Question 1

According to the history of advertising,the _____ made possible the first advertising formats-posters,handbills,signs and newspapers.

Accepted Answer

A)  quill pen
B)  printing press
C)  silk screen
D)  ability to mold lead
E)  ability to copy and drawF) A) and E)
G) C) and E)

Question 2

A decade after World War I ended,a significant event occurred that caused consumer sales resistance,corporate budget cutting and advertising expenditures to plummet.This event was:

Accepted Answer

A)  the imposition of a personal income tax by the federal government.
B)  the defeat of Germany and its default on loans that had been granted to them by the victors of the conflict.
C)  the crashing of the stock market in October 29,1929.
D)  the creation of the World Bank,which made additional revenues available to state and federal banks.
E)  strong challenges to the idea of a system of consumer credit that had been advocated by the federal government.F) A) and B)
G) A) and C)

Question 3

What are the fundamental assumptions of free market economics that a market-driven society strives to achieve?

Accepted Answer

There are four fundamental assumptions o...

Question 4

As the U.S.economy slowed over the last decade,companies have used which cost-effective method to trim their advertising budgets?

Accepted Answer

A)  Operational strategy
B)  Tactical implementation of advertising strategy
C)  Sales promotions
D)  Internet advertising
E)  Word-of-mouth advertisingF) A) and B)
G) A) and E)

Question 5

Describe how advertising fits into the marketing process.

Accepted Answer

Advertising helps the organization achie...

Question 6

What is the most basic function of branding?

Accepted Answer

One of the most basic function...

Question 7

Many urban hotels are creating women-only floors for female travelers.Enhanced security and toiletries more likely to appeal to women such as bubble bath and curling irons are made available.To specifically target women who are traveling on their own,these hotels have implemented a _____ strategy.

Accepted Answer

A)  product segmentation
B)  targeted diversification
C)  demarketing
D)  market segmentation
E)  market aggregationF) A) and B)
G) B) and D)

Question 8

Of all the business functions,_____ is the only function whose primary role is to bring in revenues.

Accepted Answer

A)  finance
B)  operation management
C)  human relations management
D)  marketing
E)  accountingF) C) and D)
G) A) and E)

Question 9

The retailer of Craftsmen tools is using product differentiation when it advertises that unlike other tools,its brand of tools have a lifetime warranty.

Accepted Answer

A) True 
 B)False

Question 10

The 4 Ps of the marketing mix are:

Accepted Answer

A)  product,price,place,and promotion.
B)  product,people,process and promotion.
C)  people,price,place and product.
D)  product,process,people and physical evidence.
E)  place,people,product,and process.F) A) and E)
G) None of the above

Question 11

When did the industrial age begin?

Accepted Answer

The industrial age s...

Question 12

In 1914,Congress passed the Federal Trade Commission Act to protect the public's health and control drug advertising.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements about advertising is true?

Accepted Answer

A)  It does not involve branding.
B)  It is usually free.
C)  It has an identifiable sponsor.
D)  It is just informative communication.
E)  It is restricted to a single medium.F) C) and E)
G) None of the above

Question 14

An end to the Cold War came as the Berlin Wall came down and Western companies and financiers began to invest heavily in what were once called Warsaw Pact countries.Big multinational companies and their advertising agencies went on a binge,buying other big companies and adding a new term to the financial lexicon.This term was referred to as:

Accepted Answer

A)  partnering.
B)  free market.
C)  oligopoly.
D)  mega merger.
E)  service economy.F) A) and B)
G) A) and C)

Question 15

The billboard that displays an advertisement for a new Internet service provider is an example of a medium.

Accepted Answer

A) True 
 B)False

Question 16

One of the principles of free-market economics is that our market-driven society believes in "self-interest".What does this mean?

Accepted Answer

People and organizat...

Question 17

During the current drought in the southeastern United States,marketing campaigns were implemented to encourage consumers to use less water by increasing rates and issuing fines to those who used more than their fair share.A marketing effort such as this would be classified as:

Accepted Answer

A)  co-marketing.
B)  eco-marketing.
C)  de-marketing.
D)  relationship marketing.
E)  un-marketing.F) A) and C)
G) A) and B)

Question 18

What type of strategy is being used by a Web site like www.CNNMoney.com when it describes itself as "a one-stop destination covering everything a small-business owner needs to know" in order to associate itself with benefits that are important to small business owners?

Accepted Answer

A)  Market penetration
B)  Product differentiation
C)  Positioning
D)  Market segmentation
E)  Sales promotionF) B) and E)
G) A) and B)

Question 19

A(n) _____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the consumer's priority list.

Accepted Answer

A)  logistical strategy
B)  universal sales promotion (USP) 
C)  positioning strategy
D)  market aggregation strategy
E)  promotional mixF) B) and D)
G) C) and D)

Question 20

Which of the following is the best example of a service?

Accepted Answer

A)  A seminar on how to quit smoking
B)  A birthday present
C)  Vitamins to improve one's health
D)  Gift wrapping paper sold as an elementary school fund-raiser
E)  A donation of clothes to the Salvation ArmyF) All of the above
G) A) and C)

Exam 1: The Evolution of Advertising

When did the industrial age begin?

Correct Answer
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The industrial age s...
View Answer

Describe how advertising fits into the marketing process.

Correct Answer
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Advertising helps the organization achie...
View Answer

Of all the business functions,_____ is the only function whose primary role is to bring in revenues.

Correct Answer
verified

What type of strategy is being used by a Web site like www.CNNMoney.com when it describes itself as "a one-stop destination covering everything a small-business owner needs to know" in order to associate itself with benefits that are important to small business owners?

Correct Answer
verified

According to the history of advertising,the _____ made possible the first advertising formats-posters,handbills,signs and newspapers.

Correct Answer
verified

The billboard that displays an advertisement for a new Internet service provider is an example of a medium.

Correct Answer
verified

A decade after World War I ended,a significant event occurred that caused consumer sales resistance,corporate budget cutting and advertising expenditures to plummet.This event was:

Correct Answer
verified

During the current drought in the southeastern United States,marketing campaigns were implemented to encourage consumers to use less water by increasing rates and issuing fines to those who used more than their fair share.A marketing effort such as this would be classified as:

Correct Answer
verified

What are the fundamental assumptions of free market economics that a market-driven society strives to achieve?

Correct Answer
verified
There are four fundamental assumptions o...
View Answer

Many urban hotels are creating women-only floors for female travelers.Enhanced security and toiletries more likely to appeal to women such as bubble bath and curling irons are made available.To specifically target women who are traveling on their own,these hotels have implemented a _____ strategy.

Correct Answer
verified

Correct Answer
verified

A(n) _____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the consumer's priority list.

Correct Answer
verified

As the U.S.economy slowed over the last decade,companies have used which cost-effective method to trim their advertising budgets?

Correct Answer
verified

In 1914,Congress passed the Federal Trade Commission Act to protect the public's health and control drug advertising.

Correct Answer
verified

Which of the following statements about advertising is true?

Correct Answer
verified

One of the principles of free-market economics is that our market-driven society believes in "self-interest".What does this mean?

Correct Answer
verified
People and organizat...
View Answer

The 4 Ps of the marketing mix are:

Correct Answer
verified

What is the most basic function of branding?

Correct Answer
verified
One of the most basic function...
View Answer

Which of the following is the best example of a service?

Correct Answer
verified

The retailer of Craftsmen tools is using product differentiation when it advertises that unlike other tools,its brand of tools have a lifetime warranty.

Correct Answer
verified

Exam 1: The Evolution of Advertising

When did the industrial age begin?

Correct AnswerverifiedThe industrial age s...View AnswerShow Answer

Describe how advertising fits into the marketing process.

Correct AnswerverifiedAdvertising helps the organization achie...View AnswerShow Answer

Of all the business functions,_____ is the only function whose primary role is to bring in revenues.

Correct AnswerverifiedShow Answer

What type of strategy is being used by a Web site like www.CNNMoney.com when it describes itself as "a one-stop destination covering everything a small-business owner needs to know" in order to associate itself with benefits that are important to small business owners?

Correct AnswerverifiedShow Answer

According to the history of advertising,the _____ made possible the first advertising formats-posters,handbills,signs and newspapers.

Correct AnswerverifiedShow Answer

The billboard that displays an advertisement for a new Internet service provider is an example of a medium.

Correct AnswerverifiedShow Answer

A decade after World War I ended,a significant event occurred that caused consumer sales resistance,corporate budget cutting and advertising expenditures to plummet.This event was:

Correct AnswerverifiedShow Answer

During the current drought in the southeastern United States,marketing campaigns were implemented to encourage consumers to use less water by increasing rates and issuing fines to those who used more than their fair share.A marketing effort such as this would be classified as:

Correct AnswerverifiedShow Answer

What are the fundamental assumptions of free market economics that a market-driven society strives to achieve?

Correct AnswerverifiedThere are four fundamental assumptions o...View AnswerShow Answer

Many urban hotels are creating women-only floors for female travelers.Enhanced security and toiletries more likely to appeal to women such as bubble bath and curling irons are made available.To specifically target women who are traveling on their own,these hotels have implemented a _____ strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A(n) _____ is an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the consumer's priority list.

Correct AnswerverifiedShow Answer

As the U.S.economy slowed over the last decade,companies have used which cost-effective method to trim their advertising budgets?

Correct AnswerverifiedShow Answer

In 1914,Congress passed the Federal Trade Commission Act to protect the public's health and control drug advertising.

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is true?

Correct AnswerverifiedShow Answer

One of the principles of free-market economics is that our market-driven society believes in "self-interest".What does this mean?

Correct AnswerverifiedPeople and organizat...View AnswerShow Answer

The 4 Ps of the marketing mix are:

Correct AnswerverifiedShow Answer

What is the most basic function of branding?

Correct AnswerverifiedOne of the most basic function...View AnswerShow Answer

Which of the following is the best example of a service?

Correct AnswerverifiedShow Answer

The retailer of Craftsmen tools is using product differentiation when it advertises that unlike other tools,its brand of tools have a lifetime warranty.

Correct AnswerverifiedShow Answer

Correct Answer
verified
The industrial age s...
View Answer

Correct Answer
verified
Advertising helps the organization achie...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
There are four fundamental assumptions o...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
People and organizat...
View Answer

Correct Answer
verified

Correct Answer
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One of the most basic function...
View Answer

Correct Answer
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Correct Answer
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