Question 1

Describe how the preindustrial age,in the evolution of advertising,differs from later eras.

Accepted Answer

The preindustrial age began about 3000 B

Question 2

Advertising has been a major factor in improving the standard of living in the United States.

Accepted Answer

A) True 
 B)False

Question 3

Why did the manufacturers begin using magazines for advertising?

Accepted Answer

A)  Magazines offered the best quality of reproduction. 
B)  Magazines were less expensive media than newspapers. 
C)  Magazines were read more often than newspapers. 
D)  Advertisers were tired of using newspapers to carry their messages. 
E)  No taxes were imposed on magazine advertising. 
A)  Magazines offered the best quality of reproduction. 
B)  Magazines were less expensive media than newspapers. 
C)  Magazines were read more often than newspapers. 
D)  Advertisers were tired of using newspapers to carry their messages. 
E)  No taxes were imposed on magazine advertising.

Question 4

One aspect of the self-interest assumption in free-market economics is:

Accepted Answer

A)  People, by nature, are not greedy. 
B)  People want less for less. 
C)  A wide range of buyers makes it difficult for sellers to find customers who are interested in their unique products. 
D)  Sometimes the sale or consumption of products may benefit or harm other people who are not involved in the transaction and didn't pay for the product. 
E)  People and firms pursue their own goals. 
A)  People, by nature, are not greedy. 
B)  People want less for less. 
C)  A wide range of buyers makes it difficult for sellers to find customers who are interested in their unique products. 
D)  Sometimes the sale or consumption of products may benefit or harm other people who are not involved in the transaction and didn't pay for the product. 
E)  People and firms pursue their own goals.

Question 5

With the advent of public schooling,the United States reached an unparalleled 90 percent literacy rate,by the 20th century.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements describes the outlook of the advertising industry at the beginning of the 1990s?

Accepted Answer

A)  The traditional advertising industry was being threatened on all sides and suffering from overpopulation. 
B)  The shortage of advertising agencies led to a promotional crisis. 
C)  Advertising industries found it easiest to reach affluent consumers. 
D)  The advertising industry was deregulated, which led to international growth. 
E)  The advertising industry faced the greatest level of prosperity in its history. 
A)  The traditional advertising industry was being threatened on all sides and suffering from overpopulation. 
B)  The shortage of advertising agencies led to a promotional crisis. 
C)  Advertising industries found it easiest to reach affluent consumers. 
D)  The advertising industry was deregulated, which led to international growth. 
E)  The advertising industry faced the greatest level of prosperity in its history.

Question 7

In an effort to do a better job of _____,companies are now learning that they must be consistent in both what they say and what they do.

Accepted Answer

A)  transactional exchange 
B)  charismatic marketing 
C)  relationship marketing 
D)  promotional marketing 
E)  isolated marketing 
A)  transactional exchange 
B)  charismatic marketing 
C)  relationship marketing 
D)  promotional marketing 
E)  isolated marketing

Question 8

The postindustrial age has been a period of relative stability.

Accepted Answer

A) True 
 B)False

Question 9

When did the preindustrial age begin and end in the Western hemisphere?

Accepted Answer

The preindustrial age extended

Question 10

The industrial age ended around the same time as World War I ended.

Accepted Answer

A) True 
 B)False

Question 11

An ad in a fitness magazine offered a 30-day free at-home trial of an exercise bicycle with free shipping,and return if the customer was not satisfied with the bicycle.The primary function of the ad was to:

Accepted Answer

A)  control competitive pricing practices. 
B)  establish exclusive distribution rights for the bicycle. 
C)  communicate company's quality mission. 
D)  induce consumers to try the bicycle. 
E)  communicate information about the bicycle's after-sale service. 
A)  control competitive pricing practices. 
B)  establish exclusive distribution rights for the bicycle. 
C)  communicate company's quality mission. 
D)  induce consumers to try the bicycle. 
E)  communicate information about the bicycle's after-sale service.

Question 12

What started as the internal manifestation of a company's mission statement--a set of core values that includes being a faith-based company--has turned into marketing to "faithful" consumers,with the beef,chicken and pork marketer recently offering free prayer books with mealtime words of thanks expressed across different beliefs.By being consistent in both what it says and what it does,this company is engaged in:

Accepted Answer

A)  transactional exchange. 
B)  charismatic marketing. 
C)  relationship marketing. 
D)  promotional marketing. 
E)  isolated marketing. 
A)  transactional exchange. 
B)  charismatic marketing. 
C)  relationship marketing. 
D)  promotional marketing. 
E)  isolated marketing.

Question 13

In the late 1980s and early 1990s,a growing affluence and sophistication of the consuming public characterized the marketing world of this time period.This trend was led by:

Accepted Answer

A)  baby boomers 
B)  generation X 
C)  generation Y 
D)  echo-boomers 
E)  generation Jones 
A)  baby boomers 
B)  generation X 
C)  generation Y 
D)  echo-boomers 
E)  generation Jones

Question 14

List and briefly describe the four fundamental assumptions of free-market economics.

Accepted Answer

(1)Self-interest.Because people tend to

Question 15

_____ is a process by which marketers search for unique groups of people whose needs could be addressed through more specialized products.

Accepted Answer

A)  Product differentiation 
B)  Targeted diversification 
C)  Demarketing 
D)  Market segmentation 
E)  Market aggregation 
A)  Product differentiation 
B)  Targeted diversification 
C)  Demarketing 
D)  Market segmentation 
E)  Market aggregation

Question 16

What role did the firm N.W.Ayer & Son play in the history of U.S.advertising?

Accepted Answer

A)  It was the first printer to use illustrations in its ads. 
B)  It was the first manufacturer to use national advertising. 
C)  It was the first ad agency to charge a commission based on the "net cost of space." 
D)  Its advertising claims were the first of its kind, examined by the Food & Drug Administration. 
E)  It published the first colonial newspaper with ads. 
A)  It was the first printer to use illustrations in its ads. 
B)  It was the first manufacturer to use national advertising. 
C)  It was the first ad agency to charge a commission based on the "net cost of space." 
D)  Its advertising claims were the first of its kind, examined by the Food & Drug Administration. 
E)  It published the first colonial newspaper with ads.

Question 17

While interactivity was a good plan,it has not proven beneficial to advertisers.

Accepted Answer

A) True 
 B)False

Question 18

In a free-market economy,when one company starts to make significant profits,other companies immediately jump in to compete.

Accepted Answer

A) True 
 B)False

Question 19

Why did direct mail advertising and mail-order selling flourish in 1896?

Accepted Answer

A)  Advertising agencies were allowed to charge commissions for their services. 
B)  The U.S. Post Office was created. 
C)  The Office of Consumer Affairs guaranteed that consumers could return products that did not meet their needs. 
D)  The Federal Communications Commission took over control of all mail order and direct mail advertising. 
E)  The federal government inaugurated rural free mail delivery. 
A)  Advertising agencies were allowed to charge commissions for their services. 
B)  The U.S. Post Office was created. 
C)  The Office of Consumer Affairs guaranteed that consumers could return products that did not meet their needs. 
D)  The Federal Communications Commission took over control of all mail order and direct mail advertising. 
E)  The federal government inaugurated rural free mail delivery.

Question 20

The most important economic factor during the postindustrial age was competition.

Accepted Answer

A) True 
 B)False

Describe how the preindustrial age,in the evolution of advertising,differs from later eras.

Advertising has been a major factor in improving the standard of living in the United States.

Why did the manufacturers begin using magazines for advertising?

One aspect of the self-interest assumption in free-market economics is:

With the advent of public schooling,the United States reached an unparalleled 90 percent literacy rate,by the 20^th century.

Which of the following statements describes the outlook of the advertising industry at the beginning of the 1990s?

In an effort to do a better job of _____,companies are now learning that they must be consistent in both what they say and what they do.

The postindustrial age has been a period of relative stability.

When did the preindustrial age begin and end in the Western hemisphere?

The industrial age ended around the same time as World War I ended.

An ad in a fitness magazine offered a 30-day free at-home trial of an exercise bicycle with free shipping,and return if the customer was not satisfied with the bicycle.The primary function of the ad was to:

In the late 1980s and early 1990s,a growing affluence and sophistication of the consuming public characterized the marketing world of this time period.This trend was led by:

List and briefly describe the four fundamental assumptions of free-market economics.

_____ is a process by which marketers search for unique groups of people whose needs could be addressed through more specialized products.

What role did the firm N.W.Ayer & Son play in the history of U.S.advertising?

While interactivity was a good plan,it has not proven beneficial to advertisers.

In a free-market economy,when one company starts to make significant profits,other companies immediately jump in to compete.

Why did direct mail advertising and mail-order selling flourish in 1896?

The most important economic factor during the postindustrial age was competition.

What Is Advertising Today

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 2: The Evolution of Advertising

Describe how the preindustrial age,in the evolution of advertising,differs from later eras.

Advertising has been a major factor in improving the standard of living in the United States.

Why did the manufacturers begin using magazines for advertising?

One aspect of the self-interest assumption in free-market economics is:

With the advent of public schooling,the United States reached an unparalleled 90 percent literacy rate,by the 20th century.

Which of the following statements describes the outlook of the advertising industry at the beginning of the 1990s?

In an effort to do a better job of _____,companies are now learning that they must be consistent in both what they say and what they do.

The postindustrial age has been a period of relative stability.

When did the preindustrial age begin and end in the Western hemisphere?

The industrial age ended around the same time as World War I ended.

An ad in a fitness magazine offered a 30-day free at-home trial of an exercise bicycle with free shipping,and return if the customer was not satisfied with the bicycle.The primary function of the ad was to:

In the late 1980s and early 1990s,a growing affluence and sophistication of the consuming public characterized the marketing world of this time period.This trend was led by:

List and briefly describe the four fundamental assumptions of free-market economics.

_____ is a process by which marketers search for unique groups of people whose needs could be addressed through more specialized products.

What role did the firm N.W.Ayer & Son play in the history of U.S.advertising?

While interactivity was a good plan,it has not proven beneficial to advertisers.

In a free-market economy,when one company starts to make significant profits,other companies immediately jump in to compete.

Why did direct mail advertising and mail-order selling flourish in 1896?

The most important economic factor during the postindustrial age was competition.

What Is Advertising Today

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

With the advent of public schooling,the United States reached an unparalleled 90 percent literacy rate,by the 20^th century.