Chapter 11 (Ads/ Commercials)

Which of the following is not an example of product placement? A. A character on a sitcom eats a peanut butter and jelly sandwich. B. A character in Iron Man 2 drives an Audi and uses an LG phone. C. The title character in the movie E.T. eats Reese's Pieces. D. The line ''Brewed by Starbucks'' is added to the logo of a morning cable television news program. E. Coca-Cola products are often visible on the set of the television program American Idol.

A. A character on a sitcom eats a peanut butter and jelly sandwich.

Beaides medicine companies, what was another prominent newspaper advertiser in the 1890s? A. Department stores B. Auto manufacturers C. Travel agents D. Movie theaters E. Labor unions

A. Department stores

An obnoxious car dealer or appliance salesman yelling at the camera in a TV commercial is using which questionable persuasive strategy? A. Irritation advertising B. Hidden-fear appeal C. Plain-folks pitch D. Snob-appeal approach E. Product placement

A. Irritation advertising

How do advertisers direct targeted ads to specific Web site visitors? A. They use cookies to watch a user's Web activity. B. They send surveys in the mail. C. They ask for permission to use targeted ads. D. They conduct psychographic surveys by phone. E. None of the above.

A. They use cookies to watch a user's Web activity.

Hidden or disguised print or visual messages are called ______. A. subliminal advertising B. slogans C. public service announcements D. saturation advertising E. spam

A. subliminal advertising

The 1998 tobacco industry settlement in the United States prohibited ______. A. the use of cartoon images like Joe Camel in tobacco advertising B. the use of human images, like the Marlboro man, in tobacco advertising C. the sale of U.S. tobacco products to Third World nations D. all chewing tobacco by 2004 E. the tobacco industry's lobbying of Congress

A. the use of cartoon images like Joe Camel in tobacco advertising

From the perspective of myth analysis, the primary purpose of most contemporary consumer advertising is to ______. A. provide price information B. reassure buyers that using brand-name products will help them deal with their tensions and problems C. compare the product with its competitors D. describe the product's ingredients E. None of the above.

B. reassure buyers that using brand-name products will help them deal with their tensions and problems

About 80 percent of ads in colonial newspapers concerned land sales, transportation announcements, and ______. A. restaurants and pubs B. runaway slaves C. job notices D. pistols and other firearms E. patent medicines

B. runaway slaves

In an ad showing a salesman talking about how his father taught him to be honest and hardworking and to understand the value of treating people fairly, auto manufacturer Ford demonstrates ______. A. an appeal to the bandwagon effect B. the plain-folks pitch C. propaganda D. the famous-person testimonial E. myth analysis

B. the plain-folks pitch

What advantage does mobile advertising have over Internet advertising? A. The ads are smaller so advertisers don't have to write as much copy. B. People will definitely see a mobile ad because they are always checking their phones. C. Mobile ads can be tailored to a specific geographic location or user demographic. D. Mobile ads need to be more general. E. None of the above.

C. Mobile ads can be tailored to a specific geographic location or user demographic.

By the early 1900s, most advertisements were written to appeal to women, who constituted ______ of newspaper and magazine readers. A. 50 to 60 percent B. 30 percent C. 70 to 80 percent D. 99 percent E. None of the above.

C. 70 to 80 percent

In the 1990s, GM sold its Saturn products using which of the following advertising techniques? A. Plain-folks pitch B. Bandwagon effect C. Disassociation corollary D. Hidden-fear appeal E. Subliminal seduction

C. Disassociation corollary

A company that wants to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which persuasive technique? A. Famous-person testimonial B. Plain-folks pitch C. Snob-appeal approach D. Bandwagon effect E. Irritation advertising

C. Snob-appeal approach

In advertising, ______ coordinate the views and needs of clients, the creative team, and consumers to create an overall marketing strategy. A. writers B. space brokers C. account planners D. media doctors E. media buyers

C. account planners

The dominant form of Web advertising is ______. A. interstitials B. pop-up and pop-under ads C. paid search advertising D. viral videos E. spam

C. paid search advertising

What is an example of earned media on the Internet? A. The money advertisers earn from selling online ads B. A paid advertisement on Facebook C. A click-through advertisement D. A Facebook user endorsing a product or company by clicking ''Like'' E. A blogger who earns pay and gifts for endorsing a product

D. A Facebook user endorsing a product or company by clicking ''Like''

In advertising, association (or the association principle) is ______. A. the idea that advertisers need to downplay or hide their corporate identity behind a product B. the antipersuasion model of linear causality C. the principle that higher-up associates in the advertising agency make fewer daily decisions D. a method of persuasion that links the product with a setting, a person, a cultural concept, or a positive feeling E. a theory that argues that people associate a product with the feeling they had the first time they used it

D. a method of persuasion that links the product with a setting, a person, a cultural concept, or a positive feeling

The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to ______. A. the cost of raw materials B. manufacturing costs C. distribution expenses D. advertising E. a dramatic improvement in quality of materials and manufacturing

D. advertising

Channel One is an example of ______. A. an online service that tracks the success and placement of VNRs B. a campaign finance reform initiative C. a boutique agency D. advertising in schools E. an ABC subsidiary

D. advertising in schools

Ads featuring hyperbole and exaggeration are called . A. irritation ads B. disassociation corollaries C. earned media D. puffery E. click-throughs

D. puffery

The ______ is the blueprint or roughly drawn comic strip of a potential ad. A. focus group B. space broker C. PSA D. storyboard E. VALS strategy

D. storyboard

Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity? A. Bandwagon effect B. Snob-appeal approach C. Plain-folks pitch D.Hidden-fear appeal E. Irritation advertising

D.Hidden-fear appeal

Which of the following are the three primary consumer motivations that the VALS strategy considers when grouping consumers into types? A. Achievement, self-expression, morals B. Ideals, achievers, experiencers C. Achievers, strivers, and survivors D. Strivers, survivors, and thinkers E. Ideals, achievement, and self-expression

E. Ideals, achievement, and self-expression

An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of ______. A. the plain-folks pitch B. the hidden-fear appeal C. subliminal advertising D. overt advertising E. irritation advertising

E. irritation advertising

The public became increasingly cynical about advertising in the late 1890s and early 1900s because __________. A. manufactured products always cost more than their advertised price B. advertised products were frequently not available C. advertisers forced newspapers to omit stories about their competitors D. society had become more urban and more trusting E. patent medicines made outrageous claims about what they could cure

E. patent medicines made outrageous claims about what they could cure