an example of the association principle of advertising at work?

It costs large-volume advertisers much more money to use an ad agency than to use their own staff to create an ad.

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

____________________ is a market-research strategy that measures psychological factors to divide consumers into types.

An advertising strategy that associates a product with simplicity is called the ____________________ pitch.

By 2020, Emarketer.com predicts that radio and television ad spending will overtake mobile ad spending.

Which of the following statements is true about the unsolicited commercial e-mail known as spam?

How did packaging and trademarks influence advertising?

Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.

The bandwagon effect is an advertising strategy that plays on consumers' sense of insecurity.

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.

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

Most advertisements provide little information about how a product was made or how it compares with similar brands.

WPP is one of the four global mega-agencies that control over half the world's advertising revenues.

What is an example of earned media on the Internet?

Ads that portray women as sex objects exemplify the association principle.

Unlike tobacco ads, alcohol ads have yet to target minority populations.

About 80 percent of ads in colonial newspapers concerned land sales, transportation announcements, and ______.

Which of the following was an early brand name in the United States?

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

Filters