Chat with AIExam 3: The Evolution of Promoting Brands
The advertising industry will have to change to handle the demands of a changing communications environment in the years to come. Describe the nature of two of the changes advertising must confront. Describe two characteristics of advertising that will remain constant.
(89) 
VerifiedThe most dramatic change is in the way advertising is prepared and delivered to the target audience. Many of the new, evolving media will not be driven by traditional advertising. With integrated programming, advertisers will have control of the content of at least some of the programming. Interactive media allows clients to more closely assess the impact of their advertising, thus holding agencies more closely accountable for results. Most dramatically consumer generated content allows them to co-create brand meanings.
On the other hand, advertising will still be a paid, mass-mediated attempt to persuade. It will remain a primary marketing mix tool that contributes to revenues and profits by stimulating demand and nurturing brand loyalty. Consumers will still be highly involved in some product decisions and not so involved in others.
Scenario 3-3
In late 2004 a high-school teacher created the first strictly consumer produced advertisement, paying homage to Apple's iPod mini. It turned out to be a phenomenal hit. Since then advertisers have gotten on board and encouraged consumers to submit ads to them. In 2007 four consumer-created ads aired on the Superbowl. They included an ad for Firefox, an open-source web-browser that received 280 entries. The wining entry featured a girl who talks about surfing and then declares "My other browser is a surfboard." When General Motors requested ads for the new Chevy Tahoe was deluged with sharp anti-SUV ads from environmentally sensitive consumers. Nevertheless, letting consumers play the ad game often means that a small investment brings big buzz.
-(Scenario 3-3) The burst of creativity of consumers prompted by the opportunity to create ads that advertisers will use parallels the burst in creativity of the Creative Revolution era in the 1960s's in which one of the following ways:
(89) VerifiedC
Over the years, advertisements have often used the theme of modernity. List two eras characterized by the use of this theme. Briefly describe societal trends that made the use of this theme effective during each era.
(83) VerifiedThe P.T. Barnum era (1875 to 1918) was noted for rapid urbanization, massive immigration, labor unrest, and concerns over the abuses of capitalism. It included the first wave of the feminist movement, the progressive movement, motion pictures, and mass culture. Advertising offered solutions to the stresses of this rapidly changing modern life.
The Twenties (1918 to 1929) were prosperous times. Victorian sexual repression and modesty gave way to a more open sexuality and a love affair with modernity. Advertising instructed consumers how to be thoroughly modern and how to avoid the pitfalls of this new age. There was a product with a cure for every social anxiety and personal failing. The ads of the times also exhorted consumers to have a good time and enjoy life. Many ads from this era featured themes of modernity, the division between public work space (the male domain of the office) and the private, "feminine," space of the home. In addition, scientific and technological themes were prevalent.
The era of World War II and after (1941 to 1960) saw enormous growth in the U.S. economy and in household incomes. The suburbs emerged, and along with them there was an explosion of consumption. Technological change fascinated the nation. The television, the telephone, and the automatic washer and dryer became common to the American lifestyle. Scenes of modern life, social promises, and a reliance on science and technology characterized advertisements of this era.
For advertisers, one main difference between the period immediately following World War I and the period immediately following World War II was that
(60) Scenario 3-1
In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.
According to Procter & Gamble legend, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national sales--Ivory soap--with the slogans "It floats" and "99-44/100 percent pure." (Stephen Fox, The Mirror Makers, [New York: Random House, 1984], 24.)
-(Scenario 3-1) If an advertisement for Ivory soap was reflective of the style of ads of the period known as the "P.T. Barnum Era" it would
(89) The rise of capitalism is linked to the origins of advertising in that
(78) The first advertising agent, Volney Palmer, opened shop in 1843. Which one of the following statements about Palmer and his work is accurate?
(88) Scenario 3-5
John Piper is a student of marketing and advertising at a small college in the Midwest. He has been given the task of researching the history of modern advertising as a part of a group presentation. He is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20ᵗʰ century to try to understand how advertising has evolved. Here are some descriptions of the ads that he found:
-(Scenario 3-5) Ads that usually focused on the product itself, rather than on creative techniques likely came from:
(80) During the 1970s, advertising directed at children became a booming business and groups such as Action for Children's Television criticized advertisers for creating commercials for this age-group which fueled a dramatic increase in toy, cereal and game revenues.
(72) The "Creative Revolution" of the 1960s was a period of time in which advertising caused cultural change.
(76) Scenario 3-1
In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.
According to Procter & Gamble legend, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national sales--Ivory soap--with the slogans "It floats" and "99-44/100 percent pure." (Stephen Fox, The Mirror Makers, [New York: Random House, 1984], 24.)
-(Scenario 3-1) The innovation of Ivory soap created which advantage for the advertiser:
(73) Scenario 3-2
When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle, Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, 'Lemon.' The copy for 'Lemon' said that once in a while we turn out a car that's a lemon, in which case we get rid of it. We don't sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you'll never get one of our lemons.
"For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, From Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.)
-(Scenario 3-2) While the creative revolution did not last long, advertising would:
(78) Scenario 3-1
In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.
According to Procter & Gamble legend, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national sales--Ivory soap--with the slogans "It floats" and "99-44/100 percent pure." (Stephen Fox, The Mirror Makers, [New York: Random House, 1984], 24.)
-(Scenario 3-1) One effect of the passage of the Pure Food and Drug Act of 1906 was that
(83) Americans began to fear that they were being seduced by subliminal advertising during the 1950's, and a celebrated example of the hysteria created was the story of:
(86) Ads in the ____ era were particularly concerned with traditional social class and values and were also considered to be bold and provocative.
(81) The advertising industry underwent major changes in consumer perception from the 1920s to the 1930s. Describe the change in consumer perception and explain the reason or reasons for this occurrence. Describe how the style of advertising changed between these eras.
(87) During the Depression the U.S, Congress passed real advertising reform, including law against "deceptive acts of commerce." The result was
(71) Products could be branded even before the practice of advertising was firmly established as a marketing communications tool.
(96) Because of the dramatic increase of goods on the market between 1875-1918, advertising took on less importance, as advertisers created new products for consumers.
(86) 
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