Deck 11: Advertising and Commercial Culture

Question 1

One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the Internet.

Answer 1

False

Question 2

In the advertising industry, there are about fourteen thousand mega-agencies in the United States.

Answer 2

False

Question 3

In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.

Answer 3

False

Question 4

In 2006, Google unveiled Analytic 360 as a way of reading consumers Gmail accounts.

Question 5

Patent medicines marketed in the late 1800s were generally harmless, since they consisted mostly of flavored water.

Question 6

Because of the backlash against social networking Web sites, advertisers are moving their advertising dollars back to traditional media outlets like television and radio.

Question 7

One twentieth-century trend associated with advertising was the transition from a producer to a consumer society.

Question 8

The Ad Council produces public service announcements (PSAs) at no cost to the client.

Question 9

According to historians, advertising has existed since 3000 B.C.E., when wooden or stone signs were placed outside shops in ancient Babylon.

Question 10

WPP is one of the four global mega-agencies that control over half the world's advertising revenues.

Question 11

Google earns the most online advertising revenue.

Question 12

Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.

Question 13

It costs large-volume advertisers much more money to use an ad agency than to use their own staff to create an ad.

Question 14

Mega-agencies are not seen as a threat to the independence of smaller advertising firms.

Question 15

Before the 1830s, there was little need for advertising in America because there were few goods available for sale and virtually no consumer market.

Question 16

More than half of each hour of network television includes some form of paid sponsorship.

Question 17

Even though boutique agencies give creative people the freedom to do good work, they haven't been able to attract any major clients.

Question 18

About 80 percent of early newspaper and magazine advertisements covered three subjects: land sales, transportation announcements, and runaway slaves.

Question 19

In an attempt to minimize government oversight of advertising practices, the advertising industry established the Better Business Bureau in 1913.

Question 20

By 2020, Emarketer.com predicts that radio and television ad spending will overtake mobile ad spending.

Question 21

Tobacco ads disappeared from American television in 1962.

Question 22

The bandwagon effect is an advertising strategy that plays on consumers' sense of insecurity.

Question 23

Unlike tobacco ads, alcohol ads have yet to target minority populations.

Question 24

Most advertisements provide little information about how a product was made or how it compares with similar brands.

Question 25

Under the 1998 tobacco settlement, all of the major cigarette companies agreed to pull their advertising from general audience magazines that had young readers.

Question 26

Television networks have been known to refuse to air issue-based advertising that might upset their traditional advertisers.

Question 27

The Marlboro cigarette brand was originally designed for and targeted at female consumers.

Question 28

Ads that portray women as sex objects exemplify the association principle.

Question 29

The Federal Trade Commission can require advertisers to run spots correcting their deceptive ads.

Question 30

The disassociation corollary in advertising plays off the public's skepticism regarding large, impersonal corporations.

Question 31

Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.

Question 32

Cigarette companies have had difficulty advertising and selling their product in foreign countries.

Question 33

Product placement is an advertising strategy that puts products into movies, television shows, and video games.

Question 34

According to myth analysis, most ads are composed of mini-stories involving conflict between people or values.

Question 35

The Children's Television Act of 1990 severely limits program-length commercials and ads promoting sugar-coated cereal.

Question 36

Commercial speech is a right guaranteed by the First Amendment.

Question 37

After agreeing to a costly settlement with several states in 1998, the tobacco industry reduced its advertising spending to almost zero that year.

Question 38

Ads featuring the Marlboro cowboy use a persuasive strategy based on the association principle.

Question 39

Most people are easily persuaded by advertising.

Question 40

Ad agencies rarely use irritation advertising to sell products because people hate it and it doesn't work.

Question 41

Only wealthy political candidates can afford to have a significant advertising presence on television.

Question 42

About 80 percent of ads in colonial newspapers concerned land sales, transportation announcements, and ______.

A) restaurants and pubs
B) runaway slaves
C) job notices
D) pistols and other firearms
E) patent medicines

Question 43

Which of the following are the three primary consumer motivations that the VALS strategy considers when grouping consumers into types?

A) Ideals, achievement, and self-expression
B) Strivers, survivors, and thinkers
C) Achievers, strivers, and survivors
D) Ideals, achievers, experiencers
E) Achievement, self-expression, morals

Question 44

Which of the following statements is true about the unsolicited commercial e-mail known as spam?

A) Most companies have stopped using it because consumers find it annoying.
B) It accounted for more than 85 percent of e-mail messages by 2010.
C) It is the only way advertisers can use the Internet to attract customers.
D) It is the dominant format of Web advertising.
E) None of the options are correct.

Question 45

What advantage does smartphone advertising have over Internet advertising?

A) The ads are smaller so advertisers don't have to write as much copy.
B) People will definitely see a smartphone ad because they are always checking their phones.
C) Smartphone ads can be tailored to a specific geographic location or user demographic.
D) Smartphone ads need to be more general.
E) None of the options are correct.

Question 46

By the early 1900s, most advertisements were written to appeal to women, who constituted ______ of newspaper and magazine readers.

A) 30 percent
B) 50 to 60 percent
C) 70 to 80 percent
D) 99 percent
E) None of the options are correct.

Question 47

Online advertising has taken the form of ______.

A) banner ads that lead across the top or side of a Web page
B) pop-under ads
C) interstitials and flash multimedia
D) paid search engine advertising
E) All of the options are correct.

Question 48

The ______ is the blueprint or roughly drawn comic strip of a potential ad.

A) focus group
B) storyboard
C) VALS strategy
D) PSA
E) space broker

Question 49

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
E) media buyers

Question 50

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) spread messages about new products across the country
E) All of the options are correct.

Question 51

Which of the following statements about boutique advertising agencies is false?

A) Designers and artists might have formed them in order to have more creative freedom.
B) Many have been bought up by larger agencies, but may still operate semi-independently.
C) They cater to large clients like Gap and Kmart, just like the mega-agencies do.
D) They are too small and don't have the staff to offer their clients personalized service.
E) All of the options are correct.

Question 52

Hidden or disguised print or visual messages are called ______.

A) subliminal advertising
B) slogans
C) public service announcements
D) saturation advertising
E) spam

Question 53

Along with patent medicine companies, what was another prominent newspaper advertiser in the 1890s?

A) Auto manufacturers
B) Travel agents
C) Department stores
D) Movie theaters
E) Labor unions

Question 54

Which statement about the Super Bowl and advertising is correct?

A) Average cost for a 30-second commercial in Super Bowl 50: $4.8 million.
B) In 1973 a 30-second ad topped $100,000.
C) The biggest percent increase in the price of a commercial was in 1968 (35%).
D) The second biggest increase in the price of a commercial was in the second year of the Super Bowl, 2000 (31%), when Pets.com and 16 other Internet upstarts shoveled cash from venture capital and stock offerings into the game amid the dot-com bubble.
E) All the options are correct.

Question 55

The dominant form of Web advertising is ______.

A) interstitials
B) pop-up and pop-under ads
C) paid search advertising
D) spam
E) viral videos

Question 56

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
E) society had become more urban and more trusting

Question 57

Which of the following was an early brand name in the United States?

A) Eastman Kodak
B) Levi Strauss
C) Quaker Oats
D) Campbell Soup
E) All of the options are correct.

Question 58

How do advertisers direct targeted ads to specific Web site visitors?

A) They use cookies to collect information about a user's Web activity.
B) They send surveys in the mail.
C) They ask for permission to use targeted ads.
D) They conduct psychographic surveys by phone.
E) None of the options are correct.

Question 59

The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to ______.

A) the cost of raw materials
B) manufacturing costs
C) distribution expenses
D) advertising
E) a dramatic improvement in quality of materials and manufacturing

Question 60

Which of the following is one of the WPP Group's top competitors?

A) Omnicom
B) Ogilvy & Mather
C) J. Walter Thompson
D) Peterson Milla Hooks
E) None of the options are correct.

Question 61

Historically, one controversial use of the association principle in advertising is ______.

A) large corporations trying to pretend they are smaller, friendlier companies
B) women being portrayed as stereotyped caricatures
C) the use of celebrities to sell products
D) commercials playing on the insecurities of consumers to make them think a product can reduce that anxiety
E) the placement of brand-name products in television programs and movies

Question 62

Channel One is an example of ______.

A) an online service that tracks the success and placement of VNRs
B) a campaign finance reform initiative
C) a boutique agency
D) advertising in schools
E) an ABC subsidiary

Question 63

Which of the following statements about the advertising of prescription drugs is true?

A) Pharmaceutical companies have started direct-to-consumer marketing via text messages and Facebook.
B) Pharmaceutical companies have engaged in "disease awareness" campaigns in order to build markets for their products.
C) Pharmaceutical companies are spending billions of dollars to advertise their prescription drugs to the public.
D) The United States and New Zealand are the only countries that allow the direct advertisement of prescription drugs to consumers.
E) All of the options are correct.

Question 64

The 1998 tobacco industry settlement in the United States prohibited ______.

A) the use of cartoon images like Joe Camel in tobacco advertising
B) the use of human images, like the Marlboro man, in tobacco advertising
C) the sale of U.S. tobacco products to Third World nations
D) all chewing tobacco by 2004
E) the tobacco industry's lobbying of Congress

Question 65

The Children's Television Act of 1990 mandated that ______.

A) product placement be minimized in children's programming
B) networks provide some educational and informational children's programming
C) advertising be banned from children's programming
D) all advertising in children's programming meet strict guidelines
E) All of the options are correct.

Question 66

From the perspective of myth analysis, the primary purpose of most contemporary consumer advertising is to ______.

A) provide price information
B) compare the product with its competitors
C) describe the product's ingredients
D) reassure buyers that using brand-name products will help them deal with their tensions and problems
E) None of the options are correct.

Question 67

In advertising, the association principle is ______.

A) a method of persuasion 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 they had the first time they used it
C) the principle that higher-up associates in the advertising agency make fewer daily decisions
D) the antipersuasion model of linear causality
E) the idea that advertisers need to downplay or hide their corporate identity behind a product

Question 68

Which of the following is a side effect of the growth of Internet advertising?

A) More and more advertisers are moving ad spending away from traditional media to the Internet.
B) Search engines like Google are becoming leading advertising companies.
C) E-mail inboxes are bombarded with spam.
D) Social networking sites gather user information for advertising purposes.
E) All of the options are correct.

Question 69

Which of the following is the form of advertising in which sponsors pay to have their products seen in TV programs and movies?

A) Billboarding
B) Integrated advertising
C) Product placement
D) Program exposure
E) Pseudo-consumerism

Question 70

In an ad showing a salesman talking about how his father taught him to be honest and hardworking and to understand the value of treating people fairly, auto manufacturer Ford demonstrates ______.

A) an appeal to the bandwagon effect
B) propaganda
C) the plain-folks pitch
D) the famous-person testimonial
E) myth analysis

Question 71

Which advertising strategy emerged because of corporate mergers and public distrust of impersonal and large corporations?

A) Plain-folks pitch
B) Bandwagon effect
C) Disassociation corollary
D) Hidden-fear appeal
E) Subliminal seduction

Question 72

Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity?

A) Bandwagon effect
B) Snob-appeal approach
C) Plain-folks pitch
D) Hidden-fear appeal
E) Irritation advertising

Question 73

Which statement about blogger product reviews is true?

A) You can always trust them to be unbiased.
B) They are unvarnished truth about products by average people.
C) Some popular bloggers have been paid to give positive reviews.
D) Bloggers always disclose when a product has been sent to them for free by a company seeking their endorsement.
E) None of the options are correct.

Question 74

From the perspective of myth analysis, many advertisements involve all but which of the following elements?

A) Resolution
B) Disassociation corollary
C) Conflict
D) A narrative
E) All of the options are correct.

Question 75

Which of the following is not an example of product placement?

A) A character in Iron Man 2 drives an Audi and uses an LG phone.
B) The title character in the movie E.T. eats Reese's Pieces.
C) A character on a sitcom eats a peanut butter and jelly sandwich.
D) The line "Brewed by Starbucks" is added to the logo of a morning cable television news program.
E) Coca-Cola products are often visible on the set of television program American Idol.

Question 76

An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of ______.

A) the plain-folks pitch
B) the hidden-fear appeal
C) subliminal advertising
D) overt advertising
E) irritation advertising

Question 77

Which of the following is not an example of the association principle of advertising at work?

A) A store puts up extra flags and red, white, and blue decorations to create an image of national pride.
B) A commercial shows a man surrounded by attractive women after using a brand of cologne.
C) A noisy, high-powered, gas-guzzling vehicle is shown in a rustic setting.
D) A brand of candy bar made by a major candy company is portrayed as a "working-class treat" made by local efforts.
E) An ad for a "green" cleaning product shows the bottle in a woodland setting.

Question 78

What is an example of earned media on the Internet?

A) The money advertisers earn from selling online ads
B) A paid advertisement on Facebook
C) A click-through advertisement
D) A Facebook user endorsing a product or company by clicking "Like"
E) A blogger who earns pay and gifts for endorsing a product

Question 79

A company that wants to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which persuasive technique?

A) Famous-person testimonial
B) Plain-folks pitch
C) Snob-appeal approach
D) Bandwagon effect
E) Irritation advertising

Question 80

An obnoxious car dealer or appliance salesman yelling at the camera in a TV commercial is using which questionable persuasive strategy?

A) Hidden-fear appeal
B) Irritation advertising
C) Plain-folks pitch
D) Snob-appeal approach
E) Product placement