jbrumski22
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Quiz on chapter 9, created by jbrumski22 on 08/05/2014.

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chapter 9

chapter 9

Question 1 of 10

1

About 80 percent of ads in colonial newspapers concerned land sales, transportation announcements, and ____.

Select one of the following:

  • restaurants and pubs

  • runaway slaves

  • job notices

  • pistols and other firearms

  • patent medicines

Explanation

Question 2 of 10

1

The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to ____

Select one of the following:

  • a dramatic improvement in quality of materials and manufacturing

  • manufacturing costs

  • the cost of raw materials

  • advertising

  • distribution expenses

Explanation

Question 3 of 10

1

Hidden or disguised print or visual messages are called ____.

Select one of the following:

  • public service announcements

  • saturation advertising

  • spam

  • slogans

  • subliminal advertising

Explanation

Question 4 of 10

1

Psychographics involves the study of _____.

Select one of the following:

  • None of the options is correct.

  • sex

  • socioeconomic class

  • age

  • attitudes, beliefs, interests, and motivations

Explanation

Question 5 of 10

1

Online advertising has taken the form of ____.

Select one of the following:

  • banner ads that lead across the top or side of a Web page

  • pop-under ads

  • interstitials and flash media

  • paid search engine advertising

  • All of the options are correct.

Explanation

Question 6 of 10

1

How do advertisers direct targeted ads to specific Web site visitors?

Select one of the following:

  • They use cookies to watch a user's Web activity.

  • They send surveys in the mail.

  • They ask for permission to use targeted ads.

  • They conduct psychographic surveys by phone.

  • None of the options is correct.

Explanation

Question 7 of 10

1

What is an example of earned media on the Internet?

Select one of the following:

  • The money advertisers earn from selling online ads

  • A paid advertisement on facebook

  • A click-through advertisement

  • A Facebook user endorsing a product or company by clicking "Like"

  • A blogger who earns pay and gifts for endorsing a product

Explanation

Question 8 of 10

1

An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of ___.

Select one of the following:

  • the plain-folks pitch

  • the hidden fear appeal

  • subliminal advertising

  • overt advertising

  • irritation advertising

Explanation

Question 9 of 10

1

Historically, one controversial use of the association principle in advertising is ____.

Select one of the following:

  • large corporations trying to pretend they are smaller, friendlier companies

  • women being portrayed as sex objects to be awarded to men who use a particular product

  • commercials playing on the insecurities of consumers to make them think a product can reduce anxiety

  • the use of celebrities to sell products

  • the placement of brand-name products in televiion programs and movies

Explanation

Question 10 of 10

1

Which of the following statements about the advertising of prescription drugs is true?

Select one of the following:

  • Pharmaceutical companies have started direct-to-consumer marketing via text messages and Facebook

  • Pharmaceutical companies have engaged in "disease awareness" campaigns in order to build markets for their products.

  • Pharmaceutical companies are spending billions of dollars to advertise theri prescription drugs to the public.

  • The United States and New Zwealand are the only countries that allow the direct advertisement of prescription drugs to consumers.

  • All of the options are correct.

Explanation

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