ad - Assessment Results correct 13 65.00 incorrect 7 35.00...

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Assessment Results correct: 13 65.00% incorrect: 7 35.00% Total Possible: 20.0 1. Which one of the following communication efforts would be considered advertising? A television message from the National Milk Council urging everyone to drink milk. status: correct 2. Spending on all forms of advertising and promotion has not yet reached 250 billion dollars. False Widespread branding of products in the way we think of it today started in the 1870s with companies like Levi's, Maxwell House, Budweiser, Ivory and Coca- Cola among the first to show on store shelves. True 4. ________ advertising occurs when a manufacturer and a dealer share the
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expense of advertising a product. Vertical cooperative 5. There are two major obstacles that we must overcome if our advertising is to have its intended effect. One is the cognitive consistency impetus, which is: the desire to maintain their existing belief system. 6. If an advertiser sees a large potential segment being served by a competitor with a large budget, the advertiser has no choice but to look to another segment. False 7. The basic premise behind a recall test is that: for an advertisement to work, it first has to be remembered. 8. The person from an advertising agency in charge of developing and recommending a budget to a client is the chief financial officer. False 9. Which of the following is an example of using a self-reference criterion?
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c. Marketing a snack food in a different country because people in the United States really like it. 10. Howard Gardner's analysis of the great creative minds of the twentieth century reveals that they were obsessed by society; that conformity was important to them. False 11. Testimonials, infomercial, and light humor are all methods to achieve a persuasion objective. False 12. The difference between a dialogue approach to copy and a testimonial approach is that: c. with the dialogue approach, there are two people talking to each other; with the testimonial approach, one person is talking to the reader. 13. When choosing type, for readability one should use both capitals and lowercase, and use even spacing between the words and letters. True 14.
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In the evolution and changes occurring with respect to media options, which of the following statements remains true? Advertising remains alive. 15.
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This note was uploaded on 04/18/2011 for the course BUSINESS 101 taught by Professor J during the Spring '11 term at Clark College.

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ad - Assessment Results correct 13 65.00 incorrect 7 35.00...

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