channelsof communication meant for a large number of people

What is communication?

symbolicsystems that convey information

Where do paradigms come from?

From our upbringing, experiencesand personalities

Would you prefer a mega-agency or a boutique agency in advertising and why?

Opinion Question, Opinion Question, Opinion Question, Opinion Question

What are some of the areas of concern for so called “low culture”?

Free Reponse, Free Reponse, Free Reponse, Free Reponse

What is selective exposure?

People produce meanings relating to their values and beliefs

A category within a family of media products

What is the best definition of media literacy?

understandingmass media and how it constructs meaning

A channel or system of communication

Theway we see things in the world based on beliefs/attitudes

Why does the concept of mass media not truly exist in the world we live in today?

Free Response, Free Response, Free Response, Free Response

What is the difference between interacting with media and consuming media?

Free Response, Free Reponse, Free Reponse, Free Reponse

What is a niche audience?

A small but specific portion of the population to market to

What is a media literacy paradigm?

Theway we see the world through media and various mediums

What is the best description of a boutique agency?

Specializedservices to a select client base

What does it mean to be a space broker?

Purchasingspace and reselling it to merchants

Capturingthe essence of a product through words

What was the goal of advertising in the mid-1800s?

Toshow differences between projects that are the same

What is the best description of a mega agency?

Firmsmade by merging agencies maintaining world-wide offices

Where do niche audiences come from?

Theyare created based on the wants and needs of consumers

What sort of transition did the 20th century go through regardingadvertising?

Aproducer directed society to a consumer driven

What is product differentiation?

Distinguishinga product to make it attractive to an audience

Theprocess of designing cultural messages and stories

What does VALs stand for?

Values,attitudes and lifestyles

Why would clients want to conduct account reviews?

Short Answer, Short answer, Short Answer, Short Answer

What is viral marketing?

Shortvideos that gain wide-spread attention

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Advertising Review

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Questions 47

Answers

1
All of the following were the focus of advertising magazines except:
Posters
Transportation Announcements
Runaways
Land Sales
2
Whatis mass media?
expressive symbols societies use to make sense of daily life
channelsof communication meant for a large number of people
creativeuse of symbols to convey information and meaning
channelsof communication meant for a small number of people
3
What is communication?
thechannels of mass media meant for a large number of people
symbolicsystems that convey information
expressive symbols societies use to make sense of the world
cultural messages and stories and delivering them
4
When were the first advertisements?
3000 BCE
3500 BCE
3000 AD
1500 BC
5
Where do paradigms come from?
From our upbringing, experiencesand personalities
Weare born with them
Fromour friends
Fromthe media we experience
6
Would you prefer a mega-agency or a boutique agency in advertising and why?
Opinion Question
Opinion Question
Opinion Question
Opinion Question
7
What are some of the areas of concern for so called “low culture”?
Free Reponse
Free Reponse
Free Reponse
Free Reponse
8
When is there a paradigm shift?
Whenwe meet new people
Whenwe have a change in our life
Whenwe learn new information
Allof the above
9
What is selective exposure?
People produce meanings relating to their values and beliefs
Peopleseek messages that are different than what they want
Fragmentedmarketplace where people get a variety of choices
People see what they want to see and tune everything out
10
What is a genre?
A channel or system of communication
A category within a family of media products
The way we see the world through media
A way we communicate
11
When did Coca-Cola stop putting cocaine in their soda?
1903
1910
1900
1905
12
What is the best definition of media literacy?
understandingmass media and how it constructs meaning
Understanding communication and how it constructs meaning
acritical process of communication
Critical process constructing meaning through communication
13
All of the following were types of media advertisements except:
Transportation Annoucements
Broadsides
Handbills
Posters
14
All of the following are included in psychographics except:
Attitudes
Lifestyles
Beliefs
Income
15
What is a medium?
Acategory within a family of media products
A way we communicate
A channel or system of communication
The way we see the world through media
16
What is a paradigm?
Combinationof media influences and media messages
Theway we see the world through media and various mediums
Theway we see things in the world based on beliefs/attitudes
Learningnew information
17
Why does the concept of mass media not truly exist in the world we live in today?
Free Response
Free Response
Free Response
Free Response
18
What is the difference between interacting with media and consuming media?
Free Response
Free Reponse
Free Reponse
Free Reponse
19
What is a niche audience?
A variety of people with a variety of interests
Usinga large, diverse audience to market to
A small but specific portion of the population to market to
Bringingdiverse meanings to a marketing campaign
20
What is a media literacy paradigm?
Combinationof media influences and media messages
Theway we see the world through media and various mediums
Seeing things in the world based on beliefs and attitudes
Learningnew information
21
All of the following are types of genres except:
Mystery Books
Music
Hip-Hop
Fiction Books
22
Which of the following is an example of high culture?
The Ballet
Rockconcerts
Video Games
Reality TV
23
Allof the following are examples of communication EXCEPT
morecode
daily living
books
sign language
24
What is the best description of a boutique agency?
Specializedservices to a select client base
Regionaloffices that service clients
Asmall firm
Firmsthat devote talents to a large number of clients
25
What does the FDA stand for?
Foodand drug administration
Foodand drug regulations
Food,drug, and advertising
Foodand Drug Airlines
26
Which ad agency came up with the Target advertisement?
PetersonMilla Hooks
WPP
Omicom
Interpublic
27
What is happening to ad design as a result of new technology?
Itis becoming more entertaining
It is becoming simplier
Itis becoming more complex
Itis becoming more informative
28
Which of the following is an example of low culture?
The Symphony
The theater
The opera
Drag Rracing
29
What does it mean to be a space broker?
Sellingads as revenue makers
Sellingad space in newspapers
Sellingadvertising space in magazines
Purchasingspace and reselling it to merchants
30
What is a slogan?
Advertisingthe product based on a variety of concepts
Capturingthe essence of a product through words
Ahidden or disguised message
Developingthe product through music
31
What was the goal of advertising in the mid-1800s?
Toshow differences between projects that are the same
Todistinguish a product from another through advertising
Toincrease demand
Toshow the difference between different products
32
What is the best description of a mega agency?
Firmsmade by merging agencies maintaining world-wide offices
Alarge firm
Regionaloffices world-wide
Firmsformed by devoting talents to select clients
33
Where do niche audiences come from?
Theyare created based on the wants and needs of consumers
Theyexist based on market conditions
Theymorph into individual audiences with narrow interests
Theyare created based on demand for a product
34
What sort of transition did the 20^th century go through regardingadvertising?
Promotingtechnological advancements
Aconsumer-driven society to producer directed
Aproducer directed society to a consumer driven
Stimulatingnew demand for products
35
What was the FDA responsible for?
Deregulatedthe industry of advertising
Regulatedand monitored patent claims
Regulateddrug companies
Regulatedfood security
36
What is product differentiation?
Designingan ad campaign that shows the best company
Settinga target market and determining who to advertise to
Distinguishinga product to make it attractive to an audience
Totrademark a package
37
What is culture?
Symbolsof expression used to make sense of daily life
Symbolsthat are used to convey information and meaning
Symbolsthat are used to make sense of advertising
Theprocess of designing cultural messages and stories
38
What are the two most important elements of communication in a linear model?
senderand gatekeeper
gatekeepersand media
senderand gatekeeper
receiversand senders
39
What are commissions also known as?
Profit
Commissions
Fees
Royalities
40
What does VALs stand for?
Vivaciousad layout
Values,attitudes and lifestyles
Valuesand lifestyles
Values and Lifestyles
41
What do boutique agencies offer that a large firm cannot?
Morepersonalized services
Innovativead campaigns
Lowerpriced services
Highquality campaigns
42
What is subliminal advertising?
Hiddenor disguised messages
Puttingvideo-style programs together
Puttinga hidden slogans within another ad
Puttinghidden prices within another ad
43
What was the average commission that an ad agency received?
10%
12%
15%
25%
44
When is the most expensive advertising time on television?
During Primetime
During early morning TV
During the holiday season
During the Superbowl
45
All of the following are examples of mass media EXCEPT
Film
Radio
A note from a friend
TV
46
Why would clients want to conduct account reviews?
Short Answer
Short answer
Short Answer
Short Answer
47
What is viral marketing?
Aseries of online advertisements
Shortvideos that gain wide-spread attention
Ablueprint or comic-strip version of the ad
Roughsketches of the advertisements

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