Question 1

Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity?

Accepted Answer

A)   Bandwagon effect
B)   Snob-appeal approach
C)   Plain-folks pitch
D)   Hidden-fear appeal
E)   Irritation advertisingF) D) and E)
G) None of the above

Question 2

The public became increasingly cynical about advertising in the late 1890s and early 1900s because ______.

Accepted Answer

A)   manufactured products always cost more than their advertised price
B)   advertised products were frequently not available
C)   advertisers forced newspapers to omit stories about their competitors
D)   patent medicines made outrageous claims about what they could cure
E)   society had become more urban and more trustingF) A) and E)
G) B) and E)

Question 3

The 1998 tobacco industry settlement in the United States prohibited ______.

Accepted Answer

A)   the use of cartoon images like Joe Camel in tobacco advertising
B)   the use of human images, like the Marlboro man, in tobacco advertising
C)   the sale of U.S. tobacco products to Third World nations
D)   all chewing tobacco by 2004
E)   the tobacco industry's lobbying of CongressF) None of the above
G) C) and D)

Question 4

The advertising term _____ refers to age, gender, occupation, ethnicity, education, and income of readers.

Accepted Answer

The answer of The advertising term _____ refers to age,...

Question 5

Should tobacco advertising (or alcohol, fast-food, or pharmaceutical advertising) be prohibited? Why or why not?

Accepted Answer

There are valid arguments for both sides...

Question 6

What is "earned media" and why is it valuable to online advertisers?

Accepted Answer

Earned media refers to publicity gained ...

Question 7

An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of ______.

Accepted Answer

A)   the plain-folks pitch
B)   the hidden-fear appeal
C)   subliminal advertising
D)   overt advertising
E)   irritation advertisingF) A) and B)
G) A) and D)

Question 8

Why is there often tension between the research and creative departments at some agencies?

Accepted Answer

Tension between the research and creativ...

Question 9

In the twentieth century, advertising ______.

Accepted Answer

A)   influenced the change from a producer-driven to a consumer-driven economy
B)   stimulated demand for new products
C)   showed how new products improved daily life
D)   spread messages about new products across the country
E)   All of the options are correct.F) A) and B)
G) A) and C)

Question 10

____________________ has become the dominant form of Web advertising.

Accepted Answer

Paid searc...

Question 11

From the perspective of myth analysis, many advertisements involve all but which of the following elements?

Accepted Answer

A)   Resolution
B)   Disassociation corollary
C)   Conflict
D)   A narrative
E)   All of the options are correct.F) A) and E)
G) B) and E)

Question 12

By the early 1900s, most advertisements were written to appeal to women, who constituted ______ of newspaper and magazine readers.

Accepted Answer

A)   30 percent
B)   50 to 60 percent
C)   70 to 80 percent
D)   99 percent
E)   None of the options are correct.F) A) and C)
G) C) and D)

Question 13

Some critics of the advertising industry have argued that our contemporary consumer culture actually depends on keeping us unhappy, dissatisfied, and insecure. Explain this view and give two examples.

Accepted Answer

Some critics of the advertising industry...

Question 14

Tobacco ads disappeared from American television in 1962.

Accepted Answer

A) True 
 B)False

Question 15

More than half of each hour of network television includes some form of paid sponsorship.

Accepted Answer

A) True 
 B)False

Question 16

How does the association principle work, and why is it an effective advertising strategy?

Accepted Answer

The association principle, also known as...

Question 17

Under the 1998 tobacco settlement, all of the major cigarette companies agreed to pull their advertising from general audience magazines that had young readers.

Accepted Answer

A) True 
 B)False

Question 18

Ads featuring the Marlboro cowboy use a persuasive strategy based on the association principle.

Accepted Answer

A) True 
 B)False

Question 19

The dominant form of Web advertising is ______.

Accepted Answer

A)   interstitials
B)   pop-up and pop-under ads
C)   paid search advertising
D)   spam
E)   viral videosF) D) and E)
G) A) and E)

Question 20

Only wealthy political candidates can afford to have a significant advertising presence on television.

Accepted Answer

A) True 
 B)False

Exam 11: Advertising and Commercial Culture

The advertising term _____ refers to age, gender, occupation, ethnicity, education, and income of readers.

Correct AnswerverifiedShow Answer

Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity?

Correct AnswerverifiedShow Answer

Should tobacco advertising (or alcohol, fast-food, or pharmaceutical advertising) be prohibited? Why or why not?

Correct AnswerAnswered by ExamLex AIThere are valid arguments for both sides...View AnswerShow Answer

By the early 1900s, most advertisements were written to appeal to women, who constituted ______ of newspaper and magazine readers.

Correct AnswerverifiedShow Answer

The dominant form of Web advertising is ______.

Correct AnswerverifiedShow Answer

In the twentieth century, advertising ______.

Correct AnswerverifiedShow Answer

Only wealthy political candidates can afford to have a significant advertising presence on television.

Correct AnswerverifiedShow Answer

How does the association principle work, and why is it an effective advertising strategy?

Correct AnswerAnswered by ExamLex AIThe association principle, also known as...View AnswerShow Answer

The 1998 tobacco industry settlement in the United States prohibited ______.

Correct AnswerverifiedShow Answer

Why is there often tension between the research and creative departments at some agencies?

Correct AnswerAnswered by ExamLex AITension between the research and creativ...View AnswerShow Answer

Tobacco ads disappeared from American television in 1962.

Correct AnswerverifiedShow Answer

The public became increasingly cynical about advertising in the late 1890s and early 1900s because ______.

Correct AnswerverifiedShow Answer

Under the 1998 tobacco settlement, all of the major cigarette companies agreed to pull their advertising from general audience magazines that had young readers.

Correct AnswerverifiedShow Answer

Some critics of the advertising industry have argued that our contemporary consumer culture actually depends on keeping us unhappy, dissatisfied, and insecure. Explain this view and give two examples.

Correct AnswerAnswered by ExamLex AISome critics of the advertising industry...View AnswerShow Answer

More than half of each hour of network television includes some form of paid sponsorship.

Correct AnswerverifiedShow Answer

What is "earned media" and why is it valuable to online advertisers?

Correct AnswerAnswered by ExamLex AIEarned media refers to publicity gained ...View AnswerShow Answer

An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of ______.

Correct AnswerverifiedShow Answer

From the perspective of myth analysis, many advertisements involve all but which of the following elements?

Correct AnswerverifiedShow Answer

Ads featuring the Marlboro cowboy use a persuasive strategy based on the association principle.

Correct AnswerverifiedShow Answer

____________________ has become the dominant form of Web advertising.

Correct AnswerverifiedPaid searc...View AnswerShow Answer

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There are valid arguments for both sides...
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Answered by ExamLex AI
The association principle, also known as...
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Answered by ExamLex AI
Tension between the research and creativ...
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Answered by ExamLex AI
Some critics of the advertising industry...
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Answered by ExamLex AI
Earned media refers to publicity gained ...
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Paid searc...
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