mediaessentials3e

Question 1

Until _____, little need existed for advertising in the United States.

World War II

the Industrial Revolution

the Revolutionary War

None of the above

Your answer has been submitted. The answer can be found on page 365.

Question 2

How did manufacturers initially gain control of price-setting for their goods?

By refusing to sell their products to retailers if they had to compete with bulk goods

By making outrageous claims about the quality or benefits of their products

By creating consumer demand for their products using branding

All of the above

Your answer has been submitted. The answer can be found on pages 367-368

Question 3

Which of the following is partially responsible for the development of a large-scale consumer culture in the United States?

Early department store chains

Patent medicines

The lack of local stores in some areas

All of the above

Your answer has been submitted. The answer can be found on pages 368.

Question 4

The Ad Council is noteworthy because it _____-.

was the first group to reject the use of subliminal ads

creates public service announcements to combat social problems

was the first to begin monitoring advertising circulation figures

All of the above

Your answer has been submitted. The answer can be found on page 370.

Question 5

Subliminal ads often used messages that were related to _____.

sex

violence

drugs

All of the above

Your answer has been submitted. The answer can be found on page 370.

Question 6

Visual design began playing a more prominent role in advertising during the _______.

1940s and1950s

1950s and1960s

1960s and1970s

1970s and1980s

Your answer has been submitted. The answer can be found on page 371.

Question 7

Which of the following is a characteristic of a boutique advertising agency?

It offers clients more personal services.

It is closely identified with the look of specific ads.

It represents the more creative side of the ad business.

All of the above

Your answer has been submitted. The answer can be found on pages 372-373.

Question 8

A storyboard is typically designed as a blueprint for a _____.

television commercial

radio spot

direct-mail ad

all of the above

Your answer has been submitted. The answer can be found on page 374.

Question 9

Which of the following is NOT a form of Web advertising?

Pop-up ads

Banner ads

Infomercials

Classified ads

Your answer has been submitted. The answer can be found on page 377.

Question 10

How do advertising agencies use the Web?

They track ad impressions and “click-throughs.”

They develop consumer profiles that target advertisements to Web site visitors.

They gather information about Internet users through cookies and surveys.

All of the above

Your answer has been submitted. The answer can be found on pages 377-378.

Question 11

The _____ tries to persuade consumers that using a particular product will elevate their social status.

snob-appeal approach

plain-folks pitch

bandwagon effect

hidden-fear appeal

Your answer has been submitted. The answer can be found on page 380.

Question 12

An ad that incorporates claims that a product is real or natural is using the _______.

bandwagon effect

narrative principle

association principle

plain-folks pitch

Your answer has been submitted. The answer can be found on page 381.

Question 13

What is one of the more controversial aspects of the association principle?

The linking of many products to nature

The association of cars with nationalism

The linking of products to stereotyped caricatures of targeted groups

All of the above

Your answer has been submitted. The answer can be found on page 381.

Question 14

What do “green” marketing strategies try to accomplish?

Convince consumers a product is environmentally friendly

Appeal to gender bias

Play on consumers’ sense of insecurity

All of the above

Your answer has been submitted. The answer can be found on page 381.

Question 15

Who wanted to mandate that consumers be warned about product placement in television shows?

FTC

Commercial Alert

FCC

All of the above

Your answer has been submitted. The answer can be found on page 385.

Question 16

Groups like Action for Children’s Television worked to limit advertising aimed at children, particularly _____.

toys associated with war

ads promoting toys associated with a TV show

children’s books

None of the above

Your answer has been submitted. The answer can be found on page 386.

Question 17

What does the 2009 Family Smoking Prevention and Tobacco Control Act allow the FDA to do?

Completely ban nicotine and tobacco in products beginning in 2011

Block misleading cigarette packaging labels that say “low tar” and “light”

Block tobacco-related ad campaigns aimed at children

Both b and c

Your answer has been submitted. The answer can be found on page 390.

Question 18

Advertisers of alcoholic beverages fail to reveal which of the following facts about alcohol?

It diminishes athletic ability and sexual performance.

It causes addiction in as much as 10 percent of the U.S. population.

It plays a role in many episodes of domestic violence.

All of the above

Your answer has been submitted. The answer can be found on pages 390.

Question 19

Commercial Alert monitors _____ and excessive commercialism.

stereotyping in advertising

political advertising

intrusive marketing tactics

product placement

Your answer has been submitted. The answer can be found on pages 391.

Question 20

Why are advertising’s roots in American life so deep?

It provides an essential source of revenue for many mass-media industries.

It serves as many people’s only source of information about political candidates and policies.

It serves as a source of entertainment and identification for many people.

All of the above

Your answer has been submitted. The answer can be found on pages 393-394.

Chapter 11 Quiz 1

Question 1

Question 2

Question 3

Question 4

Question 5

Question 6

Question 7

Question 8

Question 9

Question 10

Question 11

Question 12

Question 13

Question 14

Question 15

Question 16

Question 17

Question 18

Question 19

Question 20