Quiz 11, Chapter 12

_____________ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the business or institution wishes.

Advertising

Near the turn of the 20th century, the _____________ was established to verify circulation claims.

Audit Bureau of Circulations

T/F: CPM refers to cost per million, one standard for determining an ad's effectiveness.

False

T/F: The listening public was outraged when radio station WEAF began airing commercials in 1922.

False

Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the _____________ to monitor potentially deceptive advertising, still the industry's most important self-regulatory body.

National Advertising Review Board

Many in the advertising industry are calling for a new way to measure a commercial's effectiveness, _____________, an accountability-based measure of success.

ROI

_____________ advertising is the advertising of products by stores like Sears and Macy's. It is typically local, reaching consumers where they live and shop.

Retails

The first regularly broadcast radio series sponsored by a single company, _____________, premiered in 1923, bearing the name of its battery-making sponsor.

The Eveready Hour

_____________ advertising employs messages aimed at retailers and does not necessarily push the product or brand but promotes product issues of importance to the retailer—volume, marketing support, profit potential, distribution plans, and promotional opportunities.

Trade

To ensure that they did not profit unduly from the death and destruction caused by World War II, manufacturers were subjected to:

a high excess profits tax

In cyberadvertising, _____________ are online billboards that frame many websites.

banners

With the rapid industrialization and improved transportation of the 1880s, more product producers were chasing the growing purchasing power of more consumers. As a result, they were forced to differentiate their products, resulting in the development of:

brands

Placement of advertising in media is compensated through a _____________, typically 15% of the cost of the time or space.

commission

In cyberadvertising, _____________ are ads that automatically intrude into users' Web sessions whether wanted or not.

contextual advertising

In advertising research, _____________ measures the effectiveness of advertising messages by showing them to consumers.

copy testing

The _____________ department is where the advertising is developed from idea to ad. It involves copywriting, graphic design, and often the actual production of the piece—for example, radio, television, and Web spots.

creative

Creating advertising to appeal to audiences of varying personal and social characteristics—such as race, gender, and economic level—is called _____________ segmentation.

demographic

Among the criticisms of advertising is its _____________, the fact that ads are everywhere—in schools, on sidewalks, even in the sky.

intrusiveness

The _____________ department makes the decisions about where and when to place ads and then buys the appropriate time or space.

media

When most brands in a given product category are essentially the same, they are called _____________ products.

parity

In the early days of radio—the 1920s until well after World War II—programming was:

produced by ad agencies for their clients

Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called _____________ segmentation.

psychographic

In the 15th century, European tradespeople promoted themselves with attractive, artful business cards called:

shopbills

Common 15th-century European pin-up want ads for all sorts of products and services were called:

siquis

Advertising in the United States was a small business until the mid-1800s, when industrialization and _____________ combined to alter the social and cultural landscape, bringing about advertising's expansion.

the Civil War

In the span between the Civil War and the First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself, including abuses by patent medicine advertisers; the examination of most of the country's important institutions, led by the muckrakers; and in 1914:

the establishment of the Federal Trade Commission

In the 1920s, when the Great Depression was eating into the income of the advertising industry, the content of ads began to change. Many advertisements began making direct claims about why consumers needed the products, a technique called:

the hard sell

New, interactive technologies give consumers two choices when making a purchasing decision—exit, that is they simply do not buy the product—or ____, that is they explain exactly why they are not buying.

voice

The first FULL-SERVICE ad agency was begun in 1869 by:

F. Wayland Ayer

________reject most traditional advertising and use multiple sources—traditional media, the Internet, product-rating magazines, recommendations from friends in-the-know—to not only research a product, but to negotiate price and other benefits.

Proactive consumers

T/F: The identification of a given product with its manufacturer is an example of brand awareness.

True

T/F: VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles.

True

Advertising copywriter _____________ recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership. He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers, thus inventing the advertising agency.

Volney B. Palmer

At the outbreak of World War II, several national advertising and media associations joined to develop the _____________, using their expertise to promote numerous government programs.

War Advertising Council

The _____________ department is typically headed by an account executive, who serves as liaison between agency and client, keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client.

account management

A product's _____________ is what sets it apart from other brands in the same product category.

unique selling proposition