Question 1

After the end of the Cold War,big multinational companies and their advertising agencies went on a binge,buying other big companies.Which of the following terms describes this occurrence?

Accepted Answer

A)   Divestment
B)   Vertical integration
C)   Horizontal integration
D)   Megamerger
E)   AcquisitionF) A) and D)
G) C) and D)

Question 2

During the "Golden Age" of advertising,the introduction of which advertising medium helped make the advertising industry a focus of great attention?

Accepted Answer

During the golden age of adver...

Question 3

Which of the following terms accurately describes the television industry's model following the advent of numerous cable and online viewing options?

Accepted Answer

A)   time shifting
B)   advertainment
C)   narrowcasting
D)   file sharing
E)   channel surfingF) B) and E)
G) A) and C)

Question 4

Which of the following products was advertised in the first ad in English that appeared in 1472?

Accepted Answer

A)   A plow
B)   A farm animal
C)   A prayer book
D)   A religious service
E)   A country tavernF) A) and E)
G) C) and D)

Question 5

Benjamin Franklin was the first American known to use illustrations in ads.

Accepted Answer

A) True 
 B)False

Question 6

List the two economic factors that best characterize the marketing world during the postindustrial age.

Accepted Answer

The two factors that best characterize t...

Question 7

By publicizing the material,social,and cultural opportunities of a free enterprise society,advertising in the United States has:

Accepted Answer

A)   encouraged increased productivity.
B)   encouraged demarketing.
C)   discouraged relationship marketing.
D)   discouraged reuse of products.
E)   encouraged divestment.F) A) and B)
G) All of the above

Question 8

Which of the following can be attributed to the ad agency,N.W.Ayer & Sons,set up by Francis Ayer in 1869?

Accepted Answer

A)   It pioneered the use illustrations in ads.
B)   It introduced the use of large headlines and considerable white space in ads.
C)   It was the first ad agency to charge a commission based on the "net cost of space."
D)   It introduced full color printings in magazines.
E)   It published the first printed ad in English.F) None of the above
G) B) and C)

Question 9

Market segmentation is a process by which manufacturers seek to portray their brands as different from and better than the competition by offering consumers quality,variety,and convenience.

Accepted Answer

A) True 
 B)False

Question 10

Why was demarketing introduced during the postindustrial age?

Accepted Answer

Beginning around 1980,the postindustrial...

Question 11

Explain the following statement: "As a social force,advertising has been a major factor in improving the standard of living in the United States."

Accepted Answer

By publicizing the material,social,and c...

Question 12

Which of the following strategies best describes a company's efforts to slow the demand for cigarettes through public service messages?

Accepted Answer

A)   Macromarketing
B)   Product positioning
C)   Corrective advertising
D)   Demarketing
E)   Image advertisingF) B) and C)
G) A) and E)

Question 13

Which of the following has become a recent competitor to cable and broadcast television?

Accepted Answer

A)   Hulu
B)   off-premise media
C)   Showtime
D)   Apple Watch
E)   Internet of thingsF) A) and E)
G) A) and C)

Question 14

A product's unique selling point is a feature that differentiates it from competitive products.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements most accurately describes the role of manufacturers during the 1800s?

Accepted Answer

A)   Manufacturers were responsible for marketing their products.
B)   Manufacturers stimulated consumer demand through mass media advertising.
C)   Manufacturers were primarily responsible for keeping retailers informed about the sources of supply and shipping schedules for commodities.
D)   Manufacturers were principally concerned with production.
E)   Manufacturers were principally concerned with segmenting markets for their products.F) C) and E)
G) C) and D)

Question 16

The American profession of advertising began when Volney B. Palmer set up business in Philadelphia in 1841.

Accepted Answer

A) True 
 B)False

Question 17

Demarketing is used by marketers primarily to identify unique groups of people whose needs can be addressed through more specialized products.

Accepted Answer

A) True 
 B)False

Question 18

A publishing company prints three monthly magazines-one each for horse breeders,adventure sports enthusiasts,and care givers-to cater to different groups of readers with varying interests.This is an instance of _____.

Accepted Answer

A)   multi-level marketing
B)   market segmentation
C)   product differentiation
D)   unique selling proposition
E)   production focusF) All of the above
G) B) and D)

Question 19

Which of the following is a basic function of branding?

Accepted Answer

A)   To ensure that all products are offered at everyday low prices
B)   To identify products and differentiate them from others
C)   To dampen the demand for unwanted products
D)   To search for unique groups of people with special product needs
E)   To impede the distribution of productsF) A) and B)
G) B) and D)

Question 20

List the functions and effects of advertising as a marketing tool.

Accepted Answer

The functions and effects of advertising...

Exam 2: The Big Picture: The Evolution of Advertising and Imc

Demarketing is used by marketers primarily to identify unique groups of people whose needs can be addressed through more specialized products.

Correct AnswerverifiedShow Answer

A product's unique selling point is a feature that differentiates it from competitive products.

Correct AnswerverifiedShow Answer

Which of the following terms accurately describes the television industry's model following the advent of numerous cable and online viewing options?

Correct AnswerverifiedShow Answer

By publicizing the material,social,and cultural opportunities of a free enterprise society,advertising in the United States has:

Correct AnswerverifiedShow Answer

Which of the following strategies best describes a company's efforts to slow the demand for cigarettes through public service messages?

Correct AnswerverifiedShow Answer

Which of the following statements most accurately describes the role of manufacturers during the 1800s?

Correct AnswerverifiedShow Answer

The American profession of advertising began when Volney B. Palmer set up business in Philadelphia in 1841.

Correct AnswerverifiedShow Answer

Which of the following is a basic function of branding?

Correct AnswerverifiedShow Answer

After the end of the Cold War,big multinational companies and their advertising agencies went on a binge,buying other big companies.Which of the following terms describes this occurrence?

Correct AnswerverifiedShow Answer

Which of the following products was advertised in the first ad in English that appeared in 1472?

Correct AnswerverifiedShow Answer

Why was demarketing introduced during the postindustrial age?

Correct AnswerverifiedBeginning around 1980,the postindustrial...View AnswerShow Answer

Benjamin Franklin was the first American known to use illustrations in ads.

Correct AnswerverifiedShow Answer

List the functions and effects of advertising as a marketing tool.

Correct AnswerverifiedThe functions and effects of advertising...View AnswerShow Answer

Which of the following has become a recent competitor to cable and broadcast television?

Correct AnswerverifiedShow Answer

List the two economic factors that best characterize the marketing world during the postindustrial age.

Correct AnswerverifiedThe two factors that best characterize t...View AnswerShow Answer

During the "Golden Age" of advertising,the introduction of which advertising medium helped make the advertising industry a focus of great attention?

Correct AnswerverifiedDuring the golden age of adver...View AnswerShow Answer

Which of the following can be attributed to the ad agency,N.W.Ayer & Sons,set up by Francis Ayer in 1869?

Correct AnswerverifiedShow Answer

Market segmentation is a process by which manufacturers seek to portray their brands as different from and better than the competition by offering consumers quality,variety,and convenience.

Correct AnswerverifiedShow Answer

A publishing company prints three monthly magazines-one each for horse breeders,adventure sports enthusiasts,and care givers-to cater to different groups of readers with varying interests.This is an instance of _____.

Correct AnswerverifiedShow Answer

Explain the following statement: "As a social force,advertising has been a major factor in improving the standard of living in the United States."

Correct AnswerverifiedBy publicizing the material,social,and c...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Beginning around 1980,the postindustrial...
View Answer

Correct Answer
verified

Correct Answer
verified
The functions and effects of advertising...
View Answer

Correct Answer
verified

Correct Answer
verified
The two factors that best characterize t...
View Answer

Correct Answer
verified
During the golden age of adver...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
By publicizing the material,social,and c...
View Answer