Every aernoon aer class, Sarah buys a cold drink. She automatically either buys a Coca-Cola or a Minute Maid
lemonde. She does not consider any other brand or type of so drink because the two drinks make up her:
Evoke set
The ______ has indirect control over advertising through its authority to license or revoke the license of all
broadcasting stations
Federal communications commission
_____ is the personalized way we sense, interpret, and comprehend various stimuli.
Perception
Who was responsible for the creation of the Unique Selling Proposition (USP)?
Rosser Reeves
In the history of advertising, the _____ made the /rst advertising formats possible—posters, handbills, signs, and
newspapers.
Printing Press
An advertising agency works with its clients under a traditional commission system compensation arrangement.
The agency places a 30-second spot for one of its clients on an episode of Friends, which costs $500,000. A
reasonable estimate of the agency’s commission on this space buy is:
$75,000
The ad for Transderm Scop patch, a remedy for motion sickness, states that it “is clinically proven more e9ective
than Dramamine,” a pill cure for motion sickness. The manufacturer of the Transderm Scop patch used _____
advertising.
Comparative
Sally /rmly believes in the Ten Commandments and uses them to help her evaluate behavior as right or wrong. It is
because of her belief in the Ten Commandments that she considers capital punishment wrong. According to our
discussion in class the Ten Commandments are an example of:
Moral Guides?
The “Got Milk?” campain targets everyone. This is an example of:
Undi9erentiated Marketing
The later 1800s were an age of vastly exaggerated claims — medicine shows, exhibitions of the unusual and
strange, and unregulated advertising.
True
If you look at an organically-grown heirloom tomato and one that has been greenhouse grown chemically–
enhanced, you can easily see the di9erence. One is not perfectly formed and uniformly red and the other is. In
terms of product di9erentiation, this is an example of a:
Perceptible Di9erence
Calvin Klein is known for producing socially questionable advertising. They can do this in part because they do
innovative in-house advertising.
True
A television ad for Corona deodorant shows a college freshman being socially rejected for having body odor. He is
teased and rejected by members of the college dance club. A fellow student gives him a Corona deodorant. Aer
using the deodorant, the freshman is accepted in the dance club and becomes popular. In this ad, Corona is using a
_____ appeal.
Comparative
I always buy Crest Night White toothpaste, and will go out of my way to different stores to /nd it when I’ve run
out. This behavior is an example of?
Brand loyalty
Which would be an appropriate choice in the planned marketing mix for a can of Coca Cola Classic.
Selective Distribution
Which of the following statements describes the NAD/NARB review process?
if the NAD and an advertiser fail to resolve an advertising controversy, either party can appeal the
case to the NARB.
The tale of the Fox and the Grape is an example of:
Cognitive Dissonance
The price tag on a pair of UGG moccasins is $100. The price on an almost identical pair from L.L.Bean is
$49.49. There is no drastic difference in quality, the price difference is an example of:
Psychological pricing
The fundamental differentiating device for most products is: Brand
When an advertiser is accused by the Federal Trade Committee of deceptive
advertising, what role does the advertising agency play?
