Quiz chapter 11: Advertising Strategies & Social Roles

The Target department store identifies pregnant women who might want baby product coupons by:
tracking the products they buy at the store.
The innovation in the way Pears’ soap marketed its product was that it was the first to use which of the following?
a brand name
The term “economy of abundance” means which of the following?
There are as many or more goods available as people want to buy.
William Paley became convinced of the potential of radio advertising rights after he did which of the following?
He used radio advertising for his family’s cigar company.
The advertising agency department responsible for deciding where to place the advertising is which of the following?
media planning
The advertising agency department responsible for deciding on the target market for the advertising is which of the following?
research and planning
The advertising agency department responsible for developing the actual advertisements is which of the following?
creative activity
In advertising, the cost of reaching 1,000 consumers with a particular advertisement in a particular medium is known as which of the following?
CPM
The biggest advertising medium in the United States for which audience size is measured is which of the following?
Broadcast television
In radio, the term “drive time” means which of the following?
morning and afternoon commute times
As of 2013, the largest portion of advertising agency revenue came from creating for_____.
Digital media
According to the text, the gay market is seen as desirable to advertisers for which of the following reasons?
It is perceived as relatively upscale.
Broadcast television networks carry an average of _________ of advertising and promotion clutter per hour.
15 minutes
British television viewers see an average of _____ commercials per week.
311
American television viewers see an average of _____ commercials per week.
789
In 2008, companies spent ______ a year advertising to children.
$17 billion
In 2006, the advertising industry revised its guidelines for advertising _____ to children.
food
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
The process of going from having work done by muscle to being done by machines is which of the following?
industrialization
The first major mass medium to be supported primarily by advertising in the United States was which of the following?
newspapers
An example of a direct action message would be which of the following?
a local grocery store ad for fresh produce
An example of an indirect action message would be which of the following?
an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
An example of an advocacy message would be which of the following?
Select one:
a political ad promoting reduced government spending
In which way are newspaper ads more effective than radio or TV ads?
Newspaper ads allow advertisers to give detailed information.
What is an advantage of radio advertising over magazine ads?
Radio ads have a shorter lead time than magazine ads.
An advertisement designed to reach an audience in a set of southern suburbs of Minneapolis would be called ______ advertising.
zoned
An advertisement designed to sell soda to a young hip audience would be called ______ advertising.
targeted
Apple’s 1984 Super Bowl commercial was designed to do which of the following?
make people aware that Apple was introducing a new computer
One of the biggest problems in controlling advertising of junk food to children is which of the following?
it is difficult to decide on what is junk food and what is healthy food
Integrated marketing communication campaigns typically involve:
advertising
public relations
sales promotion
The Denny’s 2009 Super Bowl integrated marketing communication included which of the following?
an effective mix of advertising, public relations, and sales promotion
Native advertising is:
advertising designed to blend in with a publication’s editorial content.