jour 101 ch 11 – Flashcards
Unlock all answers in this set
Unlock answersquestion
An advocacy ad is designed to advocate the purchase of a new, unknown product.
answer
false
question
According to the text, the gay market is seen as desirable to advertisers for which of the following reasons?
answer
The market is perceived as relatively upscale.
question
In the future, advertisers will need to keep the following in mind: _________________________________.
answer
Relevance, Restraint, Responsibility
question
In which way are newspaper ads more effective than radio or TV ads?
answer
Newspaper ads allow advertisers to give detailed information.
question
The Coca Cola commercial we watched in the lecture on advertising is an example of a direct action message.
answer
false
question
The biggest change in outdoor advertising over the last ten years has been the growth of digital billboards.
answer
true
question
Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies.
answer
false
question
Google's AdWords and AdSense programs place advertising on Web and search pages based on the content the viewer has called up.
answer
true
question
An example of an indirect action message would be which of the following?
answer
an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
question
One disadvantage of advertising in monthly magazines is that you need a long lead time to purchase space for your ads.
answer
true
question
When Sony launched its Playstation 2 video game system, it did relatively little advertising because it did not have enough of the systems ready to sell.
answer
true
question
The advertising agency department responsible for deciding on the target market for the advertising is which of the following?
answer
research and planning
question
As of 2011, the fastest growing advertising media type in the United States was which of the following?
answer
Digital specialty
question
What is an advantage of radio advertising over magazine ads?
answer
Radio ads have a shorter lead time than magazine ads.
question
The advertising agency department responsible for deciding where to place the advertising is which of the following?
answer
media planning
question
Advertisers like sending their messages to mobile phone screens because they can reach a highly targeted audience that way.
answer
true
question
Consumers will often pay more for a product that has a premium image attached to it by advertising.
answer
true
question
The media business often involves selling audiences to advertisers.
answer
true
question
The biggest advertising medium in the United States for which audience size is measured is which of the following?
answer
Broadcast television
question
Integrated marketing communication campaigns typically involve:
answer
advertising public relations sales promotion
