ADV- Advertising Ex. 1 – Flashcards
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Benjamin Franklin
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Was the first american known to use illustrations in ads
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Which of the following ages in the evolution of advertising was characterized by the Chinese inventing paper, Johannes Guttenberg inventing the printing press, and the Boston Newsletter beginning to carry advertisements that appealed to American colonists?
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Preindustrial age
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Which of the following statements about advertising is true?
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It has an identifiable sponsor
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During the _____ age, manufacturers were principally concerned with production, and the primary burden of marketing fell on the wholesalers.
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industrializing
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When Mollie buys a box of disposable diapers and June purchases a copy of the Wall Street Journal, both are acting as:
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consumers
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Which of the following would most likely involve a Public Service Announcement (PSA)?
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American Red Cross- a non profit
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Which of the following organizations is most likely to use a public service announcement (PSA)?
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The Humane Society
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The 4 Ps of the marketing mix are:
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product, price, place, and promotion.
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Of all the business functions, _____ is the only function whose primary role is to bring in revenue.
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marketing
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What did the first ad in English advertise?
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a prayer book
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_____ is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media.
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advertising
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The period in the evolution of advertising that extended from the beginning of recorded history to roughly the start of the nineteenth century was called the:
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preindustrial age
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Which of the following is the best example of a service?
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a seminar on how to quit smoking
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According to the history of advertising, the _____ made possible the first advertising formats—posters, handbills, signs, and newspapers.
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printing press
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Which fundamental assumption of free-market economics suggests that people are acquisitive and always want more—for less?
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self-interest
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Since advertising is typically directed to groups of people rather than to individuals, advertising is defined as a:
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kind of nonpersonal communication
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which of the following is an example of a good?
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a copier
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As a marketing tool, advertising is most likely used to:
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increase product use
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Which of the following statements is true about word-of-mouth advertising?
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It is not an advertising medium
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In the context of free-market economics, the use of taxation and/or regulation to compensate for or eliminate the social cost when the sale or consumption of products may benefit or harm other people who are not involved in the transaction and didn't pay for the product, falls under the assumption of:
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absence of externalities
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_____ is the process of creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
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marketing
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_____ has driven the growth of advertising since its earliest beginnings and has made it one of the hallmarks of the free enterprise system.
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economics
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Advertising reaches us through various channels of communication referred to as:
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media
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During the preindustrial age, most advertisements took the form of signs with symbols such as a beer tankard indicating a tavern because:
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most people were illiterate and could not read
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The ______________ has indirect control over advertising through its authority to license or revoke the license of all broadcasting stations.
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Federal Communications Commission
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Two companies, Le Shuttle and P&O European Ferries, provide Europeans with the ability to cross the English Channel. An advertisement for Le Shuttle claimed it was more popular with travelers than P&O European Ferries. This is an example of _________________ advertising.
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comparative
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Mike and Lou are going to the mall. Mike wants to buy a pair of jeans and Lou wants to buy a pair of Levi boot-cut jeans. Mike illustrates ____________ demand while Lou illustrates ____________ demand.
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primary; selective
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The Federal Trade Commission (FTC) regulates:
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advertising for products sold in interstate commerce.
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Two companies, Le Shuttle and P&O European Ferries, provide Europeans with the ability to cross the English Channel. An advertisement for Le Shuttle claimed it was more popular with travelers than P&O European Ferries. P&O European Ferries lodged an objection with a European regulatory agency and pointed out that they had carried 1. 4 million cars in the previous year compared to only 1 million on Le Shuttle. P&O European Ferries most likely wanted Le Shuttle to run _______________________ advertising.
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not comparative (not same us other question)
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What effect does advertising have on consumer demand?
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Advertising slows the rate of product decline.
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Externalities are best described as:
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social costs
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Which of the following can most likely be copyrighted?
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A novel written in 1998 by Stephen King
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Under current law, the only product claims that are considered deceptive are those that:
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are factually false
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Which of the following statements about how advertising affects price is most likely true?
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The consumer who buys the product pays for the advertising.
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Local advertisers and national advertisers most likely differ in terms of:
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available resources
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Advertising agencies work for the media.
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false
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Western International Inc. purchases unsold television and radio media and resells the time and space to advertisers and agencies. Western International is most likely a(n):
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media-buying service
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Helen Jackson operates a retail store that specializes in children's clothing in a local strip mall. She faces many promotional and advertising decisions on a daily basis, such as what kind of a sale she should conduct after Christmas, for how many days the sale should be held, and what kind of items should be placed on sale. Jackson's advertising focus is on ____________________ because of its short-term nature.
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not strategy
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The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.
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true
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A manufacturer of ____________________ would be most likely to use a business-to-business agency.
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x-ray machines
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When the Ace Hardware Store located in Franklin, Tennessee, mails an advertising flyer to all the residents in the community, it is an example of ________________________ advertising.
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local
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A(n) _______________________ is an organization of talented artists who work for advertisers and occasionally subcontract to advertising agencies. Its mission is to develop exciting creative concepts and to produce fresh, distinctive advertising messages.
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creative botique
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The modern ________________ advertising agency supplies both advertising and nonadvertising services in all areas of communications and promotion for its clients
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full-service
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Which of the following statements is most likely true about account planning?
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It bridges the gap between management and creatives.
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The ad for Pepperidge Farm products reads, "Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation." It would seem that the manufacturer of these products is using:
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behavioristic segmentation
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There are many different brands of candy on the shelves of most supermarkets. The manufacturer of Dale Jr.'s Big Mo candy bars, aimed at NASCAR fans, hopes to create _____________________ so that customers will perceive why it is a better brand of candy than all the rest in the market.
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selective demand
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With __________________, marketers group people by their values, attitudes, personality, and lifestyle.
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psychographics
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The basic goal of a positioning strategy is to:
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own a word that establishes the product in the prospect's mind.
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To appeal to a new target market, the maker of Hill's coffee has changed the product's package design, reformulated the coffee, begun advertising price discounts in women's magazines, and started distributing the product through gourmet coffee shops. What has been changed?
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not perceptual value
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The _______________ for Huggies disposable washcloths is most likely first-time parents with a significant amount of discretionary income who value their time more highly than they value their environment.
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target market
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According to the research of Stephan and Tannenholz, __________________ are the most brand loyal group and require the least amount of promotion.
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sole users
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Harris Teeter Inc. is a chain of supermarkets in the Atlanta area. In one of its stores in a predominantly Jewish neighborhood, the store has three rabbis on staff who make sure the foods sold at the store are kosher. Every Harris Teeter store has distinct characteristics that align it with the neighborhood in which it is located. The chain is using _____________ segmentation.
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geodemographic
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Market segmentation is a two-step strategic process, and the first step is to:
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identify groups of people with certain shared characteristics within the broad product market
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The _____________________ stage of the product life cycle is characterized by rapid market expansion, more and more customers, a decrease in total advertising expenditures as a percentage of total sales.
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growth
