Quiz chapter 11: Advertising Strategies & Social Roles – Flashcards
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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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The innovation in the way Pears' soap marketed its product was that it was the first to use which of the following?
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a brand name
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The term "economy of abundance" means which of the following?
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There are as many or more goods available as people want to buy.
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William Paley became convinced of the potential of radio advertising rights after he did which of the following?
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He used radio advertising for his family's cigar company.
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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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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 advertising agency department responsible for developing the actual advertisements is which of the following?
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creative activity
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In advertising, the cost of reaching 1,000 consumers with a particular advertisement in a particular medium is known as which of the following?
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CPM
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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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In radio, the term "drive time" means which of the following?
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morning and afternoon commute times
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As of 2013, the largest portion of advertising agency revenue came from creating for_____.
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Digital media
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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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It is perceived as relatively upscale.
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Broadcast television networks carry an average of _________ of advertising and promotion clutter per hour.
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15 minutes
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British television viewers see an average of _____ commercials per week.
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311
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American television viewers see an average of _____ commercials per week.
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789
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In 2008, companies spent ______ a year advertising to children.
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$17 billion
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In 2006, the advertising industry revised its guidelines for advertising _____ to children.
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food
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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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The process of going from having work done by muscle to being done by machines is which of the following?
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industrialization
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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 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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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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An example of an advocacy message would be which of the following? Select one:
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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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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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An advertisement designed to reach an audience in a set of southern suburbs of Minneapolis would be called ______ advertising.
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zoned
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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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Apple's 1984 Super Bowl commercial was designed to do which of the following?
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make people aware that Apple was introducing a new computer
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One of the biggest problems in controlling advertising of junk food to children is which of the following?
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it is difficult to decide on what is junk food and what is healthy food
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Integrated marketing communication campaigns typically involve:
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advertising public relations sales promotion
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The Denny's 2009 Super Bowl integrated marketing communication included which of the following?
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an effective mix of advertising, public relations, and sales promotion
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Native advertising is:
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advertising designed to blend in with a publication's editorial content.
