Which of the following statements about paid advertising and nonpersonal advertising is true?

Abstract

Traditional definitions of advertising include a series of elements that distinguish the field from others. Each innovation in communication has been used for advertising, and in some way, each has changed advertising, which in turn has changed the set of elements used in its definition. However, there are or should be some essential elements that determine whether an activity is advertising. Unfortunately, a discussion identifying these elements is lacking in the marketing and advertising literature. This study is designed to begin an open discussion of what constitutes those essential elements, with the ultimate aim of constructing an improved definition of advertising. The Delphi method, originally developed for financial forecasting, is used to engage a diverse group of advertising experts in a dialogue to reconsider those elements and construct a new definition of advertising.

Journal Information

As the premier journal devoted to the development of advertising theory and its relationship to practice, The Journal of Advertising serves as a public forum where ideas about advertising can be expressed and debated. The journal covers all research related to the various types of advertising, giving special attention to research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research. Other topics of interest recently covered include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.

Publisher Information

Building on two centuries' experience, Taylor & Francis has grown rapidlyover the last two decades to become a leading international academic publisher.The Group publishes over 800 journals and over 1,800 new books each year, coveringa wide variety of subject areas and incorporating the journal imprints of Routledge,Carfax, Spon Press, Psychology Press, Martin Dunitz, and Taylor & Francis.Taylor & Francis is fully committed to the publication and dissemination of scholarly information of the highest quality, and today this remains the primary goal.

Rights & Usage

This item is part of a JSTOR Collection.
For terms and use, please refer to our Terms and Conditions
Journal of Advertising © 2002 Taylor & Francis, Ltd.
Request Permissions

1
Which of the following statements about advertising is true? A) Advertising is nonpersonal communication B) Advertising is usually free C) Advertising has no identifiable sponsor D) Advertising is usually informative in nature E) Advertising communicates no information 2
Which of the following is the best example of a good? A) membership in a health club B) a medical examination C) a thermometer D) a blood pressure test E) all of the above 3
Which of the following statements about advertising media is true? A) WOM is a type of advertising media. B) Addressable media and interactive media are synonyms. C) The Internet is classified as a nontraditional advertising medium. D) An advertising medium is any paid means used to present an ad to a target market. E) WOM is a more structured type of media than most other mass media. 4
Of all the business functions, _____ is the only one who primary role is to bring in revenue. A) operations B) promotion C) administration D) finance E) marketing 5
An ad in Fit magazine offered a 30-day free in-home trial of a Lifecycle exercise bicycle with free shipping and return if you were not satisfied with the bicycle. The function of the ad was to: A) control competitive pricing practices B) establish exclusive distribution rights for Lifecycle C) communicate information about the exercise bicycle's features D) induce consumers to try the bicycle E) communicate information about Lifecycle's after-sale service 6
During the _____ age of the evolution of advertising, the Chinese invented paper, Gutenberg invented the printing press, and growth of the world's population to about 600 million. A) preindustrial B) product differentiation C) industrializing D) industrial E) postindustrial 7
During the industrializing age, advertising was primarily used to: A) create a brand personality B) disseminate information C) encourage the development of selective demand D) make people want products that don't need E) do none of the above 8
The beginning of the Great Depression: A) empowered marketers to advertise more B) created a greater demand for commodities advertising C) saw the decline in use of product differentiation D) caused the temporary disappearance of advertising E) forced the advertising industry to turn to marketing research 9
A 1940s ad for TWA Transcontinental Airline said that its airplanes "cleaved the calm upper levels of the skies at a swifter pace than the planes operated by other airlines." This ability to "fly closer to the sun" was its: A) perceptual value B) unique selling proposition C) economic differential D) economic advantage E) differential value 10
_____ is being used when a publishing company prints three monthly magazines—one for horse breeders, one for cat lovers, and one for thrifty senior citizens. A) Multi-marketing B) Market segmentation C) Product differentiation D) Product segmentation E) Differentiated targeting 11
There are lots of different types of cosmetics currently on the market. Exhibitor Labs makes line of cosmetics including eye accents and shampoos for horses. It claims to manufacturer "the world's finest equine cosmetics." What kind of strategy is Exhibitor Labs using? A) market differentiation B) market diversification C) positioning D) product allocation E) market benefitizing 12
An ad for Anheuser-Busch that asks consumers to enjoy beer in moderation and not to drink irresponsibly is an example of: A) conservation marketing B) demarketing C) trade advertising D) green marketing E) reciprocal advertising 13
The postindustrial age of the evolution of marketing is characterized by: A) a growing need to embrace externalities B) more sophisticated and affluent consumers than ever before C) the decline of the European agencies D) a significant growth in the use of sales promotions E) the absence of puffery 14
In the late 1980s and early 1990s, a growing affluence and sophistication of the consuming public characterized the marketing world of this time period. This trend was led by: A) baby boomers B) Generation X C) Generation Y D) the Digital Generation E) baby busters 15
Two related economic factors characterized the marketing world of the late 1980s and early 1990s in the United States. One of those factors was: A) an aging upper management led to a lack of innovation B) the growing burden of financial debt, which forced governments to return to high tax policies directed toward business C) the implementation of affirmative action policies D) the rise of sophisticated and affluent consumers E) the development of strong consumer trust 16
The use of narrowcasting allows advertisers to: A) create more sales opportunities through more sales promotions B) track advertising revenue more efficiently C) reach a larger audience at a lower expense D) appeal to a limited TV audience with specialized interest E) do all of the above

Which of the following accurately defines advertising?

Which form of advertising is the best way to maintain demand of an accepted product during its maturity stage?

What are the advantages if you use social media for advertising?

Which of the following is true of integrated marketing communication quizlet?