Jour 101 chap 11

Scott Fiene, who runs the undergraduate IMC program at Ole Miss, says that Apple’s IMC strategy includes all of the following except ________________________________.
the slogan “empowering us all”
The coca cola commercial we watched in the lecture on advertising is an example of a direct action message.
False
Some experts believe even companies with billions of customers will need to communicate on a one-to-one basis with those customers in the future.
True
In which way are newspaper ads more effective than radio or TV ads?
Newspaper Ads allow advertisers to give detailed information
Television writers think they should be compensated extra for including product integration into their program scripts.
True
The advertising agency department responsible for developing the actual advertisements is which of the following?
Creative activity
Integrated marketing communication campaigns typically involve:
All of the above
One disadvantage of advertising in monthly magazines is that you need a long lead time to purchase space for your ads.
True
Advertisers like sending their messages to mobile phone screens because they can reach a highly targeted audience that way.
True
The Target department store identifies pregnant women who might want baby product coupons by:
Tracking products they buy at the store
According to the head of the undergraduate IMC program at Ole Miss, the landscaping outside an organization’s buildings could affect the brand.
True
The advertising agency department responsible for deciding on the target market for the advertising is which of the following?
Research and planning
The biggest advertising medium in the United States for which audience size is measured is which of the following?
Broadcast television
As of 2011, the fastest growing advertising media type in the United States was which of the following?
Digital specialty
The “big idea” is an advertising concept that will grab people’s attention, make them remember the product, and make them take action.
True
An advertisement designed to sell soda to a young hip audience would be called ______ advertising.
Targeted
A good advertising campaign can get people to buy a bad product over an extended period of time.
False
The inclusion of sponsors’ products into the plots of television shows and movies is known as product integration.
True
Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies.
False
The first major mass medium to be supported primarily by advertising in the United States was which of the following?
Newspapers
An example of an business-to-business ad would be which of the following?
An ad selling cleaning services to hotels
Using the VALS System, a company like Gucci would most likely target ___________________________.
Strivers
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?
Modernization
Google’s AdWords and AdSense programs place advertising on Web and search pages based on the content the viewer has called up.
True
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.
True
An example of a direct action message would be which of the following?
A local grocery store ad for fresh produce
In the future, advertisers will need to keep the following in mind: _________________________________.
Relevance, restraint, responsibility
An example of an indirect action message would be which of the following?
An ad my honda promoting corporate responsibility through the fuel efficiency of its line of SUVs