ARE 136 CH 3

51. Which of the following is true about advertising in the industrialization era? a. Banks considered advertising to be a sign of financial weakness. b. Strict laws on advertising prevented advertisers from lying about their products. c. Advertising was considered as prestigious by most segments in a society. d. Advertisements appeared solely in the form of newsbooks.

a. Banks considered advertising to be a sign of financial weakness.

45. How did 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 creating normal and ordinary products so that consumers would easily accept them c. By motivating general stores and grocers to replace branded products with unmarked products d. By reducing their prices of products

a. By getting consumers to identify them and pay higher prices for them

67. Which of the following were among the four agencies most noted for their role in the creative revolution of the 1960s? a. Doyle Dane Bernbach and Wells Rich and Green b. J. Walter Thompson and N. W. Ayer c. BBDO d. Ted Bates agency and Lord and Thomas

a. Doyle Dane Bernbach and Wells Rich and Green

81. Which of the following is true of branded entertainment? a. It blends advertising and integrated brand promotion with entertainment. b. It is a subset of product placement. c. It uses solely television programming to create entertainment. d. It is also known as consumer-generated content.

a. It blends advertising and integrated brand promotion with entertainment.

72. 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 1950s (1942 to 1960) d. The Depression (1929 to 1941)

a. The 1970s (1973 to 1980)

58. During which era were big businesses and advertising viewed with suspicion? a. The Depression (1929 to 1941) b. 1920s (1918 to 1929) c. The P.T. Barnum Era (1875 to 1918) d. The Designer Era (1980 to 1992)

a. The Depression (1929 to 1941)

39. Which of the following is a major factor that gave rise to advertising? a. The industrial revolution b. The rise of socialism c. The reduced importance of branding d. The rise of social media

a. The industrial revolution

93. (Scenario 3-3) Which of the following eras would Zooppa belong to? a. The industrialization era b. The P.T. Barnum era c. The preindustrialization era d. The era of Great Depression

a. The industrialization era

1. When the Western world turned to capitalism as the foundation of an economic system, the foundation was also laid for advertising. a. True b. False

a. True

10. In the late 1800s, consumers were willing to pay more for brands than for unmarked commodities, even if they were identical. a. True b. False

a. True

11. In the mid-1800s, mass-circulation magazines began to make national advertising possible, and national advertising began to make national brands possible. a. True b. False

a. True

12. It is critical to realize that for the most part, mass media are supported by advertising. a. True b. False

a. True

13. Media vehicles—television networks, radio stations, newspapers, magazines, and websites—exist so they can sell audiences and make money. a. True b. False

a. True

14. In the 17th century, printed advertisements were published in the newsbooks. a. True b. False

a. True

17. Advertising in the early 1800s was widely considered an embarrassment, and firms risked their credit ratings due to their advertising, because banks considered its use a sign of financial weakness. a. True b. False

a. True

18. By 1900, an increase in the supply of mass-produced goods, and the increasing demand for these goods by a growing urban population, led to the growth of advertising. a. True b. False

a. True

19. The first regulatory initiative by the federal authorities was the Pure Food and Drug Act that required manufacturers to list the active ingredients of their products on their labels. a. True b. False

a. True

20. Manufacturers were required to list the active ingredients in their products after the creation of the Pure Food and Drug Act in the early 1900s. a. True b. False

a. True

21. The Pure Food and Drug Act had only a minimal effect on advertising because it did not restrict advertisers' claims. a. True b. False

a. True

22. The prewar movement to reform and regulate advertising was dissipated in the 1920s by the distractions of war and advertising's role in the war effort. a. True b. False

a. True

25. In 1924, Bruce Barton in his book, The Man Nobody Knows, portrayed Jesus as the archetypal ad man. a. True b. False

a. True

26. Advertisers responded to the Depression by adopting a tough, no-frills style in their ads. a. True b. False

a. True

3. The Industrial Revolution was an economic force that yielded the need for advertising. a. True b. False

a. True

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. a. True b. False

a. True

31. In the 1970s, there was a growing concern over what effect $200 million a year in advertising had on children. a. True b. False

a. True

33. Advertisements during the 1980s reflected traditional American values. a. True b. False

a. True

35. In the 1970s, cable programming grew in quality with several viewing options and advertisers learned how to reach more specific audiences. a. True b. False

a. True

36. The mid-1990s presented insecure moments for advertisers heavily invested in traditional advertising. a. True b. False

a. True

5. In the late 1880s, a few companies began putting names and labels on previously unmarked products, and branding began. a. True b. False

a. True

7. With the invention of the telegraph in 1844, a communication revolution was set in motion. a. True b. False

a. True

8. Without the rise of mass media, there would be no national brands, and no advertising. a. True b. False

a. True

53. Ads for products during the "P.T. Barnum Era" (1875 to 1918) were characterized by: a. a bold and garish style filled with incredible claims. b. a no-frills advertising style. c. simple ads with information and truthful claims. d. informational messages in the dailies.

a. a bold and garish style filled with incredible claims.

61. For advertisers, one main difference between the period immediately after World War I and the period immediately following World War II was that after World War I, . a. advertising was distrusted by people b. rigid government regulations were established for ads c. ads were classy and sophisticated d. ads were subtle and clutter-free

a. advertising was distrusted by people

88. (Scenario 3-1) If an advertisement for Ivory soap was reflective of the style of ads during the period known as the "P.T. Barnum Era," it would: a. consist of exaggerated claims. b. have extensive photography. c. reflect conservative values. d. use very limited copy.

a. consist of exaggerated claims.

95. (Scenario 3-3) With reference to the era in which Zooppa was formed, Zooppa's advertisements would most likely be: a. deceiving and filled with false facts. b. patriotic and centered on consumption. c. bold and carnivalesque. d. creative and revolutionary.

a. deceiving and filled with false facts.

77. In the 1990s, the measurement of ROI in advertising was . a. elusive b. accurate c. irrelevant d. precise

a. elusive

75. 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.

a. growth and impact of British agencies.

99. (Scenario 3-4) Branded entertainment has become popular in recent years because of its many advantages. One of its main advantages is that: a. it can avoid consumers' welltrained avoidance mechanisms to advertisements. b. it is looked at as commercial speech rather than artistic speech and is protected by the first amendment. c. it is required to go through all the ad regulations. d. it enables the traditional advertising industry to become clutter-free.

a. it can avoid consumers' welltrained avoidance mechanisms to advertisements.

48. During the , advertising messages were primarily informational in nature. a. preindustrialization era (pre-1800) b. designer era (1980 to 1992) c. P.T. Barnum era (1875 to 1918) d. 1920s (1918 to 1929)

a. preindustrialization era (pre-1800)

69. The 1970s was America's age of , and the advertising of the time reflected this. a. self-doubt b. class consciousness c. adopting traditional values d. serious, meaningful ads

a. self-doubt

73. Ads in the designer era were marked by . a. social-class consciousness b. values that limited consumption and considered it irreligious c. rebellion, youth, and revolution d. values that conflicted with traditional American values

a. social-class consciousness

63. During the 1950s, Americans began to fear: a. that they were being seduced by subliminal advertising. b. that ads were not based on modern science. c. purchasing unbranded goods. d. that the consumer culture was disappearing.

a. that they were being seduced by subliminal advertising.

15. In the 1700s, a middle class, spawned by the rise of regular wages from factory jobs, was beginning to emerge. a. True b. False

b. False

16. Advertising was highly regulated during the industrial era which limited the scope for advertisers to come up with creative ads. a. True b. False

b. False

2. The rise of communism was one of the four major factors that gave rise to advertising. a. True b. False

b. False

23. Men became the major target of advertisers in the 1920s because they were the head of households and made most purchase decisions. a. True b. False

b. False

24. During the 1920s, "fantasy" advertisements dominated the ad industry. a. True b. False

b. False

27. During the widespread poverty of the Great Depression, most segments of the population believed in the power of advertising. a. True b. False

b. False

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. a. True b. False

b. False

29. After WWII and into the 1950s, ads began to take on an air of selfawareness, conveying the sentiment that "you know it's an ad and so do we." a. True b. False

b. False

32. Product/show blends for toys made regulation of television content more easy. a. True b. False

b. False

34. In the 1980s, the Saatchi and Saatchi ads were primarily politically neutral. a. True b. False

b. False

37. E-business is a form of e-advertising in which companies sell to household consumers. a. True b. False

b. False

38. Branded entertainment gets lesser First Amendment protection than ordinary advertising does. a. True b. False

b. False

4. In the preindustrialization era, the expansion of newspaper circulation was fostered by the railroads and growing urban centers. a. True b. False

b. False

6. Peerless, Foley's, and Pepsi-cola were some of the first branded goods found on store shelves. a. True b. False

b. False

9. Advertising changed commerce, but not society. a. True b. False

b. False

56. Which of the following advertising agencies dominated the 1920's ad industry? a. Doyle Dane Bernbach b. J. Walter Thompson c. Leo Burnett d. Wells Rich and Green

b. J. Walter Thompson

89. (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 ads were filled with wild and unsubstantiated claims. b. The focus was on clean and minimalist advertising. c. Advertising was motivated by the need to sell the vastly increased supply of goods. d. Radio was the only advertising medium available to advertisers.

b. The focus was on clean and minimalist advertising.

54. Why did women become the primary target for advertisers in the 1920s? a. They enjoyed a significantly higher standard of living than men. b. They made most of the purchasing decisions for the household. c. Public pleasure was considered more of a sin than in the Victorian era. d. The chain of needs existed mainly more women, and not men.

b. They made most of the purchasing decisions for the household.

62. During which of the following eras did consumer culture become the new normal, a permanent central feature of society? a. The Depression (1929 to 1941) b. World War II and the 1950s (1942 to 1960) c. The Preindustrialization Era (Pre-1800) d. The Era of Industrialization (1800 to 1875)

b. World War II and the 1950s (1942 to 1960)

80. One of the elements that characterizes present day advertising is that consumers: a. rely more on advertisers and agencies for information. b. are empowered. c. are no longer brand-conscious. d. can no longer co-create brand messages like before.

b. are empowered.

49. In the mid-1800s, advertising was done through . a. radio broadcasts b. dailies c. infomercials d. magazines

b. dailies

41. During the 1840s, the emerged as a 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 dividend distribution d. process of double taxation

b. principle of limited liability

90. (Scenario 32) The "Lemon" ad is characteristic of the style of advertising for which the creative revolution is known. The ad can be described as having a: a. well-researched, hard-sell approach. b. simple style and self-effacing humor. c. complex, intelligent execution. d. dense copy with incredible claims.

b. simple style and self-effacing humor.

70. became the biggest word of the 1970s, a word that was integrated into the promotional theme of the decade. a. "We" b. "Society" c. "Me" d. "Modern"

c. "Me"

59. Which of the following is true about advertising during the Great Depression? a. Advertising found respectability, fame, and glamour during this era. b. Consumers believed that ads helped them choose the right product. c. Advertisers adopted a tough, no-frills advertising style. d. Consumers believed blindly in advertisements and brands.

c. Advertisers adopted a tough, no-frills advertising style.

84. (Scenario 3-1) If the Ivory soap was promoted during the era of industrialization, in which of the following mediums would their ads appear? a. Magazines b. Newsbooks c. Dailies d. Radio broadcasts

c. Dailies

78. Which of the following is true about advertising during the period between1993 and 2000? a. Traditional advertising gained a stronger foothold than ever before. b. Interactive media hindered the direct measurement of ad exposure and impact. c. It was understood that Internet adverting was going to change the advertising landscape. d. The Internet was able to yield precise measurements of ROI in advertisement.

c. It was understood that Internet adverting was going to change the advertising landscape.

65. Who added to the fear and hysteria over advertising in the 1950s? a. Bruce Barton and his book called The Man Nobody Knows b. Helen Resor and James Webb Young from the J. Walter Thompson advertising agency c. James Vicary's false claim about the effect of subliminal messages d. Heads of advertising agencies, Leo Burnett and David Ogilvy

c. James Vicary's false claim about the effect of subliminal messages

85. (Scenario 3-1) Which of the following eras does Ivory soaps belong to? a. The pre industrialization era b. The industrialization era c. The P.T. Barnum era d. The Great Depression

c. The P.T. Barnum era

68. By the late 1960s, advertisers had realized that advertisements had become: a. uncreative. b. ineffective to increase the sale of products. c. a symbol of consumption. d. purely informational in nature.

c. a symbol of consumption.

52. By the early 1900s, the "power of advertising" was based on the reality that consumers: a. believe that branding was no longer the norm. b. like durable, reliable products with a no-frills advertising style. c. are willing to pay more money for brands. d. see advertising suspiciously that tempt them into excessive consumption.

c. are willing to pay more money for brands.

91. (Scenario 3-2) One notable characteristic of the creative revolution was that: a. it immediately started responding to the massive social revolution. b. advertising played a role in discouraging consumption. c. art directors and copywriters began to have more say over how agencies were run. d. advertising as an institution was unaware of its own role in consumer culture.

c. art directors and copywriters began to have more say over how agencies were run.

92. (Scenario 3-2) During the creative revolution, advertising: a. was dominated by subliminal advertising. b. reverted back to focusing on the product instead of the brand. c. became aware of its own role in consumer culture. d. reaffirmed gender roles and sexual norms.

c. became aware of its own role in consumer culture.

43. National firms started putting names on their products because: a. it would increase the economies of scale of their product. b. their incomes were protected by the principle of unlimited liability. c. brands commanded a higher price than commodities. d. strict government regulations required them to do so.

c. brands commanded a higher price than commodities.

40. The foundation was laid for advertising to become a prominent part of the business environment when the Western world turned to as the foundation of economics. a. socialism b. communism c. capitalism d. syndicalism

c. capitalism

96. (Scenario 3-4) During the P.T. Barnum era, life in the United States began to change rapidly. Consumers began taking pride in their ability to purchase material goods, and advertising efforts became far more important. This new purchase-oriented attitude is commonly referred to as: a. the progressive movement. b. differentiation. c. consumer culture. d. brand entertainment.

c. consumer culture.

50. 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.

c. extended railroads and growing urban centers.

44. By the late 1800s, manufacturers were developing brand names. This helped them: a. steer clear from advertising their products. b. lower their economies of scale. c. gain power. d. lower their prices of products.

c. gain power.

60. 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 promote family values. b. banned from advertising cigarettes and alcohol. c. held liable for making false claims. d. banned from using inappropriate sexual content.

c. held liable for making false claims.

55. Ads in the 1920s showed slices of life in a way that depicted: a. garish designs illustrating unrealistic situations. b. ads that were purely informational in nature. c. how consumers should have a good time. d. less visual ads than in the past.

c. how consumers should have a good time.

47. During the preindustrialization era, advertisements appeared in . a. magazines b. dailies c. newsbooks d. periodicals

c. newsbooks

86. (Scenario 3-1) By 1900, shortly after Ivory soaps were originally branded, . a. advertising was generally distrusted and looked at with suspicion b. the consumer culture was replaced by minimalist lifestyles c. the branding of products became the norm d. the period was marked by the advent of dailies

c. the branding of products became the norm

87. (Scenario 3-1) One effect of the passage of the Pure Food and Drug Act of 1906 was that: a. Ivory soap had to become hundred percent pure. b. advertising claims for products like Ivory soap became strictly regulated. c. the manufacturer of Ivory soap had to list its ingredients on the label. d. branded products like Ivory had to trademark their brand names.

c. the manufacturer of Ivory soap had to list its ingredients on the label.

76. 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. interactive media was being replaced by the wide range of traditional media. c. the technology to measure advertising impact had improved. d. the fundamental reasons to advertise had changed.

c. the technology to measure advertising impact had improved.

42. Which of the following was a result of the principle of limited liability gaining acceptance in the 1840s? a. Lower number of businessmen investing money in ventures b. Higher risk for investors in business ventures c. Lower risk of losing shares in a corporation for businessmen d. Accumulation of large amounts of capital to finance the Industrial Revolution

d. Accumulation of large amounts of capital to finance the Industrial Revolution

74. Which of the following is true about the designer era of advertising? a. It was marked by the advent of the Internet. b. Ads no longer reflected traditional values. c. Consumers preferred unbranded products over branded products. d. Ads openly promoted consumption, but in a conservative way.

d. Ads openly promoted consumption, but in a conservative way.

64. 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 leading men in large multinational companies d. As following strict gender roles and sexual norms

d. As following strict gender roles and sexual norms

82. A certain form of a commercial message is seen by courts as artistic speech, not as the less protected "commercial speech." , therefore, gets more First Amendment protection than ordinary advertising does. a. Print ads b. Radio slots c. The information on a product label d. Branded entertainment

d. Branded entertainment

94. (Scenario 3-3) With reference to the era in which Zooppa was formed, which of the following mediums of advertisement would most likely be utilized? a. Radio b. Cable television c. Magazines d. Dailies

d. Dailies

71. During the 1970s, the demanded a higher standard of honesty and disclosure from the advertising industry. a. National Security Council b. Federal Reserve Board c. Action for Children's Television d. Federal Trade Commission

d. Federal Trade Commission

100. (Scenario 3-5) Ads of a particular era focused on the product itself, using lots of copy while lacking the real-world context of accurate information. This is a dominant characteristic of the era. a. designer b. peace, love, and the creative revolution c. World War II and the 1950s d. P.T. Barnum Era

d. P.T. Barnum Era

57. Which of the following types of advertisements evolved during the 1920s? a. Demonstration b. Research-based c. Endorsement d. Slice-of-life

d. Slice-of-life

46. Which of the following is true about advertisements in the preindustrialization era? a. The advertisements were published in magazines. b. The advertisements in dailies were the most popular. c. The advertisements ushered in a dominant consumer culture. d. The messages were informational in nature.

d. The messages were informational in nature.

66. Which of the following is true about advertisements in the 1960s? a. The emphasis in advertising turned from creative products to ancillary services. b. Advertising discouraged consumption and was no longer a symbol of consumption. c. The advertisements were bold, garish, and carnivalesque. d. There was an emphasis on art, inspiration, and intuition.

d. There was an emphasis on art, inspiration, and intuition.

98. (Scenario 3-4) The partnership between P&G and Walmart to create family-oriented movies is a perfect example of: a. e-business. b. consumer empowerment. c. interactive media. d. branded entertainment.

d. branded entertainment.

79. In today's age of Web 2.0,: a. companies find consumers primarily through mass exposure. b. firms have replaced all pull strategies with push strategies. c. consumers have much lesser access to information. d. consumers can communicate with each other.

d. consumers can communicate with each other.

83. With the addition of new channels like mobile apps and other new technologies,: a. advertising is no longer a paid attempt to persuade. b. firms spend relatively smaller amounts of money on traditional advertising. c. advertising is no longer a primary marketing mix tools that contribute to revenues. d. e-commerce and m-commerce has changed the way people shop.

d. e-commerce and m-commerce has changed the way people shop.

97. (Scenario 3-4) A recent advancement makes the use of various forms of advertising more desirable because it allows the amount of ad exposure and impact to be directly measured, and allows companies such as P&G and Walmart to measure the success of their experimental methods. This advancement is in: a. print media. b. sublimal advertising. c. broadcast media d. interactive media.

d. interactive media.