Deck 11: Advertising

Question 1

Bob Greenberg, who might be called an advertising guru, operates on a philosophy that

A) ads are best used sandwiched into entertainment products.
B) ads should be entertainment themselves.
C) traditional advertising will rise again.
D) new ad strategies are fads that will fade quickly.

Answer 1

ads should be entertainment themselves.

Question 2

When ad guru Bob Greenberg talks about advertising on "the third screen," he's referring to

A) cell phones.
B) computer monitors.
C) laptops, iPads, and other tablets.
D) televisions.

Answer 2

cell phones.

Question 3

Advertising contributes to prosperity by

A) discouraging consumption.
B) discouraging product innovation.
C) encouraging wasteful purchases.
D) inspiring people to greater productivity.

Answer 3

inspiring people to greater productivity.

Question 4

Former Procter & Gamble president Howard Morgens said that advertising

A) is the most expensive means of selling.
B) is the most effective and efficient way to sell to consumers.
C) makes people aware of products but does little to actually sell products.
D) is merely a feel-good activity for producers.

Question 5

The leading advertiser, spending about $5.2 billion annually for mass media ads, is

A) General Motors.
B) Verizon.
C) Procter & Gamble.
D) Ford.

Question 6

Advertising as a modern phenomenon first took off in

A) Sweden.
B) France.
C) Japan.
D) the United States.

Question 7

What was the first form of printed advertisement?

A) books
B) flyers
C) newspapers
D) magazines

Question 8

__________ was a British printer who is credited with printing the first advertisement to promote one of his books.

A) William Caxton
B) John Campbell
C) Benjamin Day
D) Wayland Ayer

Question 9

Benjamin Day's newspaper, the __________, was the first penny newspaper that brought advertising to a new level within its pages.

A) Washington Post
B) Chicago Tribune
C) Boston Globe
D) New York Sun

Question 10

National advertising took root in the United States with

A) John Campbell's newsletter ads in the 18th century.
B) political pamphlets in the 1770s.
C) the railroads' simplification of mass distribution in the 1840s.
D) the yellow journalism of the late 1800s.

Question 11

The first advertising agency was founded by

A) Wayland Ayer.
B) Benjamin Day.
C) William Caxton.
D) John Campbell.

Question 12

Which of these service was among those provided by the firm of N.W. Ayer & Son?

A) product research
B) psycho-demographics research
C) expertise in placing advertisements in advantageous media
D) in-house newsletters for companies

Question 13

Most ad agencies will offer advertisers all of the following services EXCEPT

A) counsel on selling their products and services.
B) design services to create the actual ads.
C) expertise in placing the ads in the most advantageous media.
D) recommending product improvements and updates.

Question 14

Using traditional models, an ad agency's commission was derived by totaling the advertiser's outlay for time and space and paying the agency _______ of the total.

A) 6.5 percent
B) 13 percent
C) 15 percent
D) 30 percent

Question 15

Advertising agency compensation has shifted from commission contracts to

A) equitable contracts.
B) equity contracts.
C) variable annuities.
D) performance contracts.

Question 16

In advertising, the performance contract system of payment entails

A) billing clients a certain percentage above the media charge for time and space.
B) billing for expenses and modest profit with extra compensation for successful campaigns.
C) a fee arrangement where agencies bill clients for expenses as they are incurred.
D) cash up front but with a guaranteed refund if goals aren't met.

Question 17

When an advertising agency takes its compensation as an ownership share in a client's company, the deal is called

A) an equity contract.
B) a commission contract.
C) a performance contract.
D) a common-law contract.

Question 18

Which is chanciest type of contract for an advertising agency?

A) commission contracts
B) equitable contracts
C) equity contracts
D) variable performance

Question 19

What was the criticism of the U.S. Army for its new and more extensive marketing campaign launched after recruiters failed to meet their goals during the Iraq war?

A) It wasn't aggressive enough in going after the proper age group.
B) It infused militaristic trappings into messages that targeted children.
C) It was sexist and did not include females.
D) It sold games and clothing but failed to improve recruiting.

Question 20

The systematic outline of where ads will be placed to reach the right target audiences is called the

A) advertisement.
B) reproduction.
C) media plan.
D) placement key.

Question 21

Most media plans begin with an examination of

A) potential product placements.
B) the exact audience or circulation of the prospective media.
C) the creative concept of the ad.
D) cost per thousand (CPM) of possible media.

Question 22

Which professional determines the most effective media placements for an ad?

A) creative director
B) account executive
C) media buyer
D) placement manager

Question 23

Media buyers verify circulation claims of printed mass media with

A) Nielsen Online Campaign Ratings.
B) Arbitron surveys.
C) the Audit Bureau of Circulations.
D) BookScan.

Question 24

Studies show that readers of newspapers

A) pay little attention to advertisements.
B) are predisposed to seriously consider advertisements because reading requires focus.
C) rarely recall advertisements because the news consumes attention.
D) have short attention spans.

Question 25

What is a disadvantage of newspaper advertising?

A) space for ads usually can be reserved as late as 48 hours ahead
B) newspaper readers are predisposed to consider information seriously
C) the level of income and education of most newspaper readers
D) declining readership among young adults

Question 26

What is a disadvantage of magazines for advertising?

A) ads must be placed up to three months in advance
B) long magazine shelf life
C) high pass-along circulation
D) narrowly defined audiences

Question 27

Among the advantages that magazines offer over newspapers are better printing, a longer shelf-life, and

A) higher subscription.
B) a less demassified audience.
C) more flexibility in reservation and printing time.
D) pass-along circulation.

Question 28

Which of these traits is both an advantage and a disadvantage of radio for advertising?

A) radio offers no opportunity for visual displays
B) radio time can be bought on short notice.
C) radio ad time is comparatively inexpensive.
D) radio is a mobile medium.

Question 29

Radio stations with narrow formats offer advertisers

A) lower prices than those with broad and diversified formats.
B) fewer competing advertisers and therefore more visibility.
C) better listener receptiveness.
D) easily identified target audiences.

Question 30

What is a major advantage of television advertising?

A) production costs
B) placing advertisements
C) targeting potential customers
D) impact through a moving and visual medium

Question 31

Which of the following is NOT an advantage of Internet advertising?

A) People can print the ads.
B) There is less "waste" from reaching disinterested consumers than in other media.
C) Advertisers can easily reach niche audiences.
D) Advertisers have less competition.

Question 32

Based on 2010 data, the most money was spent placing ads in what medium?

A) Internet
B) television
C) radio
D) magazines

Question 33

What is the charge Google collects from an advertiser each time it directs traffic to the ad?

A) link sponsorship fee
B) hit fee
C) click-through fee
D) traffic fee

Question 34

The advantages of advertising in video games include all of the following EXCEPT

A) at $20,000 to $100,000 per message, the ads are usually very cost-effective.
B) background billboard ads can be instantly changed during online game playing.
C) they effectively reach females aged 13 to 35, a highly desired ad audience.
D) with interactive coding, ads can be modified to fit the current player's demographics.

Question 35

Which of the following is a successful brand name?

A) Flashlight
B) Croissant
C) Latte
D) Kleenex

Question 36

Who championed the concept of brand imaging when he said, "give your product a first class ticket through life?"

A) Sam Walton
B) David Ogilvy
C) Jack Trout
D) Donald Trump

Question 37

Brand-name advertising is losing ground to

A) viral advertising.
B) store brands.
C) agency-produced advertising.
D) redundancy techniques.

Question 38

Linking a celebrity's name to a product is one method of

A) bunching.
B) positioning.
C) branding.
D) glitzing.

Question 39

Which of the following advertising technique is also a lowest common denominator approach?

A) unique selling proposition
B) positioning
C) stealth
D) infomercial

Question 40

Who championed positioning?

A) David Ogilvy
B) Wayland Ayer
C) Jack Trout
D) Jim Vicary

Question 41

Targeting ads for specific consumer groups is called

A) positioning.
B) lowest common denominator.
C) unique selling proposition.
D) viral advertising.

Question 42

Which of the following is NOT a redundancy technique in advertising?

A) barrages
B) bunching
C) positioning
D) multimedia trailing

Question 43

Bunching is

A) running multiple condensed versions of an ad after the original has been introduced.
B) using less-expensive media to promote a campaign that's already run.
C) scheduling ads in intensive bursts.
D) promoting a product during a specific, limited period.

Question 44

Running a condensed version of an ad after the original has been introduced is a practice called

A) trailing.
B) barraging.
C) bunching.
D) waving.

Question 45

Clutter in advertising is defined as

A) too many visual elements competing for attention within an ad.
B) an unhealthy mix of competing advertisers pitching the same product.
C) too many ads running one after another in a television commercial break.
D) too many agencies competing for the same advertising business.

Question 46

Television commercials have been shortened from 60 seconds in the early days of television to

A) 45 seconds.
B) 30 seconds.
C) 15 seconds.
D) 10 seconds.

Question 47

A number of shorter ads competing against one another during the same commercial break on television is n known as

A) subliminal messaging.
B) ad clutter.
C) subception.
D) saturation advertising.

Question 48

Word-of-mouth testimonials, friends talking to friends, is known as

A) traditional advertising.
B) media advertising.
C) brand watch.
D) buzz advertising.

Question 49

What is viral advertising?

A) pastel messages from the Viral & Hjelmberg shop in the 1920s
B) advertising produced by Magnus Viral in the 1990s.
C) short action stories on the web that friends pass on to friends
D) advertisements about cold cures and healthcare products

Question 50

Which of the following is an example of stealth advertising?

A) "R-O-L-A-I-D-S spells relief"
B) the Marlboro Man
C) positioning Johnson & Johnson's baby shampoo as an adult product by using athletes
D) FedEx Field, a sports stadium outside of Washington, D.C.

Question 51

The advent of TiVo has prompted new advertiser interest in

A) product placement.
B) brand names.
C) 30-second spots.
D) infomercials.

Question 52

The practice of product placement first began and became popular in

A) motion pictures, especially in the 1980s.
B) radio during the early years of rock `n' roll.
C) television when advertisers sponsored entire programs.
D) women's magazines with small packets of perfume.

Question 53

Dave Balter specializes in what type of marketing?

A) television commercials
B) word-of-mouth
C) sales promotion
D) radio commercials

Question 54

The term applied to extensive use of word-of-mouth advertising is

A) blitzing.
B) buzz marketing.
C) gossip riding.
D) stealth selling.

Question 55

What is a program-length commercial disguised as a newscast or entertainment called?

A) product placement
B) branding effort
C) infomercial
D) stealth ad

Question 56

What is the name for a magazine published by a manufacturer to plug a single line of products?

A) viral mag
B) 'zine
C) product placement
D) plugger

Question 57

Advertising guru Bob Greenberg believes that the 30-second television spot will continue as a viable advertising avenue.

Question 58

Ad guru Bob Greenberg says the entertainment era that assembled mass audiences for advertisers to reach is coming to an end and advertisers need to adopt new approaches.

Question 59

Advertising is essential to a prosperous society?

Question 60

Advertising has no role and serves no purpose when survival is the main concern.

Question 61

Advertising is the most expensive form of selling.

Question 62

Procter & Gamble spends the most on advertising in the U.S. media.

Question 63

Advertising plays an even more important role in authoritarian societies than in democratic ones.

Question 64

The primary role of advertising is to provide consumers with information on which to make buying decisions.

Question 65

The penny press was able to keep the cost for a newspaper at a penny by relying on advertising revenue.

Question 66

Railroads helped create national advertising because they could transport goods over long distances.

Question 67

Benjamin Day created the first advertising agency.

Question 68

Average advertising agency commissions have dropped below the old standard of 15 percent.

Question 69

The advertising commission system broke down in the 1990s.

Question 70

A fairly recent advertising agency compensation arrangement is the equity contract.

Question 71

Signing equity contracts as payment for their services offer stable and predictable revenue for advertising agencies.

Question 72

The U.S. Army was universally praised for his recruitment efforts aimed at young teens.

Question 73

Effective media plans ensure that ads reach their target audiences.

Question 74

Media buyers decide where to buy and place ads.

Question 75

The most common factor used to start selecting media to carry advertisements is CPM.

Question 76

The acronym CPM, standing for "customers per medium," is an index for comparing the effectiveness of ads appearing in different media.

Question 77

The circulation of newspapers is verified by the Audit Bureau of Circulations.

Question 78

Newspapers have high pass-along circulation.

Question 79

How long a periodical remains in use is called publication life.

Question 80

For advertisers, magazines have many advantages of newspapers plus a longer shelf-life.