Deck 10: Advertising: The Power of Persuasion

Question 1

Advertising that occurs inside either online or in stand-alone video games for desktop or mobile devices is known as __________.

A) in-game advertising (IGA)
B) billboard marketing
C) advergaming
D) public product placement (PPP)

Answer 1

A

Question 2

In its earliest form, advertising was conducted in which of the following ways?

A) Papyrus publications
B) Drumming
C) Face-to-face and word-of-mouth communication
D) Public announcers in squares

Answer 2

C

Question 3

When did the FCC discard the Fairness Doctrine?

A) 1980
B) 1987
C) 1995
D) 2002

Answer 3

B

Question 4

__________ is defined as "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience-and, ultimately, to drive profitable consumer interaction."

A) Rhetoric
B) Content marketing
C) Mass marketing
D) Behavioral analysis

Question 5

What is the standard unit of advertising rates for publications, based on circulation?

A) Cost per thousand (CPM)
B) Rating perks
C) Desirability icons
D) Peak points

Question 6

In which form of marketing does a company pay for certain keywords to show up high in the rankings of Google or Bing, for example?

A) Monopoly marketing
B) Attraction marketing
C) Search-engine marketing
D) Temptation marketing

Question 7

Sophisticated Sofas advertises online and pays for results only in the form of click-throughs to their site rather than total page views. This is called __________ advertising.

A) search-engine
B) performance-based
C) cost-per-thousand
D) social-marketing

Question 8

__________ is an ancient form of communication and the most ubiquitous form of media content today.

A) Opinion-editorial
B) News
C) Public Relations
D) Advertising

Question 9

McGruff the Crime Dog provides a series of __________.

A) in-game advertising (IGA)
B) public service announcements
C) advertorials
D) online commercials

Question 10

The more than __________ advertising agencies in the United States collectively employ more than __________ people.

A) 800/110,000
B) 700/100,000
C) 600/90,000
D) 500/70,000

Question 11

In the past, advertising was the prime method by which companies reached mass audiences. Traditionally, these companies predominantly used the distribution system of which mass media?

A) Magazines
B) Billboards
C) Snail mailings
D) Newspapers or electronic media outlets

Question 12

According to a 2009 study, which percentage of gamers could correctly recall a product that had been advertised through IGA?

A) 30 percent
B) 50 percent
C) 60 percent
D) 80 percent

Question 13

Terrence collects and analyzes media data on consumer purchasing behavior. He works in which area of operations in his advertising agency?

A) Creative
B) Media buying
C) Research
D) Client management

Question 14

During which of the following times does radio advertising cost the most?

A) Lunch hour
B) Evening after 6 p.m.
C) Weekends
D) A.M. and P.M. drive time

Question 15

Why was the Kendall Jenner Pepsi ad attacked on social media?

A) People thought Jenner was paid far too much for a brief commercial.
B) Police disliked how they were depicted in the ad.
C) It trivialized the Black Lives Matter movement.
D) It unfairly portrayed Pepsi's biggest rival, Coke.

Question 16

Which is the largest advertising and media-services company in the world?

A) WPP
B) Omnicom Group
C) Publicis Group
D) IPG

Question 17

Advertising revenues support the majority of the content we see in the media today. What professions and businesses does advertising help support?

A) Camera people and satellite van drivers
B) Journalists and TV studio professionals
C) Entrepreneurs and media monopolies
D) Game developers and arcades

Question 18

Static IGA cannot be changed once a game is produced and distributed. How is a static ad typically shown?

A) As a display in the background of the game
B) As an interactive tool
C) As a pop-up that disappears by dissolving
D) As a flashing item in the foreground of the screen

Question 19

Some companies offer free games with IGA and embedded enticements designed to lure gamers to purchase the premium version. This strategy has been used with which of the following games?

A) Catfish
B) Super Mario Kart
C) Age of Conan
D) World of Warcraft

Question 20

Like PR, advertising relies on principles and theories of __________ communications.

A) persuasive
B) interpersonal
C) mass
D) online

Question 21

__________ techniques involve website design, keywords, and links.

A) CTR
B) IGA
C) FCC
D) SEO

Question 22

__________ is the online version of the print advertorial.

A) Native advertising
B) Viral marketing
C) Mobile advertising
D) Email marketing

Question 23

In the fifteenth century, the printing press gave rise to advertising in mass-communication settings in which of the following forms?

A) Leaflets
B) Wax paper sheets
C) Posters, flyers, and broadsheets
D) Papyrus rolls

Question 24

When did ads designed to stand out more prominently from surrounding editorial content become a mainstay for U.S. firms marketing products and services?

A) Early twentieth century
B) Mid-1800s
C) Late-1700s
D) Mid-1900s

Question 25

Colonists in the New World were able to obtain information from ads on subjects ranging from where to buy groceries and patent medicines to the departure times of ships sailing from the nearest harbor. These were called ___________.

A) broadsheet advertisements
B) ship news
C) engine marketing
D) mainstay news pamphlets

Question 26

Jade works for a firm that has been hired to discourage the public from texting while driving. Her approach will adopt advertising and marketing techniques that persuade people to change bad or destructive behaviors, a project in ___________ that will likely rely on ___________.

A) ethical consumerism/framing
B) cultural transmission/performance-based advertising
C) social marketing/ public information campaigns
D) integrated communications/interstitial ads

Question 27

According to Variety, in 1957 during a typical week, viewers saw __________ commercials.

A) 310
B) 420
C) 530
D) 650

Question 28

Palmer also devised a successful compensation scheme for advertisers. What was the key component of this scheme?

A) Deducting an ad-agency commission from the advertising fee
B) Managing an ad portfolio
C) Billing the designers separately from his company staff
D) Using radio ads in addition to newspaper runs

Question 29

Once television conquered the American media market, commercials quickly became a mainstay on the air. In 1948, TV already had almost ___________ who were buying airtime.

A) 940 sponsors
B) 210, 000 advertisers
C) 6500 advertisers
D) 30 political candidates

Question 30

Given that a relatively small number of __________ by the late 1940s, the trend of sponsors buying TV time demonstrated how eager advertisers were to employ the emerging mass medium.

A) radio receivers were outdated
B) telephones were being used
C) TV sets had been sold
D) advertising agencies existed

Question 31

Which organization, whose launch responded to the emergence of television as the leading medium of advertising, rose to fame in the mid-1950s?

A) The not-for-profit Television Bureau for Advertising
B) The Daisy Business
C) The Broadcast Bastion for Ethics in Advertising
D) The Network of Fairness Doctrine

Question 32

Radio or television commercials, "spots," typically run for ___________ seconds.

A) 20
B) 30
C) 40
D) 50

Question 33

In the 1970s, the practice of ___________ was established in television in response to the networks cutting commercial times in half.

A) the Daisy Spot
B) infomercials
C) multi-messaging
D) piggybacking

Question 34

Which process of name recognition creates in the consumer's mind a clear identity for a particular company's product or trademark?

A) Spamming
B) Branding
C) Brainwashing
D) Bannering

Question 35

How do advertisers establish a brand's uniqueness?

A) Color and shape
B) A catchy slogan and distinctive visual identity
C) Montage techniques
D) Star appeal

Question 36

According to dozens of leading technology thinkers, creating a strong personal brand allows employees ___________.

A) to define and differentiate themselves from the competition
B) to help spread social media globally
C) to create sponsorship appeal
D) to refuse to practice strategic communications

Question 37

Danny's Doughnuts, a well-established restaurant with franchises across the United States, is unhappy about a start-up called Dani's Doughnuts. In addition to the potential name confusion, this new company uses a similar logo and signage. Given these concerns, Danny's Doughnuts is going to sue them for ___________.

A) breach of contract
B) public plagiarism
C) copyright encroachment
D) trademark infringement

Question 38

Branding developed as early as what time period?

A) In the early 1900s, as companies sought to distinguish their products in an increasingly cluttered and competitive marketplace
B) In 1948, with the emergence of TV
C) In the 1920s, when movies became increasingly popular
D) In 1996, when the Fairness Doctrine was instituted

Question 39

What is the term for advertising-like messages provided by media organizations for free and linked to a worthy cause that provides some benefits to the larger audience?

A) Daisy Spots
B) Classified advertising
C) Display advertising
D) Public service announcements (PSAs)

Question 40

___________ required broadcasters to seek out and present all sides of a controversial issue they were covering.

A) Piggybacking Doctrine
B) Television Bureau of Advertising Standard
C) Wireless Rule
D) Fairness Doctrine

Question 41

When the American Congress banned radio and TV from airing cigarette ads in 1970, the broadcast business suffered huge losses, with revenue declining by roughly what amount?

A) $1 billion
B) $10 billion
C) $220 million
D) $500 million

Question 42

"A Cure for Wellness" was an unsuccessful promotional campaign launched by ___________.

A) Twentieth Century Fox and Regency Enterprises
B) John D. Rockefeller
C) Phineas Taylor "P. T." Barnum
D) Upton Sinclair

Question 43

Which service is the fastest-growing segment of modern advertising?

A) Pop-up ads
B) Personal ads
C) YouTube marketing
D) Online advertising

Question 44

You are the marketing director for a company that sells fashionable athletic wear. Sales have declined in the past couple of years, however, a problem you attribute to the fact that people are paying less and less attention to traditional marketing tactics. At the next board meeting, you are going to propose a campaign that emphasizes good storytelling, interesting visual graphics, and interactive stories. These are all elements of ___________.

A) earned media
B) content marketing
C) intellectual property
D) social marketing

Question 45

The ALS Ice Bucket Challenge is an example of __________.

A) viral marketing
B) behavioral advertising
C) email marketing
D) banner advertising

Question 46

What is used in broadcast media to explain the number of households that watched a particular show?

A) Rating
B) Sponsorship
C) Feedback
D) Search-engine marketing

Question 47

Advertising agencies in the mid-nineteenth century relied on specific strategies to build revenue. One of the most viable of these strategies, pioneered in the 1840s by Volney B. Palmer, was __________.

A) strong client relationships
B) flashy color ads
C) penny press circulation numbers
D) a basic media-billing model

Question 48

The advertising business in the United States blossomed in the mid-nineteenth century within less than twenty years. This rapid growth was related to which medium and its rising popularity?

A) Penny press
B) Telegraph
C) Telephone
D) Kinetsocope

Question 49

Which industry is the largest advertiser today?

A) Fashion
B) Automobile
C) Insurance
D) Alcohol

Question 50

In which country can companies advertise their drugs or devices to consumers through the mass media, known as direct-to-consumer (DTC) marketing?

A) England
B) Australia
C) New Zealand
D) Canada

Question 51

Why don't companies eliminate advertising costs by contacting audiences directly?

Question 52

Define infomercial.

Question 53

Which event is now widely held to be the start of the commercialization of the Internet?

Question 54

What are fear appeals, and why can they be tricky to use?

Question 55

Describe the role African American media pioneer Madam C. J. Walker played in changing the landscape of U.S. advertising in the mid-nineteenth century.

Question 56

What is DTC marketing, and what do proponents and critics think of it?

Question 57

Define subliminal advertising and product placement, and explain how they are different.

Question 58

The first business model of the advertising industry was developed in the mid-nineteenth century in the United States, and some of its mechanisms are still in place. Who was the founder of the first advertising agency, and how did he make his business model successful and viable? How did this business develop?

Question 59

Explain how the influx of advertising over the past several decades has changed the TV landscape. What kinds of strategies have been set in place to guarantee the commercial viability of television?

Question 60

Describe the two forms of commercial messages in newspapers and magazines.