Advertising And Integrated Brand Promotion 6th Edition By Thomas O’Guinn – Test Bank
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Sample Test
Chapter 3 – The History of Advertising and Brand Promotion
TRUE/FALSE
1. When
the Western world turned to capitalism as the foundation of an economic system,
the foundation was also laid for advertising.
ANS:
T
DIF:
Easy
REF: p.
81
OBJ: 3-1
NAT: AACSB Communication | CB&C Model
Promotion TYP: Knowledge
2. Advertising
is a source of information and persuasive ideas regarding a society’s products
and services, but it is no longer essential to the competition for resources in
a capitalistic society.
ANS:
F
DIF:
Easy
REF: p.
81
OBJ: 3-1
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
3. The
Industrial Revolution was an economic force that yielded the need for
advertising.
ANS:
T
DIF:
Easy
REF: p. 81
OBJ: 3-1
NAT: AACSB Communication | CB&C Model
Promotion TYP: Knowledge
4. The
expansion and connection of the U.S. highway system by the late 1860s created
the beginnings of a nationwide distribution network.
ANS:
F
DIF:
Easy
REF: p.
82
OBJ: 3-1
NAT: AACSB Technology | CB&C Model
Distribution
TYP: Knowledge
5. In
the late 1880s, a few companies began putting names and labels on previously
unmarked products, and branding began.
ANS:
T
DIF: Moderate
REF: p. 82
OBJ: 3-2
NAT: AACSB Strategy | CB&C Model
Promotion
TYP: Comprehension
6. Folgers
coffee, Miller beer, Dial soap, and Pepsi-cola were some of the first branded
goods on store shelves.
ANS:
F
DIF: Moderate
REF: p. 82
OBJ: 3-2
NAT: AACSB Strategy | CB&C Model
Promotion
TYP: Comprehension
7. Widespread
branding of products among almost limitless categories, in the way we think of
it today, was seen in the U.S. by the late 1800s.
ANS:
F
DIF:
Easy
REF: p.
82
OBJ: 3-2
NAT: AACSB Strategy | CB&C Model Promotion
TYP: Comprehension
8. It
was found early on that branding has its own power. If consumers demanded Ivory
soap, then grocers had better stock it.
ANS:
T
DIF: Moderate
REF: p. 82
OBJ: 3-2
NAT: AACSB Communication | CB&C Model
Strategy
TYP: Comprehension
9. In
the late 1800s, consumers were willing to pay more for brands than for unmarked
commodities, even if they were otherwise identical.
ANS: T
DIF:
Difficult REF: p.
82
OBJ: 3-2
NAT: AACSB Communication | CB&C Model
Pricing
TYP: Comprehension
10.
During the mid-1800s, a number of magazines were launched,
though circulation was limited because they were designed for socially
privileged audiences and not the mass public.
ANS:
F
DIF:
Easy
REF: p.
83
OBJ: 3-2
NAT: AACSB Communication | CB&C Model
Customer TYP:
Knowledge
11.
In the mid-1800s, mass-circulation magazines began to make
national advertising possible, and national advertising began to make national
brands possible.
ANS:
T
DIF:
Difficult REF: p.
83
OBJ: 3-2
NAT: AACSB Reflective Thinking | CB&C Model
Promotion TYP: Comprehension
12.
Without the rise of mass media, there would have been no
national brands because there would have been no national advertising.
ANS:
T
DIF:
Difficult REF: p.
83
OBJ: 3-2
NAT: AACSB Reflective Thinking | CB&C Model
Promotion TYP: Comprehension
13.
Media vehicles—television networks, radio stations,
newspapers, magazines, and websites—exist so they can sell audiences and make
money.
ANS: T
DIF:
Difficult REF: p.
83
OBJ: 3-2
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
14.
The Chicago
Tribune featured what is considered the first newspaper ad in
the U.S., when it printed two notices under the heading of “Advertising” in the
early 1880s.
ANS:
F
DIF: Moderate
REF: p. 83
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP: Knowledge
15.
Newspaper publication expanded rapidly during the Industrial
period, to the point where circulation of the dailies was up to 10 million
copies a day nationwide by 1850.
ANS:
F
DIF: Moderate
REF: p. 84
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Distribution TYP: Comprehension
16.
Advertising was totally unregulated during the Industrial era,
and advertisers took this opportunity to lie, cheat, and deceive with no worry
about punishment.
ANS:
T
DIF: Moderate
REF: p.
84
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Strategy
TYP: Comprehension
17.
Advertising of the early 1800s was widely considered a tawdry
embarrassment, with a status so low that firms risked their credit ratings due
to their advertising, because banks considered its use a sign of financial
weakness.
ANS:
T
DIF: Moderate
REF: p. 84
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Strategy
TYP: Comprehension
18.
By about 1900, an increase in the supply of mass-produced goods,
and in the demand for these goods by a growing urban population, led to the
growth of advertising.
ANS:
T
DIF:
Difficult REF: p.
85
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Strategy
TYP: Comprehension
19.
The first regulatory initiative by the federal authorities that
would exert strict regulations on many levels of advertising and promotion was
the Pure Food and Drug Act.
ANS:
F
DIF:
Easy
REF: p.
85
OBJ: 3-3
NAT: AACSB Ethics | CB&C Model
Promotion
TYP: Knowledge
20.
Manufacturers were required to list the active ingredients in
their products after passage of the Pure Food and Drug Act in the early 1900s.
ANS:
T
DIF: Moderate
REF: p. 85
OBJ: 3-3
NAT: AACSB Ethics | CB&C Model
Promotion
TYP: Knowledge
21.
The Pure Food and Drug Act actually had only a minimal effect on
advertising, since it really didn’t restrict advertiser’s claims.
ANS:
T
DIF: Moderate
REF: p. 85
OBJ: 3-3
NAT: AACSB Ethics | CB&C Model
Promotion
TYP: Knowledge
22.
The prewar movement to reform and regulate advertising was
pretty much dissipated in the 1920s by the distractions of war and
advertising’s role in the war effort.
ANS:
T
DIF: Moderate
REF: p.
86
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
23.
Men became the major target of advertisers in the 1920s, because
they were the heads of households and the keepers of finances.
ANS:
F
DIF: Moderate
REF: p. 87
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Customer TYP:
Comprehension
24.
Demonstrations dominated the advertising of the 1920s, detailing
product use and benefits step-by-step, and remaining one of the most popular
and successful forms of ad communication to this day.
ANS:
F
DIF: Moderate
REF: p. 87-88
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Strategy
TYP: Comprehension
25.
In 1924, Bruce Barton blended capitalist and religious
principles in his book, The
Man Nobody Knows, allowing readers to resolve their conflicts over
religious warnings of excess and the country’s new consumer culture.
ANS:
T
DIF: Moderate
REF: p. 89-90
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Customer TYP:
Comprehension
26.
Advertisers responded to the Depression by adopting a tough,
no-frills style in their ads.
ANS:
T
DIF: Moderate
REF: p. 90
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
27.
Even during the widespread poverty of the Great Depression,
advertising still maintained its high-class status and continued to be viewed
as glamorous and inviting.
ANS:
F
DIF:
Easy
REF: p. 90-91
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
28.
During the 1950s, a renewed consumer culture resumed, and
advertising once again found the respectability and fame it had in its heyday
of the 1920s.
ANS:
F
DIF: Moderate
REF: p. 93
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
29.
After WWII and into the 1950s, ads began to take on an air of
self-awareness, conveying the sentiment that “you know it’s an ad and so do
we.”
ANS:
F
DIF: Moderate
REF: p.
93
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
30.
The “creative revolution” was a period of time in which
advertising started to take on the themes, language, and look of the revolutionary
1960s.
ANS:
T
DIF: Moderate
REF: p. 95
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
31.
Advertising directed at children had become a booming business
by the 1970s, with spending of about $200 million a year.
ANS:
T
DIF:
Easy
REF: p.
102
OBJ: 3-3
NAT: AACSB Ethics | CB&C Model
Customer
TYP: Comprehension
32.
In the 1970s, groups such as Action for Children’s Television
lobbied the government to strictly regulate content of children’s television
shows and ban all advertising that specifically targeted children.
ANS:
F
DIF: Moderate
REF: p. 102
OBJ: 3-3
NAT: AACSB Ethics | CB&C Model
Customer
TYP: Comprehension
33.
Television advertising during the 1980s was influenced by the
serious social issues explored in the new wave of independent films seen at
that time.
ANS:
F
DIF:
Difficult REF: p.
106
OBJ: 3-3
NAT: AACSB Technology | CB&C Model
Promotion
TYP: Knowledge
34.
The mid-1990s presented scary moments for those heavily invested
in traditional advertising.
ANS:
T
DIF: Moderate
REF: p. 106-107 OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
35.
By the mid-1990s, after decades of friendly rivalry among
agencies across the country, New York was finally accepted as the center of the
global advertising universe.
ANS:
F
DIF:
Easy
REF: p.
108
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
36.
In the 1990s, the advertising world moved away from the East
Coast, with agencies springing up in Minnesota, California, Oregon, and
Washington, as well as in international hot spots such as London and Singapore.
ANS:
T
DIF: Moderate
REF: p.
108
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
37.
Procter & Gamble is an example of a giant corporation that
has continued to invest heavily in new ways to connect with consumers,
including interactive websites that gather data, test new product ideas, and
reach global audiences.
ANS:
T
DIF: Moderate
REF: p. 110
OBJ: 3-4
NAT: AACSB Technology | CB&C Model
Online/Computer TYP: Comprehension
38.
While online advertising continues to grow, the massive
audiences and net revenues of television are still very attractive to today’s
businesses.
ANS:
T
DIF: Moderate
REF: p. 114
OBJ: 3-5
NAT: AACSB Technology | CB&C Model
Promotion
TYP: Comprehension
MULTIPLE CHOICE
1. The
rise of advertising is linked to the rise of capitalism in America, and is a
natural feature of any capitalistic economic system, because it
|
a. |
can stimulate demand, which, in turn,
attracts revenue. |
|
b. |
lays the groundwork for an industrial
revolution. |
|
c. |
reduces competition for scarce
resources. |
|
d. |
is actively encouraged by capitalistic
governments. |
ANS:
A
DIF: Difficult
REF: p.
81
OBJ: 3-1
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
2. A
number of economic and social elements fell in place that ultimately encouraged
the expansion of advertising in the U.S. But which of the following is not one of the
major factors credited for contributing to the rapid growth of advertising?
|
a. |
the economics of the Great Depression |
|
b. |
the emergence of modern mass media |
|
c. |
the process of branding |
|
d. |
the rise of capitalism |
ANS:
A
DIF: Moderate
REF: p. 81
OBJ: 3-1
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
3. Much
investment capital was needed to finance the Industrial Revolution in the U.S.
during the 1840s. The ____ emerged as way for individuals to reduce the risk of
the loss of personal wealth when investing in business ventures.
|
a. |
creation of business insurance |
|
b. |
principle of limited liability |
|
c. |
concept of privatization |
|
d. |
first government underwriting |
ANS:
B
DIF:
Difficult REF: p.
82
OBJ: 3-1
NAT: AACSB Communication | CB&C Model
Pricing
TYP: Comprehension
4. A
number of economic and social changes occurred during the Industrial Revolution
that helped develop the role of advertising as a business communication. Many
sweeping changes occurred almost simultaneously, but which of the following
was not one
of these changes?
|
a. |
growth of rural areas and decrease in
number and size of cities |
|
b. |
dependency on a marketplace as a way of
live |
|
c. |
development of the railroad |
|
d. |
reduced risk for people forming
corporations |
ANS:
A
DIF: Moderate
REF: p. 82
OBJ: 3-1
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
5. Why
did national firms begin putting their names on household goods and investing
in promotions for them?
|
a. |
because they were limited in what they could
say based on copyrights |
|
b. |
because they were protected by the
principle of limited liability |
|
c. |
because brands commanded a higher price
than unmarked commodities |
|
d. |
because consumers wanted a way to
identify various products |
ANS: C
DIF: Moderate
REF: p. 82
OBJ: 3-2
NAT: AACSB Communication | CB&C Model
Strategy
TYP: Comprehension
6. By
the late 1800s, manufacturers were developing brand names so that consumers
could
|
a. |
decrease distribution channels. |
|
b. |
transfer the power to the retailer. |
|
c. |
focus their attention on a clearly
identified item. |
|
d. |
find the similarities between products. |
ANS:
C
DIF: Moderate
REF: p. 82
OBJ: 3-2
NAT: AACSB Communication | CB&C Model
Product
TYP: Knowledge
7. How
did many early marketers establish a degree of power with their brands?
|
a. |
by getting consumers to identify them
and pay higher prices for them |
|
b. |
by making them seem normal and ordinary
so consumers would easily accept them |
|
c. |
by forcing general stores and grocers
to replace unmarked products with their branded ones |
|
d. |
by becoming widely recognized and
defeating any branded competitors in the market |
ANS:
A
DIF:
Difficult REF: p.
82
OBJ: 3-2
NAT: AACSB Communication | CB&C Model
Distribution TYP: Comprehension
8. It is
important to realize that, for the most part, ____ are supported by
advertising.
|
a. |
government policies |
|
b. |
not-for-profit organizations |
|
c. |
public programs |
|
d. |
mass media |
ANS:
D
DIF:
Easy
REF: p.
83
OBJ: 3-2
NAT: AACSB Technology | CB&C Model Promotion
TYP: Comprehension
9. Early
newspaper advertising of the 1700s
|
a. |
was seen in gaily designed promotions
of taverns and boarding houses. |
|
b. |
dominated papers such as the Pennsylvania Gazette and
threatened the demise of real news. |
|
c. |
began with two small ads in the Boston News Letter. |
|
d. |
was banned in the U.S. due to English
laws still in effect. |
ANS:
C
DIF: Moderate
REF: p. 83
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP: Knowledge
10.
Advertising messages were primarily informational in nature
during the
|
a. |
Preindustrialization Era (pre-1800). |
|
b. |
Era of Industrialization (1800 to
1875). |
|
c. |
P.T. Barnum Era (1875 to 1918). |
|
d. |
1920s (1918 to 1929). |
ANS:
A
DIF: Moderate
REF: p. 83
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
11.
Volney Palmer, thought to be the first advertising agent in the
U.S., opened shop in the mid-1800s. Overall, Palmer
|
a. |
was dismissed by local merchants as
foolish and naive. |
|
b. |
solicited orders for ads and collected
payment from newspapers. |
|
c. |
pushed for the creation of the
democracy of goods. |
|
d. |
created and placed ads in mass-circulation
magazines. |
ANS:
B
DIF: Moderate
REF: p. 84
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP: Knowledge
12.
The expansion of newspaper circulation in America was fostered
by
|
a. |
traveling circuses, carnivals, and
theatrical performances. |
|
b. |
increased interest among readers for
television program listings. |
|
c. |
extended railroads and growing urban
centers. |
|
d. |
highly differentiated but unbranded
products. |
ANS:
C
DIF:
Easy
REF: p.
84
OBJ: 3-3
NAT: AACSB Technology | CB&C Model
Promotion
TYP: Knowledge
13.
The advertising of the industrialization era allowed previously
unmarked commodities to become known as differentiated product offerings, and
then communicated about these brands, thereby
|
a. |
creating new social symbols and
identity markers. |
|
b. |
inhibiting the power of retail chains. |
|
c. |
diminishing the growth of grocers and wholesalers. |
|
d. |
dropping the prices of previously
unregulated goods. |
ANS:
A
DIF: Moderate
REF: p. 85
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Product
TYP: Comprehension
14.
By the early 1900s, the “power of advertising” was based on the
reality that consumers are willing to
|
a. |
accept what an advertiser claims
without questioning or even considering it. |
|
b. |
listen to long and detailed sales
pitches even if they don’t believe them. |
|
c. |
pay more for brands than unmarked
commodities even if they are identical. |
|
d. |
buy products they don’t need and don’t
want if the ads make them appear glamorous and luxurious. |
ANS:
C
DIF: Moderate
REF: p. 85
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Strategy
TYP: Comprehension
15.
Ads for products during the “P.T. Barnum Era” (1875 to 1918)
were characterized by
|
a. |
a bold and garish style full of
incredible claims. |
|
b. |
an abundance of color and
illustrations. |
|
c. |
simple ads with information and
truthful claims. |
|
d. |
little copy but lots of sophisticated
visuals. |
ANS:
A
DIF: Moderate
REF: p. 85
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
16.
Why did women become the primary target for advertisers in the
1920s?
|
a. |
Men weren’t interested in advertising |
|
b. |
They made most of the purchasing
decisions for the household |
|
c. |
Men had already been segmented,
targeted, and solicited for decades |
|
d. |
They read the most newspapers and
magazines |
ANS:
B
DIF:
Easy
REF: p.
87
OBJ: 3-3
NAT: AACSB Reflective Thinking | CB&C Model Customer
TYP: Comprehension
17.
Ads in the 1920s were more visual than in the past, and showed
slices of life in a way that depicted
|
a. |
garish designs illustrating unrealistic
situations and cartoonish characters. |
|
b. |
consumer power and resulting federal
regulation. |
|
c. |
people enjoying products and having a
good time in modern social settings. |
|
d. |
large companies vying for the earnings
of corporate America. |
ANS:
C
DIF:
Easy
REF: p. 87
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
18.
What advertising agency dominated the 1920’s ad industry?
|
a. |
Doyle Dane Bernbach |
|
b. |
J. Walter Thompson |
|
c. |
N.W. Ayer |
|
d. |
Lord and Thomas |
ANS:
B
DIF:
Easy
REF: p.
89
OBJ: 3-3
NAT: AACSB Reflective Thinking | CB&C Model
Customer TYP: Knowledge
19.
The 1924 best seller, The
Man Nobody Knows, portrayed ____ as an advertising man, thereby dealing
with cultural contradictions concerning frugality and consumption.
|
a. |
the president |
|
b. |
the pope |
|
c. |
an evangelist |
|
d. |
Jesus |
ANS:
D
DIF:
Easy
REF: p. 89-90
OBJ: 3-3
NAT: AACSB Reflective Thinking | CB&C Model
Customer TYP: Knowledge
20.
During which era were big business and advertising viewed with
suspicion?
|
a. |
Depression (1929 to 1941) |
|
b. |
1920s (1918 to 1929) |
|
c. |
P.T. Barnum (1875 to 1918) |
|
d. |
World War II and the 50s (1942 to 1960) |
ANS:
A
DIF: Moderate
REF: p. 90
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
21.
The advertising industry during the period from 1929 to 1941 saw
some dramatic changes, but which of the following statements is not accurate about
advertising during that time?
|
a. |
Print advertisements became cluttered
with both pictures and copy. |
|
b. |
Agencies provided more and more free
services in the struggle to keep accounts. |
|
c. |
Advertising reform was put on hold as
the nation struggled with its economic situation. |
|
d. |
Radio became the new and powerful
advertising medium. |
ANS:
C
DIF:
Difficult REF: p.
91
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
22.
Beginning in 1938, the U.S Congress began to pass real
advertising reform, including a law banning “deceptive acts of commerce.”
This meant that advertisers were now
|
a. |
expected to use “clean language” and
promote family values. |
|
b. |
banned from advertising cigarettes and
alcohol. |
|
c. |
forced to revise packaging to show all
ingredients. |
|
d. |
held liable for making false claims or
using deceptive practices. |
ANS: D
DIF:
Difficult REF: p.
91
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
23.
For advertisers, one main difference between the period
immediately following World War I and the period immediately following World
War II was that after World War I,
|
a. |
advertising was highly respected; after
World War II, it was distrusted. |
|
b. |
the country entered a recession; after
World War II, it entered prosperous times. |
|
c. |
there was an emphasis on modernity;
after World War II, there was an emphasis on tradition. |
|
d. |
the country entered prosperous economic
times; after World War II, it entered a recession. |
ANS:
A
DIF:
Difficult REF: p.
91
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
24.
When America was experiencing tremendous economic growth after
WWII, companies wanted to take full advantage of this. So advertising agencies
began to conduct research to understand the
|
a. |
level of purchasing power in America. |
|
b. |
psychology and motivation behind the
sell. |
|
c. |
preferences and opinions of homemakers. |
|
d. |
differences between consumer and
business purchases. |
ANS: B
DIF:
Difficult REF: p.
93
OBJ: 3-3
NAT: AACSB Ethics | CB&C Model
Research
TYP: Comprehension
25.
Following the post-war boom of World War II, the 1950s ushered
in great concern over the nature of advertising. Americans feared they were
being
|
a. |
seduced by subliminal advertising to
buy things. |
|
b. |
bombarded with ridiculous ads and
unbelievable claims. |
|
c. |
enticed by the glamour of Madison
Avenue. |
|
d. |
brainwashed by the large networks that
controlled television program content. |
ANS:
A
DIF:
Easy
REF: p. 93-94
OBJ: 3-3
NAT: AACSB Ethics | CB&C Model
Promotion
TYP: Knowledge
26.
How were women depicted by advertisers in the 1950s?
|
a. |
as free spirits with new-found equality
and respect |
|
b. |
as prominent members of the business
community |
|
c. |
as heading large families and staffs of
servants |
|
d. |
as chaste homemakers |
ANS: D
DIF: Moderate
REF: p. 94
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
27.
Who added to the fear and hysteria over advertising in the
1950s?
|
a. |
Bruce Barton’s book about Christ as an
advertising man |
|
b. |
Morning Again in America, a novel by Hal Riney |
|
c. |
James Vicary’s false story of embedded
commercial messages at movie theatres |
|
d. |
Phil Dusenberry’s true story of “drink
me” messages in Pepsi ads |
ANS: C
DIF: Moderate
REF: p. 94
OBJ: 3-3
NAT: AACSB Ethics | CB&C Model
Promotion
TYP: Knowledge
28.
What was one of the main shifts seen during the creative
revolution of advertising?
|
a. |
a more serious, helpful, and almost
therapeutic tone in ads |
|
b. |
an increased representation of women
and minorities in ads |
|
c. |
an expansion of power by corporate CEOs
and agency executives over creative work on ads |
|
d. |
an emphasis on art, inspiration, and
intuition more than facts and information |
ANS:
D
DIF: Moderate
REF: p. 96
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP:
Comprehension
29.
Which of the following were among the four agencies most noted
for their early role in the creative revolution?
|
a. |
Doyle Dane Bernbach and Wells Rich
& Green |
|
b. |
J. Walter Thompson and N. W. Ayer |
|
c. |
Young & Rubicam and BBDO |
|
d. |
Tatham, Laird & Kudner and Ted
Bates |
ANS: A
DIF:
Difficult REF: p.
97
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP: Knowledge
30.
By the late1960s, advertisers had managed to successfully deal
with the paradox of combining the decade’s revolutionary impulses with its
|
a. |
anti-capitalism rhetoric. |
|
b. |
youthful rebellion. |
|
c. |
need for consumption. |
|
d. |
nostalgic yearning for the old days. |
ANS:
C
DIF:
Difficult REF: p. 99-100
OBJ: 3-3
NAT: AACSB Reflective Thinking | CB&C Model
Promotion TYP: Comprehension
31.
More than anything, the 1970s was America’s age of ____, and the
advertising of the time reflected this.
|
a. |
self-doubt |
|
b. |
class-consciousness |
|
c. |
modernity |
|
d. |
consumer culture |
ANS:
A
DIF: Moderate
REF: p. 101
OBJ: 3-3
NAT: AACSB Analytic | CB&C Model
Promotion
TYP: Comprehension
32.
What became the biggest word of the 1970s, a word that was
quickly picked up by advertising and expanded into the promotional theme of the
decade?
|
a. |
“we” |
|
b. |
“society” |
|
c. |
“me” |
|
d. |
“modern” |
ANS:
C
DIF: Moderate
REF: p. 101
OBJ: 3-3
NAT: AACSB Analytic | CB&C Model
Promotion
TYP: Comprehension
33.
What is now considered the “new” branded entertainment was
actually seen much earlier, when content was combined with brand promotion in
the form of
|
a. |
silent films of the 1920s. |
|
b. |
television specials of the 1950s. |
|
c. |
radio programs of the 1930s. |
|
d. |
children’s television shows of the
1970s. |
ANS:
D
DIF: Moderate
REF: p. 102
OBJ: 3-3
NAT: AACSB Technology | CB&C Model
Promotion
TYP: Comprehension
34.
During which era of advertising did consumers first begin to
surround themselves with devices related to communication?
|
a. |
the 1970s (1973 to 1980) |
|
b. |
Peace, Love, and the Creative
Revolution (1960 to 1972) |
|
c. |
World War II and the 50s (1942 to 1960) |
|
d. |
the Depression (1929 to 1941) |
ANS:
A
DIF:
Easy
REF: p.
105
OBJ: 3-3
NAT: AACSB Technology | CB&C Model Customer
TYP: Knowledge
35.
In which era were ads particularly conscious of social class
while promoting consumption in a rather conservative way, wrapped up in
traditional American values?
|
a. |
the Designer Era (1980 to 1992) |
|
b. |
the 1970s (1973 to 1980) |
|
c. |
Peace, Love, and the Creative
Revolution (1960 to 1972) |
|
d. |
World War II and the 50s (1942 to 1960) |
ANS:
A
DIF:
Easy
REF: p.
105
OBJ: 3-3
NAT: AACSB Ethics | CB&C Model Customer
TYP: Knowledge
36.
At the same time that television advertising was beginning to be
influenced by the bold editing style of music videos, many mainstream ads could
be described as
|
a. |
acting as a form of hard sell. |
|
b. |
challenging accepted values. |
|
c. |
promoting anti-consumption. |
|
d. |
being social-class conscious. |
ANS:
D
DIF: Moderate
REF: p. 105-106 OBJ: 3-3
NAT: AACSB Technology | CB&C Model
Promotion
TYP: Comprehension
37.
One of the changes seen in advertising during the 1980s was the
|
a. |
growth and impact of British agencies. |
|
b. |
fear of subliminal advertising. |
|
c. |
advent of documentary advertising. |
|
d. |
separation of business and politics. |
ANS: A
DIF: Moderate
REF: p. 106
OBJ: 3-3
NAT: AACSB Technology | CB&C Model
Promotion
TYP: Comprehension
38.
In the mid-1990s, William T. Esrey, chairman and CEO of Sprint,
announced that clients were “going to hold ad agencies more closely
accountable” than ever before. He said this because
|
a. |
billing scandals had undermined the
confidence of advertisers in their agencies. |
|
b. |
there was now proof that advertising
leads directly to sales. |
|
c. |
the technology to measure advertising
impact had improved. |
|
d. |
the fundamental reasons to advertise
had changed. |
ANS:
C
DIF: Moderate
REF: p. 107
OBJ: 3-3
NAT: AACSB Technology | CB&C Model
Promotion
TYP: Comprehension
39.
During the 1990s, New York was challenged as the “center of the
advertising universe” by
|
a. |
highly creative agencies in California,
Oregon, and Washington. |
|
b. |
the federal government who broke up
agency monopolies into various subsidiaries. |
|
c. |
fear of the new media promoted by
London agencies. |
|
d. |
Milan’s creative agencies in a new
world-wide advertising venue. |
ANS:
A
DIF:
Difficult REF: p.
108
OBJ: 3-3
NAT: AACSB Communication | CB&C Model
Promotion TYP: Knowledge
40.
After the “dot-com” meltdown of 2000 and the demise of many
websites, Phase II of the e-ad revolution has been
|
a. |
eliminating advertising entirely. |
|
b. |
in limbo awaiting better ad measurement
tools. |
|
c. |
likely to decrease in the next decade. |
|
d. |
much more successful. |
ANS:
D
DIF: Moderate
REF: p. 108-109 OBJ: 3-3
NAT: AACSB Technology | CB&C Model
Online/Computer TYP: Comprehension
41.
In today’s age of Web 2.0,
|
a. |
established companies like Procter
& Gamble will only use traditional media. |
|
b. |
more and more time will be spent by
viewers watching broadcast television. |
|
c. |
newspaper circulations will increase. |
|
d. |
the consumer is much more empowered and
can actually talk back to marketers. |
ANS:
D
DIF:
Difficult REF: p.
109
OBJ: 3-4
NAT: AACSB Technology | CB&C Model
Online/Computer TYP: Comprehension
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