SOLVED

1) Video on demand(VOD), iPods, and DVRs (digital video recorders) present which of the following challenges for advertisers? A) Consumers are watching less television programming. B) Consumers have difficulty attending to specific advertising messages due to advertising clutter. C) Audiences are less interested in media consumption. D) Consumers have more choices about what advertisements to watch or not watch. E) Television advertising is becoming more expensive. 2) Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform an audience? A) public relations B) direct marketing C) direct selling D) advertising E) sales promotion 3) What type of advertising delivers a message that focuses on a specific good or service? A) retail advertising B) product advertising C) institutional advertising D) brand placement E) advocacy advertising 4) Which of the following is true of institutional advertising? A) It is also known as public-service advertising. B) It describes products as customer services. C) It is primarily used to support sales promotion activities. D) It promotes the activities or point of view of an organization. E) It is used only by non-profit and government organizations. 5) ________ advertising promotes the company as a whole instead of the firm’s individual products. A) Advocacy B) Public service C) Public relations D) Corporate E) Testimonial 6) Which of the following is true of advocacy advertising? A) It is also known as public-service advertising. B) It is primarily used to support sales promotion activities. C) It is used only for non-profit causes. D) It is intended to inform customers about a new product. E) It is intended to influence public opinion. 7) Which of the following is the type of advertising that the media run free of charge? A) product advertisements B) advocacy advertisements C) public service advertisements D) institutional advertisements E) local advertisements 8) ________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way. A) Advocacy advertisements B) Product advertisements C) Public service advertisements D) Institutional advertisements E) Brand advertisements 9) A(n) ________ is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time. A) sales promotion B) advertising campaign C) mass marketing plan D) media schedule E) integrated marketing communication campaign 10) Which of the following provides a firm with one or more specialized services, such as media buying or creative development, that an advertising campaign requires? A) a limited-service agency B) an account management agency C) a retail advertising agency D) a media planning agency E) an integrated marketing agency