Answer FALSE Difficulty Moderate LO 133 Explain what advertising is describe

Answer false difficulty moderate lo 133 explain what

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Answer: FALSE Difficulty: Moderate LO: 13.3: Explain what advertising is, describe the major types of advertising, discuss some of the major criticisms of advertising, and describe the process of developing an advertising campaign and how marketers evaluate advertising AACSB: Information technology
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138) QR code advertising is one way for marketers to engage consumers using their mobile devices. Answer: TRUE Difficulty: Easy LO: 13.3: Explain what advertising is, describe the major types of advertising, discuss some of the major criticisms of advertising, and describe the process of developing an advertising campaign and how marketers evaluate advertising AACSB: Information technology 139) To posttest an ad for Maytag appliances, interviewers could ask consumers what appliance ads they have seen in the last month. Answer: TRUE Difficulty: Moderate LO: 13.3: Explain what advertising is, describe the major types of advertising, discuss some of the major criticisms of advertising, and describe the process of developing an advertising campaign and how marketers evaluate advertising AACSB: Application of knowledge 140) How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of do-it-yourself advertising? Answer: Companies can now search existing video sites such as YouTube, monitor related blogs, and sponsor ad-creation contests. Several companies, such as Frito-Lay, MasterCard, and JetBlue, have used do-it-yourself ads in national campaigns. User-generated content offers companies a way to gather new perspectives on their products and develop insights into how their products are used and seen by actual consumers. Also, user-generated content is very inexpensive. On the other hand, companies do not control user-generated material, which can lead to conflicting, or even negative, messages about a brand. Difficulty: Moderate LO: 13.3: Explain what advertising is, describe the major types of advertising, discuss some of the major criticisms of advertising, and describe the process of developing an advertising campaign and how marketers evaluate advertising AACSB: Application of knowledge 141) Briefly describe four main ethical objections to advertising discussed in the text. Answer: Some people believe that advertising is manipulative, causing people to make purchases they would not make without having been exposed to the ads. Similarly, some criticize advertising for encouraging people to buy products they do not need. Advertisers are sometimes accused of deceptive practices that lead consumers to believe they will get more value than they actually do. In addition, some advertising has been accused of being offensive, and some advertising has been accused of perpetuating negative stereotypes of certain groups of consumers. Difficulty: Moderate LO: 13.3: Explain what advertising is, describe the major types of advertising, discuss some of the major criticisms of advertising, and describe the process of developing an advertising campaign and how marketers evaluate advertising AACSB: Ethical understanding and reasoning 142) Identify the traditional mass media vehicles and identify some of the strengths and
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weaknesses of each type.
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