Question 1

Retailers that sell in national or global markets are the most visible reseller advertisers and promotion users.

Accepted Answer

Retailers that sell in national or global markets have a wider reach and therefore have a higher visibility compared to resellers who operate in regional or local markets. As such, they tend to utilize advertising and promotions more frequently to maintain their market position and attract customers.

Question 2

The advertising used by social organizations has a fundamentally different purpose compared to the advertising carried out by major multinational corporations.

Accepted Answer

False

Question 3

The old-style power struggles in the advertising industry were mild compared to the 21st-century power struggle going on in the industry now; consumers are tired of ads on every screen,so industry needs to adapt successfully to the new technologies that consumers are willing or even eager to use.

Accepted Answer

The statement correctly describes the current power struggle in the advertising industry, and the need for successful adaptation to new technologies that consumers prefer.

Question 4

Digital/interactive agencies are those that have expertise in preparing communications for new media,such as the Internet,mobile marketing,and interactive television.

Accepted Answer

This statement is true. Digital/interactive agencies specialize in creating content specifically for the digital realm, including the Internet, mobile devices, and other interactive platforms.

Question 5

Trade resellers of consumer products and services are the most prominent users of advertising and promotion.

Accepted Answer

Trade resellers are not the most prominent users of advertising and promotion. The most prominent users are the manufacturers and service providers themselves, who often use advertising and promotion to reach and persuade their target consumers. Trade resellers may also use advertising and promotion, but it is not their primary focus.

Question 6

From Facebook to Twitter to Snapchat,consumers are seeking out information environments where they control their exposure to information rather than an advertiser or media company being back in control.

Accepted Answer

The answer of From Facebook to Twitter to Snapchat,consumers are...

Question 7

At the local level,small retail shops deal only with household customers.

Accepted Answer

Small retail shops can deal with a variety of customers including businesses, organizations, and individual household customers, depending on their product offerings and target market.

Question 8

Media conglomeration broadly concerns how there used to be a few main players in the media business but now many more channels and other forms of media are emerging.

Accepted Answer

Media conglomeration refers to the trend of a few large corporations owning a majority of media outlets, rather than the emergence of more channels and forms of media.

Question 9

A creative boutique's greatest advantage is its niche expertise.

Accepted Answer

A creative boutique is a small agency that specializes in a particular area of marketing or design, giving them an advantage in terms of expertise in that specific niche. This allows them to provide specialized services and unique solutions to clients.

Question 10

Advertisers include business organizations,but exclude not-for-profit organizations.

Accepted Answer

The statement is false. Advertisers can include both business organizations and not-for-profit organizations.

Question 11

The task of strategic coordination of media and promotional efforts has become simpler because of the proliferation of media options and extensive use of promotional tools beyond advertising.

Accepted Answer

The proliferation of media options and extensive use of promotional tools beyond advertising have actually made the task of strategic coordination more complex and challenging. It requires careful planning and integration of various channels and tools to create a cohesive and effective promotional campaign.

Question 12

Due to the backlash against advertising that clutter can cause,advertisers are integrating more tools within the overall promotional effort to reach more consumers in different ways,such as through mobile or social media or digital content.

Accepted Answer

The statement is true. Advertisers are indeed using more tools within the overall promotional effort to reach consumers in different ways.

Question 13

The idea behind crowdsourcing,which happens to be very synergistic with social media,is to prevent ideas about a new brand from becoming public to consumers.

Accepted Answer

The statement is false. The idea behind crowdsourcing is actually to involve consumers in the brand development process and to gather their feedback and ideas. Crowdsourcing often utilizes social media platforms to reach a larger pool of potential contributors.

Question 14

Blogs have emerged as sophisticated sources of brand and product information and can synergize with social media.

Accepted Answer

Blogs have become a reliable source of brand and product information, and they can work together with social media to create a comprehensive marketing strategy.

Question 15

Social media is an example of the explosion of new media in recent years.

Accepted Answer

Social media platforms such as Facebook, Twitter, Instagram, and YouTube have become popular in the last decade and have contributed to the growth of new media.

Question 16

It is common for social organizations to advertise at the national,state,and local levels.

Accepted Answer

Social organizations often need to reach various levels of people, thus advertising at the national, state, and local levels is common for them.

Question 17

Proctor & Gamble,a major company,can reach 70-80 million Facebook users through careful targeting.

Accepted Answer

Proctor & Gamble can use Facebook's advertising system to target specific demographics, interests, and behaviors, allowing them to reach a large number of users who are likely to be interested in their products or services. It is possible for them to reach 70-80 million users through careful targeting.

Question 18

The goal of creating persuasive communication is to attract attention and develop preference for a brand.This can be done well with integrated brand promotion via both digital and traditional marketing communications tools.

Accepted Answer

Creating persuasive communication aims to attract attention and develop preference for a brand, which can be achieved through integrated brand promotion using both digital and traditional marketing communications tools.

Question 19

No matter what changes,the brand and its differentiation still need to be highlighted with persuasive communications.

Accepted Answer

The answer of No matter what changes,the brand and its...

Question 20

A creative boutique's niche expertise can be its greatest liability if the creative boutique is an extra expense that advertisers cannot afford.

Accepted Answer

If a creative boutique has a specialized niche expertise, it may not be able to attract a wide range of clients, which can limit its potential revenue and make it less affordable for some advertisers. This can be a liability for the boutique if it cannot convince clients of the value of its unique offerings.

Quiz 2: The Structure of the Advertising Industry: Advertisers, advertising Agencies, and Support Organizations