Deck 3: The History of Advertising and Brand Promotion

Question 1

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.

Answer 1

True

Question 2

In the preindustrialization era, the expansion of newspaper circulation was fostered by the railroads and growing urban centers.

Answer 2

False

Question 3

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

Answer 3

True

Question 4

The rise of communism was one of the four major factors that gave rise to advertising.

Question 5

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

Question 6

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.

Question 7

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.

Question 8

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

Question 9

In the 17th century, printed advertisements were published in the newsbooks.

Question 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

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.

Question 15

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

Question 16

Advertising changed commerce, but not society.

Question 17

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.

Question 18

With the invention of the telegraph in 1844, a communication revolution was set in motion.

Question 19

Without the rise of mass media, there would be no national brands, and no advertising.

Question 20

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

Question 21

In the 1980s, the Saatchi and Saatchi ads were primarily politically neutral.

Question 22

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

Question 23

During the 1920s, "fantasy" advertisements dominated the ad industry.

Question 24

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."

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

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.

Question 27

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

Question 28

The mid-1990s presented insecure moments for advertisers heavily invested in traditional advertising.

Question 29

During the widespread poverty of the Great Depression, most segments of the population believed in the power of advertising.

Question 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

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

Question 35

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

Question 36

Advertisements during the 1980s reflected traditional American values.

Question 37

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.

Question 38

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

Question 39

Branded entertainment gets lesser First Amendment protection than ordinary advertising does.

Question 40

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

Question 41

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)

Question 42

During the preindustrialization era, advertisements appeared in .

A)magazines
B)dailies
C)newsbooks
D)periodicals

Question 43

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

Question 44

Which of the following types of advertisements evolved during the 1920s?

A)Demonstration
B)Research-based
C)Endorsement
D)Slice-of-life

Question 45

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)

Question 46

In the mid-1800s, advertising was done through .

A)radio broadcasts
B)dailies
C)infomercials
D)magazines

Question 47

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

Question 48

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.

Question 49

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.

Question 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.

Question 51

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)

Question 52

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

Question 53

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.

Question 54

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.

Question 55

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

Question 56

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.

Question 57

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.

Question 58

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.

Question 59

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.

Question 60

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.

Question 61

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.

Question 62

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

Question 63

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.

Question 64

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)

Question 65

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.

Question 66

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.

Question 67

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

Question 68

Scenario 3-1
In the early and mid-1800s, soaps were made from animal fats.The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal.This changed when soap makers began to use vegetable fats and perfume in the soap-making process.
According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long.The result was a product that floated in water due to an excess amount of air.The company turned this into a selling point and, in
1882, launched one of the first soaps with the potential for national sales-Ivory soap-with the slogans "It floats"
and "99­44/100 percent pure." (Stephen Fox, The Mirror Makers, [New York: Random House, 1984], 24.)
(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

Question 69

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

Question 70

Scenario 3-1
In the early and mid-1800s, soaps were made from animal fats.The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal.This changed when soap makers began to use vegetable fats and perfume in the soap-making process.
According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long.The result was a product that floated in water due to an excess amount of air.The company turned this into a selling point and, in
1882, launched one of the first soaps with the potential for national sales-Ivory soap-with the slogans "It floats"
and "99­44/100 percent pure." (Stephen Fox, The Mirror Makers, [New York: Random House, 1984], 24.)
(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

Question 71

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.

Question 72

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 73

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

Question 74

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

Question 75

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"

Question 76

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.

Question 77

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.

Question 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.

Question 79

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.

Question 80

In the 1990s, the measurement of ROI in advertising was .

A)elusive
B)accurate
C)irrelevant
D)precise