Question 1

Creating advertising to appeal to audiences of varying personal and social characteristics,such as race,gender,and economic level,is called _____________ segmentation.

Accepted Answer

Demographic segmentation involves dividing the market into specific groups based on characteristics such as age, gender, income, education level, ethnicity, and more. This helps businesses tailor their advertising to the interests and needs of each group, leading to more effective and targeted marketing campaigns.

Question 2

The effectiveness of an ad's placement is often judged by its cost per thousand (CPM),or the cost of reaching 1,000 audience members.For example,an ad that costs $20,000 to place in a major newspaper that is read by 1 million people has a CPM of

Accepted Answer

The answer of The effectiveness of an ad's placement is...

Question 3

Creating advertising to appeal to consumer groups of varying lifestyles,attitudes,values,and behavior patterns is called _____________ segmentation.

Accepted Answer

Psychographic segmentation involves studying consumer lifestyles, attitudes, values, and behavior patterns to create advertising that appeals to specific groups. Phylographic segmentation and zip code segmentation are not commonly used terms in marketing, and demographic segmentation refers only to basic demographics like age, gender, income, and education.

Question 4

Among the criticisms of advertising is its _____________,the fact that ads are everywhere-in schools,on sidewalks,even in the sky.

Accepted Answer

Intrusiveness refers to the invasive nature of advertising and its presence in various areas of our lives. This can be seen as a negative aspect of advertising as people feel bombarded with messages and may find it difficult to escape from them. Deceptiveness refers to misleading or false claims in advertising, exploitativeness refers to taking advantage of vulnerable groups or situations, and crassness refers to tastelessness or vulgarity in advertising.

Question 5

The _____________ department is where the advertising is developed from idea to ad.It involves copywriting,graphic design,and often the actual production of the piece,for example,radio,television,and Web spots.

Accepted Answer

The creative department is responsible for the development of advertising from idea to ad, involving copywriting, graphic design, and production. The other options do not relate to the specific tasks described.

Question 6

___________ refers to the melding of brands and experiences.

Accepted Answer

Experiential marketing refers to the melding of brands and experiences, which involves creating immersive and memorable experiences for consumers to interact with a brand or product. Murketing (A) refers to marketing strategies that are intentionally vague or deceptive, while rich media (C) refers to using multimedia and interactive content in marketing campaigns. Corrective advertising (D) refers to ads that are designed to correct false or misleading claims made by a company in previous advertising campaigns.

Question 7

The _____________ department is typically headed by an account executive,who serves as liaison between agency and client,keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client.

Accepted Answer

The department described in the statement is the account management department, which is headed by an account executive responsible for communication with the client and leading the team of specialists assigned to the client by the agency. Option A, creative, typically focuses on the development of the creative concepts and execution of the campaigns. Option B, administration, handles the operation, financial, and personnel aspects of the agency's work. Option D, account relations, is not a commonly used term in the advertising industry.

Question 8

_____________ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes.

Accepted Answer

Advertising is the correct answer because it describes the promotion of mediated messages that are paid for by a business or institution with the intention of influencing consumer behavior or thinking. Public relations involves building and maintaining relationships with the public through communication and image management, while promotion refers to various marketing tactics designed to increase sales. Puffery is a form of exaggerated or false advertising claims that are not meant to be taken literally.

Question 9

_________ refers to advertising sold next to or in search results produced by users' key word searches.

Accepted Answer

Search marketing refers to advertising sold next to or in search results produced by users' keyword searches. This method involves using search engines like Google or Bing to reach potential customers who are actively searching for products or services similar to the ones being advertised.

Question 10

Ad production is billed at an agreed-upon price called a

Accepted Answer

Ad production is a one-time service that is provided for creating an advertisement. Typically, agencies charge a fixed price for this service, which is known as a retainer. This is a pre-determined amount that is agreed upon by the agency and the client before the work begins. The retainer is usually calculated based on the scope and complexity of the project, and it covers all the costs associated with the project. Hence, option A is the correct choice.

Question 11

_____________ advertising employs messages aimed at retailers,and does not necessarily push the product or brand,but promotes product issues of importance to the retailer,such as volume,marketing support,profit potential,distribution plans,and promotional opportunities.

Accepted Answer

Trade advertising is specifically aimed at retailers and focuses on providing information related to product issues that are relevant to them, such as marketing support, volume, distribution plans, promotional opportunities and profit potential. It does not necessarily push the brand or product, but rather presents relevant information to the retailers.

Question 12

_____________ advertising is the advertising of products by stores like Sears and Macy's.It is typically local,reaching consumers where they live and shop.

Accepted Answer

Retail advertising is focused on promoting products by stores, such as Sears and Macy's, to local consumers in the areas where they live and shop. The goal of retail advertising is to drive traffic and sales to the store through promotions, deals, and other tactics. Institutional advertising promotes the overall brand of a company or organization, while national consumer advertising targets a wider audience nationwide. Trade advertising is aimed at businesses in a specific industry or sector.

Question 13

New media technologies are forcing advertising professionals to reconsider all aspects of how they do business,including the industry's economics,creativity,and

Accepted Answer

New media technologies have changed how consumers interact with brands, making it crucial for advertising professionals to rethink their relationship with consumers to engage them effectively.

Question 14

One of the difficult issues in the regulation of advertising is finding the line between false or deceptive advertising and _____________,that little lie that makes advertising more entertaining than it might otherwise be.

Accepted Answer

Puffery refers to exaggerated or vague statements that are not meant to be taken literally and are considered acceptable in advertising. It is often used to promote the product or service in a more entertaining or engaging way without making false claims or deceiving the audience.

Question 15

Clients are increasingly asking advertisers for ___________,agreements on campaign-specific outcomes and consensus on how the effectiveness of a specific ad or campaign be judged.

Accepted Answer

Advertisers are being asked for accountability metrics, which are specific measurements of campaign effectiveness and outcomes.

Question 16

The _____________ department makes the decisions about where and when to place ads and then buys the appropriate time or space.

Accepted Answer

The media department is responsible for making decisions regarding ad placement and buying appropriate time/space. The creative department is responsible for developing the actual content of the ad, the administration department is responsible for managing the overall operations of the agency, and the account relations department is responsible for managing client relationships.

Question 17

In advertising research,_____________ measures the effectiveness of advertising messages by showing them to consumers.

Accepted Answer

Copy testing is a type of advertising research that measures the effectiveness of advertising messages by showing them to consumers. This is done to determine how well the ad is received and whether it effectively communicates its intended message.

Question 18

Placement of advertising in media is compensated through a _____________,typically 15% of the cost of the time or space.

Accepted Answer

Placement of advertising in media is compensated through a commission, which is typically 15% of the cost of the time or space. This means that the agency receives a percentage of the amount spent on advertising by the client. This is a common practice in the advertising industry and is a way for agencies to earn revenue for their services. There is often negotiation around the commission percentage, but it is a standard way of payment.

Question 19

New,interactive technologies give consumers two choices when making a purchasing decision: exit,that is they simply do not buy the product,or ____,that is they explain exactly why they are not buying.

Accepted Answer

This allows consumers to communicate their reasons for not purchasing, which can help the seller to understand and potentially address any issues or concerns. Feedback (B) is similar but does not necessarily require an explanation, and parity (A) and trailing (D) are not relevant in this context.

Question 20

Economists call the process of proactive consumers either chosing to exit from a sale or to voice their dissatisfaction with a product

Accepted Answer

The process described is best known as expressing disapproval, which involves consumers taking an active step to voice their dissatisfaction or exit a sale for a particular product. Parity refers to the equal economic value of goods and services. Market segmentation is the process of dividing a market into separate groups of buyers with different needs or characteristics. Brand awareness refers to the extent to which consumers recognize and remember a brand name.

Quiz 12: Advertising