Deck 13: Advertising: The Media Support Industry

Question 1

Viral ads are those that are

A) spread by word of mouth
B) part of a computer virus
C) about sexually transmitted diseases
D) vital to a company's survival

Answer 1

spread by word of mouth

Question 2

When a manufacturer promotes a product to a merchant, it's called:

A) target marketing
B) display advertising
C) trade advertising
D) brokering

Answer 2

trade advertising

Question 3

In the latter part of the 1800s, exaggeration in advertising was called

A) puffery
B) caveat emptor
C) laissez-faire
D) exaggeratizing

Answer 3

puffery

Question 4

Patent medicines, marketed with promises to cure cancer and heart disease,

A) were mostly alcohol
B) often contained morphine and heroin
C) were useless or harmful
D) all of these

Question 5

Which of the following is condemned by the American Association of Advertising Agencies code of ethics?

A) misleading claims
B) subliminal advertising
C) ads targeted to children
D) all of these

Question 6

The first broadcast commercial was

A) a radio ad for an apartment complex
B) a TV commercial for Alka-Seltzer
C) a radio commercial for watches
D) a TV commercial for Coca-Cola

Question 7

Subliminal advertising

A) is illegal by some local laws
B) is illegal by federal law
C) has been proven to work
D) all of these

Question 8

Separating an advertising audience into demographic segments is called

A) segmental marketing
B) target marketing
C) circulation marketing
D) direct marketing

Question 9

Men watching a commercial aimed at women is an example of

A) puffery
B) circulation waste
C) segmented advertising
D) target marketing

Question 10

Billings refers to

A) organizations built into a corporate structure
B) invoices that the ad agency sends to the client
C) the gross dollar amount that an ad agency's client spends
D) none of the above

Question 11

Which of the following types of agencies specializes in creative services?

A) a full service agency
B) a boutique agency
C) an in-house agency
D) a media buying agency

Question 12

In a full-service agency, which department allocates advertising budgets among print and broadcast?

A) research
B) account management
C) creative
D) media

Question 13

Psychographics tell the advertiser about

A) the audiences' disposable income
B) the audiences' interests
C) the racial breakdown of the audience
D) all of these

Question 14

A focus group is made up of

A) potential users of a product or service
B) advertising experts
C) account executives
D) advertisers who pool resources

Question 15

Problems with creating world brands include

A) inappropriate language translation
B) misinterpreted visual images
C) both inappropriate language translation and misinterpreted visual images
D) none of these

Question 16

Which medium is best for an advertiser who has a short lead time?

A) yellow pages
B) television
C) newspapers
D) direct mail

Question 17

A catalog is an example of

A) a spectacular
B) direct marketing
C) segment advertising
D) a specialty ad

Question 18

Online ads include

A) banner ads
B) skyscrapers
C) pop-unders
D) all of these

Question 19

Which ad agency department is responsible for seeing that shrubs don't block the view of a billboard?

A) media
B) creative
C) research
D) account management

Question 20

Promoting an idea associated with a product is called

A) name recognition
B) institutional advertising
C) an advertising campaign
D) image advertising

Question 21

An ad which has as its objective rectifying an inaccurate impression is called a

A) corrective ad
B) counter ad
C) either a corrective or counter ad
D) none of these

Question 22

Smokey Bear appears in

A) corrective ads
B) advocacy ads
C) institutional ads
D) public service announcements

Question 23

The main government watchdog against deceptive advertising is

A) the U.S. Postal Service
B) the Food and Drug Administration
C) the Federal Trade Commission
D) the National Advertising Review Council

Question 24

______ are a form of deception.

A) Bait-and-switch tactics
B) Celebrity endorsements
C) Corrective ads
D) Ads using women to sell cars

Question 25

The ancient Greeks had town criers who shouted ads in the streets.

Question 26

The first printed ads were trade cards.

Question 27

Display ads are small ads without artwork.

Question 28

The automobile was once advertised as the solution to air pollution.

Question 29

The 1924 American Association of Advertising Agencies code of ethics is no longer in effect.

Question 30

British television and radio do not accept any advertising.

Question 31

Broadcast networks delayed the beginning of commercial television because radio advertising was so profitable.

Question 32

Positioning is the process of locating the best network for a television ad.

Question 33

Marlboro cigarettes sales went up in China when advertisers put the Marlboro Man on a white horse in their ads.

Question 34

The top U.S. advertising revenue is from magazines.

Question 35

Radio advertising is relatively inexpensive.

Question 36

An advantage of advertising in magazines is that magazines have a long shelf life.

Question 37

Cartoon characters like the Pillsbury doughboy appear in image advertising.

Question 38

Advocacy ads attempt to influence or change public opinion and government policy.

Question 39

Counteradvertising based on parody is a form of guerrilla advertising.

Question 40

Advertising messages are given the same amount of freedom of speech as news articles.

Question 41

The number of people who smoke is higher in countries that don't restrict tobacco advertising.

Question 42

Product placement is even used in novels.

Question 43

Some advertisers have attempted to influence news content by canceling ads.

Question 44

The top TV programs for product placement are American Idol and Biggest Loser.

Question 45

What was wrong with patent medicine advertising? What happened that stopped it?

Question 46

Who are the various groups that regulate advertising, and what types of advertising is each one responsible for?

Question 47

Discuss some of the provisions in the advertising code of ethics. Do advertisers follow it, and who enforces it? Use examples, from the textbook or your own experience, showing these provisions in use (or not in use).

Question 48

Explain target marketing and give examples. What are some of the criticisms and defenses of target marketing?

Question 49

What are the four basic organizational areas of a full-service advertising agency? Briefly describe the work that goes on in each area.

Question 50

Discuss the two kinds of research/investigations carried out by advertising agencies. Provide examples to illustrate your answer.

Question 51

What are psychographics? How do they differ from demographics?

Question 52

Explain the concept of positioning in advertising. Give an example.

Question 53

What are focus groups? How do they help advertisers?

Question 54

What are some mistakes that have been made in international advertising?

Question 55

Describe four traditional objectives that relate to the goals of selling a product. For each one, give an example, either from the textbook or your own personal experience. Hint: One of the objectives is Name Recognition and Branding.

Question 56

What is the difference between an image ad and an institutional ad? Give examples.

Question 57

What is the difference between corrective ads, counter ads and advocacy ads? Give examples.

Question 58

Why has the use of product placement increased over the past few years? What are some examples of its use?

Question 59

The first advertisements, ______, were announcements on single sheets of paper.

Question 60

Some of the earlier display ads sought the return of runaway ______.

Question 61

Another name for business-to-business advertising is ______ advertising.

Question 62

Print ads that include artwork and fancy typefaces are called ______ ads.

Question 63

An ad ______ is a liaison between advertisers and newspapers.

Question 64

Promotional messages that the consumer is not consciously aware of are called ______ advertising.

Question 65

Circulation ______ is the part of advertising received by people whom the advertiser has no interest in reaching.

Question 66

Full ______ agencies supply all advertising and marketing services.

Question 67

______ accounts involves presenting new ideas for ad campaigns to a prospective client.

Question 68

Audience ______ is the gathering of data about consumers targeted in an advertising campaign.

Question 69

Measurements of audience characteristics that are easily observed and labeled, such as age and income are called ______.

Question 70

Finding specific customer types and creating advertising appeals for them is called ______.

Question 71

Small groups of potential consumers observed by a researcher are called ______ groups.

Question 72

The glut of ads that compete for the public's attention is called ______.

Question 73

______ are program-length television commercials.

Question 74

______ mail advertising includes catalogs, flyers, coupon packages and computer-generated letters that are sent through the postal service.

Question 75

Media ______ are advertising agency personnel who purchase ad time and space.

Question 76

Promotion of an idea that becomes associated with a product is called ______ advertising.

Question 77

Bait-and-______ advertising is a technique in which a seller advertises a bargain, but tries to talk the customer into buying a more expensive product.

Question 78

A ______ statement is an assertion of equality that sounds like an assertion of superiority.

Question 79

Match the early type of ad with its definition.

-Announcements on one sheet of paper

A)Consumer ad
B)Display ad
C)Handbill
D)Trade ad
E)Trade card

Question 80

Match the early type of ad with its definition.

-Business-to-business ads

A)Consumer ad
B)Display ad
C)Handbill
D)Trade ad
E)Trade card