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

While measuring ROI of advertising has become more advanced with technology, it has never been considered "easy." It involves analyzing and tracking various metrics to determine the effectiveness of a campaign, and it can be difficult to accurately attribute sales or conversions to specific advertising efforts.

Question 2

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 3

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

Accepted Answer

American agencies began establishing overseas offices in the 1930s, paving the way for global advertising.

Question 4

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 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

Congress did pass favorable mailing rates in 1794, but national magazines did not exist during the colonial period. The colonial period ended with the American Revolution in 1783, and national magazines did not emerge until the 19th century.

Question 6

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

Accepted Answer

Radio was primarily viewed as a form of communication and entertainment for hobbyists or amateur enthusiasts before the 1920s. It wasn't until the growth of commercial radio broadcasting in the 1920s that it became a viable commercial medium.

Question 7

________ is considered to be the first national marketer.

Accepted Answer

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

Question 8

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 implementing high standards of quality control and sanitation in his food processing operations, which helped to prevent foodborne illness. If other food processors had followed his example, it may have reduced the need for regulations and acts passed by Congress to protect public health.

Question 9

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

Accepted Answer

Audience fragmentation refers to the diversification and segmentation of media audiences due to the rise of cable television, the internet, and other alternative forms of media. This led to a decline in the effectiveness of mass-market strategies, which aimed to reach a broad and homogenous audience. Instead, marketers and media companies began to focus on more targeted and niche audiences in order to effectively reach their desired consumers.

Question 10

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 Pure Food and Drug Act of 1906 was followed by the Federal Food, Drug, and Cosmetic Act of 1938, which addressed the loopholes and strengthened regulations, not another Pure Food and Drug Act.

Question 11

________ 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 12

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

Accepted Answer

Advertising can influence consumer behavior, which in turn can drive changes in technology, social and cultural norms, and business practices. For example, advertising campaigns promoting environmentally-friendly products can increase demand for sustainable technology and influence companies to adopt more sustainable practices. Additionally, changes in technology can also impact advertising, such as the shift toward digital advertising and the rise of social media platforms.

Question 13

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

In the last 50 years, there has been a shift in the American economy from manufacturing and production to service-based industries.

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 and his New York Sun introduced the concept of the penny press, which made newspapers more affordable for both advertisers and readers.

Question 15

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 16

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 17

Match between columns
                        Premises: Distinctive trait of the interactive era where consumers choose communication channel.
Father of behavioral research hired by J. Walter Thompson to help determine the most effective ways to reach prospective consumers.
This company established the first commercial radio station, KDKA, to provide programming to buyers of its radio sets.
Handwritten poster ad whose name literally means "anyone seeking."
The delayed impact of the overuse of this in the 1980s eventually negatively affected every media, advertising, the retail industry, and business in general in the 1990s.
Earliest medium for public announcements in European countries; announced arrival of cargo ships.
Considered by many to be the first true copywriter; hired by Wannamaker Department Store to highlight style and luxury rather than simple utility to sell products.
Visionary who saw that mass production was based on high volume, affordable price, and mass selling through advertising.
The primary media measurement technique of the last century.
Advertising genius who introduced the 60-second commercial to American politics during the 1960 presidential campaign, forever changing how political campaigns would be run.
An acceptable form of advertising that allows mention of competitors by name.
Provided protection not only for businesses but also for consumers, protection from acts or practices that are deceptive or unfair.
Outdoor advertising that first appeared in eighteenth century to reach the illiterate.
This early voice for pure food and drugs used clear bottles to convince consumers that his product was fresh.
Organization formed to verify circulation numbers of publishers to ensure advertisers received what they paid for.

Accepted Answer

The Answer of John Powers and audience delivery and H. is...

Question 18

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 19

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 American Advertising Federation's primary focus is on eliminating misleading advertising, and local advertising clubs are its main constituency.

Question 20

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

The answer of Laissez-faire business policies and corrupt politicians led...

Quiz 1: Background of Todays Advertising