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Exam 11: Advertising: Selling a Message

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Question 31

Multiple Choice

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The term economy of abundance means which of the following?

A) People have much disposable income to spend on available products.
B) People study the economy to ensure that they can buy the things they need.
C) There are as many or more goods available as people want to buy.
D) The economy is geared toward serving those who have an abundant income.

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Question 32

Multiple Choice

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An example of a direct action message would be which of the following?

A) an ad selling cleaning services to hotels
B) a political ad promoting reduced government spending
C) an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs
D) a local grocery store ad for fresh produce

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Question 33

Multiple Choice

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The biggest advertising medium in the United States for which audience size is measured is which of the following?

When Ladies' Home Journal ceased publication in 2014,it still had plenty of advertisers interested in buying space in the magazine.

Define the term economy of abundance.

An example of an advocacy ad would be which of the following?

Who is Mountain Dew advertising targeted at?

An example of an indirect action message would be which of the following?

Brand names first became popular for consumer products following the Vietnam War.

The New Coke product,introduced in 1985,failed because most people did not like the taste.

Broadcast television networks carry an average of ______ min of advertising and promotion clutter per hour.

Television writers think they should be compensated extra for including product integration into their program scripts.

In advertising,the cost of reaching 1,000 consumers with a particular advertisement in a particular medium is known as which of the following?

In a brief essay,explain two approaches to social marketing.Make sure you discuss the strengths and weaknesses of each.

According to the text,the gay market is perceived as desirable to advertisers for which of the following reasons?

Most American consumers can easily identify native advertising as paid marketing messages.

Advertising and marketing messages that are posted by people through channels such as YouTube,Snapchat,or Twitter are known as ______.

Ads designed to promote a special interest group's point of view are what ads?

Because television ads work so well,few companies want to pay for product placement in movies and television shows.

In a brief essay,explain how integrated marketing communication (IMC)differs from traditional advertising and then discuss how Elon Musk made use of IMC to promote his wide variety of brands.