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Exam 3: The History of Advertising and Brand Promotion

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Question 1

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Scenario 3-1In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, meant that manufacturers could only sell a product with regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process. According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national sales-Ivory soap-with the slogans "It floats" and "99-44/100 percent pure." -(Scenario 3-1) By 1900,shortly after Ivory soaps were originally branded,.

A)  advertising was generally distrusted and looked at with suspicion 
B)  the consumer culture was replaced by minimalist lifestyles 
C)  the branding of products became the norm 
D)  the period was marked by the advent of dailies

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Question 2

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Describe how the Industrial Revolution was a major factor that gave rise to advertising.

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The Industrial Revolution was an economi...

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Question 3

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Scenario 3-5Jerome 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 20th century to try to understand how advertising has evolved. Here are some descriptions of the ads that he finds: -(Scenario 3-5) Ads in the designer era            .

The foundation was laid for advertising to become a prominent part of the business environment when the Western world turned to           as the foundation of economics.

What is consumer-generated content and branded entertainment,and why are they key parts of the most recent era (2000-present)of advertising and IBP?

How did Americans view advertising after WWII? What overall emotions arose after WWII and how did ad agencies play on these sentiments?

How did the advertising industry of the 1920s undergo major changes as it evolved into the very different industry of the 1930s? Describe the change in consumer perception that occurred and the reasons for these social shifts.

Scenario 3-2When 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 thechances 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 3-2) 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 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: 

One of the changes seen in advertising during the 1980s was the: 

Branded entertainment gets lesser First Amendment protection than ordinary advertising does.

Which of the following is true about advertising during the period between 2000 to the present? 

Advertisements during the 1980s reflected "traditional" American values.

During which of the following eras did consumer culture become the new normal,a permanent central feature of society? 

Which of the following types of advertisements evolved during the 1920s? 

By 1900,an increase in the supply of mass-produced goods,and the increasing demand for these goods by a growing urban population,led to the growth of advertising.

Scenario 3-4 Procter & Gamble, one of the world's largest spenders in advertising and branding, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions. The films were designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys. This was not the first time the two major brands teamed up to push family oriented entertainment-in the late 1990s, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainment-the organization responsible for getting the WB's Gilmore Girlson air. The two have each found great success as a result of the movies, with each seeing an increase both in sales and brand favorability scores. Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one. -(Scenario 3-4) The partnership between P&G and Walmart to create family-oriented movies is an example of: 

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

Scenario 3-5Jerome 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 20th century to try to understand how advertising has evolved. Here are some descriptions of the ads that he finds: -(Scenario 3-5) Which of the following is true of advertising during the 1980s? 

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