Question 1

Print ads use thumbnail sketches and rough layouts for a similar purpose as TV ads use storyboards.

Accepted Answer

Both thumbnail sketches and rough layouts for print ads and storyboards for TV ads serve as visual representations of the overall concept and design of the ad. They allow for changes and adjustments to be made before the final product is created, saving time and resources in the long run.

Question 2

Advertisements for restaurant supplies are business-to-business ads,while ads for household cleaners are consumer ads.

Accepted Answer

Restaurant supplies are generally sold to other businesses, such as restaurants or catering companies, so the advertisements are targeted towards those businesses. Household cleaners, on the other hand, are sold directly to consumers, so ads for those products are consumer ads.

Question 3

Tropicana orange juice is an example of a national advertiser.

Accepted Answer

Tropicana is a brand of PepsiCo, which is a national advertiser.

Question 4

The account services department of an ad agency is responsible for preparing advertising copy.

Accepted Answer

The account services department is responsible for managing client relationships and coordinating the agency's work, not preparing advertising copy. The creative department is typically responsible for developing ad copy.

Question 5

Advertisers are developing electronic billboards and other devices that recognize facial expression and gestures to change messages.Besides billboards,what is another medium that could use this new software and in what ways?

Accepted Answer

The answer of Advertisers are developing electronic billboards and other...

Question 6

Because business-to-business ads aren't geared to the consumer,such ads are never found in the mass media.

Accepted Answer

Business-to-business ads can be found in specialized trade publications, industry-specific websites, and other targeted platforms, but they are not typically found in mass media outlets such as television, radio or newspapers that target a broad consumer audience.

Question 7

Online banner ads don't generate a lot of traffic for sponsors.

Accepted Answer

Studies have shown that online banner ads have a relatively low click-through rate and do not generate as much traffic as other forms of online advertising such as social media ads or search engine ads.

Question 8

According to Barbara Phillips,trade characters like the Jolly Green Giant give meaning and significance to otherwise indistinguishable products.What trade characters have you observed in a recent commercials accomplish this goal? Explain your response.

Accepted Answer

The answer of According to Barbara Phillips,trade characters like the...

Question 9

Companies that are trying to reach customers who use new technologies (such as the DVR and iPod)are exploring non-traditional forms of advertising.

Accepted Answer

Companies are indeed exploring non-traditional forms of advertising to reach customers who use new technologies like DVR and iPod.

Question 10

Ad agencies always receive a 15 percent commission for their services,although trends indicate that amount is increasing.

Accepted Answer

This statement is incorrect. Ad agencies do not always receive a 15 percent commission for their services. Commission rates can vary and are typically negotiated between the agency and the client. Additionally, trends suggest that commission rates are actually decreasing in the industry.

Question 11

Full service agencies actually create ads,whereas creative boutiques and media buying services do not.

Accepted Answer

Creative boutiques specialize in creating advertising concepts and campaigns, while media buying services specialize in purchasing ad space and time. Full service agencies typically offer both of these services, as well as additional services such as market research, public relations, and strategic planning.

Question 12

Advertising is a relatively new phenomenon,dating back only about 100 years.

Accepted Answer

Advertising has been around for thousands of years, dating back to ancient civilizations such as Egypt, Greece, and Rome. However, the modern advertising industry as we know it today has only been in existence for about 100 years.

Question 13

On a typical ad campaign,before doing anything else,the marketing strategy must be selected.

Accepted Answer

Selecting the marketing strategy is usually the first step in a typical ad campaign as it sets the direction and goals for the entire campaign.

Question 14

Although business-to-business ads traditionally emphasize lengthy,detailed,and factual copy,recent years have seen the introduction of humor and other creative appeals.

Accepted Answer

This statement is true. In recent years, there has been a shift towards more creative and humorous advertising in business-to-business marketing, moving away from the traditional lengthy and detailed copy.

Question 15

Radio ads maximize reach,frequency and selectivity,and minimize cost.

Accepted Answer

Radio ads are considered a cost-effective advertising option because they can reach a large audience with high frequency, while also allowing for targeting specific demographics or geographic areas. This maximizes reach, frequency, and selectivity while minimizing costs.

Question 16

Message research is conducted during and after an advertising campaign to see how well the ads perform.

Accepted Answer

The answer of Message research is conducted during and after...

Question 17

Advertising is nonpersonal promotion of items,and is paid for by an identified sponsor.

Accepted Answer

Advertising is indeed nonpersonal promotion of items or services, and it is always paid for by a sponsor who wants to promote their brand to a large audience.

Quiz 15: Advertising