HUM 206

What do critics of advertising say? a. Advertising is merely a fashion guide and not informative. b. Advertising is a waste of an organization’s resources. c. Advertising is merely entertaining and not informative. d. Advertising makes people do things they do not want to do. e. Advertising influences the editorial content or programming in which it is placed. (d; moderate; p. 5) 174 Chapter Six: Strategic Research 2. Which of the following is NOT a component of advertising? a. paid form of communication b. sponsor is identified c. usually personal in nature d. tries to inform, persuade, or influence the audience e. uses mass media (c; easy; p. 5) 3. Paid persuasive communication that uses nonpersonal mass media to reach broad audiences—as well as other forms of interactive communication—to connect an identified sponsor with a target audience is known as . a. advertising b. personal selling c. public relations d. sponsorship e. marketing communication (a; easy; p. 5) 4. Which of the following is considered to be a fundamental concept of advertising? a. strategy b. creative idea c. execution d. media e. all of the above (e; easy; pp. 5–6) 175 Part Two: Planning and Strategy 5. is the logic and planning behind the advertisement that gives it direction and focus. a. Creative idea b. Execution c. Media d. Strategy e. Idea generation