Advertising and Integrated Brand Promotion, International Edition 5th Edition Thomas O’Guinn – Test Bank
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Sample Test
Chapter 3 – The Evolution of Promoting and Advertising Brands
TRUE/FALSE
1. A
capitalistic system, ensures the emergence of advertising.
ANS:
F
DIF:
Easy
REF: p.
77
OBJ: 3-1
TYP: Knowledge
2. Advertising
is essential to the competition for resources in a capitalistic system because
it is a critically important tool that informs and persuades consumers about
their choices.
ANS:
T
DIF: Moderate
REF: p. 77
OBJ: 3-1
TYP: Comprehension
3. The
Industrial Revolution led to mass production of advertising materials.
ANS:
F
DIF:
Easy
REF: p.
77
OBJ: 3-1
TYP: Knowledge
4. The
growth of the railroad system was an irrelevant factor in the development of
advertising.
ANS:
F
DIF:
Easy
REF: p.
78
OBJ: 3-1
TYP: Knowledge
5. Demand
stimulation can cause consumers to insist on a product at the retail level.
ANS:
T
DIF:
Easy
REF: p.
78
OBJ: 3-2
TYP: Knowledge
6. If
Coca Cola can stimulate sizeable demand for its products and develop power in
its distribution channels it can, in effect, force consumers to buy that brand.
ANS:
F
DIF: Moderate
REF: p. 78
OBJ: 3-2
TYP: Application
7. Products
could be branded even before the practice of advertising was firmly established
as a marketing communications tool.
ANS:
T
DIF:
Difficult REF: p.
78
OBJ: 3-2
TYP: Application
8. Widespread
branding of products in the way we think of it today started in the 1870s with
companies like Levi’s, Maxwell House, Budweiser, Ivory and Coca-Cola among the
first to show on store shelves.
ANS: T
DIF: Moderate
REF: p. 78
OBJ: 3-2
TYP: Application
9. Advertisers
readily accepted mass-circulation magazines because the idea of selling
products on a national basis was recognized to be likely to promote growth of
their businesses.
ANS:
T
DIF:
Difficult REF: p.
79
OBJ: 3-2
TYP: Comprehension
10.
National television programs, movies, sporting events and other
entertainment options tend to be much more supported by advertising than by
subscription and event ticket sales.
ANS:
T
DIF: Moderate
REF: p. 79
OBJ: 3-2
TYP: Application
11.
The Boston
News Letter was an important new advertising medium in the
early 1700s because it was the first to print an advertisement – a reward for
the return of stolen goods.
ANS:
T
DIF:
Difficult REF: p.
79
OBJ: 3-3
TYP: Application
12.
Because of the dramatic increase of goods on the market between
1875-1918, advertising took on less importance, as advertisers created new
products for consumers.
ANS:
F
DIF:
Difficult REF: p.
80
OBJ: 3-3
TYP: Comprehension
13.
The Pure Food and Drug Act of 1906 was the first regulatory act
by the federal authorities which exerted some early but minimal regulation on
advertising.
ANS:
T
DIF:
Easy
REF: p.
81
OBJ: 3-3
TYP: Knowledge
14.
In 1906, the Federal Trade Commission passed the Pure Food and
Drug Act, which required manufacturers to label the active ingredients in their
products.
ANS:
T
DIF: Moderate
REF: p. 81
OBJ: 3-3
TYP: Knowledge
15.
The 1920s was a boom time for society and advertising. The
economy was strong, and consumption became not only accepted but expected.
ANS:
T
DIF: Moderate
REF: p. 82
OBJ: 3-3
TYP: Comprehension
16.
Beginning with the stock market crash in October 1929,
advertisers used a fantasy-escapist style for the new decade.
ANS:
F
DIF: Moderate
REF: p. 86
OBJ: 3-3
TYP: Comprehension
17.
The Great Depression resulted in advertising being seen as part
of big business, big greed, and big lust which was the “cause” of the
depression in the first place.
ANS:
T
DIF:
Easy
REF: p.
87
OBJ: 3-3
TYP: Comprehension
18.
During the 1950s, a renewed consumer culture resumed but
attitudes toward advertising, remained different and more skeptical than its
heyday in the 1920s.
ANS:
T
DIF:
Easy
REF: p.
88
OBJ: 3-3
TYP: Knowledge
19.
During the 1960s advertising underwent a creative revolution in
which it could even poke fun at itself – some ads appeared to say “you know
it’s an ad and so do we.”
ANS:
T
DIF: Moderate
REF: p. 92
OBJ: 3-3
TYP: Application
20.
The “Creative Revolution” of the 1960s was a period of time in
which advertising caused cultural change.
ANS:
F
DIF: Moderate
REF: p. 92
OBJ: 3-3
TYP: Comprehension
21.
During the 1970s, advertising directed at children became a
booming business and groups such as Action for Children’s Television criticized
advertisers for creating commercials for this age-group which fueled a dramatic
increase in toy, cereal and game revenues.
ANS:
T
DIF: Moderate
REF: p. 95
OBJ: 3-3
TYP: Application
22.
During the Republican era of advertising, the rapid-cut editing
style of MTV began to show up in television commercials.
ANS:
T
DIF:
Difficult REF: p.
98
OBJ: 3-3
TYP: Knowledge
23.
As it enters its 2nd Century Advertising is more self-conscious
than ever.
ANS:
T
DIF: Moderate
REF: p. 99
OBJ: 3-1
TYP: Application
24.
In the 1990’s New York as the center of the global advertising
universe was challenged by the ascendancy of creative shops in western and
midwestern cities like San Francisco and Minneapolis.
ANS: T
DIF: Moderate
REF: p.
100
OBJ: 3-1
TYP: Comprehension
25.
Proctor & Gamble’s web-sites Women.com and beinggirl.com are
attempts by the personal products giant to decrease dependency on national
broadcast TV and magazines to save money on advertising budgets.
ANS:
F
DIF:
Difficult REF: p.
103
OBJ: 3-1
TYP: Application
MULTIPLE CHOICE
1. Which
of the following is NOT one of the major factors that is credited for contributing
to the rise of advertising?
|
a. |
the rise of capitalism |
|
b. |
the industrial revolution |
|
c. |
the rise of modern mass media |
|
d. |
all of these are major factors |
ANS:
D
DIF: Moderate
REF: p. 78
OBJ: 3-1
TYP: Comprehension
2. Advertising
is a natural feature of any capitalistic economic system because
|
a. |
it reduces competition for scarce
resources. |
|
b. |
it lays the groundwork for an
industrial revolution. |
|
c. |
it can stimulate demand, which, in
turn, attracts revenue. |
|
d. |
it is actively encouraged by
capitalistic governments. |
ANS:
C
DIF:
Difficult REF: p.
79
OBJ: 3-1
TYP: Application
3. The
rise of capitalism is linked to the origins of advertising in that
|
a. |
one of the tools used to stimulate
demand is advertising |
|
b. |
capitalism is exploitive and so is
advertising. |
|
c. |
advertising causes the competition that
drives capitalism |
|
d. |
capitalism creates needs and advertising
is necessary to create needs. |
ANS:
A
DIF: Moderate
REF: p. 77
OBJ: 3-1
TYP: Comprehension
4. Large
amounts of investment capital were needed to finance the Industrial Revolution
in the United States. During the 1840s, ____ emerged as way for individuals to
reduce the risk of the loss of personal wealth when investing in business
ventures.
|
a. |
business insurance |
|
b. |
government underwriting |
|
c. |
privatization |
|
d. |
the principle of limited liability |
ANS:
D
DIF:
Difficult REF: p.
78
OBJ: 3-1
TYP: Application
5. During
the Industrial Revolution, a series of economic and social changes occurred
that helped develop the role of advertising as a business communication. Which
one of the following was not one
of these changes?
|
a. |
The development of the railroad |
|
b. |
The rise of a middle class with
increasing consumption power |
|
c. |
A decrease in the number and size of
cities |
|
d. |
Reduced risk for people forming
corporations |
ANS:
C
DIF: Moderate
REF: p. 80
OBJ: 3-1
TYP: Application
6. By
helping communicate about brands, advertising in the era of industrialization
made previously unmarked commodities into differentiated product offerings, and
____.
|
a. |
used electronic commerce to do so |
|
b. |
created social symbols and identity |
|
c. |
diminished the growth of wholesalers |
|
d. |
inhibited the growth of retail chains
markers |
ANS:
B
DIF:
Easy
REF: p. 80-81
OBJ: 3-2
TYP: Comprehension
7. The
reason Coca-Cola, Ivory, Levi’s, Maxwell House and other national firms put
their name on products ad invested thousands of dollars in promotion was
because:
|
a. |
they are protected by the principle of
limited liability. |
|
b. |
consumers are willing to pay more for
brands than commodities |
|
c. |
they are limited on what they can say
by copyrights. |
|
d. |
the rise in home ownership means people
have more money to spend |
ANS:
B
DIF: Moderate
REF: p. 81
OBJ: 3-2
TYP: Application
8. Manufacturers
developed brand names so that consumers could
|
a. |
transfer the power to the retailer. |
|
b. |
focus their attention on a clearly
identified item. |
|
c. |
decrease distribution channels. |
|
d. |
find the similarities between products. |
ANS:
B
DIF: Moderate
REF: p. 80
OBJ: 3-2
TYP: Knowledge
9. When
the Campbell Soup Company introduced its line of low-fat soups with a national
advertising campaign, it was an attempt to gain power in the distribution
channel. Which one of the following was Campbell’s not trying to
accomplish with this effort?
|
a. |
Increasing distribution at the
wholesale level |
|
b. |
Forcing retailers into stocking the
brand |
|
c. |
Reducing demand for other more
traditional Campbell’s brands, like the Red & White label |
|
d. |
Encouraging consumers to prefer the
brand when shopping |
ANS: C
DIF: Moderate
REF: p. 78
OBJ: 3-2
TYP: Application
10.
When a manufacturer establishes a degree of power in the
distribution channel due to consumer demand for its brand, which one of the
following is likely to occur?
|
a. |
Customers will have lower-priced,
quality products to from which to choose. |
|
b. |
Manufacturers will fight back with
private label brands. |
|
c. |
Manufacturers can increase profit
margins by cutting back on couponing. |
|
d. |
Retailers will pay less for products,
and customers will pay more. |
ANS:
C
DIF:
Difficult REF: p.
78
OBJ: 3-2
TYP: Application
11.
Which of the following is not supported by advertising?
|
a. |
Television networks. |
|
b. |
Urbanization. |
|
c. |
Radio stations. |
|
d. |
Newspapers. |
ANS:
B
DIF:
Easy
REF: p.
79
OBJ: 3-2
TYP: Knowledge
12.
Early newspaper advertising
|
a. |
began in 1704 in the United States with
two small ads in the Boston News Letter. |
|
b. |
dominated the medium, with many fearing
the demise of news because of it. |
|
c. |
was dominated by simple announcements
from taverns and boarding houses. |
|
d. |
was not allowed in the new United
States because of English laws still in effect. |
ANS:
A
DIF: Moderate
REF: p. 79
OBJ: 3-2
TYP: Knowledge
13.
During which of the following periods were advertising messages
primarily informational?
|
a. |
The Pre-industrialization Era
(pre-1800) |
|
b. |
The Era of Industrialization (1800 to
1875) |
|
c. |
The P.T. Barnum Era (1875 to 1918) |
|
d. |
The 1920s (1918 to 1929) |
ANS:
A
DIF: Moderate
REF: p. 79
OBJ: 3-3
TYP: Comprehension
14.
Ads for products during the P.T. Barnum era (1875 to 1918) were
characterized by:
|
a. |
simple ads with truthful claims. |
|
b. |
an abundance of color. |
|
c. |
bold, garish and often full of fairly
incredible claims |
|
d. |
densely pack copy and visuals with
fantastic promises. |
ANS:
C
DIF: Moderate
REF: p. 81
OBJ: 3-3
TYP: Application
15.
During the ____ era of advertising, big business was seen as
villainous and advertisers responded by adopting tough, no-nonsense
advertising.
|
a. |
P.T. Barnum (1875 to 1918) |
|
b. |
1920s (1918 to 1929) |
|
c. |
Depression (1929 to 1941) |
|
d. |
World War II and The Fifties (1941 to
1960) |
ANS:
C
DIF: Moderate
REF: p. 86
OBJ: 3-3
TYP: Comprehension
16.
During the Depression the U.S, Congress passed real advertising
reform, including law against “deceptive acts of commerce.” The result
was
|
a. |
greater use of the “clean language” and
family values espoused. |
|
b. |
injunctions against some well known
brands including Lifebuoy and Lux soaps |
|
c. |
revised packaging to show all
ingredients |
|
d. |
banning of cigarette ads |
ANS:
B
DIF:
Easy
REF: p. 87
OBJ: 3-3
TYP: Knowledge
17.
Americans began to fear that they were being seduced by
subliminal advertising during the 1950’s, and a celebrated example of the
hysteria created was the story of:
|
a. |
Vicary’s false story of embedded
messages for Coca-Cola and popcorn at movie theatres |
|
b. |
“Morning
Again in America“, a novel by Hal Riney. |
|
c. |
Phil Dusenberry’s true story of “drink
me” messages in Pepsi ads |
|
d. |
Bruce Barton’s book about Christ as an
ad man |
ANS: A
DIF: Moderate
REF: p. 89
OBJ: 3-3
TYP: Knowledge
18.
The first advertising agent, Volney Palmer, opened shop in 1843.
Which one of the following statements about Palmer and his work is accurate?
|
a. |
Palmer’s efforts were dismissed by
merchants. |
|
b. |
Palmer worked for mass circulation
magazines. |
|
c. |
Palmer created the democracy of goods. |
|
d. |
Palmer as a broker, solicited orders
and accepted payment from newspaper advertisers. |
ANS:
D
DIF: Moderate
REF: p.
80
OBJ: 3-3
TYP: Knowledge
19.
The growth of newspapers as a national advertising medium was
fostered by:
|
a. |
the railroads. |
|
b. |
increased interest among readers for
television program listings. |
|
c. |
the rural nature of the post industrial
age. |
|
d. |
unbranded, but highly differentiated,
products. |
|
e. |
traveling circuses and carnivals. |
ANS:
A
DIF:
Easy
REF: p.
80
OBJ: 3-3
TYP: Knowledge
20.
Ads in the ____ era were particularly concerned with traditional
social class and values and were also considered to be bold and provocative.
|
a. |
Peace, Love, and Creative Revolution
(1960 to 1972) |
|
b. |
1970s (1973 to 1980) |
|
c. |
The Designer Era (1980 to 1992) |
|
d. |
World War II and The Fifties (1941 to
1960) |
ANS:
C
DIF:
Easy
REF: p.
97
OBJ: 3-3
TYP: Knowledge
21.
Ads in the 1920s were visual and showed slices of life in a
sophisticated way that depicted
|
a. |
people and products in the social
settings and circumstances into which products fit. |
|
b. |
consumer culture. |
|
c. |
conspicuous consumption. |
|
d. |
large companies vying for the earnings
of corporate America. |
ANS: A
DIF:
Easy
REF: p. 82-83
OBJ: 3-3
TYP: Comprehension
22.
Following the post war boom of World War II, the 1950s ushered
in great concern for the rise of consumption and mind control. Americans feared
they were being seduced by:
|
a. |
P.T. Barnum-style advertising. |
|
b. |
subliminal advertising. |
|
c. |
large networks who controlled the
content of television programming. |
|
d. |
the rise of organized crime in the
inner cities. |
ANS: B
DIF:
Easy
REF: p. 89
OBJ: 3-3
TYP: Knowledge
23.
For advertisers, one main difference between the period
immediately following World War I and the period immediately following World
War II was that
|
a. |
after World War I, the country entered
prosperous economic times; after World War II, it entered a recession. |
|
b. |
after World War I, the country entered
a recession; after World War II, it entered prosperous times. |
|
c. |
after World War I, there was an emphasis
on modernity; after World War II, there was an emphasis on tradition. |
|
d. |
after World War I, advertising was
highly respected; after World War II, it was distrusted. |
ANS:
D
DIF: Moderate
REF: p. 88
OBJ: 3-3
TYP: Comprehension
24.
Consumers first began to surround themselves with many devices
related to communication during which of the following eras of advertising?
|
a. |
The Depression (1929 to 1941) |
|
b. |
World War II and The Fifties (1941 to
1960) |
|
c. |
Peace, Love, and Creative Revolution
(1960 to 1972) |
|
d. |
The 1970s (1973 to 1980) |
ANS:
D
DIF:
Easy
REF: p.
96
OBJ: 3-3
TYP: Knowledge
25.
During the 1990’s, New York was challenged as the “center of the
advertising universe” by:
|
a. |
London’s creative agencies in a new
world-wide advertising venue |
|
b. |
the federal government who broke up
agency monopolies into various subsidiaries. |
|
c. |
highly creative agencies in California,
Oregon and Washington. |
|
d. |
fear of the new media. |
ANS:
C
DIF:
Difficult REF: p.
100
OBJ: 3-3
TYP: Knowledge
26.
Which one of the following statements pertaining to advertising
and the advertising industry during the period from 1929 to 1941 is not accurate?
|
a. |
Advertising reform was put on hold as
the nation struggled with its economic situation. |
|
b. |
Radio emerged as a new and powerful
medium. |
|
c. |
Advertising agencies provided more and more
free services in the struggle to keep accounts. |
|
d. |
Print advertisements became cluttered
with both pictures and copy. |
ANS:
A
DIF:
Difficult REF: p.
87
OBJ: 3-3
TYP: Application
27.
America was experiencing tremendous economic growth, its people
feared subliminal advertising, and advertising agencies began to use
motivational research. This time period was
|
a. |
the 1910s and 1920s. |
|
b. |
the 1930s and 1940s. |
|
c. |
the 1940s and 1950s. |
|
d. |
the 1960s and 1970s. |
ANS:
C
DIF:
Difficult REF: p.
89
OBJ: 3-3
TYP: Application
28.
In the advertising era referred to as War, Paranoia, and
Economic Growth (1941-1960), advertising creativity
|
a. |
applied the principle of cognitive
dissonance. |
|
b. |
primarily used the social tableau
approach. |
|
c. |
is rarely remembered as advertising’s
golden age |
|
d. |
was mainly affective advertising. |
ANS:
C
DIF: Moderate
REF: p. 90
OBJ: 3-3
TYP: Knowledge
29.
Two of the agencies most noted for their early role in the
creative revolution were
|
a. |
Young & Rubicam and BBDO |
|
b. |
J. Walter Thompson and N. W. Ayer. |
|
c. |
Ogilvy & Mather and Doyle, Dane,
Bernbach. |
|
d. |
Tatham, Laird & Kudner and Ted
Bates. |
ANS:
C
DIF:
Difficult REF: p.
92
OBJ: 3-3
TYP: Application
30.
Which one of the following descriptions is not associated with
the period of advertising known as the creative revolution?
|
a. |
Creatives began to have a bigger say in
how agencies were run. |
|
b. |
There was a trend toward simplicity. |
|
c. |
There was increased representation of
women and minorities. |
|
d. |
Advertising became a symbol of
consumption. |
ANS: C
DIF:
Difficult REF: p.
91
OBJ: 3-3
TYP: Application
31.
Which of the following types of ad depictions were not part of
1950’s advertising?
|
a. |
Mythic nuclear families. |
|
b. |
Well behaved children. |
|
c. |
Minorities and women in prominent
roles. |
|
d. |
Our “buddy”, the atom. |
ANS:
C
DIF: Moderate
REF: p. 91
OBJ: 3-3
TYP: Comprehension
32.
At the same time that television advertising was beginning to be
influenced by the bold, fast-paced editing style of MTV, many mainstream ads
could be described as
|
a. |
hard sell. |
|
b. |
understated and conservative. |
|
c. |
lacking class consciousness. |
|
d. |
challenging traditional family values. |
ANS: B
DIF: Moderate
REF: p. 98
OBJ: 3-3
TYP: Comprehension
33.
A long advertisement that looks like a talk show or a half-hour
product demonstration is
|
a. |
an infomercial. |
|
b. |
an advertorial. |
|
c. |
subliminal advertising. |
|
d. |
docu-advertising. |
ANS:
A
DIF:
Easy
REF: p.
98
OBJ: 3-3
TYP: Knowledge
34.
In 1995, 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. |
the technology to measure advertising
impact had improved. |
|
b. |
the fundamental reasons to advertise
had changed. |
|
c. |
there was now proof that advertising
leads directly to sales. |
|
d. |
billing scandals had undermined the
confidence of advertisers in their agencies. |
ANS:
A
DIF: Moderate
REF: p. 99
OBJ: 3-3
TYP: Comprehension
35.
Despite the “dot com” meltdown of 2000 and the demise of many
websites, Phase II of the e-ad revolution is:
|
a. |
eliminating advertising entirely |
|
b. |
much more successful |
|
c. |
likely to decrease in the next decade. |
|
d. |
in limbo awaiting better ad measurement
tools |
ANS: B
DIF: Moderate
REF: p. 100-101 OBJ: 3-3
TYP: Comprehension
36.
In the age of interactive media:
|
a. |
established companies like Proctor
& Gable will only use traditional media. |
|
b. |
the consumer is much more empowered and
can actually talk back to marketers |
|
c. |
more and more time will be spent by
viewers on watching broadcast television. |
|
d. |
newspaper circulations will increase. |
ANS:
B
DIF:
Difficult REF: p. 101
OBJ: 3-3
TYP: Knowledge
37.
The Broadband Revolution of advertising is characterized by
great turmoil. At the crux of this turmoil is
|
a. |
low inflation, which is keeping ad
prices low. |
|
b. |
high employment, which is making it
hard for agencies to fill vacant positions. |
|
c. |
new technology referred to as
interactive media, which offers consumers a wide range of new choices for
information and product acquisition. |
|
d. |
mergers and acquisitions in the ad
industry, which are creating overly powerful mega-agencies. |
ANS:
C
DIF: Moderate
REF: p. 102
OBJ: 3-4
TYP: Comprehension
38.
In the Interactive/Wireless/Broadband Revolution:
|
a. |
advertising is no longer one of the
primary marketing mix tools used to stimulate demand. |
|
b. |
advertising is still a paid,
mass-mediated attempt to persuade. |
|
c. |
no change will occur in the advertising
prepared and delivered to the target audience. |
|
d. |
advertising is no longer a tool that
contributes to nurturing brand loyalty. |
ANS:
B
DIF:
Difficult REF: p.
102
OBJ: 3-4
TYP: Application
39.
Branded Entertainment is the blending of advertising and
integrated brand promotion with
|
a. |
research |
|
b. |
film and other programming |
|
c. |
radio advertising |
|
d. |
television specials |
ANS:
B
DIF: Moderate
REF: p. 103
OBJ: 3-4
TYP: Comprehension
40.
The ability of consumers to go to websites for product
information and brand options means
|
a. |
advertising as we know it is over |
|
b. |
split 30 advertising will become more
efficient. |
|
c. |
the consumer comes willingly to the
advertiser and will be more positively disposed |
|
d. |
information overload |
ANS: C
DIF:
Difficult REF: p.
103
OBJ: 3-4
TYP: Knowledge
Scenario 3-1
In the early and mid-1800s, soaps were made from animal fats.
The perishable quality of the soap, however, allowed manufacturers to sell a product
with only regional appeal. This changed when soap makers began to use vegetable
fats and perfume in the soap-making process.
According to Procter & Gamble legend, one batch of this
vegetable-based soap was left to mix too long. The result was a product that
floated in water due to an excess amount of air. The company turned this into a
selling point and, in 1882, launched one of the first soaps with the potential
for national sales–Ivory soap–with the slogans “It floats” and “99-44/100
percent pure.” (Stephen Fox, The
Mirror Makers, [New York: Random House, 1984], 24.)
41.
(Scenario 3-1) The innovation of Ivory soap created which
advantage for the advertiser:
|
a. |
avoid regulation of the soap from the
Federal Trade Commission. |
|
b. |
instill fear in the consumer. |
|
c. |
differentiate the product from other
soaps. |
|
d. |
sell the soap regionally. |
ANS:
C
DIF:
Difficult REF: p.
81
OBJ: 3-3
TYP: Application
42.
(Scenario 3-1) The period in which Ivory soap was branded was a
period
|
a. |
later than the one in which the
branding of products became the norm. |
|
b. |
in which the branding of products
became the norm. |
|
c. |
not associated with the appearance of a
“consumer culture.” |
|
d. |
before the first advertising agencies
were founded. |
ANS:
B
DIF: Moderate
REF: p. 81
OBJ: 3-3
TYP: Comprehension
43.
(Scenario 3-1) One effect of the passage of the Pure Food and
Drug Act of 1906 was that
|
a. |
the manufacturers of Ivory soap had to
list its ingredients on the label. |
|
b. |
advertising claims for Ivory soap
became strictly regulated. |
|
c. |
Ivory soap had to become 100 percent
pure. |
|
d. |
branded products had to trademark their
brand names. |
ANS: A
DIF: Moderate
REF: p. 81
OBJ: 3-3
TYP: Application
44.
(Scenario 3-1) If an advertisement for Ivory soap was reflective
of the style of ads of the period known as the “P.T. Barnum Era” it would
|
a. |
use a black-and-white photograph to get
attention. |
|
b. |
emphasize users of the product, instead
of the product itself. |
|
c. |
reflect the social space of the
product. |
|
d. |
be loaded with copy and exaggerations. |
ANS:
D
DIF: Moderate
REF: p.
82
OBJ: 3-3
TYP: Comprehension
45.
(Scenario 3-1) Which one of the following is not a
characteristic of the period in which Ivory soap was introduced?
|
a. |
The first wave of feminism |
|
b. |
Growing concern about the abuses of
capitalism |
|
c. |
The emergence of radio as an
advertising medium |
|
d. |
Massive immigration |
ANS:
C
DIF:
Difficult REF: p.
81
OBJ: 3-3
TYP: Application
Scenario 3-2
When referring to the period of advertising known as the
creative revolution, advertising pundit and practitioner Jerry Della Femina
wrote, “Volkswagen was being handled in the United States by Fuller & Smith
& Ross. Doyle, Dane took over the account around 1959. One of the first ads
that came out for Volkswagen was the first ad that anyone can remember when the
new agency style came through with an entirely different look. The ad simply
said, ‘Lemon.’ The copy for ‘Lemon’ said that once in a while we turn out a car
that’s a lemon, in which case we get rid of it. We don’t sell them. And we are
careful as hell with our cars, we test them before we sell them, so the chances
are you’ll never get one of our lemons.
“For the first time in history an advertiser said that he was
capable, on rare occasions, of turning out an inferior product . . . By today’s
standards, of course, this is pretty tame stuff.” (Jerry Della Femina, From Those Wonderful Folks Who Gave
You Pearl Harbor, [New York: Simon and Schuster, 1970],
26-27.)
46.
(Scenario 3-2) Which one of the following is an accurate
description of the era in which Bill Bernbach created the Volkswagen campaign?
|
a. |
The creative side of advertising rose
to new prominence. |
|
b. |
Radio emerged as a significant
advertising medium. |
|
c. |
The focus was on new technology and
interactivity with customers. |
|
d. |
The ads were filled with wild and
unsubstantiated claims. |
ANS:
A
DIF: Moderate
REF: p. 92
OBJ: 3-3
TYP: Application
47.
(Scenario 3-2) One notable characteristic of the creative
revolution was that
|
a. |
art directors and copywriters began to
have more say over how agencies were being run. |
|
b. |
the advertising industry actively
fought against the stereotypes of women and minorities that had marked
earlier eras. |
|
c. |
it symbolized advertising’s quick
support of the massive social revolution going on in society in general. |
|
d. |
it finally turned advertising from
being viewed as an art to being viewed as a science. |
ANS: A
DIF: Moderate
REF: p. 92
OBJ: 3-3
TYP: Comprehension
48.
(Scenario 3-2) In the preceding excerpt, Della Femina referred
to a company as Doyle, Dane. This is an abbreviated version of the name of an
agency that is commonly recognized as being a leader in the creative
revolution. The person whose last name Della Femina omitted is
|
a. |
Leo Burnett. |
|
b. |
Bill Bernbach. |
|
c. |
David Ogilvy. |
|
d. |
Rosser Reeves. |
ANS:
B
DIF: Moderate
REF: p.
93
OBJ: 3-3
TYP: Knowledge
49.
(Scenario 3-2) The “Lemon” ad just described is characteristic
of the style of advertising for which the creative revolution is known.
Therefore, it can be described as having
|
a. |
a well-researched, hard-sell approach. |
|
b. |
a clean look and simple copy. |
|
c. |
a complex, yet intelligent, execution. |
|
d. |
simple and often including
self-effacing humor |
ANS:
D
DIF: Moderate
REF: p. 92
OBJ: 3-3
TYP: Application
50.
(Scenario 3-2) While the creative revolution did not last long,
advertising would:
|
a. |
become aware of its own role in
consumer culture – to create cultural icons |
|
b. |
revert back to focusing on the product. |
|
c. |
recreate the effort to feature women in
a domestic role. |
|
d. |
allow advertisers to create television
commercials without advertising agencies. |
ANS:
A
DIF: Moderate
REF: p. 92-93
OBJ: 3-3
TYP: Comprehension
Scenario 3-3
In late 2004 a high-school teacher created the first strictly
consumer produced advertisement, paying homage to Apple’s iPod mini. It
turned out to be a phenomenal hit. Since then advertisers have gotten on
board and encouraged consumers to submit ads to them. In 2007 four
consumer-created ads aired on the Superbowl. They included an ad for
Firefox, an open-source web-browser that received 280 entries. The wining entry
featured a girl who talks about surfing and then declares “My other browser is
a surfboard.” When General Motors requested ads for the new Chevy Tahoe
was deluged with sharp anti-SUV ads from environmentally sensitive
consumers. Nevertheless, letting consumers play the ad game often means
that a small investment brings big buzz.
51.
(Scenario 3-3) In early 2004 consumers
|
a. |
had yet to make an ad for a major
advertiser |
|
b. |
were engaging in guerilla marketing |
|
c. |
had no idea how to choose an iPod |
|
d. |
hated SUVs |
ANS:
A
DIF: Moderate
REF: p. 103
OBJ: 3-3
TYP: Application
52.
(Scenario 3-3) GM plans on airing a television commercial in the
SuperBowl. It asks consumers to submit their ads, with the idea of using one of
them for this purpose. What is the most likely downside risk?
|
a. |
The winning consumer may sue to be paid
a lot of money for their creativity |
|
b. |
Fox Sports will deem the ad amateurish
and refuse to air it |
|
c. |
Anti SUV ads inundate the submissions,
and GM will have to endure their criticism |
|
d. |
They will receive no entries |
ANS:
C
DIF: Moderate
REF: p. 103
OBJ: 3-4
TYP: Application
53.
(Scenario 3-3) In recent years, the shift of “creative power”
has moved from “the center of the advertising universe” to another area of the
country. The agencies in this region tend to be more creatively oriented, and
the high school teacher who created the first consumer produced ad is an
example of the creativity of the new center. Which of the shifts below
describe that shift?
|
a. |
Chicago to Los Angeles. |
|
b. |
New York City to Toronto and Mexico
City. |
|
c. |
Boston to Denver. |
|
d. |
New York to California, Oregon and
Washington. |
ANS:
D
DIF: Moderate
REF: p. 100
OBJ: 3-3
TYP: Application
54.
(Scenario 3-3) The burst of creativity of consumers prompted by
the opportunity to create ads that advertisers will use parallels the burst in
creativity of the Creative Revolution era in the 1960s’s in which one of the
following ways:
|
a. |
Product orientation. |
|
b. |
Use of nostalgia music |
|
c. |
Self aware that they are ads – and
likable anyway |
|
d. |
Realistic portrayals of social class
differences |
ANS:
C
DIF:
Difficult REF: p.
92
OBJ: 3-3
TYP: Application
55.
(Scenario 3-3) The new agency for GM’s Tahoe may begin to use
the new media to attract an ever-growing target market of young people, but is
aware that this generation may question the environmental impact of the
Tahoe. They plan to elicit these consumers’ comments on how the next
model of the Tahoe could be more environmentally friendly in order to begin
building positive brand awareness. How could they reach them best?
|
a. |
Launch a relationship building site
with ties to generation appropriate other sites |
|
b. |
The metro section of suburban
newspapers. |
|
c. |
Billboards listing only the Tahoe
website address with a picture of the vehicle. |
|
d. |
Cable networks like USA and TNT. |
ANS:
A
DIF: Difficult
REF: p.
102
OBJ: 3-4
TYP: Application
Scenario 3-4
Interactive TV will let the TV viewer interact with the show
they are watching. Imagine that you are watching a show on gardening and would
like more information about the planting techniques being discussed. You could
hit a button on the remote and up pops a page of more information. But
interactive TV isn’t limited to just reading pages of text. In fact, that might
be a very limited aspect of it. After all who wants to read a lot while the
show is on?
An important possibility emphasizes the direct interaction of
the viewer. For example, take a political show where they are discussing an
upcoming election. They could run a viewer poll in real-time. The TV viewer can
select their favorite candidate, and the results of all the viewers are shown
in real-time as they participate.
With the Internet being as popular as it is, it’s a good bet
that interactive TV will use the Internet in some way; however, it’s important
to note that interactive TV is not just another Web site. We see it as a source
of information that is tightly linked with the show it relates to. In fact,
treating it as just another Web site would likely dissolve the interactive
nature of the programming. If a viewer starts surfing the Web, they’ve stopped
watching the show. The interactive content should add to the show, and not get
in the way. (Wisconsin
Public Television INteractive TV Project http://itv.wpt.org/about/)
56.
(Scenario 3-4) This is not the first time that advertising has
had to adapt to technological advances. For example, the VCR and cable
television both became factors to be considered by advertisers in the
|
a. |
1950s. |
|
b. |
1960s. |
|
c. |
1970s. |
|
d. |
1980s. |
ANS: C
DIF: Moderate
REF: p. 94-95
OBJ: 3-3
TYP: Application
57.
(Scenario 3-4) According to William T. C, Esery, former Sprint
chairman and CEO, the world of interactive media will allow direct measurement
of ad exposure and impact, quickly revealing those that perform well and those
that do not. Secondly,
|
a. |
makes it harder to engage viewers. |
|
b. |
the agency will be held accountable for
results. |
|
c. |
cannot be used to narrowly target
audiences. |
|
d. |
cannot be used as a business tool. |
ANS:
B
DIF: Moderate
REF: p. 99
OBJ: 3-3
TYP: Application
58.
(Scenario 3-4) What recent development beyond interactive media
has turned the advertising industry upside down?
|
a. |
IMC programs shift to becoming
Integrated Brand Promotion. |
|
b. |
Advertainment |
|
c. |
Consumer generated content |
|
d. |
Horizontally integrated advertising. |
ANS:
C
DIF: Moderate
REF: p. 101
OBJ: 3-3
TYP: Application
59.
(Scenario 3-4) In the future, advertisers will have to adapt to
the fact that
|
a. |
issues of power in the distribution
channel will be meaningless. |
|
b. |
advertising will no longer match the
definition of advertising offered by the book. |
|
c. |
more money is being allocated to
advertising than branding. |
|
d. |
consumers will continue to gain power
to co-create brands |
ANS:
D
DIF: Moderate
REF: p. 101
OBJ: 3-4
TYP: Comprehension
60.
(Scenario 3-4) The future of advertainment is expanding.
One set of advantages that advertainment offers advertisers is:
|
a. |
the technology for interactive
advertising still puts the advertiser in control |
|
b. |
spending for media time on network
television recently reached a record high. |
|
c. |
movies are defined as artistic speech
with greater protection than commercial speech |
|
d. |
interactive media cannot affect the
power structure of the distribution channel. |
ANS:
C
DIF: Moderate REF:
p. 104
OBJ: 3-4
TYP: Knowledge
Scenario 3-5
John Piper is a student of marketing and advertising at a small
college in the Midwest. He has been given the task of researching the history
of modern advertising as a part of a group presentation. He is sitting in the
school’s library, carefully looking at a wide variety of magazine ads of
different time periods of the 20th century
to try to understand how advertising has evolved. Here are some descriptions of
the ads that he found:
61.
(Scenario 3-5) An ad that openly talked about Generation X
likely came from:
|
a. |
Peace, Love, and Creative Revolution
(1960 to 1972) |
|
b. |
The 1970s (1973 to 1980) |
|
c. |
The Designer Era (1980 to 1992) |
|
d. |
World War II and The Fifties (1941 to
1960) |
ANS:
C
DIF: Moderate
REF: p. 97
OBJ: 3-3
TYP: Application
62.
(Scenario 3-5) An ad with the sponsor’s Internet site address
attached likely came from:
|
a. |
Peace, Love, and Creative Revolution
(1960 to 1972) |
|
b. |
The 1970s (1973 to 1980) |
|
c. |
The Republican Era (1980 to 1992) |
|
d. |
E-Revolution Begins (1993 to 2000) |
ANS:
D
DIF: Moderate
REF: p. 99
OBJ: 3-3
TYP: Application
63.
(Scenario 3-5) Ads that usually focused on the product itself,
rather than on creative techniques likely came from:
|
a. |
Peace, Love, and Creative Revolution
(1960 to 1972) |
|
b. |
The 1970s (1973 to 1980) |
|
c. |
The Designer Era (1980 to 1992) |
|
d. |
World War II and The Fifties (1941 to
1960) |
ANS:
B
DIF:
Difficult REF: p.
96
OBJ: 3-3
TYP: Application
64.
(Scenario 3-5) Shows that blended product advertising and
program content, like Strawberry Shortcake, drove regulators nuts in which period?
|
a. |
Peace, Love, and Creative Revolution
(1960 to 1972) |
|
b. |
The 1970s (1973 to 1980) |
|
c. |
The Designer Era (1980 to 1992) |
|
d. |
World War II and The Fifties (1941 to
1960) |
ANS:
B
DIF: Moderate
REF: p. 96
OBJ: 3-3
TYP: Application
65.
(Scenario 3-5) Ads that first showed the “male” domain as the
office and the “feminine” space as the home likely came from:
|
a. |
P.T. Barnum (1875 to 1918) |
|
b. |
The 1920s (1918 to 1929) |
|
c. |
The Depression (1929 to 1941) |
|
d. |
World War II and The Fifties (1941 to
1960) |
ANS:
B
DIF:
Easy
REF: p.
83
OBJ: 3-3
TYP: Application
ESSAY
1. The
Industrial Revolution was accompanied by several important social and economic
changes. List two of theses changes and explain how they encouraged the rise of
advertising.
ANS:
American households moved away from self-sufficiency to a
dependency on the marketplace for goods. Improved transportation, especially
the growth of the railroad, allowed for the distribution of mass quantities of
goods. Rapid population growth in urban areas created a reachable audience. The
rise of mass communication created viable advertising vehicles.
DIF: Moderate
REF: p.
77
OBJ:
3-1
TYP: Knowledge
2. Over
the years, advertisements have often used the theme of modernity. List two eras
characterized by the use of this theme. Briefly describe societal trends that
made the use of this theme effective during each era.
ANS:
The P.T. Barnum era (1875 to 1918) was noted for rapid
urbanization, massive immigration, labor unrest, and concerns over the abuses
of capitalism. It included the first wave of the feminist movement, the progressive
movement, motion pictures, and mass culture. Advertising offered solutions to
the stresses of this rapidly changing modern life.
The 1920s (1918 to 1929) were prosperous times. Victorian sexual
repression and modesty gave way to a more open sexuality and a love affair with
modernity. Advertising instructed consumers how to be thoroughly modern and how
to avoid the pitfalls of this new age. There was a product with a cure for
every social anxiety and personal failing. The ads of the times also exhorted
consumers to have a good time and enjoy life. Many ads from this era featured
themes of modernity, the division between public work space (the male domain of
the office) and the private, “feminine,” space of the home. In addition,
scientific and technological themes were prevalent.
The era of war, paranoia, and economic growth (1941 to 1960) saw
enormous growth in the U.S. economy and in household incomes. The suburbs
emerged, and along with them there was an explosion of consumption.
Technological change fascinated the nation. The television, the telephone, and
the automatic washer and dryer became common to the American lifestyle. Scenes
of modern life, social promises, and a reliance on science and technology
characterized advertisements of this era.
DIF:
Difficult REF: p.
82-84 OBJ:
3-3
TYP: Comprehension
3. The
advertising industry underwent major changes in consumer perception from the
1920s to the 1930s. Describe the change in consumer perception and explain the
reason or reasons for this occurrence. Describe how the style of advertising
changed between these eras.
ANS:
The 1920s were a prosperous time, and advertisements exhorted
the public to consume and enjoy life. Advertising found a previously unknown
level of respectability, fame, and glamour. Advertisements were highly
aesthetic–much more visual and far less wordy than those of the previous
decade. However, in the 1930s, as a result of the depression, advertising
became a villain. It was held to blame for seducing people into the excesses of
the 1920s. The style of advertising was no-nonsense. Ads were crammed with
visuals and copy.
DIF:
Moderate REF: p.
82-86 OBJ:
3-3
TYP: Comprehension
4. The
creative revolution in advertising occurred at the same time that a larger
societal revolution was underway in the United States. Describe what was
occurring in America at that time. Describe how the advertisements of the era
related to the larger societal changes.
ANS:
Advertising in the United States during the 1960s was slow to
respond to the massive social revolution going on all around it. While the
nation was struggling with civil rights, the Vietnam War, and the sexual
revolution, advertising was often still portraying women and minorities in
subservient roles. The only thing really revolutionary about 1960’s advertising
was the creative revolution.
DIF:
Moderate REF: p.
91-94 OBJ:
3-3
TYP: Comprehension
5. The
advertising industry will have to change to handle the demands of a changing
communications environment in the years to come. Describe the nature of two of
the changes advertising must confront. Describe two characteristics of
advertising that will remain constant.
ANS:
The most dramatic change will be in the way advertising is
prepared and delivered to the target audience. Many of the new, evolving media
will not be driven by traditional advertising. With integrated programming, advertisers
will have control of the content of at least some of the programming.
Interactive media will allow clients to more closely assess the impact of their
advertising, thus holding agencies more closely accountable for results. Most
dramatically consumer generated content will allow them to co-create brand
meanings.
On the other hand, advertising will still be a paid,
mass-mediated attempt to persuade. It will remain a primary marketing mix tool
that contributes to revenues and profits by stimulating demand and nurturing
brand loyalty. Consumers will still be highly involved in some product
decisions and not so involved in others.
DIF:
Moderate REF: p.
100-101 OBJ:
3-4
TYP: Comprehension
Chapter 5 – Advertising, Integrated Brand Promotion, and
Consumer Behavior
TRUE/FALSE
1. When
researchers study consumer behavior, they study a process that begins with the
perception of a need and ends with the post-purchase product evaluation.
ANS:
T
DIF:
Easy
REF: p.
153
OBJ: 5-1
TYP: Knowledge
2. Advertising
can activate a need state. It can also provide information on how to alleviate
the discomfort of an existing unfulfilled need.
ANS:
T
DIF: Moderate
REF: p.
154
OBJ: 5-1
TYP: Comprehension
3. Consumption
episodes form from the sequence of four stages: need recognition, information
search, alternative evaluation, and purchase.
ANS: F
DIF: Moderate
REF: p. 153-54 OBJ:
5-1
TYP: Comprehension
4. Emotional
benefits from a product or service are derived from the intangible
characteristics of that product or service and are strong factors in purchase decisions,.
ANS:
T
DIF: Moderate
REF: p. 154
OBJ: 5-1
TYP: Comprehension
5. Advertising
cannot affect an internal search. However, it can be a very effective tool once
a consumer begins an external search.
ANS:
F
DIF: Moderate
REF: p. 156
OBJ: 5-1
TYP: Comprehension
6. Evaluative
criteria are the shared attributes of the products within an evaluation set.
ANS:
T
DIF: Moderate
REF: p.
157
OBJ: 5-1
TYP: Knowledge
7. After
Mary purchased a Mercedes Benz, she nervously questioned her decision; she
experienced cognitive dissonance.
ANS:
T
DIF:
Difficult REF: p.
158
OBJ: 5-1
TYP: Application
8. Involvement
levels are higher among product categories for any given individual for whom
the brands have symbolic or self-expressive meaning.
ANS:
T
DIF:
Difficult REF: p.
159
OBJ: 5-2
TYP: Comprehension
9. Involvement
and prior experience combine to give four types of consumer decision making
also termed problem solving.
ANS:
T
DIF:
Difficult REF: p.
160
OBJ: 5-2
TYP: Comprehension
10.
A consumer is inexperienced in a product category. Because the
purchase of this particular type of product is very involving for her, she is
engaging in extended problem solving.
ANS:
T
DIF: Moderate REF:
p. 162
OBJ: 5-2
TYP: Comprehension
11.
While habitual purchases are often consumption simplifiers,
brand loyalty is the result of commitment to a specific brand time after time.
ANS:
T
DIF:
Easy
REF: p.
162
OBJ: 5-2
TYP: Knowledge
12.
Consumers demonstrate brand loyalty when they repeatedly
purchase a single brand solely because it fulfills a specific functional need.
ANS:
F
DIF: Moderate
REF: p. 163
OBJ: 5-2
TYP: Comprehension
13.
For a thought to be considered a brand attitude, it must be
based on personal experience.
ANS:
F
DIF: Moderate
REF: p. 164
OBJ: 5-3
TYP: Knowledge
14.
Beliefs are the accumulation of knowledge and feelings a person
has about a brand or an object or an issue – either factual or self-serving.
ANS:
T
DIF: Moderate
REF: p. 164
OBJ: 5-3
TYP: Comprehension
15.
MAAMS stands for Mothers’ Attribute Attitude toward Models and
is a framework used to assess consumers beliefs about advertising.
ANS:
F
DIF: Moderate
REF: p. 166
OBJ: 5-3
TYP: Knowledge
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