Question 1

Since the beginning of mass advertising in the late 1980s, measuring the return on investment (ROI)of advertising dollars has been relatively easy.

Accepted Answer

Measuring ROI of advertising dollars has been a challenge even with the advent of sophisticated analytics tools, as there are several intangible factors that influence consumer behavior and brand perception.

Question 2

The Pure Food and Drug Act of 1906 had loopholes that made enforcement of the pure foods and patent medicines provisions of the law difficult. These loopholes were closed by passage of the Pure Food and Drug Act in June of 1938.

Accepted Answer

The answer of The Pure Food and Drug Act of...

Question 3

Audience fragmentation beginning in the 1980s led to a decline, if not the actual end, of traditional mass-market strategies.

Accepted Answer

Audience fragmentation, caused by the increase in media options available to consumers, meant that traditional mass-market strategies were no longer effective in reaching a large portion of the population. This led to a decline in the effectiveness of these strategies.

Question 4

Characteristics of the ________ era include efforts on the part of advertisers to reach and motivate mass audiences using ever-increasingly sophisticated techniques for targeting audiences with specifically prepared messages.

Accepted Answer

The answer of Characteristics of the ________ era include efforts...

Question 5

Favorable mailing rates passed by Congress in 1794 allowed national magazines to dominate the advertising market for most of the colonial period.

Accepted Answer

This statement is incorrect. Congress did pass favorable mailing rates in 1794, but these rates were for newspapers and not magazines. National magazines did not dominate the advertising market until much later in American history, well after the colonial period.

Question 6

The federal agency charged with ensuring that advertising claims and sales practices meet reasonable standards for honesty and truthfulness is the ________.

Accepted Answer

The answer of The federal agency charged with ensuring that...

Question 7

Historically, radio has been the primary medium for information and commerce since the late nineteenth century.

Accepted Answer

Radio became a significant medium for information and commerce in the early twentieth century, particularly after World War I, not in the late nineteenth century.

Question 8

Advertising practitioners today are far more likely to be marketing specialists, using consultants to evaluate research and to understand the psychology of consumer behavior, than were their predecessors.

Accepted Answer

The answer of Advertising practitioners today are far more likely...

Question 9

During WWII, advertisers increased their product advertising efforts in order to build up pressure for rationed goods, which lead to the post-war boom in consumer goods.

Accepted Answer

During WWII, many advertisers actually reduced their product advertising efforts due to rationing and redirected their focus towards patriotic themes and supporting the war effort, rather than building pressure for rationed goods. The post-war consumer goods boom was more a result of pent-up demand and increased savings during the war, rather than advertising strategies during the war.

Question 10

Laissez-faire business policies and corrupt politicians led to the excesses of big business in the beginning of the twentieth century, which resulted in stricter regulations on advertising.

Accepted Answer

Laissez-faire policies allowed businesses to operate without government interference, which led to monopolies and the exploitation of workers. Corrupt politicians often supported big business at the expense of the public interest. As a result, stricter regulations, such as the Federal Trade Commission Act and the Pure Food and Drug Act, were passed in the early twentieth century to protect consumers and prevent false advertising.

Question 11

The move toward full-scale global advertising began when American agencies established overseas offices as early as the 1930s.

Accepted Answer

American agencies did establish overseas offices as early as the 1930s to expand their advertising reach globally.

Question 12

If owners of food processing operations had emulated the efforts of H. J. Heinz, they may have averted the need for Congress to protect public health with passage of various acts.

Accepted Answer

H. J. Heinz was known for his efforts in ensuring the safety and quality of his food products, which may have led to fewer incidents of foodborne illnesses and the need for government intervention.

Question 13

________ is the term that describes the mutually beneficial relationship between advertising and media.

Accepted Answer

The answer of ________ is the term that describes the...

Question 14

Credit Benjamin Day and his New York Sun for introducing the concept that allowed advertisers and readers extensive access to inexpensive newspapers.

Accepted Answer

Benjamin Day's New York Sun was the first newspaper to introduce the concept of penny press in the 1830s, which offered newspapers at a low cost and allowed advertisers and readers extensive access to inexpensive newspapers.

Question 15

Local advertising clubs are the main constituency of the American Advertising Federation, whose primary focus continues to be elimination of misleading advertising.

Accepted Answer

The answer of Local advertising clubs are the main constituency...

Question 16

________ is considered to be the first national marketer.

Accepted Answer

The answer of ________ is considered to be the first...

Question 17

Prior to 1920, radio was not viewed as a viable commercial medium.

Accepted Answer

Radio was mainly used for military and naval purposes before 1920 and was not considered as a potential commercial medium.

Question 18

The principle of ________, introduced by Alfred Sloan, Jr., of General Motors, prompts consumers to discard their possessions not because of loss of utility but rather because of loss of status.

Accepted Answer

The answer of The principle of ________, introduced by Alfred...

Question 19

In the last 50 years, America, once respected around the world for its technical and productive expertise, has been transformed into a country focused on providing services.

Accepted Answer

Over the last few decades, the United States has shifted from a manufacturing-based economy to a service-based economy. This shift is evident in the growth of industries such as healthcare, finance, technology services, and retail.

Question 20

Advertising can be a cause and sometimes a participant in changes in technology, the social and cultural environment, and business conditions.

Accepted Answer

Advertising plays a role in shaping the environment it operates in and can influence changes in technology, society, culture, and business conditions.

Quiz 1: Background of Todays Advertising