Question 1

Despite the devastating depression that closed out the 1920s, during that decade:

Accepted Answer

A) door-to-door truck delivery of products from manufacturers to retailers spurred the growth of chain stores. 
B) supermarkets appeared. 
C) passenger car business boomed. 
D) self-service stores appeared. 
E) all of the above 
A) door-to-door truck delivery of products from manufacturers to retailers spurred the growth of chain stores. 
B) supermarkets appeared. 
C) passenger car business boomed. 
D) self-service stores appeared. 
E) all of the above

Question 2

________ is the term that describes the mutually beneficial relationship between advertising and media.

Accepted Answer

The answer of ________ is the term that describes the...

Question 3

Audience fragmentation beginning in the 1980s led to a decline, if not the actual end, of traditional mass-market strategies.

Accepted Answer

A) True 
 B)False

Question 4

Advertising executive Claude Hopkins started researching the market in the 1920s. His methods included:

Accepted Answer

A) radio appeal responses. 
B) coupon responses. 
C) subliminal advertising research. 
D) lifestyle analysis. 
E) behavioral research. 
A) radio appeal responses. 
B) coupon responses. 
C) subliminal advertising research. 
D) lifestyle analysis. 
E) behavioral research.

Question 5

Development of national magazines and coast-to-coast railroad distribution supported the creation of national brands, leading to a sophisticated advertising and marketing structure.

Accepted Answer

A) True 
 B)False

Question 6

In the last twenty years, advertisers have come to realize that a key to successful advertising is:

Accepted Answer

A) striving to meet consumer expectations. 
B) competitive advertising. 
C) keeping the public trust. 
D) media saturation. 
E) corrective and directive advertising. 
A) striving to meet consumer expectations. 
B) competitive advertising. 
C) keeping the public trust. 
D) media saturation. 
E) corrective and directive advertising.

Question 7

The Pure Food and Drug Act was passed to address:

Accepted Answer

A) product safety issues. 
B) fraudulent claims made by manufacturers. 
C) the government's role in production of food. 
D) the government's role in labeling of drug and cosmetic products. 
E) public health concerns. 
A) product safety issues. 
B) fraudulent claims made by manufacturers. 
C) the government's role in production of food. 
D) the government's role in labeling of drug and cosmetic products. 
E) public health concerns.

Question 8

Contributions made by Marion Harper include:

Accepted Answer

A) providing a newspaper directory, which provided circulation estimates. 
B) founding a holding company, Interpublic, that would allow its separate agencies to serve competing accounts with integrated marketing communications services. 
C) creating the American Association of Advertising Agencies (AAAAs). 
D) funding the public libraries in Marion, OH, with the proceeds from his wildly successful advertising agency. 
E) supporting the idea for a forerunner to the Ad Council. 
A) providing a newspaper directory, which provided circulation estimates. 
B) founding a holding company, Interpublic, that would allow its separate agencies to serve competing accounts with integrated marketing communications services. 
C) creating the American Association of Advertising Agencies (AAAAs). 
D) funding the public libraries in Marion, OH, with the proceeds from his wildly successful advertising agency. 
E) supporting the idea for a forerunner to the Ad Council.

Question 9

Advertising can be a cause and sometimes a participant in changes in technology, the social and cultural environment, and business conditions.

Accepted Answer

A) True 
 B)False

Question 10

Henry Ford should is considered a visionary for:

Accepted Answer

A) realizing mass circulation was a key to wise media buying. 
B) recognizing the value of brand differentiation. 
C) recognizing the success of mass production depended on selling a product in high volume at an affordable price through advertising. 
D) instilling the notion that design rather than quality was most important. 
E) understanding that paying minimum wages would increase profitability. 
A) realizing mass circulation was a key to wise media buying. 
B) recognizing the value of brand differentiation. 
C) recognizing the success of mass production depended on selling a product in high volume at an affordable price through advertising. 
D) instilling the notion that design rather than quality was most important. 
E) understanding that paying minimum wages would increase profitability.

Question 11

The Pure Food and Drug Act of 1906 had loopholes that made enforcement of the pure foods and patent medicines provisions of the law difficult. These loopholes were closed by passage of the Pure Food and Drug Act in June of 1938.

Accepted Answer

A) True 
 B)False

Question 12

Earliest forms of advertising research were centered on psychographics and aimed at finding out what motivated purchase behavior.

Accepted Answer

A) True 
 B)False

Question 13

The ________, the organization formed as the successor to the War Advertising Council, has created such memorable characters as Smokey the Bear and McGruff the Crime Dog, and they did it pro bono!

Accepted Answer

The answer of The ________, the organization formed as the...

Question 14

________ is considered to be the first national marketer.

Accepted Answer

The answer of ________ is considered to be the first...

Question 15

In the 1920s, this sales technique allowed most Americans to enjoy the "good life" that included electric refrigerators and washing machines.

Accepted Answer

A) revolving credit cards 
B) personal checking accounts 
C) installment purchasing plans 
D) cash & carry 
E) mortgages 
A) revolving credit cards 
B) personal checking accounts 
C) installment purchasing plans 
D) cash & carry 
E) mortgages

Question 16

Match between columns
                        Premises: Distinctive trait of the interactive era where consumers choose communication channel.
Father of behavioral research hired by J. Walter Thompson to help determine the most effective ways to reach prospective consumers.
This company established the first commercial radio station, KDKA, to provide programming to buyers of its radio sets.
Handwritten poster ad whose name literally means "anyone seeking."
The delayed impact of the overuse of this in the 1980s eventually negatively affected every media, advertising, the retail industry, and business in general in the 1990s.
Earliest medium for public announcements in European countries; announced arrival of cargo ships.
Considered by many to be the first true copywriter; hired by Wannamaker Department Store to highlight style and luxury rather than simple utility to sell products.
Visionary who saw that mass production was based on high volume, affordable price, and mass selling through advertising.
The primary media measurement technique of the last century.
Advertising genius who introduced the 60-second commercial to American politics during the 1960 presidential campaign, forever changing how political campaigns would be run.
An acceptable form of advertising that allows mention of competitors by name.
Provided protection not only for businesses but also for consumers, protection from acts or practices that are deceptive or unfair.
Outdoor advertising that first appeared in eighteenth century to reach the illiterate.
This early voice for pure food and drugs used clear bottles to convince consumers that his product was fresh.
Organization formed to verify circulation numbers of publishers to ensure advertisers received what they paid for.

Accepted Answer

The Answer of John Powers and audience delivery and H. is...

Question 17

The earliest known evidence that advertising existed before the nineteenth century comes from studying the:

Accepted Answer

A) Greek empire. 
B) Babylonian empire. 
C) Roman empire. 
D) Viking conquests. 
E) English and French public houses. 
A) Greek empire. 
B) Babylonian empire. 
C) Roman empire. 
D) Viking conquests. 
E) English and French public houses.

Question 18

The exchange of goods, with its need to link buyers to sellers, has been a concern for humans since prehistoric times.

Accepted Answer

A) True 
 B)False

Question 19

A country's cultural, economic, and political circumstances provide appropriate perspectives in which to study advertising.

Accepted Answer

A) True 
 B)False

Question 20

Advertising is based upon a consumer's perceptions that owning a particular product can provide status, fulfill a need, and indicate keeping up with change.

Accepted Answer

A) True 
 B)False

Exam 1: Background of Todays Advertising

Despite the devastating depression that closed out the 1920s, during that decade:

________ is the term that describes the mutually beneficial relationship between advertising and media.

Audience fragmentation beginning in the 1980s led to a decline, if not the actual end, of traditional mass-market strategies.

Advertising executive Claude Hopkins started researching the market in the 1920s. His methods included:

Development of national magazines and coast-to-coast railroad distribution supported the creation of national brands, leading to a sophisticated advertising and marketing structure.

In the last twenty years, advertisers have come to realize that a key to successful advertising is:

The Pure Food and Drug Act was passed to address:

Contributions made by Marion Harper include:

Advertising can be a cause and sometimes a participant in changes in technology, the social and cultural environment, and business conditions.

Henry Ford should is considered a visionary for:

The Pure Food and Drug Act of 1906 had loopholes that made enforcement of the pure foods and patent medicines provisions of the law difficult. These loopholes were closed by passage of the Pure Food and Drug Act in June of 1938.

Earliest forms of advertising research were centered on psychographics and aimed at finding out what motivated purchase behavior.

The ________, the organization formed as the successor to the War Advertising Council, has created such memorable characters as Smokey the Bear and McGruff the Crime Dog, and they did it pro bono!

________ is considered to be the first national marketer.

In the 1920s, this sales technique allowed most Americans to enjoy the "good life" that included electric refrigerators and washing machines.

The earliest known evidence that advertising existed before the nineteenth century comes from studying the:

The exchange of goods, with its need to link buyers to sellers, has been a concern for humans since prehistoric times.

A country's cultural, economic, and political circumstances provide appropriate perspectives in which to study advertising.

Advertising is based upon a consumer's perceptions that owning a particular product can provide status, fulfill a need, and indicate keeping up with change.

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