Ad Exam Questions - EXAM 1 QUESTIONS 1. What are 4 key,...

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EXAM 1 QUESTIONS 1. What are 4 key, basic elements crucial to the definitions of advertising? 1.Advertising costs money 2. Advertising is communicated through mass media 3. Advertising has an identified sponsor 4. Advertising attempts to influence potential consumers 2. What are 3 elements of the “promotion” portion of “marketing mix”? A: Advertising, Sales Promotion, & Public Relations 3. What is the Hierarchy of Effects? A: Awareness, Interest, Desire, & Action 4. What is the major weakness of NAD/NARB? A: NAD/NARB has no power to impose penalties of any kind 5. What is the primary focus of the Children’s Television Act? A: Limits commercial airtime during children’s programming 6. Which government agency regulates advertising of securities & the disclosure of information in annual reports? A: SEC 7. What category of products, available in 1800s & early 1990s, helped bring about legislation that protected consumers from deceptive ads? A: Patent Medicines 8. Scenario: Pepsi has no appeal opportunity when charged with deceptive advertising. A: FALSE 9. What is the reason Gillette vs. Wilkinson Sword is important to ad agencies? A: Agencies could be held liable for monetary penalties in deceptive ad cases 10. Ad substantiation program requires advertisers to: A: Have evidence/substantiation/research of their ad claim in hand before ad goes on air or is printed 11. What are the characteristics needed for comparative advertisements? 1. Comparisons must be based on fact 2. Comparisons must be fair 3. Comparisons must be meaningful & informative 4. Comparisons must be degrading 12. Know about FTC regulations (True/False Question) 13. Regulating Ads over Internet (True/False Question)
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14. Which example is NOT puffery? A: “Top selling sedan in TN” 15. What are the FTC guidelines to find deceptive ads? 1. Ad includes “material” representation 2. Ad includes “material” emisson/practice 3. Ad will likely mislead reasonable consumer 4. Ad will likely lead consumers to act upon deception 16. What are some programs/remedies to deceptive ads available to FTC? 1. Prospective guidelines 2. Ceast & Desist Order 3. Corrective Ad 4. Consent Decree 17. What is the strongest, most extreme tool available to FTC? A: Corrective Advertising 18. Which FTC prospective guideline is a matter of public record & protects advertisers from future challenges to the ad? A: Advisory Opinions 19. What is the idea behind reason-why advertising? A: Ad provides solid reason for buying product 20. What are the characteristics of creative advertising in the 1960s? 1. Ad aesthetic was clean, minimalist, & sparse 2. Creatives have stronger voice & control in agency operations 3. Art/Imagination played larger role in ad creation vs. research 4. Ancillary services took backseat to creative development & production 21. Who is best known for putting emphasis on creating ads that build the long-term image of the brand? A: David Ogilvy
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This note was uploaded on 11/11/2010 for the course ADV 250 taught by Professor Danhaygood during the Spring '09 term at University of Tennessee.

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Ad Exam Questions - EXAM 1 QUESTIONS 1. What are 4 key,...

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