Hanson, Mass Communication, 7e
SAGE Publishing, 2019
Chapter 11: Advertising: Selling a Message
Test Bank
Multiple Choice
1. Target stores identify pregnant women who might want baby product coupons by
______.
A. tracking their medical records
B. having them register at the Target website
C. having friends recommend them through Facebook
D. tracking the products they buy at the store
2. The innovation in the way Pears’ soap marketed its product was that it was the first to
use which of the following?
A. a print ad
B. a catch phrase
C. word of mouth
D. a brand name
3. The term economy of abundance means which of the following?
A. People have much disposable income to spend on available products.
B. People study the economy to ensure that they can buy the things they need.
C. There are as many or more goods available as people want to buy.
D. The economy is geared toward serving those who have an abundant income.
4. William Paley became convinced of the potential of radio advertising rights after he
did which of the following?
A. He founded the CBS radio network.
B. He made good money selling radio ads.
C. He used radio advertising for his family’s cigar company.
D. He saw radio advertising revenues superseding print ad revenues of the time.
5. The advertising agency department responsible for deciding where to place the
advertising is which of the following?
A. research and planning
B. creative activity
C. media planning
D. none of these
6. The advertising agency department responsible for deciding on the target market for
the advertising is which of the following?
A. research and planning
B. creative activity
C. media planning
D. none of these
7. The advertising agency department responsible for developing the actual
advertisements is which of the following?
A. research and planning
B. creative activity
C. media planning
D. none of these
8. In advertising, the cost of reaching 1,000 consumers with a particular advertisement
in a particular medium is known as which of the following?
A. CPM
B. CPT
C. Y2K
D. A1C
9. The biggest advertising medium in the United States for which audience size is
measured is which of the following?
A. television (broadcast and cable/satellite)
B. online
C. magazines
D. radio
10. In radio, the term drive time means which of the following?
A. any hour that people might be driving
B. morning and afternoon commute times
C. the time to drive home important points in an ad
D. when people go on vacation
11. YouTube star Logan Paul started being dropped by his sponsors after he ______.
Hanson, Mass Communication, 7e
SAGE Publishing, 2019
A. produced an anti-Semitic video
B. produced a video mocking the products produced by three of his biggest sponsors
C. was caught copying video ideas from YouTube star PewDiePie
D. produced a video showing him having a conversation with and about a suicide
victim’s corpse hanging from a tree in Japan
12. According to the text, the gay market is perceived as desirable to advertisers for
which of the following reasons?
A. It was a relatively neglected market previously.
B. Gay-targeted ads are easier to produce.
C. It is perceived as relatively upscale.
D. all of these
13. Broadcast television networks carry an average of ______ min of advertising and
promotion clutter per hour.
A. 8
B. 10
C. 12
D. 15
14. Broadcast and cable networks are experimenting with ______.
A. only running commercials between programs
B. cutting back 10–20% on the number of commercials they show during their prime-
time programs
C. running fewer, longer commercials
D. all of these
15. Online advertising has grown from 3.8% of U.S. advertising spending in 2000 to
______% in 2017.
A. 10
B. 25
C. 35
D. 70
16. In 2008, companies spent ______ a year advertising to children.
A. US$100 million
B. US$650 million
C. US$4 billion
D. US$17 billion
17. In 2006, the advertising industry revised its guidelines for advertising to children.
These included ______.
A. distinguishing between advertising and programming
B. identifying when online games contained advertising
C. showing the advertised food as part of a complete meal
D. all of these
18. The social process by which people go from having the identities they are born with
to being able to decide who they want to be is which of the following?
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SAGE Publishing, 2019
A. industrialization
B. modernization
C. urbanization
D. standardization
19. The process of going from having work done by muscle to being done by machines
is which of the following?
A. industrialization
B. modernization
C. urbanization
D. standardization
20. The first major mass medium to be supported primarily by advertising in the United
States was which of the following?
A. newspapers
B. radio
C. broadcast television
D. cable television
21. An example of a direct action message would be which of the following?
A. an ad selling cleaning services to hotels
B. a political ad promoting reduced government spending
C. an ad by Honda promoting corporate responsibility through the fuel efficiency of its
line of SUVs
D. a local grocery store ad for fresh produce
22. An example of an indirect action message would be which of the following?
A. an ad selling cleaning services to hotels
B. a political ad promoting reduced government spending
C. an ad by Honda promoting corporate responsibility through the fuel efficiency of its
line of SUVs
D. a local grocery store ad for fresh produce
23. An example of an advocacy ad would be which of the following?
A. an ad selling cleaning services to hotels
B. a political ad promoting reduced government spending
C. an ad by Honda promoting corporate responsibility through the fuel efficiency of its
line of SUVs
D. a local grocery store ad for fresh produce
24. An example of a business-to-business ad would be which of the following?
A. an ad selling cleaning services to hotels
B. a political ad promoting reduced government spending
C. an ad by Honda promoting corporate responsibility through the fuel efficiency of its
line of SUVs
D. a local grocery store ad for fresh produce
25. In which way are newspaper ads more effective than radio or TV ads?
A. More people read newspapers every day than watch TV and listen to radio.
B. Newspaper ads are more entertaining.
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C. Newspaper ads allow advertisers to give detailed information.
D. Consumers trust whatever they read in newspapers.
26. What is an advantage of radio advertising over magazine ads?
A. Radio ads give longer exposure to the message.
B. Radio ads are better at reaching an older audience.
C. Radio ads allow advertisers to give more detailed information.
D. Radio ads have a shorter lead time than magazine ads.
27. An advertisement designed to reach an audience in a set of southern suburbs of
Minneapolis would be called ______ coverage.
A. targeted
B. zoned
C. rated
D. contracted
28. Advertising and marketing messages that are posted by people through channels
such as YouTube, Snapchat, or Twitter are known as ______.
A. social media
B. online marketing
C. social marketing
D. none of these
29. An advertisement designed to sell soda to a young, hip audience would be called
______ advertising.
A. targeted
B. zoned
C. rated
D. contracted
30. Apple’s 1984 Super Bowl commercial was designed to do which of the following?
A. highlight the new features of the Macintosh computer
B. promote the price of the new Macintosh computer
C. make people aware that Apple was introducing a new computer
D. show people how a Macintosh differed from an IBM computer
31. One of the biggest problems in controlling advertising of junk food to children is
which of the following?
A. It is difficult to decide what television programs are aimed at children.
B. It is politically unpopular to regulate advertising directed at children.
C. Children don’t pay much attention to commercials.
D. It is difficult to decide on what is junk food and what is healthy food.
32. Integrated marketing communication (IMC) campaigns typically involve ______.
A. advertising
B. public relations
C. sales promotion
D. all of these
33. Entrepreneur Elon Musk engaged in integrated marketing communication (IMC) to
promote his varied companies by ______.
A. painting all of his brand names on the side of the Falcon Heavy rocket on its test
flight
B. giving away a free orbital to the moon
C. launching his personal Tesla Roadster convertible toward Mars on the test flight of
his Falcon Heavy rocket
D. You can’t fool me, Elon Musk runs nothing but conventional television commercials
for his brands
34. Native advertising is ______.
A. advertising from the parent company of a publication or website
B. advertising designed to blend in with a publication’s editorial content
C. advertising targeted at a country’s indigenous population
D. advertising that is designed to fit in with sales promotions and public relations
campaigns
True/False
1. Brand names first became popular for consumer products following the Vietnam War.
2. When Ladies’ Home Journal ceased publication in 2014, it still had plenty of
advertisers interested in buying space in the magazine.
3. In 2013, a study by eMarketer found that American consumers were spending more
time with digital media than with television for the first time.
4. The primary purpose of the Super Bowl television broadcast is to deliver 45% of the
television audience to advertisers.
5. An advocacy ad is designed to advocate the purchase of a new, unknown product.
6. When Sony launched its PlayStation 2 video game system, it did relatively little
advertising because it did not have enough of the systems ready to sell.
7. The New Coke product, introduced in 1985, failed because most people did not like
the taste.
Hanson, Mass Communication, 7e
SAGE Publishing, 2019
8. The “big idea” is an advertising concept that will grab people’s attention, make them
remember the product, and make them take action.
9. The biggest change in outdoor advertising over the past 10 years has been the
growth of digital billboards.
10. Most American consumers can easily identify native advertising as paid marketing
messages.
11. One advantage of advertising on radio is that you can purchase time for your ads at
the last minute.
12. One disadvantage of advertising in monthly magazines is that you need a long lead
time to purchase space for your ads.
13. A good advertising campaign can get people to buy a bad product over an extended
period of time.
14. Consumers will often pay more for a product that has a premium image attached to
it by advertising.
15. Subliminal advertising using hidden sales messages is considered to be highly
successful by major advertising agencies.
16. The inclusion of sponsors’ products into the plots of television shows and movies is
known as product integration.
17. Because television ads work so well, few companies want to pay for product
placement in movies and television shows.
18. Advertisers like sending their messages to mobile phone screens because they can
reach a highly targeted audience that way.
19. Advertising Age magazine estimates that by 2020, two thirds of online advertising
will be to mobile devices.
20. Television writers think they should be compensated extra for including product
integration into their program scripts.
21. Google’s AdWords and AdSense programs place advertising on web and search
pages based on the content the viewer has called up.
Essay
1. Define the term economy of abundance.
Hanson, Mass Communication, 7e
SAGE Publishing, 2019
2. Ads designed to promote a special interest group’s point of view are what ads?
3. What is the VALS system?
4. Who is Mountain Dew advertising targeted at?
5. “Urban marketing” is another way of describing advertising targeted at whom?
6. Why is a British ban on advertising junk food to children so controversial?
7. How did Gildan use native advertising to promote a modern image for their men’s
underwear?
8. A communication strategy for reaching key audiences using advertising, public
relations, sales promotion, and interactive media is known as what?
9. What is mobile advertising?
10. What is the central conflict companies’ face when they hire you YouTube stars to
help promote their brand. Provide an example.
11. In a brief essay, define what targeted advertising is. Then provide an example of
how it could be used effectively. Finally, explain how targeting can backfire on a
company.
12. In a brief essay, define what advertising clutter is, why it is of concern to advertisers,
and what are broadcast and cable/satellite television networks doing about it?
13. In a brief essay, explain two approaches to social marketing. Make sure you discuss
the strengths and weaknesses of each.
14. In a brief essay, explain how integrated marketing communication (IMC) differs from
traditional advertising and then discuss how Elon Musk made use of IMC to promote his
wide variety of brands.
15. In a brief essay, explain how Burger King worked to integrate the Google Home
smart speaker into its advertising for the Whopper. In your essay, you should discuss,
with examples, the challenge of grabbing attention for your product with maintaining
your product’s brand image. What did Burger King gain from this stunt? What were the
problems with it?