Intro To Advertising
Chapter 1: Intro To Advertising

Advertising is a type of marketing communication which utilizes a range of tools

In its earliest forms, advertising was intended to: a)Identify manufacturers and stores. b) Inform consumers of new products and services c)Promote and generate sales for products and services.

The four key components of advertising are: Advertising strategy, creative idea, creative execution, and media planning and buying

In advertising, a product can be services and ideas, as well as goods. (True)

Marketing is: A mix of four important elements: product, price, place/distribution, and promotion

In its economic role, advertising does all of the following except: Mirrors fashion and design trends

In its societal role, does advertising help shape an image of ourselves? (Yes)

The soft-sell technique of advertising assumes that: Consumers make decisions based on the image of the brand

The key players in the practice of advertising are: The advertiser, the agency, the media, the supplier, and the target audience

The emergence of consumer society enabled advertisers to charge a premium for their goods. (False)

Does social responsibility mean that advertisers must sometimes stop producing a good or service? (No.)

The “new” advertising means everything but: The “new” advertising is consistent with older forms of mass advertising

Interactivity in advertising suggests that one-way communication may no longer work well. (True)

Integrated Marketing Communication means that: All elements of marketing must work together & Stakeholders must be carefully considered in branding decisions

If an audience responds to an ad differently than the advertiser intended, was the ad effective? (No)
Chapter 2: Advertising’s Role In Marketing

Marketing is considered to be: The way a product is designed,