Question 1

An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.

Accepted Answer

The e-mail from Amazon.com offering free shipping on the next purchase of more than $35 is a sales promotion, as it is a targeted incentive for customers to make a purchase.

Question 2

Digital media have led to increased word of mouth conversations about advertising among friends.

Accepted Answer

With the rise of social media and online communication, it is easier for people to share their opinions about advertising with their friends and followers, leading to increased word of mouth conversations about ads.

Question 3

Name and describe the four roles advertising plays in business and in society.

Accepted Answer

The answer of Name and describe the four roles advertising...

Question 4

All award-winning ads are effective ads.

Accepted Answer

Just because an ad wins an award does not necessarily mean that it is effective in achieving its intended goal. Winning an award is often based on creativity, originality, and execution rather than effectiveness. Additionally, effectiveness can vary depending on the specific goals and metrics used to measure success.

Question 5

Several ads for a company have won creativity awards. Does that mean the ads were effective? Explain your answer.

Accepted Answer

The answer of Several ads for a company have won...

Question 6

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. The medium of this ad is ________.

Accepted Answer

The medium of the ad refers to the platform or publication that conveys the advertisement. In this case, the medium is Ladies' Home Journal magazine. The other options listed are either the spokesperson (Melina Kanakaredes), the company/brand (Maybelline), or the audience who may use the coupon but they are not the medium that the ad is placed in.

Question 7

Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure. However, Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads; rather, the agency hires outside experts to produce those elements of the campaign. Which type of "key player" is Bolls and Associates advertising agency using to produce the advertisements for their client?

Accepted Answer

Bolls and Associates is hiring outside experts to produce the advertisements for their client, which makes them a "supplier" in this scenario.

Question 8

Which of the following would most likely be created pro bono by an advertising agency?

Accepted Answer

A public service announcement designed to encourage families to regularly exercise together is the most likely to be created pro bono as it serves a social cause without any commercial benefit.

Question 9

Name and describe the four major players in advertising.

Accepted Answer

The answer of Name and describe the four major players...

Question 10

Describe the Early Age of Agencies in the evolution of advertising.

Accepted Answer

The answer of Describe the Early Age of Agencies in...

Question 11

For the Truth campaign, Porter + Bogusky and Arnold was the ________ that was hired by the American Legacy Foundation to plan and implement the advertising effort.

Accepted Answer

Porter + Bogusky and Arnold were the advertising agencies hired by the American Legacy Foundation to plan and implement the Truth campaign.

Question 12

Some critics claim that advertising has a strong impact on how young women view themselves, often resulting in negative self-images. Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models. Which of the four functions of advertising does this best illustrate?

Accepted Answer

This best illustrates the societal role of advertising, which is to influence cultural norms and values. The negative impact on young women's self-image and potential contribution to eating disorders highlights the responsibility of advertisers to consider the social impact of their messages.

Question 13

The cost of purchasing a 30-second advertising spot during the Super Bowl is very high, typically millions of dollars. Despite the cost, commercials for products such as Coca-Cola, Doritos, and Bud Light run during the Super Bowl every year. In advertising terms, the Super Bowl is the ________.

Accepted Answer

The Super Bowl is a media vehicle because it is a platform for advertisers to showcase their products to a large audience.

Question 14

When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. Which basic role of advertising was most likely the focus of the campaign for this new product?

Accepted Answer

The focus of the campaign for this new product was providing information to explain how the product cleans grime from walls without removing paint.

Question 15

Companies that need close control over their advertising are more likely to use an agency-of-record than an in-house agency.

Accepted Answer

Companies that need close control over their advertising are more likely to use an in-house agency because it allows for direct oversight and integration with the company's operations and strategy.

Question 16

Brad is a music industry major in college, and he wants to work in the advertising industry writing and performing jingles for radio commercials. If Brad gets a contract with an agency to write a jingle for a commercial, then Brad would be a(n)________.

Accepted Answer

Brad would be considered a supplier because he is providing a creative service (writing and performing jingles) to the advertising agency.

Question 17

Advertising helps us shape an image of ourselves by setting up role models with whom we can identify; advertising also gives us a way to express ourselves in terms of our personalities and sense of style through the things we wear and use.

Accepted Answer

Advertising often depicts people with certain lifestyles, values, and preferences as role models. By emulating them, we can create or reinforce our own self-image. Additionally, we often use clothing, accessories, and other products to communicate our personal style, tastes, and identity, which are often influenced by advertising.

Question 18

Advertising does not serve a positive societal role.

Accepted Answer

Advertising can serve a positive societal role by informing consumers about products and services, driving competition, supporting media through advertising revenue, and sometimes promoting social messages and community awareness on important issues.

Question 19

6SecondABS, an abdominal workout device, runs an infomercial that lasts 30 minutes and demonstrates the benefits of the product. The infomercial claims that users of the product can reduce their waist and lose one size in a week when following the 6secondabs workout plan. Viewers can call the 1-800 number on the infomercial to purchase the product directly. To stimulate a sale immediately, the infomercial offers several incentives, such as a lower price and additional products, if consumers call in the "next 30 minutes." Which type of advertising is this?

Accepted Answer

This type of advertising is known as Direct Response advertising, as it urges viewers to take action and make a direct response by calling the 1-800 number to purchase the product. The incentives offered to encourage immediate action are also typical of Direct Response advertising.

Question 20

Name and describe the seven common types of advertising.

Accepted Answer

The answer of Name and describe the seven common types...

Quiz 1: The New World of Marketing Communication