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Chapter 11: Essay
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a.
True
b.
False
ANSWER:
a
24. Ads featuring the Marlboro cowboy use a persuasive strategy based on the association
principle.
a.
True
b.
False
ANSWER:
a
25. The Marlboro cigarette brand was originally designed for and targeted at female consumers.
a.
True
b.
False
ANSWER:
a
26. The disassociation corollary in advertising plays off the public's skepticism regarding large,
impersonal companies.
a.
True
b.
False
ANSWER:
a
27. According to myth analysis, most ads are composed of mini-stories involving conflict
between people or values.
a.
True
b.
False
ANSWER:
a
28. Product placement is an advertising strategy that puts products into movies, television shows,
and video games.
a.
True
b.
False
ANSWER:
a
29. Commercial speech is a right guaranteed by the First Amendment.
a.
True
b.
False
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Page 14
ANSWER:
b
30. Television networks have been known to refuse to air issue-based advertising that might
upset their traditional advertisers.
a.
True
b.
False
ANSWER:
a
31. Most people are easily persuaded by advertising.
a.
True
b.
False
ANSWER:
b
32. The Children's Television Act of 1990 severely limits program-length commercials and ads
promoting sugar-coated cereal.
a.
True
b.
False
ANSWER:
b
33. Advertising has been increasingly targeted at children and teenagers because they influence
roughly $500 billion in family spending every year.
a.
True
b.
False
ANSWER:
a
34. Tobacco ads disappeared from American television in 1962.
a.
True
b.
False
ANSWER:
b
35. Under the 1998 tobacco settlement, all of the major cigarette companies agreed to pull their
advertising from general audience magazines that had young readers.
a.
True
b.
False
ANSWER:
a
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36. After agreeing to a costly settlement with several states in 1998, the tobacco industry reduced
its advertising spending to almost zero that year.
a.
True
b.
False
ANSWER:
b
37. Cigarette companies have had difficulty advertising and selling their products in foreign
countries.
a.
True
b.
False
ANSWER:
b
38. Unlike tobacco ads, alcohol ads have yet to target minority populations.
a.
True
b.
False
ANSWER:
b
39. The Federal Trade Commission can require advertisers to run spots correcting their deceptive
ads.
a.
True
b.
False
ANSWER:
a
40. Only wealthy political candidates can afford to have a significant advertising presence on
television.
a.
True
b.
False
ANSWER:
a
41. About 80 percent of magazine ads in the mid-nineteenth century concerned land sales,
transportation announcements, and
a.
restaurants and pubs.
b.
runaway slaves.
c.
job notices.
d.
pistols and other firearms.
ANSWER:
b
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42. Which of the following was NOT an early brand name in the United States?
a.
Eastman Kodak
b.
Villimey
c.
Quaker Oats
d.
Campbell Soup
ANSWER:
b
43. The high price of such consumer products as designer jeans and breakfast cereal can be
attributed primarily to
a.
the cost of raw materials.
b.
manufacturing costs.
c.
distribution expenses.
d.
advertising.
ANSWER:
d
44. The public became increasingly cynical about advertising in the late 1890s and early 1900s
because
a.
manufactured products always cost more than their advertised price.
b.
advertised products were frequently not available.
c.
advertisers forced newspapers to omit stories about their competitors.
d.
patent medicines made outrageous claims about what they could cure.
ANSWER:
d
45. Along with patent medicine companies, what was another prominent newspaper advertiser in
the 1890s?
a.
auto manufacturers
b.
travel agents
c.
department stores
d.
movie theaters
ANSWER:
c
46. In the twentieth century, advertising
a.
had no influence in the change from a producer-driven to a consumer-driven
economy.
b.
stimulated demand for new products.
c.
showed how new products had not improved daily life.
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d.
kept messages about new products from spreading across the country.
ANSWER:
b
47. By the early 1900s, most advertisements were written to appeal to women, who constituted
______ of newspaper and magazine readers.
a.
30 percent
b.
50 to 60 percent
c.
70 to 80 percent
d.
99 percent
ANSWER:
c
48. Hidden or disguised print or visual messages are called
a.
subliminal advertising.
b.
slogans.
c.
public service announcements.
d.
saturation advertising.
ANSWER:
a
49. Which of the following is one of WPP's top competitors?
a.
Omnicom
b.
Ogilvy & Mather
c.
J. Walter Thompson
d.
Peterson Milla Hooks
ANSWER:
a
50. Which of the following statements about boutique advertising agencies is FALSE?
a.
Designers and artists might have formed them in order to have more creative freedom.
b.
Many have been bought up by larger agencies but still operate semi-independently.
c.
They cater to large clients like Gap and Kmart, just like the mega-agencies do.
d.
They are too small and don't have the staff to offer their clients personalized service.
ANSWER:
d
51. In advertising, ______ coordinate the views and needs of clients, the creative team, and
consumers to create an effective marketing strategy.
a.
writers
b.
space brokers
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c.
account planners
d.
media doctors
ANSWER:
c
52. Which of the following are the three primary consumer motivations that the VALS strategy
considers when grouping consumers into types?
a.
ideals, achievement, and self-expression
b.
strivers, survivors, and thinkers
c.
achievers, strivers, and survivors
d.
ideals, achievers, experiencers
ANSWER:
a
53. The ______ is the blueprint or roughly drawn comic strip of a potential ad.
a.
focus group
b.
storyboard
c.
VALS strategy
d.
PSA
ANSWER:
b
54. Which statement about the Super Bowl and advertising is FALSE?
a.
The average cost for a thirty-second commercial during the 2016 Super Bowl was $5
million.
b.
During the 2014 Super Bowl, a thirty-second ad cost $4 million.
c.
The biggest percentage increase in the price of a commercial was in 1968 (35%).
d.
It remains the least expensive program for purchasing TV advertising.
ANSWER:
d
55. _____ are ads that pop up in new screen windows.
a.
Video ads
b.
Pop-under ads
c.
Flash multimedia
d.
Interstitials
ANSWER:
d
56. Which of the following statements is true about the unsolicited commercial e-mail known as
spam?
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a.
Most companies have stopped using it because consumers find it annoying.
b.
It accounted for more than 85 percent of e-mail messages by 2010.
c.
It is the only way advertisers can use the Internet to attract customers.
d.
It is the dominant format of web advertising.
ANSWER:
b
57. The dominant format of web advertising is
a.
interstitials.
b.
pop-up and pop-under ads.
c.
paid search advertising.
d.
spam.
ANSWER:
c
58. How do advertisers direct targeted ads to specific website visitors?
a.
They use cookies to collect information about a user's web activity.
b.
They send surveys in the mail.
c.
They ask for permission to use targeted ads.
d.
They conduct psychographic surveys by phone.
ANSWER:
a
59. What advantage does smartphone advertising have over Internet advertising?
a.
The ads are smaller, so advertisers don't have to write as much copy.
b.
People will definitely see a smartphone ad because they are always checking their
phones.
c.
Smartphone ads can be tailored to a specific geographic location or user demographic.
d.
Smartphone ads need to be more general.
ANSWER:
c
60. 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"
ANSWER:
d
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61. Knowing that you like an ad, your friends view it. This may result in all of the following
EXCEPT
a.
getting more earned media.
b.
eventually becoming viral.
c.
bombarding e-mail boxes with spam.
d.
they pass it along.
ANSWER:
c
62. 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.
ANSWER:
c
63. _____ associates a product with simplicity.
a.
An appeal to the bandwagon effect
b.
Propaganda
c.
The plain-folks pitch
d.
The famous-person testimonial
ANSWER:
c
64. 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.
the famous-person testimonial
b.
the plain-folks pitch
c.
the snob-appeal approach
d.
the bandwagon effect
ANSWER:
c
65. Which persuasive technique in advertising involves exploiting a consumer's sense of
insecurity?
a.
the bandwagon effect
b.
the snob-appeal approach
c.
the plain-folks pitch
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d.
the hidden-fear appeal
ANSWER:
d
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.
irritation advertising.
ANSWER:
d
67. An obnoxious car dealer or appliance salesperson yelling at the camera in a TV commercial
is using which questionable persuasive strategy?
a.
the hidden-fear appeal
b.
irritation advertising
c.
the plain-folks pitch
d.
the snob-appeal approach
ANSWER:
b
68. 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 anti-persuasion model of linear causality.
ANSWER:
a
69. 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.
ANSWER:
b
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70. Which advertising strategy emerged because of corporate mergers and public distrust of
impersonal and large corporations?
a.
the plain-folks pitch
b.
the bandwagon effect
c.
the disassociation corollary
d.
the hidden-fear appeal
ANSWER:
c
71. 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.
ANSWER:
d
72. From the perspective of myth analysis, many advertisements involve all of the following
elements EXCEPT
a.
resolution.
b.
the disassociation corollary.
c.
conflict.
d.
a narrative.
ANSWER:
b
73. 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.
ANSWER:
d
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74. 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
ANSWER:
c
75. 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.
Appearance of Starbucks coffee cup on morning cable television news program.
ANSWER:
c
76. 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.
ANSWER:
b
77. 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.
ANSWER:
d
78. 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.
ANSWER:
a
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79. 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.
ANSWER:
a
80. What is an example of hyperbole and exaggeration?
a.
irritation ads
b.
disassociation corollaries
c.
earned media
d.
puffery
ANSWER:
d
81. 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.
ANSWER:
a
