Chapter 11: Advertising

Ad Clutter

A number of shorter ads competing against one another during the same commercial break on TV is known as

Performance Contracts

Advertising agency compensation has shifted from commission contracts to

The United States

Advertising as a modern phenomenon first took off in

Inspiring people to greater productivity

Advertising contributes to prosperity by

Pass-along circulation

Among the advantages that magazines offer over newspapers are better printing, a longer shelf life, and ...

TV

Based on 2010 data, the most money was spent placing ads in what medium?

New York Sun

Benjamin Day's newspaper, the __________, was the first penny newspaper that brought advertising to a new level within its pages

Ads should be entertainment themselves

Bob Greenberg, who might be called an advertising guru, operates on a philosophy that

Store Brands

Brand-name advertising is losing ground to

Promoting a product during a specific, limited period

Bunching is

Too many ads running one after another in a TV commercial break

Clutter in advertising is defined as

Word-Of-Mouth

Dave Balter specializes in what type of marketing?

Is the most effective and efficient way to sell to consumers

Former Procter & Gamble president Howeard Morgens said that advertising

Billing for expenses and modest profit with extra compensation for successful campaigns

In advertising, the performance contract system of payment entails

Branding

Linking a celebrity's name to a product is one method of

The Audit Bureau of Circulations

Media buyers verify circulaiton claims of printed mass media with

Recommending product improvements and updates

Most ad agencies will offer ads all of the following services EXCEPT

Cost Per Thousand (CPM) of possible media

Most media plans begin with an examination of

The railroads' simplification of mass distribution in the 1840s

National advertising took root in the united states with

Easily identified target audeinces

Radio stations with narrow formats offer advertisers

Trailing

Running a condensed version of an ad after the original has been introduced is a practiced called

Are predisposed to seriously consider advertisments because reading requires focus

Studies show that readers of newspapers

Positioning

Targeting ads for specific consumer groups is called?

15 Seconds

Television commercialS have been shortened from 60 seconds in the early days of TV to

They effectively reach females aged 13 to 35, a highly desired ad audience

The advantages of advertising in video games include all of the following EXCEPT

Product Placement

The advent of TiVo has promoted new advertiser interest in

Wayland Ayer

The first advertising agency was founded by

Protector & Gamble

The leading advertiser, spending about $5.2 billion annually for mass media ads, is

Motion pictures, especially in the 1980s

The practice of product placement first began and became popular in

Media plan

The systematic outline of where ads will be placed to reach the right target audiences is called the

Buzz Marketing

The term applied to extensive use of word-of-mouth advertising is

15%

Using traditional models, an ad agency's commission was derived by totaling the ad's outlay for time and space and paying the agency ______ of the total

William Caxton

Was British printer who is credited with printing the first ad to promote one of his books

Ads must be placed up to 3 months inadvance

What is a disadvantage of magazines for advertising?

Declining readership among young adults

What is a disadvantage of newspaper advertising?

Impact through a moving and visual medium

What is a major advantage of television ad?

Infomercial

What is a program-length commercial disguised as a newscast or entertainment called?

Click-through fee

What is the charge Google collects from an advertiser each time it directs traffic to the ad?

'Zine

What is the name for a magazine published by a manufacturer to plug a single line of products?

Short action stories on the web that friends pass on to friends

What is viral advertising?

It infused militaristic trappings into messages that targeted children

What was the criticism of the U.S. army for its new and more extensive marketing campaign launched after recruiters failed to meet their goals during the Iraq war?

Flyers

What was the first form of printed advertisment

Cell Phones

When ad guru Bob Green talks about advertising on "the 3rd screen", he's referring to

An equity contract

When an advertising agency takes its compensation *as an ownership share in a client's company*, the deal is called

Equity ContractS

Which IS chanciest type of contract for an advertising agency?

PositioninG

Which is NOT a redundancy technique in advertising?

Unique selling proposion

Which of the following advertising techniques is also a lowest common denominator approach?

Advertisers have less competition

Which of the following is NOT an advantage of Internet advertising?

Kleenex

Which of the following is a successful brand name?

FedEx Field, a sports stadium outside of Washington D.C.

Which of the following is an example of stealth advertising

Expertise in placing ads in advantageous media

Which of these service was among those provided by the firm of N.W. Ayer & Son?

Radio is a mobile medium

Which of these traits is both an advantage and a disadvantage of radio for advertising?

Media Buyer

Which professional deteremines the most effective media placements for an ad?

Jack Trout

Who championed positioning?

David Ogilvy

Who championed the concept of brand imaging when he said, "give your product a first class ticket through life"?

Buzz Advertising

Word-of-mouth testimonials, friends talking to friends, is known as