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Exam 1 - Flashcards

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Class:MC 120 - Princ Advertising
Subject:Journalism and Mass Communications
University:Kansas State University
Term:Spring 2010
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_______ uses reasons to persuade consumers Hard Sell
________ were the first product category heavily advertised on a national scale during the P.T Barnum era Patent Medicine
______was a prosperous time. Advertising found glamor, respectability, an fame by presenting stylish and artistic ads. 1920's
During the _______ the amount of advertising diminished and most advertising went back to the hard sell approach Depression Era
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Ads from_______ were often densely packed with outrageous claims and promises of patent medicine P.T Barnum 1875-1918
If ad's have not met a specific objectives and were not directed tot the correct audiences, which dimension of ad. was in trouble? Strategy
The_____award recognizes creative achievements Effie
_____advertising focuses on product availability and stimulating store traffic Retail
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_____advertising is the most visible type of advertising Brand
Companies may have multiple agencies working for them but normally have an______that does most of their business Agency of Record
4 P's of marketing Product Price Place Promotion
Another name for promotion Marketing Communication
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Brand mgmt. was est. by_________ as early as 1931 Proctar and Gamble
______is the value of how people think and feel about a brand relative to it's competition Brand Equity
_______ strategy is to target resellers to gain acceptance using trade deals and trade advertising Push
The traditional 15% commission is the amount an ad agency charges the client as a % of the ________ cost Media
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Which element of the marketing mix includes product design and develpment, branding and packaging? Product
______ acts as a liaison between the client and the agency Account Management
______ gathers intelligence on markets and consumers Accoutn planning and Research
______ involves the most effective means of delivering the message Media Planning and Buying
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For most marketers, the greatest proportion of total marketing dollars spent goes to_____________ Trade Promotion
With_____ an advertiser is able to conduct research/planning, creative dev, media buying and production of the advertising itself In House Agency
______ turned the Super Bowl from just a football game into an ad. event of the year Apple 1984
The advertising agency that was involved in Apple Ad Chiat Day
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 _______ uses reasons to persuade consumersHard Sell
 ________ were the first product category heavily advertised on a national scale during the P.T Barnum era Patent Medicine
 ______was a prosperous time. Advertising found glamor, respectability, an fame by presenting stylish and artistic ads.1920's
 During the _______ the amount of advertising diminished and most advertising went back to the hard sell approachDepression Era
 Ads from_______ were often densely packed with outrageous claims and promises of patent medicineP.T Barnum 1875-1918
 If ad's have not met a specific objectives and were not directed tot the correct audiences, which dimension of ad. was in trouble?Strategy
 The_____award recognizes creative achievementsEffie
 _____advertising focuses on product availability and stimulating store trafficRetail
 _____advertising is the most visible type of advertisingBrand
 Companies may have multiple agencies working for them but normally have an______that does most of their business Agency of Record
 4 P's of marketing Product
Price
Place
Promotion
 Another name for promotion Marketing Communication
 Brand mgmt. was est. by_________ as early as 1931Proctar and Gamble
 ______is the value of how people think and feel about a brand relative to it's competition Brand Equity
 _______ strategy is to target resellers to gain acceptance using trade deals and trade advertisingPush
 The traditional 15% commission is the amount an ad agency charges the client as a % of the ________ costMedia
 Which element of the marketing mix includes product design and develpment, branding and packaging?Product
 ______ acts as a liaison between the client and the agencyAccount Management
 ______ gathers intelligence on markets and consumersAccoutn planning and Research
 ______ involves the most effective means of delivering the messageMedia Planning and Buying
 For most marketers, the greatest proportion of total marketing dollars spent goes to_____________Trade Promotion
 With_____ an advertiser is able to conduct research/planning, creative dev, media buying and production of the advertising itselfIn House Agency
 ______ turned the Super Bowl from just a football game into an ad. event of the yearApple 1984
 The advertising agency that was involved in Apple AdChiat Day
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