65)
How many times did the “1984” commercial for Apple computer run?
65)
A)
20
B)
2
C)
more than 100
D)
1
E)
50
66)
What was the objective of the truth® campaign run by the American Legacy Foundation discussed
in the opening vignette?
66)
A)
to sell lighters
B)
to develop a campaign that was consistent with traditional preachy anti–smoking ads
C)
to win an EFFIE award
D)
to encourage teens to buy products
E)
to empower teens against manipulation by tobacco company’s tactics
E
67)
The Effie award in advertising is given by which organization?
67)
A)
Adweek
B)
New York Festivals Company
C)
Institute of Practitioners
D)
New York Chapter of the American Marketing Association
E)
Promotion Marketing Association
D
68)
Brad is a music industry major in college, and he wants to work in the advertising industry writing
and performing jingles for radio commercials. Which “key player” in the advertising industry will
Brad likely be associated with after he graduates?
68)
A)
creative
B)
vendor
C)
media
D)
advertiser
E)
agency
B
D
69)
Polo Ralph Lauren clothing is of high quality and style. Instead of stressing the quality of their
clothing, Polo Ralph Lauren does not even include copy (i.e., words) other than their brand name in
their print ads and merely shows beautiful people wearing their clothing performing activities of
the “rich,” such as attending a polo match, or merely depicting a very well dressed, handsome man.
What approach is Polo using?
69)
A)
direct–sell
B)
creative–sell
C)
hard–sell
D)
image–sell
E)
soft–sell
70)
Which of the following is a task performed by an advertiser’s advertising department?
70)
A)
coordinates activities with vendors, such as media, production, and photography
B)
creates the advertising
C)
determines the marketing objectives
D)
sets the price if it is included in an advertisement
E)
all of the above
71)
Which of the following is considered a “key player” in advertising?
71)
A)
advertiser
B)
media
C)
agency
D)
audience
E)
all of the above
72)
The ________ is the ad’s central idea that grabs your attention and sticks in your memory.
72)
A)
creative concept
B)
advertising strategy
C)
tagline
D)
creative media
E)
creative execution
73)
The success of the new VW Beetle was built upon its ability to connect with the antistatus ________
of the original “lowly” Beetle.
73)
A)
reliability
B)
brand image
C)
price
D)
attitude
E)
promotion
Explanation:
74)
The major type of advertising that announces facts about products that are available in nearby
stores and focuses on stimulating store traffic and creating a distinctive image for a retailer is
known as retail or ________ advertising.
74)
A)
local
B)
direct–response
C)
informational
D)
brand
E)
institutional
Explanation:
Explanation:
75)
What is meant by the term effective with respect to advertising?
75)
A)
The advertising wins creativity awards, such as the EFFIE or the CLIO.
B)
The advertising delivers the results the marketer has specified for the advertising.
C)
The advertising is remembered by at least 50 percent of the target audience.
D)
The advertising media exposure was purchased at the lowest possible cost to reach the target
audience.
E)
The advertising resulted in increased sales.
76)
In which fundamental concept of advertising does the advertiser develop the ad to meet specific
objectives, carefully direct it to a certain audience, create its message to speak to that audience’s
most important concerns, and run it in media that will reach its audience most effectively?
76)
A)
creative strategy
B)
execution strategy
C)
advertising strategy
D)
media strategy
E)
evaluation strategy
77)
Which advertising approach uses reasons to persuade consumers?
77)
A)
informative–sell
B)
soft–sell
C)
logical–sell
D)
mass–sell
E)
hard–sell
78)
Which advertising approach builds an image for a brand and attempts to touch consumers’
emotions?
78)
A)
hard–sell
B)
mass–sell
C)
emotional–sell
D)
logical–sell
E)
soft–sell
79)
Builds awareness of products and brands, creates a brand image, provides product and brand
information, persuades people, provides incentives to take action, provides brand reminders, and
reinforces past purchases and brand experiences are all ________ of advertising.
79)
A)
definitions
B)
criticisms
C)
functions
D)
strengths
E)
roles
Explanation:
80)
Artists, writers, songwriters, photographers, directors, producers, and printers are all examples of
which type of “key player” in advertising?
80)
A)
vendor
B)
media
C)
advertiser
D)
audience
E)
agency
Explanation:
81)
Which of the following is NOT considered a “key player” in advertising?
81)
A)
media
B)
agency
C)
advertiser
D)
suppliers (vendors)
E)
government
Explanation:
Explanation:
82)
In the early 20th century ________ was referred to by advertising legend Albert Lasker as
“salesmanship in print driven by a reason why” which became the model for stating a claim and
explaining the support behind it.
82)
A)
advertising
B)
product
C)
communications
D)
integrated marketing communications
E)
integrated communications
83)
Strategy, the creative idea, the creative executions, and the media must work in concert for an ad to
be truly ________.
83)
A)
effective
B)
interesting
C)
efficient
D)
entertaining
E)
creative
A
Explanation:
84)
Big companies may have hundreds of agencies working for them, but they normally have a(n)
________, which does most of their business and may even manage the other agencies.
84)
A)
agency manager
B)
agency–of–record
C)
agency–of–importance
D)
lead agency
E)
primary agency
B
Explanation:
A
Explanation:
85)
Which fundamental concept of advertising involves the details, the photography, the writing, the
acting, the setting, the printing, and the way the product is depicted all reflecting the highest
production values available to the industry?
85)
A)
creative media
B)
advertising strategy
C)
creative idea
D)
creative strategy
E)
creative execution
86)
Which of the following is NOT a component of advertising?
86)
A)
paid form of communication
B)
uses mass media
C)
usually personal in nature
D)
tries to inform, persuade, or influence the audience
E)
sponsor is identified
Explanation:
87)
Which of the following is NOT considered a major type of advertising?
87)
A)
direct–response
B)
informational
C)
retail
D)
institutional
E)
brand
Explanation:
Explanation:
88)
The particular group of consumers thought to be potential customers for the goods and services of
an organization constitute the ________.
88)
A)
feasible market
B)
target market
C)
product category
D)
product use segment
E)
demographic segment
89)
For an advertisement to be considered effective, what is the first thing it must do?
89)
A)
gain consumers’ attention
B)
convince consumers to change their purchasing behavior
C)
convince consumers to continue buying the brand
D)
remind consumers of the brand and their positive feelings about it
E)
hold consumers’ interest
A
90)
Mini–Case Question. Several of Polo Ralph Lauren’s ads have won awards based solely on their
creative ideas. Of the following, what type of awards might these have been?
90)
A)
CLIOS
B)
Silver Anvil
C)
EFFIE
D)
Halo
E)
Reggie
A
B
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
Joan recently opened a store in her community that specializes in home decor, including some furniture, such as sofas, chairs,
and end tables, but mostly home–decorating accessories. She is also a certified interior decorator, and she provides expertise
in assisting do–it–yourself home decorators in “putting it all together.” She has not been pleased with her sales so far, and she
decides she needs to promote her business.
91)
Mini–Case Question. If Joan decides to use advertising, what type of advertising will that
be and what should it emphasize?
91)
92)
Why do businesses advertise?
92)
93)
Several ads for a company have won creativity awards. Does that mean the ads were
effective?
93)
94)
Mini–Case Question. What other communications tools besides advertising can Joan use?
Give some specific examples.
94)
95)
Several large corporations have several brand offerings in several product categories. How
might they organize for advertising?
95)
96)
Explain what is meant by the phrase, the new advertising.
96)
97)
Mini–Case Question. Joan does not have a lot of resources to spend on promoting her
business. What key player in advertising is most likely to be of value to Joan in assisting
her in her advertising efforts?
97)
98)
Explain why advertising is criticized from an economic perspective and provide an
opposing argument.
98)
99)
What message was Apple trying to convey with its “1984” advertisement, which aired only
once during the 1984 Super Bowl?
99)
100)
Why might an advertiser use an in–house agency?
100)
101)
Compare and contrast hard–sell and soft–sell approaches and give an example of each.
101)
102)
Calvin Klein used some very controversial ads depicting what looked like drug–addicted
teenagers posing in sexually suggestive poses. What type of advertising is an ad for Calvin
Klein clothing? Explain your answer.
102)
103)
Compare and contrast the terms product category and brand, and give examples of each.
103)
104)
Define advertising and discuss where it fits in the marketing process.
104)
105)
Ads during the Super Bowl cost an advertiser more than $2 million for 30 seconds of time.
Why would an advertiser pay this much for advertising time?
105)
106)
Critique the statement, “Advertising is the communications arm of the marketing process.”
106)
107)
What is the evidence that the truth® campaign worked?
107)