Question 1

Patent medicines marketed in the late 1800s were generally harmless, since they consisted mostly of flavored water.

Accepted Answer

A) True 
 B)False

Question 2

Before the 1830s, there was little need for advertising in America because there were few goods available for sale and virtually no consumer market.

Accepted Answer

A) True 
 B)False

Question 3

According to historians, advertising has existed since 3000 BCE, when wooden or stone signs were placed outside shops in ancient Babylon.

Accepted Answer

A) True 
 B)False

Question 4

In an ad showing a salesman talking about how his father taught him to be honest and hardworking and to understand the value of treating people fairly, auto manufacturer Ford demonstrates .

Accepted Answer

A)   an appeal to the bandwagon effect
B)   propaganda
C)   the plain-folks pitch
D)   the famous-person testimonial
E)   myth analysisF) C) and D)
G) A) and D)

Question 5

Along with patent medicine companies, what was another prominent newspaper advertiser in the 1890s?

Accepted Answer

A)   Auto manufacturers
B)   Travel agents
C)   Department stores
D)   Movie theaters
E)   Labor unionsF) None of the above
G) C) and D)

Question 6

The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to .

Accepted Answer

A)   the cost of raw materials
B)   manufacturing costs
C)   distribution expenses
D)   advertising
E)   a dramatic improvement in quality of materials and manufacturingF) C) and D)
G) None of the above

Question 7

Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.

Accepted Answer

A) True 
 B)False

Question 8

An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of _.

Accepted Answer

A)   the plain-folks pitch
B)   the hidden-fear appeal
C)   subliminal advertising
D)   overt advertising
E)   irritation advertisingF) D) and E)
G) A) and D)

Question 9

In the advertising industry, there are about fourteen thousand mega-agencies in the United
States.

Accepted Answer

A) True 
 B)False

Question 10

Match the departments of a typical advertising agency with their duties.
-Market research

Accepted Answer

A)  Handles client liaison
B)  Writes and designs the ads
C)  Collects consumer data
D)  Measures effectiveness of ad placementsE) A) and C)
F) B) and C)

Question 11

An obnoxious car dealer or appliance salesman yelling at the camera in a TV commercial is using which questionable persuasive strategy?

Accepted Answer

A)   Hidden-fear appeal
B)   Irritation advertising
C)   Plain-folks pitch
D)   Snob-appeal approach
E)   Product placementF) A) and D)
G) A) and B)

Question 12

Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.

Accepted Answer

A) True 
 B)False

Question 13

Psychographics involves the study of _.

Accepted Answer

A)   sex
B)   age
C)   socioeconomic class
D)   attitudes, beliefs, interests, and motivations
E)   None of the above options is correct.F) C) and D)
G) B) and C)

Question 14

A company that wants to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which persuasive technique?

Accepted Answer

A)   Famous-person testimonial
B)   Plain-folks pitch
C)   Snob-appeal approach
D)   Bandwagon effect
E)   Irritation advertisingF) B) and D)
G) B) and C)

Question 15

Internet advertising is growing at a relatively slow pace of only 1 to 2 percent a year.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not an example of the association principle of advertising at work?

Accepted Answer

A)   A store puts up extra flags and red, white, and blue decorations to create an image of national pride.
B)   A commercial shows a man surrounded by attractive women after using a brand of cologne.
C)   A noisy, high-powered, gas-guzzling vehicle is shown in a rustic setting.
D)   A brand of candy bar made by a major candy company is portrayed as a ''working-class treat'' made by local efforts.
E)   An ad for a ''green'' cleaning product shows the bottle in a woodland setting.F) C) and E)
G) C) and D)

Question 17

What advantage does mobile advertising have over Internet advertising?

Accepted Answer

A)   The ads are smaller so advertisers don't have to write as much copy.
B)   People will definitely see a mobile ad because they are always checking their phones.
C)   Mobile ads can be tailored to a specific geographic location or user demographic.
D)   Mobile ads need to be more general.
E)   None of the options is correct.F) C) and E)
G) D) and E)

Question 18

Which of the following is one of the WPP Group's top competitors?

Accepted Answer

A)   Omnicom
B)   Ogilvy & Mather
C)   Wieden & Kennedy
D)   Peterson Milla Hooks
E)   None of the above options is correct.F) D) and E)
G) A) and B)

Question 19

Hidden or disguised print or visual messages are called _.

Accepted Answer

A)   subliminal advertising
B)   slogans
C)   public service announcements
D)   saturation advertising
E)   spamF) None of the above
G) A) and B)

Question 20

Product placement is an advertising strategy that puts products into movies, television shows, and video games.

Accepted Answer

A) True 
 B)False

Exam 11: Advertising and Commercial Culture

Match the departments of a typical advertising agency with their duties. -Market research

Correct AnswerverifiedShow Answer

Which of the following is not an example of the association principle of advertising at work?

Correct AnswerverifiedShow Answer

Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.

Correct AnswerverifiedShow Answer

According to historians, advertising has existed since 3000 BCE, when wooden or stone signs were placed outside shops in ancient Babylon.

Correct AnswerverifiedShow Answer

In an ad showing a salesman talking about how his father taught him to be honest and hardworking and to understand the value of treating people fairly, auto manufacturer Ford demonstrates .

Correct AnswerverifiedShow Answer

In the advertising industry, there are about fourteen thousand mega-agencies in the United States.

Correct AnswerverifiedShow Answer

An obnoxious car dealer or appliance salesman yelling at the camera in a TV commercial is using which questionable persuasive strategy?

Correct AnswerverifiedShow Answer

Patent medicines marketed in the late 1800s were generally harmless, since they consisted mostly of flavored water.

Correct AnswerverifiedShow Answer

Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.

Correct AnswerverifiedShow Answer

Internet advertising is growing at a relatively slow pace of only 1 to 2 percent a year.

Correct AnswerverifiedShow Answer

Which of the following is one of the WPP Group's top competitors?

Correct AnswerverifiedShow Answer

Along with patent medicine companies, what was another prominent newspaper advertiser in the 1890s?

Correct AnswerverifiedShow Answer

Psychographics involves the study of _.

Correct AnswerverifiedShow Answer

A company that wants to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which persuasive technique?

Correct AnswerverifiedShow Answer

Hidden or disguised print or visual messages are called _.

Correct AnswerverifiedShow Answer

Before the 1830s, there was little need for advertising in America because there were few goods available for sale and virtually no consumer market.

Correct AnswerverifiedShow Answer

What advantage does mobile advertising have over Internet advertising?

Correct AnswerverifiedShow Answer

Product placement is an advertising strategy that puts products into movies, television shows, and video games.

Correct AnswerverifiedShow Answer

An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of _.

Correct AnswerverifiedShow Answer

The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to .

Correct AnswerverifiedShow Answer

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