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Which of the following wireless communication services cannot be used for advertising purposes?
Voice mail service
 
A company that pays bloggers to pose as customers and post customer reviews online is using
flogging
 
Through innovations in interactivity called ____________, viewers are able to participate in online adverting or to manipulate online ads by clicking or rolling over parts of the images
rich media
 
Which of the following consumers cannot be reached by in-game advertising
cell phone gamers
 
Which of the following words describes advertising
Persuasive
 
The term __________________ best explains why most automobile manufacturers produce similar products yet consumers have preferences for specific brands.
product differentiation
 
Data assets, web pages, videos, and images of a site are stored on _____.
web servers
 
Most people use a(n) _____ to find information on the web.
search engine
 
What accounted for more than half of all ad spending in 2020?
online ads
 
What is the distinct area of Google's search results page that produces revenue for Google?
sponsored links
 
Common rules that the worldwide network of computers use to share and link information are known as _____.
protocols
 
Which language is responsible for helping to form the web by allowing users to create web pages and link them to other web pages, images, videos, databases, and audio files?
HTML
 
For marketers, one of the benefits of social media is that they can _____.
interact with their customers online
 
A collection of web pages, images, videos, or data assets that is accessible through the Internet is called a(n)
website
 
E-mail advertising is an electronic form of direct-mail
advertising.
true
 
A user that performs a web search using Google's search engine will be presented with Google's best guess as to what content on the web the user is searching for. These results are called ______.
organic results
 
A worldwide network of computer systems that facilitates global electronic communications through various means is called _____.
the Internet
 
Advertisers who use interactive media focus on _____.
building customer relationships
 
The main reason advertisers use social media is to _______
engage with their audience
 
Traditional media ads are priced in terms of _____.
the number of exposures to a target market
 
Data assets, web pages, videos, and images of a site are stored on _____.
web servers
 
Marketers send e-mail advertising to customers for _____ & _________. closing a sale
producing leads and inquiries
 
Hotmail's incredible growth through the use of a message at the bottom of every e-mail inviting users to sign up for their own free Hotmail account is an example of ______.
viral marketing
 
Which federal agency would have the authority to deal with the fact that a brand of hotdog marked "low fat" contains only 10 percent less fat than regular hotdogs?
FDA
 
Which of the following is a common way that advertising increases the value of a product?
Advertising makes the product better known and thus more desirable.
 
Which of the following lines from an advertisement is an example of puffery?
Sleeping on our mattress is like floating on a cloud.
 
__________________ is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action.
Advertising
 
Under current law, the only product claims that are considered deceptive are those that ______________.
that are false
 
__________________ means doing what the advertiser and the advertiser's peers believe is morally right in a given situation.
ethical advertising
 
With respect to offensiveness in advertising, Abercrombie & Fitch ads have frequently been criticized for using overly sexualized imagery. Experts would most likely agree that the ultimate regulator of such ads is the fact that _____________________.
the marketplace (i.e., consumers) has the ultimate veto power on the success or failure of such ads.
 
One criticism of advertising is that ads are so powerful that consumers are helpless to defend themselves against the temptations and appeals of the ads.
True
 
The FTC may require corrective advertising for an ad that is deemed deceptive or unfair.
True
 
The most important development in the history of advertising and communication was _________________
Gutenberg's printing press
 
Advertisers and advertising agencies sometimes rely on suppliers to provide creative content (such as video, imagery and copy) for ads.
True
 
What research method was used by the comedian Dave Chappelle in his sketches "white people dancing" to test effect of electric guitar music on white american versus African american
Experiment
 
Which of the following is not a form of social media advertising
corporate blogs on company website
 
Major reason or reasons to create an in house agency includes
to save money and more control over every aspect of their business
 
Which of the following is one of the basic functions of advertising
indentifications
 
Which marketing mix element includes personal selling, advertising, public relations, sales promotions, direct marketing, and events and sponsorship's
promotion
 
Researchers from p & g lived a panelist's family for one month to study their consumer psychology and behavior by documenting, photographing, and videotaping their shopping tips. what research method is this
ethnography
 
Which of the following is not part of the modern definition of adverting
is usually personal in nature
 
The interactive ear places control of the communication channel not in the hands of the media but instead in the hand of
consumers
 
In a traditional agency, developing and maintaining the relationship
with the client is typically the responsibility of the
account service director
 
Which of the following includes geotargeting capabilities
mobile marketing
 
In a traditional agency, if don draper is ultimately responsible for the effectiveness of finished products - ads and commercials - she is likely the:
creative director
 
In an ad, when you focus on one element to make it stand out, you are employing:
emphasis
 
According to American Marketing Association, advertising is a marketing activity/process for creating, communicating, delivering, and exchanging offerings that have __________ for customers, clients, partners, and society at large
value
 
Which of the following is not a component of the behavioral response in the Facets Model of Effects
resonance
 
Which of the following examines the effects of various types of executions of the "Big Idea" developed by the creative team
concept testing
 
________ means people remember seeing the ad, and _________ means they remember what the ad said.
recognition; recall
 
What refers to how consumers see a brand relative to the other brands in the product category
positioning
 
Which of the following is a style of thinking that explores multiple possibilities
divergent thinking
 
Using the Facets Models of Effects, what is the first effect an advertising messages must have if it is to be effective?
perception
 
The term _________ refers to content of a commercial nature that is created or posted on the pages of users in social media promoting a product, service, or cause
user-generated ad
 
Which of the following is not characteristic of focus group research
a quantitative research tool
 
Which concept describes the percent of people exposed to a brand message one or more times within a specified period of time
reach
 
Big companies may have hundreds of agencies working for them, but they normally have a(n) ___________, which does most of their business and may even manage the other agencies
agency-of-record
 
The commonly used positioning approaches include the following except:
positioning by consumer preferences
 
Arrangement between a national advertiser and a local retailer whereby the retailer buys the ad and then the manufacturer pays for half or a portion is known as ___________.
co-op advertising
 
According to the VALS 2 classification of consumers, what are the three primary motivations for buying products and services
ideals, achievement, and self-expression
 
which of the following would be considered a type of earned media
word-of-mouth
 
__________ are what we feel for more essential items, such as food and shelter; ______________ occur when desire or wish for something nonessential.
needs; wants
 
according to Nielsen's (2019) total audience report, what is still the best advertising medium to reach African Americans
TV
 
The Claritas PRIZM system divides the United States into 68 groups of residents according to their different lifestyle and zip codes, which is
geo-psychographic segmentation
 
The internet marketing of health or dietary supplements such asN "Seasilver" should be regulated by
Federal Trade Commission (FTC) and Food and Drug Administration (FDA)
 
Bud Light's 2019 Super Bowl commercial "Special Delivery" is a typical example of
positioning by competition
 
A _____________ is a creative concept that becomes a point of focus for communicating the message strategy
Big Idea
 
Which of the following refers to the rapid spread of a brand message on the Internet through a wide network of contacts
viral marketing
 
Which of the following refers specifically to creating the intangible elements of a brand that make it memorable and meaningful to a consumer
branding
 
Which type of communication objective is most closely associated with the Facets Model of Effects category of perception
create awareness
 
Which of the following is not a type of TV advertising vehicle:
Prime Time TV
 
Which message format is an elaborate version of a problem solution staged in the form of a drama in which "typical people" talk about a common problem and resolve it
slice-of-life
 
Which of the following has been used in 30% of all advertisement based on academic research
humor appeal
 
An attitude (respect, preference), an emotion (liking), and an action (repeat purchases) combine to make brand ____________
loyalty
 
Which advertising practice is considered the most unethical
publishing an advertorial without any disclosure statement
 
Which of the following research method did Young and Rubicam employ to find out dimensions of brand equity among consumers
surveys
 
In positing, which of following is not true:
appeal to the emotions of the prospects but not their mind
 
Marketers who have the objective of creating __________ are focused on getting people to talk about their brand
buss
 
If through IMC, you successfully coordinate all message from the various communications functions, you should expect to: create a unified image for the organization and support relationship
building with customers A and C
 
Although there are several factors critical to the overall success of an advertising campaign, the most critical is:
proper identification of the prime target market(s) for the brand
 
____________ research provides insight into the underlying reasons for how and why consumers think, feel, and behave as they do, using tools such as observation, ethnographic studies, in-depth interviews, and case studies
Qualitative
 
Which of the following is NOT a leading video sharing site:
Bing
 
IMC planning would be LEAST likely to address and solve which of the following problems
product price
 
Which of the following is the last step in the classic creative process
evaluation
 
A brand that consumers decribe as loving, trustworthy, or protective has most likely established a _____________
brand personality
 
The "Urban Market" is often used refer to the market of:
African Amercians
 
Which approach to segmentation divides people into groups based on product purchase patterns and brand usage
behavioral segmentation
 
Which statement best describes the business model of early advertising agencies
they are ad space brokers or wholesalers
 
Dominant format of internet advertising is:
search engine advertising
 
Advertising influences consumers at three levels according to the hierarchy of effects models. Which of the following is not one of them
reactive
 
Experimental research is most likely used to __________
test hypotheses about cause-and-effect relationship
 
The perceived difference between the price of a product and the valued ascribed to it by consumers is
value gap
 
One of the most important self-regulatory agencies in the USA for Internet advertising is
the internet Advertising Bureau (IAB)
 
What is the most popular radio programming in the United states in 2018, according to Nielsen
The News Talk Information
 
Which type of positioning is relatively easy to establish if the brand is faster, fancier, safer, or newer
superiority
 
Which of the following is still the most preferred from of coupon distribution
freestanding Inserts (FSI)
 
Since 2004, the exponential growth of product placement and branded entertainment is partly explained by
the popular use of DVRs such as Tivos
 
Which design principle describes how all of the elements in an ad come together
Unity/harmony
 
______________ is what the advertisement says, and _____________ is how it is said
Creative strategy; media strategy
 
The most commonly used layout of local retail print ads is
Circus layout
 
What kind of marketing links a company's mission and core value to a cause that connects with the company's and it's customers' interests
cause marketing
 
Until recently, the Traffic Audit Bureau for Media Measurement (TAB) had been relying on __________ to measure the audience of outdoor advertising especially billboards:
traffic counts
 
Putting together elements such as a headline, logotype, illustration, and copy in an orderly form is referred to as making the:
layout
 
For radio, drive times are:
6:00 am to 10:00 am in the morning
3:00 pm to 7:00 pm in the afternoon
 
Among the following, which is not a category for commercial testing on film or videotape
relematics
 
Which of the following is not a form of social media that can be used for advertising purpose
social dating websites such as Eharmony
 
Moving an inanimate object a bit at a time and filming it frame is known as __________
stop motion
 
An outdoor advertising vehicle that is one-of-a-kind, large, used is urban centers, likely to use a building as its canvas, and very expensive is a:
spectacular
 
Which marketing strategy would you recommend to a company with gave environmental threats and enormous internal strengths
a diversification strategy
 
An Advertisement that suggests everyone is using a certain brand is using a ____________ appeal
bandwagon
 
which of the following is a benefit statement that is both unique to the product and important to the user
unique selling proposition
 
One of the primary differences between national and local advertisers is that national advertisers plan strategically (like a 3-year plan) and local advertisers tend to think tactically (like should we offer a holiday special next weekend?).
True
 
What type of advertising agency specializes in advertising electronic components to computer manufacturers or MRI equipment to hospitals?
Business-to-Business Agency
 
The cost of direct mail is always higher than the cost of targeting specific consumers on the Internet.
False
 
Media planners consider interactive media as _____.
personal audience venues
 
When pricing digital media, what are the things an advertiser can pay for?
an exposure
an action or a lead
a click-through
 
What is the job title used for the individual in the ad agency who serves as the liaison between the agency and the client?
Account Executive
 
Marketing research indicates that almost 70% of all women drivers who have driven a Volkswagen Cabrio prefer it to any other car. Knowing that women make about 35% of all car purchases, what type of audience segmentation variable should Volkswagen use when marketing its Cabrio?
demographic
 
A fashion designer promotes their latest clothing styles and trends with an advertising message hinting that consumer's wardrobes are out of
style if they don't purchase the latest designs.
 
This is an example of what type of problem recognition source in the consumer decision making process?
marketer-induced problem recognition
 
Newspaper and magazine readers have reduced involvement,meaning people tend to do more multi-tasking while reading print media. Therefore, advertisers should present less detailed information in their print ads.
False
 
Hulu and CBS All Access - where consumers can watch their favorite shows on demand - are examples of ___________.
Digital formats
 
The heaviest radio use (i.e., when most people are listening) is during which of the following times?
Morning and afternoon drive times
 
Today, most digital advertising dollars are spent on Google, YouTube, Facebook and Instagram.
True
 
Magazine rates (the prices advertisers pay) are largely determined by ____________.
The number of copies distributed for each issue
 
In an ad for Tesla, the words "lay rubber where your carbon footprint used to be" overlays a photo of a Tesla whipping through a blurry landscape to appeal to consumers who want cars that are both environmentally friendly and fast. What type of audience segmentation was Tesla most likely trying to use to market its cars?
psychographic
 
According to Maslow's hierarchy of needs theory, physiological and safety needs carry the greatest priority for individuals.
True
 
Caylin is an avid video game player. Her favorite series is Fallout, though she also likes Halo and World of Warcraft for their depth of narrative. When she buys new video games, Caylin chooses releases only from these three brands, which are her _______________.
Evoked set
 
Five steps in the communication proccess
1. The source : creates the advertising message
2. Encoding : the message
3. channel : the message gets sent from the sender to the receiver
4. Decoding : interpreting the message and understanding what the message is
5. The receiver : receives the advertisers message
 
During our class discussion about Awake Caffeinated Chocolate, we talked about looking up previously conducted consumer opinion reports on caffeinated products and coffee industry research to help us better understand the benefits of caffeine and its value to the customer. These are examples of what kind of research?
Secondary Research
 
Full-screen digital ads that cover the interface of a website or app, designed to appear between content like when you first land on a website are called _____________.
Interstitial ads
 
Which of the following is considered an advantage to broadcast TV advertising?
Mass Coverage
 
As mentioned by guest lecturer Shannon Krueger, if you are going to be perfect in one place in ad design, _____________ is the place to do it.
The headline
 
__________________ are the number of times your digital ad has been seen (or served up into the search results).
Impressions
 
The term integrated marketing communications (IMC) means ______________. coordinating a firm's brand messages
from a variety of sources
 
Advertising reaches us through various channels of communication referred to as _________.
Media
 
The 4Ps of the marketing mix are:
Product, Price, Place, Promotion
 
Despite the increasing number of women in executive positions in the labor force, most modern advertisers have not changed their stereotypical depictions of women as subservient housewives and sex objects.
False
 
Adherence to ethical and socially responsible principles is the moral obligation of advertisers.
True
 
Which of the following statements about the social impact of advertising is true?
Most people tolerate ad clutter as the price for free TV and an information-rich Internet.
 
The Federal Trade Commission (FTC) regulates the marketplace by ______________________.
eliminating practices that are deceptive or unfair.
 
Consumer advocate groups are most likely to ____________________.
investigate advertising complaints received from the public.
 
Advertising agencies work for the media.
False
 
One of the functions of advertising is to build value, brand preference, and loyalty.
True
 
Advertising is organized around four distinct groups. Which group includes the photographers, the illustrators, video production houses, and digital service bureaus?
suppliers
 
When Evie Poitevant, owner of a boutique shoe store, tweets about her stylish rain boots during a rainstorm at a neighborhood jazz festival, it is an example of _____ advertising.
Local
 
Which of the following is an example of sale advertising? an ad on Facebook advertising a two-for-one sale on fish tacos at Ralph
Rubio's Mexican restaurant
 
Ericsson, an international telecommunications supplier, manufactures radio communication systems, defense systems, components, and cable and network television systems. If a media representative wants to sell ad space to the company, he or she must meet with representatives from each of the product lines. Ericsson's ad department is organized by
product
 
As defined by the American Association of Advertising Agencies, the ___________ is an independent organization of creative people and business people that specialize in developing and preparing advertising plans, advertising, and other promotional tools.
advertising agency
 
A manufacturer of _____ would be most likely to use a business-to- business agency.
X-ray machines
 
Interactive agencies __________.
design web pages for the internet
 
The creative revolution of the 1960s in advertising included __________________.
cultural archetypes like the Marlboro Man and Tony the Tiger
 
Purchase occasion is a psychographic variable used to segment consumer markets.
False
 
Tamika breaks her phone while on vacation. When looking for a new phone, she goes to the store and considers the newer model of her old phone plus two other companies' phones that have similar prices but different features. These 3 phone brands make up Tamika's evoked set.
True
 
In terms of the human communication process model, what role does the sponsor of the advertisement play?
source
 
_________________ is the process of activities people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services to satisfy needs and desires.
Consumer behavior
 
What is the first step in the basic consumer decision process?
Identifying motivation
 
Maslow's hierarchy of needs helps researchers ____________________.
Better understand what motivates customers
 
The stage in the human communication process heavily influenced by customer experiences, perceptions, attitudes and values is ___________.
decoding
 
To increase the likelihood of preparing the most effective advertising messages, companies use _________.
pretesting
 
The 3 general advertising objectives (aim of the advertising) are ______________.
Inform, persuade, remind
 
An ad that moves people and makes a message unforgettable has _____________.
resonance
 
The fact that the average U.S. consumer is exposed to as many as 1,000 commercial messages each day is an example of ______________.
proliferation of advertising
 
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