In the Interactive/Wireless/Broadband era:
a. advertising is no longer one of the primary marketing mix tools used to stimulate demand.
b. advertising is still a paid, mass-mediated attempt to persuade.
c. no change will occur in the advertising prepared and delivered to the target audience.
d. advertising is no longer a tool that contributes to nurturing brand loyalty.
Question 2The Consumer Empowerment era of advertising is characterized by great turmoil. At the crux of this turmoil is
a. low inflation, which is keeping ad prices low.
b. high employment, which is making it hard for agencies to fill vacant positions.
c. interactive media, which offers consumers a wide range of new choices for information and product acquisition.
d. mergers and acquisitions in the ad industry, which are creating overly powerful mega-agencies.
Question 3Despite the dot com meltdown of 2000 and the demise of many websites, Phase II of the e-promotion revolution is:
a. eliminating advertising entirely
b. much more successful
c. likely to decrease in the next decade.
d. in limbo awaiting better ad measurement tools
Question 4In 1995, 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
a. the technology to measure advertising impact had improved.
b. the fundamental reasons to advertise had changed.
c. there was now proof that advertising leads directly to sales.
d. billing scandals had undermined the confidence of advertisers in their agencies.
Question 5At the same time that television advertising was beginning to be influenced by the bold, fast-paced editing style of MTV, many mainstream ads could be described as
a. hard sell. c. lacking class consciousness.
b. understated and conservative. d. challenging traditional family values.
Question 6Which of the following types of ad depictions were not part of 1950's advertising?
a. Mythic nuclear families. c. Minorities and women in prominent roles.
b. Well behaved children. d. Our buddy, the atom.
Question 7Which one of the following descriptions is not associated with the period of advertising known as the creative revolution?
a. Creatives began to have a bigger say in how agencies were run.
b. There was a trend toward simplicity.
c. There was increased representation of women and minorities.
d. Advertising became a symbol of consumption.
Question 8Two of the agencies most noted for their early role in the creative revolution were
a. Young & Rubicam and BBDO
b. J. Walter Thompson and N. W. Ayer.
c. Ogilvy & Mather and Doyle, Dane, Bernbach.
d. Tatham, Laird & Kudner and Ted Bates.
Question 9In the advertising era referred to as World War II and After (1941-1960), advertising creativity
a. applied the principle of cognitive dissonance.
b. primarily used the social tableau approach.
c. is rarely remembered as advertising's golden age
d. was mainly affective advertising.
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