question

T/F Ads featuring the Marlboro cowboy were a persuasive strategy based on the association principle.

answer

True

question

T/F Ads that portray women as sex objects exemplify the association principle.

answer

True

question

T/F Advertising is increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.

answer

True

question

T/F Although there are about 14 thousand ad agencies in the US, the trend is toward mega-agencies.

answer

True

question

T/F Because of the backlash against social networking Web sites, advertisers are moving their advertising dollars back to traditional media outlets like television and radio.

answer

False

question

T/F Before the 1850s, there was little need for advertising in America because there were few goods available for sale and virtually no consumer market.

answer

True

question

T/F Even though boutique agencies give creative people the freedom to do good work, they haven't been able to attract any major clients.

answer

False

question

T/F In an attempt to minimize government oversight of advertising practices, the advertising industry established their own organizations to monitor the industry.

answer

True

question

T/F In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.

answer

False

question

T/F Most advertisements provide little information about how a product was made or how it compares with similar brands.

answer

True

question

T/F One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the internet.

answer

False

question

T/F One in recent history have many ads stereotyped women as scatterbrained or helpless or offered them as a man's reward for drinking a particular beer, wearing cool jeans, or smoking the right cigarette.

answer

True

question

T/F Patent medicines marketed in the 1880s were generally harmless, since they consisted mostly of flavored water.

answer

False

question

T/F Product placement is an advertising strategy that puts products into movies, television shows, and video games.

answer

True

question

T/F Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.

answer

False

question

T/F Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.

answer

True

question

T/F The ad council produces public service announcements (PSAs) to show advertising as a social good.

answer

True

question

T/F The Federal Trade Commission can require advertisers to run spots correctly their deceptive ads.

answer

True

question

T/F This disassociation corollary in advertising plays off the public's skepticism regarding large, impersonal corporations.

answer

True

question

T/F WPP is one of the four mega- agencies that control over half the world's advertising revenues.

answer

True

question

T/F Culture jamming is the practice of so integrating advertising messages into culture that consumers don't recognize it as advertising.

answer

False

question

T/F The advertisements recalled by our discussion group were memorable because they all shared the same persuasive tactic.

answer

False

question

A car ad shows a salesman talking about how his father taught him to be honest and hardworking and to understand the value of treating people fairly. This ad demonstrates

answer

The plain-folks pitch

question

A company that tries to get consumers to buy a more expensive version of an item, such as a fancy bottled water, might try which form of persuasive approach?

answer

Snob-appeal approach

question

Along with patent medicine companies, another prominent newspaper advertiser in the 1890s was

answer

Department stores

question

Channel one is

answer

Channel one offered "free" video and satellite equipment (tuned exclusively to to Channel One) in ex-change for a twelve minute package of current events programming that included two minutes of commercials.

question

How do advertisers direct targeted ads to specific web site visitors?

answer

They collect information about each Internet user through cookies

question

In advertising, association ( or the association principle) is

answer

A persuasion method that links the product with a setting, a person, a cultural concept, or a positive feeling

question

In the twentieth century, advertising

answer

-showed how new products improved daily life -simulated demand for new products -encouraged economic growth -ubiquity ads became normal

question

Psychographics involves the study of

answer

values and lifestyles

question

The 1998 tobacco industry settlement in the US outlawed

answer

Limits on advertising on advertising and marketing tobacco products

question

The dominant form of web advertising is

answer

paid search advertising

question

The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to

answer

advertising costs

question

The public became increasingly cynical about advertising in the late 1890s and early 1900s because

answer

Many patent medicines made outrageous claims about what they could cure

question

VALS research for advertising refers to

answer

Emotional, social, and economic audience profiles

question

What is an example of earned media on the internet?

answer

Bloggers

question

Which of the following is a side effect of the growth of internet advertising?

answer

Leading advertisers are moving more of their ad campaigns and budget dollars to digital media

question

Which of the following is not an example of the association principle of advertising at work?

answer

The association principle is a persuasive technique used in most consumer ads that associates a product with a positive cultural value or image even if it has little connection to the product (example: 9/11 ads)

question

Which persuasive technique in advertising involves exploiting a consumers sense of insecurity?

answer

Hidden-fear appeal

question

What VALS group do college students most often fall?

answer

Economic

question

Which of the following is true about behavioral advertising?

answer

...

question

Which of the following is not one of the common critiques of advertising?

answer

Ones that ARE: -Saturated marketplace -Heavy promotion to kids -Advertising in schools -Health problems -Prescription drugs -Stereotypes -Regulations

JLMC: Chapter 11 – Flashcards

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