ADV 318J Exam 1 (Wilcox) 100% Correct
Answers | Verified | Latest 2024 Version
the research studies presented in class supported the general notion that cigarette advertising: - was
important to brand preference and was not related to overall increases in consumption
most people in the US say t...
ADV 318J Exam 1 (Wilcox) 100% Correct
Answers | Verified | Latest 2024 Version
the research studies presented in class supported the general notion that cigarette advertising: - ✔✔was
important to brand preference and was not related to overall increases in consumption
most people in the US say they like advertising because - ✔✔advertising is fun, it helps them with
product information, it supports the media they use
advertising has been proven of manipulating consumers by "inventing desires" for products they
wouldn't want or need otherwise - ✔✔false
advertising stimulates the economic system by - ✔✔providing direct dollars to the media, creating a
demand for goods and services
in the 1950s, it was very unusual for the cigarette companies to use well-known actors to promote their
products within their television shows - ✔✔false
according to the advertising 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 - ✔✔radio
in advertising the ethics matter because the main goal of advertising is to influence attitudes and
behaviors - ✔✔true
the "bud gear" campaign was criticized by California consumers because - ✔✔it might lead to excessive
consumption
what is missing from the following definition of advertising? advertising is the process of using media to
reach a selected audience with a persuasive message - ✔✔the definition does not include the
communications element
,in class we saw a potentially offensive ad for "Jesus Jeans". this ad might be considered offensive
because - ✔✔of the manner in which it was advertising
the fact is, for products and services directed to mass markets, advertising is the most cost-effective
means of promotion - ✔✔true
during the cigarette advertising video, the point was made that tobacco marketers are among the best
marketers in the world because of their success in being able to sell an undifferentiated product to
consumers - ✔✔true
which famous advertising practitioner can be termed "the Picasso of the ad world", meaning that he
broke all the rules of advertising, for ad campaigns such as the volkswagen beetle - ✔✔William bernbach
when we looked at TV spots from 50 years ago, the appeals the advertisers used were very different than
the appeals used by todays advertisers - ✔✔false
according to the history video presentation, which of the following presidential candidates first used fear
approach in their political advertisings - ✔✔LBJ
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, and the people who do the research that provides knowledge about consumers and tests
the effectiveness of ads before and after they run - ✔✔true
trade advertising is designed to motivate intermediaries such as distributors and retailers to accept and
actively sell marketer products - ✔✔true
advertising is the most visible face of materialism, mass marketing and capitalism. it also the most
convenient target for critics of those underlying values - ✔✔true
both the utility theory of consumer behaviors and the law of supply and demand assume that the
consumers behave - ✔✔rationally
advertising may intensify competition because it is one toll that some marketers can use to gain a
competitive advantage - ✔✔true
, T/F advertising plays a pivotal role in the world commerce and the way we experience life - ✔✔true
a husband and wife are watching a cable news program when a commercial comes on that they have
never seen before. he thinks that the spokesperson is just plain stupid- this is an example of - ✔✔the
creation of different meanings based on social and cultural context
a marketer has been given the task of monitoring all the elements of the marketing mix or the Oregon
winery. he has many responsibilities, but one aspect that he is not concerned with is the ____________
of the winery's products - ✔✔production
the attempt to develop brand awareness and preference over time, as well as emphasize the benefits of
using that brand is - ✔✔delayed response advertising
a number of economic and social elements fell in place that ultimately encouraged the expansion of
advertising in the US but which is not one of the major factors credited for contributing to the rapid
growth of advertising> - ✔✔economies of the great depression
during which era were big businesses and advertising viewed with suspicion? - ✔✔depression
more than anything, the 1970s was america's age of ____________, and the advertising of the time
reflected this - ✔✔self-doubt
in today's age of Web 2.0 - ✔✔consumers are much more empowered and can actually talk back to
marketers
which of the following is on of the four major aspects of advertising that lower the overall cost of
product, according to proponents - ✔✔economies of scale
Andy Warhol felt strongly that american ads that had promoted the nations most popular products over
the decades were - ✔✔anti-elistested artworks for the masses depicting ordinary goods used by both
rich and poor
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