COM 338 Final Exam | Questions and Answers In the new world of advertising, mass media are just about dead and gone. This statement is which of the following? False A particular group of consumers that is singled out by an organization for its advertising or IMC (or IBP) campaign is called: targe...
In the new world of advertising, mass media are just about dead and gone. This
statement is which of the following?
False
A particular group of consumers that is singled out by an organization for its advertising
or IMC (or IBP) campaign is called:
target audience
A marketer has been given the task of monitoring all the elements of the marketing mix
for a large Oregon winery. She has many responsibilities, but one aspect that she is not
directly responsible for is the ________________ of the winery's products.
Production of the wine
A popular form of advertising that we see on television and in newspapers is when
national companies share advertising expenses in a market with local dealers or
retailers to achieve specific advertising objectives. This is called:
corporate advertising
What type of advertising communicates the specific features, values, and benefits of a
product offered by a particular company?
brand advertising
What is the term for the effort to create a perceived distinction between an
organization's brand and the competition's brand?
Differentiation
The advertising for a snow blower points out a specific brand's unique benefits
compared to the snow blowers offered by the competition. This is known as:
selective demand stimulation
The company or organization that pays for an advertisement is referred to by which of
the following?
Client
What are the two major components of the mass-mediated communication model, each
representing a somewhat independent process?
production and reception
A single ad—or a series of coordinated ads with a similar look, feel, and message—that
revolves around one consistent theme is called which of the following?
, Campaign
The expansion and connection of the U.S. highway system by the late 1860s created
the beginnings of a nationwide distribution network for products and other items.
False
By the late 1800s, manufacturers were developing brand names so that consumers
could do which one of the following?
Go to the store looking for and requesting a clearly identified and specific item
Much investment capital was needed to finance the Industrial Revolution in the U.S.
during the 1840s. The ____________ emerged as way for individuals to reduce the risk
of the loss of personal wealth when investing in business ventures.
principle of limited liability
A number of economic and social changes occurred during the early history of the US
that helped develop the role of advertising as a form of business communication. Many
sweeping changes occurred almost simultaneously, but which of the following was not
one of these changes?
Growth of rural areas and decrease in number and size of cities
Folgers coffee, Miller beer, Dial soap, and Mountain Dew were some of the first branded
goods on store shelves. This statement is:
False
N.W. Ayer is most strongly known for which one of the following?
First full-service advertising agency
Volney Palmer, thought to be the first advertising agent in the U.S., opened shop in the
mid-1800s. Overall, Palmer is connected with which of the following?
Sold ad space in newspapers to advertisers and and collected his fee from those
newspapers
Rosser Reeves was responsible for creating and promoting the philosophy best
expressed by which of the following?
Identifying a unique product benefit that is relevant to the consumer and promoting it
consistently in advertising
David Ogilvy is recognized for which of the following?
Emphasizing the value of advertising in building the long-term image and strength of a
brand
During the P.T. Barnum era, life in the United States began to change rapidly.
Consumers began taking pride in their ability to purchase material goods, and
advertising efforts became far more important. This new purchase-oriented attitude is
commonly referred to as which of the following?
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