Question 1

One of the earliest conveyors of advertising-like messages were:

Accepted Answer

A) newspaper reporters. 
B) copy editors. 
C) assignment editors. 
D) cargo ship captains. 
E) town criers. 
A) newspaper reporters. 
B) copy editors. 
C) assignment editors. 
D) cargo ship captains. 
E) town criers. E

Question 2

This advertising medium established and proved the financing model that focuses on generating advertising revenue rather subscription income.

Accepted Answer

A) high-circulation newspapers 
B) syndicated radio broadcast networks 
C) regional general interest magazines 
D) pamphlets and broadsides 
E) acta diurna 
A) high-circulation newspapers 
B) syndicated radio broadcast networks 
C) regional general interest magazines 
D) pamphlets and broadsides 
E) acta diurna A

Question 3

What is the role of advertising in an economy where products are scare but demand is high?

Accepted Answer

A) to trumpet the quality of products and services 
B) to inform buyers where to purchase goods and services and for how much 
C) to advise potential customers not to purchase inferior products 
D) to help depress supply so it meets demand 
E) to persuade customers the products and services were available 
A) to trumpet the quality of products and services 
B) to inform buyers where to purchase goods and services and for how much 
C) to advise potential customers not to purchase inferior products 
D) to help depress supply so it meets demand 
E) to persuade customers the products and services were available E

Question 4

The principle of ________, introduced by Alfred Sloan, Jr., of General Motors, prompts consumers to discard their possessions not because of loss of utility but rather because of loss of status.

Accepted Answer

planned ob

Question 5

One of the main reasons European inns in the seventeenth and eighteenth centuries vied with one another to create attractive signs was:

Accepted Answer

A) the wealth of patrons. 
B) the prevalence of color blindness. 
C) the widespread illiteracy. 
D) the intense competition sparked by removal of blue laws. 
E) the desire to create a better image in order to attract even more visitors. 
A) the wealth of patrons. 
B) the prevalence of color blindness. 
C) the widespread illiteracy. 
D) the intense competition sparked by removal of blue laws. 
E) the desire to create a better image in order to attract even more visitors.

Question 6

Volney Palmer is remembered as the:

Accepted Answer

A) publisher of Advertising Age. 
B) founder of the first advertising agency in the United States. 
C) developer of the survey questionnaire technique. 
D) first chairman of the FTC. 
E) creator of the first cigarette advertising. 
A) publisher of Advertising Age. 
B) founder of the first advertising agency in the United States. 
C) developer of the survey questionnaire technique. 
D) first chairman of the FTC. 
E) creator of the first cigarette advertising.

Question 7

This development in the 1980s caused advertising revenues to drop significantly for many types of media in the 1990s.

Accepted Answer

A) audience consolidation 
B) media fragmentation 
C) overuse of consumer credit 
D) changes in technology 
E) the advent of cable TV 
A) audience consolidation 
B) media fragmentation 
C) overuse of consumer credit 
D) changes in technology 
E) the advent of cable TV

Question 8

This piece of legislation allowed the FTC to extent its protections to consumers.

Accepted Answer

A) the Federal Trade Commission Act of 1914 
B) the Pure Food and Drug Act of 1936 
C) the Taft-Hartley Act of 1940 
D) the Wheeler-Lea Act of 1938 
E) the Consumer Protection Act of 1954 
A) the Federal Trade Commission Act of 1914 
B) the Pure Food and Drug Act of 1936 
C) the Taft-Hartley Act of 1940 
D) the Wheeler-Lea Act of 1938 
E) the Consumer Protection Act of 1954

Question 9

During WWII, most advertising was created to encourage Americans to cooperate in the war effort through ________.

Accepted Answer

conservati

Question 10

The father of behavioral research in the field of advertising is:

Accepted Answer

A) Marion Harper. 
B) Alfred P. Sloan. 
C) Elton J. Sears. 
D) John Wanamaker. 
E) John Watson. 
A) Marion Harper. 
B) Alfred P. Sloan. 
C) Elton J. Sears. 
D) John Wanamaker. 
E) John Watson.

Question 11

Alfred Sloan should be thought of primarily as:

Accepted Answer

A) the first manufacturer to introduce mass production in the assembly of horse buggies. 
B) a collaborator with Henry Ford to promote cars as low-cost transportation. 
C) the man who introduced the tailfin in automobile advertising. 
D) the father of the automotive dealership distribution method. 
E) the first to view ownership of particular types of automobiles as a status symbol. 
A) the first manufacturer to introduce mass production in the assembly of horse buggies. 
B) a collaborator with Henry Ford to promote cars as low-cost transportation. 
C) the man who introduced the tailfin in automobile advertising. 
D) the father of the automotive dealership distribution method. 
E) the first to view ownership of particular types of automobiles as a status symbol.

Question 12

Forces that encouraged development of modern advertising in the United States included:

Accepted Answer

A) reduction of mass-production techniques. 
B) strong colonial work ethic. 
C) publishing of mass circulation magazine and newspapers. 
D) an aspiring upper class. 
E) increased literacy due to public schooling. 
A) reduction of mass-production techniques. 
B) strong colonial work ethic. 
C) publishing of mass circulation magazine and newspapers. 
D) an aspiring upper class. 
E) increased literacy due to public schooling.

Question 13

The move toward full-scale global advertising began when American agencies established overseas offices as early as the 1930s.

Accepted Answer

A) True 
 B)False

Question 14

The period most closely associated with the rise of newspapers and magazines and the use of branding as a means of differentiating products is the:

Accepted Answer

A) mass communication era. 
B) broadcast era. 
C) interactive era. 
D) research era. 
E) premarketing era. 
A) mass communication era. 
B) broadcast era. 
C) interactive era. 
D) research era. 
E) premarketing era.

Question 15

One of the significant developments in marketing and advertising in this new millennium was:

Accepted Answer

A) defining and using new technology to reach prospects. 
B) returning the "human touch" to marketing with technology. 
C) limiting the use of creativity in advertising. 
D) use of more durable colors for brighter digital displays. 
E) infecting PCs with viral advertisements. 
A) defining and using new technology to reach prospects. 
B) returning the "human touch" to marketing with technology. 
C) limiting the use of creativity in advertising. 
D) use of more durable colors for brighter digital displays. 
E) infecting PCs with viral advertisements.

Question 16

The War Advertising Council, started in 1942, eventually became the:

Accepted Answer

A) AAF. 
B) Advertising Council. 
C) AAAAs. 
D) ANA. 
E) AIDA. 
A) AAF. 
B) Advertising Council. 
C) AAAAs. 
D) ANA. 
E) AIDA.

Question 17

Critics of advertising during the twentieth century focused concerns on such techniques as:

Accepted Answer

A) message creation and retention. 
B) needs assessment and fulfillment. 
C) demographic and psychographic differentiation. 
D) multiple exposure rate effects and ad manipulation. 
E) subliminal advertising and motivational research. 
A) message creation and retention. 
B) needs assessment and fulfillment. 
C) demographic and psychographic differentiation. 
D) multiple exposure rate effects and ad manipulation. 
E) subliminal advertising and motivational research.

Question 18

This act passed in 1906 to protect consumers by addressing public health issues related to patent medicines.

Accepted Answer

A) the Public Health Commission Act 
B) the Pure Food and Drug Act 
C) the Cosmetic Safety and Patent Medicine Control Act 
D) the Heinz-Pillsbury Act 
E) the Federal Consumer Safety Act 
A) the Public Health Commission Act 
B) the Pure Food and Drug Act 
C) the Cosmetic Safety and Patent Medicine Control Act 
D) the Heinz-Pillsbury Act 
E) the Federal Consumer Safety Act

Question 19

Medieval European and English pub signage provides the earliest evidence of advertising in the world.

Accepted Answer

A) True 
 B)False

Question 20

Advertising was first used as an instrument for direct social action during:

Accepted Answer

A) the Civil War. 
B) the Spanish American War. 
C) World War I. 
D) World War II. 
E) the Korean Conflict. 
A) the Civil War. 
B) the Spanish American War. 
C) World War I. 
D) World War II. 
E) the Korean Conflict.

Exam 1: Background of Todays Advertising

One of the earliest conveyors of advertising-like messages were:

This advertising medium established and proved the financing model that focuses on generating advertising revenue rather subscription income.

What is the role of advertising in an economy where products are scare but demand is high?

The principle of ________, introduced by Alfred Sloan, Jr., of General Motors, prompts consumers to discard their possessions not because of loss of utility but rather because of loss of status.

One of the main reasons European inns in the seventeenth and eighteenth centuries vied with one another to create attractive signs was:

Volney Palmer is remembered as the:

This development in the 1980s caused advertising revenues to drop significantly for many types of media in the 1990s.

This piece of legislation allowed the FTC to extent its protections to consumers.

During WWII, most advertising was created to encourage Americans to cooperate in the war effort through ________.

The father of behavioral research in the field of advertising is:

Alfred Sloan should be thought of primarily as:

Forces that encouraged development of modern advertising in the United States included:

The move toward full-scale global advertising began when American agencies established overseas offices as early as the 1930s.

The period most closely associated with the rise of newspapers and magazines and the use of branding as a means of differentiating products is the:

One of the significant developments in marketing and advertising in this new millennium was:

The War Advertising Council, started in 1942, eventually became the:

Critics of advertising during the twentieth century focused concerns on such techniques as:

This act passed in 1906 to protect consumers by addressing public health issues related to patent medicines.

Medieval European and English pub signage provides the earliest evidence of advertising in the world.

Advertising was first used as an instrument for direct social action during:

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters