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1. Will Smith, the actor, appears on the Late Show With David Letterman to promote his newest action-adventure movie. This is not an example of a successful use of advertising. ANS: T DIF: Moderate REF: p. 9 OBJ: 1-1 TYP: Application 2. Advertising is a paid, mass-mediated attempt to persuade. ANS: T DIF: Easy REF: p. 9 OBJ: 1-1 TYP: Knowledge 3. A company that markets a vitamin supplement produces a commercial that has the stated purpose of simply delivering straight information about the product. It is still an attempt to directly generate sales. ANS: T DIF: Difficult REF: p. 10 OBJ: 1-1 TYP: Application 4. IBP is the use of many tools, including advertising, in a coordinated manner to build and maintain brand awareness, identity, and preference. ANS: F DIF: Moderate REF: p. 12 OBJ: 1-1 TYP: Comprehension 5. A public service announcement (PSA) for the Partnership for a Drug Free America is aired on three major television networks for free. This is an example of a public information message, not advertising. ANS: T DIF: Moderate REF: p. 9 OBJ: 1-1 TYP: Application 6. Altoids uses various promotional tools, including advertising, in-store displays, sampling and cents-off coupons to build and maintain sales levels. This is an example of Integ Brand Promotion (IBP). ANS: F DIF: Moderate REF: p. 12 OBJ: 1-1 TYP: Application 7. Mass communication has two major components: production and reception. ANS: T DIF: Easy REF: p. 14 OBJ: 1-2 TYP: Knowledge 8. A good advertisement will produce the same meaning for all members of
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