jour 101 ch 11 – Flashcards
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The Coca Cola commercial we watched in the lecture on advertising is an example of a direct action message.
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false
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The biggest change in outdoor advertising over the last ten years has been the growth of digital billboards.
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true
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Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies.
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false
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Google's AdWords and AdSense programs place advertising on Web and search pages based on the content the viewer has called up.
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true
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An example of an indirect action message would be which of the following?
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an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
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One disadvantage of advertising in monthly magazines is that you need a long lead time to purchase space for your ads.
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true
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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.
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true
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The advertising agency department responsible for deciding on the target market for the advertising is which of the following?
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research and planning
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As of 2011, the fastest growing advertising media type in the United States was which of the following?
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Digital specialty
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What is an advantage of radio advertising over magazine ads?
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Radio ads have a shorter lead time than magazine ads.
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The advertising agency department responsible for deciding where to place the advertising is which of the following?
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media planning
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Advertisers like sending their messages to mobile phone screens because they can reach a highly targeted audience that way.
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true
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Consumers will often pay more for a product that has a premium image attached to it by advertising.
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true
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The media business often involves selling audiences to advertisers.
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true
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The biggest advertising medium in the United States for which audience size is measured is which of the following?
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Broadcast television
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Integrated marketing communication campaigns typically involve:
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advertising public relations sales promotion
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