Deck 11: Advertising and Commercial Culture

Question 1

Consumer and watchdog groups worry about the growth of mega-agencies.

Answer 1

True

Question 2

Political advertising is so inexpensive that most candidates can easily afford it.

Answer 2

False

Question 3

Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.

Answer 3

False

Question 4

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

Question 5

In an attempt to minimize government oversight of advertising practices, the advertising industry established the Better Business Bureau in 1913.

Question 6

Google has developed a number of smartphone apps useful for advertising.

Question 7

Advertising is increasingly targeted at children and teenagers because they influence billions in family spending every year.

Question 8

Ad campaigns that resemble a sitcom do not work because we know that they are trying to sell us something.

Question 9

It is difficult to distinguish an ad's impact on consumers from the effects of other cultural and social forces.

Question 10

Patent medicines marketed in the 1880s were generally harmless and consisted mostly of flavored water.

Question 11

Advertising agencies charge a commission for their work, which typically amounts to half of what the media outlets are paid to run the ads.

Question 12

The Ad Council produces public service announcements (PSAs)at no cost to the client.

Question 13

Mega-agencies typically provide a full range of services, including public relations.

Question 14

Snob-appeal advertising is often used for jewelry, perfume, and clothing.

Question 15

The First Amendment specifically guarantees the right of commercial speech.

Question 16

Boutique agencies were often started by account planners.

Question 17

Ads featuring the Marlboro cowboy were a persuasive strategy based on the association principle.

Question 18

Even though boutique agencies give creative people the freedom to do good work, they have not been able to attract any major clients.

Question 19

Ad agencies no longer use irritation advertising to sell products because people hate it and it does not work.

Question 20

Before the 1850s, there was little need for advertising in the United States because there were few goods available for sale and virtually no consumer market.

Question 21

The form of advertising in which sponsors pay to have their products seen in TV programs and movies is called

A)Billboarding
B)Integrated advertising
C)Product placement
D)Program exposure
E)Pseudo-consumerism

Question 22

Research has found subliminal advertising to be more effective than regular ads.

Question 23

Brands that claim that they are "America's favorite" are using a persuasive strategy called the

A)Bandwagon effect
B)Snob appeal
C)Plain-folks pitch
D)Hidden-fear appeal

Question 24

Commercial Alert is a(n)

A)Nonprofit watchdog group
B)Ad agency that created the Marlboro man and the Keebler elves
C)Statistical database that ad agencies use to monitor competitors' campaigns
D)Award organization honoring the year's most inventive TV commercials
E)Online service that alerts users about commercials that are specific to their profile Fill in the Blank

Question 25

In advertising, the media outlets that are best suited to help a client's ad reach the target audience are selected by

A)Media buyers
B)Space brokers
C)Account executives
D)Media doctors

Question 26

Along with patent medicine companies, another prominent newspaper advertiser in the 1890s was

A)Auto manufacturers
B)Travel agents
C)Department stores
D)Movie theaters

Question 27

Budget cuts have made the Federal Trade Commission less effective as a watchdog over false and deceptive advertising.

Question 28

The public became increasingly cynical about advertising in the late 1890s and early 1900s because

A)Manufactured products always cost more than their advertised price
B)Advertised products were frequently not available
C)Advertisers forced newspapers to omit stories about their competitors
D)Patent medicines made outrageous claims about what they could cure

Question 29

Advertisements for jewelry, perfume, and clothing often use the persuasive strategy called the

A)Hidden-fear appeal
B)Irritation advertising
C)Plain-folks pitch
D)Snob appeal

Question 30

Product placement is an advertising strategy that puts products into movies, TV shows, and video games.

Question 31

In the twentieth century, advertising

A)Influenced the change from a producer-driven to a consumer-driven economy
B)Stimulated demand for new products
C)Showed how new products improved daily life
D)All options are correct

Question 32

Google, Bing, and Yahoo! have quietly morphed into online advertising agencies.

Question 33

Channel One is an example of

A)An online service that tracks the success and placement of video news releases
B)A campaign finance reform initiative
C)A boutique agency
D)Youth-targeted advertising
E)A subsidiary of ABC

Question 34

The hidden-fear appeal is often used to sell

A)Cars
B)Computers
C)Food
D)Deodorant

Question 35

Psychographics involves the study of

A)Sex
B)Age
C)Socioeconomic class
D)Attitudes and interests
E)All options are correct

Question 36

VALS research for advertising refers to

A)Values and lifestyles
B)Profiles of advertising sales by geographic region
C)Viceroy's Analysis of Liminal Sensations
D)The study of audience attention spans

Question 37

The Family Smoking Prevention and Tobacco Control Act allows the FDA to block misleading tobacco ads.

Question 38

In advertising, association (or the association principle)is

A)A persuasion method that links the product with a setting, a person, a cultural concept, or a positive feeling
B)A theory that argues that people associate a product with the feeling that they had the first time they used it
C)The principle that higher-up associates in the advertising agency make fewer daily decisions than lower associates
D)The antipersuasion model of linear causality
E)No option is correct

Question 39

Account executives in ad agencies are primarily responsible for

A)Bringing in new business
B)Creating ads
C)Buying ad space in media
D)Conducting market research