Chapter 12

Question 1

National Advertising Review Board (NARB)

Answer 1

investigates consumer complaints as well as complaints made by an advertiser’s competitors.

Question 2

associative advertising

Answer 2

this product is associated with these lifestyle ideals

Question 3

demonstrative advertising

Answer 3

functional benefits of a product or service

Question 4

frequency capping

Answer 4

limiting the number of times a user sees the same commercial message in a given period of time.

Question 5

consumer culture

Answer 5

a culture in which personal worth and identity reside not in ourselves but in the products with which we surround ourselves.

Question 6

What are the 6 typical ad agency departments?

Answer 6

1. Administration
2. Account management
3. Creative Department
4. Media Department
5. Market Research
6. Public Relations

Question 7

What are the 9 types of advertising?

Answer 7

1. Institutional or corporate advertising
2. Trade or professional advertising
3. Retail advertising
4. Promotional retail advertising
5. Industrial advertising
6. National consumer advertising
7. Direct Market Advertising
8. Out-of-home advertising
9. Public Service Advertising

Question 8

corrective advertising

Answer 8

that is, a new set of ads must be produced by the offender that corrects the original misleading effort

Question 9

puffery

Answer 9

that little lie that makes advertising more entertaining than it might otherwise be

Question 10

When is an Ad a lie?

Answer 10

When it lies outright, Lies by implication, or does not tell the whole truth

Question 11

Copy testing

Answer 11

measuring the effectiveness of advertising messages by showing them to consumers

Question 12

Demographic segmentation

Answer 12

the practice of appealing to audiences defined by varying personal and social characteristics such as race/ethnicity, gender, and economic level

Question 13

psychographic segmentation

Answer 13

that is, appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns.

Question 14

VALS

Answer 14

a psychographic segmentation strategy that classifies consumers according to values and lifestyles

Question 15

Three VAL segments

Answer 15

Thinkers, believers, and makers

Question 16

What are the 3 categories of intentional imprecision?

Answer 16

unfinished statements, qualifiers, and connotatively loaded words and expressions

Question 17

cease-and-desist order

Answer 17

demand made by a regulatory agency that a given illegal practice be stopped

Question 18

Prosumer

Answer 18

proactive consumers who reject most traditional advertising and use multiple sources

Question 19

In what two ways do consumers express dissatisfaction? How does this affect contemporary advertising?

Answer 19

exit and voice. To exit is to just not buy the product and voice is to express why they don’t like a product and what they would like instead.

Question 20

Demographic Segmentation

Answer 20

the practice of appealing to audiences defined by varying personal and social characteristics such as race/ethnicity, gender, and economic level

Question 21

psychographic segmentation

Answer 21

that is, appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns.

Question 22

FTC

Answer 22

Federal Trade Commission which had duties monitoring and regulating advertising

Question 23

USP

Answer 23

Unique Selling Proposition

the aspect of an advertised product that sets it apart from other brands in the same product category

Question 24

NARB

Answer 24

National Advertising Review Board

to monitor potentially deceptive advertising

Question 25

The Defenses of Advertising

Answer 25

1. Advertising supports our economic system
2. People use advertising to gather information
3. Demonstrative Advertising (benefits)
4. Associative Advertising (lifestyle)

Question 26

Specific Issues/Complaints of Ads

Answer 26

1. Advertising is intrusive
2. Advertising is deceptive
3. Advertising exploits children
4. Advertising demeans and corrupts culture

Question 27

AIDA approach

Answer 27

Attract, Interest, Desire, Action

Question 28

Advertising Agency Industries 5 different ways to prepare ads

Answer 28

1. Programatic buying (online buying)
2. Boutique agencies (small specialized)
3. Retainer (agreed upon price for services/month)
4. Commissions (15% of cost for timespace)
5. In-house agencies (located within the company)

Question 29

What are two ways to measure the effectiveness of advertising?

Answer 29

1. Copy testing
2. Forced exposure
3. Recall and Recognition testing