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Q:
Cigarette companies have had difficulty advertising and selling their product in foreign countries.
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After agreeing to a costly settlement with several states in 1998, the tobacco industry reduced its advertising spending to almost zero that year.
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Under the 1998 tobacco settlement, all of the major cigarette companies agreed to pull their advertising from general audience magazines that had young readers.
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Tobacco ads disappeared from American television in 1971.
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Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.
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The Children's Television Act of 1990 severely limits program-length commercials and ads promoting sugar-coated cereal.
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The Edsel car is proof that effective advertising can sell anything.
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Television networks have been known to refuse to air issue-based advertising that might upset their traditional advertisers.
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Commercial speech is a right guaranteed by the First Amendment.
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Product placement is an advertising strategy that puts products into movies, television shows, and video games.
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According to myth analysis, most ads are composed of mini-stories involving conflict between people or values.
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The disassociation corollary in advertising plays off the public's skepticism regarding large, impersonal corporations.
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The Marlboro cigarette brand was originally designed for and targeted at female consumers.
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Ads featuring the Marlboro cowboy use a persuasive strategy based on the association principle.
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Only in recent history have many ads stereotyped women as scatterbrained or helpless or offered them as a man's reward for drinking a particular beer, wearing cool jeans, or smoking the right cigarette.
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Ads that portray women as sex objects exemplify the association principle.
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Ad agencies rarely use irritation advertising to sell products because people hate it and it doesn"t work.
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Most advertisements provide little information about how a product was made or how it compares with similar brands.
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Because of the backlash against social networking Web sites, advertisers are moving their advertising dollars back to traditional media outlets like television and radio.
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One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the Internet.
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Google earns the most online advertising revenue.
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Internet advertising is growing at a relatively slow pace of only 1 to 2 percent a year.
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Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.
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It costs large-volume advertisers much more money to use an ad agency than to use their own staff to create an ad.
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Even though boutique agencies give creative people the freedom to do good work, they haven"t been able to attract any major clients.
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WPP is one of the four mega-agencies that control over half the world's advertising revenues.
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Mega-agencies are not seen as a threat to the independence of smaller advertising firms.
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In the advertising industry, there are about fourteen thousand mega-agencies in the United States.
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In an attempt to minimize government oversight of advertising practices, the advertising industry established the Better Business Bureau in 1913.
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The Ad Council produces public service announcements (PSAs) at no cost to the client.
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One twentieth-century trend associated with advertising was the transition from a producer to a consumer society.
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Patent medicines marketed in the late 1800s were generally harmless, since they consisted mostly of flavored water.
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Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.
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Before the 1830s, there was little need for advertising in America because there were few goods available for sale and virtually no consumer market.
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About 80 percent of early newspaper and magazine advertisements covered three subjects: land sales, transportation announcements, and runaway slaves.
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According to historians, advertising has existed since 3000 BCE, when wooden or stone signs were placed outside shops in ancient Babylon.
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In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.
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The amount spent on Internet advertising still lags behind the amount spent to advertise in newspapers.
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A. Attitudes, beliefs, interests, motivatorsB. Age, gender, occupation, race, education, incomeC. Small-groupinterviews about a product or issue1) Demographics2) Psychographics3) Focus groups
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A. Handles client liaisonB. Writes and designs the adsC. Collects consumer dataD. Measures effectiveness of ad placements1) Market research2) Creative development3) Media buyers4) Account executives
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A. Prototype of first modern ad agencyB. The first cereal company to register a trademarkC. One of the first brand namesD. Opened first full-service ad agency1) Volney Palmer2) N. W. Ayer3) Smith Brothers4) Quaker Oats
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Any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media is referred to as speech.
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A persuasive technique that tries to distance the product from a large manufacturer or parent company is called the .
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Analyzing ads using the principle explores how the ad connects the product/service with something socially positive.
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Trying to persuade consumers that only a specific product can offer relief, the appeal plays on people's insecurities.
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An advertising strategy that associates a product with simplicity and the common person is called the pitch.
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The testimonial associates a product with the endorsement of a well- known person.
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has become the dominant form of Web advertising.
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In advertising, executives are client liaisons responsible for bringing in new business and managing the accounts of established clients.
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A/an is a sort of blueprint or roughly drawn comic-strip version of a potential television ad.
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is a market-research strategy that measures psychological factors to divide consumers into types.
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are large conglomerates of ad agencies that offer a full range of advertising, public relations, and other services.
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Establishing the first "ad agencies," purchased ad space in newspapers and sold it to various merchants.
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Which of the following is not a criticism usually leveled against political advertising?A. It is unfair that political ads help television stations make profits in election years. B. Wealthy candidates and well-funded campaigns may get an unfair advantage.C. Thirty-second ads are too short to deal with complex and important issues.D. So-called "attack ads'" may undermine citizens' confidence in the electoral process. E. Television will not provide free blocks of time to politicians to express their views.
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Ads featuring hyperbole and exaggeration are called .A. irritation adsB. disassociation corollariesC. earned mediaD. pufferyE. click-throughs
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Commercial Alert is .A. a nonprofit watchdog groupB. an ad agency that created the Marlboro man and the Keebler elvesC. a statistical database that ad agencies use to monitor competitors' campaignsD. an award organization honoring the year's most inventive TV commercialsE. an online service that alerts users about commercials that are specific to their profile
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Which of the following statements about the advertising of prescription drugs is true?A. Pharmaceutical companies have started direct-to-consumer marketing via text messages and Facebook.B. Pharmaceutical companies have engaged in "disease awareness'" campaigns in order to build markets for their products.C. Pharmaceutical companies are spending billions of dollars to advertise their prescription drugs to the public.D. The United States and New Zealand are the only countries that allow the direct advertisement of prescription drugs to consumers.E. All of the options are correct.
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The 1998 tobacco industry settlement in the United States prohibited .A. the use of cartoon images like Joe Camel in tobacco advertisingB. the use of human images, like the Marlboro man, in tobacco advertisingC. the sale of U.S. tobacco products to Third World nationsD. all chewing tobacco by 2004E. the tobacco industry's lobbying of Congress
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Channel One is an example of .A. an online service that tracks the success and placement of VNRsB. a campaign finance reform initiativeC. a boutique agencyD. advertising in schoolsE. an ABC subsidiary
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The Children's Television Act of 1990 mandated that .A. product placement be minimized in children's programmingB. networks provide some educational and informational children's programmingC. advertising be banned from children's programmingD. all advertising in children's programming meet strict guidelinesE. All of the options are correct.
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Which of the following is not an example of product placement?A. A character in IronMan 2drives an Audi and uses an LG phone. B. The title character in the movie E.T. eats Reese's Pieces.C. A character on a sitcom eats a peanut butter and jelly sandwich.D. The line "Brewed by Starbucks'" is added to the logo of a morning cable television news program.E. Coca-Cola products are often visible on the set of the television program American Idol.
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Which of the following is the form of advertising in which sponsors pay to have their products seen in TV programs and movies?A. BillboardingB. Integrated advertising C. Product placement D. Program exposureE. Pseudo-consumerism
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From the perspective of myth analysis, the primary purpose of most contemporary consumer advertising is to .A. provide price informationB. compare the product with its competitorsC. describe the product's ingredientsD. reassure buyers that using brand-name products will help them deal with their tensions and problemsE. None of the above options is correct.
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From the perspective of myth analysis, many advertisements involve all but which of the following elements?A. ResolutionB. Disassociation corollary C. ConflictD. A narrativeE. All of the options are correct.
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In the 1990s, GM sold its Saturn products via which of the following advertising techniques?A. Plain-folks pitchB. Bandwagon effectC. Disassociation corollaryD. Hidden-fear appealE. Subliminal seduction
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Historically, one controversial use of the association principle in advertising is .A. large corporations trying to pretend they are smaller, friendlier companiesB. women being portrayed as sex objects to be awarded to men who use a particular productC. the use of celebrities to sell productsD. commercials playing on the insecurities of consumers to make them think a product can reduce that anxietyE. the placement of brand-name products in television programs and movies
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Which of the following is not an example of the association principle of advertising at work?
A. A store puts up extra flags and red, white, and blue decorations to create an image of national pride.
B. A commercial shows a man surrounded by attractive women after using a brand of cologne.
C. A noisy, high-powered, gas-guzzling vehicle is shown in a rustic setting.
D. A brand of candy bar made by a major candy company is portrayed as a "working-class treat" made by local efforts.
E. An ad for a "green" cleaning product shows the bottle in a woodland setting.
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In advertising, association (or the association principle) is .A. a method of persuasion that links the product with a setting, a person, a cultural concept, or a positive feelingB. a theory that argues that people associate a product with the feeling they had the first time they used itC. the principle that higher-up associates in the advertising agency make fewer daily decisionsD. the antipersuasion model of linear causalityE. the idea that advertisers need to downplay or hide their corporate identity behind a product
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An obnoxious car dealer or appliance salesman yelling at the camera in a TV commercial is using which questionable persuasive strategy?A. Hidden-fear appealB. Irritation advertising C. Plain-folks pitchD. Snob-appeal approach E. Product placement
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Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity?A. Bandwagon effectB. Snob-appeal approachC. Plain-folks pitchD. Hidden-fear appeal E. Irritation advertising
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An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of .A. the plain-folks pitchB. the hidden-fear appealC. subliminal advertisingD. overt advertisingE. irritation advertising
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A company that wants to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which persuasive technique?A. Famous-person testimonialB. Plain-folks pitchC. Snob-appeal approach D. Bandwagon effectE. Irritation advertising
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In an ad showing a salesman talking about how his father taught him to be honest and hardworking and to understand the value of treating people fairly, auto manufacturer Ford demonstrates .A. an appeal to the bandwagon effectB. propagandaC. the plain-folks pitchD. the famous-person testimonialE. myth analysis
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Which statement about blogger product reviews is true?A. You can always trust them to be unbiased.B. They are the unvarnished truth about products by average people.C. Some popular bloggers have been paid to give positive reviews.D. Bloggers always disclose when a product has been sent to them for free by a companynseeking their endorsement.E. None of the above options is correct.
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What is an example of earned mediaon the Internet?A. The money advertisers earn from selling online adsB. A paid advertisement on FacebookC. A click-through advertisementD. A Facebook user endorsing a product or company by clicking "Like" E. A blogger who earns pay and gifts for endorsing a product
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Which of the following is a side effect of the growth of Internet advertising?A. More and more advertisers are moving ad spending away from traditional media to theInternet.B. Search engines like Google are becoming leading advertising companies. C. E-mail inboxes are bombarded with spam.D. Social networking sites gather user information for advertising purposes. E. All of the options are correct.
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What advantage does mobile advertising have over Internet advertising?A. The ads are smaller so advertisers don"t have to write as much copy.B. People will definitely see a mobile ad because they are always checking their phones. C. Mobile ads can be tailored to a specific geographic location or user demographic.D. Mobile ads need to be more general. E. None of the options is correct.
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How do advertisers direct targeted ads to specific Web site visitors?A. They use cookies to watch a user's Web activity. B. They send surveys in the mail.C. They ask for permission to use targeted ads.D. They conduct psychographic surveys by phone. E. None of the above options is correct.
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The dominant form of Web advertising is .A. interstitialsB. pop-up and pop-under adsC. paid search advertisingD. spamE. viral videos
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Which of the following statements is true about the unsolicited commercial e-mail known as spam?A. Most companies have stopped using it because consumers find it annoying. B. It now accounts for more than 85 percent of e-mail messages.C. It is the only way advertisers can use the Internet to attract customers. D. It is the dominant format of Web advertising.E. None of the above options is correct.