1. Advertising has been around since only the early 1800s.

Chapter 1

• Advertising has been around since only the early 1800s.
• True

*

• False
• Advertisements in the 1950s typically focused on families and new

technological advances.*a. True

• False
• Beginning in the 1950s, television became the dominant form of advertising

because commercials could be broadcast with sight, sound, and motion.*a. True

• False
• The Internet has not yet become an important advertising medium for most

businesses.

• True

*b. False

• One reason why print advertising is widely used today is because it does

not negatively impact the environment.

• True

*b. False

• Businesses that use green marketing have an advantage when introducing

their product or service in the marketplace.*a. True

• False
• It is unethical for a business to advertise its social responsibility

efforts; such efforts should always be conducted behind the scenes.

• True

*b. False

• Advertising is highly influenced by consumer needs and purchase patterns.

*a. True

• False

Advertising and Sales Promotion, 1e Ken Kaser (Test Bank All Chapters, 100% Original Verified, A+ Grade) 1 / 4

Chapter 1

• Understanding consumer motivation is the best way to learn how to increase

buyer incentive through effective advertising.*a. True

• False
• Blogs are a poor source of consumer information about products and

services.

• True

*b. False

• All a successful ad requires is a strong understanding of the product

or service being promoted.

• True

*b. False

• Brand advertising and product advertising sometimes overlap.

*a. True

• False
• Corporate advertising does not ask consumers to take a specific action,

such as to buy a product.*a. True

• False
• Account planners communicate the client’s objectives to other team

members at the advertising agency to ensure that strategies are carried out on schedule and within budget.

• True

*b. False

• Outsourcing occurs when a small advertising agency assigns individual

tasks to other companies that specialize in planning, designing, and creating advertisements.*a. True

• False
• During the 1920s, advertising was typically
• no-nonsense and focused on practical goods

*b. glamorous and promoted consumption during prosperous times 2 / 4

Chapter 1

• oriented primarily toward families and children
• highly visual and included little text

• Cable television impacted advertising because

• it forced advertising agencies to produce commercials that ran for

only 30 or 60 seconds

• it strengthened the appeal of radio as an advertising medium

*c. it allowed advertisers to narrow the demographics of their intended audiences

• all of the above are correct

• When did Internet advertising come onto the scene?

• the 1970s
• the 1980s

*c. the 1990s

• the 2000s

• Businesses that use green business practices

*a. are often favored by customers

• find ways to turn pollution into “green” cash
• are generally less profitable than companies that underestimate

environmental influences

• have been losing market share for years

• The MAIN focus of trade associations is

• shaping public opinion on various issues

*b. collaboration between companies to develop industry standards

• producing advertising to influence public sentiment
• lobbying legislators to support or oppose particular legislation

• When Monica visits Poppy’s Pizza, she gives her order to Martin, the

server. Poppy makes the pizza in the kitchen and brings it to Monica’s table.After Monica has enjoyed her meal, she pays the cash register clerk, Amber.Who is the consumer in this scenario?

• Poppy
• Martin
• Amber

*d. Monica

• Which of the following terms refers to what a customer wants from a

product.

*a. direction 3 / 4

Chapter 1

• passion
• intensity
• desire

• Which of the following is an example of corporate advertising?

*a. GE runs an advertisement about capturing and using wind energy through the use of windmills.

• Hyundai runs an advertisement emphasizing the low price and

durability of its automobiles.

• Nike runs a series of advertisements featuring its “Just Do It”

slogan to build a positive brand image.

• All of the above are examples of corporate advertising.

• The PRIMARY role of an advertising agency is to

• reaffirm the brand image of its clients
• build ad campaigns to increase sales of a company’s products

*c. analyze a company’s goals and help it achieve those goals through well-planned advertising strategies

• attract new customers and retain current customers for its clients

• The words used in an advertisement are the responsibility of the

• editor
• media planner
• creative director

*d. copywriter

• In 1848, it was possible to print 10,000 sheets per hour on a printing

press. If an advertiser wanted to print 100,000 sheets, how many hours would it take?

Correct Answer(s):

• 10

• In 1880, total advertising dollars spent in the United States was $200

million. By 1920, that figure had grown to $3 billion. What percentage increase is that?

Correct Answer(s):

• 1400%

• A popular radio program in the 1950s had an audience of 24 million

listeners a week, airing on 1,600 radio stations. On average, how many people were listening on each of those radio stations?

Correct Answer(s):

• / 4