Deck 3: The History of Advertising and Brand Promotion

Question 1

Advertising is a source of information and persuasive ideas regarding a society's products and services, but it is no longer essential to the competition for resources in a capitalistic society.

Answer 1

False

Question 2

Advertising of the early 1800s was widely considered a tawdry embarrassment, with a status so low that firms risked their credit ratings due to their advertising, because banks considered its use a sign of financial weakness.

Answer 2

True

Question 3

Manufacturers were required to list the active ingredients in their products after passage of the Pure Food and Drug Act in the early 1900s.

Answer 3

True

Question 4

Advertising was totally unregulated during the Industrial era, and advertisers took this opportunity to lie, cheat, and deceive with no worry about punishment.

Question 5

During the mid-1800s, a number of magazines were launched, though circulation was limited because they were designed for socially privileged audiences and not the mass public.

Question 6

The Chicago Tribune featured what is considered the first newspaper ad in the U.S., when it printed two notices under the heading of "Advertising" in the early 1880s.

Question 7

It was found early on that branding has its own power.If consumers demanded Ivory soap, then grocers had better stock it.

Question 8

The expansion and connection of the U.S.highway system by the late 1860s created the beginnings of a nationwide distribution network.

Question 9

Newspaper publication expanded rapidly during the Industrial period, to the point where circulation of the dailies was up to 10 million copies a day nationwide by 1850.

Question 10

In the late 1800s, consumers were willing to pay more for brands than for unmarked commodities, even if they were otherwise identical.

Question 11

The first regulatory initiative by the federal authorities that would exert strict regulations on many levels of advertising and promotion was the Pure Food and Drug Act.

Question 12

Folgers coffee, Miller beer, Dial soap, and Pepsi-cola were some of the first branded goods on store shelves.

Question 13

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

Question 14

Media vehicles-television networks, radio stations, newspapers, magazines, and websites-exist so they can sell audiences and make money.

Question 15

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

Question 16

Without the rise of mass media, there would have been no national brands because there would have been no national advertising.

Question 17

Widespread branding of products among almost limitless categories, in the way we think of it today, was seen in the U.S.by the late 1800s.

Question 18

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

Question 19

The Industrial Revolution was an economic force that yielded the need for advertising.

Question 20

In the mid-1800s, mass-circulation magazines began to make national advertising possible, and national advertising began to make national brands possible.

Question 21

By the mid-1990s, after decades of friendly rivalry among agencies across the country, New York was finally accepted as the center of the global advertising universe.

Question 22

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

Question 23

Advertising directed at children had become a booming business by the 1970s, with spending of about $200 million a year.

Question 24

The prewar movement to reform and regulate advertising was pretty much dissipated in the 1920s by the distractions of war and advertising's role in the war effort.

Question 25

The "creative revolution" was a period of time in which advertising started to take on the themes, language, and look of the revolutionary 1960s.

Question 26

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.

Question 27

The Pure Food and Drug Act actually had only a minimal effect on advertising, since it really didn't restrict advertiser's claims.

Question 28

After WWII and into the 1950s, ads began to take on an air of self-awareness, conveying the sentiment that "you know it's an ad and so do we."

Question 29

In the 1970s, groups such as Action for Children's Television lobbied the government to strictly regulate content of children's television shows and ban all advertising that specifically targeted children.

Question 30

Demonstrations dominated the advertising of the 1920s, detailing product use and benefits step-by-step, and remaining one of the most popular and successful forms of ad communication to this day.

Question 31

While online advertising continues to grow, the massive audiences and net revenues of television are still very attractive to today's businesses.

Question 32

The mid-1990s presented scary moments for those heavily invested in traditional advertising.

Question 33

Even during the widespread poverty of the Great Depression, advertising still maintained its high-class status and continued to be viewed as glamorous and inviting.

Question 34

Television advertising during the 1980s was influenced by the serious social issues explored in the new wave of independent films seen at that time.

Question 35

In the 1990s, the advertising world moved away from the East Coast, with agencies springing up in Minnesota, California, Oregon, and Washington, as well as in international hot spots such as London and Singapore.

Question 36

The rise of advertising is linked to the rise of capitalism in America, and is a natural feature of any capitalistic economic system, because it

A)can stimulate demand, which, in turn, attracts revenue.
B)lays the groundwork for an industrial revolution.
C)reduces competition for scarce resources.
D)is actively encouraged by capitalistic governments.

Question 37

A number of economic and social elements fell in place that ultimately encouraged the expansion of advertising in the U.S.But which of the following is not one of the major factors credited for contributing to the rapid growth of advertising?

A)the economics of the Great Depression
B)the emergence of modern mass media
C)the process of branding
D)the rise of capitalism

Question 38

In 1924, Bruce Barton blended capitalist and religious principles in his book, The Man Nobody Knows, allowing readers to resolve their conflicts over religious warnings of excess and the country's new consumer culture.

Question 39

Procter & Gamble is an example of a giant corporation that has continued to invest heavily in new ways to connect with consumers, including interactive websites that gather data, test new product ideas, and reach global audiences.

Question 40

Men became the major target of advertisers in the 1920s, because they were the heads of households and the keepers of finances.

Question 41

By the early 1900s, the "power of advertising" was based on the reality that consumers are willing to

A)accept what an advertiser claims without questioning or even considering it.
B)listen to long and detailed sales pitches even if they don't believe them.
C)pay more for brands than unmarked commodities even if they are identical.
D)buy products they don't need and don't want if the ads make them appear glamorous and luxurious.

Question 42

The 1924 best seller, The Man Nobody Knows, portrayed ____ as an advertising man, thereby dealing with cultural contradictions concerning frugality and consumption.

A)the president
B)the pope
C)an evangelist
D)Jesus

Question 43

A number of economic and social changes occurred during the Industrial Revolution that helped develop the role of advertising as a business communication.Many sweeping changes occurred almost simultaneously, but which of the following was not one of these changes?

A)growth of rural areas and decrease in number and size of cities
B)dependency on a marketplace as a way of live
C)development of the railroad
D)reduced risk for people forming corporations

Question 44

Why did national firms begin putting their names on household goods and investing in promotions for them?

A)because they were limited in what they could say based on copyrights
B)because they were protected by the principle of limited liability
C)because brands commanded a higher price than unmarked commodities
D)because consumers wanted a way to identify various products

Question 45

It is important to realize that, for the most part, ____ are supported by advertising.

A)government policies
B)not-for-profit organizations
C)public programs
D)mass media

Question 46

During which era were big business and advertising viewed with suspicion?

A)Depression (1929 to 1941)
B)1920s (1918 to 1929)
C)P.T.Barnum (1875 to 1918)
D)World War II and the 50s (1942 to 1960)

Question 47

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.

Question 48

Ads for products during the "P.T.Barnum Era" (1875 to 1918) were characterized by

A)a bold and garish style full of incredible claims.
B)an abundance of color and illustrations.
C)simple ads with information and truthful claims.
D)little copy but lots of sophisticated visuals.

Question 49

The advertising of the industrialization era allowed previously unmarked commodities to become known as differentiated product offerings, and then communicated about these brands, thereby

A)creating new social symbols and identity markers.
B)inhibiting the power of retail chains.
C)diminishing the growth of grocers and wholesalers.
D)dropping the prices of previously unregulated goods.

Question 50

By the late 1800s, manufacturers were developing brand names so that consumers could

A)decrease distribution channels.
B)transfer the power to the retailer.
C)focus their attention on a clearly identified item.
D)find the similarities between products.

Question 51

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 use "clean language" and promote family values.
B)banned from advertising cigarettes and alcohol.
C)forced to revise packaging to show all ingredients.
D)held liable for making false claims or using deceptive practices.

Question 52

Ads in the 1920s were more visual than in the past, and showed slices of life in a way that depicted

A)garish designs illustrating unrealistic situations and cartoonish characters.
B)consumer power and resulting federal regulation.
C)people enjoying products and having a good time in modern social settings.
D)large companies vying for the earnings of corporate America.

Question 53

Much investment capital was needed to finance the Industrial Revolution in the U.S.during the 1840s.The ____ emerged as 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 privatization
D)first government underwriting

Question 54

What advertising agency dominated the 1920's ad industry?

A)Doyle Dane Bernbach
B)J.Walter Thompson
C)N.W.Ayer
D)Lord and Thomas

Question 55

Why did women become the primary target for advertisers in the 1920s?

A)Men weren't interested in advertising
B)They made most of the purchasing decisions for the household
C)Men had already been segmented, targeted, and solicited for decades
D)They read the most newspapers and magazines

Question 56

The advertising industry during the period from 1929 to 1941 saw some dramatic changes, but which of the following statements is not accurate about advertising during that time?

A)Print advertisements became cluttered with both pictures and copy.
B)Agencies provided more and more free services in the struggle to keep accounts.
C)Advertising reform was put on hold as the nation struggled with its economic situation.
D)Radio became the new and powerful advertising medium.

Question 57

How did many 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 making them seem normal and ordinary so consumers would easily accept them
C)by forcing general stores and grocers to replace unmarked products with their branded ones
D)by becoming widely recognized and defeating any branded competitors in the market

Question 58

Volney Palmer, thought to be the first advertising agent in the U.S., opened shop in the mid-1800s.Overall, Palmer

A)was dismissed by local merchants as foolish and naive.
B)solicited orders for ads and collected payment from newspapers.
C)pushed for the creation of the democracy of goods.
D)created and placed ads in mass-circulation magazines.

Question 59

Advertising messages were primarily informational in nature during the

A)Preindustrialization Era (pre-1800).
B)Era of Industrialization (1800 to 1875).
C)P.T.Barnum Era (1875 to 1918).
D)1920s (1918 to 1929).

Question 60

Early newspaper advertising of the 1700s

A)was seen in gaily designed promotions of taverns and boarding houses.
B)dominated papers such as the Pennsylvania Gazette and threatened the demise of real news.
C)began with two small ads in the Boston News Letter.
D)was banned in the U.S.due to English laws still in effect.

Question 61

During the 1990s, New York was challenged as the "center of the advertising universe" by

A)highly creative agencies in California, Oregon, and Washington.
B)the federal government who broke up agency monopolies into various subsidiaries.
C)fear of the new media promoted by London agencies.
D)Milan's creative agencies in a new world-wide advertising venue.

Question 62

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)there was now proof that advertising leads directly to sales.
C)the technology to measure advertising impact had improved.
D)the fundamental reasons to advertise had changed.

Question 63

When America was experiencing tremendous economic growth after WWII, companies wanted to take full advantage of this.So advertising agencies began to conduct research to understand the

A)level of purchasing power in America.
B)psychology and motivation behind the sell.
C)preferences and opinions of homemakers.
D)differences between consumer and business purchases.

Question 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 heading large families and staffs of servants
D)as chaste homemakers

Question 65

In today's age of Web 2.0,

A)established companies like Procter & Gamble will only use traditional media.
B)more and more time will be spent by viewers watching broadcast television.
C)newspaper circulations will increase.
D)the consumer is much more empowered and can actually talk back to marketers.

Question 66

For advertisers, one main difference between the period immediately following World War I and the period immediately following World War II was that after World War I,

A)advertising was highly respected; after World War II, it was distrusted.
B)the country entered a recession; after World War II, it entered prosperous times.
C)there was an emphasis on modernity; after World War II, there was an emphasis on tradition.
D)the country entered prosperous economic times; after World War II, it entered a recession.

Question 67

Which of the following were among the four agencies most noted for their early role in the creative revolution?

A)Doyle Dane Bernbach and Wells Rich & Green
B)J.Walter Thompson and N.W.Ayer
C)Young & Rubicam and BBDO
D)Tatham, Laird & Kudner and Ted Bates

Question 68

In which era were ads particularly conscious of social class while promoting consumption in a rather conservative way, wrapped up in traditional American values?

A)the Designer Era (1980 to 1992)
B)the 1970s (1973 to 1980)
C)Peace, Love, and the Creative Revolution (1960 to 1972)
D)World War II and the 50s (1942 to 1960)

Question 69

Some analysts have referred to the current era, since 2000, as the post-advertising age.One of the elements that characterizes advertising today is that, more than ever before, consumers

A)rely on advertisers and agencies for information.
B)are empowered.
C)are no longer expected to "connect" with brands.
D)have lost interest in advertising.

Question 70

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.

Question 71

What was one of the main shifts seen during the creative revolution of advertising?

A)a more serious, helpful, and almost therapeutic tone in ads
B)an increased representation of women and minorities in ads
C)an expansion of power by corporate CEOs and agency executives over creative work on ads
D)an emphasis on art, inspiration, and intuition more than facts and information

Question 72

More than anything, the 1970s was America's age of ____, and the advertising of the time reflected this.

A)self-doubt
B)class-consciousness
C)modernity
D)consumer culture

Question 73

By the late1960s, advertisers had managed to successfully deal with the paradox of combining the decade's revolutionary impulses with its

A)anti-capitalism rhetoric.
B)youthful rebellion.
C)need for consumption.
D)nostalgic yearning for the old days.

Question 74

What is now considered the "new" branded entertainment was actually seen much earlier, when content was combined with brand promotion in the form of

A)silent films of the 1920s.
B)television specials of the 1950s.
C)radio programs of the 1930s.
D)children's television shows of the 1970s.

Question 75

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 50s (1942 to 1960)
D)the Depression (1929 to 1941)

Question 76

At the same time that television advertising was beginning to be influenced by the bold editing style of music videos, many mainstream ads could be described as

A)acting as a form of hard sell.
B)challenging accepted values.
C)promoting anti-consumption.
D)being social-class conscious.

Question 77

Who added to the fear and hysteria over advertising in the 1950s?

A)Bruce Barton's book about Christ as an advertising man
B)Morning Again in America, a novel by Hal Riney
C)James Vicary's false story of embedded commercial messages at movie theatres
D)Phil Dusenberry's true story of "drink me" messages in Pepsi ads

Question 78

Following the post-war boom of World War II, the 1950s ushered in great concern over the nature of advertising.Americans feared they were being

A)seduced by subliminal advertising to buy things.
B)bombarded with ridiculous ads and unbelievable claims.
C)enticed by the glamour of Madison Avenue.
D)brainwashed by the large networks that controlled television program content.

Question 79

After the "dot-com" meltdown of 2000 and the demise of many websites, Phase II of the e-ad revolution has been

A)eliminating advertising entirely.
B)in limbo awaiting better ad measurement tools.
C)likely to decrease in the next decade.
D)much more successful.

Question 80

What became the biggest word of the 1970s, a word that was quickly picked up by advertising and expanded into the promotional theme of the decade?

A)"we"
B)"society"
C)"me"
D)"modern"