Page 1
1.
The public became increasingly cynical about advertising in the late 1890s and early
1900s because _____.
A)
manufactured products always cost more than their advertised price
B)
advertised products were frequently not available
C)
advertisers forced newspapers to omit stories about their competitors
D)
patent medicines made outrageous claims about what they could cure
2.
Along with patent medicine companies, another prominent newspaper advertiser in the
1890s was _____.
A)
auto manufacturers
B)
travel agents
C)
department stores
D)
movie theaters
3.
In the twentieth century, advertising ____.
A)
influenced the change from a producer-driven to a consumer-driven economy
B)
stimulated demand for new products
C)
showed how new products improved daily life
D)
All options are correct.
4.
In advertising, ______ coordinate the views and needs of clients, the creative team, and
consumers to create an effective marketing strategy.
A)
writers
B)
space brokers
C)
account planners
D)
media doctors
5.
VALS research for advertising refers to _____.
A)
values and lifestyles
B)
profiles of advertising sales by geographic region
C)
Viceroy’s Analysis of Liminal Sensations
D)
the study of audience attention spans
6.
Psychographics involves the study of _____.
A)
sex
B)
age
C)
socioeconomic class
D)
attitudes and interests
Page 2
7.
In advertising, the media outlets that are best suited to help a client’s ad reach the target
audience are selected by _____.
A)
media buyers
B)
space brokers
C)
account executives
D)
media doctors
8.
Account executives in ad agencies are primarily responsible for ____.
A)
bringing in new business
B)
creating ads
C)
buying ad space in media
D)
conducting market research
9.
Advertisements for jewelry, perfume, and clothing often use the persuasive strategy
called the ____.
A)
hidden-fear appeal
B)
irritation advertising
C)
plain-folks pitch
D)
snob appeal
10.
Brands that claim that they are “America’s favorite” are using a persuasive strategy
called the ____.
A)
bandwagon effect
B)
snob appeal
C)
plain-folks pitch
D)
hidden-fear appeal
11.
The hidden-fear appeal is often used to sell _____.
A)
cars
B)
computers
C)
food
D)
deodorant
Page 3
12.
In advertising, association (or the association principle) is _____.
A)
a persuasion method that links the product with a setting, a person, a cultural
concept, or a positive feeling
B)
a theory that argues that people associate a product with the feeling that they had
the first time they used it
C)
the principle that higher-up associates in the advertising agency make fewer daily
decisions than lower associates
D)
the antipersuasion model of linear causality
13.
The form of advertising in which sponsors pay to have their products seen in TV
programs and movies is called _____.
A)
billboarding
B)
integrated advertising
C)
product placement
D)
program exposure
14.
Channel One is an example of _____.
A)
an online service that tracks the success and placement of video news releases
B)
a campaign finance reform initiative
C)
a boutique agency
D)
youth-targeted advertising
15.
Commercial Alert is a(n) _____.
A)
nonprofit watchdog group
B)
ad agency that created the Marlboro man and the Keebler elves
C)
statistical database that ad agencies use to monitor competitors’ campaigns
D)
award organization honoring the year’s most inventive TV commercials
16.
Before the 1850s, there was little need for advertising in the United States because there
were few goods available for sale and virtually no consumer market.
A)
True
B)
False
17.
The first American advertising agents were space brokers.
A)
True
B)
False
Page 4
18.
Advertising agencies charge a commission for their work, which typically amounts to
half of what the media outlets are paid to run the ads.
A)
True
B)
False
19.
Patent medicines marketed in the 1880s were generally harmless and consisted mostly
of flavored water.
A)
True
B)
False
20.
In an attempt to minimize government oversight of advertising practices, the advertising
industry established the Better Business Bureau in 1913.
A)
True
B)
False
21.
The Ad Council produces public service announcements (PSAs) at no cost to the client.
A)
True
B)
False
22.
Research has found subliminal advertising to be more effective than regular ads.
A)
True
B)
False
23.
Mega-agencies typically provide a full range of services, including public relations.
A)
True
B)
False
24.
Consumer and watchdog groups worry about the growth of mega-agencies.
A)
True
B)
False
25.
Boutique agencies were often started by account planners.
A)
True
B)
False
Page 5
26.
Even though boutique agencies give creative people the freedom to do good work, they
have not been able to attract any major clients.
A)
True
B)
False
27.
Psychographics attempts to categorize consumers by their age, gender, occupation,
ethnicity, and income.
A)
True
B)
False
28.
Google, Bing, and Yahoo! have quietly morphed into online advertising agencies.
A)
True
B)
False
29.
Google has developed a number of smartphone apps useful for advertising.
A)
True
B)
False
30.
It is difficult to distinguish an ad’s impact on consumers from the effects of other
cultural and social forces.
A)
True
B)
False
31.
Snob-appeal advertising is often used for jewelry, perfume, and clothing.
A)
True
B)
False
32.
Ad agencies no longer use irritation advertising to sell products because people hate it
and it does not work.
A)
True
B)
False
33.
Ads featuring the Marlboro cowboy were a persuasive strategy based on the association
principle.
A)
True
B)
False
Page 6
34.
Ad campaigns that resemble a sitcom do not work because we know that they are trying
to sell us something.
A)
True
B)
False
35.
Product placement is an advertising strategy that puts products into movies, TV shows,
and video games.
A)
True
B)
False
36.
The First Amendment specifically guarantees the right of commercial speech.
A)
True
B)
False
37.
Advertising is increasingly targeted at children and teenagers because they influence
billions in family spending every year.
A)
True
B)
False
38.
The Family Smoking Prevention and Tobacco Control Act allows the FDA to block
misleading tobacco ads.
A)
True
B)
False
39.
Unlike tobacco ads, alcohol ads have yet to target minority populations.
A)
True
B)
False
40.
Budget cuts have made the Federal Trade Commission less effective as a watchdog over
false and deceptive advertising.
A)
True
B)
False
41.
Political advertising is so inexpensive that most candidates can easily afford it.
A)
True
B)
False
Page 7
42.
_____ worked for publishers and newspapers rather than for advertisers and were seen
as the first advertising agents.
43.
_____ agencies are known for creativity and personalized services.
44.
The earliest type of market research, _____, mainly documented audience members’
age, gender, occupation, ethnicity, education, and income, and then looked for patterns
between these characteristics and consumers’ purchasing choices.
45.
By the 1960s and 1970s, advertisers and agencies began using _____, a research
approach that attempts to categorize consumers according to their attitudes, beliefs,
interests, and motivations.
46.
Psychographic analysis often relies on _____, a small-group interview technique in
which a moderator leads a discussion about a product or an issue, usually with six to
twelve participants.
47.
_____ research assumes that not every product suits every consumer, and encourages
advertisers to pitch various sales slants to particular market niches.
48.
Within the _____ development department, teams of writers and artists—many of whom
regard ads as a commercial art form—make up the nerve center of the advertising
business.
49.
A _____ is a sort of blueprint or roughly drawn comic-strip version of a potential TV
ad.
50.
The _____ testimonial associates a product with the endorsement of a well-known
person.
51.
The _____ appeal plays on consumers’ sense of insecurity.
52.
When using the _____ principle technique, the agency associates a product with a
positive cultural value or image—even if that value or image has little connection to the
product.
Page 8
53.
Whom did the first ad agents serve?
54.
What role did advertising play in transforming the United States into a consumer
society?
55.
Explain the advantages and disadvantages of mega-agencies and boutique agencies.
56.
Describe the four basic functions of the modern advertising agency.
57.
Why is there occasional tension between the research and creative departments at some
agencies?
58.
How has the Internet changed advertising?
59.
Name and briefly explain at least four persuasive techniques used by advertisers.
60.
How does the advertising industry employ common persuasive techniques?
61.
How does the association principle work? Provide examples.
62.
Should any type of advertising be prohibited? Why or why not?
63.
What is the impact of advertising on democracy?
Answer Key
1.
D
2.
C
3.
D
4.
C
5.
A
6.
D
7.
A
8.
A
9.
D
10.
A
11.
D
12.
A
13.
C
14.
D
15.
A
16.
A
17.
A
18.
B
19.
B
20.
A
21.
A
22.
B
23.
A
24.
A
25.
B
26.
B
27.
B
28.
A
29.
A
30.
A
31.
A
32.
B
33.
A
34.
B
35.
A
36.
B
37.
A
38.
A
39.
B
40.
A
41.
B
42.
Space brokers
43.
Boutique
44.
demographics
Page 10
45.
psychographics
46.
focus groups
47.
VALS
48.
creative
49.
storyboard
50.
famous-person
51.
hidden-fear
52.
association
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.