Chapter 11

Online advertising has grown from 3.8% of U.S. advertising spending in 2000 to ______% in 2017.

70%

The innovation in the way Pears' soap marketed its product was that it was the first to use which of the following?

A brands name

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 advocacy ad would be which of the following?

A political ad promoting reduced government spending

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

A good advertising campaign can get people to buy a bad product over an extended period of time.

False

An advocacy ad is designed to advocate the purchase of a new, unknown product.

False

Most American consumers can easily identify native advertising as paid marketing messages.

False

Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies.

False

The New Coke product, introduced in 1985, failed because most people did not like the taste.

False

When Ladies' Home Journal ceased publication in 2014, it still had plenty of advertisers interested in buying space in the magazine.

False

In 2006, the advertising industry revised its guidelines for advertising ______ to children.

Food

Entrepreneur Elon Musk engaged in integrated marketing communication (IMC) to promote his varied companies by ______.

Giving away a free orbital to the moon

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 process of going from having work done by muscle to being done by machines is which of the following?

Industrialism

The biggest advertising medium in the United States for which audience size is measured is which of the following?

Network television

In which way are newspaper ads more effective than radio or TV ads?

Newspaper ads allow advertisers to give detailed information.

The first major mass medium to be supported primarily by advertising in the United States was which of the following?

Newspapers

YouTube star Logan Paul started being dropped by his sponsors after he ______.

Produced a video showing him having a conversation with and about a suicide victim's corpse hanging from a tree in Japan

Integrated marketing communication (IMC) campaigns typically involve ______.

Public relations Advertising Sales promotion

The advertising agency department responsible for deciding on the target market for the advertising is which of the following?

Research and planning

An advertisement designed to sell soda to a young, hip audience would be called ______ advertising.

Targeted

Target stores identify pregnant women who might want baby product coupons by ______.

Tracking the products they buy at the store

A communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media is known as integrated marketing communication (IMC).

True

Ads designed to promote a special interest group's point of view are called advocacy ads.

True

Advertisers like sending their messages to mobile phone screens because they can reach a highly targeted audience that way.

True

Because television ads work so well, few companies want to pay for product placement in movies and television shows.

True

Consumers will often pay more for a product that has a premium image attached to it by advertising.

True

Google's AdWords and AdSense programs place advertising on Web and search pages based on the content the viewer has called up.

True

In 2013, a study by eMarketer found that American consumers were spending more time with digital media than with television for the first time.

True

One advantage of advertising on radio is that you can purchase time for your ads at the last minute.

True

One disadvantage of advertising in monthly magazines is that you need a long lead time to purchase space for your ads.

True

Television writers think they should be compensated extra for including product integration into their program scripts.

True

The "big idea" is an advertising concept that will grab people's attention, make them remember the product, and make them take action.

True

The British ban on advertising junk food to children is so controversial because it takes away advertising revenue from several high-quality kids television programs

True

The inclusion of sponsors' products into the plots of television shows and movies is known as product integration.

True

The primary purpose of the Super Bowl television broadcast is to deliver 45% of the television audience to advertisers.

True

VALS is a psychographic segmenting system for advertisers and marketers that is designed to put people into eight different categories based on motivation and resources.

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

Native advertising is ______.

advertising designed to blend in with a publication's editorial content

The advertising agency department responsible for deciding where to place the advertising is which of the following?

media planning