Jour 101 chap 11 – Flashcards
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Scott Fiene, who runs the undergraduate IMC program at Ole Miss, says that Apple's IMC strategy includes all of the following except ________________________________.
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the slogan "empowering us all"
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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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Some experts believe even companies with billions of customers will need to communicate on a one-to-one basis with those customers in the future.
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True
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In which way are newspaper ads more effective than radio or TV ads?
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Newspaper Ads allow advertisers to give detailed information
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Television writers think they should be compensated extra for including product integration into their program scripts.
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True
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The advertising agency department responsible for developing the actual advertisements is which of the following?
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Creative activity
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Integrated marketing communication campaigns typically involve:
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All of the above
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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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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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The Target department store identifies pregnant women who might want baby product coupons by:
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Tracking products they buy at the store
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According to the head of the undergraduate IMC program at Ole Miss, the landscaping outside an organization's buildings could affect the brand.
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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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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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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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The "big idea" is an advertising concept that will grab people's attention, make them remember the product, and make them take action.
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True
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An advertisement designed to sell soda to a young hip audience would be called ______ advertising.
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Targeted
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A good advertising campaign can get people to buy a bad product over an extended period of time.
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False
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The inclusion of sponsors' products into the plots of television shows and movies is known as product integration.
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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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The first major mass medium to be supported primarily by advertising in the United States was which of the following?
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Newspapers
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An example of an business-to-business ad would be which of the following?
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An ad selling cleaning services to hotels
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Using the VALS System, a company like Gucci would most likely target ___________________________.
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Strivers
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The social process by which people go from having the identities they are born with, to being able to decide who they want to be is which of the following?
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Modernization
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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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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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An example of a direct action message would be which of the following?
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A local grocery store ad for fresh produce
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In the future, advertisers will need to keep the following in mind: _________________________________.
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Relevance, restraint, responsibility
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An example of an indirect action message would be which of the following?
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An ad my honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
