Principles of Advertising (JMC 348) Connect Assignments

Marketing Tactic (2 answers)

encourage users to design a new flavor, sponsor Stephen Curry

Who typically receives payment in Google's advertising program each time an ad is clicked?

end users, advertisers, publishers

Viral videos rely heavily on effective PR and promotional campaigns to ensure that target markets view the ad and purchase the product. T/F?

false

Geneva, a men's clothing store, provides a $15 "reward" for every tie their employees sell when a customer buys a shirt.

activity: push money (spiff), audience: sales staff

Paying Walmart $35,000 to provide a prime shelf space in every store for Xtra, a new sugar substitute

activity: slotting allowance, audience: retailer

A great commercial, such as this one from Target, may motivate consumers to act because it A. is transformational B. is strategically sound C. is relevant D. resonates E. all of these choices are correct

all of these choices are correct

The creativity in these ads likely helps to A. inform B. persuade C. remind D. all of these choices are correct

all of these choices are correct

"You'll feel better" (what headline type?)

benefit

A comprehensive layout

is a highly refined facsimile of the finished ad.

Brian also intends to run ads in Google's Adwords program. As described in the textbook, in an Adwords campaign, small text ads appear next to the results returned during searches on Google. When consumers click on a Centel text ad, they are taken to the Centel website where they can order a computer. This type of ad ________ because _________.

is direct-response advertising; consumers can buy at the website

Khaty Ng specializes in negotiating and contracting with the media on behalf of her advertising agency, North. Khaty is a(n)

media buyer

LeBron James, as a spokesperson for McDonald's, would be an example of a(n) _____ for the fast-food restaurant chain's target market.

opinion leader

GWM's research partner claims to have an instrument that assesses how interested consumers are in making a purchase. To the extent this measure accurately predicts real purchases by consumers, it can be said to have

validity

Target's ads end in red, a bold visual statement that reminds people of the brand. In terms of developing the big idea, this tactic is referred to as

visualization

Advertisers who choose the AdWords program pay

when someone clicks on their ad

Which of the following is most likely the key to success for a firm that uses social media for advertising purposes?

engaging with consumers

GMW's agency is interested in using secondary data to help create the ads. Which of the choices below is not secondary data for the agency?

responses from a survey the agency conducts

Set specific targets for how much brand sales will increase next year

sales-target objectives; sales growth of 15%

Identify the target market, determine the position, develop the marketing mix for each target market

marketing strategy; "the beautiful shoe"

Pay a music star to wear the shoe brand at the MTV Music Awards

marketing tactics; Taylor's beautiful shoes

Susan is new at a large company that advertises everywhere in the U.S. Her boss tells her there is a problem they need to discuss with their ad agency. Susan is unsure whom to call, until her boss identifies the one person who serves as a liaison between the agency and the client.

national independent full-service agency, account manager

Lucas believes that developing an e-commerce site is crucial to success. He believes that a strategy of doing so can help outflank the competition and help the company prosper. He suggests that it will cost $280,000. Which budgeting method described in the chapter would most strongly support spending dollars in this fashion?

objective/task

The woman describes how Best Buy solves her problem of being able to shop within the time she has for a work break. Assuming her concern is that she be able to complete her shopping without being late, the primary motive influencing her choice of Best Buy is most likely

problem avoidance

Blue Tiger becomes aware that one of the agencies listed as a finalist handles a competitor of Blue Tiger. Blue Tiger should

require that the agency resign from the competitor's account if selected

Advertising is one of the largest costs in a company's marketing budget. T/F?

true

The opening vignette suggests that consumers loved the Lost Dog ad, but questioned whether liking an ad focused on a puppy would translate into increased beer sales. The fact that consumer liking did in fact relate positively to sales suggests that liking is a ________ measure of ad effectiveness.

valid

The term integrated marketing communications means

coordinating a firm's brand messages from a variety of sources

Maria's small business represents about a dozen Mexican artists and craftsmen. In this group are three painters, five sculptors, and four artists who use a variety of media, including glass, wood, and sand. She finds that her best customers know what they are looking for and use search engines to locate her site. Based on this information, Gina suggests that Maria advertise in Google's ________ program.

AdWords

Which of the following needed to be considered when choosing bus tickets as an advertising medium in Sri Lanka? A. the overall campaign objectives B. the size of the audience C. the medium's exposure D. the motivational value of the medium E. All of these needed to be considered.

All of these needed to be considered.

The flexibility of the AdSense model can be seen from the fact that, in addition to the cost-per-click model, it also allows advertisers to use a more traditional pricing model that has been mentioned earlier in your book. This model is

CPM, or cost per thousand views

The choice of bus tickets as a medium likely reflects what aspect of media strategy?

Consumers choose a particular media vehicle because they gain some "reward."

Scion's research team speaks with five consumers about the brand. Which one of the five represents the type of consumer that Scion should spend most of its promotional dollars on?

Ed loves both the Scion xB and Honda Civic. When he makes up his mind, he'll pay full price for one.

Maria likes the idea that Web users can find her ad during a search, but thinks this may be too limiting. "What about people who don't know about my artists or my site?" she asks. "Does Google have a way to place my ad at Web sites where people who are not necessarily looking for me can still discover my business?" What should Gina tell her?

Google's AdSense will place her ad on related Web sites.

This ad, produced in 2015, features Dominican-American performer Leslie Grace. Grace confronts writer's block while composing in a McDonald's restaurant before a restaurant worker inspires her with song and choreography. The ad was created for Univision, a Spanish-language U.S. network. What type of ad agency do you think created this spot?

a general consumer agency serving a specialized market

Eighteen-year-olds living in California and 24-year-olds living in Tokyo don't always have much in common. Toyota, through its research, knew that one attribute common to most members of the target market was an interest in individuality. Discovering this is an example of finding

a shared characteristic

Shark Beachwear knows that the shops where their products are sold know how to best advertise their products. So for every swimsuit sold, Shark sends $5 to help pay for ads.

activity: advertising allowance, audience: local advertisers

Gametime Sports sends a life-size cardboard image of several NBA stars to place next to their products in stores. Each cardboard image has small shelves to display their products.

activity: point-of-purchase materials, audience: consumers

Testing for Budweiser included showing consumers the Lost Dog ad and measuring their feelings about the brand and the ad. This kind of research is closest to what your text describes as

an attitude test

Glen asks Lisa about the people she thinks are most likely to purchase Chirpee's Chips. Lisa says they are adults, aged 30-50, who live in urban areas of the Midwest. Glen is happy Lisa can be so specific, because this information will help him to better understand the ________ objectives.

audience

The Scion is a car that strikes many older consumers as unattractive. To many younger consumers, however, it looks rebellious, is inexpensive, and can easily be customized. Identifying the market segment that seeks these desired qualities is a way of segmenting via

benefit

Nergui buys only "specialized" mountain bikes because he believes they are the best product available. He will not buy any parts or accessories manufactured by other companies. Nergui is displaying

brand loyalty

Laura designs flower arrangements that she sells exclusively to hotels for their lobbies. Her agency helps her design mail catalogs that showcase her arrangements. She recently mailed a new photo of her "Prestige" arrangement to the agency and she wants to be sure the photo was included in the materials sent to the printer. She should call this department to be sure.

business-to-business agency, production department

Whenever someone visits the website for The Missoulian (a local newspaper in Missoula, MT) and clicks an ad to go to the sponsor's site, the sponsor is charged $.20 for the click. The Missoulian is using the _____ method of charging for advertising.

click-through

"Get moving" (what headline type?)

command

Verizon, a provider of cell phone service, frequently runs TV ads that feature a series of maps. One map shows how much of the country is covered by Verizon's service. The other maps show how much of the country is covered by Verizon's major competitors. These commercials are an example of

comparative advertising

Allowing consumers to connect with Pizza Hut over the Web whenever and however they wish, represents the facet of brand engagement described as

consumer control

Tricon brand kitchenware airs a commercial each day between 5:00 p.m. and 5:30 p.m. during the local news broadcast. Tricon plans to continue advertising in this manner for an entire year. This is an example of which scheduling method?

continuous

Advertising strategy blends together

creative strategy and media strategy

ach time Brian makes a direct sale of a Centel computer, he creates a database of many qualities of the customer, including demographics, the nature of the sale, the product sold, etc. The database allows him to track how often a customer orders Centel products over time. In turn, he expects to target the best customers heavily in future ad campaigns. His least frequent customers will be dropped from marketing campaigns entirely. This is an illustration of analyzing

customer lifetime value

Kim asks Bill about the target audience for his auto parts. He tells her that the majority of sales are to middle-income men who put more miles on their vehicles than the average driver. Kim explains that this demographic, as a group, watches less TV than most viewers, except on weekends, when they tune in sports and racing shows. She suggests buying heavily during sports shows on Saturday and Sunday afternoons, with an additional smaller buy during Monday night sporting events. This strategy will be the ad campaign's

daypart mix

Armstrong did ride Trek bikes in races. In others, he used a LIfespeed bike that was painted to resemble a Trek. Audiences who believed Armstrong was winning races on a Trek bike when he was in fact riding a different brand were victims of what unethical marketing practice?

deception

Marketing Strategy (2 answers)

define a new target market, reformulate the marketing mix

The segmentation strategy of the campaign, using gender, is primarily based on

demographics

This Clorox campaign was comprehensive in its use of television, banner ads, blogs, contests, etc. The overall goal for each of these media was to

drive consumers to the website

Pizza Hut's CMO believes that an important reason for improving the company's website is ensuring that Pizza Hut provides the best _______ possible when consumers order the product.

experience

A target audience is a segment of the market that displays a varying degree of loyalty to certain brands and products. T/F?

false

Reach refers to the number of people who are actually exposed to and consume the advertising. T/F?

false

Glen suggests newspapers as an ideal medium for reaching this group. He suggests that there are 2 million individuals who fit the target audience. In addition, he notes that newspapers in the Midwest have a combined circulation of over 800,000. He then asks whether Lisa's customers buy at the same rate year round or whether there are seasonal differences. Lisa answers that purchasing behaviors are highly seasonal; many sales in fall and spring, nearly no sales at all in winter and summer. Based on that fact, Glen would likely recommend a ________ schedule for the ad campaign.

flighting

Imagine that Budweiser wanted to know, in consumers' own words, what they were thinking and feeling while watching the Lost Dog spot. The best way to assess that would be a(n)

focus group

Lisa notes that Chirpee's Chips are not well known among many in the target audience. Glen suggests that, for the campaign to be successful, it will be important to repeat the message with individuals who are unfamiliar with the brand. This message-distribution objective is known as

frequency

The Scion product concept came from the observation that many West Coast youth were attracted to low-cost cars such as the Honda Civic and the Toyota Corolla, which they purchased and then customized. This consumer behavior is much less common among East Coast youth. Knowing this, Toyota might wish to further segment its market on the basis of

geographic segmentation

Glen also recommends buying time on a popular TV show. He suggests that, for a price of about $500,000, they can run ads in every episode of the program during the fall and spring. Lisa wonders whether Glen can quantify the benefits of purchasing time on that show versus others. Glen says that he can. After reviewing all of the options, Glen says that no other TV purchase will generate as many ________ as the one he has chosen.

gross rating points (GRPs)

What type of advertising seeks to create a favorable long-term perception of the business as a whole?

institutional advertising

Brian gets a call from Hulu, a web company that allows users to watch top TV shows on the web. Hulu explains that Centel can place ads in top-rated TV shows for a fraction of the price it would cost if the company were to buy time on broadcast or cable TV. Additionally, the ads allow Centel to ask consumers questions if they respond to the commercial. This type of opportunity is described in your text as

interactive TV

Stan operates a retail store in a mid-sized town. He only advertises in his community. He wants to make sure his independent agency takes advantage of some special issues of the newspaper that are coming out in the next few weeks.

local independent full-service agency, media planner

Gopi Kallayil, product marketing manager at Google, argues that the strengths of search advertising, attributes unavailable with traditional media, are

measurability and trackability

Maximize the value of the advertiser's dollar

measure: CPM, strategy: evaluate different stations for how much money it will take to advertise to each person.

Maximize the number of times the audience hears the message

measure: frequency, strategy: purchase many spots within the same radio program.

Maximize the percentage of the population hearing the message at least once

measure: reach, strategy: purchase time on many different stations

Maximize the degree to which the radio audience and target audience match.

measure: selectivity, strategy: purchase spots only on country music stations

The term _____ best explains why most automobile manufacturers produce similar products yet consumers have preferences for specific brands.

product differentiation

Every time an Internet user types the words bouquet or flowers into Google, the user encounters ads from Ferns and Petals, a flower shop. Ferns and Petals has most likely

purchased keywords

An ad for L'Oreal shampoo runs during the TV show Grey's Anatomy. The total number of different people exposed at least once to the L'Oreal commercial is the

reach

Lisa notes that Glen wants to buy a sports show favored by male viewers and a TV drama favored by female viewers. She asks how this makes sense. Glen responds that both men and women are in the target market. After purchasing ad time on the sports show, a purchase of ad time on the drama show will help to increase the ________ of the campaign.

reach

The Super Bowl's web page exclusively features IBM's logo and links to IBM products during the event. IBM pays the NFL $1 million to have their brand featured on the site. Which term best describes this arrangement?

sponsorship

The global market of 18-to-25-year-olds represented the target market for Scion. Advertising to this group required reaching a group of consumers known as the

target audience

When The Simpsons is reported as having 20 rating in Montana, it means that 20 percent of TVHH tuned into the show. TVHH is a abbreviation for

television households.

Ethically, what should Learning Curve be concerned about in considering whether to accept the ad from Spike T?

the audience may be too young to make an informed choice for a potentially dangerous product

Kim explains to Bill that they will be running ads in the top 15 DMAs in the Southeast. Bill is a bit unsure what a DMA is. Kim explains that a DMA is

the geographic area in which TV stations attract the most viewing.

There are a number of factors that determine ad exposure. In the case of the soap bus tickets, which factor is most relevant to exposure?

the senses used to perceive messages from the medium

The ad does not directly state that drinking Spike T will make a person more alert or energetic. Taken in total, it is reasonable to conclude that

this link is implicitly communicated by the depiction of the energized teen

A _____ is a very small, rough, rapidly produced drawing used to try out ideas during the conceptual phase of the design process.

thumbnail sketch

A subhead that appears above a headline is known as a kicker or overline. T/F?

true

Television time is divided into dayparts. T/F?

true

The heaviest viewers of broadcast TV are middle-income, high school-educated individuals, and their families. T/F?

true

If Hyundai wanted to save money on its advertising buy, which choices below offer the most savings as compared to network advertising? A. national spot announcements B. cable advertising C. Super Bowl advertising D. two of these choices are correct. E. none of the above

two of these choices are correct - national spot announcements and cable advertising

Need-Satisfying Objective (2 answers)

improve product safety, increase the "cool" factor

Campaigns like this one distinguish between purchasers and users. Somewhat uniquely, the Old Spice ad addresses both groups. In this instance, _________ are purchasers while _________ are users.

women; men

Which of the following statements about word-of-mouth advertising is true?

It is becoming an advertising medium because of social media.

Blue Tiger narrows the list of possible agencies to three firms. In choosing a finalist, it wants to get a feel for how each firm would handle the Blue Tiger account. The best way to do this would be to ask each finalist to

do a speculative presentation

The two "Bleachable Moments" commercials shown in the case are examples of which format?

slice of life

Even though the Pizza Hut corporation understood the need to make use of the Web, the franchise owners were skeptical. From an IMC perspective, the franchise owners are an important group of _____, whose opinions are directly related to the company's success.

stakeholders

The ad features elaborate singing and dancing. The song's key lyrics, "Un poquito de lovin," has a close connection to McDonald's famous tagline, "I'm lovin it." This relates to your text's suggestion that national, as compared to local, advertisers have a more _________ focus.

strategic

The team that wrote and scripted the ad ultimately reports to Álvar Suñol, who joined the agency in February of 2014 after he was recruited from Bassat Ogilvy in Madrid. As the person responsible for the creative work that comes from the agency, you can guess that his title is

creative director

Goldwin Golf Corp. has developed a golf club that has a wider shaft and is 40 grams lighter than other clubs currently on the market. It has hired Lowell Agency Co. to develop an advertising campaign for this new club. Goldwin has offered to pay the agency 3 percent of its profits if it sells more than 30,000 clubs during its first full year of production. This bonus is an example of a(n)

incentive system

Geek Squad was developed to help customers ensure their technology would be set up correctly at home. Assuming consumers are happy with the products they've purchased but encounter problems when they get the products home, Geek Squad is helping Best Buy deal with the problem of

incomplete satisfaction

Corporate Objective (2 answers)

increase company's overall profits, show greater earnings on R&D

Sales-Target Objective (2 answers)

increase gallons sold, increase retailers who carry the product

Best Buy's research suggests that while men are typically independent shoppers, women often want someone to help them find the right technology and answer questions. For women, the Best Buy salesperson is serving as a(n)

opinion leader

The _____ perspective of integrated marketing communications (IMC) sees customers as partners in an ongoing relationship, recognizes the terminology they use, acknowledges the importance of the whole communications system, and accepts the many ways they come into contact with the company or the brand.

outside-in

Great Catch has traditionally created an ad budget by allocating 10 percent of sales to advertising. This method is called

percentage of sales

What are the two types of perceptual screens consumers use?

physiological and psychological

There is a wide array of cosmetics currently available in the market. Exhibitor Labs makes a line of cosmetics including eye accents and shampoos for horses. It claims to manufacturer "the world's finest equine cosmetics." What kind of strategy is Exhibitor Labs most likely using?

positioning

Adherence to ethical and socially responsible principles is the moral obligation of advertisers. T/F?

true

Marketing is the only business function dedicated to producing revenue. T/F?

true

Satisfaction is an issue after an exchange occurs, and advertising can help reinforce satisfaction. T/F?

true

The billboard that displays an advertisement for a new Internet service provider is an example of a medium. T/F?

true

The disclaimer in Spike T points out that caffeine should be used in moderation. This is likely

unclear, especially to children

Maria knows that Google is the world's most popular search engine. Because of this, she suggests to Gina that they look for another way to advertise. "I can't afford to pay for all of the people who would see my ad in Google," she says. "That audience must number in the hundreds of millions!" How should Gina reply?

Google does not use a CPM model. It uses a PPC, or pay-per-click model, so it is a good choice.

Television writing has to be clearer than copy for radio because most people have short attention spans. T/F?

false

Twice each year, Nielsen compiles the ratings from various markets, and television stations use this information to determine how much they can charge for commercial time. T/F?

false

GWM tells its research company that reliability and validity are of paramount importance. By reliability, GWM most likely means

how repeatable findings from the study would be.

Bill needs to see someone about a design issue in the company's new ad. Fortunately, the ad department is a part of Bill's company.

in-house agency, creative director

When you do a Google search for Burger King, you will come across two websites apart from its official website. One of them is BKCareers which is about jobs, careers, and franchise opportunities with Burger King. The second site is SubservientChicken.com that is part of Burger King's marketing campaign and features a person in a chicken costume who tries to do whatever you type in the box. When the SubservientChicken.com campaign launched, Burger King monitored the input and added new actions based on user requests, which gave people a reason to return to the site. Both these websites are examples of

microsites

Best Buy does not play loud music in its stores, based on feedback that women don't like it. A woman who arrived at Best Buy after just having visited a loud technology store would likely experience

problem removal

Frontier Airlines offers frequent fliers discounted rates on tickets to Denver, Colorado. The airline is attempting to build brand loyalty by _____ consumer habits.

reinforcing

Facebook and Twitter, as used by Pizza Hut, are helping the company to engage in _______ with its customers because these technologies move away from one-way messaging and towards interactions.

relationship marketing

Blue Tiger makes a decision to hire one of the finalists, an agency called G, B, & H. Blue Tiger explains to the agency that it uses mail catalogs to attract virtually all of its customers. G, B, & H agrees that direct mail should be part of the media mix and agrees to help with catalog design. Because it is using the postal system, the compensation system that Blue Tiger should propose could logically be

a markup arrangement in which the agency's time, materials, and costs are calculated and a surcharge is added

The CEO of G, B, & H proposes that she and Blue Tiger's CEO have lunch on a monthly basis. She explains that this can assist with avoiding communication problems. Blue Tiger's CEO should respond by

accepting. This seems like a sound way to keep open lines of communication between agency and client

After Toyota found a number of consumer types that might be interested in the Scion, including teens, college students, urban youth, and young adults in their early 20s, it began the second step in the market segmentation process. This step, in which the different small segments are combined, is known as

aggregating

To create effective television commercials, such as these shown in the Clorox campaign, most professionals recommend that advertisers keep in mind a number of factors. Which of these did the "Bleachable Moments" campaign incorporate into their commercials? A. make demonstrations dramatic but believable. B. create an attention-getting opening. C. use a situation that grows naturally out of the sales story. D. make characters appealing. E. all of the above

all of the above

Trek president, John Burke, after cutting ties between his company and Armstrong following proof Armstrong had cheated, told a reporter that "I think that what Lance did was he got a lot of people in America riding bikes," Burke said. "That's his legacy. Trek's business went up because of that. And so did everybody else's." Burke's comments reflect what economic aspect of the impact of advertising?

effect on consumer demand

Advertising is generally personal and directed toward individuals to induce higher individual consumption. T/F?

false

Most adults are exposed to thousands of ads each day and are able to remember at least half of them due to the principle of perception. T/F?

false

Some of the methods used in posttesting are direct questioning, focus groups, trailer tests, and voice pitch analysis. T/F?

false

Ellen makes purses that are sold in 50 countries around the world. She wants a deeper understanding of her consumers' motivations in each country. Her ad agency helps her to advertise everywhere Ellen's products are sold, and she knows she can find people who can help her in this agency department.

international agencies, research and account planning

The _____ forces all departments to focus on the customer, lists goals and objectives for definitive periods of time, and describes precise strategies to achieve them.

marketing plan

Kraft did research to decide where the Ritz Chip should be placed in a store—the chip aisle with other chips, or the cracker aisle with other Kraft products. The company decided on the latter. Research to make decisions like this (how the product should be displayed, packaged, priced, etc.) is best described as

marketing research

Offer most beautiful line of women's shoes

need-satisfying objectives; satisfy desire for beauty

Kraft examined industry research suggesting that the growth of chip sales was twice that of cracker sales. This industry data, collected by someone other than Kraft, is best described as ________ data.

secondary

The consultant suggests that a sustainable (I.e., long-term) relationship comes from

building trust

Lori and Juana are going to the mall. Lori wants to buy a pair of athletic shoes, and Juana wants to buy a pair of Reebok cross-trainers. Lori illustrates _____ demand while Juana illustrates _____ demand.

primary; selective

The iPhone app changes the nature of the ordering experience for Pizza Hut customers. Of the four types of brand-related messages that can originate from a company, the innovative customer experience of using the app seems closest to

product messages

The Eggo brand has been around since the 1930s. The Eggo brand has always featured yellow as a key color behind a product shot and a big, red script logo on its boxes. The problem was that these elements were not engaging consumers. The colors looked flat, and the food didn't appear as appetizing as its competition. Eggo has recently developed new boxes to appeal to both its adult and child markets. Which component has been the primary focus of Eggo?

product packaging

"Tired of being fat?" (what headline type?)

question

The amusing Old Spice spots helped revive sales of Old Spice products and even helped them surge to a dominant share of market after years of decline. Exactly how much of this was due to the ads is in some doubt, however, because the ads ran during a period in which the brand owner—P & G—used price cuts, coupons, and other incentives to encourage consumers to buy the product. These activities, collectively, are labeled by your text as

sales promotion

Messages in Scion's promotional campaign emphasized individuality and nonconformity. These messages were supported by a host of accessories available for the brand that allowed consumers to make their car totally unique. In psychographic terms, Scion assumed that a primary motivation of its target market is

self-expression

Best Buy implemented changes to make its stores a comfortable place for women to shop. Best Buy believes that female shoppers' important concerns include knowing how the products will look in the home. Making sure that women can envision how products look takes advantage of the motivation of

sensory gratification

Create a factual statement of the organization's current situation and how it got there

situation analysis; company history

"Miraculous New Diet" (what headline type?)

news/information

"Your belt hates you!" (what headline type?)

provocative

Focus groups are a useful way to learn from consumers. The data generated from Kraft's focus groups is best described as

qualitative

Ford's Wood Elixir Company makes everything you need to strip and restore antique wooden furniture. It has developed a new all-natural cleaner that is effective and easy to use. The product will be called Nature's Way, and it will be introduced to the marketplace in December. If Ford's Wood Elixir follows the common practice for firms with a new product, which method of allocating funds will it most likely use?

share-of-market/share-of-voice

The traditional beliefs held by people in a society or community and the philosophical rules that society establishes to justify such beliefs and decree how people should act are the two interrelated components of ethics. T/F?

true

A representative at Spike T is challenged that its ad is unethical. The representative responds that CARU guidelines specify that "it remains the prime responsibility of the parents to provide guidance for children." This response is

true, but CARU guidelines also say that ads should contribute to a parent-child relationship in a constructive manner. This one does not.

A complaint was filed with the Federal Trade Commission (FTC) that accused the film industry of regularly advertising R-rated movies during television shows most popular with children. The FTC most likely investigated to see if the film industry was guilty of

unfair advertising

Blue Tiger decides that it needs to partner with an advertising agency. Since this is the first time the company has chosen to work with an agency, it is unsure of how to go about finding one. Which of the following is likely to provide the best outcome for finding a qualified agency?

use an agency review consultant

The Target ads are effective but risky. They hardly resemble any other ads for a major retailer. If the company was reluctant to take such risks, the creative director would assume which role to convince Target the ads would be effective?

warrior