Chapter 12

The effectiveness of an ad's placement is often judged by its cost per thousand (CPM), or the cost of reaching 1,000 audience members. For example, an ad that costs $20,000 to place in a major newspaper that is read by 1 million people has a CPM of: Question options: $2.00 $20.00 $200.00 $1,000.00

$20.00

The _____________ department is typically headed by an account executive, who serves as liaison between agency and client, keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client. Question options: creative administration account management account relations

Account Management

Clients are increasingly asking advertisers for ___________, agreements on campaign-specific outcomes and consensus on how the effectiveness of a specific ad or campaign be judged. Question options: accountability metrics permission billing value compensation ruled placements

Accountability Metrics

_____________ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes. Question options: Public relations Promotion Advertising Puffery

Advertising

With the rapid industrialization and improved transportation of the 1880s, more product producers were chasing the growing purchasing power of more consumers. As a result, they were forced to differentiate their products, resulting in the development of: Question options: slogans advertising campaigns public relations brands

Brands

Placement of advertising in media is compensated through a _____________, typically 15 percent of the cost of the time or space. Question options: retainer commission percentage per diem

Commission

In advertising research, _____________ measures the effectiveness of advertising messages by showing them to consumers. Question options: recall testing forced exposure recognition testing copy testing

Copy Testing

False advertising and puffery are essentially the same. Question options: True False

False

Products in a given brand category that are essentially the same are called unique selling propositions (USPs). Question options: True False

False

______________ refers to using Internet-created databases to collect names, addresses, e-mail addresses, and other information about likely clients or customers. Question options: Search marketing Sponsorships Rich media Lead generation

Lead Generation

The _____________ department makes the decisions about where and when to place ads and then buys the appropriate time or space. Question options: creative administration media account relations

Media

________ reject most traditional advertising and use multiple sources—traditional media, the Internet, product-rating magazines, recommendations from friends in-the-know—to not only research a product, but to negotiate price and other benefits. Question options: Proactive consumers Up-scale consumers Niche buyers Teenagers

Proactive Consumers

In the early days of radio—the 1920s until well after World War II—programming was: Question options: subject to advertiser approval paid for by advertisers produced by ad agencies for their clients free of advertising

Produced by ad agencies for their clients

Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called _____________ segmentation. Question options: psychographic phylographic zip code demographic

Psychographic

Many in the advertising industry are calling for a new way to measure a commercial's effectiveness, _____________, an accountability-based measure of success. Question options: engagement ROI creativity USP

ROI

New media technologies are forcing advertising professionals to reconsider all aspects of how they do business, including the industry's economics, creativity, and _______. Question options: fee structure research approach relationship with consumers demographic makeup

Relationship with consumers

Ad production is billed at an agreed-upon price called a: Question options: retainer commission percentage per diem

Retainer

_________ refers to advertising sold next to or in search results produced by users' key word searches Question options: Search marketing Sponsorships Rich media Lead generation

Search Marketing

In the fifteenth century, European tradespeople promoted themselves with attractive, artful business cards called: Question options: siquis shopbills newsbooks heralds

Shopbills

Common fifteenth-century European pin-up want ads for all sorts of products and services were called: Question options: siquis shopbills newsbooks heralds

Siquis

___________ refers to Web pages "brought to you by", typically including a number of ad placements, advertorials, and other co-branded sections. Question options: Search marketing Sponsorships Rich media Lead generation

Sponsorship

___________ refers to Web pages "brought to you by", typically including a number of ad placements, advertorials, and other co-branded sections. Question options: Search marketing Sponsorships Rich media Lead generation

Sponsorships

The first regularly broadcast radio series sponsored by a single company, _____________, premiered in 1923, bearing the name of its battery-making sponsor. Question options: The Rayovac Amateur Hour The Eveready Hour Sears Presents The Duracell Hour

The Eveready Hour

In the span between the Civil War and the First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself, including abuses by patent medicine advertisers; the examination of most of the country's important institutions, led by the muckrakers; and in 1914: Question options: the establishment of the Federal Trade Commission falling profits demands from magazines for more ethical operation demands from consumers

The establishment of the Federal Trade Commission

VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles. Question options: True False

True

A product's _____________ is what sets it apart from other brands in the same product category. Question options: parity branding unique selling proposition niche

Unique selling proposition

New, interactive technologies give consumers two choices when making a purchasing decision: exit, that is they simply do not buy the product, or ____, that is they explain exactly why they are not buying. Question options: parity feedback voice trailing

Voice

Advertising copywriter _____________ recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership. He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers, thus inventing the advertising agency. Question options: Volney B. Palmer Cyrus Curtis F. Wayland Ayer J. Walter Thompson

Volney B. Palmer

At the outbreak of World War II, several national advertising and media associations joined to develop the _____________, using their expertise to promote numerous government programs. Question options: Consumer Union National Advertising War Council Better Business Bureau War Advertising Council

War Advertising Council