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Exam 3: The History of Advertising and Brand Promotion

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Question 1

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How did early marketers establish a degree of power with their brands?

A) By getting consumers to identify them and pay higher prices for them
B) By creating normal and ordinary products so that consumers would easily accept them
C) By motivating general stores and grocers to replace branded products with unmarked products
D) By reducing their prices of products

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Question 2

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By the late 1800s, manufacturers were developing brand names.This helped them:

A) steer clear from advertising their products.
B) lower their economies of scale.
C) gain power.
D) lower their prices of products.

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C

Question 3

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Which of the following is true about advertisements in the 1960s?

In today's age of Web 2.0,:

The prewar movement to reform and regulate advertising was dissipated in the 1920s by the distractions of war and advertising's role in the war effort.

Ads for products during the "P.T.Barnum Era" (1875 to 1918) were characterized by:

In 1924, Bruce Barton in his book, The Man Nobody Knows, portrayed Jesus as the archetypal ad man.

E-business is a form of e-advertising in which companies sell to household consumers.

Peerless, Foley's, and Pepsi-cola were some of the first branded goods found on store shelves.

In the mid-1990s, 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:

Which of the following is true of branded entertainment?

The creative revolution was a period of time in which advertising started to take on the themes, language, and look of the revolutionary 1960s.

During which era of advertising did consumers first begin to surround themselves with devices related to communication?

During the preindustrialization era, advertisements appeared in .

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.) -(Scenario 3­2) The "Lemon" ad is characteristic of the style of advertising for which the creative revolution is known.The ad can be described as having a:

In the 1990s, the measurement of ROI in advertising was .

In the preindustrialization era, the expansion of newspaper circulation was fostered by the railroads and growing urban centers.

Scenario 3-5 Jerome Brown 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.Jerome is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20^th century to try to understand how advertising has evolved.Here are some descriptions of the ads that he found: -(Scenario 3-5) Which of the following is true of advertising during the 1980s?

Advertising changed commerce, but not society.

Scenario 3-5 Jerome Brown 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.Jerome is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20^th century to try to understand how advertising has evolved.Here are some descriptions of the ads that he found: -(Scenario 3­5) Ads that first showed the "male" domain as the office and the "feminine" space as the home were a part of the _____ era.