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Page 13
62. What is an example of earned media on the Internet?
A) The money advertisers earn from selling online ads
B) A paid advertisement on Facebook
C) A click-through advertisement
D) A Facebook user endorsing a product or company by clicking “Like”
E) A blogger who earns pay and gifts for endorsing a product
63. Which statement about blogger product reviews is true?
A) You can always trust them to be unbiased.
B) They are unvarnished truth about products by average people.
C) Some popular bloggers have been paid to give positive reviews.
D) Bloggers always disclose when a product has been sent to them for free by a
company seeking their endorsement.
E) None of the options are correct.
64. In an ad showing a salesman talking about how his father taught him to be honest and
hardworking and to understand the value of treating people fairly, auto manufacturer Ford
demonstrates ______.
A) an appeal to the bandwagon effect
B) propaganda
C) the plain-folks pitch
D) the famous-person testimonial
E) myth analysis
65. A company that wants to get consumers to buy a more expensive version of an item,
such as fancy bottled water, might try which persuasive technique?
A) Famous-person testimonial
B) Plain-folks pitch
C) Snob-appeal approach
D) Bandwagon effect
E) Irritation advertising
66. An owner of a discount appliance store who dresses in a goofy costume and yells at the
camera is making use of ______.
A) the plain-folks pitch
B) the hidden-fear appeal
C) subliminal advertising
D) overt advertising
E) irritation advertising
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67. Which persuasive technique in advertising involves exploiting a consumer's sense of
insecurity?
A) Bandwagon effect
B) Snob-appeal approach
C) Plain-folks pitch
D) Hidden-fear appeal
E) Irritation advertising
68. An obnoxious car dealer or appliance salesman yelling at the camera in a TV
commercial is using which questionable persuasive strategy?
A) Hidden-fear appeal
B) Irritation advertising
C) Plain-folks pitch
D) Snob-appeal approach
E) Product placement
69. In advertising, the association principle is ______.
A) a method of persuasion that links the product with a setting, a person, a cultural
concept, or a positive feeling
B) a theory that argues that people associate a product with the feeling they had the
first time they used it
C) the principle that higher-up associates in the advertising agency make fewer daily
decisions
D) the antipersuasion model of linear causality
E) the idea that advertisers need to downplay or hide their corporate identity behind a
product
70. Which of the following is not an example of the association principle of advertising at
work?
A) A store puts up extra flags and red, white, and blue decorations to create an image
of national pride.
B) A commercial shows a man surrounded by attractive women after using a brand of
cologne.
C) A noisy, high-powered, gas-guzzling vehicle is shown in a rustic setting.
D) A brand of candy bar made by a major candy company is portrayed as a
“working-class treat” made by local efforts.
E) An ad for a “green” cleaning product shows the bottle in a woodland setting.
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71. Historically, one controversial use of the association principle in advertising is ______.
A) large corporations trying to pretend they are smaller, friendlier companies
B) women being portrayed as stereotyped caricatures
C) the use of celebrities to sell products
D) commercials playing on the insecurities of consumers to make them think a product
can reduce that anxiety
E) the placement of brand-name products in television programs and movies
72. Which advertising strategy emerged because of corporate mergers and public distrust of
impersonal and large corporations?
A) Plain-folks pitch
B) Bandwagon effect
C) Disassociation corollary
D) Hidden-fear appeal
E) Subliminal seduction
73. From the perspective of myth analysis, many advertisements involve all but which of the
following elements?
A) Resolution
B) Disassociation corollary
C) Conflict
D) A narrative
E) All of the options are correct.
74. From the perspective of myth analysis, the primary purpose of most contemporary
consumer advertising is to ______.
A) provide price information
B) compare the product with its competitors
C) describe the product's ingredients
D) reassure buyers that using brand-name products will help them deal with their
tensions and problems
E) None of the options are correct.
75. Which of the following is the form of advertising in which sponsors pay to have their
products seen in TV programs and movies?
A) Billboarding
B) Integrated advertising
C) Product placement
D) Program exposure
E) Pseudo-consumerism
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76. Which of the following is not an example of product placement?
A) A character in Iron Man 2 drives an Audi and uses an LG phone.
B) The title character in the movie E.T. eats Reese's Pieces.
C) A character on a sitcom eats a peanut butter and jelly sandwich.
D) The line “Brewed by Starbucks” is added to the logo of a morning cable television
news program.
E) Coca-Cola products are often visible on the set of television program American
Idol.
77. The Children's Television Act of 1990 mandated that ______.
A) product placement be minimized in children's programming
B) networks provide some educational and informational children's programming
C) advertising be banned from children's programming
D) all advertising in children's programming meet strict guidelines
E) All of the options are correct.
78. Channel One is an example of ______.
A) an online service that tracks the success and placement of VNRs
B) a campaign finance reform initiative
C) a boutique agency
D) advertising in schools
E) an ABC subsidiary
79. The 1998 tobacco industry settlement in the United States prohibited ______.
A) the use of cartoon images like Joe Camel in tobacco advertising
B) the use of human images, like the Marlboro man, in tobacco advertising
C) the sale of U.S. tobacco products to Third World nations
D) all chewing tobacco by 2004
E) the tobacco industry's lobbying of Congress
80. Which of the following statements about the advertising of prescription drugs is true?
A) Pharmaceutical companies have started direct-to-consumer marketing via text
messages and Facebook.
B) Pharmaceutical companies have engaged in “disease awareness” campaigns in order
to build markets for their products.
C) Pharmaceutical companies are spending billions of dollars to advertise their
prescription drugs to the public.
D) The United States and New Zealand are the only countries that allow the direct
advertisement of prescription drugs to consumers.
E) All of the options are correct.
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81. Commercial Alert is ______.
A) a nonprofit watchdog group
B) an ad agency that created the Marlboro man and the Keebler elves
C) a statistical database that ad agencies use to monitor competitors' campaigns
D) an award organization honoring the year's most inventive TV commercials
E) an online service that alerts users about commercials that are specific to their profile
82. What is an example of earned media on the Internet?
A) Irritation ads
B) Disassociation corollaries
C) Earned media
D) Puffery
E) Click-throughs
83. Which of the following is not a criticism usually leveled against political advertising?
A) It is unfair that political ads help television stations make profits in election years.
B) Wealthy candidates and well-funded campaigns may get an unfair advantage.
C) Thirty-second ads are too short to deal with complex and important issues.
D) So-called “attack ads” may undermine citizens' confidence in the electoral process.
E) Television will not provide free blocks of time to politicians to express their views.
84. Establishing the first “ad agencies,” ____________________ purchased ad space in
newspapers and sold it to various merchants.
85. ____________________ are large conglomerates of ad agencies that offer a full range of
advertising, public relations, and other services.
86. ____________________ is a market-research strategy that measures psychological
factors to divide consumers into types.
87. A(n) ____________________ is a sort of blueprint or roughly drawn comic-strip version
of a potential television ad.
88. In advertising, ____________________ executives are client liaisons responsible for
bringing in new business and managing the accounts of established clients.
89. ____________________ has become the dominant form of Web advertising.
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90. The ____________________ testimonial associates a product with the endorsement of a
well-known person.
91. An advertising strategy that associates a product with simplicity is called the
____________________ pitch.
92. Trying to persuade consumers that only a specific product can offer relief, the
____________________ appeal plays on people's insecurities.
93. Analyzing ads using the ____________________ principle explores how the ad connects
the product/service with something socially positive.
94. A persuasive technique that tries to distance the product from a large manufacturer or
parent company is called the ____________________.
95. Any print or broadcast expression for which a fee is charged to the organization or
individual buying time or space in the mass media is referred to as ____________________
speech.
96. The _____ of a typical advertising agency handle client liaison.
97. The advertising term _____ refers to attitudes, beliefs, interests, and motivations.
98. _____ was the first full-service modern ad agency.
99. The _____ department of a typical advertising agency collects consumer data.
100. _____ was one of the first brand names in the United States.
101. In advertising, _____ are small-group interviews about a product or issue.
102. In a typical advertising agency, the _____ department writes and designs the ads.
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103. _____ is considered the prototype of the first ad agency.
104. The advertising term _____ refers to age, gender, occupation, ethnicity, education, and
income of readers.
105. In a typical advertising agency, the _____ measure the effectiveness of ad placements.
106. Whom did the first ad agents serve and how did they operate?
107. How did packaging and trademarks influence advertising?
108. In what way did patent medicines and department stores figure prominently in
advertising in the late 1800s?
109. What role did advertising play in transforming America into a consumer society?
110. What are the major divisions at most ad agencies and what are the functions of each?
111. Describe the difference between demographics and VALS.
112. Why is there often tension between the research and creative departments at some
agencies?
113. Why are privacy advocates concerned about online advertising techniques?
114. How do Internet advertisers collect information about Internet users? Provide two
examples.
115. What is “blog-ola,” and why are consumer advocates and the FTC concerned about it?
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116. What is third-screen advertising, and why is it an appealing new venture for companies
like Google and Apple?
117. What is “earned media” and why is it valuable to online advertisers?
118. How do the common persuasive techniques used in advertising work?
119. How does the association principle work, and why is it an effective advertising strategy?
120. How can analyzing mythic elements be used to critique an ad?
121. Should tobacco advertising (or alcohol, fast-food, or pharmaceutical advertising) be
prohibited? Why or why not?
122. Some critics of the advertising industry have argued that our contemporary consumer
culture actually depends on keeping us unhappy, dissatisfied, and insecure. Explain this view
and give two examples.
123. Discuss developments in political advertising over the past fifty years.
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Answer Key
1. B
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45. D
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91. plain-folks
