Question 1

Which of the following is NOT one of the assumptions of the free-market economics that our market-driven society believes in?

Accepted Answer

A)  Self-interest 
B)  Absence of externalities 
C)  Presence of opportunity costs 
D)  Many buyers and sellers 
E)  Complete information 
A)  Self-interest 
B)  Absence of externalities 
C)  Presence of opportunity costs 
D)  Many buyers and sellers 
E)  Complete information

Question 2

As a marketing tool,advertising is used for all of the following purposes,EXCEPT:

Accepted Answer

A)  to ensure that all products are offered at everyday low prices. 
B)  to identify products and differentiate them from others. 
C)  to induce consumers to try new products and to suggest reuse. 
D)  to increase product use. 
E)  to build value, brand preference, and loyalty. 
A)  to ensure that all products are offered at everyday low prices. 
B)  to identify products and differentiate them from others. 
C)  to induce consumers to try new products and to suggest reuse. 
D)  to increase product use. 
E)  to build value, brand preference, and loyalty.

Question 3

Which of the following events did NOT directly affect the growth of advertising in the nineteenth century?

Accepted Answer

A)  The increased literacy rate in the late 1800s. 
B)  The invention of the telegraph. 
C)  The development of a nationwide railroad system. 
D)  The inauguration of rural free delivery (RF
D) . 
E)  Creation of mass communication medium such as radio. 
A)  The increased literacy rate in the late 1800s. 
B)  The invention of the telegraph. 
C)  The development of a nationwide railroad system. 
D)  The inauguration of rural free delivery (RF
D) . 
E)  Creation of mass communication medium such as radio.

Question 4

The preindustrial age extended from the beginning of recorded history to roughly the start of the 1900s.

Accepted Answer

A) True 
 B)False

Question 5

An ad for a beer company that asks consumers to enjoy beer in moderation and not to drink irresponsibly is an example of:

Accepted Answer

A)  conservation marketing. 
B)  demarketing. 
C)  trade advertising. 
D)  green marketing. 
E)  reciprocal advertising. 
A)  conservation marketing. 
B)  demarketing. 
C)  trade advertising. 
D)  green marketing. 
E)  reciprocal advertising.

Question 6

During the preindustrial age,most advertisements took the form of signs with symbols such as a beer tankard indicating a tavern because:

Accepted Answer

A)  most people were illiterate and could not read. 
B)  most advertisers could not afford sophisticated advertisements. 
C)  there were laws prohibiting advertising in newspapers. 
D)  the churches would not approve other forms of advertising. 
E)  manufacturers, during that period, presumed that was the best form of advertisement. 
A)  most people were illiterate and could not read. 
B)  most advertisers could not afford sophisticated advertisements. 
C)  there were laws prohibiting advertising in newspapers. 
D)  the churches would not approve other forms of advertising. 
E)  manufacturers, during that period, presumed that was the best form of advertisement.

Question 7

For Americans,the profession of advertising began when Volney
B. Palmer set up business in Philadelphia is 1841.

Accepted Answer

A) True 
 B)False

Question 8

What did the first ad in English advertise?

Accepted Answer

A)  A plow 
B)  A farm land 
C)  A prayer book 
D)  A religious service 
E)  A pub 
A)  A plow 
B)  A farm land 
C)  A prayer book 
D)  A religious service 
E)  A pub

Question 9

Which of the following is an example of an externality associated with the purchase of a firearm?

Accepted Answer

A)  Crime increase. 
B)  Franchises for gun selling. 
C)  After-sales service. 
D)  Increased security. 
E)  Complete information. 
A)  Crime increase. 
B)  Franchises for gun selling. 
C)  After-sales service. 
D)  Increased security. 
E)  Complete information.

Question 10

By publicizing the material,social,and cultural opportunities of a free enterprise society,advertising has encouraged:

Accepted Answer

A)  increased productivity. 
B)  demarketing. 
C)  relationship marketing. 
D)  a service economy. 
E)  free servicing. 
A)  increased productivity. 
B)  demarketing. 
C)  relationship marketing. 
D)  a service economy. 
E)  free servicing.

Question 11

What were the significant events that characterized the industrial age in the United States?

Accepted Answer

The industrial age started around during

Question 12

Two related economic factors characterized the marketing world of the late 1980s and early 1990s in the United States.One of those factors was:

Accepted Answer

A)  an aging upper management, which led to a lack of innovation. 
B)  the growing burden of financial debt, which forced governments to return to high tax policies directed toward businesses. 
C)  the implementation of affirmative action policies. 
D)  the aging of traditional products, with a corresponding growth in competition. 
E)  the rise of trade barriers such as import tariffs. 
A)  an aging upper management, which led to a lack of innovation. 
B)  the growing burden of financial debt, which forced governments to return to high tax policies directed toward businesses. 
C)  the implementation of affirmative action policies. 
D)  the aging of traditional products, with a corresponding growth in competition. 
E)  the rise of trade barriers such as import tariffs.

Question 13

For years,a denim manufacturer advertised its jeans to baby boomers because that is what most baby boomers wore during the 1960s.Unfortunately,this strategy of making the brand a baby boomer icon has decreased the brand's appeal to today's teens who perceive the brand as old-fashioned.In this example,the _____ did not produce a positive effect.

Accepted Answer

A)  logistical strategy 
B)  universal sales promotion (USP) 
C)  positioning strategy 
D)  market aggregation strategy 
E)  promotional mix 
A)  logistical strategy 
B)  universal sales promotion (USP) 
C)  positioning strategy 
D)  market aggregation strategy 
E)  promotional mix

Question 14

Who was the father of advertising art?

Accepted Answer

Benjamin Franklin wa

Question 15

In the history of advertising,the _____ made the first advertising formats possible-posters,handbills,signs,and newspapers.

Accepted Answer

A)  quill pen 
B)  printing press 
C)  silk screen 
D)  ability to mold lead 
E)  ability to copy and draw 
A)  quill pen 
B)  printing press 
C)  silk screen 
D)  ability to mold lead 
E)  ability to copy and draw

Question 16

During the industrial age,advertising was primarily used to:

Accepted Answer

A)  create a brand personality. 
B)  disseminate information. 
C)  encourage the development of selective demand. 
D)  make people want products they don't need. 
E)  create product differentiation. 
A)  create a brand personality. 
B)  disseminate information. 
C)  encourage the development of selective demand. 
D)  make people want products they don't need. 
E)  create product differentiation.

Question 17

The USP represents the features that differentiate the product from competitive products.

Accepted Answer

A) True 
 B)False

Question 18

In 2001,a record decline in advertising activity resulted from:

Accepted Answer

A)  the natural cyclical nature of advertising. 
B)  the decline of television as a mass market medium. 
C)  a mild recession, a weak stock market, and the burst of the dot-com. 
D)  deregulation and a new tax on services. 
E)  the increasing use of the Internet as an economic advertising medium. 
A)  the natural cyclical nature of advertising. 
B)  the decline of television as a mass market medium. 
C)  a mild recession, a weak stock market, and the burst of the dot-com. 
D)  deregulation and a new tax on services. 
E)  the increasing use of the Internet as an economic advertising medium.

Question 19

Which of the following statements best describes how Volney B.Palmer influenced advertising?

Accepted Answer

A)  He became the first to use "white space" and illustration in ads. 
B)  He set up the business of buying and selling advertising space in news papers. 
C)  His advertising agency became the first to prepare ads for manufacturers. 
D)  He founded Printer's Ink magazine. 
E)  He became the first advertising agent to reach $2 million in sales. 
A)  He became the first to use "white space" and illustration in ads. 
B)  He set up the business of buying and selling advertising space in news papers. 
C)  His advertising agency became the first to prepare ads for manufacturers. 
D)  He founded Printer's Ink magazine. 
E)  He became the first advertising agent to reach $2 million in sales.

Question 20

There are lots of different types of cosmetics currently on the market.One brand makes a line of cosmetics including eye accents and shampoos for horses.It claims to manufacture "the world's finest equine cosmetics." What kind of strategy is the brand using?

Accepted Answer

A)  Market differentiation 
B)  Market diversification 
C)  Positioning 
D)  Product allocation 
E)  Market benefit 
A)  Market differentiation 
B)  Market diversification 
C)  Positioning 
D)  Product allocation 
E)  Market benefit

Which of the following is NOT one of the assumptions of the free-market economics that our market-driven society believes in?

As a marketing tool,advertising is used for all of the following purposes,EXCEPT:

Which of the following events did NOT directly affect the growth of advertising in the nineteenth century?

The preindustrial age extended from the beginning of recorded history to roughly the start of the 1900s.

An ad for a beer company that asks consumers to enjoy beer in moderation and not to drink irresponsibly is an example of:

During the preindustrial age,most advertisements took the form of signs with symbols such as a beer tankard indicating a tavern because:

For Americans,the profession of advertising began when Volney B. Palmer set up business in Philadelphia is 1841.

What did the first ad in English advertise?

Which of the following is an example of an externality associated with the purchase of a firearm?

By publicizing the material,social,and cultural opportunities of a free enterprise society,advertising has encouraged:

What were the significant events that characterized the industrial age in the United States?

Two related economic factors characterized the marketing world of the late 1980s and early 1990s in the United States.One of those factors was:

Who was the father of advertising art?

In the history of advertising,the _____ made the first advertising formats possible-posters,handbills,signs,and newspapers.

During the industrial age,advertising was primarily used to:

The USP represents the features that differentiate the product from competitive products.

In 2001,a record decline in advertising activity resulted from:

Which of the following statements best describes how Volney B.Palmer influenced advertising?

There are lots of different types of cosmetics currently on the market.One brand makes a line of cosmetics including eye accents and shampoos for horses.It claims to manufacture "the world's finest equine cosmetics." What kind of strategy is the brand using?

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

Which of the following is NOT one of the assumptions of the free-market economics that our market-driven society believes in?

As a marketing tool,advertising is used for all of the following purposes,EXCEPT:

Which of the following events did NOT directly affect the growth of advertising in the nineteenth century?

The preindustrial age extended from the beginning of recorded history to roughly the start of the 1900s.

An ad for a beer company that asks consumers to enjoy beer in moderation and not to drink irresponsibly is an example of:

During the preindustrial age,most advertisements took the form of signs with symbols such as a beer tankard indicating a tavern because:

For Americans,the profession of advertising began when Volney B. Palmer set up business in Philadelphia is 1841.

What did the first ad in English advertise?

Which of the following is an example of an externality associated with the purchase of a firearm?

By publicizing the material,social,and cultural opportunities of a free enterprise society,advertising has encouraged:

What were the significant events that characterized the industrial age in the United States?

Two related economic factors characterized the marketing world of the late 1980s and early 1990s in the United States.One of those factors was:

Who was the father of advertising art?

In the history of advertising,the _____ made the first advertising formats possible-posters,handbills,signs,and newspapers.

During the industrial age,advertising was primarily used to:

The USP represents the features that differentiate the product from competitive products.

In 2001,a record decline in advertising activity resulted from:

Which of the following statements best describes how Volney B.Palmer influenced advertising?

There are lots of different types of cosmetics currently on the market.One brand makes a line of cosmetics including eye accents and shampoos for horses.It claims to manufacture "the world's finest equine cosmetics." What kind of strategy is the brand using?

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