Advertising: Selling in Today's World
Prime time network TV ads and new product launch ads are presented as examples of ________.
High-impact ads
True or False: Brainstorming ways to solve your problem using words and pictures is called concepting.
True
These FTC orders will put an immediate legal stop to an advertising claim in question.
"Cease and Desist"
According to the chapter, the average television commercial costs about ________ to shoot and edit.
$400,000
According to the chapter, during what time period did discount pricing become "the marketing tool of choice and many manufacturers priced themselves right out of profitability and eventually out of business"?
1960s-1970s
When was the global brand developed?
1970s
According to the chapter, when did people begin asking how to quantify the value of a brand? Why?
1980s; companies and investors began consolidating brands
Roughly ________ percent of an agency's personnel will be allotted to support groups.
20
Brands date back as far as
578 AD
A study by Havas Media found that some ________ percent of content created by the world's leading 1,500 brands is "just clutter" that has little impact on consumers' lives or business results.
60
According to the chapter, this is written to explain to creative development teams what needs to be accomplished and how.
A Communications Brief
Which of the following is NOT an example of advertising noise?
A consumer understands your message and chooses not to purchase
An advertising agency team member, the ________ is in charge of communications strategy.
Account planner
This is defined in the chapter as a sponsored media message intended to persuade you to think, do, or buy something.
Advertising
Which of the following is NOT one of the four basic categories of advertising regulation presented in the chapter?
Agency oversight
What is an example of a conflict of interest?
An ad agency selling Goodyear tires and Michelin tires.
Which of the following presents the production process steps in the correct order?
Award the job, Pre-production Meeting, Shoot, Edit
The National Advertising Division (NAD) and the National Advertising Review Board (NARB) are two of the most important arms of ________.
BBB National Programs
Today, "demos" are still important, but the age of ________ provides lots of information about the behavior of our customers, especially online behavior, or on platforms like Roku.
Big data
Walmart and Home Depot are examples of what kind of store?
Big-box store
This is the expression of a brand through name, logo, colors, etc.
Brand identity
________ is the percentage of all sales in the product category that your brand achieved.
Brand market share
What does the chapter present on the topic of building brands?
Brands can make bold promises when the wants and needs of consumers are understood.
According to the chapter, what was the beginning of the end of mom and pop stores?
Chain stores
Canada, South Africa, Czech Republic, and Australia are all included in the chapter as ________.
Common shoot locations outside of the United States
According to the chapter, promotion encompasses every type of ________.
Communication
This contextualizes the objective, target audience, proposition, tonality, and other elements of the advertisement or campaign to be concepted.
Communications Brief
The chapter calls this an advertising campaign's most important document.
Communications brief
According to the chapter, because of ________, the advertising strategy process is not as simple as just doing some research and then producing some advertising messages that seem to resonate with consumers.
Competition
What is the first step in information gathering as part of the research phase during advertising development?
Conducting secondary research
Presidential campaigns for Barack Obama and Donald Trump were able to use ________ to match specific messages to individual people based on the issues they most cared about.
Cookie data
This type of commercial typically shows before-and-after comparisons, side-by-side comparisons, products in use, or new uses for existing products.
Demonstration
What is the second step of the five-step process discovered by James Webb Young of how people produce new ideas?
Digestion
According to the chapter, "if you have ordered goods or services by phone, from infomercials, or by mail (catalogs), you have probably made those orders in response to ________."
Direct marketing
According to the chapter, "A key part of success today is measured by how many people are engaged enough with a message to share it. This is part of ________ media."
Earned
What type of research does the chapter indicate is "just like anthropology"?
Ethnographic
True or False: A company usually has both project managers and account managers.
False
True or False: According to the chapter, a communications brief is different than a creative brief.
False
True or False: An advantage of the industry-standard communications brief is that after its content has been crafted, the brief does not change despite the "always on" media environment.
False
True or False: Brand image is the image the customer has of a brand as a result of experience with product performance, brand communications, and its advertising.
False
True or False: Branding is a huge business but has not grown much in the past 20 years.
False
True or False: Brands are primarily built through product features and upgrades.
False
True or False: Discount pricing became the marketing tool of choice and many manufacturers grew in profitability and marketability because of it.
False
True or False: Due to high costs, few advertising agencies have created their own in-house video and still-image production teams for digital production.
False
True or False: Emotions and actual online behaviors are creative messaging considerations, not media planning and buying considerations.
False
True or False: Focus groups and one-on-one interviews are two of the most common types of quantitative research.
False
True or False: In 2006, The National Advertising Division (NAD) ruled that Gorilla Glue's statement that it was "the toughest glue on the planet" was puffery.
False
True or False: Integrated Marketing Communications (IMC) is an approach to coordinate every piece of communication a brand puts out.
False
True or False: It is primarily the research process that defines a great account planner.
False
True or False: Most advertising experts agree that most of the advertising you see is effective.
False
True or False: Strong brands have two or three hyper-focused ideas behind them.
False
True or False: The Objective and Strategy Development step of the advertising process comes before the Research step.
False
True or False: The Understood Sales Promotion (USP) is a brand's unique benefit and should be something that other brands cannot say.
False
True or False: The chapter discourages modifying your problem statement following research completion.
False
True or False: The expansion of the advertising world lessened opportunities for marketing consultancy companies to launch advertising practices.
False
True or False: The first step of film editing is creating a rough cut, a basic edited film with sound effects and simple dissolves between scenes.
False
True or False: The last step of the production process is final approval.
False
True or False: The most important government body for adjudicating whether advertising claims are false or deceptive is the Federal Communications Commission (FCC).
False
True or False: The positioning statement will have enough information to help those in advertising create specific messaging and media strategies to carry that message.
False
True or False: The real work on strategy development is establishing the exact problem you are trying to solve.
False
True or False: The target audience section of a communications brief needs to be several pages long in order to include the demographic, psychographic, and deep-seated emotions important to understanding a core target.
False
True or False: When creating a brand, the work of the copywriter and art director takes place before the media planner makes decisions about where — and in which media vehicles — to reach a target audience.
False
True or False: Writing good TV ads is more difficult than writing good print ads.
False
True or False: Your website, your social media platforms, and your YouTube channel are all examples of paid media.
False
This is a matrix where key emotional and / or rational shopping criteria in the category is placed on an x- and y-axis.
Gap Analysis
According to the chapter, these types of ads are very direct and appeal primarily to the brain.
Hard sell ads
These types of ads work on the belief that the best way to persuade consumers is via rational "reason why" messaging.
Hard sell ads
As one of the "rules" for copywriters states, "________ are your most important tool."
Headlines
The creative team in an advertising agency determines ________ information determined by the account planner will be delivered.
How
Bill Bernbach was the first agency executive to have copywriters and art directors work in teams. According to the chapter, how did this new tactic revolutionize ad creation?
Ideas almost instantly became more interesting and more creative.
What is the first step of the five-step process discovered by James Webb Young of how people produce new ideas?
Immersion
According to the chapter, a(n)________ "can be more effective than an independent agency in that they work within the same marketing team at the same location."
In-house agency
Identify which of the following is NOT presented in the chapter as one of the three basic elements contained in the FTC policy on deceptive advertising.
Is the presentation far-reaching?
According to the chapter, strategies are developed based on ________
Knowledge
Saatchi & Saatchi had their big break in 1978 when they created an ad for which politician?
Margaret Thatcher
According to the chapter, "An annual ________ is the fundamental document every brand has for showing the plan to grow and what profitability will result."
Marketing plan
Behavioral real-time data helps marketers better personalize messages and move from segmentation to ________.
Micro-targeting
________ advertising has been controversial because sometimes it can be presented as legitimate site content without clearly being identified as sponsored message.
Native
This component of a communications brief is a statement of what advertising needs to accomplish and outlines specific, measurable goals and an accompanying timetable.
Objective
This is a media buy geared toward people who might share certain beliefs or behaviors.
One-to-not-so-many
A(n) ________ takes an idea and, working with experts in multiple fields, figures out how to turn the idea into an actual ad on time and on budget.
Producer
A brand level, this, according to the chapter, is the process of creating differentiation.
Positioning
A ________ provides a simple and easy-to-remember format that highlights the things that makes your product unique, memorable, and competitive.
Positioning Statement
According to the chapter, "A ________ helps you ensure your brand is differentiated in its category and that its benefit is relevant to its target."
Positioning statements
In which step of the production process is the use of a director's shooting board presented?
Pre-production Meeting
This is the first of the nine steps of the advertising process.
Problem Definition
What are the four Ps defined by Jerome McCarthy as part of the marketing mix?
Product, place, price, and promotion
Which step of the advertising process occurs after a concept has been presented by the creative team and approved and includes the concept being made into actual ads for all the chosen media vehicles?
Production
________ generally work inside an agency exclusively and not necessarily with clients. Developing work plans and choosing staff to complete objectives on time and on budget are primary tasks of their jobs.
Project managers
________ include(s) word association, picture sorting, image associations, and grouping and choice ordering activities.
Projective techniques
The ________ is — in a single phrase — what the advertising will actually attempt to communicate.
Proposition
________ is a category of quantitative research involving attitudes or opinions held by certain groups of consumers as confirmed by answers to survey questions.
Psychographics
Identify what is NOT included in the chapter as one of the main categories within which an advertising agency generally performs its work.
Public relations planning
________ is a type of advertising that has the goal to inspire positive societal change.
Public service
The chapter calls this "one of the murkier areas of advertising communication and one that leads to some of the most intense arguments in the industry."
Puffery
This is defined in the chapter as advertising claims that directly praise the product with subjective opinions or superlative language, offering no specific facts to support them, but that no reasonable person would take as a literal superiority claim.
Puffery
According to the chapter, "writing great ________ advertising is one of the most difficult tasks copywriters ever tackle."
Radio
What is the last step of the five-step process discovered by James Webb Young of how people produce new ideas?
Reality Testing
Conduct ________ to understand the problem and understand the consumer.
Research
This information comes from news articles, magazine articles, trade publications, research published by trade organizations, online databases (e.g., Lexis/Nexis), easily-affordable syndicated information (e.g., Mintel), etc.
Secondary research
This method calibrates budget based on what competitors spend.
Share-of-Voice
Sales promotions are ________.
Short-term incentives to purchase a product, including coupons, rebates, and sampling
________ and ________ are the watchwords for successful advertising.
Simplicity, relevance
A ________ is a report, standard in the advertising industry, that presents research findings in an understandable way.
Situation analysis
These types of ads focus on product association, images, and deeper consumer emotion.
Soft sell ads
One of the most interesting developments in advertising has been the emergence of content on media platforms that is almost inseparable from the media site's regular content but that is ________ by a brand.
Sponsored
These "simply try to figure out what a marketer should do to solve a marketing problem."
Strategic planning agencies
Which of the following is an example of a company complying with a CARU recommendation?
Subway better disclosing material information in advertising its "Amazon Fire Kids Edition" sweepstakes
What is the example used in the chapter to describe the difference between a product and a brand?
Tap water is a product; Evian is a brand.
This method is used by many advertisers who have a solid track record in launching and sustaining advertising campaigns for different products.
Task
Which step of the advertising process occurs immediately before the final step, Running the Advertising and Evaluating Effectiveness?
Testing
What's the difference between the Creative Revolution and the Saatchi Revolution?
The Saatchi Revolution changed the business fundamentals of the agency business, while the Creative Revolution improved ads because of the realization of the need for creativity and memorability.
According to the chapter, who ultimately decides what the brand means or doesn't mean in consumers' lives?
The consumers
James Webb Young discovered a five-step process of how people produce new ideas. Which of the following is presented in the chapter as part of that process' Incubation step?
The facts will rattle around in your subconscious all by themselves, creating many ways to solve the problem.
True or False: As the production expert, a producer knows better than anyone what can and cannot be achieved in production.
True
According to the chapter, ________ departments make sure ads get to the correct media vehicles on time.
Traffic
One of the production process steps presented in the chapter is to ________.
Triple bid the project
True or False: "Adults 18-34" and "women 18+" are examples of demographics.
True
True or False: "Hard Sell" and "Soft Sell" are presented in the chapter as the two most noteworthy categories of advertising messaging that are commonly used to persuade consumers.
True
True or False: A brand manager acts as the CEO of a brand.
True
True or False: A majority of ads today has a balance of soft sell and hard sell together in the same ad.
True
True or False: A predictive study is research designed to predict future sales volumes with different marketing mix options.
True
True or False: A tagline is meant to define what your brand does or means to consumers. It often goes throughout an advertising campaign and may last for many, many years.
True
True or False: A tagline is the one line meant to define what your brand does or means to consumers.
True
True or False: According to the chapter, marketing is a science.
True
True or False: According to the chapter, search specialists understand how to maximize impact by affecting how high company content will rank on search result pages.
True
True or False: Amazon started by selling books.
True
True or False: An ad agency can expect to pay a celebrity influencer up to $500,000 for a sponsored post.
True
True or False: An agency producer is to take an advertising idea generated by a creative department and make it look as good as it can and communicate as clearly and impactfully as possible.
True
True or False: Apple has been the most valuable brand every year since 2013, according to Interbrand.
True
True or False: As the importance of media planning has grown, more agencies are adding media back inside the advertising agencies themselves.
True
True or False: Business-to-business advertising occurs as one company tries to reach another company to sell its goods or services.
True
True or False: Consumers have the right to take on false or deceptive advertising directly, either individually or via class-action lawsuits.
True
True or False: Frequency capping is limiting the total number of times an audience sees an advertisement in order to avoid advertising wearout.
True
True or False: Ideas are more powerful than just ads.
True
True or False: In lifestyle advertising, things like the location depicted in the ad, the age of the models, and/or the clothing the models wear becomes increasingly important.
True
True or False: Insights gleaned through social listening are qualitative in nature, yet they can be looked at in the thousands and grouped together very quickly for analysis.
True
True or False: It is best to think of the NAD and the NARB as a private industry court of law where advertising claims are adjudicated for fairness.
True
True or False: Legislation requires commercial operators of websites to obtain verifiable parental consent before collecting or disclosing personal information about children under 13 years old.
True
True or False: Lifestyle advertising is a common form of soft sell advertising.
True
True or False: Making adjustments in order to maximize the return on investment (ROI) is part of the final step of the advertising process.
True
True or False: No matter what is being produced, whether for television, radio, print, outdoor, or digital assets, the process is basically the same for a producer.
True
True or False: Noise is presented in the chapter as advertising's greatest enemy.
True
True or False: Of the 17 brands that make up the Ralph Lauren Corporation, most have Ralph's name or initials in the name.
True
True or False: One of the most problematic causes of noise in advertising today is advertising clutter.
True
True or False: Paid, earned, and owned advertising are three fundamental parts of any advertising media plan.
True
True or False: People can be brands.
True
True or False: Price and place have an impact on the perceived exclusivity of a brand.
True
True or False: Since advertising development is a form of problem solving, the most vital step is to clearly state in a problem statement the business problem to be solved.
True
True or False: Social listening is the process of analyzing what people are saying about, and around, your brand and category online via social media.
True
True or False: The Children's Advertising Review Unit (CARU) was set up to evaluate advertising directed at children under 12 years old.
True
True or False: The advertising business is always changing.
True
True or False: The art director is the person who determines what an ad will look like.
True
True or False: The creative team members, who will be developing the advertising ideas, are key recipients of the communications brief.
True
True or False: The job of everyone working in advertising is to sell.
True
True or False: The tonality section of a communications brief is often very short — just a few adjectives about the feel the advertising should have.
True
True or False: Usually, a commercial's impression needs to be made with some level of frequency to be remembered.
True
True or False: When designing a media plan, impact is just as important as efficiency.
True
True or False: When it comes to filming a commercial, the client, creative team, account executive, producer, production company, and director, are all stakeholders.
True
True or False: When the advertising process is working properly, the corporate objectives will inform the department objectives, which in turn will inform the sub-department objectives.
True
According to the chapter, Bill Bernbach is known for which company's advertising?
Volkswagen
According to the text, what is the largest holding company in the world?
WPP (London)
According to the chapter, during a shoot, a producer is "to help everything run smoothly as the single voice between the ________ and the agency team."
director