Telecommunication 131: Quiz 12

Many in the advertising industry are calling for the use of ______, an accountability-based measure of success.

. ROI

______ 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.

Advertising

Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the ______ to monitor potentially deceptive advertising.

National Advertising Review Board

___ accounts for the greatest proportion of online ad spending.

Search Marketing

Ads touting a "midnight madness sale" or "back-to-school sale" are examples of promotional retail advertising.

True

To ensure that they did not profit unduly from the death and destruction caused by World War II, manufacturers were subjected to

a high excess-profits tax.

Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called ______ segmentation.

psychographic

New media technologies are forcing advertising professionals to reconsider all aspects of how they do business, including the industry's economics, creativity, and ....

relationships with consumers

During the Great Depression, many advertisements began making direct claims about why consumers needed the products, a technique called

the hard sell

A product's ______ is what sets it apart from other brands in the same product category.

unique selling proposition

______ advertising employs messages aimed at retailers and does not necessarily push the product or brand, but promotes product issues of importance to the retailer, such as volume, marketing support, profit potential, distribution plans, and promotional opportunities.

. Trade

______ refers to the melding of brands and experiences.

Experiential marketing

The listening public was outraged when radio station WEAF began airing commercials in 1922.T/F

False

VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles. T/F

True

Advertising in the United States was a small business until the mid-1800s, when industrialization and ______ combined to alter the social and cultural landscape, bringing about advertising's expansion.

the civil war