1. Advertising serves a(n) _________ function in society.
2. An advertisement encouraging families to “take the kids bowling more often” (without saying exactly where
to go bowling) is an example of ______________ advertising.
3. A coupon placed under the windshield wiper of your car offering “25% off a large pizza this week at Joe’s
Pizza Shop” is an example of ___________ advertising.
4. The first medium allowing for truly national advertising was:
5. The social and media environment for advertisers changed drastically in the 1980s and 1990s because:
6. ________ occurs when companies create messages that are so intriguing that consumers share them with
others.
7. Thanks to the Internet, new channels of advertising include all the following except:
8. Retail advertisers are also called _____________ advertisers.
9. In recent years, the advertising agency:
10. An organization which specializes in the creation of ads is a:
11. When the ad industry evaluates media, a medium’s ability to actually reach potential customers is its:
12. Of the following media, which has the lowest reach?
13. In an advertising agency, writers and art directors are typically part of the ________ department.
14. Which of these phases of an advertising campaign would happen last?
15. Positioning is most commonly considered during the _________ phase of an ad campaign.
16. Identifying the target audience is one goal of ___________ in advertising.
17. Tracking studies in advertising are designed to:
18. Which of the following is NOT one of the four main categories of business-to-business ads?
19. When compared to consumer advertising, business-to-business advertising
20. The media mix for business-to-business advertising:
21. Advertising is nonpersonal promotion of items, and is paid for by an identified sponsor.
22. Advertisements for restaurant supplies are business-to-business ads, while ads for household cleaners are
consumer ads.
23. Advertising is a relatively new phenomenon, dating back only about 100 years.
24. Companies that are trying to reach customers who use new technologies (such as the DVR and iPod) are
exploring non-traditional forms of advertising.
25. Online banner ads don’t generate a lot of traffic for sponsors.
26. Tropicana orange juice is an example of a national advertiser.
27. Full service agencies actually create ads, whereas creative boutiques and media buying services do not.
28. Radio ads maximize reach, frequency and selectivity, and minimize cost.
29. The account services department of an ad agency is responsible for preparing advertising copy.
30. On a typical ad campaign, before doing anything else, the marketing strategy must be selected.
31. Print ads use thumbnail sketches and rough layouts for a similar purpose as TV ads use storyboards.
32. Message research is conducted during and after an advertising campaign to see how well the ads perform.
33. Ad agencies always receive a 15 percent commission for their services, although trends indicate that amount
is increasing.
34. Because business-to-business ads aren’t geared to the consumer, such ads are never found in the mass
35. Although business-to-business ads traditionally emphasize lengthy, detailed, and factual copy, recent years
have seen the introduction of humor and other creative appeals.
36. According to Barbara Phillips, trade characters like the Jolly Green Giant give meaning and significance to
otherwise indistinguishable products. What trade characters have you observed in a recent commercials
accomplish this goal? Explain your response.
37. Advertisers are developing electronic billboards and other devices that recognize facial expression and
gestures to change messages. Besides billboards, what is another medium that could use this new software and
in what ways?
