COM Ch 10

What was the first printed advertisement, created by William Caxton in England in 1478, for? his book a religious service patent medicine toothpaste

his book

Which is NOT one of the ways that author Jib Fowles says advertisers work to attract buyers? need for sex need to sell products need to nurture need to achieve

need to sell products

The word "advertise" originally meant: to persuade. to be part of the Democratic process. to offer untruths about something to take note or consider.

to take note or consider

t or f Early TV advertisers expected viewers to buy their products out of gratitude for sponsoring a popular program.

true

t or f International advertising campaigns have become more common for global products.

true

t or f One argument against television advertising is that viewers have the ability to change channels, so TV commercials are not as effective as print advertisements.

true

t or f Recent new approaches to Internet advertising seek to make advertising look like entertainment.

true

t or f The Federal Trade Commission can order an advertiser to halt a deceptive ad campaign.

true

Hard liquor advertising: was banned by the government on television. was challenged in 1996 by Seagram's, which advertised whiskey on local TV in Texas. will be banned on TV by the liquor industry as of the year 2015. is banned on TV only in the eastern U.S.

was challenged in 1996 by Seagram's, which advertised whiskey on local TV in Texas.

Which of the following is not true of television commercials? National advertisers use television commercials to deliver their messages because of its low cost. Television advertising is most effective for companies whose products can be sold widely to consumers. Production costs for a single television commercial can cost as much as television program production. Television commercials are the most visible form of advertising.

National advertisers use television commercials to deliver their messages because of its low cost.

Advertisers use a formula based on the cost of reaching __________ to determine where to run their ads. ten people 1,000 people 1 million people all the people in a designated market area

1,000 people

In what year did advertising income in radio exceed advertising income for magazines? 1876 1900 1938 1964

1938

According to the Impact / Society box, "Top 10 Advertisers in the United States," which of the following is true? Auto manufacturers account for three of the top five advertisers in the U.S. Telecommunications companies spend nearly as much on advertising in the U.S. as General Motors. L'Oreal is the 7th largest advertiser in the U.S. Verizon is the top advertiser in the U.S.

Telecommunications companies spend nearly as much on advertising in the U.S. as General Motors.

The first American newspaper to declare, "advertising is our revenue" was The New York Times The Boston News-Letter The Philadelphia Public Ledger The New York Sun

The Philadelphia Public Ledger

According to the Impact / Money box, "What It Costs: Ad Prices From TV's Biggest Buys to the Smallest Screens," what is the costliest scripted series on TV for advertising? Empire The Walking Dead Law & Order: SVU The Big Bang Theory

The Walking Dead

According to the Impact / Global box, "In Which Countries Do Marketers Spend the Most per Person for Advertising?," which of the following was true in 2014? Marketers spent more money on advertising per person in Australia than in any other country. The most money spent on advertising per person was in China. More advertising dollars per person were spent in the United Kingdom than in Norway. The most money spent per person on advertising was in the U.S.

The most money spent per person on advertising was in the U.S.

According to the Impact / Profile box, "The Advertising Networker: Sir Martin Sorrell of WPP," where is the world's largest advertising agency based? London New York Paris Tokyo

Tokyo

The ubiquity of advertising means that: advertising is sold only to those who can pay for it. advertising is everywhere. advertising makes outrageous claims. advertising appeals to those who love TV.

advertising is everywhere

One of the main arguments against advertising is: consumers don't buy enough goods. advertising reduces competition and creates monopolies. advertising produces cheaper products. ads become more popular than the programming itself.

advertising reduces competition and creates monopolies

Advertising is: not a medium but a support industry in America. overseen by the Federal Trade Commission. how American consumers pay for most of their media. All of these answers are correct.

all

Daniel Boorstin said advertising in the United States has which of the following characteristics? repetition an advertising style ubiquity All of these answers are correct.

all

In a practice adopted from radio, early television programs usually: carried direct sponsorship. sold advertising mostly to soap companies. sold both 30- and 60-second spots to support network-produced programming. set up bidding wars between competing sponsors.

carried direct sponsorship

In the 1800s, most media owners' response to consumer complaints about advertising was to: develop an open advertising policy, which allowed them to continue to accept ads while criticizing the ads at the same time. accept all advertising, but direct complaints to the Federal Trade Commission. set up an industry-sponsored Bureau of Advertising Practices to discourage false claims and to encourage truth-in-advertising. ban questionable advertising.

develop an open advertising policy, which allowed them to continue to accept ads while criticizing the ads at the same time.

t or f Making a TV commercial for national broadcast is less expensive per minute than making a television program.

false

t or f CPM means "cost per million" people an ad can reach.

false

t or f Early magazines embraced advertising as essential for product sales.

false

t or f Government regulation of advertising to protect consumers began with the Truth in Advertising Act in 1906.

false

t or f Originally, television was envisioned as a medium without advertising.

false

The federal agency with the main responsibility for monitoring ads for deception is the: Advertising Industry Trade Administration. National Advertising Review Board. Federal Trade Commission. Ad Council.

federal trade commission

The Food and Drug Administration: has no power over advertising. can order an advertiser to stop a deceptive ad campaign. oversees claims that appear on food labels. enforces rules that govern television.

oversees claims that appear on food labels.

What is "viral marketing"? advertising messages aimed at older audiences patent medicine advertising getting consumers to buy illegal products pass-along advertising messages

pass-along advertising messages

In the 1800s, many readers complained about: ads about runaway livestock. patent medicine ads. real estate ads. ​All of these answers are correct.

patent medicine ads

The rate at which someone visits a Web site to learn more because of an Internet ad is called: the CPM Rate. the "click-through rate." viral marketing. the demographic rate.

the "click-through rate."

The term "demographics" refers to: how many ads Americans see and hear in a day. the analysis of audience characteristics, such as sex, age and marital status. how many people see or hear certain advertisements. cost per thousand people reached.

the analysis of audience characteristics, such as sex, age and marital status.