The Basics
A paid form of persuasive communication that comes from a known source and is delivered through a medium is called
What is advertising?
The period following WWII, when agencies grew rapidly and creative advertising gained prominence, is often called the:
What is the Golden Age?
A cereal brand claims to be “The World’s Best Breakfast!”. This type of exaggerated statement is known as:
What is puffery?
The first step in the advertising process usually involves:
What is understanding and researching the business problem/challenge?
The role that organizes workflow and ensures projects are completed on time is the:
What is a traffic manager?
When a company ensures that every message across TV ads, social media, packaging, PR, etc. has the same unified message, this is an example of:
What is IMC?
This principle of a free market economy says that buyers want to make informed purchase decisions and that buyers make better decisions when they have more info about products they can choose from. It is a function of advertising and marketing to help buyers make informed decisions.
What is complete information?
T/F: The practice of using puffery is legal in the U.S.
What is true?
T/F: Awareness is considered a business problem in advertising terms.
What is false?
An agency focused entirely on helping firms market products to other businesses is a:
What is a B2B agency?
Getting products of value into people's hands by creating, pricing, distributing, and promoting products that deliver value best defines:
What is marketing?
This advertising pioneer described advertising as “salesmanship in print” and was known for his scientific approach to the discipline.
Who is Claude Hopkins?
Seeing a Coca-Cola commercial that makes you want Coke instead of Pepsi represents which type of demand?
What is selective demand?
This situation analysis section for a brand like Dunkin would list its corporate mission, annual sales, and leadership information.
What is a company analysis?
The team member who designs the overall look and feel of an ad, whether visual layout or scene setting, is the:
What is an art director?
The element that helps distinguish one company’s product from another and serves as a promise to the consumer of what they can expect when engaging with the brand best describes this
What is branding?
T/F: The advertising industry is very old compared to professions like medicine and the law
What is false?
Seeing a commercial that makes you crave any type of soft drink represents which type of demand?
What is primary demand?
Name one key section of a situation analysis
What is industry analysis? Company analysis? Product analysis? Competitive analysis? Consumer analysis? Market analysis? Environmental considerations?
The person ultimately responsible for approving all creative work before it leaves the agency is the:
What is a creative director?
This is the difference between a target market and a target audience
What is target market = who products are made for/the end user; target audience = who ads/communication are intended to reach/who is going to buy
Name one reason that advertising is more prevalent in the U.S. than anywhere else.
What is: Capitalism - consumer-driven economy (free-market economy); Wealth - GDP per capita (more money per person); Ever-growing population = we want/need more stuff; Today - U.S. GDP (goods & services produced in a country in a year) $29.96 trillion; Ad expenditures - roughly 2% of that = $455.93 BILLION dollars?
A face cream that promises to “eliminate wrinkles forever” is using which deceptive practice?
What is a false promise?
This is the difference between direct and indirect competitors.
What is direct = Brands competing in the exact same product category; indirect = competing in a different category, but still may steal share from us?
The position most directly responsible for maintaining client relationships and serving as their representative inside the agency is the:
What is an account executive?