What is the primary target group for most advertisers of consumer products quizlet?

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1. Social Science
2. Business
3. Advertising

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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?

Google

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?

Google

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

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