Advertising Ch. 1(a)

Based on the criteria that defines advertising, which of the following examples would be considered as

advertising?

• A candidate for city council going door-to-door urging people to vote for her

• A car manufacturer stating the efficiency of its product to motivate customers to make a purchase

• A public service announcement about the dangers of talking on the phone while driving

• An actor being interviewed on television about his campaign to aid people with physical disabilities

Integrated brand promotion (IBP) can be defined as:

• the collaboration of two or more brands within a single advertisement with the intent of sharing costs.

• the coordination of a number of promotional tools to create widespread brand exposure.

• a company's decision to focus on a wide range of traditional advertising forms to replace nontraditional forms.

• a unique concept seen mainly in local advertising campaigns.

Which of the following is true of integrated brand promotion (IBP)?

• It is a simple process.

• It uses promotional tools that do not need to. be evaluated

• It prevents the exposure of a brand.

• It allow marketers to reach target customers in different ways.

Nature Fresh, a local grocery store chain, has decided to run a series of advertisements. For this to be considered as an advertising campaign, Nature Fresh's ads must:

• focus on store products rather than store services.

• target a mass audience.

• appear in print media.

• be unpaid communication.

Brad and his wife, Carla are watching a commercial that they’ve never seen before. Brad thinks that the ad is humorous. However, Carla finds the ad monotonous and uninteresting. This example illustrates that:

• ads are interpreted differently based on a person's experiences and beliefs.

• what a message means to any given consumer is a function an isolated solitary thinker.

• the ad is communicated effectively to its target audience.

• the ad contains the same meaning for all audience members.

A particular group of consumers that is singled out by an organization for its advertising or integrated brand promotion campaign is called:

• a target audience.

• cooperative advertising.

• a focus group

• a sponsorship.

Members of trade channels include:

• not-for-profit businesses.

• retailers.

• household consumers.

• government officials.

Which of the following would be considered as a trade journal?

• A publication written for health professionals

• An e-zine for emerging writers to publish their work

• A magazine for fitness enthusiasts

• A newspaper carrying news articles about a particular city

Samsonic is the leading manufacturer of televisions in the world. It has created a new advertisement that it wants to be aired all over the world, changing only the language for each country. This is an example of:

• national advertising.

• international advertising.

• regional advertising.

• global advertising.

Which of the following is an example of international advertising?

• Crispy Cracks promoting their new line of cracker at the Olympics

• Flextronic advertising its flat-screen TVs in different states of a country

• Radicle creating different versions of its new detergent ad for various countries

• Unicorn featuring its “unicorn” logo on gear worn by tennis players