Question 1

It is common for social organizations to advertise at the national, state, and local levels.

Accepted Answer

Social organizations often have a widespread presence and therefore use advertising across various geographical levels to promote their cause, campaigns, or events.

Question 2

Trade resellers of consumer products and services are the most prominent users of advertising and promotion.

Accepted Answer

While trade resellers are important users of advertising and promotion, the most prominent users are often the manufacturers or providers of the products and services themselves, targeting end consumers.

Question 3

A creative boutique's niche expertise can be its greatest liability if the creative boutique is an extra expense that
advertisers cannot afford.

Accepted Answer

If a creative boutique's niche expertise is not deemed essential by advertisers, they may see it as an extra expense and choose to work with a more affordable option, even if it means sacrificing the boutique's unique skills.

Question 4

Advertisers cannot function without the services of external facilitators.

Accepted Answer

Advertisers can function without external facilitators by using in-house teams for marketing and advertising tasks, although external facilitators can provide specialized expertise and resources.

Question 5

Digital/interactive agencies are those that have expertise in preparing communications for new media, such as the
Internet, mobile marketing, and interactive television.

Accepted Answer

Digital/interactive agencies specialize in creating content and communications for new media platforms such as the internet, mobile marketing, and interactive television.

Question 6

The creative boutique's greatest advantage is its niche expertise.

Accepted Answer

A creative boutique is a specialized agency that focuses on a specific area of expertise, such as graphic design, branding, or social media. By honing in on this niche expertise, a creative boutique can offer a higher level of creativity and expertise in their area of focus, giving them a competitive advantage over more general agencies.

Question 7

Caltec Inc.has a department that is responsible for coming up with ideas and innovative ways to advertise the company's products in newspaper ads and billboards.This is an example of a full-service agency.

Accepted Answer

This is not an example of a full-service agency, but rather an in-house advertising department within the company. Full-service agencies typically offer a wide range of advertising services to multiple clients, including market research, creative development, media planning and buying, and campaign execution.

Question 8

Advertisers focusing on integrating more tools into promotional efforts has resulted in an enhanced role of traditional media.

Accepted Answer

Traditional media has been declining in recent years as advertisers shift their focus to digital media.

Question 9

The idea behind crowdsourcing is to prevent ideas about a new brand from becoming public to consumers.

Accepted Answer

The idea behind crowdsourcing is to gather ideas and input from a diverse group of people, typically through online platforms, in order to develop and improve upon a product or brand. It is not meant to keep ideas from becoming public, but rather to engage with potential consumers and ultimately create a product that better meets their needs and preferences.

Question 10

Media fragmentation is a big plus for consumers but a disadvantage for advertisers and agencies.

Accepted Answer

Media fragmentation refers to the proliferation of media channels and the resulting audience fragmentation. It provides consumers with more choices and access to diverse information and entertainment. However, advertisers and agencies find it challenging to reach their target audience as they have to invest in multiple channels and formats to create effective campaigns. Thus, media fragmentation is advantageous for consumers but a disadvantage for advertisers and agencies.

Question 11

The advertising used by social organizations has a fundamentally different purpose compared to the advertising carried out by major multinational corporations.

Accepted Answer

The answer of The advertising used by social organizations has...

Question 12

The goal of creating persuasive communication is to attract attention and develop preference for a brand.

Accepted Answer

The goal of persuasive communication is to convince the target audience to take a particular action, such as developing preferences for a brand, purchasing a product, or adopting a point of view. Ultimately, the aim is to increase sales and profits for the brand.

Question 13

Advertisers include business organizations, but exclude not-for-profit organizations.

Accepted Answer

This statement is incorrect. Advertisers can include both business organizations and not-for-profit organizations.

Question 14

The underlying role and purpose of advertising and promotion has changed drastically and will continue to change.

Accepted Answer

The answer of The underlying role and purpose of advertising...

Question 15

Despite the explosion of new media in recent years, today's media options have reduced from those available
during the past decades.

Accepted Answer

The statement is incorrect. Today's media options have increased thanks to the explosion of new media such as social media, streaming services, and mobile devices.

Question 16

Blogs have emerged as sophisticated sources of brand and product information.

Accepted Answer

With increasing digitalization, blogs and bloggers have become a reliable source of brand and product information for millions of users worldwide. Many companies are also partnering with bloggers and influencers to promote their products and services.

Question 17

At the local level, small retail shops deal only with household customers.

Accepted Answer

Small retail shops can deal with a variety of customers including businesses, organizations, and individual household customers, depending on their product offerings and target market.

Question 18

Due to the backlash against advertising that clutter can cause, advertisers are integrating more tools within the overall promotional effort to reach more consumers in different ways.

Accepted Answer

Advertisers are indeed integrating more tools within the overall promotional effort to reach more consumers in different ways due to the backlash against advertising that clutter can cause.

Question 19

The simplest example of Web 2.0 is when consumers log on to the Internet and visit sites they choose to visit for either information or shopping.

Accepted Answer

This statement is true as visitors to websites in Web 2.0 have the ability to interact with the site and each other, shaping the content and overall experience they have on the site. This is in contrast to Web 1.0 where websites were static and visitors had no input or ability to interact with the site.

Question 20

Retailers that sell in national or global markets are the most visible reseller advertisers and promotion users.

Accepted Answer

Retailers that sell in national or global markets usually have a wider customer base and therefore need to have more visible advertising and promotion strategies to attract customers.

Quiz 2: The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations