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An advertisement designed to reach an audience in a set of southern suburbs of Minneapolis would be called ______ coverage.


A) targeted
B) zoned
C) rated
D) contracted

E) None of the above
F) C) and D)

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

A) True
B) False

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


A) painting all of his brand names on the side of the Falcon Heavy rocket on its test flight
B) giving away a free orbital to the moon
C) launching his personal Tesla Roadster convertible toward Mars on the test flight of his Falcon Heavy rocket
D) You can't fool me,Elon Musk runs nothing but conventional television commercials for his brands

E) A) and B)
F) All of the above

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Broadcast and cable networks are experimenting with ______.


A) only running commercials between programs
B) cutting back 10-20% on the number of commercials they show during their prime-time programs
C) running fewer,longer commercials
D) all of these

E) B) and C)
F) None of the above

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


A) newspapers
B) radio
C) broadcast television
D) cable television

E) A) and B)
F) All of the above

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In a brief essay,define what advertising clutter is,why it is of concern to advertisers,and what are broadcast and cable/satellite television networks doing about it?

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Clutter is the large number of nonprogra...

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


A) research and planning
B) creative activity
C) media planning
D) none of these

E) A) and D)
F) A) and C)

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William Paley became convinced of the potential of radio advertising rights after he did which of the following?


A) He founded the CBS radio network.
B) He made good money selling radio ads.
C) He used radio advertising for his family's cigar company.
D) He saw radio advertising revenues superseding print ad revenues of the time.

E) B) and C)
F) C) and D)

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


A) produced an anti-Semitic video
B) produced a video mocking the products produced by three of his biggest sponsors
C) was caught copying video ideas from YouTube star PewDiePie
D) produced a video showing him having a conversation with and about a suicide victim's corpse hanging from a tree in Japan

E) B) and C)
F) All of the above

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In 2006,the advertising industry revised its guidelines for advertising to children.These included ______. A.distinguishing between advertising and programming B.identifying when online games contained advertising C.showing the advertised food as part of a complete meal D.all of these

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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.

A) True
B) False

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In 2008,companies spent ______ a year advertising to children.


A) US$100 million
B) US$650 million
C) US$4 billion
D) US$17 billion

E) B) and C)
F) A) and D)

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

A) True
B) False

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In a brief essay,explain how Burger King worked to integrate the Google Home smart speaker into its advertising for the Whopper.In your essay,you should discuss,with examples,the challenge of grabbing attention for your product with maintaining your product's brand image.What did Burger King gain from this stunt? What were the problems with it?

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Read the section on Creative Activity on...

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

A) True
B) False

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In a brief essay,define what targeted advertising is.Then provide an example of how it could be used effectively.Finally,explain how targeting can backfire on a company.

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Targeting is the process of trying to make a product or service appeal to a narrowly defined group.Groups may be targeted using demographics,geo graphics,and psychographics.Students should provide an example of a targeted audience and an ad designed to reach that group.The opening vignette gives an example of how a Target initially had trouble using highly targeted ads to pregnant women.

Integrated marketing communication (IMC) campaigns typically involve ______.


A) advertising
B) public relations
C) sales promotion
D) all of these

E) None of the above
F) B) and D)

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Advertising Age magazine estimates that by 2020,two thirds of online advertising will be to mobile devices.

A) True
B) False

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True

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

A) True
B) False

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

A) True
B) False

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