Adv 215 WVU EXAM 1 QUESTIONS SOLVED CORRECTLY & GRADED A+

Account Executives - Answer-Manage agency-client communication Local Advertisers - Answer-Focus on specific geographical locations. Short term campaigns, they spend less then 1 million dollars in advertising. Regional Advertisers - Answer-Operate in one part of the country and market exclusively to that regionex: Regional grocery and Dept store chains, franchise groups and statewide/multistate banks National Advertisers - Answer-operate throughout the country. Long term campaigns, they spend 5-10 million dollars in advertising Agency Compensation/Commisions - Answer-Media compensation, mark ups, fee, retainers, incentives. Media commissions: Often 15% of the Media Buy Fees and Retainers, hourly rates, agency of record Deceptive Advertising - Answer-Any ad that contains a misinterpretation, omission, or any other practice that can mislead a significant number of consumers. Unfair Advertising - Answer-Occurs when consumers may be injured or there has been a violation of public record Consent Decree - Answer-A document the advertiser signs that prevents them from admitting to any wrong doing Cease and Desist Order - Answer-Issued by FTC if an advertiser won't sign a consent decree; prohibits further use of an ad Corrective Advertising - Answer-Required by the FTC for a period of time to explain and correct offending adsSelf Regulation in advertising - Answer-Most agencies have an in-house legal counsel who reviews ads. Agencies monitor industry-wide advertising practices. The Better Business Bureau - Answer-Operates at a local level. They protect consumers from fraudulent and deceptive advertising. They also send public records to the government. Federal Communications Commission (FCC) - Answer-Independent federal agency with jurisdiction over the radio, television, telephone, satellite and cable TV industries. Federal Trade Commission (FTC) - Answer-The major trade regulator of advertising for the products sold in interstate commerce. Food and Drug Commission (FDA) - Answer-Makes sure the food we eat is safe, the cosmetics and medicine we use doesn't hurt us. Comparative Advertising - Answer-Used by advertisers to claim superiority over competitors in some way. It's legal as long as they are truthful. American Advertising Federation - Answer-Protects and promotes the well-being of advertising through the nation. Substantiation - Answer-Evidence that backs up cited survey finding or scientific studies that the FTC may request from a suspected advertising violator Endorsements - Answer-The use of satisfied customers and celebrities to endorse a product in advertising Testimonials - Answer-The use of satisfied customers and celebs to endorse a product in advertising Affirmative Disclosure - Answer-Advertisers must make known their products limitations or deficienciesBrand Managers - Answer-Handle the advertising for a specific company Category Managers - Answer-Larger companies have these over Brand Managers