jour 101 ch 11

question

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

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