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Midterm

ADV 318J Study Guide - Midterm Guide: A.D. Vision, Cutting Board, PirelliExam


Department
Advertising
Course Code
ADV 318J
Professor
A Dudo
Study Guide
Midterm

This preview shows pages 1-3. to view the full 41 pages of the document.
qHere are the questions from the first chapter. Answer the ones you know! Highlight them in
Yellow. The Notes and vocabulary are at the bottom of this doc.
1. In the new world of advertising, mass media
is nonexistent.
a. True
b. False
2. Consumer preferences and new technologies are reshaping the
communication environment.
a. True
b. False
3. The organization that pays for an advertisement is referred
to as the client.
a. True
b. False
4. A brand that does not meet customer needs can still be very successful if it advertises its
products extensively.
a. True
b. False
5. Kristen Cross, an actress, was interviewed by news reporters about what she thought her
fans should know about her new movie. This would be considered as an advertisement.
a. True
b. False
6. A television commercial showing the effects of smoking displays a fresh apple and another
that has decayed. The ad states, "Smoking kills." The commercial was paid for by a medical
company. This is an example of a public service announcement.
a. True
b. False
Can someone explain this one?
Lowkey have no clue
I actually think this might be true because PSAs could be payed for for being in tv but still be a
PSA because no one will want to just put something on TV for free
This one is false because it’s being paid for and being persuasive and being shown on media.
Usually PSAs are free tv time
On the lecture slides it say PSAs are communicated through the media without charge” so i
think the answer is false
Yes but people can still pay for a PSA, but the key thing here is that it isnt trying to sell

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

you something or requiring you to to donate. (I asked the TA and this question was on
my marketing exam last semester)
7. A firm that manufactures a device that alleviates sleep apnea, produces a television
commercial that delivers facts about the product. Therefore, the objective of the ad is not to
persuade the customer because the ad is purely informational.
a. True
b. False
8. Orange Inc., a cell phone manufacturer, has launched promotions of its new product in
local newspapers, billboards, and the company's website, and has distributed flyers in local
universities. This is an example of an integrated brand promotion.
a. True
b. False
9. Integrated brand promotion (IBP) tools include various types of advertising, but
does not include traditional advertising forms.
a. True
b. False
10. An advertisement refers to a specific message that an organization has created
to persuade an audience.
a. True
b. False
11. Mass-mediated communication has three major components: production,
accommodation, and distribution.
a. True
b. False
Why is this false?
Production, negotiation, & reception
12. A target audience is a particular group of consumers singled out by an organization for an
advertising or IBP campaign.
a. True
b. False
13. A producer of educational materials wants to deliver an advertising message to an
audience of teachers and principals. In this scenario, personal selling would be the
best option because this tool is appropriate for large groups of people.
a. True

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

b. False
What would be the best tool for this group?
*Advertising to professionals is predominantly carried out through trade publications.
14. Government officials are the most conspicuous audience category in that most mass
media advertising is directed at them.
a. True
b. False
Household members are the most conspicuous
15. Blitz, a popular kitchen appliances manufacturer, launches its new line of blenders. To
promote its product, it uses the same billboard ads across different countries around the
world. This is an example of international advertising.
a. True
b. False
This is an example of global advertising
Why would this be global???
Because it says they use the same billboard in different countries, international has advertising
specific to each country
16. Harry's World is a department store that operates in three different states in the country of
Rhodia. Harry's World advertises its stores only in these three states. This is an example
of regional advertising.
a. True
b. False
17. The marketing mix involves four areas of responsibilityconceiving, pricing, promoting,
and distributinginvolved in the promotion of goods, services, or ideas.
a. True
b. False
Why false?
The marketing mix involves the 4 p’s: price, product, promotion, place
Are those not the same things? Distributing = place and conceiving = coming up with the
product. On pg.15 in the textbook, it says all of those things are in the marketing mix.
I remember seeing that too ^
18. Advertising is only one area of the marketing mix, and it represents only one of the many
different integrated brand promotion tools used in the marketing mix.
a. True
b. False
19. A brand variant is created when a company adapts and expands its current brand
into a new product area.
a. True
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