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Terms in this set (92)Integrated marketing communication tends to focus on a single medium and integrates various message about a brand. False What term describes the process through which advertisers study why people purchase or do things? Motivational research Advertising is the only source of revenue for U.S. media, including television, radio, newspapers, and magazines. False The internet and databases allow advertisers to capture personal information about customers without their knowledge. True Which of the following is MOST flexible and adaptable in terms of delivering location-based advertising? Smartphones What is the defining day of the holiday season for e-commerce retailers? Monday after Thanksgiving ________ are paid television programs that promote a product. Infomercials
Advertising became required during the Enlightenment as a means of educating the masses. False Specifically links are links target toward an individual based on specific search terms entered into a search engine such as Google, and dramatically improve click-through rates. False Which of the following statements is NOT true about college students age 18 to 24? They watch more broadcast TV than any other demographic. Hard-sell advertising is characterized by messages with ___ appeal, while soft-sell advertising emphasizes messages with ____ appeal. rational ... emotional Wal-Mart's slogan "Always the low price. Always." was an example of ___. puffery Data mining, as it is practiced in the ad industry today, ordinarily requires physically searching thousands of file folders with paper documents, for nuggets of information useful for an advertising campaign. False The earliest advertising professionals, like Volney V. Palmer, developed complex campaigns to be distributed to several media outlets, just like advertising agencies today. False Sometimes the goal of an advertising campaign is just to reinforce a current practice,often by increasing consumer's propensity to make repeat purchases of a specific brand, or their _____. brand loyalty ______ originate the model of radio as an advertising medium. AT&T Integrated marketing communication tends to focus on a single medium and integrates various messages about a brand. False Intermercials are television commercials that run between other commercials. False The African-American population is the fastest-growing demographic group in the United States. False Data mining is important in advertising because it ______. enables more targeted advertising The earliest advertising professionals, like Volney B. Palmer, were essentially advertising agents who wholesaled advertising space on behalf of publishers. True In an advertising agency, the media department decides what the advertising will say in order to achieve the objectives of the campaign. False Product placement is an entirely new form of advertising something never before seen on television. False What is one of the weaknesses of Internet advertising? Loss of privacy An intermercial is an ad that appears before the ISP connects to the internet. True The Internet and databases allow advertisers to capture personal information about customers without their knowledge. True Advertising became a business necessity in the Industrial Revolution as a means of breaking through the clutter of competing messages. True Thanks to cookies, online advertisers can limit ad exposure to the most likely prospects and reduce duplicate exposures. True What company became the number one advertising vehicle in 2006? Data mining, as it is practiced in the ad industry today, ordinarily requires software that searches thousands of files for nuggets of information useful for an advertising campaign. True Which of the following is not used as a basis for advertisers' demographic segmentation of audiences? Health Advertising is only one of several sources of revenue for U.S. Media, including television, radio, newspapers and magazines. True Product placement on television has been around since the very beginning of television advertising. True Integrated marketing communication tends to employ a mix of different media and integrates various messages about a brand. True In permission marketing, the consumer has granted permission to be on a marketer's mailing list. True In permission marketing, the consumer asks for the marketer's permission to be deleted from a mailing list. False The marketing motive explains the consumer's desire to purchase particular products. False The Latino-American population is the fastest-growing demographic group in the United States. True Advertisers on the internet are NOT allowed to capture personal information about customers without their knowledge. False Thanks to cookies, the cost effectiveness of online advertising has been reduced. False In an advertising agency, the creative department decides what the advertising will say in order to achieve the objectives of the campaign. True The earliest advertising professionals, like Volney B. Palmer, developed complex campaigns to be distributed to several media outlets, just like advertising agencies today. False Thanks to cookies, online advertisers can limit ad exposure to the most likely prospects and reduce duplicate exposures. True Advertising became required during the Enlightenment as a means of educating the masses. False Product placement on television has been around since the very beginning of television advertising. True The marketing motive explains the consumer's desire to purchase particular products. False Hard-sell advertising is characterized by messages with ____ appeal, while soft-sell advertising emphasizes messages with ____ appeal. rational ... emotional Sometimes the goal of an advertising campaign is just to reinforce a current practice, often by increasing consumer's propensity to make repeat purchases of a specific brand, or their ____. brand loyalty Permission marketing ____. seeks consumer authorization to send ads Which of the following is MOST flexible and adaptable in terms of delivering location-based advertising? Smartphones ____ originated the model of radio as an advertising medium. AT&T Advertising communication that is paid for and is usually persuasive in nature Advertising media the communication channels that carry messages to consumers Database marketing used when advertisers store information about consumers so that they can personalize messages Demographic segmentation "based on social or personal characteristics, such as age, sex, education, or income" Direct marketing a form of advertising that requests an immediate consumer response Infomercials paid television programs that promote a product Media departments negotiate on behalf of the advertiser to buy space from media companies Relationship marketing when consumers develop a strong preference for brand through one-to-one communication Intermercials are television commercials that run between other commercials. True Data mining, as it is practices in the ad industry today, ordinarily requires software that searches thousands of files for nuggets of information useful for an advertising campaign. True
Specificity links are links targeted toward an individual based on specific search terms entered into a search engine such as Google, and dramatically improve click-through rates. False Microsoft can charge upward of $1 million for posting a display ad on its portal site for a week. True What company became the number one advertising vehicle in 2006? What is the defining day of the holiday season for e-commerice retailers? The Monday after Thanksgiving What term describes the process through which advertisers study why people purchase or do things? Motivational research Data mining is important in advertising because it ____. enables more targeted advertising Brand consists of all the dimensions that identify and give unique value to a product or company Buying motive explains the consumer's desire to purchase particular products CANSPAM Law regulates commercial e-mail Click-through rate the percentage of readers who click on the ad to visit the advertiser's page Research organizations compile statistics about consumers and their media habits and evaluate advertising messages Viral marketing ideas are spread about products through social media The earliest advertising professionals, like Volney B. Palmer, were essentially advertising agents who wholesaled advertising space on behalf of publishers. True Product placement is an entirely new form of advertising something never before seen on television. False Which of the following is not used as a basis for advertisers' demographic segmentation of audiences? Health Wal-Mart's slogan "Always the low price. Always." was an example of ____. puffery What is the primary target group for most advertisers of consumer products? Women between the ages of 18 and 49 Copy testing evaluates the effectiveness of advertisements Era of creativity when advertisers emphasized entertainment as well as information Integrated marketing communications (IMC) "assures that the use of all commercial media and messages is clear, consistent, and influential" Sales promotions specific features like coupons to directly spur sales The Internet and databases allow advertisers to capture personal information about customers without their knowledge. True Thanks to cookies, the cost effectiveness of online advertising has been reduced. False In permission marketing, the consumer asks for the marketer's permission to be deleted from a mailing list. False The buying motive explains the consumer's desire to purchase particular products. True Integrated marketing communication tends to focus on a single medium and integrates various messages about a brand. False Which of the following statements is NOT true about college students age 18 to 24? They watch more broadcast TV than any other demographic. Account executives the liaisons between the agency and the client Advertising is only one of several sources of revenue for U.S. media, including television, radio, newspapers and magazines. True The Latin American population is the fastest-growing demographic group in the United States. True Advertising plan a written document outlining the objectives and strategies for a product's advertising Sets found in the same folderMass Com Quiz- ch 8 (TEST THREE)58 terms alayna_hudson 12 mass comm quiz25 terms alayna_hudson Mass Comm Ch. 12- Third Screen29 terms alayna_hudson 12 The Third Screen26 terms alayna_hudson Other sets by this creatorDiffusion of Innovations Final218 terms alayna_hudson Diffusion of Innovations Final- Carbonara30 terms alayna_hudson ART 1300 ROBBINS FINAL65 terms alayna_hudson sample test questions diffusions5 terms alayna_hudson Verified questions
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