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Chapter 12: Advertising
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-12 | 7
whole or part.
d. Retail
33. _____________ advertising is the advertising of products by stores like Sears and Macy’s. It
is typically local, reaching consumers where they live and shop.
a. Institutional
b. National consumer
c. Trade
d. Retail
34. ___________ refers to the melding of brands and experiences.
a. Murketing
b. Experiential marketing
c. Rich media
d. Corrective advertising
35. Clients are increasingly asking advertisers for ___________, agreements on campaign-
specific outcomes and consensus on how the effectiveness of a specific ad or campaign be
judged.
a. accountability metrics
b. permission billing
c. value compensation
d. ruled placements
36. Creating advertising to appeal to audiences of varying personal and social characteristics,
such as race, gender, and economic level, is called _____________ segmentation.
a. psychographic
b. phylographic
c. zip code
d. demographic
37. Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and
behavior patterns is called _____________ segmentation.
a. psychographic
b. phylographic
c. zip code
d. demographic
38. One of the difficult issues in the regulation of advertising is finding the line between false or
Chapter 12: Advertising
deceptive advertising and _____________, that little lie that makes advertising more
entertaining than it might otherwise be.
a. clutter
b. bending
c. fudging
d. puffery
39. In advertising research, _____________ measures the effectiveness of advertising messages
by showing them to consumers.
a. recall testing
b. forced exposure
c. recognition testing
d. copy testing
40. Among the criticisms of advertising is its _____________, the fact that ads are everywhere—
in schools, on sidewalks, even in the sky.
a. deceptiveness
b. intrusiveness
c. exploitativeness
d. crassness
41. Users are much more likely to welcome advertising on their smartphones.
42. Volney B. Palmer began the first full-service ad agency in 1877.
43. The listening public was outraged when radio station WEAF began airing commercials in
1922.
44. Products in a given brand category that are essentially the same are called unique selling
propositions (USPs).
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-12 | 10
whole or part.
54. How did the hard sell come to advertising?
55. What is the relationship between parity products and the idea of unique selling propositions?
56. What are the three new approaches many advertising executives see as essential to the
continued success of their industry?
57. Ad agencies make their money through retainers and commissions. Define each.
58. How is CPM computed?
59. What are specific ways in which the Internet has altered advertising?
60. Differentiate between psychographic and demographic segmentation.
61. What makes an ad “false” by law? Describe in detail the regulatory powers available to the
FTC when it is faced with an example of false advertising. What factors make the regulation
of ad content sometimes difficult?
62. Detail four defenses of contemporary advertising. Then either support or refute each in detail.
Chapter 12: Advertising
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-12 | 11
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whole or part.
Answer: Answers will vary
Bloom’s level: Evaluate
63. Detail four criticisms of contemporary advertising. Then either defend or refute each in detail.
