Question 1

Advertising helps create personalities for products in the market.

Accepted Answer

A) True 
 B)False  True

Question 2

The industrial age started during:

Accepted Answer

A)  the second half of the 16th century. 
B)  the second half of the 15th century. 
C)  the second half of the 19th century. 
D)  the second half of the 20th century. 
E)  the second half of the 17th century. 
A)  the second half of the 16th century. 
B)  the second half of the 15th century. 
C)  the second half of the 19th century. 
D)  the second half of the 20th century. 
E)  the second half of the 17th century. C

Question 3

Which of the following characterizes the marketing world of the postindustrial age?

Accepted Answer

A)  Higher trade barriers 
B)  Intense competition and growing international trade 
C)  The decline of European ad agencies 
D)  An increased demand for traditional products 
E)  Less choices for consumers 
A)  Higher trade barriers 
B)  Intense competition and growing international trade 
C)  The decline of European ad agencies 
D)  An increased demand for traditional products 
E)  Less choices for consumers B

Question 4

Until the advent of public schooling in America,many 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)  the advertisers could not afford to produce sophisticated advertisements. 
C)  there were laws prohibiting advertising in newspapers and handbills. 
D)  the Church would not approve of any other form of advertising. 
E)  such advertisements promoted puffery. 
A)  most people were illiterate and could not read. 
B)  the advertisers could not afford to produce sophisticated advertisements. 
C)  there were laws prohibiting advertising in newspapers and handbills. 
D)  the Church would not approve of any other form of advertising. 
E)  such advertisements promoted puffery.

Question 5

What is meant by the USP of a product? Why did American advertisers introduce the idea during the "Golden Age" of advertising?

Accepted Answer

Rosser Reeves of the Ted Bates Agency in

Question 6

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

Accepted Answer

A)  an aging higher management, which led to a lack of innovation. 
B)  the growing burden of financial debt, forcing governments to return to aggressive high tax policies. 
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 higher management, which led to a lack of innovation. 
B)  the growing burden of financial debt, forcing governments to return to aggressive high tax policies. 
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 7

The American profession of advertising began when _____ set up business in Philadelphia in 1841.

Accepted Answer

A)  Claude Hopkins 
B)  Volney B. Palmer 
C)  Benjamin Franklin 
D)  Samuel Johnson 
E)  Francis Ayer 
A)  Claude Hopkins 
B)  Volney B. Palmer 
C)  Benjamin Franklin 
D)  Samuel Johnson 
E)  Francis Ayer

Question 8

What is the significance of information in the context of a market economy?

Accepted Answer

Buyers make better decisions when they h

Question 9

A product's unique selling proposition refers to:

Accepted Answer

A)  the brand loyalty it enjoys. 
B)  a feature that differentiates it from competitive products. 
C)  the unique pricing strategy used to determine the market price of the product. 
D)  the degree of consumer commitment toward the product and its brand. 
E)  the rate of usage of the product. 
A)  the brand loyalty it enjoys. 
B)  a feature that differentiates it from competitive products. 
C)  the unique pricing strategy used to determine the market price of the product. 
D)  the degree of consumer commitment toward the product and its brand. 
E)  the rate of usage of the product.

Question 10

Which of the following is true of the postindustrial age?

Accepted Answer

A)  The postindustrial age was a period of relative stability. 
B)  Ads asked people to use electrical appliances mostly during the day. 
C)  Producers of energy and energy-consuming goods used advertising to slow the demand for their products. 
D)  The production of energy peaked during 1970s and 1980s. 
E)  Demarketing lost favor as a marketing tool. 
A)  The postindustrial age was a period of relative stability. 
B)  Ads asked people to use electrical appliances mostly during the day. 
C)  Producers of energy and energy-consuming goods used advertising to slow the demand for their products. 
D)  The production of energy peaked during 1970s and 1980s. 
E)  Demarketing lost favor as a marketing tool.

Question 11

Larry Page and Sergey Brin developed AdWords,an advertising program,that eventually generated billions in profits.

Accepted Answer

A) True 
 B)False

Question 12

When a soft drink company introduced a new peach-flavored drink in a market saturated with colas,it immediately found favor with health-conscious consumers.In this example,the soft drink company effectively uses _____ by associating its brand with the consumers' focus on healthy living.

Accepted Answer

A)  demarketing 
B)  relationship marketing 
C)  positioning strategy 
D)  direct marketing 
E)  mobile marketing 
A)  demarketing 
B)  relationship marketing 
C)  positioning strategy 
D)  direct marketing 
E)  mobile marketing

Question 13

Which famous English literary figure's observation that advertisements were so numerous that they were "negligently perused" and that it had become necessary to gain attention "by magnificence of promise",led to the beginning of puffery in advertising?

Accepted Answer

A)  Samuel Pepys 
B)  Nicholas Rowe 
C)  William Congreve 
D)  John Dennis 
E)  Samuel Johnson 
A)  Samuel Pepys 
B)  Nicholas Rowe 
C)  William Congreve 
D)  John Dennis 
E)  Samuel Johnson

Question 14

Messages aimed to encourage trade were unheard of in pre-industrial societies.

Accepted Answer

A) True 
 B)False

Question 15

In the 1970s,a new American consumer movement grew out of the widespread disillusionment following:

Accepted Answer

A)  the Great Depression. 
B)  the Civil Rights Movement. 
C)  the Cold War. 
D)  the fall of the Berlin Wall. 
E)  the Vietnam War. 
A)  the Great Depression. 
B)  the Civil Rights Movement. 
C)  the Cold War. 
D)  the fall of the Berlin Wall. 
E)  the Vietnam War.

Question 16

Small companies and product marketers that appeal to a limited clientele use TV to reach audiences with unique interests.

Accepted Answer

A) True 
 B)False

Question 17

Which American hired the first full-time agency copywriter in the industrial age?

Accepted Answer

A)  Claude Hopkins 
B)  Francis Ayer 
C)  A. C. Nielsen 
D)  Albert Lasker 
E)  Volney B. Palmer 
A)  Claude Hopkins 
B)  Francis Ayer 
C)  A. C. Nielsen 
D)  Albert Lasker 
E)  Volney B. Palmer

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Open competition between self-interested sellers advertising to self-interested buyers leads to greater product availability at more competitive prices.

Accepted Answer

A) True 
 B)False

Question 20

Who among the following developed AdWords,an advertising program for Google?

Accepted Answer

A)  Saatchi and Saatchi 
B)  Page and Brin 
C)  Bates and Fitzgerald 
D)  Zuckerberg and Sample 
E)  Lasker and Hopkins 
A)  Saatchi and Saatchi 
B)  Page and Brin 
C)  Bates and Fitzgerald 
D)  Zuckerberg and Sample 
E)  Lasker and Hopkins

Advertising helps create personalities for products in the market.

The industrial age started during:

Which of the following characterizes the marketing world of the postindustrial age?

Until the advent of public schooling in America,many advertisements took the form of signs with symbols,such as a beer tankard indicating a tavern,because:

What is meant by the USP of a product? Why did American advertisers introduce the idea during the "Golden Age" of advertising?

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

The American profession of advertising began when _____ set up business in Philadelphia in 1841.

What is the significance of information in the context of a market economy?

A product's unique selling proposition refers to:

Which of the following is true of the postindustrial age?

Larry Page and Sergey Brin developed AdWords,an advertising program,that eventually generated billions in profits.

When a soft drink company introduced a new peach-flavored drink in a market saturated with colas,it immediately found favor with health-conscious consumers.In this example,the soft drink company effectively uses _____ by associating its brand with the consumers' focus on healthy living.

Which famous English literary figure's observation that advertisements were so numerous that they were "negligently perused" and that it had become necessary to gain attention "by magnificence of promise",led to the beginning of puffery in advertising?

Messages aimed to encourage trade were unheard of in pre-industrial societies.

In the 1970s,a new American consumer movement grew out of the widespread disillusionment following:

Small companies and product marketers that appeal to a limited clientele use TV to reach audiences with unique interests.

Which American hired the first full-time agency copywriter in the industrial age?

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

Open competition between self-interested sellers advertising to self-interested buyers leads to greater product availability at more competitive prices.

Who among the following developed AdWords,an advertising program for Google?

Advertising and IMC Today

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters

Exam 2: The Big Picture: The Evolution of Advertising and Imc

Advertising helps create personalities for products in the market.

The industrial age started during:

Which of the following characterizes the marketing world of the postindustrial age?

Until the advent of public schooling in America,many advertisements took the form of signs with symbols,such as a beer tankard indicating a tavern,because:

What is meant by the USP of a product? Why did American advertisers introduce the idea during the "Golden Age" of advertising?

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

The American profession of advertising began when _____ set up business in Philadelphia in 1841.

What is the significance of information in the context of a market economy?

A product's unique selling proposition refers to:

Which of the following is true of the postindustrial age?

Larry Page and Sergey Brin developed AdWords,an advertising program,that eventually generated billions in profits.

When a soft drink company introduced a new peach-flavored drink in a market saturated with colas,it immediately found favor with health-conscious consumers.In this example,the soft drink company effectively uses _____ by associating its brand with the consumers' focus on healthy living.

Which famous English literary figure's observation that advertisements were so numerous that they were "negligently perused" and that it had become necessary to gain attention "by magnificence of promise",led to the beginning of puffery in advertising?

Messages aimed to encourage trade were unheard of in pre-industrial societies.

In the 1970s,a new American consumer movement grew out of the widespread disillusionment following:

Small companies and product marketers that appeal to a limited clientele use TV to reach audiences with unique interests.

Which American hired the first full-time agency copywriter in the industrial age?

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

Open competition between self-interested sellers advertising to self-interested buyers leads to greater product availability at more competitive prices.

Who among the following developed AdWords,an advertising program for Google?

Advertising and IMC Today

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters