Question 1

Which of the following was a result of the principle of limited liability gaining acceptance in the 1840s?

Accepted Answer

A)  Lower number of businessmen investing money in ventures 
B)  Higher risk for investors in business ventures 
C)  Lower risk of losing shares in a corporation for businessmen 
D)  Accumulation of large amounts of capital to finance the Industrial Revolution 
A)  Lower number of businessmen investing money in ventures 
B)  Higher risk for investors in business ventures 
C)  Lower risk of losing shares in a corporation for businessmen 
D)  Accumulation of large amounts of capital to finance the Industrial Revolution

Question 2

Scenario 3-5Jerome 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 finds:
-(Scenario 3-5)During which period did product show blends for products such as the Strawberry Shortcake toy make regulation more difficult and enrage regulators?

Accepted Answer

A)  World War II and the 1950s 
B)  The Designer Era 
C)  The 1970s 
D)  Peace, Love, and Creative Revolution 
A)  World War II and the 1950s 
B)  The Designer Era 
C)  The 1970s 
D)  Peace, Love, and Creative Revolution

Question 3

How did early marketers establish a degree of power with their brands?

Accepted Answer

A)  By getting consumers to identify them and pay higher prices for them 
B)  By creating normal and ordinary products so that consumers would easily accept them 
C)  By motivating general stores and grocers to replace branded products with unmarked products 
D)  By reducing their prices of products 
A)  By getting consumers to identify them and pay higher prices for them 
B)  By creating normal and ordinary products so that consumers would easily accept them 
C)  By motivating general stores and grocers to replace branded products with unmarked products 
D)  By reducing their prices of products

Question 4

A certain form of a commercial message is seen by courts as artistic speech,not as the less protected "commercial speech."         ,therefore,gets more First Amendment protection than ordinary advertising does.

Accepted Answer

A)  Print ads 
B)  Radio slots 
C)  The information on a product label 
D)  Branded entertainment 
A)  Print ads 
B)  Radio slots 
C)  The information on a product label 
D)  Branded entertainment

Question 5

In the 1970s,cable programming grew in quality with several viewing options,and advertisers learned how to reach more specific audiences.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A)  Bruce Barton and his book called The Man Nobody Knows 
B)  Helen Resor and James Webb Young from the J. Walter Thompson advertising agency 
C)  James Vicary's false claim about the effect of subliminal messages 
D)  Heads of advertising agencies, Leo Burnett and David Ogilvy 
A)  Bruce Barton and his book called The Man Nobody Knows 
B)  Helen Resor and James Webb Young from the J. Walter Thompson advertising agency 
C)  James Vicary's false claim about the effect of subliminal messages 
D)  Heads of advertising agencies, Leo Burnett and David Ogilvy

Question 7

In the mid-1800s,mass-circulation magazines began to make national advertising possible,and national advertising began to make national brands possible.

Accepted Answer

A) True 
 B)False

Question 8

During the 1840s,the _______ emerged as a way for individuals to reduce the risk of the loss of personal wealth when investing in business ventures

Accepted Answer

A)  creation of business insurance 
B)  principle of limited liability 
C)  concept of dividend distribution 
D)  process of double taxation 
A)  creation of business insurance 
B)  principle of limited liability 
C)  concept of dividend distribution 
D)  process of double taxation

Question 9

Advertising changed commerce,but not society.

Accepted Answer

A) True 
 B)False

Question 10

Mass media is not supported by advertising.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true about advertising during the Great Depression?

Accepted Answer

A)  Advertising found respectability, fame, and glamour during this era. 
B)  Consumers believed that ads helped them choose the right product. 
C)  Advertisers adopted a tough, no-frills advertising style. 
D)  Consumers believed blindly in advertisements and brands. 
A)  Advertising found respectability, fame, and glamour during this era. 
B)  Consumers believed that ads helped them choose the right product. 
C)  Advertisers adopted a tough, no-frills advertising style. 
D)  Consumers believed blindly in advertisements and brands.

Question 12

One of the elements that characterizes present day advertising is that consumers:

Accepted Answer

A)  rely more on advertisers and agencies for information. 
B)  are empowered. 
C)  are no longer brand-conscious. 
D)  can no longer co-create brand messages like before. 
A)  rely more on advertisers and agencies for information. 
B)  are empowered. 
C)  are no longer brand-conscious. 
D)  can no longer co-create brand messages like before.

Question 13

Men became the major target of advertisers in the 1920s because they were the head of households and made most purchase decisions.

Accepted Answer

A) True 
 B)False

Question 14

During which era of advertising did consumers first begin to surround themselves with devices related to communication?

Accepted Answer

A)  The 1970s (1973 to 1980) 
B)  Peace, Love, and the Creative Revolution (1960 to 1972) 
C)  World War II and the 1950s (1942 to 1960) 
D)  The Depression (1929 to 1941) 
A)  The 1970s (1973 to 1980) 
B)  Peace, Love, and the Creative Revolution (1960 to 1972) 
C)  World War II and the 1950s (1942 to 1960) 
D)  The Depression (1929 to 1941)

Question 15

The first regulatory initiative by the federal authorities was the Pure Food and Drug Act,which required manufacturers to use the healthiest ingredients possible.

Accepted Answer

A) True 
 B)False

Question 16

By the late 1800s,manufacturers were developing brand names.This helped them:

Accepted Answer

A)  steer clear from advertising their products. 
B)  lower their economies of scale. 
C)  gain power. 
D)  lower their prices of products. 
A)  steer clear from advertising their products. 
B)  lower their economies of scale. 
C)  gain power. 
D)  lower their prices of products.

Question 17

Ads in the designer era were marked by        .

Accepted Answer

A)  social-class consciousness 
B)  values that limited consumption and considered it irreligious 
C)  rebellion, youth, and revolution 
D)  values that conflicted with traditional American values 
A)  social-class consciousness 
B)  values that limited consumption and considered it irreligious 
C)  rebellion, youth, and revolution 
D)  values that conflicted with traditional American values

Question 18

Ads in the 1920s showed slices of life in a way that depicted:

Accepted Answer

A)  garish designs illustrating unrealistic situations. 
B)  ads that were purely informational in nature. 
C)  how consumers should have a good time. 
D)  less visual ads than in the past. 
A)  garish designs illustrating unrealistic situations. 
B)  ads that were purely informational in nature. 
C)  how consumers should have a good time. 
D)  less visual ads than in the past.

Question 19

Scenario 3-2When 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 thechances 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)During the creative revolution,advertising:

Accepted Answer

A)  was dominated by subliminal advertising. 
B)  reverted back to focusing on the product instead of the brand. 
C)  became aware of its own role in consumer culture. 
D)  reaffirmed gender roles and sexual norms. 
A)  was dominated by subliminal advertising. 
B)  reverted back to focusing on the product instead of the brand. 
C)  became aware of its own role in consumer culture. 
D)  reaffirmed gender roles and sexual norms.

Question 20

Advertisers responded to the Depression by adopting a soft,feminine style in their ads.

Accepted Answer

A) True 
 B)False

Which of the following was a result of the principle of limited liability gaining acceptance in the 1840s?

How did early marketers establish a degree of power with their brands?

A certain form of a commercial message is seen by courts as artistic speech,not as the less protected "commercial speech." ,therefore,gets more First Amendment protection than ordinary advertising does.

In the 1970s,cable programming grew in quality with several viewing options,and advertisers learned how to reach more specific audiences.

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

In the mid-1800s,mass-circulation magazines began to make national advertising possible,and national advertising began to make national brands possible.

During the 1840s,the _______ emerged as a way for individuals to reduce the risk of the loss of personal wealth when investing in business ventures

Advertising changed commerce,but not society.

Mass media is not supported by advertising.

Which of the following is true about advertising during the Great Depression?

One of the elements that characterizes present day advertising is that consumers:

Men became the major target of advertisers in the 1920s because they were the head of households and made most purchase decisions.

During which era of advertising did consumers first begin to surround themselves with devices related to communication?

The first regulatory initiative by the federal authorities was the Pure Food and Drug Act,which required manufacturers to use the healthiest ingredients possible.

By the late 1800s,manufacturers were developing brand names.This helped them:

Ads in the designer era were marked by .

Ads in the 1920s showed slices of life in a way that depicted:

Advertisers responded to the Depression by adopting a soft,feminine style in their ads.

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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 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 Digital, social, Mobile 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

Which of the following was a result of the principle of limited liability gaining acceptance in the 1840s?

How did early marketers establish a degree of power with their brands?

A certain form of a commercial message is seen by courts as artistic speech,not as the less protected "commercial speech." ,therefore,gets more First Amendment protection than ordinary advertising does.

In the 1970s,cable programming grew in quality with several viewing options,and advertisers learned how to reach more specific audiences.

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

In the mid-1800s,mass-circulation magazines began to make national advertising possible,and national advertising began to make national brands possible.

During the 1840s,the _______ emerged as a way for individuals to reduce the risk of the loss of personal wealth when investing in business ventures

Advertising changed commerce,but not society.

Mass media is not supported by advertising.

Which of the following is true about advertising during the Great Depression?

One of the elements that characterizes present day advertising is that consumers:

Men became the major target of advertisers in the 1920s because they were the head of households and made most purchase decisions.

During which era of advertising did consumers first begin to surround themselves with devices related to communication?

The first regulatory initiative by the federal authorities was the Pure Food and Drug Act,which required manufacturers to use the healthiest ingredients possible.

By the late 1800s,manufacturers were developing brand names.This helped them:

Ads in the designer era were marked by .

Ads in the 1920s showed slices of life in a way that depicted:

Advertisers responded to the Depression by adopting a soft,feminine style in their ads.

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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 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 Digital, social, Mobile 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