1. Advertising is:
a. not a medium but a support industry in America.
b. overseen by the Federal Trade Commission.
c. how American consumers pay for most of their media.
d. All of these answers are correct.
2. Inthe1800s,mostmediaowners’responsetoconsumercomplaintsaboutadvertising
was to:
a. develop an open advertising policy, which allowed them to continue to accept ads while
criticizing the ads at the same time.
b. accept all advertising, but direct complaints to the Federal Trade Commission.
c. set up an industry-sponsored Bureau of Advertising Practices to discourage false claims and
to encourage truth-in-advertising.
d. ban questionable advertising.
3. In the 1800s, many readers complained about:
a. ads about runaway livestock.
b. patent medicine ads.
c. real estate ads.
d. ​All of these answers are correct.
4. In a practice adopted from radio, early television programs usually:
a. carried direct sponsorship.
b. sold advertising mostly to soap companies.
c. sold both 30- and 60-second spots to support network-produced programming.
d. set up bidding wars between competing sponsors.
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Chapter 10 Advertising: Catching Consumers
5. Theword“advertise”originallymeant:
a. to persuade.
b. to be part of the Democratic process.
c. to offer untruths about something.
d. to take note or consider.
6. Daniel Boorstin said advertising in the United States has which of the following
characteristics?
a. repetition
b. an advertising style
c. ubiquity
d. All of these answers are correct.
7. The ubiquity of advertising means that:
a. advertising is sold only to those who can pay for it.
b. advertising is everywhere.
c. advertising makes outrageous claims.
d. advertising appeals to those who love TV.
8. What was the first printed advertisement, created by William Caxton in England in 1478,
for?
a. his book
b. a religious service
c. patent medicine
d. toothpaste
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Chapter 10 Advertising: Catching Consumers
9. Theterm“demographics”refersto:
a. how many ads Americans see and hear in a day.
b. the analysis of audience characteristics, such as sex, age and marital status.
c. how many people see or hear certain advertisements.
d. cost per thousand people reached.
10. Advertisers use a formula based on the cost of reaching __________ to determine where
to run their ads.
a. ten people
b. 1,000 people
c. 1 million people
d. all the people in a designated market area
11. The federal agency with the main responsibility for monitoring ads for deception is the:
a. Advertising Industry Trade Administration.
b. National Advertising Review Board.
c. Federal Trade Commission.
d. Ad Council.
12. Hard liquor advertising:
a. was banned by the government on television.
b. waschallengedin1996bySeagram’s,whichadvertisedwhiskeyonlocalTVinTexas.
c. will be banned on TV by the liquor industry as of the year 2015.
d. is banned on TV only in the eastern U.S.
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Chapter 10 Advertising: Catching Consumers
13. The Food and Drug Administration:
a. has no power over advertising.
b. can order an advertiser to stop a deceptive ad campaign.
c. oversees claims that appear on food labels.
d. enforces rules that govern television.
14. Which is NOT one of the ways that author Jib Fowles says advertisers work to attract
buyers?
a. need for sex
b. need to sell products
c. need to nurture
d. need to achieve
15. Which of the following is not true of television commercials?
a. National advertisers use television commercials to deliver their messages because of its low
cost.
b. Television advertising is most effective for companies whose products can be sold widely to
consumers.
c. Production costs for a single television commercial can cost as much as television program
production.
d. Television commercials are the most visible form of advertising.
16. In what year did advertising income in radio exceed advertising income for magazines?
a. 1876
b. 1900
c. 1938
d. 1964
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Chapter 10 Advertising: Catching Consumers
17. ThefirstAmericannewspapertodeclare,“advertisingisourrevenue”was
a. The New York Times
b. The Boston News-Letter
c. The Philadelphia Public Ledger
d. The New York Sun
18. The rate at which someone visits a Web site to learn more because of an Internet ad is
called:
a. the CPM Rate.
b. the“clickthroughrate.”
c. viral marketing.
d. the demographic rate.
19. Whatis“viralmarketing”?
a. advertising messages aimed at older audiences
b. patent medicine advertising
c. getting consumers to buy illegal products
d. pass-along advertising messages
20. One of the main arguments against advertising is:
a. consumersdon’tbuyenoughgoods.
b. advertising reduces competition and creates monopolies.
c. advertising produces cheaper products.
d. ads become more popular than the programming itself.
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Chapter 10 Advertising: Catching Consumers
21. AccordingtotheImpact/Globalbox,“InWhichCountries Do Marketers Spend the Most
per Person for Advertising?,”whichofthefollowingwastruein2014?
a. Marketers spent more money on advertising per person in Australia than in any other country.
b. The most money spent on advertising per person was in China.
c. More advertising dollars per person were spent in the United Kingdom than in Norway.
d. The most money spent per person on advertising was in the U.S.
22. AccordingtotheImpact/Societybox,“Top10AdvertisersintheUnitedStates,”whichof
the following is true?
a. Auto manufacturers account for three of the top five advertisers in the U.S.
b. Telecommunications companies spend nearly as much on advertising in the U.S. as General
Motors.
c. L’Orealisthe7th largest advertiser in the U.S.
d. Verizon is the top advertiser in the U.S.
23. AccordingtotheImpact/Profilebox,“TheAdvertisingNetworker:SirMartinSorrellof
WPP,”whereistheworld’slargestadvertisingagencybased?
a. London
b. New York
c. Paris
d. Tokyo
24. AccordingtotheImpact/Moneybox,“WhatItCosts:AdPricesFromTV’sBiggestBuys
totheSmallestScreens,”whatisthecostliestscriptedseriesonTVforadvertising?
a. Empire
b. The Walking Dead
c. Law & Order: SVU
d. The Big Bang Theory
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Chapter 10 Advertising: Catching Consumers
25. Originally, television was envisioned as a medium without advertising.
a. True
b. False
26. Early TV advertisers expected viewers to buy their products out of gratitude for
sponsoring a popular program.
a. True
b. False
27. Making a TV commercial for national broadcast is less expensive per minute than making
a television program.
a. True
b. False
28. One argument against television advertising is that viewers have the ability to change
channels, so TV commercials are not as effective as print advertisements.
a. True
b. False
29. CPMmeans“costpermillion”peopleanadcanreach.
a. True
b. False
30. The Federal Trade Commission can order an advertiser to halt a deceptive ad campaign.
a. True
b. False
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Chapter 10 Advertising: Catching Consumers
31. Early magazines embraced advertising as essential for product sales.
a. True
b. False
REFERENCES: Advertising Supports Mass Media
32. International advertising campaigns have become more common for global products.
a. True
b. False
REFERENCES: Global Marketing Delivers New Audiences
33. Government regulation of advertising to protect consumers began with the Truth in
Advertising Act in 1906.
a. True
b. False
REFERENCES: Federal Government Regulates Advertisers
34. Recent new approaches to Internet advertising seek to make advertising look like
entertainment.
a. True
b. False
REFERENCES: Internet Delivers Display, Search and Social Networks
35. Name the functions or departments involved in the development of advertising campaigns
and briefly describe the responsibilities of each.
ANSWER: Answersmayvary.​
REFERENCES: Advertising at Work
36. DiscusshistorianDanielBoorstin’sviewofthecommoncharacteristicsthatmake
American advertising work. Describe the role of each of the three characteristics he
names.
ANSWER: Answersmayvary.​
REFERENCES: Ads Share Three Characteristics
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Chapter 10 Advertising: Catching Consumers
37. Discussthedevelopmentofadvertisers’relationshipwiththeInternetasanadvertising
medium. Mention early forms of advertisements, measurement of effectiveness, growth of
spending, and the most recent strategy for coping with Internet user resistance to
advertising.
ANSWER: Answersmayvary.​
REFERENCES: Advertising Supports Mass Media
38. Discuss how the federal government regulates advertising. What agencies are involved in
this effort?
ANSWER: Answersmayvary.​
REFERENCES: Federal Government Regulates Advertisers
39. Definetheterm“demographics”andexplainhowadvertiserstargetspecificgroupsof
consumers using audience demographics.
ANSWER: Answersmayvary.​
REFERENCES: Marketers Use Demographics
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Chapter 10 Advertising: Catching Consumers