Which of the following is not one of the primary objectives for public relations? Promoting goodwill, preparing internal communications, counteracting negative publicity
27, In adveritisng, ethics matter because the main goal of advertising is to influence attitudes and behaviors.
(TRUE)
15. In the age of interactive media
-a established companies like Proctor&Gable will only use traditional media b. the consumer is much more empowered and can actually talk back to marketers (answer) c. more and more time will be spent by viewers on watching on watching broadcast television. d. newspaper circulations will increase.
12.Edgy, often inexpensive, promotional initiatives executed in major urban markets is known as
-hip hop marketing -word of mouth adv -guerilla marketing ( answer) -out of home.
A series of coordinated messages and promotional efforts that communicate a cohesive and integrated brand theme is known as
A)integrated brand promotion. B)An advertisement C)An advertising campaign D)Accommodation and negotiation
Which of the following is not one of the primary objectives for public relations? Promoting goodwill, preparing internal communications, counteracting negative publicity
All of these
23. advertising has been proven of manipulating consumers by "inventing desires"for products they wouldn't want or need otherwise.
F A L S E !!!!!@##$%^^&*
25. In the 1950s, it was very unusual for the cigarette companies to use well—known actors and actresses to promote their products within their television shows
FALSE
Historically, more money has always been spent on sales promotions than on advertising,
FALSE
34. When we looked at TV spots from 50 years ago, the appeals the advertisers used were very different than the appeals used by today's advertisers
FLASE
36. effective advertising involves a close working relationship between the business people who manage and sell the advertising, the creative contingent of artists, writers, and filmmakers who create the advertising, the quantitatively-oriented people who do the research that provides knowledge about consumers and tests the effectiveness of ads before and after they run
TRUE
37, Trade advertising is designed to motivate intermediaries such as distributors and retailers to accept and actively sell a marketer's product
TRUE
40. advertising may intensify competition because it is one fool that some marketers can use to gain a competitive advantage
TRUE
16. During the 1970s, advertising directed at children became a booming business and groups such as Action for Children's Television criticized advertisers for creating commercials for this age-group which fueled a dramatic increase in toy, cereal and game revenues.
TRUE Bitch!!
31. the fact is, for products and service directed to mass markets, advertising is the most cost- effective means of promotion
TRUE DAT HOMIE
20. Those who argue that advertising promotes conformity and status seeking consumption behavior are rebutted by those who assert that advertising reflects, not causes, America's age of consumption.
TRUE mother ****er
What is missing from the following defition of advertising? Advertising is the process of using paid media to reach a selected audeience with a persuasive message
a. Advertising is not a process, it is a relationship b. B. the definition doesn't include a communications element c. The definition doesn't include a target market d. The definition doesn't include a specific time frame e. The above definition is coreect
33. which famous advertising practitioner can be termed "the Picasso of the ad world", meaning that he broke all the rules of adveritisng, for ad campaigns such as the Volkswagen
a. David Ogilvy b. William Bernbach c. Roser Reeves d. Mary Wells e. Bill Clinton
Ad advantage of coupons as a sales promotional tool is that
a. It makes it possible to give a discount to a price-sensitive comsumer while still selling the product at full price to other consumers. b. A coupon-redeeming consumer is often a competitive brand user, so the coupon can induce brand switching. c. In-package coupons can induce repeat purchases d. All of
28, The "Bud gear" campaign was criticized by California consumers because
a. It might lead to excessive consumption b. It was offensive because of the manner in which the products were advertised c. Brooke Shields was underage when she did the spots d. Famous athletes would cause underage consumption behavior e. None of the above
34. When we looked at TV spots from 50 years ago, the appeals the advertisers used were very different than the appeals used by today's advertisers
a. Roanld Reagan b. Dwight D. Eisenhower C. Lyndon B. Johnson D. John F. Kennedy E. Franklin Roosevelt
Influencer marketing refers to -
a. The impact of branded marketing programs on public opinion b. How a firm or an individual can identify and then mange aspects of communication in an integrated and synergistic manner c. "let's give them something to talk about!" d. Personalized marketing techniques directed at individuals or group who have the credibility and capability to drive positive word of mouth to the larger population.
. An advantage of billboards as a medium is
a. Wide exposure of a message in a specific local market b. The large size and listing attracts attention c. Reaching passersby with a message related to an immediate need d. All
22. Most people in the US say they like advertising because
a. advertising can be fun b. it helps them with product information c. it supports the media they use d. all of the above e. only a and c are correct
19. the argument that "advertising educates consumers" is supported by the claim(s) that
a. advertising provides information consumers need to make informed decisions. b. by regularly assessing advertising claims, consumers become more educated regarding the features, benefits and functions, and values of products. c. consumers become more aware of their own tendencies toward being persuaded by certain types of product information. d. all of these are offered as arguments that advertising educates consumers.
The goal of corporate advertising is to...
a. establish a favorable image for a company as a whole. B created a positive profile for the people owning or managing a company c. to inform people of the full range of products that the company offers d. to inform people of the full range of products that the company offers, and to establish favorable attitudes toward these products.
18. Critics of advertising maintain that advertising provides very little in the way of actual information about product features, proponents of advertising respond that
a. it is impossible to include all the relevant functional information about a product in a single advertisement. b. all that people usually remember from an advertisement is the brand name. c. most advertising is packed with utilitarian information d. functional features of a brand may be secondary in importance to consumers after emotional significance of the brand
26. according to the Advertiisng History video, although it was not originally designed to convey advertisements to the masses, which media was most significant in the development of modern advertising
a. newspapers b magazines c radio d.television e. Internet
39. both the utility theory of consumer behavior and the law of supply and demand assume that the consumer behaves
a. normally b. rationally c. emotionally d. tastefully e. economically
24. advertising stimulates the economic system by
a. providing direct dollars to media b. creating a demand for goods and services c. raising the price of advertised products d. all of the above are ways advertising stimulates the economic system e. only A B are ways are advertising stimulates the economic system
21. the research studies presented in class supported the general notion that cigarette advertising
a. targeted blacks and other minorities b. was important to brand preference c. was not related to overall increases in consumption d. all of the above e. only b and c. are correct.
17. which one of the following would not be offered as support for the argument that advertising benefits consumers?
a. the desire to have products that are supported by advertising encourages companies to offer improved products b. adverting increases the probability of the success of a new product, so it increases the variety of products c. the speed and reach of advertising allows for quicker diffusion of innovations. d. advertising is a remarkably efficient system for moving demand from one brand to another.
13. which of the following is not one of the major factors that is credited for contributing to the rise of ad
a. the rise of capitalism b. the industrial revolution c. the rise of modern mass media d.all of theses are major factors. (answer)
30. In class we saw a potentiall y offensive ad for "Jesus jeans" . This ad might be considered offensive because
a. you counld't tell whether it was male of female b. of the manner in which it was advertised c. the jeans were torn d. all of the above
14. during which of the following periods were advertising messages primarily informational?
a.the pre-industrialization era (pre-1800) answer b.the era of industrialization(1800 to 1875) c. the p.t. barnum era(1875to 1918) the 1920s (1817 to 1929)
The model of mass-medicated communication presents the processes of message production and message reception as -
most often an interaction of the two elements. (not, most often totally independence of each other. Either face to face or through a medium, independent of cultural influences)
Which of the following is not an element of the marketing mix -
people (product, price, promotion)
A public relations plan should consider-
rationale for how public relations will play relative to other communication efforts - information summaries from a public relations audit. - Message content that has been carefully researched. All of !!
38. advertising is the most visible face of materialism, mass marketing and capitalism. It's also the most convenient target for critics of these underlying values
true
