QUIZ 8 CHAPTER 10 MISSING 20 The Father of the computer is considered to be German Gottfried Leibnitz FALSE The father was really Charles Babbage QUIZ 8 Chapter 10 The Internet and World Wide Web Quiz 9 Chapter 11 Public Relations 1 is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the business or institution wishes 2 Placement of advertising in media is compensated through a typically 15 of the cost of the time or space a Public relations b Promotion C Advertising d Puffery a b c d retainer commission percentage per diem 3 Reacting to increasing public criticism and FTC scrutiny in the 1970s the ad industry established the to monitor potentially deceptive advertising still the industry s most important self regulatory body Advertising Federation of America American Association of Advertising Agencies Association of National Advertisers National Advertising Review Board 4 In cyberadvertising are ads that automatically intrude into users Web sessions whether wanted or not contextual advertising 5 In cyberadvertising are online billboards that frame many websites a b c d a b c d a b c d Banners factoids placements intermercials Banners factoids placements True False 6 The listening public was outraged when radio station WEAF began airing commercials in 1922 7 Many in the advertising industry are calling for a new way to measure a commercial s effectiveness an accountability based measure of success engagement ROI creativity USP parity branding niche Psychographic phylographic zip code demographic a b c d a b c d a b c d a 8 A product s is what sets it apart from other brands in the same product category unique selling proposition 9 Creating advertising to appeal to audiences of varying personal and social characteristics such as race gender and economic level is called segmentation 10 In advertising research measures the effectiveness of advertising messages by showing them to consumers recall testing forced exposure recognition testing copy testing Parity USP niche familial b c d a b c d a b c d a b c 11 When most brands in a given product category are essentially the same they are called products 12 In the early days of radio the 1920s until well after World War II programming was subject to advertiser approval paid for by advertisers produced by ad agencies for their clients free of advertising 13 advertising employs messages aimed at retailers and does not necessarily push the product or brand but promotes product issues of importance to the retailer volume marketing support profit potential distribution plans and promotional opportunities Institutional National consumer Trade Retail Psychographic phylographic zip code demographic Volney B Palmer Cyrus Curtis F Wayland Ayer J Walter Thompson creative administration Media account relations d a b c d a b c d a b c d a 14 Creating advertising to appeal to consumer groups of varying lifestyles attitudes values and behavior patterns is called segmentation 15 The first FULL SERVICE ad agency was begun in 1869 by 16 The department makes the decisions about where and when to place ads and then buys the appropriate time or space 17 Advertising in the United States was a small business until the mid 1800s when industrialization and combined to alter the social and cultural landscape bringing about advertising s expansion the Spanish American War 18 reject most traditional advertising and use multiple sources traditional media the Internet product rating magazines recommendations from friends in the know to not only research a product but to negotiate price and other benefits 19 In the 1920s when the Great Depression was eating into the income of the advertising industry the content of ads began to change Many advertisements began making direct claims about why consumers needed the products a technique called the introduction of radio the Civil War the freeing of the slaves Proactive consumers Up scale consumers Niche buyers Teenagers puffery the hard sell psychographics polygraphics b c d a b c d a b c d 20 At the outbreak of World War II several national advertising and media associations joined to develop the using their expertise to promote numerous government programs Consumer Union a b c Better Business Bureau National Advertising War Council War Advertising Council 21 Common 15th century European pin up want ads for all sorts of products and services were called 22 The department is where the advertising is developed from idea to ad It involves copywriting graphic design and often the actual production of the piece for example radio television and Web spots 23 Ad production is billed at an agreed on price called a d a b c d a b c d a b c d Siquis shopbills newsbooks heralds Creative administration media account relations Retainer commission percentage per diem 24 With the rapid industrialization and improved transportation of the 1880s more product producers were chasing the growing purchasing power of more consumers As a result they were forced to differentiate their products resulting in the development of 25 advertising is the advertising of products by stores like Sears and Macy s It is typically local reaching consumers where they live and shop 26 CPM refers to cost per million one standard for determining an ad s effectiveness 27 The department is typically headed by an account executive who serves as liaison between agency and client keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client slogans advertising campaigns public relations Brands Institutional National consumer Trade Retail True False creative administration account management account relations a b c d a b c d a b c d 28 In the span between the Civil War and the First World War several factors combined to move the advertising industry to establish professional standards and regulate itself including abuses by patent medicine advertisers the examination of most of the country s important institutions led by the muckrakers and in 1914 the establishment of the Federal Trade Commission falling profits demands from magazines for more ethical operation demands from consumers 29 VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles 30 Among the criticisms of advertising is its the fact that ads are everywhere in schools on
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