Truyền thông Quảng cáo

Which of the following is a basic role of advertising?

• identification
• entertainment
• competition
• public relations
• two-way communication

Which of the following is NOT part of the modern definition of advertising?

• is a paid form of communication
• has an identified sponsor
• is usually personal in nature
• provides information about products
• uses mass media

Paid persuasive communication that uses mass and interactive media to reach broad audiences to connect an identified sponsor with a target audience is known as ________.

• advertising
• personal selling
• public relations
• sponsorship
• sales promotion

By using which type of advertising agency does an advertiser produce its own advertising?

• home agency
• agency-of-record
• in-house agency
• creative boutique
• agency network

Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?

• advertiser
• agency-of-record
• media
• vendor
• distributors

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

• department
• holding company
• network
• _x001d_account
• boutique

In an advertising agency, who is usually responsible for interpreting the client's marketing research and strategy for the rest of the agency?

• the account executive
• the account planner
• the traffic department
• the copywriter
• the human resources department

Which of the following positions in an advertising agency is most closely involved with creative development?

• the account executive
• the account planner
• the media buyer
• the copywriter
• the management supervisor

Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.

• buzz marketing
• public relations
• integrated marketing communication
• word of mouth marketing
• mass communication

Over the years, identification, information, and entertainment have been the basic elements of marketing communication

• True
• False