Which of the following is true about advertisements in the 1960s?
a. The emphasis in advertising turned from creative products to ancillary services.
b. Advertising discouraged consumption and was no longer a symbol of consumption.
c. The advertisements were bold, garish, and carnivalesque.
d. There was an emphasis on art, inspiration, and intuition.
Question 2Market segmentation is the division of a homogeneous marketing into heterogeneous segments.
Indicate whether the statement is true or false
Question 3Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of
850,000 . The entire adult population of the city is considered Champion Chocolate's target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.
Eight ads will run in the regional edition of a magazine. The magazine has reach of 10 . Twelve ads will run in the local newspaper. The paper has a reach of 40 .
Champion Chocolate used newspapers, local television, and magazines to promote their products.
Which of the following did they use?
a. Media classes
b. Media vehicles
c. Big Data
d. Media scope
Question 4Who added to the fear and hysteria over advertising in the 1950s?
a. Bruce Barton and his book called The Man Nobody Knows
b. Helen Resor and James Webb Young from the J. Walter Thompson advertising agency
c. James Vicary's false claim about the effect of subliminal messages
d. Heads of advertising agencies, Leo Burnett and David Ogilvy
Question 5Service marketers position their products to gain a share-of-mind from their targeted consumers.
Indicate whether the statement is true or false
Question 6When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple- page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.
The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is 91,300 . The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is 31,300 . Based on the figures provided, what is the CPM of a single-page, full-color advertisement in
American Life's national edition?
a. 10.99
b. 45.19
c. 32.06
d. 90.98
Question 7How were women depicted by advertisers in the 1950s?
a. As free spirits with new-found equality and respect
b. As prominent members of the business community
c. As leading men in large multinational companies
d. As following strict gender roles and sexual norms
Question 8The hardest step in a marketing strategy for any service organization is implementing the strategy.
Indicate whether the statement is true or false
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