jour 101 ch 11 – Flashcards

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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.
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In the future, advertisers will need to keep the following in mind: _________________________________.
answer
Relevance, Restraint, Responsibility
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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.
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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
question
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?
answer
Broadcast television
question
Integrated marketing communication campaigns typically involve:
answer
advertising public relations sales promotion
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