Question 1

As artful imitations of life,advertising uses one or a blend of three literary forms.These are:

Accepted Answer

Advertising often uses narrative, autobiography, and drama as literary forms to create engaging and persuasive messages that resonate with audiences.

Question 2

In advertising,the receiver dimension includes:

Accepted Answer

The receiver dimension in advertising refers to the different types of consumers who receive and interpret the advertising message: implied consumers (those imagined by the ad creators), actual consumers (the real audience), and sponsorial consumers (those who approve the ad).

Question 3

Which of the following is an example of a source dimension for an ad for jeans?

Accepted Answer

The manufacturer of the jeans would have paid for the ad and therefore would be categorized as its sponsor.

Question 4

What is a role of advertising in marketing?

Accepted Answer

Marketing is the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.

Question 5

_____ is the process of planning and executing the conception,pricing,distribution,and promotion of ideas,goods,and services to create exchanges that satisfy the perceived needs,wants,and objectives of individuals and organizations.

Accepted Answer

Marketing is the process of creating exchanges between individuals and organizations to fulfill their perceived wants and needs. It involves all aspects of planning, executing, and promoting ideas, goods, and services, including pricing and distribution. Management, advertising, communications, and logistics may play a role in marketing, but they are not interchangeable with marketing itself.

Question 6

In terms of the source dimension of advertising,the copy writer and the art director are categorized as:

Accepted Answer

The author of the communication is actually a creative team at an ad agency. Commissioned by the sponsor to create the advertising message, these people exist in the real world but are unknown to the reader or viewer.

Question 7

The text of each advertisement and commercial presumes an audience.In terms of the receiver dimension of advertising,this audience is:

Accepted Answer

The implied consumers are the idealized audience that the advertisement is crafted for, as opposed to the actual consumers who may see the ad.

Question 8

Of all the business functions,_____ is the only function whose primary role is to bring in revenues.

Accepted Answer

Marketing is the only business function whose primary role is to bring in revenues. Finance is focused on managing financial resources and investments, research and development is focused on creating new products or improving existing ones, human relations management is focused on employee management and development, and accounting is focused on record-keeping and financial reporting. Only marketing is focused on generating sales and revenue for the company.

Question 9

In the _____ advertising message,the characters act out events directly in front of an imagined empathetic audience.

Accepted Answer

The description in the question best matches the concept of a drama advertising message, where the characters perform in front of an imagined empathetic audience.

Question 10

In the _____ advertising message,a third-person persona tells a story about another person to an imagined audience.

Accepted Answer

In a narrative advertising message, a story is told about someone else to an imagined audience. This is different from an autobiographical message, in which the advertiser tells their own story. Demographic advertising messages focus on specific characteristics of a target audience, while biographical advertising messages focus on the story of a specific person or company. Drama is not a type of advertising message.

Question 11

Which of the following is the most likely potential target market for a manufacturer who is licensed by a wrestling entertainment company to make Halloween costumes based on characters seen in their matches?

Accepted Answer

A firm's marketing activities are always aimed at a particular segment of the population - its target market.

Question 12

In 2005,singer Enrique Iglesias signed a multi-year deal as spokesperson for a new fragrance.Iglesias will be part of the _____ dimension in ads for the new fragrance.

Accepted Answer

In advertising, the source, the message, and the receiver all have multiple dimensions. Determining the source of a message is not simple.

Question 13

In the receiver dimension of advertising,_____ are the people in the real world who comprise the ad's target audience.

Accepted Answer

Actual consumers are the people in the real world who are the target audience of an ad. Personae refer to fictional representations of the target audience created by the advertiser. Sponsorial consumers and implied consumers are not commonly used terms in advertising. The creative director is involved in the development of the ad but is not the target audience.

Question 14

Lee did not see the ad for the aquarium that was in Wednesday's local paper because he was much more interested in an article on classic car collectibles that was right next to the ad for the aquarium.In terms of the communication process,the classic car article served as _____ for the aquarium.

Accepted Answer

The aquarium's advertising message must compete with hundreds of other commercial and noncommercial messages every day. This is referred to as noise.

Question 15

A restaurant owner,who read all of the copy in an ad for the international trade show for people in the food and drink industry,decided to request a registration form.In the context of advertisement,this is referred to as:

Accepted Answer

Feedback verifies that the message was received. Feedback employs a sender-message-receiver pattern, except that it is directed from the receiver back to the source.

Question 16

Which of the following aspect of advertising will be determined by the marketing strategy?

Accepted Answer

The marketing strategy determines the target consumer and which media should be used to communicate with them. The other options, such as choosing a sales person, determining incentives, building company image, and creating product specification sheets, are more closely related to the tactics and execution of the overall marketing strategy.

Question 17

A horse stable operator,who reads an ad for a worming medicine,decides to call the toll-free number provided in the ad to see if the company can deliver 40 doses of its worming medicine before Saturday morning.In the context of the advertisement,this is referred to as:

Accepted Answer

Feedback can take many forms: redeemed coupons, Web site visits, phone inquiries, visits to a store, requests for more information, increased sales, responses to a survey, or e-mail inquiries.

Question 18

In the _____ advertising message,"I" tell a story about myself to "you," the imaginary audience eavesdropping on my personal experience.

Accepted Answer

In autobiographical advertising, the speaker shares a personal story or experience directly with the audience, creating a sense of intimacy and personal connection.

Question 19

In the receiver dimension of advertising,_____ are the gatekeepers who decide whether the ad will run or not.

Accepted Answer

Sponsorial consumers are the gatekeepers in the receiver dimension of advertising, as they are the decision-makers who determine whether an advertisement will be approved and run.

Question 20

In advertising,the source dimension includes:

Accepted Answer

The source dimension in advertising includes the sponsor (who is paying for the advertisement), the author (who created the advertisement), and the persona (the character or voice being presented in the advertisement).

Quiz 1: What Is Advertising Today