Question 1

How were women depicted by advertisers in the 1950s?

Accepted Answer

A) as free spirits with new-found equality and respect 
B) as prominent members of the business community 
C) as heading large families and staffs of servants 
D) as chaste homemakers 
A) as free spirits with new-found equality and respect 
B) as prominent members of the business community 
C) as heading large families and staffs of servants 
D) as chaste homemakers

Question 2

Scenario 3-3
Zooppa is a global social network for creative talent that partners with companies to launch user-generated advertising campaigns. Two years after it was initially founded in 2008, the company continues to offer consumers an outlet for their creative advertising ideas. Members of the network submit their original ads in response to a company's creative brief.These ads can take various formats including video, print, banners, concepts, and radio, and winners of the various competitions often take home a monetary prize. The site now boasts over 60,000 members, a number that will surely continue to grow as more consumers feel the urge to influence the way their favorite products are advertised through various forms of media.
-(Scenario 3-3) Zooppa was created to inspire what type of content?

Accepted Answer

A) branded entertainment 
B) creative advertising 
C) subliminal advertising 
D) consumer-generated content 
A) branded entertainment 
B) creative advertising 
C) subliminal advertising 
D) consumer-generated content

Question 3

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) The "Lemon" ad just described is characteristic of the style of advertising for which the creative revolution is known because it can be described as having a

Accepted Answer

A) well-researched, hard-sell approach. 
B) simple style and self-effacing humor. 
C) complex, yet intelligent, execution. 
D) clean look and simple copy. 
A) well-researched, hard-sell approach. 
B) simple style and self-effacing humor. 
C) complex, yet intelligent, execution. 
D) clean look and simple copy.

Question 4

Even during the widespread poverty of the Great Depression, advertising still maintained its high-class status and continued to be viewed as glamorous and inviting.

Accepted Answer

A) True 
 B)False

Question 5

Without the rise of mass media, there would have been no national brands because there would have been no national advertising.

Accepted Answer

A) True 
 B)False

Question 6

American advertisements over the years have often revolved around the theme of modernity.Discuss the two eras that are characterized by the use of this theme.How was modernity used as a foundation for persuasion, and what was meant by being "modern"? Briefly describe the societal trends that made the use of this theme effective during each era.What massive social change in America curtailed this celebration of modern life?

Accepted Answer

The era that introduced the concept of m

Question 7

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, its advertising

Accepted Answer

A) allowed advertisers to create television commercials without advertising agencies. 
B) reverted back to focusing on the product. 
C) became aware of its own role in consumer culture, that of creating cultural icons. 
D) recreated the effort to feature women in domestic roles. 
A) allowed advertisers to create television commercials without advertising agencies. 
B) reverted back to focusing on the product. 
C) became aware of its own role in consumer culture, that of creating cultural icons. 
D) recreated the effort to feature women in domestic roles.

Question 8

Advertising was totally unregulated during the Industrial era, and advertisers took this opportunity to lie, cheat, and deceive with no worry about punishment.

Accepted Answer

A) True 
 B)False

Question 9

Scenario 3-5
Jerome Brown 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.Jerome 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 first showed the "male" domain as the office and the "feminine" space as the home likely came from which era?

Accepted Answer

A) World War II and the '50s (1942 to 1960) 
B) the Depression (1929 to 1941) 
C) the 1920s (1918 to 1929) 
D) P.T.Barnum (1875 to 1918) 
A) World War II and the '50s (1942 to 1960) 
B) the Depression (1929 to 1941) 
C) the 1920s (1918 to 1929) 
D) P.T.Barnum (1875 to 1918)

Question 10

It is important to realize that, for the most part, ____ are supported by advertising.

Accepted Answer

A) government policies 
B) not-for-profit organizations 
C) public programs 
D) mass media 
A) government policies 
B) not-for-profit organizations 
C) public programs 
D) mass media

Question 11

At the same time that television advertising was beginning to be influenced by the bold editing style of music videos, many mainstream ads could be described as

Accepted Answer

A) acting as a form of hard sell. 
B) challenging accepted values. 
C) promoting anti-consumption. 
D) being social-class conscious. 
A) acting as a form of hard sell. 
B) challenging accepted values. 
C) promoting anti-consumption. 
D) being social-class conscious.

Question 12

After WWII and into the 1950s, ads began to take on an air of self-awareness, conveying the sentiment that "you know it's an ad and so do we."

Accepted Answer

A) True 
 B)False

Question 13

How did the Industrial Revolution lead to important social and economic changes that contributed to the rise in advertising? List two of these changes and explain how they encouraged the expansion of advertising and promotion.

Accepted Answer

The Industrial Revolution, which spread

Question 14

Some analysts have referred to the current era, since 2000, as the post-advertising age.One of the elements that characterizes advertising today is that, more than ever before, consumers

Accepted Answer

A) rely on advertisers and agencies for information. 
B) are empowered. 
C) are no longer expected to "connect" with brands. 
D) have lost interest in advertising. 
A) rely on advertisers and agencies for information. 
B) are empowered. 
C) are no longer expected to "connect" with brands. 
D) have lost interest in advertising.

Question 15

Ads in the 1920s were more visual than in the past, and showed slices of life in a way that depicted

Accepted Answer

A) garish designs illustrating unrealistic situations and cartoonish characters. 
B) consumer power and resulting federal regulation. 
C) people enjoying products and having a good time in modern social settings. 
D) large companies vying for the earnings of corporate America. 
A) garish designs illustrating unrealistic situations and cartoonish characters. 
B) consumer power and resulting federal regulation. 
C) people enjoying products and having a good time in modern social settings. 
D) large companies vying for the earnings of corporate America.

Question 16

Who added to the fear and hysteria over advertising in the 1950s?

Accepted Answer

A) Bruce Barton's book about Christ as an advertising man 
B) Morning Again in America, a novel by Hal Riney 
C) James Vicary's false story of embedded commercial messages at movie theatres 
D) Phil Dusenberry's true story of "drink me" messages in Pepsi ads 
A) Bruce Barton's book about Christ as an advertising man 
B) Morning Again in America, a novel by Hal Riney 
C) James Vicary's false story of embedded commercial messages at movie theatres 
D) Phil Dusenberry's true story of "drink me" messages in Pepsi ads

Question 17

For advertisers, one main difference between the period immediately following World War I and the period immediately following World War II was that after World War I,

Accepted Answer

A) advertising was highly respected; after World War II, it was distrusted. 
B) the country entered a recession; after World War II, it entered prosperous times. 
C) there was an emphasis on modernity; after World War II, there was an emphasis on tradition. 
D) the country entered prosperous economic times; after World War II, it entered a recession. 
A) advertising was highly respected; after World War II, it was distrusted. 
B) the country entered a recession; after World War II, it entered prosperous times. 
C) there was an emphasis on modernity; after World War II, there was an emphasis on tradition. 
D) the country entered prosperous economic times; after World War II, it entered a recession.

Question 18

The expansion of newspaper circulation in America was fostered by

Accepted Answer

A) traveling circuses, carnivals, and theatrical performances. 
B) increased interest among readers for television program listings. 
C) extended railroads and growing urban centers. 
D) highly differentiated but unbranded products. 
A) traveling circuses, carnivals, and theatrical performances. 
B) increased interest among readers for television program listings. 
C) extended railroads and growing urban centers. 
D) highly differentiated but unbranded products.

Question 19

During the 1950s, a renewed consumer culture resumed, and advertising once again found the respectability and fame it had in its heyday of the 1920s.

Accepted Answer

A) True 
 B)False

Question 20

In 1924, Bruce Barton blended capitalist and religious principles in his book, The Man Nobody Knows, allowing readers to resolve their conflicts over religious warnings of excess and the country's new consumer culture.

Accepted Answer

A) True 
 B)False

How were women depicted by advertisers in the 1950s?

Even during the widespread poverty of the Great Depression, advertising still maintained its high-class status and continued to be viewed as glamorous and inviting.

Without the rise of mass media, there would have been no national brands because there would have been no national advertising.

Advertising was totally unregulated during the Industrial era, and advertisers took this opportunity to lie, cheat, and deceive with no worry about punishment.

It is important to realize that, for the most part, ____ are supported by advertising.

At the same time that television advertising was beginning to be influenced by the bold editing style of music videos, many mainstream ads could be described as

After WWII and into the 1950s, ads began to take on an air of self-awareness, conveying the sentiment that "you know it's an ad and so do we."

How did the Industrial Revolution lead to important social and economic changes that contributed to the rise in advertising? List two of these changes and explain how they encouraged the expansion of advertising and promotion.

Some analysts have referred to the current era, since 2000, as the post-advertising age.One of the elements that characterizes advertising today is that, more than ever before, consumers

Ads in the 1920s were more visual than in the past, and showed slices of life in a way that depicted

Who added to the fear and hysteria over advertising in the 1950s?

For advertisers, one main difference between the period immediately following World War I and the period immediately following World War II was that after World War I,

The expansion of newspaper circulation in America was fostered by

During the 1950s, a renewed consumer culture resumed, and advertising once again found the respectability and fame it had in its heyday of the 1920s.

In 1924, Bruce Barton blended capitalist and religious principles in his book, The Man Nobody Knows, allowing readers to resolve their conflicts over religious warnings of excess and the country's new consumer culture.

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations

Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, Integrated Brand Promotion, and Consumer Behavior

Market Segmentation, Positioning, and the Value Proposition

Advertising and Promotion Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, Magazines, Television, and Radio

Media Planning: Advertising and Ibp in Digitalinteractive Media

Sales Promotion, Point-Of-Purchase Advertising, and Support Media

Event Sponsorship, Product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, Influencer Marketing, and Corporate Advertising

Filters

Exam 3: The History of Advertising and Brand Promotion

How were women depicted by advertisers in the 1950s?

Even during the widespread poverty of the Great Depression, advertising still maintained its high-class status and continued to be viewed as glamorous and inviting.

Without the rise of mass media, there would have been no national brands because there would have been no national advertising.

Advertising was totally unregulated during the Industrial era, and advertisers took this opportunity to lie, cheat, and deceive with no worry about punishment.

It is important to realize that, for the most part, ____ are supported by advertising.

At the same time that television advertising was beginning to be influenced by the bold editing style of music videos, many mainstream ads could be described as

After WWII and into the 1950s, ads began to take on an air of self-awareness, conveying the sentiment that "you know it's an ad and so do we."

How did the Industrial Revolution lead to important social and economic changes that contributed to the rise in advertising? List two of these changes and explain how they encouraged the expansion of advertising and promotion.

Some analysts have referred to the current era, since 2000, as the post-advertising age.One of the elements that characterizes advertising today is that, more than ever before, consumers

Ads in the 1920s were more visual than in the past, and showed slices of life in a way that depicted

Who added to the fear and hysteria over advertising in the 1950s?

For advertisers, one main difference between the period immediately following World War I and the period immediately following World War II was that after World War I,

The expansion of newspaper circulation in America was fostered by

During the 1950s, a renewed consumer culture resumed, and advertising once again found the respectability and fame it had in its heyday of the 1920s.

In 1924, Bruce Barton blended capitalist and religious principles in his book, The Man Nobody Knows, allowing readers to resolve their conflicts over religious warnings of excess and the country's new consumer culture.

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations

Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, Integrated Brand Promotion, and Consumer Behavior

Market Segmentation, Positioning, and the Value Proposition

Advertising and Promotion Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, Magazines, Television, and Radio

Media Planning: Advertising and Ibp in Digitalinteractive Media

Sales Promotion, Point-Of-Purchase Advertising, and Support Media

Event Sponsorship, Product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, Influencer Marketing, and Corporate Advertising

Filters