Deck 12: Advertising

Question 1

A product's _____________ is what sets it apart from other brands in the same product category.

A) return on investment
B) accountability metrics
C) unique selling proposition
D) forced exposure

Answer 1

C

Question 2

To ensure that they did not profit unduly from the death and destruction caused by World War II,manufacturers were subjected to

A) a high excess-profits tax.
B) additional FTC scrutiny.
C) greater internal efforts to strengthen ethics.
D) strict limits on the amount of product they could produce.

Answer 2

A

Question 3

________reject most traditional advertising and use multiple sources-traditional media,the Internet,product-rating magazines,recommendations from friends in-the-know-to not only research a product,but to negotiate price and other benefits.

A) Proactive consumers
B) Up-scale consumers
C) Niche buyers
D) Teenagers

Answer 3

A

Question 4

Near the turn of the twentieth century,the _____________ was established to verify magazine circulation claims.

A) Advertising Federation of America
B) American Association of Advertising Agencies
C) Association of National Advertisers
D) Audit Bureau of Circulations

Question 5

Advertising copywriter _____________ recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership.He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers,thus inventing the advertising agency.

A) Volney B. Palmer
B) Cyrus Curtis
C) F. Wayland Ayer
D) J. Walter Thompson

Question 6

Many in the advertising industry are calling for a new way to measure a commercial's effectiveness,_____________,an accountability-based measure of success.

A) engagement
B) ROI
C) creativity
D) USP

Question 7

In the fifteenth century,European tradespeople promoted themselves with attractive,artful business cards called

A) siquis.
B) shopbills.
C) newsbooks.
D) heralds.

Question 8

____________ refers to sophisticated,interactive Web advertising,usually employing sound and video.

A) Search marketing
B) Ambient advertising
C) Rich media
D) Programmatic buying

Question 9

When most brands in a given product category are essentially the same,they are called _____________ products.

A) parity
B) USP
C) niche
D) familial

Question 10

The first full-service ad agency was begun in 1869 by

A) Volney B. Palmer.
B) Cyrus Curtis.
C) F. Wayland Ayer.
D) J. Walter Thompson.

Question 11

Advertising in the United States was a small business until the mid-1800s,when industrialization and _____________ combined to alter the social and cultural landscape,bringing about advertising's expansion.

A) the Spanish-American War
B) the introduction of radio
C) the Civil War
D) the freeing of the slaves

Question 12

The first regularly broadcast radio series sponsored by a single company,_____________,premiered in 1923,bearing the name of its battery-making sponsor.

A) The Rayovac Amateur Hour
B) The Eveready Hour
C) Sears Presents
D) The Duracell Hour

Question 13

Common fifteenth-century European pinup want ads for all sorts of products and services were called

A) siquis.
B) shopbills.
C) newsbooks.
D) heralds.

Question 14

At the outbreak of World War II,several national advertising and media associations joined to develop the _____________,using their expertise to promote numerous government programs.

A) Consumer Union
B) National Advertising War Council
C) Better Business Bureau
D) War Advertising Council

Question 15

Reacting to increasing public criticism and FTC scrutiny in the 1970s,the ad industry established the _____________ to monitor potentially deceptive advertising,still the industry's most important self-regulatory body.

A) Advertising Federation of America
B) American Association of Advertising Agencies
C) Association of National Advertisers
D) National Advertising Review Board

Question 16

In the span between the Civil War and the First World War,several factors combined to move the advertising industry to establish professional standards and regulate itself,including abuses by patent medicine advertisers;the examination of most of the country's important institutions,led by the muckrakers;and in 1914

A) the establishment of the Federal Trade Commission.
B) falling profits.
C) demands from magazines for more ethical operation.
D) demands from consumers.

Question 17

When the Great Depression was eating into the income of the advertising industry,many advertisements began making direct claims about why consumers needed the products,a technique called

A) puffery.
B) the hard sell.
C) psychographics.
D) polygraphics.

Question 18

In the early days of radio-the 1920s until well after World War II-programming was

A) subject to advertiser approval.
B) paid for by advertisers.
C) produced by ad agencies for their clients.
D) free of advertising.

Question 19

With the rapid industrialization and improved transportation of the 1880s,more product producers were chasing the growing purchasing power of more consumers.As a result,they were forced to differentiate their products,resulting in the development of

A) slogans.
B) advertising campaigns.
C) public relations.
D) brands.

Question 20

______________refers toautomated,data-driven buying of online advertising.

A) Search marketing
B) Ambient advertising
C) Rich media
D) Programmatic buying

Question 21

Creating advertising to appeal to audiences of varying personal and social characteristics,such as race,gender,and economic level,is called _____________ segmentation.

A) psychographic
B) phylographic
C) zip code
D) demographic

Question 22

The effectiveness of an ad's placement is often judged by its cost per thousand (CPM),or the cost of reaching 1,000 audience members.For example,an ad that costs $20,000 to place in a major newspaper that is read by 1 million people has a CPM of

A) $2.00.
B) $20.00.
C) $200.00.
D) $1,000.00.

Question 23

Creating advertising to appeal to consumer groups of varying lifestyles,attitudes,values,and behavior patterns is called _____________ segmentation.

A) psychographic
B) phylographic
C) zip code
D) demographic

Question 24

Among the criticisms of advertising is its _____________,the fact that ads are everywhere-in schools,on sidewalks,even in the sky.

A) deceptiveness
B) intrusiveness
C) exploitativeness
D) crassness

Question 25

The _____________ department is where the advertising is developed from idea to ad.It involves copywriting,graphic design,and often the actual production of the piece,for example,radio,television,and Web spots.

A) creative
B) administration
C) media
D) account relations

Question 26

___________ refers to the melding of brands and experiences.

A) Murketing
B) Experiential marketing
C) Rich media
D) Corrective advertising

Question 27

The _____________ department is typically headed by an account executive,who serves as liaison between agency and client,keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client.

A) creative
B) administration
C) account management
D) account relations

Question 28

_____________ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes.

A) Public relations
B) Promotion
C) Advertising
D) Puffery

Question 29

_________ refers to advertising sold next to or in search results produced by users' key word searches.

A) Search marketing
B) Ambient advertising
C) Rich media
D) Permission marketing

Question 30

Ad production is billed at an agreed-upon price called a

A) retainer.
B) commission.
C) percentage.
D) per diem.

Question 31

_____________ advertising employs messages aimed at retailers,and does not necessarily push the product or brand,but promotes product issues of importance to the retailer,such as volume,marketing support,profit potential,distribution plans,and promotional opportunities.

A) Institutional
B) National consumer
C) Trade
D) Retail

Question 32

_____________ advertising is the advertising of products by stores like Sears and Macy's.It is typically local,reaching consumers where they live and shop.

A) Institutional
B) National consumer
C) Trade
D) Retail

Question 33

New media technologies are forcing advertising professionals to reconsider all aspects of how they do business,including the industry's economics,creativity,and

A) fee structure.
B) research approach.
C) relationship with consumers.
D) demographic makeup.

Question 34

One of the difficult issues in the regulation of advertising is finding the line between false or deceptive advertising and _____________,that little lie that makes advertising more entertaining than it might otherwise be.

A) clutter
B) bending
C) fudging
D) puffery

Question 35

Clients are increasingly asking advertisers for ___________,agreements on campaign-specific outcomes and consensus on how the effectiveness of a specific ad or campaign be judged.

A) accountability metrics
B) permission billing
C) value compensation
D) ruled placements

Question 36

The _____________ department makes the decisions about where and when to place ads and then buys the appropriate time or space.

A) creative
B) administration
C) media
D) account relations

Question 37

In advertising research,_____________ measures the effectiveness of advertising messages by showing them to consumers.

A) recall testing
B) forced exposure
C) recognition testing
D) copy testing

Question 38

Placement of advertising in media is compensated through a _____________,typically 15% of the cost of the time or space.

A) retainer
B) commission
C) percentage
D) per diem

Question 39

New,interactive technologies give consumers two choices when making a purchasing decision: exit,that is they simply do not buy the product,or ____,that is they explain exactly why they are not buying.

A) parity
B) feedback
C) voice
D) trailing

Question 40

Economists call the process of proactive consumers either chosing to exit from a sale or to voice their dissatisfaction with a product

A) parity.
B) market segmentation.
C) brand awareness.
D) expressing disapproval.

Question 41

Users are much more likely to welcome advertising on their smartphones.

Question 42

Products in a given brand category that are essentially the same are called unique selling propositions (USPs).

Question 43

False advertising and puffery are essentially the same.

Question 44

CPM refers to cost per million,one standard for determining an ad's effectiveness.

Question 45

Ads touting a "midnight madness sale" or "back-to-school sale" are examples of promotional retail advertising.

Question 46

In an ad agency,the account management department typically develops an ad's copy and design.

Question 47

Volney B.Palmer began the first full-service ad agency in 1877.

Question 48

What was the relationship between advertisers and the radio programs that carried their commercials at the time of the first radio commercial in 1922?

Question 49

What are the three new approaches many advertising executives see as essential to the continued success of their industry?

Question 50

What is the relationship between parity products and the idea of unique selling propositions?

Question 51

What was F.Wayland Ayer's innovation in the advertising agency?

Question 52

What are specific ways in which the Internet has altered advertising?

Question 53

Differentiate between psychographic and demographic segmentation.

Question 54

How did the hard sell come to advertising?

Question 55

The identification of a given product with its manufacturer is an example of brand awareness.

Question 56

How is CPM computed?

Question 57

Ad agencies make their money through retainers and commissions.Define each.

Question 58

VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles.

Question 59

The listening public was outraged when radio station WEAF began airing commercials in 1922.

Question 60

How did industrialization and the Civil War boost the need for advertising?

Question 61

Detail four criticisms of contemporary advertising.Then either defend or refute each in detail.

Question 62

Detail four defenses of contemporary advertising.Then either support or refute each in detail.

Question 63

What makes an ad "false" by law? Describe in detail the regulatory powers available to the FTC when it is faced with an example of false advertising.What factors make the regulation of ad content sometimes difficult?