Advertising and Society
Midterm Exam
Course Introduction
Advertising and Society explores the complex relationship between advertising practices and the broader cultural, social, and economic landscapes in which they operate. This course critically examines how advertising influences and is influenced by societal values, identities, and institutions. Students will analyze case studies, theoretical perspectives, and contemporary debates to understand advertising's impact on consumer behavior, public opinion, media ethics, representation, and issues such as gender, race, and class. By engaging with current trends and historical developments, students will develop the tools to critically assess advertisings role in shaping modern society.
Recommended Textbook
PROMO2 2nd Edition by Thomas O'Guinn
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15 Chapters
984 Verified Questions
984 Flashcards
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Page 2
Chapter 1: The World of Integrated Marketing Communication
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69 Verified Questions
69 Flashcards
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Sample Questions
Q1) (Scenario 1-6) Gillette advertises to consumers, to retailers, and even to wholesalers with the slogan "The Best a Man Can Get" to encourage more distribution of their products. They also have personal salespeople meeting with retailers and wholesalers on a regular basis. They offer promotional items in stores for consumers and are known to sponsor events like NASCAR races. This emphasis on the brand and not just communication is known as
A) primary demand stimulation
B) selective demand stimulation
C) integrated marketing communication
D) advertising
Answer: C
Q2) An incumbent senator appears on television, saying that she should be re-elected because she has brought jobs to the state. Obviously, this effort is mass mediated and is an attempt to persuade. For it to be considered advertising, which other condition must be met?
A) The claim must be regulated by the Federal Communications Commission.
B) The airtime must be paid for.
C) It must be a public service announcement.
D) The other candidates' opinions must be presented.
Answer: B
Page 3
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Chapter 2: The Promotion Industry
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) Cramer-Kasselt advertising is a mid-sized advertising agency that has a select list of relatively smaller budget clients including Air-Tran and Bombardier ATVs. The company is nevertheless considered a "full service" agency because it provides a wide array of promotional services.
A)True
B)False
Answer: True
Q2) Which one of the following is not a trend affecting the advertising industry?
A) Media proliferation and consolidation.
B) A return to strict 25% commission compensation for advertising agencies.
C) The undoing of Agency Consolidation and Globalization.
D) Media evolution and clutter.
Answer: B
Q3) Marketers are looking to the full complement of promotional opportunities in sales promotions, event sponsorships, new media options, and public relations instead of traditional advertising efforts.
A)True
B)False
Answer: False
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Page 4
Chapter 3: The Evolution of Promoting Brands
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65 Flashcards
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Sample Questions
Q1) At the same time that television advertising was beginning to be influenced by the bold, fast-paced editing style of MTV, many mainstream ads could be described as
A) hard sell.
B) understated and conservative.
C) lacking class consciousness.
D) challenging traditional family values.
Answer: B
Q2) In the advertising era referred to as World War II and After (1941-1960), advertising creativity
A) applied the principle of cognitive dissonance.
B) primarily used the social tableau approach.
C) is rarely remembered as advertising's golden age
D) was mainly affective advertising.
Answer: C
Q3) The "Creative Revolution" of the 1960s was a period of time in which advertising caused cultural change.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Understanding the Marketing Environment:
Segmentation, Targeting, and Positioning
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70 Flashcards
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Sample Questions
Q1) (Scenario 4-3) Which of these brands of sunglasses relies on emotional differentiation?
A) El Sol
B) Eyewake
C) Kushyspecs
D) El Sol and Eyewake
Q2) Imus Brothers Coffee, distributed by Fred and his radio disc jockey brother Don Imus' mail order company, makes ground coffee and has targeted heavy users in the past. However, it is considering switching to college students. It is considering switching target segments even though this group is comprised largely of people who have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What is the term used to describe the college students the company is considering targeting? What are the advantages of targeting this college student segment?
Q3) Demographic segmentation is widely used in selecting target segments and includes basic descriptors such as age, gender, race, and education.
A)True
B)False
Q4) Define and explain the importance of the value proposition in brand promotion.
Page 6
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Chapter 5: Understanding Buyer Behavior and the Communication Process
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68 Flashcards
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Sample Questions
Q1) Mental discomfort or anxiety that motivates action in the consumer occurs during the ____ stage of the consumer decision process.
A) need recognition
B) decision dilemma
C) information search and alternative evaluation
D) post purchase use and evaluation
Q2) (Scenario 5-6) Most consumers have no experience with Voice-It products and view the purchase of this product as low involvement. What mode of consumer decision making does this indicate?
A) brand loyalty
B) extended problem solving
C) limited problem solving
D) habit
Q3) Features of a brand, such as convenience, reliability, durability, and economy, appeal to a consumer's desire for A) functional benefits.
B) emotional benefits.
C) esteem.
D) aesthetic satisfaction.
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Chapter 6: The Regulatory and Ethical Environment of Promotions
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Sample Questions
Q1) (Scenario 6-4) In relation to the Lightning Rod spots,
A) actual deception in the marketplace does not have to be proved for the spots to be considered deceptive.
B) failure to disclose important facts cannot be the basis for finding the spots deceptive.
C) misrepresentation of fact, in and of itself, is not enough for the spots to be considered deceptive.
D) if the claims are literally true, the spots cannot be ruled deceptive.
Q2) When critics argue that advertising is superficial, the main criticism is that A) there is too much product information for consumers to process.
B) the product performance information is too complex to understand.
C) ads do not contain enough information on functional features and performance results.
D) when ads highlight the emotionally satisfying features of products they ignore value
Q3) Some argue that one of the best aspects of advertising is its contribution to the society's art and culture, sometimes critiquing it and sometimes celebrating it.
A)True
B)False
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Page 8
Chapter 7: The International Market Environment for Brand Promotion
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Sample Questions
Q1) (Scenario 7-1) If PSA began marketing water purification in Tanzania without ever asking if the Tanzanian market knew anything about water pollution, the organization is A) guilty of ethnocentrism.
B) using global advertising.
C) using a self-reference criterion.
D) a victim of the regulatory challenge.
Q2) The book describes three distinct challenges that complicate the execution of advertising in international settings. The three challenges that must be overcome are A) the verbal, the visual, and the symbolic.
B) product, promotion, and price.
C) creative, media, and regulatory.
D) comprehension, retention, and interpretation.
Q3) One of the most culturally bounded approaches to advertising involves A) language
B) humor
C) emotion
D) symbols and rituals
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Page 9
Chapter 8: Messaging and Media Strategies
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47 Flashcards
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Sample Questions
Q1) Which of the following IS of particular note to writing a good creative brief?
A) Make it comprehensive
B) Be logical so the creatives never forget the business goal
C) Write in the consumer's language not business speak
D) List all the things that consumers should believe about the brand
Q2) (Scenario 8-2) Which of the following is one critical item of information that Easy-Ride's Brand Manager expects to see on the final creative brief?
A) That the creative team will avoid animation
B) That the target is wives of retirees who play golf.
C) That the music for the campaign must be "oldies rock"
D) That as long as consumers like the ad there is no particular belief they must hold about the brand
Q3) Characterize the tensions between the creatives and the account executives (AEs) in an advertising agency.
Q4) Creativity is the same no matter what the domain: the ability to consider and hold together seemingly inconsistent elements and forces.
A)True
B)False
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Page 10
Chapter 9: The Internet
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Sample Questions
Q1) A 'mash-up" is
A) what happens when a website crashes during a consumer transaction
B) a combined for-profit and pro bono website where sales benefit a charity
C) what happens with the Air Force recruiting site invades the Army site
D) a combination of one or more websites into a single site like Chicagocrime.org
Q2) Online brand communities behave much like a community in traditional sense, like an actual small town or ethnic community.
A)True
B)False
Q3) Which of the following is (are) true of click fraud?
A) It occurs when the advertiser has a flat site management fee in place with the site provider.
B) Over 60% of on-line advertisers have suffered from click fraud in the past year.
C) Not only is it annoying and costly, it is illegal.
D) It is only a serious problem for small entrepreneurial businesses who don't have the security procedures in place that large firms do.
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Chapter 10: Direct Marketing and Personal Selling
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Sample Questions
Q1) What is meant by the term direct marketing? Select a company that you are familiar with and outline the principal purposes that a direct-marketing program could serve for the company. Be specific.
Q2) Direct marketing is an interactive system that uses one or more advertising media to effect a measurable response at any location.
A)True
B)False
Q3) One advantage that direct marketing holds over more conventional forms of mass marketing is that it can identify and serve more-specific segments of the population.
A)True
B)False
Q4) Due to emerging technologies, direct marketers will be able to directly engage consumers with the brand for the first time.
A)True
B)False
Q5) What are the disadvantages associated with a telemarketing effort? How can telemarketing improve be used successfully?
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Page 12
Chapter 11: Sales Promotion and Point of Purchase
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70 Verified Questions
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Sample Questions
Q1) (Scenario 11-4) General Mills had learned that, along with Kellogg's and Quaker Oats, they often target the same customers with their advertising. This problem of many customers receiving too many messages from too many different firms has been addressed by using sales promotion elements such as coupons. This is an example of ____ driving growth in sales promotion.
A) short-term orientation
B) increased power of retailers
C) demand for greater accountability
D) media clutter
Q2) One potential downside of promotions is that a short-term gain may actually be offset by a drop in future sales.
A)True
B)False
Q3) One reason for the popularity of sales promotions is that the results are easy to document.
A)True
B)False
Q4) Describe the overall trend in spending on advertising and sales promotion since the 1980s. Outline at least four reasons behind this trend.
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Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
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Sample Questions
Q1) Because traditional media are not enough in today's marketing environment, brand builders are using unconventional means to create meaningful connections with consumers.
A)True
B)False
Q2) (Scenario 12-4) Roy is considering using billboard advertising to enhance the awareness of the specific services that are offered by this real estate office. His office manager, who just earned an M.B.A. in marketing, suggests that it might be better to build connections with local developers and builders as a way to reach consumers, since traditional media aimed at consumers didn't do the job last year. If Roy agrees, which of the following is likely to be one of the branding tools he considers this year?
A) Support media
B) Outdoor advertising
C) Event sponsorships
D) Point-of-Purchase
Q3) NASCAR has yet to understand the marketing value of brands.
A)True
B)False
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Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
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71 Verified Questions
71 Flashcards
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Sample Questions
Q1) One of the factors ushering in a "new era" for public relations is
A) our world is intensely commercial today, stories about marketing and consumer psychology
B) the consumer is increasingly in control in a brand obsessed world
C) consumers are spreading the word about brands in ways never before available, like the Internet and Blogs
D) all of these are factors fostering a new era in public relations
Q2) Which of the following is an objective for corporate advertising?
A) Boost employee morale
B) Attract new employees
C) Communicate an organization's views on social, political, or environmental issues
D) All of these can be an objective for corporate advertising
Q3) Recognizing where a firm's weaknesses lie as part of its public relations audit is termed
A) identifying vulnerabilities
B) damage control
C) fault finding
D) blame setting
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Chapter 14: Personal Selling and Sales Management
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63 Verified Questions
63 Flashcards
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Sample Questions
Q1) There are two basic presentation formats available to salespeople for the presentation:
A) canned; AIDA
B) need development; need awareness
C) consultative selling; telemarketing
D) trial close; straightforward
Q2) Which of the following is one of the factors that firms reported successful recruiting for salespeople depends on?
A) diverse workforce
B) salary
C) reasonable work hours and holidays/vacation time
D) corporate culture
Q3) The decision on sales force structure is driven by two considerations:___________________________and .
A) qualitative; quantitative considerations
B) the nature of the product; the nature of the market
C) internal; external resources
D) funds needed; funds available
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Chapter 15: Measuring the Effectiveness of Brand Promotions
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Sample Questions
Q1) _________ provide information from individual households about brand purchases, coupon use, and television advertising exposure by combining grocery store scanner data and devices attached to the households' televisions (called peoplemeters), which monitor viewing behavior.
A) Normative test scores
B) Split-run experiments
C) Resonance tests
D) Single-source tracking measures
Q2) Naturalistic inquiry is a form of quantitative research.
A)True
B)False
Q3) One of the four basic dimensions upon which message effectiveness can be judged is legitimizing the brand.
A)True
B)False
Q4) P-O-P materials effectiveness is measured
A) almost exclusively on the basis of sales.
B) using retailer receptivity.
C) by how long the display stays up before it is removed by the retailer.
D) through telephone surveys of recall by shoppers of the store.
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