Chapter 3 – The Evolution of Promoting Brands
TRUE/FALSE
1. A capitalistic requires advertising for economic success.
2. The Industrial Revolution led to mass production of advertising materials.
3. Demand stimulation can cause consumers to insist on a product at the retail level.
4. Products could be branded even before the practice of advertising was firmly established as a
marketing communications tool.
5. Advertisers readily used mass-circulation magazines because selling products on a national basis made
national brands possible.
6. National television programs, movies, sporting events and other entertainment options tend to be much
more supported by advertising than by subscription and event ticket sales.
7. Because of the dramatic increase of goods on the market between 1875-1918, advertising took on less
importance, as advertisers created new products for consumers.
8. In 1906, the Federal Trade Commission passed the Pure Food and Drug Act, which required
manufacturers to label the active ingredients in their products.
9. The 1920s was a boom time for society and advertising. The economy was strong, and consumption
became not only accepted but expected.
10. The Great Depression resulted in advertising being seen as part of big business, big greed, and big lust
which was the “cause” of the depression in the first place.
11. During the 1950s, a renewed consumer culture resumed but attitudes toward advertising, remained
different and more skeptical than its heyday in the 1920s.
12. The “Creative Revolution” of the 1960s was a period of time in which advertising caused cultural
change.
13. During the 1970s, advertising directed at children became a booming business and groups such as
Action for Children’s Television criticized advertisers for creating commercials for this age-group
which fueled a dramatic increase in toy, cereal and game revenues.
14. In the new era of promotion, advertising will no longer be one of the primary tools in the promotional
mix.
15. Proctor & Gamble‘s web-site beinggirl.com is an attempt by the personal products giant to decrease
dependency on national broadcast TV and magazines to save money on advertising budgets.
MULTIPLE CHOICE
1. Which of the following is NOT one of the major factors that is credited for contributing to the rise of
advertising?
a.
the rise of capitalism
c.
the rise of modern mass media
b.
the industrial revolution
d.
all of these are major factors
OBJ: 3-1
2. The rise of capitalism is linked to the origins of advertising in that
a.
one of the tools used to stimulate demand is advertising
b.
capitalism is exploitive and so is advertising.
c.
advertising causes the competition that drives capitalism
d.
capitalism creates needs and advertising is necessary to create needs.
3. Large amounts of investment capital were needed to finance the Industrial Revolution in the United
States. During the 1840s, ____ emerged as way for individuals to reduce the risk of the loss of
personal wealth when investing in business ventures.
a.
business insurance
c.
privatization
b.
government underwriting
d.
the principle of limited liability
4. By helping communicate about brands, advertising in the era of industrialization made previously
unmarked commodities into differentiated product offerings, and ____.
a.
used electronic commerce to do so
b.
created brand marks and identities
c.
diminished the growth of wholesalers
d.
inhibited the growth of retail chains markers
5. When the Campbell Soup Company introduced its line of low-fat soups with a national advertising
campaign, it was an attempt to gain power in the distribution channel. Which one of the following was
Campbell’s not trying to accomplish with this effort?
a.
Increasing distribution at the wholesale level
b.
Forcing retailers into stocking the brand
c.
Reducing demand for other more traditional Campbell’s brands, like the Red & White
label
d.
Encouraging consumers to prefer the brand when shopping
6. Which of the following is not supported by advertising?
a.
Television networks.
c.
Radio stations.
b.
Urbanization.
d.
Newspapers.
7. Early newspaper advertising
a.
began in 1704 in the United States with two small ads in the Boston News Letter.
b.
dominated the medium, with many fearing the demise of news because of it.
c.
was dominated by simple announcements from taverns and boarding houses.
d.
was not allowed in the new United States because of English laws still in effect.
8. During which of the following periods were advertising messages primarily informational?
a.
Pre-industrialization (before1800)
c.
P.T. Barnum Era (1875 to 1918)
b.
Industrialization (1800 to 1875)
d.
The Twenties (1918 to 1929)
9. During the Depression the U.S, Congress passed real advertising reform, including law against
“deceptive acts of commerce.” The result was
a.
greater use of the “clean language” and family values espoused.
b.
injunctions against advertisers who made false claims
c.
revised packaging to show all ingredients
d.
banning of cigarette ads
10. Americans began to fear that they were being seduced by subliminal advertising during the 1950’s, and
a celebrated example of the hysteria created was the story of:
a.
Vicary’s false story of embedded messages for Coca-Cola and popcorn at movie theatres
b.
“Morning Again in America“, a novel by Hal Riney.
c.
Phil Dusenberry’s true story of “drink me” messages in Pepsi ads
d.
Bruce Barton’s book about Christ as an ad man
11. The first advertising agent, Volney Palmer, opened shop in 1843. Which one of the following
statements about Palmer and his work is accurate?
a.
Palmer’s efforts were dismissed by merchants.
b.
Palmer worked for mass circulation magazines.
c.
Palmer created the democracy of goods.
d.
Palmer solicited orders and accepted payment from advertisers.
12. Ads in the ____ era were particularly concerned with traditional social class and values and were also
considered to be bold and provocative.
a.
Creative Revolution (1960 to 1972)
c.
The Designer Era (1980 to 1992)
b.
Seventies (1973 to 1980)
d.
World War II and After (1941 to 1960)
13. Ads in the 1920s were visual and showed slices of life in a sophisticated way that depicted
a.
people and products in the social settings and circumstances into which products fit.
b.
consumer culture.
c.
conspicuous consumption.
d.
large companies vying for the earnings of corporate America.
14. For advertisers, one main difference between the period immediately following World War I and the
period immediately following World War II was that
a.
after World War I, the country entered prosperous economic times; after World War II, it
entered a recession.
b.
after World War I, the country entered a recession; after World War II, it entered
prosperous times.
c.
after World War I, there was an emphasis on modernity; after World War II, there was an
emphasis on tradition.
d.
after World War I, advertising was highly respected; after World War II, it was distrusted.
15. During the 1990’s, New York was challenged as the “center of the advertising universe” by:
a.
London’s creative agencies in a new world-wide advertising venue
b.
the federal government who broke up agency monopolies into various subsidiaries.
c.
highly creative agencies in California, Oregon and Washington.
d.
fear of the new media.
16. America was experiencing tremendous economic growth, its people feared subliminal advertising, and
advertising agencies began to use motivational research. This time period was
a.
the 1910s and 1920s.
c.
the 1940s and 1950s.
b.
the 1930s and 1940s.
d.
the 1960s and 1970s.
17. In the advertising era referred to as World War II and After (1941-1960), advertising creativity
a.
applied the principle of cognitive dissonance.
b.
primarily used the social tableau approach.
c.
is rarely remembered as advertising’s golden age
d.
was mainly affective advertising.
18. Two of the agencies most noted for their early role in the creative revolution were
a.
Young & Rubicam and BBDO
b.
J. Walter Thompson and N. W. Ayer.
c.
Ogilvy & Mather and Doyle, Dane, Bernbach.
d.
Tatham, Laird & Kudner and Ted Bates.
19. Which one of the following descriptions is not associated with the period of advertising known as the
creative revolution?
a.
Creatives began to have a bigger say in how agencies were run.
b.
There was a trend toward simplicity.
c.
There was increased representation of women and minorities.
d.
Advertising became a symbol of consumption.
20. Which of the following types of ad depictions were not part of 1950’s advertising?
a.
Mythic nuclear families.
c.
Minorities and women in prominent roles.
b.
Well behaved children.
d.
Our “buddy”, the atom.
21. At the same time that television advertising was beginning to be influenced by the bold, fast-paced
editing style of MTV, many mainstream ads could be described as
a.
hard sell.
c.
lacking class consciousness.
b.
understated and conservative.
d.
challenging traditional family values.
22. In 1995, 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.
the technology to measure advertising impact had improved.
b.
the fundamental reasons to advertise had changed.
c.
there was now proof that advertising leads directly to sales.
d.
billing scandals had undermined the confidence of advertisers in their agencies.
23. Despite the “dot com” meltdown of 2000 and the demise of many websites, Phase II of the e–
promotion revolution is:
a.
eliminating advertising entirely
b.
much more successful
c.
likely to decrease in the next decade.
d.
in limbo awaiting better ad measurement tools
24. The Consumer Empowerment era of advertising is characterized by great turmoil. At the crux of this
turmoil is
a.
low inflation, which is keeping ad prices low.
b.
high employment, which is making it hard for agencies to fill vacant positions.
c.
interactive media, which offers consumers a wide range of new choices for information
and product acquisition.
d.
mergers and acquisitions in the ad industry, which are creating overly powerful mega-
agencies.
25. In the Interactive/Wireless/Broadband era:
a.
advertising is no longer one of the primary marketing mix tools used to stimulate demand.
b.
advertising is still a paid, mass–mediated attempt to persuade.
c.
no change will occur in the advertising prepared and delivered to the target audience.
d.
advertising is no longer a tool that contributes to nurturing brand loyalty.
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 legend, 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 “99-44/100 percent pure.” (Stephen Fox,
The Mirror Makers, [New York: Random House, 1984], 24.)
26. (Scenario 3-1) The innovation of Ivory soap created which advantage for the advertiser:
a.
avoid regulation of the soap from the Federal Trade Commission.
b.
instill fear in the consumer.
c.
differentiate the product from other soaps.
d.
sell the soap regionally.
27. (Scenario 3-1) One effect of the passage of the Pure Food and Drug Act of 1906 was that
a.
the manufacturers of Ivory soap had to list its ingredients on the label.
b.
advertising claims for Ivory soap became strictly regulated.
c.
Ivory soap had to become 100 percent pure.
d.
branded products had to trademark their brand names.
28. (Scenario 3-1) If an advertisement for Ivory soap was reflective of the style of ads of the period known
as the “P.T. Barnum Era” it would
a.
use a black-and-white photograph to get attention.
b.
emphasize users of the product, instead of the product itself.
c.
reflect the social space of the product.
d.
be loaded with copy and exaggerations.
29. (Scenario 3-1) Which one of the following is not a characteristic of the period in which Ivory soap was
introduced?
a.
The age of suffrage
b.
Growing concern about the abuses of capitalism
c.
The emergence of radio as an advertising medium
d.
Massive immigration
Scenario 3-2
When referring to the period of advertising known as the creative revolution, advertising pundit and
practitioner Jerry Della Femina wrote, “Volkswagen was being handled in the United States by Fuller
& Smith & Ross. Doyle, Dane took over the account around 1959. One of the first ads that came out
for Volkswagen was the first ad that anyone can remember when the new agency style came through
with an entirely different look. The ad simply said, ‘Lemon.’ The copy for ‘Lemon’ said that once in a
while we turn out a car that’s a lemon, in which case we get rid of it. We don’t sell them. And we are
careful as hell with our cars, we test them before we sell them, so the chances are you’ll never get one
of our lemons.
“For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an
inferior product . . . By today’s standards, of course, this is pretty tame stuff.” (Jerry Della Femina,
From Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970],
26-27.)
30. (Scenario 3-2) Which one of the following is an accurate description of the era in which Bill Bernbach
created the Volkswagen campaign?
a.
The creative side of advertising rose to new prominence.
b.
Radio emerged as a significant advertising medium.
c.
The focus was on new technology and interactivity with customers.
d.
The ads were filled with wild and unsubstantiated claims.
31. (Scenario 3-2) In the preceding excerpt, Della Femina referred to a company as Doyle, Dane. This is
an abbreviated version of the name of an agency that is commonly recognized as being a leader in the
creative revolution. The person whose last name Della Femina omitted is
a.
Leo Burnett.
c.
David Ogilvy.
b.
Bill Bernbach.
d.
Mary Wells.
32. (Scenario 3-2) The “Lemon” ad just described is characteristic of the style of advertising for which the
creative revolution is known. Therefore, it can be described as having
a.
a well-researched, hard-sell approach.
c.
a complex, yet intelligent, execution.
b.
a clean look and simple copy.
d.
simple copy and self-effacing humor
33. (Scenario 3-2) While the creative revolution did not last long, advertising would:
a.
become aware of its own role in consumer culture – to create cultural icons
b.
revert back to focusing on the product.
c.
recreate the effort to feature women in a domestic role.
d.
allow advertisers to create television commercials without advertising agencies.
Scenario 3-3
In late 2004 a high-school teacher created the first strictly consumer produced advertisement, paying
homage to Apple’s iPod mini. It turned out to be a phenomenal hit. Since then advertisers have gotten
on board and encouraged consumers to submit ads to them. In 2007 four consumer-created ads aired
on the Superbowl. They included an ad for Firefox, an open-source web-browser that received 280
entries. The wining entry featured a girl who talks about surfing and then declares “My other browser
is a surfboard.” When General Motors requested ads for the new Chevy Tahoe was deluged with
sharp anti-SUV ads from environmentally sensitive consumers. Nevertheless, letting consumers play
the ad game often means that a small investment brings big buzz.
34. (Scenario 3-3) In early 2004 consumers
a.
had yet to make an ad for a major advertiser
b.
were engaging in guerilla marketing
c.
had no idea how to choose an iPod
d.
hated SUVs
35. (Scenario 3-3) In recent years, the center of “creative power” has moved from New York City to
another area of the country. The agencies in this region tend to be more creatively oriented, and the
high school teacher who created the first consumer produced ad is an example of the creativity of the
new center. Which of the shifts below describe that shift?
a.
Chicago to Los Angeles.
b.
New York City to Toronto and Mexico City.
c.
Boston to Denver.
d.
New York to California, Oregon and Washington.
36. (Scenario 3-3) The burst of creativity of consumers prompted by the opportunity to create ads that
advertisers will use parallels the burst in creativity of the Creative Revolution era in the 1960s’s in
which one of the following ways:
a.
Product orientation.
b.
Use of nostalgia music
c.
Self aware that they are ads – and likable anyway
d.
Realistic portrayals of social class differences
37. (Scenario 3-3) The new agency for GM’s Tahoe may begin to use the new media to attract an ever–
growing target market of young people, but is aware that this generation may question the
environmental impact of the Tahoe. They plan to elicit these consumers’ comments on how the next
model of the Tahoe could be more environmentally friendly in order to begin building positive brand
awareness. How could they reach them best?
a.
Launch a relationship building site with ties to generation appropriate other sites
b.
The metro section of suburban newspapers.
c.
Billboards listing only the Tahoe website address with a picture of the vehicle.
d.
Cable networks like USA and TNT.
OBJ: 3-4
Scenario 3-4
Interactive TV will let the TV viewer interact with the show they are watching. Imagine that you are
watching a show on gardening and would like more information about the planting techniques being
discussed. You could hit a button on the remote and up pops a page of more information. But
interactive TV isn’t limited to just reading pages of text. In fact, that might be a very limited aspect of
it. After all who wants to read a lot while the show is on?
An important possibility emphasizes the direct interaction of the viewer. For example, take a political
show where they are discussing an upcoming election. They could run a viewer poll in real-time. The
TV viewer can select their favorite candidate, and the results of all the viewers are shown in real-time
as they participate.
With the Internet being as popular as it is, it’s a good bet that interactive TV will use the Internet in
some way; however, it’s important to note that interactive TV is not just another website. We see it as a
source of information that is tightly linked with the show it relates to. In fact, treating it as just another
website would likely dissolve the interactive nature of the programming. If a viewer starts surfing the
Web, they’ve stopped watching the show. The interactive content should add to the show, and not get
in the way. (Wisconsin Public Television INteractive TV Project http://itv.wpt.org/about/)
38. (Scenario 3-4) This is not the first time that advertising has had to adapt to technological advances. For
example, the VCR and cable television both became factors to be considered by advertisers in the
a.
1950s.
c.
1970s.
b.
1960s.
d.
1980s.
39. (Scenario 3-4) According to William T. C, Esery, former Sprint chairman and CEO, the world of
interactive media will allow direct measurement of ad exposure and impact, quickly revealing those
that perform well and those that do not. Secondly,
a.
makes it harder to engage viewers.
b.
the agency will be held accountable for results.
c.
cannot be used to narrowly target audiences.
d.
cannot be used as a business tool.
40. (Scenario 3-4) In the future, advertisers will have to adapt to the fact that
a.
issues of power in the distribution channel will be meaningless.
b.
advertising will no longer match the definition of advertising offered by the book.
c.
more money is being allocated to advertising than branding.
d.
consumers will continue to gain power to co-create brands
41. (Scenario 3-4) The future of advertainment is expanding. One set of advantages that advertainment
offers advertisers is:
a.
the technology for interactive advertising still puts the advertiser in control
b.
spending for media time on network television recently reached a record high.
c.
movies are defined as artistic speech with greater protection than commercial speech
d.
interactive media cannot affect the power structure of the distribution channel.
Scenario 3-5
John Piper is a student of marketing and advertising at a small college in the Midwest. He has been
given the task of researching the history of modern advertising as a part of a group presentation. He is
sitting in the school‘s library, carefully looking at a wide variety of magazine ads of different time
periods of the 20th century to try to understand how advertising has evolved. Here are some
descriptions of the ads that he found:
42. (Scenario 3-5) An ad that openly talked about Generation X likely came from:
a.
Creative Revolution (1960 to 1972)
c.
The Designer Era (1980 to 1992)
b.
The Seventies (1973 to 1980)
d.
World War II and After (1941 to 1960)
43. (Scenario 3-5) Ads that usually focused on the product itself, rather than on creative techniques likely
came from:
a.
Creative Revolution (1960 to 1972)
c.
The Designer Era (1980 to 1992)
b.
The Seventies (1973 to 1980)
d.
World War II and After (1941 to 1960)
44. (Scenario 3-5) Shows that blended product advertising and program content, like Strawberry
Shortcake, drove regulators nuts in which period?
a.
Creative Revolution (1960 to 1972)
c.
The Designer Era (1980 to 1992)
b.
The Seventies (1973 to 1980)
d.
World War II and After (1941 to 1960)
45. (Scenario 3-5) Ads that first showed the “male” domain as the office and the “feminine” space as the
home likely came from:
a.
P.T. Barnum (1875 to 1918)
c.
Great Depression (1929 to 1941)
b.
The 1920s (1918 to 1929)
d.
World War II and After (1941 to 1960)
ESSAY
1. The Industrial Revolution was accompanied by several important social and economic changes. List
two of theses changes and explain how they encouraged the rise of advertising.
2. Over the years, advertisements have often used the theme of modernity. List two eras characterized by
the use of this theme. Briefly describe societal trends that made the use of this theme effective during
each era.
ANS:
The P.T. Barnum era (1875 to 1918) was noted for rapid urbanization, massive immigration, labor
unrest, and concerns over the abuses of capitalism. It included the first wave of the feminist
movement, the progressive movement, motion pictures, and mass culture. Advertising offered
3. The advertising industry underwent major changes in consumer perception from the 1920s to the
1930s. Describe the change in consumer perception and explain the reason or reasons for this
occurrence. Describe how the style of advertising changed between these eras.
ANS:
4. The creative revolution in advertising occurred at the same time that a larger societal revolution was
underway in the United States. Describe what was occurring in America at that time. Describe how the
advertisements of the era related to the larger societal changes.
5. The advertising industry will have to change to handle the demands of a changing communications
environment in the years to come. Describe the nature of two of the changes advertising must confront.
Describe two characteristics of advertising that will remain constant.
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The most dramatic change is in the way advertising is prepared and delivered to the target audience.
Many of the new, evolving media will not be driven by traditional advertising. With integrated
programming, advertisers will have control of the content of at least some of the programming.
Interactive media allows clients to more closely assess the impact of their advertising, thus holding
agencies more closely accountable for results. Most dramatically consumer generated content allows
them to co-create brand meanings.
On the other hand, advertising will still be a paid, mass-mediated attempt to persuade. It will remain a
primary marketing mix tool that contributes to revenues and profits by stimulating demand and
nurturing brand loyalty. Consumers will still be highly involved in some product decisions and not so
involved in others.
PTS: 1 DIF: Moderate REF: p. 61-65 OBJ: 3-4, 3-5