Exam 1: Background of Todays Advertising

________ provided the impetus for a sophisticated advertising and marketing structure based on product differentiation and consumer loyalty.

Among reasons magazines began to succeed in the late nineteenth century was:

Which of the following was NOT a factor that influenced development of advertising?

Favorable mailing rates passed by Congress in 1794 allowed national magazines to dominate the advertising market for most of the colonial period.

In the last 50 years, America, once respected around the world for its technical and productive expertise, has been transformed into a country focused on providing services.

By the 1920s, magazines became a major advertising media because of their:

The federal agency charged with ensuring that advertising claims and sales practices meet reasonable standards for honesty and truthfulness is the ________.

Early advertisements often focusing on the needs of clergy seeking jobs were:

Advertising practitioners today are far more likely to be marketing specialists, using consultants to evaluate research and to understand the psychology of consumer behavior, than were their predecessors.

In the interactive era, control of the communication channel is not in the hands of the media but is in the hands of:

The transcontinental railroad effectively slowed the growth of advertising.

American politics changed forever in the 1952 presidential campaign when:

Laissez-faire business policies and corrupt politicians led to the excesses of big business in the beginning of the twentieth century, which resulted in stricter regulations on advertising.

The Department of Justice ruled in 1956 that the ________ percent commission on all media placed was negotiable, encouraging growth in specialized advertising companies, including creative-only agencies, in-house agencies owned by advertisers, and media-buying services.

One critical aspect of current twenty-first century advertising will be:

The focus of the earliest advertising companies in the United States was on providing advertising space rather than creativity in design.

By the end of the nineteenth century, major agencies were providing all of the following EXCEPT:

Despite various criticisms about modern advertising, consumers use it to:

Among reasons that magazines did NOT succeed initially in the United States was:

Local advertising clubs are the main constituency of the American Advertising Federation, whose primary focus continues to be elimination of misleading advertising.