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CHAPTER ONE Introduction to Advertising GENERAL CONTENT: MULTIPLE-CHOICE QUESTIONS 1. What of the following is NOT a stage in the evolution of advertising? a. identification b. information c. promotion d. pricing e. sales (d; moderate; pp. 7-8; LO4) 2. In the early 20th century _______ was referred to by advertising legend Albert Lasker as "salesmanship in print driven by a reason why" which became the model for stating a claim and explaining the support behind it. a. advertising b. communications c. integrated marketing communications d. integrated communications e. product (a; difficult; p. 8; LO1; AACSB Communication) 3. Which of the following is NOT a component of advertising? a. paid form of communication b. sponsor is identified c. usually personal in nature d. tries to inform, persuade, or influence the audience e. uses mass media (c; easy; p. 9; LO1; AACSB Analytical Skills) 4. Paid persuasive communication that uses nonpersonal mass media to reach broad audiences—as well as other forms of interactive communication—to connect an identified sponsor with a target audience is known as ________. a. advertising b. personal sel
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