108)
Critique the statement, “Advertising has no redeeming social value.” Why do you think
some hold this view of advertising?
108)
109)
A 30–second spot on a hit TV show can cost advertisers more than $600,000. Why is mass
media considered cost–effective when it costs so much?
109)
110)
Calvin Klein used some very controversial ads depicting what looked like drug–addicted
teenagers posing in sexually suggestive poses. Calvin Klein claimed that all the models in
the ads were adults, but critics claimed that it did not look that way. It was reported that
the ads were produced “in–house.” Why do you think Calvin Klein used an in–house
agency to produce these ads instead of an outside agency?
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
A product can be services and ideas, as well as goods.
111)
112)
Advertising begins with the agency.
112)
113)
Direct–response advertising tries to stimulate a sale directly.
113)
114)
The major types of advertising include brand, retail/local, direct–response, directory, political,
business–to–business, institutional, nonprofit, and public service advertising.
114)
115)
The classification in which a product is assigned is known as a brand.
115)
116)
Advertising helps us shape an image of ourselves by setting up role models that we can identify
with, and it gives us a way to express ourselves in terms of our personalities and sense of style
through the things we wear and use.
116)
117)
During the “Age of Print” stage of advertising’s evolution, ads were primarily like classified
advertising in format, and print media carried them.
117)
118)
The particular group of consumers thought to be potential customers for the goods and services
constitute the target market.
118)
119)
Advertising can be used to build a brand, which is the distinctive identity of a particular product
that distinguishes it from its competitors.
119)
120)
Most large businesses have an in–house agency.
120)
121)
One point of view regarding advertising’s communication role believes that it is so persuasive that
it decreases the likelihood that a consumer will switch to an alternative product.
121)
122)
The key players in advertising are the advertiser, the agency, the media, the supplier, and the
audience.
122)
123)
The advertising question with respect to globalization is whether to standardize ads or advertising
strategies across all cultures or to adapt ads and strategies to local markets.
123)
124)
Synergistic marketing communication (SMC) is the practice of unifying all marketing
communication tools so they send a consistent, persuasive message promoting company goals.
124)
125)
Advertising strategy starts with the identification of the customer or prospective customer.
125)
126)
An in–house agency performs most, and sometimes all, of the functions of an outside advertising
agency.
126)
127)
Key players that provide specialized services that assist advertisers, advertising agencies, and the
media in creating and placing ads are known as suppliers or vendors.
127)
128)
Most companies have only one advertising agency working for them, known as the
agency–of–record.
128)
129)
Advertising is effective only for informing consumers about products and services.
129)
130)
The period when advertising grew in importance and size was the “Modern Advertising” era.
130)
131)
The advertiser initiates the advertising effort by employing the services of an agency.
131)
132)
The agency person in charge of an advertiser’s business is known as the “client manager.”
132)
133)
Companies that need close control over their advertising are likely to use an agency–of–record.
133)
134)
The primary advantage of advertising’s use of mass media is that the costs are spread over the large
number of people that these media reach.
134)
135)
Integrated marketing communication (IMC) means that ads can now be customized to individual
consumers.
135)
136)
Purchasers and product users are synonymous terms.
136)
137)
Advertising sent from one business to another is known as direct–response advertising.
137)
138)
Newspapers, radio or TV stations, billboards, and so forth are known as media vehicles.
138)
139)
Award–winning ads are effective ads.
139)
140)
The logic and planning behind the advertisement that gives it direction and focus is known as the
creative idea.
140)
141)
Advertising has no redeeming social value.
141)
142)
Freelance writers, lighting specialists, and printers are examples of suppliers.
142)
143)
In advertising, only the creative idea and execution require creative thinking.
143)
144)
The objectives in local advertising tend to focus on stimulating store traffic and creating a
distinctive image for the retailer.
144)
145)
The sponsor is identified in an advertising message.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Name and describe the five major players in advertising.
147)
Name and describe the seven types of advertising.
148)
Name and describe the four roles advertising plays in business and in society.
149)
Describe the Age of agencies in the evolution of advertising.
150)
Name and describe the four fundamental concepts of advertising and what makes an ad truly effective.
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