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Advertising Exam 3: Questions and Answers, Exams of Nursing

A series of questions and answers related to advertising concepts, covering topics such as media planning, brand reputation, and ethical considerations. It offers insights into key advertising terminology and strategies, making it a valuable resource for students studying advertising or marketing.

Typology: Exams

2023/2024

Available from 01/13/2025

Toperthetop
Toperthetop 🇬🇧

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5.5K documents

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Adpr exam 3 (questions well answered)

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media plan - correct answer ✔✔A ________ identifies the best media to use to deliver an advertising message to a targeted audience and is a subsection within a marketing communications plan. reach - correct answer ✔✔Honda is launching a new SUV and wants to expose the largest possible percentage of the prime-time TV viewing audience to its message at least once during the next six months. Which media concept is Honda trying to maximize? product placement - correct answer ✔✔Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool. media - correct answer ✔✔The term ________ refers to the way messages are delivered to a target audience. an impression - correct answer ✔✔One person's opportunity to be exposed one time to an ad in a broadcast program, newspaper, magazine, or outdoor location is known as ________. false - correct answer ✔✔Through the use of technology, brand communication has become less complex and simpler than ever before. true - correct answer ✔✔Owned and earned media have overlap and are not neat, straightforward categories. news confrence - correct answer ✔✔In an effort to build awareness for her company's new line of smartphones designed for young teenagers, Melinda invited media representatives to an event at which the two lead designers for the new phone would present information and answer any media questions. Melinda has planned a ________. brand reputation - correct answer ✔✔Which of the following is determined by what others say about the brand?

true - correct answer ✔✔People who accuse advertisements of causing demand creation believe that advertisements cause people to buy things they do not need and cannot afford. the media - correct answer ✔✔The Federal Communications Commission (FCC) can take action against ________. disclamers - correct answer ✔✔Verbal or written words in an advertisement that indicate exceptions to the advertising claim made are known as ________. FCC - correct answer ✔✔In 2007, syndicated radio host Don Imus made sexist and racist comments about players on the Rutgers women's basketball team during his radio show. Radio stations that aired the program would most likely have been concerned about regulatory action from which of the following as a result of the comments that were broadcast? shock absorption - correct answer ✔✔At the beginning of the COVID-19 pandemic, many ads looked the same. This phase of is known as: radical return - correct answer ✔✔Messages like, "We're all in this together" and "in these uncertain ties" where often see during which phase of the COVID-19 pandemic? message control - correct answer ✔✔Which of the following is an advantage of owned media? digital - correct answer ✔✔In the evolution of media, the ________ era featured electronic information transmitted through the internet and saw the birth of e-commerce. frequency - correct answer ✔✔The number of times a person is exposed to an advertisement is known as ________. false - correct answer ✔✔You receive a text message from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through guerilla marketing.

reach - correct answer ✔✔The percentage of the media audience exposed at least once to the advertiser's message during a specific time frame is known as ________. brand reputation - correct answer ✔✔Which of the following is determined by what others say about the brand? false - correct answer ✔✔Search marketing refers to the use of blogs, linked social networks, and online communities to build relationships with customers. true - correct answer ✔✔The purpose of an employee communication program is to help employees convey strategic brand information in personal conversations with friends and family members. morals - correct answer ✔✔________ are frameworks for right actions and are primarily the domain of religion and philosophy. false - correct answer ✔✔The Federal Communications Commission (FCC) has the authority to take legal actions against advertisers and advertising agencies. true - correct answer ✔✔According to federal regulations, a spokesperson who endorses a brand must use the brand. false advertising - correct answer ✔✔Which of the following states a message that is UNTRUE? true - correct answer ✔✔The most successful brands turned the COVID-19 crisis into an opportunity by serving people and society in meaningful ways. false - correct answer ✔✔Search marketing refers to the placement of out-of-home advertisements in locations with large populations. ratings - correct answer ✔✔In the broadcast industry, which of the following converts a raw number of households to a percentage?

interactive - correct answer ✔✔Media that offer opportunities for dialogue and two-way conversations between companies and customers, as well as among consumers, are most accurately described as ________. increasing brand visibility - correct answer ✔✔What is the primary objective of securing naming rights for a sports arena or public building? owned - correct answer ✔✔Press releases and video releases are examples of ________ media. true - correct answer ✔✔In earned publicity terms, a mention can be either positive or negative. true - correct answer ✔✔A product's package is both a container for the product and a brand communication vehicle. first - correct answer ✔✔Which Amendment to the U.S. Constitution states that Congress shall make no law "abridging the freedom of speech or of the press"? stereotype - correct answer ✔✔A ________ is a representation of a cultural group that emphasizes a trait or group of traits that may or may not communicate an accurate representation of the group. ethics - correct answer ✔✔________ are the "shoulds" and "oughts" of behavior. media salespeople - correct answer ✔✔________ work for a specific vehicle, such as a magazine or local television station, with the objective of building the best possible argument to convince media planners to use the medium they represent. true - correct answer ✔✔In traditional mass media, communication is a one-way process. word of mouth - correct answer ✔✔Which of the following would be considered a type of earned media?

true - correct answer ✔✔Homemade videos and commercials posted on YouTube are examples of consumer-generated content. website - correct answer ✔✔A company's ________ is the online face it presents to the public. press kits - correct answer ✔✔News releases, fact sheets, and position papers are distributed through which of the following? true - correct answer ✔✔Interactive media are those forms that invite users to participate in creating the message or to respond personally to the message. true - correct answer ✔✔Advertising messages can appear on Twitter. puffery - correct answer ✔✔Which term refers to advertising that praises the item to be sold with subjective opinions, superlatives, or exaggerations, and states no specific facts? comparative - correct answer ✔✔Bayer Aspirin claims that it relieves headache pain three times faster than does Tylenol. What type of advertising is this? federal trade commission - correct answer ✔✔Which of the following provides regulations protecting consumers from misleading claims? true - correct answer ✔✔Crisis response advertising is a critical component of modern crisis management. company website - correct answer ✔✔Which of the following is a type of owned media? multiplatform, multichannel, multitargeted - correct answer ✔✔IMC plans are ________. mass media - correct answer ✔✔A company is using ________ when it airs a television commercial to millions.

true - correct answer ✔✔The home offices of the Longaberger Company, which markets a variety of high quality baskets, are housed in a seven-story building designed to look like a basket. This is an example of environmental design. earned - correct answer ✔✔Historically, ________ media has referred to gaining mentions in the news media through public relations. true - correct answer ✔✔An advertiser should have data on file to substantiate any claims it makes in its advertisements. media planning - correct answer ✔✔June's job at an advertising agency entails identifying and selecting media options based on research into the audience profiles of various media as well as scheduling and budgeting. What is June's job responsibility? true - correct answer ✔✔A product's package can deliver brand information and customer benefits. false - correct answer ✔✔Direct response media are designed to generate a sale with the assistance of a sales person. package - correct answer ✔✔Which of the following is typically the last ad a customer sees before making the decision to buy a brand? food and drug administration (fda) - correct answer ✔✔Which federal agency oversees package labeling, ingredient listing, and advertising for food and pharmaceuticals? true - correct answer ✔✔During the "new temporary normal" phase of the COVID-19 pandemic, advertisers focused on helping people and society cope with the situation. branded entertainment - correct answer ✔✔Which of the following is NOT a type of measured media? true - correct answer ✔✔Interactive media is more useful than mass media for engaging consumers in brand-related conversations.

mass media - correct answer ✔✔A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________. branded entertainment - correct answer ✔✔The goal of ________ is to associate the brand with a fun, entertaining experience that creates positive feelings for the brand. environmental design - correct answer ✔✔Cracker Barrel is a chain of restaurants that serves "honest- to-goodness homestyle meals" such as fried chicken tenderloins and biscuits and gravy. Each store features traditional outdoor and home décor such as porch swings and wooden rockers as well as nostalgic games, foods, and craft items sold in the Old Country Store at the front of the restaurant. The traditional furniture at Cracker Barrel is best described as ________. false - correct answer ✔✔Under the First Amendment to the U.S. Constitution, protection of commercial speech is absolute. media buyer - correct answer ✔✔Lisa works at a major advertising agency and is an expert in the television schedule for eight major markets in the United States. Her job entails identifying specific television shows that will deliver the desired audience for her agency's client, negotiating the costs to advertise in them, and handling the details of billing and payment. What is Lisa's job title? owned - correct answer ✔✔As discussed in the chapter, ________ media are created and controlled by the organization that holds the brand. true - correct answer ✔✔Critics of advertising tend to argue that advertising has the power to shape social trends and the way people think and act. credibility - correct answer ✔✔Paid media lacks which of the following? false - correct answer ✔✔The media are used primarily for advertising. search marketing - correct answer ✔✔Through the use of ________, online ads are placed near topics of interest that people search for online.

control - correct answer ✔✔The biggest advantage of owned media is ________.