JOUR 101 FINAL Questions (Ch11) – Flashcards
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An advocacy ad is designed to advocate the purchase of a new, unknown product.
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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? A) newspapers B) radio C) broadcast television D)cable television
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newspapers
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The media business often involves selling audiences to advertisers.
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True
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Integrated marketing communication campaigns typically involve: A) advertising B) public relations C) sales promotion D) all of the above
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All of the above
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The Target department store identifies pregnant women who might want baby product coupons by:
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Tracking the products they buy at the store.
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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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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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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? A) industrialization B) modernization C) urbanization D) standardization
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modernization
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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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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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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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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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An example of an advocacy message would be which of the following?
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a political ad promoting reduced government spending
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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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The advertising agency department responsible for deciding on the target market for the advertising is which of the following? A) research and planning B) creative activity C) media planning D) none of the above
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research and planning
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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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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 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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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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The advertising agency department responsible for developing the actual advertisements is which of the following? A) research and planning B) creative activity C) media planning D) none of the above
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creative activity
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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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According to the text, the gay market is seen as desirable to advertisers for which of the following reasons?
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The market is perceived as relatively upscale.
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One advantage of advertising on radio is that you can purchase time for your ads at the last minute.
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True
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Using the VALS System, a company like Gucci would most likely target ___________________________. A) Thinkers B) Strivers C) Believers D) Survivors
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Strivers
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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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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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As of 2011, the fastest growing advertising media type in the United States was which of the following? A) Cable television B) Broadcast television C) Magazines D) Digital specialty
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Digital specialty
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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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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
