Question 1

______________ is the words and illustrations of an ad message that actually communicate information to the target customer.

Accepted Answer

Copy thrust is the words and illustrations of an ad message that actually communicate information to the target customer.

Question 2

Natalie St. John, brand manager for a cookie producer, says that she is looking for a "full service" advertising agency. Apparently, in addition to having the agency purchase media, she wants an agency to help

Accepted Answer

Full-service agencies handle any activity related to advertising, publicity, or sales promotion. They may even handle overall marketing strategy planning as well as marketing research, product and package development, and sales promotion.

Question 3

Smartphones' embedded GPS (Global Positioning System):

Accepted Answer

Smartphones' embedded GPS (which indicates the phone's geographic location on a minute-by-minute basis) offers advertisers new opportunities. This works best for location-based retail outlets-including physical stores, restaurants, and bars. Some of them are experimenting with ads and offers aimed at customers based on their location at a particular moment.

Question 4

Advertising agencies:

Accepted Answer

Advertising agencies are specialists in planning and handling mass-selling details for advertisers.

Question 5

Advertising agencies are:

Accepted Answer

Advertising agencies are independent of the advertiser and have an outside viewpoint.

Question 6

Regarding message planning and the AIDA model:

Accepted Answer

To arouse desire an ad should usually focus on a unique selling proposition that aims at an important unsatisfied need.

Question 7

Advertising agencies

Accepted Answer

Despite the creation of mega-agencies, smaller agencies will continue to appeal to customers who want more personal attention and a close relationship that is attuned to their marketing needs.

Question 8

What does the AIDA concept stand for?

Accepted Answer

The AIDA concept stands for getting Attention, holding Interest, arousing Desire, and obtaining Action.

Question 9

Which of the following statements about advertising agencies is FALSE?

Accepted Answer

Advertising agencies are specialists in planning and handling mass-selling details for advertisers; the vast majority of advertising agencies are small, with 10 or fewer employees; the largest agencies account for most of the billings; advertising agencies are independent of the advertiser and have an outside viewpoint.

Question 10

An advertising manager's job is to:

Accepted Answer

An advertising manager manages a company's advertising effort.

Question 11

Regarding advertising and the AIDA model, which of the following is the best example of advertising aimed at obtaining action?

Accepted Answer

An ad for a restaurant in the Yellow Pages is a good example of advertising aimed at obtaining action because potential customer are ready for action when they look in its pages.

Question 12

FRI Phones Inc. always used the services of ad agency West, Smith, and Wiley, to create advertising campaigns for its products. When a major competitor outsourced its promotional campaign to West, Smith and Wiley, FRI Phones revoked its contract with the ad agency. Which of the following is most likely to have been the reason for FRI Phones Inc.'s decision?

Accepted Answer

Ad agencies usually work closely with their clients, and they often have access to confidential information. This can create ethical conflicts if an agency is working with two or more competing clients. Most agencies are sensitive to the potential problems and keep people and information from competing accounts separated.

Question 13

What is the first job of an advertisement?

Accepted Answer

Getting attention is an ad's first job.

Question 14

"Copy thrust" refers to:

Accepted Answer

Copy thrust refers to what the words and illustrations should communicate.

Question 15

Which of the following statements about advertising on the Internet is(are) true?

Accepted Answer

Unlike traditional media where firms pay for ads based on an estimate of how many people will see the ad, Internet advertisers pay only when a customer clicks on the ad. Most Internet ads seek a direct response. Most ads try to get potential customers to click-through to the firm's website.

Question 16

Smartphones embedded with GPS (Global Positioning System) can be used as a medium to deliver ads based on a customers'_____.

Accepted Answer

Smartphones' embedded GPS (which indicates the phone's geographic location on a minute-by-minute basis) offers advertisers new opportunities. Some of them are experimenting with ads and offers aimed at customers based on their location at a particular moment. There are technical hurdles before this scene becomes commonplace, but it illustrates the pinpoint geographic targeting coming in the near future.

Question 17

Which of the following observations about advertising agencies is FALSE?

Accepted Answer

Advertising agencies are independent of the advertiser and have an outside viewpoint.

Question 18

Regarding message planning:

Accepted Answer

In message planning communication may be poor if there is not a common frame of reference.

Question 19

Which advertising agency "supergroup" had the largest revenue (almost $14 billion) in 2009?

Accepted Answer

The WPP Group had the largest revenue (almost $14 billion) in 2009. Refer to Exhibit 15-6.

Question 20

David Oreck advertises Oreck vacuum cleaners via commercials that run on national radio programs. He encourages consumers to "…try my 8-pound Oreck vacuum for free for 30 days," and to return it if they aren't satisfied. He then provides an easy-to-remember toll-free telephone number that consumers can use to place orders. Regarding the AIDA model, the free-trial period and availability of a toll-free number are devices used mainly to:

Accepted Answer

Direct-response ads can sometimes help promote action by encouraging interested consumers to do something even if they are not ready to make a purchase.

Quiz 15: Advertising, Publicity, and Sales Promotion